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Graphic Standards
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Government of Newfoundland and Labrador Graphic Standards Manual
Table of Contents
Graphic Standards
Four Colour Brand Signature Master Artwork ..... 1
The Brand Signature ~ Overview ....................... 2
Department Logos ........................................... 4
Special Brand Signatures ................................. 6Measurement and Re-sizing ............................. 7
Protection Area ............................................... 8
Small Use Brand Signature .............................. 9
Minimum Size ................................................. 9
Brand Signature ~ Pantone and
Four-Colour Reproduction ............................... 10
Brand Signature ~ Pantone and
Four-Colour Reproduction (REVERSED) ............ 11
Brand Signature ~ Single Colour
with Tint Reproduction ................................... 12
Brand Signature ~ Single Colouron Dark Backgrounds .................................... 13
Protecting the Brand Signature ....................... 14
Supporting Typeace ...................................... 17
Colour Palette ............................................... 18
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Four Colour Brand Signature Master Artwork
(for use at all sizes greater than or equal to 1 inch wide)
Note: the dotted line is not part o the Brand Signature, but only represents the minimum protection space.
Do not alter the brand signature in any way.
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Use on white paper stock or stationery,
printed items, promotional items, and light
coloured vehicles.
Use when printing on an approved dark-
coloured background (see page 11).
Use or black and white newspaper advertising,
ax cover sheets, and other media where
colour cannot be achieved but 30% and 70%
tints can be reproduced.
Use when screens and tint cannot be
reproduced.
The Brand Signature ~ Overview
The Brand Signature consists o two elements:
the unique lettering o the words Newoundland
and Labrador, and the integrated stylized
Pitcher Plant graphic fower. The relationship
between the two elements is xed and must
never be altered. Reproduction in colour on a
white background is always preerred wherever
possible (see page 10 onwards or Pantone,
our-colour process, one and two-colour, ANPA-
COLOR, and RGB reproduction specifcations).
Publications will determine which version o
the Brand Signature to apply.
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Use when the Brand is being used outside
Canada.
Use when the Brand is being used in French
language situations.
Use when the Brand is being used in French
language situations outside Canada.
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Department Logos
When the Brand Signature is accompanied
with department names the ollowing design
standards must be ollowed. The illustrated
examples are based on the Brand Signature
at 5. All the other uses should be proportionally
enlarged or reduced. All department logos are
available on CD. The department can produce
the logo in a variety o ways:
ColourColour Reversed
Black and White ReversedBlack and White
Tourism, Culture and Recreation
ITC Franklin Gothic - Demi - 25pt
0.65"
5"
Grey-Scale
Note: Department logos are not to be used on stationery or forms.
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Department Logos (continued)
Department logos have been developed oreach government department as well as a
number o branches and agencies, boards
and commissions.
Following are the existing versions, all
available on CD.
Government Departments
Business
Education
Environment and Conservation
Executive CouncilFinance
Fisheries and Aquaculture
Government Services
Health and Community Services
Human Resources, Labour and Employment
Innovation, Trade and Rural Development
Justice
Labrador and Aboriginal Aairs
Municipal Aairs
Natural Resources
Tourism, Culture and Recreation
Transportation and Works
Branches/Offices/Secretariats
Cabinet Secretariat
Intergovernmental Aairs
Oce o the Chie Inormation Ocer
Public Service Secretariat
Rural Secretariat
Womens Policy Oce
Agencies, Boards and Commissions
Fire and Emergency ServicesGovernment Purchasing Agency
Housing
Labour Relations Agency
Labour Relations Board
Public Service Commission
Note: Department logos are not to be used on stationery or forms.
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Special Brand Signatures
Embroidery Logo
When the Brand Signature is embroidered
on wearables such as jackets, T-shirts and
ball caps, a special le has been designed
to accommodate this process. When using
the embroidery logo match colour treads to
Pantone numbers.
Engraving/Embossing Logo
When the Brand Signature appears on glass,
metal or stone, an engraving/embossing
logo has been designed to accommodate the
particular requirements o that process.
Embroidery Logo
Engraving/Embossing Logo
PANTONE
294C
PANTONE
485C
PANTONE
715C
White
PANTONE
362C
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Measurement and Re-sizing
Precise and consistent measurement o theBrand Signature is best achieved by measuring
horizontally rom the outside let edge o the
letter N in Newoundland, across to the outer
right seri edge o the letter d.
When resizing the Brand Signature, alwaysensure that it is scaled proportionately. As a
check, the vertical measurement should always
be the horizontal measurement. I this
2:1 ratio is o, the Brand Signature will appear
horizontally or vertically skewed, leading to an
unacceptable appearance (as illustrated below).
Horizontal measurement
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Protection Area
So that the Brand Signature can stand outclearly in any situation or application, it should
be reproduced with as much surrounding clear
space as possible without looking unnatural
or isolated. Allow a minimum space around all
the elements equal to the height o the letter
L in Labrador. Visually, this means there will
always appear to be more clear space above
the entire Brand Signature, adding impact to
its presentation.
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Small Use Brand Signature
Because o the unique details within the BrandSignature design, particularly in the stylized
fowers, fower stems, and lettering style,
it is important to reproduce everything as
clearly as possible. In the majority o printing
processes it is recommended that the Brand
Signature is reproduced equal to or greater
than 1". At widths o less than 1", subject
to a minimum width o .5" and only in those
special cases, the Small Use Brand Signature
must be used. This Brand Signature must
never be used at larger reproduction sizes.
The method o measurement and protection
area or the Small Use Brand Signature is the
same as or all others (see page 8).
Minimum Size
When the Brand Signature is reproduced atwidths less than 1", and particularly at the
minimum width o .5", great care should be
taken to ensure that mechanical production
processes reproduce all the elements o the
Brand Signature precisely. The Small Use
Brand Signature must only be reproduced on
white or clear backgrounds.
Note: Above is enlarged for illustrative purposes.
Four-Colour Version
Minimum
One-Colour Version
Solid Black
Minimum
1"
.75"
.5"
1"
.75"
.5"
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1
Brand Signature ~ Pantone and
Four-Colour ReproductionTo ensure consistent colour reproduction o
the Brand Signature using Pantone colours or
our-colour process, ANPA-COLOR or RGB, the
ollowing specications must be ollowed.
Reproduction on white backgrounds ensures
maximum legibility and impact. Dierent
reference numbers for coated (C) and
uncoated (U) colours are given so that a close
visual match can be achieved or the orange
and green colours on diering paper stock.
Pantone Coated:Blue: Pantone 294C
Red: Pantone 485C
Orange: Pantone 715C
Green: Pantone 362C
Pantone Uncoated:Blue: Pantone 294U
Red: Pantone 485U
Orange: Pantone 714U
Green: Pantone 361U
Four-Colour Process:Blue: (coated and uncoated) C100 M58 Y0 K21
Red: (coated and uncoated) C0 M100 Y99 K4
Orange: (coated) C0 M36 Y71 K0
Orange: (uncoated) C0 M61 Y97 K0
Green: (coated) C70 M0 Y100 K9
Green: (uncoated) C69 M0 Y100 K0
ANPA-COLOR:Blue: ANPA-COLOR-701
Red: ANPA-COLOR-704Orange: ANPA-COLOR-749
Green: ANPA-COLOR-741
RGB:Red: R238 G46 B36
Orange: R250 G175 B94
Green: R71 G170 B66
Blue: R0 G85 B150
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Brand Signature ~ Pantone
and Four-Colour Reproduction(REVERSED)
Reproduction on a blue background is acceptable
when a white background is not available.
The lettering must always appear white.
The blue area shown here is not a panel but
simply represents the protection area around
the Brand Signature (see page 8). Dierent
reerence numbers or coated (C) and uncoated
(U) colours are given so that a close visual
match can be achieved or the orange and
green colours on diering paper stock.
Pantone Coated:Blue: Pantone 294C
Red: Pantone 485C
Orange: Pantone 715C
Green: Pantone 362C
Pantone Uncoated:Blue: Pantone 294U
Red: Pantone 485U
Orange: Pantone 714U
Green: Pantone 361U
Four-Colour Process:Blue: (coated and uncoated) C100 M58 Y0 K21
Red: (coated and uncoated) C0 M100 Y99 K4
Orange: (coated) C0 M36 Y71 K0
Orange: (uncoated) C0 M61 Y97 K0
Green: (coated) C70 M0 Y100 K9
Green: (uncoated) C69 M0 Y100 K0
ANPA-COLOR:
Blue: ANPA-COLOR-701Red: ANPA-COLOR-704
Orange: ANPA-COLOR-749
Green: ANPA-COLOR-741
RGB:Red: R238 G46 B36
Orange: R250 G175 B94
Green: R71 G170 B66
Blue: R0 G85 B150
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1
Brand Signature ~ Single Colour
with Tint ReproductionWhere production constraints preclude the
use o two-colour or our-colour process
reproduction o the Brand Signature, it may
appear in a single colour with 30% tint inside
the stylized fower heads and 70% tint in the
stems or as black and white. These Brand
Signatures may also be reproduced using
Pantone 294 (C or U). Other colours must
not be used.
These Brand Signatures must only be reproduced
on white backgrounds. The method of
measurement and protection area or these
versions o the Brand Signature is the same
as or all other Brand Signatures (see page 7-8).
For usage 1.5" and larger For usage smaller than 1.5"
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Brand Signature ~ Single Colour
on Dark BackgroundsWhere production constraints preclude the
use o two-colour or our-colour process
reproduction o the Brand Signature, it may
appear using a single colour. The Brand
Signature may be reversed out o a black or
Pantone 294 (C or U) background. The letters,
stem, and stylized fower heads remain white.
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Dont change the lettering colour
Dont enhance or modiy the Brand Signature
proportional relationship
Dont condense or expand the Brand Signature
Dont rame the Brand Signature with lines,
shapes or panels
Protecting the Brand Signature
Only the versions o the Brand Signatureshown on pages 213 o this section
are authorized or use. Pages 14 to 16
show typical examples o common errors
in reproduction, or misuse o the Brand
Signature that must be avoided at all times.
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Protecting the Brand Signature
(continued)
Dont lose the green stems
Dont lose the spaces between petals
Dont print colour Brand Signature on
black backgrounds, use the reversed logo
Dont lose the Brand Signature
in mixed tone backgrounds
Dont add glows
Dont change the protection space
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Dont add drop shadows
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Protecting the Brand Signature
(continued)
Dont change Brand Signature orientation
Dont lose the Brand Signature in
light backgrounds
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1
Supporting Typeface
To maintain consistency across all applicationsof the Brand Signature, the typeface ITC
Franklin Gothic has been selected or headline
and text requirements. This clear, legible, and
very distinctive typeace is available in roman
and italic versions in multiple weights which
complement the Brand Signature.
Consistent typography is an important elementin reinorcing the Brand, and typeaces other
than ITC Franklin Gothic should not be used.
Text usually appears in black or grey (Pantone
Cool Grey 9), and headings appear in Pantone
294 (C or U) or grey, or reversed white out o
blue, grey, or black backgrounds.
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
abcdefghijklmnopqrstuvwxyz
Government of Newfoundland and Labrador
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdeghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890abcdefghijklmnopqrstuvwxyz
Book
Book Italic
Demi
Demi Italic
Heavy
Heavy Italic
Typical ITC Franklin Gothic Demi setting
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Secondary Colours
(313, 289, 513, 1955, 021, 168, 7405, 357)
The secondary colour palette has been selected to
provide a harmonious and extended interpretation
o the Newoundland and Labrador Brand.
Secondary colours must be used in conjunction
with the ofcial colours, not in lieu o them.
The secondary colours provide
good combinations or use
with the core colours.
Colour Palette
Core Colours
(294, 485, 715, 362)
The Newoundland and Labrador Brand colour
palette is designed to help organize the colours
associated with the brand. The colour palette
chosen supports our unique personality
by differentiating us visually. Use
these colours when designing
collateral material,
promotional items,
and online
elements.
Pantone
Colour Wheel
362 715
294 485
021313
50%
75%
65%
75%
50%
75%
7405
513
289
357
168
1955
55%
45%
35%
25%
80%
60%
40%
20%
10%75% 50%
50% 75%
25%
10%
20%
40%
60%
80%
35%
45%
55%
65%
75%
80%
60%
40%
20%
10%
75%
65%
55%
45%
35%
25%
80%
60%
40%
20%
10%
25%
35%
45%
55%
65%
75%
There are many
colour options
available to cover
all types o usage,
but it is important to limit
the number o colours since
too much variation can be visually
distracting. The secondary colours can be
useul in a variety o situations, ranging rom corporate
collateral to more playul product-specic items.
Where possible text is to be
printed in Pantone Cool Grey 9.
Colours shown are not an exact match to the specified Pantone
colours. Please refer to a Pantone swatch book for true colour match.
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