Guidelines and Templates
Guidelines and templates for provincial and territorial governments and the CMEC
The CMEC and provincial and federal government departments each have a unique brand or visual identity which they will use in conjunction with the Imagine Education au/in Canada brand. Co-branding is the term used to describe reciprocal arrangements such as these between two or more organizations that agree to jointly display promotional material and perform joint promotion. Co-branding arrangements can strengthen the impact of each partner’s brand when these brands are perceived as complementary, and may occur in the absence of financial remuneration by either partner to the other.
Co-branding can be a challenging task, and for this reason guidelines have been established to ensure that the Imagine Education au/in Canada brand is deployed effectively and that its integrity is maintained.
Imagine Education au/in Canada products include promotional items, web advertisements and banners, printed material such as brochures, advertisements and exhibit displays. Brand elements include graphical images such as illustrations and photographs, captions and tag lines, and promotional text.
The following three options are available to provincial and territorial governments and the CMEC when using the Imagine Education au/in Canada brand:
- Use or customize an existing brand product using available brand elements.
- Insert the brand logotype into a provincial or territorial brand visual.
- Propose a new brand product or brand element.
When in doubt, for more information and advice, please contact the brand manager at the CMEC, who can provide suitable design examples.
1. USE OR CUSTOMIZE AN EXISTING PRODUCT
a. Use an existing brand product: To view brand products and/or to access high resolution pdf files of some products, go to the Download Zone, click Search and select a product. If none of the available products or elements satisfies your specific needs, proceed to b. to customize an existing product or c. to modify an existing product or 3) to propose a new brand product or brand element.
b. Customize an existing product
- Insert the provincial/territorial logotype: replace the CMEC logotype with the logotype of the province or territory in question, making sure to align it with the Canada wordmark. Refer to the section Incorporating Partner Logotypes for proper placement of the logotype.
- Insert the name of the province or territory into the brand promise: When adapting a thematic concept, add the name of the province or territory immediately before the word "Canada," which must never be removed.
- Customize the explanatory text: When adapting a thematic concept, adapt the text in accordance with the following guidelines:
- Maintain the same tone of voice in the text as in the original brand product.
- Ensure the text reflects the education-related characteristics unique to the province or territory in question, for example, innovation, research or other relevant facts.
- In the text, clearly situate the province or territory as part of Canada;
- Avoid comparing the capabilities of the particular province or territory with others.
c. Modify an existing product
From the Download Zone, click on Submit a Request to completely modify or partially modify a product to fit your specific needs. For example, you may want to use an alternative brand element such as a tag line or a photograph on an existing product.
2. INSERT THE BRAND LOGOTYPE INTO YOUR PROVINCIAL BRAND VISUAL
When undertaking promotion using the visual identity and platform of a particular province or territory, insert the brand logotype into the provincial or territorial brand visual.
Print material (brochures, flyers, kit folders, bookmarks)
When used within a provincial brand visual, the Imagine Education au/in Canada logotype must be placed on the bottom right-hand side of the front cover beneath the logotype integration strip, in accordance with the technical guidelines presented in the logotype section. The logotype must never be placed on the reverse side of print material. When space is restricted or if the logotype integration strip cannot be used, users must propose alternative solutions to the brand manager at the CMEC and must receive this manager’s approval before applying the logotype. Examples of approved placements of the logotype are presented below.
The logotype and the logotype integration strip can only be used on portable exhibit banners by independent participants who are authorized to use the brand at an event or fair i.e. those that are not part of a Canada pavilion.
The logotype may be placed on the authorized user’s main (splash or home page) web page, in accordance with the technical guidelines presented in the logotype section. The logotype cannot be placed on any of the user’s other web pages, with the exception of web banners, as illustrated below. In such cases, the logotype should be placed at the right-most edge end of the banner, using the vertical logotype integration strip.
A legal note should be included on all web material that displays the Imagine Education au/in Canada logotype.
Authorized users may apply the Imagine Education au/in Canada logotype on clothing and on other promotional items that also feature the user’s own brand. For example, the logotype may be placed on the sleeve of a T-shirt. If space is limited, alternative placements may be proposed. For guidance on the use of the logotype on promotional items, please contact the brand manager at the CMEC.
Standards for users engaged in international recruitment efforts and promotion
Alternative Solutions (No logotype integration strip)
Each co-branding partner’s brand should be distinctive in order to maintain the integrity of each separate brand and to avoid diminishing the impact of each when presented together. This approach also serves to strengthen the impact of the Imagine Education au/in Canada platform and thereby ensure it remains prominent in the minds of international students. Follow these tips to ensure the brands are easily distinguishable:
- Use distinctive colours that set off the individual brands from the Imagine Education au/in Canada brand platform.
- Ensure the look and style of each brand neither imitates the other nor duplicates the Imagine Education au/in Canada brand (e.g. graffiti-style illustrations, communications structure, the red logotype integration strip, photographs, and tag lines).
- Use distinctly different fonts.
- Follow the guidelines for the placement of each logotype.
3. PROPOSE A NEW BRAND PRODUCT OR BRAND ELEMENT
From the Download Zone, click on Submit a Request and enter your suggestions for photographs, written text, tag lines, and illustrations or submit suggestions for new products to be approved by the brand manager. You may also propose new types of brand elements and upload photographs and illustrations that could potentially be used in new products. All proposals must be approved by the brand manager.
To maintain the integrity of the Imagine Education au/in Canada brand, follow the appropriate guidelines when submitting proposals to modify or create new brand products or elements. For example, ensure that all proposed photographs meet the brand guidelines for Photographs and that modified tag lines and promotional text meet the brand guidelines for Message, Communication Structure and Tone of Voice.