Brand Handbook 2010 Version 2.0

Transcription

1 Brand Handbook 2010 Ve r s i o n 2. 0

2 R E A L p a c B R A N D H A N D B O O K Ta b l e o f C o n t e n t s Section 1 Mission & Vision 1.1 Vision Mission REALpac Yesterday & Today 1.2 REALpac Values 1.4 Excellence Leadership Citizenship Brand Promise 1.4 Section 2 Brand Graphics 2.1 Corporate Logo Elements 2.1 Logo Grid 2.2 Alternative Production Options 2.2 Improper Use oflogo 2.3 Service Wordmarks 2.4 REALpac Color Palette 2.5 REALpac PrimaryColours REALpac SecondaryColour Section 3 Typography 3.1 Using the REALpac Acronym 3.2 Our Tagline 3.2 Our Brand Image 3.3 Stationery Items & Correspondence 3.4 Visual Identity 3.5

3 R E A L p a c B R A N D H A N D B O O K S e c t i o n 1

4 R E A L p a c B R A N D H A N D B O O K - S E C T I O N 1 Mission & Vision Vision To be Canada s most influential voice in the real property investment industry. Mission To bring together Canada s real property investment leaders to collectively influence public policy, to educate government and the public, and to ensure stable and beneficial real estate capital and property markets in Canada. 1.1

5 R E A L p a c B R A N D H A N D B O O K - S E C T I O N 1 REALpac Yesterday & Today The Canadian Institute of Public Real Estate Companies (CIPREC) was formed in 1971 by a number of major property developers with equity shares listed on Canadian stock exchanges. The catalyst leading to the formation of CIPREC was a series of meetings between the chief executive officers of 13 publicly held real estate development corporations who, in 1970 gathered to discuss the ramifications of the Government's White Paper on Taxation. During these deliberations, a common ground was found, in the need for one voice to represent public real estate companies in all matters affecting the industry. Membership was limited to companies whose shares were listed on Canadian stock exchanges and which, as principals, were primarily involved in real estate development and investment. An early priority was the consideration of means to advance and unify the practices and objectives of the real estate industry to better serve government and the community, and to seek ways by which an understanding of public real estate companies could be broadened. A first step was the launching of an examination of the accounting practices of real estate companies, with the objective of developing recommendations for uniform procedures and improved financial reporting. A continuing program of monitoring proposed legislation at the federal and provincial government levels was also established. In December, 1999, the name of the organization was changed to the Canadian Institute of Public and Private Real Estate Companies (CIPPREC) to better represent the make-up of its membership. On March 28, 2005, CIPPREC announced that it had changed its name to Real Property Association of Canada (REALpac). From its inception in 1970, the association has evolved to a sizeable, proactive organization that counts among its members the largest real property owners, investors and managers in Canada. REALpac is a vastly different organization than it was 10 years ago. The association now operates in several areas including advocacy, research, member services, conferences, standard setting, job boards, and Internet publishing. 1.2

6 R E A L p a c B R A N D H A N D B O O K - S E C T I O N 1 REALpac Yesterday & Today (cont d) There are several good reasons for the name change. Neither "Public" nor "Private" was representative of the association's current and potential future members. In addition, the name was not representative of several of the association's member categories such as Crown corporations. The reference to real estate "Companies" was also unsuitable since the association counts among its members, pension funds and real estate investment trusts, which are not companies in the formal sense. Lastly, there was confusion in the news media and with the public over whether the name had one "P" or two. A new name, logo, and a distinctive and recognizable visual identity will draw attention to the changes that have occurred and will be used to reinforce the value inherent in all REALpac activities. The REALpac brand strategy aims to give members and non-members the distinctive image of a sharper, more focused association, which, throughout its activities, is held together by the vision to be Canada's most influential voice in the real property investment industry. Today, REALpac is recognized as the senior national organization for publicly listed real estate companies, banks, pension funds, REITs, life companies and large private companies that own income producing real estate. We hope to again expand the scope and effectiveness of our Government Relations initiatives; maintain and deliver to all of our members, high quality and timely research on issues of key interest; continue to be the eyes, ears and voice of our members on matters of government or public policy and to continue to expand our service offerings, increasing benefit to the membership. 1.3

7 R E A L p a c B R A N D H A N D B O O K - S E C T I O N 1 REALpac Values Excellence We must strive for excellence in everything we do, from workplace organization, to ethical standards, to personal growth, to communications with others, to dealings with and amongst members, and to dealings with government and the public. We must strive for continuous improvement. Leadership We must be leaders for the Canadian real property investment community. We must see things not as they are, but as they ought to be, and effectively communicate those aspirations to the wider community. We must encourage positive change, and dare to articulate new visions and approaches that foster economic growth, environmental sustainability, and human equity. We must be seen as stewards of our industry. Citizenship We must enlarge our role as part of the local, provincial and national community and fulfill those responsibilities professionally, credibly and with the utmost integrity, keeping the greater good in mind. We must represent our members carefully, thoughtfully, and always with due regard to the need to earn and maintain the respect of those we may be communicating with and the wider community. Brand Promise We make it our business to fully understand the issues that affect the investment real property industry, and actively advocate for a fair and rewarding environment in which our members can thrive. We are a passionate resource, always available to discuss an issue, or to provide information and insights on which members can rely. 1.4

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9 R E A L p a c B R A N D H A N D B O O K - S E C T I O N 2 Brand Graphics Corporate Logo Elements The REALpac logo consists of two elements which should be used at all times. Exceptions must be approved by the Director of Research and Communications at REALpac. REAL always appears in caps as a custom serif font in Pantone 222C REALpac Burgundy and pac always appears in lower case as a custom font in Pantone 296C REALpac Blue. The full name of the association in English and French always appears in Pantone 296C REALpac Blue. The font is Dax Medium. The full name of the association should always appear with the logo as indicated here. Any exceptions must be approved by the Director of Research and Communications at REALpac. 2.1

10 R E A L p a c B R A N D H A N D B O O K - S E C T I O N 2 Logo Grid The shape, proportions, angles and inter-spacing of the acronym and letters are fixed and may not be changed or distorted in any way. x x 3/4 The logo should not be reproduced in a size smaller than 3/4. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna ali quam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea co mmodo consequat. Duis autem vel eum iriure dolor in hen drerit in vulputate velit esse molestie consequat, vel illum dolore eu feu giat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent lupta tum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dogait nulla flor sit amet, cgait nulla fonp ex ea commodo consequat. Duis autem vel Seum iriure dolor in hendrerit in vulpu tate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent lupta tum zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber sdf fwegab tempor cum soluta nobis umsan et iusto odio dignissim qui blandit praumsan et iusto odio dignissim qui blandit praeleifend option congue nihil imperdiet doming id quod mazim placerat face. Alternative Production Options The REALpac logo can be reproduced in solid black. The REALpac logo can be reversed white out of a strong contrasting solid colour. The REALpac logo can be reproduced by blind embossing or foil stamping in gold. 2.2

11 R E A L p a c B R A N D H A N D B O O K - S E C T I O N 2 Improper Use of Logo Do not distort or modify the proportions of the logo. The logotype cannot be altered, adjusted, reshaped, modified or redrawn. The logotype must be used only as a whole. Do not use fragments of the logotype, regardless of creative design requirements. Do not screen any part of the logotype. Real Property Association of Canada Association des biens immobiliers du Canada Do not use the logo against a background that does not offer enough contrast to read the logo clearly. Do not set type.use supplied computer file. Do not surprint another image on top of the logo. Do not modify, redesign or replace the logotype with an alternate. Do not change, substitute or alter the corporate colours. Do not use logotype in any colour combination other than that expressly specified in these graphic standards. 2.3

12 R E A L p a c B R A N D H A N D B O O K - S E C T I O N 2 Service Wordmarks 2.4

13 R E A L p a c B R A N D H A N D B O O K - S E C T I O N 2 REALpac Colour Palette REALpac Primary Colours REALpac Burgundy Pantone Process (CMYK) RGB Web RGB 222 C C 44 M 96 Y 51 K 40 R 122 G 0 B 60 R 102 G 0 B 51 REALpac Blue Pantone Process (CMYK) RGB Web RGB 296 C C 100 M 78 Y 47 K 53 R 0 G 45 B 86 R 0 G 51 B 102 REALpac Secondary Colour REALpac Taupe Pantone Process Process (CMYK) RGB Web RGB 15-7 Process C 30 M 25 Y 50 K 0 R 208 G 203 B 173 R 204 G 204 B

14 R E A L p a c B R A N D H A N D B O O K S e c t i o n 3

15 R E A L p a c B R A N D H A N D B O O K - S E C T I O N 3 Typography Internal and external communications To ensure a consistent look and feel for REALpac, there are three fonts that have been approved for use in all internal and external marketing and communications materials. Arial for all headlines ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Times New Roman for all subheads ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial for all body copy and text ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Web site and e-newsletter Verdana is the font of choice for both the REALpac web site and e-newsletter. Verdana for all body copy and text ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 3.1

16 R E A L p a c B R A N D H A N D B O O K - S E C T I O N 3 Using the REALpac Acronym Whenever the association is being referred to in headlines, subheads or any type of body copy, print or online, the acronym should be treated as follows: REALpac REAL is to be capitalized and pac is to be in lower case. Our Tagline Tagline Usage Wherever possible the REALpac tagline should be used on all marketing communications and advertising material. It does not have to appear in close proximity to the logo and can be positioned appropriately depending on the application i.e. advertisement, brochure, signage, etc. The tagline should always appear in New Caledonia Italic and should appear in Pantone 296C REALpac Blue, Black, or can be reversed white out of a solid colour. It should not be reproduced in any other colour or font and must appear in upper and lower case italics as shown below at all times. Intelligent Influential Informative 3.2

17 R E A L p a c B R A N D H A N D B O O K - S E C T I O N 3 Our Brand Image The look and feel of any REALpac branded document, collateral materials, etc., should be professional, crisp, and clean. We would like our branded material to: Distinguish us from other (like) organizations. Encourage positive feelings about our brand. Support the Association s positioning strategy and how board members and management would like the organization to be perceived. Be memorable. Have a design that immediately says Intelligent Influential Informative (REALpac s tagline) In order to get a feel for the Association, if REALpac were a car it would be described as follows... Lexus: Reliable, conservative, classy. Mercedes: Reliable, prestigious, expensive, connotes wealth power, streamlined, elegant. Range Rover: Practical, adaptable, high end, prestigious. BMW: Small, very high quality, very fast, high performance vehicle, expensive. If REALpac were a person... Male. Mid-40 s. Drives a BMW. Career-oriented Confident. Professional. Articulate. High-powered executive. On a first name basis with decision makers. Adds value to his relationships. Highly accessible/connected (Blackberry, cellphone). Family oriented. Our brand character... Intelligent. Influential. Informative. Credible. Exclusive. 3.3

18 R E A L p a c B R A N D H A N D B O O K - S E C T I O N 3 Stationery Items & Correspondence Letterhead, Envelope and Business Card 2 from top of page Lorem ipsum dolor, Sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit prae 1.5 from left side of page sent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. 1 from right side of page Business Card Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo conse quat. Duis autem vel eum iriured diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. S. Michael Brooks, Ph.D. Executive Director One University Avenue Suite 1410 Toronto, Ontario Canada M5J 2P1 T: (416) ext. 25 F: (416) E: mbrooks@realpac.ca Sincerely, Name Title One University Avenue, Suite 1410 Toronto, Ontario Canada M5J 2P from bottom of page Letterhead T: (416) F: (416) One University Avenue, Suite 1410, Toronto, Ontario, Canada M5J 2P1 1.8 from top of envelope First and Last Name 123 Street Address Suite from left of envelope City, Province 1X1 X1X Envelope 3.4

19 R E A L p a c B R A N D H A N D B O O K - S E C T I O N 3 Visual Identity This is the visual identity that has been established for REALpac. All advertising and marketing material, print and online should incorporate some or all of the design elements displayed below. In addition to the consistent use of the primary and secondary color palette and fonts, the most significant element in the identity is the banner showing a collection of doors in various sizes. The door was chosen as a primary focal element of the association s identity because it is common to all member asset classes. From retail to commercial to residential buildings, doors are common to all. The door image also represents the notion of prosperity and opportunity. REALpac Door Banner with Linear Door Graphic Overlay 3.5 Corporate Folder Cover

20 R E A L p a c B R A N D H A N D B O O K - S E C T I O N Visual Identity 3 (cont d) 3.6 REALpac Banners

21 R E A L p a c B R A N D H A N D B O O K - S E C T I O N 3 Visual Identity (cont d) Website Header Images 3.7