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FIP Manual, March 1989
Introduction
Advertising signatures should be presented in a consistent manner, clearly conveying federal sponsorship of the message. Set out here are guidelines on how government policy on the use of the federal signature and the “Canada” wordmark should be applied in advertising. These guidelines are intended to promote clear and consistent identification of the sponsor, while allowing flexibility on how signatures are being applied. The guidelines were developed to assist all those involved in the planning and preparation of government-sponsored advertising.
This section should be used with Chapter 470, “Federal Identity Program”, and Chapter 480, ‘Government Communications Policy” of the Administrative Policy Manual. Official languages requirements with respect to advertising are set out in Chapter 470.
Section 1. 1, “Design”, of the FIP Manual contains comprehensive guidelines on the use of symbols and signatures, as well as information on the availability of proofs for reproduction.
Guideline examples
These guidelines include typical examples to show how the signature and wordmark should be applied in federal advertising. Most of the examples stem from actual advertisements; some of them were modified to reflect the guidelines.
Scope
Guidelines set out the use of corporate signatures in government-sponsored advertising within Canada. They apply to print advertising, outdoor and transit advertising, television and radio advertising, as well as to paid announcements.
Advertising signatures
Described below are design criteria that apply to advertising signatures in print advertising, outdoor and transit advertising, and in paid announcements. These criteria pertain to the layout, the relative size and position of the signature and wordmark, as well as the use of colour.
Federal signature
Three aspects determine the design of a signature: layout, type size and typeface. This involves choosing the appropriate layout (e.g. one-, two- or three-line signature), the type size, and the suitable typeface (i.e. Helvetica light, regular or medium). Described below is the effect of these variables on the design of a signature.
Layout
The signature layout should be chosen on the basis of the signature’s length (i.e. number of words) and the space allocated for it in the advertisement. Basically, it is a question of whether a signature should be displayed horizontally, or in a more compact, vertical layout (Fig. 1).
Where horizontal space is limited, the choice of layout is directly related to the signature’s type size. To fit a particular width and to permit the use of a large enough type size, certain signatures may need to be displayed in three or possibly four lines (Fig. 2).
Type size
The type size of the signature should relate to the overall layout and typography of an advertisement. In each case, judgement will be needed to select a suitable type size for the signature, and to allocate sufficient space surrounding it. For printed applications, the type size should not be less than 8 point (Fig. 3).
Typeface
One of three typefaces (Helvetica light, regular or medium) may be used for signatures. The choice should be based on the advertisement’s overall design, the particular media, and whether the signature is reproduced in positive or negative form. In general, Helvetica regular and medium can be reproduced effectively in either positive or negative form. Helvetica light may be used when the signature appears in positive form. See Fig. 4.
When a signature is accompanied by additional information such as a service title, different sizes or weights of type may be used to make the important parts stand out or to de-emphasize others (Fig. 5). Further details on such typographic variations are contained in section 1. 1.
“Government of Canada” signature
This signature should be used to identify advertisements pertaining to government-wide initiatives or to identify messages sponsored by two or more departments.
Reproduction proofs of this signature are available from the Administrative Policy Branch of the Treasury Board Secretariat, which maintains a supply of proofs in a range of weights and point sizes (Fig. 6).
Coat of Arms signature
This signature is used by institutions that use the Coat of Arms for identification.
Two layouts have been adopted for the Coat of Arms signature: one symmetrical and the other asymmetrical. The choice of layout is at the discretion of the institution concerned, but should be compatible with the overall design of the particular advertisement.
Technical details on the layouts for the Coat of Arms signature are contained in section 1.1.
“Canada” wordmark
Two weights of the wordmark are in use (Fig. 7). The regular-weight version of the wordmark is used for most media. Because of viewing conditions, the ,medium weight wordmark is recommended for outdoor advertising. Details regarding these weights and the standard sizes are contained in section 1.1.
Defined in the FIP policy as the dominant graphic symbol of the program, the “Canada” wordmark must be used in a prominent position, generally as the final element of an advertisement.
Applying the signature and wordmark
Care should be taken to achieve an appropriate relationship between signature and wordmark. This involves selecting the relative size, placement and colours for these elements.
Typical size relationships between signature and wordmark are shown below. It is recognized that various factors (e.g. layout, length of the signature, nature of the message, media used) will influence decisions when selecting sizes (Fig. 8).
Another factor in achieving an appropriate relationship between the elements is the use of colour. A common method is to employ positive and negative forms for the signature and wordmark (Fig. 9). When a colour (other than black or white) is used, it should generally be employed to emphasize the wordmark.
Colour and contrast
To ensure clear recognition and to maintain the integrity of the government’s corporate identity, basic rules with respect to colour and contrast apply. (See “Television advertising” with respect to rules on colour for that medium.)
When displaying the federal signature, both the flag and the type should be in the same colour. The options are:
- black (or dark-coloured) signature on a white (or light-coloured) background; or
- white (or light-coloured) signature on a black (or dark-coloured) background.
When displaying the “Canada” wordmark, both the type and the flag may be in the same colour; or the flag in the wordmark may be rendered in red with the type appearing in black or white, as appropriate. The options are:
- black (or dark-coloured) wordmark on a white (or light-coloured) background;
- white (or light-coloured) wordmark on a black (or dark-coloured) background;
- type in black and flag in FTP red on a white (or light.-coloured) background; or
- type in whit-e and flag in FTP red on a black (or dark-coloured) background.
Note: When red is used for the flag in the ‘Canada” wordmark, the field behind the red maple leaf and between the red bars may be rendered in white or in the colour of the overall background. (In no instance may the red bars be connected by horizontal lines.)
Visual criteria
To ensure the integrity and recognition value of both signature and wordmark the following criteria should he observed when designing an advertisement (Fig. 10):
- the signature and wordmark must be displayed in generous open space, free from close association with interfering or distracting elements;
- although the wordmark must be displayed in association with an appropriate signature, the two elements should appear well separated from each other;
- the wordmark shall never be used in a headline, phrase or sentence.
The use of generous open space surrounding the signature and wordmark is particularly important when a slogan, special symbol (see note) or other graphic device must be displayed nearby. This means selecting an appropriate size and spatial relationship for the various elements and integrating them into the design.
Note: The policy on the use of special symbols is set out in Chapter 470. When the use of a special symbol has been authorized in accordance with that policy, it may be applied in advertising.
Print advertising
The signature and wordmark should be integrated into the advertisement’s design as follows.
The federal signature should appear below the last paragraph of the body copy or in the advertisement’s lower left corner. The choice of layout, typeface and type size of the signature should
complement the advertisement’s design.
The “Canada” wordmark should be the dominant identifier in relation to the federal signature. Wherever feasible, the wordmark should appear in the lower right corner of time advertisement.
Examples on how advertising signatures may be applied are presented below (Fig. 11).
Paid announcements
Paid announcements are public notices regarding tenders, sales, public hearings, offers of employment, business hours, addresses and the like. The signature and wordmark should be integrated into the design of an announcement as follows.
The federal signature should normally appear at the top of the announcement. The choice of layout, typeface and type size for the signature should complement the typography of the notice.
The “Canada” wordmark should be placed at the bottom of the announcement and appear as the dominant. identifier in relation to the federal signature.
Examples on how advertising signatures may be applied in paid announcements are shown below (Fig. 12).
Other considerations
Because of horizontal space restraint of the standard newspaper column, certain signatures may need to he laid out in three or possibly four lines to permit the use of an adequate type size (minimum size is 8 point).
Where an institution inserts several notices in the same edition of a newspaper, lineage costs can be reduced and the effectiveness of advertising improved by incorporating these notices in one layout under a single signature.
Developing graphic standards
Federal institutions that are using paid announcements on a regular basis are encouraged to develop (if they have not already done so) graphic standards that prescribe the layout and typography as well as the position of the signature and wordmark. The application of such standard formats allows an institution to project a consistent look and to achieve greater efficiency when preparing and placing paid announcements.
Outdoor and transit advertising
The signature and wordmark should be integrated into the design of the advertisement as follows.
The federal signature should normally appear in the lower left corner of the advertisement, The choice of layout, typeface and type size of the signature should complement the advertisement’s design.
The “Canada” wordmark should appear in the lower right corner of the advertisement and be the dominant identifier in relation to the federal signature.
Examples on how signatures may be applied in outdoor and transit advertisements are shown below (Fig. 13).
Television advertising
The ‘Canada” wordmark is used as the dominant identifier and shall appear as the last image of the commercial. The sponsoring institution must be identified in conjunction with the display of the wordmark. The methods are:
During the display of the wordmark, announcement by voice-over of the sponsoring institution’s applied title or the “Government of Canada” title; the announcement is in the language of the station. Where use of method a is not appropriate, the federal signature must be presented visually. This may be done immediately prior to. or on the same image with, the “Canada” wordmark. The signature of the sponsoring institution or the ‘Government of Canada” signature is used, as appropriate. The “Canada” wordmark should appear in prominence in relation to the visual display of a signature.
Examples on how the signature and wordmark may be used are shown in Fig. 14.
Colour and contrast
To ensure clear recognition and to maintain the integrity of the government’s corporate identity, basic rules with respect to colour and contrast apply.
When displaying the “Canada” wordmark, both the type and the flag may be in the same colour; or the flag in the wordmark may be rendered in red with the type appearing in white or black, as appropriate. The options are:
- white wordmark on a dark-coloured background;
- black wordmark on a light-coloured background;
- white type arid red flag, or black type and red flag, on a contrasting background (this use of colour is generally not recommended when the wordmark is superimposed on a photographic background, is displayed in a relatively small size, or shown during a very brief time interval.)
When displaying the federal signature, both the flag and the type should he in the same colour; i.e. white signature on a dark-coloured background, or black signature on a light-coloured background.
Other considerations
When applying the wordmark, the following aspects should be considered.
Superimposition
When superimposing the wordmark on a photograph, the area behind the wordmark should provide adequate and continuous contrast.
Rendering of the flag
When red is used for the flag in the “Canada’’ word-mark, the field behind the red maple leaf and between the red bars may be rendered in white or in the colour of the overall background. (In no instance may the red bars be connected by horizontal lines.)
Animation
Techniques of animation may be employed when presenting the “Canada” wordmark, but the wordmark should appear in its actual form in the final image of the commercial.
Radio advertising
The sponsor of a radio commercial is identified by announcing, within an appropriate phrase, the applied title of the federal institution concerned or the words “Government of Canada”. This announcement is made at the end of the message in the language of the station.
Enquiries
Each institution is responsible for implementing these guidelines and has named an official (referred to as FIP Coordinator) to manage its corporate identity. All enquiries regarding the guidelines should be routed through the FTP Coordinator of the institution concerned.
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