Visual Style Guide

Creating a visual style guide gave us rules to follow to make sure our visual identity system for Canmore stays recognizable and consistent

Logos

Primary Logo

Negative Primary Logo

Black and White Primary Logo

Alternative Vertical Logos

Clear Space Rules

For determining proper spacing between the logo and surrounding visual elements or text, we determined that the length that the descenders of the "A", "M", and "R" dip below the baseline of the rest of the letters would be ample spacing. That distance is then used as a guide to determine how much clear space should be between the logo and anything else.

We decided to use the same length of clear space guide as our primary logo for our secondary logo as well, to keep the styling rules consistent

Minimum Size Rules

Minimum Width - 6 cm

Minimum Height - 2.15 cm

We determined that this is the smallest the logo can go in print size while still retaining the style and shape of the individual lines that make up the letters.

Minimum Width - 1.5 cm

Minimum Height - 2.5 cm

Because this logo is more compact and does not feature any text, we decided that the minimum size can be a bit smaller than our primary logo.

Accompanying Typefaces

Elza Text Semibold

A modified version of this font is used in the Canmore primary logo.

Georgia Bold

This font is used for titles and headings within web and print materials.

Geneva Regular

This font is used for body text within web and print materials.

Tamil Sangam MN Bold

This font is used for subheadings within web and print materials.

Colour Palette

Primary Colour

Used for heading text and graphics

HEX 0x6CBF62

RGB 108, 191, 98

CMYK 43, 0, 49, 25

Primary Colour

Used for body and main text

HEX 0xFFFFFF

RGB 255, 255, 255

CMYK 0, 0, 0, 0

Secondary Colour

Used for background elements

HEX 0x13542A

RGB 19, 84, 42

CMYK 77, 0, 50, 67

Tertiary Colour

Used as an alternative to primary colour for headings and graphics

HEX 0xD46C22

RGB 212, 108, 34

CMYK 0, 49, 84, 17

Additional Icons and Patterns

These patterns and icons were developed to further illustrate the key concepts for our brand. We used most of them in our community newsletter, and the rest in our mock-ups.

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