Parkinson SuperWalk Brand Standards Contents Page 1.0 Introduction 2 2.0 The Importance of Upholding Graphic Standards 2 3.0 Parkinson SuperWalk brand assets 2 4.0 Required elements and logo usage 2 9 4.1 Required elements on promotional material 4.2 Acceptable Logo Usage 4.3 Unacceptable Usage 4.4 Tag lines 5.0 Colour information 9 6.0 Design Considerations and Tips 10 First published October 2009 Revised October 2012 1
Parkinson SuperWalk Brand Standards 1.0 Introduction Parkinson SuperWalk is a brand asset of Parkinson Society Canada. Parkinson Society Canada has developed these brand standards to ensure that any material produced with Parkinson SuperWalk/La Grande Randonnée on it will protect the brand asset and to ensure the brand and its associated visual assets are presented consistently wherever they appear. Parkinson Society Society Canada shares these assets with its partners across Canada and in doing so, expects that these standards will be upheld at all times. This document can be reproduced and shared in print or digital format with staff, volunteers, walk coordinators, vendors and suppliers to ensure that brand and graphic standards are consistently applied. If you have any questions about the information contained herein, or if you have suggestions on improving the Parkinson SuperWalk Brand Standards document, please contact communications@parkinson.ca or call 1 800 565 3000. 2.0 The Importance of Upholding Brand Standards The Parkinson SuperWalk brand is part of the Parkinson Society Canada brand assets. It represents the single largest fundraising event for Parkinson s across Canada. By using the logo, word marks and other assets such as the URL consistently, it strengthens awareness of the name, greater recognition for the brand and, over time, greater affinity and support for the Parkinson s cause. 3.0 Parkinson SuperWalk brand assets Parkinson SuperWalk brand assets include: Logos (English, French, Bilingual), word marks (Parkinson SuperWalk, Team Parkinson) and web URLs (www.parkinsonsuperwalk.ca and www.granderandonnéeparkinson.ca. They also include some less tangible items like messaging, how volunteers and staff talk about the event in each community. First published October 2009 Revised October 2012 2
4.0 Required Elements and Logo Usage 4.1 Required elements on all material A Parkinson SuperWalk logo should be used on all materials. If the space does not allow for the minimum size requirements to be met, for example, when imprinting on the side of a pen, use the word mark or the website URL instead, www.parkinsonsuperwalk.ca or www.parkinsonsuperwalk.ca. In this instance, it is acceptable to capitalize the first letter on each work for ease of reading as web browsers will automatically convert this to lowercase. Parkinson SuperWalk should be written in full, in the first use within a document (print/online) or within promotional materials such as news releases. Subsequent usage of SuperWalk is acceptable however the full name should be used when a new section begins. Including the word Parkinson makes it uniquely associated with us and reinforces recognition for the brand and the cause. It also strengthens the connection between the Parkinson SuperWalk brand and the parent brand in each case, either Parkinson Society [region name] or Parkinson Society Canada. The word the should not precede Parkinson SuperWalk in written text. For example, in news releases, Parkinson SuperWalk takes place in 95 communities across Canada is correct. The Parkinson SuperWalk takes place in 95 communities across Canada is incorrect. Parkinson SuperWalk has capitalization as indicated. It is also acceptable to use Parkinson Superwalk (lowercase w ) when spelled out in print or online applications such as a news release or feature story. Creating other words out of Parkinson SuperWalk such as Superwalks or Superwalkers, Parkinson SuperWalks (plural) should be avoided. Adding apostrophe s to, i.e. Parkinson should not be used in its possessive form, e.g. Parkinson s SuperWalk. The phrases Parkinson SuperWalk participants, Parkinson SuperWalk locations or Parkinson SuperWalk events may be used instead. Parkinson SuperWalk logo, event website URL, contact number and Charitable business number (region or Parkinson Society Canada) should appear on all communications, advertising and promotional materials where possible. A Parkinson Society Canada or similar partner identifier should also be included, space permitting. Social Media @ParkinsonSuperWalk is the official Twitter handle for Parkinson SuperWalk. Regional partners are encouraged to tweet and retweet from their Twitter accounts using consistent hash tags including, #Parkinson or #Parkinsons, #Pets4Parkinsons, #ParkinsonSuperwalk First published October 2009 Revised October 2012 3
#weekend, #FundraisingTip etc. We do not include the apostrophe s in the hashtag link as hashtags will not recognize the apostrophe or any characters that follow it, e.g. #Parkinson s will be considered #Parkinson. Facebook offers greater flexibility in terms of message length so the standards to writing Parkinson SuperWalk above also apply to Facebook. Logo formats 4.2 Acceptable Usage: English, French, Bilingual First published October 2009 Revised October 2012 4
Printed materials/collateral Parkinson Society Canada provides digital files to its partners for the purposes of reproducing collateral materials including registration forms, signage, advertising and promotional materials such as bookmarks. These files are not to be altered for production with the exception of the areas for contact information and the areas left intentionally blank for customization by the regions. Signage exterior signage/event signage Banner (exterior) Exterior banners must follow the brand standards, and must include National Sponsors where indicated in sponsor agreements. Sponsor recognition on banner at entrance in key market as per agreement Ad mattes: Recommended elements in print and online advertising include web URL, contact information, walk location(s) and dates, as well as appropriate sponsor recognition as per sponsor agreement(s). See the following examples for acceptable usage. First published October 2009 Revised October 2012 5
Black & White ad Colour ad with local spokesperson Digital Banner (website) For use on regional partner or national website; image hyperlinks to ParkinsonSuperWalk.ca website. First published October 2009 Revised October 2012 6
T shirts The front of the Parkinson SuperWalk t shirt is standardized for all walk locations. It is reserved for the Parkinson SuperWalk logo, and no other logo or advertising may appear on the front. If regions print t shirts locally, the positioning of the logo must be consistent with the artwork provided by the national office and must not be moved, altered or repositioned in any way. The left or right sleeve is reserved for Parkinson Society Canada branding. Sponsor logos will be placed in the following rank and order on the back of the t shirt. 1. Top or first position: national sponsors with appropriate heading. No other text or logos may appear above the national sponsor logos. 2. Second position (area below national sponsors): regional and local sponsor logos in diminishing size and positioning. No regional or local sponsor logos may appear larger in size or have more dominant positioning than the national sponsor logos. National 1 st position on back and largest size; nothing above Regional secondary position on back; must go below national sponsors Not permitted by Parkinson SuperWalk brand standards; 1 st position on back is reserved for National Sponsor recognition. First published October 2009 Revised October 2012 7
4.3 Size Requirements logo 4.4 Sponsor/Co Sponsor usage At this time there is not a Parkinson SuperWalk logo that incorporates a sponsor logo. The decision to offer a sponsor this opportunity has both sponsorship and design considerations and will be addressed as part of the future development of a nationwide Parkinson SuperWalk marketing, promotion and operational strategy. See Section 4.2 for acceptable usage on t shirts, signage, print and collateral. 4.5 Unacceptable Usage Example of unacceptable usage of logos on t shirt: altering approved design of text/logos with white ink to produce t shirt using black ink is not approved. Original art was provided using white for overprinting on solid colour t shirts; no substitute ink colour permitted at local/regional printer. First published October 2009 Revised October 2012 8
4.6 Tag line There is HOPE in our walk. (English) Il y a de l ESPOIR dans notre marche. (French) 5.0 Colour information The colour palette is shown in spot colour (Pantone), process colour (CMYK) and digital/ hex (RGB) values. Spot colour For digital applications (website, digital banner advertisements, digital signage on location, etc.) the RGB or hex values are used. Blue Red R: 13 R: 215 G: 92 G: 51 B: 171 B: 71 First published October 2009 Revised October 2012 9
6.0 Design Considerations and Tips Please share these graphic standards with anyone who is tasked with developing and reproducing Parkinson SuperWalk (Grande Randonnée Parkinson) materials. It is important to discontinue and remove from circulation any and all materials depicting previous versions of the Parkinson SuperWalk (or its previous name SuperWalk for Parkinson s. Continued use of these older images confuses the visual identity and clarity of the brand among the general public and dilutes the effectiveness of current marketing and promotional efforts. While this may seem like a costly undertaking, the cost of rebuilding a brand after there is confusion in the marketplace is greater and can result in lost revenue. It also makes it more difficult to protect and defend Parkinson SuperWalk brand assets in the event that other non Parkinson Society Canada partners use the name or similar marks for the purposes of Parkinson s fundraising in Canada. If you have any questions about logo formats and usage, please consult Parkinson Society Canada by contacting communications@parkinson.ca or by calling 1 800 565 3000. First published October 2009 Revised October 2012 10