The purpose of a Brand Identity is to define and express one's individuality or group affiliation. It exists to communicate value to an audience through visual and verbal expression. You can touch it, feel it, taste it, hear it, see it and experience it.

Your brand is every effort you make to communicate who you are and what you do.

UNDERSTANDING THIS GUIDELINE

identityguideline.com provides you with a set of tools to successfully launch and manage your Brand Identity. The e4c Identity Guideline is your central location where you have secure access to all of your core brand assets, and insight as to how they should be used to maintain consistency for your brand.

For all questions, please get in touch with your brand administrator.

Primary lock-up

Often the first point of contact and potentially your most memorable visual asset. Your logo provides you with a tool to be visually recognized, correctly attributed and remembered.

The e4c logo is available in alternate configurations to accommodate varying creative and functional applications. Each configuration is to be regarded as a whole unit and no piece of the logo should be altered in any way. 

Minimum Size: 

As illustrated, the primary logo is to be no smaller than 30 pixels, or 10mm. Where a smaller rendering is needed, the secondary logo maintains greater legibility at smaller sizes, though the 'e4c' acronym should remain legible in all instances.

Clear Space:

The e4c logo should always be surrounded by a minimum area of clear space. No other visual elements may enter the clear space. Care should be taken whenever laying the logo over a colour, background or image.

e4c Brand Promise & Tagline:

e4c Brand Promise & Tagline:


 

e4c

When written, it is important to maintain consistency across the board. It is recommended that e4c is always written in lower case. 

 

Co-brands:

e4c's number of programs should be represented as 'e4c program name'. Examples: e4c Kids in the Hall Bistro, e4c School Lunch Program, e4c Crossroads Outreach etc. 

Typography

Typography can often be the glue that binds your brand together. We have selected the following fonts due to their suitable aesthetic and inherent legibility in both the digital and physical environment. All communication and display materials should use the approved typefaces.

E4C San-serif Typeface: Museo Sans Rounded

Suitable Replacements: Helvetica, Arial

E4C Serif Typeface: Karmina

Suitable Replacements: Cambo, Andana

Each font is licensed and strict user agreements do not allow us to host this font on Identity Guideline. Alternate fonts are standard system fonts and may already be loaded on your computer.

Colour:

A broad palette is designed to provide a foundation for flexible usage. Examples of where the colour palette still maintains the brand image without using the primary colour: green, can be seen in the ASSETS tab in the mocked-up example of the e4c publication ENVOY. 

Pattern:

The e4c bug has been mirrored to create a repeatable pattern to be used on marketing materials where suitable.