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.

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. Please be sure you comply with our usage guidelines.

Each composition is available for download in the appropriate format.

→ Download all logo's

Primary Lock-up    .png  .jpg  .eps

Primary Lock-up    .png  .jpg  .eps

Primary Wordmark   .png  .jpg  .eps

Primary Wordmark   .png  .jpg  .eps

Black Lock-up   .png  .jpg  .eps

Black Lock-up   .png  .jpg  .eps

Primary Lock-up Colour   .png  .jpg  .eps

Primary Lock-up Colour   .png  .jpg  .eps

Repeatable pattern block .png .eps .png is suitable for creating a pattern file in raster programs such as Adobe Photoshop. Where the .eps is a vector graphic and can be used to create larger files, typically required in print and other physical mediums. 

Repeatable pattern block .png .eps

.png is suitable for creating a pattern file in raster programs such as Adobe Photoshop. Where the .eps is a vector graphic and can be used to create larger files, typically required in print and other physical mediums. 

Primary Lock-up on Colour   .png  .jpg  .eps

Primary Lock-up on Colour   .png  .jpg  .eps

Primary Wordmark on Colour   .png  .jpg  .eps

Primary Wordmark on Colour   .png  .jpg  .eps

Black Wordmark   .png  .jpg  .eps

Black Wordmark   .png  .jpg  .eps

Primary Lock-up on dark    .png  .jpg  .eps

Primary Lock-up on dark    .png  .jpg  .eps

Repeatable pattern block alternate .png .eps

Repeatable pattern block alternate .png .eps

Applications

Inspiration for brand application. 

Green Pantone 382 HEX: A5CD39 RGB: 165, 205, 57 CMYK: 41, 0, 100, 0

Green

Pantone 382

HEX: A5CD39
RGB: 165, 205, 57
CMYK: 41, 0, 100, 0

Light Blue Pantone 319 HEX: 45C0BE RGB: 69, 192, 190 CMYK: 65, 0, 30, 0

Light Blue

Pantone 319

HEX: 45C0BE
RGB: 69, 192, 190
CMYK: 65, 0, 30, 0

Deep Grey Pantone Process Black 90% HEX: 404041 RGB: 64, 64, 65 CMYK: 68, 61, 59, 46

Deep Grey

Pantone Process Black 90%

HEX: 404041
RGB: 64, 64, 65
CMYK: 68, 61, 59, 46

Deep Purple Pantone 2695 HEX: 4A4259 RGB: 74, 66, 89 CMYK: 73, 73, 43, 31

Deep Purple

Pantone 2695

HEX: 4A4259
RGB: 74, 66, 89
CMYK: 73, 73, 43, 31

Light Purple/Grey Pantone 666 HEX: A0939D RGB: 160, 147, 157 CMYK: 40, 40, 30, 1

Light Purple/Grey

Pantone 666

HEX: A0939D
RGB: 160, 147, 157
CMYK: 40, 40, 30, 1

Subtle Yellow Pantone 607 HEX: FFFBDE RGB: 255, 251, 222 CMYK: 1, 0, 14, 0

Subtle Yellow

Pantone 607

HEX: FFFBDE
RGB: 255, 251, 222
CMYK: 1, 0, 14, 0

Pink Pantone 218 HEX: F06681 RGB: 240, 102, 129 CMYK: 0, 75, 30, 0

Pink

Pantone 218

HEX: F06681
RGB: 240, 102, 129
CMYK: 0, 75, 30, 0

Orange Pantone 172 HEX: F16531 RGB: 241, 101, 49 CMYK: 0, 75, 90, 0

Orange

Pantone 172

HEX: F16531
RGB: 241, 101, 49
CMYK: 0, 75, 90, 0

Vibrant Yellow Pantone 3945 HEX: ECE956 RGB: 236, 233, 86 CMYK: 10, 0, 80, 0

Vibrant Yellow

Pantone 3945

HEX: ECE956
RGB: 236, 233, 86
CMYK: 10, 0, 80, 0