Graphic Standards

Government of Newfoundland and Labrador – Graphic Standards Manual

Table of Contents
Graphic Standards

Four Colour Brand Signature Master Artwork ..... 1

The Brand Signature ~ Overview ....................... 2
Department Logos........................................... 4
Special Brand Signatures ................................. 6
Measurement and Re-sizing ............................. 7
Protection Area ............................................... 8
Small Use Brand Signature .............................. 9
Minimum Size ................................................. 9
Brand Signature ~ Pantone and
Four-Colour Reproduction ............................... 10
Brand Signature ~ Pantone and
Four-Colour Reproduction (REVERSED) ............ 11
Brand Signature ~ Single Colour
with Tint Reproduction ................................... 12
Brand Signature ~ Single Colour
on Dark Backgrounds .................................... 13
Protecting the Brand Signature ....................... 14
Supporting Typeface ...................................... 17
Colour Palette ............................................... 18
Government of Newfoundland and Labrador – Graphic Standards Manual

Four Colour Brand Signature Master Artwork

(for use at all sizes greater than or equal to 1 inch wide)

Note: the dotted line is not part of the Brand Signature, but only represents the minimum protection space.
Do not alter the brand signature in any way.

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Government of Newfoundland and Labrador – Graphic Standards Manual
The Brand Signature ~ Overview
The Brand Signature consists of two elements:
the unique lettering of the words ‘Newfoundland’
and ‘Labrador’, and the integrated stylized
Pitcher Plant graphic flower. The relationship
between the two elements is fixed and must
never be altered. Reproduction in colour on a
white background is always preferred wherever
possible (see page 10 onwards for Pantone®,
four-colour process, one and two-colour, ANPA-
COLOR, and RGB reproduction specifications).
Publications will determine which version of
the Brand Signature to apply.
Use on white paper stock for stationery,
printed items, promotional items, and light
coloured vehicles.
Use when printing on an approved dark-
coloured background (see page 11).
Use for black and white newspaper advertising,
fax cover sheets, and other media where
colour cannot be achieved but 30% and 70%
tints can be reproduced.
Use when screens and tint cannot be
reproduced.
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Government of Newfoundland and Labrador – Graphic Standards Manual

Use when the Brand is being used outside

Canada.

Use when the Brand is being used in French

language situations.

Use when the Brand is being used in French

language situations outside Canada.

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 Government of Newfoundland and Labrador – Graphic Standards Manual

Department Logos
When the Brand Signature is accompanied
with department names the following design
standards must be followed. The illustrated
examples are based on the Brand Signature
at 5″. All the other uses should be proportionally
enlarged or reduced. All department logos are
available on CD. The department can produce
the logo in a variety of ways:

5"

0.65"

Tourism, Culture and Recreation

ITC Franklin Gothic - Demi - 25pt

Colour Colour Reversed

Black and White Black and White Reversed

Grey-Scale

Note: Department logos are not to be used on stationery or forms.

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Government of Newfoundland and Labrador – Graphic Standards Manual

Department Logos (continued)

Department logos have been developed for
each government department as well as a
number of branches and agencies, boards
and commissions.

Following are the existing versions, all

available on CD.

Government Departments
Business
Education
Environment and Conservation
Executive Council
Finance
Fisheries and Aquaculture
Government Services
Health and Community Services
Human Resources, Labour and Employment
Innovation, Trade and Rural Development
Justice
Labrador and Aboriginal Affairs
Municipal Affairs
Natural Resources
Tourism, Culture and Recreation
Transportation and Works

Branches/Offices/Secretariats
Cabinet Secretariat
Intergovernmental Affairs
Office of the Chief Information Officer
Public Service Secretariat
Rural Secretariat
Women’s Policy Office

Agencies, Boards and Commissions

Fire and Emergency Services
Government Purchasing Agency
Housing
Labour Relations Agency
Labour Relations Board
Public Service Commission

Note: Department logos are not to be used on stationery or forms.

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Government of Newfoundland and Labrador – Graphic Standards Manual

Special Brand Signatures

Embroidery Logo
When the Brand Signature is embroidered
on wearables such as jackets, T-shirts and
ball caps, a special file has been designed
to accommodate this process. When using
the embroidery logo match colour treads to
Pantone numbers.
Engraving/Embossing Logo
When the Brand Signature appears on glass,
metal or stone, an engraving/embossing
logo has been designed to accommodate the
particular requirements of that process.

Engraving/Embossing Logo

PANTONE® PANTONE®
294C 485C

Embroidery Logo

PANTONE® PANTONE®
715C 362C

White

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Government of Newfoundland and Labrador – Graphic Standards Manual
Measurement and Re-sizing
Precise and consistent measurement of the
Brand Signature is best achieved by measuring
horizontally from the outside left edge of the
letter ‘N’ in Newfoundland, across to the outer
right serif edge of the letter ‘d’.
Horizontal measurement
When resizing the Brand Signature, always
ensure that it is scaled proportionately. As a
check, the vertical measurement should always
be ½ the horizontal measurement. If this
2:1 ratio is off, the Brand Signature will appear
horizontally or vertically skewed, leading to an
unacceptable appearance (as illustrated below).
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Government of Newfoundland and Labrador – Graphic Standards Manual

Protection Area
So that the Brand Signature can stand out
clearly in any situation or application, it should
be reproduced with as much surrounding clear
space as possible without looking unnatural
or isolated. Allow a minimum space around all
the elements equal to the height of the letter
‘L’ in Labrador. Visually, this means there will
always appear to be more clear space above
the entire Brand Signature, adding impact to
its presentation.

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Government of Newfoundland and Labrador – Graphic Standards Manual

Small Use Brand Signature Minimum Size

Because of the unique details within the Brand
Signature design, particularly in the stylized
flowers, flower stems, and lettering style,
it is important to reproduce everything as
clearly as possible. In the majority of printing
processes it is recommended that the Brand
Signature is reproduced equal to or greater
than 1". At widths of less than 1", subject
to a minimum width of .5" and only in those
special cases, the Small Use Brand Signature
must be used. This Brand Signature must
never be used at larger reproduction sizes.
The method of measurement and protection
area for the Small Use Brand Signature is the
same as for all others (see page 8).
When the Brand Signature is reproduced at
widths less than 1", and particularly at the
minimum width of .5", great care should be
taken to ensure that mechanical production
processes reproduce all the elements of the
Brand Signature precisely. The Small Use
Brand Signature must only be reproduced on
white or clear backgrounds.
1" 1"

.75" .75"

Note: Above is enlarged for illustrative purposes.

.5" .5"
Minimum Minimum

Four-Colour Version One-Colour Version

Solid Black

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Government of Newfoundland and Labrador – Graphic Standards Manual

Brand Signature ~ Pantone and

Four-Colour Reproduction
To ensure consistent colour reproduction of Four-Colour Process:
the Brand Signature using Pantone colours or Blue: (coated and uncoated) C100 M58 Y0 K21
four-colour process, ANPA-COLOR or RGB, the Red: (coated and uncoated) C0 M100 Y99 K4
following specifications must be followed. Orange: (coated) C0 M36 Y71 K0
Orange: (uncoated) C0 M61 Y97 K0
Reproduction on white backgrounds ensures Green: (coated) C70 M0 Y100 K9
maximum legibility and impact. Different Green: (uncoated) C69 M0 Y100 K0
reference numbers for coated (C) and
uncoated (U) colours are given so that a close ANPA-COLOR:
visual match can be achieved for the orange Blue: ANPA-COLOR-701
and green colours on differing paper stock. Red: ANPA-COLOR-704
Orange: ANPA-COLOR-749
Pantone Coated: Green: ANPA-COLOR-741
Blue: Pantone 294C
Red: Pantone 485C RGB:
Orange: Pantone 715C Red: R238 G46 B36
Green: Pantone 362C Orange: R250 G175 B94
Green: R71 G170 B66
Pantone Uncoated: Blue: R0 G85 B150
Blue: Pantone 294U
Red: Pantone 485U
Orange: Pantone 714U
Green: Pantone 361U

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Government of Newfoundland and Labrador – Graphic Standards Manual

Brand Signature ~ Pantone

and Four-Colour Reproduction
(REVERSED)
Reproduction on a blue background is acceptable Four-Colour Process:
when a white background is not available. Blue: (coated and uncoated) C100 M58 Y0 K21
The lettering must always appear white. Red: (coated and uncoated) C0 M100 Y99 K4
The blue area shown here is not a panel but Orange: (coated) C0 M36 Y71 K0
simply represents the protection area around Orange: (uncoated) C0 M61 Y97 K0
the Brand Signature (see page 8). Different Green: (coated) C70 M0 Y100 K9
reference numbers for coated (C) and uncoated Green: (uncoated) C69 M0 Y100 K0
(U) colours are given so that a close visual
match can be achieved for the orange and ANPA-COLOR:
green colours on differing paper stock. Blue: ANPA-COLOR-701
Red: ANPA-COLOR-704
Pantone Coated: Orange: ANPA-COLOR-749
Blue: Pantone 294C Green: ANPA-COLOR-741
Red: Pantone 485C
Orange: Pantone 715C RGB:
Green: Pantone 362C Red: R238 G46 B36
Orange: R250 G175 B94
Pantone Uncoated: Green: R71 G170 B66
Blue: Pantone 294U Blue: R0 G85 B150
Red: Pantone 485U
Orange: Pantone 714U
Green: Pantone 361U

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Government of Newfoundland and Labrador – Graphic Standards Manual

Brand Signature ~ Single Colour

with Tint Reproduction
Where production constraints preclude the These Brand Signatures must only be reproduced
use of two-colour or four-colour process on white backgrounds. The method of
reproduction of the Brand Signature, it may measurement and protection area for these
appear in a single colour with 30% tint inside versions of the Brand Signature is the same
the stylized flower heads and 70% tint in the as for all other Brand Signatures (see page 7-8).
stems or as black and white. These Brand
Signatures may also be reproduced using
Pantone 294 (C or U). Other colours must
not be used.

For usage 1.5" and larger For usage smaller than 1.5"

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Government of Newfoundland and Labrador – Graphic Standards Manual

Brand Signature ~ Single Colour

on Dark Backgrounds
Where production constraints preclude the
use of two-colour or four-colour process
reproduction of the Brand Signature, it may
appear using a single colour. The Brand
Signature may be reversed out of a black or
Pantone 294 (C or U) background. The letters,
stem, and stylized flower heads remain white.

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Government of Newfoundland and Labrador – Graphic Standards Manual

Protecting the Brand Signature

Only the versions of the Brand Signature
shown on pages 2–13 of this section
are authorized for use. Pages 14 to 16
show typical examples of common errors
in reproduction, or misuse of the Brand
Signature that must be avoided at all times.
Don’t change the lettering colour

Don’t enhance or modify the Brand Signature Don’t condense or expand the Brand Signature

Don’t frame the Brand Signature with lines,

proportional relationship shapes or panels

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Government of Newfoundland and Labrador – Graphic Standards Manual

Protecting the Brand Signature

(continued)

Don’t lose the Brand Signature

in mixed tone backgrounds

Don’t lose the green stems

Don’t add glows

Don’t lose the spaces between petals

Don’t add drop shadows

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Don’t change the protection space Don’t print colour Brand Signature on
black backgrounds, use the reversed logo

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Government of Newfoundland and Labrador – Graphic Standards Manual

Protecting the Brand Signature

(continued)

Don’t lose the Brand Signature in

light backgrounds

Don’t change Brand Signature orientation

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Government of Newfoundland and Labrador – Graphic Standards Manual

Supporting Typeface
To maintain consistency across all applications
of the Brand Signature, the typeface ITC
Franklin Gothic has been selected for headline
and text requirements. This clear, legible, and
very distinctive typeface is available in roman
and italic versions in multiple weights which
complement the Brand Signature.
Consistent typography is an important element
in reinforcing the Brand, and typefaces other
than ITC Franklin Gothic should not be used.
Text usually appears in black or grey (Pantone
Cool Grey 9), and headings appear in Pantone
294 (C or U) or grey, or reversed white out of
blue, grey, or black backgrounds.

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
abcdefghijklmnopqrstuvwxyz
Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
abcdefghijklmnopqrstuvwxyz
Book Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
abcdefghijklmnopqrstuvwxyz
Demi

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
abcdefghijklmnopqrstuvwxyz
Demi Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
abcdefghijklmnopqrstuvwxyz
Heavy

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890
abcdefghijklmnopqrstuvwxyz
Heavy Italic

Government of Newfoundland and Labrador

Typical ITC Franklin Gothic Demi setting

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Government of Newfoundland and Labrador – Graphic Standards Manual

Colour Palette
Core Colours Secondary Colours
(294, 485, 715, 362) (313, 289, 513, 1955, 021, 168, 7405, 357)
The Newfoundland and Labrador Brand colour The secondary colour palette has been selected to
palette is designed to help organize the colours provide a harmonious and extended interpretation
associated with the brand. The colour palette of the Newfoundland and Labrador Brand.
chosen supports our unique personality Secondary colours must be used in conjunction
by differentiating us visually. Use with the official colours, not in lieu of them.
these colours when designing The secondary colours provide
collateral material, good combinations for use
promotional items, 10% 1955 with the core colours.
75% 50% 80%
and online 20%
elements.
40% 25% 75% 60%
35% 65%
60% 45% 55% 40%

55% 513 45%

80% 20%

65% 485 35%

294
289 10%
75% 25%

50% 50%
Pantone®
313 021
Colour Wheel
75% 75%

25% 75%
10% 168
362 715
35% 65%
20% 80%
45% 7405 55%

40% 55% 45% 60%

65% 35%
60% 75% 25% 40%
There are many
colour options
80% 20%
available to cover 50% 75%
all types of usage, 357 10%
but it is important to limit
Where possible text is to be
the number of colours since
printed in Pantone Cool Grey 9.
too much variation can be visually
distracting. The secondary colours can be
Colours shown are not an exact match to the specified Pantone®
useful in a variety of situations, ranging from corporate
colours. Please refer to a Pantone® swatch book for true colour match.
collateral to more playful product-specific items.

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