x - Canuck Place

Canuck Place Children’s Hospice
Brand Standard Guidelines
Introduction
Canuck Place Children’s Hospice opened its doors to the community in 1995 as the first freestanding children’s hospice in North America and is a leader in providing a world class system of
care. CPCH is British Columbia’s recognized pediatric palliative care provider, delivering care to over
560 children and families across the province in the areas of respite and family support, 24-hour
province-wide phone consultation and in-house clinical care, pain and symptom management, grief
and loss counselling, including music and play therapy, art, education and recreation therapy, and
end-of-life care.
Just as Canuck Place has evolved into a leader of pediatric palliative care, its brand and visual identity
has grown and evolved as well. In 2000, a local design company called Grapheme/Koo created an
effective logo that featured the Madonna icon. The icon, which portrays the outline of a mother
embracing a child, has been a pivotal part of the Canuck Place brand and strongly represents the
purpose of Canuck Place. Surrounding the Madonna icon includes a strong Museo font outlining the
Canuck Place name, and brand colours.
In 2013, in a response to the increased care provided by CPCH, the recognized provincial role
through Child Health BC Tiers of Service Framework, increasing need for digital uses of the brand
and the opening of CPCH’s second provincial hospice in Abbotsford, the organization began a
refresh brand project. With the support of internal brand captains representing each department and
the external Communications Advisory Committee, the CPCH communications team worked with
designer Jackie Boucher to refresh the primary and secondary marks of the CPCH brand and CPCH
event brands. The purpose of this document is to ensure the consistency of the Canuck Place brand
on all communications material, whether it is published internally or through CPCH partners.
Updated on: October 22nd, 2014
Canuck Place Logo
The Canuck Place Children’s Hospice Logo is a unit that may only be reproduced according to the
guidelines set out in this document. It is a unique graphic specifically created for and owned by
Canuck Place Children’s Hospice. Canuck Place has 3 versions of their logo, a colour version, a grey
scale version and a reverse logo for colour backgrounds. The logo is made up of three elements: the
Madonna Icon, the Type, and the Colour.
Note: Once you have access to our logo please ensure you seek approval of usage before
publishing any material.
Colour Logo
Horizontal
Vertical
Madonna Icon
Green
Museo Font
Purple
Museo Sans Rounded
Font, Purple
CP Green
CP Purple
Pantone 375
CMYK 41 . 0 . 78 . 0
RGB 160 . 207 . 103
HEX #A0CF67
Pantone 5275
CMYK 76 . 65 . 19. 3
RGB 84 . 98 . 147
HEX #546293
Fonts
Museo
Museo Sans Rounded
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 @#$&
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 @#$&
Fonts for Dave Lede House
Candara
Candara - Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0123456789 @#$&
0123456789 @#$&
Grey Scale Logo
Canuck Place has a 2-colour logo for use on black and white documents.
Note: Canuck Place does not have nor use an all black logo.
Horizontal
Vertical
Pantone 425
CMYK 0 . 0 . 0 . 80
RGB 88 . 89 . 91
HEX #58595b
Reverse Logo
Canuck Place has a reverse white logo for use on dark backgrounds.
Vertical
Horizontal
Canuck Place Logo Size
To ensure that the Canuck Place Logo is as legible and effective as possible, we have set in place size
standards when using our logo on any promotional material. Both the horizontal and vertical Canuck Place logos have a set minimum size. See below:
Vertical 1”width
Do not scale
the CP Vertical
logo below 1”
in width.
Horizontal
1.5”width
0.423” height
1.08” height
Do not scale the CP
Horizontal logo below
1.5” in width.
Canuck Place Secondary Logos
Secondary logos are used by partners or sponsors who wish to promote support of Canuck Place.
For more information on how you can be a partner or supporter of Canuck Place, please contact our
Director of Corporate and Community Partnerships Jennifer Polci (jennifer.polci@canuckplace.org).
Proud Supporter
Proud Partner
CP Clinical Logo
Note: The clinical logo is only for use on clinical documents by the CP Clinical Team.
Canuck Place Logo - Do’s & Don’ts
1. When resizing the CP logo, make sure the measurements are scaled correctly.
Note: use the shift key to avoid the logo becoming disproportionate.
Do
Don’t
✓
x
2. When using a CP logo on a colour background, make sure you use a vector file rather than a
bitmap version.
Do
✓
Don’t
x
3. If the background colour is quite dark, use the white vector version of the CP logo.
Do
✓
Don’t
x
4. Do not rotate these logos or alter their proportions or colours.
x
Don’t
x
x
Team Canuck Place Logo
The Team Canuck Place Logo is a unit that may only be reproduced according to the guidelines
set out in this document. It is a unique graphic specifically created for and owned by Canuck Place
Children’s Hospice. Canuck Place has 4 versions of their logo, a multi-colour version, a monochrome
version, a grey scale version and a reverse logo for colour backgrounds. The logo is made up of
three elements: the Group Icon, the Type, and the Colours.
Note: Once you have access to our logo please ensure you seek approval of usage before
publishing any material.
Multi-Colour Logo
Horizontal
Vertical
Group Icon
Green and Turquoise
Museo Sans Rounded Font
Magenta, Green, Cyan, Purple
Museo Font
Turquoise
TCP Magenta
TCP Green
Pantone
CMYK 0 . 100 . 0 . 0
RGB 236 . 0 . 140
HEX #550044
Pantone 375
CMYK 41 . 0 . 78 . 0
RGB 159 . 207 . 103
HEX #A0CF67
TCP Cyan
TCP Purple
Pantone
CMYK 100 . 0 . 0 . 0
RGB 0 . 255 . 255
HEX #A0CF67
Pantone 5275
CMYK 76 . 65 . 19. 3
RGB 84 . 98 . 147
HEX #546293
TCP Turquoise
Pantone 3145
CMYK 83 . 30 . 26 . 1
RGB 0 . 141 . 169
HEX #008DA9
Monochrome Logo
The moochrome version of Team Canuck Place logo is a cost-effective substitues. It can be used in
the same capacity as the multi-coloured logo.
Vertical
Horizontal
TCP Turquoise
Pantone 3145
CMYK 83 . 30 . 26 . 1
RGB 0 . 141 . 169
HEX #008DA9
Grey Scale Logo
Canuck Place has a 2-colour logo for use on black and white documents.
Note: Canuck Place does not have nor use an all black logo.
Vertical
Horizontal
Pantone 425
CMYK 0 . 0 . 0 . 80
RGB 88 . 89 . 91
HEX #58595b
Reverse Logo
Canuck Place has a reverse white logo for use on dark backgrounds.
Vertical
Horizontal
TEAM Canuck Place Logo Size
To ensure that the TEAM Canuck Place Logo is as legible and effective as possible, we have set in
place size standards when using our logo on any promotional material. Both the horizontal and vertical TEAM Canuck Place logos have a set minimum size. See below:
Vertical 1.5”width
1”width
Do not scale
the TCP Vertical
logo below 1”
in width.
Horizontal
0.6439” height
1.3768” height
Do not scale the TCP
Horizontal logo below
1.5” in width.
Fonts
Museo
Museo Sans Rounded
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 @#$&
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 @#$&
Canuck Place Standard Messaging
Canuck Place uses a standard message as a footer on multiple documents that outlines everything
that Canuck Place does. That message is as follows:
Courage lives here …
Canuck Place Children’s Hospice is British Columbia’s recognized pediatric palliative care provider.
Over 560 newborns, children and teens with life-threatening illnesses and their families receive
care from CPCH through outreach programs and two provincial hospice locations; Vancouver and
Abbotsford. Services include clinical respite and family support, pain and symptom management, 24hour phone consultation support and in-house clinical care, art and education, recreation therapy,
grief and loss counselling and end-of-life care. Through the investment of the community and our
talented team and over 325 energetic volunteers we make a lasting difference in the lives of children
and the families who love them. www.canuckplace.org
Canuck Place Key Messages
There are also a variety of phrases and messages used to promote the Canuck Place brand and
organization. It also provides the public with an idea of what we do and why it is important to
contribute what you can to the organization.
•
•
•
•
•
•
•
Family is a Gift
Live in this Moment
Courage. Compassion. Contribute.
We don’t save lives. We savour life.
Courage Lives Here
We believe the end of life should be lived fully
Your contribution can change lives
Social Media
Canuck Place has built a strong online presence through a variety of social media channels including
Facebook, Twitter, Instagram, LinkedIn, Pinterest, YouTube and Flickr. See below for all of Social Media
addresses and handles.
www.linkedin.com/company/canuck@CanuckPlace
place-children’s-hospice
@CanuckPlace
http://www.youtube.com/user/canuckplace
www.pinterest.com/canuckplace/
www.flickr.com/photos/canuckplacechildrenshospice/
www.facebook.com/canuckplacechildrenshospice
Common Hashtags
•
•
•
•
•
#LiveinthisMoment
#CourageBuilder
#Gratitude
#Courage
#TeamCanuckPlace
Canuck Place also uses event specific hashtags to promote an event or to live tweet during an
event. If you are in need of a Canuck Place even specific hashtag, please contact our Coordinator of
Communications & Social Media, Christina Low (christina.low@canuckplace.org).
Canuck Place Standard Spelling
Canuck Place follows Canadian spelling standards and it is important that these standards are
consistently followed in all documents.
For example, nouns that commonly end in “or” follow the “our” rule. Some are listed below:
. colour
. behaviour
. honour
. favour
Canuck Place also uses a double “L” in words that may commonly use one. Some are listed below:
. counsellor
. counselled
. compelling
. labelled
In addition, Canuck Place uses the “re” rule for nouns that commonly end in “er”. Some are listed
below:
. centre
. centred
. theatre
Other important words that are commonly used by Canuck Place but may be spelled differently
elsewhere include:
. pediatric
. palliative
. organization
. specialize
. recognize
Photo Guidelines
Although photos and images of Canuck Place and their families are an important way to
communicate the essential services that Canuck Place provides, there are strict rules and guidelines
that need to be followed in order to respect the needs of our families and children. Photos of Canuck
Place children and families are not to be distributed in any way without signed consent from the
family. If you would like to use a Canuck Place image or photo, please contact our Director of
Communications & Marketing, Debbie Butt (debbie.butt@canuckplace.org) or our Coordinator of
Communications & Social Media, Christina Low (christina.low@canuckplace.org).
If photos of Canuck Place children and families are not available, it would be useful to use other
generic photos that convey the importance of Canuck Place. For example, children’s toys or artwork.
The following photos are available on www.canuckplace.org for download. Please note that these
images are for representation of Canuck Place only and should not be used for commercial or nonCanuck Place related applications.