4-H Canada

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Brand Guidelines

2015

Brand Summary

Mission

4-H empowers youth as skilled, engaged, and responsible leaders who are passionate about making meaningful contributions to the world around them. The organization provides a safe, fun, and inclusive environment that prepares youth to make a positive impact on their community, country, and the world.

Core Values

relationships
teamwork
accomplishments
positive youth development
leadership
patriotism
inclusivity

Target Audience

Youth of all ages across Canada, supported by volunteer leaders and mentors, with a focus on developing community leaders and providing opportunities at local, provincial, and national levels.

Personality Traits

fun
youthful
inclusive
dynamic
memorable
clear
engaged

Visual Identity Overview

The visual identity centers on the iconic four-leaf clover logo with a maple leaf, using a color palette of greens, blues, and white. Design elements include the Angle (a 5° upward slant), playful colorful text, and photography of active, diverse youth. Typography features Clarendon and Whitney fonts, and the brand emphasizes clear, consistent application across all collateral and digital platforms.

Categories

Brand Imagery

Imagery plays an important role in the graphic style of 4-H Canada’s brand, showcasing the people involved in its community. The images are usually of young people of all ages being active and enjoying 4-H’s activities outdoors. They should demonstrate: ■ 4-H values such as: relationships, teamwork, accomplishments, positive youth development • Diversity • 4-H leadership pillars-all reflecting the idea of building strong leaders. The emphasis is on photography of real people, looking natural and spontaneous. 4-H Canada has a complete library of images available for use. To access these images, please contact 4-H Canada. If using stock imagery becomes necessary, use the same criteria when making your selections. See examples below. When placing your images, keep in mind that one image is usually better than many. They are also usually shown full-frame for impact, though clipped imagery can be used on occasion to support the full-frame images, without competing with them.
4-H Canada also has a large bank of grayscale historical photography. When using these images, a common sepia tone should be applied. To achieve this effect, use the following steps. There is also a Photoshop action set available for these steps-see note below. Changing RGB Images to Sepia in Adobe Photoshop CC 1. Open image in Adobe Photoshop. Image should be set to “RGB”. 2. Choose Layer> New Adjustment Layer, and choose Channel Mixer. Click OK. In the Properties Panel, check ‘Monochrome’ box. Set Red to 55%, Green to 7%, and Blue to 38%. 3. Choose Layer> New Adjustment Layer, and choose Curves. Click OK. In the Properties Panel, click anywhere on the curve line to create a new point, then enter values directly into the Input and Output text boxes. Be sure your panel is large enough to access these boxes. Set your first point to Input: 60 and Output: 46. Click directly on the curve line again to create a second point, then enter its new values: Input: 174 and Output: 205. 4. Choose Layer> New Adjustment Layer, and choose Hue/Saturation. Click OK. In the Properties Panel, check ‘Colourize’ box. Set Hue to 30 and Saturation to 8. Lightness should remain at 0. 5. If you feel the contrast of the image needs to be adjusted, in your Layers Palette, select the Curves Adjustment Layer. Then, with your Properties Panel open, adjust the curve points if necessary. NOTE: For simplicity, the steps above are also available as a Photoshop action set, provided by 4-H Canada. To open on a Mac, double-click the .atn file and it will automatically load into Photoshop. In Photoshop, in the Actions Palette, locate the ‘4-H Canada Sepia Tone’ folder and select the ‘4-H Canada Sepia Tone Action Set’ inside that folder. Click the ‘Play Selection’ button at the bottom. If you feel the contrast of the image needs to be adjusted, in your Layers Palette, select the Curves Adjustment Layer. Then, with your Properties Panel open, adjust the curve points if necessary.

Color Palette

4-H Canada’s colour palette emphasizes fun and youthful colours, with Pantone® 7739 C as its primary colour. A complementary colour palette has been developed to enhance our brand and logo when used in other applications, such as brochures or websites. This complementary palette consists of: Pantone® 360, Pantone® 285, Pantone® Process Cyan, and Pantone® 297.
In most cases Pantone® inks are not applicable, in which case the following breakdowns should be used: For four-colour process printing, refer to the CMYK values shown here. For on-screen and web applications (e.g. PowerPoint®, websites, video, and intranets), refer to the RGB/HEX values specified.
White is also an important colour for the 4-H brand, providing a clear backdrop, and enhancing the brightness and playfulness of the colour palette.
PANTONE 7739: CMYK 85/10/100/10, RGB 11/148/68, HEX #0b9444
PANTONE 360: CMYK 58/0/80/0, RGB 97/194/80, HEX #6lc250
PANTONE 285: CMYK 89/43/0/0, RGB 0/115/207, HEX #0073cf
PANTONE Process Cyan: CMYK 100/0/0/0, RGB 0/159/218, HEX #009fda
PANTONE 297: CMYK 49/1/0/0, RGB 114/199/231, HEX #72c7e7
Note: The colours shown are not intended to match the Pantone® Colour Standards. Please consult current Pantone® publications for accurate colour swatch references.

Typography

In print applications, the 4-H visual identity uses two typefaces: Clarendon and Whitney . Clarendon Bold is used for some display copy such as headlines and branding elements such as the 4-H Canada tagline; please refrain from using it for body copy . Clarendon Bold is the recommended weight for these applications; please refrain from using it for body copy . Whitney Book is the preferred typeface for body copy .
These fonts can be used as alternatives if the main brand fonts are not available .
Clarendon (For display copy, such as headlines . Bold is the preferred version .)
Clarendon Bold
Whitney (For body copy)
Whitney Light abcdefghijklmnopqrstuvwxyz
Whitney Book abcdefghijklmnopqrstuvwxyz
Whitney Medium abcdefghijklmnopqrstuvwxyz
Whitney Semibold abcdefghijklmnopqrstuvwxyz
Century Schoolbook (For display copy, such as headlines .) abcdefghijklmnopqrstuvwxyz
Calibri Regular (For body copy) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Calibri Bold (For sub heads)

Logo Usage

To create the greatest visual impact, the 4-H Canada logo must be surrounded by a minimum amount of clear space. No text or graphics are to enter into that protected area. A space equivalent to the height of the “H” must be maintained around the logo, on all four sides.
Incorrect use of the 4-H Canada logo compromises its integrity and effectiveness. The examples of logo misuse below are not comprehensive; they are only a small sample of possible misuses. To ensure accurate, consistent reproduction of the 4-H Canada logo, never alter, add to, or attempt to recreate it. Always use the approved digital artwork, available from 4-H Canada.
Don’t change the colour of the logo
Don’t stretch, condense or distort the logo
Don’t change the proportions of the logo elements
Don’t rearrange elements of the logo
Don’t rotate the logo
Don’t remove “Canada” from logo

Tone And Messaging

All 4-H products should embody the distinct messages and values that we stand for . The key to effective brand communication is to represent this focus and this identity as firmly as possible in all media . Designs should be clear and should focus attention on our key messages . With these goals in mind, a set of components—logo, typeface, colours, and design standards—have been created to represent a strong 4-H identity . In addition, we have defined a systematic approach for using these components in all communications .
This guide is to be used in order to achieve and maintain a unified look to all communications, both internal and external . It covers each component of the design system, how and when to use them, appropriate variations, and unacceptable uses . The 4-H identity standards and style guide will make the production of communications materials simpler, faster, and more effective—and, in turn, will help to make our brand stronger .

Brand Values

4-H has created a new logo that honours the past 100 years of the organizations successes and positions the organization for the next 100 years. The 4-H logo represents the core values of 4-H—as symbolized by the iconic clover. A maple leaf at the very heart of the logo in celebration of our deep commitment to patriotism. The four H’s represent Head, Heart, Hands and Health. The new logo creates an inclusive home for country, province and local club. The newly energized logo will help position 4-H Canada as it enters the next century of its long and proud history.
All 4-H products should embody the distinct messages and values that we stand for. The key to effective brand communication is to represent this focus and this identity as firmly as possible in all media. Designs should be clear and should focus attention on our key messages. With these goals in mind, a set of components—logo, typeface, colours, and design standards—have been created to represent a strong 4-H identity. In addition, we have defined a systematic approach for using these components in all communications.
4-H empowers youth as skilled, engaged, and responsible leaders who are passionate about making meaningful contributions to the world around them. We give today’s youth a safe, fun, and inclusive environment that prepares them to make a positive impact on their community, country, and around the world.
For over 100 years, 4-H has been one of the most highly respected youth organizations in Canada. Since 1913, 4-H has given youth opportunities to “Learn To Do By Doing” through a dedicated group of volunteer leaders and mentors.
Imagery plays an important role in the graphic style of 4-H Canada’s brand, showcasing the people involved in its community. The images are usually of young people of all ages being active and enjoying 4-H’s activities outdoors. They should demonstrate: ■ 4-H values such as: relationships, teamwork, accomplishments, positive youth development

Visual Style

To create the greatest visual impact, the 4-H Canada logo must be surrounded by a minimum amount of clear space. No text or graphics are to enter into that protected area. A space equivalent to the height of the “H” must be maintained around the logo, on all four sides.
Incorrect use of the 4-H Canada logo compromises its integrity and effectiveness. The examples of logo misuse below are not comprehensive; they are only a small sample of possible misuses. To ensure accurate, consistent reproduction of the 4-H Canada logo, never alter, add to, or attempt to recreate it. Always use the approved digital artwork, available from 4-H Canada.
Don’t change the colour of the logo
Don’t stretch, condense or distort the logo
Don’t change the proportions of the logo elements
Don’t rearrange elements of the logo
Don’t rotate the logo
Don’t remove “Canada” from logo

Iconography

To create the greatest visual impact, the 4-H Canada logo must be surrounded by a minimum amount of clear space. No text or graphics are to enter into that protected area. A space equivalent to the height of the “H” must be maintained around the logo, on all four sides.
Incorrect use of the 4-H Canada logo compromises its integrity and effectiveness. The examples of logo misuse below are not comprehensive; they are only a small sample of possible misuses. To ensure accurate, consistent reproduction of the 4-H Canada logo, never alter, add to, or attempt to recreate it. Always use the approved digital artwork, available from 4-H Canada.
Don’t change the colour of the logo
Don’t stretch, condense or distort the logo
Don’t change the proportions of the logo elements
Don’t rearrange elements of the logo
Don’t rotate the logo
Don’t remove “Canada” from logo

Layout And Composition

To create the greatest visual impact, the 4-H Canada logo must be surrounded by a minimum amount of clear space. No text or graphics are to enter into that protected area. A space equivalent to the height of the “H” must be maintained around the logo, on all four sides.
Incorrect use of the 4-H Canada logo compromises its integrity and effectiveness. The examples of logo misuse below are not comprehensive; they are only a small sample of possible misuses. To ensure accurate, consistent reproduction of the 4-H Canada logo, never alter, add to, or attempt to recreate it. Always use the approved digital artwork, available from 4-H Canada.
Don’t change the colour of the logo
Don’t stretch, condense or distort the logo
Don’t change the proportions of the logo elements
Don’t rearrange elements of the logo
Don’t rotate the logo
Don’t remove “Canada” from logo

Embroidery Standards

Use of the emblem on fabric, whether painted, screen printed, embroidered, appliqued, or some other technique, must accurately represent the 4-H logo in authorized colours and adhere to all other brand usage guidelines.
Embroidery standards are as follows:
• The 4-H clover should be the 4-H green, Pantone 7739 (or as close a match to Pantone 7739 as possible). In this case, the maple leaf and four H’s should be white.
• If the logo will be embroidered onto something that is dark in colour, or the exact same or similar green as the 4-H green, the white reverse logo can be used. However, the maple leaf and four H’s should be embroidered as the 4-H green (Pantone 7739 or closest match possible).
• While the green logo is preferable, the black version of the logo can be used if it is being embroidered onto an item that is light in colour. If the black version of the logo is used the maple leaf and four H’s are embroidered as white.
• The typical size for 4-H left chest embroidery is 3.2" tall/wide. Based on this size, the letters in CANADA would be 0.3" tall, and provincial letters should be at minimum 0.01" smaller.
• For embroidery only the minimum size the logo can be is 2.875" high. Based on this size, the letters in CANADA will be .272" and the provincial letters will be at minimum 0.01" smaller.
• The 4-H’s/clover/maple leaf/club and provincial ratios must be maintained when embroidering.

Collateral Standards

4-H logo collateral materials such as jewellery or fine art may be made of metal (e.g. copper, bronze, gold or silver), glass, leather, or wood even though it doesn’t conform with the colour specifications for the 4-H logo. Ceramic, plaster, paper, fabric or any materials that are coloured or painted must comply with the colour specifications and all other guidelines. The 4-H logo should not be used or integrated into a larger design in such a manner that it becomes difficult to recognize or distinguish, or that is not consistent with the graphic guidelines for use of the 4-H Logo.
In some instances, specifically for long and narrow horizontal items such as rulers, pencils, pens, picture frames and name tags, the 4-H logo with provincial and/or club identifier may not fit onto the item.
For all narrow horizontal items, the 4-H Canada logo should ALWAYS be used.
“Canada” must always appear below the clover.
All provincial or club identifiers would be centered to the right of the 4-H Canada logo, and would not be a part of the logo. Therefore, proper spacing must be maintained around the 4-H Canada logo.
For all horizontal collateral items, the height of identifiers placed to the right of the logo cannot be taller than the 4-H logo.

Historical Photography

4-H Canada also has a large bank of grayscale historical photography. When using these images, a common sepia tone should be applied. To achieve this effect, use the following steps. There is also a Photoshop action set available for these steps-see note below.
Changing RGB Images to Sepia in Adobe Photoshop CC 1. Open image in Adobe Photoshop. Image should be set to “RGB”. 2. Choose Layer> New Adjustment Layer, and choose Channel Mixer. Click OK. In the Properties Panel, check ‘Monochrome’ box. Set Red to 55%, Green to 7%, and Blue to 38%. 3. Choose Layer> New Adjustment Layer, and choose Curves. Click OK. In the Properties Panel, click anywhere on the curve line to create a new point, then enter values directly into the Input and Output text boxes. Be sure your panel is large enough to access these boxes. Set your first point to Input: 60 and Output: 46. Click directly on the curve line again to create a second point, then enter its new values: Input: 174 and Output: 205. 4. Choose Layer> New Adjustment Layer, and choose Hue/Saturation. Click OK. In the Properties Panel, check ‘Colourize’ box. Set Hue to 30 and Saturation to 8. Lightness should remain at 0. 5. If you feel the contrast of the image needs to be adjusted, in your Layers Palette, select the Curves Adjustment Layer. Then, with your Properties Panel open, adjust the curve points if necessary.
NOTE: For simplicity, the steps above are also available as a Photoshop action set, provided by 4-H Canada. To open on a Mac, double-click the .atn file and it will automatically load into Photoshop. In Photoshop, in the Actions Palette, locate the ‘4-H Canada Sepia Tone’ folder and select the ‘4-H Canada Sepia Tone Action Set’ inside that folder. Click the ‘Play Selection’ button at the bottom. If you feel the contrast of the image needs to be adjusted, in your Layers Palette, select the Curves Adjustment Layer. Then, with your Properties Panel open, adjust the curve points if necessary.

Annual Report

4-H Canada Impact Report 2013/2014 2012 proved to be yet another exciting year for the Youth Advisory Commitee. At the 2012 Annual General Meeting, the YAC team presented its ideas on the proposed “Future Leaders Program” for 4-H members, ages 18 to 25. The feedback on the team’s recommendations was positive and the members shared these ideas again at their respective provincial council meetings. One of the highlights of the year for YAC was attending Canada’s YACOutdoor Farm Show in Woodstock, Ontario where committee members helped launch the $100 for 100 Years campaign and raise more than $30,000. They visited various vendors and spread the word about the campaign, attended networking events, staffed campaign ns _:. the $100 for 100 Years information booth, and assisted teach-ers from Ontario Agri-Food Education Inc. with touring students around the farm show. Currently the YAC team is workros future ing on establishing a provincial job description for its members to help improve the flow of informationbetween youth at the provinleaders cial and the national levels. The team has also created a standardized selection process and will present it to the Canadian 4-H
Cover (at 35% actual size)
Inside Spread (at 35% actual size)
Please note that all examples shown are concept only. They have been developed to demonstrate how the 4-H Canada brand is brought to life across different formats and applications.

Fact Sheet Guidelines

Fact Sheet (at 40% actual size)

Folder Guidelines

Folder (at 37% actual size)

Pull-Up Banner (at 7% actuaI size)
Please note thai some examples shown are concepì only. They have been developed lo demonstrate how the 4-H Canada brand is brought lo life across different formats and applications.

Business Card Guidelines

Whitney Semibold 10 point, 10 point leading Firstname Lastname Pantone® 7739 Chief Executive Officer Whitney Semibold 4-H Canada 7 point, 10 point leading Pantone® 7739 960 Carling Avenue, Building 106 Ottawa, Ontario K1A 0C6 TEL 613-759-1013 x22 Whitney Semibold T.F. 1-844-759-1013 6 point, 10 point leading CELL 613-818-6618 All Caps FAX 613-759-1016 Pantone® Black firstnamelastname@4-H-Canada.ca 4-h-canada.ca Logo CANADA Standard Business Card, Front Printed size: 2 x 3.5 inches
Whitney Semibold 7 point, 10 point leading Pantone® 7739
Whitney Book 7 point, 10 point leading Pantone® Black Standard Business Card, Back (at 65% actual size) Multiple options printed for variety

Letterhead And Envelope Guidelines

Logo 960 Carling Avenue, Building 106 CANADA Ottawa, ON K1A 0C6 ea Whitney Book 10 point, 15 point leading Logo 8 960 Carling Avenue, Building 106 e Ottawa, ON K1A 0C6 Whitney Book CANADA 8 point, 12 point leading Clarendon Bold Learn To Do By Doing 14 point Standard Env. (at 50% actual size) Printed size: 9.5x4.125 inches Clarendon Bold 14 point Learn To Do By Doing Whitney B ook I II.. wt/ Toll Free: 844-759-1013 www.4-h-canada.ca 10 point 1 5 point leading Standard Letterhead (at 50% actual size) Printed size: 8.Sxll inches

Website Guidelines

Please note that all examples shown are concept only. They have been developed to demonstrate how the 4-H Canada brand is brought to life across different formats and applications.

Maintaining a consistent brand identity across social media platforms will further the 4-H brand personality and visual identity among our online audiences.
Social media profile pictures should reflect your individual Provincial Logo in the full colour version. Ensuring each logo is sized to the specific platform will prevent logos from being cut off, blurred or otherwise distorted.
Facebook: 180x180 pixels
Youtube: 800x800 pixels
Twitter: 400x400 pixels
Pinterest: 165x165 pixels
Do: Update your social media platforms frequently. Post photos from recent events, engage with members and respond in a timely fashion.
Do: Ensure as much information is filled out in your “About” section as possible. This makes it easier for people to find needed information or discover where to find out more.
Do: Provide links to your social media platforms on your website. This makes them easier to find and will help to attract a larger audience.
Don’t: Stretch photos to fit cover/header photos. Either crop to proper dimensions or choose a higher resolution photo. This prevents blurring, strange crops or other distortions.
Don’t: Stretch, alter colour or layout of the logo for profile images or elsewhere.
Don’t: Pack cover images with copy, multiple images.
Imagery used in cover/header photos for the various platforms should reflect the theme of “learn to do by doing” by demonstrating 4-H members engaged in and enjoying 4-H activities. Providing photos at the correct dimensions prevents any blurriness, accidental cropping or other distortions
Facebook: 851 x 315px
YouTube: 2560 x 1440px
Twitter: 1500 x 500px

Trademarks And Copyright

The 4-H wordmark (4-H) is protected under the official Trademarks Act . Correct usage is as follows: a number ‘4’ followed by a clearly defined dash (-), followed by a capital ‘H’ .
Do not, under any circumstance, remove or otherwise alter the dash (-) .
The 4-H Motto, Learn To Do By Doing, is protected under official Copyrights Act .
Do not, under any circumstances, alter this copyrighted motto .
The 4-H Pledge, which is protected under the official Copyrights Act, is as follows: ‘I pledge My Head to clearer thinking, My Heart to greater loyalty, My Hands to larger service, My Health to better living, for my Club, my community, and my country’
Do not, under any circumstances, alter this Copyrighted Pledge .
The vector eps versions of the registered Logo, Wordmark, Motto and Pledge should be used for most electronic files . (Jpgs or png versions can be used for web displays .) Output resolution should ensure high-quality reproductionwhen printed or displayed on-screen . When resizing the logo, you must maintain the aspect ratio between the width and the height to prevent a skewed or ‘squashed’ appearance .
The 4-H Logo, Wordmark, Motto and Pledge are registered trade marks and copyrights of 4-H Canada .
When brought to its attention, 4-H Canada will notify the Canadian Trademarks Office of all trademark violations; violators will be notified in writing to cease use of the registered wordmark and/or logo . Failure to comply may result in legal action .