Official Websites

• https://www.canadiannorth.com
• https://cargo.canadiannorth.com
• https://firstair.ca/contact
• https://canadiannorth.com
• https://canadiannorth.com?lang=fr
• https://canadiannorth.com?lang=iu

Brand Guidelines

2019

Brand Summary

Mission

• To maintain visual and tone consistency, stand out among the competition, and maximize notoriety in northern communities and wherever Canadian North operates [^1].

Core Values

• consistency
• distinctiveness
• community presence

Target Audience

• Northern communities and regions served by Canadian North, as well as broader audiences wherever the airline operates [^2].

Personality Traits

• strong
• energetic
• professional
• reliable

Visual Identity Overview

• The brand features a stylized logo with an abstract human figure and bold, uppercase, italicized text in deep red or maroon, emphasizing strength and energy. The visual style is clean and geometric, with a focus on clarity and contrast. Official colors include red, dark red, light grey, medium grey, and black, with strict guidelines for logo usage, safe space, and minimum size. Typography is based on the Ranelte font for public communications and Arial for internal documents [^3].

Categories

Brand Voice

• maintain the brand’s visual and tone consistency

Brand Imagery

• All uses of Canadian North name and logo must comply with the standards established in this guide and must be authorized by the Marketing department. Electronic files available upon request.
• IMPORTANT: If full colour or black/ white printing is not possible, red must be used or, as a last resort, the darkest colour available.
• Main corporate colours: Light Grey Pantone Coated 429 C CMYK 21-11-9-23 RGB 162-170-173 HEX A2AAAD; Red Pantone Coated 200 C CMYK 3-100-70-12 RGB 186-12-47 HEX BA0C2F; Dark Red Pantone Coated 202 C (closest match) CMYK 8-100-70-38 RGB 145-0-47 HEX 91002F; Medium Grey Pantone Coated 430 C CMYK 33-18-13-40 RGB 124-135-142 HEX 7C878E; Black Pantone Coated Process Black C CMYK 0-0-0-100 RGB 0-0-0 HEX 000000.
• Complementary colours (can be used for secondary elements, text and applications): Light Grey Pantone Coated 429 C CMYK 21-11-9-23 RGB 162-170-173 HEX A2AAAD; Red Pantone Coated 200 C CMYK 3-100-70-12 RGB 186-12-47 HEX BA0C2F; Dark Red Pantone Coated 202 C (closest match) CMYK 8-100-70-38 RGB 145-0-47 HEX 91002F; Medium Grey Pantone Coated 430 C CMYK 33-18-13-40 RGB 124-135-142 HEX 7C878E; Black Pantone Coated Process Black C CMYK 0-0-0-100 RGB 0-0-0 HEX 000000.
• When printing on uncoated paper (like newsprint stock), the adapted formulas below are recommended. Pantone Uncoated: Light Grey 428 U, Red 199 U, Dark Red 201 U, Medium Grey 430 U, Black Process Black U. CMYK: Light Grey 28-14-17-3, Red 0-96-80-0, Dark Red 8-89-59-22, Medium Grey 47-31-29-4, Black 0-0-0-100.
• Minimal “breathing” space around the logo must be kept at all times. It is determined by using the inuksuk head shape as a spacing unit, as shown in blue above. This represents the minimal requirement, so leaving more space is advisable to maximize the logo’s visual impact.
• Note: This method applies to all versions of the logo. The correct safe space is included in the electronic files (available upon request): for screen-optimized logos (JPG and PNG formal, it is the outer size of the image and for vector/ commercial printing logos (EPS format), it is the size of the artboard.
• As a general rule, the inuksuk in the logo should not be printed smaller than 5 mm (3/16") high when the tagline is absent, and 6 mm (1/4") high when the tagline is present.
• The logo must never be: distorted, inverted (mirrored), rotated, cut (by an element or the edge of the page), split, reorganised or realigned, placed on a background that reduces its legibility, placed under other elements or text or used as a watermark, coloured using a different palette, altered by effects like drop shadows or simulated 3D, combined with a Web address or other text as a watermark, outlined with a simple black line, contoured with lines defining its edges and giving it a distinct boundary.
• On some special marketing and promotional items, the inuksuk symbol can be used by itself. For example, it appears alone on the aircraft’ tail. The aforementioned spacing and colour rules still apply.
• Full colour logo accompanied by promotional copy that respect the official colour palette and safe space rules.
• In these examples, only one colour was available (or the marketing department decided a one-colour logo would be more appropriate).

Color Palette

• IMPORTANT: If full colour or black/ white printing is not possible, red must be used or, as a last resort, the darkest colour available.
• Main corporate colours Complementary colours (can be used for secondary elements, text and applications) Light Grey Red Dark Red Medium Grey Black Pantone Coated 429 C 200 C 202 C (closest match) 430 C Process Black C CMYK 21-11-9-23 3-100-70-12 8-100-70-38 33-18-13-40 0-0-0-100 RGB 162-170-173 186-12-47 145-0-47 124-135-142 0-0-0 HEX A2AAAD BA0C2F 91002F 7C878E 000000
• NOTE : When printing on uncoated paper (like newsprint stock), the adapted formulas below are recommended. Pantone Uncoated 428 U 199 U 201 U 430 U Process Black U CMYK 28-14-17-3 0-96-80-0 8-89-59-22 47-31-29-4 0-0-0-100
• On some special marketing and promotional items, the inuksuk symbol can be used by itself. For example, it appears alone on the aircraft’ tail. The aforementioned spacing and colour rules still apply.
• Full colour logo accompanied by promotional copy that respect the official colour palette and safe space rules.

Typography

• For all official public communications and tools, wheter printed or presented on a screen, Ranelte must be used for titles, subtitles and body text. It exists in 8 weights and 3 variants (Normal, Condensed and Extended), all with matching italics. A license can be purchased at myfonts.com/fonts/insigne/ranelte

• Ranelte (official font for all public communications)

• Cond Thin Cond Light Cond Book Cond Regular Cond Medium Cond Demi Cond Bold Cond ExBold
• Normal Thin Normal Light Normal Book Normal Regular Normal Medium Normal Demi Normal Bold Normal ExBold
• Ext Thin Ext Light Ext Book Ext Regular Ext Medium Ext Demi Ext Bold Ext ExBold
• For internal communications and documents, Arial should be used for compatibility reasons. It is included with most operating systems and no additional license needs to be purchased.

• Arial (fallback/compatibility font for internal communications)

• Narrow Regular Narrow Bold Bold Black

Logo Usage

• All uses of Canadian North name and logo must comply with the standards established in this guide and must be authorized by the Marketing department. Electronic files available upon request.
• Horizontal (main), Horizontal (one line), Vertical (stacked) • I ■ i no tagline A NORTH CANADIAN CANADIAN NORTH CANADIAN NORTH I Colours \ • with tagline I I i A NORTH CANADIAN CANADIAN NORTH CANADIAN Fly the Arctic NORTH Fly the Arctic Fly the Arctic • I I A no tagline A CANADIAN A CANADIAN NORTH CANADIAN NORTH NORTH I Black \ • with tagline I I i A CANADIAN A CANADIAN NORTH CANADIAN NORTH Fly the Arctic NORTH Fly the Arctic Fly the Arctic • I I A CANADIAN A CANADIAN NORTH CANADIAN no tagline NORTH NORTH White [reversed) • with tagline I ■ CANADIAN A CANADIAN NORTH CANADIAN NORTH Fly the Arctic NORTH Fly the Arctic Fly the Arctic
• IMPORTANT: If full colour or black/ white printing is not possible, red must be used or, as a last resort, the darkest colour available.
• Main corporate colours: Light Grey Pantone Coated 429 C CMYK 21-11-9-23 RGB 162-170-173 HEX A2AAAD; Red Pantone Coated 200 C CMYK 3-100-70-12 RGB 186-12-47 HEX BA0C2F; Dark Red Pantone Coated 202 C (closest match) CMYK 8-100-70-38 RGB 145-0-47 HEX 91002F; Medium Grey Pantone Coated 430 C CMYK 33-18-13-40 RGB 124-135-142 HEX 7C878E; Black Pantone Coated Process Black C CMYK 0-0-0-100 RGB 0-0-0 HEX 000000
• NOTE : When printing on uncoated paper (like newsprint stock), the adapted formulas below are recommended. Pantone Uncoated: Light Grey 428 U, Red 199 U, Dark Red 201 U, Medium Grey 430 U, Black Process Black U. CMYK: Light Grey 28-14-17-3, Red 0-96-80-0, Dark Red 8-89-59-22, Medium Grey 47-31-29-4, Black 0-0-0-100.
• Minimal “breathing” space around the logo must be kept at all times. It is determined by using the inuksuk head shape as a spacing unit, as shown in blue above. This represents the minimal requirement, so leaving more space is advisable to maximize the logo’s visual impact.
• Note: This method applies to all versions of the logo. The correct safe space is included in the electronic files (available upon request): for screen-optimized logos (JPG and PNG formal, it is the outer size of the image and for vector/ commercial printing logos (EPS format), it is the size of the artboard.
• As a general rule, the inuksuk in the logo should not be printed smaller than 5 mm (3/16") high when the tagline is absent, and 6 mm (1/4") high when the tagline is present.
• The logo must never be: a) distorted, with the logo elements stretched or warped; b) inverted mirror image of the original; c) rotated, showing the logo turned from its original orientation; d) cut by an element or edge of the page, truncating parts of the logo; e) split, reorganized or realigned parts of the logo, with a note referencing additional explanation on page 7; f) placed on a background that reduces legibility, with a teal-colored background behind the logo; g) placed under other elements or text, used as a watermark; h) coloured using a different palette, with some parts in blue; i) altered by effects like drop shadows or 3D simulated effects; j) combined with a Web address or other text as a watermark; k) outlined with a simple black line, emphasizing the shape; l) contoured with lines defining its edges and giving it a distinct boundary.
• On some special marketing and promotional items, the inuksuk symbol can be used by itself. For example, it appears alone on the aircraft’ tail. The aforementioned spacing and colour rules still apply.
• Full colour logo accompanied by promotional copy that respect the official colour palette and safe space rules.
• In these examples, only one colour was available (or the marketing department decided a one-colour logo would be more appropriate).

Tone And Messaging

• maintain the brand’s visual and tone consistency

Visual Style

• All uses of Canadian North name and logo must comply with the standards established in this guide and must be authorized by the Marketing department. Electronic files available upon request.
• Horizontal (main), Horizontal (one line), and Vertical (stacked) logo variations are permitted, all with the same red and grey color scheme and include the text ‘CANADIAN NORTH’ with a stylized airplane symbol above it, along with the tagline ‘Fly the Arctic’.
• The logo may be used in black, with and without the tagline, on a white background.
• The logo may be used in black versions on a black background with white reversed versions, again with and without the tagline.
• IMPORTANT: If full colour or black/ white printing is not possible, red must be used or, as a last resort, the darkest colour available.
• Main corporate colours: Light Grey (Pantone Coated 429 C, CMYK 21-11-9-23, RGB 162-170-173, HEX A2AAAD), Red (Pantone Coated 200 C, CMYK 3-100-70-12, RGB 186-12-47, HEX BA0C2F), Dark Red (Pantone Coated 202 C (closest match), CMYK 8-100-70-38, RGB 145-0-47, HEX 91002F), Medium Grey (Pantone Coated 430 C, CMYK 33-18-13-40, RGB 124-135-142, HEX 7C878E), Black (Pantone Coated Process Black C, CMYK 0-0-0-100, RGB 0-0-0, HEX 000000).
• Complementary colours (can be used for secondary elements, text and applications): Light Grey, Red, Dark Red, Medium Grey, Black.
• When printing on uncoated paper (like newsprint stock), the adapted formulas below are recommended: Light Grey (Pantone Uncoated 428 U, CMYK 28-14-17-3), Red (Pantone Uncoated 199 U, CMYK 0-96-80-0), Dark Red (Pantone Uncoated 201 U, CMYK 8-89-59-22), Medium Grey (Pantone Uncoated 430 U, CMYK 47-31-29-4), Black (Pantone Uncoated Process Black U, CMYK 0-0-0-100).
• Minimal “breathing” space around the logo must be kept at all times. It is determined by using the inuksuk head shape as a spacing unit, as shown in blue above. This represents the minimal requirement, so leaving more space is advisable to maximize the logo’s visual impact.
• Note: This method applies to all versions of the logo. The correct safe space is included in the electronic files (available upon request): for screen-optimized logos (JPG and PNG formal, it is the outer size of the image and for vector/ commercial printing logos (EPS format), it is the size of the artboard.
• As a general rule, the inuksuk in the logo should not be printed smaller than 5 mm (3/16") high when the tagline is absent, and 6 mm (1/4") high when the tagline is present.
• The logo must never be: distorted, inverted (mirrored), rotated, cut (by an element or the edge of the page), split, reorganised or realigned, placed on a background that reduces its legibility, placed under other elements or text or used as a watermark, coloured using a different palette, altered by effects like drop shadows or simulated 3D, combined with a Web address or other text as a watermark, outlined with a simple black line, contoured with lines defining its edges and giving it a distinct boundary.
• On some special marketing and promotional items, the inuksuk symbol can be used by itself. For example, it appears alone on the aircraft’ tail. The aforementioned spacing and colour rules still apply.
• Full colour logo accompanied by promotional copy that respect the official colour palette and safe space rules.
• In these examples, only one colour was available (or the marketing department decided a one-colour logo would be more appropriate).
• For all official public communications and tools, wheter printed or presented on a screen, Ranelte must be used for titles, subtitles and body text. It exists in 8 weights and 3 variants (Normal, Condensed and Extended), all with matching italics.
• For internal communications and documents, Arial should be used for compatibility reasons. It is included with most operating systems and no additional license needs to be purchased.

Additional Properties