Capital Power

Official Websites

• https://www.capitalpower.com

Brand Guidelines

2019

Brand Summary

Mission

• We create dependable, cost-effective, and future-focused energy solutions to power a sustainable future for generations to come [^1].

Core Values

• expertise
• integrity
• success
• commitment to responsible energy
• innovation
• collaboration
• leadership
• sustainability
• people-first approach [^2]

Target Audience

• Stakeholders, shareholders, government, communities, current and potential employees [^3].

Personality Traits

• innovative
• dependable
• professional
• collaborative
• future-focused
• responsible
• inclusive [^3]

Visual Identity Overview

• The visual identity is clean, modern, and impactful, featuring a bold logo with a wordmark and abstract icon, a primary color palette of gray, blue, and chartreuse, strong people-first imagery, Helvetica typography, and consistent application across all touchpoints [^5].

Categories

Brand Voice

• A company’s visual identity is created with great care, taking into consideration competitive brand positioning, brand personality and character, brand voice, colour palette, imagery style, font family and layout. When these brand elements are used consistently across all touch points, it reflects the integrity of the organization, the importance of its marketing communications initiatives and builds brand equity.
• How and why we do business is just as important as what we do. A refined message architecture ensures that we are all speaking in the same tone and voice and that, regardless of audience, we are all telling our story in the same way. Within this document you will find detailed message architecture to guide you when creating communications along with instructions for use.
• Our visual identity is a complete language that, when expressed consistently over time, communicates our values and attitude, establishes our voice and builds an emotional connection with our audiences.
• Typography helps to express our messages and establish a unique voice for Capital Power. To ensure a consistent look and feel, Helvetica is the approved font for use in all corporate, product materials, marketing communications and training materials that are printed externally:

Brand Imagery

• Imagery plays an important role in building Capital Power’s distinct visual presence. Images help to express our brand messages and should reinforce our positioning, values and culture. Brand and marketing materials developed to date use a combination of lifestyle photography and architectural photography. Brand imagery should capture real-life scenarios and candid images that tell a story.
• When selecting photography, selection criteria should be: • Rich images with bold colours and detail • Business settings or Capital Power-owned facilities • Diverse and inclusive • Natural looking people (not overly posed or rigid)

Color Palette

• Our primary brand colours have not changed however a new secondary palette has been added. Detailed guidelines are provided within this document.
• The preferred version of the brand lock-up is the three colour “Stacked” option (Capital Power gray, blue & chartreuse). The preferred alternate version of the stacked brand lock-up is the one colour (black only) version. The brand lock-up should never appear in screens of black. The preferred reversed version of the stacked brand lock-up is the one colour (white only) version. The brand lock-up should appear on a suitable colour.
• The preferred version of the brand lock-up is the three colour option (Capital Power gray, blue & chartreuse). The preferred alternate version of the horizontal brand lock-up is the one colour (black only) version. The brand lock-up should never appear in screens of black. The preferred reversed version of the horizontal brand lock-up is the one colour (white only) version. The brand lock-up should appear on a suitable colour.
• The colour palette used by Capital Power for our masterbrand logo is based on the print industry standard, the PANTONE MATCHING SYSTEM® . When limited by technical or budgetary constraints, these colours may also be reproduced in CMYK, or process colour.
• For printing jobs in one Pantone colour, the logo must print in Capital Power Corporate Colours (preferred), or 100% black.
• When using silk-screening, vinyl applications or other non-offset reproduction methods, colour must be matched as closely as possible to the Pantone standards.
• The same ink colour might appear slightly different depending on the paper stock selected. Coated and uncoated stocks reflect colours differently as well as different paper finishes and paper colours.
• The colour you see on your monitor or from colour laser outputs should not be used for visual matching.
• The colours shown in this manual are for reference only. Refer to the PANTONE MATCHING SYSTEM® for colour matching purposes.
• Capital Power Gray - PMS Cool Gray 8C CMYK: 23 | 16 | 13 | 46 RGB: 136 | 139 | 141 HEX: 888B8D
• Capital Power Blue - PMS 7545C CMYK: 58 | 32 | 18 | 54 RGB: 66 | 85 | 99 HEX: 425563
• Capital Power Chartreuse - PMS 3975C CMYK: 8 | 7 | 100 | 25 RGB: 187 | 166 | 0 HEX: BBA600
• Secondary Green - PMS 376C CMYK: 54 | 0 | 100 | 0 RGB: 132 | 189 | 0 HEX: 84BD00
• Secondary Light Blue - PMS 298C CMYK: 67 | 2 | 0 | 0 RGB: 65 | 182 | 230 HEX: 41B6E6
• Secondary Blue - PMS 287C CMYK: 100 | 75 | 2 | 18 RGB: 0 | 48 | 135 HEX: 003087
• Secondary Yellow - PMS 7406C CMYK: 0 | 20 | 100 | 2 RGB: 241 | 196 | 0 HEX: F1C400
• Secondary colours should be used on a limited basis and used to emphasize or indicate visual importance in certain circumstances.

Typography

• Typography helps to express our messages and establish a unique voice for Capital Power. To ensure a consistent look and feel, Helvetica is the approved font for use in all corporate, product materials, marketing communications and training materials that are printed externally:
• To maintain the quality and integrity of Helvetica family of fonts, do not alter the shape, proportion or space relationships of any of the characters. Be sure to use the true form of the typeface without stretching or compressing it.
• PC and Macintosh versions of the Helvetica font family can be used.
• Typography For Correspondence (Microsoft Office Applications) When producing internal or external correspondence materials such as powerpoint presentations, memos, and email correspondence, the font Arial must be used.
• Arial bold may be used for headlines or to highlight text. This font is available for use in all Microsoft® Office® applications.
• The font size for letters and memos is 11 point with 1.25 line spacing (Microsoft® Word® measurement).
• Note: While our brand font family is officially Helvetica, default fonts on normal communications such as email remain the same.
• Helvetica Light ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
• Helvetica Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
• Helvetica Regular ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
• Helvetica Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
• Helvetica Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
• Helvetica Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
• Helvetica is the preferred signage typeface.

Logo Usage

• The Capital Power brand lock-up was designed with some flexibility to meet various applications. The preferred version of the brand lock-up is the three colour “Stacked” option (Capital Power gray, blue & chartreuse). The preferred alternate version of the stacked brand lock-up is the one colour (black only) version. The brand lock-up should never appear in screens of black. The preferred reversed version of the stacked brand lock-up is the one colour (white only) version. The brand lock-up should appear on a suitable colour.
• An alternate version of the stacked brand lock-up has been created for use when space limitations dictate the use of the “Horizontal” brand lock-up (ie. email signatures, small collaterals/branded items and signage). The preferred version of the brand lock-up is the three colour option (Capital Power gray, blue & chartreuse). The preferred alternate version of the horizontal brand lock-up is the one colour (black only) version. The brand lock-up should never appear in screens of black. The preferred reversed version of the horizontal brand lock-up is the one colour (white only) version. The brand lock-up should appear on a suitable colour.
• Our Capital Power masterbrand logo is one of the most important components of our corporate identity. It is made up of two elements -a wordmark and an icon. When possible, our brand lock-up (logo+ tagline) should be used.
• Keeping the logo isolated from other graphic elements and at a particular size helps preserve the clarity of the presentation. A minimum amount of protected space should always surround the logo in order to separate it from headlines, text, imagery and the outer edge of a document. The protected space is defined as the upper case “P” in Power within the logo, as shown.
• To protect the integrity and clarity of the Capital Power logo, the “Stacked” brand lock-up should be no smaller than 1.375" wide. The “Stacked” logo should be no smaller than 1" wide.
• The “Horizontal” brand lock-up should be no smaller than 3" wide. The “Horizontal” logo should be no smaller than 1.75" wide.
• The consistent application of the Capital Power logo is essential to building and maintaining a consistent brand identity. The logo should never be altered or redrawn in any way and only approved digital artwork should be used in documents and on the web. While not an exhaustive list, the examples shown illustrate some incorrect uses and deviations to avoid.
• The Capital Power logo and corporate colours are the primary identifiers and should be used prominently in all communications. There is not a preferred placement of the logo on a marketing communications piece. We do not want to restrict usage in that regard and want to be able to decide how each marketing communications item should be designed based on the strategy and target audience.
• Do not rotate or vertically align the logo
• Do not change colours of the logo
• Do not change the logo configuration
• Do not add other elements to the logo (drop shadows, etc.)
• Do not distort logo
• Do not use the wordmark without the icon
• Do not apply the logo to a colour with insufficient contrast
• Application rules apply to both the “Stacked” and “Horizontal” versions of the Capital Power logo.
• The Capital Power icon may be used in some circumstances where the brand has already been established such as: Watermark for stationery.
• Please contact Corporate Communications for approval on additional application usage.
• For facility and office signage, only the logo is to be used (i.e. no tagline).
• The Capital Power logo is the primary site identification for exteriors, reception and lobby areas, and on directional signage.
• The Capital Power logo set in strong contrast to its background is designed to create the most impact.

Tone And Messaging

• A refined message architecture ensures that we are all speaking in the same tone and voice and that, regardless of audience, we are all telling our story in the same way. Within this document you will find detailed message architecture to guide you when creating communications along with instructions for use.
• How and why we do business is just as important as what we do. A refined message architecture ensures that we are all speaking in the same tone and voice and that, regardless of audience, we are all telling our story in the same way.
• Our touch points with stakeholders – both current and prospective – must emphasize our core points of differentiation. Our message architecture provides a brief guideline, providing high-level positioning focusing on not simple what we do but why we do it and how we do it better than our competitors.
• The message architecture also provides guidance around target audiences, what their challenges may be and how Capital Power addresses them with various value propositions.
• Our message architecture should be used as a reference when drafting communications, as inspiration to ensure your message resonates with your audiences and keeps our story consistent and engaging. Verbatim (ie. word-for-word) usage is not required.

Brand Values

• With a renewed focus on brand positioning, we’ve embarked upon a brand refresh to clearly articulate our purpose. Although our evolution as a company is ongoing, we remain dedicated to our core values. Designing a refreshed brand that speaks to both our reputation and position in the marketplace requires the diligence and strategic collaboration of many. Our refreshed branding demonstrates our positioning, mission, vision, values and culture.
• Our brand is so much more than our logo, it is represented through the types of images and colours we use to showcase Capital Power. Our primary brand colours have not changed however a new secondary palette has been added. In addition, we encourage the use of strong, bold visuals with a people-first approach when possible. Detailed guidelines are provided within this document.
• How and why we do business is just as important as what we do. A refined message architecture ensures that we are all speaking in the same tone and voice and that, regardless of audience, we are all telling our story in the same way. Within this document you will find detailed message architecture to guide you when creating communications along with instructions for use.
• Imagery plays an important role in building Capital Power’s distinct visual presence. Images help to express our brand messages and should reinforce our positioning, values and culture. Brand and marketing materials developed to date use a combination of lifestyle photography and architectural photography. Brand imagery should capture real-life scenarios and candid images that tell a story.

Visual Style

• A company’s visual identity is created with great care, taking into consideration competitive brand positioning, brand personality and character, brand voice, colour palette, imagery style, font family and layout. When these brand elements are used consistently across all touch points, it reflects the integrity of the organization, the importance of its marketing communications initiatives and builds brand equity.
• Our visual identity is a complete language that, when expressed consistently over time, communicates our values and attitude, establishes our voice and builds an emotional connection with our audiences.
• The Capital Power brand lock-up was designed with some flexibility to meet various applications. The preferred version of the brand lock-up is the three colour “Stacked” option (Capital Power gray, blue & chartreuse). The preferred alternate version of the stacked brand lock-up is the one colour (black only) version. The brand lock-up should never appear in screens of black. The preferred reversed version of the stacked brand lock-up is the one colour (white only) version. The brand lock-up should appear on a suitable colour.
• An alternate version of the stacked brand lock-up has been created for use when space limitations dictate the use of the “Horizontal” brand lock-up (ie. email signatures, small collaterals/branded items and signage). The preferred version of the brand lock-up is the three colour option (Capital Power gray, blue & chartreuse). The preferred alternate version of the horizontal brand lock-up is the one colour (black only) version. The brand lock-up should never appear in screens of black. The preferred reversed version of the horizontal brand lock-up is the one colour (white only) version. The brand lock-up should appear on a suitable colour.
• Keeping the logo isolated from other graphic elements and at a particular size helps preserve the clarity of the presentation. A minimum amount of protected space should always surround the logo in order to separate it from headlines, text, imagery and the outer edge of a document. The protected space is defined as the upper case “P” in Power within the logo, as shown.
• To protect the integrity and clarity of the Capital Power logo, the “Stacked” brand lock-up should be no smaller than 1.375" wide. The “Stacked” logo should be no smaller than 1" wide.
• The “Horizontal” brand lock-up should be no smaller than 3" wide. The “Horizontal” logo should be no smaller than 1.75" wide.
• The consistent application of the Capital Power logo is essential to building and maintaining a consistent brand identity. The logo should never be altered or redrawn in any way and only approved digital artwork should be used in documents and on the web. While not an exhaustive list, the examples shown illustrate some incorrect uses and deviations to avoid.
• Do not rotate or vertically align the logo
• Do not change colours of the logo
• Do not change the logo configuration
• Do not add other elements to the logo (drop shadows, etc.)
• Do not distort logo
• Do not use the wordmark without the icon
• Do not apply the logo to a colour with insufficient contrast
• Application rules apply to both the “Stacked” and “Horizontal” versions of the Capital Power logo.
• The Capital Power icon may be used in some circumstances where the brand has already been established such as: Watermark for stationery.
• Please contact Corporate Communications for approval on additional application usage.
• The colour palette used by Capital Power for our masterbrand logo is based on the print industry standard, the PANTONE MATCHING SYSTEM® . When limited by technical or budgetary constraints, these colours may also be reproduced in CMYK, or process colour.
• For printing jobs in one Pantone colour, the logo must print in Capital Power Corporate Colours (preferred), or 100% black.
• When using silk-screening, vinyl applications or other non-offset reproduction methods, colour must be matched as closely as possible to the Pantone standards.
• The same ink colour might appear slightly different depending on the paper stock selected. Coated and uncoated stocks reflect colours differently as well as different paper finishes and paper colours.
• The colour you see on your monitor or from colour laser outputs should not be used for visual matching.
• The colours shown in this manual are for reference only. Refer to the PANTONE MATCHING SYSTEM® for colour matching purposes.
• Capital Power Gray - PMS Cool Gray 8C CMYK: 23 | 16 | 13 | 46 RGB: 136 | 139 | 141 HEX: 888B8D
• Capital Power Blue - PMS 7545C CMYK: 58 | 32 | 18 | 54 RGB: 66 | 85 | 99 HEX: 425563
• Capital Power Chartreuse - PMS 3975C CMYK: 8 | 7 | 100 | 25 RGB: 187 | 166 | 0 HEX: BBA600
• Secondary Green - PMS 376C CMYK: 54 | 0 | 100 | 0 RGB: 132 | 189 | 0 HEX: 84BD00
• Secondary Light Blue - PMS 298C CMYK: 67 | 2 | 0 | 0 RGB: 65 | 182 | 230 HEX: 41B6E6
• Secondary Blue - PMS 287C CMYK: 100 | 75 | 2 | 18 RGB: 0 | 48 | 135 HEX: 003087
• Secondary Yellow - PMS 7406C CMYK: 0 | 20 | 100 | 2 RGB: 241 | 196 | 0 HEX: F1C400
• Secondary colours should be used on a limited basis and used to emphasize or indicate visual importance in certain circumstances.
• Typography helps to express our messages and establish a unique voice for Capital Power. To ensure a consistent look and feel, Helvetica is the approved font for use in all corporate, product materials, marketing communications and training materials that are printed externally:
• To maintain the quality and integrity of Helvetica family of fonts, do not alter the shape, proportion or space relationships of any of the characters. Be sure to use the true form of the typeface without stretching or compressing it.
• PC and Macintosh versions of the Helvetica font family can be used.
• When producing internal or external correspondence materials such as powerpoint presentations, memos, and email correspondence, the font Arial must be used.
• Arial bold may be used for headlines or to highlight text. This font is available for use in all Microsoft® Office® applications.
• The font size for letters and memos is 11 point with 1.25 line spacing (Microsoft® Word® measurement).
• Note: While our brand font family is officially Helvetica, default fonts on normal communications such as email remain the same.
• Imagery plays an important role in building Capital Power’s distinct visual presence. Images help to express our brand messages and should reinforce our positioning, values and culture. Brand and marketing materials developed to date use a combination of lifestyle photography and architectural photography. Brand imagery should capture real-life scenarios and candid images that tell a story.
• When selecting photography, selection criteria should be: • Rich images with bold colours and detail • Business settings or Capital Power-owned facilities • Diverse and inclusive • Natural looking people (not overly posed or rigid)
• Our icons are clean, simple and engaging. They are best used to simplify and convey concepts clearly and easily.
• All icons must be approved by Corporate Communications to ensure consistency and professionalism. Icons contain corporate brand colours (blue, gray & chartreuse) and should not be modified.
• The consistent application of the Capital Power icons are essential to building and maintaining a consistent brand identity.
• The icons should never be altered or redrawn in any way and only approved digital artwork should be used in documents and on the web. While not an exhaustive list, the examples shown illustrate some incorrect uses and deviations to avoid.
• Do not use clip art or anything resembling clip art.
• Do not distort the logo
• Do not use portions of the logo
• To maintain consistency in tone, a white airy background is preferable to enhance the bold colours of the Capital Power brand.
• Signage must follow basic design standards: • The Capital Power logo is the primary site identification for exteriors, reception and lobby areas, and on directional signage. • The Capital Power logo set in strong contrast to its background is designed to create the most impact. • Helvetica is the preferred signage typeface. • For facility and office signage, only the logo is to be used (i.e. no tagline).

Iconography

• Our icons are clean, simple and engaging. They are best used to simplify and convey concepts clearly and easily.
• All icons must be approved by Corporate Communications to ensure consistency and professionalism. Icons contain corporate brand colours (blue, gray & chartreuse) and should not be modified.
• The consistent application of the Capital Power icons are essential to building and maintaining a consistent brand identity.
• The icons should never be altered or redrawn in any way and only approved digital artwork should be used in documents and on the web. While not an exhaustive list, the examples shown illustrate some incorrect uses and deviations to avoid.
• Do not use clip art or anything resembling clip art.

Layout And Composition

• The Capital Power brand lock-up was designed with some flexibility to meet various applications. The preferred version of the brand lock-up is the three colour “Stacked” option (Capital Power gray, blue & chartreuse). The preferred alternate version of the stacked brand lock-up is the one colour (black only) version. The brand lock-up should never appear in screens of black. The preferred reversed version of the stacked brand lock-up is the one colour (white only) version. The brand lock-up should appear on a suitable colour.
• Keeping the logo isolated from other graphic elements and at a particular size helps preserve the clarity of the presentation. A minimum amount of protected space should always surround the logo in order to separate it from headlines, text, imagery and the outer edge of a document. The protected space is defined as the upper case “P” in Power within the logo, as shown.
• To protect the integrity and clarity of the Capital Power logo, the “Stacked” brand lock-up should be no smaller than 1.375" wide. The “Stacked” logo should be no smaller than 1" wide.
• The “Horizontal” brand lock-up should be no smaller than 3" wide. The “Horizontal” logo should be no smaller than 1.75" wide.
• The consistent application of the Capital Power logo is essential to building and maintaining a consistent brand identity. The logo should never be altered or redrawn in any way and only approved digital artwork should be used in documents and on the web. While not an exhaustive list, the examples shown illustrate some incorrect uses and deviations to avoid.
• The Capital Power logo and corporate colours are the primary identifiers and should be used prominently in all communications. There is not a preferred placement of the logo on a marketing communications piece. We do not want to restrict usage in that regard and want to be able to decide how each marketing communications item should be designed based on the strategy and target audience.
• Do not rotate or vertically align the logo
• Do not change colours of the logo
• Do not change the logo configuration
• Do not add other elements to the logo (drop shadows, etc.)
• Do not distort logo
• Do not use the wordmark without the icon
• Do not apply the logo to a colour with insufficient contrast
• Application rules apply to both the “Stacked” and “Horizontal” versions of the Capital Power logo.
• For facility and office signage, only the logo is to be used (i.e. no tagline).
• To maintain consistency in tone, a white airy background is preferable to enhance the bold colours of the Capital Power brand.
• The Capital Power logo is the primary site identification for exteriors, reception and lobby areas, and on directional signage.
• The Capital Power logo set in strong contrast to its background is designed to create the most impact.
• Helvetica is the preferred signage typeface.

2014

Categories

Brand Imagery

• Photos and graphics that capture our strategic communication themes of leadership, innovation and engagement include: • Capital Power facilities • Employees on the work site • Use of emerging or new technology • Wildlife and environment in and around our facilities • Interpersonal interaction and engagement • Images that convey motion, momentum and energy The use of clipart in Capital Power materials is strongly discouraged.
• Please work with Corporate Communications toe ensure photos used comply with Security and HSE requirements.
• Images used in print publications need to be of high-enough quality that they are not pixilated when printed. Check with your printer for the minimum resolution or dpi (dots per inch) for photos for your project.
• The “lines” from our visual materials can be overlaid over images and photos to convey movement and energy.
• Images can also be placed in a cut-out shaped by our lines of movement, as illustrated by our templates:

Color Palette

• The Capital Power visual identity is made up of four basic elements: the Capital Power logo; our type family; our colour palette; and our layout style. You will find the full guidelines for using these elements in the pages that follow.
• The logomark comprises two unique corporate colours:
• Fresh steel blue (PMS 7545C) represents corporate strength, security and heritage, yet is distinct from the typical “corporate blue” to add a sense of newness and a contemporary tone.
• Contemporary green with yellow undertones (PMS 3975C) provides a progressive accent that adds vibrancy and energy to the brand, while connecting it to the key concept of energy balanced with environmental responsibility.
• PMS (Pantone Matching System) colours have been chosen for our colours and should never be substituted or altered outside of the approved variations defined in these standards. When possible, pull colours from our secondary palette to add vibrancy to your work.
• The preferred Capital Power logo is the full-colour (three colour) logo. The preferred logo should be used whenever possible.
• There are three basic logo options: the three-colour version, the solid black version and the reverse (white) version. Please ensure that you use the correct master artwork.
• The colour logo is recommended in all applications when producing four-colour materials. Do not use the colour logo when printing in black and white-this will result in the logo appearing varying shades of grey.
• The solid black logo is only an alternative. Use only when there are print or production constraints. Use the black logo when printing on solid light-coloured backgrounds.
• The solid white logo (reverse/knockout) is only an alternative. Use only when design restraints require it Use this logo when printing on solid dark­coloured backgrounds.
• Whenever using the logo, visibility must be ensured. Whenever possible, use the three-colour logo.
• When background or contrast prohibits the use of the preferred logo, choose a logo version from the alternative logo colours (black or white) that maintains logo legibility.
• Full-colour logo can be used with lighter-screened background colours where the logo has a dominant presence.
• Full-colour logo cannot be used on strong colour or used on top of busy photo backgrounds.
• It is important to maintain the integrity of the Capital Power logo. Avoid any alterations or adjustments to the logo in colour, size, placement, aspect ratio, or elements that are not approved of in the standards.
• Do not change logo colour
• PMS (Pantone Matching System) colours have been chosen for our colours and should never be substituted or altered outside of the approved variations defined in these standards.
• When possible, pull colours from our secondary palette to add vibrancy to your work.
• Charts and graphs can use a combination of our primary and secondary colours.
• Our corporate PowerPoint is set up to facilitate the creation of charts and graphs. A colour scheme is included in the PowerPoint template.
• Colour palette for logo: Coated: PMS 7545C, PMS 3975C, PMS COOL GRAY 8C Uncoated: PMS 547U, PMS 3975U, PMS 424C
• Colour palette for facility name: PMS Cool Grey 8 or equivalent

Typography

• Using consistent typeface helps Capital Power reinforce its brand. Contemporary, easy-to-read typefaces have been identified for both professional and in-house production.
• The use of type must convey structure and hierarchy. Important information should be easily visible and draw the eye.
• Print or professionally- produced documents L AKZIDENZ GROTESK LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!&() AKZIDENZ GROTESK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!&() B AKZIDENZ GROTESK BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!&() BLK AKZIDENZ GROTESK BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!&()
• Online applications and internally-produced documents ARIAL ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!&() ARIAL-ITALICMT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!&() ARIAL-BOLDMT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!&() ARIAL-BOLDITALICMT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!&()
• Capital Power selected its typefaces to convey confidence, clarity, and authority. In order to ensure our communications project this, we must follow proper standards.
• There are many options within the standards; however, there are a few treatments that are to be avoided: 1 Do not stretch or distort the type 2 Do not place type on a curve 3 Do not substitute any other font 4 Do not use special effects—drop shadows, outlines, etc—with the type 5 Do not angle or change the perspective of the type
• Arial is the preferred signage typeface.
• Facility name must be in Arial and must adhere to size and placement of the descriptor under the Capital Power logo
• Colour palette for facility name: PMS Cool Grey 8 or equivalent
• The person’s name is set in B Akzidenz Grotesk Bold, 8-point font on 11.5-point leading and 1.8-point space after with the baseline 1.01" (6p0.72) from the top. The person’s credentials should be set in Akzidenz Grotesk, 5-point. Their title should be set in Akzidenz Grotesk, 6-point, upper/lower on 7.5-point leading. The department should be set in B Akzidenz Grotesk Bold, 6-point font on 7.5-point leading.
• The address line is set in Akzidenz Grotesk, 7.25-point font on 9-point leading with the baseline at 1.01" (6p0.72). The email address is set in B Akzidenz Grotesk Bold, 7-point font, 0.05 in" (0p3.6) below the last line of the address/phone information.
• Baseline of the website address is set at 1.042" or 6p3. Use Akzidenz Grotesk Medium, 1 0-point type.
• Use Arial, 1 0-point font, left-aligned.
• Use Arial, 10-point font with 4.5-point paragraph spacing.
• A header, if required, can be 10-point Arial Bold.
• Separate each paragraph by a double return (single blank line). Do not indent paragraphs and avoid hyphens at end of line. Use one space after a period instead of the traditional two.
• Page number should right-aligned and be 0.43” from the bottom using Arial, 9.5-point font.
• Use Arial, 1 0-point font when typing a label.
• Fax body copy starts 5” from the top of the page. Left-align the body. Text should extend across the page and extend no further right than the logo. Use Arial, 10-point font with 4.5 paragraph spacing for the body copy. Separate each paragraph by a double return (single blank line). Do not indent paragraphs and avoid hyphens at the end of the line. Use one space after a period. End the body copy 1” above the line at the bottom of the page.
• Start memo copy 4” from the top of the page. Use Arial, 10-point font with 4.5 paragraph spacing for the memo body copy. Left-align the body. Text should extend across the page and extend no further right than the logo. End the body copy 1” above the line at the bottom of the page. Separate each paragraph by a double return (single blank line). Do not indent paragraphs, and avoid hyphens at the end of a line. Use one space after a period.
• No changes to typeface are to be made.
• Custom signature should be in Arial. Grey colour: R92 G111 B123. Orange colour: R229 G142 B26.
• The sender’s name and Capital Power Corporationshould be in 9-pt bold type. The remaining text should be in 9 pt regular.

Logo Usage

• The preferred Capital Power logo is the full-colour (three colour) logo. The preferred logo should be used whenever possible.
• The logo is never to be broken apart into a wordmark and an icon. It must always appear together.
• The Capital Power logo requires space around it in order to maximize its presence and stand out. An exclusion zone surrounds the logo and prevents any graphic elements from interfering with the integrity of the logo. The “exclusion” or “safety” zone is proportionate to the size of the logo. Minimum size of logo should not be less than 1”.
• On all documents where the logo is the only indicator that the material belongs to or is associated with Capital Power, the preferred placement of the logo is the top right of the document.
• In instances where readability, emphasis or prominence is impaired by using the preferred placement, the logo may be placed in a more appropriate location.
• Preferred placement on other design materials depends on the design of the piece. Legibility of the logo and respect for the logo’s surrounding whitespace must always be ensured.
• Follow the minimum space requirements and minimum size requirements. Generally, the logos should be placed as far apart from each other as possible so they do not compete for prominence.
• Whenever using the logo, visibility must be ensured. Whenever possible, use the three-colour logo.
• When background or contrast prohibits the use of the preferred logo, choose a logo version from the alternative logo colours (black or white) that maintains logo legibility.
• Full-colour logo can be used with lighter-screened background colours where the logo has a dominant presence.
• Full-colour logo cannot be used on strong colour or used on top of busy photo backgrounds.
• It is important to maintain the integrity of the Capital Power logo. Avoid any alterations or adjustments to the logo in colour, size, placement, aspect ratio, or elements that are not approved of in the standards. The samples here illustrate a number of incorrect uses of the logo.
• Do not outline the logotype
• Do not change the proportions of the logo
• Do not change the angle of the logo
• Do not change logo colour
• Do not substitute logotype font
• Do not surround the logo with a keyline

Tone And Messaging

• Creating a professional image extends beyond visual elements to include consistency in speech, written word, and presentation. By tying all elements together, we create a unified front of a company that understands itself and has a clear and strong identity.
• Corporate Communications creates and maintains a selection of corporate advertising templates and messages. If creating a new ad, please work with Corporate Communications to ensure design, messaging and content support Capital Power’s strategy.
• Email messages are considered less formal than written correspondence in letter, memo or other form. However, emails, particularly those destined for external audiences, should be professional and consistent in tone and appearance.
• Do not include slogans, sayings, icons or quotations in the email signature.

Visual Style

• The preferred Capital Power logo is the full-colour (three colour) logo. The preferred logo should be used whenever possible.
• The logo is never to be broken apart into a wordmark and an icon. It must always appear together.
• The Capital Power logo requires space around it in order to maximize its presence and stand out. An exclusion zone surrounds the logo and prevents any graphic elements from interfering with the integrity of the logo. The “exclusion” or “safety” zone is proportionate to the size of the logo. Minimum size of logo should not be less than 1”.
• On all documents where the logo is the only indicator that the material belongs to or is associated with Capital Power, the preferred placement of the logo is the top right of the document.
• In instances where readability, emphasis or prominence is impaired by using the preferred placement, the logo may be placed in a more appropriate location.
• Preferred placement on other design materials depends on the design of the piece. Legibility of the logo and respect for the logo’s surrounding whitespace must always be ensured.
• Follow the minimum space requirements and minimum size requirements. Generally, the logos should be placed as far apart from each other as possible so they do not compete for prominence.
• Whenever using the logo, visibility must be ensured. Whenever possible, use the three-colour logo.
• When background or contrast prohibits the use of the preferred logo, choose a logo version from the alternative logo colours (black or white) that maintains logo legibility.
• Full-colour logo can be used with lighter-screened background colours where the logo has a dominant presence.
• Full-colour logo cannot be used on strong colour or used on top of busy photo backgrounds.

Layout And Composition

• The Capital Power logo requires space around it in order to maximize its presence and stand out. An exclusion zone surrounds the logo and prevents any graphic elements from interfering with the integrity of the logo. The “exclusion” or “safety” zone is proportionate to the size of the logo. Minimum size of logo should not be less than 1”.
• On all documents where the logo is the only indicator that the material belongs to or is associated with Capital Power, the preferred placement of the logo is the top right of the document.
• In instances where readability, emphasis or prominence is impaired by using the preferred placement, the logo may be placed in a more appropriate location.
• Preferred placement on other design materials depends on the design of the piece. Legibility of the logo and respect for the logo’s surrounding whitespace must always be ensured.
• Follow the minimum space requirements and minimum size requirements. Generally, the logos should be placed as far apart from each other as possible so they do not compete for prominence.
• Whenever using the logo, visibility must be ensured. Whenever possible, use the three-colour logo.
• When background or contrast prohibits the use of the preferred logo, choose a logo version from the alternative logo colours (black or white) that maintains logo legibility.
• Full-colour logo can be used with lighter-screened background colours where the logo has a dominant presence.
• Full-colour logo cannot be used on strong colour or used on top of busy photo backgrounds.

Advertising

• Creating a professional image extends beyond visual elements to include consistency in speech, written word, and presentation. By tying all elements together, we create a unified front of a company that understands itself and has a clear and strong identity.
• Ad layouts can be used for print or electronic media
• Corporate Communications creates and maintains a selection of corporate advertising templates and messages. If creating a new ad, please work with Corporate Communications to ensure design, messaging and content support Capital Power’s strategy.
• Contact Corporate Communications for design templates.

Newsletters And Fact Sheets

• NEWSLETTERS AND FACT SHEETS -PROFESSIONALLY-DESIGNED
• Contact Corporate Communications for design templates.

Banners

• Templates allow you to substitute a photo of your choice into the design. The designs below can be customized and altered, or similar designs created, in conjunction with a designer and Corporate Communications.
• Contact Corporate Communications for assistance.
• Contact Corporate Communications for design templates.

Security Cards

• The capital Power ID security cards are ‘.2.051" wide x 3.303" deep (CR79), photo size is 1-3/16" wide x 1-1/2" deep.
• The person’s name is set in Arial, 7-point type. The ID number’s name is set in Arial Bold, 7-point type, loose track.
• COLOUR BREAKDOWN FOR SECURITY CARDS: Student: PMS 3975; green Contractor: PMS 485; red Employee: PMS 631 ; blue Temporary: Cool Gray 8 Executive: PMS 1 45; orange Board Member: PMS 145; orange
• Communications, in conjunction with Security & Contingency Planning coordinates the production of security cards. Contact either unit if you have any questions.

Signage

• Capital Power signs are functional yet also serve to reinforce the Capital Power name and brand. It is important that all signs are consistent from one location or event to the next.
• Sign material and appearance are sometimes subject to government codes, leaseholder contracts or other rules or agreements. It is important to know and understand the requirements for signage relevant to your location.
• To ensure consistency, work with Corporate Communications to have your sign designed.
• Each Capital Power facility is responsible for ordering and purchasing its own signage. To eliminate any deviation from the signage guidelines, ensure you are in touch with Corporate Communications during the development process.
• Each location is responsible for ensuring signage installations are coordinated with the appropriate authorities and meet all location requirements.
• While every location will have site-specific requirements, it is important that all signage follow the basic design standards:
• • The Capital Power logo is the primary site identification for exteriors, reception and lobby areas, and on directional signage.
• • The Capital Power logo set in strong contrast to its background is designed to create the most impact.
• • Not all sites will facilitate the preferred site signage. In these situations, contact Corporate Communications. In specific situations, sign materials or other requirements necessitate solid-colour or other logo treatments.
• • Arial is the preferred signage typeface.
• Capital Power has developed signage templates. Signs for an event should be consistent in size and appearance. Visibility and readability are of utmost importance. Your designer can use the same templates for open house signage, other event signage, or directional signage.
• Contact Corporate Communications for design templates.
• Logo and letters are 0.25” thick acrylic. Colours to match for both the wordmark and icon as follows: Wordmark: PMS Cool Grey 8 equivalent Icon: PMS 7545 and PMS 3975 equivalents Mounted 0.25” off the wall and centered over the reception desk. The above information should be adhered to wherever possible.
• Base platform is 0.25” brushed aluminum applied to wall surface. Logo and letters are 0.25” thick acrylic. Colours to match for both the wordmark and icon as follows: Wordmark: PMS Cool Grey 8 equivalent Icon: PMS 7545 and PMS 3975 equivalents Logo and letters mounted 0.25” off brushed aluminum surface and centered over the reception desk. The above information should be adhered to wherever possible.
• Each facility is responsible for its own signage. Appropriate signage and location of the signage are determined by facility location, visibility, etc. In general, however, only the critical information should appear on signs, and only essential signs should be erected. As signage requirements and restrictions vary from place to place, the following guidelines must be maintained
• • A minimum of 1x clear space around the Capital Power logo
• • Facility name must be in Arial and must adhere to size and placement of the descriptor under the Capital Power logo
• • If no color or material restrictions are required from your building’s design codes, the preferred color combination is full-colour logo Colour Palette for logo: Coated: PMS 7545C, PMS 3975C, PMS COOL GRAY 8C Uncoated: PMS 547U, PMS 3975U, PMS 424C
• • Colour palette for facility name: PMS Cool Grey 8 or equivalent
• If your building’s design codes prohibit the use of the full-colour logo, or a full-colour logo is not conducive based on existing signage materials in place, please contact Corporate Communications.
• For assistance in having your signage developed, please contact Corporate Communications.
• Please contact Security & Contingency Planning.
• Consistent representation of Capital Power vehicles reinforces our brand and provides mobile and ground-level exposure for our company.
• A clearly-visible full-colour Capital Power logo should be used. A reverse (white) Capital Power logo should be used on dark-coloured vehicles.

Stationery

• No other logos or symbols may be added.
• The logo is set 0.1875" (0p6.75) from the left with the baseline at 0.697" (2p1.094) from the top.
• The person’s name is set in B Akzidenz Grotesk Bold, 8-point font on 11.5-point leading and 1.8-point space after with the baseline 1.01" (6p0.72) from the top. The person’s credentials should be set in Akzidenz Grotesk, 5-point. Their title should be set in Akzidenz Grotesk, 6-point, upper/lower on 7.5-point leading. The department should be set in B Akzidenz Grotesk Bold, 6-point font on 7.5-point leading.
• The address line is set in Akzidenz Grotesk, 7.25-point font on 9-point leading with the baseline at 1.01" (6p0.72). The email address is set in B Akzidenz Grotesk Bold, 7-point font, 0.05 in" (0p3.6) below the last line of the address/phone information.
• Baseline of the website address is set at 1.042" or 6p3. Use Akzidenz Grotesk Medium, 1 0-point type.
• Classic Crest Solar white 100 lb. cover weight
• Classic Crest Solar white, square flap
• #10 envelope, 4.125" x 9.375"
• Start address lines at 1.875" and line up to the logo on the right at 3.75" from the left. Use Arial, 1 0-point font, left-aligned.
• • Start letter at 2.25”.
• • Left-align the body copy. Text should extend across the page and extend no further right than the logo.
• • Use Arial, 10-point font with 4.5-point paragraph spacing.
• • A header, if required, can be 10-point Arial Bold.
• • Separate each paragraph by a double return (single blank line). Do not indent paragraphs and avoid hyphens at end of line. Use one space after a period instead of the traditional two.
• For both letterhead and second sheet, Classic Crest Solar white 10 lb. text weight is recommended.
• The second sheet follows the same rules as the letterhead, omitting the address and the contact details. Logo size and position remain consistent with first letterhead sheet.
• • Body of letter starts at 2.25”.
• • Page number should right-aligned and be 0.43” from the bottom using Arial, 9.5-point font..
• Avery White Ink Jet Mailing Labels, 3 1 /3" x 4", White, Item# AVE8164.
• Start typing 1.8" from the top and 1" from the left. Use Arial, 1 0-point font when typing a label.
• Separate the address from the Attention: line by a double return (single blank line).
• • Fax body copy starts 5” from the top of the page.
• • Left-align the body. Text should extend across the page and extend no further right than the logo.
• • Use Arial, 10-point font with 4.5 paragraph spacing for the body copy.
• • Separate each paragraph by a double return (single blank line). Do not indent paragraphs and avoid hyphens at the end of the line. Use one space after a period.
• • End the body copy 1” above the line at the bottom of the page.
• • Start memo copy 4” from the top of the page.
• • Use Arial, 10-point font with 4.5 paragraph spacing for the memo body copy.
• • Separate each paragraph by a double return (single blank line). Do not indent paragraphs, and avoid hyphens at the end of a line. Use one space after a period.
• The pocket folder is a 9" x 12" standard format with 4" double pockets.

Powerpoint Presentations

• Capital Power has standard PowerPoint templates for presentations. These templates are to be used in all presentations for all audiences. The use of standard slides promotes consistency, makes it easy to share, update and integrate presentations and information, and ensures Capital Power’s visual identity is reinforced.
• Do not add new elements to the title slide
• Do not resize or recolour fonts
• Do not use clip art
• Do not change the colour of the background
• Follow Capital Power image guidelines for photos
• Our corporate PowerPoint is set up to facilitate the creation of charts and graphs. A colour scheme is included in the PowerPoint template.
• Access the PowerPoint template within Microsoft PowerPoint or contact Corporate Communications.

Email Signatures

• Email messages are considered less formal than written correspondence in letter, memo or other form. However, emails, particularly those destined for external audiences, should be professional and consistent in tone and appearance.
• Avoid using graphic elements in email. Graphic elements add to the size and can flag your email as spam and prevent it from being delivered.
• The Capital Power logo should not be used in routine emails (as header, body element, or signature).
• Follow the suggested format.
• No changes to typeface are to be made.
• Do not include slogans, sayings, icons or quotations in the email signature.
• Capital Power employees are to add a custom email signature which can be used to sign each company email.
• Custom signature should include the sender’s name, title, business unit, and appropriate contact information.
• Custom signature should be in Arial. Grey colour: R92 G111 B123. Orange colour: R229 G142 B26.
• The sender’s name and Capital Power Corporation should be in 9-pt bold type. The remaining text should be in 9 pt regular.
• The Capital Power logo is not to be incorporated into the signature.
• You may copy one of the suggested formats and paste into your signature in Outlook:
• Condensed NAME | Business Title and Function Capital Power Corporation Street Address | City, Province/State | Postal/Zip code P Office Number | C Cell number | capitalpower.com
• Expanded NAME Business Title and Function Capital Power Corporation Street Address City | Province/State | Postal/Zip code P Office Number | C Cell Number capitalpower.com

External Logos

• To become recognizable, one logo must be used across all channels to all audiences.
• Capital Power does not permit new logos, graphic symbols or elements to be developed for external distribution or promotion to represent business units, initiatives, programs, teams, campaigns or presentations. The reasons: • Such elements compete for attention and detract from the Capital Power Corporation logo, which is our company’s main identifier. • As a new company, it is imperative we convey a single, unified, consistent and strong image and identity, both internally and externally. It is important to convey that we know who we are and where we are going. • The development of a number of unrelated logos creates a disjointed image of our company and materials and runs counter to everything we commit to in developing our personality and brand. • Capital Power’s brand standards do not allow for the logo to be separated and the logomark used in any other application.
• The following external programs/initiatives, developed prior to January 2011, are an exception to these guidelines and may maintain the visual identities they have created: • Empowering Communities • Capital Powered Art

Promotional Items

• Promotional items are used to build and reinforce Capital Power’s brand with customers, employees and other stakeholders, and to build a sense of community among Capital Power employees and partners.
• Approvals must go through Corporate Communications to ensure all products align with our branding strategy.
• On all items, the integrity of the Capital Power logo must be maintained and all logo guidelines followed. Any item bearing the Capital Power logo must adhere to the company’s values and convey quality and professionalism.
• Three-colour stitching is expensive; in consideration of costs, all-black, all-white, or tone-on-tone production is acceptable.
• The required whitespace around the logo must be observed and maintained. No slogans, business units, product names, phrase or other element may encroach the reserved whitespace surrounding the logo.
• Promotional items intended to build teamwork or promote employee community may use a second imprint on the item, such as a team name, accomplishment or initiative. In all instances, the clear space around the logo must be observed.

Additional Properties