Coaching Association of Canada

📋 1 Guidelines

🔗 Connections

Sector

Sports Education Ngo

Region

Canada

Guideline Year

2021

Language

English

Tags

Sport Education

Official Websites

Brand Guidelines

2021

Brand Summary

Mission
  • Enhance the experiences of all athletes and participants in Canada through quality coaching [^1].
Core Values
  • Seek to understand
  • Cultivate inclusion
  • Curiosity
  • Act with courage
  • Lead and serve with gratitude
Target Audience
  • Coaches at every level, sport organizations, athletes, parents, students, and the broader Canadian sport community [^2].
Personality Traits
  • Ethical
  • Bold
  • Innovative
  • Inclusive
  • Collaborative
  • Champion
  • Advocate
  • Responsive Leader
Visual Identity Overview
  • The CAC visual identity is defined by a bilingual logo featuring a stylized red flame/leaf, a color palette of CAC RED and CAC GREY with accent colors, Encode Sans as the primary typeface, and dynamic, inclusive imagery that emphasizes action, diversity, and the coach-athlete bond. Graphic elements include solid CAC RED rectangles and clear, professional layouts [^3].

Categories

Brand Voice
  • The CAC’s brand has a “partnership” voice to PTCRs, PTASBs, NSOs and PTSOs in the delivery of the NCCP and a distinct and separate “association” voice to coaches in which the CAC supports coaches and advocates for the coaching profession.
  • The CAC is: • Ethical • Bold • Innovative • Inclusive • Collaborative • A Champion • An Advocate • A Responsive Leader
  • Who is the target audience? Does the communication support the CAC’s brand personality to the audience?
  • Does the communication reflect the CAC’s brand personality?
  • If photography is being used, does it reflect the CAC’s brand personality?
Brand Imagery
  • Photography is an additional opportunity to visually reinforce the CAC’s beliefs and core values that coaching is the primary influence on the quality of an athlete’s or participant’s sport experience, and that competent and ethical coaches are essential to the provision of a safe and positive sport environment.
  • Considerations: 1. The imagery is dynamic and shows action. 2. The imagery reinforces the bond between an athlete and the coach. 3. The imagery abides to the Rule of Two*; for example, the camera lens may have the athlete and coach in focus; however, additional people are in the background. 4. The imagery shows sport in a diverse, inclusive and accessible forum through equitable representation of gender, culture, age and sport (if applicable). 5. Imagery is also a graphic element. Please refer to the section Graphic Elements to ensure use is on-brand; e.g., 90-degree corners, no drop shadows, etc.
  • The CAC offers a collection of images for use by partners. The collections are available for download at: http://coach.photoshelter.com/index For the “download” password, please contact the CAC’s Director of Marketing and Communications. Please refer to the Approvals section on page 19 of this document.
  • Please attribute proper credit for use.
  • *The goal of the Rule of Two is to ensure all interactions and communications are open, observable and justifiable. Its purpose is to protect participants (especially minors) and coaches in potentially vulnerable situations by ensuring the coach is never alone and out of sight with a participant without another coach or adult present. For imagery, we understand finding this can be limiting, thus images showcasing one coach with a team of participants or within earshot and view of others would be allowable for illustrative purposes only.
  • Adding Alt tags helps ensure all users, regardless of situation, can better comprehend what an image is conveying. Alt tags also help with technologies that cannot detect images, such as search engines.
  • When adding an Alt tag, follow these general rules: • Describe the image as you would to someone not seeing it. • Keep it concise by only providing the essential elements of the image if it is purposeful to your content. • Do not include the wording “picture of” or “image of”, as screen readers automatically announce an image as such. • Describe the function for call-to-action buttons, such as ‘Subscribe to our newsletter’. • For images solely for decorative purposes and not informational, indicate the null alt tag as <alt=””>, to thus be ignored by screen readers and not impair the user’s experience.
Color Palette
  • The CAC brand palette consists of two primary colours (CAC RED) and (CAC GREY), and three accent colours (BLACK, GOLD and a 20% tint of CAC GREY).
  • CAC RED can be set to 80% opacity for artistic design purposes only. CAC RED cannot be altered in tint or opacity for other graphic elements, such as rectangles and buttons.
  • CAC GREY can be set to 80% opacity.
  • For consistency between brands, CAC RED and NCCP RED have been standardized as the same colour.
  • Professional printing techniques use four-colour process inks, which build colour out of cyan, magenta, yellow, and black (CMYK) or, in special instances, spot colour inks (such as Pantone).
  • Colour inkjet or laser printers use CMYK inks.
  • Screen displays use red, blue and green light sources (RGB) to create colour images.
  • HEX numbers are used in HTML code to specify colours for websites, emails and other digital applications.
  • CAC RED rectangle must always be reproduced as a 100% solid colour.
  • Both horizontal and vertical uses are acceptable.
  • All type on the CAC RED background should be white (knockout).
  • The CAC logo may be placed on the rectangle. The white (knockout) version of the logo must be used on the CAC RED background. Maintain the correct clear space around the logo, as specified on page 15.
  • A percentage or tint of CAC RED [is incorrect use].
  • Drop shadows on the rectangle or objects contained within the rectangle [are incorrect use].
  • Outline of the rectangle in another colour [is incorrect use].
  • Rounded corners [are incorrect use].
  • A skewed, angled or irregular shape [is incorrect use].
Typography
  • All CAC communications are to use Encode Sans as the typeface for both marketing and promotional materials for graphic design use. Encode Sans is also the primary typeface for titles, subtitles and section headings (Heading 1) for administrative use. Content body shall be in Arial (administrative use only).
  • Text colour can be CAC RED, CAC GREY, BLACK or WHITE (knockout) when used on a dark background. More clearly defined guidelines are indicated in the two product categories that follow.
  • If necessary, in order to avoid widows and orphans, or to maintain line, paragraph or page breaks, type may be horizontally scaled. Do not scale type more than 3% in a single document. Therefore, the type in a document may be scaled with a range of 97-100% or 100-103%, but not both (97-103%).
  • Avoid excessively loose or tight kerning of type (the spacing between letters).
  • The leading (the spacing between lines of type) of body type should be approximately 160% of the type size. Therefore 10 point type should have a leading of approximately 16 points.
  • Encode Sans is the typeface for materials designed by a professional graphic designer. The entire Encode Sans family may be used (Thin, Extra Light, Light, Regular, Medium, Bold, Extrabold and Black). Encode Sans also comes in a Semi-Expanded and Expanded width as well as a Condensed and Semi-Condensed width. Encode does not have an Italic version. To achieve this in Microsoft applications, select the text and click the Italic button. In Adobe applications, you can skew the text 7 degrees in the “Skew (false italic)” field in the Character palette. Encode Sans is available from Google Fonts for download.
  • Arial is the primary typeface for email, web, and administrative communication purposes. The entire Arial family may be used (Regular, Italic, Bold, Bold Italic). Encode Sans (Regular and Bold) can be used for titles, headings and subheadings in style formatting.
  • The typeface for this category should always be CAC RED (primary), CAC GREY, WHITE (knockout), or BLACK. The entire Encode Sans family (Thin, Extra Light, Light, Regular, Medium, Bold, Extrabold and Black) may be applied for promotional graphics or document covers, however, Regular and Bold are to be mainly used for document headings and content. For headings, Encode Sans Semi-Expanded or Expanded width can be used for more impact. If spacing is an issue, Semi-Condensed or Condensed can be used to accommodate spacing restrictions.
  • Document titles: Encode Sans, 18-32 pt
  • Titles: Encode Sans, 22 pt
  • Headings: Encode Sans, 12 pt, CAC RED
  • Content: Encode Sans, 12 pt, Regular, CAC GREY
  • Hyperlinked content: CAC RED
  • Bullets: 1.5 spacing
  • Products in this category are to use Encode Sans as the primary font for titles, headings and body content. Arial is a secondary option for document body content only. Document titles should be CAC RED as the primary colour. Use CAC RED (or alternate with black text) for headings and subheadings and black text for content body. Black text can also be incorporated into the document title within the main title or as a subtitle (see examples on the right). The primary typeface should be Regular and Bold, with Semi-bold, Medium and Light as secondary options if a document contains a hierarchy of headings and subheadings.
  • Document titles: Encode Sans Black/Encode Sans Semi-bold, 32 pt (can be scaled to fit spacing), CAC RED, (alternate BLACK, BOLD or REGULAR)
  • Subtitle: Encode Sans, BLACK
  • Headings: (Heading 1): Encode Sans, 18 pt, Bold, CAC RED
  • Subheadings: Encode Semi-bold, 12-16 pt, BLACK
  • Content: Encode Sans (primary) or Arial (secondary), 12 pt, Regular, BLACK
  • PowerPoint presentations: Headings -Encode Sans, 18 pt, Bold, CAC RED; Content -Arial 16, BLACK
  • Excel documents: Heading boxes -Encode Sans, CAC RED; Subheading boxes -Encode Sans, CAC GREY or BLACK; Content-Arial
Logo Usage
  • The CAC logo must appear on all formal and informal communications originating from the CAC.
  • The CAC logo is comparable to a signature and authenticates that a communication originates from the CAC. For this reason, if an external organization wishes to include the CAC primary logo -or any approved variant-approval is required. Please refer to the Approvals section on page 19 of this document.
  • Do not alter the look of the logo in any manner, as this decreases its integrity.
  • Do not recreate the logo, alter any spacing or positioning of the elements of the logo, or add elements to the logo unless approved by the CAC’s Director of Marketing and Communications for a sub­brand. Please see the Approvals section on page 19 for contact information.
  • Use only the colours specified in these guidelines.
  • Primary logo. The bilingual, vertical lockup is the primary logo. Wherever possible, the full colour version of the primary logo should be employed. If it’s not possible due to colour restrictions or placement issues, then the black-only primary logo or “knockout” primary logo may be used.
  • Secondary logo. The horizontal version of the logo may be used where there are spacing constraints, for example when the available vertical space would result in the logo being too small and illegible. As with the primary logo, black-only and “knockout” secondary logos may be used when there are colour restrictions or placement issues.
  • Black-only logo. The primary or secondary black-only logos should only be used in black and white print publications.
  • Knockout logo. The primary or secondary “knockout” logos should only be used on solid colour backgrounds -ideally on CAC RED backgrounds (see page 18 for the composition of CAC RED).
  • Clear space around logo. The minimum clear space around the logo is indicated by the lines. Other logos, type, and graphic elements must not encroach on this clear space. The width of the clear space is equal to the height and/or width of the lowercase “a” in the coach.ca logo. As the logo is scaled up or down, the clear space will also be scaled proportionally.
  • Do not: 1. Stretch or compress the logo. 2. Remove any portion of the logo or use an incomplete version of the logo. 3. Alter the proportions of the logo elements. 4. Change the relative positioning of the logo elements. 5. Rotate the logo. 6. Change the colour of any portion of the logo (primary, secondary or alternate black & knockout logos). 7. Add a drop shadow to the logo. 8. Place any version of the logo on a patterned or visually complex background which would make the logo difficult to read.
  • The CAC logos may only be used with formal permission of the CAC. Requests for permission to use any of the CAC logos can be made to: Natalie Rumscheidt Director of Marketing and Communications 613.235.5000 ext. 2051 nrumscheidt@coach.ca When sending requests, please provide the draft or final communications piece and include a short statement on the intended use of the logo.
  • CAC RED can be set to 80% opacity for artistic design purposes only. CAC RED cannot be altered in tint or opacity for other graphic elements, such as rectangles and buttons.
  • CAC GREY can be set to 80% opacity.
  • For consistency between brands, CAC RED and NCCP RED have been standardized as the same colour.
  • The CAC logo MUST always include the full association name in both English and French.
Tone And Messaging
  • The CAC’s brand has a “partnership” voice to PTCRs, PTASBs, NSOs and PTSOs in the delivery of the NCCP and a distinct and separate “association” voice to coaches in which the CAC supports coaches and advocates for the coaching profession.
  • CAC vision: Inspire a nation through sport.
  • CAC mission: Enhance the experiences of all athletes and participants in Canada through quality coaching.
  • CAC aspirational values: We seek to understand. Endeavour to know our community. Listen with purpose. We cultivate inclusion. Welcome diversity. Celebrate differences. Nurture a united sport family. We are curious. Innovate for the future of coaching. Continue to learn and grow. We act with courage. Embrace challenges. Take informed risks. Adversity makes us stronger. We lead and serve with gratitude. Act with a gracious heart. Inspired by the opportunity to shape coaching in Canada.
  • Our brand promise: The CAC educates, develops and celebrates the achievement of coaches in Canada and motivates them to be participant and athlete-centred.
  • Our brand personality: The CAC is: Ethical, Bold, Innovative, Inclusive, Collaborative, A Champion, An Advocate, A Responsive Leader.
  • For organizations who engage paid and volunteer coaches, the Coaching Association of Canada works in partnership with PTCRs, PTASBs, NSOs, and PTSOs to develop and deliver quality coach education, recognize the value of coaches in our community, and advocate for responsible and ethical coaching practices to ensure the safety of athletes and coaches. The Coaching Association of Canada and its partners are stewards of nation-wide standards and ethics in coach education and development.
  • For coaches at every level in Canada for whom coaching is their passion and their profession, the Coaching Association of Canada advocates for professional and ethical standards, and helps them achieve the highest designation of Chartered Professional Coach (Ch PC).
  • For athletes, parents and the public in general who place the coach in a position of trust, the Coaching Association of Canada and its partners establish educational and ethical standards for sport organizations and help create a safe environment for athletes and coaches, on and off the field of play.
  • For organizers of major games who need informed and indisputable national standards for coaching staff, the Coaching Association of Canada manages the risk of coaching at the games by setting standardized and recognized minimum eligibility requirements on the professional coaches who are eligible to attend the games with their athletes.
  • For students whose career aspiration is professional coach and want the support and mentorship of those more experienced in the profession, the Coaching Association of Canada provides access to learning, networking, apprenticeship, co-op and directed mentorship opportunities to achieve their goals.
  • The Coaching Association of Canada communicates with stakeholders in both official languages and adheres to The Canadian Style for guidelines in writing and editing external communications.
  • The CAC places great importance on ensuring all members of our coaching community have a high-quality experience, regardless of their ability, gender, race, socioeconomic status, religion, or immigration status.
  • When creating content (text and images), keep the following points in mind to ensure it is representative and inclusive: Avoid stereotyping and making assumptions. Keep it gender neutral or identify gender pronouns at the beginning of your document and maintain consistency throughout the document. Examples: Use ‘they’, ‘their’ and ‘them’ instead of gender specific terms. Use the term ‘parent’ or ‘guardian’ instead of ‘mother’ or ‘father’. It is accessible for a person with a visual impairment. It represents the diversity and demographics of the population in Canada. When using multiple images, aim for an equitable balance of sports (summer/winter), genders, age groups, cultural diversity, and para sports. It is available in English and French, at minimum.
Brand Values
  • CAC vision Inspire a nation through sport.
  • CAC mission Enhance the experiences of all athletes and participants in Canada through quality coaching.
  • CAC aspirational values We seek to understand Endeavour to know our community. Listen with purpose. We cultivate inclusion Welcome diversity. Celebrate differences. Nurture a united sport family. We are curious Innovate for the future of coaching. Continue to learn and grow. We act with courage Embrace challenges. Take informed risks. Adversity makes us stronger. We lead and serve with gratitude Act with a gracious heart. Inspired by the opportunity to shape coaching in Canada.
  • Our brand promise The CAC educates, develops and celebrates the achievement of coaches in Canada and motivates them to be participant and athlete-centred.
  • Our brand personality The CAC is: • Ethical • Bold • Innovative • Inclusive • Collaborative • A Champion • An Advocate • A Responsive Leader
Visual Style
  • The visual identity standards are the tangible attributes of the CAC brand. This is our logo, colour palette, typefaces, graphic elements and photography. The tangible attributes support the intangible brand platform attributes.
  • The name of the association is now an element of the logo lockup.
  • The logo is always bilingual; it is available in both a vertical (primary) and horizontal (secondary) lockup.
  • Previously, the primary logo included a tagline. The tagline has been removed from the logo.
  • The primary CAC logo is a combination of three elements: our organization name, an emblem (leaf) and a call to action (coach.ca) in the vertical format.
  • Always ensure you are using the most current CAC and NCCP (and affiliated) logos. The CAC logo MUST always include the full association name in both English and French. If you are uncertain, verify with your CAC marketing contact for prior approval.
  • Rules for the correct use of the CAC logo: 1. The CAC logo must appear on all formal and informal communications originating from the CAC. 2. The CAC logo is comparable to a signature and authenticates that a communication originates from the CAC. For this reason, if an external organization wishes to include the CAC primary logo -or any approved variant-approval is required. Please refer to the Approvals section on page 19 of this document. 3. Do not alter the look of the logo in any manner, as this decreases its integrity. 4. Do not recreate the logo, alter any spacing or positioning of the elements of the logo, or add elements to the logo unless approved by the CAC’s Director of Marketing and Communications for a sub­brand. Please see the Approvals section on page 19 for contact information. 5. Use only the colours specified in these guidelines.
  • Primary logo. The bilingual, vertical lockup is the primary logo. Wherever possible, the full colour version of the primary logo should be employed. If it’s not possible due to colour restrictions or placement issues, then the black-only primary logo or “knockout” primary logo may be used.
  • Secondary logo. The horizontal version of the logo may be used where there are spacing constraints, for example when the available vertical space would result in the logo being too small and illegible. As with the primary logo, black-only and “knockout” secondary logos may be used when there are colour restrictions or placement issues.
  • Black-only logo. The primary or secondary black-only logos should only be used in black and white print publications.
  • Knockout logo. The primary or secondary “knockout” logos should only be used on solid colour backgrounds -ideally on CAC RED backgrounds (see page 18 for the composition of CAC RED).
  • Clear space around logo. The minimum clear space around the logo is indicated by the lines. Other logos, type, and graphic elements must not encroach on this clear space. The width of the clear space is equal to the height and/or width of the lowercase “a” in the coach.ca logo. As the logo is scaled up or down, the clear space will also be scaled proportionally.
  • Do not: 1. Stretch or compress the logo. 2. Remove any portion of the logo or use an incomplete version of the logo. 3. Alter the proportions of the logo elements. 4. Change the relative positioning of the logo elements. 5. Rotate the logo. 6. Change the colour of any portion of the logo (primary, secondary or alternate black & knockout logos). 7. Add a drop shadow to the logo. 8. Place any version of the logo on a patterned or visually complex background which would make the logo difficult to read.
  • The CAC brand palette consists of two primary colours (CAC RED) and (CAC GREY), and three accent colours (BLACK, GOLD and a 20% tint of CAC GREY).
  • CAC RED can be set to 80% opacity for artistic design purposes only. CAC RED cannot be altered in tint or opacity for other graphic elements, such as rectangles and buttons.
  • CAC GREY can be set to 80% opacity.
  • For consistency between brands, CAC RED and NCCP RED have been standardized as the same colour.
  • The CAC uses a solid CAC RED rectangle as its primary graphic element.
  • As noted on page 18, the CAC RED rectangle must always be reproduced as a 100% solid colour.
  • The proportions of the rectangle may be varied to fit the application.
  • Both horizontal and vertical uses are acceptable.
  • Type may be placed on the rectangle. All type on the CAC RED background should be white (knockout).
  • The CAC logo may be placed on the rectangle. The white (knockout) version of the logo must be used on the CAC RED background. Maintain the correct clear space around the logo, as specified on page 15.
  • Incorrect use: • A percentage or tint of CAC RED. • To keep the CAC brand and the NCCP brand distinct, the “torch” is no longer a graphic element used as a CAC brand element. • Drop shadows on the rectangle or objects contained within the rectangle. • Outline of the rectangle in another colour. • Rounded corners. • A skewed, angled or irregular shape.
  • All CAC communications are to use Encode Sans as the typeface for both marketing and promotional materials for graphic design use. Encode Sans is also the primary typeface for titles, subtitles and section headings (Heading 1) for administrative use. Content body shall be in Arial (administrative use only).
  • Text colour can be CAC RED, CAC GREY, BLACK or WHITE (knockout) when used on a dark background. More clearly defined guidelines are indicated in the two product categories that follow.
  • If necessary, in order to avoid widows and orphans, or to maintain line, paragraph or page breaks, type may be horizontally scaled. Do not scale type more than 3% in a single document. Therefore, the type in a document may be scaled with a range of 97-100% or 100-103%, but not both (97-103%).
  • Avoid excessively loose or tight kerning of type (the spacing between letters).
  • The leading (the spacing between lines of type) of body type should be approximately 160% of the type size. Therefore 10 point type should have a leading of approximately 16 points.
  • Encode Sans is the typeface for materials designed by a professional graphic designer. The entire Encode Sans family may be used (Thin, Extra Light, Light, Regular, Medium, Bold, Extrabold and Black). Encode Sans also comes in a Semi-Expanded and Expanded width as well as a Condensed and Semi-Condensed width. Encode does not have an Italic version. To achieve this in Microsoft applications, select the text and click the Italic button. In Adobe applications, you can skew the text 7 degrees in the “Skew (false italic)” field in the Character palette. Encode Sans is available from Google Fonts for download.
  • Arial is the primary typeface for email, web, and administrative communication purposes. The entire Arial family may be used (Regular, Italic, Bold, Bold Italic). Encode Sans (Regular and Bold) can be used for titles, headings and subheadings in style formatting.
  • The typeface for this category should always be CAC RED (primary), CAC GREY, WHITE (knockout), or BLACK. The entire Encode Sans family (Thin, Extra Light, Light, Regular, Medium, Bold, Extrabold and Black) may be applied for promotional graphics or document covers, however, Regular and Bold are to be mainly used for document headings and content. For headings, Encode Sans Semi-Expanded or Expanded width can be used for more impact. If spacing is an issue, Semi-Condensed or Condensed can be used to accommodate spacing restrictions.
  • Document titles: Encode Sans, 18-32 pt
  • Titles: Encode Sans, 22 pt
  • Headings: Encode Sans, 12 pt, CAC RED
  • Content: Encode Sans, 12 pt, Regular, CAC GREY
  • Hyperlinked content: CAC RED
  • Bullets: 1.5 spacing
  • Document titles: Encode Sans Black/Encode Sans Semi-bold, 32 pt (can be scaled to fit spacing), CAC RED, (alternate BLACK, BOLD or REGULAR)
  • Subtitle: Encode Sans, BLACK
  • Headings: (Heading 1): Encode Sans, 18 pt, Bold, CAC RED
  • Subheadings: Encode Semi-bold, 12-16 pt, BLACK
  • Content: Encode Sans (primary) or Arial (secondary), 12 pt, Regular, BLACK
  • PowerPoint presentations: Headings -Encode Sans, 18 pt, Bold, CAC RED; Content -Arial 16, BLACK
  • Excel documents: Heading boxes -Encode Sans, CAC RED; Subheading boxes -Encode Sans, CAC GREY or BLACK; Content-Arial
  • The imagery is dynamic and shows action.
  • The imagery reinforces the bond between an athlete and the coach.
  • The imagery abides to the Rule of Two*; for example, the camera lens may have the athlete and coach in focus; however, additional people are in the background.
  • The imagery shows sport in a diverse, inclusive and accessible forum through equitable representation of gender, culture, age and sport (if applicable).
  • Imagery is also a graphic element. Please refer to the section Graphic Elements to ensure use is on-brand; e.g., 90-degree corners, no drop shadows, etc.
Layout And Composition
  • The minimum clear space around the logo is indicated by the lines. Other logos, type, and graphic elements must not encroach on this clear space. The width of the clear space is equal to the height and/or width of the lowercase “a” in the coach.ca logo. As the logo is scaled up or down, the clear space will also be scaled proportionally.
  • Do not alter the look of the logo in any manner, as this decreases its integrity.
  • Do not recreate the logo, alter any spacing or positioning of the elements of the logo, or add elements to the logo unless approved by the CAC’s Director of Marketing and Communications for a sub­brand.
  • Do not stretch or compress the logo.
  • Do not remove any portion of the logo or use an incomplete version of the logo.
  • Do not alter the proportions of the logo elements.
  • Do not change the relative positioning of the logo elements.
  • Do not rotate the logo.
  • Do not change the colour of any portion of the logo (primary, secondary or alternate black & knockout logos).
  • Do not add a drop shadow to the logo.
  • Do not place any version of the logo on a patterned or visually complex background which would make the logo difficult to read.
  • The CAC uses a solid CAC RED rectangle as its primary graphic element.
  • As noted on page 18, the CAC RED rectangle must always be reproduced as a 100% solid colour.
  • The proportions of the rectangle may be varied to fit the application.
  • Both horizontal and vertical uses are acceptable.
  • Type may be placed on the rectangle. All type on the CAC RED background should be white (knockout).
  • The CAC logo may be placed on the rectangle. The white (knockout) version of the logo must be used on the CAC RED background. Maintain the correct clear space around the logo, as specified on page 15.
  • Incorrect use: A percentage or tint of CAC RED.
  • Incorrect use: Drop shadows on the rectangle or objects contained within the rectangle.
  • Incorrect use: Outline of the rectangle in another colour.
  • Incorrect use: Rounded corners.
  • Incorrect use: A skewed, angled or irregular shape.
  • White type on the √ CAC RED background
  • Vertical √ rectangle
  • Skewed or irregularly x shaped rectangle
  • √ Sufficient clear space
  • Insufficient x clear space
  • If necessary, in order to avoid widows and orphans, or to maintain line, paragraph or page breaks, type may be horizontally scaled. Do not scale type more than 3% in a single document. Therefore, the type in a document may be scaled with a range of 97-100% or 100-103%, but not both (97-103%).
  • Avoid excessively loose or tight kerning of type (the spacing between letters).
  • The leading (the spacing between lines of type) of body type should be approximately 160% of the type size. Therefore 10 point type should have a leading of approximately 16 points.
  • Document titles: Encode Sans, 18-32 pt
  • Titles: Encode Sans, 22 pt
  • Headings: Encode Sans, 12 pt, CAC RED
  • Content: Encode Sans, 12 pt, Regular, CAC GREY
  • Hyperlinked content: CAC RED
  • Bullets: 1.5 spacing
  • Document titles: Encode Sans Black/Encode Sans Semi-bold, 32 pt (can be scaled to fit spacing), CAC RED, (alternate BLACK, BOLD or REGULAR)
  • Subtitle: Encode Sans, BLACK
  • Headings: (Heading 1): Encode Sans, 18 pt, Bold, CAC RED
  • Subheadings: Encode Semi-bold, 12-16 pt, BLACK
  • Content: Encode Sans (primary) or Arial (secondary), 12 pt, Regular, BLACK
  • PowerPoint presentations: Headings -Encode Sans, 18 pt, Bold, CAC RED; Content -Arial 16, BLACK
  • Excel documents: Heading boxes -Encode Sans, CAC RED; Subheading boxes -Encode Sans, CAC GREY or BLACK; Content-Arial
  • Layout should be portrait, not landscape.
  • Text must have sufficient contrast to coloured backgrounds. The colour contrast ratio should be at least 4.5:1. If contrast not sufficient, substitute white font with black or CAC GREY.
  • Apply effective use of white space for better readability.
  • Use left-aligned rather than justified paragraph form.
  • Use bullet lists and headers to help break up and define the content. Do not underline text that is not a hyperlink.
Sub Brands
  • The CAC delivers programs which are aligned to the CAC’s brand platform and have their own logos. These programs include the following: • Chartered Professional Coach (ChPC) • National Coaches Week (NCW) • Responsible Coaching Movement (RCM) • Petro-Canada™ Sport Leadership sportif conference • Safe Sport Training Each program has its own logo. Examples of correct and incorrect usage are provided within this document, however, should you have additional questions, please contact the CAC’s Director of Marketing and Communications. Please refer to the Approvals section on page 19 of this document.
  • Chartered Professional Coach (ChPC) The Coaching Association of Canada grants the official designation of Chartered Professional Coach (ChPC) to those who have demonstrated their competence as NCCP certified and experienced coaches, and who value the technical and ethical standards of the profession. ChPCs who are in good standing are granted use of the ChPC logo through the CAC’s Professional Coaching Department. 1. Primary logo. This is the primary logo for ChPC which consists of a stylized leaf-a variation of the CAC primary logo leaf, the acronym ChPC, and the type ‘Chartered Professional Coach’. 2. Clear space around logo. Appropriate clear space must be maintained around the logo. The clear space is equal to the height of the ChPC acronym. It is indicated by the blue dotted line in this diagram. 3. Reproduction at small sizes. When the logo will appear at sizes of 1 width or less, the “acronym” version of the logo (shown to the right) should be used. 4. French logo. French only and bilingual versions of the logo also exist. If both French and English logos appear on the same page, please use the bilingual logo lockup instead. ## Incorrect logo usage Refer to page 16 for incorrect usage.
  • National Coaches Week (NCW) Every September, National Coaches Week celebrates the positive impact coaches have on athletes and communities across Canada. Organizations and individuals who recognize coaches for their integral role are invited to use the marketing kit and logo. 1. Primary logo. This is the primary logo for National Coaches Week. There are separate English and French versions of the logo. 2. Alternate greyscale logo. The alternate English and French greyscale logos may be used in black and white publications. 3. Black-only logo. The primary or secondary black-only logos as well as greyscale should only be used in black and white print publications. 4. Clear space around logo. The minimum clear space around the logo is equal to one quarter of the diameter of the logo circle. The clear space is indicated here by the blue dotted lines. 5. Logo colour variations. The primary logos may only be reproduced in RGB, HEX and CMYK colour spaces. A Pantone version of the logo does not exist. For web and digital applications, the RGB or HEX version may be used. For 4-colour print applications, the CMYK version may be used. All versions are available for download in the NCW logo kit. ## Incorrect logo usage Refer to page 16 for incorrect usage.
  • Responsible Coaching Movement (RCM) The CAC is committed to working with all sport organizations to adopt and implement supportive policies and processes to ensure safety and protection of athletes and coaches. To help organizations take action, it launched the Responsible Coaching Movement, along with the Canadian Centre for Ethics in Sport (CCES). Organizations who have committed to implementing supportive policies and processes are granted use of the RCM logo. 1. Primary logo. The primary logo for RCM consists of a green circle with three white leaves and white type. There are two versions of the logo: English and French. 2. Clear space around logo. The minimum clear space around the logo is equal to one quarter of the diameter of the logo. The clear space is indicated here by the blue dotted line. 3. Logo colour variations. The primary logo is a single colour: PANTONE 5763. For web and digital applications, the RGB or HEX version may be used. For 4-colour print applications, the CMYK version may be used. ## Incorrect logo usage Refer to page 16 for incorrect usage.
  • Petro-Canada™ Sport Leadership sportif conference The Petro-Canada™ Sport Leadership sportif conference is Canada’s conference for coaches, researchers, sport executives, and administrators. The CAC hosts the annual event in November focused on learning, professional development, and networking with the top minds and leaders of the Canadian sport, business, and education communities. 1. Primary horizontal logo. The primary logo for the Petro-Canada™ Sport Leadership sportif conference is bilingual with dates. 2. Secondary logo. Horizontal or vertical, no dates. ## Incorrect Logo Usage Refer to page 16 for incorrect usage.
Accessibility Guidelines
  • The CAC follows the Web Content Accessibility Guidelines (WCAG) 2.1 to ensure web content is accessible to a wider range of people with disabilities. These guidelines address accessibility of web content on desktops, laptops, tablets, and mobile devices.
  • Accessibility supports inclusion, whether it be people with disabilities (for example, the visually impaired or people who rely on screen magnification), older people or those in rural areas with low bandwidth.
  • Layout should be portrait, not landscape.
  • Text must have sufficient contrast to coloured backgrounds. The colour contrast ratio should be at least 4.5:1. If contrast not sufficient, substitute white font with black or CAC GREY.
  • Include Alt tag descriptions to images (see Adding Alt tags to images section)
  • Use built-in styles to format headings, subheadings, bullets, and numbered lists.
  • Avoid using all caps.
  • All tables should include a table title, with no merged or empty cells. Data tables should include row and column headers.
  • Avoid Latin abbreviations and symbols.
  • Incorporate additional identification that does not solely rely on color to differentiate elements, Example: Add an asterisk to text to indicate a field is required.
  • Do not rely on colour alone to relay information, such as instructions to ‘click on the red button’.
  • Apply distinct styles for interactive elements, such as links and buttons, to make them easier to identify. For example, change the appearance of links upon mouse hover and ensure that the styles and naming for interactive elements are consistent throughout the website.
  • Avoid using roman numerals.
  • Apply effective use of white space for better readability.
  • Use left-aligned rather than justified paragraph form.
  • Use bullet lists and headers to help break up and define the content. Do not underline text that is not a hyperlink.
  • All names with acronyms are written in full at first mention, followed by the acronym in brackets. Subsequently, the acronym can solely be used. Example: Coaching Association of Canada (CAC)
  • Avoid using ambiguous link text, such as click here or read more. Instead, the link text should describe the content of the link target, for example, download the Brand Guidelines.
Digital Guidelines
  • The resolution of digital imagery is measured in .a pixels per inch (ppi), the digital equivalent of dots per inch (dpi). The end use of the image is critical for determining the optimum resolution. In all cases, the higher the resolution, the more detail and clarity there is to the image, and the larger the file size. Offset printing requires 300 dpi resolution for optimal print quality. For screen display, images should never be displayed at less than 72 ppi. Therefore, if the resolution of an image is 150 pixels wide X 100 pixels high, it should never be displayed at more than 2.08" in width (150 / 72) X 1.39" in height (100 / 72).
  • Screen displays use red, blue and green light sources (RGB) to create colour images.
  • HEX numbers are used in HTML code to specify colours for websites, emails and other digital applications.
  • For web and digital applications, the RGB or HEX version may be used.
  • The CAC follows the Web Content Accessibility Guidelines (WCAG) 2.1 to ensure web content is accessible to a wider range of people with disabilities. These guidelines address accessibility of web content on desktops, laptops, tablets, and mobile devices.
  • Layout should be portrait, not landscape.
  • Text must have sufficient contrast to coloured backgrounds. The colour contrast ratio should be at least 4.5:1. If contrast not sufficient, substitute white font with black or CAC GREY.
  • Include Alt tag descriptions to images (see Adding Alt tags to images section)
  • Use built-in styles to format headings, subheadings, bullets, and numbered lists.
  • Avoid using all caps.
  • All tables should include a table title, with no merged or empty cells. Data tables should include row and column headers.
  • Avoid Latin abbreviations and symbols.
  • Incorporate additional identification that does not solely rely on color to differentiate elements, Example: Add an asterisk to text to indicate a field is required.
  • Do not rely on colour alone to relay information, such as instructions to ‘click on the red button’.
  • Apply distinct styles for interactive elements, such as links and buttons, to make them easier to identify. For example, change the appearance of links upon mouse hover and ensure that the styles and naming for interactive elements are consistent throughout the website.
  • Avoid using roman numerals.
  • Apply effective use of white space for better readability.
  • Use left-aligned rather than justified paragraph form.
  • Use bullet lists and headers to help break up and define the content. Do not underline text that is not a hyperlink.
  • Avoid using ambiguous link text, such as click here or read more. Instead, the link text should describe the content of the link target, for example, download the Brand Guidelines.
  • In general, a vector EPS logo has the highest­quality output for commercial printing.
  • In general, a JPG logo, PNG logo or GIF logo are suitable for on-screen use but not for printing.
  • Offset printing requires 300 dpi resolution for optimal print quality.
  • For screen display, images should never be displayed at less than 72 ppi.
  • Therefore, if the resolution of an image is 150 pixels wide X 100 pixels high, it should never be displayed at more than 2.08" in width (150 / 72) X 1.39" in height (100 / 72).
  • The CAC brand palette consists of two primary colours (CAC RED) and (CAC GREY), and three accent colours (BLACK, GOLD and a 20% tint of CAC GREY).
  • CAC RED can be set to 80% opacity for artistic design purposes only. CAC RED cannot be altered in tint or opacity for other graphic elements, such as rectangles and buttons.
  • CAC GREY can be set to 80% opacity.
  • For consistency between brands, CAC RED and NCCP RED have been standardized as the same colour.
  • Professional printing techniques use four-colour process inks, which build colour out of cyan, magenta, yellow, and black (CMYK) or, in special instances, spot colour inks (such as Pantone).
  • Colour inkjet or laser printers use CMYK inks.
  • Screen displays use red, blue and green light sources (RGB) to create colour images.
  • HEX numbers are used in HTML code to specify colours for websites, emails and other digital applications.
  • The CAC uses a solid CAC RED rectangle as its primary graphic element.
  • As noted on page 18, the CAC RED rectangle must always be reproduced as a 100% solid colour.
  • The proportions of the rectangle may be varied to fit the application.
  • Both horizontal and vertical uses are acceptable.
  • Type may be placed on the rectangle. All type on the CAC RED background should be white (knockout).
  • The CAC logo may be placed on the rectangle. The white (knockout) version of the logo must be used on the CAC RED background. Maintain the correct clear space around the logo, as specified on page 15.
  • Incorrect use: A percentage or tint of CAC RED.
  • To keep the CAC brand and the NCCP brand distinct, the “torch” is no longer a graphic element used as a CAC brand element.
  • Drop shadows on the rectangle or objects contained within the rectangle.
  • Outline of the rectangle in another colour.
  • Rounded corners.
  • A skewed, angled or irregular shape.
🐛 Report