Liberal Party of Canada

📋 1 Guidelines

🔗 Connections

Sector

Public sector

Region

Canada

Guideline Year

2017

Language

English

Tags

Community

Official Websites

Brand Guidelines

2017

Categories

Brand Imagery
  • The Liberal Party of Canada uses photos heavily to engage users. This helps to promote the emotional connection between Canadians and the Prime Minister.
  • The most up-to-date official portrait; any past headshots should not be used.
  • Secondary Headshot A landscape version of the official portrait; use this in cases where a landscape photo is necessary.
  • Photos with other elements In this example, the Logo is used on top of the Liberal red square. Lato Light is used as well as Lato Black.
  • Photos capture and help demonstrate the openness and sincerity that the brand embodies. The official portraits of the leader may be used for any products, as needed. Full resolution versions of these files are available on the official graphics page.* Do not alter the colouring of these photos, and do not place any elements over the leader’s face.
  • There are also many other photos available for use on Justin Trudeau’s flickr account.[ Similar restrictions apply to these photos as well.
  • Text may be added on top of the photos, either directly, or on a solid, straight-edged shape. This shape should be Liberal Red or White, and may be as low as 90% opacity to allow the image to show through.
  • Neither the Word mark nor the Logo should be placed directly on photographs, but instead within a red rectangle, (or square when using the Logo) ensuring that minimum clear space rules are respected.
Color Palette
  • The Liberal colour palette helps with brand recognition.
  • The Wordmark should only ever appear in Liberal Red, white or dark grey (Hex: #414042), at 100% opacity, with no shadow.
  • To ensure maximum readability, the Liberal Wordmark should be placed on a solid (or solid part of the) background. It should not appear on top of busy photographs.
  • The Logo should only ever appear in Liberal Red, white or black, at 100% opacity.
  • To ensure maximum readability, the Liberal Logo should be placed on a solid (or solid part of the) background. It should not appear on top of busy photographs; a rectangle in Liberal Red containing a white Logo is desirable instead.
  • Although the black Liberal Wordmark on a white background is acceptable, it should only be used in printing black and white. Use the full colour version whenever possible.
  • In Other/Multiple Colours
  • Liberal Red [A] CMYK: 0:100:100:10 Hex: #d71920 1797U/1795C [B] CMYK: Hex: 0:100:100:30 #b11116 [C] CMYK: Hex: 0:100:100:50 #8b0304 [D] CMYK: Hex: 0:100:100:70 #760000
  • Liberal Grey [E] CMYK : Hex: 0:0:0:90 #414042 PANTONE: Neutral BlackU/ Black7C [F] CMYK: Hex: 0:0:0:70 #6d6e70 [G] CMYK: Hex: 0:0:0:15 #dbdcde [H] CMYK: Hex: 0:0:0:5 #f1f1f2
  • Accent I) Hex: #3d4f5d [J] Hex: #0babe [K] Hex: #6ebf52 [L] Hex: #f9b717
  • The Liberal Party of Canada is most easily recognized by its colours. It’s crucial that the correct colours are used at all times.
  • Liberal Red [A] is the main colour of the Liberal Party of Canada and is a very recognizable part of the overall visual identity. Liberal Red should be used generously throughout all marketing products, most appropriately for headlines, colour-blocking, and accents.
  • Liberal Red is supported by 3 other shades of red. These are also paired with a number of greys to further compliment the red. These greys should be used for body text, colour-blocking, backgrounds, etc.
  • Finally, four additional accent colours have been added to the Liberal colour palette. These should be used sparingly and only when needed to differentiate something from the main colour palette. The use of these accent colours should be limited to digital applications as much as possible.
  • In general, solid colours should be used-especially for print applications and text. Gradients may be used for background elements, and work best for digital applications like web and email. Gradients should only be created between two adjacent shades of the same colour (red or grey).
Typography
  • The primary typeface is “Lato”, an open-source, sans-serif typeface. It should be used, almost exclusively on all Liberal Party branded materials.
  • Lato: Light
  • Lato: Regular Body text should be in this weight and should be in the official Liberal grey, black or white (see page 6).
  • Lato: Black
  • The Lato typeface should be used for most applications, including letters, brochures, business cards, document body copy, etc. Body text should use Regular weight, using Black weight to emphasize inline text spans. Text should be either Liberal Grey, black or white. While oblique versions of Lato are also available, they should be avoided unless necessary. Avoid using hyphenation whenever possible to create a comfortable flow for the reader.
  • Notes should be styled using Regular weight, at a lighter shade from the colour palette and a smaller font size.
  • Headlines may appear in Lato; however, it’s recommended to use Oswald (page 8). Headlines that do appear in Lato should use the Black weight and be uppercase. Headlines should appear in Liberal Red, Liberal Grey, black or white. Subheadings should also appear in the Black weight, but should be written using sentence case. Subheadings may appear in any colour from the Liberal palette. Colons should not be used at the end of headlines or subheadings. Be sure to provide ample negative space between headlines and body text.
  • In all cases, Lato should only be used with condensed letter spacing (tracking). For font sizes greater than or equal to 10 pt, a tracking of -30 should be used. For font sizes less than 10 pt, a tracking of -20 may be used.
  • When the English and French versions of a word or phrase appear side-by-side, they should be separated with a bullet “•” character.
  • The secondary typeface is “Oswald”, an open-source, condensed, sans-serif typeface that should be used as the main alternate typeface.
  • Oswald: Light
  • Oswald: Regular
  • Body text should be in this weight and should be in the official Liberal grey, black or white (see page 6).
  • Oswald: Bold
  • The Oswald typeface should only be used in headlines or subheadings, not body copy (use Lato for body copy), and should be used in uppercase. Headlines should appear in Liberal Red, Liberal Grey, black or white. Subheadings. Subheadings may appear in any colour from the Liberal palette. Colons should not be used at the end of headlines or subheadings. Be sure to provide ample negative space between headlines and body text.
  • The use of Oswald should be seen as an accent, mixed with Lato for the bulk of a document’s copy. Mixing weights within the two typefaces is also encouraged
  • Oswald should only be used with condensed letter spacing (tracking). For font sizes greater than or equal to 10 pt, a tracking of -20 should be used. For font sizes less than 10 pt, a tracking of -10 may be used.
Logo Usage
  • The Logo is the main supporting element in the identification of the brand.
  • The Liberal Logo is used as a supporting element.
  • The Logo is usually paired with other elements or the full name of the organization (Liberal Party of Canada), or where space is limited.
  • The Logo should only ever appear in Liberal Red, white or black, at 100% opacity.
  • To ensure maximum readability, the Liberal Logo should be placed on a solid (or solid part of the) background. It should not appear on top of busy photographs; a rectangle in Liberal Red containing a white Logo is desirable instead.
  • For the Logo, a minimum clear space of 1/2 the Logo should be maintained around all sides.
  • The Logo should not appear smaller than 0.85 cm (0.335 in) wide in print or 24 px wide digitally.
  • Neither the Word mark nor the Logo should be placed directly on photographs, but instead within a red rectangle, (or square when using the Logo) ensuring that minimum clear space rules are respected.
Tone And Messaging
  • The Liberal brand is about bringing Real Change to Canadians.
  • When you think about the Liberal brand, you really want to think about all the ways that Canadians interact with the party–everything from party colours, logos and websites to the way we interact on the phone, on the doorstep and on social media.
  • In short, the brand is how Canadians see us as the Liberal Party of Canada, including our electoral district associations, provincial and territorial associations, candidates, members of parliament, and the national office.
  • Maintaining a strong and consistent visual identity helps to solidify the brand and make each entity visually recognizable. It also ensures that your efforts don’t negatively affect the national brand, or that of the leader.
  • If our brand is consistent and easy to recognize, it will help people feel more at ease engaging in our efforts. Canadians will certainly recognize Liberal brand assets, including the logo, the colour red, and the name and likeness of the leader.
  • A strong and consistent brand is critical to generating name recognition and spreading our message.
  • Our brand provides motivation and direction to our volunteers. This includes how to act, how to win, and how to meet the organization’s goals.
  • A brand that is consistent and clear puts Canadians at ease, because they know exactly what to expect each and every time they experience the brand.
  • It is important to remember that our brand represents all of us. You are the brand, our volunteers are the brand, our marketing materials are the brand. What do they say about you, the national party and the leader?
  • A good brand connects emotionally with people at an emotional level; they feel good when they experience the brand. Voting is an emotional experience, and having a strong brand helps people feel good at an emotional level when they engage with the party.
  • New, bold & innovative The Liberal brand is about bringing Real Change to Canadians. On October 19, Canadians chose Justin Trudeau, a solid team of Liberal MPs, and our promise to offer a better, more open and engaged government. The look and feel of our communications products must reflect that promise. From our logo and colours, to our fonts and graphics, the Liberal visual identity in 2016 will continue to push the limits and innovate for the future. With a focus on Justin Trudeau, our simple yet incredibly versatile design elements will help Liberals from across the country create memorable products that connect with voters online, at the doorstep and in the mailbox, time after time.
Brand Values
  • The Liberal brand is about bringing Real Change to Canadians.
  • New, bold & innovative The Liberal brand is about bringing Real Change to Canadians. On October 19, Canadians chose Justin Trudeau, a solid team of Liberal MPs, and our promise to offer a better, more open and engaged government. The look and feel of our communications products must reflect that promise. From our logo and colours, to our fonts and graphics, the Liberal visual identity in 2016 will continue to push the limits and innovate for the future. With a focus on Justin Trudeau, our simple yet incredibly versatile design elements will help Liberals from across the country create memorable products that connect with voters online, at the doorstep and in the mailbox, time after time.
Visual Style
  • The Wordmark should only ever appear in Liberal Red, white or dark grey (Hex: #414042), at 100% opacity, with no shadow.
  • To ensure maximum readability, the Liberal Wordmark should be placed on a solid (or solid part of the) background. It should not appear on top of busy photographs.
  • In order to maintain integrity, the Wordmark should always appear with ample space between it and other branding, text or graphic elements. Minimum clear space is 1 leaf along the left and right, 1/2 leaf along the top and bottom.
  • The Wordmark should not appear smaller than 2 cm (0.787 in) wide in print or 57 px wide digitally.
  • The Logo should only ever appear in Liberal Red, white or black, at 100% opacity.
  • To ensure maximum readability, the Liberal Logo should be placed on a solid (or solid part of the) background. It should not appear on top of busy photographs; a rectangle in Liberal Red containing a white Logo is desirable instead.
  • For the Logo, a minimum clear space of 1/2 the Logo should be maintained around all sides.
  • The Logo should not appear smaller than 0.85 cm (0.335 in) wide in print or 24 px wide digitally.
  • Although the black Liberal Wordmark on a white background is acceptable, it should only be used in printing black and white. Use the full colour version whenever possible.
  • Liberal Red [A] is the main colour of the Liberal Party of Canada and is a very recognizable part of the overall visual identity. Liberal Red should be used generously throughout all marketing products, most appropriately for headlines, colour-blocking, and accents.
  • Liberal Red is supported by 3 other shades of red. These are also paired with a number of greys to further compliment the red. These greys should be used for body text, colour-blocking, backgrounds, etc.
  • Finally, four additional accent colours have been added to the Liberal colour palette. These should be used sparingly and only when needed to differentiate something from the main colour palette. The use of these accent colours should be limited to digital applications as much as possible.
  • In general, solid colours should be used-especially for print applications and text. Gradients may be used for background elements, and work best for digital applications like web and email. Gradients should only be created between two adjacent shades of the same colour (red or grey).
  • The primary typeface is “Lato”, an open-source, sans-serif typeface. It should be used, almost exclusively on all Liberal Party branded materials.
  • Body text should be in this weight and should be in the official Liberal grey, black or white (see page 6).
  • The Lato typeface should be used for most applications, including letters, brochures, business cards, document body copy, etc. Body text should use Regular weight, using Black weight to emphasize inline text spans. Text should be either Liberal Grey, black or white. While oblique versions of Lato are also available, they should be avoided unless necessary. Avoid using hyphenation whenever possible to create a comfortable flow for the reader.
  • Notes should be styled using Regular weight, at a lighter shade from the colour palette and a smaller font size.
  • Headlines may appear in Lato; however, it’s recommended to use Oswald (page 8). Headlines that do appear in Lato should use the Black weight and be uppercase. Headlines should appear in Liberal Red, Liberal Grey, black or white. Subheadings should also appear in the Black weight, but should be written using sentence case. Subheadings may appear in any colour from the Liberal palette. Colons should not be used at the end of headlines or subheadings. Be sure to provide ample negative space between headlines and body text.
  • In all cases, Lato should only be used with condensed letter spacing (tracking). For font sizes greater than or equal to 10 pt, a tracking of -30 should be used. For font sizes less than 10 pt, a tracking of -20 may be used.
  • When the English and French versions of a word or phrase appear side-by-side, they should be separated with a bullet “•” character.
  • The secondary typeface is “Oswald”, an open-source, condensed, sans-serif typeface that should be used as the main alternate typeface.
  • The Oswald typeface should only be used in headlines or subheadings, not body copy (use Lato for body copy), and should be used in uppercase. Headlines should appear in Liberal Red, Liberal Grey, black or white. Subheadings. Subheadings may appear in any colour from the Liberal palette. Colons should not be used at the end of headlines or subheadings. Be sure to provide ample negative space between headlines and body text.
  • The use of Oswald should be seen as an accent, mixed with Lato for the bulk of a document’s copy. Mixing weights within the two typefaces is also encouraged
  • Oswald should only be used with condensed letter spacing (tracking). For font sizes greater than or equal to 10 pt, a tracking of -20 should be used. For font sizes less than 10 pt, a tracking of -10 may be used.
Layout And Composition
  • To ensure maximum readability, the Liberal Wordmark should be placed on a solid (or solid part of the) background. It should not appear on top of busy photographs.
  • In order to maintain integrity, the Wordmark should always appear with ample space between it and other branding, text or graphic elements. Minimum clear space is 1 leaf along the left and right, 1/2 leaf along the top and bottom.
  • The Wordmark should not appear smaller than 2 cm (0.787 in) wide in print or 57 px wide digitally.
  • To ensure maximum readability, the Liberal Logo should be placed on a solid (or solid part of the) background. It should not appear on top of busy photographs; a rectangle in Liberal Red containing a white Logo is desirable instead.
  • For the Logo, a minimum clear space of 1/2 the Logo should be maintained around all sides.
  • The Logo should not appear smaller than 0.85 cm (0.335 in) wide in print or 24 px wide digitally.
  • Although the black Liberal Wordmark on a white background is acceptable, it should only be used in printing black and white. Use the full colour version whenever possible.
  • Gradients may be used for background elements, and work best for digital applications like web and email. Gradients should only be created between two adjacent shades of the same colour (red or grey).
  • In general, solid colours should be used-especially for print applications and text.
  • Neither the Word mark nor the Logo should be placed directly on photographs, but instead within a red rectangle, (or square when using the Logo) ensuring that minimum clear space rules are respected.
  • Text may be added on top of the photos, either directly, or on a solid, straight-edged shape. This shape should be Liberal Red or White, and may be as low as 90% opacity to allow the image to show through.
🐛 Report