RGC Brand Identity - 2013

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Corporate IdentIty &

GraphIC StandardS Manual


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RGC Corporate Identity & Graphic Standards

TABLE OF CONTENTS

SECTION 1: RGC BRAND IDENTITY

OVERVIEW AND PURPOSE

ORGANIZATIONAL VALUES AND VALUE STATEMENTS

MISSION, TAGLINE, VISION AND BRAND ATTRIBUTES

SECTION 2: GRAPHIC STANDARDS

PARTS OF THE LOGO

ALTERNATIVE CONFIGURATION OF LOGO

WHITE SPACE REQUIREMENTS

MINIMUM SIZE

COLOUR PALETTE

NON-COLOUR LOGO AND ICON

ICON WITH ALTERNATIVE SPORTS

USAGE

CORPORATE TYPEFACES

SECONDARY GRAPHIC LANGUAGE

RGC LETTERHEAD

RGC BUSINESS CARD

RGC EMAIL SIGNATURE


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OvErviEw

This document has been designed to unction as a simple tool to assist

management, sta and members o the Royal Glenora Club (RGC) to

understand the core nature o the Club and ensure every contact a

member has with the Club remains true to the brand.

PurPOSE OF BrANdiNg

A companys brand is the defning point o setting it apart rom its

competitors and their products and services.

The Royal Glenora Club brnad has been developed to ensure consistent

and clear messaging. Through executing every customer experience on a

strong and established oundation, the RGC will be able to move orward

and caputre more share o the private club market.

whATS iN A BrANd?

Building a brand takes careul examination o the company and its corebusiness; its culture, its product, service oering and, most importantly,

its member base, have been examined thoroughly or the purpose o

developing the Royal Glenora brand. The brand is defned by:

RGC Organizational Values

RGC Mission, Vision and Tagline

RGC Brand Attributes

SECTiON 1: rgC BrANd idENTiTY


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OrgANiZATiONAL vALuES

The characteristics o a company are used to begin to defne the identity or brand o a company. I the char-

acteristics presented here are accurate, anyone new to the Royal Glenora Club team, or meeting the compa-

ny or the frst time, should be able to read these characteristics and get a sense o what the Club is all about

- what it values and how it operates.

The Royal Glenora Club values are:

Accountability

Excellence

Passion & Positivity

IntegrityFun

Respect

Progressive

accbii

The Royal Glenora Club aspires to an excellence

which is approached through diligent eort, both

individual and collective; being satisfed with no

less than the highest goals we can envision.

excc

The Royal Glenora Club has a duty to ourselves and

each other to accept responsibility or our deci-

sions, our actions and our results.

pssi & psiivi

The Royal Glenora Club is dedicated to servicing

the needs o the membership, and do so while cre-

ating a positive environment.

Igi

The Royal Glenora Club will be consistent and trans-

parent when making decisions relating to opera-

tions while keeping the best interests o the Club

and its members a priority.

F

The Royal Glenora Club believes in creating a cul-

ture that embraces un through spirited teamwork.

rsc

The Royal Glenora Club demonstrates respect

through a commitment to act ethically, to welcome

dierence, and to engage in open exchange about

both ideas and decisions.

pgssivThe Royal Glenora Club embraces change through

having the courage to innovate, and challenge the

status quo.

OrgANiZATiONAL

vALuE STATEmENTS


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TAgLiNE

An extension o the mission, the RGCs tagline represents the Club and its beneft to the

Royal Glenora Club member.

The Royal Glenora Club

Enriching Your Lie

Rationale:

Enriching your lie. This message ocuses on the RGCs primary goal o serving the member.

ThE rgCS viSiON

The branding o a company does not stop at the logo. All initiatives o the Club are designed and executed

consistently with the Clubs mission in mind - building upon the same oundation and achieving the Clubs

long-term vision:

To be widely recognized as the premiere private sport and social club in Edmonton.

miSSiON

The Royal Glenora Club is a premiere member-owned, amily sport and social club dedicated to enriching

the lives o its members.

BrANd ATTriBuTES

The ollowing attribute are used to defne the Royal Glenora Clubs brand and guide the tone and manner or

all communications.

The Royal Glenora Club brand is:

Member driven - we are a member-owned club and our number one interest is our members.

Premiere - we strive to be the best private club in Edmonton and provide our members with an exceptional

standard o service and experience.

Family Oriented- one o the pillars o our Club is amily. It is also a key element o our mission statement.

A Leader- The Royal Glenroa Club is committed to fnding new ways to serve its members and improve its

already high standards o perormance.


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SECTiON 2: grAPhiC STANdArdS

Why are graphic standards important?

The Royal Glenora Club (RGC) visual identity is one o the primary ways in which the building, programs and

events will be promoted, advertised, and communicated to our members and the public.

Creating a successul visual identity requires the consistent use and application o the logo. Consistency

strengthens the RGC in the minds o potential members visitorsm and business partners. These Graphic

Standards not only detail exactly what graphic elements comprise the RGC identity, but they also provide

guidelines to ensure that the visual identity is conveyed in a consistent manner across all applications.

Please note that these Graphic Standards do not address all possible usages and applications. I you are un-

certain about a particular application, please contact Erin McCarty, Communication Coordinator.

Email: [email protected]

Phone: 780-482-0381


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The Royal Glenora Club logo is comprised o two parts: the RGC icon and the RGC

wordmark. These elements must remain in their fxed position to complete the logo.

The wordmark is in upper-case Optima.

PArTS OF ThE LOgO

To understand how the parts o the logo unction to represent the RGC brand, please see the analysis below:

ALTErNATi vE CONFigurATiON: ThE rg iCON

The only alternative confguration o the logo is the RG icon.

Please see the description o the parts below.

The RG icon is set in upper-case Optima.The C also represents a G - The C has a pillar added to

orm the G, and also represents the Club as a pillar o

the community. Additionally, the Club brand attributes

are built on oundational pieces such as amily.

The RGCIcon

The RGCWordmark

The RGC Logo

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1 INCH

MINIMUM WHITE SPACE REQUIREMENT

The diagram above indicates the minimum white space

requirement using the height of the first two lines of the

wordmark as a reference guide.

MINIMUM WHITE SPACE REQUIREMENT

The diagram above indicates the minimum white space

requirement using the height of the first two lines of the

wordmark from the above first version translated to the

ICON LOGO as a reference guide.

MINIMUM SIZE

The minimum width allowed for reproduction of the RGC logo

is 1 inch. This applies to all variations of the complete logo.


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281 black

281

279

298

180

152

136

364 100K 7560

576 65K 465

578 35K 7501

logo colours

RG logo 1C-K RG logo 1C-281

RG icon 1C-K RG icon - IC-281

LOgO ANd COLOur PALETTE

The colour version o the RGC logo is available in CMYKonly. The logo cannot be used with RGC colours.

colour palette


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NON-COLOur LOgO ANd iCON

The new logo and icon can be presented in re-

verse (white on darker background). Please note

that the reverse logo is not to be placed in a box.

The graphic simply represents applications with

iCON wiTh ALTErNATE SPOrT

The only time the icon is used with additional text is when paired with one o the Clubs depart-

ments (ex. Tennis, Squash, Badminton, etc.) They can only be used with the pantone colours listed

on the previous page). They are pictured in RG logo 1C-K, RG icon - IC-281, or RG Icon 1C-rev below.

RG logo 1C-rev RG Icon 1C-rev

badminton b r idg e

AQUATICS

childcare

gymnastics squa sh

skat ing food service

t enn i s

f i tne s s

dark backgrounds where using the reverse version o

the logo is most suitable.


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DO NOT ALTER TONAL VALUES OF LOGO DO NOT PLACE POSITIVE LOGO ON

DARK OR BLACK BACKGROUND

DO NOT SCALE ELEMENTS OF LOGOINDEPENDENTLY FROM ONE ANOTHER

DO NOT DISTORT, STRETCH OR SKEW LOGO

DO NOT ALTER COLOURS OF THE LOGO DO NOT EDIT OR DELETE ELEMENTS OF

THE LOGO

DO NOT ROTATE OR FLIP THE LOGO DO NOT REARRANGE ELEMENTS OF THE LOGO

uSAgE

It is important that the RGC logo is used properly, both or legibilitys sake and to ensure

the identity is applied consistently.


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COrPOrATE TYPEFACES

The primary corporate ont is Gotham or body text.

Gotham Book

Gotham Medium

Gm B

Gotham Black

Trajon Pro is or major headers.

Sub-headers are to utilize the Georgia ont.

SECONdArY grAPhiC L ANguAgE

The secondary graphic language is intended to complement the RGC logo. It uses a aded-out version

o the RG icon. Please ask Mike or this graphic i you require it. It will be used sparingly with our new

visual identitity. Do not manipulate the size or colour o this secondary language.


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rgC LETTErhEAd

The RGC letterhead is to

ollow the ormat below:

Secondary language

watermark on the upper

let-hand corner, with the

281-C version o the logo

(not icon). The address

is in the top right-hand

corner in Gotham Bookont with the telephone

number, and a bar in the

281-C pantone above it.

The RGC website is in the

bottom right-hand corner,

resting inside a duplicate

blue bar rom the top

right corner. Please use

this letterhead only, and

do not manipulate or

change it.


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rgC BuSiNESS CArd

Erin McCartyCommunicaon Coordinator

Royal Glenora Clubp: 780.482.0381

e: [email protected]

www.royalglenora.com

naMe- 14pt Impact, Pantone 281-C (R 0, G 62, B 126)

JoB tItle, c.- 10pt Calibri, Grey (R 64, G 64, B 64)

The RGC email signature has not changed very much rom our previous one.

rgC EmAiL SigNATurE

The RGC business card utilizes our corporate onts,and both primary and secondary language.

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RGC Brand Identity - 2013