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Branding and Graphic StandardsSeptember 2009

COMMUNICATIONVO

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GUIDE

SEP 2009 Volume 1: Branding and Graphics Standards

Table of contents

Introduction 1

Our brand 2

MS Society logo 5

Trademark 5

Logo placement 7

Colour 8

Clear zone 14

Stand alone MS & SP symbols 14

Third party events 16

Co-branding with partners 17

Event & endMS logos 18

Stationery & templates 19

Letterhead 19

Envelopes 19

Business cards 19

PowerPoint slide template 21

Geographic identifiers 22

Typography & writing styles 23

Photography & illustrations 27

Branding in public relations 31

Appendix 32

SEP 2009 Volume 1: Branding and Graphics Standards 1

Welcome to Volume 1 of the MS Society of Canada’s Communication Guide, a series of guidelines intended for staff, volunteers and suppliers. The purpose of the Communication Guide series is to outline MS Society standards, boundaries, as well as suggestions and guidance for people creating internal and external communication tools. The goal is to guide the creation of communication and marketing materials as well as promote a strong MS Society brand as outlined in Momentum 2015 Strategic Directions1:

3.1 Communicate in a coordinated and consistent manner to engage Canadians to support the MS Society

Branding and Graphics Standards was developed by communications staff from across Canada in 2008/2009. It ensures that the organization fosters internal and external collaboration and information exchange that is readily available – a strategic direction articulated in Momentum 2015.

MS Society volunteers, staff and suppliers, are expected to follow the standards. The development of new logo treatments or public messaging of any kind must be pre-approved by your division’s communications lead in consultation with the senior manager, branding and communications at the National Office.

Logos in various formats, ready-to-use templates and PDFs (portable document formats) of all letterhead, envelope and business card designs are available. You are responsible for confirming the latest versions before you print something. The print files for these items can be obtained from our FTP (file transfer protocol) site and adapted to individual division or chapter needs by a printer or designer.

This guide is available on Mercury.

Introduction

1Approved by the National Board of Directors in 2008, Momentum 2015 is the MS Society of Canada’s strategic planning document that outlines the vision, values and directions to lead our organization over the next seven years.


The organizationThe organization’s official name is: Multiple Sclerosis Society of Canada (Do not capitalize “of.”)

The name can be abbreviated at second reference to either MS Society of Canada Or MS Society

When using the name of the organization with a division, chapter or unit name, it should be writtenMultiple Sclerosis Society of Canada, Montreal Chapter

Or, as a second reference: MS Society of Canada, Manitoba Division MS Society of Canada, Regina Chapter

Alternatively, as a second reference: MS Society, British Columbia & Yukon Division MS Society, Calgary Chapter

The use of acronyms, such as MSSOC or MSSC, is not recommended for any external or publicly available material.

Our brand

OverviewThe MS Society of Canada is a brand. Because we are in the public sphere, people will form opinions about us. Presenting the organization consistently, appropriately and effectively in our marketing collateral, at our events and in the media is critical. Although our audience, events, and initiatives may vary across the country, we are the same organization supporting the same mission.

Consistent projection of the MS Society through graphics, messaging and activities will ensure that we all become brand ambassadors to deliver a clear and integrated message.

Standards ensure that materials produced with our name on it protect the brand of the Multiple Sclerosis Society of Canada and guarantee that the logo is presented correctly and consistently.


Enhancing the MS Society of Canada’s brand is one of the most important things we can do to ensure our future success. Our brand identity expresses who we are as an organization, what we have accomplished, and what we want to achieve. It reflects how we see ourselves and it influences how others perceive us. When we express ourselves in a consistent way, we help people recognize that we are experts at what we do: The Multiple Sclerosis Society of Canada is the only national volunteer health agency in Canada that funds both MS research as well as services for people affected by MS. At any given moment, many health charities and messages are competing with us for attention. Our strong brand identity helps people quickly cut through this clutter and make a critical choice – to trust and support the MS Society.

When people hear our name, see our logo or participate in our events, they expect services and programs that convey leadership, professionalism and accountability. We also have a human side, which is compassionate, supportive and committed. Together these attributes build our brand.

In 2008, a new brand positioning strategy was launched to move the MS Society from “living with MS” to “end MS.” The “end MS” message is our bold and active call to action. This brand promise enforces that we are committed to nothing less than the extinction of multiple sclerosis in the shortest time possible. It is about providing hope for the future through our support to research into the cause, treatment and cure of MS. It is also about overcoming the obstacles of the disease through our many services that assist people with MS and their families. The MS Society brand inspires us to take action against multiple sclerosis by giving individuals and communities an opportunity to join in the movement to end MS.

In order to maintain our powerful position in people’s hearts and minds it is vital to present ourselves in the best possible light. This is why our logo, fonts, photos and colours matter so much – they are the first thing people see. They signify our values and principles as set out in Momentum 2015. In fact, we have committed to increasing general awareness benchmarks by 10% in Momentum 2015.* Anyone coming into contact with the MS Society brand will come away with an understanding of our mission.

The MS Society’s brand identity

* According to a Leger Marketing omnibus survey conducted in 2008, 68% of Canadians recognized the MS logo. The Momentum 2015 goal is to raise this number to 74.8%, a 10% increase.


Multiple Sclerosis Society of Canada’s missionTo be a leader in finding a cure for multiple sclerosis and enabling people affected by MS to enhance their quality of life.

Mission statementThe MS Society of Canada has only one mission statement. The purpose of the mission statement is to describe our values, what we do, and who we serve.

Our mission statement is a full sentence that stands alone. The National Office, divisions, chapters or units may not change or create an alternate mission.


English logo French logo

The logo is a registered trademark of the Multiple Sclerosis Society of Canada. Therefore, the symbols ® (English) and MD (French) must be imbedded and appear consistently in the logo.

As a trademark, we have a legal responsibility to set guidelines for the proper use of our logo. Written permission from the MS Society is required before an external party can use our logo. For use of the logo for third party events, see page 16 of this guide.

MS Society logoTrademark

Which logo?To respect the linguistic and cultural preferences of the intended reader, consider the factors below to select the correct logo.

Unilingual logosFor materials available in English and French separately, use the corresponding unilingual logo.

Bilingual logosWhere materials are made available in both languages in the same document, and the primary language spoken in the region is English, use the bilingual-English dominant logo (e.g. chapters in Moncton, NB, and Ottawa, ON).

Bilingual – French dominant

Bilingual – English dominant


When the content is bilingual and the primary language of the primary audience is French, use the bilingual French-dominant logo (e.g. Montreal, QC, and Miramichi, NB).

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We will never fly.Nous ne pourrons jamais voler.

1-800-361-2985

Be part of something monumental.Funded largely by the MS Society, Canadian researchers have brought the cure for MS within reach. Let’s take this last step together!

Faites partie de l’Histoire. Grâce à l’apport substantiel de la Société de la sclérose en plaques et aux chercheurs d’ici, la solution est à notre portée. Ensemble, stoppons la SP !

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the cure for MS within reach.

Let’s take this last step together.

It’s time. Give now.

1-800-361-2985

Register today at mswalks.ca.

Make your step the one that ends multiple sclerosis.

Logo placementIt is strongly recommended that the MS Society logo appear on the lower right side of a document, a cover, or a creative piece.

Acceptable use of logo


ColourThe broken MS and SP symbols are MS red, which is Pantone 032.

“Multiple Sclerosis Society of Canada” and the bars above and below are 100% black.

The logo and the MS and SP symbols can only appear in red and black, black, or reversed white, also called knockout.

In the reversed white or knockout version of the logo, the broken MS or SP symbols can appear in red only if the logo is used over a black background. Either a black or red background is preferred behind the knockout logo.

Knockout colours

Colour Black and white


Unacceptable logos

Acceptable logos

This version cannot be used with any background colour other than black.


Red

Black

Grey

MS redThe MS Society’s red is Pantone 032 (PMS 032). When printing something with only two colours, e.g. business cards, you can use Pantone colours or PMS (Pantone Matching System).

When printing something with more than two colours, it will be printed using 4 colour process, known as CMYK for Cyan, Magenta, Yellow, Black. When this is the printing method, the MS red is C:0, M:90, Y:86, K:0.

On a computer screen the RGB (Red, Green, Blue) formula for MS red is R:221, G:6, B:11, (or Hex: DD060B)

Duo-tone in red is not recommended.

Secondary coloursThe MS Society secondary colours are black and grey.

Accent colourIf an accent colour is needed, its use should not exceed 10% of the overall design.

Pantone 009 (PMS 09)C:0 M:1 Y:0 K:51 R:144 G:144 B:147 or Hex: 909093

Pantone 032 (PMS 032)C:0 M:90 Y:86 K:0R:221 G:6 B:11 or Hex: DD060B

C:0 M:0 Y:0 K:100R:0 G:0 B:0 or Hex: 000000


Acceptable use of an accent colour

Green is used as the accent colour throughout the endMS website where it does not exceed 10% of the overall design.


Background colourThe background behind the MS logo can be patterned, but must be light enough and clean enough not to distract from the logo.

If the background colour is dark or a busy pattern, the logo should be in one colour, e.g. black or white.

Acceptable


SizeTo maintain clarity and readability, logos must be a minimum of 1 cm or 3/8” in height.

The minimum height requirement is only applicable if the logo is used without a geographic identifier.

1 cm or 3/8” in height

Acceptable use of logo with background color

Unacceptable use of logo with background color

Minimum Size


Clear zoneTo ensure the logo is clear and prominent, the area immediately surrounding the logo must be kept free from graphics, text and away from the edge of a printed document. Space surrounding the logo should be 1/4 the height of the logo on all four sides.

Stand alone MS & SP symbolsThe broken MS and SP symbols are powerful and well recognized images of the Multiple Sclerosis Society of Canada. The MS Society of Canada logo must always accompany the use of the broken MS or SP symbols. However, it is permissible to use these symbols alone (outside the logo) when used as a graphic or decorative device such as a lapel pin, apparel, etc.

When using the MS or SP symbols, all rules about colour, placement on various backgrounds, trademark and size must be followed.

The MS and SP symbols cannot be combined with the name of the organization, as this would be creating a new MS Society of Canada logo, e.g. do not place the MS symbol on a poster and then put the name of the organization next to it, use the MS Society logo.


Unacceptable use of the broken MS symbol

Acceptable use of the broken MS symbol


Third party eventsWhen a third party is raising funds in support of the MS Society of Canada through an activity or event, the MS Society logo must be accompanied by the phrase In support of.

The In support of logo has been developed to designate that a third party is raising funds in support of the MS Society of Canada through an activity or event. It articulates that the MS Society is not the host, sponsor or endorser. The MS Society prohibits third parties from using the MS Society of Canada logo without the phrase “In support of”, or any of our other trademarks.

Please ensure that the organizers of third party fundraisers confirm or have approved material featuring the MS Society logo by an MS Society staff member or volunteer before it is printed.

Au profit de :In support of:

MS Society logo for third party events

Au profit de :In support of:In support of:

Samples


Co-branding with partners & sponsorsThe MS Society logo may be used in conjunction with a partner’s brand (co-branding) provided that the partner takes into account additional co-branding standards.

The MS logo must be used in a dominant position: either in a primary position graphically, or the size difference between the logos must be sufficient to give the MS logo, and brand, dominance. Ideally, the MS logo will be used as the primary brand, with the partner logo used as a sponsorship “tag.”

Any new event or partnership project logos need to be approved.

In addition, any questions about logo size, placement, or proper use of the MS Society logo must be pre-approved by your division’s communications lead in consultation with the senior manager, branding and communications at the National Office.

Co-branded fundraising event logo


Event & endMS logos

For MS Walk, RONA MS Bike Tour, MS Read-A-Thon and MS Carnation Campaign logos visit mercure. Details about using MS Society core event logos, endMS and other logos will appear in a later volume of the Communications Guide series. In the interim, MS core events and endMS have their own branding guidelines, also found on Mercury.

branding endMS.ca:why, what and how. interim visual identity standards & messaging guidelines

CONFIDENTIAL

this is an internal document intended for the exclusive use of the current staff, volunteers and board of directors of the ms society of canada. this document is for use as a companion to the ms society graphic standards and will provide consistency across all endms campaign related materials.

September 2008

Branding MS Walk.GRAPHIC STANDARDS & BRANDING GUIDELINES

CONFIDENTIALThis is an internal document intended for the exclusive use of the current staff, volunteers and board of directors of the MS Society of Canada. This document is for use as a companion to the MS Society Branding and Graphic Standards and will provide consistency across all MS Walk related materials.

2009

Make your step the one that ends multiple sclerosis.


LetterheadThe MS Society of Canada letterhead is available in the following versions:

• National (unilingual logo)• Divisional (English or French logos or

bilingual)• Chapter/Unit (English or French logos or

bilingual)

EnvelopesComponents of the envelope

• MS Society logo• National, division, or chapter address on

front • Our mission appears on the back flap

Business cardsBusiness cards are bilingual unless unilingual cards are requested. Bilingual cards = English on one side and French on the other.

Braille is something you should consider adding to your business cards.

Stationery & templates

To be a leader in finding a cure for multiple sclerosis and enabling people affected by MS to enhance their quality of life. Founding member of the Multiple Sclerosis International Federation

National Office stationery

*French correspondence from the national office appears on French only national letterhead and English correspondence appears on English only national letterhead.


Divisions, chapters, and units stationery

All stationery templates are available on Mercury.

Letterhead used by divisions, chapters and units should only contain the mission of the MS Society at the bottom of the letterhead.

Atlantic Division71 Ilsley Avenue, Unit 12Dartmouth, Nova Scotia B3B 1L5Telephone: 902-468-8230Toll Free: 1-800-268-7582Fax: 902-468-5328mssociety.ca

Division de l’Atlantique71, avenue Ilsley, bureau 12Dartmouth (Nouvelle-Écosse) B3B 1L5Téléphone : 902-468-8230Numéro sans frais : 1-800-268-7582Télécopieur : 902-468-5328scleroseenplaques.ca

South Vancouver Island Chapter1004 North Park StreetVictoria, British Columbia V8T 1C6Telephone: 250-388-6496 Toll Free: 1-800-268-7582Fax: 250-361-2661mssociety.ca


Presentation Title | Page #

Content slide

PowerPoint slide templateA new template has been created to bring uniformity to presentations and is available on Mercury. Some aspects of the template can be customized to suit your department or event/program’s presentation.

CoverThe string of images appearing at the bottom of the cover can be changed to better reflect your event/program. The number of images and their size must remain unchanged.

Event/program logoIf the topic you are presenting is about a specific program or event that has its own logo, the event/program logo can be placed on subsequent content slides at the bottom of the slide above the presentation title.

If there is no event or program logo specific to the presentation, only the presentation title should appear at the bottom right corner of the slide.

If the slides of the presentation need to be numbered, the page number can be placed at the bottom right corner next to the presentation title.

Title slide

Presentation TitleSub-title

Content slide with event/program logoPage # is optional

Presentation Title | Page #


Geographic identifiersGeographic identifiers with the Multiple Sclerosis Society of Canada logo distinguish a division, chapter, or unit and may be added under the MS logo. The text should be the same size as the space between the MS and the bottom black bar in the MS logo. The font for a geographic identifier is Verdana Bold. The division/chapter/unit name should align left.

When the logo is not used with the geographic identifier as described above, divisions, chapters, or units can be identified by combining the office name with its address as seen on the letterhead, envelope, or business card templates on page 20.

When using a title in business correspondence geographic identifiers are required.

Greater Moncton Chapter

Quebec Division550 Sherbrooke St. W.East Tower, Suite 1010Montreal, QC H3A 1B9mssociety.ca

Geographic identifier and address with MS Society logo

Geographic identifier with MS Society logo

Title with geographic identifier

Murray Cook, chair, MS Society of Canada, Westman Chapter Neil Pierce, president, MS Society of Canada, Alberta Division


FontsThe fonts used by the MS Society in externally designed and printed materials are:

PrimaryVerdana: sans-serifMinimum Size: 12 pt

SecondaryArial: sans-serifMinimum Size: 12 pt

Use of smaller font sizes is acceptable for footnotes, fine print disclosures, etc.

As some people living with MS may experience vision problems, it is important to choose text and background colours with high contrast. It is easiest to read text in black and white. Wherever possible, restrict coloured text to titles, headlines, or highlighted excerpts.2

Verdana (sans serif)abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuVwxyzthe quick brown fox jumped over the lazy dog.

Arial (sans serif)abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyzthe quick brown fox jumped over the lazy dog.

Typography & writing styles

2 Readability standards are based on information obtained from the Clear Print Accessibility Guidelines produced by the CNIB.


CP styleThe MS Society of Canada uses the Canadian Press (CP) style of writing for all print materials and publications. The Canadian Press serves most daily newspapers in Canada and dictates a set of rules in writing to maintain accuracy and consistency.

The Canadian Press style is the organization’s reference point for writing cleanly, accurately, and consistently with clear instructions that affect punctuation, capitalization, using professional titles, technical terms, metrics, …etc.

ExceptionBusiness cards and email signatures are exempt from the CP style. Professional titles and department names should be capitalized.

For the full list of rules and exceptions, refer to the Canadian Press Stylebook: A guide for writing and editing or visit www.thecanadianpress.com

CP style capitalization

Example CP style Not

Both words in a title

Saskatchewan Division

Saskatchewan division

Occupational titles and department names

human resources & collaboration

Saskatchewan board of directors

president and chief executive officer

Human Resources & Collaboration

Saskatchewan Board of Directors

President and Chief Executive Officer

When referring to divisions, chapters and units without naming a specific one, do not capitalize

The divisions and chapters of the MS Society

Divisions and Chapters of the MS Society

Exception Stationery including: letterhead, business cards, envelopes, email messages, and internal memos/communication


Email signaturesStaff and volunteers are encouraged to use the same email signature format. Specifics such as name, title, email address, and direct phone line will change; however, certain elements (organization name, website address, endMS tagline) and the order and size of elements should be standard for all email signatures.

Email signatures are powerful, low-cost, high-return marketing tools for the MS Society of Canada brand. They should consistently use one font, be professional and as concise as possible. Employees and volunteers are strongly encouraged to brand email signatures with endMS.

Graphics must be 5k or less in size and hyperlinked, so if the image doesn’t show up, it will appear as text and won’t appear as an attachment, and so we are not providing a high resolution logo for any unsavoury people to use.

Promoting an MS event or campaignIf you want to use your email signature to fundraise, or promote one of our core events, please follow the standard elements and guidelines as closely as possible. You can integrate the event’s official logo and tagline, while temporarily removing the endMS logo and tagline.

Standard email signature

Name | Title | Department if applicable | Division/Chapter/Unitms society of canada | address 1 | address 2 | city, province postal codephone | fax | emailmssociety.ca | Join the movement at endms.ca! | Find us on Facebook (optional)

Temporary email signature during event season

Name | Title | Department if applicable | Division/Chapter/Unitms society of canada | address 1 | address 2 | city, province postal codephone | fax | email mssociety.ca | Register today at mswalks.ca | Join the movement at endms.ca!

Or

Name | Title | Department if applicable | Division/Chapter/Unitms society of canada | address 1 | address 2 | city, province postal codephone | fax | email mssociety.ca | Register today at mswalks.ca | Sponsor me in the 2009 MS Walk!


Voicemail greetingsVoicemail greetings should identify the MS Society and be professional. These samples should be the standard to follow for internal and external voicemail greetings.

General greetings

Hello, you have reached (your name), (title/department). I’m away from my desk or on the other line. Please leave a message and I will return your call. Thank you.

Or

Hello, you have reached (your name), (title/department) on (day, date). I’m in meetings etc. and away from my desk. Please leave a message so that I may return your call. Thank you for joining the movement to end MS.

Or

Hello, you have reached (your name), (title/department) on (day, date). I am out of the office until (day, date). Please leave me a message and I can return your call then.

Sample receptionist telephone greeting

Good (morning/afternoon), MS Society, (name) speaking. How may I help you?


Get signed permission from your subjects! We can’t print or post a photo or video without it. Ensure photos, names, and illustrations are authorized for print and online use.

Photos taken during our core fundraising events (MS Walk and RONA MS Bike Tours) do not require additional permission for use if all participants are known to have signed a waiver at the start of the event, except children.

Everyone who is a registered event participant has already signed a waiver. Event volunteers and MS Society staff have also signed waivers. BUT if someone has brought a friend or family member, especially a child, it is important to get them to sign an Image-Text-Identification release form. The form is available on Mercury.

Photography & illustrations

Photos of children

Any photos of children or teens require additional permission from the parent or guardian. Even if the photo was taken at one of our core fundraising events when a parent or guardian signed a waiver on behalf of the child or teen, permission is required. Acceptable methods of obtaining permission are:

• In writing by email or a letter from the legal guardian/parent• Completing the Image-Text-Identification release form

Verbal permission is not acceptable.


Choosing photos and images Photos and illustrations visually convey the brand and identity of the MS Society. It is important that special attention is made in selecting a photo or illustration. Note the following areas before considering the use of a photo or illustration.

When preparing or selecting graphics, it is recommended that you:

• Focus on success and positive aspects of ending MS. Demonstrate the “mission in action” or the “spirit of hope.”

• Make an emotional connection. Show people looking at the camera, whenever possible. Demonstrate the personal impact.

• Choose candid rather than posed shots.• Show collective movement.• Select colour images that are clean, bright, in

focus, and feature a touch of MS red.

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mind over matterWisdom of young student perseveres 5

Julie Petrin, 2008 Ms scholarship Program award recipient

Check out these and other events in our spring calendar.


This photo demonstrates good balance and framing, action, relevance, and a positive inclusion of a mobility device. The photo was taken at an MS Walk by Craig Hodge, Tri-city News in BC.

Using an image that is of poor quality or unclear subject matter, may weaken our message and cause harm to the MS brand.

• Avoid stagnant shots of buildings or people.• Avoid photos of panel discussions, meetings,

and conferences, especially when the focus is not on people.

• Avoid photos that showcase despair or dependency by people touched by MS.

• Avoid images in which the activity is unclear or no emotion is displayed.

Diversity• Differences in levels of disability, in age,

gender, and race/ethnicity • A good balance of men and women• Photos with mobility aids should evoke hope

rather than pity and be empowering.


Photo captionsCaptions let the reader know why a photo is included. Write a descriptive caption: use the present tense, describe the photo concisely and connect it to the text it is supporting. The CP Style Guide recommends 50 words or less. See the CP Style Guide for more details.

Photos for printIf photos are going to be used in a printed format, a high resolution photo is required. The preferred file formats to print photos are TIFF or JPG, or hard copies of the unaltered, original photo (i.e. opposed to one that has been modified, resized, or pulled off of a website).

Photos for websitesIf photos are going to be used only on a website, the preferred file format is JPG. You do not require a high resolution photo. Maximum file size is 72 dpi.


Branding in public relations

MS Society of Canada boilerplate

Complete media and public relations guidelines and sample resources will be available in a future volume of the Communications Guide series.

About multiple sclerosis and the Multiple Sclerosis Society of Canada

Multiple sclerosis is a chronic, often disabling disease of the brain and spinal cord. It is the most common neurological disease of young adults in Canada. Most people with MS are diagnosed between the ages of 15 and 40, and the unpredictable effects of MS last for the rest of their lives. The MS Society provides services to people with MS and their families and funds research to find the cause and cure for this disease. Please visit www.mssociety.ca or call 1-800-268-7582 to make a donation or for more information.

Ensure a consistent voice is presented in the MS Society’s outreach to the media and the public:

• Use letterhead for media releases• Use the full name of the organization so

the public can recognize your chapter or division easily.

• Integrate key messaging on how the MS Society, volunteers, donors, members, MS researchers and other stakeholders are working to end MS.

• Include the standard paragraph or boilerplate about multiple sclerosis and the MS Society at the end of the press release.


Logo FormatsElectronic logos come in a variety of versions which are used for different purposes.

Electronic Format Description Good For Not Good For

Illustrator (.ai)* Vector art, scalable – meaning graphics are based on mathematical equations and therefore don’t get distorted when enlarged

Highest quality

Professional printing

Billboard art

MS Office software (i.e. Word, PowerPoint)

EPS (Encapsulated Post Script)*

Illustrator EPSPhotoshop EPS

Vector artPhotograph file used for retouching and to do special effects on photos

Professional printing MS Office software (i.e. Word, PowerPoint)

TIFFs (Tagged Image File Format)*

TIFFs are similar to Photoshop EPS file, but the TIFF image does not contain “instructions” for printing. Colours are converted from the more exact Pantone colour system (our corporate colour is Pantone 032) to a CYMK colour that is less exact. However, images are of high quality

Professional printing (high resolution images are recommended)

BMP (Bitmap) Windows-based file

Low resolution image

PowerPoint, Publisher, screen viewing (i.e. websites, PDFs), inserting into Word documents

Professional printing

PNGs (Portable Network Graphics)

High quality images and small memory files Web-based or screen based activities, website

Printing – professionally or to desktop printers

Appendix


Electronic Format Description Good For Not Good For

GIFs (Graphic Interchange Format)

Low quality images and small memory files Web-based or screen based activities, website

Printing – professionally or to desktop printers

JPGs or JPEGs (Joint Photographic Experts Group)

JPEGs provide more control as there are setting/choices for levels of quality and files can be compressed. Scaling (i.e. increasing the size) may be limited.

The MS Society’s JPEG logos are provided in both high and low resolutions.

For the web, maximum image resolution is 72 dpi.

Excellent for web-based activities, PowerPoint, screen-viewing, etc.

The high resolution is best for documents that are being printed: it looks “fuzzy” on the screen, but prints out cleanly on desktop printers. The low resolution logo looks clear on screen and can be used for screen-viewing and web-based activities.

Not recommended for professional printing purposes although the high resolution image can sometimes be used. Excellent for web-based activities, PowerPoint, screen-viewing, etc.

Embroidery files (designated with the file extension .dst)*

Available for the colour unilingual English and French logos. The stitch count is 9400.

Stitching the logo on apparel

Not for printing

*As most MS Society computers cannot view these formats, it is essential that one see a hardcopy proof from a printer before something goes to print.


BrandingVisual Branding Checklist ; Have you used the MS Society’s corporate colours correctly?

Red is Pantone 032 or C:0, M:90, Y:86, K:0, or R:221, G:6, B:11 or Hex: DD060B.

; Is the background colour appropriate – white or light colours for the two colour or all black version; a black or darker coloured background for the white reversed (knockout) version?

; Have you provided the minimum area of isolation around the logo so that it is free of other graphics or type?

; Is the size of the logo large enough to be easily read?


Branding and Graphic Standards was developed by communications staff from across Canada.

Contact information

For questions and clarifications, please contact the communications leader in your division. For questions and clarifications about use or abuse of branding and graphic standards please contact the communications leader in your division at 1-800-268-7582 or

National Office 416-967-3015Senior manager, branding and communications

BC & Yukon Division 604-602-3213Communications manager

Alberta Division 780-440-8763Director of community and government relations

Saskatchewan Division 306-522-5600Communications manager

Manitoba Division 204-988-0910Communications manager

Ontario Division 416-922-6065Communications manager

Quebec Division 514-849-7591Director of communications

Atlantic Division 902-468-8230Director of government relations and marketing and communications

Date post:	11-Sep-2018
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COMMUNICATION - MS Society of Canada€¦ · marketing materials as well as promote a strong MS...

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