1. Logo composition

Please note that the Citizenship Counts brand logo consists of 2 main elements that go together.

1. a circle with the name of the project, which is composed of the project domain name (CitizenshipCounts.ca) and its tagline (Ace The Test), all capital letters
2. an illustrated character of a beaver within the circle

2. Download logo

Citizenship Counts brand colour palette consists of one primary core hue (Citizenship Counts green) used as a solid colour. The main colour usage is Citizenship Counts green combined with white or very light backgrounds and darker grey or black for text.

You can download the Citizenship Counts logos from its download section under assets, including low and high resolution files.

3. Colours

Citizenship Counts brand colour palette consists of one primary core hue (red) used as a solid colour. The main colour usage is a combination the primary red colour, 3 brown colours, 2 yellow colours, and an accent green colour.

Download colour schemes (.txt, .json)
Check accessibility contrast grid

Main colours

Greys

4. Co-branding

Co-branding shows a partnership between your program/project/organization and another organization and represents an exchange of credibility between brands.

Display the Citizenship Counts logo next to other logos in horizontal or vertical orientation.

• Make all logos appear visually equivalent
• Add visually consistent spacing around the logos
• Use the logos on white or very light backgrounds

2 or more equal logos

Citizenship Counts logo + Partner logo(s)

This option works for 2 or more equal logos:

• Horizontal lock-up: place Citizenship Counts logo next to a brand partner logo.
• Stacked lock-up: place Citizenship Counts logo above a brand partner logo.
• Separator: add a thin grey line in between the Citizenship Counts logo and the brand partner logo.

Logo wall

Co-branding works best with 2 equal partners. If more than 3 parties are involved or if the relationship among them is not equal, try using another treatment instead, like a logo wall.

5. Logo usage

The logo on background colours

The colour of the Citizenship Counts logo is always:

• coloured, used on white or very light grey backgrounds
• black, used on white or very light backgrounds

Whenever possible, work with the full Citizenship Counts coloured logo version on white or very light backgrounds.

The logo on graphical backgrounds

There will be instances where a graphical background or photograph may be used. For example, a poster or video where the canvas or screen is fully occupied by a photograph. Under such scenarios:

• Make sure the logo has enough contrast with the background
• Do not use the coloured Citizenship Counts logo on top of a photograph, graphic, or gradient background unless it sits on a very light or very dark area of the image

Clear space

To provide appropriate visibility and legibility to your logo:

• keep a minimum clear space between the logo and other elements around
• use the height of the logo as a guide to determine a minimum clear space
• ideally, you may always leave more than the minimum clear space

Minimum size

Whenever possible, the size of the logo should be larger than the minimum size.

• for print materials, the minimum size is 1.25 cm (about 1/2 in) in height
• on digital screens, the minimum size is 40 pixels in height

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As a rule of thumb, do not scale the logo to a point where it does not look good or has poor legibility.

Resizing proportionally

The proportions of the brand logo should never be altered:

• avoid stretching or narrowing the brand logo
• keep the same proportions (image aspect ratio) when the brand logo is resized

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There are some keyboard shortcuts to resize the logo depending on the software you are working with. You can try to hold down the shift key when scaling the image to maintain the correct proportions.

Positioning

Only use your logo in one location per layout, print or digital page or other materials (PDFs, social media posts materials, banners).

Place your logo on the top-left of your layout as a standard practice since it is easier to remember by users:

• bottom-left, top-centred, or bottom-centred placements could work in some cases (i.e., footers, newsletters, covers, videos), better ask your designer
• avoid right-logo placements

6. Symbol

Citizenship Counts visual identity uses the logo as a representative symbol and it is always coloured.

The Citizenship Counts logo may be used on badges and social media profiles

7. Typography

For your Citizenship Counts designs, use the Akzidenz Bold Condensed font. You can:

• download Akzidenz Bold Condensed fonts
• check the visual identity guide on typography

8. Icons

The purpose of the icons used on different materials and UI should be informative and used to drive the eyes of your audience to specific areas of interest.

Small icons

• small icons are glyph icons small in size
• use icons that are very simple and recognizable
• solid style is preferred when possible
• use for lists
• use as a user interface element on menus or small areas

As for website icons, see the web application icons section in the Bootstrap Framework guide.

Large Icons

• large icons should be straight forward
• large icons have 2 levels of detail (background and main icon)
• use large icons to highlight subsections without too much content, or on banners and callouts