Report to/Rapport au :

 

Corporate Services and Economic Development Committee

Comité des services organisationnels et du développement économique

 

29 May 2003/29 mai 2003

 

Submitted/Soumis par :  Kent Kirkpatrick,  General Manager/Directeur général

Corporate Services Department/Services généraux

 

Contact/Personne-ressource : Marie Josée Lapointe, Director, Communications & Marketing/Directrice, Communications et Marketing , 580-2424, ext./poste  21502, MarieJosee.Lapointe@.ottawa.ca

 

 

 

Ref N°: ACS2003-CRS-CMM-0001

 

 

SUBJECT:

VISUAL IDENTITY ELEMENTS - RULES OF USage

OBJET:

IDENTITÉ VISUELLE – RÈGLES D’UTILISATION

 

 


REPORT RECOMMENDATION


 

That the Corporate Services and Economic Development Committee recommend City Council approve the City of Ottawa Visual Identity Usage Policy.

 


RECOMMANDATION DU RAPPORT

 

Que le Comité des services organisationnels et du dévéloppement économique recommande que le Conseil municipal approuve la Politique d’identité visuelle de la Ville d’Ottawa.

 

 


BACKGROUND

 

The City of Ottawa has been branded with three distinct identifiers since its new beginning in January of 2001. While these identifiers–the wordmark, the flag, and the Coat of arms–have been officially adopted by City Council on January 24, 2001, and while graphic guidelines for these identifiers have been well communicated and made available to staff, some usage areas around third party access to our identifiers has remained unclear and poorly defined when it comes to endorsed policies.

 

Corporate branding, or more appropriately in this case a visual identity program, is defined as an exercise that creates instant recognition of a corporation, product or service through the consistent application of visual or design elements. As a corporation, the City of Ottawa is challenged with positioning and maintaining their brand in the local, national and international marketplace, while promoting the presence and accessibility of its products and service providers to the citizens of the municipality.

 

Successful branding depends on the consistent application of established standards. To that end, our Visual Identity Standards Manual has been designed to facilitate the implementation of our program. Adhering to these standards will protect and enhance the corporate brand and ensure that the City of Ottawa is represented in a modern, professional and consistent way.

 

This standards manual will ensure the consistent branding of the City of Ottawa. It covers most foreseeable situations that may arise in print, promotional materials, vehicles, signage, uniforms, electronic forms, etc. It is intended to help employees and contractors of the City prepare materials easily and more cost effectively while eliminating the guesswork with regard to the application of the corporate brand. It is primarily aimed at employees and suppliers of the City (i.e. communications officers, printers, graphic designers, and suppliers of marketing and promotional items) who are responsible for the coordination and production of a vast range of corporate materials.

 

The Usage Policy and the Visual Identity Standards Manual are also intended to clarify the use of our identifiers by third parties. The purpose of this policy is to address some irregularities and misappropriate usage related to the use of the City of Ottawa’s identifiers.

 

 

DISCUSSION

 

Municipalities and other local government organizations routinely adopt corporate logos, crests, and emblems as a means of establishing unique visual identities. The City of Ottawa’s stylized “Ottawa” wordmark is a prominent example of the municipality’s visual identity and serves to distinguish the new City from its predecessors and position the City as a provider of services and programs closest to the community. The preservation of the Arms of Ottawa granted by Governor General Vincent Massey on the other hand provides a ceremonial and visual link to the history and heritage of the city. Together, the “Ottawa” wordmark and the Coat of arms form the basis of a visual identity for the City of Ottawa that looks to the future without ignoring the past. That having been said, each element of this visual identity is to be employed within a particular context. For example, while the wordmark is appropriate for use in the ordinary course of the City’s business, the Coat of arms is more appropriately reserved for official matters.

 

In order to provide consistency in the appearance of the City’s visual identifiers, as well as to ensure that each element of the City’s visual identity is used within its proper context, it is proposed that a set of standards be kept up-to-date as an evolving working document for both staff and service providers to the Corporation. It is also requested that a Visual Identity Usage Policy be adopted. These standards are necessary not only to preserve the integrity of the City’s visual identity elements and ensure its effectiveness, but will also serve to protect them from misappropriation and misuse by third parties. While the attached policy prescribes the general rules governing use of the City’s visual identifiers, it also recognizes that it is impossible to set out, in advance, a comprehensive code of use. Accordingly, it is also proposed that the Director, Communications and Marketing, be assigned responsibility for administration of the policy so as to address any unaccounted for cases.

 

One of the most significant functions of the City’s visual identifiers is to evoke an immediate public association of a facility, a program or an individual with the municipality. For example, where the public sees the City of Ottawa wordmark used on correspondence, on an employee identification card, or attached to a vehicle, residents should be comfortable in the knowledge that they are dealing with the City administration. The improper use of a City symbol may, at the very least, lead to confusion and misunderstanding. In more extreme cases, the improper application of the City’s visual identity may seriously undermine public trust and confidence in the municipality and impugn the integrity of the organization. Accordingly, it is important that the elements of the City’s visual identity be protected by formal legal means and by the implementation of policies and graphic guidelines governing their usage by municipal employees and officials. For that reason, the symbols have been copyrighted in the name of the Corporation of the City of Ottawa.

 

In view of the potential benefits associated with permitting the regulated use of the City of Ottawa wordmark by external organizations, it is proposed that City Council adopt the attached policy to establish the parameters of such use. The “External Use” section of the proposed Visual Identity Policy is intended to clearly define what constitutes improper or unacceptable use of the City’s visual identity.

 

Given the broad range of potential external uses of the wordmark, the Policy further proposes that responsibility for consideration of requests for external use of the City of Ottawa visual identifiers be delegated to the Director, Communications and Marketing. In the municipalities we consulted across Canada, the practise to define responsibility and authority within the municipal administration and to limit external usage of identifiers, as we are proposing in this policy.

 


 

FINANCIAL IMPLICATIONS


 

There are no financial implications associated with this report.

 


 

ATTACHMENTS

 


Attachment A - Elements of the City of Ottawa Visual Identity

Attachment B - City of Ottawa Visual Identity Policy

 


 

DISPOSITION


 

Communications and Marketing to implement and maintain Visual Identity Standards Manual and monitor usage of standards.


Attachment A

 

 

The City of Ottawa has the following officially recognized graphic elements that comprise the City’s visual identity. These are the wordmark, the coat of arms and the flag. These are registered trademarks and cannot be changed.

 

 

 

City of Ottawa Wordmark

 

Wordmark

 

The foundation of the new look is the Ottawa wordmark, shown above. It will be used frequently: on outdoor signs, vehicles, advertising and printed materials, uniforms and souvenirs, and will be the most commonly used visual element by the City of Ottawa.

 

The focal point of the logo is a stylized O formed by three streamers which come together, symbolizing unity and harmony and working together towards a common goal. It suggests energy and motion, reflecting the vibrancy of our city as well as its economic and business strengths — a city that’s innovative and on the leading edge.

 

The shape of the streamers is reminiscent of a maple leaf and a hint of local architecture, while the colours blue and green remind us of the parks, green space and waterways that surround us.

 

The wordmark will be the main identification tool used by the City of Ottawa. It will be the most commonly used visual element by the City of Ottawa and most visible to the community. Its main objectives are to: clearly identify the programs, services and facilities provided through municipal tax dollars, and present a unified image to the public. This includes and is not limited to the following: all stationery and forms; all publications; newspaper advertisements; facility and other asset signs; staff identification/uniforms; souvenirs; vehicles; and, electronic usages.

 

Wordmark Usage

 

Council and City committees, City departments, and wherever possible, boards, funded by City of Ottawa ratepayers must use the wordmark in the manner described in the Visual Identity Standards Manual. The following broad parameters must be observed when using the Wordmark:

§      The Wordmark cannot be altered in any way

§      To preserve the integrity of the Wordmark, it must not be combined with other elements to create a new symbol or image.

 

Colour models and application standards of the Wordmark are detailed in the Visual Identity Manual kept up-to-date by Communications and Marketing. Any requested variation on the standards must be presented to the Director of Communications and Marketing or designate for review and decision.

 

 

 

 

City of Ottawa Flag

 

Flag

 

The stylized O design is the centrepiece of the new flag. The look is simple, but festive. When it is flying, the feeling of vibrant motion is very apparent. The flag’s design uses the blue and green colours chosen to represent the new city. The dynamic use of colour is a direct reflection of how the citizens feel about their city. The large blue is symbolic of the rivers and waterways that are such an integral part of life in the Ottawa area. The large green areas speak to our quality of life and the abundance of green space in the region.

 

 

Flag Usage

 

All departments, Council, committees, boards and commissions may use the flag authorized by Council. Flags will also be available for use by the public. The City’s Chief of Protocol governs the protocol associated with the usage of flags.

 

The standard size for the flag is 183 cm wide by 91 cm tall. It may be reproduced at a smaller or larger size but the proportions of 1:2 must never be altered.


 

 

 

 

City of Ottawa coat of arms

 

Coat of Arms

 

On October 20, 1954, the Right Honourable Vincent Massey, C.H., Governor General of Canada, presented to Ottawa City Council the Arms of Ottawa, issued under grant of the Kings of Arms.

 

The coat of arms is a distinguished and official symbol with an elevated status that is set apart from the Wordmark and other marketing and communication tools. As a heraldic device, it is intended for ceremonial application only. Its use will be restricted to key applications and may include the following examples: Mayor’s ceremonial stationery; Mayor’s chain of office; selected proclamations; seals; certificates and invitations; selected souvenirs; and, executive gifts. The coat of arms is granted under the authority of the Governor General as the Head of the Canadian Heraldic Authority.


Attachment B

 

 

City of Ottawa Visual Identity Usage Policy

 

Policy Statement

It is City policy that all employees will abide by the rules governing the use of the City’s identifiers as described in the Visual Identity Manual. It is also understood that third party use of the identifiers seek permission from the Corporation of the City of Ottawa as outlined in this document.

 

Purpose

The Usage Policy and the Visual Identity Standards Manual are intended to clarify the use of our identifiers by third parties. Some irregularities and misappropriate usage related to the use of the City of Ottawa’s identifiers have been noted.

 

Application

This Policy applies internally to all City staff, as well as to members of Council within the practice of their duties relating to mandated City business. The usage of City of Ottawa identifiers may be restricted during election campaigns as outlined in the Elections by-law. In this policy, “external use” means use by any person, including any business, organization, association, board, or agency, not forming part of the municipal corporation known as the City of Ottawa. It also includes use in association with a program, service or product not endorsed by the Corporation’s administration and/or City Council.

 

Policy Description

The various elements of the City of Ottawa’s visual identity provide a graphical representation of the City of Ottawa, its elected officials, and its administration. It affords immediate public recognition of the fact that individuals, events and facilities are formally associated with the municipality. In addition, the City’s new symbols serve as beacons to identify municipal services and clearly show taxpayers’ dollars at work, whether it is in relation to a building, a park, a program, a vehicle, a service or a celebration. The new symbols convey the quality of life, the feelings of growth and hope, and the beauty of our environment and green space. They convey the economic and business strengths of the City and its attraction as a tourist destination. Finally, the various elements of the visual identity respect our role as the National Capital. The cosmopolitan approach of the City’s new visual identity makes a clear statement in introducing the new City of Ottawa as a forward-moving, clean, green and successful place to live, work, play and visit.

 

In light of this, and to preserve the integrity of the City’s visual identity, City Council has adopted the following policy for use of the City of Ottawa visual identity. This policy serves to establish the parameters governing use of the City’s visual identifiers so as to protect the integrity of the City’s visual identity, ensure consistency in the application of corporate symbols and to ensure that the legal protection afforded to these design elements is not diluted by inappropriate use. In addition, it prescribes a process for the consideration and approval of requests for external use of the City of Ottawa visual identifiers. In light of the official nature of the Coat of arms, its external use is prohibited and the City of Ottawa will not consider requests for use of the Arms of Ottawa.

 

In order to provide consistency in the application of this policy, the Director, Communications and Marketing, has been delegated the authority for the consideration and approval of all requests for the external use of the City of Ottawa visual identity.

 

Internal Use

 

Coat of arms and Motto

 

The Coat of arms and motto is a distinguished and official symbol of the City with an elevated status that sets it apart from other elements of the City’s visual identity. As a heraldic device, it is intended for ceremonial applications only. Its use is restricted to key applications tied to the Mayor’s Office, such as the Mayor’s ceremonial stationery, Mayoral Chain of Office, selected proclamations, seals, selected souvenirs and executive gifts.

 

As a grant of Arms under the authority of the Governor General as Head of the Canadian Heraldic Authority, the Coat of arms may not be modified or altered under any circumstances. The City’s Chief of Protocol administers the rules surrounding the usage of the coat of arms.

 

“Ottawa” Wordmark

 

The wordmark will be the identifier most commonly used by the new City of Ottawa and the most visible to the community. Its main objectives are to clearly identify programs, services and facilities provided through municipal tax dollars, endorsed by its administration and City Council while presenting a unified image to the public. This includes, but is not limited to, all stationery and forms, all publications including City programs and services promotional material, newspaper advertisements, facility and other asset signs, staff identification, uniforms, souvenirs, and electronic uses.

 

The wordmark shall not be altered in any way and shall not be combined with other visual elements so as to create a new symbol or image.

 

Any new application of the Wordmark should be prepared with the leadership of the Director of Communications and Marketing or its designate for resolution.

 

Flag

 

All City departments and officials may use the flag and flags may be made available for use by the public and external agencies. The City’s Chief of Protocol administers the rules surrounding the usage of flags.

 

External Use

 

The stylized “Ottawa” wordmark is an official mark of the City of Ottawa and, as such, enjoys all of the protections afforded by section 9 of the Trade-Marks Act. The external use of the City of Ottawa’s visual identity, without the consent of City Council obtained in accordance with this policy, is expressly prohibited.

 

Visual identifiers may not be used in any manner that brings the integrity or reputation of the City of Ottawa, its elected representatives, officials or employees, into disrepute. Any such use of the mark is expressly forbidden and shall result in immediately revocation of any permission granted under this policy.

 

The City of Ottawa’s symbols and its application guidelines are the property of the City of Ottawa. Elements of the City’s visual identity may not be used in connection with a business and may not be employed in such a manner as to suggest the City’s endorsement of, or affiliation with, a product or service, without the express permission of the Director, Communications and Marketing (see Responsibilities).

 

Where permission has been obtained to use symbols forming part of the City’s visual identity, the user shall not alter or modify the symbol, cause the symbol to be altered or modified, or combine the symbol with other graphical elements, without the express permission of the Director, Communications and Marketing. Users shall seek approval of any material by the Director, Communications and Marketing before proceeding to production and dissemination.

 

Responsibilities

 

All requests for external use of any element of the City’s visual identity shall be submitted, in writing, to the Director, Communications and Marketing or designate. All such requests shall be in a form satisfactory to the Director, Communications and Marketing and must specifically describe the proposed use, including the context in which the symbol is to be used. Permission to use the City’s visual identifiers is in the sole discretion of the Director, Communications and Marketing.

 

Contraventions

 

Failure to adhere to this Policy will result in a notification from the Director of Communications and Marketing, with a copy to Legal Services. Subsequent failure to comply would result in action from the City of Ottawa’s Legal Services.

 

Enquiries

 

Director, Communications and Marketing

580-2424, extension 21502