Brand Book

Brand Book Message from the President and Chief Executive Officer I am very pleased to present BDC’s Brand Book. In the pages that follow, you will discover the defining statements and images that present the new look and feel of BDC. These are the fruit of much work by many people and I encourage everyone to read it carefully, not just to learn its messages but also to feel and understand what I believe is the driving force behind them: the passion of entrepreneurs for their work, and the passion we have to help them succeed. You will observe that the new BDC branding strategy communicates our value proposition to entrepreneurs as the people who are building Canada’s future economy. It’s important that we all understand the meaning of this proposition so that we can deliver a customer experience that is aligned with it. Our unequivocal customer service orientation is how we will distinguish ourselves. As our positioning statement says very clearly from the outset, we put entrepreneurs first. This guide also performs the important function of laying out the principles and rationale for what we are trying to achieve and describing how and why we created our solutions for our clients. I am counting on all of you to incorporate our ideas into your work and your communications in the marketplace. Consistency in our messages and how we position the BDC brand will be critical in ensuring that our contribution is well understood. This guide shows who we serve and who we are. Please read on and enjoy its message. Brand Book | 1 Table of contents “ Succeeding today means imagining the future.” Brand essence Key strategic directions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 cOMMUnIcaTIOns LandscaPe Visual identity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Logotype components . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Logotype usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . “Canada” workmark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Use of corporate designation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Stationery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 15 16 17 17 18 Graphic universe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Visual inspiration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Colours, fonts, graphic grid and examples of graphic applications. . . . . . . . . . . . . . . . . . . . 21 Brand Book | 2 Brand eSSence Key strategic directions Brand Book | 3 Key strategic directions OUR POSITIONING entrepreneurs first Brand Book | 4 Key strategic directions OUR POINT OF VIEW Through our support of entrepreneurs, we strengthen the country’s economy. Brand Book | 5 Key strategic directions OUR DREAM Help canadian entrepreneurs achieve outstanding success with worldwide potential. Brand Book | 6 Key strategic directions OUR raison d’être accelerate the success of entrepreneurs. Brand Book | 7 Key strategic directions OUR STRATEGIC INTENT create a close and lasting relationship with clients. Brand Book | 8 Key strategic directions as a niche player, Bdc sets itself apart by placing the success of entrepreneurs ahead of its own visibility. OUR STANCE It favours a personalized approach that cultivates accommodating relationships with clients. attentive listening and heightened empathy ensure greater flexibility in our financing, venture capital and consulting services. Brand Book | 9 Key strategic directions DETERMINED OPEN-MINDED THOUGHTFUL STIMULATING CARING OUR PERSONALITY Brand Book | 10 Key strategic directions OUR VOICE Bdc ProUdLY coMMUnIcaTeS ITS WILLInGneSS To Be acceSSIBLe and oFFer neW PerSPecTIVeS To enTrePreneUrS THroUGHoUT THe coUnTrY. > Bdc develops close, deep and lasting relationships. > Bdc offers unique knowledge and experience combined with innovation and open-mindedness. > Bdc views the business world in a fresh way, with a customized and flexible approach. > Bdc provides access to a wide network of multidisciplinary skills. Brand Book | 11 Key strategic directions Help create and develop Canadian businesses through financing, venture capital and consulting services, with a focus on small and medium-sized entreprises (SMes). OUR MISSION Brand Book | 12 Key strategic directions OUR PLEDGE Bdc gets closer to help entrepreneurs go farther. Brand Book | 13 Communications landscape VISUaL IdenTITY Brand Book | 14 Visual identity | logotype components The Business Development Bank of Canada enjoys a modern and relevant signature that reflects the essence of its economic development mandate and highlights its attachment to the Canadian community. Two letters that sum up one purpose d for development c for Canada Both letters underscore the raison d’être of BDC. The strength of partnership as a symbol Much like links in a chain, the letters are intertwined to emphasize the close relationship between two partners. a clear acronym A strong, easy-to-remember acronym distinguished by its clarity. Two vibrant colours Red and blue; colour of passion and colour of reason. Together, they create perfect harmony that reflects Canada’s diverse and dynamic character. a canadian identity A proud Canadian institution that helps businesses develop and prosper. a coherent signature The symbol, acronym and Canadian emblem create a single, easily recognizable block. Brand Book | 15 Visual identity | logotype usage STAND-ALONE LOGOTYPE Usage rule: to identify the BDC brand in presentation tools examples: stationery, promotional items, signage, etc. Horizontal version (current usage) Vertical version (on approval only) LOGOTYPE AND POSITIONING Usage rule: to identify the BDC brand in communication tools intended for customers examples: pamphlets, brochures, advertising, Websites, customer presentations, etc. english version French version Bilingual version – with english leading Bilingual version – with French leading OUR TRADES (to complement logotype / never to use alone) Usage rule: to identify BDC services in external communication tools examples: business cards, one-pagers, pamphlets, brochures, advertising, Websites, etc. Bilingual version – with english leading Bilingual version – with French leading english version FINANCING | VENTURE CAPITAL | CONSULTING French version FINANCEMENT | CAPITAL DE RISQUE | CONSULTATION FINANCING | VENTURE CAPITAL | CONSULTING FINANCEMENT | CAPITAL DE RISQUE | CONSULTATION FINANCEMENT | CAPITAL DE RISQUE | CONSULTATION FINANCING | VENTURE CAPITAL | CONSULTING Brand Book | 16 Visual identity | “canada” workmark Visual identity | use of corporate designation “CANADA” WORDMARK The “Canada” wordmark must be applied on all BDC’s communication and presentation tools. It must appear at least one time, preferably on the cover of printed documents or on the first page of electronic documents. correct use: The “Canada” wordmark must be equal to the width of the three letters B-D-C. CORPORATE DESIGNATION Usage rule: in cases where it is necessary to identify our organization (Business Development Bank of Canada). examples: legal documents, administrative and/or accounting documents, shareholder documents, signage, canvassing/prospecting documents, etc. Proportions english version French version Bilingual version – with english leading Bilingual version – with French leading Banque de développement du Canada Business Development Bank of Canada ! The corporate designation is no longer part of a logotype. It must stand alone with or without the BDC logotype. Brand Book | 17 Visual identity | stationery Brand Book | 18 Communications landscape GraPHIc UnIVerSe The graphic universe brings together a range of elements used in BDC communication tools. Using these elements helps create a coherent, distinctive look that reflects BDC’s brand values. Brand Book | 19 Graphic universe | visual inspiration BUsIness reaLITIes Business doesn’t always take place in an office. BDC understands this and speaks to the core realities facing entrepreneurs. The visual universe conveys this notion with unique and candid images, captured using a journalistic or documentary approach. It’s a point of view that’s exclusive to BDC. The tone is modern, the lighting is natural, and emphasis is placed on authentic locations and the spontaneity of photographic subjects. Each composition features a touch of red–sometimes dominant, sometimes subtle–to express the passion and enthusiasm of internal and external clients. Whenever possible, it is complemented by a hint of blue to further highlight the brand. Brand Book | 20 Graphic universe | colours, fonts, graphic standards and examples of graphic applications OFFICIAL COLOURS (signage only) COMPLEMENTARY COLOURS GRAPHIC GRID > A sleek, modern treatment evokes credibility, success and know-how, and helps bring out the dynamic visuals. > The rectangular shapes help organize information to present a clutter-free picture. A white space is reserved for the logo to help it stand out. > The harmony of complementary colours helps highlight the visual tone. The colours are versatile and are not restricted by fashion or trends. They are the perfect shade to help bring out the blue and red, two decisively powerful colours, by creating a balance between strength and intimacy. They inspire confidence and credibility, and embody good taste – characteristics that add to the palette’s warm and enveloping feel. > Accent colours to help bring out the official colours > Some of these colours can be assigned to internal or external communications tools. However, only these colours will be considered when developing communications pieces. TYPOGRAPHIES Humanist 521 (for text or titles) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Dutch 801 (for titles) Website ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 The use of Humanist 521 and dutch 801 fonts creates ABCDEFGHIJKLMNOPQRSTUVWXYZ a link between all our communications. They must be abcdefghijklmnopqrstuvwxyz used consistently across all printed communication 1234567890 material, with the exception of day-to-day internal working documents (letters, memos, e-mails, PowerPoint ABCDEFGHIJKLMNOPQRSTUVWXYZ presentations, etc.), in which case we recommend the use of arial and times new roman. No other font family abcdefghijklmnopqrstuvwxyz should be used. 1234567890 PowerPoint presentation Brand Book | 21 Graphic Universe | colours, fonts, graphic standards and examples of graphic applications Billboard One-pager double page spread – Magazine single page – Magazine Brand Book | 22 For every SMe there is an entrepreneur. a passionate individual who aspires to fulfill his or her goals and dreams. For every entrepreneur, there is Bdc. Passionate individuals who provide the impetus to succeed, excel and help build the future. Brand Book | 23 For more information, please contact the Public Affairs department pubaff@bdc.ca www.bdc.ca