mitt-brand-guide-fin

Visual Identity









Black
ALTERNATIVES


BLACK AND WHITE

To be used on light-coloured backgrounds
in single-colour applications—only when
the context of design and the quality of
production permits its use.










REVERSED Reversed

To be used only on black or dark-coloured
backgrounds. The background colour the
logo knocks out from must be dark
or bright enough to provide high
contrast for readability.























BRAND GUIDE 47

Visual Identity









Full Colour
SECONDARY LOGO


VERTICAL VERSION

The secondary vertical version of the
MITT logo should be used only when the
primary stacked logo cannot be used
due to horizontal space constraints.












































48 MANITOBA INSTITUTE OF TRADES AND TECHNOLOGY

Visual Identity









Black
ALTERNATIVES


BLACK AND WHITE

To be used on light-coloured backgrounds
in single-colour applications—only when
the context of design and the quality of
production permit its use.










REVERSED Reversed

To be used only on black or dark-coloured
backgrounds. The background colour the
logo knocks out from must be dark or
bright enough to provide high contrast
for readability.























BRAND GUIDE 49

Visual Identity









Horizontal Colour Vertical Colour
POSITIONING
STATEMENT


MITT’s positioning statement provides a
succinct description of how MITT serves
as the bridge between education and
employment. MITT receives and responds
to industries' input to create or modify
training based on their needs. This provides
a unified front of resources and support
to students to ensure their success as
learners, people, and professionals.






Horizontal Black Vertical Black





























50 MANITOBA INSTITUTE OF TRADES AND TECHNOLOGY

Visual Identity









Horizontal
CLEAR SPACE

The mandatory minimum clear space
around the MITT logo is equal to the height
of the bridge graphic. This free space must
be maintained on all materials to ensure
maximum recognition and readability
of the MITT logo.










Vertical
































BRAND GUIDE 51

Visual Identity









MINIMUM SIZES


Minimum logo requirements must be In print, the height 0.25"/0.7cm
adhered to, ensuring proper reproduction of the bridge graphic
at the smallest allowed size. must be 0.25 inches
(0.7 cm) or larger.
When the logo must be applied to small, spaced-constrained
promotional materials such as pencils, pens, and lapel pins,
it may be permissible to use only the wordmark part of the logo.
In addition, the wordmark may be placed on one line. This is
a highly restricted application and files must be requested In digital formats, the
from External Relations. height of the bridge 80 pixels
It is not permissible to alter the arrangement of the bridge graphic must be 80
icon and the wordmark when they are used together. pixels in height or
larger, at a resolution
of 72 dpi.

































52 MANITOBA INSTITUTE OF TRADES AND TECHNOLOGY

Visual Identity









INCORRECT LOGO USE


Guidelines have been put into place regarding
improper usage of the MITT logo. These rules
deal with a variety of deviations that may occur Do not separate the wordmark from Do not alter the proportions of Do not change the colours of
when second and third parties handle the the bridge icon the logo the logo
logo for reproduction purposes. In order to
safeguard the integrity of the MITT brand,
the following examples show how not to
use our logo.

If you have any questions or concerns regarding logo usage,
please email [email protected].
Do not use the bridge icon without Do not rotate the logo Do not stretch the logo either
the wordmark horizontally or vertically











Do not skew the logo Do not add a drop shadow to Do not add a bevel, emboss, or other
the logo visual effect to the logo











Do not change the typeface of Do not place the logo on a Do not place the logo on a
the logo coloured background without complex background
adequate contrast



BRAND GUIDE 53

Visual Identity









COLOUR PALETTE Primary Colour Palette


The MITT colour palette is based on a dark
green and dark grey treatment.
The secondary palette balances the primary
palette by incorporating both bright and warm
tones. The tertiary palette complements the
secondary one and adds fresh bright hues MITT GREEN MITT GREY
®
®
to the palette. The consistent use of brand PANTONE 329 PANTONE 425
colours throughout MITT’s communications, HEX: 006D5D HEX: 514F51
whether internal or external, strengthens RGB: 0, 109, 93 RGB: 81, 78, 81
the relationships of the colour palletes CMYK: 100, 10, 61, 38 CMYK: 60, 55, 50, 40
and increases their recognition with our
various audiences.
Secondary Colour Palette
It is important to render MITT colours accurately. Some challenges can
arise when working with suppliers in various mediums. Varying printing
processes are used for reproducing colours, such as on a mug, delivery
vehicle, or banner. Please request that the colour accuracy reference be
the PANTONE system with official “PMS” values.
If you have any questions regarding MITT colours or printing processes,
please contact [email protected]. PANTONE 302 PANTONE 7704 PANTONE 7457 PANTONE 374 PANTONE 427
®
®
®
®
®
HEX: 0B3C5F HEX: 0082A1 HEX: AED1E6 HEX: BAD976 HEX: D6D9DB
RGB: 14, 61, 94 RGB: 0, 130, 161 RGB: 188, 221, 230 RGB: 187, 217, 118 RGB: 214, 217, 219
CMYK: 99, 77, 39, 28 CMYK: 100, 35, 30, 0 CMYK: 25, 3, 7, 0 CMYK: 30, 0, 70, 0 CMYK: 15, 10, 10 0
Tertiary Colour Palette






®
®
®
®
PANTONE 166 PANTONE 319 PANTONE 360 PANTONE 393
HEX: E35205 HEX: 2DCCD3 HEX: 6CC24A HEX: F0EC74
RGB: 227, 82, 5 RGB: 45, 204, 211 RGB: 108, 194, 74 RGB: 240, 236, 116
CMYK: 0, 76, 100, 0 CMYK: 59, 0, 22, 0 CMYK: 59, 0, 90, 0 CMYK: 3, 0, 63, 0
54 MANITOBA INSTITUTE OF TRADES AND TECHNOLOGY

Visual Identity









COLOUR, LEGIBILITY,

AND ACCESSIBILITY


The MITT colour palette deliberately includes
colours with high levels of contrast for a person ACCEPTABLE ACCEPTABLE ACCEPTABLE
with a visual impairment. These deep colours
render well in digital environments for High
contrast
maximum visibility.
colours
To ensure that everyone can access information
with ease, including a person with a visual
impairment, legibility must be a key consideration
when using MITT colours. To enhance legibility, NOT ACCEPTABLE NOT ACCEPTABLE NOT ACCEPTABLE
ensure that there is significant contrast between Low
the foreground and background colours.
contrast
colours






STANDARDS ACCESSIBLE COLOUR CONTRAST CHECKERS
Always consider the user contrast-finder.tanaguru.com
when designing for web, and snook.ca/technical/colour_contrast/colour.html
ensure that colour choices
meet WCAG 2.0 AAA web
accessibility standards. RGD ACCESSIBLE DESIGN HANDBOOK
The references at right link rgd.ca/rgd-certification/online-test/accessibility-section
to tools for accessibility rgd-accessibledesign.com
and best practices.

COLOUR PALETTE BUILDER
toolness.github.io/accessible-color-matrix/
In keeping with accessibility regulations, it is recommended that print materials include the line:
Alternate formats of this document available upon request.



BRAND GUIDE 55

PHOTOGRAPHY Students



STUDENTS

Careful consideration when selecting imagery
is vital to ensuring a succinct and consistent
brand presence. MITT’s brand uses a broad
yet distinct visual vocabulary with the following
stylistic sensibilities.

Students are photographed while engaged in
conversation or tasks, with an editorial style that
is natural, not posed or rigid. The scenes are
positive and aspirational. Environments are
shot in bright lighting conditions.

To communicate a sense of motion and dynamic
moments, the perspective is never from directly
in front of students but slightly off at an angle,
as if the camera were approaching or moving
by the scene.
























56 MANITOBA INSTITUTE OF TRADES AND TECHNOLOGY

PHOTOGRAPHY Hands on



HANDS ON

Hands-on scenarios feature students and
instructors in natural editorial-style scenes.
They are focused and engaged with each other
or on their tasks. Dynamic angles, cropping
and lighting is used to accent the photos.










































BRAND GUIDE 57

Visual Identity









FONT FAMILIES Sans Serif


The use of consistent typography ensures that Din
MITT communications maintain a professional and
unified appearance. The MITT official typefaces fit ABCDEFGHIJKLMNOPQRSTUVWXYZ
a variety of communication needs for both print
and digital materials. They also complement the abcdefghijklmnopqrstuvwxyz 1234567890
MITT logo. Each typeface contains a family of fonts
that has a range of weights and style options, Styles
including light, regular, bold, and italic.
Light Condensed
ACCESSIBILITY Regular Condensed Bold
Accessible text can be read out loud by text-to-speech software or Medium
translated into braille. Images of text are not accessible unless OCR Bold
(Optical Character Recognition) is enabled, which can be read by
adaptive technology. MITT typefaces were chosen while keeping
in mind accessibility for people with visual impairments.

Please note that MITT primary typefaces are licensed fonts.
These typefaces may be purchased at MyFonts.com
Serif


Plantin Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890


Styles
Light
Light Italic
Regular
Bold








58 MANITOBA INSTITUTE OF TRADES AND TECHNOLOGY

Visual Identity









WEB AND Sans Serif Web Font

SCREEN FONTS
Roboto
To ensure consistency on digital platforms, screen- ABCDEFGHIJKLMNOPQRSTUVWXYZ
safe fonts have been selected for use to allow live
text use where the traditional Din and Plantin fonts abcdefghijklmnopqrstuvwxyz 1234567890
are not viable. Roboto is the screen complement
font to Din, Crimson Text is the screen complement Styles
to Plantin. Both of these screen fonts share the
same geometric structures and proportions as Light Medium Black
their traditional counterparts. Light italic Medium italic Black italic
Regular Bold
ALTERNATIVES Bold italic
When working on desktop publishing or word processing projects, Regular italic
DIN or Plantin or the listed screen fonts may not be available as font
options. In that case, please use Calibri (sans serif) and Times New
Roman (serif).


Serif Web Font


Crimson Text
ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1234567890


Styles
Regular Bold
Regular italic Bold italic
SemiBold
SemiBold italic







BRAND GUIDE 59

Visual Identity









LOGO FILE FORMATS


MITT logos are available in multiple digital
formats. These formats are specific to the FILE NAME TERMS DEFINITION
communication material needed; for example,
print or web. Contact External Relations Horiz Horizontal
at [email protected] to request logo files.
Vert Vertical
NOTE
Business cards, stationery, and letterhead are managed CMYK Cyan/Magenta/Yellow/Black (print colour mode)
by External Relations in partnership with an external vendor.
Do not reproduce these materials.
RGB Red/Green/Blue (screen colour mode)
If you have stationery needs, please contact
[email protected]. K Black

PMS Pantone Matching System
®

REV Reverse


EPS

EPS files are vector graphics. This means they can be resized without distortion
or loss of detail. To use an EPS file, you must have access to and training on the
®
Adobe Creative Suite of software.
TIFF, JPG, GIF, AND PNG

These files are raster graphics. This means that detail is composed of pixels. The
image quality of raster graphics will degrade as you enlarge them or as you save
them multiple times. JPG files can be used across desktop publishing software,
Word and PowerPoint with one limitation: transparency. PNG is an alternative
that supports transparent backgrounds. GIF files are limited to 256 colours.
These are acceptable choices for web but not for print.




60 MANITOBA INSTITUTE OF TRADES AND TECHNOLOGY

Visual Identity









ACCESSIBILITY


Like our classrooms and physical spaces, the MITT • Avoid large blocks of text by breaking content into smaller sections with
brand aims to create a barrier-free environment, meaningful headings.
where everyone has easy access to the information
they require. Please keep the following points • Limit the number of different fonts and weights used within any one piece.
in mind when producing any MITT materials • When applying colour to text, restrict it to titles, headlines, or other display types.
or communications.
• Ensure high contrast between text and backgrounds. Examples of high contrast
are black on a white or other light-coloured background, or white text on a black
or dark-coloured background.

• Keep the layout simple and free of visual clutter (too many competing elements).
• Reduce the use of all caps to titles and headlines.

• Reduce the use of italic type to essential information that needs emphasizing.

• Use bolding sparingly.
• For best legibility, avoid placing text over busy or complex backgrounds.

• For digital applications, ensure fonts are at minimum 12 pixels high.

• Text in digital applications should be aligned to the left side. This is key
for users who are magnifying the text in their browser.

• For web, font stacks should include at least one generic font declaration
at the end (either serif or sans serif).
• For web, proper heading tags (h1, h2, h3, etc.) are important as opposed to
applying a bold style to the heading text. Search engines will only recognize
a heading if it is coded this way.









BRAND GUIDE 61

Visual Identity









GLOSSARY Brand: the intangible perception of a product or organization’s attributes, including its
name, packaging and price, its history, its reputation, and the way it is advertised.

CMYK: the method of printing commonly referred to as “full colour.” It involves the use of
four printing inks (cyan, magenta, yellow and black) combined to reproduce colour photos
in a wide variety of colours.

Greyscale: the method of printing using one colour to print a range of greys from
white to solid black.

Kerning: the spacing between letters or characters within a line of text.

Leading: the spacing between lines of type in a paragraph.
Logo: a visual mark used by an organization to identify itself, usually consisting
of a symbol, typographic treatment, and tagline.
Pantone®: a brand of numbered printing inks based on pre-mixed colours chosen
from swatch books.

Reversed: a graphic element placed on a dark-coloured background, thus making
it necessary to make that element white in colour to maximize readability.

RGB: a method of displaying colours on a computer or TV screen. It involves the
use of three colours (red, green and blue) combined to reproduce a wide variety
of colours and colour images.

Positioning Line: a phrase or slogan used by an organization—usually in conjunction with
their logo—to associate themselves with a certain identity or sensibility, or to induce a
certain response from the viewer.

Tracking: the loosening or tightening of a selected block of text.
Typeface: a set of one or more fonts, in one or more sizes, designed with
a stylistic unity.

Typography: the practice of employing different typefaces of various sizes,
formats, and colours to create a desired feeling in a design piece.



62 MANITOBA INSTITUTE OF TRADES AND TECHNOLOGY