Military Family Services (mfs) is pleased to provide the updated National Graphics Standards Manual. The changes we have made to the manual introduce our


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Foreword
Military Family Services (MFS) is pleased to provide the updated National Graphics Standards Manual. The changes we have made to the manual introduce our graphic identities, and aim to increase the recognition and integrity of our Program’s existing visual identifiers.
This manual has been developed to assist all Military Family Resource Centre (MFRC) staff and volunteers in their communications, publications and promotional activities. These guidelines will help the Military Family Services Program (MFSP) achieve consistency and clarity, both online at www.familyforce.ca and on the ground at local Centres.
Please review this manual, and note the inclusion of each of the Program’s related identifiers: the MFSP logo, the Military Families: Strength Behind the Uniform (SBU) logo, the FamilyForce logo, the Family Information Line (FIL) logo and the new MFS logo. Details are also provided on the use of the Department of National Defence (DND) flag symbol, and the Canada wordmark. Although the Support Our Troops Yellow Ribbon Image is not an MFSP identifier, details regarding its use are also provided herein in order to ensure brand integrity and provide guidance on the proper use of the image.
This manual is available electronically at https://www.cfmws.com/en/AboutUs/MFS/ResourcesMFRCs/Pages/MFSPLogosGraphics.aspx in both English and French.
Questions regarding the contents of this manual and the application of the various logos described should be directed to the MFS Communications Manager, whose contact information is listed on the above website.
MFS hopes that this manual will clarify how, when and why to use our national graphics and logos. The consistent use of clean, clear graphics by all stakeholders will strengthen our brand identity and contribute to the development of more powerful and effective communications materials and products.

Military Family Services

Jan 2014

TABLE OF CONTENTS
1. INTRODUCTION

1.1 Background

1.2 Purpose

1.3 Scope
2. MILITARY FAMILY SERVICES PROGRAM

2.1 Proper Name of the Program

2.2 The Graphic Symbol

2.3 The MFSP Logo

2.4 Logo Typeface

2.5 MFSP Logo Colours

2.6 Colour Variations

2.7 Application of the Logo

2.8 Logo Reproduction

2.9 Logo Sizing

2.10 Logo Spacing Requirements

2.11 Logo and the Official Languages Act Requirements
3. MILITARY FAMILIES: STRENGTH BEHIND THE UNIFORM

3.1 Proper Name of the Campaign

3.2 Campaign Purpose

3.3 The SBU Logo

3.4 Logo Typeface

3.5 SBU Logo Colours

3.6 Colour Variations

3.7 Application of the Logo

3.8 Logo Reproduction

3.9 Logo Sizing

3.10 Logo Spacing Requirements

3.11 Logo and the Official Languages Act Requirements
4. PROMOTION OF FAMILYFORCE.CA

4.1 Proper Website Addresses

4.2 Site Names in Written Form

4.3 The Graphic Symbol

4.4 FamilyForce Logo

4.5 Logo Typeface

4.6 FamilyForce Logo Colours

4.7 Colour Variations

4.8 Application of the Logo

4.9 Standard FamilyForce Text Description

4.10 Logo Reproduction

4.11 Logo Sizing

4.12 Logo Spacing Requirements

4.13 Logo and the Official Languages Act Requirements


5. PROMOTION OF THE FAMILY INFORMATION LINE

5.1 Proper Name of the Line

5.2 The Graphic Symbol

5.3 FIL Logo

5.4 Logo Typeface

5.5 FIL Logo Colours

5.6 Application of the Logo

5.7 Standard FIL Text Description

5.8 Logo Reproduction

5.9 Logo Sizing

5.10 Logo Spacing Requirements

5.11 Logo and the Official Languages Act Requirements
6. SUPPORT OUR TROOPS YELLOW RIBBON IMAGE

6.1 Yellow Ribbon Licensing

6.2 Application of the Yellow Ribbon Image

6.3 Image Reproduction

7. MILITARY FAMILY SERVICES

7.1 Composition of the Logo

7.2 Official Symbol

7.3 Typography

7.4 Official Font

7.5 Official Colours
7.6 Approved Logos
8. PUTTING IT ALL TOGETHER

8.1 When to use each logo

8.2 Always keep in mind

1. INTRODUCTION
1.1 Background

In April 2004, MFS unveiled the MFSP logo at the National Leadership Forum as part of its Brand Development Process.
The MFSP logo provides a linking symbol to DND/MFS and between and among MFRCs. The use of the MFSP logo by individual Centres establishes MFRCs as the designated provider of the MFSP and as such, serves to increase the MFRCs’ credibility and authority. The use of the MFSP logo by MFRCs, MFS and other service providers and stakeholders provides a “seal-of-approval” or certificate of quality and trust.
Since 2004, the MFSP brand has grown and evolved. In 2008, MFS launched the Military Families: Strength Behind the Uniform (SBU) marketing campaign in collaboration with a group of key stakeholders. The SBU campaign included its own complementary logo to use on resources and promotional materials developed for outreach to Canadian Armed Forces’ (CAF) families.
In 2009, Director General Personnel and Family Support Services (DGPFSS) introduced the Support Our Troops Yellow Ribbon Image as their trademarked logo and as a means of regrouping fundraising and sponsorship efforts under a single, consistent identifier. The Yellow Ribbon Image is available for use by MFRCs and other service providers whose work supports military personnel and their families.
Striving to build upon our MFSP services, in 2010 MFS introduced www.familyforce.ca, the online portal connecting military families with their local MFRC, and national information, resources and services. In order to promote this new URL in a clear, visually appealing manner, a FamilyForce logo was developed to coincide with the formal launch of the website in 2011.
2011 also saw the launch of the Family Information Line, an expansion of the former Mission Information Line to provide a broad range of information, support and referral to the various services offered to CAF families. To advertise its new and enhanced services to families, the FIL logo was created.
With the MFSP implemented through MFRCs at all CAF bases, wings and units, several thousand employees and volunteers may be involved in applying and using the suite of logos related to the MFSP. The effective and proper use of the logos has countless benefits for all stakeholders. Not only will the correct use of the logos help create an immediately recognizable national brand identity, it can also add fundraising leverage, and instill a sense of pride and common purpose in the delivery of services for military families.
1.2 Purpose

This manual has been created to clearly instruct you in the use and application of the various logos associated with Military Family Services. It outlines the standards that are to be carefully followed to ensure consistency and accuracy in logo application and usage. These components will help us to achieve our goal of creating immediately recognizable identities that will increase public awareness and create maximum exposure for the various services available to the military community.
Our primary objective in developing this manual is to achieve an effective and consistent identity for CAF family services. It is critical, therefore, that all materials are developed in accordance with the enclosed standards.
1.3 Scope

The standards in this manual apply to all materials produced as part of the publicly-funded MFSP, by anyone, in any format, for any purpose. This includes materials produced by MFS and MFRC employees, volunteers or contractors, and also includes materials targeted both at external audiences and employees.
Whenever the logos outlined in this manual are used, their use must comply with these standards. The responsibility for the correct application and usage of the MFSP identity and its associated brands rests with all stakeholders of the Program.
As every medium used for communication has unique visual identity implications, these graphics standards apply to all products created for any medium, including:


  • Print materials such as pamphlets, posters, report covers, folders, binders, manuals, bookmarks, certificates, etc;

  • Electronic products such as FamilyForce and secondary websites, e-learning products, electronic documents, CD-ROMs, diskettes, etc;

  • Audio-visual products and expositions such as electronic presentations, portable and static displays, TV, video productions, etc; and

  • Promotional and specialty items such as banners, name tags, and other promotional or specialty products. The range of promotional and specialty items to which the logos may be applied is virtually limitless. Use discretion and judgment in application of the logos.


When producing items that are not covered in this manual, use the information contained herein as a basis from which to work. If you have any questions concerning the proper use or application of logos, please contact the MFS Communications Manager.
2. MILITARY FAMILY SERVICES PROGRAM
2.1 Proper Name of the Program

  • The official English name of the Program is: Military Family Services Program.

  • The official French name of the Program is: Programme des services aux familles des militaires.

  • The official acronym for the Program name in English is MFSP, and in French is PSFM.


The Program’s name must appear in one, or both, of these forms whenever it is used. For clarity, it is preferable to use the acronym alone only after the Program name has already been spelled out once. Use parentheses to indicate that the acronym will hereafter be used to represent the program name: Military Family Services Program (MFSP); Programme des services aux familles des militaires (PSFM).
2.2 The Graphic Symbol

The MFSP logo symbol shows a stylized “open-concept” house with a maple leaf symbol on one side and a set of stripes on the other. A curved path leads to and from the house, effectively depicting a concept of openness and approachability.
The following Program attributes are incorporated into the logo:

  • Canadian: represented by the maple leaf on top of the house;

  • Military: represented by stripes on left hand side of the logo;

  • Family / Community / Supportive: represented by the house; and

  • Accessible / Welcoming Environment: represented by the open house and road (path leading in and out).


In solitary uses, the stylized graphic symbol should never be dissociated from the Program acronym and name (if applicable). Together, these identifiers form the official MFSP logo. However, should you wish to display the graphic symbol on its own to create a dramatic design effect (such as on the cover of this manual), the official logo must always be displayed in its original form on the same page, and approval must be granted by MFS.
2.3 The MFSP Logo

There are two official bilingual MFSP logos. Both official versions are comprised of the stylized graphic symbol with the official English and French names of the Program on either side. The official language of the province or territory where the logo is to be displayed determines precedence of language.
For example, in English communities, the bilingual MFSP logo appears as below:

And, in French communities, the bilingual MFSP logo appears as below:



If the space permitted for the bilingual MFSP logo is less than 2” (5 cm) wide the Program name portion of the logo is dropped as it becomes illegible, and the acronym is used alone. This may often be the case when developing small, space-restricted promotional materials such as pens or lanyards.

The English-only version of the logo is comprised of the stylized graphic symbol with the official English name of the Program on the right hand side, as below:


The French-only version of the logo is comprised of the stylized graphic symbol with the official French name of the Program on the right hand side, as below:



As with the bilingual logo, there may be times when the space available for a unilingual logo is too small for the program name to be legible. If the space permitted for the unilingual logo is less than 1” (2.5 cm) wide, please use the appropriate acronym-only version, as below.


2.4 Logo Typeface

The name of the Program is set in FritzQuadrata (Friz Quadrata) – True Type Font. Elegant, simple and easy to read, this font was selected for its originality, clarity and ability to keep a current, classic appearance.
2.5 MFSP Logo Colours

The use of precise colour standards is vital to the consistent representation of the MFSP logo. To ensure exact colour reproduction, use the Pantone Matching System (PMS). The two official colours for the MFSP logo are:


  • Black

  • Red (Pantone or PMS 185)


In addition to the MFSP logo, PMS 185 (red) is used for the Canada wordmark, the global symbol of the Government of Canada. Do not hesitate to reject items that fail to match the official colours.
2.6 Colour Variations

In addition to the classic MFSP logo, the logo may be presented in the following colour variations.
A white and red option is available for use on dark backgrounds as below:

A grey and black option is available for items with bright backgrounds, as below:


All black or all white logos are available for items printed in only one colour, as below:


2.7 Application of the Logo

In keeping with the spirit of a national identifier for the Program, the official MFSP logo will appear on all materials intended for the target audience of the MFSP (i.e. MFRC staff, volunteers, Advisory Committees, Board Members, CAF leadership, and families). The MFSP or SBU logo should be used on materials that are either funded through the MFSP, or where the intent of the material is to promote the programs and services that fall under the purview of the MFSP.

There may be specific times when design, lack of space or expense will not allow for logo reproduction, but for those situations when the logo is used, the following criteria apply to ensure its integrity:

  • in solitary uses, it should be displayed as one distinct element, inclusive of the stylized graphic symbol, the Program acronym, and the Program name (if applicable);

  • though precise logo placement may vary, the MFSP logo should always be displayed in a prominent position, such as on the first page of print publications;

  • it may not be altered or embellished in any way;

  • it may be produced only from an authorized master copy (use is limited to the provided artwork files from MFS);

  • it should be displayed in generous open space, free from close association with any interfering or distracting elements; and

  • it may not appear on a visually conflicting background.


Minor deviations can become magnified over time and will undermine the impact of the MFSP identity program. Specific application rules are listed below.
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