Canada Science and Technology Museum Corporation
CORPORATE IDENTIFICATION SYSTEM
DIRECTIVE # 201
20 MAY 1998

Updated: September 14, 2015

TABLE OF CONTENTS
1.0 DIRECTIVE
2.0 DEFINITIONS
3.0 FEDERAL IDENTITY PROGRAM
4.0 OFFICIAL LANGUAGES
5.0 CORPORATE LOGOS
6.0 SPECIFIC USES
6.1 Personnel and Product Identification
6.2 Signage
6.3 Plaques and Awards
7.0 ROLES AND RESPONSIBILITIES
8.0 AUTHORITIES
9.0 REFERENCES
Directive: CORPORATE IDENTIFICATION SYSTEM / Date: 11 September 2015
/ / No: 201

Content

Content
1.0 DIRECTIVE
The Canada Science and Technology Museum Corporation (CSTMC) will use a Corporate Identification System that clearly recognizes CSTMC as an organization of the Federal Government of Canada. The objective of this directive is to ensure that the Corporate identity is consistent with government-wide priorities and to promote good administrative and marketing practices in managing the identity of its three Museums.
2.0 DEFINITIONS
Advertisingrefers to the purchase of space or time in print, broadcast media or other mass media such as outdoor advertising.
Branding is a set of activities designed to develop and protect a strong, unique identity that creates expectations on the part of the targeted consumer for a particular business or product. Branding is the look and use of identity vehicles such as the name, brand promise, slogans or tag lines associated with a business or product, logos, building signs, advertisements, media releases, publications, programs and staff identification.
The Canada wordmark serves as the global identifier of the government and is the dominant Corporate symbol of the Federal Identity Program (FIP). It consists of the word "Canada" with a flag symbol over the last "a".
Design standards are the approved uses of design elements. These are outlined in the Government Policy on FIP requirements and in the Logo Application Manuals for use of Corporate logos. They prescribe elements such as shape, size, layout, colour, typography and use of symbols.
Logo refers to a graphic device intended to identify the Corporation or one of its affiliated Museums.
Printed material refers to any publication, folder, brochure, booklet, news release, poster, flyer or other printed and electronic media.
Titles are the approved titles of the Corporation, including the legal and applied titles.

  • The legal title is the name of the institution that appears in the Museums Act. The legal title of the Corporation is the National Museum of Science and Technology
  • The applied title is the approved name used to identify the Corporation or one of its affiliated Museums. It has the dual purpose of expressing the function or nature of the institution to the public, and to identify it as an institution of the Government of Canada. Applied titles for the Corporation are:

Canada Science and Technology Museums Corporation / Société des musées de sciences et technologies du Canada

Canada Science and Technology Museum / Musée des sciences et de la technologie du Canada

Canada Aviation and Space Museum / Musée de l'aviation et de l’espace du Canada

Canada Agriculture and Food Museum / Musée de l'agriculture et de l’alimentation du Canada

Signage is a collection of signs used to identify, direct, regulate, warn or inform public and staff.
3.0 FEDERAL IDENTITY PROGRAM
The Government's Federal Identity Program (FIP) has the following primary objectives:

  • to establish a consistent means of identifying federal activities that is recognizable to the public,
  • to facilitate access to federal programs and services,
  • to project the equality of status of the two official languages consistent with the Canadian Charter of Rights and Freedoms and the Official Languages Act.

Institutions must ensure that an appropriate signature, with the Canada wordmark, are applied wherever an activity of the federal government is represented. This means the identification of programs[FP1], products, material, equipment and real property.
To comply with FIP, the Corporation's identification system includes the use of the Canada wordmark, a bilingual title and, when appropriate, an approved logo. The Corporate Identification System will apply to all printed material including stationary and forms used externally, audiovisual material, off-site exhibits and programs, advertising, signage, plaques, motor vehicles and personnel identification.
4.0 OFFICIAL LANGUAGES
French and English must be given equal prominence in all instances, including in colour, style, size, and weight of type. The official languages must appear in side-by-side, over and under or back to back bilingual format or in separate versions in each language.
The order of official languages in a side-by-side, over and under or back to back bilingual format is determined by factors such as location, language and distribution of the intended audience. The official language spoken by the majority of the population where the item will appear should be placed on the left. Thus, French appears on the left in Quebec, and English appears on the left in the other provinces and the territories. For national distribution, English will normally appear on the left. If the volume or range of distribution warrants, two versions can be printed (i.e. English/French and French/English).
Advertising will be in the language of the medium, except for outdoor and transit ads, which will be in both languages.
5.0 CORPORATE LOGOS
The primary objective of the identification system can be achieved only if its integrity and uniqueness are respected, and its use properly planned and controlled. If logos are used indiscriminately or their visual aspect is allowed to be altered or distorted, they will soon lose the unity of purpose they are designed to project and the global image of the Corporation and the Museum they are meant to convey. The ultimate responsibility for the development and control of the identification system rests with the Brand Managers which include the following positions:

  • Manager, Production Services
  • Manager, Communications and Marketing

This responsibility includes the development of design concepts and standards required for the use of the logos; management of "branding" with respect to Museum signage, programs, staff identifiers, publications, brochures, videos and electronicproducts; advertising and promotional initiatives; and partnerships with outside parties.
The standards dictating the use of the logos must be adhered to. There can be no unauthorised changes or modifications in any way to what is presented. Logos may be used on envelopes, printed material, audiovisual material, advertising, and project signs, but must always appear in conjunction with the appropriate title and the Canada wordmark.
From a marketing perspective, it may be important to give a project, such as an exhibit, an identity. In such instances, the project identifier shall be developed in cooperation with the responsible Brand Manager.
6.0 SPECIFIC USES
6.1 Personnel and Product Identification
As a general rule, the only position that can be identified on letterhead, envelopes and notepaper is the CEO of the Corporation, and then only by title, not by name.
Personnel identification on official items such as uniforms and badges,must[FP2] have the Canada wordmark and can include the name and function of the bearer.
6.2 Signage
The facilities occupied by the Corporation will be prominently identified by signage that

  • facilitates access to its programs and services,
  • enables the public to clearly recognize the facilities as federal activities,
  • projects the equality of status of the two official languages.

Primary identification signs (the first sign that identifies the Corporation as a federal facility) must bear the bilingual title of the site and the Canada wordmark.
The Canadian flag shall be flown or placed in close proximity to the entrance of the Museums and the Canada wordmark used in the entrance or the reception areas.
Requests for signage are submitted in writing to the Manager, Production Services or Manager, Communications and Marketing. Requests for signage in common areas to identify staff or building services are forwarded to Protection and Facilities Services. As well, all signage proposals where sharing of locations or means of installation may be a factor must be reviewed by Protection and Facilities Division. Major signage projects must be included in work plans and approved through the work-planning process.
6.3 Plaques and Awards
The Coat of Arms may only be used for non-identification purposes, such as in the design of a retirement certificate or a plaque. Restrictions on the use and design standards of the Coat of Arms are described in the FIP policy.
7.0 ROLES AND RESPONSIBILITIES
Allstaff members must comply with FIP regulations and internal standards related to Corporate and Museums identity.
TheManager, Production Services and Manager, Communications and Marketing as branding managers, are responsible for

  • ensuring compliance with FIP regulations and logo standards within their respective Museums in relation to public programming initiatives such as audiovisual material, off-site exhibits, educational programs, and promotional and advertising material,
  • developing design concepts and standards dictating use of the logos,
  • coordinating and controlling all uses of logos,
  • identifying requirements for and developing and installing off-site signage for each Museum,
  • assigning to private industry the right and privilege to use logos for advertising and promotional purposes.

TheDirector, Finance and Administration[FP3] is responsible for

  • ensuring signature and symbols on CSTMC assets such as motor vehicles and equipment comply with FIP regulations,
  • ensuring non-advertising printed material such as letterhead and forms, and personnel identification materials such as business cards and badges, comply with FIP regulations and logo standards,
  • ensuring CSTMC publications convey the proper tone, format and symbols to achieve the desired branding effect and comply with FIP regulations in cooperation with the branding managers.

The Director, Facilities and Protection Division isresponsible for

  • ensuring government facilities are identified in accordance with FIP regulations,
  • identifying, developing and installing on-site public signs related to staff and building services.

8.0 AUTHORITIES
Government's Federal Identity Program
Official Languages Act
Canadian Charter of Rights and Freedoms
9.0 REFERENCES

Guide de normes graphiques de la SMSTC

[FP1]I thought it was best efforts for Crown Corporations?

[FP2]I don’t think we do his now do we really want to?

[FP3]Is this still accurate? Louise does all this now.