TELUS Spark’s
brand identity
TOOL KIT
LAST UPDATED: June 2013
TELUS Spark’s brand identity guide TOOL KIT
06/12/13
Logo
The blue and black version is the primary logo.
As such, it is to be used in all possible situations.
solid black and white logo
The black and white logo version is to be used in the
following applications: one colour applications, minimal size
is less than 1.25” (32mm); resolution of medium is 133 dpi or
less (newsprint).
Download
Primary Logo
secondary coloured logos
The coloured versions of the logo is to be used within the
context of a series of materials, such as a notecard series or
poster series.
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Logo
Download
Logo
clear space
1X height of clear space, based the height of TELUS, is to be
applied around the logo
CLEAR SPACE
White
PMS 383
PMS 116
C0 M0 Y0 K0
Hex# ffffff
C20 M0 Y100 K19
Hex# b2bb1e
C0 M16 Y100 K0
Hex# ffd200
PMS 158
PMS 227
PMS 446
C0 M61 Y97 K0
Hex# f58025
C0 M100 Y7 K19
Hex# c6006f
C21 M0 23K75
Hex# 4c5a52
X
CLEAR SPACE
CLEAR SPACE
X
X
Download
Logo
BLACK
C0 M0 Y0 K100
Hex#000000
REVERSED black and white logo
The reversed black and white logo version is to be used where
the background is dark or black and requires a reverse logo to
read well.
X
Download
Logo
PMS 299
C85 M19 Y0 K0
Hex#009ddc
secondary colour palette
Download
Logo
Download
Logo
Primary colour palette
CLEAR SPACE
X
minimum size
Minimum size of primary and secondary coloured logos to
be no less than 1.25” (32mm) wide. Should smaller logo be
required use black and white version.
1.25” (32mm)
tertiary Colour Palette
COOL GRAY 11
PMS 5415
PMS 466
PMS 7505
C0 M2 Y0 K68
Hex# 717073
C42 M8 Y0 K40
Hex# 5d87a1
C12 M22 Y43 K0
Hex# e0c398
C0 M30 Y70 K55
Hex# 896532
TELUS Spark’s brand identity guide TOOL KIT
06/12/13
typography
Business to Business: LOGO USAGE and CTA LOCKUP (eg. stationery)
Primary Typeface
In Business to Business material the primary logo is to be used (Pantone 299).
The CTA information will be applied with the same principles as the B to C applications
with these exceptions:
Bliss ExtraLight: ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Bliss Light:
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Bliss Regular:
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Bliss Medium:ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Bliss Bold:ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Bliss Exta Bold: ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Bliss Heavy:
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
· full street address with postal code will always be included
· website address will be approximately 10% greater
(not the 20%+ of the B to C variation)
X
X
SparkScience.ca
220 St. George’s Drive NE
Calgary, Alberta, Canada T2E 5T2
T. 403.817.6800
info@sparkscience.ca
BLISS availability
SparkScience.ca
BLISS font resides on Marketing computer systems within TELUS Spark.
As an external partner or supplier, the BLISS font can be purchased
at www.type.co.uk
Alternate Typeface (web / digital)
VERTICAL VERSION:
CTA information will hang flush left at the tagline and 1X height away
from the tagline. Size of CTA follows the same principals as above.
Trebuchet MS:
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Trebuchet MS Bold: ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Helvetica Light: Helvetica: Helvetica Bold: ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
220 St. George’s Drive NE
Calgary, Alberta, Canada T2E 5T2
T. 403.817.6800
info@sparkscience.ca
220 St. George’s Drive NE
Calgary, Alberta, Canada T2E 5T2
T. 403.817.6800
info@sparkscience.ca
SparkScience.ca
TELUS Spark’s brand identity guide TOOL KIT
06/12/13
Business to Consumer: LOGO USAGE and CTA LOCKUP
PRIMARY LOGO
SECONDARY COLORED LOGO and CTA LOCKUP Business to Consumer
HORIZONTAL VERSION:
CTA information will hang from the height of the k as indicated. It will be positoned X
width from the right edge of the logo. Hanging the CTA will allow the logo to be sized
according to your needs yet keep this hanging placement.
HORIZONTAL VERSION:
CTA layout will follow guidelines as to left. The one detail that has been adjusted for
legibility is the website address: it will appear in black across the coloured logo usage as
shown below.
Minimum font size of CTA is 7.5 point. Minimum font size of website is 8 point. Website
font size is to be at least 20% greater than the address information.
Within a series of material, if the blue and black logo is used the website will appear in
black as well.
CTA content can vary according to use, for instance, no telephone or email address.
X
220 St. George’s Drive NE
Calgary, Alberta, Canada
T. 403.817.6800
info@sparkscience.ca
220 St. George’s Drive NE
Calgary, Alberta, Canada
X SparkScience.ca
SparkScience.ca
220 St. George’s Drive NE
Calgary, Alberta, Canada
T. 403.817.6800
info@sparkscience.ca
SparkScience.ca
VERTICAL VERSION:
CTA information will hang flush left at the tagline and 1X height away
from the tagline. Size of CTA follows the same principals as above.
220 St. George’s Drive NE
Calgary, Alberta, Canada
T. 403.817.6800
info@sparkscience.ca
SparkScience.ca
220 St. George’s Drive NE
Calgary, Alberta, Canada
T. 403.817.6800
info@sparkscience.ca
SparkScience.ca
TELUS Spark’s brand identity guide TOOL KIT
06/12/13
ASTERISK Support graphic
The asterisk is to be used as a support graphic. It can reside within a composition as
a solid graphic or as a watermark. Its placement is based on balance and legibility of
type and other imagery.
simplified ASTERISK
The simplified asterisk is to be used on all offset printing, silkscreen and cloth
applications.
Download simplified blue
Download simplified yellow
Download simplified orange
Download simplified magenta
Download simplified green
Full detail ASTERISK
The full detail asterisk is to be used for digital formats.
Download full detail blue
Download full detail yellow
Download full detail orange
SOLID ASTERISK
The solid asterisk is to be used for media that cannot retain the detail of the
asterisk’s spark. These media may include, but not limited to: embroidery &
silkscreening. In a small scale, medium-centric application, the spark asterisk may
have loss of detail. The solid asterisk is appropriate to use in this situation.
Download full detail magenta
hyperlink full detail green