The factsheet designed to accompany the visual identity presentation. Green Hectares offers this content as part of an initiative to enable rural communities with technology.

1. Visual Identity
Target Audience:
This course is intended for people looking to creat a new visual What you’ll need:
identity.
Requirements:
Participants should have a computer with Windows® and
Internet Explorer ™ 8 installed.
Description:
Participants will learn the importance of branding, go through
the process of creating a logo and color scheme and ensuring
letterhead, business cards, print media and websites all follow Computer Internet Explorer™8
visual identity guidelines.
Prerequisites: You’ll also need an Internet connection.
Basic computer knowledge is helpful.
Why is it important
Clearly separates company from competition
Allows customers to remember your company when thinking of either the product or service your company
provides.
Brand Recognition
Allows company to quickly grab attention by using brand recognition without blatantly using the company’s
logo. The more recognizable the brand, the easier and faster a customer will be influenced by various
marketing mediums.
Common mistakes
Using multiple graphic designers
Small businesses usually create various marketing materials as needed. The issues arise when using multiple
designers since consistent materials are rarely created. A lot of the time designers will add their own style to
create materials. The less consistent your marketing materials are, the harder it is for clients to remember
your company.
Consistently rebranding your company
Companies that are consistently exposed to their brand may feel the need to freshen the look of their
company’s image. Try to avoid rebranding since it will take several times for a client to be exposed to your
branding before they begin to remember your company.

2. Exercise: Creating a Design brief
Company Name:
Describe your company:
Who is your target?
Main competitors?
How do your clients find you now?
How do you want your clients perceive you?
Choosing a Typeface
Sans-serif
Sans-serif fonts are ones without the little pieces on each character. Sans-serif fonts are typically better for
screen use as at smaller sizes. The serifs on serif fonts make individual letters hard to read.
Serif
Serif fonts are typically used for long bodies of text on printed medium. The way we read words is not based
on the individual letters but more importantly the shape of a word. The serifs create a natural flow of letters
which makes the shape of words easier to recognize.
Multiple Versions
It is important to have multiple versions of your logo for various mediums. Whether placing the logo on a

3. poster, a flyer, a website, or an invoice, a company’s logo needs to be versatile. A company should have a black
and white version, a coloured version, and a text-only version.
Coincide with Company Image
• Company colours are very important. Research colors and their effects - then choose colors that
compliment your company.
• Try and invoke an emotion when choosing colours. Apply colours to your marketing materials.
• Try variations of color schemes on a marketing material piece to see the different effects colors can make
on the message.
• Colour schemes do not necessarily work on every marketing campaign. For this reason, it is important
that you create sample pieces or mockups of all possible marketing materials.
• This will ensure that when new marketing materials are created, the colours chosen will not negatively
impact the project or the company’s image.
• This includes: signage, business cards, letterhead, etc.
• Do not use too many colours. Using too many colours overcomplicates a design. Start off black and white
and add colours afterwards.
Consistency
• Providing consistency through all marketing materials allows clients the opportunity to start recognizing
a brand.
• Once a brand has been established, it is important to vary and diversify marketing materials as to not
bore your clients.
• Using a consistent logo, typeface choice, and colour schemes are a great way to maintain your visual
identity while being flexible with images and marketing styles.
• For example: Telus uses different animals. The items that are consistent are a white background and the
same blue font throughout their campaign.
• Another example: Apple had the Mac and PC actors that were so successful, then Microsoft launched
their ‘I’m a PC’ campaign.
Create a Visual Identity Guide
• A visual identity guide will ensure that the steps that you have taken to create your visual identity is
adhered to by graphic designers that create current and future marketing materials.
• It is important to pick both RGB colours and CMYK colours for your guide.
• RGB colours (Red, Green, and Blue) are colours used on screen. Websites will be created using RGB
values
• CMYK (Cyan, Magenta, Yellow, and Black) are colours used in print.
• It is also important to outline fonts used. This becomes increasingly important when using decorative
fonts or rare fonts. By using exact font specification, all marketing materials can be created to
compliment your logo and other materials.

4. Sample of Visual Identity Guideline
Zephyr Software Training Ltd.
Protection Statement:
Zephyr is a leading edge, dynamic company focused on supplying professional training resources. Our
visual identity plays an important role in our strategy for branding ourselves locally, nationally and world
wide. When properly and consistently implemented, our corporate signature becomes a valuable asset to our
organization.
Legal Statement:
Artwork, symbols and logos are the copyright, trademark and/or design rights of Zephyr Software Training
Ltd. and any unauthorized use is prohibited by law.
Authorized Use Statement:
Zephyr hereby grants to _________, the limited, non-exclusive, non-transferrable right to use the trade
names, trademarks, logo, marks and other business identifiers of Zephyr for the sole purpose of marketing,
Any unauthorized use of Zephyr symbols shall constitute an infringement of Zephyr’s rights and a breach of
our agreement and Zephyr shall be entitled to immediately terminate any agreement, in addition to any other
rights and remedies that may be available to Zephyr. __________ agrees that all such usage shall be within
the format, style and treatment furnished and approved in writing by Zephyr. ________ acknowledges
and agrees that Zephyr retains ownership of all Zephyr symbols and that use of such symbols shall be in a
form approved by Zephyr. _______ shall not at any time do or cause to be done any act contesting or in
any way impairing any part of Zephyr’s right, title and interest in and to the Zephyr symbols. ________
acknowledges that its use of the same pursuant to the Agreement shall not create in its favour any right, title
or interest in or to the Zephyr symbols. Upon termination of Agreement, ________ shall cease and desist
from all such use of the Zephyr symbols.
Company Fonts
Sans-serif font for screen use: Arial
Serif font for print use: Times New Roman
Use of Logo
Use samples of logos in approved colour options, reverse colour, black, white and text only.
Always reproduce logos at a recognizable size. The minimum recommended sizes are 45 pixels for websites
and 0.5 inches for print.

5. Colours
You may want to include a colour swatch for example and visual aide beside each colour indicator.
For Screen:
RGB Colours – 103-140-67
Hex – 333399; 3366C
For Print:
CMYK Colours – 63.27.93.9
Reverse Colours – 36.72.39.6
File Formats Available:
Vector: EPS PDF AI
Raster: TIFF PDF EPS PSD
Paster Lossy: GIF JPEG PNG

6. Notes:

7. Notes:

8. Vision of Green Hectares
The Green Hectares vision of “One Farm to the World” addresses the issues and the needs of the industry.
The Green Hectares training and demonstration centre concept has three stages of development with
each having distinct operations and facilities. Each stage of development will be designed to maximize
opportunities by creating multiple use spaces. The flexibility of each space takes into account present day
needs as well as the ability to shift into new program and service delivery as existing needs change and future
needs emerge. The ultimate success of the centre will be realized when the three components of the Green
Hectares vision are realized where there is sharing of fixed costs, economies of scale and the development of
critical mass of participants. The three stages of development are;
- An Agriculture Enterprise and Conference Centre
- A Demonstration Farm
- Livestock and Competition Centre
Green Hectares Online
Each stage of development will include an online component. Even in these preliminary days without
the key elements of land and structures, Green Hectares has ignited the interest of young people in our
industry. Green Hectares uses the social media tools of the day to engage youthful people wanting to
advance agriculture as a way of life and that want to make a lifelong living in this industry. Green Hectares
can become a unique centre that is instrumental in writing the next chapter in the agriculture revolution.
Keeping true to the Green Hectares concept, the entire facility whether online or an experiential site will
encompass the overarching themes of accessibility, community building and youth engagement.
The Next Step to Bring One Farm to the World
With a strong business case completed, Green Hectares has begun rolling out programming in rural
communities across Alberta. Bringing “One Farm to the World” is a grand vision that no doubt will require
varied resources. We hope to find partners that can see the same vision at the project’s multiple stages of
development. Green Hectares looks for partners that understand the need for education, dialogue and
adoption of new ideas. It is essential that those that we work with have an understanding that community
can include not only geography but interests and goals. Finding partners who understand that inclusiveness
of all groups creates the best end results have been and will be the key for Green Hectares to unlock the
potential of this growth industry.