1. RBC Brand and Advertising Toolkit
An easy to use guide for employees in British Columbia
AA ssttrroonngg bbrraanndd ppoossiittiioonn iiss tthhee bbaassiiss ffoorr bbuuiillddiinngg aanndd ssuussttaaiinniinngg ppoowweerrffuull
cclliieenntt rreellaattiioonnsshhiippss..
RRBBCC aanndd RRBBCC FFiinnaanncciiaall GGrroouupp iiss oouurr mmaasstteerr bbrraanndd.. IItt iiss oonnee ooff tthhee
mmoosstt vvaalluuaabbllee bbrraannddss iinn CCaannaaddaa.. OOuurr bbrraanndd mmaakkeess aa pprroommiissee,, wwhhiicchh wwee
eexxpprreessss wwiitthh oouurr iiddeennttiittyy aanndd pprroovvee wwiitthh oouurr ppeerrffoorrmmaannccee.. IItt iiss aa pprroommiissee
wwee mmaakkee ttoo oouurr cclliieennttss,, sshhaarreehhoollddeerrss aanndd ttoo oouurrsseellvveess.. OOuurr bbrraanndd ddrriivveess
oouurr rreeppuuttaattiioonn..
WWee aarree aallll aammbbaassssaaddoorrss ooff tthhee RRBBCC bbrraanndd,, aanndd wwee nneeeedd ttoo pprrootteecctt iitt aanndd
eennssuurree iittss ccoonnssiisstteenntt uussee ttoo pprrootteecctt iittss vvaalluuee.. TThhiiss ddooccuummeenntt wwaass ccrreeaatteedd
ttoo mmaakkee aacccceessssiinngg tthhee bbrraanndd ccoonnvveenniieenntt ffoorr yyoouu aanndd yyoouurr bbuussiinneessss uunniitt..
TABLE OF CONTENTS
Logo Usage 2
• Logo Download 2
• Incorrect Examples 2
• Colour Usage 2
• Using the Lion & Globe Symbol 2
• Logo Registration 2
Vision Statement 2
• Usage Standards 2
Advertising 3
• Shelf Ad Program 3
In-branch Merchandising 3
• Local Merchandising Initiatives 3
• Ordering Brochures and Posters 4
• Customized Branch Materials 4
• Operational Signage 4
Special Event Items 4
Promotional Items 4
Print Communication Standards 4
11
® Registered Trademark of Royal Bank of Canada

2. RBC Brand and Advertising Toolkit – An easy to use guide for employees in British Columbia
VISION STATEMENT
AAllwwaayyss eeaarrnniinngg tthhee rriigghhtt ttoo bbee oouurr cclliieennttss’’ ffiirrsstt cchhooiiccee
The vision statement is an internal tool for RBC employees to remind us about the value
of always focusing on clients. Because our communications to clients should focus on
them (i.e. First for You), we should not use the vision statement with clients.
INCORRECT EXAMPLES
COLOUR USAGE
USING THE LION &
GLOBE SYMBOL
LOGO REGISTRATION
USAGE STANDARDS
LOGO USAGE
For your convenience, logos are available for downloading on the Internet at:
hhttttpp::////wwwwww..rrbbcc..ccoomm//bbrraanndd//llooggoo//ddoowwnnllooaadd__llooggooss//iinnddeexx..hhttmmll
The RBC logo should never be altered, distorted or combined with any other design. Always
use authorized artwork, which may be quickly accessed from the logo-download page.
For more information about the RBC logo system, please visit:
hhttttpp::////wwwwww..rrbbcc..ccoomm//bbrraanndd
The logo must be used as provided from the download page, altering the colour is not
permitted. Always use a colour logo on colour materials (i.e. colour brochures or posters),
use a black and white logo on black and white materials.
The Lion & Globe symbol should only be used with a platform name (i.e. RBC Royal Bank,
RBC Insurance, etc). However, there are a few examples where the Lion & Globe symbol may
be used separately, such as PowerPoint presentations, executive podiums or promotional
merchandise (i.e. t-shirts and coffee mugs).
The logo should always have the proper registration symbol of “®.” We have recently
changed our registration system from “TM” to “®.” You do not need to destroy any
materials using the old “TM” logos; however, please use logos with the “®” going forward.
ANNUAL
PARTY
LOGO DOWNLOAD
22

3. RBC Brand and Advertising Toolkit – An easy to use guide for employees in British Columbia
IN-BRANCH MERCHANDISING
Merchandising refers to posters, window signage and other promotional material.
They are provided by National Office and reflect our current marketing strategy.
For information on merchandising, please visit the following website:
hhttttpp::////ppffsswweebbssiittee..rrbbcc11..rrooyyaallbbaannkk..ccoomm//eenngglliisshh//ppccbb//mmeerrcchhaannddiissiinngg//iinnddeexx..aasspp
This website provides all of the materials you need to showcase RBC’s products and
services. However, if you have ideas on creating something new, please contact Public
Affairs. Your questions can be directed to Carmen Stossel at 604.665.6910 or
carmen.stossel@rbc.com.
SHELF AD PROGRAM
ADVERTISING
RBC has an online tool for ordering advertisements for print publications, such as
newspapers or membership directories. Created by RBC National Advertising Department,
these shelf ads are convenient, cost effective and consistent with our brand strategy.
If you decide that advertising would be a good addition to your promotional mix, you
will find these pre-approved ads quick and easy to use.
There are many categories of shelf ads, including aboriginal, RRSP and student banking
ads. Please visit the following website and click on “Categories:”
hhttttpp::////wwwwww..rrbbcc11..rrooyyaallbbaannkk..ccoomm//eenngglliisshh//aaddvveerrttiissiinngg//sshheellff__aaddss//iinnddeexx..aasspp
The shelf ad website is regularly updated and there should be ads to meet all of
your needs. If you need to create a customized ad, please contact Carmen Stossel at
604.665.6910 or carmen.stossel@rbc.com.
LOCAL MERCHANDISING
INITIATIVES
33

4. RBC Brand and Advertising Toolkit – An easy to use guide for employees in British Columbia
SPECIAL EVENT ITEMS
Several branded promotional items are available to branches to enhance community
events. Here’s a quick list of what’s available and how to obtain it:
•• AAbboorriiggiinnaall bbaannnneerr – contact Mike Rocks at 604.665.5154 or mike.rocks@rbc.com
•• BBaannnneerrss (such as RBC logos, First>for You, etc. are available in English and Chinese)
– contact Ann Teranishi at 604.665.3805 or ann.teranishi@rbc.com
•• DDeeffiinniittiivvee GGuuiiddee bbuuiillddiinngg bblloocckkss – contact Ann Teranishi at 604.665.3805 or
ann.teranishi@rbc.com
•• EEvveenntt tteenntt (10’ x 10’) – contact BC Mascot at 604.532.9920
•• LLeeoo tthhee LLiioonn – contact BC Mascot at 604.532.9920
For more information on special event items, please contact Ann Teranishi at 604.665.3805
or ann.teranishi@rbc.com.
PROMOTIONAL ITEMS
The following website is RBC’s online merchandise store: hhttttpp::////wwwwww..rrbbccpprroommooss..ccoomm
You can find a wide variety of exciting, high-quality RBC branded merchandise
(i.e. t-shirts, coffee mugs, etc.).
PRINT COMMUNICATION STANDARDS
In order to project a consistent, professional image in all forms of printed
communications, Bookman Old Style or Lucida Sans Unicode should be used in all
RBC communication (i.e. letter to clients). For email, Arial (black or blue) should be
used as the standard. Other fonts should not be used.
IIff yyoouu hhaavvee qquueessttiioonnss oorr ccoommmmeennttss oonn RRBBCC’’ss bbrraanndd aanndd aaddvveerrttiissiinngg ssttaannddaarrddss,,
pplleeaassee ccoonnttaacctt CCaarrmmeenn SSttoosssseell aatt 660044..666655..66991100 oorr ccaarrmmeenn..ssttoosssseell@@rrbbcc..ccoomm..
ORDERING BROCHURES
AND POSTERS
CUSTOMIZED BRANCH
MATERIALS
OPERATIONAL SIGNAGE
You can now order marketing materials (i.e. brochures, posters, etc.) through the
ez-Buy system. Please visit the following website for ordering information:
hhttttpp::////wwwwww..rrbbcc11..rrooyyaallbbaannkk..ccoomm//eenngglliisshh//mmaarrkkeettiinnggccoommmm//oorrddeerriinngg..aasspp
Only standardized signage can be used. Homemade signs are prohibited by
federal legislation.
Every branch should have the following signs on their doors:
Business Hours (and holiday hours as needed), No Smoking, CDIC Membership and
Wheelchair Accessible (where branches conform to accessibility standards).
All of the above signs, with the exception of the CDIC sign, can be acquired through RBC’s
signage vendor, EurOptimum Display, at 1.800.607.3876. The CDIC sign (item number
96901) can be obtained from the ez-Buy site.
For more information on operational signage, please contact Karen Hanks at 604.665.6411
or karen.hanks@rbc.com.
This document was last updated on October 19, 2004.
44