2. Check For Updates!
Visit www.DominionLending.ca/logo/ to download the
latest version of the Dominion Lending Centres
Trademark & Graphic Standards manual!
3. Brand Attributes
• Nationally established and trustworthy
• Professional and business-like
• Smart and strategic
• Canadian-owned and led
4. Logo Usage
Preferred Logo
Dominion Lending Centres’ corporate colours are blue and gold. To achieve maximum impact, the logo should appear in both
colours wherever possible.
Minimum Size
The minimum allowable size of the logo is one inch, as shown here.
Preferred Color Versions of the Logo
Minimum size is 1"
measured horizontally
Minimum Size
5. Logo Usage
Consistent use of the trade-mark “Dominion Lending Centres” and any design mark/logo which incorporates the words
“Dominion Lending Centres” is critical and subject to legal requirements dictating proper use. Accordingly, you must never use
the word “Dominion” alone or in combination with any words other than “Lending Centres”.
In order to reinforce the Dominion Lending Centres brand, correct logo usage is of extreme importance. When it is not possible
to reproduce the Dominion Lending Centres logo in the preferred colours shown on the preceding page, use these alternatives
in the order of preference indicated. In any event, however, you must never use the colours blue, yellow, or gold, alone or in
combination with other colours in association with any trademark/design mark which incorporates the words “Dominion Lending
Centres”.
Alternate Option #1: One Colour
When production of a two-colour logo is not possible, the Dominion Lending Centres logo may be reproduced in either black or
the Dominion Lending Centres blue. A logo produced in any colour other than blue or black is not permitted.
Alternate Option #2: Reverse
Often, a reversed logo may be required due to production specifications. When this is the case, white against the Dominion
Lending Centres blue is preferred. When the background is not blue, place the reversed logo on black. A white logo on any
other color other than blue or black is not permitted.
Alternate Option #1: One Colour Alternate Option #2: Reverse
6. Logo Staging Area
In order for the Dominion Lending Centres logo to stand out properly and have maximum impact, it is important that appropriate
blue space appear around it wherever possible. Essentially, preserving even blue space around the entire logo as specified on
this page is ideal.
Where the height equals x (x = height of the gold stairs on the logo),
a minimum space of 1x is to be kept clear on both sides as well as top and bottom of the logo.
7. Logo Usage
Incorrect use of a logo should be avoided at all costs since it corrupts the brand and can, in some instances, even lead to legal
repercussions where the logo is in conflict with other similar logotypes. Many different trade-marks are used in the Dominion
Lending Centres system. All trade-marks which incorporate or consist of the words “Dominion Lending Centres” are owned by
Dominion Lending Centres Inc., and rights to use those marks are obtained through exclusive licence. Having regard to both
legal considerations and brand integrity, you must, whenever practical, ensure that trade-marks are properly identified as being
used under licence: Dominion Lending Centres*
* Dominion Lending Centres is a trade-mark used under licence
Alternatively, if the trade-mark is registered, you may indicate as follows:
* Dominion Lending Centres is a registered trade-mark used under licence.
You need not include a trade-mark ownership notice where it is impractical to do so due to space constraints, such as on
signage, business cards, letterhead, billboards, or promotional items. In advertising, identification of the trade-mark as a trade-
mark used under licence need only be done when it appears at first instance within the communication piece.
Incorrect Logo Usage: Example #1 Incorrect Logo Usage: Example #2
8. Colour
Consistent use of colour is one of the easiest – and most effective – ways to break through marketing clutter. Dominion Lending
Centres blue, gold and white are closely associated with the Dominion Lending Centres brand. Utilizing them consistently in
any Dominion Lending Centres marketing piece is desirable.
Colour Palette
Dominion Lending Centres, blue and gold should be apparent in colour marketing pieces wherever possible, whether as
background, as type or in primary imagery.
A Note About White Space
Ample white space should be incorporated whenever possible. It opens up a communication, making it clean and easy to read.
Dominion Lending Centres
Colour Palette
BLUE
HTML: #002387
RGB: 0:35:135
CMYK: 100:70:0:30
GOLD
HTML: #E8D27A
RGB: 238:216:107
CMYK: 0:20:80:0
WHITE
HTML: #FFFFFF
RGB: 255:255:255
CMYK: 0:0:0:0
BLACK
HTML: #000000
RGB: 00:00:00
CMYK: 0:0:0:100
9. Signs – Sign Requirements
Sign Requirements:
1. Required to have the Full Franchise Name on all outdoor signage, including but not limited to: Backlit Signs, Light Box
Signs, Pylon & Sandwich Board Signs, and Canopy Signs. (Example: Dominion Lending Centres Summit Inc.)
2. Required to have the words “Independently Owned & Operated” below the Full Franchise Name.
3. Required to have the Dominion Lending Centres logo on the sign. Adhere to all logo and colour usage requirements
outlined in this manual. Do not stretch or distort the appearance of the logo in any way.
4. The only approved tagline is “Canada’s National Mortgage Company”. If you would like to use a different tagline,
please contact the Marketing Department for tagline approval: marketing@dominionlending.ca.
5. If using a phone number on signage, the phone number listed must be a dedicated phone number for your mortgage
company. The phone number cannot be shared with an insurance company, real estate company, or any other type of
business.
6. A sign proof must be emailed from the sign company to marketing@dominionlending.ca for final approval.
10. Signs – Logo & Colours
Logo For Signs
Present these signage instructions along with a Vector Logo in EPS or AI format to a sign company. The Vector Logo can be
downloaded from the Dominion Lending Centres logo website at www.DominionLending.ca/logo/. The Vector Logo can be
downloaded by your sign company at this website.
Sign Colour Palette:
Plastic or Awning Illuminated Sign – AVERY VINYL
For optimal results, the sign should be a vinyl illuminated sign, not a digitally printed sign.
The sign background must be AVERY A6583-T Royal Blue Translucent Series.
The "Dominion Lending Centres" text must be White in Times New Roman font written with SMALL CAPS.
The Dominion Logo must be in AVERY A9114-T Sunshine Yellow Translucent Series.
Plastic or Awning Non-Illuminated Sign – AVERY VINYL
For optimal results, the sign should be a vinyl sign, not a digitally printed sign.
The sign background must be AVERY A6583-O Royal Blue Opaque.
The "Dominion Lending Centres" text must be White in Times New Roman font written with SMALL CAPS.
The Dominion Logo must be in AVERY A9114-T Sunshine Yellow Translucent Series.
12. Typography
Fonts, or typefaces, are chosen for a reason. They are an integral part of communications design. They are at the front lines in
creating a brand image and conveying the mood and essence of a brand. Utilization of correct fonts presents a professional,
composed image to the market.
All Dominion Lending Centres communication materials are to be produced using Times New Roman (PRIMARY) and Arial
(SECONDARY).
13. Taglines & Slogans
Slogan Usage
“Canada’s National Mortgage Company” is the slogan that has been approved to appear beside, or as a part of the Dominion
Lending Centres brand name.
Dominion Lending Centres has trademarked this slogan, and encourages its use throughout all advertising materials.
