1. graphic standards

2. table of contents
Introduction
Telefilm Canada logo
Corporate Logo
Corporate Logo proportions
(colour, reverse, black and white)
How to scale the Corporate Logo
proportionately
Corporate Logo free space
Corporate Logo minimum sizes
Corporate Logo placement
Corporate Framework
© November 2004
Telefilm Canada colours
Corporate colour details
Background colour details
Dark backgrounds
Canada Wordmark
Canada Wordmark colours
Canada Wordmark size and placement
Typography
Telefilm Canada fonts
Use of Telefilm Canada fonts
Samples of Telefilm Canada fonts ii

3. introduction
Telefilm Canada’s unique visual identity expresses our many layers of meaning — through
simple, powerful design. Its bold simplicity is timeless and makes it easily adaptable to
new situations and contexts.
The visual system provides the tools to consistently create a strong, visual identity that
is unique and immediately recognizable as our brand: Telefilm Canada. Each design
element — logo, colour and typography — works in unison with the others to communicate
our core values and creative enterprise.
To maintain a strong visual identity, all visual communications must be presented
uniformly. This will maintain the quality and consistency of our corporate identity and
position Telefilm Canada as a key advocate and investor in Canadian film, television, new
media and music. Use these elements to construct distinctive, creative design solutions in
all communications materials, whether in cinematic, print or digital form. 1

4. Telefilm Canada logo
Our logo expresses our identity and vision — confident and bold, contemporary and accessible,
serious and straightforward. Its deliberately neutral design gives it a classic and timeless quality,
making it adaptable to many genres — everything from films to promotional items. We have three
versions of the Corporate Logo to choose from, depending on the environment and use of the logo.
1. Corporate Colour Logo
2. Corporate Black and White Logo
3. Corporate Reverse Logo
The Telefilm Canada logos are uniquely designed pieces of artwork. The proportions and arrangement
of the logos’ components have been carefully determined. 2

5. corporate logo
The logo should never be recreated or altered. Its strong lines
communicate that we are confident, bold, accessible, serious,
straightforward and inclusive through our neutrality.
“Telefilm Canada,” indicates that we’re Canadian investors
in Canadian cultural products. In all three versions of the
Corporate Logo, “Telefilm,” with its graphically bold font, is
definitely in the foreground, while “Canada,” with its smaller
and more organic font, plays the supporting role.
Use the Corporate Logo in all internal and external
communications where appropriate, including third-party
credits and sponsorships as well as on promotional items.
Please ensure the integrity of the logo by using only
approved art files supplied by Telefilm Canada. 3

6. 0.5 .052 CORPORATE LOGO PROPORTIONS (COLOUR, REVERSE, BLACK AND WHITE)
All of the proportions of the Telefilm logo are essential to its overall visual impact and identity.
Consequently, it is important that the proportions remain constant and are not altered.
However, there are times when you may need to scale the logo. If so, it’s important to scale the entire
logo proportionately. This should be done only by professional graphic designers. Please follow the
logo proportion information on the following pages. Do not change or alter the shape of the letters or
the spacing between them. For more details, see “How to Scale the Logo Proportionately” on page 6.
Corporate Logo Proportions (Colour)
0.5
cap height
1.0
0.5
2.0
1.5
.052
Note: The above proportions are also applicable to the Corporate Reverse Logo. 4

7. 0.5 .036 Corporate Logo Proportions (Black and White) C A N A D A
cap height
1.0
0.5
2.0
0.5 C A N A D A
1.5
.036
Please note that the proportions of the Corporate Black and White Logo are different from the
Corporate Colour Logo and the Corporate Reverse Logo. When in colour or reverse, the logo’s
keyline is thicker than when it is black and white to compensate for dot-gain (ink spreading
between halftone dots). Therefore, do not simply convert the colour logo to black and white,
or vice versa, as the proportions will be altered. 5

8. .09 HOW TO SCALE THE CORPORATE LOGO PROPORTIONATELY
After you insert the Corporate Logo into your document, click and drag one of the picture box
handles with your mouse while holding down the “shift” key. Then simply adjust the logo to the
size that you want.
.09 6

9. per cent of the cap height
CORPORATE LOGO FREE SPACE
To preserve the visibility and integrity of the Corporate Logo, it is very important to place any
text or graphics a minimum distance away from the logo. This area around the logo is called the
logo’s “free space.” Please note that the free space standards apply to the Corporate Logo only
when it does not appear connected to the Corporate Framework (described on page 10).
free space 2.0
A minimum space of 200
per cent of the cap height
cap height 1.0
cap height
free space 2.0
free space
above and below the logo
and 200 per cent of the cap
height on both the right-
and left-hand sides of the
logo should always be kept
free of any text or graphics. 7

10. CORPORATE LOGO MINIMUM SIZES
When appearing on its own, the Corporate Logo ideally should be 1.25 inches in width or
larger. On its own, the Corporate Logo should never be smaller than 0.75 inches in width
to maintain the legibility of the type.
1.25"
0.75"
When the Telefilm Canada Corporate Logo and the Canada Wordmark appear together in a
layout (see “Canada Wordmark Size and Placement” on page 16), the Canada Wordmark should
be 40 per cent of the size of the Corporate Logo. To maintain legibility, the Canada Wordmark
should never be reproduced smaller than 0.5 inches in width. Therefore, when the Corporate
Logo appears with the Canada Wordmark, the Corporate Logo can not be smaller than 1.25
inches in width.
1.25"
0.5" 8

11. CORPORATE LOGO PLACEMENT
The Corporate Logo always appears alone on its own horizontal and vertical plains. Make sure
that no text or graphics appear in the space immediately surrounding the logo. This space
should be left free, or it can be used for the Corporate Framework (see page 10). C A N A D A C A N A D A
LOREM IPSUM - JULY 30, 2004 C A N A D A
LOREM IPSUM - JULY 30, 2004
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iam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo
proident, sunt in culpa qui officia deserunt mollit anim.
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um dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non
tore veritatis et quasi architecto beatae vitae dicta sunt explicabo.
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doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inven
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sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nes
riosam, nisi ut aliquid ex ea commodi consequatur?
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minima veniam, quis nostrum exercitationem ullam corporis suscipit labo
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consectetur, adipisci velit, sed quia non numquam eius modi tempora inci
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occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim.
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quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit labo riosam, nisi
consectetur, adipisci velit, sed quia non numquam eius modi tempora inci dunt ut labore et dolore magnam aliquam
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facere possimus, omnis voluptas assumenda est, omnis dolor repellendus. Temporibus autem quibusdam et aut officiis
Nabonin Eligaro
LOREM IPSUM - JULY 30, 2004
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et
Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam
nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim.
ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cill um dolore eu fugiat
dolore magna aliqua. Ut enim ad minim ven iam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex
Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni
rem aperiam, eaque ipsa quae ab illo inven tore veritatis et quasi architecto beatae vitae dicta sunt explicabo.
dolores eos qui ratione voluptatem sequi nes ciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor
Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel
corporis suscipit labo riosam, nisi ut aliquid ex ea commodi consequatur?
magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam
sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora inci dunt ut labore et dolore
At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti
illum qui dolorem eum fugiat quo voluptas nulla pariatur?
facilis est et expedita distinctio.
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sunt in culpa qui officia deserunt mollitia animi, id est laborum et dolorum fuga. Et harum quidem rerum
atque corrupti quos dolores et quas moles tias excepturi sint occaecati cupiditate non provident, similique
molestiae non recusandae.
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Nabonin Eligaro
Siège social / Head Office Montréal
360, rue Saint-Jacques, bureau 700 | Montréal (Québec) | H2Y 4A9
Siège social / Head Office Montréal | Toronto | Halifax | Vancouver | Ottawa | Paris
Y : (514) 283·6363 | D: (514) 283·0838 | ·0890 | • : (514) 283·8212
360, rue Saint-Jacques, bureau 700 | Montréal (Québec) | H2Y 4A9
Siège social / Head Office Montréal | Toronto | Halifax | Vancouver | Ottawa | Paris
Y : (514) 283·6363 | D: (514) 283·0838 | ·0890 | • : (514) 283·8212
360, rue Saint-Jacques, bureau 700 | Montréal (Québec) | H2Y 4A9
Siège social / Head Office Montréal | Toronto | Halifax | Vancouver | Ottawa | Paris
Y : (514) 283·6363 | D: (514) 283·0838 | ·0890 | • : (514) 283·8212
Siège social / Head Office Montréal 9

12. corporate framework Through the use of a graphic system, the Corporate
Framework contains the Corporate Logo — and takes
it a step further. Its clean lines and precise execution
Memo, fax or news release
suggest the practical yet creative infrastructure that we
Siège social / Head Office Montréal
provide for the benefit of all. Its functional, techy look C A N A D A
communicates that our infrastructure and projects are
technically smart, well-thought-out and well-organized.
Taken as a whole, the Corporate Framework
communicates conceptual and practical integrity: Our
framework supports everything that we’re about and
everything that we do. It also suggests a window to the
world — a visual metaphor for the many views offered
by Canadian film, television, music and new media.
The Corporate Framework is a graphic tool with many
creative applications. Use the Corporate Framework
when you wish to visually connect ideas or to emphasize
important information.
Business card
CANADA 10

13. Telefilm Canada colours
Colour is an important visual cue that helps to distinguish Telefilm Canada in any context.
The consistent use of the Telefilm Canada colour palette enables our audience to recognize our
communications at a glance. Telefilm Canada has one corporate colour — Pantone® 296 blue.
For the Corporate Logo only use Pantone® 296 blue — 100 per cent for the top portion of the logo
and 80 per cent for the bottom portion of the logo. If Pantone® 296 is not available, the logo can
be reproduced in CMYK or black. Please note that the reversed black and white logo is used in
exceptional cases only.
PANTONE® %
PANTONE® % 11

14. PANTONE® 296 - 100% RGB: R 14, G 27, B 51 RGB: R 25, G 51, B 79
CORPORATE COLOUR DETAILS
It is important always to print the Telefilm Canada logo using the appropriate Pantone® colours
shown below. Where this is not possible, use a corresponding process match. Process colours (CMYK
values) and Digital colours (RGB and Hexadecimal values) are only a simulation of Pantone® colours,
and their appearance can change depending on the material on which they are printed, or the
digital screen on which they are presented.
PANTONE® %
CMYK: C 100, M 47, Y 0, K 69
CMYK: C 80, M 38, Y 47, K 55
RGB: R 14, G 27, B 51
PANTONE® %
RGB: R 25, G 51, B 79
Hexadecimal: #002740
Hexadecimal: #304258
Note: A printed or on-screen version of this page will not show the colour accurately. Always refer
to the Pantone® numbers when printing and insist that printers match the colours accordingly.
Pantone® is a registered trademark of Pantone, Inc. 12

15. PANTONE® 296 - 100% PANTONE® 296 - 80% PANTONE® 296 - 60%
BACKGROUND COLOUR DETAILS
Where possible for all Telefilm Canada publications and documents, use the standard Telefilm
296 blue or white for the background. Or, where appropriate, use one of a number of shades of
Telefilm blue (listed below) or white as the background.
For third-party applications where the background colour is complementary to the Telefilm
colours, use the colour logo. For instance, background colours that work with the Telefilm
colours include deep oranges, warm reds and olive greens.
of of blue blue : ® 296, ® 296
Some examples complementary background colours
ofof complimentary colours
a Shades Telefilm Telefilm (Pantone Pantone %)
PANTONE® %
PANTONE® %
PANTONE® %
PANTONE® %
PANTONE® % 13

16. emphasis upon the Telefilm Wordmark.
DARK BACKGROUNDS
In some cases, there is no option but to reverse the logo on a dark background. Only use
the reversed version of the black and white logo, which is specially created to maintain the
emphasis upon the Telefilm Wordmark.
Reversed black and white logo
Standard black and white logo
Please note that the proportions of the reversed black and white logo are different than
those of the standard black and white logo. If you simply reverse the standard black and
white logo, the keyline becomes thicker. Or if you place the standard black and white logo
on a black background the keyline, which is also black, disappears. Consequently, do not
simply convert the standard black and white logo to a reversed version, or vice versa. 14

17. Canada wordmark White Black Two Colours
The Canada Wordmark communicates that Telefilm is a federal agency and part of the
Canadian government. It must appear on all of our print and digital communications.
Please follow these guidelines for its use. For more details, please see the graphic standards
provided by the federal government at:
CANADA WORDMARK COLOURS
In most applications the Canada Wordmark is represented in 100 per cent black or white.
However, in some applications, such as full-colour ads, it may be appropriate to use the black
and red version of the Canada Wordmark.
Canada Wordmark
White
Canada Wordmark
Black
Canada Wordmark
Two Colours 15

18. CANADA WORDMARK SIZE AND PLACEMENT
The recommended size of the Canada Wordmark is 40 per cent of the size of the
Corporate Logo. It should never exceed this size, as this is the maximum size.
NEWSRELEASE C
ANADA
Jan01,2005-Loremipsumdolorsitamet,consectetueradipiscing
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360St.JacquesStreet,Suite700|Montréal,
Quebec|H2Y4A9
HeadOfficeMontr Y
:(514)283·6363|D:(514)283·0838| ·0890|
Montréalal|Toronto|Halifax|Vancouver|Ottawa|Paris
:(514)283·8212 •
NEWSRELEASE C
ANADA
Jan01,2005-Loremipsumdolorsitamet,consectetueradipiscing
consectetueradipiscingelit,seddiamnonummynibheuismodtinciduntutlaoreetdoloe
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aliquaccumsanetiustoodiodignissimquiblanditpraesentluptatumatveroerosa.
exercitationullamcorpersuscipitlobortisnislutaliquipexeacommodoconseqagna
360St.JacquesStreet,Suite700|Montréal,
Quebec|H2Y4A9
HeadOfficeMontr Y
:(514)283·6363|D:(514)283·0838| ·0890|
Montréalal|Toronto|Halifax|Vancouver|Ottawa|Paris
:(514)283·8212 • 16

19. typography
In addition to our Corporate Logo (in all three versions), our Corporate Framework and
colour, the consistent use of typography adds unity to all of our communications. These
typefaces provide creative options and reinforce our identity by giving our communications a
clean, consistent and professional appearance. Please use the following recommended fonts
for all external and internal communications.
TELEFILM CANADA FONTS
Univers and ITC New Baskerville in the following weights and styles are the fonts for all
Telefilm Canada communications. Sentence case typography should always be used with the
exception of first and second level headlines, which are always set in either all lower case (ITC
New Baskerville) or all upper case (Univers).
For creative options, use Roman and italic serif styles (ITC New Baskerville) in differing
weights and sizes in the body of the Corporate Framework. Use sans serif styles (Univers)
only for small subheads and captions. Use Univers Condensed Light inside the skeletal frame
of the Corporate Framework.
In some cases, Times New Roman and Arial may be used in the weights shown on the
following pages. 17

20. USE OF TELEFILM CANADA FONTS
The following fonts and styles should be used
for all Telefilm Canada communications.
Suggested hierarchy:
Headlines
ITC New Baskerville, 24/30, Track 0
all Lowercase
Subheadings
Univers Bold, all Uppercase, 10/13, Track 0
ITC New Baskerville Bold, 10/12.5, Track 0
Body Text
ITC New Baskerville, 10/12.5, Track 0
Captions and Callouts
Univers Condensed Light
Univers Condensed
In some cases, the following fonts may be used.
Suggested hierarchy:
Headlines
Times New Roman, 24/30, Track 0
all Lowercase
Subheadings
Times New Roman Bold, 11/13, Track 0
Body Text
Times New Roman, 10/12, Track 0
Captions and Callouts
Arial Condensed Bold
Arial Condensed
Arial (Regular and Bold) 18

21. ABCDEFGHIJKLMNOPQRSTUVWYZ 1234567890
SAMPLES OF TELEFILM CANADA FONTS
ITC New Baskerville Roman
ABCDEFGHIJKLMNOPQRSTUVWYZ
abcdefghijklmnopqrstuvwyz
ITC New Baskerville Bold
ABCDEFGHIJKLMNOPQRSTUVWYZ
abcdefghijklmnopqrstuvwyz
ITC New Baskerville Italic
abcdefghijklmnopqrstuvwyz
ITC New Baskerville Bold Italic
a bc d e f g h i j k l m n o p q r s t u v w y z ! ? # &( ){};:¢® 19

22. A B C D E F G H I J K L M N O P Q R S T U V W Y Z 1 2 3 4 5 6 7 8 9 0
Univers Condensed Light
A B C D E F G H I J K L M N O P Q R S T U V W Y Z
abcdefghijklmnopqrstuvwyz
Univers Condensed
A B C D E F G H I J K L M N O P Q R S T U V W Y Z
abcdefghijklmnopqrstuvwyz
Univers Bold
ABCDEFGHIJKLMNOPQRSTUVWYZ
Univers Black
ABCDEFGHIJKLMNOPQRSTUVWYZ
abcdefghijklmnopqrstuvwyz 20

23. ABCDEFGHIJKLMNOPQRSTUVWYZ 1234567890
Times New Roman
ABCDEFGHIJKLMNOPQRSTUVWYZ
abcdefghijklmnopqrstuvwyz
Times New Roman Bold
ABCDEFGHIJKLMNOPQRSTUVWYZ
abcdefghijklmnopqrstuvwyz
Times New Roman Italic
ABCDEFGHIJKLMNOPQRSTUVWYZ
abcdefghijklmnopqrstuvwyz
Times New Roman Bold Italic
abcdefghijklmnopqrstuvwyz 21

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