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1.0
OBJECTIVE
To provide guidelines for the management of the Town of Truro brand and corporate
identity and to maintain a clear and consistent visual identity to assist the public in
recognizing and accessing policies, programs, services and initiatives of the Town, and
To present a strong, unified, consistent identity, in all applications, regardless of medium,
for external and internal use.
2.0
INTRODUCTION AND BACKGROUND
The Truro brand helps to communicate the uniqueness and distinctiveness of Truro. Our
visual identity is a tool to help establish brand recognition. To achieve good recognition,
the brand identity must be applied consistently at every point of contact with Truro
stakeholders, whether that be on signage, marketing materials, on the website, through
newsletters, presentations, uniforms, etc. The more consistently and the more widely the
brand is displayed, the great the awareness of Truro will be and the more unique and
distinctive Truro will become as a destination.
Direction to all departments regarding the basic requirements of corporate identity
management and standards set for the Town branding are identified in this policy.
3.0
POLICY
3.1
It is the policy that all Town of Truro communications must use the Town
of Truro logo, and comply with the brand standards.
3.2
The custodian of the corporate image is the Office of the Chief
Administrative Officer.
3.3
The Town of Truro Coat of Arms may only be used:
3.3.1 By the Mayor and Council, or the Chief Administrative Officer
and/or designate, and limited only;
3.3.1.1
To official ceremonial items in which the Mayor
and/or designate will be present;
3.3.1.2
To official municipal documents, including, but not
limited to, contracts and agreements signed by the
Town of Truro - Policy & Procedure Manual
Subject:
Corporate Identity and Branding Policy
Policy Number:
P100-024
Approval Date:
July 11, 2017
Departments:
All Departments
Mayor and Municipal Clerk on behalf of the
Municipality, official correspondence from the
Mayor and Councillors, official commendations,
Mayor's Certificates, Councillor's Certificates and
other similar documents.
3.3.1.3
For formal or ceremonial business applications;
3.3.1.4
When its authority and traditional appearance is
warranted.
3.3.2 And not;
3.3.2.1
For any routine commercial, corporate, or
decorative applications.
3.3.2.2.
For use with any other Town of Truro symbol.
3.4
The Truro brand and logo shall be used by the Chief Administrative
Officer and/or designate for all commercial business and employee use on
stationery, notices, buildings, signage, vehicle markings, badges, uniforms
and other similar uses for the purpose of indicating the authority, property
or officials of the Municipality.
3.5
All design and brand applications must conform to the Truro Brand
Standards Manual, which is available in a hard copy format through the
Office of the Chief Administrative Officer or in the Branding Templates
Folder, located on the server in, Branding (L:). The Truro Brand Standards
Manual outlines proper use of the logo, sizing and scaling of images,
acceptable versions of the logo, proper icon usage, use of primary and
secondary colours, and use of primary and secondary fonts.
3.6
All standard prescribed templates are to be approved and must be made
available for use on the server in, Branding (L:). All templates are to be
accessed from this location and only these templates are to be used
whenever possible and appropriate.
3.7
Any departure from the brand standards and approved templates must be
approved, in advance of use, by the Chief Administrative Officer and/or
designate.
3.8
The Chief Administrative Officer and/or designate will facilitate
development of new applications and templates as needed.
3.9
All forms for internal and external use must bear the current logo only. No
other logos are allowed unless approved by the Chief Administrative
Officer and/or designate.
3.10
Designs, layout, and content for any advertising or marketing materials,
promotional materials, publications, or pubic communications must be
approved, in advance of use, by the Chief Administrative Officer and/or
designate. Templates will be provided for the production of materials on
request.
3.11
The use of any secondary logos must be approved, in advance of use, by
the Chief Administrative Officer and/or designate.
3.12
Only events and/or programs which are supported by the Town of Truro,
financially or otherwise, may carry the Town of Truro logo, and must be
approved, in advance of use, by the Chief Administrative Officer and/or
designate.
3.13
Town of Truro employees must use the standardized departmental email
signature format which can be found in the templates folder, Branding
(L:)/Email Templates. Email signatures must appear at the bottom left of
an original email message. The use of any backgrounds or additional
decorations are prohibited. No other slogans, logos, or other taglines can
be placed in the email signature, except when approval is given, in
advance of use, by the Chief Administrative Officer and/or designate.
3.14
Municipal vehicles must follow branding guidelines and a full colour logo
must appear on all municipally owned vehicles. The design of all vehicle
decals is available in the template folder, Branding (L:). Any design other
than the prescribed designs must be approved, in advance of use, by the
Chief Administrative Officer and/or designate.
3.15
All signage must bear the logo and corporate identity information. This
includes, but is not limited to internal signage and external signage, street
signage, wayfinding signage, and interpretive panels. Standard safety
signs and road signs are excluded from this policy. All signage design
must be approved, in advance of use, by the Chief Administrative Officer
and/or designate.
3.16
All uniforms and corporate clothing must bear the logo and corporate
identity information. The design and content of text must be done in strict
consultation with the Chief Administrative Officer and/or designate.
3.17
All other uses of the logo and corporate identity and must be approved, in
advance of use, by the Chief Administrative Officer and/or designate.
4.0
IMPLEMENTATION
4.1
The Chief Administrative Officer and/or designate will review the
branding policy and communicate expectation to their staff.
4.2
New employees are required to review the branding policy and are
required to adhere to the policy.
5.0
BREACH OF POLICY
5.1
This policy needs to be read in conjunction with the Town of Truro Brand
Standards Manual.
5.2
Non-compliance is deemed as a breach of the Code of Conduct for Town
Staff members.