BRAND IDENTITY APPLICATION - EDAC · SREDA - BRAND IDENTITY APPLICATION TABLE OF CONTENTS 02...

Company: Saskatoon Regional Economic Development Authority (SREDA)Name: Erin LawsonPhone: 306-664-0724Email: [email protected]

BRAND IDENTITYAPPLICATIONEDAC 2018 Marketing Canada Awards

TABLE OFCONTENTS 1`````02 Abstract

1```````````03 Brand Strategy 04 Part 1: Brand Guideline

05 Part 2: Messaging

05 Part 3: Brand Promise

07 Part 4: Logo

09 Part 5: Typography

11 Part 6: Tintage

13 Part 7: Style

15 Masterpieces

01 TABLE OF CONTENTS SREDA - BRAND IDENTITY APPLICATION

SREDA - BRAND IDENTITY APPLICATION TABLE OF CONTENTS 02

ABSTRACT

Purpose of the Project (including anticipated outcomes)

The purpose of this project is to showcase the consistent branding initiatives followed by our branding strategy. Consistency helps provide strong brand recognition to our primary and secondary target markets.

Effectiveness/ Meeting Objectives (if known)

The effectiveness of providing a strong branding strategy for the SREDA team has been rewarding! SREDA is known for the bold yet simple look, the dynamic orange, blue, navy and grey designs and its clear and concise messaging.

Challenges & Changes Made

Consistency throughout all marketing mediums has been a challenge, however having a strong branding manual has helped remind the team how to effectively incorporate the brand.

Target Audience (demographics)

The primary target audience for the SREDA is decision makers working in the Saskatoon Region’s key industries: mining, energy, manufacturing, science, technology and construction. More specifically, males and females, aged 35-55, that work in a fast-paced environment.

The secondary target audience is businesses and investors operating outside of the Saskatoon Region that have the potential to expand or invest in the Saskatoon Region.

BRANDING[‘brandiNG]

Creating consistent marketing

masterpieces that are creative,

bold and memorable.

03 PART 1 SREDA - BRAND IDENTITY APPLICATION

Part 1: Brand Guideline

WELCOME TOOUR BRAND STRATEGY

Hi there!

Welcome to SREDA’s Brand Strategy. This manual will provide you with all the tools necessary to create SREDA branded masterpieces.

The SREDA brand follows the motto: “Be Bold, Be Brief and Be Gone”

Our brand design is simple yet striking using bold colours, state-ments, imagery and shapes.

In our messaging, there is no ‘beating around the bush’. We keep text simple, clear and concise.

After you have said what is needed to be said, be gone!

Meet Erin Lawson

SREDA’s Director of Marketing and Communications

Be Bold

Be Brief

Be Gone

SREDA - BRAND IDENTITY APPLICATION PART 1 04

OUR ROLESREDA’s role is to strengthen and grow the local economy by providing programs and services in the areas of business attraction; business expansion; entrepreneurship support; regional economic development and planning; economic forecasting and analysis; and marketing the Saskatoon Region.

OUR BRAND PROMISE

SREDA’s brand promise is to provide consistency among all marketing initiatives

to ensure a strong brand recognition with our primary and secondary target markets.

Part 2: Messaging

#3: Brand Promise

05 PART 2 & 3 SREDA - BRAND IDENTITY APPLICATION

THIS IS HOW WE ROLL

SREDA - BRAND IDENTITY APPLICATION PART 2 & 3 06

LOGO RULES

Part 4: Logo

1. On a white background, the grey, blue and navy SREDA logo is used.

2. On a medium or dark background, the white or black SREDA logo is used.

3. SREDA logos must be placed on all masterpieces with a clear resolution.

4. SREDA logos may not be combined with any other symbol; including words, other logos, icons, graphics or numbers.


THE ICON

THE LOGO TITLE

THE FULL LOGO TITLE

LIGHT AND DARK VERSIONS


#5: Typography

GOTHAM FAMILY

GOTHAM BOLD

A B C D E F G H I J K L M

N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m

n o p q r s t u v w x y z

GOTHAM MEDIUM





GOTHAM BOOK






TITLE: SIZE 36

GOTHAM BOLD

SUBTITLE: SIZE 18

Gotham Medium

BODY: SIZE 12

Gotham Book

BODY HIGHLIGHT: SIZE 12

Gotham Bold


THE SPLASH


COLOUR SCHEME

BE BOLDC=100 M=84Y=36 K=39

R=0 G=40 B=86

Pantone 295

#002856

Navy

C=91 M=53Y=0 K=0

R=0 G=113 B=206

Pantone 285

#0071CE

Light Blue

C=0 M=67Y=98 K=0

R=244 G=116 B=35

Pantone 158

#F47423

Orange

C=55 M=47Y=44 K=10

R=119 G=119 B=122

Cool Grey 9C

#77777A

Grey

#6: Tintage


STYLEBE BOLD Bold shapes, such as triangles, squares and circles, are commonly used in our designs.

BE BRIEF Designs are kept simple and fun. Less is more!

BE GONE Ensure your design is SREDA branded with the appropriate logo, text hierarchy and tintage. After a thorough review, you are done!

Examples of bold shapes:

1. Circles:

Part 7: Design



$39.49MWorth of investment

attraction to the Saskatoon Region

7Aboriginal

entrepreneurship support to launch/

expand their business

2Businesses using

the Business Development

Incentive Program

57New jobs created

under the Business Development

Incentive Program

7Economic research and analysis on key

issues

142Communities

reached by our Square One team

2. Squares:

3. Trianges:

Title Page

15 Masterpieces SREDA - BRAND IDENTITY APPLICATION

OUR MASTERPIECES

Connecting international technology solutions to the Saskatchewan

agriculture industry.

AGRICULTURE TECHNOLOGY

HARVEST PROGRAM

Presented by

Supported by

Promotional Cards for Ag in Motion

Banner for the SREDA booth at Ag in Motion

SREDA - BRAND IDENTITY APPLICATION Masterpieces 16

WINDraw Date:JULY 19

Fitbit Versa

Come visit us at the FCC Ag Pavillion AG17 for your chance to WIN a Fitbit Versa

CROSSROADSRECAP

WANDA HUNCHAKExecutive Vice-President

Westcap Mgt. Ltd.

KEYNOTESPEAKERS

PIERRE CLEROUXVice-President Research

and Chief EconomistBDC

ALEX FALLONPresident & CEO

SREDA

GRANT ISAACSenior Vice-President and

Chief Financial Offi cerCameco

GABRIELLE SCRIMSHAW

Entrepreneur, Activist, Speaker

MARTY SEYMOURDirector of Industry and Stakeholder RelationsFarm Credit Canada

JACQUELINE COOKChief Strategy Offi cer

Vendasta

GREG MAGIRESCUCEO

Creative Saskatchewan

Sponsored by:

‘

9:00am - 9:45am

9:55am - 10:40am

10:50am - 11:35am

11:35am - 1:00pm

TECHNOLOGY Gallery CURBAN PLANNING Gallery DAGRICULTURE Gallery BENTREPRENEURSHIP Gallery CCLEAN ENERGY Gallery DINDIGENOUS Gallery B

CREATIVE ECONOMY Gallery CRESEARCH & INNOVATION Gallery DMINING Gallery BLUNCH Upstairs Salons

GRANTISAAC

FORUM 2018

Luncheon Agenda

Name tags with sessions list



5

ANNUAL REPORT TO THE CITY OF SASKATOON // 2017 SREDA RESULTS

Economic Impact & Return on Investment Results

2017 ECONOMIC IMPACT

$49.3 MILLION For every $1 invested in SREDA, SREDA

helped generate $26 of economic impact in

the Saskatoon Region economy.

ROI 26:1ECONOMIC

IMPACT

“SREDA is pleased to report our 2017 economic impact of $49.3 million and an ROI of 26:1. The

SREDA team had another successful year of delivering intiatives and programs to strengthen and

grow the Saskatoon Region economy. A highlight of the year was being chosen as one of Canada’s

top-performing economic development agencies by Site Selection Magazine.”

Alex Fallon, President and CEO of SREDA

1 Year = 365 Opportunities


Fun ‘pass it on’ cards!

it’s no secret you rock.

make someone’s day - pass it on

today you get a card for being awesome.


today you are 7.3% cooler.


#growingtogether

Backside of the cards


AGRICULTURESask. agriculture group wins piece of $950M

federal 'supercluster' moneyGovernments invest $6.3M in livestock and forage

research Declines in rail service continue to impact grain

shipments Sask. producers pleased with PST pullback on

agricultureNew grain bag recycling program launching in

Sask.

Canadian Agriculture Partnership (CAP) to invest

$388M into strategic ag. Initiatives in Sask.

Canadian Dairy Commission announces $5M in

funding for dairy sector trainingValue-Added Agriculture Incentive introduced by

Sask. government to improve investment

attraction and retention

CONSTRUCTION

Heightened political feud over Tran Mountain

pipeline expansion as BC continue to obstruct

construction – Alberta and Saskatchewan threaten to

cut o� oil export to BC'Mission accomplished': OPEC has succeeded in

shrinking oil stocks, IEA saysVermilion Energy bulks up in Saskatchewan with

$1.23B takeover of Spartan EnergySaskatchewan gets zero applicants for oil investment

incentive introduced last year

MANUFACTURING

World’s first 3D printed camper trailer printed in

SaskatoonSaskatoon tech company, Solido Design

Automation, growing after global giant Siemens

gobbles it upSaskatoon scientist developing Middle East

Respiratory Syndrome vaccine for use on camels

Canadian governments partner with global tech

companies to prepare for 5G future

RETAIL AND WHOLESALELuxury car sales on the rise in Saskatoon, new

dealerships expandingSaskatchewan adds PST to used vehicles in

2018-19 budgetSask. restaurant sales down 4.5 per cent since PST

introducedSLGA receives 'hundreds' of applications for pot

retail permitsSaskatoon retail vacancy remains stable despite

increase in available spaceNew community grocery store to open this

summer in RiversdaleAurora Cannabis and Liquor Stores N.A. Complete

Strategic Investment to Develop Western Canadian

Retail Cannabis Business

Q1 2018 SECTOR NEWS

ENERGYMINING

3,500 new construction workers needed in Sask. in

next decade: BuildForce Canada Construction of the $42.9-million multi-sport

facility at the University of Saskatchewan has hit

the midway markNorth Prairie planning a $10-million, five-storey

condo building at City ParkParcel Y condo developer planning big Broadway

project Developer looking to buy and re-develop

Saskatoon city yards industrial area for a mix of

grocery, residential and o¥ce spaceCondos at Saskatoon’s Market Mall not going

ahead under new ownershipConstruction set to start on winter hill in

Diefenbaker ParkSaskatoon on track to build $23.4-million Recovery

Park

Construction of new Saskatchewan hospital

delayed, but couple donate $1 million

Saskatchewan ranked second-best place for mining

investment in the worldStar Diamond Corp. shaves $510M from cost of

building mine near Prince Albert, boosting potential

for a world-class diamond mine in central Sask.

Cameco shuts down Key Lake and McArthur River

mines, leaving 845 people out of work

Nutrien cuts 33 o¥ce positions in Sask., moving

others into provinceCameco profit beats estimates on higher prices

Japan has found a ‘semi-infinite’ deposit of rare

earth minerals, enough to supply the world for

centuries to come

OTHER INDICATORS - Saskatoon, YTD (Jan - Mar, 2018)

SASKATCHEWAN, YTD (Jan - Feb, 2018)

SCIENCE ANDTECHNOLOGY

New $17.5M Agri-Food Innovation Centre opens in

Saskatoon, a major boost to the manufacturing

industry Crestline awarded $22M contract for Calgary

transit community fleetBold Growth Inc. breaks ground on 56,018 sq.ft.

medical marijuana cultivation and processing

facility on the outskirts of SaskatoonPot producer Aurora gets final regulatory nod for

CanniMed purchase Canada manufacturing growth firms in March as

output acceleratesCanadian company Creepex building special seats

for Elon Musk’s SpaceX

-17.5% Change from 2017

311NEW BUSINESS LICENCES

390,049

YXE PASSENGER TRAFFIC

2.8% Change from 2017WEEKLY EARNINGS

$4.3B

WHOLESALE TRADE

0.7% Change from 2017

$0.3B

NEW VEHICLE SALES


$3.3B

RETAIL SALES


“Q1 indicators are strong for Saskatoon’s tourism

industry. Booking for future conventions and events

are pacing at a record level. The Airport had the

busiest March on record at 5.7% above previous

highs and overall Q1 passenger volumes are

exceeding the record set in 2014.”

Todd Brandt, President & CEO, Tourism Saskatoon$1,015.871.1% Change from 2017

Q1 2018

SASKATOON REGION ECONOMIC DASHBOARD

REAL GDP (2007 $) AND POPULATION PROJECTIONS

LABOUR MARKET - SASKATOON CMA (Q1 2018)


$18.2BCMA GDP: 2018 FORECAST

6.9%UNEMPLOYMENT RATE

328,651CMA POPULATION: Q1 2018

0.5% Change from Q4 2017

170,800EMPLOYMENT LEVEL

-0.2% Change from Q4 2017

HOUSING MARKET, YTD (JAN - MAR, 2018)

$145.6MBUILDING PERMITS

(SASKATOON)


-32.5% Change from 2017212

CMA HOUSING STARTS

$335,653AVERAGE HOME PRICE

(SASKATOON)

-2.4% Change from 2017637EXISTING HOME SALES

(SASKATOON)


“The first quarter sales for 2018 reflected a year-over-year decline of 10% with 637 sales in Saskatoon. This is partially attributed to the new

stress test on conventional borrowers. Inventory levels are down as well with 1,670 active residential listings at the end of March. Although

the average price of $335,653 has been steadily declining for the past couple of years, the Composite Home Price Index is indicating a

slowing of this trend. According to the current sales-to-listing ratio, the market still favours the buyers meaning that sellers need to be

strategic in selecting their listing price if they hope to sell in the average time of 64 days.”

Jason Yochim, CEO, Saskatoon Region Association of Realtors

“B-FOR THE SASKATOON REGION

“SREDA’S ECONOMIC

RATING

183,500LABOUR FORCE

-1.0% Change from Q4 2017

”

“With the recent provincial budget holding the line on taxes, and new infrastructure planned for Saskatoon, the government is creating

positive outlook for growth in Saskatoon. There are definite risks on the horizon from external factors including challenges with

international trade and delays in completion of the Trans Mountain Pipeline. Overall, with an expected Real GDP of 2.1% and expected

small increase in new jobs, the upcoming quarter should o§er some stability for business.”

Darla Lindbjerg, President & CEO, The Greater Saskatoon Chamber of Commerce

-1.1 PP Change from Q4 201768.8%

“There are indications of growing confidence across all our business lines. We feel that after several very challenging years the

economy is gradually showing signs of sustained, albeit gradual, growth. However, these positive indications are tempered

somewhat by concerns about regulatory and jurisdictional uncertainties. We believe that these uncertainties need to be resolved

quickly in order to create the conditions necessary to innovate and implement the new ideas necessary to ensure the success of our

business and our communities over the long term.”

Scott Banda, CEO, Federated Co-operatives Limited (FCL)

0.1% Change from Q4 2017

SK POPULATION: Q1 2018

1,169,081

-0.8 PP Change from Q4 2017

PARTICIPATION RATE

2018 has started well with economic indicators pointing to stability and some

growth momentum in the local economy. Many forecasts continue to expect 2.0%+

growth for Saskatchewan, and the first quarter economic performance definitely

supports this positive outlook. At the same time, business and consumer

confidence in the local economy seems to be increasing, which bodes well for

steady growth in many sectors. As always, there is some uncertainty in the longer

term rate of growth, but the local economy seems to be shifting from a state of

cautiously optimistic to confidently growing. The Saskatoon I know will find ways

to capitalize on this new momentum.

Alex Fallon, President & CEO, SREDA

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