Brand Standards Guide - Genome Canada

TypographyThe fonts selected fit into the overall tone anddesign style of the Genome Canada brand andare intended to make the subject matter moreapproachable. Overall, the fonts exemplify ourcompany’s confidence and contemporary outlook.The headline typeface is Helvetica Neue —distinctive and recognizable.GenomicsProteomicsThe body copy font to be used is Optima —professional and easy-to-read.DistinctiveCONFIDENTContemporaryEX ESEQUISI TEM DIGNA CONSE EUI BLAM DOLENDIT iriustrud dolorperatincilis exercipisis alit luptat ing et atisim vel irit dolessisi blaoreet am, quipit doloreetaugait alit ad tat autpatet alis autatum zzrit nummod tat. Usciduisl enim dip eriuscillafeugait dolorero eu feui tionse dolore vel in ut vent wis autem duis nulla feu feugait.Writing StyleWhen speaking to diverse international audiences,the Genome voice is confident, concise anddirect. The writing style should incorporate plainlanguage, with easy-to-understand terminology.Because of the varied audiences, and the complexlanguage of genomics and proteomics, the writingstyle should stress clarity over formality.For communications specifically intended forindividuals, such as career ads, email or otherpersonalized communication, the first and secondperson (“we” and “you”) is to be used. For moreformal communications that reach out to diverseaudiences or the general public, such as factsheets, corporate brochures and media releases,the third person (“Genome Canada”) shouldbe used.Brand Standards Guide 5