Stantec Brand Identity Guidelines

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Marilyn Sutton
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1 Stantec Brand Identity Guidelines August 2013

2 Stantec Brand Identity Guidelines 2 Contents 1 About the Stantec Brand 1.1 Introduction 4 2 Basic Identity Components 2.1 Logo Logo Clear Space & Scale Logo Do s & Don ts Color Palette Gradient Fonts Imagery Imagery Do s Iconography Expressive Lines Design Flexibility 16

3 1. About the Stantec brand

4 Stantec Brand Identity Guidelines Introduction This document summarizes Stantec s visual brand identity. It provides guidelines for using the components of our visual identity and shows how they come together to create the distinctive look and feel of Stantec. To help build brand recognition, follow these guidelines when creating all Stantec materials. Please also refer to the Branding Policy on StanNet, and the Stantec Communications Toolkit and Stantec Styleguide on the SMKC. Slogan (brand promise) Design with community in mind Voice Inventive When the best solution doesn t exist, we create it. We see things both as they are and how they could be. Assured We re experts. We can move with certainty because we know the people, the industries, the issues and the expectations. Genuine We re sincere. We care more about the work because we re personally invested in the communities we serve. Values We put people first We do what is right We are better together We are driven to achieve Our Logo Story At Stantec, we see things differently. With a spectrum of designers, engineers, scientists, and problem solvers collaborating across disciplines and industries, we look at every challenge as an opportunity to bring communities together and make lasting connections with the people and places we serve. When we take on a project, we see more than a building, a road or a source of energy. We see the communities impacted by these projects, and look at every design challenge through this vivid lens. Inspired by the warmth of our relationships and the impact of our work, we lead the way with rigor, energy and confidence that transcend the challenges we re here to solve.

5 2. Basic identity components

6 2.1 Logo Stantec Brand Identity Guidelines 6 Our logo is at the center of our visual identity. It is modern and elegant, clean and simple, and comprises two parts: the Lens mark, which evokes our creative and community-minded ways of the seeing the world, and the Stantec wordmark. Primary logo Logo files can be downloaded from the SMKC Logos page. The orange gradient Lens mark with the warm gray wordmark combined make up our primary logo. To ensure prominence and flexibility across all applications, secondary versions of the logo are also available. When creating Stantec materials, always choose the logo that will be the most legible. See the Logo Do s & Don ts section for more guidance about how to use it. Secondary logos for black-and-white applications Use the white reverse logo for all applications on colored or dark backgrounds. The black logo on a white background may only be used in black-and-white printing or in a title block. When the background of a blackand-white image is white or light, use the primary logo. When the background is dark or gray, use the white reverse logo. Single color black logo Solid reverse White reverse logo

7 2.2 Logo safe space & scale Stantec Brand Identity Guidelines 7 Safe space Safe space is the area or breathing room maintained around our logo. Always surround our logo with enough safe space to keep it free of competing textor graphic elements, giving it the maximum visual impact across all applications. Safe space The diagram to the right shows the minimum amount of safe space that must be maintained around the logo at all times. X = 50% of X Minimum size To ensure our logo is always clear and legible, follow the minimum size specifications for print and digital applications shown here. Minimum size for print use Minimum size for digital use The lens mark The Stantec lens mark may appear on its own only when it is shown in the context of the complete logo lockup. (e.g., full logo is used on letterhead; the lens is used on subsequent letterhead second sheets). 1.25".332" 130px 35px Lens mark

8 2.3 Logo do s & don ts Stantec Brand Identity Guidelines 8 Our logo represents who we are and should remain consistent and clearly recognizable across all communications and applications. It must be used only as shown in sections 2.2 and 2.3. Never alter it in any way. Logo do s Do use the color logo on a white or light background whenever possible. When a limited palette (e.g., black and white printing or on a title block) is required, do use a solid black logo. Do use the reverse logo on our gradient as a background. It can also be used on black or dark backgrounds. Logo dont s Architecture Don t alter or distort the logo artwork in any way. Don t add special effects such as a drop shadow to the Stantec wordmark or Lens mark. Don t place the color logo on any background that will be distracting or impair its visibility, or that is too close to our primary palette. Don t create solid color versions of the logo. Don t add additional words to the logo.

9 2.4 Color palette Stantec Brand Identity Guidelines 9 Our color palette is warm and evocative, with a distinctive set of colors for ultimate flexibility and impact in all our materials. Using our color palette as recommended builds recognition of the Stantec brand. Stantec gradient (part of our primary color palette) Neutral palette Black C 0 M 0 Y 0 K 100 White C 0 M 0 Y 0 K 0 Color usage Use the primary color palette for consistent brand recognition and reinforcement in all materials. R 0 G 0 B 0 # R 255 G 255 B 255 #FFFFFF Our secondary blue and green colors help to convey intimacy and connection, while our neutrals provide balance and stability within the system. Secondary colors should be used in limited places, such as in advertising, web and mobile applications, charts, diagrams, and other information graphics to communicate differentiation, order, or importance of content elements. The secondary and neutral palettes must always be used in conjunction with the primary palette. Primary color palette Stantec Gray Coated C 25 M 20 Y 30 K 50 Uncoated C 20 M 20 Y 30 K 55 Stantec Red Coated C 0 M 100 Uncoated C 0 M 100 Stantec Orange Coated C 0 M 60 Y 95 K 0 Uncoated C 0 M 50 Stantec Yellow Coated C 0 M 30 Uncoated C 0 M 25 Secondary color palette Stantec Blue Coated C 90 M 0 Y 0 K 0 Uncoated C 85 M 0 Y 0 K 5 Stantec Green Coated C 65 M 0 Uncoated C 60 M 0 Always make sure you use the correct color specifications for your application. We recommend always using colors at full opacity. For print applications, use both CMYK and Pantone spot colors, and use the appropriate specs for coated and uncoated paper stocks. For digital applications, including slide presentations, use our color palette. PMS Warm Gray 9 C PMS Warm Gray 9 U R 139 G 131 B 118 #8B8376 PMS 1795 C PMS 2035 U R 215 G 25 B 35 #d71923 Suggested Color Combinations PMS 158 C PMS 144 U R 255 G 155 B 38 #FF9B26 PMS 1235 C PMS 121 U R 255 G 201 B 14 #FFC90E PMS 2995 C PMS 306 U R 0 G 168 B 255 #00A8FF PMS 369 C PMS 368 U R 117 G 192 B 0 #75C000 White space Use white space to give your content room to breathe and preserve the visual flow of the composition.

10 2.5 Gradient Stantec Brand Identity Guidelines 10 The Red to Yellow gradient is part of our primary color palette. The gradient must stay at 35 degrees, and must be created using CMYK or colors. Stantec gradient Our gradient is a linear blend of Stantec Red and Stantec Gradient Yellow (do not use Stantec Yellow) on a 35 angle with a 55% midpoint. The gradient is primarily used in Companywide materials and templates. Please use it judiciously and ensure it prints correctly. The gradient should not be used on black/dark backgrounds or a background that is too close to our primary palette. Never create a gradient from our secondary colors % Stantec Red Coated C 0 M 100 Uncoated C 0 M 100 Y 100 K0 R 215 G 25 B 35 #d71923 Stantec Gradient Yellow Coated C 0 M 35 Uncoated C 0 M 30 R 250 G 185 B 20 #fab914

11 2.6 Fonts Stantec Brand Identity Guidelines 11 When used consistently across all applications, our typography helps reinforce the Stantec brand s look and feel. Our primary typeface for all print, on-screen, web, and digital applications is Century Gothic. This is a clean, open typeface that is legible across a wide range of weights. Georgia complements the weights of Century Gothic by providing legibility in running copy and contrast in typographic hierarchy. In special design applications, ITC Avant Garde Gothic and Sentinel are also used. Type Size The suggested type size for general text in most Stantec materials and s is 10 point. For more information, refer to Writing for the Electronic Medium in Stantec s Styleguide. Type sizes can be adjusted, as appropriate, depending on the application. Preferred typeface Century Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Century Gothic Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Century Gothic Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Century Gothic Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Secondary typeface Georgia ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Georgia Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Georgia Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Georgia Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

When choosing imagery, make sure it always aligns with the content of our message.

categories: people & community, process & projects, and concept & metaphor.

real-world projects and communities as well as real-life people and situations.

12 2.7 Imagery Stantec Brand Identity Guidelines 12 We use imagery to tell a story that reinforces our communitymindedness. When choosing imagery, make sure it always aligns with the content of our message. Color Black and White For more information and full photography guidelines, check out the SMKC Photography page. Our imagery can be either full color or black-and-white, and falls into three categories: people & community, process & projects, and concept & metaphor. People & Community Images of people, places, and things can be used in full-bleed or in silhouette on a white background. Stantec is not limited to just one photographic style, allowing for flexibility and versatility across applications. Process & Projects Color photography Full-color imagery can be used to communicate real-world projects and communities as well as real-life people and situations. Black-and-white photography Black-and-white imagery can be used for more stylized applications where a limited palette is used for effect, or applications with production limitations. Concept & Metaphor The consistent threads are clean, simple composition and smart, engaging content.

Look for images that best represent Stantec in fresh and unexpected ways.

Choose imagery that will be a good fit for the message, the space, and the medium.

This can be especially effective when using black and white images.

13 Oil & Gas projects across North America in Stantec Brand Identity Guidelines Imagery do s The difference between ordinary and engaging materials starts with our choice of imagery. Look for images that best represent Stantec in fresh and unexpected ways. To the right are some examples of what to do and what to look for when choosing Stantec imagery. Choose imagery that will be a good fit for the message, the space, and the medium. Pair images with our colors to help communicate our brand values. This can be especially effective when using black and white images. Photos with people should help tell a story and may benefit from icons (see next page for more information on iconography). Always match the imagery to the overall message in the application. Choose photos that help tell our brand story. Do not use images that will be distracting or that could be seen as being negative. We bring energy products to communities across the globe. From deep in the arctic to the vast Canadian oil sands, and at the heart of the U.S. shale plays, Stantec knows the challenge. And, it s a challenge we embrace. Upstream Onshore, Offshore, Conventional Oil & Gas, Oil Sands Midstream Pipelines, Facilities, Terminals Downstream Retail, Refi ning, LNG, NGL 6,236

14 2.9 Iconography Stantec Brand Identity Guidelines 14 Iconography adds texture and visual interest to an application and can help get the message across in a clear and immediate way. Simple iconography style Pair simple icons with images to express ideas and emotions. The icons assist with visual storytelling. Pair simple icons with short amounts of supporting content to highlight quantitative facts and other key points. These icons can be custom designed by Marketing Graphic Designers only, or selected from our library on the SMKC. Simple iconography color usage Icons should be simple, flat, organic shapes with rounded ends. Icons can be a solid Stantec color, Stantec s gradient, or reversed on a colored background. Icons should be bold and punchy and we recommend always using colors at full opacity. t $270 billion into the economy over the next 25 years and supply 525,000 barrels of oil per day. Zero Number of dollars and days Toronto s York University Research Tower ran over budget and schedule another project we helped a client deliver to a predictable outcome.

They can be used to frame the focus of a photo. Pairing expressive lines with icons can draw attention to key ideas.

Meet our people 20 technical specialties and 900 professional associations - you Environmental science isn t always about plants and animals could say that our interests are diverse and that we have

We lead nature development often uncovers parts of the past, buried in the dirt, or walks for our family and friends, because there is nothing like the trees, or the rock.

Our front yards might stand out from the the communities that lived before us, and is shared with the First neighbours because we ve turned the suburban lawn into a native Nation groups (Canada) or

15 2.10 Expressive Lines Stantec Brand Identity Guidelines 15 Expressive lines help to illustrate key ideas and messages and can be paired with images. Lines should be medium thickness in relation to type and image, with rounded ends. Expressive line style Expressive lines can add movement and interest in the application. They can be used to frame the focus of a photo. Pairing expressive lines with icons can draw attention to key ideas. Expressive lines can be straight or curved, a solid Stantec color, or reversed on a colored background. Meet our people 20 technical specialties and 900 professional associations - you Environmental science isn t always about plants and animals could say that our interests are diverse and that we have a passion either. Our archaeologists are studying human history too. New for the environment that doesn t stay in the office. We lead nature development often uncovers parts of the past, buried in the dirt, or walks for our family and friends, because there is nothing like the trees, or the rock. Each discovery helps us to learn more about seeing an Osprey in flight. Our front yards might stand out from the the communities that lived before us, and is shared with the First neighbours because we ve turned the suburban lawn into a native Nation groups (Canada) or Native American groups (United States) prairie, complete with orchard and vegetable garden. And every year that claim traditional territory in the project area. our Environmental Services practice finishes with the top of the pack in Stantec s many Bike to Work and green commute challenges. Companies that engage Aboriginal communities early and well spend more time on the business they are in and less time managing Before the blueprints and backhoes, we re at work. Helping to public relations and fighting long, expensive, legal battles. Stantec shape your initial project concept with our local understanding recognizes that sustainable development is vital to the future and walking you through the approvals process is just part of our of Canada and the oil sands, and is important to the growth of services. If you re going to monitor the site during construction, our partnerships with Aboriginal people, communities, and we can do that too. Twenty years later, we (or our successors) governments throughout Canada. Stantec is a minority stakeholder will develop your site decommissioning plan for remediation in eight Aboriginal partnerships across Canada. Through these and reclamation. One size fits all won t work for you. The site, partnerships we are able to better serve our clients needs and contaminants, and surroundings are always different. We deliver support a commitment to build capacity through employment, a solution that fits the site tailor-made. training, and investing directly in the local communities where you operate. Factoid related to the archaeological findings etc etc etc etc 2,035 Number of something impressive with the Environmental Services group Meet our people 20 technical specialties and 900 professional associations - you Environmental science isn t always about plants and animals could say that our interests are diverse and that we have a passion either. Our archaeologists are studying human history too. New for the environment that doesn t stay in the office. We lead nature development often uncovers parts of the past, buried in the dirt, or walks for our family and friends, because there is nothing like the trees, or the rock. Each discovery helps us to learn more about seeing an Osprey in flight. Our front yards might stand out from the the communities that lived before us, and is shared with the First neighbours because we ve turned the suburban lawn into a native Nation groups (Canada) or Native American groups (United States) prairie, complete with orchard and vegetable garden. And every year that claim traditional territory in the project area. our Environmental Services practice finishes with the top of the pack in Stantec s many Bike to Work and green commute challenges. Companies that engage Aboriginal communities early and well spend more time on the business they are in and less time managing Before the blueprints and backhoes, we re at work. Helping to public relations and fighting long, expensive, legal battles. Stantec shape your initial project concept with our local understanding recognizes that sustainable development is vital to the future and walking you through the approvals process is just part of our of Canada and the oil sands, and is important to the growth of services. If you re going to monitor the site during construction, our partnerships with Aboriginal people, communities, and we can do that too. Twenty years later, we (or our successors) governments throughout Canada. Stantec is a minority stakeholder will develop your site decommissioning plan for remediation in eight Aboriginal partnerships across Canada. Through these and reclamation. One size fits all won t work for you. The site, partnerships we are able to better serve our clients needs and contaminants, and surroundings are always different. We deliver support a commitment to build capacity through employment, a solution that fits the site tailor-made. training, and investing directly in the local communities where you operate. 134,269 2, Number of something impressive with Number of something Number of something the Environmental Services group impressive with the impressive with the Environmental Services Environmental Services group group Our Environmental Services practice finishes with the top of the pack in Stantec s many Bike to Work and green commute challenges

16 2.11 Design flexibility Stantec Brand Identity Guidelines 16 All Stantec promotional materials fit onto a scale between fixed design and flexible design, to help us maintain a consistent look and feel while also allowing us to target our clients effectively. Branded Materials Design Flexibility Branded Materials Design Flexibility Our Companywide materials are on the fixed end of the spectrum and can t be altered (e.g., Company Profile, letterhead, business cards, etc.) Alternatively, client-specific materials such as proposals and SOQs can be tailored to suit that client best. Company-wide Fixed Company Profile Advertising (customizable templates) Custom Print Materials Client Flexible Client Specific Materials (Proposals, SOQs, RFPs, etc.) Annual Report Sector/PA Brochures (customizable templates) Custom ematerials Stationery (Letterhead, Business Cards, etc.) Tradeshow Program (customizable elements) Signage (fixed and customizable elements)

Brand identity toolkit

Our visual identity Brand identity toolkit Typography Photography Lyon Display Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Akkurat Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz