Reference: 1003 Supplementary Letters Patent
Effective Date: April 1997
Revised: November 2010 (Pending)
1.0 Purpose of the corporate logo
The symbol and logotype, Skate Canada, are registered trademarks of Skate Canada and are exclusive to the corporation. A trademark is used to identify an organization and its products and services from those of other companies. The symbol and logotype will be referred to as the “corporate logo” for this policy.
2.0 Purpose of program and event logos
The symbol and logotype of Skate Canada programs and events are registered trademarks of Skate Canada and are exclusive to the corporation. A program and event trademark is used to identify certain corporate products and services and is used in conjunction with copyright materials. The symbol and logotype of Skate Canada programs and events will be referred to as “program and event logos”.
3.0 Purpose of standards for the use of Skate Canada logos
The purpose of providing standards for the use of the Skate Canada logos is to provide a single identity that is consistent through all communication and visual applications. Standardized use of the logos will present a unified visual image for the Association that enhances its image and protects its trademarks. Creation of a single powerful logo for the Association and for Association programs and events projects a positive and consistent image of a tightly run organization and suggests quality and strength to all its stakeholders.
Brand standards will help both internal and external graphic preparation and ensure consistent use of the Skate Canada corporate identity. To succeed the standards must be strictly followed by anyone who produces material for Skate Canada. Improper use of the logos must be addressed as soon as it is discovered.
Skate Canada sections, clubs and skating schools are provided with the standards for use of Skate Canada logos. The standards are also accessible on the Skate Canada website.
4.0 Corporate Identity
The corporate logo (the symbol of the maple leaf and skate and the logotype used for the words Canadian Figure Skating Association in English and Association canadienne de patinage artistique in French) was created and copyrighted in 1968.
The updated logo (symbol of the maple leaf, skate and swirl and the logotype used for the words Skate Canada in English and Patinage Canada in French) was updated in 2000, and again in 2010. They are copyrighted 2010. This is the Association’s “corporate identity”.
5.0 Objectives of the policy on Skate Canada logos
- To protect the Skate Canada copyright as it applies to the Skate Canada corporate logo and program and event logos.
- To create a single unified, national identity that enhances the image of Skate Canada as a focused, professional organization.
- To establish a series of standards for treatment of Skate Canada logos in French, in English and in a bilingual format.
- To establish standards for the use of Skate Canada logos in conjunction with the logos of member organizations.
- To establish standards for the use of the Skate Canada corporate logo in conjunction with Skate Canada program and event logos.
- To establish standards for special applications of Skate Canada logos. Special applications include clothing, rewards, incentives and merchandise available through the Skate Canada on-line store.
- To create an approval process for use of Skate Canada logos and to communicate the approved process to Skate Canada sections, clubs, skating schools and employees.
6.0 Approved standards for the Skate Canada corporate logo
The maple leaf on the skate blade, swirl and the logotype are the corporate signature. The logotype must adhere to the approved standards. Note that the corporate signature is Skate Canada in English and Patinage Canada in French. Placement of the logotype relative to the symbol and size ratios must adhere to the approved standards.
The Skate Canada Board of Directors approves the standards for the maple leaf on the skate blade, the swirl and the logotype. The standards are available to Skate Canada sections, clubs and skating schools on Members Only or the Skate Canada website.
7.0 Protection of Skate Canada logos
The logo must always be protected on all sides by a negative or white space equivalent to the height and width of the letter S of the Skate Canada lettering in the wordmark. This safe area must be free of all non-branded graphic or copy elements, and is to be respected under all circumstances.. Approval for special applications of the logo (e.g. printing the Skate Canada logo on a pen) will be determined on a case by case basis through the Skate Canada Marketing department.
8.0 Colour of Skate Canada logos
The current colour of the Skate Canada corporate logo is Pantone red 186 for the light red and Pantone red 188 for the dark red and is the only acceptable red for reproduction of the corporate signature. Where printing is restricted to one colour, Skate Canada grayscale is acceptable. Skate Canada red should not be used on a coloured background that will change the shade of the corporate signature. If this is the case the logo and type may be reversed out in white. Under special circumstances gold, silver and bronze foil may be approved through the Skate Canada Marketing department in relation to special projects undertaken by the Skate Canada president or the Skate Canada Hall of Fame.
9.0 Special treatment
Standards have been established to demonstrate the size and positioning of the Skate Canada logo in conjunction with other Skate Canada program logos (e.g. CanSkate), Skate Canada event logos and sponsor logos. Use of these treatments must adhere to these standards.
10.0 Use of Skate Canada logos by Sections, Clubs, and Skating Schools
Skate Canada member organizations are encouraged to use the Skate Canada Logos. Using the logos on marketing and advertising material, will help members of the public connect the national organization and its member organizations. This will also increase general brand awareness of Skate Canada and in turn increase the organization’s visibility in the Canadian market.
To protect the Skate Canada corporate trademark and Skate Canada program and event trademarks, standards have been established for the use of Skate Canada logos in conjunction with section, club and skating school promotional material. These standards must be adhered to at all times when using Skate Canada logos. These standards are available on Members Only and on the Skate Canada website.
11.0 Use of Skate Canada logos on merchandise or equipment
To protect the integrity of the Skate Canada corporate, program and event logos, any merchandise or equipment bearing Skate Canada logos must be approved through the Skate Canada Marketing department. The use of the Skate Canada logos for merchandising is not allowed. If a Section, club or school wishes to include the Skate Canada logo on merchandise it should be ordered from the Skate Canada office.
12.0 Other uses of Skate Canada logos
All requests that do not fall into the uses as outlined in the standards should be submitted in writing by email, with samples of intended use attached, to the Skate Canada Marketing department for approval. Skate Canada will respond to written requests within five working days of their receipt.
13.0 Responsibility for monitoring Skate Canada logos
The Skate Canada Marketing and Corporate Communications departments are charged with the responsibility of monitoring and following up on any misuses of Skate Canada corporate, program and event logos.
14.0 Failure to comply with the standards for Skate Canada logos
Failure to comply with the standards may result in a cease and desist order or further action by Skate Canada.