Policies

Background

The City of Ottawa has used three distinct identifiers since its new beginning in January of 2001. While graphic guidelines for these identifiers have been well communicated and made available to staff, some usage areas around third-party access to our identifiers has remained unclear and poorly defined when it comes to endorsed policies.

Corporate branding, or more appropriately in this case a visual identity program, is defined as an exercise that creates instant recognition of a corporation, product or service through the consistent application of visual or design elements. As a corporation, the City of Ottawa is challenged with positioning and maintaining its brand in the local, national and international marketplace, while promoting the presence and accessibility of its products and service providers to the residents of the municipality.

Successful branding depends on the consistent application of established standards. To that end, our Visual Identity Standards Manual has been designed to facilitate the implementation of our program. Adhering to these standards will protect and enhance the corporate brand and ensure that the City of Ottawa is represented in a modern, professional and consistent way.

This standards manual will ensure the consistent branding of the City of Ottawa. It covers most foreseeable situations that may arise in print, promotional materials, vehicles, signage, uniforms, and electronic forms, etc. It is intended to help employees and contractors of the City prepare materials easily and more cost effectively while eliminating the guesswork with regard to the application of the corporate brand. It is primarily aimed at employees and suppliers of the City (i.e. communications coordinators, printers, graphic designers, photographers, videographers and suppliers of marketing and promotional items) who are responsible for the coordination and production of a vast range of corporate materials.

The City of Ottawa Visual Identity Policy and the Visual Identity Standards Manual are also intended to clarify the use of our identifiers by third parties. The purpose of this policy and standards are to address some irregularities and misappropriate usage related to the use of the City of Ottawa's identifiers.

Discussion

Municipalities and other local government organizations routinely adopt corporate logos, crests, and emblems as a means of establishing unique visual identities. The City of Ottawa's stylized "Ottawa" wordmark is a prominent example of the municipality's visual identity and serves to distinguish the City from its predecessors and position the City as a provider of services and programs closest to the community. The preservation of the Arms of Ottawa granted by Governor General Vincent Massey, on the other hand, provides a ceremonial and visual link to the history and heritage of the city. Together, the "Ottawa" wordmark and the Coat of Arms form the basis of a visual identity for the City of Ottawa that looks to the future without ignoring the past. That having been said, each element of this visual identity is to be employed within a particular context. For example, while the wordmark is appropriate for use in the ordinary course of the City's business, the Coat of arms is more appropriately reserved for official matters by Office of Protocol and the Mayor’s Office.

In order to provide consistency in the appearance of the City's visual identifiers, as well as to ensure that each element of the City's visual identity is used within its proper context, it is proposed that a set of standards be kept up-to-date as an evolving working document for both staff and service providers to the Corporation. They not only preserve the integrity of the City's visual identity elements and ensure its effectiveness but will also serve to protect them from misappropriation and misuse by third parties. While the attached policy and standards prescribe the general rules governing use of the City's visual identifiers, it also recognizes that it is impossible to set out, in advance, a comprehensive code of use. Accordingly, it is also proposed that the Director of Public Information and Media Relations or their designate, be assigned responsibility for administration of the policy to address any unaccounted-for cases.

One of the most significant functions of the City's visual identifiers is to evoke an immediate public association of a facility, a program, service or an individual with the municipality. For example, where the public sees the City of Ottawa wordmark used on correspondence, on an employee identification card, or attached to a vehicle, residents should be comfortable in the knowledge that they are dealing with the City administration. The improper use of a City symbol may, at the very least, lead to confusion and misunderstanding. In more extreme cases, the improper application of the City's visual identity may seriously undermine public trust and confidence in the municipality and impugn the integrity of the organization. Accordingly, it is important that the elements of the City's visual identity be protected by formal legal means and by the implementation of policies and graphic guidelines governing their usage by municipal employees and officials. For that reason, the symbols have been copyrighted in the name of the Corporation of the City of Ottawa.

In view of the potential benefits associated with permitting the regulated use of the City of Ottawa wordmark by external organizations, City Council has adopted the attached policy and standards to establish the parameters of such use. The "External Use" section of the City of Ottawa Visual Identity Policy is intended to clearly define what constitutes improper or unacceptable use of the City's visual identity.

Given the broad range of potential external uses of the wordmark, the policy further proposes that responsibility for consideration of requests for external use of the City of Ottawa visual identifiers be delegated to the Director of Public Information and Media Relations.

City of Ottawa Visual Identity Policy

Policy statement

It is City policy that all employees will abide by the rules governing the use of the City’s identifiers as described in the Visual Identity Standard Manual. It is also understood that third party use of the identifiers seek permission from the Corporation of the City of Ottawa as outlined in this document.

Purpose

The City of Ottawa Visual Identity Policy and the Visual Identity Standards Manual are intended to clarify the use of our identifiers by third parties. Some irregularities and misappropriate usage related to the use of the City of Ottawa’s identifiers have been noted.

Application

This City of Ottawa Visual Identity Policy applies internally to all City staff, as well as to members of Council within the practice of their duties relating to mandated City business. The usage of City of Ottawa identifiers may be restricted during election campaigns as outlined in the Elections by-law. In this policy, “external use” means use by any person, including any business, organization, association, board, or agency, not forming part of the municipal corporation known as the City of Ottawa. It also includes use in association with a program, service or product not endorsed by the Corporation’s administration and/or City Council.

Policy description

The various elements of the City of Ottawa’s visual identity provide a graphical representation of the City of Ottawa, its elected officials, and its administration. It affords immediate public recognition of the fact that individuals, events and facilities are formally associated with the municipality. In addition, the City’s new symbols serve as beacons to identify municipal services and clearly show taxpayers’ dollars at work, whether it is in relation to a building, a park, a program, a vehicle, a service or a celebration. The new symbols convey the quality of life, the feelings of growth and hope, and the beauty of our environment and green space. They convey the economic and business strengths of the City and its attraction as a tourist destination. Finally, the various elements of the visual identity respect our role as the National Capital. The cosmopolitan approach of the City’s new visual identity makes a clear statement in introducing the new City of Ottawa as a forward-moving, clean, green and successful place to live, work, play and visit.

In light of this, and to preserve the integrity of the City’s visual identity, City Council has adopted the following policy for use of the City of Ottawa visual identity. This policy serves to establish the parameters governing use of the City’s visual identifiers so as to protect the integrity of the City’s visual identity, ensure consistency in the application of corporate symbols and to ensure that the legal protection afforded to these design elements is not diluted by inappropriate use. In addition, it prescribes a process for the consideration and approval of requests for external use of the City of Ottawa visual identifiers. In light of the official nature of the Coat of arms, its external use is prohibited and the City of Ottawa will not consider requests for use of the Arms of Ottawa.

In order to provide consistency in the application of this policy, the Director of Public Information and Media Relations, has been delegated the authority for the consideration and approval of all requests for the external use of the City of Ottawa visual identity.

Internal use

Coat of Arms and Motto

The Coat of Arms and Motto is a distinguished and official symbol of the City with an elevated status that sets it apart from other elements of the City’s visual identity. As a heraldic device, it is intended for ceremonial applications only. Its use is restricted to key applications tied to the Mayor’s Office, such as the Mayor’s ceremonial stationery, Mayoral Chain of Office, selected proclamations, seals, selected souvenirs and executive gifts.

As a grant of Arms under the authority of the Governor General as Head of the Canadian Heraldic Authority, the Coat of Arms may not be modified or altered under any circumstances. The City’s Chief of Protocol administers the rules surrounding the usage of the Coat of Arms.

"Ottawa" wordmark

The wordmark will be the identifier most commonly used by the new City of Ottawa and the most visible to the community. Its main objectives are to clearly identify programs, services and facilities provided through municipal tax dollars, endorsed by its administration and City Council while presenting a unified image to the public. This includes, but is not limited to, all stationery and forms, all publications (digital and print) including City programs and services promotional material, newspaper advertisements, facility and other asset signs, staff identification, uniforms, souvenirs, and electronic uses.

The wordmark shall not be altered in any way and shall not be combined with other visual elements so as to create a new symbol or image.

Any new application of the wordmark should be prepared with the leadership of the Director Public Information or Media Relations or their designate for resolution.

Flag

All City departments and officials may use the flag and flags may be made available for use by the public and external agencies. The City’s Chief of Protocol administers the rules surrounding the usage of flags.

External use

The stylized “Ottawa” wordmark is an official mark of the City of Ottawa and, as such, enjoys all of the protections afforded by Section 9 of the Trademarks Act. The external use of the City of Ottawa’s visual identity, without the consent of City Council obtained in accordance with this policy, is expressly prohibited.

Visual identifiers may not be used in any manner that brings the integrity or reputation of the City of Ottawa, or its elected representatives, officials or employees, into disrepute. Any such use of the mark is expressly forbidden and shall result in immediately revocation of any permission granted under this policy.

The City of Ottawa’s symbols and its application guidelines are the property of the City of Ottawa. Elements of the City’s visual identity may not be used in connection with a business and may not be employed in such a manner as to suggest the City’s endorsement of, or affiliation with, a product or service, without the express permission of the Director of Public Information and Media Relations (see Responsibilities).

Where permission has been obtained to use symbols forming part of the City’s visual identity, the user shall not alter or modify the symbol, cause the symbol to be altered or modified, or combine the symbol with other graphical elements, without the express permission of the Director of Public Information and Media Relations. Users shall seek approval of any material by the Director of Public Information and Media Relations before proceeding to production and dissemination.

Responsibilities

All requests for external use of any element of the City’s visual identity shall be submitted, in writing, to the Director of Public Information and Media Relations. All such requests shall be in a form satisfactory to the Director of Public Information and Media Relations and must specifically describe the proposed use, including the context in which the symbol is to be used. Permission to use the City’s visual identifiers is in the sole discretion of the Director of Public Information and Media Relations.

Contraventions

Failure to adhere to this policy will result in a notification from the Public Information and Media Relations Branch, with a copy to Legal Services. Subsequent failure to comply would result in action from the City of Ottawa’s Legal Services.

References

Visual Identity Usage Policy – Original Council Report

Enquiries

Public Information and Media Relations, 613-580-2424, extension 13103.

Elements of the Visual Identity Program

Ottawa has some official graphic elements that comprise the City's visual identity. These are registered trademarks and cannot be changed.

Wordmark

The Ottawa Wordmark is the most commonly used visual element and is used on outdoor signs, vehicles, advertising and printed materials, uniforms and souvenirs. 
Its origins tie into the creation of our flag.
The main purpose of the wordmark is to identify the programs, services and facilities provided through municipal tax dollars and present a unified image to the public. This includes and is not limited to the following: stationery, forms, publications, newspaper advertisements, facility and other asset signs, staff identification/uniforms, souvenirs, vehicles and electronic usages. 

Wordmark usage

Council and City Committees, City departments, and boards funded by City of Ottawa ratepayers must use the wordmark. 

When using the wordmark please observe the following:
• it cannot be altered in any way
• it must not be combined with other elements to create a new symbol or image.
Colour models and application standards of the wordmark are detailed in the Visual Identity Standards Manual and kept up-to-date by Public Information and Media Relations (PIMR). Any requested variation on the standards must be presented to the Director of Public Information and Media Relations or designate for review. 

Flag usage 

All departments, Council, committees, boards and commissions may use the flag authorized by Council. Flags will also be available for use by the public.

The standard size for the flag is 183 centimetres wide by 91 centimetres tall. It may be reproduced at a smaller or larger size but the proportions of 1:2 must never be altered.

Find out more about the City of Ottawa’s flag.  

Coat of Arms

On October 20, 1954, the Right Honourable Vincent Massey, C.H., Governor General of Canada, presented to Ottawa City Council the Arms of Ottawa, issued under grant of the Kings of Arms.

The Coat of Arms is a distinguished and official symbol with an elevated status that is set apart from the wordmark and other marketing and communication tools. It is intended for ceremonial purposes only and its use is restricted to: the Mayor's ceremonial stationery; Mayor's Chain of Office; selected proclamations; seals; certificates and invitations; selected souvenirs; and, executive gifts.

The Coat of Arms is granted under the authority of the Governor General as the Head of the Canadian Heraldic Authority. It cannot be altered without the Council’s approval. Should any organizations or groups wish to use the Coat of Arms, prior approval must be sought by making application to the Chief of Protocol or his/her designate. Approval must be provided by City.