BRAND BOOK

!“A brand is a name, term, design, symbol, image or any other

feature that distinguishes you or your organization.”

ABOUT 1 - ABOUT THIS BRAND BOOK 2 - HOW TO USE THIS BRAND BOOK 4 - MISSION STATEMENT 6 - HISTORY 8 - FUN WITH PURPOSE 10 - FUN. FELLOWSHIP 12- GOOD MEN !DESIGN GUIDELINES 15-17 - LOGO’s 18 - REPRODUCTION GUIDELINES 19 - COLOUR 20 - TYPOGRAPHY 21-22 - DO’s AND DON’T’s 23-24 LETTERHEAD, INVOICES 25-26 - BUSINESS CARDS, ENVELOPE 27-28 - POST CARD, EMAIL SIGNATURE 29-30 - GARMENT GUIDELINES 31-32 - IMAGE GUIDELINES 33-34 - FEZ USAGE35-36 - VEHICLE USAGE !

TABLE OF CONTENTS

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This Brand Book was created for Al Azhar to use as a guideline for your brand standards. In the following pages you will find standards for logo's, pictures, business documentation, signage, garments and the Fez. This book is to be used as a reference for the "do's and don'ts" of the Al Azhar brand.

ABOUT THIS BRAND BOOK

This brand book will have guidelines of how to express the brand’s essence and traditions. !To reflect brand’s tradition, burgundy red, mustard yellow and black will be used in consistency with the Al Azhar. !This brand book includes the logo, fonts, pictures, business documentation, navigation and promotional tools to express the Al Azhar experience. !

If further information is needed contact the Al Azhar Shriners at: (403) 239 0033

HOW TO USE THIS BRAND BOOK

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“The Mission of the Shriners is to be: The Premiere Fraternal Organization for men of good character Committed to providing attractive, quality programs and services for its membership, their families and friends in a spirit of fun, fellowship and social camaraderie Fostering self improvement through leadership, education, the perpetuation of moral values and community involvement Serving mankind through the resources of its great philanthropy, the Shriners Hospitals for Children.”

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Walter M Fleming, M.D and Billy Florence are the founders of the Shriners. Mecca Shriners (the first chapter) met in New York City in 1872. In the same year, the Fez was adopted as the Shriners’ official headgear. !Today, there are approximately 309 000 Shriners belonging to 195 chapters in the U.S, Canada, Germany, Mexico, the Philippines, Puerto Rico and the Republic of Panama. !Shriners Hospitals for Children is a one-of-a-kind international health care system of 22 hospitals providing specialty pediatric care. Since 1922, Shriners Hospitals for Children have significantly improved the lives of more than 865,000 children.

HISTORY OF THE SHRINERS

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DESIGN

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GUIDELINES

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LOGO 1. This logo is to be used for all printed and online documents (Business cards, letter heads, invoices, thank you cards, etc.) !LOGO 2. This logo is to be used for Fez use only !LOGO 3. This logo is to be used with a secondary element. example: Dinosaur Patrol

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REPRODUCTION GUIDELINES

• Always maintain clear space around the Al Azhar logo to protect it from distracting graphics or typography

!• 1 inch by 1 inch clear space all the way around !• Never allow typography or other elements to “invade” the logo space • Only time typography will enter the logo is with curved logo #3

with the type face face MS San Serif and a size of 16pt !• Logo must be kept straight !• Use black or white background !

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R: 252 G: 160 B: 6 !HEX: #fca006

R: 0 G: 0 B: 0 !HEX: #000000

R: 128 G: 25 B: 29 !HEX: #80191d

MS Sans Serif

Aa Bb Cc Dd Ee Ff GgHhIi Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

MS Sans Serif

!Aa Bb Cc Dd Ee Ff GgHhIi Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

TYPOGRAPHY

!DO: • Use burgundy red • Use black or white background • Keep logo horizontally straight • Curve logo is - FEZ ONLY** !DON’T: • Use any colour palette for logo • Use multi-colour backgrounds for logo • Stretch logo’s length or width • Faded logo • Blurred logo • Tilted logo

LOGO DO’S AND DONT’S

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LETTER HEAD/ INVOICE GUIDELINES

MUST HAVE:

• Name

• Title – Al Azhar Shriners

• Address

• Chapter phone number

• Al Azhar logo

• All emails must use the standard font MS Sans Serif and font size 16pt

• If a informal letter is being used you can remove the address, phone number, and use the straight logo alone with no sub text

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BUSINESS CARD AND ENVELOP GUIDELINES

!BUSINESS CARD MUST CONTAIN: !• Straight Logo, in left hand corner • Address and contact information, right corner • Center of card, first name, last name, and title !ENVELOPE: !• Always use straight logo • Logo must be placed in right hand top corner • Allow a 1cm gap from the edge of letter and the logo top and side

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!Thank you cards will be printed on standard 4 1⁄2” x 5 1⁄2” top fold cards. These cards must use standard fonts, colours and logo sizing. Cards must be sent using standard A2 envelopes (4 3⁄4” x 5 3⁄4”).

All email signatures must contain:

• Name

• Title – Al Azhar Shriners

• Address

• Chapter phone number

• Al Azhar logo

***All emails must use the standard font MS Sans Serif and font size 16pt

EMAIL SIGNATURE

THANK YOU CARD

!• Always use straight Al Azhar

logo • logo should be screen printed or

embroidered • Must be on Left shoulder, of all

upper body garment’s • Colour should be limited to

Black, or white • Logo colour never changes from

Maroon

GARMENT GUIDELINES

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!Themes of images:

• Shrine Centre • Shriners community events • Shriners organization events • Shriners Children hospital

** Events images must be relevant** !Emotions in images:

• The Shriners expressing “Fun with purpose” • Use positive images of the Shriners – Excited, Confidence,

Passionate !

Photo basics: • Original Photographs • Colour images is preferred but either is acceptable • Show traditions and diverse age members • Logo and fez must be clear and visible !

IMAGE GUIDELINES

FEZ/HAT GUIDELINES• When using the logo on a Fez or any hat etc the logo used must be the

curved logo • The logo should be centered on the Fez or hat • Background can be black or mustard yellow (as per colour guidelines) • To add a second element, it must follow the element guidelines of MS

Sans Serif font at size 16pt

Vehicles must follow: !• All corporate vehicles used by the Shriners must be white or

black • All vehicles will bare the Straight Shriners logo • All logos will be placed on the side, on upper quarter panel • Non corporate vehicles, and all shriners are encouraged to

place a Al Azhar bumper sticker on there vehicle • Bumper stickers to be placed on left hand side • Bumper stickers 3 inches by 12 inches • The second element, it must follow the element guidelines of MS Sans

Serif font at size 16pt

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VEHICLE GUIDELINES