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BRANDStandardsGUIDEUPDATED: 27.01.2016

CONTENTSOUR PROMISE 1INTRODUCTION 2CANADA BEEF AND CANADIAN BEEF 3POSITIONING 4WRITTEN TONE 5 SUGGESTED LANGUAGE 5 TAGLINE 6 COMMUNICATION STANDARDS 6 WORD STANDARDS 7VISUAL TONE 8IMAGERY 9 PHOTO STANDARDS 10CANADIAN BEEF MARK 17CANADIAN BEEF MARK: BILINGUAL 18CANADA BEEF MARK 19CANADA BEEF INTERNATIONAL INSTITUTE 20CANADA BEEF INTERNATIONAL INSTITUTE INC. 21CANADIAN BEEF CENTRE OF EXCELLENCE 22CANADIAN BEEF HORIZONTAL MARK 23

SAFETY AREA 24 SCALE 24 SPACING 24COLOURS AND APPLICATIONS 25 MARK COLOURS / PRIMARY PALETTE 25 SECONDARY PALETTE 25MARK INTEGRITY 26AVOIDING COMMON ERRORS 27BRAND MARK USAGE – CANADA AND U.S. 28 APPROVED BRAND IDENTITY VERSIONS 28 MARK USE 29 DIGITAL FILE FORMATS 29COLOUR USAGE 30 THE CHALLENGE OF COLOUR CONSISTENCY 30TYPOGRAPHY 31MISCELLANEOUS USAGES 37 UNDERSTANDING DIFFERENT TYPES OF DIGITAL FILES 37 IMAGE SIZES FOR SOCIAL MEDIA 39STATIONERY 40GLOSSARY OF TERMS 44

OUR PROMISEEach and every day, Canadian beef is produced and raised with pride and tradition. As exceptional as the land on which it is raised, Canadian beef is excellence without compromise. We will do what is right.

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CANADA BEEF BRAND STANDARDS GUIDE

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INTRODUCTIONThe practice of “branding” actually comes from ranching, when cattle were branded to show ownership and distinguish one rancher’s herd from another. At their most basic, brands were, and still are, a way to identify a particular product and provide a sense of ownership. But that visual identifier on its own does not make a brand. A brand is much more than just a mark or a logo.

At a deeper level, a brand is the promise and reputation that is associated with a person, product or organization over time. Just as we work to ensure the global consumer connects with Canadian Beef, we must ensure the brand itself, whether tangibly or digitally, is presented uniformly and with integrity.

The Canadian Beef Standards Guide is meant to be a reference to ensure both Canada Beef, the organization, and Canadian Beef the Brand are positioned properly and consistently across all marketing efforts - both formal and informal. We all can play a role in promoting Canadian Beef.

While this document does not cover every conceivable medium or situation, it will help to define how the Brand should be positioned and written about, visual standards and colour schemes that should be adhered to at all times.

It should be noted that this document should be referenced in tandem with Canada Beef’s Brand Storybook. One should be familiar with the Canadian Beef Brand Storybook and frame these Guidelines or “Brand Standards” here in the context of that reference.


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CANADA BEEF AND CANADIAN BEEFCanada Beef is the organization. Canadian Beef is the brand that Canada Beef, as an organization, globally positions, markets and creates demand for beef from Canada in an effort to support the Canadian beef industry. Our organization is not the same as the entire Canadian beef industry, but our work benefits that industry, helping them succeed and generate greater profits for their efforts.

The Canadian beef industry is a widespread, diverse and complex network of ranching and farming families, feedlots, packers, government agencies, business partners, provincial associations, distributors, restaurant chains and retailers.

Where is Canada Beef in this value chain? Canada Beef encompasses the entire value chain, driving demand for the product. Working with our partners, we increase demand and tell the Canadian Beef Story. All the members of this complex value chain are doing their best to advance their particular part in the whole.

It is only our organization, Canada Beef, who is tasked with translating the inherent value of the product into emotional connections, marketplace demand and consumer loyalty. As we succeed, the Canadian beef industry thrives.


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POSITIONINGThe one thing that will absolutely never change about Canadian beef is Canada. The job of Canada Beef is to help people make a greater connection between Canada and Canadian beef. This is accomplished by talking more strategically about Canada itself and its relationship to the beef.

Surrounding the product itself, the resources that make Canada the best place on Earth for raising beef should be positioned as the reason Canadian beef is a high quality product. The three seas and 2.5 million lakes and rivers. From the majestic Rocky Mountains, vast and fertile Prairies through to the idyllic Maritimes, Canada’s natural resources are positioned as an environment perfectly suited for grazing cattle.

Within Canada, every Canadian naturally prefers Canadian beef at their grocery stores, restaurants and kitchen tables. We know Canadian beef to be of high quality and we are confident in its safety simply because it is Canadian. We don’t need to worry about it. Preferring Canadian beef domestically is comfortable, natural, and provides a feeling of security. Past Research shows that consumers at home value the fact that buying beef raised at home is a way to help support farmers and ranchers across the country. Choosing Canadian beef internationally is to acknowledge that Canada is a great place to be admired and that Canadians know what they’re doing.

Canadian beef should always be positioned as a premium food. Whether Canadian beef is superior to beef from elsewhere is not the point. The point is that Canadian beef is raised under ideal conditions that provide high quality food. It is a premium product and should be presented as such.

To summarize the relationship between Canada and Canadian beef, it should be emphasized that We Put The Best of Canada Into Our Beef.


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WRITTEN TONECanadian beef is Canadian. We take immense pride in where our beef is raised and tout the advantages our land provides for raising beef. Our language is simple, approachable and honest. We speak with pride but not overly boastful. We use a combination of equal parts magic and logic.

SUGGESTED LANGUAGE

To tell the story of Canadian beef, we rely on the one constant that can never change about it – Canada.

Suggested words to describe Canada Beef, the organization, include, but are not limited to:

• Connect • Innovate • Inspire • Advocate • Ethical • Excellence

To frame these attributes when talking about Canadian Beef, the brand, we lean on our four brand pillars: Producer, Product, World Class Standards, Sustainability. The following words and phrases should serve as a starting point when speaking with any of the four pillars:

PRODUCER PRODUCT WORLD-CLASS SUSTAINABILITY

Hard-working Premium Quality Conservation

Pride High-quality Food safety Environment

Heritage Healthy Animal health Highest standards

Handcrafted Flavourful Regulations Well-governed

Integrity Powerful protein Uncompromising Respect for nature

Personify the brand Handcrafted Exceptional eating experience Economic viability

Tradition Breeding Social responsibility


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TAGLINE

Official Tagline: “We Put the Best of Canada into Our Beef”

Driving Concept: “Canada: The World’s Perfect Place for Raising Beef”

Canada Beef’s official tagline should be the only tagline used in conjunction with branding initiatives, whether written, visual, or spoken. No variations should be used and must be capitalized and ordered exactly as above.

The driving concept should be kept in mind while creating any media on behalf of Canada Beef or Canadian Beef. It does not have to be written exactly as above; uses may range from the complete phrase to a simple reference to Canada as the World's perfect place for raising beef.

COMMUNICATION STANDARDS

The organization at all times should be referred to as Canada Beef and is strictly never interchangeable with Canadian Beef. There are several assumptions that are made of the role of the organization, so it is important to remember that Canada Beef does not sell beef, Canada Beef does not raise cattle and Canada Beef cannot certify or set standards for Canadian beef.

The sole responsibility of Canada Beef is to foster and maintain strong global demand for Canadian beef.

Throughout all communication, it is important that the visuals and text related to the key messages of Canadian Beef. The language must be clear and resolute, avoiding words that are open to interpretation or imply indecisiveness. Remember, the core positioning is that Canada is the World's perfect place for raising beef.


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WORD STANDARDS

• When speaking to cattle producers or industry it is proper to use “producer”. However, when consumers are being addressed, or are potentially being addressed the term “cattle farming and ranching families” should be used. “Farmers and ranchers” is also acceptable. Internally within Canada Beef, they are also referred to as “investors”. “Stakeholders” is an internal reference to cattle industry investors.

• The term “Industry” or “beef industry” is for internal industry to use. When speaking to consumers we encourage shifting the discussion away from an entire industry perspective or call it “those that work with Canadian beef”.

• The term “product” should not be used when addressing consumer, but it is acceptable to call it a “food”, “meat”, “beef” or "meal".

• The term “brand” should be reserved for discussions within the cattle and beef industry only. With consumers we talk about our “story”. In regards to logo use, this is referred to as “brand mark” or “Canadian Beef Brand Mark”.

• “Packer” within the industry, is referred to as “beef packing plant” for consumer consumption. The term “beef processor” is acceptable for multiple uses.

• “Kill” or “slaughter” should not be used for consumer communications. This is referred to as “harvest” or “harvesting”.

• “Canadian Beef” refers to the brand that consumers see. “Canadian beef” (beef not capitalized) refers to the beef itself (example: this beef is Canadian).

• Beef = meat, cattle = animal, beef cattle = cattle

• It is preferred that the term “Brand Partners” is used rather than “Trade Customers”. Suggest not using the word “trade” in any publications.

• Canada Beef prefers using the terms “investment” and “partnership” rather than “activities” or “promotions”.

• Canada Beef prefers using the term “Canadian Beef Experience” rather than “Trade Mission” when referencing groups that are invited to experience the Canadian Beef Centre of Excellence and/or touring industry locations.


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VISUAL TONEThe purpose of this section is to guarantee the consistency of our image by defining the guidelines for the use and application of photography, colours and our corporate mark and consumer brand mark in our marketing and communications materials.

Our image is part of our ‘Brand Identity.’ How we present ourselves to our shareholders, suppliers and industry peers defines and reinforces that image. Graphic continuity is vital as a sign of our stability and reliability. All forms of communications materials influence how Canada Beef is perceived, and care must be taken to preserve the integrity of our corporate identity with every opportunity – from memos and emails to online and print collateral.

Reference to this section must be made when communicating instructions to agencies, designers, merchandise suppliers, and printers to maintain quality control over Canada Beef communications materials.

This section covers the most common topics related to implementing and maintaining the consistency of the company’s visual identity. The corporate communications department at Canada Beef is responsible for overseeing adherence to the guidelines specified in this manual. Any and all executions of printed, displayed, visualized or otherwise actualized representations and reproductions of the company’s visual identity should be reviewed and approved by a Canada Beef representative.

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IMAGERYOne of the ways Canada Beef can demonstrate our connection to our stakeholders is to show our understanding of the diverse audiences we work with – from ranchers and beef processors to chefs and consumers.

Our photography style embodies five main themes: mood, location/geography, people, livestock and product/food. The following pages include selected examples of images that are appropriate to illustrate them but are not an all inclusive list.

MOOD

The mood of imagery in any Canada Beef publication should convey an emotional connection that helps tell our Brand Story. To invoke a sense a pride in Canada, colours should be vibrant and photography should mix dramatic landscapes, approved images of beef cattle and Canadian beef producers (farming and ranching families). The mood of each image always have direct correlation to the text it accompanies. Keywords: ethereal, epic, dramatic, natural, clean/uncluttered,

awe-inspiring

LOCATION/GEOGRAPHY

As Canadian pride is the cornerstone of the Canada Beef Brand, all imagery should showcase Canada’s grandeur. It is vital that a mix of geographies from across Canada – by example: BC coastal ranches to the family farms of the Maritimes – be included. Keywords: Canadiana, seasonal, wide open spaces, natural

LIVESTOCK/PEOPLE

Shots should be simple, direct and feature real people, not fashion models. They should show interaction to reflect relationships between people. The people captured, can either be looking off camera or giving direct eye contact. People should look positive, approachable and natural with an appropriate mix of race, age and gender to reflect the area and cultural aspects. Keywords: authentic; hard working; interaction; warm; approachable;

generational/family; happy consumers, professional chefs

PRODUCT/FOOD

Extra care and attention should be given to the depiction of products and food. Pictures should always reflect a sense of freshness, cleanliness and quality. Keywords: appetizing; healthy; nutritious; fresh; stylized food shots

SPECIFIC SHOTS

We are developing a library of images available for use. From time to time you may need to be more specific in your communications and this may involve using a particular location, talent and getting them to act in a certain way. Within this situation, it is very important to create a sense of naturalness and to avoid clichéd poses or effects. All our photography should support our brand attributes through characteristics of the people, their actions and their environments.


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PHOTO STANDARDS

• Use photos that show good humane handling of animals only. No sick or injured animals.

• When showcasing Canada’s diversity, we prefer using some feedlot images as well as mountain landscapes, pasture land as well as prairie grazing land in a balanced approach showing off Canada’s landscapes and feeding and grazing regimens.

• Prefer using fairly clean cattle, not muddy or excessively “tagged” animals.

• The environment should appear clean and the animals happy (not over crowded).

• No cattle roaming unabated next to streams or bodies of water without proper sustainability management in place.

• All landscapes should be Canadian.

• All cattle must be “polled” or dehorned and be of the Bos Taurus variety, used for beef production. No Bos Indicus animals.

• As breeds vary from country to country, it is critical that the cattle look like Canadian cattle and not the Brahman (eared or humped ) type of the tropical climates.

• No cattle should be shown on cement floors.

• We encourage the use of new barns, equipment and machinery to show Canada’s lead in innovation and safety aspects.

• Squeeze chutes or alleys used to work with cattle can be used, but it must be facilities that are well maintained and adhere to humane handling and sustainability practises.

• We prefer images that help represent good environmental stewardship, safety, cleanliness, sustainability and humane handling of animals.

• Feedlot images should show proper feeding practises, reasonably clean ground, proper cattle bedding and not overcrowding in pens. All equipment shown to be in good working order.

• Producer images should be a cross section of Canadian beef farming and ranching families. Prefer showing producer families, or/and a mix of young, experienced, male and female producers. A balance of hat styles and clothing should be taken into consideration.

• Show as many mixed breed herds as possible (in order to avoid appearing to favour one breed over another).

• Must be from Canadian farms and ranches or feedlots.

• Cattle pictured must be in compliance with Canadian traceability/ID systems ie: RFID and dangle tags.


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• Avoid photos of the act of branding.

• Adjust the hats or lighting so that faces are not obscured by shadows.

• Cattle should not be urinating or defecating in the photo (or in the background).

• They should be physically good structured animals (no feet pointing in different directions, crooked back, skinny).

• Where possible have them on green grass (not brown) or in clean white snow (not standing in mud or half melted old winter snow).

• Try to avoid using photos from cattle shows unless it is a group shot, as we try to avoid profiling a specific breeder.

• We try to be mindful of the background and their environment (no old fences, old tractors, sick cattle, manure piles, hydro lines, signs, broken/very dirty equipment, etc).

Nothing that communicates animal under distress

No worn-out barns or filthy equipment

No horned or Brahman cattle

No sick or dirty animal

No animal standing in mud

No landscapes other than Canadian


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MOOD: EXAMPLES


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LOCATION/GEOGRAPHY: EXAMPLES


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PEOPLE: EXAMPLES


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LIVESTOCK: EXAMPLES


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PRODUCT/FOOD: EXAMPLES


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CANADIAN BEEF BRAND MARKThe main brand mark that makes up the new Canadian Beef Brand Mark symbolizes our group’s energy and commitment to our customers, our employees, and the communities we do business with. This mark is used when addressing global consumers and our consumer brand positioning or message.

It should always represent and become a symbol of our integrity and dependability. Any and all executions of printed, displayed, visualized or otherwise actualized representations and reproductions of the company’s visual identity should be reviewed and approved by Canada Beef's Brand Officer.

MAPLE LEAF WITH SWOOSH AND BOVINE

MARK

1 COLOUR MARK2 COLOUR MARK - A - KEYLINE

2 COLOUR MARK - B - ALT

PRIMARY MARK - KEYLINE 2 COLOUR MARK - A

1 COLOUR KNOCKED-OUT MARK


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CANADIAN BEEF BRAND MARK: BILINGUALThe Canadian Beef bilingual logo should only be used on materials targeted at the French-Canadian market. Any and all executions of printed, displayed, visualized or otherwise actualized representations and reproductions of the company’s visual identity should be reviewed and approved by a Canada Beef representative.

MAPLE LEAF WITH SWOOSH

MARK

1 COLOUR MARK2 COLOUR MARK - A - KEYLINE

2 COLOUR MARK - B - ALT

PRIMARY MARK - KEYLINE 2 COLOUR MARK - A



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CANADA BEEF MARK: ORGANIZATIONThe Canada Beef logo should only be used in reference to Canada Beef, the organization, never for Canadian beef, the product. Any and all executions of printed, displayed, visualized or otherwise actualized representations and reproductions of the company’s visual identity should be reviewed and approved by the Canada Beef Brand Officer.


MARK

2 COLOUR MARK


PRIMARY MARK - KEYLINE

1 COLOUR MARK


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CANADA BEEF INTERNATIONAL INSTITUTEThe Canada Beef International Institute logo should only be used on materials targeted at the Chinese and Japanese markets. Any and all executions of printed, displayed, visualized or otherwise actualized representations and reproductions of the company’s visual identity should be reviewed and approved by the Canada Beef Brand Officer.


MARK

2 COLOUR MARK - KEYLINE


PRIMARY MARK - KEYLINE 2 COLOUR MARK

1 COLOUR MARK


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CANADA BEEF INTERNATIONAL INSTITUTE INC.The Canada Beef International Institute Inc. logo should only be used on materials targeted at the Taiwanese and certain other South East Asia countries. Any and all executions of printed, displayed, visualized or otherwise actualized representations and reproductions of the company’s visual identity should be reviewed and approved by the Canada Beef Brand Officer


MARK

2 COLOUR MARK - KEYLINE


PRIMARY MARK - KEYLINE 2 COLOUR MARK

1 COLOUR MARK


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CANADIAN BEEF CENTRE OF EXCELLENCEThe Canadian Beef Centre of Excellence (the CBCE), within Canada Beef headquarters, strives to be a global leader in beef communications, culinary training and education around Canada’s beef industry. As such, the CBCE logo should be used in reference to the CBCE only and not to represent the Canada Beef or Canadian Beef Brand Mark. Any and all executions of printed, displayed, visualized or otherwise actualized representations and reproductions of the company’s visual identity should be reviewed and approved by the Canada Beef Brand Officer.

ON WHITE OR LIGHT BACKGROUNDNO TAGLINE

ADDED KEYLINE FOR USE ON BLACK OR DARK BACKGROUND

NO TAGLINE

WITH TAGLINE

WITH TAGLINE IN GREYSCALE


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CANADIAN BEEF HORIZONTAL MARKThis very particular custom version of our customer brand mark is to accommodate the LED banner signage during Canadian Football League games. This version cannot be used anywhere else but on the LED boards.

If the need for this specific version arises, proper use should be reviewed and approved by the Canada Beef Brand Officer.


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SAFETY AREATo protect the visual integrity and legibility of the Canadian Beef Brand Mark, please follow these layout guidelines:

SCALE

Do not reproduce the brand mark at smaller than the minimum acceptable size of .5 inch/12.7 mm. The brand mark with tagline should not be reproduced at smaller than the minimum acceptable size of .75 inch/19 mm.

SPACING

In order to maximize its presence, the mark must stand alone. A minimum amount of space must be left between the mark and any other object such as: type, photography, other logos, rules, edges, etc. The required border space around the mark must be at least equal to the height of TWO letter “C’s’: The sizing guidelines apply to all variations of the mark.

X

X

X

X

1/2 X

.5” / 12.7mm

.75” / 19vmm


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COLOURS AND APPLICATIONSThe Canada Beef corporate mark and the Canadian Beef consumer Canadian Beef Brand Mark colours must be used in all mark applications. The standards for these colours are available in the latest edition of the Pantone® Colour Formula Guide. Four-colour applications of the Canada Beef mark must use Pantone® Process Colour, or its process colour equivalent.

Although the 4-colour process version is preferred, the brand mark may also be reproduced in 2-colour (Black+PMS 186 C). Use PANTONE® colours or CMYK builds indicated in this guideline for all printed reproduction of the brand mark. RGB values (for web) are also provided.

MARK COLOURS / PRIMARY PALETTE

SECONDARY PALETTE

PMS 186 (COATED & UNCOATED) C0 M100 Y81 K4 R195 G31 B57 HEX C31F39

MAROON C35 M90 Y90 K45 R109 G36 B27 HEX 6D241B

100% BLACK C0 M0 Y0 K0 R0 G0 B0 HEX 000000

SAND C6 M9 Y27 K27 R183 G174 B149 HEX B7AE95

LIGHT SAND C6 M9 Y27 K17 R203 G192 B164 HEX CBC0A4

Note: the colour samples shown in this document are for reference only and should not be matched for final artwork.

Note: When using the CMYK variation of the Canada Beef mark and/or Canadian Beef Brand Mark, be aware that the combination of a small mark size and CMYK screen angles may result in poor reproduction.


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MARK INTEGRITYThe mark must NOT be distorted, skewed, or disproportionately scaled for any application. Mark integrity must take precedence over any and all spatial considerations. Items within the mark may not be customized independently from another. The examples below represent incorrect applications of the mark.

Skewed/rotated

Arched

Stretched vertically 3D/perspectiveStretched horizontally

Customized element Bulged


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AVOIDING COMMON ERRORSOur mark is a very valuable corporate asset and the brand equity must not be depreciated in any way.

Below are some examples of common errors that will damage the integrity of the mark.

No change of colours No screens/insufficient contrast

No outline treatments

No drop shadow

No secondary graphics No placement in pattern Non-keyline mark on very busy background

No gradients No graphic created from original

No patterns/gradients or borders


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BRAND MARK USAGE – CANADA AND U.S.The Canadian Beef Brand Mark for use in Canada and the U.S. consists of the Maple Leaf with Swoosh and the Canadian Beef logotype. The relationship between the elements is fixed and they should not be altered in any way. These elements should never be used separately. Do not modify the Canadian Beef logotype typeface or attempt to reset under any circumstances. Always use approved brand mark artwork. The Canadian Beef Brand Mark is also available in French. All of the guidelines outlined in this manual apply to this format.

APPROVED BRAND IDENTITY VERSIONS

1. Primary Mark – The Brand mark should always be reproduced on a white or light coloured background whenever possible.

4-Colour Process – The Primary Brand mark should be reproduced in 4-colour (CMYK); (RGB).

2-Colour –The Brand mark may be reproduced in 2 colour (2C). Black + PMS 186C.

1-Colour – In exceptional circumstances the Brand mark may be reproduced in 1 colour (Black or White).

2. Primary Mark with Keylines – If reproducing the Brand mark on a red, dark or busy background the Primary Mark with Keylines should always be utilized.

3. Primary Mark - Bilingual – Under exceptional situations, where space is limited and both languages are required, the Brand Mark Bilingual may be used. It is available in Horizontal or Stacked formats. Horizontal may be reproduced no smaller that 1.5” wide. Stacked may be reproduced no smaller that .75” wide. They are not available with taglines.


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MARK USE

• Our new consumer mark should always be the English version regardless of country used in. Tag lines will be manufactured for certain markets where it makes sense and will be translated into the local language. The brand mark will not be translated further into other languages. In some cases where tag lines do not translate well or fit within cultural norms, a tag line will be agreed upon through the Brand Office.

• The English over French version should be used when the French language is necessary within Canada only. Preferred use is English. English “Canadian Beef” is part of our own brand mark.

• Canadian Beef is a brand mark. There is no word mark, and the mark consists of the maple leaf and swoosh along with the words “Canadian Beef”.

• The mark for The Canadian Beef Centre of Excellence will remain without translation and not changed in any way.

DIGITAL FILE FORMATS

Please refer to page 37 for proper digital file formats and their appropriate uses.


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COLOUR USAGEFor consistency purposes, the colours shown in this section are the only approved colours for use in the marks. No other colours may be used in the marks. Colour control swatches have been provided, however, due to the differences in paper, printing equipment and other variables, it is imperative that a visual check with the Pantone® Colour Formula Guide swatches be conducted to assure a final visual match before printing.

THE CHALLENGE OF COLOUR CONSISTENCY

Maintaining colour consistency is one of the biggest challenges in creating a successful corporate identity program. Even with the technical achievements made to digital colour printers, shifts in colour from device to device will continue to occur. The advancing mobile technology, the internet and the use of PDF (Portable Document Format) digital files has increased flexibility in viewing colour documents on-screen but have also created new obstacles in reproducing colour accurately. The diagram below explains the complexities of maintaining colour consistency.

In digital application, maintaining correct colour involves using certain types of images for particular uses and each kind of file interpolates colour in a different way. Other factors that affect colour are the types of paper used when printing, the lighting conditions (florescent, natural light, halogen, etc.) and colour calibration of computer monitors.

Ultimately, the only guarantee to achieve successful colour consistency is by visually matching colour output to the Pantone® Colour Formula Guide.

The Pantone® Colour Formula Guide is an offset printed sample of actual printing ink on either matte or glossy paper. The Pantone® system is the international standard of colour matching and is the truest and most accurate representation from which to proof colours against.

CMYK colour refers to the combination of Cyan, Magenta, Yellow & Black to create images for the printed page (process colour). CMYK images are not appropriate for viewing onscreen.

Process colour is a combination of differing levels of Cyan, Magenta, Yellow & Black, printed at different screen angles to produce a composite recreation of a desired colour. Some colours recreate better than others, due to the nature of how the combination of CMYK inks blend together.

RGB colour refers to the combination of Red, Green & Blue to create images onscreen. All images used for the internet, email, PowerPoint presentations, etc. are built using RGB colours but are not appropriate for printed items.

PANTONE 186 C

CYAN

MAGENTA

YELLOW

BLACK

RED

GREEN

BLUE


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TYPOGRAPHYAll Canada Beef communications must use the Group’s standard or alternative fonts in order to achieve the Company’s goal of exceptional branding. Like our corporate mark, the chosen corporate fonts communicate very specific messages about the Group’s corporate personality. Use of non-approved corporate or alternative fonts can compromise Canada Beef branding efforts. For all primary EXTERNAL communications, please use the corporate sans-serif typeface Helvetica Neue LT.

CORPORATE SANS-SERIF TYPEFACE: HELVETICA NEUE LT

Helvetica Neue LT Name is the established sans-serif typeface for Canada Beef. It lends itself to various applications from stationery to advertising. Widely available, Sans-Serif Font Name is an excellent typeface for general text applications (letters, headings, subheadings and captions). It comes in a variety of weights and styles that emphasize text and maintain a consistent visual look within the same typographic family.

Helvetica Neue LT LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz – 0123456789!@#$%&*()™£¢æ©ƒ

Helvetica Neue LT LIGHT ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz – 0123456789!@#$%&*()™£¢æ©ƒ

Helvetica Neue LT ROMAN ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz – 0123456789!@#$%&*()™£¢æ©ƒ

Helvetica Neue LT ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz – 0123456789!@#$%&*()™£¢æ©ƒ

Helvetica Neue LT BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz – 0123456789!@#$%&*()™£¢æ©ƒ

Helvetica Neue LT BOLD ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz – 0123456789!@#$%&*()™£¢æ©ƒ


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CORPORATE SERIF TYPEFACE: TIMES or TIMES NEW ROMAN

Times (or Times New Roman) is the established serif typeface for Canada Beef. Also widely available worldwide, it is ideal for long text applications such as books, proposals and reports since serif typefaces are generally less fatiguing to the eye in these applications. Times comes in a variety of weights that emphasize text and maintain a consistent visual look within the same typographic family.

TIMES REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz – 0123456789!@#$%&*()™£¢æ©ƒ

TIMES ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz – 0123456789!@#$%&*()™£¢æ©ƒ

TIMES BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz – 0123456789!@#$%&*()™£¢æ©ƒ

TIMES BOLD ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz – 0123456789!@#$%&*()™£¢æ©ƒ


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ALTERNATE SANS SERIF TYPEFACE: ARIAL

In cases where Helvetica Neue LT Name is not available, Arial is to be used.

ARIAL REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz – 0123456789!@#$%&*()™£¢æ©ƒ

ARIAL ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz – 0123456789!@#$%&*()™£¢æ©ƒ

ARIAL BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz – 0123456789!@#$%&*()™£¢æ©ƒ

ARIAL BOLD ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz – 0123456789!@#$%&*()™£¢æ©ƒ


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DISPLAY SLAB SERIF TYPEFACE: ROCKWELL

Rockwell is one of the display typeface for Canada Beef. It is widely available worldwide, and shall be used for subtitles and/or short phrases on promotional material only, such as ads, point-of-purchase, web banners. It is not ideal for long text applications and shall not be used for books, proposals or reports. Although Rockwell comes in a variety of weights and styles that maintain a consistent visual look within the same typographic family, it should be noted that only the REGULAR and BOLD versions shall be used for Canada Beef promotional materials.

ROCKWELL REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz – 0123456789!@#$%&*()™£¢æ©ƒ

ROCKWELL BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz – 0123456789!@#$%&*()™£¢æ©ƒ

DISPLAY DISTRESSED SERIF TYPEFACE: WAUSAU

Wausau is one of the distressed display typeface for Canada Beef. It shall be used for large title and/or primary taglines on promotional material only, such as ads, point-of-purchase, web banners. It is not ideal for long text applications as it comes in uppercase style only. Wausau comes in one style and weight ONLY.

WAUSAU ABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz – 0123456789!@#$%&*()™£¢æ©ƒ

DISPLAY DISTRESSED SCRIPT TYPEFACE: KAILEY THE BEAUTIFUL

Kailey the Beautiful is the script distressed display typeface for Canada Beef. It shall be used for supporting titles and/or short secondary taglines on promotional material only, such as ads, point-of-purchase, web banners. It is not ideal for long text applications as it hard to read at a small format. Kailey the Beautiful comes in one style and weight ONLY and should never be used in all uppercase only.

Kailey the BeautifulABCDEFGHIJKLMNOPQRSTUVWXYZ – abcdefghijklmnopqrstuvwxyz – 0123456789!@#$%&*()™£¢æ©ƒ


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DISPLAY CORPORATE SANS-SERIF AND SLAB SERIF EXAMPLES:

DISPLAY CORPORATE SANS-SERIF Intro text application

DISPLAY CORPORATE SANS-SERIF Body text application

DISPLAY CORPORATE SLAB SERIF Quote application


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DISPLAY DISTRESSED TYPOGRAPHY EXAMPLES:


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MISCELLANEOUS USAGESDue to the limitations of the manufacturing process involved in producing various types of collateral material, signage, embroidery and special items, extra care should be taken to ensure the graphic integrity of the corporate identity. Always use the appropriate electronic file to reproduce the Canada Beef mark and Canadian Beef Brand Mark.

UNDERSTANDING DIFFERENT TYPES OF DIGITAL FILES

When applying the Canada Beef mark and Canadian Beef Brand Mark for internal or external usages, different applications require different digital files for optimal reproduction. For instance, the type of file necessary for a Microsoft Word template will require a different type of file than exterior vinyl lettering for field signage. Outside suppliers will also use different software applications which will require difference types of digital files, some of which may be ‘raster’ based or ‘vector’ based.

To help clarify which kind of digital file is most appropriate, one must understand the difference between a ‘raster’ image and a ‘vector’ image.

1. RASTER IMAGES

A ‘raster’ image is a graphic in which information is stored pixel by pixel and can contain millions of different colors, each one represented by a single pixel. Having enough pixels to effectively reproduce the image is essential. An image that is not of sufficient resolution will appear ‘chunky’ as if it were already being viewed close up. Raster images are best suited for 4-colour process (CMYK) printing which is the technique used for reproducing photographs in order to recreate the continuous tone of an image. The ‘raster’ image is also the required format for graphics intended to be viewed on screen due to the very nature of how monitors, televisions, and onscreen projectors use RGB pixel technology. Raster images can be compressed to look high quality on screen while actually being small in size to allow for fast viewing and easy download.

These compressed images may not contain enough pixels to reproduce with sufficient clarity to print.

A pixel image built with millions of color to create a continuous tone image.

A magnified view of the image shows the number of color changes that create a photo. Vector files cannot display this level of color change in an efficient manner.

Each ‘pixel’ is a calculated combination of varying levels of CMYK (for print) or RGB (for web).


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2. VECTOR IMAGES

A ‘vector’ image is a graphic in which information is object based rather than pixel based. Vector images are actually a compilation of mathematically defined areas that are filled or outlined with color. Vector images suit themselves well to spot color designs, with hard color areas and exact uniform color transitions or graduations. They also have an advantage over raster images in that they can be infinitely scaled up or down with zero loss of image definition, and file sizes are a fraction of raster images. Vector images are not used for photographic images or for images that would be based for use on the web.

Below is a table illustrating which type of vector or pixel file is most suitable for various end results and compatible software application.

A vector image is built with lines and shapes, calculated mathematically, and can be altered to any size without distortion or change in file size.

The shape is made up of simple lines that are connected with ‘nodes’ that easily allow for alteration and scalability without affecting file size.

Raster Programs Raster File Types Typical Usages

Adobe Photoshop .tif Adobe InDesign (document layout)

Corel Photo-Paint .jpg Imported into Microsoft PowerPoint

.gif Imported into Microsoft Word

.bmp Web graphics

.png

.psd

Vector Programs Vector File Types Typical Usages

Adobe Illustrator .ai Adobe InDesign (document layout)

Corel Draw .wmf Imported into Microsoft PowerPoint

Macromedia Flash .cdr Imported into Microsoft Word

.eps Computer cut vinyl (signage, fleet)

.swf Embroidery & silkscreening


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3. IMAGES SIZES FOR SOCIAL MEDIA

Below is a table illustrating which size of images are best suited for various social media application.

MINIMUM OPTIMAL MAXIMUM

FACEBOOK PHOTO SIZESCover photo 399 x 150 851 x 315Profile picture 180 x 180 360 x 360App / tab image 111 x 74 111 x 74Link image 600 x 314 1200 x 628Photo post 504 x 5041 940 x 7882 1200 x 1200

1 for wall 2 optimal in news feed

TWITTER PHOTO SIZESHeader 1500 x 1500Profile photo 400 x 400 500 x 500Tweeted image 440 x 220 1024 x 1024 any height when clicked

GOOGLE+ PHOTO SIZESCover photo 480 x 270 1080 x 608 2120 x 1192Profile photo 250 x 250News feed 800 x 600LINKEDIN PHOTO SIZESProfile banner 1000 x 425 4000 x 4000Profile avatar 200 x 200 500 x 500 4000 x 4000Update/ blog post 698 x 400Company cover 646 x 220 2 MBCompany logo 300 x 300 400 x 400 4 MBPINTEREST PHOTO SIZESProfile photo 165 x 165 600 x 600 600 x 600Pins 80 x 80 736 x 1104 736 x infiniteBoard cover 217 x 147 736 x 498

(pins seen in feed are 238 x scaled height)

INSTAGRAM PHOTO SIZESProfile photo 110 x 110 180 x 180Photo post 1080 x 566 1080 x 1080 1080 x 13503

3 larger sizes will work – these are sized to the feed

YOUTUBE PHOTO SIZES

Channel art 1546 x 423 2560 x 1440Video thumbnail 640 x 360 1280 x 720Channel icon 800 x 800


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CANADA BEEF 146, 6715 – 8TH Street NE Calgary, Alberta T2E 7H7 Tel: 403.275.5890 Fax: 403.275.9288 www.canadabeef.ca

STATIONERYThe following are examples of basic stationery used for internal and external communication.

LETTERHEAD TEMPLATE


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FOR IMMEDIATE RELEASE

Title Here Subtitle Here

(Location) – Canada Beef is the cattle producer-funded and run organization responsible for domestic and international beef and veal market development. It has offices in Canada, Mexico, Japan, Hong Kong, China and Taiwan. Canada Beef works to foster loyalty to the Canadian beef brand and build strong relationships with trade customers and partners. These efforts increase demand for Canadian beef and the value producers receive for their cattle.

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For more information, please contact: Ron Glaser VP, Corporate Affairs and Operations, Canada Beef (403) 275-5890

PRESS RELEASE TEMPLATE


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MEMORANDUM TEMPLATE

TO: FROM: DATE: RE:

M E M O

ONTARIO 2000 Argentia Road Plaza 4, Suite 101 Mississauga Ontario L5N 1W1 TELEPHONE 905 821.4900 FACSIMILE 905 821.4915 ALBERTA 146 – 6715 8 Street NE Calgary Alberta T2E 7H7 TELEPHONE 403 275.5890 FACSIMILE 403 275.9288


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EMAIL SIGNATURESEMAIL SIGNATURES – OUTLOOK

EMAIL SIGNATURES – MOBILE

CANADA BEEF SIGNATURE LINES

MAIN Template: Name Title

CANADA BEEF Address 1 Address 2 City, Prov/State, Country Postal Tel : ###.###.#### ext. ### Fax : ###.###.####

www.canadabeef.ca

Example: Tayla Fraser Manager, Corporate Affairs

CANADA BEEF 146, 6715 – 8th Street NE Calgary, Alberta, Canada, T3E 7H7 Tel : 403 275.5890 ext. 217 Fax : 403 275.9288

www.canadabeef.ca

REPLY Template: Name Title Tel: ###.###.#### CANADA BEEF www.canadabeef.ca Example: Tayla Fraser Manager, Corporate Affairs Tel: (403) 275-5890 ext. 217 CANADA BEEF INC. www.canadabeef.ca

CANADA BEEF INTERNATIONAL INSTITUTE SIGNATURE LINES

MAIN Name Title

CANADA BEEF INTERNATIONAL INSTITUTE Address 1 Address 2 City, Prov/State, Country Postal Tel : ###.###.#### Fax : ###.###.####

Website here

REPLY Name Title Tel: ###.###.#### CANADA BEEF INTERNATIONAL INSTITUTE Website here

CANADA BEEF SIGNATURE LINES

MAIN Template: Name Title

CANADA BEEF Address 1 Address 2 City, Prov/State, Country Postal Tel : ###.###.#### ext. ### Fax : ###.###.####

www.canadabeef.ca

Example: Tayla Fraser Manager, Corporate Affairs

CANADA BEEF 146, 6715 – 8th Street NE Calgary, Alberta, Canada, T3E 7H7 Tel : 403 275.5890 ext. 217 Fax : 403 275.9288

www.canadabeef.ca

REPLY Template: Name Title Tel: ###.###.#### CANADA BEEF www.canadabeef.ca Example: Tayla Fraser Manager, Corporate Affairs Tel: (403) 275-5890 ext. 217 CANADA BEEF INC. www.canadabeef.ca


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GLOSSARY OF TERMSALIGNMENTThe arrangement of graphic elements on an imaginary vertical or horizontal line.

ARTWORKAny original material or illustrations, photography and type assembled for reproduction.

ASYMMETRICNot symmetrical in composition.

BASELINEImaginary horizontal line, on which all typeset characters or design elements rest or sit; usually a reference mark for measurement.

BLEEDAn image or colour area extending beyond the trimmed size of a printed piece; the extra ink and paper area is necessary to allow for trimming inconsistencies.

BODYThe main text of a letter or document; also referred to as the body copy or body text.

BOLDA heavier version of a typeface, also referred to as boldface.

CAP HEIGHTThe height of a capital letter from the baseline to the top of the letter.

CMYKAbbreviation for the primary colours used in the four colour printing process, cyan, magenta and yellow, plus black.

COLOUR PALETTESelected colours used in various combinations.

COLOUR VALUEThe density of a colour from its lightest to its darkest shade: 1% to 100%.

CONFIGURATIONThe relative arrangement of established spatial and size relationships.

CORPORATE TYPEFACEThe typeface that appears in conjunction with the corporate mark for all applications and for most text applications.

DIGITAL ARTArt generated on the computer in digital form, also referred to as electronic art.

ELECTRONIC FILEA document generated on the computer; may be stored on the computer, CD or cloud-based service.

ELECTRONIC TEMPLATEA set of guides arranged on the computer for future use.

FLUSH LEFTAn alignment of all type to the left margin leaving the right edge uneven or ragged.

FONTA complete set of letters, numbers and punctuation marks of a particular typeface.

FORMATThe orientation of a printed piece, horizontal or vertical; also referring to the arrangement of typography and other design elements in a document.

FORMATTEDComputer-generated version of a document with all text and other graphic elements in place using a specific layout, typefaces and sizes.

FOUR-COLOUR PRINTING PROCESSMethod of reproducing colour images – photographs, illustrations and type – by separating the image into the three primary printing colours of cyan, magenta and yellow, plus black. When these four colours are combined and printed, the result is an accurate reproduction of the original image.

FULL COLOURColours achieved by using the three primary colours with black; the combination of these colours is capable of reproducing the entire spectrum of colours.


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GRIDA set of vertical and horizontal lines providing a system to arrange graphic elements.

HUEThat characteristic of colour we call ‘colour’: red, green, blue etc., as opposed to shade, intensity or value.

ITALICSLetter form that slants to the right, usually used to add accent or emphasis; this is italic.

KERNINGAdditional customized space found between character shapes.

KNOCK-OUTA knock-out, dropped or reversed-out image does not print; it appears as a negative shape in the colour of the paper stock, surrounded by a printed background.

LAYOUTThe plan of a design with all graphic elements in place in their proper sizes and locations.

LEADINGAdditional space between lines of type, also referred to as line spacing.

MARGINThe space between the edge of the paper and the actual text or image area.

NEGATIVEA reverse photographic image on a film or paper, in which white becomes black and black becomes white; values in between are reversed.

PANTONE®

Pantone is a widely used colour matching system, offering consistent and universal colour references for designers, printers and other suppliers.

RAGGED RIGHTAn alignment where the right edge is uneven or ragged.

RESOLUTIONThe number of lines or dots per inch created on a photo typesetter; low resolution creates photocopy quality images, medium and high resolution creates images suitable for printing.

REVERSED OUTA reversed-out image does not print. It appears as a negative shape in the colour of the paper stock, surrounded by a printed background; also referred to as a knockout or dropout image.

SANS-SERIFA typeface that has no serifs, or short horizontal finishing strokes on the top and bottom of the letters; ARIAL is a sans-serif typeface.

SCREEN VALUESA uniform pattern of continuous dots producing an even shade of colour; varying values or percentages of screens produce different shades; 10% is a light shade and 80% is a dark shade.

SECOND GENERATIONOriginal artwork is first generation and a copy of it is second generation; the quality of the reproduction diminishes as the number of generations increase.

SERIFA typeface that has short horizontal finishing strokes on the top and bottom of the letters; Times New Roman is a serif typeface.

SPOT COLOURColour (i.e., Pantone®) other than the four process colours used for printing.

TEXTUREThe appearance of a printed or typeset page: an even texture with no visual gaps has a free-flowing quality; also referring to the smooth or textured finish of paper stocks.

TRACKINGThe consistent amount of space found in between characters in a line of text.

TYPEGeneric term for the letterforms in the alphabet.

TYPEFACEA specific type style, by design and name.

TYPOGRAPHIC FAMILYA group of typefaces comprised of variants, such as bold or italic, derived from one basic design.

VISUAL IDENTITYThe overall appearance of a company and its association with specific graphic identifying elements; in particular, the company logo.


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FOR ALL INVESTMENT INQUIRIES,

PLEASE CONTACT: Suite 146, 6715 – 8th Street NE, Calgary, AB, Canada T2E 7H7

Tel: (403) 275-5890 [email protected]

CANADABEEF.CA

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