Graphic Standards
The Archdiocese of Toronto Graphic Standards Manual addresses the major issues
of communication applications, but cannot address every design situation that
may arise. These standards do, however, establish an overall groundwork for
design execution and strategy. In addition, the Office of Public Relations &
Communications is available to assist you. This manual uses marketing terms with
which you may not be familiar. The following list explains some of the terms
used:
• coat of arms – A coat of arms is the primary heraldic
identification of the corporation. From ancient times it has been usual and
customary for bishops to affix to all instruments incidental to their Episcopal
functions an official seal displaying thereon the arms of their associated See
either impaled with their personal arms or their arms alone. Until 1935 when a
proper corporate arms was designed for the Archdiocese of Toronto, official
documents for the most part used the coat of arms of an individual bishop on
official church matters.
• logo – a graphic design that is used as a continuing
symbol for a company, organization, or brand; it is often in the form of an
adaptation of the company name or brand name or used in conjunction with the
name.
• wordmark – a standardized graphic representation of the
name of a company, institution, or product name used for purposes of
identification and branding.
• brand identity – how you would like the public to perceive
your product or your brand.
• brand image – the perception of a brand in the minds of
other people. The brand image is a reflection of the brand personality or
product being promoted or offered. It is what people believe about a brand:
their thoughts, feelings, expectations associated with a particular institution
or company.
Download: Full Graphic Standards Manual (PDF)