LIFESAVING SOCIETY VISUAL IDENTITY GUIDELINES

The LIFESAVING SOCIETY signature expresses our drowning prevention mission and reflects our unique personality. It reflects
an organization that is youthful and progressive, confident and professional. It is the responsibility of employees, designers,
agencies, suppliers, and anyone with permission to use the signature to follow the guidelines presented here and reproduce the
identity only as described and illustrated.

THE SIGNATURE
The Lifesaving Society signature is composed
of the symbol, Lifesaving Society logotype,
and the signature statement.
The symbol, logotype, and signature
statement are locked together in the format
shown. The symbol may not be used on its

Symbol

own without the logotype and signature

Logotype

statement.

Signature Statement

Enlarge or reduce the signature

proportionately. It is important not to change
the signature in any way. Do not screen back
the signature or reproduce the signature on an
angle.

CLEAR SPACE
Leave a minimum space around the Lifesaving
Society signature to ensure that other
graphical elements do not crowd the signature
or weaken its impact.

CLEAR SPACE

MINIMIZE SIZE
The minimum width of the signature is 19

19 mm (0.75)

125 pixels

mm. For web applications, the minimum size

is 125 pixels.

MINIMUM SIZE

MINIMUM SIZE FOR WEB

LIFESAVING SOCIETY VISUAL IDENTITY GUIDELINES

COLOUR PALETTE
The principal colour is blue, equivalent to the
blue 300 of the Pantone Matching System
(PMS). This colour is used to reproduce the
symbol and the statement. The name of the
Society is reproduced in black.

PANTONE 300
C
M
Y
K

SIGNATURE COLOURS

100
43
0
18.5

BLACK

R 0
G 114
B 198

Official Colours

The official signature may be used on a white

or off-white background. The signature may
also be reproduced in any single colour of the
official colour palette on a white or off-white
background.
On any light coloured background, the

Pantone 300

Black

Black on Light Background

White on Dark Background

signature must be black. On any dark coloured

background, the signature must be white.

LIFESAVING SOCIETY VISUAL IDENTITY GUIDELINES

SIGNATURE MISUSE
The examples shown demonstrate some of
the possible misuses of the Lifesaving Society
signature. If you are sure that you are using
the signature correctly, please contact the
Lifesaving Society.

TYPOGRAPHY

Do not reverse the colours.

Do not use a colour other than blue.

Do modify the relationship between the

symbol and the signature

Do not write the name of the Society in

italic.

Do not use a different typeface for the

logotype and statement.

Do not enclose the signature within a tight

box.

Do not distort or change the signature in

any way.

Do not use the symbol as a letter in a

word.

Frutiger Condensed

Frutiger Condensed is the official typeface for

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890

the logotype. The logotype must always

appear in capital letters. The signature
statement is set in Garamond Book
Condensed italic, capital and small letters.

CONTACT
Please direct questions on the usage of the
Lifesaving Society signature to
LIFESAVING SOCIETY
11759 Groat Road Edmonton AB T5M 3K6
Tel: 780-415-1755 Fax: 780-427-9334
Email: experts@lifesaving.org

Garamond Book
Condensed Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890