# The Telfer Brand
**Source**: https://telfer.uottawa.ca/en/brand/
**Parent**: https://telfer.uottawa.ca/en/
## Logos
### Primary Logo
### Secondary Logo
### Tertiary Logo
#### Primary Logo
```
Black PNG
White PNG
```
#### Secondary Logo (English)
```
Black PNG
White PNG
```
```
Black + 5 colours PNG
White + 5 colours PNG
```
#### Secondary Logo (French)
```
Black PNG
White PNG
```
```
Black + 5 colours PNG
White + 5 colours PNG
```
#### Secondary Logo (Bilingual)
```
Black PNG
White PNG
```
```
Black + 5 colours PNG
White + 5 colours PNG
```
#### Tertiary Logo
```
Black PNG
White PNG
```
## Other brand elements
### Theme-Coloured Line
```
PNG
```
### Icons
#### Greener
[PNG](https://telfer.uottawa.ca/assets/images/2024/branding/CRWT_Icon.png)
#### Healthier
[PNG](https://telfer.uottawa.ca/assets/images/2024/branding/LHSML_Icon.png)
#### Happier
[PNG](https://telfer.uottawa.ca/assets/images/2024/branding/TORC_Icon.png)
#### Wealthier
[PNG](https://telfer.uottawa.ca/assets/images/2024/branding/FELI_Icon.png)
### Institutes
#### Centre for a Responsible Wealth Transition
English — Black [PNG](https://telfer.uottawa.ca/assets/images/2024/branding/CRWT-ENG_Black.png)\
English — White [PNG](https://telfer.uottawa.ca/assets/images/2024/branding/CRWT-ENG_White.png)\
French — Black [PNG](https://telfer.uottawa.ca/assets/images/2024/branding/CRWT-FR_Black.png)\
French — White [PNG](https://telfer.uottawa.ca/assets/images/2024/branding/CRWT-FR_White.png)
#### Learning Health Systems Modeling Laboratory
English — Black [PNG](https://telfer.uottawa.ca/assets/images/2024/branding/LHSML-ENG_Black.png)\
English — White [PNG](https://telfer.uottawa.ca/assets/images/2024/branding/LHSML-ENG_White.png)\
French — Black [PNG](https://telfer.uottawa.ca/assets/images/2024/branding/LHSML-FR_Black.png)\
French — White [PNG](https://telfer.uottawa.ca/assets/images/2024/branding/LHSML-FR_White.png)
#### Family Enterprise Legacy Institute
English — Black [PNG](https://telfer.uottawa.ca/assets/images/2024/branding/FELI-ENG_Black.png)\
English — White [PNG](https://telfer.uottawa.ca/assets/images/2024/branding/FELI-ENG_White.png)\
French — Black [PNG](https://telfer.uottawa.ca/assets/images/2024/branding/FELI-FR_Black.png)\
French — White [PNG](https://telfer.uottawa.ca/assets/images/2024/branding/FELI-FR_White.png)
## Colour palettes
**Garnet #8f001a** is Telfer's main colour identity so it has the strongest presence in our brand elements.
The **dark grey #231F20** complements the lighter colours, creating balance and making the palette more distinctive and sophisticated, while the soft beige balances the other colours and gives space to the elements.
Alternative colours should not be introduced into the system, or they would reduce the impact of our colour palette.
The secondary color palette may be used in moderation when they relate to a specific theme, or the vision for a Better Canada more broadly. They are not to be used as primary colours.
### Primary Colour Palette
**Garnet**
```
C 26% M 100% Y 98% K 29%
R 143 G 0 B 26
Hex #8F001A
```
**Dark Grey**
```
C 70% M 67% Y 64% K 74%
R 35 G 31 B 32
Hex #231F20
```
**Light Beige**
```
C 3% M 3% Y 4% K 0%
R 244 G 242 B 239
Hex #F4F2EF
```
### Secondary Colour Palette
**Greener**
```
C 25% M 2% Y 82% K 0%
R 201 G 215 B 87
Hex #C9D757
```
**Healthier**
```
C 63% M 5% Y 29% K 0%
R 86 G 186 B 188
Hex #56BABC
```
**Happier**
```
C 9% M 27% Y 86% K 0%
R 233 G 184 B 68
Hex #E9B844
```
**Wealthier**
```
C 0% M 47% Y 18% K 23%
R 196 G 103 B 169
Hex #C467A9
```
## Typography
Typography is a powerful tool in the development of a creative identity and is a key element to create a cohesive look across all communications. Using a typeface consistently makes it recognizable; it pulls together communication materials and makes them more distinctive. The style of type we use to bring our communication to life sets the tone of our brand: clean, modern, stylish, distinctive, and legible. Selected fonts are a great combination between *Roboto* and *Roboto Condensed Bold*.
Visually important elements like quotes can use *Roboto Slab*.
- [Download Roboto for free](https://fonts.google.com/specimen/Roboto)
- [Download Roboto Condensed for free](https://fonts.google.com/specimen/Roboto+Condensed)
- [Download Roboto Slab for free](https://fonts.google.com/specimen/Roboto+Slab)
### How to install fonts:
- Windows: <https://support.microsoft.com/en-us/office/add-a-font-b7c5f17c-4426-4b53-967f-455339c564c1>
- Mac: <https://support.apple.com/en-ca/HT201749>
## Templates
### Templates
This section contains some Telfer marketing templates, which includes Word and PowerPoint documents with usage instructions. These templates are only available to individuals within the University of Ottawa community.
**[Access the Telfer Templates](https://uottawa.sharepoint.com/sites/1100_365_T_Telfer_marketing/_layouts/15/guestaccess.aspx?share=Emialvy0V2lBgUzXJFIM3rIBIEd9NSkg4NYqhAuLQ5hfxA&e=FuP0pj) (SharePoint)**
## Accessibility
Web accessibility is about making digital content usable by everyone, including individuals with disabilities. Digital content includes websites, social media, documents, email and Telfer’s Knowledge Hub.
The [University policy on accessibility](https://www.uottawa.ca/about-us/leadership-governance/policies-regulations/policy-119-accessibility) stipulates that web content must meet provincial standards under the Accessibility for Ontarians with Disabilities Act (AODA) and related regulations.
Here are some key practices to help you meet the legal and uOttawa requirements:
- Use descriptive link text: Avoid vague phrases like “Click here.” Instead, use meaningful text like “Download the MBA brochure,” so users understand the link’s purpose without additional context.
- Provide text alternatives: Ensure images, videos and other media include appropriate alternative text (alt-text), as well as captions. Alt-text should be concise yet descriptive, conveying the essential information the image provides (e.g., “Telfer School of Management building entrance with students walking by”).
- Write simple, clear content: Aim for plain language, concise text and structured headings to improve readability.
- Use sufficient colour contrast: Verify that text is easily readable against its background using contrast-checking tools. Tools like the [WebAIM Contrast Checker](https://webaim.org/resources/contrastchecker/) can help you.
- No text on images: Avoid placing text directly on images. Critical information should always appear as regular text, not embedded in an image, to ensure it’s accessible to screen readers and legible for all users.
- Font size: Use a minimum font size of 12 pt (16 px) for body text and larger sizes for headings.
- Headings and lists: When available, use integrated tools for bullet points, numbered lists and headings.
### Resources
[uOttawa web accessibility resources](https://virtuo.uottawa.ca/en/brand-design/digital-marketing/training/accessibility?_gl=1%2A1mlzyxp%2A_gcl_au%2AODQwMTk3ODYuMTczMjY0NzgwMA..&check_logged_in=1)
[Government of Canada digital accessibility toolkit](https://a11y.canada.ca/en/)
[Government of Canada PDF accessibility checklist](https://a11y.canada.ca/en/pdf-accessibility-checklist/)
[Web Content Accessibility Guidelines (WCAG) 2.1 Level AA](https://www.w3.org/TR/WCAG21/)
[WCAG compliance checklist](https://www.a11yproject.com/checklist/)
## Bilingualism
As a proudly bilingual institution, uOttawa must ensure all communications and materials are available in French and English.
Best practices for bilingualism include:
- Not using automated translation tools: All editing and translation should be completed by [uOttawa Language Services](https://www.uottawa.ca/about-us/administration-services/language-services).
- Respect for linguistic equity: Ensure translations maintain the same quality, tone and clarity as the original text. Review them to check for accurate branding and terminology.
- Simultaneous publishing: Always release content in both languages at the same time.
- **Use appropriate tools and resources:** Refer to the [University writing guide](https://www.uottawa.ca/about-us/administration-services/language-services/writing-guide) for guidance on standards and terminology.
- Use inclusive language: Ensure all University texts use inclusive, non-biased language that reflects gender equality. Use gender-neutral terms where possible and avoid reinforcing stereotypes, ensuring respect for all gender identities.
### Resources
[uOttawa Regulation on Bilingualism](https://www.uottawa.ca/about-us/leadership-governance/policies-regulations/bilingualism)
[uOttawa Official Languages and Bilingualism Institute (OLBI)](https://www.uottawa.ca/about-us/official-languages-bilingualism-institute)
[uOttawa writing guide](https://www.uottawa.ca/about-us/administration-services/language-services/writing-guide)
## Video content
Videos are an engaging, effective way to communicate, but they must be accessible to everyone, regardless of ability or language preference.
- Provide captions and transcripts: All videos should have accurate, synchronized captions to support individuals who are deaf or hard of hearing, or those who prefer to watch without sound.
- Provide French and English versions: Ensure your videos are accessible in both official languages. If the video features subtitles or audio in one language, provide a separate, equivalent video in the other language. This ensures the same high-quality experience for both linguistic communities. For inspiration, view an English/French pair from our video library: [Happier Together](https://www.youtube.com/watch?v=EToIVpNjhgU&t=6s) and [Plus heureux, ensemble](https://youtu.be/aaZQUui95J8?si=3SDw6MGA0IWuElGb).
### Resources
[uOttawa accessible videos guide](https://uottawa.sharepoint.com/:p:/r/sites/1100_365_T_Telfer_marketing/_layouts/15/Doc.aspx?sourcedoc=%7BE6F61468-D2FE-4888-A047-2C128373ACE6%7D&file=PWP-Video-Accessibility-20210617.pptx&action=edit&mobileredirect=true&DefaultItemOpen=1)