Glorious & Free Brand Book Noe (1)

GLORIOUS & FREE BRAND DESIGN ASSETS (NOE)

We believe Canadiansare free to be who they dream to be.We possess the freedom to lead glorious lives. And we must all recognize this great privilege.

We exist to curate the contemporary Canadian identity.Canadians need to know who we are, and in turn, what they themselves can become.

We are bold. Modern.Audacious. Expressive.These are the hallmarks of glorious lives. And the signature of contemporary Canada.

Glorious&Free Horizontal lockup

Glorious &Free Vertical lockup

Wordmark & Headline Noe Display Subhead & CaptionNoe Display Medium Italic Body Copy & TextNoe Text Book Regular

The Colours Bold AudacityThe representation of our values.Each of the four hallmarks of a glorious lifeare represented in our palette. The bold ofpure black, the audacity of deep red, themodern base of light grey, and the blankcanvas of pure white. Modern Expression

The KaleidoscopeThe image of Canada in a single image.Canada can only be summarized in one word:kaleidoscope. While we are made of the samecharacteristics and beliefs, we never manifestthem the same way twice.The Kaleidoscope is our brand symbol & icon.Using the Canadian flag and a combination ofcolours and images, these images representeach one of the Glorious & Free.

Simple Kaleidoscopes are small design pieces: merchandise, icons, letterheads, etc.

(very kaleidoscope focused, wordmark is below). 4 These are our first four stacked logos. We are excited by the balance of “Canada” with the kaleidoscope style, and think that these nicely set the tone for the rest of the icons that will be created over time.Glorious&Free Glorious&Free Glorious&Free Glorious&Free Icon & Wordmark Lockups

Complex Kaleidoscopes are standalone design pieces: backgrounds, book liners,

Wrapping Papers, Wallpapers, Web Page Dividers

Mobile Backgrounds, Business Cards, Clothing Lines

Image Kaleidoscopes are for larger design pieces: posters, murals, wall decor, etc.

Alex Josephson 003Andrea Landry 012Craig Hunter 020Gabe Haythorne 028Allison Horsman 036Erik Prevost 042Petra Collins 050Jeffrey Remedios 058Tatiana Maslany 064Imran Ahmed 072Badbadnotgood 080Drake 088Chrissy Andres 096



THE PEOPLEThe components of the Kaleidoscope.The glorious & free Canadians are the heartof the brand. Our brand identity has beenbuilt to be as bold and audacious as they are,so that when we represent them, we aredoing them justice. Whenever possible,Canadians featured by Glorious & Free shouldbe shown in modern and expressive ways.

BARBARA JO WALLINGFORD At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias xcepturi sint occaecati cupiditate non provident, similique sunt in culpa qui officia deserunt mollitia animi, ides laborum et dolorum fuga. Et harum quidem rerum facilis est et expedita distinctio. Nam libero tempore, cum soluta nobis est eligendi optio cumque nihil impedit quo minus id quod maxime placeat facere possimus, omnis voluptas assumenda est, omnis dolor repellendus.Shape and transparencies are used to enhance static assets.

At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium volupta tum deleniti atque corrupti quos dolores et quas molestias xcepturi sint occaecati cupiditate non provident, similique sunt in culpa qui officia deserunt mollitia animi, id est laborum et dolorum fuga. Et harum quidem rerum facilis est et expedita distinctio. Nam libero tempore, cum soluta nobis est eligendi optio cumque nihil. 89Overlays can be used to bring even more energy and diversity to the design.

Groups of people make for even more expressive design.

The Ampersand &Our symbol of diversity at all times.The ampersand puts emphasis on diversity.It is used within titles and large typeinstead of the word and. It is best set in theopposite colour from the rest of the type,and always in Noe Display.

G&F The Monogram

Misson & Goals Rita & KimComment & Contact Purpose & People Titles and sub-titles

The Tone No Ya rightBold. Audacious. Modern. Expressive. F that Nope.GIFGlorious & Free is the voice of contemporary UnlikeCanada. It represents the many and varied [Emoji]glorious lives. The words we choose are asmuch as part of our brand as our colours are.We must always speak boldly and with audacityand modernity. We must always express whatis true. The more authentic the brand’s voice, the more often contemporary Canadians willask us to speak for them.

G&F