EMPLOYER

BRAND BOOK

Calgary Co-op
Employer Value Proposition &
Design Guidelines
 Calgary Co-op Employer Brand Guidelines

TABLE OF CONTENT
INTRODUCTION 3

1. 0 EMPLOYER BRAND PROMISE 4

2.0 TONE / PERSONALITY 6

3.0 CORE EMPLOYER BRAND DEFINITION 8

4.0 TAGLINE 12

5.0 CALL TO ACTION 14

6.0 LOGOS 16
6.1 THE TAGLINE LOGO 17
6.2 THE CALL TO ACTION LOGO 21

7.0 TYPOGRAPHY 24

8.0 COLOUR PALETTE 26

9.0 PHOTOS 28

Table of Content 2
 Calgary Co-op Employer Brand Guidelines

Our guidelines describe the visual and verbal elements that represent the Calgary Co-op Employer Brand
INTRODUCTION identity. This includes our tagline, logo and other elements such as colours, types and graphics. Sending
a consistent and controlled message of who we are is essential to presenting a strong, unified image of our
company. These guidelines reflect Calgary Co-op’s commitment to quality, consistency and style.
It makes us simple, clear, and direct.

The identity elements—logo, typography, colour, imagery, and icons—make it easier to create memorable
internal and external communications related to Human Resources initiatives.

Introduction 3
 Calgary Co-op Employer Brand Guidelines

EMPLOYER BRAND PROMISE

1.0
 Calgary Co-op Employer Brand Guidelines

Our promise at Calgary Co-op is to offer the best employment opportunities in a company dedicated to its
1.1 EMPLOYER BRAND employee’s success.
PROMISE
Rather than accepting the traditional rules found within the food distribution industry, we’re breaking from
convention to create a great offering in the industry. We thrive on doing things differently and turning heads
along the way.

Our promise is founded on these 4 IN THE HEART OF THE COMMUNITY HUMBLE & PROUD
essential pillars:
Feeling of Ownership Professionals
People for People Authentic & Genuine
Giving Back Love Moms, Retirees and
Students

STRONG & STABLE CARING & SUPPORTIVE

History - Pioneers Accommodating
Business Audacity Training
Planning for the Future Career Path through Supportive Role Change

1.1 Employer Brand Promise 5

 Calgary Co-op Employer Brand Guidelines

TONE / PERSONALITY
2.0
 Calgary Co-op Employer Brand Guidelines

Our brand personality defines who we are, how we do things, how we treat each other and our team
2.1 TONE / PERSONALITY members. Our personality is a blend of three characteristics: empowering, inspirational and factual. Here
are more details on what we mean by each.

EMPOWERING
At Calgary Co-op, team members are given the power to do well, the ability to reach their potential and the
confidence that they can give it all in a place where their employer will care for them.

INSPIRATIONAL
At Calgary Co-op, the candidates will be inspired by current team members through their stories and realize
how different of an employer Calgary Co-op is on the market.

FACTUAL
At Calgary Co-op, we are grounded. Facts are presented as they are so future and current team members
can relate to them. Never over-promising, just saying it like it is, because reality is powerful.

2.1 Tone / Personality 7

 Calgary Co-op Employer Brand Guidelines

CORE EMPLOYER
BRAND DEFINITION
3.0
 Calgary Co-op Employer Brand Guidelines

Our EVP is our promise as an employer.

3.1 CORE EMPLOYER It is a definition of who we are and what we expect from our current and new team members.
BRAND DEFINITION Our Core definition as an Employer is based on the three following angles:

CULTURE & PRINCIPLES
At Calgary Co-op, we roll up our sleeves every day
and put our heart in everything we do. We are CULTURE & PRINCIPLES
retailers with a purpose. Our team members pump
In the heart of the community
gas in the rain, prepare top notch meals to go,
offer travel advice for well-deserved vacations and Retail with a purpose
deliver prescriptions to people’s homes. We establish Bent on giving back
standards of service as leaders of the industry. We Caring about team members
so they care about customers
partner locally. We give back. At Calgary Co-op,
we care for our team members so they care for our
customers. 

OUR PAST & FUTURE Our story started with a determination and
eagerness  to do some good. Over 60 years ago, we
OUR PAST & FUTURE
were already planning the future with audacity.
Today, we are stable, established and proud to be Strong & Stable
a one-of–a-kind employer in Calgary.  We hire our
Pioneers
neighbours and friends, we create strong teams with
People-Powered
collaborative environments  and we strive to give our Future-Builders
team members our best to make sure they feel good
about coming to work. Throughout our history, our
team members have made Calgary Co-op what it is,
and we don’t take their well-being lightly. Our story
is about people. Join a team that works for you.

3.1 Core Employer Brand Definition 9

 Calgary Co-op Employer Brand Guidelines

3.2 CORE EMPLOYER

BRAND DEFINITION

CULTURE & BENEFITS We know there are days, you just need to “get a
job’’. But here, you end up getting so much more. At
Calgary Co-op, everything means more. Training
CULTURE
is not just a mandatory step; it’s our way to ensure Humble, Proud & Caring
your success. For us, work-life  balance is more than
Caring by all means
a trendy concept: we understand that work becomes
Everything means more
so much easier when we facilitate your life. Being
Genuine helpers
on a team isn’t just working with a boss and co-
workers, it’s about engaging with your friends and
looking forward to coming to work. Career pathing
isn’t just a chart, it’s how we make sure that you feel
fulfilled and stay happy. Here, we care about doing
good. Through the good and the bad, we give it all.
For our community and for you.  Join a team that
works for you.

3.2 Core Employer Brand Definition 10

 Calgary Co-op Employer Brand Guidelines

3.3 CORE EMPLOYER

BRAND SNAPSHOT

Working at Calgary Co-op

Heart at work, Hard at work
At Calgary Co-op, we roll up our sleeves every day and put our heart in
everything we do.

We establish standards of service as leaders of the industry. We partner locally.

We give back. At Calgary Co-op, we care for our team members so they can care
for our customers.

We hire our neighbours and friends, we create strong teams with collaborative
environments and we strive to give our team members our best to make sure
they feel good about coming to work. Throughout our history, our team
members have made Calgary Co-op what it is, and we don’t take their
well-being lightly.

Our story is about people. At Calgary Co-op, we put our hearts into our work.

CULTURE & PRINCIPLES OUR PAST & FUTURE CULTURE

In the heart of the community Strong & Stable Humble, Proud & Caring
Retail with a purpose Pioneers Caring by all means
Bent on giving back People-Powered Everything means more
Caring about team members Future-Builders Genuine helpers
so they care about customers

3.3 Core Employer Brand Definition 11

 Calgary Co-op Employer Brand Guidelines

TAGLINE
4.0
 Calgary Co-op Employer Brand Guidelines

4.1 TAGLINE

Our tagline is our employer brand signature.

It encompasses our brand identity in one simple Your employer statement
phrase. It is the expression of our duality. (it can’t be misinterpreted
for consumer branding).

First, we are a business with heart.

Giving back is at the core of our brand.

Heart at work, Hard at work

Then, we are dedicated, putting every effort
into our job.

Working with heart is at Giving your best: putting

the core of your brand: every effort into your job
generosity, community and
giving back.

4.1 Tagline 13
 Calgary Co-op Employer Brand Guidelines

CALL TO ACTION
5.0
 Calgary Co-op Employer Brand Guidelines

5.1 CALL TO ACTION

Our Call to Action is our invitation to the seekers to

join the company.
Call to Action

It plays on a double meaning: the new team

members will not only join a team that they will like
but also where a great sense of mutual assistance

Join a team that works for you

also happens.

Also, it states the fact that team members are

joining a team not only a company. It creates a
feeling of proximity within a corporation.

The importance of the Play on a double-meaning:

team more than the a team where you will
company. We want to be happy in addition to a
stay on the human level. team committed to your
success.

5.1 Call to Action 15

 Calgary Co-op Employer Brand Guidelines

LOGOS
6.0
 Calgary Co-op Employer Brand Guidelines

Our Employer logo is the visual representation of our tagline. It appears on all of our Employer’s visual
6.1 THE TAGLINE LOGO communications. Appropriate use of the logo is necessary for maintaining the integrity of our brand and
presenting a unified image of the company.
CORRECT LOGO USAGE

CLEAR SPACE

Clear space is the area surrounding the logo that

must be free of any text or graphic elements. It
ensures that the tagline logo stands out clearly in
any environment.

The clear space in the tagline is measured using

the chosen size of the capital letter H all around.

MINIMUM SIZE
Heart at work, Hard at work
To ensure the legibility of the Call to Action logo, a
3.5 inch (print)
minimum size reproduction has been established.

Heart at work, Hard at work

24 pt (web)

6.1 The Tagline Logo 17

 Calgary Co-op Employer Brand Guidelines

6.1.1 THE TAGLINE LOGO

CORRECT LOGO USAGE

Heart at work, Hard at work

LOGO VARIATIONS

Heart at work, Hard at work

Heart at work, Hard at work
Heart at work, Hard at work
Heart at work, Hard at work
6.1.1 The Tagline Logo 18
 Calgary Co-op Employer Brand Guidelines

6.1.2 THE TAGLINE LOGO

INCORRECT LOGO USAGE

Heart at work, Hard at work

A. DON’T STRETCH THE LOGO
DISPROPORTIONATELY.

B. DON’T ALTER THE LOGO COLOURS.

A. Heart at work, Hard at work
Heart at work, Hard at work
DON’T USE THE LOGO OVER A DISTRACTING
BACKGROUND.
B.
C. DON’T ADD EFFECTS (GLOWS, SHADOWS,
BOX, ETC.) TO THE LOGO.

D. DON’T ALTER THE PROPORTIONS OF THE

LOGO COMPONENTS.
B.
Heart at work, Hard at work

C.
Heart at work, Hard at work
D. Heart at work, Hard at work
6.1.2 The Tagline Logo 19
 Calgary Co-op Employer Brand Guidelines

6.1.3 THE TAGLINE LOGO

USAGE EXAMPLE

SIGNATURE Edna Howdle, CHRP, RPR, RPT

Recruitment & Training Manager

403-219-6025 ext. 6120

ehowdle@calgarycoop.com

Calgary Co-operative Assocation Limited

Heart at work, Hard at work

6.1.3 The Tagline Logo 20

 Calgary Co-op Employer Brand Guidelines

Our Call to Action logo is the visual representation of our Call to Action. We see it as a modernized stamp.
6.2 THE CALL TO ACTION It appears on all of our Employer’s visual communications. Appropriate use of the logo is necessary for
LOGO maintaining the integrity of our brand and presenting a unified image of the company.

Usage Suggestions: Career Site, Posters (print), Media Banners (web)

CORRECT LOGO USAGE

CLEAR SPACE

Clear space is the area surrounding the logo that

must be free of any text or graphic elements. It
ensures that the Call to Action logo stands out
clearly in any environment.

The clear space is 1 inch or 30 mm all around.

MINIMUM SIZE

To ensure the legibility of the Call to Action logo, a

minimum size reproduction has been established.

1.25 inch (print)

108 inch (web)

6.2 The Call to Action Logo 21

 Calgary Co-op Employer Brand Guidelines

6.2.1 THE CALL TO ACTION

LOGO
CORRECT LOGO USAGE

LOGO VARIATIONS

Can be used on background or image.

It is to the designer to choose the appropriate
background for the chosen call to action logo.

In this case, the accent colour mimics the

background.

6.2.1 The Call to Action Logo 22

 Calgary Co-op Employer Brand Guidelines

6.2.2 THE CALL TO

ACTION LOGO
INCORRECT LOGO USAGE

A. DON’T STRETCH THE LOGO

DISPROPORTIONATELY.

B. DON’T ALTER THE LOGO COLOURS. A.

A.
C. DON’T USE THE LOGO OVER A
DISTRACTING BACKGROUND.

D. DON’T ADD EFFECTS (GLOWS, SHADOWS,

ETC.) TO THE LOGO.

E. DON’T ALTER THE PROPORTIONS OF THE

LOGO COMPONENTS.

B.
C. D.

E. E.

6.2.2 The Call to Action Logo 23

 Calgary Co-op Employer Brand Guidelines

TYPOGRAPHY
7.0
 Calgary Co-op Employer Brand Guidelines

7.1 TYPOGRAPHY Type is more than a design element. Type is the visual tone of our brand. It articulates our message,
expressing both what we say and how we say it.

PRIMARY TYPEFACE

Aa
USAGE: TITLES, HEADERS, TEXT.

Modern and easy to read, Pontano Sans is a

CENTURY SCHOOLBOOK
minimalist and light weighted Sans Serif. The
Pontano type family is closely aligned with the
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Calgary Co-op brand personality.
Pontano is designed mainly for use as a display font
abcdefghijklmnopqrstuvwxyz
but is useable as a text font too. Can be used for web 0123456789 !@#$%&
and print.

Aa
SECONDARY TYPEFACE LP BAMBUS LIGHT REGULAR
USAGE: SPECIAL TEXT, CALL TO ACTION

LP Bambus is another new handwriting script

ABCDEFGHIJKLMNOPQRSTUVWXYZ
written with bamboo. Bambus is a very readable, abcdefghijklmnopqrstuvwxyz
light, dynamic-flowing and modern script. Can be
used for web and print. 0123456789 !@#$%&

7.1 Typography 25
 Calgary Co-op Employer Brand Guidelines

COLOUR PALETTE
8.0
 Calgary Co-op Employer Brand Guidelines

8.1 COLOUR PALETTE We use it to help our future team members identify us. Use these colours to guide your designs and layouts,
both online and off, to ensure you’re staying consistent with the Calgary Co-op Employer Brand. Solid
colours work best in printed applications and for text. The gradients are best applied in digital applications
like the career site and emails. Always in line with the tone of the brand, our colors are empowering,
inspirational and factual.

PRIMARY COLOURS
HEADER ACCENT
HEX: 000000 TITLES
CMYK: 0, 0, 0, 100 HEX: d0b887
RGB: 0, 0, 0 CMYK: 19, 25, 52, 0
RGB: 208, 184, 136

NEUTRAL COLOURS
BG ACCENT BG TILES
HEX: dfdbd1 HEX: ffffff
CMYK: 4, 6, 14, 0 CMYK: 0, 0, 0, 0
RGB: 223, 219, 208 RGB: 255, 255, 255

ACCENT COLOUR
PRIMARY TERTIARY
CTA BG CTA
HEX: ee3124 HEX: dd8115
CMYK: 5, 98, 99, 0 CMYK: 5, 98, 99, 0
RGB: 227, 37, 37 RGB: 221, 128, 22

8.1 Colour Palette 27

 Calgary Co-op Employer Brand Guidelines

PHOTOS
9.0
 Calgary Co-op Employer Brand Guidelines

Our Employer Brand is focused on people. Our photos should always capture the real world we live in—
9.1 PHOTOS authentic, optimistic, and human.

CORRECT PHOTO USAGE

Choose photos that reflect the brand personality

of helpful, human, and team-spirited. Candid
photography style will be preferred.

Always strive for diversity in ethnicity, age and

situation. Prefer real employee’s environments.

9.1 Photos 29
 Calgary Co-op Employer Brand Guidelines

9.2 PHOTOS
INCORRECT PHOTO USAGE

A. Don’t use photos that were obviously posed or

A. A.
shot in a studio with models, clichéd scenarios or
contrived settings.

B. Don’t use multiple bright colours/saturated

colours in the photo, cluttered backgrounds, or busy
compositions.

C. Don’t use emotionless images.

B. C.

9.2 Photos 30
EMPLOYER
BRAND BOOK
© 2015 Calgary Co-op Employer Value Proposition & Design Guidelines