Brand

Guidelines

FEBRUARY 2020
Brand guidelines | 1. Brand overview 1
Welcome

These guidelines will help keep

our brand strong and consistent.
We draw inspiration from
our province, our employees
and, most importantly, our
customers. And at the very core
of our brand is our essence:
power smart.

Brand guidelines | 1. Brand overview 2

Brand guidelines

1. BRAND OVERVIEW 5. OUR COLOURS 7. ILLUSTRATION

Who we are 6 Concept 29 Overview 47
Brand toolkit 7 Our palette 30 Line illustration 48
Our safety colours 31 Full-colour vector illustrations 49
2. TONE OF VOICE
Using our safety colours 32 Vector illustrations of people 50
Brand tone 9
Using tints 33 Safety vector illustrations of people 52
Tips to humanize our tone 10
Using colours 34 Safety vector illustrations
3. OUR LOGO with backgrounds 54
Print 34
BC Hydro logo 12 Pairing 37 8. PHOTOGRAPHY
Clear space and minimum size 13 Short text documents 38 Our universal photography style 56
Logo variations 14 Long text documents 39 Stock photography 57
Symbol variations 15 Copy and photography 41 Product photography 58
Logo misuse 16
6. DESIGN ELEMENTS Photo misuse 59
Logo lock-ups 17
Coloured bars 44 For more information 60
4. TYPOGRAPHY Call-outs 45
Primary typography 21
Alternative typography 23
Editorial details 24
Typesetting details 26

3
1. Brand overview

Brand guidelines | 1. Brand overview 4

 Smart about power
in all that we do.

Brand guidelines | 1. Brand overview 5

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Who we are
Smart about power in all we do Where is “power smart” from? Brand purpose and conviction
As BC Hydro looks to the future, being smart about our For 25 years, Power Smart was run as a conservation We exist to power the lives of British Columbians.
power is more important than ever. This was one of the program. It encouraged British Columbians to save Through our brand tagline, we show that we are the
reasons why, in 2015, we made “power smart” our tagline. power and money by reducing their power consumption. trusted resource for energy in British Columbia.
During that time, there was a concerted effort to give the
Power Smart has been a popular program that focuses on Though what we do is very rationale, why we do it is
Power Smart program its own identity and tone so that it
bringing energy-saving tips and rebates to customers, but not. We bring life to B.C. and power moments and
could remain as friendly and approachable as possible—
we realized it could be—and should be—so much more. memories. We maintain an emotional connection to our
and it was very successful. But there was one crucial
audience. We involve our customers in the BC Hydro
Our purpose at BC Hydro is to be power smart. problem: BC Hydro didn’t get the credit it deserved for
story. We exist to power their lives.
all the positive virtues and results of Power Smart. In
Power smart stands for being even smarter with how we
short, it created two brands under BC Hydro—and more
conserve our precious resource. It stands for delivering
than a few challenges.
smarter customer care and always being smart about
how we work. It stands for continuing to deliver some In 2015, we decided there should only be one brand,
of the cleanest energy on the planet and building the BC Hydro.
infrastructure we need to meet the increasing energy
There were two key points to this decision. One, keep
demands of B.C.
the incredibly successful brand tone of Power Smart,
Power is what we do; smart is how we do it. and two, expand the meaning of Power Smart beyond
conservation. Now, at BC Hydro, any good thought,
decision or action is power smart.

To reinforce this new purpose for BC Hydro, “power

smart” has also become the tagline for the entire
company. For employees, it reminds them how to work.
And for customers, it serves as a promise of good
service, inviting everyone to be power smart too.

Brand guidelines | 1. Brand overview 6

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Brand toolkit
Here is a simple overview of all the elements that make
up our brand. Think of them as tools in your brand toolkit.

Smart Brand Hub

Authentic
For templates and other useful
Relatable branding tools, please visit Brand
Hub on the HydroWeb.

Brand tone Logo Colours

ABCD
1234
Typography Photography Illustration

Brand guidelines | 1. Brand overview 7

2. Tone of voice

Brand guidelines | 1. Brand overview 8

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Brand tone
Brands are often given human traits, such as tone of voice Authentic
and character. And, like a person, our brand has some
depth to its character.
Authenticity is presenting how we really are. We don’t Why does our tone of voice matter?
want to feel produced or phony: we want to show our
O Humanizes the brand
As a reference, think about the emails you’ve written in the customers our true brand, as it is. It means that we’re
last few days. One may have been to your nephew wishing not perfect, nor the authority on everything. We make O Fosters natural conversations
him a happy birthday. Another may have been to an old mistakes. We are open. And we are as transparent as
O Creates connections
classmate and another may have been to your boss. Each possible. We are genuine, and our tone should always
message and recipient is very different, and yet, the person come across as such. O Builds trust
sending the emails remains the same.
Relatable O Maintains consistency
With that in mind, BC Hydro has a few tonal words to
By being Smart and Authentic, we open our brand to O Creates boundaries for how we communicate
describe our character: Smart, Authentic, Relatable.
being Relatable. Our subject matter should always skew with stakeholders
Smart to our audience: the people of B.C. We should treat

The first tonal word is Smart. What we’re talking about our audience as friends and neighbours, and not from a

here is being clever and insightful. It’s not about showing stuffy corporation. We want to people to feel that they

off with overly technical terms and it’s certainly not about “get us”. That they understand that we’re here to help

being patronizing. them live their best lives. After all, we’re not just a huge
part of the province, we play a large role in their lives.
Think of the best public speakers at TED who need to

Smart
be able to present complex ideas. Those speakers relate
to their audience on their terms through thoughtful
arguments and interesting metaphors. It’s about being
approachably smart and never boastful.
Authentic
Relatable

Brand guidelines | 2. Tone of voice 9

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Tips to humanize our tone

O Focus on the audience first—benefits, O Be direct and action-oriented with the reader—
effects, risks. “sign up here” vs. “to sign up, visit bchydro.com.”

O Use more of the first person—we, our. O Embrace contractions.

O Avoid internal language, acronyms and O Use titles sparingly and focus on descriptions—
jargon. programs and job titles.

O Make it concise, scannable, helpful—save the details O Ban the phrase “we are committed to”—show,
for those who want them. don’t tell.

O Be friendly and personable, not chatty—be O Ask customers & employees how they would like to
the helpful not intrusive neighbour. be addressed. (by name and/or pronouns such as they,
she, he)
O Use employees in photography and as spokespeople.

Brand guidelines | 2. Tone of voice 10

3. Our logo

Brand guidelines | 1. Brand overview 11

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

BC Hydro logo
The BC Hydro logo was designed in the 1960s and Symbol
still embodies the visionary, enduring and responsible
spirit of the brand. This iconic symbol was an abstract
interpretation of electrical energy and Mother Nature Wordmark
coming together in British Columbia.

In 2015, we updated the logo to be contemporary and

timeless. We chose a neutral, contemporary and legible Tagline

typeface. We changed the symbol to a circle so it feels

more modern. We then moved the symbol to the left
side of the wordmark and adjusted the spacing. The
colours were also slightly adjusted to warmer tones.

Grass Sea Granite

Brand guidelines | 3. Our logo 12

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Clear space and minimum size

Making sure our logo is legible and clear is very Clear space Minimum size
important in keeping our brand consistent.
For the BC Hydro logo, use the symbol as the clear We always want our logo to be legible. Make sure you
space guide. In order to keep the integrity of the logo, follow the minimum size guidelines.
it’s important that nothing is placed in this area.

1"

Digital applications
In digital applications, whenever possible, use our logo
in a scalable vector graphics (SVG) format to maximize
legibility and scalability. All the elements in our logo are
clearly visible at 96 px in SVG format.

In other formats, please adjust the logo according to the

screen resolution (i.e., @2x for Retina Display and @3x
for iPhone 6 Plus).

96 px

Brand guidelines | 3. Our logo 13

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Logo variations
There are three colour variations that will give you
plenty of flexibility to work with in just about every
application. Each of these variations is available in
both PMS and CMYK as AI (Illustrator) and EPS
vector files. The RGB version is also available as
JPG and PNG files. SVG is the preferred format for
digital applications.

Please note that the logo may also be used without Colour Black
the power smart tagline in limited applications, For use against a white background in colour For use against a white background in
as shown on the bottom right. applications (including four-colour process, limited-colour applications.
spot colour and onscreen).

Reverse Without tagline

For use against colourful, dark or busy backgrounds You may sometimes see the logo without the power
in both full- and limited-colour applications. smart tagline. This is only for signage and permanent
installations—never use it anywhere else.

Brand guidelines | 3. Our logo 14

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Symbol variations
There are instances when space is limited or
legibility is a concern, but our brand needs to be
identified at a glance. In these cases, we can use the
symbol alone (for example, the signage on the top
of our building in Vancouver).

We have two versions of our symbol—one has a

white border and the other does not. Our preferred
option is to use the symbol on a white background. Symbol Symbol with border
But if the symbol will be placed on a coloured or Where space is limited or legibility is a concern, and our When the logo is placed on a coloured or patterned
busy background, use the version with the white brand needs to be identified at a glance, we can use the background, use the symbol with white border so it is
border so that the symbol is clear and visible. symbol alone. This is for permanent signage, power boxes clear and visible.
or uniforms.

Using symbol-only variations

The Grass and Sea colours are an integral part

of our symbol and should always be presented
when symbol-only logo variations are used.

Brand guidelines | 3. Our logo 15

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Logo misuse
We want our logo to be consistent and legible
wherever it appears. On the right are a few
examples of what not to do.

When it comes to legibility, use your judgement.

One logo treatment might look great in print but not
 o not reconfigure the logo or use
D  o not use colour variations
D  o not add drop shadows,
D
in a video. In such cases, look for a more suitable
any of the elements from within other than the three provided. outlines or other effects.
logo variation rather than ignoring the guidelines.
the logo on their own.

www.bchydro.com

 o not stretch or otherwise

D  o not add anything within
D  o not place the colour logo
D
distort the logo. the logo’s clear space. on a busy background.

Do not change the tagline.  o not use an alternative

D
font and do not reconstruct
the logo.

Brand guidelines | 3. Our logo 16

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Logo lock-ups
For partnerships .35 pt in Granite

BC Hydro often works in cooperation with

government, media, retailers and other corporate
partners. Include partner logos in instances where
it is appropriate and in context. Here’s how to pair
partner logos with our logo.

Use a thin rule at .35 pt in Granite for full-colour

versions and in Ice in limited-colour applications
to separate our logo from our partner logos; then Full-colour applications
place the lock-up on the bottom left. The space in
between the rule and logo is the same width as the
“o” in Hydro. Apply the same rule for clear space as
on the BC Hydro logo. .35 pt in Ice

The proportions of the partner logo should be 65%

and the BC Hydro logo should be 100%.

Logo lock-ups should never be used on promotional

materials (e.g., T-shirts).

Reverse

Brand guidelines | 3. Our logo 17

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Logo lock-ups
Placement Single partner Video and animation

The best logo placement depends on how many partners

and pages there are, and whether the partnership applies
to the whole communication or just a portion of the
content (for example, when we are featuring specific First screen First screen Second screen
products for specific retailers, their logos should appear (single partner) (multiple partners)

alongside the relevant content).

Single Multiple pages (print)
composition

Multiple partners Online applications (in footer)

Our logo Partner logo

Single Multiple pages (print) Desktop Mobile

composition

Content-specific partnership

Single Multiple pages (print)

composition

Brand guidelines | 3. Our logo 18

4. Typography

Brand guidelines | 1. Brand overview 19

 Say hello to
our font.
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
1234567890
Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Primary typography Headlines are GT Haptik Black.

Subheads can be set in Haptik Bold for less impact.
Our primary typeface is officially called GT-Haptik-
BC-Hydro, but we refer to it as GT Haptik. ALTE RNATIVE SU B HEADS ARE SET IN HAP TIK BOLD ALL C APS.

This type face is typically used by our external agencies Body copy on white is Haptik Regular. It reads well and is very legible.
and our internal Creative Design Services team. It tends
Body copy on a colour is Haptik Medium. We don’t want it to disappear.
to be used for headlines, subheads and body copy for
both online and print executions. Body copy is usually
Granite but can be black when legibility is a an issue,
such as in newspapers. Headlines and body copy
Headlines Body
should generally be left aligned but centring copy is
also an option. Case: Sentence case Case: Sentence case
Font size: As required Font size: As required
If you are creating documents such as posters,
Leading: 1.1 times the font size Leading: Multiply the font size by 1.5
newsletters, one pagers, updates, templates etc. on
Letter-spacing: 15 Space after: Half of the leading
your own, please use our alternate font - Arial.
See page 23 for more information on when to use it. Subheads For example: The font size is 9 pt, the leading is 13.5 pt
and the additional space after each paragraph is 6.75 pt.
Case: Sentence case
Font size: Smaller than headline Kerning & ligatures
Leading: Equal to the font size
Kerning should be set to optical kerning, but be sure
Letter-spacing: 15
to manually kern headlines and subheads if necessary.
Alternative subheads Ligatures should be turned off.

Case: All caps Minimum font size

Font size: Same as body
Minimum font size for Medium, Bold and Black font
Leading: Same as body
weights is 9 pt and should ideally be set in Granite or
Letter-spacing: 75
Ice (when used on a coloured background). Minimum
Heading and spacing font size for regular weight is 6 pt and should be set in
Granite only.
The space before a subheading should be twice
the space of the leading.

The space after the headings and subheadings

should be equal to that of the leading.

Brand guidelines | 4. Typography 21

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Primary typography
Weights Characters and glyphs

GT Haptik Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz
GT Haptik Medium
1234567890][(!@#$%&.,?;:”*-–—)
GT Haptik Bold
GT Haptik Black

Brand guidelines | 4. Typography 22

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Alternative typography
For email templates, forms, Word documents and online,
use Arial Regular typeface.
Headlines are Arial Black.
Recommended sizes and case styles are the same as with Subheads can be set in Arial Bold for less impact.
GT Haptik, with the same leading and paragraph spacing,
if possible. ALTERNATI VE SUBHE ADS ARE SET IN ARI AL BOLD ALL CAPS.

Headlines and body copy should generally be left aligned Body copy on white is Arial Regular. It reads well and is very legible.
but centring copy is also an option.
Body copy on a colour is Arial Bold. We don’t want it to disappear.

Primary vs. alternative typeface Headlines Body

GT Haptik should be used by external agencies Case: Sentence case Case: Sentence case
and our Creative Design Service team. Font size: As required Font size: As required
When creating documents such as posters, Leading: 1.1 times the font size Leading: Multiply the font size by 1.5
newsletters, one pagers, updates, templates etc. Letter-spacing: 15 Space after: Half of the leading
on your own, please use Arial.
Subheads For example: The font size is 9 pt, the leading is 13.5 pt
and the additional space after each paragraph is 6.75 pt.
Case: Sentence case
Font size: Smaller than headline Kerning & ligatures
Leading: Equal to the font size
Kerning should be set to optical kerning, but be sure
Letter-spacing: 15
to manually kern headlines and subheads if necessary.
Alternative subheads Ligatures should be turned off.

Case: All caps Minimum font size

Font size: Same as body
Minimum font size for Medium, Bold and Black font
Leading: Same as body
weights is 9 pt and should ideally be set in Granite or Ice
Letter-spacing: 75
when on a coloured background. Minimum font size for
Light and Regular weights is 6 pt and should be set in
Granite only.

Brand guidelines | 4. Typography 23

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Editorial details
In general, we follow the The Canadian Press Our name Websites
Stylebook (CP) for writing and communications;
“BC Hydro” is always two words in title case. It should URLs should never include “www.” Include a period
however, there are a few other in-house standards
never be split by a line break. when the URL ends a sentence. Simply use bchydro.com
that should be used for extra polish and clarity.
set in GT Haptik BC Hydro Bold. Like the telephone
numbers, URLs should not be broken across two lines.
Telephone numbers
Power smart When the URL is at the end of a sentence in body copy,
Use spaces rather than dashes or periods, in phone
The words “power smart” are always lower case, the period following it should be in the same colour
numbers, and never let the numbers break across lines.
unless they begin a sentence, in which case the “P” and weight as the text preceding the URL, with the
If the numbers are part of a call to action, they should
is capitalized. It is now a behaviour not a program, exception of call-to-action communications where the
be set in GT Haptik Medium, like this: 1 800 BC HYDRO
so treat it as other action words are treated. URL is on its own. When the URL is at the end of a
or 604 224 9376.
sentence in a headline, do not add a period or change
the weight of the URL.

URL within a sentence

You can access bchydro.com on your mobile.

URL at the end of a sentence

Summer energy-saving tips can be found at

bchydro.com.

URL in copy CTA

Learn more at bchydro.com

Brand guidelines | 4. Typography 24

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Editorial details
When to use periods Lists/bullets version 1 Lists/bullets version 3
Periods are required when headlines and subheads When you’re listing multiple items in short statements If your list includes complete and incomplete sentences,
are a complete sentence, for example: that aren’t complete sentences, you don’t need to the majority rule applies to ensure consistency in the list.
use periods, for example:
Being smart with power is just good For example, in the instance below, the fourth bullet is a
business sense. Why does our tone of voice matter? complete sentence, but it has been worded to match the
style of the other bullets and the period has been removed
You can save energy and money with O Humanizes the brand
as the majority of bullets are incomplete sentences.
product incentives.
O Fosters natural conversations
Our videos cover various categories, including:
O Creates connections
Not sure if it’s a complete O Education

sentence? O Builds trust

O How-to
O Keeps consistency
A complete sentence always expresses a complete O Science & Technology
idea and makes sense standing alone. If further
O Campaign–these are most likely created and produced
information is needed to complete the idea, then Lists/bullets version 2 by the advertising agency
it isn’t a complete sentence.
For lists consisting of complete sentences, use periods.
For example:
When not to use periods Final checklist:
Don’t use periods for incomplete sentences
O Consistent and high-quality footage, audio, transitions,
or statements, for example:
motion graphics and titles.
About our program
O On-brand use of all brand elements, including logos,
Ways to learn typography, colours, tone of voice, and photography
What to use and when and illustration style.

O All footage, photos, music and other assets have

appropriate rights for use in all potential channels.

O Everyone appearing in the video has signed

an appropriate release or waiver for use in all
potential channels.

Brand guidelines | 4. Typography 25

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Typesetting details
Bullet points Percentages with numbers Closed em dashes and hyphens
Our bullets are hollow circles, preferably set in a Always use the numeral and the % symbol, regardless of When using dashes, use a closed em dash rather than
colour that matches the colour of the document size and whether it starts a sentence. an open en dash. Also, make sure it is a closed em dash,
heading or subheading. that is, there are no spaces between the em dash and the
Like this: You can save 10% on your energy bill.
two words that it divides—just like that. For ranges of
Not like this: You can save ten percent on your energy bill.
any kind, use a closed en dash, like this: 41–53 and July–
Like this: 20% August, for example. When writing copy that contains
Checklist Not like this: 20 % or 20 percent hyphenated words, use the system hyphen, which is
slightly shorter than the en dash.
O Make sure bullets are the same size as body copy.
They shouldn’t be larger than the cap height.
Numbers unrelated to percentages - A hyphen is shorter than an en dash
O The indent after the bullet should be .125 and
Write out numbers one to nine if they are unrelated to – An en dash is shorter than an em dash
any following lines should align.
percentages. Numbers 10 and above should use the digits, — An em dash is longer than an en dash
O The line space after each bullet point should be regardless of whether it starts a sentence, but if possible,
set to .0625. rewrite the sentence so it doesn’t start with a number.

Like this: We’ve hired six new energy advisors.

Not like this: We’ve hired 6 new energy advisors. Any questions?

Fine print, footnotes and Like this: You’ll find energy workshops at 15 locations If you have any questions regarding the
editorial details, please get in touch with
page numbers around B.C.
Not like this: You’ll find energy workshops at fifteen Creative Services, Brand Strategy.
Occasionally we’ll need to include fine print (legal copy)
locations around B.C.
or footnotes to a piece. The type should be GT Haptik
Regular in Granite at 5.5 pt with 6.5 leading. Punctuation Like this: We completed 12 energy audits.
(asterisks, numerals, quotation marks) should hang. Not like this: We completed twelve energy audits.
Shorter copy (one to three lines) can be set flush left,
but longer copy (over four lines) can be justified with
hyphenation off. If the fine print is on a solid or coloured
background, set it in GT Haptik Medium in Ice. Footnotes
should be flush left on the bottom of the page, and page
numbers should be flush right on the bottom of the page.

Brand guidelines | 4. Typography 26

5. Our colours

Brand guidelines | 1. Brand overview 27

 Paint with colours
from our province.

Brand guidelines | 1. Brand overview 28

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Concept
Our colours
We have a relatively wide range of colour to work with
to express our brand. Our colour palette is inspired by
our beautiful province and the landscape—mountains,
forests, earth and water­.

Brand guidelines | 5. Our colours 29

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Our palette
We have two primary colours, seven accent Primary colours Accent colours Support colours
colours and four support colours in our colour
palette. These colours are to be used evenly
across programs. This means our brand will stay
fresh, and there will be no colour silos, that is,
no program will be associated with a particular
Sea Spruce Stone Grass Sand Tide
colour and no program will own a colour. To show COATED COATED COATED COATED COATED COATED
Pantone 638 C Pantone 3025C Pantone 7530 C Pantone 369 C Pantone 7528 C Pantone 290 C
our source of inspiration, we have given each C86 M0 Y9 K0 C100 M27 Y10 K56 C10 M18 Y25 K32 C70 M0 Y100 K0 C5 M10 Y17 K16 C23 M0 Y1 K0
colour a name we can lovingly refer to. R16 G163 B200 R0 G79 B108 R156 G148 B141 R80 G184 B72 R203 G196 B188 R154 G219 B232
BinHex 10A3C8 BinHex 004F6C BinHex 9C948D BinHex 50B848 BinHex CBC4BC BinHex 9ADBE8
UNCOATED UNCOATED UNCOATED UNCOATED UNCOATED UNCOATED
All BINHEX and RGB values are given based on Pantone 312 U Pantone 3025 U Pantone 7530 U Pantone 369 U Pantone 7528 U Pantone 290 U
BC Hydro’s digital accessibility standards. C80 M10 Y13 K0 C99 M14 Y12 K45 C9 M16 Y22 K26 C68 M18 Y100 K3 C3 M6 Y9 K10 C32 M1 Y2 K0

Additional colour values

For most printed applications, stock with a Ice Granite Hemlock Quartz Moss
COATED COATED COATED COATED
smooth or satin finish should be used so that C0 M0 Y0 K0 Pantone 7 C Pantone 356 C Pantone 7507 C Pantone 578 C
R255 G255 B255 C0 M0 Y0 K90 C91 M4 Y100 K25 C0 M13 Y35 K0 C27 M0 Y48 K0
the paper acts as a coated stock. Coated
BinHex FFFFFF R62 G57 B53 R4 G106 B56 R252 G210 B153 R188 G209 B155
colours should always be used. Even if you’re BinHex 3E3935 BinHex 046A38 BinHex FCD299 BinHex BCD19B
UNCOATED UNCOATED UNCOATED UNCOATED
printing at the office, coated colours are better Pantone 419 U Pantone 356 U Pantone 7507 U Pantone 578 U
C0 M0 Y0 K90 C80 M3 Y93 K17 C0 M11 Y28 K0 C26 M2 Y45 K0
as they’re more intense and vibrant. Uncoated
colours are best used for applications like
newsprint and low-quality papers. If you have
any questions on when to use which colour
breakdowns, please contact Creative Services,
Brand Strategy. Arbutus Sunset
COATED COATED
Pantone 1665 C Pantone 486 C
C0 M79 Y100 K0 C0 M55 Y50 K0
R250 G70 B22 R232 G146 B124
BinHex FA4616 BinHex E8927C
UNCOATED UNCOATED
Pantone 1665 U Pantone 486 U
C0 M63 Y95 K0 C0 M51 Y46 K0

Brand guidelines | 5. Our colours 30

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Our safety colours

Our safety colours Primary colour Support colours
All safety related communications should use
Arbutus as the primary colour. Use it to highlight
the main headline or the safety component of
an illustration, and pair it with supporting
colours Granite and/or Ice for icons, body copy Arbutus
Granite Ice
COATED
and background. Pantone 1665 C
COATED
Pantone 7 C C0 M0 Y0 K0
C0 M79 Y100 K0
C0 M0 Y0 K90 R255 G255 B255
For all external Safety campaigns, follow the R250 G70 B22
R62 G57 B53 BinHex FFFFFF
BinHex FA4616
campaign guideline colour palette. BinHex 3E3935
UNCOATED
UNCOATED
Pantone 1665 U
Pantone 419 U
C0 M63 Y95 K0
C0 M0 Y0 K90

Arbutus as a support colour

Safety is and always will be a big component of the
BC Hydro brand. Arbutus should mainly be used as
a safety colour but can also be used as a support
colour for illustrations.

See page 53 for safety communication examples.

Brand guidelines | 5. Our colours 31

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Using our safety colours

Safety-only messaging Solid Arbutus header bar
In safety-only messaging, use
Internal safety headlines should always be written
a solid Arbutus header bar.
in Ice and an Arbutus header bar. If space doesn’t
allow for a header bar, set the headline in Arbutus
on an Ice background. Headline
Set headline in Ice using
GT Haptik Black font.

Background
The background colour
should be in Ice.

Type
Set copy in Granite with
subheads in GT Haptik Bold
and body copy in GT Haptik
Regular.

Logo
Include the BC Hydro logo
on the bottom right corner.

Brand guidelines | 5. Our colours 32

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Using tints
We use tints primarily for backgrounds and Examples of tints in use
occasionally for illustration. When using copy on 100% 100% 100%
a coloured background, make sure there’s enough
contrast between the copy and the background.
Tints are shown at 20%, though some lighter
100% 100% 100%
colours may be used at up to 40%. Please use
your discretion.

100% 100% 100%

100% 100% 100%

1,000,000 mph
service, online.
20% 20% 20%

20% 20% 20%

20% 20% 20%

20% 20% 20%

Brand guidelines | 5. Our colours 33

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Using colours
Print Approved colour combinations for single-line headlines
When using a single line heading, using a single
colour will keep the message simple and focused.
Use approved colour combinations that will help
us stay on brand.
Smart about power. Smart about power.
Spruce on Sea Ice on Sea

Checklist

O Are you using approved colour combinations for Smart about power. Smart about power.
shorter headlines (shown on the right)?

O Is the headline only one line? Arbutus on Ice Sunset on Ice

Smart about power. Smart about power.

Hemlock on Ice Grass on Ice

Smart about power. Smart about power.

Spruce on Ice Sea on Ice

Smart about power. Smart about power.

Granite on Ice Stone on Ice
Brand guidelines | 5. Our colours 34
Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Using colours
Print Approved colour combinations for multi-line headlines
Our colours act as a visual cue that helps our customers
recognize BC Hydro in a crowd. When a large splash of
colour is needed to attract the eye, like on a report cover
Smart about power Smart thinking
or a sign, use Sea as a background. can happen
To keep our brand feeling clean and bright, accent
in all we do. between floors.
colours can be used for copy set on an Ice background.
Ice and Spruce on Sea Ice and Spruce on Sea
Remember that pairing colours that maximize
legibility and complement each other is key to creating
successful colour combinations.

Smart about power Smart about power

Checklist
in all we do. in all we do.
O Are you using approved colour combinations
Arbutus and Sunset on Ice Hemlock and Grass on Ice
for longer headlines (shown on the right)?

O Is the natural break in the sentence emphasized

with a colour change?

O When using the colours, only shift from one Smart about power Smart about power
colour to a second colour once in a sentence.
For instance, do not use Spruce, then Sea,
in all we do. in all we do.
then Spruce.
Spruce and Sea on Ice Granite and Stone on Ice
O When using two colours on Ice, use the darker
colour first, then use the lighter colour to achieve
a gradient effect.

Brand guidelines | 5. Our colours 35

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Using colours
Print Approved colour combinations for headlines with subheads
When we use a headline and a subhead, we want to
show a clear change from one to the other. Even if the
headline is a multi-line headline, we should keep it in Smart about power
one colour so it reads as one, so we see the subhead
as something separate.
in all we do.
We are forward thinking.

Checklist Ice and Spruce on Sea

O Are you using approved colour combinations

for longer headlines with subheads (shown on
the right)? Smart about power Smart about power
O When using the colours, only shift from one in all we do. in all we do.
colour to a second colour, even if the headings
and subheadings are more than one line. We are forward thinking. We are forward thinking.
O When using two colours on Ice, use the darker
colour first, then use the lighter colour to achieve Arbutus and Sunset on Ice Spruce and Sea on Ice
a gradient effect.

Smart about power Smart about power

in all we do. in all we do.
We are forward thinking. We are forward thinking.

Hemlock and Grass on Ice Granite and Stone on Ice

Brand guidelines | 5. Our colours 36

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Using colours
Pairing our colours
Our wide range of colours in our palette allows us
to keep our brand fresh and vibrant. To maintain Smart about power Smart about power
consistency, follow the guidelines for pairing colours.
in all we do. in all we do.

Do not mix two different colours on ice. Do not use unapproved colours on Sea.

Smart about power Smart about power

in all we do. in all we do.

Do not start with the lighter colour. Do not use support colours on Ice.

Smart about power

Smart about power.
in all we do.

Do not switch colours mid-line. Do not use an accent colour as a background.

Brand guidelines | 5. Our colours 37

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Using colours
Short text documents
In short documents that contain a single message
(e.g., a project update that is a single page), we
Interior to Lower Mainland
want to keep our colours bright and simple. Use Transmission Project update Heading
colour to draw attention to headings and subheads March 2011 The heading should be set
in colour to bring vibrancy
and so the sections are clearly separated—using too Parum que core eum harunt lautet qui ulparcium vid evendamus, quam sequo
dit vellatquo qui a consequ amuscim eos sum eum quiaerc hillabo reratur arum
to the document. Make sure
many colours gets confusing. With that in mind, derum vel elibusa pitibus plabore iustrumquo ommolup taquis alibus non et, inullat you use the colour correctly.
uressintius, cus eum expersped eicipsanim nimus, saperum nost, qui blaut quidelent
use two colours in the same family (for example, porrori beataqui bla con pelesti sant eumendent.

Hemlock and Grass or Spruce and Sea) plus Granite

Ensuring clean and renewable energy.
to keep the document looking consistent and clear. Parum que core eum harunt lautet qui ulparcium vid evendamus, quam sequo
dit vellatquo qui a consequ amuscim eos sum eum quiaerc hillabo reratur arum
Subheadings
derum vel elibusa pitibus plabore iustrumquo ommolup taquis alibus non et, inullat
uressintius, cus eum expersped eicipsanim nimus, saperum nost, qui blaut quidelent
The subheads help define the
porrori beataqui bla con pelesti sant eumendent.
sections of the document.
W H AT T H AT M E A N S F O R YO U. Use a lighter version of the
Parum que core eum harunt lautet qui ulparcium vid
Checklist evendamus, quam sequo dit vellatquo qui a consequ
heading colour to keep the
amuscim eos sum eum quiaerc hillabo reratur nimus document looking consistent.
arum derum vel elibusa pitibus plabore iustrumquo
O Are you using the colours correctly in ommolup taquis alibus non et inullat.

the heading?
W H AT T H AT M E A N S F O R C U S T O M E R S .
Parum que core eum harunt lautet qui ulparcium vid
O Are the subheads in the same colour family evendamus, quam sequo dit vellatquo qui a consequ
amuscim et, inullat uressintius, cus eum expersped Alternative subheadings
as the heading? eicipsanim nimus, saperum nost, qui blaut quidelent
porrori beataqui bla con pelesti sant eumendent. Because alternative subheads
O Are the alternative subheadings in Granite? introduce tertiary information,
O Parum que core eum harunt lautet?
they should signal a change in the
O Parum que core eum harunt lautet? The ILM route passes through
content but shouldn’t compete
O Do your bullet points match the colour of O Parum que core eum harunt lautet?
some very rugged terrain.
with other subheads. Use Granite
the headings? to keep them neutral.

O Are you using a maximum of three colours?

Bullet points Images

Bullet colours should match the Image captions should be on a
colour used in the headlines. Sand background at a 20% tint.

Brand guidelines | 5. Our colours 38

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Using colours
Long text documents
In long documents that contain many messages
(chapters, sections or several ideas or concepts), Welcome to a smart future.
it’s better to keep the document somewhat neutral Things are changing at BC Hydro. Heading
Parum que core eum harunt lautet qui ulparcium vid evendamus,
and not oversaturated with colour. Use Granite for sequo dit qui a consequ amuscim sum eum quiaerc hillabo reratur Set headings in Granite.
headings and colour(s) for subheads, illustrations arum vel elibusa pitibus plabore iustrumquo ommolup taquis alibus
non, inullat uressintius, cus nimus, saperum nost, qui blaut quidelent

and diagrams. In documents with long sections, porrori beataqui bla con pelesti sant eumendent.

choose a different colour per section for subheads. Ensuring clean and renewable energy.
Parum que core eum harunt lautet qui ulparcium vid evendamus,
quam sequo dit vellatquo qui a consequ amuscim eos sum eum
Subheadings
quiaerc hillabo reratur aruusmmolup taquis alibus non et, inullat, cus
eum expersped eicipsanim nimus, saperum nost, qui blaut quidelent
The subheads will bring
porrori beataqui bla con pelesti sant eumendent.
colour to the document.
Checklist

O Are you using Granite in the headings? Illustration

Illustration can add character
O Are the subheads in each section consistent
or support to a copy-heavy
in colour? document. Use a different
accent colour than your
O Are the alternative subheadings Granite? subheader to add variety.

W H AT T H AT M E A N S F O R C U S T O M E R S .
O Do your bullet points match the subheadings Parum que core eum harunt lautet qui ulparcium vid lorem
evendamus, quam sequo dit vellatquo qui a consequ amuscim eos
in colour? sum eum quiaerc hillabo reratur lorem ipsum finis.
Alternative subheadings

O Parum que core eum harunt lautet?

Use Granite to keep the
alternative subheadings neutral
O Parum que core eum harunt lautet?
and make sure they’re smaller in
O Parum que core eum harunt lautet?
type size than the subheadings.
Our corporate strategic plan | 5

Bullet points
Bullets should follow our bullet
guidelines and the colour should
match the colour used in the
subheadings.

Brand guidelines | 5. Our colours 39

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Using colours
Long text documents
Welcome to a smart future. Smart about power. Using your power smarts.
On the right is an example of how sections in a
Things are changing at BC Hydro. Safety is key at work and home. Some tips and tricks.

longer document can feel consistent but have their Parum que core eum harunt lautet qui ulparcium vid evendamus,
sequo dit qui a consequ amuscim sum eum quiaerc hillabo reratur
Parum que core eum harunt lautet qui ulparcium vid evendamus,
sequo dit qui a consequ amuscim sum eum quiaerc hillabo reratur
Parum que core eum harunt lautet qui ulparcium vid evendamus,
sequo dit qui a consequ amuscim sum eum quiaerc hillabo reratur
arum vel elibusa pitibus plabore iustrumquo ommolup taquis alibus arum vel elibusa pitibus plabore iustrumquo ommolup taquis alibus arum vel elibusa pitibus plabore iustrumquo ommolup taquis alibus

own look by using accent colours as subheadings. non, inullat uressintius, cus nimus, saperum nost, qui blaut quidelent
porrori beataqui bla con pelesti sant eumendent.
non, inullat uressintius, cus nimus, saperum nost, qui blaut quidelent
porrori beataqui bla con pelesti sant eumendent.
non, inullat uressintius, cus nimus, saperum nost, qui blaut quidelent
porrori beataqui bla con pelesti sant eumendent.

Start with the brightest colours (Sea, Grass, Arbutus) Ensuring clean and renewable energy.
Parum que core eum harunt lautet qui ulparcium vid evendamus,
Being safe every day at work.
Parum que core eum harunt lautet qui ulparcium vid evendamus,
Education is key.
Parum que core eum harunt lautet qui ulparcium vid evendamus,
quam sequo dit vellatquo qui a consequ amuscim eos sum eum quam sequo dit vellatquo qui a consequ amuscim eos sum eum quam sequo dit vellatquo qui a consequ amuscim eos sum eum

for the subhead and, if additional subheads are quiaerc hillabo reratur aruusmmolup taquis alibus non et, inullat, cus
eum expersped eicipsanim nimus, saperum nost, qui blaut quidelent
quiaerc hillabo reratur aruusmmolup taquis alibus non et, inullat, cus
eum expersped eicipsanim nimus, saperum nost, qui blaut quidelent
quiaerc hillabo reratur aruusmmolup taquis alibus non et, inullat, cus
eum expersped eicipsanim nimus, saperum nost, qui blaut quidelent
porrori beataqui bla con pelesti sant eumendent. porrori beataqui bla con pelesti sant eumendent. porrori beataqui bla con pelesti sant eumendent.

required, use the darker colours (Spruce, Hemlock). W H AT T H AT M E A N S F O R C U S T O M E R S .

Parum que core eum harunt lautet qui ulparcium vid lorem

Subheads should be the same colour within a evendamus, quam sequo dit vellatquo qui a consequ amuscim eos

section, but illustration and call-out boxes can vary.

Actions in progress Where do we go next?

Ovidelis et re, apeliatet doluptam Intio ferruptas acesci estisciatur

W H AT T H AT M E A N S F O R C U S T O M E R S .
Row 1 endam am rem ero officil incim quia exero maximi, consed quia suntis
Parum que core eum harunt lautet qui ulparcium vid lorem suntis acesci estisciatur. acesci qui ipid et repuditate.

evendamus, quam sequo dit vellatquo qui a consequ amuscim eos

sum eum quiaerc hillabo reratur lorem ipsum finis. Arioreh entempo rrovidesti volor aut Genduntiissi quam inctem quia
Row 2 es il il ea qui ratusaero quos sercient suntis acesci non sequaero offictendi

Checklist
acesci estisciatur quam inctem. repercim faces de pa.
O Parum que core eum harunt lautet?

O Parum que core eum harunt lautet? This is a n ex a m ple of a lo n g ca pt i o n t hat ru n s a lo n g t he

bo t to m of a pho to a n d lef t a li g n s w i t h t he he a dli n e.

O Parum que core eum harunt lautet?

O Are you using Granite in the headings? Our corporate strategic plan | 5 Our corporate strategic plan | 5 Our corporate strategic plan | 5

O Are the subheads in each section consistent

in colour?
Introducing the new BC Hydro brand. Thinking differently about power. Family first.
Parum que core eum harunt lautet qui ulparcium vid evendamus, Parum que core eum harunt lautet qui ulparcium vid evendamus, Parum que core eum harunt lautet qui ulparcium vid evendamus,
O Are the alternative subheadings Granite? sequo dit qui a consequ amuscim sum eum quiaerc hillabo reratur
arum vel elibusa pitibus plabore iustrumquo ommolup taquis alibus
sequo dit qui a consequ amuscim sum eum quiaerc hillabo reratur
arum vel elibusa pitibus plabore iustrumquo ommolup taquis alibus
sequo dit qui a consequ amuscim sum eum quiaerc hillabo reratur
arum vel elibusa pitibus plabore iustrumquo ommolup taquis alibus
non, inullat uressintius, cus nimus, saperum nost, qui blaut quidelent non, inullat uressintius, cus nimus, saperum nost, qui blaut quidelent non, inullat uressintius, cus nimus, saperum nost, qui blaut quidelent
porrori beataqui bla con pelesti sant eumendent. porrori beataqui bla con pelesti sant eumendent. porrori beataqui bla con pelesti sant eumendent.

O Do your bullet points match the subheadings Change is good. Bringing the smarts to school. Smart also means turning off.
Parum que core eum harunt lautet qui ulparcium vid evendamus, Parum que core eum harunt lautet qui ulparcium vid evendamus, Parum que core eum harunt lautet qui ulparcium vid evendamus,
in colour? quam sequo dit vellatquo qui a consequ amuscim eos sum eum
quiaerc hillabo reratur aruusmmolup taquis alibus non et, inullat, cus
quam sequo dit vellatquo qui a consequ amuscim eos sum eum
quiaerc hillabo reratur aruusmmolup taquis alibus non et, inullat, cus
quam sequo dit vellatquo qui a consequ amuscim eos sum eum
quiaerc hillabo reratur aruusmmolup taquis alibus non et, inullat, cus
eum expersped eicipsanim nimus, saperum nost, qui blaut quidelent eum expersped eicipsanim nimus, saperum nost, qui blaut quidelent eum expersped eicipsanim nimus, saperum nost, qui blaut quidelent
porrori beataqui bla con pelesti sant eumendent. porrori beataqui bla con pelesti sant eumendent. porrori beataqui bla con pelesti sant eumendent.

O Is the illustration or call-out box a different

colour than the headings? “We want everyone to help us find innovative ways
to provide out customers with reliable, affordable,
clean electricity, safely.”
Jane Doe

W H AT T H AT M E A N S F O R C U S T O M E R S . W H AT T H AT M E A N S F O R C U S T O M E R S .

Parum que core eum harunt lautet qui ulparcium vid lorem Parum que core eum harunt lautet qui ulparcium vid lorem
evendamus, quam sequo dit vellatquo qui a consequ amuscim eos evendamus, quam sequo dit vellatquo qui a consequ amuscim eos
sum eum quiaerc hillabo reratur loremsum eum quiaerc hillabo sum eum quiaerc hillabo reratur lorem isum eum quiaerc hillabo
W H AT T H AT M E A N S F O R C U S T O M E R S .
reratur lorem ipsum finis. reratur lorem ipsum finis.
Parum que core eum harunt lautet qui ulparcium vid lorem
evendamus, quam sequo dit vellatquo qui a consequ amuscim eos
○ Parum que core eum harunt lautet? ○  Parum que core eum harunt lautet?
sum eum quiaerc hillabo reratur lorem ipsum finis.

○ Parum que core eum harunt lautet? ○  Parum que core eum harunt lautet?
O Parum que core eum harunt lautet?
○ Parum que core eum harunt lautet? ○  Parum que core eum harunt lautet?
O Parum que core eum harunt lautet?

O Parum que core eum harunt lautet?

Our corporate strategic plan | 5 Our corporate strategic plan | 5 Our corporate strategic plan | 5

Brand guidelines | 5. Our colours 40

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Using colours
Copy and photography
When using copy on a photograph, be sure the copy
is completely legible. Choose images that don’t have
busy backgrounds or that have a clear space for the
We look to our beautiful Get cozy during
copy. If the background is light, use dark-coloured province for inspiration. the holiday season.
text, and if the background is dark, use Ice text.

Copy can be flush left or centred, as long as it’s

placed within a clear space on the photograph.
Keep large margins around the copy, so it’s not
too close to the edge of the photograph.

We are here We always work as

for our one team.
customers.

Brand guidelines | 5. Our colours 41

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Using colours
Photo captions
When adding captions to photographs, place them Photo with a border.

in a solid bar below the photo with a background fill

P h oto by Ja ne Doe
of Sand at a 20% tint to set them apart from other
copy. Captions must be smaller than any other copy We look to our beautiful Credit is placed
vertically inside the

used on the photo. They should be set in a 70% province for inspiration. border on the top
right corner.
tint of Granite in GT Haptik Regular. When using
standard-sized printing paper, captions should be
no larger than 9 pt.

Photo credits Th is is a sh or t p h oto ca p t i on. Caption is under the

When adding credits to a photo without a border, photo and is left aligned
with the headline copy in
place them vertically on the top right corner of the the image.
photograph. On photos with borders, place the
Photo without a border.

P hoto by Jane Do e
credit vertically inside the border on the top right
corner. Set credits in GT Haptik Regular. If the photo Get cozy during the
has a light background, set text in a 70% tint of holiday season. Credit is placed
Granite, and if the background is dark, set the text vertically inside at
the top right corner
in Ice. When using standard-sized printing paper, of the photo.
credits should be no larger than 7 pt.

Captions should be
contained in a solid bar T h is is a n ex a m p l e of a l on g ca p t i on t h at run s a l on g t h e
with a background fill of b ot tom of a p h oto a n d l ef t a l i g n s wi t h t h e h ea d l i n e.
Sand at a 20% tint.

Brand guidelines | 5. Our colours 42

6. Design elements

Brand guidelines | 1. Brand overview 43

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Design elements
Coloured bar Charts
When creating a piece on Ice, such as posters, Colour bar/titles
Actions in progress Where do we go next?
documents or digital ads, we want to draw the eye to Charts should begin with a
the top of the piece using a thin coloured bar. This will solid Sea or accent colour bar.
Ovidelis et re, apeliatet doluptam Intio ferruptas acesci estisciatur Column titles should be set in
also help define the piece so it stands out. The colour
endam am rem ero officil incim quia exero maximi, consed quia suntis GT Haptik Black and should be
Row 1
of the bar should match the first line of the headline. suntis acesci estisciatur. acesci qui ipid et repuditate. Ice in colour. Spacing above
Only use the bar when printing professionally. and below the title should be
equal to or larger than the
x-height of the type.
Arioreh entempo rrovidesti volor aut Genduntiissi quam inctem quia
Row 2 es il il ea qui ratusaero quos sercient suntis acesci non sequaero offictendi
acesci estisciatur quam inctem. repercim faces de pa.
Chart lines

Building The stroke of chart lines

should be Ice and 1 pt

bright ideas.
in weight.
Row titles Background Copy
Set row titles using Set the background in Body copy should be
GT Haptik Black in the a 20% tint of Sand in in GT Haptik Regular
same colour as the a box with sharp corners in Granite. It should
colour bar. (not rounded). be smaller in size
than the chart titles.

Colour bar Content

Use this to grab Set the beginning
attention and add of the headline in
colour. The colour the same colour as
should be Sea or an the bar. It should
accent colour. be typeset in
GT Haptik Black.

Brand guidelines | 6. Design Elements 44

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Design elements
Call-outs in circles Call-out boxes
When calling out information on a diagram or image, the To draw attention to information or separate information
call-out is best used as a circle. These should be perfect from the rest of the copy on the page, use call-out
circles, and the background colour should be a 20% boxes. The call-out boxes should always be in a 20% tint
tint of a support colour—whatever works best with the of Sand. A primary or accent colour should be used for
image or diagram. The heading in the call-out should be the top bar and headline within the box.
treated as an alternate subhead and be set in the same
colour family as the call-out box. The body copy should
be set in Granite. If pointing to a diagram use a 1 pt line
with a solid circle end point.

Checklist “We want everyone to help us find innovative

ways to provide out customers with reliable,
YO U R O Is there enough contrast?
HOME affordable, clean electricity, safely.”
Insulation in the O Is all text legible?
roof will help Jane Doe
keep heat in and O Are you only using accent colours as an accent
cold out.
to support primary colours?

Colour bar Content Background Author

Use this to grab The headline should The background The author of a
attention and add be the same colour should be a flat quote should be
colour. The bar has a as the colour bar coloured box with typeset in GT
3 pt line weight. The and be typeset in sharp corners (not Haptik Black and
colour should be Sea GT Haptik Black. rounded). A 20% be in the same
or an accent colour. Body copy should be tint of Sand should colour as the
in GT Haptik Regular be used as a fill colour bar.
in Granite. colour, and there
should be no outline.

Brand guidelines | 6. Design Elements 45

 Illustration

7. Illustration

Brand guidelines | 1. Brand overview 46

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Illustration overview
Icons, infographics, and line and full-colour vector
Line illustration Full-colour vector illustration
illustrations are all categorized as illustration.
Illustration is a friendly and lighthearted way to The line style is used for icons and images that need to The full-colour vector style should only be used when
communicate with our customers and an effective convey simple ideas directly and quickly. more detail is necessary and the viewer is given time
tool to convey simple ideas in a flash. to absorb the information.

Brand guidelines | 7. Illustration 47

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Line illustration
Modern and understated line illustrations are a
lighthearted way to convey our spirit to
our customers.

Line illustrations work well with content that needs

to be understood in a second. For example, consider
using line illustrations in spaces that are in motion,
such as our vans or on transit, when you have a limited
amount of time to get the message across effectively.
Line illustrations should never be combined with
photography or vector style illustrations.

Use our primary colours and accent colours for line

illustration. If needed, you can also add support
illustrations in Sand to add depth. Alternatively, single-
colour Ice illustrations on Sea are also an option.

This is our preferred style of illustration because On-brand On-brand On-brand

it keeps our messaging simple and direct. Illustration is simple and uses Line weights are equal. Our BC Hydro symbol must always be
geometric and symmetrical lines. filled in or reversed out. It should never
If there is a need for more colour and detail, use the be in the line style of illustration.

vector style illustrations instead. See page 61 for

more information.

Line illustration specifications

O Line weight is 1.5 pt for most executions.

Large-scale executions are determined on
a case-by-case basis.

O Line weights should be equal.

O Lines should be geometric. Off-brand Off-brand Off-brand

Avoid drawing people as a Illustration is too complex and uses Illustration is overly detailed and
line drawing. non-geometric lines. can’t be scaled in size.

Brand guidelines | 7. Illustration 48

Brand overview Tone of voice Our logo Typography Our colours Design elements Illustration Photography

Full-colour vector illustrations

Full-colour vector illustrations are used to show content
that requires more complex details. For example,
diagrams and infographics have detailed information and
need to be engaging. Vector illustrations should never be
HIGH-PERFORMANCE
combined with photography or line illustrations. INSULATION IN C EILINGS ENERGY STAR DOUBLE-
AND WALLS IS AND TRIPLE-GLAZED
EFFECTIVE IN HELPING TO WINDOWS.
Create illustrations with our brand colours to maintain PREVENT HEAT LOSS.

consistency throughout our communications. In addition

to the brand colours, you can use tints of the brand
colours to illustrate simple shadows, if needed, but never
use gradients or drop shadows. ENERGY STAR
APPLIANCES REDUCE
YOUR ELECTRICITY USE
Never use an illustration to show a specific product or EFFICIENT HEATING AND HELP YOU SAVE ON
YOUR UTILITY BILLS.
model, only a general type of product. AND COOLING SYSTEMS
USE LESS ENERGY.

Vector illustration checklist

O Is the illustration attention-grabbing

and engaging?

O Does the illustration have geometric shapes

and lines?

O Are you using brand colours that are

complementary to each other?

O Is the subject matter accurately portrayed?

Off-brand Off-brand Off-brand

Avoid combining line and Illustration looks dated Illustration doesn’t feel modern
vector drawings and cartoonish. or symmetrical.

Brand guidelines | 7. Illustration 49

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Vector illustrations of people

Using photographs of people is usually preferred, but
occasionally a need for illustrated people will arise. Illustrated
people should always be in the vector style of illustration
(never the line style). They should be simple, modern and
without looking cartoony. They should consist of geometric
shapes and flat colours with no shadows. Illustrations of
people should be inclusive, representing the diversity of our
workforce. Diversity of age, sex, size, ethnic background,
religion, disability, sexual orientation, gender identity and
expression or family status should be reflected.Expressions
on faces should be neutral or happy.

Vector people illustration specifications

O Illustration should consist of geometric shapes and

lines.

O Illustration should be simple, modern and symmetrical.

O Complementary brand colours should be used.

O Subject matter should be accurately portrayed.

O If you choose to use patterns, they should be basic and

geometric.

O Skin colour should be a tint or combination

of Quartz, Sand, Stone, Arbutus, Granite
and Sunset.

O Colours used should be flat with no shadows.

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Vector illustrations of people

Eyebrows
Eyebrows should be
Face details
thin semi-circles that
How-to Circles coloured in a can vary in position
tint of Sunset can be depending on the
Beyond the general guidelines here, there is used for rosy cheeks. person’s expression.
plenty of flexibility in illustrating characters Three small circles can
be used as freckles.
that are both unique and fresh.
Eyes
Noses Eyes should be circular
Noses should be and Granite in colour
“L” shaped for adults with a curved Granite
and semi-circles line over the circle for
for children. the eyelid.

Mouths
Mouths should Details
be semi-circles or a
straight line coloured Lines can be used for
in Arbutus. details in clothing and
accessories.

Arms
Arms should vary
Skin colour
in position and should
not always be static Skin colour should be a tint
(i.e., they can be carrying or combination of Quartz,
things or waving). Sand, Stone, Arbutus,
Granite and Sunset.

Feet
Feet should always
be shown in a natural,
parallel position.

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Safety vector illustrations of people

In safety messaging, there can be safety workers, trades
workers and everyday people. BC Hydro safety workers
are characterized by their Arbutus uniforms and BC Hydro
branded hard hats. In safety illustrations, all people should
always have neutral, worried or serious expressions to
reflect the tone of the safety message. Non BC Hydro
workers should never be put in the Arbutus colour.
Instead, opt for one of our other branded colours.

Vector people illustration specifications

O Illustration should consist of geometric shapes

and lines.
Safety workers Vegetation worker
O People should have neutral, worried or
serious expressions.

O Illustration should be simple, modern

and symmetrical.

O Complementary brand colours should be used.

O Subject matter should be accurately portrayed.

O Skin colour should be a tint or combination

of Quartz, Sand, Stone, Arbutus, Granite
and Sunset.

O Colours used should be flat with no shadows.

non BC Hydro trade workers Emergency response

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Safety vector illustrations of people

How-to for safety workers Hard hat

Beyond the general guidelines here, there is Hard hats should be

an 8% tint of Granite
flexibility in illustrating characters that are with the BC Hydro
unique and fresh. symbol on the front.
Eyebrows
Eyebrows should be
Mouths
thin semi-circles that
Mouths should be can vary in position
serious or neutral depending on the
in a straight line or person’s expression.
worried with a
round open mouth.

Jacket
Jacket should be Arbutus
in colour with a hood and
drawstrings. Reflective
stripes should be in Quartz.
Gloves
Must show articulated Pants
fingers, not mittens.
Pants should be Sand in
colour. They should be
loose fitting with pockets
at the hips. Belt or utility
belt is optional.

Boots
Boots should be Granite
with Stone-coloured laces.

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Safety vector illustrations with backgrounds

In safety messaging (such as in infographics or e-training
tutorials), vector-drawn figures will often be situated
in backgrounds. When backgrounds are used, ensure
that the main safety feature of the illustration (such as a
safety worker or safety hazard) is highlighted in Arbutus
to make it stand out in the foreground. The background
should be muted in colour and tone, using lighter tints of
Spruce, Sea, Granite, Sand and Stone.

When illustrating someone receiving an electrical shock,

there should be an Ice-coloured electrical current path
that zigzags from the electrical source and through the
person’s body. An Ice-coloured spark should appear
where the electrical current enters the figure’s body.
The electrical source should be represented by an
Arbutus lighting bolt.

Checklist

O Does your illustration have a foreground

and background?

O Is the main safety component represented in

Main safety component Background Current path Entry point Electrical source
the safety Arbutus colour?
Main safety component The background should The current path An Ice-coloured The electrical
O Is the background muted in colour and tone? should be in Arbutus. be muted in colour should be an Ice- spark should appear source should be
and tone. coloured zigzag where the electrical represented by
from the electrical current enters the an Arbutus
source through the figure’s body. lightning bolt.
person’s body.

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8. Photography

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Our universal photography style

Our photography style applies to all categories of photographs,
from brand shots to product imagery.

Authenticity is king
Our goal with photography is to feel as natural and authentic
as possible. If it looks staged or like stock photography, we’ll
appear inauthentic. Embrace imperfections and glitches, it’s all
part of our authentic brand tone.

Lighting
Lighting should be very simple: only use existing lighting
(natural or otherwise). If the subject matter is outside, choose
images that aren’t overly sunny or have high contrast. If an
image is indoors, keep it natural and show a light source if
possible. Fully lit shots can come across as flat, while dappled
light produces depth and mood.

Technique
Photos should always feel as if they were shot on a camera
phone or an inexpensive SLR. Shoot at eye level, and ensure
that you give your subject context by capturing as much of the
surrounding area as possible.

Subject matter
We should use our province as the backbone for our photos,
capturing our customers, employees, and the lifestyles that
they lead. Embrace the rain, clouds and fog, and avoid overly
happy people and a posed feel. Display the diversity of our
province and show all people involved with our company, from
employees to customers.

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Stock photography
Stock photos Sourcing stock photos
Since a crucial element of our brand tone is authenticity, If your project requires a stock
stock photography should only be used when absolutely photograph, please contact
necessary. If you are tasked with sourcing stock Creative Services, Brand Strategy.
photography, the below tips will help you:

O Context is our first distinguisher: What is the topic?

Who are you talking to? Does it reflect the audience?
Would the image be relevant to them?

O Photo should feel as if it was taken on camera phone.

Think authentic, glitchy, and vlogger.

O Ensure there is no depth of field with subject matter.

O Lighting should be natural and imperfect.

O Subjects should not look straight at the camera.

O It’s okay to use close-crop images. Like the image of

the boy on the iPad to the right, cropping part of the
face helps make the image feel natural and imperfect.

O Drone photos are okay for images that need to show

scale or that require special access (IE above a dam).
Avoid lifestyle drone photos.

O If you feel like you’ve seen a photo before, avoid it.

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Product photography
Product images Close cropped In situ
The only time that stock images may be used is with When using close-cropped product or object photos, Showcasing products and objects in situ is an effective
product photography. When featuring a product make sure all photos are in full colour. way to provide visual context.
or category of products, we use two conventional
photography styles to show the true colour, finish
and detail.

Product photography checklist

Required

O Are all products accurately represented?

O Never use any close-cropped product photos

shot with your phone.

Suggested

O When possible, products should be straight on

to the camera, without any dramatic angles.

O If multiple products are shown side by side,

align them on a common baseline.

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Photo misuse
Some photography styles should never be used. They
undermine the integrity of the brand and are not
consistent with our tone and positioning.

Rights management
Overdone poses Stock photo style Lens effects
All individuals represented within photos must
Don’t use staged or Don’t use formulaic or This feels distorted
sign full releases. Also, if a building or property contrived images. unrealistic images. and unnatural.

is shown in the background of a shot, the

owners of the property must sign a location
release form. We need full permission so we
can use photos in more than one capacity.

For further assistance or to obtain release

forms, contact Creative Services, Brand
Strategy.

Extreme filters Exposure effects

Overprocessed photos Don’t rely on unnatural effects
don’t reflect our brand. to convey our brand.

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For more information

Digital Style Guide
standards.bchydro.com

Visit Brand Hub for all your questions regarding video

guidelines, writing style guide and brand services.

Brand questions?

If you have a specific brand question, we’d be

happy to help at brand@bchydro.com

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Our colours Photography