Tagline

Campaign Tagline

The tagline for this campaign is “What we’re doing is working.

Rationale

This tagline appeals to all of the College’s target audiences. As a bold and confident statement, it instils pride as it positions the College as a successful and integral part of our province.

If you’re a student, it answers the question, “Why choose RRC?” It tells you you’ll receive the best possible education, proven to prepare you for work in your chosen field.

In the case of potential employers, it reinforces the message that RRC graduates are different from other candidates: they’re trained, dedicated and ready to jump in and begin their careers.

The tagline also speaks to other external stakeholders — including industry, donors and government agencies. It answers the question, “Why support RRC?” It speaks to the College’s undeniable record of success as a key contributor to fuelling Manitoba’s economy through diverse educational offerings, applied research and contributions to the many communities it serves.

Presentation

Placement of both the logo and tagline will be dictated by the size and specs of each individual piece. There will be instances when the tagline is used as a headline or as part of a headline. In this case, it doesn’t have to appear elsewhere on the same page.

When the two elements are formatted horizontally at the bottom of an ad/poster/page, the RRC logo should appear at the right, and the tagline at the left.

There may be instances when the two elements are formatted vertically; that is, when stacked directly on top of each other, the RRC logo should appear above the tagline. When the two elements are stacked, they should be separated by a safe zone equal to half the height of the tagline itself (or the first line in the stacked version).

There may be instances where the tagline and logo don’t appear directly beside or above/below each other; in these cases, the logo should still appear somewhere on the same material (e.g., front and back covers of a folder or report).

The tagline appears in Interstate Regular Compressed (all-caps); the type should never be re-set.

The tagline may be used as red on a white background:

What We're Doing Is Working

The tagline may also be used in a reverse fashion (white text on a coloured or photographic background):

What We're Doing Is Working Red Background

The tagline may also be used in black where necessary:

What We're Doing Is Working Black

Stacked examples (the binding boxes also represent the safe area that should be maintained around these word marks – roughly equal to half the cap-height of the first line):

What We're Doing Is Working Stacked

Tagline and Logo Relationships

In horizontal applications the tag should be featured flush left, with the logo flush right with flexible spacing between them.

Usage notes:

  • The first ‘R’ in RRC should be used as reference for the logo’s safe area.
  • When set horizontally next to the RRC logo, the tagline should match the width of the RRC logo and should be centred vertically in relation to the logo.
  • In all applications, the safe area of the tag and RRC logo should be honoured as well as the margins within any given frame of reference.

Tagline Relationship with Logo

This tagline and logo relationship applies to campaign-specific promotions (see below) as well as general promotional materials where the tagline is used.

RRC Campaign Promo Sample

The following groupings are acceptable in applications where the logo and tagline must be grouped and stacked:

NOTE: Be sure to match the RRC logo width with the tagline and honour the logo’s safe area.

What We're Doing Is Working Logo Relationships

These groupings can also be reversed out of a colour background:

NOTE: RRC Works campaign is always set in Rougenta Dark while general RRC promotional materials may utilize the full colour palette.

What We're Doing Is Working Red Background Coloured Backgrounds

Tagline and Logo Relationships in Non-RRC Works Campaign Specific Materials

For general RRC marketing materials, the logo and tagline should only be set in the following arrangements.

Footer Arrangement

Tagline Footer ArrangementIn cases where it isn’t important for the College logo to lead, such as internal documents, the tagline and logo should be contained in the footer area with no additional info appearing below.

Each element should be justified to the bottom margins and span the same width, with the tag leading (consistent with the campaign ads).

Three-point Arrangement

Tagline Three-point ArrangementWhen space allows, the logo must be set top left with the tag bottom left and URL bottom right.

The logo and tag should span the same width.

The URL should be set in the same point size as the tag, in lower-case bold and aligned to the baseline.

Narrow or Minimal Space Arrangements

Tagline Narrow ArrangementWhen space is narrow, variations of these two-point arrangments should be used, leading with the logo and ending with the tagline.

In small ads, if the tagline is a priority, then suplemental messaging and info must be sacrificed.

See above for logo and tagline relationships.

Exceptions may be made for specific applications at the discretion of RRC Marketing.

Tagline and Logo Relationships with RRC Subset Identifiers

For general RRC marketing materials, subset identifiers should only be set with the tagline in the following arangements.

Footer Arrangement

Tagline Footer Arrangement - Not WorkingBecause subset identifiers do not include a right aligned version, horizontal groupings with the tagline should be avoided whenever possible to avoid disorder.

Please apply one of the other optional arrangements or use the standard logo.

Three-point Arrangement

Tagline Three-point Arrangement SubsetWhen space allows, the subset ID must be set top left with the tag bottom left and URL bottom right.

Because all subset identifiers vary in size and shape, the tag must be set carefully to achieve the desired prominence.

The URL should be set in the same point size as the tag, in lower-case bold and aligned to the baseline.

Narrow Arrangements

Tagline Narrow Arrangement Subset

When space is narrow, this centred/justified two-point arrangement should be used, leading with the subset ID and ending with the tagline.

Minimal Space Arrangements

Because all subset identifiers vary in size and shape, there is no standard arrangement and tight groupings should be avoided whenever possible to avoid disorder.