Nova Scotia Lifeguard Service Visual Identity Policy

Revision date: July 2, 2006

Download Logos

The Nova Scotia Lifeguard Service Logos can be downloaded in JPEG format by clicking on the links below:

NSLS Logo - two color on white high med low
NSLS Logo - joint project high med low
NSLS Logo - black on white high med low

Visual identity

Consistent use of visual identity is essential in building strong brand recognition and awareness of the program. This brand toolbox will provide you with the basic Nova Scotia Lifeguard Service visual identity tools required to produce communications materials.

The logos on this page are the only acceptable applications of the Nova Scotia Lifeguard Service logo. In a case where any of the following applications will not work for the materials being produced, please contact the Nova Scotia Lifeguard Service for direction. It is critical that you do not adjust the colours, typography and proportions of the logo without consultation.

Logo Types

NSLS Logo – The Nova Scotia Lifeguard Service Logo is considered to be the more versatile rendering of the Nova Scotia Lifeguard Service brand. This image is ideal for reproduction in a variety of different media including print, TV, embroidery, web page, and screen printing. It can be reduced to a small size and still retain detail.

NSLS Crest – The Nova Scotia Lifeguard Service Crest represents the traditional brand identification of the Nova Scotia Lifeguard Service. The first version of the NSLS crest was developed in the early 1990s and was adapted in 1999 to reflect change in the administering body. The current crest incorporates the Office of Health Promotion, Sport and Recreation logo and the Lifesaving Society Logo. The crest is ideally used in situations where the reproduction size of the logo is large, as there is considerable detail. This image is not ideal for reduction to small size or in applications where considerable quality will be lost.
Colour configurations

To ensure maximum visual impact of NSLS logos, it is mandatory to use it in the organizational colours, unless technical constraints impede the use of these colours, at which time the black and white or reverse black and white logos should be used. The examples below illustrate the only acceptable colour representations of the logo. The PMS, CMYK, RGB and HEXADECIMAL values of the blue and red colours are shown below:

Blue Red Yellow

(RGB) 0R 114G 198B (RGB) 223R 0G 49B (RGB) 245R 199G 0B
(HEX) 0072C6 (HEX) DF0031 (HEX) F5C700
PANTONE 300 CVC PANTONE 192 CVC PANTONE 116 CVC

Preferred Presentations

NSLS Logo

In two colours on a white background, the lifeguard appears in blue with binoculars and text in red. This is the preferred presentation of the logo and must be used wherever possible.

suggested use: paper print, letterhead, Internet

In two colors on a yellow background, the lifeguard appears in blue with binoculars and text in red. This version is ideal for print on solid colored items such as a rescue board or clothing where two-colour reproduction is preferred.

suggested use: embroidery on yellow bucket hat, cresting on yellow rescue board

In two colors on a red background, the lifeguard appears in white with binoculars and text in yellow. This version is not preferred but is ideal for print on solid colored items such as equipment or clothing where two colour reproduction is preferred.

suggested use: embroidery on red jacket or hat, cresting on red equipment

NSLS Logo with "Joint Project" recognition

a. In three colours on a white background, the lifeguard appears in blue with binoculars and text in red. The text below indicates the NSLS is “a joint project of” and then displays the two partner organizations: The Lifesaving Society and the Nova Scotia Office of Health Promotion, Sport and Recreation Division. Both logos are in full color. There are two versions of this logo as two possible versions of the Lifesaving Society can be used. This is the preferred presentation of the logo and must be used wherever possible.

suggested use: same as NSLS Logo but in situations where partering organizations need to be recognized.

NSLS Crest

In three colours on a white background, the lifeguard, inside logos, water and shield border appears in blue, beach in yellow and binoculars, chair and text in red. This is the preferred presentation of the crest and must be used wherever possible.

suggested use: signs, large publications such as posters, beach towels, etc.

Alternate Presentations

In one colour when technical colour constraints impede the use of the preferred presentations of the logo and/or crest, the entire logo and/or crest may appear in blue, in white, or in black, provided the background offers sufficient contrast for the logo to remain highly visible.

On a white or pale background, the entire logo may appear in blue or black.

When black or blue is not an option and the logo must appear on a black or other dark-coloured background, the entire logo appears in white.

Protection space

The logo should always be surrounded by a minimum protection space determined by the lifeguard head. For the NSLS Logo, protection space is equal to 1 “lifeguard head” on all sides as demonstrated below. For the NSLS Crest, protection space is equal to 2 “lifeguard heads” on all sides as demonstrated below

Typography

Logo and Crest Typeface - The true type font “Crillee It BT” is used within the Nova Scotia Lifeguard Service Logo and Crest, however, should not be used in mass communications or in routine internal and external documents (such as letters, memos, etc.).

Publication Typeface – The true type font “Frutiger Linotype” shall be used in headings and publications or materials to be released to the public, however, should not be used in routine internal and external documents (such as letters, memos, etc.).

Routine Internal Document Typeface – The true type fonts “Arial” “Arial Narrow” or “Times New Roman” shall be used in routine internal and external documents (such as letters, memos, etc.).