BRAND GUIDELINES - CSN Collision Centres
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TM BRAND GUIDELINES
TABLE OF CONTENTS
3. Who We Are
4. Branding: Logo & Tagline
5. Single-brand Logo
6. Co-branded Logo
7. Co-branded Logo Details
8. Logo Misuse - What Not To Do
9. Colours
10. Fonts
11. Interior & Exterior Image Programs
12. Exterior Image
13. Interior Image
14. Flooring, Stone & Furniture
15. Paint
16. Email Signatures & Business Cards
17. Social Media, Web & Google My Business
18. Around The Office
19. Graphic Design Services
20. Accessing Files
21. Brand Compliance Checklist
BRAND GUIDELINES
WHO WE ARE
Mission and Master Narrative
Our mission: bringing safety, reliability and trust to every Canadian. Why every Canadian?
Each day, thousands of children travel to school, parents and loved ones commute to work
and friends and neighbors put countless hours in their vehicles driving to sports practices,
shopping for groceries and caring for our communities. Every Canadian depends on safe
and reliable transportation. And when accidents happen, we take them seriously, because
we know how important it is to get back on the road - with confidence.
Our mission is what drives us to bring the very best service and technology to every repair
to make sure our customers have peace of mind. Our performance-driven attitude pushes
us to do it right and repair vehicles to like-new condition - the first time. Our committed
leadership in collision repair across Canada keeps us focused on our customers’ needs,
always, giving them all of the information and comfort they need to return to the road in
a vehicle they can trust and feel safe in.
We’re CSN. We’re Canada’s collision repair network. And we’ll straighten it out - always.
Boilerplate
CSN Collision Centres safely repairs more than 200,000 vehicles a year helping Canadians
get back on the road with the trust and comfort of knowing their vehicle has been
returned to like new condition. Since 2002, CSN has grown to become the leader in
collision repair with over 350 collision repair centres across Canada.
Key Messages
• Our mission is to bring safety, reliability and trust to every Canadian car owner.
• We are driven to bring the very best service and technology to each repair, giving
our customers peace of mind.
• Our performance-driven attitude pushes us to do it right and repair vehicles to
like-new condition - the first time.
• Our committed leadership in collision repair across Canada keeps us focused on
our customers’ needs, always, giving them all of the information and comfort they need to
return to the road in a vehicle they can trust and feel safe in.
• We’re CSN. We’re Canada’s collision repair network. We’ll straighten it out.
BRAND GUIDELINES 3
BRANDING: LOGO & TAGLINE
Name
CSN Collision Centres Inc. is commonly referred to as CSN. This abbreviation can be used interchangeably in communications, to stand in
place of the full business name. The name CSN was originally a contraction of Collision Solutions Network Inc., however this definition has
been dropped over time and replaced with the capital initials C, S, N.
Logo
Our single-brand, or standard logo, is CSN’s foremost visual element. It is to be used
on all physical and digital communications. The secondary, co-branded logo may be
used by individual shops in place of, or in addition to, the corporate logo.
TM
Tagline
The slogan, We’ll straighten it out is CSN’s official tagline. It should be used after the
We’ll straighten it out
logo has been introduced, and at the discretion of the designer. The tagline points
to our competence in vehicle repair, as well as our clear and trustworthy practices.
The tagline should also always be smaller and secondary to the CSN logo.
Chevrons
The CSN Chevrons may be used as a separate, additional design element, after the
logo has been introduced. They should be proportionately sized as one piece, and
never elongated, stretched, nor separated into individual pieces.
BRAND GUIDELINES 4
SINGLE-BRAND LOGO
Usage
The single-brand logo is the main CSN logo, and the visual
TM
representation of our company. It may be used freely, without
alteration, in any of its 3 colour variations.
Logo Elements
The single-brand logo contains 3 parts: the CSN lettering, the Chevrons
and the COLLISION CENTRES ‘lockup’. These 3 elements are of equal
importance to the logo as a whole, and must always be used together.
Colour Variations
TM
There is one standard - full colour version of the logo, as well as a black,
and a white (knockout) variation. When colour is available, preference
should always be given to the standard version, but the black and
knockout version may be used for both style and function.
For example, when printing in black and white, use the black version,
and against a CSN blue background, the knockout version works best.
TM
BRAND GUIDELINES 5
CO-BRANDED LOGO
Usage
Each shop has two official co-branded logos, one horizontal and one
vertical. These logos can be used freely by their respective shops in place
of, or in addition to, the single-brand logo.
Layout
There are two elements in the co-branded logo, the single-brand logo
and the addition of the shop name. These two elements are always
presented together as one logo.
The co-branded logo must be laid out in one of two ways: either vertical,
with the CSN logo placed above the shop name, or horizontal, where the
logo is to the left, and the shop name to the right.
Knockout Versions & Variations
Both the horizontal and vertical co-branded logos may be reversed to
create two opposite ‘knockout’ versions. This, along with any other logo
adjustment, should be done by either a member of the CSN marketing
team, or by a trusted designer. Whenever an outside designer is used to
alter this logo, they must do so in accordance with the brand guidelines.
BRAND GUIDELINES 6
GARMENT LOGOS
Usage
DANA’S
The garment versions of the CSN single and cobranded logos are
specially designed to be embroidered and printed onto clothing. These
formats should only be used for clothing purposes, and are not to be
used in other cases.
DANA’S Variations
Both the single and cobranded logo are available to use on any item of
clothing. Each logo has three different colour variations, as shown here
on the left.
DANA’S Please consult the marketing team for logo set up and processing.
BRAND GUIDELINES 7
CO-BRANDED LOGO - DETAILS Due to the diverse usage of our logos, CSN does allow for certain
adjustments to the co-branded logo . We do this so that our logo can
fit a wide range of physical spaces. However, these adjustments must
50% 50%
follow a set of guidelines to ensure that the logo maintains the same
integrity of the original design.
Blocking & Alignment
The co-branded logo is made up of two, equal rectangular halves or
blocks. One block will always be blue, and the other white/transparent.
In every instance, these blocks will either be stacked vertically, or
aligned horizontally.
Though these block sizes may change, they must always be equal in
size and never separated. The two elements within these sections
(standard logo & shop name), will always be perfectly centred within
their respective blocks. By doing so, one can ensure that each element
will always align within it’s own space, and align relative to the other
half.
Shop Name Font
The shop name is written in CSN’s Headline Font - Frutiger LT 66 Std
Bold Italics. It is to be ALL CAPS, and formatted with a 5˚ horizontal
skew, and a tracking of -10.
Sizing
100% 90%
REFLECTIONS The shop name is 10% smaller than the CSN logo.
To begin, the CSN logo should be set as large as possible within the top
DANA’S
(vertical), or left (horizontal) block. This maximum size should never
100%
90%
extend into any margin of this block, defined by the size of the letter
“O” pulled from the word COLLISION.
The shop name should then be set relative to the single-brand logo.
GOLDEN
100%
It should also be as large as possible without exceeding 90% of either
TRIANGLE
90%
CSN logo’s width or height. This will always ensure balance between
the two elements.
When 2 lines are required for longer shop names (about 10 characters
or more), the name should be centre aligned, set with leading of 90%
of the font size, and then measured to the same relative width as a
single line name.
BRAND GUIDELINES 8
LOGO MISUSE:
WHAT NOT TO DO
DO NOT place signature
DO NOT put the colour logo DO NOT put knockout/
Always use both the single-brand and on a busy image
on a dark colour background white version on a light
co-branded logos provided by CSN Collision background
Centres. These logos have been carefully laid
out, and should not be altered in any way.
On this page are examples of what not to do
with the single-brand and co-branded logo.
As a general rule, do not change the files DO NOT add a drop
provided, and use the logo with plenty of DO NOT reposition or change the DO NOT resize any of shadow, or remove any
colour of any portion of the logo the logo out of scale
surrounding space on a clear background. portion of the signature
1”
DO NOT add key-line(s) around DO NOT distort or rotate DO NOT display or print the
any portion of the logo any portion of the signature logo less than 1” wide.
We’ll straighten it out
JONES’
JONES’ JONES’ JONES’
JONES’
DO NOT combine or remove rectangular ‘blocks’. DO NOT extend or alter DO NOT split up blocks in YOU MUST always DO NOT use
rectangular blocks. They any way. use both parts of the previous or
must always be equal in size. co-branded logo. alternate logos
BRAND GUIDELINES 9
COLOURS
Primary Palette
CSN GRAY
Pantone: Cool Grey 10c
CMYK: C0 M2 Y0 K60
RGB: R128 G127 B131
HEX: #807f83
Dark Blue
CMYK: C90 M60 Y0 K20
RGB: R14 G86 B150
HEX: #0e5696
CSN BLUE
Pantone: 7462 C
CMYK: C100 M50 Y0 K10 Blue is CSN’s primary colour. This colour should be
RGB: R0 G103 B172 White Black used in communications whenever colour options are
CMYK: C0 M0 Y0 K0 CMYK: C74 M60 Y72 K83
HEX #0067ac available. All other colours, including CSN gray, should
RGB: R255 G255 B255 RGB: R14 G23 B14
HEX: #ffffff HEX: #0e170e
be used only after the CSN blue has been introduced.
Gradients & Overlays
Overlays can be used by duplicating our CSN blue
or CSN gray, and changing the transparency layer
to multiply - 90% opacity. With this setting, various
gradient styles can be applied.
Without using any transparency settings, the CSN
gradient transitions from CSN blue to our palette’s
dark blue. The direction and style can be set at the
designer’s discretion.
BRAND GUIDELINES 10FONT
HEADER • FRUTIGER LT STD • 65 BOLD • ALL CAPS Subhead 2 • Noto Sans Regular (Italics)
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Header text should be used where there is a title, or a headline in need of This Subhead font is to be used in collaboration with header fonts, where
emphasis. This font, as well as body copy, may be used in both ALL CAPS and a secondary line of emphasis is needed. Slogans, quotations and secondary
italics at the designer’s discretion. headlines may use this subhead font either regular, or italicized to a
horizontal degree of 15˚.
Body • Frutiger LT STD • 55 Roman
Alternate • Arial • Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
All other copy should be written in this typeface. It should be used whenever In all other instances when preferred fonts are unavailable, users should
possible in print communications, and typically set between 8pt and 12pt. default to the use of Arial. This includes when using powerpoint, excel, and
online applications.
CSN FONTS CAN BE DOWNLOADED HERE.
BRAND GUIDELINES 11EXTERIOR & INTERIOR IMAGE PROGRAMS
Purpose
CSN buildings are often the first point of contact with the public. As such, we take pride in our shops’ image, and use this image to
impress our customers! The interior and exterior image programs are in place to standardize, unite and expand CSN’s reach across
the country. We can do this by creating recognizable similarities throughout the entire CSN network. These similarities act as a sort of
uniform that strengthens our organization with both local and national brand awareness.
Process
Our image programs provide a palette of options for our shops to select from when considering interior and exterior design changes.
From this palette, shops can create a look that is both similar to other CSN locations, yet uniquely their own. This look might include
flooring, siding, paint colour, and of course signage, all of which come together to help our customers across the country recognize
each building as an authentic and trustworthy CSN Collision Centre.
BRAND GUIDELINES 12Single-brand exterior
EXTERIOR IMAGE
We understand that every shop is different. That is why
we plan to custom fit each shop with a range of brand
approved elements. These elements include paint colour,
siding, shingles, cladding, lighting, windows and a variety
of exterior signage!
A B Every CSN shop must have an approved co-branded sign on
the outside of the building. If a single-brand sign is used in
place of a co-branded sign, there is to be no other, non-
CSN branding visible. Please consult the CSN marketing
team to create customized exterior designs for your shop.
A • A primary exterior sign that uses the
co-branded or single-brand logo is a mandatory
compliance element for all CSN shops.
B • Custom window wraps are a great way to block
unwanted sunlight, and create simple yet obvious
street-facing displays.
C • 3D or ‘channel’ lettering can be fixed and back-
lit on your rooftop. This, combined with CSN blue
‘cladding’ is the perfect way to accent your shop,
and make it really stand out.
C
BRAND GUIDELINES 13INTERIOR IMAGE
CSN wants to welcome our customers with a clean and comfortable
environment, and the interior image program is here to do just
that! All shops are required to have an approved CSN interior sign
installed, but as with our exterior program, we want to go beyond
this requirement to look our very best! This interior program
suggests design elements that shops may select from in order to
create a look that is both inviting, and unique to CSN!
A B
There are 3 approved interior sign
formats: colour, black, and white. These
signs must be ordered through CSN.
A • An open, clean, and neutral-
coloured lobby can help customers feel
welcome, and at ease.
B • A compliant CSN interior sign is
required to be installed by all CSN
shops. This sign ensures that our
customers know they’ve arrived at the
right place.
C
C • CSN artwork and posters can add a
bit of POP to your interior, while also
furthering our brand mission.
BRAND GUIDELINES 14INTERIOR
Flooring Ledger Stone Furniture
IMAGE
CSN has curated a
handful of suggested
flooring, stone, and Shaded Oak
furniture options to help Laminate
guide our shops when Roaken Mesh
Enigma • Arctic Bianco Guest Chair with
choosing their interior Ledger Stone or without Arms
design and decor.
All flooring and stone
options can be purchased
from your local Home
Depot, and suggested
furniture can be found
at your local Staples
location. Mystic Oak
Vinyl Flooring
Further information Belanger Black
Enigma • Astro Silver
on the interior image Ledger Stone Bonded Leather
program and additional Guest Chair
furniture offerings can
be found by logging
into the licensee portal,
and navigating to the
Promotional Partners
page.
Shadow Wood
Porcelin Tile
Suggested Grout Colour
Winter Gray Enigma • Silver Gray
Ledger Stone • Split TygerClaw Mid
Face Panels Back Fabric Guest
Chair
BRAND GUIDELINES 15PAINT
CSN has partnered with
Dulux Paints to bring our
shops the best in interior SCHEME 1 SCHEME 2
and exterior paint, and at a
special CSN price!
Interior colours should be
either blue, gray or white,
Delicate White Zon
and based around a neutral DLX1001-1 DLX1040-1
colour scheme, two of
which can be seen here.
An ‘eggshell’ base should
be used for most all interior
walls, and a ‘semi-gloss’ Tundra Frost Keepsakes
base should be used for DLX1009-1 DLX1040-2
trim, doors, etc. When CSN / ACCENT
painting the exterior,
always use an exterior
specific base to ensure
durability.
Solitary State How Handsome Planetarium
Any paint related questions DLX1009-3 DLX1040-4 DLX1242-6
can always be addressed
to your local Dulux paint
representative!
Gray Stone Goblin Steeple Gray
DLX1009-4 DLX1040-7 DLX1012-5
BRAND GUIDELINES 16EMAIL & BUSINESS CARDS
Email Signature
CSN has one official co-branded, and one single-branded email signature. These signatures are
built as templates to be downloaded and then customized with individual details. By having a
single design, we can create unity across the network, and ensure that in all instances, email
signatures work correctly. These signatures should be formatted in the exact way they are
set up, and not altered or changed beyond the required details. Please do not include any
additional lines of contact, customized pictures, or any other links, logos, etc.
Co-branded signature template can be downloaded here.
Single-brand signature template can be downloaded here.
Instructions on how to set up your signature can be found here.
Business Cards
Business cards should be created and
ordered through CSN’s corporate The
Printing House website. These cards
will use a template, that is customized
with individual contact, and shop
information.
BRAND GUIDELINES 17SOCIAL, WEBSITES & GOOGLE MY BUSINESS
Social Accounts
CSN has one primary account for Instagram, LinkedIn, and Facebook. Individual
shops are permitted and encouraged to create their own shop-specific social media
accounts. Individual Facebook accounts should be set up using our ‘Family Tree’
network.
All social media accounts must act and post in the same professional manner as the
CSN corporate account. Individual accounts must also abide by the brand guidelines,
and post with a tone that is professional, inclusive, and representative of the CSN
network. Facebook and Instagram accounts shold be named CSN Shop Name, and
whenever possible, the single-brand or co-branded logo should be used as a profile
picture for these accounts.
Websites
Our website, csncollision.ca is another primary point of contact with customers, as
well as a valuable resource for staff.
Within the CSN website, each individual shop has its own custom ‘web profile’.
Each shop should use this profile as their main web resource. This profile should be
used to convey historical and operational details, as well as contact information to
perspective customers. This profile is denoted with a forward slash (/) then shop name
after the initial url. For example, csncollision.ca/myshop
Google My Business
Google has emerged as a leader in the way the public understands, locates and
reviews businesses around the world. As such, each shop is required to have a
properly named (CSN Shop Name), and active Google My Business account. The login
details of this account are to be provided to the CSN marketing team. Shops are
to keep this account in good standing, which includes keeping accurate shop and
holiday hours, up-to-date photos, and responding in a timely manner to any Google
reviews.
BRAND GUIDELINES 18AROUND THE OFFICE
Front Office Apparel Name tags Conference
CSN office staff should always dress in All front office staff are encouraged to wear Each year, at a different destination, CSN
professional office attire. This includes name tags to help welcome our customers. hosts a company-wide conference for all
wearing CSN branded shirts that fall of our network and partners! We strongly
within the CSN colour palette of blue, Phones recommend that our shops attend.
white, gray, or black. Any CSN apparel
can be ordered through the CSN Nike When answering the phone, staff should use Screenscape
store, which can be accessed here. the phrasing “CSN (shop name)”. By doing so,
we know that every caller is greeted in the Screenscape is a synchronized screen
Initial Login: csn@tsc.com same clear and professional manner! display that can be set up in any shop
Password: csn2019 lobby. On this display, CSN can provide
Vehicle Branding customers with local news, community
Shop Apparel content, and industry updates.
CSN cars and trucks, as well as any courtesy
All non-office (shop) staff are encouraged vehicles, should be painted within the CSN Screenscape is completely free, and
to wear CSN co-branded shirts/coveralls. colour scheme. Vehicle ‘wraps’ are also a easy to install. Its cloud-based operation
This attire should also fall with the CSN good way to brand vehicles, and should be allows customized content to stream to
colour palette. approved by the CSN marketing team. any TV with an internet connection and
an HDMI port.
CSN Screenscape
BRAND GUIDELINES 19GRAPHIC DESIGN SERVICES
As part of CSN’s ongoing marketing initiatives, we are pleased to offer our shops an array of
graphic design services. From banner designs, to window wraps, exterior signage to anniversary
logos, your custom-made CSN graphics are an important part of our business.
To discuss or begin your next design project, please get in touch with the CSN marketing team
by emailing marketing@csncollision.ca.
BRAND GUIDELINES 20ACCESSING FILES
Many elements referenced within these guidelines can be accessed via the online CSN Licensee Portal.
Here you will find CSN’s logos in various formats, fonts, templates, photos and more.
Also, a main resource and point of contact for anything contained within these guidelines, is your CSN regional
managers. Please contact your regional manager for all things branding, as we are more than happy to help revise
existing or create new material for your shop.
BRAND GUIDELINES 21REQUIRED RECOMMENDED
Approved CSN co-branded or CSN single brand sign exterior sign (End of 2019) Screenscape is installed and activated
Proper CSN interior sign Facebook is set-up and updated through “family tree”
Removal of all old CSN logos/branding from office or lobby area Local advertising (print, radio, digital) is CSN branded or co-branded
Phones are answered “CSN followed by shop name” Paint scheme (interior and exterior) is gray, blue, white
Proper CSN branded on hold messaging Waiting area furniture is corporate colours (blue, gray or black)
Business cards are CSN branded with no other logos Only current CSN point of sale materials are prominently displayed
Invoices are properly branded with CSN followed by shop name CSN Name tag for front office staff
Office staff shirts have proper branding and colour (blue/white/gray/black) Shop shirts/coveralls have proper branding and colour
Google My Business (GMB) page is properly set-up as “CSN Shop Name” Company cars/trucks and any courtesy vehicles are CSN branded or co-branded
CSN has access to your Google My Business listing Instagram page is set-up with proper CSN co-branded logo
Shop photos, hours, etc. are up to-date on their GMB page Attend(ed) annual CSN conference
Email signatures are properly co-branded with no other logos Removal of all other exterior signage (non CSN signs)
Web profile on the CSN web page is complete and up-to-date
Date
BRAND Comments
COMPLIANCE
CHECKLIST
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