A clear path.
A new chapter.

01 / THE LOGO SYSTEM

One identity. Two expressions.

Primary logo: Use the full ASL Immigration Services lockup on the website, letterheads and business cards. Recommended minimum digital width: 180 px.

Compact symbol: Use the maple leaf and plane mark for avatars, favicons and compact brand moments. Its upward flight suggests progress and a Canadian destination. Recommended minimum width: 32 px; check legibility at the actual size.

Keep clear space around each mark equal to at least one quarter of its height. Use light, uncluttered backgrounds. Do not stretch, rotate, add shadows or place on busy imagery. The primary PNG is transparent; the compact PNG has a white background.

02 / BRAND CHARACTER

Assured. Human. Clear.

Positioning: Personalized Canadian immigration guidance for people planning their next chapter.

Brand line: Clear guidance for your next chapter.

Voice: Explain the next step in plain language. Be warm, direct and realistic. Speak to the person behind the application.

Avoid guaranteed outcomes, unverified success rates, unsupported experience claims and confusing professional titles.

04 / TYPOGRAPHY

Thoughtful by design.

Georgia Regular for editorial headlines. Use italic sparingly to highlight a meaningful word. Arial Regular and Bold for body copy, navigation and practical information. These system fonts keep the website fast and consistent.

05 / APPLICATION

Room to breathe.

Use warm white as the main canvas, charcoal for text, and red for primary actions and key accents. Favour generous margins, thin dividers and restrained layouts.

For social media, place the compact symbol centrally on white with generous padding. For business cards, use the full logo on one side and concise contact information on the reverse. Keep all small text charcoal on white.

The supplied assets are raster PNGs, not vector artwork. Use them within their native resolution; commission vector masters before large-format printing.