The AFN brand is: • Optimistic & Inspiring • Integrity & Ethics Driven • Professional & Modern • Never Fear-Based Or Negative
Brand Overview
Integrity
We provide our customers a solid foundation for a better future with ethical and fair lending practices. We are committed to doing business the right way.
Relationships
The American Dream is more than a motto to us... it’s what we do. We are dedicated to making every loan a relationship that will last a lifetime.
Value
Bringing our customers true value is part of our daily dedication. We find the right financial fit for each and every borrower while working hard to save them money.
“At AFN we will be the best, most trusted, and admired mortgage banker, providing the best experience to our Team AFN employees and our customers through technology and efficient operations.”
The American Financial Network primary logo is an AFN flag icon paired with a simple wordmark.
The logo uses Cabin, a humanist font with a touch of modernism. This logo should be used across primary brand applications to help audiences easily identify AFN materials.
It is essential to the success of the brand that the logo always be applied with care and respect in every application according to the guidelines within this document.
Minimum Size
The minimum size is 8mm in print and 35 pixels on screen, measuring the height of the logo.
Clear Space
To ensure optimum legibility, keep a minimum clear space around all edges of the logo equal to the width of the A in the AFN flag icon.
Expanded (horizontal) version
Secondary Logos
Some brand applications may necessitate the use of a stacked (vertical) or expanded (horizontal) version of the logo.
These secondary versions of the American Financial Network logo should be used only in instances when spatial requirements prohibit the use of the primary logo or icon.
Stacked (vertical) version
NOTE: The left stem of the A in “American” juts out slightly from the left side of the icon. This is intentional to maintain visual balance.
This adjustment does not need to be taken into account when determining clear space. Clear space can be calculated using the left and right sides of the icon.
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Logo: Color Usage
The main versions of the logos and icon should be used on light backgrounds or backgrounds that offer a sufficient color contrast.
The reverse (single color) versions of the logos and icon should be used on dark backgrounds or where single color is imposed by the printer or the design.
Logo: Incorrect Usage
It is important that the appearance of the logo remains consistent. The logo should not be misinterpreted, modified or added to. Its orientation, color and composition should remain as indicated in this document.
Logo: Incorrect Usage
1) Do not squish or squash the logo.
2) Do not distort the logo.
3) Do not rotate the logo.
4) Do not use the logo on a background without sufficient color contrast.
5) Do not alter the logo colors.
6) Do not rearrange parts of the logo.
7) Do not resize parts of the logo.
8) Do not add elements to or remove elements from the logo.
Please do not alter our logo in any way
Please only use approved logo variations
Icon
The AFN flag icon from the American Financial Network logo may be used when the full logo is not necessary or in cases where the brand name is already displayed in plain text. For example, the icon may be used as a profile image on social networks since the user name will be adjacent to it in plain text. The icon is not to be used in lieu of the logo.
Optimized for Digital Use
The AFN letters are strategically placed and positioned within the icon’s blue rectangle to optimize legibility on digital platforms. This includes platforms that may use a circular crop for profile images or avatars as well as app icons with rounded corners.
Our Tagline
Financing the American Dream
The American Financial Network tagline, “Financing the American Dream,” has been a core part of our identity since AFN began in 2001.
The tagline is not a part of the logo and should not be attached to it in any design work but can, and should, continue to be featured prominently in other ways on our print and digital collateral.
Primary Colors
The American Financial Network primary brand colors are centered around The American Dream and should not be a variation of red and blue, but rather the very specific color formula for AFN Red and AFN Blue.
Secondary Colors
The secondary brand colors are to be used sparingly as accent colors in AFN print and digital collateral. They are meant to add extra depth and interest to designs in combination with the primary brand colors.
AFN Red Pantone: 49-16 (C or U) CMYK: 19.57, 100, 100, 11.29 RGB: 171, 18, 28 HEX: #AB121C AFN Blue Pantone: 100-16 (C or U) CMYK: 100, 98, 24, 12.5 RGB: 25, 36, 116 HEX: #192474
Accent Blue Accent Gray 1 Accent Yellow Accent Gray 2 CMYK: 32, 11, 0, 15 RGB: 134, 187, 216 HEX: #86BBD8 CMYK: 0, 2, 6, 56 RGB: 112, 108, 97 HEX: #706C61 CMYK: 0, 24, 71, 4 RGB: 245, 184, 65 HEX: #F5B841 CMYK: 0, 0, 3, 75 RGB: 63, 63, 55 HEX: #3F3F37
Color Palette
UNCOMMON FONT (available on Google Fonts) Regular
Condensed in limited use
SemiBold Bold
Roboto
UNCOMMON FONT (available on Google Fonts)
• Thin
• Light
• Bold
• Black
UNCOMMON FONT (available on Google Fonts)
• Regular
• Bold
UNCOMMON FONT (available for download)
• Regular
Aa Aa
Playfair
Aa
Tropical Summer
Aa Aa Aa Aa
Aa Aa Aa Aa
Cabin
Full Corporate Disclaimers: Every custom marketing piece must be reviewed and approved by our legal department before use. Specialty Disclaimers: Brokered products Brokered products may have higher rates or different terms than other loan products. Additional Terms and Conditions may apply. Contact your loan professional for more details. Federal Agency (not a)/ Government Disclaimer American Financial Network, Inc. is not acting on behalf of or at the direction of the federal government, and this offer is not being made by an agency of the government Pre-Approval A pre-approval does not constitute a loan commitment or guarantee of a loan. Preapproval is subject to a satisfactory appraisal, satisfactory title search, and no meaningful change to borrower’s financial condition. Refinance By refinancing your current loan, your total finance charges may be higher over the life of the loan. Tax or Financial Advisor AFN is not a tax or financial advisor. Please consult a licensed tax advisor and appropriate government agencies for any effect on taxes or government benefits.
If you have any questions, please reach out to our marketing team: Email us at Marketing@afncorp.com
Internal Use Only | Corporate NMLS #237341 | Equal Opportunity Employer | Equal Housing Lender