Admiral Markets
Brand guidelines 1
Table of Contents
2
Our Brand
Typeface
Admiral Markets brand positioning 5
Heading typography 33
Who is our customer? 6
Body typography 34
Beginner traders 7
Headers and Body text 35
Experienced traders 8
Text in use 36
Venturous traders 9
Unordered and 37
Our Brand Identity Who are we? 11
Our Company’s Purpose What do we do? 13 Our tone and voice 14
Ordered Lists 37
Charts and Tables Charts 39 Default tables 39
Photos and Backgrounds
External communications guidelines 14
Photography 41
Internal communications guidelines 15
People 42
Our Look and Feel A comprehensive visual system 17
Our Logo
Lifestyle 44 Landscape 46 Products 48 Analytics 50 Placing text on images 52
Logo meaning 19
Simple background 53
Clear space 20
colour 53
Sizes 21
Product Taglines 54
Positioning 22 Logo variations 24 Prohibited use 25 of the logo 25
Colours Our core colours 27 Our primary colours 27 Our highlight colours 27 Corporate colour palette 28 Logo colours 29
We are on Social Media Social media activity 57
Written Communications Office Supplies Office Supplies 61
Signage Signage 63
Colour ratio 30 Colour balance 30
Table of Contents
3
Our Brand
4
Admiral Markets brand positioning
Our Brand
5
Who is our customer? “Shoot for the moon: if you miss, you’ll land among the stars”. Sounds familiar? It probably does; however, in business if you do not know who to target with your message and business proposition you will end up shooting into a “black hole of expenses”.
6
Our Brand
Here in Admiral Markets we target three types of customers: beginners, experienced and venturous traders. Each of these customers is different from the rest and effective communications are just not possible unless you can identify the customer’s needs, wants and values. It is our goal to help each and every customer, as what they want is the most important issue.
Beginner traders Say “Hi� to our beginner traders. When working with them it is first of all important to understand what they are looking to find in trading. Their initial motive is of the highest importance. Some might be looking for adventure, hence the approach applicable to venturous traders will be the closest; some may want to make trading a profession, hence their interest will be closer to the experienced trader’s one. No matter the motive, your work is to guide them through the exciting world of trading, where your personal experience may have a high level of impact on their future. Trading experience:
<100 orders (demo or real)
Risk awareness:
Low
Platform and trading knowledge:
Low
FX Market knowledge:
Low
Level of trading guidance needed:
High
Level of service/staff required:
Supportive with an education background
Our Brand
7
Experienced traders Meet the experienced trader! They appreciate being understood on a professional level and your market knowledge is important to them. We are working to provide them with the best possible service available without special effects. Experienced traders are usually found on the professional and analytical websites where the trading strategies are discussed. You are there to provide exceptionally reliable, secure and efficient day-to-day service: that is incredibly important to them. We are as much a part of their lives as they are of ours. They help us to improve on our service, whilst staying competitive in our offering. Trading experience:
>100 orders (real)
Risk awareness:
High
Platform and trading knowledge:
Advanced
FX Market knowledge:
Advanced
Level of trading guidance needed:
Low
Level of service/staff required:
Exceptional with a high level of trading and market knowledge
8
Our Brand
Venturous traders The venturous traders of Admiral Markets are excited and fascinated by trading. The trading experience is important: however, the outcome matters as well. Your main goal is to respond to all of their questions and provide them with a high level of technical support. They would most likely be interested in the operational parameters of Admiral Markets, e.g. the speed of deposits and withdrawals, the leverage available and the documents needed to start trading. With venturous traders the time is of the essence. They appreciate a fast response and a short turnaround time. Trading experience:
From basic to advanced (the number of orders is not essential)
Risk awareness:
High, however only certain technical parameters are important e.g. stop-out and leverage
Platform and trading knowledge:
Basic
FX Market knowledge:
Basic (mostly on the operational matters)
Level of trading guidance needed:
Low
Level of service/staff required:
Exceptional level of knowledge required in operational matters (technical and operational support)
Our Brand
9
Our Brand Identity
10
Who are we? The Admiral Markets brand is equivalent to an inspiring leader who cares about the overall outcome and the situation in the financial world. We are like a mentor who tries to provide and equip his mentees with the knowledge needed in order to encourage them to achieve their goals and develop self-confidence. We strongly believe that every individual may achieve mastery in their chosen field by following their dream. However, we understand that Admiral Marketsâ&#x20AC;&#x2122; field of operations is not suitable for everyone, hence we are cautious as to unintended negative consequences, therefore very selective in terms of partners, customers and counterparties. Our main goal is to make our services as available as possible to the appropriate individuals around the globe. Every day and in every action we feel responsible to customers, authorities, employees and the world.
Our Brand
11
Our Companyâ&#x20AC;&#x2122;s Purpose
12
What do we do?
We help people to excel at their skills and knowledge through financial enlightenment. This drives all our business decisions and actions. It is the guiding philosophy we communicate with pride, both internally and externally.
Our Brand
13
Our tone and voice This is how we speak to people through our signage and our advertising, as well as through our emails, presentations, live chats, and more. It is how we deal with customers and partners. Through the language we use, our tone and voice provides the world with another way of recognizing our brand in a distinct and powerful way. Please make use of the following guidelines when communicating internally or externally.
External communications guidelines Act as and be an expert in your field
Have a look at our website: all the available accounts are listed there.
Identify your clients first and then: “Based on what you have told me I would suggest you go forward with our standard account.”
Consistently portray Admiral Markets as trustworthy
Admiral Markets is a Forex broker.
Admiral Markets is a global, regulated financial service provider.
Generally know more than our clients. Be exceptional in at least one topic.
I’m not an expert in autotrading: I really don’t know.
My core expertise lies in scalping, but John, my colleague, who is an expert in this field, will be happy to help you.
Be positive about financial markets: use proper examples
Lehman Brothers, a global financial firm that announced its bankruptcy in 2008...
Goldman Sachs, a large investment bank, has total assets of almost 1 trillion USD.
Write the number in a proper way
1000000 $
$1,000,000 (make sure it includes commas)
Stay away from referring to gambling , etc.
Forex is like poker, except that everyone has an equal hand.
Comparing the stock market to Forex is like comparing the size of Jupiter to the size of Mars.
Use generally accepted financial terms
John, a trader from Admiral Markets, has won over 5,000 USD by trading Forex
John, a trader from Admiral Markets, has made a profit of over 5,000 USD by trading Forex.
14
Our Brand
Internal communications guidelines Help people
“No reply”
I don’t have time for this right now; however could we talk in one hour / here is the link that will help you / please talk to “contact name”.
Speak in language the audience can relate to
Addressing the non-IT person: The page looks weird, as CSS is hosted on net DNA servers. We should add the file to our root folder.
The problem is that the content delivery servers are down. I will replace the code to use our own solution for this.
Be specific
The page looks strange!!
The following page looks strange, http://www.example.com/page1. I am sure we used to have the Admiral Markets logo in the upper right hand corner.
Use factual evidence when supporting strong claims
We have a lot of clients in your region. Our sales have increased.
We have more than 550 clients in Western Europe. Our net deposits have increased by 25.8% over the last 3 months compared with the same period last year.
Focus on providing confidence, not fear
If you don’t complete this tomorrow you will lose your bonus for the month.
I’m confident that you can complete this by tomorrow. Let me know if you need any help.
Reveal information and ideas
- What are you reading? - Nothing of importance to you.
Here is a great article I have found. I will upload it to Wiki for everyone to read.
Ask questions
“Silence”
Could you please help me with Admin Area access or provide a Wiki link, because I was unable to find it?
Our Brand
15
Our Look and Feel
16
A comprehensive visual system In keeping with our updated brand approach, we have created a complete set of design guidelines. These guidelines are intended to ensure consistency over just about every instance of customer contact, including your personal communications, advertising, stationery and many more. This is the first initial version of our brand book and it will develop over time. For example, the next edition will include office guidelines. It is our duty as keepers of our brand to protect, support and communicate our brand clearly and consistently in everything we say and do. Please use this brand book on an everyday basis and share it with anyone working for you, including external designers, IBs and, advertising partners. The following sections of the brand book will cover the core design elements that are essential visual elements of our brand. The logo, typeface, colour palettes, imagery, graphics and many more.
Our Brand
17
Our Logo
18
Logo meaning The Admiral Markets logo symbolizes the duality that is so strongly present in foreign exchange trading. This duality is reflected in key trading items such as: buying or selling, long or short positions, hitting stop loss or taking profit, entering a bearish or a bullish market and so on. Instead of reflecting a particular trading feature, Admiral Marketsâ&#x20AC;&#x2122; logo symbolizes inclusion and perfection by using the shapes of the circles. The colours of the logo are used to highlight the dualistic nature of the trading, where red stands for adrenaline, thrill and risk, whilst blue shows satisfaction, tranquillity and wisdom.
Our Brand
19
Clear space Clear space frames the logo, separating it from other elements such as headlines, text, imagery and the outside edge of printed materials. The X is equal to the diameter of the circle symbol. The clear space indicated is the minimum. If the logo is used without the text part, the X is equal to 1/2 of the circleâ&#x20AC;&#x2122;s diameter. X
X
Full logo with clear space
0.5 X
Sign 0.5 X
20
Our Logo
Sizes The minimum logo width for print is 22mm. The optimal width for A4 print is 35mm. The minimum logo width for web pages and applications is 100px. The optimum width is 150px, considering the screenâ&#x20AC;&#x2122;s pixel density is 72 PPI.
In Print
20mm
30mm
Minimum size
Optimum size on A4
NB! The minimum sizes described above do not include clear space. The minimum sizes described above are applicable for displays of 72 PPI. If the display screens have higher PPI (e.g. retina), minimum sizes should be adapted proportionally.
On Screen
100px
150px
Minimum size
Optimum size
Our Logo
21
Positioning
The logo in printed and online media should be preferably aligned to the left, with text being placed under the text part of the logo. For monochrome print documents and online pages, the text should be placed aligned with the logoâ&#x20AC;&#x2122;s circles. Optionally, itâ&#x20AC;&#x2122;s also possible to align the logo to the right. NB! Please respect the clear space rules.
22
Our Logo
Align left with text
Align left with block
Ut enim ad minim veniam, quis nostrud exercitation ullamco labori.
Align left with text and monochrome logo
Ut enim ad minim veniam, quis nostrud exercitation ullamco labori.
Align right
Ut enim ad minim veniam, quis nostrud exercitation ullamco labori.
Our Logo
23
Logo variations The logo can be published in four variants: A. The default colour version on white or light background. B. The colour version on dark blue or similarly dark background.
A. Full colour
B. Full colour white-out
C. Solid colour solid
D. Solid colour solid white-out
C. The solid colour logo on a dark background with no halftones. The colour of the circles and the text must be identical. D. The solid colour logo on a white or light background with no halftones. The colour of the circles and the text must be identical. The Admiral Markets logo should only be reproduced from the master artwork that is available on Admiral Wiki or that can be provided by the marketing department.
24
Our Logo
Prohibited use of the logo A. It is not permitted to use the logo with the company name written on one line. B. The background colour must not resemble any of the logo colours. A.
B.
C.
D.
E.
F.
C. Do not convert the colour logo to greyscale. Use solid black or white colours. D. It is not permitted to use the logo on a complex background which makes the logo indistinguishable. E. Do not apply any filters or effects to the logo. F. It is not permitted to display the logo in tilted positions.
Our Logo
25
Colours
26
Our core colours Our primary colours The colours to the right should dominate in every piece you create.
Our highlight colours Use highlight colours in combination with our core colours to highlight a call to action.
Dark Blue PANTONE: 295 C CMYK: 100 84 36 39 RGB: 0 40 85 WEB: 002855
Blue PANTONE: 2727 C CMYK: 76 49 0 0 RGB: 46 125 225 WEB: 2e7de1
White PANTONE: WHITE CMYK: 000 RGB: 255 255 255 WEB: ffffff
Red PANTONE: 180 C CMYK: 9 98 93 1 RGB: 216 38 46 WEB: d8262e
Green PANTONE: 3405 C CMYK: 100 0 83 0 RGB: 0 172 104 WEB: 00ac68
Orange PANTONE: 165 C CMYK: 0 74 94 0 RGB: 255 102 27 WEB: ff661b
Our Logo
27
Corporate colour palette In order to add colours to the Admiral Markets’ brand you can use the corporate colour palette displayed below
28
Our Logo
Dark Blue PANTONE: 295 C CMYK: 100 84 36 39 RGB: 0 40 85 WEB: 002855
PANTONE: 294 C CMYK: 100 86 29 22 RGB: 0 46 108 WEB: 002e6c
PANTONE: 293 C CMYK: 100 80 11 2 RGB: 0 60 166 WEB: 003ca6
PANTONE: 292 C CMYK: 55 16 0 0 RGB: 103 178 231 WEB: 67b2e7
Blue PANTONE: 2727 C CMYK: 76 49 0 0 RGB: 46 125 225 WEB: 2e7de1
PANTONE: 2717 C CMYK: 32 15 0 0 RGB: 167 197 237 WEB: a7c5ed
PANTONE: 2707 C CMYK: 21 9 1 0 RGB: 196 213 236 WEB: c4d5ec
PANTONE: 656 C CMYK: 11 7 3 0 RGB: 222 227 235 WEB: dee3eb
Red PANTONE: 180 C CMYK: 9 98 93 1 RGB: 216 38 46 WEB: d8262e
PANTONE: Warm Red C CMYK: 0 87 80 0 RGB: 255 67 55 WEB: ff4337
PANTONE: 165 C CMYK: 0 74 94 0 RGB: 255 102 27 WEB: ff661b
PANTONE: 7549 C CMYK: 0 31 100 0 RGB: 255 182 0 WEB: ffb600
Green PANTONE: 3405 C CMYK: 100 0 83 0 RGB: 0 172 104 WEB: 00ac68
PANTONE: 339 C CMYK: 83 0 63 0 RGB: 0 177 136 WEB: 00b188
PANTONE: 338 C CMYK: 54 0 39 0 RGB: 109 205 177 WEB: 6dcdb1
PANTONE: 331 C CMYK: 32 0 19 0 RGB: 166 229 216 WEB: a6e5d8
Fog PANTONE: 432 U CMYK: 61 50 45 15 RGB: 104 108 113 WEB: 686c71
PANTONE: 429 U CMYK: 45 34 32 1 RGB: 146 152 157 WEB: 92989d
PANTONE: 428 U CMYK: 33 24 23 0 RGB: 173 178 182 WEB: adb2b6
PANTONE: 427 U CMYK: 23 17 16 0 RGB: 196 198 201 WEB: c4c6c9
Logo colours
Blue PANTONE: 2727 C CMYK: 76 49 0 0 RGB: 46 125 225 WEB: 2e7de1
Red PANTONE: 180 C CMYK: 9 98 93 1 RGB: 216 38 46 WEB: d8262e
Dark Blue PANTONE: 295 C CMYK: 100 84 36 39 RGB: 0 40 85 WEB: 002855
Our Logo
29
Colour ratio
Use the pie chart to guide you in balancing core and highlight colours in Admiral Markets’ branded materials. Colour balance • • •
Use our core colours for a consistent platform that allows other design elements. Case by case, colour ratio depends on the individual application. Use the ratio pie chart to the right to make sure you’re balancing our colours correctly.
30
Our Logo
50%
10%
15% 10%
10% 15%
Our Logo
31
Typeface
32
Heading typography The Admiral Markets primary typeface for headings, titles and straplines on printed and online materials is Neo Sans Pro.
Neo Sans Pro Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 (&?$€!)
NB! Please note that it is not permitted to use this typeface for body text.
Neo Sans Pro Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 (&?$€!)
Neo Sans Pro Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 (&?$€!)
Typography
33
Body typography One of Admiral Markets’ primary typefaces is Open Sans. The Admiral Markets primary typeface for body text on printed and online materials is Open Sans. Open Sans is the typeface to use on all documents where Neo Sans Pro is unavailable or inappropriate. It prevents the documents from being reflowed and displayed in random default typefaces. Typical applications include letters, presentations, websites and documents.
Open Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 (&?$€!)
Open Sans Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 (&?$€!)
Open Sans Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 (&?$€!)
34
Typography
Headers and Body text The preferred colour for the Header is dark blue, but it can also appear in blue, grey and white when displayed on a dark background. Do not type the entire Heading or Body text in uppercase.
Header 1 37 pt 50 px 3 em
Lorem ipsum dolor
Header 2 26 pt 35 px 2.2 em
Consectetur adipisicing elit
Header 3 22 pt 29 px 1.8 em
Sed do eiusmod tempor
Header 4 18 pt 24 px 1.5 em
Incididunt ut labore
Body text 10.5 pt 14 px 0.875 em
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco labori.
Typography
35
Text in use The preferred colour for a strapline or a Heading is dark blue, but it can also appear in blue, grey and white when displayed on a dark background. The minimum indent between paragraphs is 7mm for print or 20px for web.
PANTONE: 656 C CMYK: 11 7 3 0 RGB: 222 227 235 WEB: dee3eb
Header 37 pt 50 px 3 em
Duis aute irure
Subheader 26 pt 35 px 2.2 em
Excepteur sint occaecat cupidatat non proident, sunt in culpa.
Body text 10.5 pt 14 px 0.875 em
Quote
Bold text
Text in box
36
Typography
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco labori. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec ullamcorper nulla non metus auctor fringilla. Duis mollis, est non commodo luctus. Lorem ipsum dolor sit amet, consectetur adipisicing elit. Eiusmod tempor incididunt ut labore et magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamc.
Ut enim ad minim veniam, quis nostrud exercitation ullamco labori.
1.7 mm 4.8 pt 20 px
3.5 mm 9.6 pt 40 px
Unordered and Ordered Lists The colour for the bullet points in unordered and ordered lists is Pantone: 292 C
Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
•
Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
1. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
•
Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
2. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
•
Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
3. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Unordered List Preview
Ordered List Preview
Typography
37
Charts and Tables
38
Charts Use only solid colours for graphs or charts. No gradient, 3D effects, distortion or any other effects are allowed. Use only the corporate colour palette for graphs and charts.
25% Ullamco laboris
25% Ullamco laboris
10% Nostrud exercitation
10% Nostrud exercitation
15% Adipisicing
15% Adipisicing
65% Eiusmod tempor
65% Eiusmod tempor
Default tables The minimum distance between the cellâ&#x20AC;&#x2122;s border and the text within is 7px. You can use the corporate colour palette for the tables. If you use a dark background colour for the table, the borders must be white or absolutely absent.
Graph (You can also use other colours from corporate colour palette)
Pie chart (You can also use other colours from corporate colour palette)
Symbol
Min. Fluctuation
Min. Spread
Average Spread
Limit/Stop Levels
Margin (1:100)
EURAUD-Pro
0.00001
0.2
0.8
0
$1329.53
EURCAD-Pro
0.00001
3.4
7.9
0
$1329.53
EURCHF-Pro
0.00001
0.9
2.9
0
$1329.53
EURGBP-Pro
0.00001
0.8
1.6
0
$1329.53
EURJPY-Pro
0.001
0.8
0.9
0
$1329.53
EURNZD-Pro
0.00001
0.8
4.3
0
$1329.53
Default table
Charts & Tables
39
Photos and Backgrounds
40
Photography Admiral Markets uses photography in order to communicate the brand image to the audience. Therefore, both in-house and purchased stock images must comply with the following rules: 1. You must own the artwork copyright. 2. The photo must be of high quality.
Lifestyle
People
Landscape
Product
Analytics
Photo & Backgrounds
41
People 1. Use only professional studio photos. 2. People on the photos must be dressed in business suits. Do not use photos of people dressed in T-shirts, sportswear, caps or any other hats. 3. People on the photos must have a positive facial expression. No negative emotions. 4. The background must be preferably solid or blurred. 5. Use the Rule of Thirds (http://en.wikipedia.org/ wiki/Rule_of_thirds).
42
Photo & Backgrounds
Do not take photos outdoors in natural light.
No photos in T-shirts, hoodies, etc. No casual style.
Do not use fussy backgrounds.
Only take professional photos.
Do not be angry .
Do not use any effects.
Photo & Backgrounds
43
Lifestyle These rules apply to stock photos. 1. People on the photo must be in real-life situations. 2. People on the photo must look natural. No artificial posing. 3. Use only professional photos. 4. Use the Rule of Thirds (http://en.wikipedia.org/ wiki/Rule_of_thirds).
44
Photo & Backgrounds
Do not use people over 50.
Do not use fashion or sexy photos.
Avoid clichĂŠ and people looking directly at the camera.
Do not use animals.
Do not use funny or crazy pictures.
Do not use photos with too many people.
Photo & Backgrounds
45
Landscape These rules apply to stock photos. 1. The landscape on the photos must be appropriate to the region/country where it will be used. 2. Use the Rule of Thirds (http://en.wikipedia.org/ wiki/Rule_of_thirds).
46
Photo & Backgrounds
Do not use photos with bad weather and gloomy clouds.
Do not use landscapes with people in artificial poses.
Do not use landscapes with any effects.
Do not use landscapes with curved horizon.
Use only professional photos.
Do not use landscapes with too vivid colours.
Photo & Backgrounds
47
Products These rules apply both to stock photos and to inhouse photos. 1. The item(s) must look contemporary and of good quality. 2. The item(s) must be associated with the business environment. 3. The item(s) must be in focus and blend in with the background. 4. The item(s) must be easily recognizable.
48
Photo & Backgrounds
Do not use items with other brandsâ&#x20AC;&#x2122; logos.
Do not use old-fashioned items.
Do not use toys.
The photoâ&#x20AC;&#x2122;s central item must always be in focus. Do not use blurred photos.
The item must not be the only one on the photo: it must blend in with the context.
Do not use too detailed close-up photos. The item must be recognizable.
Photo & Backgrounds
49
Analytics These rules apply to stock photos. 1. The graphs/charts must be clear for the viewer. 2. The graphs/charts must contain a small number of elements that are easy to read. 3. You must preferably use â&#x20AC;&#x153;positiveâ&#x20AC;? graphs, i.e. in an upward direction.
50
Photo & Backgrounds
Avoid cliché stock images.
Do not use 3D graphs/charts.
Do not use complex backgrounds.
Avoid “negative” graphs, i.e. heading downwards.
Do not use graphs/charts overloaded with elements and hard to understand.
Do not apply any effects to the graphs/charts.
Photo & Backgrounds
51
Placing text on images Place the text on images according to the example on the right. Place the text on the solid colour parts of the background. Do not use text on a complex background, because it is hard to read.
Header
Subheader
20mm
Body text
Example with light background image 20mm Example with dark background image
52
Photo & Backgrounds
Simple background colour These are the primary background colours. Other colours from the corporate colour palette may also be used as background colours. The usage of non-corporate colours for background is prohibited.
PANTONE: 295 C CMYK: 100 84 36 39 RGB: 0 40 85 WEB: 002855
PANTONE: 2727 C CMYK: 76 49 0 0 RGB: 46 125 225 WEB: 2e7de1
PANTONE: 656 C CMYK: 11 7 3 0 RGB: 222 227 235 WEB: dee3eb
White
Photo & Backgrounds
53
Product Taglines
Our core products are our trading accounts and to promote these accounts better we need to maintain a high level of integrity and communication. This is achieved by the Product Taglines, which have to be used during our communication, advertising and other activities. Below you will find each of our products with the corresponding four taglines. You are free to use any of the appropriate taglines when promoting the products.
54
Photo & Backgrounds
Admiral.Standard
Admiral.Pro
Admiral.MT5
Admiral.Currensee
Your trading essential
ECN. 0,1 pips. 29 instruments
MT5. NDD. 52 pairs
Alternative investment programme
The solid choice
Lightning-fast execution
Five-star trading Analyse. Select. follow
Forex. Metals. Indices
Supreme trading conditions
The new trading era Premium guru tool
71 instruments. 1:500. $10 start
FX at its best
The evolution of trading
Admiral.Demo
Admiral.CFD
Admiral.Gold
Try. Learn. Master
Stocks. Metals. Indices
Solid. Precious. Eternal
Practice makes perfect
Your personal stock exchange
Your personal vault
On the safe side
1000 Equities. 1:10 leverage. Endless opportunities
Classic, yet exciting
Your experiential learning tool
Traderâ&#x20AC;&#x2122;s jewellery Leveraged equities trading
Photo & Backgrounds
55
We are on Social Media
56
Social media activity Admiral Markets is broadly represented on major social media networks, including but not limited to Facebook, Twitter, Linkedin and G+. The key activities executed on social media include: promotion of services, customer support, provision of Forex related news, analytics, humour and and financial news. Admiral Markets’ Affiliate Partners are not allowed to place Admiral Markets’ logo on their visual materials without prior authorisation. Visit Admiral Markets website to learn more about its affiliate partnership programmes, including the guidlines and materials concerning the presentation of Admiral Markets’ services on social media. To ensure that all the visual and written material is published in accordance with Admiral Markets’ standards, please examine the key images dimensions and characteristics:
Advertising images
Profile pic dimensions
Cover image dimension
• •
• • • • •
• • • • •
• • •
Facebook Regular Ad: 100x72px Facebook News Feed Ad: 1200x627px * LinkedIn Regular Ad: 50x50px LinkedIn News Feed Ad: 350x265px Twitter Summary Card: 600x150px
* Please note that the image has to have less than 20%of the text in it. Use Facebook Grid Tool to see image compatibility: https://www.facebook.com/ads/tools/text_overlay
Google+: 250x250px YouTube: 250x250px Twitter: 240x240px * Facebook: 180x180px LinkedIn: 100x60px
* Max size 700kb the actual image will be displayed as 83x83 only
Facebook: 851x315px * Twitter: 1252x626px YouTube: 2120x1192px LinkedIn: 646x220px Google+: 2120x1192px
* Please note that the image has to have less than 20%of the text in it Use Facebook Grid Tool to see image compatibility: https://www.facebook.com/ads/tools/text_overlay
Background image dimensions •
Twitter: Optimal Dimension 1366x768
We are on Social Media
57
Written Communications
58
Open Sans Regular Size: 11pt
Open Sans Regular Size: 8pt 20mm
10 mm
40mm
10 mm
20mm
10 mm
20mm
Open Sans Regular Size: 5pt
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Envelope
6.95 mm
6.95 mm
Name: Neo Sans Pro Bold Size: 12pt Title: Neo Sans Pro Regular Size: 5.6 pt
20mm
Open Sans Regular Size: 5.6 pt
Letterhead â&#x20AC;&#x201C; A4
Business card â&#x20AC;&#x201C; 90x50 mm
Stationery system
59
Office Supplies
60
Logo size: 60 x 20mm Text size: 4pt
25.6 x 6.8mm
25.6 x 6.8mm
14.6mm
14.6mm
Logo size: 60 x 20mm Text size: 4pt
55mm
55mm
Office supplies
61
Signage
62
Signage A. If the wall surface, where a corporate sign is placed, is made of brick or stone, or has a visible texture, the logo must be placed on a panel to provide an appropriate level of contrast. Please note that the 2X measurement on the panel must equal the diameter of the circle multiplied by 2.
2X
A.
2X
B.
B. Sticker on a solid background. C. The sign must be placed on a door so that the distance from the floor to the middle of the logo equals 170cm.
170 cm To centre of logo
170 cm To centre of logo
D. If you place the logo on the wall near the door, then place it on the side on which the door opens.
C.
D.
Signage
63
The content shown within this brand book is an overview provided for the use of Admiral Markets design teams and agencies only. An online version of this brand book is available at: http://issuu.com/admiralmarkets/docs/admiral-markets-brand-book Current Admiral Markets logo art and campaign graphics for print and web, as well as individual company identity materials, are available for download at the Admiral Markets corporate media page. Although we have attempted to cover the majority of identity and brand reproduction instances, this document does not cover all situations. Inquiries about situations that are not addressed by these guidelines, as well as other requests for creative and design support, should be addressed to the Global Marketing Quality Assurance Manager. This guide will be continually updated to reflect the latest standards and guidelines, so check the Admiral Markets corporate media page before beginning new projects. You can request information about our corporate media page from your Regional Marketing Project Manager. All use of Admiral Markets assets must be sent for approval to the Global Marketing Quality Assurance Manager.