BRAND GUIDELINES Version 01
// 2015
Table of Contents Brand Narrative
00
Target Audience
01
Logo Specifications
02
Moodboard & Color Palette
03
Typeface
04
Iconography + Elements
05
Photography
06
Copywriting Tone
07
OUR VISION
BRAND NARRATIVE
We are redefining the Borrower-Broker Relationship The FundVue vision is to allow Brokers to manage their clients, leads, lenders and documents, all in one place. The site will both educate and motivate Brokers to take full advantage of the software by providing next-generation tools for lead and deal flow management -- helping to provide a safe, secure user experience for their borrowers.
BRAND VOICE PERSONAL The software saves Broker preferences to ensure ease of management for contacts, leads, documents, lenders and loan profiles. Broker photos also emphasize an established security with Borrowers.
TRANSPARENT Helps Brokers & Borrowers interact with the software in a clear and straighforward way, emphasizing simplicity, intuition and ease of use
HELPFUL Guided wizards offer simple breakdowns of important information to help Brokers understand and better manage their work.
EMPOWERING Encourages Brokers to get the most ouf of the software, making it easy to explore and manage Borrower documents and information.
BRAND TONE HEADLINE THE GOAL: ATTRACT TO LEARN MORE Attention-grabbing, short, concise, often with a playful twist. Rather than traditional marketing language, FundVue looks to pique curiosity with somewhat unexpected messaging.
BODY COPY THE GOAL: UNDERSTAND AT A GLANCE Personal, helpful and informative. Body copy continues the messaging tactics of the headline, while providing succinct copy that explains each feature or benefit in a straightfoward way -helping users understand what FundVue has to offer, enabling them to take full advantage of it.
CALLS TO ACTION THE GOAL: SET EXPECTATIONS FOR THE NEXT STEP, ENCOURAGE A CLICK THROUGH. Short, direct and to the point. FundVue’s CTA’s direct users ot the next destination -- simply and concisely.
01
Target Audience
PRIMARY TARGET AUDIENCE
THE BROKER Our core audience is commercial mortgage brokers and companies associated with the real estate industry.
GENDER
SALARY
76K+ AGE
30+
Fundvue’s goal is to supply the knowledge and resources brokers will need to manage their borrowers.
TRAITS
Tech Savvy Pro-active Good Networking Good time-management Passionate
SECTION 01 TARGET AUDIENCE
FUNDVUE BRAND GUIDELINES
SECONDARY TARGET AUDIENCE
JUNE 2015 VERSION 01
GENDER
THE BORROWER Fundvue’s goal is to help borrowers achieve their goals without being limited to the financial strain dreams often come with. Whether the borrower needs financial aid to start a family, travel, attend college, or start a new business, Fundvue helps streamline the Broker-Borrower relationship to ensure little to no pressure. The ideal borrower knows how to manage credit line wisely. TRAITS
Advised Educated Established Informed Motivated Non-impulsive Well Researched
SALARY
76K+ AGE
26+
01
02
Logo Specifications
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FUNDVUE BRAND GUIDELINES
SECTION 02 LOGO SPECIFICATIONS
PRIMARY LOGO
Our Logo The FundVue logo is our identity. It represents who we are before
HORIZONTAL - 330PX X 84PX
we even get to speak! A lot of thought was put into its construction to ensure it exudes our core brand values. Alternate color versions are available for use when the primary versions do not work.
VERTICAL - 210PX X 130PX
SECTION 02 LOGO SPECIFICATIONS
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PRIMARY LOGO
These formats of the Fundvue logo are also acceptable.
LOGO MARK
LOGO MARK The Logo Mark is great for the favicon, square profile photos, as well as application representations.
LOGO TYPE The Logo Type can be used when representing the logo mark does not fit, or cannot be applied.
LOGO TYPE
02
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SECTION 02 LOGO SPECIFICATIONS
ASPECT RATIO + MINIMUM SIZE
410PX X 105PX
1.25” for print 200px wide for screen
MINIMUM SIZE The smallest that the Fundvue logo can be represented is 1.25” for print, or 200px wide for screen.
SECTION 02 LOGO SPECIFICATIONS
FUNDVUE BRAND GUIDELINES
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ACCEPTABLE SUBSTITUTES ONE TONE
B&W - 80% BLACK
TWO TONE MONOCHROMATIC
GREYSCALE
TWO TONE - COLOR SWAP
ONE TONE ON DARK BACKGROUND
02
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SECTION 02 LOGO SPECIFICATIONS
CORRECT LOGO USAGE
01. BLUE MONOCHROMATIC TWO-TONE
02. GRAYSCALE
Sometimes for print screen reasons, only two colors
This version is acceptable when color is not an option.
are allowed. This version of the logo is acceptable.
Some examples include photocopies or monochromatic color schemes.
SECTION 02 LOGO SPECIFICATIONS
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CORRECT LOGO USAGE
03. ENOUGH CONTRAST ON COLORED BG
04. ON BUSY BACKGROUND
Use brand colors for backdrops when applicable.
The logo must always have enough contrast against
Always ensure legibility when dropping the logo on
the background to ensure legibility.
top of a background color.
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SECTION 02 LOGO SPECIFICATIONS
INCORRECT LOGO USAGE
01. INCORRECT COLOR USAGE
02. INCORRECT PROPORTION
The color emphasis should always mirror what is
Please refer to the FundVue primary logo for the
noted in the primary logo page.
correct aspect ratios. The logo may never be represented skewed or distorted.
SECTION 02 LOGO SPECIFICATIONS
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02
INCORRECT LOGO USAGE
03. UNAPPROVED BRAND COLOR
04. LOW CONTRAST
Any colors not noted in the secondary logo usage, or
The logo must always be legible. There must always
are not present in the color palette are off brand and
be enough contrast against the backdrop. Refer to
may not be used in the logo.
logo options to find one that works.
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FUNDVUE BRAND GUIDELINES
LOGO CLEARSPACE
Optimize the clear space around the logo to maximize visual effectiveness. Nothing should intrude into this specified clearspace. To ensure it receives proper padding when placed next to other elements, use this guide as way to configure the clearspace of the FundVue logo.
SECTION 02 LOGO SPECIFICATIONS
SECTION 02 LOGO SPECIFICATIONS
FUNDVUE BRAND GUIDELINES
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LOGO CLEARSPACE (W/ TAGLINE)
MEASUREMENT KEY:
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03
Moodboard and Color Palette
SECTION 03 MOODBOARD + COLOR PALETTE
FUNDVUE BRAND GUIDELINES
JUNE 2015 VERSION 01
PRIMARY BRAND COLOR ADJECTIVES
TRUSTWORTHY
Committed Friendly
PANTONE
7704 U
CMYK
80/44/10/0
HEX
#337EB3
Mature Productive Professional Reliable Secure
MINT
PANTONE
338 U
CMYK
65/00/48/00
HEX
#4DBFA0
Trustworthy
03
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SECTION 03 MOODBOARD + COLOR PALETTE
#3380B5
#BDD9E5
#52BA9B
#CDE8DD
#F6AF32
#F3D8AE
#EA4645
#F6C4C4
#68557F
#C5B9D7
SECONDARY BRAND COLOR OPTIONS These colors may be used when more option sare needed for organization purposes, highlighting different company sectors, or for graphs.
SECTION 03 MOODBOARD + COLOR PALETTE
FUNDVUE BRAND GUIDELINES
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ARROW DIAGRAM EXAMPLE
Apply
Choose
Sign
Get Approved
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PERCENTAGE EXAMPLES
75%
13%
50%
75%
25%
15%
50%
50%
75%
65%
BAR CHART EXAMPLE
Lorem
400
1000
1500 425 Lorem
800
Key
2005
2012
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2008
2015
2010
04
Typeface
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FUNDVUE BRAND GUIDELINES
SECTION 04 TYPEFACE
TYPEFACE
Aa USAGE: PRE-HEADER TEXT-TRANSFORM: UPPERCASE
Lekton ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Where to find it: Google Fonts https://www.google.com/fonts/specimen/Lekton
Aa USAGE: HEADERS WEIGHT: REGULAR
Tisa Sans Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Where to find it: Adobe TypeKit https://typekit.com/fonts/ff-tisa-sans-web-pro
SECTION 01 TYPEFACE
FUNDVUE BRAND GUIDELINES
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TYPEFACE
Nimbus Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Aa USAGE: ALT BODY COPY WEIGHT: REGULAR
Where to find it: Adobe TypeKit https://typekit.com/fonts/nimbus-sans
NOTE: In-keeping with the ease-of-use and clean nature of the FundVue brand, sans-serif options must always be used in the event these fonts are not available.
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SECTION 05 ICONOGRAPHY + ELEMENTS
TYPOGRAP HY STYLES PRE-HEADING
Lekton Pro HERO/HEADLINES
Tisa Sans Pro Bold
SUBHEADING
Tisa Sans Regular
BODY
Tisa Sans Regular
QUOTES
Tisa Sans Italics
BULLETS
Tisa Sans Regular
NEXT GENERATION TOOLS
Build Trustworthy Relationships With Your Contacts Manage and maintain your profiles leads and deals like a boss. FundVue lets you manage your leads, while streamlining the loan approval process between you, your lender and your borrowers.
“An investment in knowledge always pays the best interest.”
100% Broker transparency
Financial guidance
Streamlined approval process
Top-level bank security
24/7 Support
Lender match guarantee
SECTION 05 ICONOGRAPHY + ELEMENTS
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WEB HIERARCH Y HERO/HEADLINES
Typographic hierarchy is a system for organizing type
Heading 1
FONT-SIZE: 48PX, LETTER-SPACING: 0, LINE-HEIGHT: 120%
Heading 2 FONT-SIZE: 36PX, LETTER-SPACING: 0, LINE-HEIGHT: 120%
Heading 3
FONT-SIZE: 32PX, LETTER-SPACING: 0, LINE-HEIGHT: 120%
Heading 4 FONT-SIZE: 28PX, LETTER-SPACING: 0, LINE-HEIGHT: 120%
Heading 5 FONT-SIZE: 24PX, LETTER-SPACING: 0, LINE-HEIGHT: 120%
Heading 6 FONT-SIZE: 20PX, LETTER-SPACING: 0, LINE-HEIGHT: 120%
Heading 7 FONT-SIZE: 18PX, LETTER-SPACING: 0, LINE-HEIGHT: 120%
05
Iconography + Elements
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SECTION 05 ICONOGRAPHY + ELEMENTS
ICONOGRA PHY Visually Engaging, and Task -Oriented
FLAT
Icons must aid in informational flow, hierarchy and maintain balance. They should maintain a professional look and feel, while staying relevant to the action and content displayed.
ADJECTIVES
Trustworthiness Friendliness Simplified DIMENSIONAL TRAITS $
$
Rounded edges Refined Sophisticated Professional Modern Financial Emphasis
SECTION 05 ICONOGRAPHY + ELEMENTS
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WEB CALLS-TO -ACTION
Buttons
Add Borrower
BACKGROUND COLOR: #55BA9B To be used for Ultimate action: Add, Complete, Sign up
Login
BACKGROUND COLOR: #327EB3 To be used for secondary action: Editing, Updating, Login
Get Started
BACKGROUND COLOR: NONE BORDER: 1PX SOLID #327EB3 CTA for Information or Initiation
FONT-FACE: TISA SANS FONT-SIZE: 15PX PADDING: 8PX 40PX 8PX 40PX LETTERSPACING: 1PX TEXT-TRANSFORM: NONE Text Links, A:Hover, Selected
Borrower
COLOR: #327EB3 FONT-SIZE: 13PX In-body text, Sub-nav style
05
06
Photography
BROKER PHOTOGRAPHY FundVue Broker-facing photography must be relevant to the displayed content. The broker needs to be able to identify with the photography used in the FundVue interface. They are busy, and appreciate convenience. They are practical, most-likely have routines, and like to keep organized. Seeing career oriented, professional, and efficient hard workers will help them feel motivated and confident in the software. ADJECTIVES
Easy Educational Guided Innovative Professional Refined Secure Tech-savvy
BORROWER PHOTOGRAPHY It’s important for the borrower to feel comfortable and informed, and to have peace of mind. The photos must tell a story that many borrowers can relate to, for example, buying a house, starting a new business, traveling, or buying a car. If faces are shown in any photography the borrowers interface with, the faces must be smiling, happy and liberated.
ADJECTIVES
Adventurous Aspirational Friendly Ease Excited Happy Liberating Relatable Warm
07
Copywriting Tone
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SECTION 07 COPYWRITING
BROKER COPYWRITING TONE
Guided Educational Empowering Friendly Useful Secure Straightforward
FundVue seeks to make the broker's journey guided, easy, enabling & educational, no matter what area of the site they are in -from sign-up and billing, to error messages & pop-ups. With headlines that pique curiosity and body copy that is slighlyt more playful - but still applicable and actionable FundVue is a friendly and useful personal assistant for Brokers to manage their account.
SECTION 07 COPYWRITING
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BORROWER COPYWRITING TONE
The borrower copywriting tone should be aspirational, encouraging, and hospitable. It is important not to be condescending or patronizing. The borrowing process can be daunting and tricky. Through warm photography, friendly copy, and an intuitive interface, FundVue’s goal is to make the process as safe, uncluttered, and as transparent as possible, to make the borrower feel comfortable.
Aspirational Authentic Empowering Friendly Helpful Motivational Personal Secure