Premium Package - Mortg Ageadvisor Brand Style guide by Digitalgeria

Brand Guidelines

Welcome! This brand identity guideline has been developed to ensure consistent application for MortgageAdvisor.ie brand . The visual identity is more than just a logo. It is the combination of several components that give our brand its distinct visual look and feel. The brand identity includes the logo, colours, graphic elements and typography styles. It is essential that these guidelines are followed to enable strong and consistent application of the visual style across all media. This will build audience brand awareness and recognition.

COMPANY OVERVIEW

ABOUT US ..............................................5

3.1 3.2 3.3

LOGO

4 4.1 4.2 4.3

2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10 2.11

PRIMARY LOGO......................................7 REVERSED LOGO...................................8 LOGO VARIATION..................................9 MINIMUM SIZE....................................10 CLEAR SPACE......................................11 LOGOMARK.........................................12 MONOCHROMATIC LOGO....................13 USAGE..................................................14 POSITIONING ......................................15 SOCIAL MEDIA PRESENCE....................16 BACKGROUND.......................................17

COLORS

COLOR PRESENTATION........................ 19 PRIMARY COLORS.................................20 SECONDARY COLORS............................21

TYPOGRAPHY ROBOTO................................................23 KEEP CALM...........................................24 SAMPLE SETTING...................................25

COMPANY OVERVIEW

Whether you are a first-time buyer, trading up to your next home, getting into property investment or wanting to switch to a lower interest rate, MortgageAdvisor.ie will guide you from the start until your mortgage is concluded.

1.1

COMPANY OVERVIEW About us

BRAND GUIDELINES

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LOGO

MortgageAdvisor.ie logo is the main visual element that identifies a brand. The logo is a combination of the company name and icon.

2.1

BRAND GUIDELINES

LOGO Primary logo

The MortgageAdvisor.ie primary logo lock-up consists of two elements: the logomark and the wordmark. The primary logo and wordmark are the official trademarks and primary symbols of the MortgageAdvisor.ie brand. They are not permitted to be altered or re-proportioned in any way, except as specified in this manual. To maintain art integrity, they must be reproduced from original files.

Font: Wordmark: Keep calm Colors : Logomark: Navy Wordmark: Navy

#2d3277 Orange #2d3277 Orange

#e88936 #e88936

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2.2

BRAND GUIDELINES

LOGO Reversed logo

The reversed logo is used when the logo appears in white on a solid background, such as the navy color demonstrated here. The logo can only appear in this format on a solid-color background.

Font: Wordmark: Keep calm Colors : Logomark: White Wordmark: White

#FFFFFF Orange #FFFFFF Orange

#e88936 #e88936

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2.3

BRAND GUIDELINES

LOGO Logo variations

When circumstances do not allow the use of the primary logo, use the secondary logo or the icon.

PRIMARY LOGO

SECONDARY LOGO

ICON

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2.4

BRAND GUIDELINES

LOGO Minimum size

The logo should not be reproduced smaller than the specified minimum size, as doing so compromises its readability.

Just as the logo should not be shown smaller than the minimum size, it should also not be made proportionally too large for its intended usage. To make sure our logo is always visible we've determined a minimum display size for the digital usage (in pixels) and printed material (in millimeters and inches).The minimum sizes described are applicable for displays of 72 DPI. If the display screens have higher

DPI/retina minimum size should be adapted proportionally.

Minimum size

94 px • 25 mm • 1”

38 px • 10 mm • 0.4”

Optimal size

132 px • 35 mm • 1.3”

75 px • 10 mm • 0.7”

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2.5

BRAND GUIDELINES

LOGO Clear space

Our logo is what connects with customers and it is the #1 item that costumers will associate with our brand, therefore it needs to stand out, respecting the perfect amount of clear space will give our logo the optimal legibility, visibility, prominence, and impact. Do not place any text, graphics or

images within this area of clear space. The example here shows the minimum amount of space required. Whenever possible, more clear space than the minimum shown here is preferred.

*These rules apply to all the logo variations.

Primary Logo Clear Space

The primary logo clear space is 1/2 of the height of the logo.

Secondary Logo Clear Space

The secondary logo clear space is equivalent to the height of the logo.

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2.6

BRAND GUIDELINES

LOGO Logomark

Th brandmark is our symbol. This symbol can be used alone to reinforce our brand or when we cant use the primary or secondary logo due to

restricted space. There are a couple of different ways to use it but always keep in mind that the clear space around the brandmark is equivalent to 1/2 of its height.

PRIMARY VERSION

WHITE

BLACK

GRAY-SCALE

CLEAR SPACE

FAVICON

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2.7

LOGO Monochromatic logo

BRAND GUIDELINES

A monochrome logo is a black, white or gray version of your logo. It is therefore made up of a single colour without tints/percentages. Common uses for a monochrome logo include the following: Faxheads: Because of the loss of tonal details when a document is faxed, a monochrome logo is the best format for the retention of clarity and legibility. Unusual surfaces: Some applications of your company logo requires the use of a monochrome logo. Common examples include sandblasting onto glass (traditional or vinyl application), engraving in wood/metal/plastic or embroidering onto uniforms. Collaborations: There are situations where your logo will be featured alongside some other brands, eg. corporate sponsorships, collective projects and other collaborations. The easiest way to prevent visual clutter in the design space and let everyone have an equal share of the brand real estate is to present all the logos in monochrome.

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2.8

LOGO Usage

BRAND GUIDELINES

DO'S 1. This is the preferred logo version 2. The main rule for choosing the right logo version to put over a background is contrast. The logo must be clearly legible

3. The black version is used in B&W printing 4. This icon is used as favicon and when circumstances do not allow the use of the primary logo

DON'TS 1. Don’t change the colours

2. Don’t add an outline to the logo 3. Don’t put the logo on a background without sufficient contrast 4. Don’t modify the logo 5. Don’t rotate the logo 6. Don’t change the opacity 7. Don’t stretch or condense the logo 8. Don’t change the font 9. Don’t crop the logo

mortageadvisor.ie

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2.9

LOGO Positioning

BRAND GUIDELINES

The following represents the recommended positioning options for the logo. 2

Building signage:

Packaging:

Tradeshow:

Websites:

Primary exterior

Box

Primary view

Homepage

Documentation

Secondary view

Secondary pages 1

PowerPoint:

Business card:

Advertising:

Collateral: 8

Title page slides

Front and back

Single pages

Cover vs. interior

Section dividers

PAGE 15

2.10

LOGO Social media presence

BRAND GUIDELINES

TThese are the recomended images for each picture. It important to keep consistency in all networks.

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2.11

LOGO Background

BRAND GUIDELINES

The following represents the ideal logo-background matching. The main rule is that the logo must be clearely readable, and the primary color set should be used whenever possible, so the designer has the freedom of choice with respect to these rules.

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COLORS

Color plays an important role in the our brand identity. The primary colours reflect the one voice colour scheme. The secondary colour schemes are for variations and sub brands.

3.1

COLORS Color presentation

BRAND GUIDELINES

Color is an integral part of brand identity. Consistent use of the colour palette not only reinforces the cohesiveness of the brand, but also serves a psychological purpose by communicating certain feelings to our audience. Our color palette consists of the following colours:

Orange

Navy

Blue

Yellow

Black

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3.2

COLORS Primary colors

Orange CMYK

(6, 54, 84, 0)

RGB HEX Pantone

(232, 137, 54) E88936 158 C

Navy CMYK

(99, 91, 20, 6)

RGB HEX Pantone

Blue CMYK RGB HEX Pantone

Yellow CMYK RGB HEX

Pantone

Black CMYK

RGB HEX Pantone

BRAND GUIDELINES

(45, 50, 119) 2d3277 2756 C

%100

%80

%60

%40

%20

%100

%80

%60

%40

%20

%100

%80

%60

%40

%20

%100

%80

%60

%40

%20

%100

%80

%60

%40

%20

(65, 0, 10, 0) (53, 201, 232) 35C9E8 298 C

(0, 25, 93, 0) (255, 197, 1) FFC501 7758 C

(68, 59, 56, 64) (54, 54, 54) 363636 152 C

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TYPOGRAPHY

Typography is another important style item of MortgageAdvisor.ie brand. The following type hierarchy is used to ensure consistent style across all brand communications.

4.1

TYPOGRAPHY Roboto

Usage

Roboto is used in body text, headings and subheadings.

Glyph

BRAND GUIDELINES

Description

oboto is a neo-grotesque sans-serif typeface family developed by Google as the system font for its mobile operating system Android, and released in 2011 for Android 4.0 "Ice Cream Sandwich". The entire font family has been licensed under the Apache license. In 2014, Roboto was redesigned for Android 5.0 "Lollipop"

Characters

a b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

9876543210 (!@#$%&.,?:;)

Example

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4.2

TYPOGRAPHY Keep Calm

Usage

Keep Calm is used as an alternative font for the logo tagline, headings and subheadings.

Glyph

BRAND GUIDELINES

Description

Keep Calm is the secondary brand typeface. It has a clean and contemporary style.

Characters

a b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

( ! @ # $ % & . , ? : ; )

Example

Title example

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4.3

TYPOGRAPHY Sample settings

Lorem ipsum dolor sit amet, consectetuer adipiscing

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy

BRAND GUIDELINES

HEADINGS FONT: Keep Calm COLOR: #333333

SUBHEADINGS FONT: Keep Calm SIZE: 24 pt COLOR: #333333

BODY TEXT FONT: Roboto SIZE: 11 pt COLOR: #666666

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