Aspire Bank brand book

STYLE GUIDE 1

Table of Contents

Brand Overview...........................................................................1 Mission & Vision..........................................................................2 Color Palette................................................................................4 Logo.............................................................................................6 Logo Usage..................................................................................10

Logo Component Usage..............................................................12 Typography..................................................................................16 References...................................................................................20

Brand Overview Aspire Bank is a rapidly expanding, full-service bank. Built by hard-working and dedicated professionals, Aspire Bank is building a brand that is both sophisticated and approachable.

The customer-centric atmosphere requires a warmth, reflected by both the employees and the color palette. It is also vital to communicate simply and directly, which is addressed by the font choices.

The end goal is to create a brand that is trustworthy and secure, but also approachable for every customer, from first time car-buyers to high net worth individuals.

1

Mission & Vision MISSION: Aspire Bank is a professional and customercentric business focused on helping customer achieve their dreams.

.

2

VISION: We will always be working towards becoming the largest bank in the United States, while staying devoted to our core values of: • • • •

outstanding focus on customer values offering a wide range of products and services growing and maintaining a trusted brand providing a safe and secure environment for consumers

Mission & Vision MISSION:

VISION:

Brand Mission Keywords: Professional and sophisticated

Brand Vision Keywords: Trustworthy, safe and secure

3

Color Palette The color palette is a reflection of the sophistication that Aspire bank wishes to portray, but it also incorporates vibrant colors to keep the bank’s re-brand modern and relevant.

The vibrant blue is the main color in the newly created logo, with the lighter gold being used in the logomark.

The light blue and cream are intended to play a grounding role in the palette, and be used for background (as they do in this book).

These colors all work together to represent a rich yet modern feel, with enough flexibility to work across all the different media necessary in the re-branding of Aspire bank.

4

Color Palette CYMK:8,29,87,0 RGB: 235,181,63 Hex:eab541

CYMK:34,48,84,13 RGB: 158,122,67 Hex:9e7942

CYMK:73,12,9,0 RGB: 24,172,212 Hex:16abd3

CYMK:23,1,3,0 RGB: 192,228,241 Hex:bfe3ef

CYMK:5,1,13,0 RGB: 240,244,225 Hex:f1f4df

5

Logo The entire logo, including the words, “Aspire Bank”, the logomark “AB” and the tag line, represents the entire aspect of the re-brand. The different variations, including a four color version on a white background and a black and white version, are pictured to the right.

RULES FOR USAGE This logo should only be used when it is large enough for the tag line to be read. Please follow the rules outlined on pages 10-11.

The different components of the logomark can be used separately, under the guidelines outlined in the Logomark Component section, pages 12-13.

6

Logo Examples Four Color Logo on white background

Black Logo on white background

7

Logo Examples The entire logo, a four color version on a black background is pictured on the right. For both of these versions, though a black background is preferred, any dark color is appropriate.

A white logo on a black background is pictured to the right. When choosing between the black and white version to use, always use the one that provides the most contrast.

8

Logo Examples Four color logo on black background

White logo on black background

9

Logo Usage

10

Always leave our logo room to breathe.

Never squish or stretch our logo.

Logo Usage Do use the logo on subtle textures.

Do not use the logo on busy textures.

11

Logo Component Usage

12

Always use the name logo component independently.

Never include the tag line with just the name logo component.

Logo Component Usage

Do use the logomark component in any of the palette colors.

Always create strong color contrast.

Do use the tag line, centered, beneath the logomark.

13

Logo Component Usage

Do use the logomark, and only the logomark, to emboss.

Do use the logomark, and only the logomark, as a bug.

14

Logo Component Usage

Never use the tag line as an individual component.

Do choose the logo, or one of the components, that fits best on each different piece of collateral.

15

Typography PRIMARY TYPEFACE: Calibri Calibri is the font used for the tag line, “We get where you’re going.” It is the primary font for Aspire Bank. It may be used for subheads and all body copy. All subheads that are sentences should be upper and lowercase. No glyphs are available for this font.

Point size of the sub headers can vary dramatically.

Normal body copy text for print materials should be in the 10 pt to 14 pt range. For captions or references, no smaller than 8 pt.

When used on a website, and materials made to be viewed electronically, always use Calibri Light.

16

Typography

Aa Calibri Regular (Print)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 =~!@#$%^&*()+[]\{}:;â&#x20AC;&#x2122;<>?,./

Variations include: Calibri Light (Web) Calibri Light Italic Calibri Italic Calibri Bold Calibri Bold Italic 17

Typography HEADER TYPEFACE: Khmer UI Khmer UI is the font used for all headers. Headers may be written in all uppercase letters, or upper and lowercase (if the header is a sentence.)

Point size of the headers can vary dramatically.

18

Typography

Aa Khmer UI Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 =~!@#$%^&*()+[]\{}:;’<>?,./ Variations include:

Khmer UI Bold

19

References Busy Texture [Illustration]. Retrieved on August 24, 2014 from http://www.syncronia.com/uploads/ files/p53/ico/thumby600_navajo_coll_zig_zag_black_on_cream_diffuse.jpg Lobby [Photograph]. Retrieved on July 10, 2014 from http://www.3dmodelfree.com/imguploads/Image/0911/3d/20/3.jpg Rusty Stencil [Photograph]. Retrieved on July 10, 2014 from http://www.amyshawley.com/storage/ rustystencil2small.jpg?__SQUARESPACE_CACHEVERSION=1336083148297 Safe deposit boxes [Photograph]. Retrieved on August 24, 2014 from http://elliottanalysis. com/2013/05/12/storage-for-gold-and-silver/ Woman and financial advisor [Photograph]. Retrieved on July 10, 2014 from http://www.shutterstock.com/pic-190999064/stock-photo-woman-meeting-financial-adviser-forbusiness-project.html?src=iK+Az6cqlyPcDmyboVbo5Q-2-29

20

21

22