Indymac Brand Standardization Guideline by Paveena Klaisuban

GR 604 The Nature of Identity

Brand Standardization Guideline

IndyMac // Brand Standardization Guideline

Contents

Brand Strategy Brand History

Brand Timeline

Competitors

Brand Soul

Brand Mission

Audience Profiles

Brand Grid

Logo Development

Brand Standards

Brand Extensions

IndyMac // Brand Standardization Guideline

Brand Strategy

IndyMac // Brand Standardization Guideline

History

IndyMac was born in 1985 but it was originally called Countrywide Mortgage Investment by David Loeb and Angelo Mozilo. It was built to collateralize Countrywide Financial loans that were too large to be sold to Fannie Mae or Freddie Mac. In 1997, Countrywide Mortgage Investment was spun off and became IndyMac. The Mac in IndyMac is short for Mortgage Corporation. In 1999, IndyMac loaned out record amounts - $1.6 billion in the first quarter alone. In July of 2000, IndyMac became IndyMac Bank when it acquired SGV Bancorp. In 2004, IndyMac expanded by buying a company called Financial Freedom, a company in the business of creating and servicing reverse mortgage loans. Two more acquisitions or IndyMac came in 2007; first up was New York Mortgage Company, which was an East Coast mortgage bank. Later that year the company bought Barrington Capital Corporation, which was a mortgage bank located on the West Coast. The primary causes of IndyMacâ&#x20AC;&#x2122;s failure were largely associated with its business strategy of originating and securitizing Alt-A loans on a large scale. This strategy resulted in rapid growth and a high concentration of risky assets. From its inception as a savings association in 2000, IndyMac grew to the seventh largest savings and loan and ninth largest originator of mortgage loans in the United States. During 2006, IndyMac originated over $90 billion of mortgages. Before its failure, IndyMac Bank was the largest savings and loan association in the Los Angeles area and the seventh largest mortgage originator in the United States. IndyMacâ&#x20AC;&#x2122;s collapse was not an isolated incident. It was one of many, as other banks failed in its wake. The world economy also suffered; banks both within and outside the U.S. had to be bailed out. The collapse of IndyMac was one of the biggest dominoes in the banking world, but as one of the first banks to fail, it only provided a glimpse into the difficulties the U.S. banking system would go on to face in 2008 and 2009.

â&#x20AC;&#x153;IndyMac Bank was the largest savings and loan association in the Los Angeles area and the seventh largest mortgage originator in the United Statesâ&#x20AC;?.

IndyMac // Brand Standardization Guideline

Timeline

The company was born as

IndyMac changed its name to

“Countrywide Mortgage

“IndyMac Bank” and became

1985

and Angelo Mozilo.

Countrywide Mortgage Investment was spun off and became “IndyMac”

the ninth largest bank headquartered in California.

2000

Investment” by David Loeb

1997

“Financial Freedom”

2007 IndyMac’s aggressive growth strategy, use of Alt-A and other nontraditional loan products, led to its demise when the mortgage market declined in 2007.

IndyMac Bancorp filed for Chapter 7 bankruptcy on July 31, 2008.

2008

buying a company called

$90 billion of mortgages.

2006

2004 IndyMac expanded by

The company originated over

IndyMac // Brand Standardization Guideline

Competitors

Direct

Ancillary

Future

IndyMac // Brand Standardization Guideline

Brand Soul

Achieving the American Dream financially.

Brand Mission

To help the new generation achieving their life and do better financially, we offer specialized local real estate and mortgage services with competitive rates, low down payment options and personalized service. 13

IndyMac // Brand Standardization Guideline

Audience Profile

Audience 1

Ashley Occupation: Registered Nurse Salary: $100,000 Age: 37 Status: Widow Location: Sacramento, CA USA Bio Ashley is 37 years old; she is divorced and raising her 9 year-old-son. Her hobbies are sports; especially yoga, music and movies. She likes to go for a yoga class on weekend while his son is in an art class. Ashley tends to eat organic food and less meat. She is not so good at money management. She applies for several credit cards because of the good marketing. To fully understanding her personal finance state seems daunting.

Goals in life Master five yoga poses and having a good health.

Audience 2

Sherif Occupation: Personal Financial Advisor Salary: $89,500 Age: 45 Status: Married Location: Santa Monica, CA, USA Bio Sherif is 45 years old, a husband, father and personal financial advisor. He works very hard which make it hard for him to manage his time. He wishes he can spend more time with his son and his wife or do something he loves. Sherif likes outdorr activities such as surfing, hiking, and camping. As a financial advisor, he has no problem managing his own financial situation. He chooses Chase to help him manage his finance because of the sense of trust.

Goals in life Live happily with my loved ones.

IndyMac // Brand Standardization Guideline

Audience Profile

Audience 3

Paul Occupation: Accountant Salary: $116,000 Age: 54 Status: Divorced Location: San Diego, CA USA Bio Paul is a 54-year-old father, divorced. His daughter is 30 years old who lives in New York city. So he doesnâ&#x20AC;&#x2122;t have to take responsibility for his family. He lives independently in a fancy apartment right in the city of San Diego. He has a girlfriend but without commitment. He spends most of his time at work. He drinks and smokes regularly to help him relaxed after stress hours at work. Paul has many saving accounts with several banks such as Wells Fargo, Chase, and Bank of America in order to compare the interest rate.

Goals in life Having a single-family house, a fancy car, and a stable job.

Audience 4

Tirsa Occupation: Freelance Artist Salary: $55,800 Age: 29 Status: Single Location: Los Angeles, CA, USA Bio Tirsa is 29 years old; she is single and has no boyfriend. She never wants ay kids. Tirsa is an introvert type of person. She likes painting, drawing and fine art. Besides doing her job, she is a practice dancer. Tirsa uses Instagram and Facebook to share her work. She likes to get a stable job with stable income. She lives independently in an apartment in Los Angeles area. Tirsa is very considerate and compassionate for example she likes to help disable people she meets. Financially, she manages her expense well but still needs credit card in case of emergency. She has bank accounts with Wells Fargo and Chase.

Goals in life Having an international nonprofit organization.

IndyMac // Brand Standardization Guideline

Audience Profile

Audience 5

Jacob Occupation: Maintenance Mechanic Salary: $67,600 Age: 25 Status: Single Location: San Francisco, CA USA Bio Jacob is 25 years old. He is single and sometimes has a girlfriend because he doesnâ&#x20AC;&#x2122;t like any kind of commitment. So he never wants to have any kids as well. He holds a GED and wishes he can get a higher education and get a better job. Skating, pottery, and gardening are his interests. He likes to use his money to travel and socialize. He buys a car by cash because he doesnâ&#x20AC;&#x2122;t want to deal with loans and interest. Jacob lives with his father and he plans to live on his own in the future. But he is not sure if he wants to buy a house or an apartment. He has a saving account with First Bank because it is the local bank in his area.

Goals in life Be happy and at peace with myself.

Audience 6

Chloe Occupation: Mental Health Counselor Salary: $42,800 Age: 41 Status: Married Location: Santa Barbara, CA, USA Bio Chloe is a 41-year-old mother with 2 kids. She works 4 days a week as a mental health counselor. She loves her job because it allows her to meet new people and help people. She often uses Twitter, Instagram, and Facebook for social media. Chloe mostly spends her 3 days off with her children and her husband, doing outdoor activities or having fun at home. She also loves reading and writing. Chloe and her husband have a mortgage with Mission Federal credit union. She chooses a credit union because it offers very low fees and interests. And she thinks she does well with the mortgage as long as she is on top of it.

Goals in life To have enough in life.

IndyMac // Brand Standardization Guideline

Brand Grid

Before

IndyMac

After

IndyMac

IndyMac // Brand Standardization Guideline

Keywords

Credible

Straightforward

IndyMac // Brand Standardization Guideline

Logo Development

IndyMac // Brand Standardization Guideline

Divergent Ideas

IndyMac // Brand Standardization Guideline

Tight Sketches

IndyMac // Brand Standardization Guideline

Tight Sketches

IndyMac // Brand Standardization Guideline

Tight Sketches

IndyMac // Brand Standardization Guideline

Brand Standards

IndyMac // Brand Standardization Guideline

Logo

Logo Principles: The Indymac logo is iconic and unique. Its characters maintaining brand equity while reinforcing brand leadership, confidence, and reliability.

Black

Reversed

IndyMac // Brand Standardization Guideline

Clear Space

Clear Space: Give it space. To

Minimum Size: To ensure that

Signature: Always set text

preserve the integrity and visual

the Indymac logo reproduce

aligned right. Use the x space

impact of the Indymac logo,

legibly at smaller scales, no logo

to create the space between

always maintain adequate clear

usage smaller than 22 mm.

signature and the logo. The

space around it. The clear space

example signatures were

around the logo is an integral

set in 19pt., 50 leading, and

part of its design, and ensures

+170 tracking.

the logo can be seen quickly, uncluttered by other logos, symbols, artwork, or text.

Clear Space

X/9

Minimum Size

Signature

22 mm x

9 mm

Realtor

recruiter

Educator 41

IndyMac // Brand Standardization Guideline

Corporate Colors

The Indymac logo should work

as reversed logo treatments.

across all reversed media. The

So whether the Indymac logo

style you choose will depend

appears on the signage, the

on the environment in which

Web, in print, on screen, or on

the logo appears. To ensure the

a product, you have near infinite

expression of the logo is right

design flexibility to adapt

for its context, weâ&#x20AC;&#x2122;ve created a

the logo to its appropriate

system that includes PANTONEÂŽ

design context.

color, and solid CMYK as well

PANTONE

ORANGE 021 C

CMYK

C0 M77 Y100 K0

RGB

R242 G97 B33

HEX

F26121

PANTONE

BLACK C

CMYK

C63 M62 Y59 K94

RGB

R45 G41 B38

HEX

2D2926

IndyMac // Brand Standardization Guideline

Typography

Primary Typeface: The primary

Secondary Typeface: The

face for all Indymac communica-

secondary face, Warnock Pro, is

tions, Neue Haas Grotesk, is

made up of three weights: Light

made up of three weights: Light,

Caption, Caption, and Semibold.

Medium, and Bold. The majority

This typeface should be used as

of Indymac’s communication

subtitle body text and caption.

should be set in Light, Medium,

Always add at least 25 tracking

and Bold as subtitle and head-

and +4 leading from its point size.

line. Always add 10 tracking for those and +3 leading from its point size.

Primary Typeface

Neue Haas Grotesk 45 Light abcdefghijklmnopqratuvwxyxABCDEFGHIJKLMNOPQRATUVWXYX 1234567890+=-&%#$!⅓¶£¥{}[]\<>;:?@ Neue Haas Grotesk 65 Medium abcdefghijklmnopqratuvwxyxABCDEFGHIJKLMNOPQRATUVWXYX 1234567890+=-&%#$!⅓¶£¥{}[]\<>;:?@ Neue Haas Grotesk 75 Bold abcdefghijklmnopqratuvwxyxABCDEFGHIJKLMNOPQRATUVWXYX 1234567890+=-&%#$!⅓¶£¥{}[]\<>;:?@

Secondary Typeface

Warnock Pro Light Caption abcdefghijklmnopqratuvwxyxABCDEFGHIJKLMNOPQRATUVWXYX 1234567890+=-&%#$!⅓¶£¥{}[]\<>;:?@ Warnock Pro Caption abcdefghijklmnopqratuvwxyxABCDEFGHIJKLMNOPQRATUVWXYX 1234567890+=-&%#$!⅓¶£¥{}[]\<>;:?@ Warnock Pro Semibold abcdefghijklmnopqratuvwxyxABCDEFGHIJKLMNOPQRATUVWXYX 1234567890+=-&%#$!⅓¶£¥{}[]\<>;:?@

IndyMac // Brand Standardization Guideline

Unauthorized Uses

Relative Positioning

Do not alter the proportions of the elements or sepa-

Skew, Distort or Rotate

Do not skew the logosâ&#x20AC;&#x201D;scale them proportionally.

rate the wordmark

Hue and Tone

Do not use the logo on colors that will hide or clash

Busy Background

Do not use the logo over busy backgrounds.

with the colors in the logo.

Pattern

Do not use the logomark or wordmark to create a pattern or border and do not use them as a background.

Stoke

Do not add or use stoke for the wordmark.

indymac Text and Typeface

Do not replace any of the typefaces.

Color and Tint

Do not change the color or tint of any of the elements.

Graphic and Shapes

Do not add shapes, graphics, or text to the identity.

Effects

Do not add a drop shadow or any other effects to the identity.

Gradient

Do not use gradient.

The Rule

Do not use the type without the rule.

IndyMac // Brand Standardization Guideline

Imagery

Use four-color, minimal and less busy style for all imagery. Corporate colors and be applied as overlay or multiply.

IndyMac // Brand Standardization Guideline

Business System

Business Card Standard Size 9.3 cm x 5.48 cm

The business system includes a business card, letterhead, folder, and envelope.

2.8 cm

2.4 cm

Margin 0.5 cm

4.5 cm

Letterhead & Envelope 8.5" x 11"

Margin 1 cm

4.2 cm

2.3 cm

10 cm

6.5 cm 51

IndyMac // Brand Standardization Guideline

Application

The application includes an app, ATM machine, credit card, signage, and printed advertising.

IndyMac // Brand Standardization Guideline

Brand Extensions

IndyMac // Brand Standardization Guideline

Realtor

Indymac Realtor is dedicated to providing the most up-todate market data in the area. Our team is made up of caring, knowledgeable professionals that work tirelessly to help you with the home buying and selling process.

IndyMac // Brand Standardization Guideline

Recruiter

Indymac Recruiter helps you find your dream jobs. We offer the most updated jobs and smart matching technology.

IndyMac // Brand Standardization Guideline

Educator

Indymac Innovative Learning is committed to provide a brighter future. We offer online training programs to advance your career by having the most innovative ways to learn.

Blu Klaisuban

Spring 2019

04510399

GR 604: The Nature of Identity Instructor: Thomas Mcnulty