BRAND GUIDELINES
By
INTRODUCTION Welcome to the Brand Identity system for Morriss Insurance. This style guide has been created to ensure consistent application of your identity across all platforms and mediums. Bookmark it for easy reference.
MAIN LOGO Your logo is a strategic business asset. Treat with care.
1
Your main logo in full colour.
2
Looks rather fetching on a dark background too.
1
2
ALTERNATE LOGOS You never know when or where your logo will need to appear. A great logo is ready for anything.
1
White for black or dark backgrounds.
2
Black for white or light backgrounds.
1
2
MOVING PARTS Your logo consists of moving parts which may be applied separately, according to the medium or platform. Together, they comprise your logo.
1
Brand Mark
2
Logo Type
3 Logo
1
3 2
3
DOS Golden rules that honour your brand identity wherever it goes.
1
Let your logo breathe, it needs some space.
2
Make sure your logo stands out against a busy background.
1
2
DON’TS Key points to maintain the integrity of your Brand Identity.
1
Do not rotate your logo, it gets dizzy.
2
Avoid placing your logo on alien colours.
3
Prevent your logo from disappearing into the background.
4
Careful not to stretch when resizing.
1
2
3
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BRAND COLOURS Colour gives your brand its personality and reflects its values. Morriss Insurance is represented by the ever-stoic blues and greens. Blue for authority, trust, loyalty and strength. Green also brings trust to the table, and a sense of growth, health and prosperity.
CMYK color model used in color printing. CMYK refers to the four inks used in color printing: cyan, magenta, yellow and key (black). RGB
color model in which red, green, and blue light are added together to reproduce colors, used for all electronically displayed documents.
HEX
used in HTML, CSS, and other computing applications, to represent colors.
Dark Green (primary)
Light Green (primary)
CMYK
C 73
M 21
Y 63
RGB
R 72
G 150
B 120
HEX
499678
K 4
Dark Blue (secondary)
CMYK
C 73
M 21
Y 63
RGB
R 98
G 203
B 162
HEX
62CBA2
K 4
Light Blue (secondary)
CMYK
C M 100 64
Y 51
RGB
R 0
B 75
HEX
003C4B
G 60
K 43
CMYK
C 65
M 12
Y 24
RGB
R 82
G 175
B 189
HEX
52AFBD
K 0
FONTS FOR PRINT Use the following fonts for print applications. Examples include brochures, business cards, letterheads and business collateral. 1. Headings 2. Sub-headings 3. Body copy
1. Headings
AA
2. Sub-headings
3. Body Copy
AA
Aa
Bebas Upper Case
Helvetica Light Condensed Upper Case
Helvetica Light Sentence Case
Example:
MAIN HEADING SUB-HEADING Aquis dellabo. Et am, voluptae. Namusapis volorep reribus, qui corrore pelleca tiationseque nulla si iligendam que re pliquunt odi dolut voloriam, sum et pa sit erroviducita. Aquis dellabo. Et am, voluptae. Namusapis volorep reribus, qui corrore pelleca tiationseque nulla si iligendam que re pliquunt odi dolut voloriam, sum et pa sit erroviducita.
Aquis dellabo. Et am, voluptae. Namusapis volorep reribus, qui corrore pelleca tiationseque nulla si iligendam que re pliquunt odi dolut voloriam, sum et pa sit erroviducita. Aquis dellabo. Et am, voluptae. Namusapis volorep reribus, qui corrore pelleca tiationseque nulla si iligendam que re pliquunt odi dolut voloriam, sum et pa sit erroviducita.
FONTS FOR WEB Use the following fonts when creating business or brand collateral from a computer. Examples include emails, documents and presentation decks. 1. Headings 2. Sub-headings 3. Body copy 4. Email Body Copy 5. Email Signature
1. Headings
2. Sub-headings
3. Body Copy
AA
AA
Aa
Arial Narrow Bold Upper Case
Arial Narrow Regular Upper Case
Arial Regular Sentence Case
4. Email Body Copy
5. Email Signature
Aa
SEAN MORRISS
Arial Regular 11pt Black
Director | MORRISS INSURANCE M+ 61 407 891 513 | T+61 2 8209 3482 311/460 Pacific Hwy Crows Nest NSW 2065 sean@morrissinsurance.com.au Connect with me on Linkedin
FILE TYPES Printing is a high-resolution business, and it demands a particular type of file. Requirements like ‘low-res’ or transparent backgrounds are unique to the online environment. For the correct application of your logo, it is important to know the difference between the file types provided. Because we care, we’ve prepared a reference guide for you.
.jpg
Use your .jpg file for online applications or for printing.
.png
Your .png file has a transparent background. Use this file for online when applying onto a background image.
Your .pdf file is the most versatile of the file types as it can be used across all mediums. Use your .pdf for print.
.eps
Your .eps can be used for high resolution printing (eg. billboards, posters or book covers).
APPLICATION & USAGE Your brand identity extends to every touchpoint and is now ready to take on the world. Look at it go.
* Social media channels yet to come.
Morriss Insurance | Brand Identity Guidelines V1
July 2013 | brandiam.com.au