Brand book - Empirico

Branding Guideline Version 1

CONTENTS

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HOW TO USE T HIS DOCU ME NT

1

OUR COMPANY

2

Co mp any ove r v i ew O ur missi o n B rand a t t r ibu tes

3 4 5

V ISUAL IDENT IT Y

6

Our logo Lo g o ra t i o nal e Lo g o st r u ct ure Prefe r re d l o g os A l te r na te l o g os O n - scre e n l o g os Bu f fe r zo n e M inimum size O n b a c kgrounds Imp ro p e r usa g e

Ta g l i n e C o nf i gura t i o n Wo r l d ve r iso n C o l our ve rsi o n M inimum size

7 8 9 10 11 12 13 14 15 16 17 18 19 20 21

C o l ou r s Pr im ar y c o l ours S e c o nd ar y c o l ours

22 23 24

Imagery Subje ct m a t te r / St y l e Imp ro p e r im a g e r y

25 26 27

Ty p o g ra p hy Lo g o t y p efa c e P r im ar y t y p efa c e Syste m t y p efa c e Ty p e set t ing gui d e

28 29 30 31 32

Animation Sto r y b o ard A nim a t i o n

33 34 35

DIVISIO NS I nt ro du ct i o n St r u ct ure I m p ro p e r usa g e

36 37 38 39

APPL ICAT IO NS

40

G ra p h i c e l e m e nt s Sta t i o nar y grap hi c s O n - sc re e n grap hi c s A l te r na te grap hi c s

41 42 43 44

S ta t i o n a r y Busin ess c ard (f ro nt / b a c k) Let te r h e a d (f ro nt / b a c k) Enve l o p e

45 46 48 50

U sa g e S i gna g e Pro m ot i o nal i te ms We bsi te

51 52 53 54

B R AND MANAG E ME NT

55

H OW TO U S E T H E E M P I R I CO B R A N D I N G G U I D E L I N E

How to use the Empirico branding guideline Welcom e to the Em pirico B randing Gui d elin e. This do cum e nt will give you d etails ab out our coop e rations visu al i d e ntit y, and how to cre ate materials for a uni fi e d lo ok. Th e gui d elin e buil d a consiste ncy of b randing communications in the communit y that we op erate d.

Em pirico cre ates a sp e ci fic visu al i d e ntit y for our cu stom e rs and au di e nc e by using this b randing gui d elin e. Th e com pany ove r vi ew intro duc e our histor y, ser vic es, m ission state m e nt a s well a s our valu e. Th e visu al i d e ntit y par t conveys the m e aning of our lo g o. It is introducing what is our visu als reli e d on. ( colour pal et te, t y po graphic syste m, and oth e r rel ate d visu al to o l. We also market our divisions in this do cum ent as well. The application par t is the stationar y that com pl e m e nt our visu al i d e ntit y. We d esi gnate d to u se variou s of rel ate d visual el em e nts such a s we bsite, promotional ite ms, u sa g e.

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OUR COMPANY 1. Company Over view 2. Our Mission 3. Brand At tributes

O U R C O M PA N Y

Company overview EM PI R I CO is th e bu sin ess of investm e nt and insuranc e solutions. For ove r 10 0 ye ars, Em pirico ha s b e e n h elping our cu stom e rs make smar t financi al choic es, whil e provi ding the ri ght insuranc e , saving s and investm e nt products to ful fil n e e ds. O ur g o al is to provi d e “practical dire ction” b ase d on strai ght for ward discussion, listening and sound a dvic e... We e ncoura g e our cu stom e r to lo ok for ward th e future, h e nc e our ta glin e b eing “ You r D es irab l e Futu re”

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O U R C O M PA N Y

Our mission We are d e dicate d in building a li fe long trust wor thy rel ationship with our custom ers by provi ding reli ab l e se r vic e and bu sin ess so lutions to ful fill th eir n e e ds. We provi d e our cu stom e rs with th e knowl e d g e to make practical and inform e d d e cisions.

We suppor t and se r ve th e com muniti es in which we op erate.

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4 3

O U R C O M PA N Y

Brand attributes

Confident

SECURE

O ur b rand at tributes is our valu e to our cu stom e rs, whil e refl e cting our characteristics in busin ess. O ur b rand

Informative

at tributes are at the foundation of our corporation and ensures our high standards of b ehaviours and our p er formanc e.

Royal

Powerful

Contributive

Loyal

Invitin g Desirable

Friendly

5 3

VISUAL IDENTITY 1. Logo 2. Tagline 3. Colours 4. Imager y 5. Typography 6. Animation

Our logo Logo rationale Logo structure Preferred logos Alternate logos On -screen logos Clear space Minimum size On background Improper usage

V I S UA L I D E N T I T Y / O U R LO G O

Logo rationale The visual mark shows that our company protects our customers. The t wo cur ved shapes resemble t wo arms. Each arm consists of t wo par ts, one is the arm and the teardrop shape is the hand. These shapes represent our company. The t wo abstract hands protect the dot in the middle. This dot symbolizes our customers.

The t wo arms and hands surround the dot representing our holding of our customers. The customer is our most impor tant element and is at the center of our business. We provide ser vice in order to protect them and their future. An abstract eye is included in the negative space meaning “we keep an eye on our customers and their investments.�

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V I S UA L I D E N T I T Y / O U R LO G O

Logo structure O ur lo g o consists of th e visu al mark and th e lo g ot y p e. Th e visu al mark is b ound e d by a g e om etric circl e. The orang e dot sits in th e c e nte r of th e circl e. S ix g e om etric circl es are the foundation of th e visu al mark , and th e el e m e nts contain e d in th e circl e are ex te nsions of small er circl es.

Th e distanc e b et we e n th e l et te r ‘ M ’ and ‘ P ’ is th e d efin e d a s Y. Th e distanc e b et we e n th e visu al mark and th e lo g ot y p e is 2 tim es that of th e Y distanc e.

Y

Y

2 ×Y

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Y

9

V I S UA L I D E N T I T Y / O U R LO G O

Prefered logos We have a total of six lo g o ve rsions. B e sure to u se th ese lo g os appropri ately. O n th e l ef t are t wo gra di e nt lo g o ve rsions we prefe rre d to u se. Use th ese t wo lo g os in a dvanc e d. O n e is for u se on scre e n and th e oth e r is for print. Use th e CMYK lo g o only wh e n printing. Use th e R GB lo g o for di gital d evic es and m e di a.

G ra d i e nt p ri nti n g v e rs i o n i n C MYK

G ra d i e n t s c re e n ve r s i o n i n R G B

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V I S UA L I D E N T I T Y / O U R LO G O

Alternate logos Thre e alte rnate log os are displ aye d on th e l ef t. Use th ese lo g os wh e n CMYK log os can not b e u se d.

B l ack lo g o positive: u se this ve rsion wh e n the application re quires a simpli fi e d mark in b l ack. Apply this in a li ght b ackground.

B lack logo p ositive

White lo g o n e g ative: u se this ve rsion wh e n the application re quires a simpli fi e d lo g o in white, and th e b ackground is too dark to allow to u se of th e prefe rre d lo g o.

2 colour lo g o version: use this version wh e n th e application re quires a t wo colour or simpli fi e d lo g o.

White logo negative

2 colour logo ver sion p ositive

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V I S UA L I D E N T I T Y / O U R LO G O

On -screen logos Use this thre e R GB lo g os on scre e n for M icrosof t word, Powerpoint presentations, and all the M icrosof t O f fic e Applications.

O nly u se th ese thre e lo g os on di gital d evic es such MACs, P Cs, smar t phon e, etc.

G ra d i e n t s c re e n ve r s i o n i n R G B

2 c o l o u r ve r s i o n p o s i t i ve

S i n g l e c o l o u r ve r s i o n n e g a t i ve

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V I S UA L I D E N T I T Y / O U R LO G O

Buf fer zone Th e lo g o ha s a d efin e d cl e ar spac e that nothing shoul d b e inclu d e d in. This also d efin es th e m inimum distanc e to th e e d g e of a printing do cum e nt. Th e cl e ar spac e around th e lo g o is e qu al to th e X h ei ght of the g e om etric circl e around the visu al mark. Any tex ts, graphic el em ents or oth e r visu al marks are not allowe d to b e position e d in the d efin e d cl e ar spac e.

X

Thi s buffer z one i s functi onal w hen apply the tag li ne w i th the log o

Y X Y

X

X

X

2 Ă—Y

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Y

X

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V I S UA L I D E N T I T Y / O U R LO G O

Minimum size Th e m inimum sizes of th e prefe rre d lo g os and alte rnate d lo g os (inclu ding gra di e nt and non gra di e nt ve rsion) is displ aye d on th e l ef t. O ur prefe rre d lo g o which is in 0 . 2 5 ’’

gra di e nt is a lit tl e l arg e r in ord e r to show

Pr i n t ve r s i o n n o n - g radi ent

th e l e gib ilit y of th e gra di e nt ef fe ct.

P lease note that thi s i s 125% of the actual log o si z e

0 . 3 ’’

Pr i n t ve r s i o n g ra d i e nt

0 . 3 ’’

S c re e n ve r s i o n n o n - g radi ent

0 . 3 6 ’’

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S c re e n ve r s i o n g ra di ent

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V I S UA L I D E N T I T Y / O U R LO G O

On background Th e lo g o coul d b e pl ac e d in eith e r a dark or a li ght b ackground. Wh e n th e b ackground is a dark soli d colour, u se th e white ve rsion. Wh e n th e b ackground is li ght u se our prefe rre d lo g o. Pl e a se make sure that the b ackground shoul d also maintain the legibilit y. This principle is used in various appications such as posters, adver tisements, and publishing layout, etc.

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V I S UA L I D E N T I T Y / O U R LO G O

Improper usage H e re are seve ral ways that are not l e gib l e for u sing th e lo g o. Th e lo g o should n eve r b e modi fi e d in any way. This is eith e r th e positioning or dire ction or color... of the D o n ot e x p a n d

D o n ot s h ri n k

fixe d el e m e nts within th e lo g o. O n th e l ef t

D o n ot a d d stro ke o n

are som e t y pical exam pl e of im prop e r u sa g e of th e lo g o.

D o n ot a d d a d ro p s h a d o w o n

D o n ot fl i p th e c o l o u r

D o n ot c h a n g e th e c o l o u r

Save Your Money

D o n ot re a rra n g e

D o n ot l i n k wo rd s

D o n ot p u t b l a c k l o g o to d a rk

Do not put gradient in the logotype

D o n ot o u tl i n e it

D o n ot u s e with o ut th e vi su a l m a rk

D o n ot rotate it

D o n ot c ro p p i n g it

D o n ot p u t o n p e o p l e’s fa c e

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Tagline Configuration World versions Colour versions Minimum size

V I S U A L I D E N T I T Y / TA G L I N E

Configuration Th e ta glin e is b a se d on our m ission state m e nt: “ We e ncoura g e our cu stom e rs to lo ok for ward their future”, which is communicates our valu e. The ta glin e is stai ght for ward, welcoming, encoura ging, royat y and power ful.

V is ua l M a r k

Th e ri ght postition to pl ac e th e ta glin e is

Lo g o Ty p e

star te d form th e ve r ticl e ex te nsion lin e of th e l et te r ‘ R ’. And e nd with th e ve r ticl e lin e of th e l et te r ‘O’. Also th e ta glin e is lin e d up Y

with th e b a selin e of th e visu al mark. Th e h ei ght of th e ta glin e is b eing d efin e d a s Y distanc e. Th e Y distanc e is d efin e d a s

Y

th e distanc e b et we e n th e b a selin e of th e

2 ×Y

Y

lo g ot y p e and th e b a selin e of th e visu al mark. For more d etail, se e Pa g e 9.

Ta g l i n e F i n a l Lo g o

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V I S U A L I D E N T I T Y / TA G L I N E

International versions We have transl ate d our ta glin e for international usa g e in a various countri es and l angu a g es. It is showing that our company is international and welcoming.

E n g l i s h Ve r s i o n

F re n c h Ve r s i o n

S p a n i s h Ve r s i o n

C h i n e s e Ve r s i o n

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V I S U A L I D E N T I T Y / TA G L I N E

Colour versions H e re are som e exapl es of th e lo g o with ta glin e. Use th ese gra di e nt colour vesion in a dvanc e wh e n is applicab l e. B e sure to cho ose th e ri ght on e. For more d etail, se e Pa g e 10 to pa g e 12.

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V I S U A L I D E N T I T Y / TA G L I N E

Minimum size Th e m inimum size of th e lo g o with ta glin e shoul d b e l e gib l e to re a d. I f th e application is to o small to show th e ta glin e, only u se th e lo g o by itselt, do not 0 . 3 7 5 ’’

make the ta glin e ill e gib l e.

Pr i n t ve r s i o n n o n g ra d i ent

P lease note that thi s i s 125% of the actual log o si z e

0 . 4 ’’

0 . 3 7 5 ’’

0.4”

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Pr i n t ve r s i o n g ra d i e n t

S c re e n ve r s i o n n o n g radi ent

S c re e n ve r s i o n g ra d i e n t

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Colours Primar y colours Secondar y colours

V I S UA L I D E N T I T Y / C O LO U R S

Primar y colours Th e co lour pal et te is ma d e up of th e Em pirico b lu e in a variot y of tints.

C M Y K

100 R 43 96 G 49 34 B 106 10

HE X # 2 B3 1 6 A

C M Y K

C 0 M 65 Y 93 K 0

R 2 44 G 1 21 B 44

HEX #F4792C

100 R 51 98 G 51 9 B 102 9

HEX # 2 A 2 E 7 F

C M Y K

93 82 0 0

R 47 G 75 B 160

HE X # 2 F 4 BA 0

C M Y K

73 53 0 0

R 81 G 117 B 185

HE X # 5 17 5 B 9

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V I S UA L I D E N T I T Y / C O LO U R S

Secondar y colours T h e se c o n d a r y c o l o r i s c o ns i st s of l i g hte r to n e of Em p i r i c o b l u e a n d o ra n g e. T h e c o l ou r u se d C M Y K

46 33 0 0

R 138 G 157 B 207

C M Y K

0 47 77 0

HE X # 8 A9 D C 7 F

HEX #F89D4F

C M Y K

C M Y K

31 19 0 0

R 172 G 190 B 226

HE X # ACB E E 2

C M Y K

7 R 237 24 G 190 100 B 27 0

HE X # EDB E 1 B

P l e a s e not t ha t t his c ol our is o n l y u s e d fo r Emp ir ic o I ns u ra nc e

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i n d i v i s i o n c o m p a n i es i s a l so p rov i d e d a s we l l.

R 248 G 157 B 79

0 7 13 0

R 254 G 236 B 218

H E X # F E E C DA

C M Y K

22 92 56 7

R 1 84 G 55 B 85

HEX #B83755

Pl e a s e n o t t h a t t h i s c o l o u r i s o n ly u s e d fo r E m p i r i c o F i n a n c i a l

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Imagery Subject mat ter Improper usage

VISUAL IDENTITY / IMAGERY

Subject matter / St yle Th e subje ct mat te r for th e ima g e r y convey th e eve r yday li fe, happy li fest y l e, co op eration, hand shaking, famili es, ch e e r ful, bu sin ess a dvic es, o l d e r and young e r g e n e rations, fre e li fest y l e and Educations, etc.

Th e st y l e of th e photo graphy is natural colours, day tim e and nature li ght, etc.

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VISUAL IDENTITY / IMAGERY

Improper imager y D o not u se this kind of ima g e r y a s fo llows: • Lon elin ess • Frustrate d/d epression • M on ey, too lite ral • To o col d or too dark • To o abstract

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Typography Logo t ypeface Primar y t ypeface System t ypeface Type set ting guide

VISUAL IDENTITY / TYPOGRAPHY

Logo t ypeface Em pirico u se Ave nir LT S td a s our lo g o t y p efac e. Ave nir is conte m porar y, mod e rn, round cl e an and inviting. We use Avenir

Aa

M e dium for th e lo g ot y p e and ta glin e.

Avenir LT Std Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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VISUAL IDENTITY / TYPOGRAPHY

Primar y t ypeface O ur S e condar y t y po graphic family is ITC Avant G ard e G othic S td. This t y p efac e is suppor ting th e lo g ot yo e of Ave nir. And it com pl e m e nts nic ely with e ach oth e r.

ITC Avant Garde Gothic Std Extra Light

Always u se this t y p efac e wh e n suppor ting th e lo g o. ( Bu sin ess card, Let te r h e a d,

ITC Avant Garde Gothic Std Extra Light Oblique

l et te r tex ts). Use it for print and on scre e n a s well. C onsi d e ring u se th e H e av y wei ght

ITC Avant Garde Gothic Std Book

appropri ately.

ITC Avant Garde Gothic Std Book Oblique ITC Avant Garde Gothic Std Medium ITC Avant Garde Gothic Std Medium Oblique ITC Avant Garde Gothic Std Demi ITC Avant Garde Gothic Std Demi Oblique

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VISUAL IDENTITY / TYPOGRAPHY

System t ypeface Use this t ypeface when the ITC Avant Garde Gothic is not available.

A r ial Regular Ar ial Italic Ar ial Bold Arial Bold Italic A r ial Black

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VISUAL IDENTITY / TYPOGRAPHY

Type setting guide For Primar y Ty p efac e: ITC Avant G ard e

Icidel eligent quae. Seque quos audisti destium esciendem et quiae. Namusda volupita quae volupta qui doluptibus re dem aliquat pora dolupta ssitatur resci berati totatemposam aut faces sus, numendes intioss itaerro coressu mquissim reritem quas sinum quatur sed ma vent as ut ex et, qui ipicimus dere cus vitius cus debiti ius quia dolori omnitin porepre senis pro etur? Nequam dolorio officium acipsum alit, sam, ut liam, quia nos re, ius. Rum es et odion pro evellaborem fugiam aute quid mod

IT C Avant G arde G othi c E xt ra li g ht, 10/14 pts.

Icidel eligent quae. Seque quos audisti destium esciendem et quiae.

Namusda volupita quae volupta qui doluptibus re dem aliquat pora dolupta ssitatur resci berati totatemposam aut faces sus, numendesintioss itaerro coressu mquissim reritem quas sinum quatur sed ma vent as ut ex et, qui ipicimus dere cus vitius cus debiti ius quia dolori omnitin porepre senis pro etur? Nequam dolorio of ficium acipsum alit, sam, ut liam, quia

IT C Avant G arde G othi c B o ok, 10/15 pts.

Icidel eligent quae. Seque quos audisti destium esciendem et quiae. Namusda volupita quae volupta qui doluptibus re dem aliquat pora dolupta ssitatur resci berati totatemposam aut faces sus, numendes intioss itaerro coressu mquissim reritem quas sinum quatur sed ma vent as ut ex et, qui ipicimus dere cus vitius cus debiti ius quia dolori omnitin porepre senis pro etur? Nequam

IT C Avant G arde G othi c B o ok, 11/16 pts.

Icidel eligent quae. Seque quos audisti destium esciendem quiae. Namusda volupita quae volupta qui doluptibus dem aliquat pora dolupta ssitatur resci berati totatemposam aut faces sus, numendes intioss itaerro coressu mquissim reritem quas sinum quatur sed ma vent as ut ex et, qui ipicimus dere cus vitius cus debiti ius quia dolori omnitin porepre senis pro

IT C Avant G arde G othi c M edi um , 12/17 pts.

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G othic: Always set your t y po graphy fl esh l ef t, and ra g g e d ri ght.

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Animation Stor yboard Animation

V I S U A L I D E N T I T Y / A N I M AT I O N

Stor yboard 1

A singl e cu stom e r intro duc e d

2

4 cu stom e rs introduc e d

3

8 cu stom e rs are introduc e d a s a group form ing a circl e in th e c e nte r.

1

2

3

4 4

Th ese group transforms into a b i g circl e

5

The circl e is b lurring and shrinking into a dot in th e m i ddl e in which is a par t of the Empirico lo g o

6

O n e arm is fa ding introduc e d which m e ans we give a hand to you, we give a

5

6

7

hand to our cu stom e r

8

7

I ntroducing th e oth e r arm

8

I ntroducing th e ta glin e from th e top - ri ght si d e

9

9

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Finally, Empirico lo g o forms

V I S U A L I D E N T I T Y / A N I M AT I O N

Animation Pl e a se acc ess th ese link for our lo g o animation.

ht tp://w w w.youtube.com/watch?v=Sx _ aKk XhhiM&feature=youtu.be

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DIVISIONS 1. Introduction 2. Structure 3. Improper usage

DIVISION

Introduction Empirico Financi al and Empirico I nsuranc e are t wo division of the Empirico Group.

Financial

Insurance

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DIVISION

Structure For more d etail ab out th e structure of th e division, pl e a se refe rs to pa g e 18.

V is ua l M a r k

Lo g o Ty p e

Division name F i n a l Lo g o

V is ua l M a r k

Lo g o Ty p e

Division name F i n a l Lo g o

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3118

DIVISION

Improper usage O n th e l ef t are som e t y pical exam pl es of im prop e r u sa g e of th e Em pirico divisions.

FINANCIAL D o not cha nge t h e l ogo t yp e a n d t he t yp e

D o n o t u s e a l l u p p e r c a s e l e t te r s

Financial

Insurance D o not create a s p e c ia l vis ua l ma r k

Do not change the colour

Insurance Do not repea t t he c ol our o n to t he l o go t yp e

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Financial D o n o t re a r ra n g e t h e d i v i s i o n n a m e

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APPLICATION 1. Graphic elements 2. Stationar y 3. Usage

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Graphic Elements Stationar y graphics On -screen graphics Alternate graphics

A P P L I CAT I O N / G R A P H I C E L E M E N T S

Stationar y graphics The primar y graphic el em ent for Empirico is cropping from the Empirico visu al mark.

This graphic el e m e nt in a m e aning of “we give a hand to you�, re g arding our mission state m e nt which is to se r ve our cu stom e rs and the communit y.

Th e graphic el e m e nt is placing on th e bu sin ess cards, prese ntation fo l d e r and th e d esi gnate d l et te rh e a d or any oth e r rel ate d do cum e nts. It coul d b e u se d eith e r di gitally or in print.

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A P P L I CAT I O N / G R A P H I C E L E M E N T S

On -screen graphics The primar y graphic el em ent for Empirico is cropping from the Empirico visu al mark. Th e graphic el e m e nts is m e aning we give a hand to you, re g arding our m ission state m e nt which is we se r ving our cu stom e r.

This graphic el em ent is d esi gnate d for pl acing on th e we bsite hom e pa g e. Use th e graphic s only on scre e n. D o not u se it for print. O th e r wise it will b e ill e gib l e.

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A P P L I CAT I O N / G R A P H I C E L E M E N T S

Alternate graphics Th e se condar y graphic el e m e nt is u se d as an alternate to the primar y graphic el e m e nt wh e re appropri ate. It coul d b e pl ac e d in b ro chures, poste rs and any rel ate d fil es.

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Stationary Business card (front) Business card (back) Let terhead (front) Let terhead (back) Envelope

A P P L I CAT I O N / S TAT I O N A R Y

Business card (front) Ty p o g r a p hy N a m e: I TC Ava nt G a rd e G ot h i c, d e m i 9/13 pt s T i t l e: I TC Ava nt G a rd e G ot h i c, m e d i u m 8/13 pt s I n d i c a t i o n: I TC Ava nt G a rd e G ot h i c, b o o k 6/8 pt s Te l e p h o n e: I TC Ava nt G a rd e Got h i c, b o o k 6/8 pt s F a x: I TC Ava nt G a rd e Got h i c, b o o k 6/8 pt s E m a i l: I TC Ava nt G a rd e Got h i c, b o o k 6/8 pt s

3.5”

Ad d re s s: I TC Ava nt G a rd e Got h i c, b o o k 6/8 pt s We b s i te: I TC Ava nt G a rd e Got h i c, b o o k 6/10 pt s 0.375”

Ty p e s et t i n g: S et t i n g a l l tex t f l u s h l e f t, ra g g e d r i g ht, 2 0 p o i nt t ra c ki n g.

First & Last Name

0 . 8 75 ”

Title of Postition

L o g o s i ze: 0.25” X h e i g ht 0.25”

C o l o r tex t

T 416-727-3300 F 416-981-7892 E fitst.last@empirico.com

0 . 25 ”

N a m e: C M YK: 10 0 96 3 4 10 T i t l e: C M YK: 0 0 0 8 5

25 St. Andrews Street Toronto, Ontario, Canada M2B 3W4

0 . 8 75 ”

I n d i c a t i o n: C M YK: 10 0 96 3 4 10 Te l e p h o n e: C M YK: 0 0 0 8 5

www.empirico.com

F a x: C M YK: 0 0 0 8 5

0.375”

E m a i l: C M YK: 0 0 0 8 5 0 .37 5 ”

Ad d re s s: C M YK: 0 0 0 8 5

0.375”

We b s i te: C M YK: 10 0 96 3 4 10 P r i nt i n g m et h o d: of f set Pa p e r: w h i te 10 0 l b P lease note that the busi ness card i s 125% of actual si z e

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A P P L I CAT I O N / S TAT I O N A R Y

Business card (back) Th e b l e e d for th e bu sin ess card is 0.25”.

P lease note that the busi ness card i s 125% of actual si z e

0 .2 5 ”

0.25”

0 .2 5 ”

0.25”

0 .2 5 ”

0.25”

0 .2 5 ”

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0.25”

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A P P L I CAT I O N / S TAT I O N A R Y

Letterhead (front) 1 .0 ”

1 .5 ”

Ty p o g r a p hy

1.0”

Ad d re s s: I TC Ava nt G a rd e Got h i c, b o o k 6/8 pt s We b s i te: I TC Ava nt G a rd e Got h i c, b o o k 6/10 pt s

1.0”

1 .0 ”

B o d y tex t: I TC Ava nt G a rd e Got h i c, b o o k 10/14 pt s

0.8 7 5 ”

Ty p e s et t i n g: S et t i n g a l l tex t f l u s h l e f t, ra g g e d r i g ht, 2 0 p o i nt t ra c ki n g.

1 .0 ”

L o g o s i ze: 0.25” X h e i g ht C o l o r Tex t Ad d re s s: C M YK: 0 0 0 8 5 We b s i te: C M YK: 10 0 96 3 4 10 B o d y tex t: C M YK: 0 0 0 8 5 P r i nt i n g m et h o d: of f set Pa p e r: w h i te p l a i n p a p e r P lease note that the busi ness card i s 50% of actual si z e

1.0”

1 .0 ”

1 .0 ”

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1.0”

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A P P L I CAT I O N / S TAT I O N A R Y

Letterhead (back) 0.25”

0.25”

Th e b l e e d for th e bu sin ess card is 0.25”.

0.25”

0.25”

P lease note that the busi ness card i s 50% of actual si z e

0.25”

0.25” 0.25”

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0.25”

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A P P L I CAT I O N / S TAT I O N A R Y

Envelope Ty p o g r a p hy Ad d re s s: I TC Ava nt G a rd e Got h i c, b o o k 6/8 pt s We b s i te: I TC Ava nt G a rd e Got h i c, b o o k 6/10 pt s Ty p e s et t i n g: S et t i n g a l l tex t f l u s h l e f t, ra g g e d r i g ht, 2 0 p o i nt t ra c ki n g.

L o g o s i ze: 0.25” X h e i g ht C o l o r Tex t Ad d re s s: C M YK: 0 0 0 8 5 We b s i te: C M YK: 10 0 96 3 4 10 0.375”

0. 375”

P r i nt i n g m et h o d: of f set Pa p e r: s ta n d a r d w h i te p l a i n e nve l o p e P lease note that the busi ness card i s 85% of actual si z e

0.375”

0. 375”

0. 375 ”

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0.375”

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Usage Signage Promotional items Website

A P P L I CAT I O N / U S A G E

Signage O n th e l ef t are som e exam pl es of how we apply our lo g o to si gna g e and oth e r thre e dim ensional forms.

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A P P L I CAT I O N / U S A G E

Promotional items H e re are som e exampl es of how we apply Empirico lo g o to various promotional items.

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A P P L I CAT I O N / U S A G E

Website Use this hom e pa g e for th e main site for Em pirico we bsite. Thre e we bsite hom e pa g es are b a se d on th e sam e te m pl ate, which coul d b e animate d a s a sli d e show on th e main site.

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B R AN D I N G MANAGEM ENT

Brand Management Who to ask B renda Yin Worl dwid e C ommunication C orporate B rand M ana g em ent, Empirico Group 416.811.312 0 b renda.y in@ empirico.com 25 S t. Andrews S tre et Toronto, O ntario, C ana da M2B 3W4 Where to download this b randing gui d elin e w w w. empirico.com/b randing/gui d elin e

E m p i ri c o Bra n d i n g Guide line Ve r sion 1. 0 | Apr il 2014