Brand Guide
Logo Basics
Horizontal Logo
The Fairway Independent Mortgage Corporation Wholesale logo is composed of an icon and a logotype set in Lato Black.
The horizontal logo is the primary logo and should be used in most instances.
The logo is an important and valued graphic element and must be used consistently and appropriately.
LOGO & FONT FILES
Icon Logotype
Logo
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Logo Basics
Stacked Logo
The stacked logo is an alternate lockup for large-format use. Avoid using at small sizes, as it may become illegible.
The horizontal and stacked logos are always preferred to all other versions.
Even minor variations will undermine and compromise the integrity of the Fairway brand.
LOGO & FONT FILES
Icon
Logotype Logo
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Logo Basics
NMLS Logo
All instances of the Wholesale logo should include NMLS #2289.
All branded items should contain Fairway’s NMLS# 2289.
The horizontal and stacked logos are always preferred to all other versions.
LOGO & FONT FILES
Icon Logotype
Logo
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Logo Basics
Logo Usage
Logo Spacing
Make sure that text and/or other design elements do not encroach upon the logo.
Fairway Independent Mortgage Corporation Wholesale Brand Guide
The marked space (below) should always be allowed, to let the logo breathe, without distraction.
7
The space around the logo should be approximately the width of the uppercase “F” in the logotype.
Logo Usage
Logo Usage on Backgrounds
The color logos should only be used on white backgrounds. Avoid using color logos on photographs unless the logo sits on a mostly white area of the image.
The white logo may be used on any of our brand colors or gradients.
Do not place the color logos on a background that does not provide enough contrast for the logo to be seen clearly.
One-Color Logo Usage
The color logos will not perform well on various color backgrounds and photos. In those cases, the white logo should be used.
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Do not place the white logo on a background that does not provide enough contrast for the logo to be seen clearly.
The examples shown illustrate acceptable applications of the white Fairway logo.
Logo Usage
Logo Misuse
DO NOT crop the logo
DO NOT alter the transparency of the logo
Proper use of the Fairway logo and brand identity is essential to maintaining and protecting the brand.
The examples shown illustrate unacceptable applications of the Fairway logo.
DO NOT distort the logo
DO NOT re-create using another typeface
DO NOT use different colors
DO NOT outline the logo
DO NOT alter the size or spatial relation of the icon and logotype
DO NOT rotate any part of the logo
DO NOT add photography or any other imagery into the logo
DO NOT remove any part of the logo
Do not alter the Fairway Wholesale logo in any way! Always use the logo files provided.
Color Palette
Our Colors
Our color palette has nine solid colors and nine gradients. Fairway Bright Green, Fairway Sky Blue and Fairway Slate Gray are our primary colors.
Our varied color palette allows us the flexibility to meet the needs of a wide range of custom design projects.
Avoid deviating from this core set of colors or creating tints of these color values.
Fairway Bright Green
Fairway Sky Blue
Fairway Slate Gray
Fairway Forest Green
Fairway Ignite Orange
Fairway Rich Black
Fairway AWI Red
Fairway AWI Blue
Fairway AWI Royal Blue
PANTONE
PANTONE
312
PANTONE
446
PANTONE
342
PANTONE
151
CMYK
PANTONE
PANTONE
PANTONE
cmyk: 54-0-100-0 rgb: 132-189-0 hex: #84BD00
cmyk: 88-0-11-0 rgb: 0-169-206 hex: #00A9CE
cmyk: 54-27-36-82 rgb: 63-68-68 hex: #3F4444
cmyk: 93-10-75-43 rgb: 17-87-64 hex: #115740
cmyk: 0-60-100-0 rgb: 255-130-0 hex: #FF8200
cmyk: 40-40-40-100 rgb: 0-0-0 hex: #000000
cmyk: 3-100-70-12 rgb: 186-12-47 hex: #BA0C2F
cmyk: 100-63-16-78 rgb: 0-38-62 hex: #00263E
cmyk: 99-50-0-0 rgb: 0-94-184 hex: #005EB8
PRIMARY
PRIMARY
PRIMARY
SECONDARY
SECONDARY
SECONDARY
SECONDARY
SECONDARY
SECONDARY
376
Fairway Independent Mortgage Corporation Wholesale Brand Guide
BLACK
12
200
2965
300
Color Palette
Our Gradients
Our color palette has nine solid colors and nine gradients. Fairway Bright Green, Fairway Sky Blue and Fairway Black Gray are our primary gradients.
Our varied color palette allows us the flexibility to meet the needs of a wide range of custom design projects.
Avoid deviating from this core set of colors or creating tints of these color values.
Fairway Bright Green Gradient
Fairway Sky Blue Gradient
Fairway Blue Green Gradient
Fairway Black Gray Gradient
Fairway Forest Green Gradient
Fairway Ignite Orange Gradient
Fairway AWI Red Gradient
Fairway AWI Blue Gradient
Fairway AWI Royal Blue Gradient
PANTONE
PANTONE
312
PANTONE
376
PANTONE
446
PANTONE
342
PANTONE
151
PANTONE
PANTONE
PANTONE
cmyk: 54-0-100-0 rgb: 132-189-0 hex: #84BD00
cmyk: 88-0-11-0 rgb: 0-169-206 hex: #00A9CE
cmyk: 54-0-100-0 rgb: 132-189-0 hex: #84BD00
cmyk: 54-27-36-82 rgb: 63-68-68 hex: #3F4444
cmyk: 93-10-75-43 rgb: 17-87-64 hex: #115740
cmyk: 0-60-100-0 rgb: 255-130-0 hex: #FF8200
cmyk: 3-100-70-12 rgb: 186-12-47 hex: #BA0C2F
cmyk: 100-63-16-78 rgb: 0-38-62 hex: #00263E
cmyk: 99-50-0-0 rgb: 0-94-184 hex: #005EB8
PANTONE
PANTONE
PANTONE
CMYK
PANTONE
PANTONE
PANTONE
PANTONE
PANTONE
cmyk: 28-0-100-0 rgb: 196-214-0 hex: #C4D600
cmyk: 48-0-9-0 rgb: 106-209-227 hex: #6AD1E3
cmyk: 88-0-11-0 rgb: 0-169-206 hex: #00A9CE
cmyk: 40-40-40-100 rgb: 0-0-0 hex: #000000
cmyk: 54-0-100-0 rgb: 132-189-0 hex: #84BD00
cmyk: 0-31-98-0 rgb: 255-184-28 hex: #FFB81C
cmyk: 0-93-79-0 rgb: 228-0-43 hex: #E4112B
cmyk: 100-53-2-16 rgb: 0-76-151 hex: #004C97
cmyk: 86-8-0-0 rgb: 0-163-224 hex: #00A3E0
376
382
310
312
BLACK
Fairway Independent Mortgage Corporation Wholesale Brand Guide
376
1235
13
200
185
2965
2945
300
299
Color Palette
Typography
Our Primary Fonts
Museo Slab is a highly legible typeface well suited for any display and text use. Museo Slab is also utilized for military and AWI (American Warrior Initiative) marketing pieces.
Museo Slab has strong serifs that reflect Fairway’s dedication to recognizing and honoring our active and veteran military personnel.
Replacing our fonts with other fonts should not be done under any circumstances.
Museo Slab
LOGO & FONT FILES
The quick brown fox jumps over the lazy dog. 1234567890 Font Name
Characters
Specimen
Museo Sans 100
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Temoluptatum fuga?
Museo Sans 100 Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Temoluptatum fuga?
Museo Sans 300
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Sam nonsequo ius!
Museo Sans 300 Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Sam nonsequo ius!
Museo Sans 500
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Et occumet quis adit.
Museo Sans 500 Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Et occumet quis adit.
Museo Sans 700
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Nis dipsum que num.
Museo Sans 700 Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Nis dipsum que num.
Museo Sans 900
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Nosa verum, culparu.
Museo Sans 900 Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Nosa verum, culparu.
Our Primary Fonts
Museo Sans is a sturdy, low contrast, geometric, highly legible sans serif typeface well suited for any display and text use. The combination of Museo Slab and Museo Sans is strong.
Museo Sans has ten styles and was published by exljbris Font Foundry.
Museo Sans
Replacing our fonts with other fonts should not be done under any circumstances.
LOGO & FONT FILES
The quick brown fox jumps over the lazy dog. 1234567890 Font Name
Characters
Specimen
Museo Sans 100
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Temoluptatum fuga?
Museo Sans 100 Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Temoluptatum fuga?
Museo Sans 300
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Sam nonsequo ius!
Museo Sans 300 Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Sam nonsequo ius!
Museo Sans 500
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Et occumet quis adit.
Museo Sans 500 Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Et occumet quis adit.
Museo Sans 700
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Nis dipsum que num.
Museo Sans 700 Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Nis dipsum que num.
Museo Sans 900
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Nosa verum, culparu.
Museo Sans 900 Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Nosa verum, culparu.
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Typography
Our Secondary Fonts
Museo Sans Condensed is a sturdy, low contrast, geometric, highly legible sans serif sister typeface of the Museo Sans Family.
Museo Sans Condensed has ten styles and was published by exljbris Font Foundry.
MuseoSans Museo Sans Condensed
Replacing our fonts with other fonts should not be done under any circumstances.
LOGO & FONT FILES
The quick brown fox jumps over the lazy dog. 1234567890 Font Name
Characters
Specimen
Museo Sans 100
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Temoluptatum fuga?
Museo Sans 100 Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Temoluptatum fuga?
Museo Sans 300
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Sam nonsequo ius!
Museo Sans 300 Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Sam nonsequo ius!
Museo Sans 500
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Et occumet quis adit.
Museo Sans 500 Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Et occumet quis adit.
Museo Sans 700
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Nis dipsum que num.
Museo Sans 700 Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Nis dipsum que num.
Museo Sans 900
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Nosa verum, culparu.
Museo Sans 900 Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Nosa verum, culparu.
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Typography
Web/Presentation Alternates
Montserrat is one of our alternate sans serif CSS webfont typefaces. Use when Museo Sans is unavailable.
A webfont is a specially tuned font for use on websites.
Replacing our fonts with other fonts should not be done under any circumstances.
Montserrat
LOGO & FONT FILES
The quick brown fox jumps over the lazy dog. 1234567890 Font Name
Characters
Specimen
Montserrat ExtraLight
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Temoluptatum fuga?
Montserrat ExtraLight Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Temoluptatum fuga?
Montserrat Medium
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Et occumet quis adit.
Montserrat Medium Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Et occumet quis adit.
Montserrat ExtraBold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Nosa verum, culparu.
Montserrat ExtraBold Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Nosa verum, culparu.
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Typography
Web/Presentation Alternates
Calibri is one of our alternate sans serif CSS webfont typefaces. Use when Museo Sans Condensed is unavailable.
A webfont is a specially tuned font for use on websites.
Museo Calibri Sans
Replacing our fonts with other fonts should not be done under any circumstances.
LOGO & FONT FILES
The quick brown fox jumps over the lazy dog. 1234567890 Font Name
Characters
Specimen
Calibri Light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Temoluptatum fuga?
Calibri Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Temoluptatum fuga?
Calibri Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Sam nonsequo ius!
Calibri Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Sam nonsequo ius!
Calibri Bold Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Et occumet quis adit.
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Typography
Ideal Type Examples
This is a sample of an ideal font stack using Museo Sans for headlines, larger pull quote text, paragraph, button and call-to-action text.
Exact point sizes are not prescriptive and may be adapted to the materials being designed.
Headline 1 Museo Slab 900 - 30pt Optical Kerning -10 Tracking
Catempore velignatem!
Headline 2 Museo Slab 500 - 22pt Optical Kerning -10 Tracking
Nullabo. Eles endestio eum assum.
Headline 3 Museo Slab 900 - 16pt Optical Kerning -10 Tracking
Nonseque officim aximin re molore quat.
Headline 4 Museo Slab 900 - 12pt Optical Kerning -10 Tracking
Abore dolor sim eossin cuptusd andunt pelis doloresequis et aci.
Paragraph Museo Sans 500 - 8pt Optical Kerning -10 Tracking
Debic ut volupti soluptatur ant essi, cum eate lant dolestios velissi cum hicia volende rsperunt. Xeraturis intem quae accum quatiae ped utemporae offic tem quae magnatius, sum
eictassum qui. Officil inia venditaspid mint que volupicium esequibusam fuga. Olentiis aut is eum. Ehent doluptate vero!Me ilignimenis voluptiur? Im as suntiur itatibus, endit, cumquam sersperum
Pull Quote Text Museo Sans 100 - 16pt Optical Kerning
Hendipienis aliquae pudicip ietur, tofs.
Button Text Museo Sans 900 - 8pt Optical Kerning, +30 Tracking
CTA Text Museo Salb 300 - 16pt Optical Kerning -10 Tracking
Hendipienis aliquae pudicip ietur, tofs.
Quote Mark Museo Sans 900 - 30pt Fairway Lime Green
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However, the general proportions, weights, and notes on kerning and tracking should be kept intact for all materials.
LOGO & FONT FILES
am et omnieturem. Ovit laut quiatus estibus vent omnihilitas doloressi. Uga. Et praerum, cuptati dipicid miliciisque qui quaspe iditiatur? Reperes sus as es doluptat laute numquiditium volorrorita.
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APPLY NOW
“ Typography
Ideal Design Examples
These are examples of ideal designs using our brand guide.
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The logo and typography are important graphic elements and must be used consistently and appropriately.
General proportions, weights, and notes on kerning and tracking should be kept intact for all materials.
Design Examples
Social Media Posts
Whether you are using Facebook, Instagram, LinkedIn or Twitter, social media is a great way to connect and get your advertising efforts in front of your desired audience in real time.
Below are examples of the legal requirements that will need to be included on social media images when you advertise.
All designs require the use of Museo Slab, Museo Sans and the use of brand colors only.
Legal Required for Social Media: Equal Housing Opportunity (EHO) DO:
DO NOT: The EHO logo should always appear on the bottom left or bottom right of all social media images. The EHO logo will always have the disclaimer writen beside it.
The EHO logo should never appear in the center, top or any where else on the image. It should also not appear larger than the headline and body content.
B2B wholesale disclaimer for social media use: Copyright©2021 Fairway Independent Mortgage Corporation. NMLS#2289. B2B communication — not intended for consumers. All rights reserved. Social Media Sizing: Twitter LinkedIn Facebook/Instagram Disclaimer size 10 pt
Disclaimer size 10 pt
900 px
Disclaimer size 14 pt
627 px
1600 px
1200 px 1200 px
1200 px
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Fairway My Way
Our Core Values
Fairway’s core values guide us in what we strive to accomplish every day.
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At Fairway, it is our responsibility to create a fun, enlightening environment where the team can live out our core values.
These values define how we work, how we interact with each other, and how we best serve our customers and team members.
Fairway My Way
www.fairwaywholesalelending.com
Updated May 14, 2021 5:06 PM