BRAND GUIDELINES
Introduction The INB visual identity guidelines provide clear direction on how we portray ourselves. It helps us be clear and consistent. We focus on content and simplicity. The design rule choices showcase the uniqueness of our organization. The identity elements – logo, typography, colors, imagery, and iconography – make it easy to create impactful internal and external communications.
WHAT IS IN THIS GUIDE Brand Role The logo Typography Colors Photography and Imagery Photography Usage Iconography and Illustrations Examples
INTRODUCTION
INB is a Service Driven Bank
BRAND ROLE
BRAND ROLE
How We Talk to the World At INB, we are strong yet humble. Service driven, we have built long lasting trust with our customers. We are committed to helping others and giving back. We pay attention to the needs of our customers. Thus, we evolve. We have created a culture of belonging. We are approachable and welcoming. We challenge each other and commit to smart, creative growth – not only for the bank, but for our customers and community. We are respectful and polite. We strive to exceed expactations, where accountabilty and teamwork are important to accomplishing our goals. It is the purpose of our style to exemplify the characteristics that define our brand.
LOGO
THE LOGO Our logo is professional and strong. Bold and simple – it portrays tradition with a modern flair. The arch references financial freedom, a successful pathway, rolling hills, and unlimited potential.
LOGO
The Logo Size and Space breathe. Leave at least ½ of the letter height of the “B” around all the edges.
1/2
1/2
The logo should have enough space to
1/2
1/2
Ideally the logo would be presented on white or it’s negative on the INB gray.
Minumum Size The logo should be no smaller than .75 inches
LOGO
.75 inches
Proper Logo Usage
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The logo should be versatile and accommodate an array of situations. Apart from the ways shown on the previous page here are the following correct ways to use the logo.
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01 White On INB Gray 02 White on the INB Green 03 INB Green on White 04 INB Gray on White 05 On INB Treated Photography The photo should not be overly complex and darkened with the INB gray. The logo itself should be white and INB Secondary Green.
LOGO
Incorrect Logo Usage
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Avoid logo or treatments that conflict with our brand standards. Shy away from incorrect coloring, stretching, filters, or manipulation.
01 Do not Stretch or Tilt the Logo 02 Only Use INB Approved Colors 03 Do not Outline the Logo 04 Do not Shadow or Add Effects to the Logo 05 Do not Place the Logo on Light or Complex Imagery 06 Do not Alter the Main Shape in the Logo
LOGO
Fonts are Classy, Yet Modern
TYPOGRAPHY
TYPOGRAPHY
Our Primary Font Face INB primarily uses Avenir Next. A sansserif font intended for versatile usage. The style is modern, clean, and works well across multiple mediums.
Aa Aa
AVENIR NEXT Used often for body text and is applicable in most situations.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
TYPOGRAPHY
AVENIR NEXT DEMI BOLD Used as an accent or creating visual differentiation between large amounts of text. A good choice for headers or laid over photography.
Our Secondary Font Face Bannikova is a serif font with beautiful and traditional curves, creating a timeless look. The secondary font is used in headers and contrasting situations.
BANNIKOVA Used primarily as a heading with large amounts of space
Aa
ABCDEFGH觸KLMNOPQRSTUVWXYZ abcdefgh議klmnopqrstuvwxyz
TYPOGRAPHY
Typography Treatments Use Bannikova to make a statement. Use it with plenty of space and do not place over photography. Avenir Next is much more versatile. Use italics and demi bold when applicable. Only use all-caps on short sentences or phrases.
Placeholder Heading
Placeholder Heading
A SHORT SUB HEADING
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consequat. In tincidunt convallis velit, vel
fermentum congue justo eu feugiat. Aliquam
elementum arcu rhoncus eu. Nam sem velit,
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Sed accumsan sem orci, quis venenatis sapien lobortis nec. Morbi pulvinar justo quis tellus tincidunt, at sollicitudin nisi sagittis
TYPOGRAPHY
Sed accumsan sem orci, quis venenatis sapien lobortis nec. Morbi pulvinar justo quis tellus tincidunt, at sollicitudin nisi sagittis
Green Best Defines INB
COLOR
COLOR
Our Color Family The INB Green is the primary color of the brand. The INB Gray, compliments the green nicely and can be used in combination. The INB Green signifies and communicates community, advancement, financial growth, and approachability.
INB GREEN
INB GRAY
PANTONE P 161-8U
PANTONE P 176-13U
#89A333
#4E5E5E
C52 M19 Y100 K2
C70 M52 Y57 K31
PRIMARY COLORS
NEUTRAL COLORS
INB ALTERNATE GREEN PANTONE P 160-16U #9FBD3E C45 M10 Y100 K0
COLOR
10% GRAY
60% GRAY
#F0F2F3
#92A3A4
Strong Imagery Best Tells our Story
PHOTOGRAPHY
PHOTOGRAPHY
Photography Usage Photography is an extremely important part of our visual style. Each photograph selected should represent the local community we live in. It should be authentic, warm, and compelling. Always consider the story you are trying to tell when selecting an image. They must convey the following :
CANDIDNESS PERSONALITY PASSION OPTIMISM
PHOTOGRAPHY
Candidness & Personality The right photograph can help tell a complete story, without the need for much supporting text. In theme of simplification and concise storytelling, take time to find natural and realistic imagery with focus on the human element.
PHOTOGRAPHY
Passion & Optimism A strong area of focus for INB is celebrating passions, careers, and hobbies. We want to appeal to the ambitious and opportunistic. Find imagery that reflects strong intention and pride in their craft.
PHOTOGRAPHY
Stock Photography When necessary, INB will rely on the use of stock imagery. Balance the use of informational imagery such as hands or technology with more inspirational images such as human interaction or emotion. Be sure to consider how all images work together to tell a complete story. Feel free to include embellishment imagery to compliment other photographs used in one view.
PHOTOGRAPHY
Banking Photography When representing our bank, use photography that is clean and focuses on human engagement. When using multiple images through a single experience, pair embellishments or informational imagery with service driven visuals.
PHOTOGRAPHY
Other Types of Photography The use of artistic or stylized photography can enhance a visual theme, whether on screen or in print. These can include soft focus subjects, hands, architecture, textures, or scenic views familiar to the Inland Northwest.
OTHER PHOTOGRAPHY STYLES Photography as background texture Interesting macro photography Photography focused on hands Scenic photography of the inland northwest
PHOTOGRAPHY
Giving Photos the INB Presentation
PHOTO TREATMENTS
PHOTO TREATMENTS
Color and Treatment Framing and composition are important to telling a story. However, how it is colored or edited, can provide another layer of appeal. Thus, we tend to warm the coloring of photos and soften intensity.
PHOTO TREATMENTS
Text Overlay & The INB Curve When adding text or adding layers, we use the INB curvature laid across a photograph. When used, apply the INB gray with an appropriate transparency. Make sure the curve does not cover important parts of the photograph.
HOW BANKING SHOULD BE
PHOTO TREATMENTS
When Words and Images Are Not Enough
ICONS AND ILLUSTRATIONS
ICONS AND ILLUSTRATIONS
When using Illustrations INB doesn’t require the use of much illustration and would rather rely on the use of photography. That being said, illustrations can be a good way to communicate ideas that photography can’t. When using Illustration make sure to follow the two rules: illustrations should be infomative and simple.
ICONS AND ILLUSTRATIONS
Iconography We use a very clean and simple icon set called Batch. Batch should cover most iconography needs but alternate icons sets can be used if Batch does not supply the desired icon. Please try to keep icons looking the same general style.
B ATC H I C O N S E T
ICONS AND ILLUSTRATIONS
Follow these INB Examples
EXAMPLES OF WORK
EXAMPLES
LOCAL BUSINESS AND COMMUNITY DRIVEN EXAMPLES
Print Page
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Tall Internal Banner
DOWNLOAD THE INB MOBILE APP
EXAMPLES
Business Card
JASON MILLER DIRECTOR OF MARKETING 509-555-5555 INB.com 421 W. Riverside Ave., Suite 113 Spokane, WA 99201
INLAND NORTHWEST BANK
EXAMPLES
Email Signature JASON MILLER Marketing Director A quick (optional) description of what I do
Phone Email
509 555 5151 Jason@inb.com
Website
INB.com
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EXAMPLES