HTM Brand Guidelines by Lanette Behiry

BRAND GUIDELINES Last updated August 2021

This document communicates the brand identity for How To Manage A Small Law Firm. It contains our standards, mission, values and

OVERVIEW

persona for the design of all subsequent brand artifacts. Collectively, these help shape our brand’s consistency and continue to build trust in everything we do. If you have any questions about these guidelines, please contact Marketing@howtomanage.com.

TABLE OF CONTENTS Brand

Application

OUR STORY

PRINTED ADVERTISEMENT

MANIFESTO & BRAND MANTRAS

DIGITAL ADVERTISMENT

OUR VISION & VALUE PROPOSITION

WEBSITE

OUR TONE OF VOICE & AUDIENCE

LOGO & VARIATIONS

LEGIBILITY & CLEAR SPACE

INCORRECT USAGE

COLOR PALETTE

BRAND PATTERN

TYPOGRAPHY

ICONOGRAPHY

Our Story How To Manage A Small Law Firm was created by founder RJon Robins. We are the leading, largest, biggest and best provider of outside Managing Partner, Chief Operating Officer (COO) and Chief Financial Officer (CFO) services exclusively for the solo and small law firm (singleshareholder) market. We’ve worked with thousands of solo lawyers and we’ve identified the common patterns and the challenges that hold most of them back.

what is our MANIFESTO? We know that Happy Lawyers Make More Money and as such we are personally offended by the Doctrine Of Sacrifice (DOS) which is promoted by many law schools and bar associations across the country. This ridiculous doctrine implies that lawyers should lead miserable lives in the name of “self sacrifice” – as if a miserable lawyer will provide better counsel to his clients than a happy one. We help ambitious and entrepreneurial lawyers discover how to create massively profitable law firms that are FUN to run and MUCH more profitable than poorly-run law firms that require the owner to suffer and sacrifice and sweat because no-one ever taught any of us about how to manage a small law firm and run it as a profitable business that serves our noble profession.

BRANDED MANtrAs “T.A.Y.E.A.S.T.U.Y.A”

The acronymn for “Take All Your Excuses And Shove Them Up Your Ass”, is a rallying cry to quit making excuses and hiding out from one’s full potential.

NO ASSHOLES

HTM uses a grading scale for determing members they want to do business with.

NO APOLOGIES, NO REGRETS, NO EXCUSES

In other words, don’t apologize for your successes, don’t regret your decisions, and make no excuses for your failures.

OUR VISION To create a safe place to come and make mistakes; especially if the mistake is made for the right reasons and the person who makes the mistake is the sort of person who takes personal-responsibility uses the mistake as an opportunity to learn and grow and even to help others learn, too.

We stand against self-limiting beliefs, fears and unexamined rules that hold a person back from realizing his or her full potential. Very often this means

VALUE PROPOSITION HTM is committed to helping people discover and live-up to their full-potential, if they want to. Everyone

standing-up-for and advocating for a person’s full-potential even against that same person’s fears, ego and selflimiting beliefs.

has opportunities to improve their life; not everyone is committed-enough or has a good-enough reason to sacrifice what they are familiar with (or comfortable settling for) today, to act on the opportunity to live up to their full-potential. 6

• Relentless Toward Goals • Challenging Community • Unapologetically Ambitious • Rebels With A Cause • Intentionally Purposeful • Always Relevant • Bold & Authentic

TONE OF Voice We are an inclusive community that’s exclusive because it’s for people who don’t fit in; especially people who don’t fit the norm. We are not the place for normal people. We are rebels WITH a cause. We admit that we have a chip on our shoulder… an ax to grind with the establishment. Our cause is to expose and crush the DOS… we want to be known for being the ones who keep proving that the DOS is self-defeating bullshit.

OUR AUDIENCE Our target audience are entrepreneurs who feel like outsiders everywhere else. They secretly believe and probably haven’t told anyone-else that they have some secret superpowers (because they do). They’ve usually been taught implicitly, if not explicitly to feel ashamed of their superpowers and often waste a lot of time, energy and even money trying to keep them hidden (in the dark). Our target audience has a deep, personal oftenunexplored, often-unexamined, often-unexpressed desire or commitment or sometimes just a need or an instinct or a yearning to make some positive change in the world. That’s usually their primary motivation. Making more money and getting control of their personal life and their personal time is obviously important, but that’s not usually their primary driving force or secret motivation.

PRimary Logo Our logo is a unique, easily recognizable mark of who we are as a brand. The logo’s bold energy portrays us as not being timid but unapologetically relentless towards our goals. The red represents blood. Since creating a successful business is no easy task and requires blood, sweat and tears. The grey and beige was used to compliment the red to give it that rock and roll look. The red marker above the compass represents true north. Finding true north is essential for accurate navigation Similarly, HTM acts as a true north for their members by guiding them in the right direction of their business and personal goals.

LOGO VARIATIONS The primary logo should be used across primary brand applications. This trademark helps audiences easily identify How To Manage A Small Law Firm’s products, web presence, ads, and other materials. It is essential that the success of the brand that the logo always be applied with care and respect in every application according to these guidelines. The secondary logo are available to use in replacement of the primary logo depending on the format and readability of different applications.

LEGIBILITY & ClEAR SPACE

1.5 in

3.5 in

Minimum Size

Our primary logo should never be too small to read. We’ve set a minimum size of 0.8 inches or 60 pixels. Based on the standard range, the recommended sizes are shown here. There should be enough clear space at the top of the logo to allow

0.8 in | 60 px

1.5 in

2 in | 144 px

for this in print or online applications. We’ve defined a minimum exclusion zone that stops other graphic elements interfering with the logotype and ensures that our logo is easy to read. The size of the exclusion zone should be at the height and width of the compass’s North Point as shown on the right.

Incorrect Usage The logo must be used as is and not be altered in any way. This means that you MUST NOT:

• • • • • • • • •

Change the logo’s orientation or rotation Disproportionately scale the logo or change colors Display the logo in a configuration not previously

specified Attempt to recreate the logo Make alterations to the logo’s text Add special effects to the logo Display the logo as an outline Display other elements within the logo’s clear space Crop or stretch the logo in any way 11

Branded Red Bold Energetic Strong

PRIMARY Color Palette The primary color palette is a very important brand element as it helps to tie in all the elements, assets and templates. All HTM’s assets should feel part of the same identity and therefore must have a

Pantone 1805 C C4 M99 Y100 K1 R189 G0 B5 Hex #bd0005

Branded Grey Gritty Self-Disciplined Upscale Pantone 447 C C73 M65 Y61 K62 R31 G31 B31 Hex #333333

coherent color treatment. Black

White

C0 M0 Y0 K100 R0 G0 B0 Hex #000000

C0 M0 Y0 K100 R255 G255 B255 Hex #ffffff

Dark Grey

Secondary Color Palette

Pantone 1815 C C77 M72 Y67 K83 R30 G30 B30 Hex #1e1e1e

Dark Red Pantone 1815 C C32 M96 Y91 K47 R109 G23 B23 Hex #6d1717

Expanding on the primary color palette, we added a few more options : dark grey, dark red, medium red, brown, and beige

Medium Red Pantone 7622 C C28 M100 Y100 K36 R130 G7 B7 Hex #820707

Brown Pantone 732 C C46 M73 Y87 K64 R73 G38 B13 Hex #49260d

Beige Pantone 7506 C C2 M7 Y36 K0 R249 G231 B177 Hex #f9e7b1

BRAND PATTERN The brand pattern is the mark of our brand. It has the sole purpose of making our assets and imagery more ownable, sophisticated and polished. It is comprised of different symbolic illustrations and is meant to convey growth, perserverence, justice and legacy. For flexibility, we have the choice of a dark and light version.

Header Font

primary fonts Typography is an essential tool in the development of a brand identity and is a key

Teko

Regular Medium SemiBold Bold

ABCDEFGHIJKLMNOPQRSTUV W X Y Z abcdefghijklmnopqrstuv w xyz

element to create a distinct and cohesive look across all communications. These primary fonts are mainly used for header and body copy content which is widely used across our brands.

Body Font

Proxima Nova

Thin Regular Medium Semibold Black

ABCDEFGHIJKLMNOPQRSTUV W X YZ abcdefghijklmnopqrstuv w x yz

Header Font

Authority

secondary fonts

Distressed

Alternatively we offer secondary fonts to

Body Fonts

be used sparingly for headers, outstanding content, and special emphasis on copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Minion Pro Regular Bold

A BCDEFGHIIJK LMNOPQRSTU V W X YZ abcdefghijk lmnopqrstuv w x yz

Tharon Regular

ABCDEF GHIJKLMN OPQRST UVW XYZ

Golden Hopes Regular

A BC DE F GHIJ K L MNOPQ R ST UVWXYZ

Story Maker Regular

ABCDEFGHIJKLMNOPQRST UVWXYZ

ICONOGRAPHY Iconography is a unified visual language that can be used to reinforce the brand. Our iconography has a hand drawn sketch style to tie back to our brand being the opposite of corporate.

application of the brand The success of How To Manage A Small Law Firm’s brand identity relies on the clarity and consistency with which it is implemented. Faithfully branding an advertisement, billboard, website, print piece, merchandise, etc. builds trust and confidence. Distorting or changing it reduces its legal protection and diminishes its impact. The following are examples of acceptable use of the branding.

Printed advertisement

DIGITAL advertisement

is coming to your area! LE ARN MO R E

LE ARN MO R E

Website