BRAND BOOK
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HI THERE Investment Punk Academy is an Online Platform that makes financial knowledge clear and easy to understand to everyone.
The Book also sets guidelines for the visual aspects of the company such as the logo usage, the design and graphic appearance of the overall brand.
The Brand Book gives you an insight of who we are, what we do and why we do it.
The results from a Workshop made in Vienna 10/02/2016, which helped to establish the Companies Brand Identity, are portrayed in this book. This Book is not for commercial use.
You will get to know us, the things we stand for and how this is expressed throughout everything we do. It sets guidelines for communication, products and services.
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CONTENT • Our Mission (What we do) ... p. 6–7 • Our Vision (Why we do it) ... p. 8–9 • How we get you there (How we do it) ... p. 10–11 • If we were a real person .... p. 12–13 • Our Core Values ... p. 14–15 • Why we are different from others ... p. 16–17 • How we communicate ... p. 18–19 • Logos Investment Punk Group .... p. 20–22 Investment Punk Academy ... p. 24–29 Icon ... p. 32–33 • Look and Feel ... p. 36–39 • Typography ... p.40 • Conclusions ... p. 43
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OUR MISSION
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WHAT WE DO Investment Punk Academy is an Online Platform that makes financial knowledge clear and understandable to everyone. Our team is conformed by experts in areas of investment banking, private banking, real estate, etc.. that know how to reach financial independence. In other words we have the know-how and want to share it with you so that you’ll be able to invest properly, plan your career, build personal wealth and be able to make good, informed decisions about your money. Through our community we connect, support and inspire people all around the world by providing a unique experience. Our goal is to guide you to financial independence so that personal freedom can be achieved. 7
OUR VISION
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WHY WE DO IT We believe financial education should not be exclusive for an elite. We are sure that everyone can reach financial independence when the right information is provided. We are here to share the power of knowledge with you and help you avoid making financial mistakes. When you are financially independent you have the personal freedom to do whatever you want. It’s your life, you should be able to choose to do what you love.
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HOW WE DO IT
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HOW WE GET YOU TO YOUR FINANCIAL INDEPENDENCE Step by Step the online Platform provides information through educational and fun videos, interviews, live chats, blogs to our InvestmentPunkers (users). Our community enables communication and cooperation between our members. Here mentors and experts share up-to-date knowledge, and successful business people exchange their experience to inspire and help others. There also are many events and seminars where the Investment-Punker can strengthen his network and build long-term business relationships.
WHERE WE ARE GOING The projection//goal of the company is to become an Online University leading in financial education in 1. Germany and Austria 2. Europe 3. Worldwide 11
IF WE WERE A ‘REAL’ PERSON From the analysis of the Workshop made in Vienna, when you think about us (the Investment Punk Academy) you should picture a young person between the ages 26 and 30. IPA is an astute, smart and hard working person. IPA is full of knowledge, a financial savvy. IPA is easy to understand, honest and has a lot of humor.
The Investment punk Academy Style is a perfect balance between two worlds : 1.The classic financial world Is smart and competent. Has a Rolex, drives a sports car and dresses business casual. 2. A young rebel/punk attitude characterized by the promotion of individual freedom (specially in terms of financial freedom) Is provocative, wears a leather jacket and Dr Martens, is cool, relaxed and likes to have fun by enjoying life to it’s fullest.
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OUR CORE VALUES The following are the values that drive our culture and all of our co-workers.
Be authentic
“Core values are the basis upon which the members of a company make decisions, plan strategies, and interact with each other and their stakeholders. A stakeholder is any person or organization that is impacted in some way by the company. Core values reflect what is important to the organization and it’s members.�
Be innovative / different
[ taken from http://study.com/academy/
Be direct and easy to understand
lesson/what-are-core-values-of-acompany-definition-examples-quiz.html ]
Be brave Be inspiring Be motivating Be guiding Be educating Be honest Be helpful Be supportive Be reliable
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BUSINESS NOT BULLS[*!T 15
OUR VISION
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WHY WE ARE DIFFERENT 1. We dislike the old-fashioned education system and believe learning should be fun. 2.We believe in the power of knowledge and we want to help you to achive individual freedom by gaining financial independence. 3. We don’t conform, we are always honest and we don’t talk bullshit. 4. We go against the establishment, we rebel , we punk the system. 5. We believe we can change the world and we want everyone to join this financial revolution. 6. We’re not in it for the money. 17
HOW WE COMMUNICATE Our voice on social media, the online platform, the app, radio, tv, ‌ and any other form of communication should be guided by the following baselines.
We inspire We challenge We motivate people We are up to date /contemporary We are honest We have humor We are easy to understand We explain step by step We are empathic and sensitive : We identify with feelings, thoughts and attitudes of others
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WE ENCOURAGE PEOPLE TO: (Phrases we like to use)
“always ask , never stop asking” “never conform” “think out of the box” “never give up”
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GROUP LOGOS
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The six investment punk sub-brands and their logos:
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INVESTMENT PUNK ACADEMY LOGO The logo of IPA reflexts the duality of the financial and the punk world. The two styles are combined and help to reflect the unique style of the company. The logo is a variation of the original Academy logo in which the punk attitude is more present.
The logos can be used in blue, yellow or black depending on the background.
Investment Punk Blue HEX : 1D429B RGB : 29, 66, 155 CMYK : 99%, 86%, 3%, 0%
Investment Punk Yellow HEX : #F9E000 RGB : 249, 224, 0 CMYK : 5%, 6%, 100%, 0%
Black HEX : #000000 RGB : 0, 0, 0 CMYK : 75%, 68%, 67%, 90% 24
ORIGINAL
NEW
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Free Space (margins) The free space means an empty space where no text or other graphics can be placed. The logo hight is 4 X. A free space of 1 X has to be kept free in any graphic apliance of the logo.
X=1
X=1
Logo hight = 4 X
4 X = Logo hight
MARGINS (FREE SPACE) is always 1 X
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LOGO USAGE : DO’S AND DONT’S YES The yellow logo should be used only with dark backgorunds. If the background is too bright the blue or black logo should be used. NO
NO
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NO The blue logo should never be used with dark backgrounds. If the background is too dark use yellow logo.
YES
YES
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Black or white alternatives of the Logo can be used for graphics that already have too much color. NO
YES
YES
YES
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ICON Using the icon of the Investment Punk Logo by itself is also possible when a small simple icon is needed on graphic pieces. Ex: facebook icon, twitter icon, youtube thumbnail or other graphic pieces that already have to much information.
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Example
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GRAPHIC STYLE
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LOOK AND FEEL Other graphic references for the Investment Punk Academy:
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TYPOGRAPHY
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FOR HEADERS WE USE “BITTER” BOLD For body we use ROBOTO. This font can be downloaded for free on google fonts. https://www.google.com/ fonts/specimen/Roboto
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CONCLUSIONS As is, the Brand Book provides an insight to what the Investment Punk is. It is supposed to set the baseline for many aspects of the company, by no means those guidelines are final or fixated. Improvements can and should be made to keep innovating and growing. Thanks to the reader who took the time to go through this Book. Sincerely, The Investment Punk Team
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JUNE, 2016 MICHELLE SCHÄFER 44