FIRST IMPRESSIONS ARE EVERYTHING. IDENTITY GUIDELINES
VERSION 1.0
GOOD FAITH INSURANCE SERVICES
A DESIGN IS NOT FINISHED UNTIL SOMEBODY IS USING IT.
THIS DOCUMENT MAY BE MADE AVAILABLE IN ALTERNATIVE FORMATS UPON REQUEST. PLEASE CONTACT OUR MARKETING & PR DEPARTMENT FOR FURTHER DETAILS. Good Faith Insurance Services 5854 Argerian Drive, Suite 101 Wesley Chapel, FL 33545 TELEPHONE 813-345-4331 FAX 877-896-9466 EMAIL contact@goodfaithis.com WEB www.goodfaithis.com
2 | IDENTITY GUIDELINES
THIS IS A GUIDE TO THE BASIC ELEMENTS THAT MAKE UP OUR IDENTITY. It will let you get to know us better.
CONTENTS
WHAT IS BRANDING?
04 LOGO Rationale Construction Exclusion Zone Minimum Size Application Family/Variations
A organization, service, or product with a personality that is shaped by the perceptions of the audience. One cannot make a brand - only the audience holds that power. A designer forms the foundation of the brand which is commonly called the identity. A brand is a complicated concept of a corporate image. Everything a company does, everything it owns, and everything it produces should reflect the values and aims of the business as a whole. It is the consistency of this core idea that makes up the company; what drives it, the belief, what it stands for, and why
08 COLOR Primary/Secondary Palette Application
09 TYPOGRAPHY Print Online Style
they exist. It is not purely some colors, some typefaces, a logo and a slogan.
WHAT IS IDENTITY? Identity design is based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines ensure that the identity of the company is kept coherent, which in turn, allows the brand as a whole to be recognizable. Your identity is held within anything visual that represents the business including signage, business cards, marketing collateral, logo, and messages and actions.
WHAT IS A LOGO? A logo is for identification. A logo does not sell the company nor rarely does it describe a business. Logo’s derive their meaning from the quality of the thing it symbolizes, not the other way around. They are meant to identify, not to explain.
BRAND - The perceived emotional corporate image as a whole. IDENTITY - The visual aspects that form part of the overall brand. LOGO - Identifies a business in its simplest form via the use of a mark or icon.
IDENTITY GUIDELINES | 3
GOOD FAITH INSURANCE SERVICES
OUR LOGO IS VERY PRECIOUS TO US. We took our time developing our identity, so please be nice to it.
RATIONALE
THE LOGO delightful am I not?
Our logo was developed to be modern and futureproof, updating our public persona and realizing the design with new techniques. It is a distinctive mark and brand that seeks to present Good Faith Insurance Services as a forward-thinking, professional organization.
CONSTRUCTION
01
The graphic element is constructed using concentric circles, refining a strong, bold, yet comforting approach. The typographic element is designed to complement and enhance the logo graphic. Existing in harmony, it neither dominates or becomes insignificant. The supporting typeface and collateral are clean
02
and minimalist to reinforce our identity as a quality, professional organization.
COLOR TREATMENT There is one preferred full-color option for
01
stacked and landscape variations shown here.
This is the stacked version of the logo and is preferred version of the logo for all
These logos should be used whenever possible.
printed collateral including all printed publications, advertising, billboards, posters, flyers and product packaging.
02 This is the landscape version of the logo and is the preferred version when space is not at a premium in a layout, for example, website graphics and banners.
4 | IDENTITY GUIDELINES
EXCLUSION ZONE a little elbow room to help us stand out.
The minimum exclusion zone margin for all our company logos is based on the dimensions of the “o� in the logo graphic. With all logos, a clear-space of the of one circle must be maintained on all sides. When our corporate color is used behind the logo it must extend to a minimum of the same dimensions as one circle on all sides. On all sides, the exclusion zone should be measured from the farthest edge of the logo. No element, other than our tagline, may encroach on this space.
MINIMUM SIZE bigger is better.
30MM MIN.
Stacked logos must not be reproduced at a size smaller than 30mm in height. Landscape logos must not be reproduced at a size smaller than 15mm in height.
15MM MIN.
IDENTITY GUIDELINES | 5
GOOD FAITH INSURANCE SERVICES
WE WANT TO LOOK GOOD ALL THE TIME. So take time to consider how to apply our logo.
We don’t want to come across all doom and gloom, but there is a right way and a wrong way to present our logo.
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01 SPACE AROUND THE LOGO Always leave the logo some space to breathe. Try to use white or neutral backgrounds.
02 IF YOU HAVE TO... If it’s unavoidable to sit the logo on a color or a photo, use the negative (white) logo.
03 NOT RIGHT Do not rotate the logo.
04 COLOR CLASH Do not place the logo on the wrong colors.
05 NOT GOOD Do not use the negative logo on backgrounds that are too light or cluttered.
06 NO THANKS Do not add embellishments like drop-shadows, embossings, etc. to the logo.
6 | IDENTITY GUIDELINES
SAY HELLO TO EVERYONE IN THE FAMILY. If you can’t find it here, we don’t want you to use it.
To download a particular color and size, click the appropriate link below or download the full
COMPLETE ZIP PACKAGE
package by clicking the button adjacent.
FULL COLOR
BLACK
JPG
SMALL
MED
LARGE
PNG
SMALL
MED
LARGE
EPS
PNG
SMALL
MED
LARGE
PNG
SMALL
MED
LARGE
PNG
PNG
SMALL
MED
LARGE
SMALL
MED
WHITE
LARGE
PNG
SMALL
MED
LARGE
FULL COLOR
FULL COLOR
BLACK
JPG
SMALL
MED
LARGE
PNG
SMALL
MED
LARGE
PNG
SMALL
MED
WHITE
LARGE
PNG
SMALL
MED
LARGE
FULL COLOR
FULL COLOR
BLACK
JPG
SMALL
MED
LARGE
PNG
SMALL
MED
LARGE
EPS
LARGE
BLACK
JPG
EPS
MED
FULL COLOR
FULL COLOR
EPS
SMALL
WHITE
PNG
SMALL
MED
WHITE
LARGE
PNG
SMALL
MED
LARGE
FULL COLOR
IDENTITY GUIDELINES | 7
GOOD FAITH INSURANCE SERVICES
OUR COLORS DEFINE OUR BRAND. We’re bold, bright, and confident. Simple and to the point.
The corporate color palette includes a bright blue and red theme with
Also included are the references for CMYK, RGB and HEX Values for
supporting tones. Color matching standard Pantone® references are
consistency across different media. Where possible, the logo should
included to ensure accuracy when reproducing the palette.
be reproduced in the CMYK color process. Equivalent colors can be composed using the RGB and HEX references included when the logo is to used digitally.
COLOR PALETTE // PRIMARY
COLOR PALETTE // SECONDARY
These are our corporate primary colors for our logo, text and headers.
These are secondary colors for backgrounds and supporting graphics.
pantone 123
pantone 123
cmyk
90 : 0 : 0 : 0
cmyk
41 : 20 : 15 : 57
rgb
0 : 178 : 240
rgb
80 : 98 : 109
hex # 00B2F0
hex # 50626D
pantone 456
pantone 456
cmyk
100 : 20 : 20 : 80
cmyk
65 : 32 : 25 : 11
rgb
0 : 49 : 66
rgb
88 : 135 : 135
hex # 003142
hex # 58879B
pantone 789
pantone 789
cmyk
0 : 0 : 0 : 50
cmyk
61 : 16 : 0 : 0
rgb
148 : 149 : 153
rgb
85 : 174 : 223
hex # 999999
hex # 55AEDF
pantone N/A
pantone 123
cmyk
0:0:0:0
cmyk
32 : 16 : 12 : 6
rgb
255 : 255 : 255
rgb
165 : 184 : 197
hex # FFFFFF
8 | IDENTITY GUIDELINES
hex # A5B8C5
TYPOGRAPHY IS THE BACKBONE OF DESIGN. Getting it right is paramount.
TYPEFACES. PRINT.
TYPEFACES. ONLINE.
TYPOGRAPHY. STYLE.
Our corporate typeface is Pluto. This full
When technology allows for it, Pluto should
Text for correspondence and publications
font family comes in a range of weights to suit
be used in any web applications. The default
should preferably be set in upper and
a multitude of purposes. It was optimized
fall-back corporate font is Arial which should
lower-case, and flush left with ragged right.
for print, web, and mobile interfaces, and
be utilized to ensure acceptable degradation
Capitalization should never be used for body
has excellent legibility characteristics in its
when Proxima Nova or Open Sans are
text, but is acceptable for headings.
letterforms.
unavailable.
HEADLINE FONTS
Aa
Aa
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
(.,:;?!£$&@*) 0123456789
(.,:;?!£$&@*) 0123456789
// Medium
// Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
BODY COPY FONTS - PROXIMA NOVA
Aa
Aa
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
(.,:;?!£$&@*) 0123456789
(.,:;?!£$&@*) 0123456789
// BOLD
// REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
IDENTITY GUIDELINES | 9
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