visual standards
TABLE OF CONTENTS Overview 3 Logo Inspiration 4 Brand hierarchy 5 Tool kit 6 Company Hierachy
7
Brand Mark 8 Logo Variations 11 Logo variations - minimum size 12 Spacing & isolation
13
Treatments - Photography
16
Secondary Graphics
17
Background Matrix
18
Typography 19 Colour Palette - Logo
23
Colour Palette - Secondary
24
Applications 23 Contacts 25
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OVERVIEW The Mark
Maher Group
The identity and it’s subsidiaries have been carefully considered and designed to reflect the broad offering provided by the group across the financial services spectrum.
The Maher Group comprises of 2 companies: Chartered Accountants. Financial Planners. The relationship between the entities and the consistent ‘M’ allowed for a singular icon to be developed.
Maher Partners A long history is represented with the name Maher in reference to chartered accounting in the areas of accounting, advisers and Audits.
Mast Wealth Mast Wealth represents the financial planning side of the business, providing advise and services in investments, retirement and insurance.
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LOGO INSPIRATION Our Inspiration The Maher Group contend day to day with a vast array of interrelated factors with their offering in the accounting & financial sector.
Brand Story As designers, S2 Creative were inspired to represent this complexity using combinations of a basic core element to build into an ordered, bold, simple letter shape to represent the consistent M Theme.
Our underlying philosophy with the Maher logo mark through our development can be represented by the following statement:
‘
The Maher group help to make the complex simple.
’
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BRAND HIERARCHY Logo Marks with Tag-line The Maher Group Logo Marks have been designed with a positioning tag-line. NB: S econdary Graphic faceted background shown.
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THE TOOL KIT SYMBOL:
‘m icon’
The sample tag-line in upper & lowercase lettering
TYPOGRAPHY:
entity name The sample tag-line in upper & lowercase lettering
POSITIONING:
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tag-line
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The sample tag-line in upper & lowercase lettering
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COMPANY HIEARCHY Company hiearchy is set out at right.
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BRAND MARKS Proportions For consistant Branding, all logos for the Maher Group, Maher Partners and Mast Wealth must always originate from master artwork files and never be attempted to be created.
Primary Standard Logo Marks - lockup The Standard Logo Marks for Maher Group Maher Partners Mast Wealth are set out at right.
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BRAND MARKS [ CONTINUED ] Primary Logo Marks with Tag-line - lockup The Maher Group Logo Marks have also been designed with a positioning tag-line. Please note the nature of the tag-line are designed to signifiy the hiearchy of the Logo Marks as outlined on (page 7). The Maher Group for example utilites upper and lowercase defining the offering in a sentance form as this is the Primary Mark of the business entities. Maher Partners and Mast Wealth are intentionally more specific, highlighting the services offered in the business categories in which they operate.
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BRAND MARKS [ CONTINUED ] Primary Logo Marks with faceted background - lockup The Maher Group Logo Marks have been designed to be displayed with the ’faceted background’ which is scaled proportionally to the Logo Mark. This is permitted when reproduction specifications allow.
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LOGO VARIATIONS Several possible constraints may arise when applying the Logo Mark. These can be related to reproduction issues or space allocation.
Linear Stack Logo Mark standard spacing
To ensure a consistant Brand image, various standard logo configurations that make up the Logo Mark suite have been carefully considered and designed to cover these issues.
The integrated accounting & ďŹ nancial solution
These versions are only to be used in the event that using the main logo is not an option. Example shown utilised where vertical space (depth) is limited, for example: n email
signatures
n signoff
ACCOUNTANTS
AUDITORS
ADVISORS
for advertising materials.
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LOGO VARIATIONS Minimum sizes The minimum size any of the Maher logos should appear is 8 mm in height as shown.
8MM
The height of 8mm refers to the M icon. In the case of minimum logo usage no tagline can be used due to limited space and/or legibility.
8MM
Minimum size examples are shown at right. Minimum size logos have been specifically designed for this application and should always be used.
8MM
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File name follows this matrix:
File name follows this matrix:
‘MaherGroup_logo1_MIN_pos_4c’ Brand_logo1_MINIMUM_POSitive_4colourprocess
‘MaherGroup_logo1_MIN_pos_K’ Brand_logo1_MINIMUM_POSitive_blacK
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SPACING & ISOLATION Maher Group
Logo Mark standard spacing
Spacing and Isolation
1x
1x
Spacing refers to the area around the brand mark that should always remain free of all other text and graphic elements.
3.25x
The standard unit is defined by the ‘x height’ of the company name as shown.
1x
A minimum clear space requirement has been established to ensure the prominence and clarity of the Maher Group brand mark.
1x
1x
1x
Logo Mark with tag-line standard spacing 1x
1x
3.25x
1x
1x
0.5x 0.5x 1x
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1x
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SPACING & ISOLATION [ CONTINUED ] Maher Partners
Logo Mark standard spacing
Spacing and Isolation
1x
1x
Spacing refers to the area around the brand mark that should always remain free of all other text and graphic elements.
3.25x
The standard unit is defined by the ‘x height’ of the company name as shown.
1x
A minimum clear space requirement has been established to ensure the prominence and clarity of the Maher Partners brand mark.
1x
1x
1x
Logo Mark with tag-line standard spacing 1x
1x
3.25x
1x 0.25x 0.5x
ACCOUNTANTS 1x
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1x
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AUDITORS
ADVISORS 1x
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SPACING & ISOLATION [ CONTINUED ] Mast Wealth
Logo Mark standard spacing
Spacing and Isolation
1x
1x
Spacing refers to the area around the brand mark that should always remain free of all other text and graphic elements.
3.25x
The standard unit is defined by the ‘x height’ of the company name as shown.
1x
A minimum clear space requirement has been established to ensure the prominence and clarity of the Mast Wealth brand mark.
1x
1x
1x
Logo Mark with tag-line standard spacing 1x
1x
3.25x
1x 0.25x 0.5x
INVESTMENTS 1x
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1x
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TREATMENTS - PHOTOGRAPHY Photographic Backgrounds When applying any of the Maher Logo Marks to photographic backgrounds, take care to ensure maximum readability and clarity of the logo at all times. Please keep in mind isolation areas when applying The Maher logo marks with reference to background imagery to ensure clear readability. An Example shown ar right. SA M IMAGE
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PL E ON
LY
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SECONDARY GRAPHICS Secondary backgrounds Several backgrounds have been developed to be used in conjunction with the Logo Mark. These backgrounds have a relational scaling to the logo which must by adhered to as the geometric shapes communicate order and structure which is a part of the core Brand vales of the Maher Group. Please refer to page 18 for more information regarding the logo and background relationship.
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BACKGROUND MATRIX Background Lockup Maher faceted backgrounds have been developed to be used in conjunction with the Logo Mark. The unit Matrix and spacing shown at right.
1x 1x 1x
The sample tag-line in upper & lowercase lettering
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TYPOGRAPHY The logotype typography has been selected to compliment the bold ‘M icon’
Primary Typeface The primary typeface is used for the company name.
Secondary Typefaces The secondary typefaces are used inconjunction with the logo and are a component of the look and feel. Typefaces used are as outlined on the following pages.
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TYPOGRAPHY [ CONTINUED ] Logotype typography The logotype typography has been selected to compliment the bold ‘M icon’ The typeface families used are as outlined below.
ABC
GOTHAM - LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 GOTHAM - BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 MAHER GROUP VISUAL STANDARDS
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TYPOGRAPHY [ CONTINUED ] Secondary typography The secondary typography has been selected to compliment the look and feel of the Maher Brand.
ABC ABC
The typeface families used are as outlined below.
ADOBE CASLON REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*() ADOBE CASLON PRO ITALIC
ABCDEFGHIJKLMNOPQRSTUVWX YZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*() MAHER GROUP VISUAL STANDARDS
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TYPOGRAPHY [ CONTINUED ] Secondary typography The secondary typography has been selected to compliment the look and feel of the Maher Brand. The typeface families used are as outlined below.
ABCDE ABCD ABCD
ITC FRANKLIN GOTHIC BOOK CONDENSED
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*() ITC FRANKLIN GOTHIC DEMI CONDENSED
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*() MAHER GROUP VISUAL STANDARDS
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COLOUR PALLETTE - LOGO COLOURSPACE
COLOURSPACE
Spot Colour: Pantone® 299C
Spot Colour: Pantone® 2738C
Process Colour: C:74% M:20% Y:0% K:0%
Process Colour: C:100% M:91% Y: 23% K:8%
RGB Value: R: 15 G: 162 B: 220 Web # Value: 10fa2dc
PANTONE
299
RGB Value: R:38 G:56 B:121 Web # Value: 263879
PANTONE
2738
COLOURSPACE Spot Colour: Pantone® 636C Process Colour: C:48% M:0% Y: 10% K:0% RGB Value: R:122 G:208 B:226 Web # Value: 7ad0e2
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PANTONE
636 PAGE 23
COLOUR PALLETTE - SECONDARY COLOURSPACE
COLOURSPACE
Spot Colour: Pantone® 5436C
Spot Colour: Pantone® Cool Grey 9C
Process Colour: C:35% M:18% Y: 13% K:0%
Process Colour: C:55% M:47% Y: 43% K:10%
RGB Value: R:165 G:186 B:202 Web # Value: a5baca
PANTONE
5435
RGB Value: R:119 G:119 B:123 Web # Value: 77777b
COLOURSPACE
COLOURSPACE
Spot Colour: Pantone® 549C
Spot Colour: Pantone® Cool Grey 3C
Process Colour: C:61% M:24% Y: 20% K:0%
Process Colour: C:20% M:17% Y: 17% K:0%
RGB Value: R:103 G:162 B:185 Web # Value: 67a2b9
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PANTONE
549 ©S2CREATIVE
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RGB Value: R:203 G:200 B:199 Web # Value: cbc8c7
PANTONE
CG 9 PANTONE
CG 3 PAGE 24
APPLICATIONS
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APPLICATIONS
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APPLICATIONS
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CONTACTS Questions?
Contact:
If you have any queries regarding this manual please contact The General Manager.
Justin Gallagher General Manager Maher Group
thankyou justin@mahergroup.com.au
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