Maher Group - Visual Standards Manual

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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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The integrated accounting & financial solution

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

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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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