LoanStreet Brand Standerds Manual

Design Standards Manual

LoanStreet - Design Standards Manual

Version 1.1 - May - 2016

Contents Please adhere to the details of brand appearance mentioned in this document. The appearance of the logo on various brand touchpoints should be similar to the visualization documented in this Design Specifications Manual. Any alteration inusage would violate the design guidelines of LoanStreet

CONTENTS

PG. NO.

Introduction

4

Design Phylosophy

6

Visual Identity

7

CODES

FORMATS LoanStreet Language

F01

Primary Logo Typeface

TTF/OTF

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F02

Secondary Brand Typeface

TTF/OTF

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C01

Brand Colours

Ai/PDF

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LoanStreet Mark S01

LoanStreet Symbol

Ai / EPS/PDF

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L01

Logo Multicolor

Ai / EPS/PDF

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L02, L03

Logo Multicolour - Brand color background

Ai / EPS/PDF

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L04, S02

Logo - Single color

Ai / EPS/PDF

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L05, L06

Logo - background and photographs

Ai / EPS/PDF

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LoanStreet Logo Usage

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Contents Identity Usage Guidelines

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Logo clear space

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L07

Logo - Co-Branding

Ai / EPS/PDF

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P01, P02

Logo - Product & Services branding

Ai / EPS/PDF

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Logo Applications

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VC01

Visiting card

Ai / EPS/PDF

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LH01

Letterhead

Ai / EPS/PDF

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EN01

Envelope

Ai / EPS/PDF

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PT01

Presentation Templates & Webpage

PPT

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L01, S01

T-Shirt & Caps

Ai / EPS/PDF

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L01, S01

Official Attire & I D Cards

Ai / EPS/PDF

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L01, S01

DVD & Pen Drive

Ai / EPS/PDF

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L01, S01

Mugs & Pen

Ai / EPS/PDF

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L01, S01

Bags

Ai / EPS/PDF

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Approval

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Recommended le formats for logo usage

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Introduction This document is a one point reference for all design standards and guidelines for the LoanStreet brand identity. It is a comprehensive database with links to our templates and branded assets, and thoroughly documents the visual language of LoanStreet.

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But this is not just a document, its a pathway to unleash your creative thinking while keeping yourself on track with LoanStreet Brand Language Version 1.1 - May - 2016

Introduction In this document you will find: • A detail illustration of the basic elements that make up the LoanStreet visual identity system.

Download link

A01

File Name

Source files/colour

File Destination

• Dos and Don’ts of the using the brand identity.

• Links to downloadable brand assets with clearly mentioned file destinations.

Through this we urge you to know more about the LoanStreet visual identity. These guidelines will help you implement our brand and reflect how we continue to evolve and grow.

LoanStreet - Design Standards Manual

The DVD icon symbolises downloadable assets Click on the above Icon to directly download the source files, else you can also find the files on the Brand Guidelines DVD in the destination mentioned below the file code name.

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Design Philosophy LoanStreet’s Design Philosophy has been developed as a guide to ensure that our touch-points are always on brand regardless of the application or audience. The Design Philosophy should drive development of all communications and act as a litmus test when creating communications that leverage new visual elements not found in the current system.

• Warm & Welcoming • Friendly & Casual • Simple & Perfect • Clear & Humanly

The Design Philosophy consists of four key elements based upon the personality attributes of the LoanStreet brand. These elements should be infused into all communications whenever possible.

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Visual Identity

The Concept

Gold coins have always been synonymous of wealth, richness, money and prosperity. Similarly the safe locker is symbolic of protection.

These have been combined into an abstract form to convey the message of prosperity with protection that one can get form the expert guidance that LoanStreet offers.

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The Concept

Circle - Continuity Coin - Prosperity Sun - Brightness

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Square Strength & Stability Safe - Protection

Dream Your dreams i.e. buying a home, car, etc.

Right financial advice for bringing your dreams into reality and protecting them.

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Primary logo Typeface

F01 LS-DSM / Fonts / Primary font

The Hurme Geometric Sans -Semibold is the LoanStreet Brand Logotype font. Hurme with its extended tails on the lowercase typefaces has a semi-casual look with a perfect geometric construction. This gives a very friendly feel to the typeface. Other variation of the Hurme font can be used only while creating a logo for a sub-brand and should not be used as a main typeface in any of the communications.

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Hurme Geometric Sans - Semibold

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()_+ {}:â&#x20AC;?<>?[];â&#x20AC;&#x2122;,./

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Secondary Brand Typeface

F02 LS-DSM / Fonts / secondary font

The Proxima Nova font family is the LoanStreet Primary communication typeface.

These can be used in all marketing deliverables. Typography usage requires a license for the typeface being used. The link below gives you a detail of the same.

The Proxima Nova variations listed beside should suffice for usage in all corporate communications.

Bb LoanStreet Brand Guidelines

Proxima Nova Proxima Nova - Light Proxima Nova - Light Italic Proxima Nova - Regular Proxima Nova - Regular italic Proxima Nova - Semibold Proxima Nova - Semibold Italic Proxima Nova - Bold Proxima Nova - Bold Italic Proxima Nova - Extrabold Proxima Nova - Black Proxima Nova - Black Proxima Nova - Black

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Brand Colour

C01 LS-DSM / Colour Palette

Consistent use of our brandâ&#x20AC;&#x2122;s colour will ensure maximum brand recognition and help differentiate LoanStreet In the marketplace.

Our corporate colour, LS Blue, is the foundation of the brand and should always be used properly to reinforce brand equity. To support this, the LS Yellow and LS Gray should be used in the prescribed ratio.

typographic accents, illustration fills, charts, graphs and tables.

Primary Colour LS Blue LS Blue should be used as a first-line solution when making colour decisions. The primary colour can be used for typography, colour floods, typographic accents, illustration fills, charts, graphs and tables. This is the only colour that can be used in large tints.

The Below Pie chart clearly indicates the ratio in which the brand colours should be used.

Secondary colour LS Gray This is the main colour that should be used for running text. It can also act as a supporting colour to give a contrast background for the Primary colours.

Primary colour LS Yellow This should be used only for minimal highlight, to define a hierarchy or add contrast to content as necessary. This can be used in

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Primary Brand Colour - LS Blue

Pantone 319 U

Hex - 31B7BC

C-70 | M-0 | Y-30 | K-0

R-50 | G-180 | B-190

Hex - FBB900

C-0 | M-30 | Y-100 | K-0

R-250 | G-180 | B-0

Primary Brand Colour - LS Amber

Pantone 116 U

Secondary Brand Colour - LS Gray

Pantone 424 U

Hex - 878786

C-0 | M-0 | Y-0 | K-60

R-135 | G-135 | B-135

The Symbol

S01 LS-DSM / Symbol / Multicolour

The LoanStreet Symbol is a strong mark which can be used independently without the LoanStreet logotype.

It forms a strong identity and visual brand impression which can remain in the viewers mind for a long time.

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Logo Multicolour

L01 LS-DSM / Logo / Multicolour

The LoanStreet corporate logo is the most evidently visible expression of the brand. This brand mark is the constant that represents LoanStreet in every communication.

Minimum Size - 30mm width

Standard Size - 30mm width

• The logo should be treated as one unit and should never be divided of recomposed • The logo should be considered a brand image/illustration and not a word • The logo should never be used in a communication title, headline or sentence • The logo must not be redrawn or modified in any way and should include the registration mark in all instances.

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The exceptions are: if the logo is smaller than the minimum size, or if the logo is embossed, debossed, embroidered, engraved, or foil stamped in white, silver or clear.

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Symbol

Logotype

Brand Signature

Logo Multicolour - Brand colour background

L02 LS-DSM / Logo / Multicolour

L03 LS-DSM / Logotype

The LoanStreet multicolour reverse logo can me used only over the LS Blue. Trying to replicate the same with LS Yellow and LS Gray backgrounds is strictly prohibited. Even though they are brand colours.

Logotype - Multicolour (L03- A)

Logotype - LS Blue (L03- B)

Logotype - LS Yellow (L03- C)

Additionally in places which has minimal height the LoanStreet Logotype can be used independently without the Symbol. This must always be used as a last resort.

The brand tagline should never be used in the logotype only options. The tagline appear only when the logo is used as a unit with the brand symbol.

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Logotype - Black (L03- D)

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Logo - Single colour

L04 LS-DSM / Logo / Single-colour

S02 LS-DSM / Symbol / Single-colour

To maintain consistency, the brand logo may only be used in a limited number of colours and techniques. Logo application should optimize legibility and follow all guidelines and standards set

by LoanStreet manual.

Always use the multicolour logo A01 option at all instance. When it is not possible to use the multicolour logo, the single colour option may be used. In addition, the single colour logo may be used in processes as a blind emboss/ deboss, engraved or foil stamped in white, silver or clear.

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Single colour - LS Blue (L04-a)

Flat Black (L04-c)

Single colour - LS Yellow (L04-b)

Grayscale (L04-d)

Logo - brand colour background and photographs

L05 LS-DSM / Logo / Reverse

L06 LS-DSM / Logo / BGunit

The LoanStreet single colour reverse logo must always be the last option of usage. This option can be used only on brand colour backgrounds.

The multicolour logo may be used directly on photographs only if it can be placed in areas with white or very light background.

If not the logo should always be enclosed in a unit of white of LS Blue backgrounds as shown in the images beside.

In any case the clear-space guideline should always be kept in mind and be treated as prime importance.

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Single Colour Reverse Logo LS Blue - A03_1

Single Colour Reverse Logo LS Yellow - A03_1

Single Colour Reverse Logo LS Gray - A03_1

Single Colour Reverse Logo Black - A03_1

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Identity Usage Guidelines

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Logo Usage

Do not breach the clear space zone

Do not place the logo on cluttered imagery

Do not place the logo on any colour other than the brand palette

Do not alter the elements of the logo in any way

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Logo Usage

Do not alter the typeface in any way

Do not use the reverse logo directly on imagery

Personal loans Do not add or remove any elements from the logo

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Do not use the Single colour logo options in/on any colour other than the prescribed brand palette.

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Logo clear space There must always be sufficient space surrounding the logo to avoid competition from other visual elements and to maintain its visual impact.

Logo Clear Space The area of isolation represents the minimum clear space that must be provided at all times.

This area is determined by the dimension of the x height and is proportional, regardless of logo size.

Logo Placement The primary logo location is the top right hand corner. However, if the lower right hand corner logo placement does not work for your communication, place the logo in one of the other corners where it can have as much clear space as possible.

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Logo - Co-Branding

L07 LS-DSM / Logo / Partner unit

Co-Branding may appear on marketing materials that are developed with an official LoanStreet business partner.

All logo standards and guidelines apply.

Colour Standards Co-branded logos can appear in full colour or in black & white. Guidelines for background colours are the same as for the LoanStreet corporate logo. However, a partner’s corporate colour may be used as the background colour keeping in mind the LoanStreet Logo clearspace guidelines.

Co-Branding with Integrated Logo • Make all of the logos visually equal in size • Horizontally center align the LoanStreet logo.

• Make sure that there is sufficient clear space and equal distance between the logos • Create a 1-pt LS Gray stroke divider between the logos with the spacing guidelines shown.

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Logo - Product & Services branding

P01 LS-DSM / Sub Branding / Unit

P02

Specialized products and services logos may appear on marketing materials that have been developed for those products and services specifically.

LS-DSM / Sub Branding / Logos

A few of product and services logos are readily available, If there is a need for new product logos, the below image clearly illustrates the guidelines to create a new product logo if need arises. The file P01 should be used as a foundation to create a new product logo.

All the below logo standards and guidelines strictly apply.

New product icons should always be designed in a simplified manner and should be in line with the LoanStreet brand language. It should always have a soft feel and should never contain sharp & complicated graphic forms.

Product icon area

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Applications

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Applications - Visiting card

VC01 LS-DSM / Stationary / VC

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Applications - Letterhead

LH01 LS-DSM / Stationary / LH

The Letterhead is a very important part of the companies professional communications and is used for important documents like MOU, Contracts, Invoice, Appointment letter etc.

Hence it is very essential to maintain consistency and follow the guidelines so as to create an impactful brand impression.

The left margin of the letterhead should always be more than 25mm . The main place where the letterheads end up are in the files. The increased margin helps us to protect the main content of the letter when it is filed. Any LoanStreet document that is intended to get filed should always have an increased left margin.

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Letterhead main sheet

Letterhead continuation sheet

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Continuation sheet Standards Manual LoanStreet - Design

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Applications - Envelop

EN01 LS-DSM / Stationary / EN

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Applications - Presentation Templates & Web-page

PT01 LS-DSM / Misc / PPT template

Power Point Templates are always used present path breaking ideas & large scale business proposals. Hence it is not to be taken lightly.

A ready to use Power Point template with all guidelines in place is available for download at the like beside. One should always use this to create any corporate presentations pertaining to Longstreet.

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Applications - T-Shirt

T01 LS-DSM / Misc / T-Shirt

Brand Promoters are a huge channel to reinforce the brand subconsciously in the minds target audience. They can be more casual and friendly in nature..

T-shirts and caps are often used by brand promoters

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Applications - Official Attire & I D Cards

A01 LS-DSM / Misc / Official Attire

Maintaining Uniformity in official attire increases the visibility of the brand. It also reinforces the consistency of the brand language.

The Official attire shirt can be plain 20% gray in colour else should have stripes as defined beside. The stripes should be 30% gray in colour, 2mm in thickness and should have 3mm gap in between each of them. A black trouser has to be worn in combination to this shirt. A tie coloured LS Blue, worn against the gray shirt, enhances the brand colour. I ID cards and tags makes the same redundant.

A sleek brand signature on the top right of the shirt pocket adds to the elegance.

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Applications - DVD & Pen Drive

D01 LS-DSM / Misc / DVD

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Approval

2016 2016

MAY MAY

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Registered Signature The LoanStreet corporate signature has been approved by Mr. Vineet Jain & colleagues

Vineet Jain

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Recommended file formats for logo usage APPLICATIONS

FILE FORMAT

WORD PROCESSING WEBSITE DIGITAL DEVICES VIDEO PRINT Recommended

Acceptable

For print jobs (word processing and print in the above table) CMYK images at a higher resolution that is 300 dpi must be used.

For other media such as website, digital devices and video, RGB images at a resolution of 72 ppi should be used.

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