Brand Guidelines & Best Practices
Purpose These brand guidelines explain the components of the logo, define the aesthetic of the Mortgage Underwriting department, and illustrate how the standards are applied. Adhering to these guidelines will ensure future Mortgage Underwriting department visuals look professional and consistent.
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Primary Logo The Mortgage Underwriting logo is combination of a logomark and a logotype. The logomark illustrates the complexity of the underwriting process, the compassion our underwriters have for our Members, and the pride they feel for serving their mortgage partners in the underwriting department. Inside the house, you’ll find a maze. For both our Members and our mortgage partners, the underwriting process can feel like a never-ending maze, but our underwriters are masters of critical thinking and enjoy the challenge. Underwriters collaborate with their mortgage partners and ensure our Members get to the other side. Hidden within the maze, you’ll find the department initials M and U. It’s important that our underwriters feel a sense of pride and ownership for the success of Real Estate Lending and this logomark serves as a visual representation of the hard work they put into serving our Members.
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VARIATIONS A. logomark B. horizontal C. vertical
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Logo Variations A full brand identity doesn’t just include one logo; it includes a full family of logos that give you the widest range of versatility and potential for brand recognition. A logo variation is simply that: a variation or alternate version of your primary logo. We have created 3 additional logo variations for a designer to choose from. It is up to the designer’s discretion to select the appropriate variation depending on the placement, size, and flow of the project.
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DO NOT
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1. Rotate the logo. 2. Squish the logo. 3. Stretch the logo. 4. Place elements too close to the logo. 5. Resize any part of the logo. 6. Add unofficial graphics to the logo. 7. Re-color any parts of the logo. Reference the Color Usage section for more info.
LEARN MORE
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8. Add drop shadows or other effects.
Unacceptable Usage A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall look of the logo by rotating, skewing, or distorting in any way—that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. On the left side of the page, we have provided a few examples of ways you should NEVER alter the logo.
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Logo Color Usage The color usage for the Mortgage Underwriting logo is limited to white and two shades of the NFCU blue. The logomark should always remain light blue. Depending on the background color, the logotype should always remain dark blue or white. We have provided logo variations for use with both dark and light backgrounds. Stick to these guidelines and the logo should have significant contrast for any viewer.
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O PE R ATI O NALLY N I M B LE B R I N G BO LD TH I N K I N G “Be the most preferred and trusted financial institution serving the military and their families.� - Navy Federal Credit Union 2020-2024 Strategy
Typography Typography is a powerful tool when used consistently. This set of typefaces best represent the bold and modern feel of the brand and should be used across all print and digital applications.
ADOBE FONTS
Arboria
Merriwether
ABCDEFGHIJKLMN OPQRSTUVWXYZ
A BCDEFGHIJKLMN OPQRSTU V W X YZ
abcdefghijklmnop qrstuvwxyz
abcdefghijk lmnop qrstuv wx yz
12 3 45 6789 0
1 23 456789 0
SYSTEM FONTS
Century Gothic
Georgia
ABCDEFGHIJKLMN OPQRSTUVWXYZ
A BCDEFGHIJK LMN OPQR STU V W X Y Z
abcdefghijklmnop qrstuvwxyz
abcdefghijklmnop qrstuv wxyz
12 3 4 5 67 8 9 0
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Color Palette Color is an integral part of brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but also serve a psychological purpose by communicating a certain feeling to your audience.
PRIMARY COLOR PALETTE DARK BLUE
Deep blue is relaxing, and often used to convey the importance of meaningful relationships, in addition to establishing trust and loyalty. Light blue is also said to promote feelings of tranquility; light blue has a gentle appearance and is likely to make a soothing impression.
HEX #142945
NFCU BLUE HEX #0F3D70
LIGHT BLUE HEX #879FC1
SECONDARY COLOR PALETTE
The Navy Federal orange and a darker shade of the NFCU orange make the secondary color palette.
BURNT ORANGE
This palette should be used sparingly and with thoughtful consideration for the rest of the design.
NFCU ORANGE
BRAND GUIDELINES
HEX #9E4100
HEX #ED780F
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v11.12.2020 | © NFCU Real Estate Training