:: a brand platform by
:: Š 2012 Traction Marketing Group
Table Of Contents
1
Overview
2
Discovery Findings Insights
3
Positioning Brand Triangle Brand Essence Positioning Statement Tagline Reveal
4
Brand Logo Evolution Color Palette Typography Logo Reveal
5
Imagery & Application
Overview As a company, Liberty National Bank is the very definition of a community bank. Rooted, loyal, real, and dependable. From top to bottom, Liberty’s personality is a reflection of the ideals and character of Comanche County, OK. Our task is to take these intrinsic values and craft them into a tangible, living brand. A brand that echoes the Liberty spirit, resonates with customers and community, and sets the bar for internal expectations. This brand platform carries you through our process, gives insight into our rationale, and, ultimately, delivers a brand identity that personifies the heart of Liberty National Bank.
Overview
2
Discovery Findings Through the DIG Discovery Process, we were able to unearth several key insights that helped us shape and solidify the Liberty National Bank brand. Of these insights, the single attribute that surfaced time and again throughout the process was that of “Relationships.”
Complete Bank Attributes List “Relationships”
Short List of Key Bank Attributes “Relationships”
Short List Of Bank Personality Traits “Relationships”
Insights While it’s not uncommon for brand platforms and mission statements to put an emphasis on building and fostering relationships, these promises are often little more than lip service. For Liberty, however, relationships are a true differentiator. This is evident in the bank’s longstanding community investment in Comanche County, its local ownership, and “we’ve got your back” attitude.
Discovery
3
Positioning Brand Triangle A truly intelligent brand platform is one whose foundation is based on empirical data, not creative intuition alone. While the latter is certainly part of the equation, it is secondary in our order of operations, following any tangible connections that have been made from the extracted insights. Through a simple Brand Triangle exercise using the company’s personality traits and key attributes as variables, we are able to reveal the organization’s core value. This core value then serves as the genesis for the company’s brand essence, positioning statement, and tagline.
Liberty National Bank “Brand Personality”
Liberty National Bank “Brand Attributes”
+ Service-Oriented
+ Flexible
+ Relationships
+ Accommodating
+ Friendly + Competitive
People Focused Relationships Friendly Personal
Core Value Brand Essence Positioning Tagline
Positioning
4
+ Accessible + Friendly
Positioning Core Value Relationships are our strength and people are our assets.
Brand Essence For more than a century, our success has been tied to the land and the people of Comanche County. We’ve built a bond with our neighbors that’s forged in blistering sun-baked summers and tempered by bitter, windswept winters. It’s the Oklahoma experience that we know down in our bones. Our common experience of struggle and success. Our trust in liberty, self reliance, and the belief that hard work brings a better way of life. This is the bond, the covenant we share with our customers. They are our partners – in mutual success, as individuals, as businesses, and as a community.
Positioning Statement Liberty National Bank is a real bank for real people; a bank you can trust in and grow with. We believe in hard work, can-do attitudes, and helping people get ahead. Above all, we’re committed to providing our customers with personalized banking relationships based on their individual needs and financial goals.
Tagline
Positioning
5
Logo Evolution The foundation of any respectable brand mark or logo is rooted in strategic insights and creative inspiration. The logo evolution process begins with free-form sketches and concurrent evaluation. From this rough refinement, a tangible, purposeful logo mark emerges.
Brand
6
Brand
7
Color Palette A brand’s primary colors should evoke a sense of the brand’s personality and make an immediate impact by differentiating it from its competitors. For Liberty’s color scheme, we chose an organic red and blue palette that exudes authentic Americana without being overtly patriotic.
PMS 187C
60% Black
PMS 308C
Brand
8
100% 80% 60% 40% 20%
C22 / M100 / Y89 / K15
C96 / M64 / Y31 / K12
255
255
255
170
170
170
85
85
85
R171 / G31 / B45
1
C0 / M0 / Y0 / K60
R128 / G130 / B133
R0 / G87 / B126
<style type=”text/css”>
2 3
.style-Red {font-family: Georgia, “Times New Roman”, Times, serif; color: #AB162B; }
4
.style-Gray {font-family: Georgia, “Times New Roman”, Times, serif; color: #808284; }
5
.style-Blue {font-family: Georgia, “Times New Roman”, Times, serif; color: #00567C; }
Brand
9
Serif Typography One of the more overlooked aspects of a brand’s identity is the importance put into developing its typographic style. For Liberty’s primary typeface, we’ve chosen Sabon, a classically versatile and highly legible serif font. It is timeless and strong, and presents aesthetically stunning italic letterforms.
Sabon
Aa BbCc123 Bold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 123456789 0
Roman
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 456 789 0
Italic
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 456 78 9 0
Bold Italic
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 12 3 4 5678 9 0
Brand
10
Sans-Serif Typography A secondary sans-serif typeface is often used in support of the primary serif font to provide visual contrast and interest in headlines, body copy, pull quotes, etc. In this instance, we have chosen the Gotham font family, a collection of typefaces whose contemporary flair complements Sabonâ&#x20AC;&#x2122;s traditional Americana spirit.
Gotham
AaBbCc123 Bold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 45 67 8 9 0
Book
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 678 9 0
Light
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 78 9 0
Thin
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 67 8 9 0
Brand
11
Primary Logo A logo is a companyâ&#x20AC;&#x2122;s most visible brand asset, and should convey both its personality and purpose. Often times, there are multiple logo variations for multiple uses, each derived from a powerful primary logo.
Brand
12
Primary Logo Color Options
Two Color
One Color
Grayscale
Brand
13
Secondary Logo, Version 1 Secondary and alternate logo variations are designed to be used sparingly in instances where the primary logo is not the best fit. This secondary version is best used in situations calling for horizontal placement.
Brand
14
Secondary Logo, v1 Color Options
Two Color
One Color
Grayscale
Brand
15
Secondary Logo, Version 2 Secondary and alternate logo variations are designed to be used sparingly in instances where the primary logo is not the best fit. This secondary version is best used in cases that call for a smaller, less graphic placement.
Brand
16
Secondary Logo, v2 Color Options
Two Color
One Color
Black
Brand
17
Logo Bug Secondary and alternate logo variations are designed to be used sparingly in instances where the primary logo is not the best fit. The logo bug is used as a simple brand impression where a primary or secondary logo isnâ&#x20AC;&#x2122;t necessary. Examples are promotional items, stationery, and digital space.
Brand
18
Logo Bug Color Options
Two Color
One Color
Grayscale
Brand
19
For more than a century, our success has been tied to the land and the people
of Comanche County. We’ve built a bond with our neighbors that’s forged in
blistering sun-baked summers and tempered by bitter, windswept winters. It’s the
Oklahoma experience that we know down in our bones. Our common experience
of struggle and success. Our trust in liberty, self reliance, and the belief that
hard work brings a better way of life. This is the bond, the covenant we share
with our customers. They are our partners — in mutual success, as individuals, as
businesses, and as a community.
Imagery & Application
20
Imagery & Application
21
Imagery & Application
22
Imagery & Application
23
Imagery & Application
24
Imagery & Application
25