Holm Law Group: Brand Book by xjniels

BRAND BOOK

TABLE OF CONTENTS WHO WE ARE WHO WE SERVE STYLE & TONE LOGO MARKS ICONOGRAPHY COLOR PALETTE TYPOGRAPHY MOCKUPS

Holm Law Group, PC (HLG) is a San Diego based civil litigation law firm that focuses on the areas of business, real estate, and personal injury law. Our attorneys provide high-end, aggressive, and dependable legal services, with a botique personalized approach to keep our clients’ best interests in mind.

Our mission is to listen to our clients, thoroughly understand their needs, and exceed their expectations by providing sound advice tailored for each client’s personal goals and objectives.

WHO WE SERVE

GEOGRAPHIC REACH

PRIMARY TARGET

SECONDARY TARGET

We represent both plaintiffs

The primary focus of HLG brand

Our secondary audiences

and defendants throughout

positioning and messaging

include business clients and

San Diego, Imperial, Riverside,

efforts should be placed on

entrepreneurs seeking counsel

Orange, San Bernardino, and

establishing relationships

on matters surrounding startup

Los Angeles counties.

with personal injury clients.

formation and financing, small

Specifically, we seek to build

business ownership, corporate

trust among victims and families

law, as well as business

pursuing justice for elder abuse.

mediation and litigation.

STYLE &TONE

BRAND VISION HLG provides peace of mind. To every client, through every challenge, every step of the way.

TONE OF VOICE We talk to people... like people. We step outside of the courtroom to meet people where they live, in the challenges they’re trying to navigate. We offer honest asesssments and straightforward solutions. We are

Being a party to a lawsuit, starting a business,

welcoming, inviting, and understanding.

or suffering a personal injury are lifechanging events that take a physical, mental

PERSONALITY

and emotional toll on everyone involved.

Authentic, Reliable, Trusted, Aggressive, Optimistic,

We understand this, and are dedicated to

Established. A familiar face. A guiding hand.

putting ourselves in the clients’ shoes and approaching the case from the clients’

EXECUTION

perspective at all times. Clients often thank

At every touchpoint, the HLG Brand should

us, not just for the work it has done for them,

requires consistency in messaging and visual identity

but for easing the stress, worry and anxiety that often accompanies these events.

communicate clear direction for the client. This elements across all media and material executions. HLG should be represented by bold, clean, concise messaging and design wherever possible.

will guide you every step of the way.

LOGO MARKS

HORIZONTAL LOGOS The horizontal blue gradient logo (H1) logo should be used as the primary logo in most cases where a) additional branding is not evident; b) the background color is light and neutral; and c) the logo is not centered. Secondary horizontal logos (H2+) can be used in cases where one or all of the above conditions are not met.

H1 H6

LOGO MARKS

VERTICAL LOGOS The vertical blue gradient logo (V1) logo should be used as the primary logo in most cases where a) additional branding is not evident; b) the background color is light and neutral; and c) the logo is centered. Secondary vertical logos (V2+) can be used in cases where one or all of the above conditions are not met.

ICONOGRAPHY ICON USAGE HLG icons are secondary branding marks that should be used ias social media profile icons, on business cards, and for informal purposes on promo items, apparel, and publications where the website URL is also present. The icons can also be used with the horizontal and vertical logos as a substitute for the standard cube.

COLOR PALETTE COLOR USAGE OXFORD CMYK 100, 31, 0, 71 RGB 0, 51, 73 HEX #003249 PANT 539

EUCALYPTUS CMYK 63, 0, 49, 0 RGB 38, 221, 169 HEX #26DDA9 PANT 3258

The blue Oxford-Ocean-Azure values represent the primary HLG color palette. Eucalyptus should be used as an accent color to highlight content or provide contrast where needed. Gradients can be mixed between any of the palette options to provide additional design options. All

OCEAN CMYK RGB HEX PANT

100, 29, 0, 38 0, 112, 158 #00709E 3015

CHARCOAL CMYK 73, 67, 66, 81 RGB 19, 19, 19 HEX #131313 PANT Black 3 2x

AZURE CMYK RGB HEX PANT

63, 19, 0, 12 81, 181, 224 #51B5E0 298

GHOST CMYK RGB HEX PANT

5, 3, 3, 0 239, 239, 239 #EFEFEF (No Equivalent)

colors can be used to create secondary logo options.

TYPOGRAPHY MONTSERRAT

MERRIWEATHER

Montserrat is a clean, simple, inviting sans serif type face

Merriweather is an elegant serif type face that should

with 9 weight and italic variations. It should be used as the

be used for pull-quotes and testimonials (italic), banner

primary copy type face in digital and print applications.

subheadings, and as an accent font.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk

Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu

Vv Ww Xx Yy Zz

Nursing Home Abuse & Neglect

Thank you for working so hard for us throughout

Nursing home abuse or neglect occurs when an

these last few years. Your belief in the case gave us

elderly person is placed under the care of a nursing

strength, and we are so thankful to have found you

facility, and their actions cause that individuals

and your team of kick-ass lawyers. Without all your

harm. Such harm can be by direct action, or neglect. Our elder abuse attorneys have years of experience seeking justice against nursing home facilities who cause abuse or neglect.

hard work we would not have made the needed changes. Thank you! CHRISTA & PAUL

EUROSTILE

JURA

Eurostile is an all-caps display type face used for big

Jura is a modern, assertive type face that should be used

headings and cover art. It should never be used in paragraph

sparingly draw attention as a headline or category heading.

text. It is used for “HOLM” in full HLG logos.

It is used for “LAW GROUP” in full HLG logos.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

FROM CLAIM TO COMPENSATION, WE WILL GUIDE YOU EVERY STEP OF THE WAY

Lawers and Advisors for San Diego Businesses

TYPOGRAPHY

MATERIAL MOCKUPS