Our Brand Our Identity

Transcription

Our Brand
Our Identity
Loan Market style guide
Contents
Logo
Primary/ Mono logo........................................................................ 3
Using the reverse logo................................................................... 4
Space around the logo................................................................... 5
Minimum logo size.......................................................................... 6
Applying the ACL............................................................................. 7
Logo placement................................................................................ 8
What not to do.................................................................................. 9
Colour
Our colour palette..........................................................................10
Colours for web and print...........................................................11
Fonts
Fonts for headlines and headings............................................12
Fonts for body copy and web....................................................13
Using our fonts on collateral......................................................14
Grids
Grids and margins..........................................................................15
Icons
Our loan type icons.......................................................................16
Colour versions for our loan type icons ................................17
ACL
Disclosure of ACL ...........................................................................18
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Logo
Primary/mono logo
The Loan Market logo is our most
valuable visual asset.
It’s an instantly recognisable mark of
authenticity that states who we are and
sets apart our communications from
other organisations.
Primary Loan Market logo - is our preferred logo.
It should appear on all printed and online communication
where possible. The Registered symbol should always
appear as part of the logo. It is made up of our primary
colours blue and grey.
Pantone: 2192C
CMYK: C80, M10, Y0, 0
RGB: R0, G171, B230
Hex: 00ABE6
Pantone: 7540C
CMYK: C0, M0, Y0, K77
RGB: R95, G96, B98
Hex: 5F6062
Mono Loan Market logo - Is only to be used when a
coloured logo is not allowed. It is made up of 77% and
50% black.
77% Black
50% Black
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Logo
Using the reverse logo
The best background for our logo is
always white, but we know there will be
times when you need to place the logo on
a non-brand colour, or on a photographic
background.
Reverse logo - Ensure that the background colour is dark
enough to see white on. Always maintain the minimum
logo space and size when using the Loan Market logo.
Reverse logo on imagery - Ensure that the background
image is dark enough to see white on and is not too busy.
Always maintain the minimum logo space and size when
using the Loan Market logo.
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Logo
Space around the logo
The rule in applying the minimum
allowable space around the logo is
determined by the large grey triangle’s
width and height.
Height and width of grey
triangle represents minimum
space required around the logo.
This measurement exists to define the
minimum amount of space that should
be left clear around the logo.
Whenever possible, leave a great deal
more clear space around the logo, this
gives the logo enough space to make
an impact and not be compromised by
other elements.
Example
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Logo
Minimum logo size
The logo should always be used in
proportion to the piece of collateral that
is it appearing on, however a minimum
logo size has been created to guide you
on the smallest size it can be.
Print minimum logo size
logo should be no smaller than 30mm wide.
30 mm wide
Web minimum logo size
logo should be no smaller than 115pixels wide.
115 pixels wide
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Logo
Applying the ACL
The Australian Credit Licence ( ACL) must
appear on all collateral as a compliance
requirement.
Minimum size
These examples show the ratio between logo
size and size of the ACL. The ACL’s minimum
text size is 5pt.
Minimum size
Australian Credit Licence 390222
30 mm wide
40 mm wide
50 mm wide
Maximum size
When the logo appears on signage or large
spaces use the maximum logo size. This
indicates the proportion of the logo to ACL.
100 mm wide
Maximum size
Use the ‘e’ and the side of the ‘grey triangle’
as the length of the ACL.
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Logo
Logo and ACL placement
Where possible anchor the logo top right,
a good distance from the corner and plenty
of clear space around it to hero the logo.
If the design does not allow this placement
contact marketing for advice.
The ACL should be placed bottom right on
collateral.
Logo top right
Are you ready
to buy?
Get home loan
pre-approval and
get an expert on
your side.
Buying a home is an exciting process but you do need to be
prepared. Arranging your finance first helps you set your own limit
and better positions you for a successful negotiation. Your Loan
Market home finance broker can help you:
• Find out how much you can borrow
• Apply for home loan pre-approval
• Arrange finance before selling your existing home
With so many home finance options on the market a Loan Market
home finance broker should be the first person you visit before you
even start looking for your home.
For more information on home finance or the
home loan that’s right for you call your local expert,
Firstname Lastname Home Finance Broker
Mobile 0000 000 000 Phone 0000 0000
firstname.lastname@loanmarket.com.au
www.loanmarket.com.au/firstname-lastname
ACL bottom right
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Logo
What not to do
These examples indicate what not to do when
using the Loan Market logo.
X
X
X
John Citizen
Do not reproduce the logo in any other colour
Do not place copy close to the logo
Do not use poor quality logos
X
X
X
Do not stretch, manipulate or distort the logo
Do not re-type any of the logo elements
Do not rotate the logo
X
X
Do not page the logo on any graphic element
that will distract the logo
Do not separate elements of the logo to use as
design elements.
Loan
|9
Colours
Our colour palette
Colour is an important part of the Loan
Market brand. Our primary colours blue and
grey are the same colours used in the Loan
Market logo.
The complimentary colour palette is a support
colour palette only. Your first choice for colour
should be from the primary and secondary
colour palette.
The 60/30/10 rule:
Primary colours
Loan Market Blue
Loan Market Grey
Secondary colour
Loan Market Tan
• Our primary colours should make up
approximately 60% of the total visible
colours at any one time.
• 30% should be made up by the secondary
colour; and
Complimentary colours
• The remaining 10% can be included
from the complimentary colour palette
as highlighters.
Purple
Magenta
Orange
Green
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Colours
Colours for web and print
Here’s a breakdown
of the colour values
for reproducing
Loan Markets
primary, secondary
and complimentary
colours for print
and web.
PMS coated
PMS uncoated
CMYK
RGB
HEX
Loan Market Blue
2192C
2995U
C80: M10: Y0: K0
R0: G163: B224
#00A3E0
Loan Market Grey
7540C
Cool grey 11U
C0: M0: Y0: K77
R95: G96: B98
#5F6062
2192C
2995U
C0: M10: Y28: K17
R217: G195: B162
#D9C3A2
Purple
512C
248U
C62: M100: Y0: K0
R109: G32: B119
#6D2077
Magenta
675C
675U
C20: M85: 25: K0
R170: G0: B97
#AA0061
Orange
144C
144U
C0: M65: Y100: K0
R229: G114: B0
#E57200
Green
2305C
7744U
C32: M0: Y99: K18
R156: G180: B43
#9CB42B
100%
50% Tint
Primary colours
Secondary colour
Loan Market Tan
Complimentary colours
| 11
Fonts
Fonts for headlines and headings
The Mix
The Mix is our font and it lets us have some
personality in our headlines. Use it to help
brand your communication, so that it’s
distinctly Loan Market.
The Mix SemiLight is used most commonly
throughout our headlines and sub headings.
The Mix Bold and Semi Bold are designed
for use in headlines such as advertising,
where a bit of visual weight and presence
is a good thing or to be used as highlighters
for key words within headlines.
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
1234567890
The Mix B4 SemiLight
1234567890
The Mix B6 SemiBold
1234567890
The Mix B7 Bold
When using the Mix as a Headline font decrease the tracking to -15 this will give it maximum impact.
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Fonts
Fonts for body copy and web
Myriad Pro
Myriad Pro should be used for most text,
including small subheadings, body copy and
captions. Varying the point-sizes and colour
will help determine visual hierarchy.
1234567890
1234567890
Body copy should be a minimum point size of 9pt, and leading should always be 3pt over the body copy point size.
For example this body is set to 10pt/13pt leading. A tracking of 10pt will give it best legibility. Colour of body text should
be ‘Loan Market grey’’ but can also be reversed out if suited better.
Verdana
Verdana is the typeface we should use
for our online platforms.
1234567890
| 13
Fonts
Using our fonts on collateral
Headings
To create the greatest impact with our
communication highlighting key works by
using The Mix bold B7 and colour in the
headings is recommended.
Subheadings or Lead Paragraphs
For 2 level headings or lead paragraphs use
The Mix SemiLight B4.
Body text
Use Myriad Pro for all body copy, caption text,
broker details and other small content.
Are you ready
to buy?
Get home loan
pre-approval and
get an expert on
your side.
Mobile 0000 000 000 Phone 0000 0000
| 14
Grids
Grids and margins
In order to keep our collateral consistent and
tidy we have introduced a grid. The grid is the
basis for all communications, except signage
and stationery.
12mm
margin
Are you ready
to buy?
All headlines, subheadings and small images
/icons should line up within this grid.
Get home loan
pre-approval and
get an expert on
your side.
Ensure you have enough gutter space
between the columns so that columns
of copy have breathing space.
Margin size guide
A2 portrait/landscape
A4 portrait/landscape A5 portrait/landscape
DL Flyers Business card size or smaller
Mobile 0000 000 000 Phone 0000 0000
20mm
15mm
12mm
8mm
5mm
10mm
3mm
A4 Portrait
A4 Landscape
DL flyer
A5 Portrait
Example
A5 Landscape
| 15
Icons
Our loan type icons
Loan Market brokers offer a variety of different
loan types. Icons allow us to represent these
loan types in a visual and engaging way.
Each broker will have the choice of which loan
types they wish to promote.
| 16
Icons
Colour versions of our loan type icons
Blue and grey icons
Coloured icons
Reversed coloured icons
15mm
Minimum size for icons should be no smaller
than 15mm with a minimum space of half
the icon size between each icon.
| 17
ACL
Disclosure of ACL
ACL Holders
As of 01 April 2012 it became a requirement under
Section 52 of the NCCP Act for ACL holders to display their
ACL on the prescribed documents below:
•Credit Guides, Quotes and Proposal disclosure
documents
• Printed advertisements that relate to the provision
of regulated credit:
Summary
Document
Australian Credit Licence Number (do not use ‘ACL’)
Letters
No, not an advertisement
Credit Guide, Quote and Proposal disclosure document
Yes
Business Cards
No, not an advertisement
Web site
Yes
Emails
No
Printed advertising
Yes
> flyers
> billboards ‘boxed out’ advertisements in newspaper
Signage in the form of logos or images other than purely
locational signage
Yes
> words or pictures that amount to more than a mere
listing in the white page or yellow pages
Brochures
Yes
NCC notices
Yes
Credit contracts
Yes
Mortgages
Yes
Guarantees
Yes
All other company documents
Permitted, but not required
•Documents required to be created, produced, given
or published under the Code (eg NCC notices, credit
contracts, mortgages, guarantees)
•Documents lodged with ASIC that relate to the
provision of regulated credit.
Credit Representatives
There is no specific requirement under the Act for a credit
representative to show their credit representative number
(CRN) except in Credit Guides.
When displayed, it is important to note that ‘Credit
Representative Number’ must be stated in full and not
abbreviated to CR or CRN.
It is important to note that ‘Australian Credit Licence’ must be stated in full.
The abbreviation ‘ACL’ is not acceptable.
The Full Credit Licence should appear as: Australian Credit Licence 390222
| 18

Our Brand Our Identity

Transcription

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