Content. Logo Logo Variations and Usage Logo Spacing Incorrect Logo Usage Typography Colors Tagline...

Transcription

1 Style Guide

2 Content Logo Logo Variations and Usage Logo Spacing Incorrect Logo Usage Typography Colors Tagline Stationary and Letterhead

3 Logo The logo is the official identity mark for Rivermark Community Credit Union. It is the single most visible and recognizable element of the company s overall brand image, and serves as the foundation for all visual communications. The logo always consists of two elements: the R icon and the words naming the company. The word Rivermark is a modified version of Rotis Semi Serif font, and the words Community Credit Union are Univers 57 Condensed Regular font. The logo consists of 3 colors that differ from the Rivermark color scheme: teal (#00817a, RGB: 0, 129, 122, CMYK: 86, 30, 54, 9, PMS: 562 C), cobalt (#1b2776, RGB: 27, 39, 118, CMYK: 100, 97, 23, 11, PMS: 2756 C), and grey/blue (#cdcce2, RGB: 205, 204, 226, CMYK: 18, 16, 2, 0, PMS: 2706 C). For the horizontal version of the logo the base of the R icon should be lined up with the line dividing the company name. The R icon for the vertical version should be center aligned with the words Rivermark Community Creit Union. Consistent use of the logo is important, and reinforces brand recognition wherever it appears. 1

4 Logo Variations & Usage For visibility, impact, and overall integrity, it is important to keep a consistent use of the Rivermark Community Credit Union logo. The logo is important for communication, and only the approved logo versions should be used. Always place the logo on a solid or non-busy background, and use the correct color logo to have maximum contrast with the background for optimum readability. The following variations are the only approved Rivermark logos that can be utilized. 2

5 Logo Spacing Rivermark requires a minimum clear space surrounding the logo, to reinforce the visual impact the logo has on its viewers. Clear space is the area around the logo that should be free of all other logos, symbols, text or other graphic elements. The minimum clear spacing requirement can be illustrated using the R from the word Rivermark in the logo itself. The spacing requirements should be applied to text, graphics, photos, and all other elements used by Rivermark. 3

6 Incorrect Logo Usage Any of the following examples will not only decrease the recognizability of the Rivermark Community Credit Union logo, but also create confusion in connection to the companies identity. Never alter or adjust the logo from any of the pre-approved versions. The incorrect uses of our logo are not limited to these examples. For questions regarding incorrect logo usage please contact the Marketing Department. Do not use non-approved colors. Always On Do not add any elements to the logo. Do not delete any portion of the logo. Do not resize or distort any portion of the logo. community credit union Do not use non-approved typefaces. Do not rotate or skew logo. 4

7 Colors Color is an important aspect of the Rivermark brand. The Rivermark color scheme consists of five main colors, blue, mustard yellow, emerald green, dark navy, and gray. There are also opaque versions of these five colors that can be used sparingly. Dark Navy Hex: #07152e CMYK: 94, 84, 50, 65 RGB: 7, 21, 46 PMS: 289 C Blue HEX: #256b97 CMYK: 87, 54, 22, 3 RGB: 37, 107, 151 PMS: 647 C Gray HEX: # CMYK: 51, 41, 42, 5 RGB: 132, 134, 134 PMS: 423 C Marketing and promotional materials must be produced using the approved color scheme. Consistent use of these colors reinforces the character of the company. Mustard Yellow Hex: #f0b73c CMYK: 5, 29, 89, 0 RGB: 240, 183, 60 PMS: 142 C Emerald Green HEX: #50c878 CMYK: 64, 0, 72, 0 RGB: 80, 200, 120 PMS: 7479 C 5

8 Typography Typography is another key element of brand communications in print, web, mobile and video environments. As with graphical elements, our typography reflects our brand. Rivermark Community Credit Union uses the font family Open Sans. These typefaces should be used when producing Rivermark communications materials. Open Sans Light $&% *(. Open Sans Regular Open Sans Semi Bold Open Sans Light Italic Open Sans Italic Open Sans Semi Bold Italic Open Sans Bold Open Sans Bold Italic Open Sans Extra Bold Open Sans Extra Bold Italic 6

9 Tagline A tagline is an expressive phrase or sentence used to dramatize as well as reinforce a brand s benefits. Rivermark's tagline, always on, captures the dedication and spirit the Credit Union provides for its customers. Rivermark's tagline is used as a stand alone element, and should be used whenever possible. It should always be used in its entirety and should not be altered or adjusted. It should also never be used a headline. 7

10 Stationary and Letterhead This is the approved stationary and letterhead for Rivermark Community Credit Union. Do not alter or create your own stationary. Do not put titles or headers in the blue wave. Templates can be dispersed up request from the Marketing Department. rivermarkcu.org

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