Brand Guidelines
Contents 3 About These Guidelines 4 Why is a Brand Important? 5 Overview 6 Resources 7 Logo/Signature 8 Clear Space 9 Color Variations 10 Logo Misuse Examples 11 Background Control 12 Color Palette 13 Typefaces 14 Business Cards and Stationary 15 Logo Usage in Advertising 16 Approval Process 17 Glossary 2 Contents Norcom Mortgage Brand Guidelines
About These Guidelines On the following pages, you will find an explanation of the characteristics of the Norcom Mortgage brand. This includes detailed instructions on how to reproduce and apply our visual identity. Consistency in our visual presentation is key to the success of our brand. Please follow these guidelines to ensure the consistent treatment of our visual identity across all of our communications. 3 About These Guidelines Norcom Mortgage Brand Guidelines
Why Is A Brand Important? A brand goes beyond just a name, logo, or design, it is a symbol that represents how people think or feel about an organization as a whole. It s a promise the organization makes to the consumer. A brand sets an organization apart from the others, and a strong brand tells an organizations story. Consumers relate to a brand because it lets them know how a company s products and services pertain to their lives. A brand that is consistent and clear puts a customer at ease because they know what to expect each and every time they experience the brand. These brand guidelines allow us, as a company, to be consistent and professional, while staying compliant. It is also a way for us to approve any marketing materials that have been created by utilizing the approval process outlined throughout. Keep in mind that our marketing team is a resource for you, whenever you need them. If you have any questions or comments regarding our brand, marketing materials, or the approval process, please contact the marketing department. 4 Why Is A Brand Important Norcom Mortgage Brand Guidelines
Overview 5 Overview Norcom Mortgage Brand Guidelines
Resources If you have any questions regarding the correct usage of the Norcom Mortgage brand, or if you would like to request artwork files, please contact: Norcom Mortgage 38 Security Dr. Avon, CT 06001 860.899.2734 Ryan@Norcom-USA.com 6 Resources Norcom Mortgage Brand Guidelines
Logo/Signature The Norcom Mortgage logo is the foundation of our visual identity. The established size and positioning relationship between all the components that define this logo must never be altered or added to. The wordmark consists of specially created and spaced letterforms, which may not be modified in any way. Our logo makes a distinctive statement wherever it is used to ensure that all of our communications convey the full integrity and authority of our organization. Be sure to use the approved artwork, rather than attempting to recreate the logo. 7 Logo/Signature Norcom Mortgage Brand Guidelines
Clear Space Requirements The Norcom Mortgage logo must clearly stand out wherever it appears. To ensure this, a generous field of clear space must surround the logo. The space isolates the artwork from competing visuals and type to ensure its visibility. Additionally, clear space prevents the signature from being positioned too close to gutters, trims and edges. Please ensure that an area equal to the width of the letter N, in proportion to the logo size, must border the logo on all four sides. More than this amount of clear space is always acceptable. Also, remember to leave at least this distance between the logo and the edge of the page, sign or label where it appears. The clear space requirement applies to all versions of the logo, without exception. 8 Clear Space Requirements Norcom Mortgage Brand Guidelines
Color Variations If the production method allows, the full-color logo is always preferred in all applications. However, when the color reproduction is fully unavailable, the one-color white logo can be used. Color White Logo 9 Color Variations Norcom Mortgage Brand Guidelines
Logo Misuse Examples The Norcom Mortgage logo has been created to work across a broad range of applications and therefore should not be modified in any way. This page illustrates some, but not all of the possible misuses. If you do not have the proper logo artwork, please contact the marketing team. Contact information is available on page 6 of this document. Correct Logo Norcom Mortgage Modified Logo Incorrect Font Modified Logo Incorrect Color Usage Modified Logo Disproportionately Scaled Modified Logo Incorrect Size Relationship Modified Logo Incomplete Logo Mark Modified Logo Incorrect Spacing 10 Logo Misuse Examples Norcom Mortgage Brand Guidelines
Background Control When choosing a background color for the logo artwork, white is always preferred. White backgrounds provide the highest level of contrast to ensure the artwork pops visually and grabs the viewer s attention. Light backgrounds are also acceptable as long as they contrast vividly with the logo. When a dark background color is used, the white variation of the logo is the only option. A white background is preferred If a colored backgound is necessary, it must provide significant contrast If a dark backgound is used, the white logo is the only option Never compromise the visibility of the logo mark with an incompatible background Never place the logo mark on a background that does not provide ample contrast Never place the full-color logo on a black background 11 Background Control Norcom Mortgage Brand Guidelines
Color Palette The Norcom Mortgage primary color is Pantone 286 C. Blue is the color of loyalty, trustworthiness, and professionalism, which is why it is the perfect primary color for the Norcom Norcom Blue Pantone 286 C CMYK 100-91-6-1 RGB 0-51-153 # 003399 Mortgage logo. The accent colors are Pantone 7451 C (light blue) and Pantone 424 C (grey). The light blue is used as part of the symbol within the logo to Norcom Grey Pantone 424 C CMYK 57-48-48-14 RGB 112-113-113 # 707170 add dimension, the word Mortgage is displayed in the gray to show contrast. Norcom Light Blue Pantone 7451 C CMYK 41-37-0-0 151-154-213 # 979AD5 12 Color Palette Norcom Mortgage Brand Guidelines
Typefaces Primary Typeface Verlag is an iconic and modern san-serif typeface that reinforces the Norcom Mortgage logo. It comes in various weights both in italic and bold versions. Verlag black is used for our tagline, but we prefer Verlag book for copy and in most applications. However, when setting text layout, you may use other weights and styles of Verlag. Verlag Book ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 123456789!@# $%^&*()-+= Verlag Bold Italic ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 123456789!@# $%^&*()-+= Verlag Bold ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 123456789!@# $%^&*()-+= Verlag Black ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 123456789!@# $%^&*()-+= Secondary Typeface When Verlag is unavailable, or if you would like to add a contrasting typeface, use Gotham. Gotham is a san-serif font that is straightforward and sophisticated. Gotham Book ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 123456789!@# $%^&*()-+= Gotham Bold ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 123456789!@# $%^&*()-+= 13 Typefaces Norcom Mortgage Brand Guidelines
Business Cards & Stationary Business Cards The Norcom Mortgage business cards are professional and straightforward with a splash of color. The logo is displayed boldly on the left of the business card, while the name is on the right upper side, capitalized and colored blue to enforce a hierarchy. The information on the business card should consist of an email address, the Norcom website, business address, phone numbers, fax numbers, and NMLS ID#. Stationary All Norcom Mortgage stationary should include the logo centered at the very top of the 8.5 X11 sheets. At the very bottom of the page it should have the business address and website. This text should be centered, and written in the Verlag typeface. If you do not have the proper business card or stationary artwork, please contact the marketing team referenced on page 6 of this document. 14 Business Cards & Stationary Norcom Mortgage Brand Guidelines
Logo Usage in Advertising For compliance purposes, all marketing materials must include the corporate NMLS number with the Norcom Mortgage logo. NMLS# 71655 15 Logo Usage in Advertising Norcom Mortgage Brand Guidelines
Approval Process The Norcom Mortgage agreement states all advertising in any medium must be submitted to the marketing team for prior written approval. When the materials have reached the final production stage, please send a copy of the materials to the marketing department referenced on page 6 of this document. We will endeavor to provide feedback in a shorter time frame, however we recommend that you allow four business days as a general rule for production and approval. 16 Approval Process Norcom Mortgage Brand Guidelines
Glossary BLEED A printing term that refers to printing that goes beyond the edge of the sheet before trimming. In other words, the bleed is the area to be trimmed off. Artwork and background colors can extend into the bleed area. After trimming, the bleed ensures that no unprinted edges occur in the final trimmed document. CMYK Abbreviations for the colors Cyan (C), Magenta (M), yellow (y), and Black (K), the inks used in four-color printing. When these inks are combined in they can produce a wide spectrum of color. COLOR PALETTE A combination of colors that is intended to be used together. In this case the colors are a key part of the branded experience and help form a sense of place. FULL BLEED Printing from one edge of the paper to the other without the standard borders by which most personal printers are limited. Often the paper is trimmed after printing to ensure the ink runs fully to the edge and does not stop short of it. LOCK UP The fixed arrangement of one, two, or more graphic elements such as a logo and web address etc. to create a single unit. LOGO A specific mark that is a combination of letters, symbols, or graphics used to identify a brand in a single instance. Logos often embody the core values of a brand and use the brand colors. PANTONE (PMS) Pantone Matching System (PMS) is the world standard for the specification of printed inks between designers and printers. RGB Screen-based applications such as websites and apps typically select their color palette from the RGB color system - a palette containing differing combinations of red (r), Green (G), and Blue (B). TYPEFACE A specific mark that is a combination of letters, symbols, or graphics used to identify a brand in a single instance. Logos often embody the core values of a brand and use the brand colors. VECTOR ART A non-resolution dependent file format that consists of connected points; the size of these files can be altered without affecting the appearance. Vector files are often constructed in Adobe Illustrator. 17 Glossary Norcom Mortgage Brand Guidelines