Page 1

Admiral Markets

Brand guidelines 1


Table of Contents

2


Our Brand

Typeface

Admiral Markets brand positioning5

Heading typography33

Who is our customer?6

Body typography34

Beginner traders7

Headers and Body text35

Experienced traders8

Text in use36

Venturous traders9

Our Brand Identity Who are we?11

Our Company’s Purpose What do we do?13 Our tone and voice14

Unordered and37 Ordered Lists37

Charts and Tables Charts39 Default tables39

Photos and Backgrounds

External communications guidelines14

Photography41

Internal communications guidelines15

People42

Our Look and Feel A comprehensive visual system17

Our Logo

Lifestyle44 Landscape46 Products48 Analytics50 Placing text on images52

Logo meaning19

Simple background53

Clear space20

colour53

Sizes21

Product Taglines54

Positioning22 Logo variations 24 Prohibited use25 of the logo25

Colours Our core colours27 Our primary colours27 Our highlight colours27 Corporate colour palette28 Logo colours29

We are on Social Media Social media activity57

Written Communications Office Supplies Office Supplies61

Signage Signage63

Colour ratio30 Colour balance30

Table of Contents

3


Our Brand

4


Admiral Markets brand positioning

Our Brand

5


Who is our customer? “Shoot for the moon: if you miss, you’ll land among the stars”. Sounds familiar? It probably does; however, in business if you do not know who to target with your message and business proposition you will end up shooting into a “black hole of expenses”.

6

Our Brand

Here in Admiral Markets we target three types of customers: beginners, experienced and venturous traders. Each of these customers is different from the rest and effective communications are just not possible unless you can identify the customer’s needs, wants and values. It is our goal to help each and every customer, as what they want is the most important issue.


Beginner traders Say “Hi� to our beginner traders. When working with them it is first of all important to understand what they are looking to find in trading. Their initial motive is of the highest importance. Some might be looking for adventure, hence the approach applicable to venturous traders will be the closest; some may want to make trading a profession, hence their interest will be closer to the experienced trader’s one. No matter the motive, your work is to guide them through the exciting world of trading, where your personal experience may have a high level of impact on their future. Trading experience:

<100 orders (demo or real)

Risk awareness:

Low

Platform and trading knowledge:

Low

FX Market knowledge:

Low

Level of trading guidance needed:

High

Level of service/staff required:

Supportive with an education background

Our Brand

7


Experienced traders Meet the experienced trader! They appreciate being understood on a professional level and your market knowledge is important to them. We are working to provide them with the best possible service available without special effects. Experienced traders are usually found on the professional and analytical websites where the trading strategies are discussed. You are there to provide exceptionally reliable, secure and efficient day-to-day service: that is incredibly important to them. We are as much a part of their lives as they are of ours. They help us to improve on our service, whilst staying competitive in our offering. Trading experience:

>100 orders (real)

Risk awareness:

High

Platform and trading knowledge:

Advanced

FX Market knowledge:

Advanced

Level of trading guidance needed:

Low

Level of service/staff required:

Exceptional with a high level of trading and market knowledge

8

Our Brand


Venturous traders The venturous traders of Admiral Markets are excited and fascinated by trading. The trading experience is important: however, the outcome matters as well. Your main goal is to respond to all of their questions and provide them with a high level of technical support. They would most likely be interested in the operational parameters of Admiral Markets, e.g. the speed of deposits and withdrawals, the leverage available and the documents needed to start trading. With venturous traders the time is of the essence. They appreciate a fast response and a short turnaround time. Trading experience:

From basic to advanced (the number of orders is not essential)

Risk awareness:

High, however only certain technical parameters are important e.g. stop-out and leverage

Platform and trading knowledge:

Basic

FX Market knowledge:

Basic (mostly on the operational matters)

Level of trading guidance needed:

Low

Level of service/staff required:

Exceptional level of knowledge required in operational matters (technical and operational support)

Our Brand

9


Our Brand Identity

10


Who are we? The Admiral Markets brand is equivalent to an inspiring leader who cares about the overall outcome and the situation in the financial world. We are like a mentor who tries to provide and equip his mentees with the knowledge needed in order to encourage them to achieve their goals and develop self-confidence. We strongly believe that every individual may achieve mastery in their chosen field by following their dream. However, we understand that Admiral Marketsâ&#x20AC;&#x2122; field of operations is not suitable for everyone, hence we are cautious as to unintended negative consequences, therefore very selective in terms of partners, customers and counterparties. Our main goal is to make our services as available as possible to the appropriate individuals around the globe. Every day and in every action we feel responsible to customers, authorities, employees and the world.

Our Brand

11


Our Companyâ&#x20AC;&#x2122;s Purpose

12


What do we do?

We help people to excel at their skills and knowledge through financial enlightenment. This drives all our business decisions and actions. It is the guiding philosophy we communicate with pride, both internally and externally.

Our Brand

13


Our tone and voice This is how we speak to people through our signage and our advertising, as well as through our emails, presentations, live chats, and more. It is how we deal with customers and partners. Through the language we use, our tone and voice provides the world with another way of recognizing our brand in a distinct and powerful way. Please make use of the following guidelines when communicating internally or externally.

External communications guidelines Act as and be an expert in your field

Have a look at our website: all the available accounts are listed there.

Identify your clients first and then: “Based on what you have told me I would suggest you go forward with our standard account.”

Consistently portray Admiral Markets as trustworthy

Admiral Markets is a Forex broker.

Admiral Markets is a global, regulated financial service provider.

Generally know more than our clients. Be exceptional in at least one topic.

I’m not an expert in autotrading: I really don’t know.

My core expertise lies in scalping, but John, my colleague, who is an expert in this field, will be happy to help you.

Be positive about financial markets: use proper examples

Lehman Brothers, a global financial firm that announced its bankruptcy in 2008...

Goldman Sachs, a large investment bank, has total assets of almost 1 trillion USD.

Write the number in a proper way

1000000 $

$1,000,000 (make sure it includes commas)

Stay away from referring to gambling , etc.

Forex is like poker, except that everyone has an equal hand.

Comparing the stock market to Forex is like comparing the size of Jupiter to the size of Mars.

Use generally accepted financial terms

John, a trader from Admiral Markets, has won over 5,000 USD by trading Forex

John, a trader from Admiral Markets, has made a profit of over 5,000 USD by trading Forex.

14

Our Brand


Internal communications guidelines Help people

“No reply”

I don’t have time for this right now; however could we talk in one hour / here is the link that will help you / please talk to “contact name”.

Speak in language the audience can relate to

Addressing the non-IT person: The page looks weird, as CSS is hosted on net DNA servers. We should add the file to our root folder.

The problem is that the content delivery servers are down. I will replace the code to use our own solution for this.

Be specific

The page looks strange!!

The following page looks strange, http://www.example.com/page1. I am sure we used to have the Admiral Markets logo in the upper right hand corner.

Use factual evidence when supporting strong claims

We have a lot of clients in your region. Our sales have increased.

We have more than 550 clients in Western Europe. Our net deposits have increased by 25.8% over the last 3 months compared with the same period last year.

Focus on providing confidence, not fear

If you don’t complete this tomorrow you will lose your bonus for the month.

I’m confident that you can complete this by tomorrow. Let me know if you need any help.

Reveal information and ideas

- What are you reading? - Nothing of importance to you.

Here is a great article I have found. I will upload it to Wiki for everyone to read.

Ask questions

“Silence”

Could you please help me with Admin Area access or provide a Wiki link, because I was unable to find it?

Our Brand

15


Our Look and Feel

16


A comprehensive visual system In keeping with our updated brand approach, we have created a complete set of design guidelines. These guidelines are intended to ensure consistency over just about every instance of customer contact, including your personal communications, advertising, stationery and many more. This is the first initial version of our brand book and it will develop over time. For example, the next edition will include office guidelines. It is our duty as keepers of our brand to protect, support and communicate our brand clearly and consistently in everything we say and do. Please use this brand book on an everyday basis and share it with anyone working for you, including external designers, IBs and, advertising partners. The following sections of the brand book will cover the core design elements that are essential visual elements of our brand. The logo, typeface, colour palettes, imagery, graphics and many more.

Our Brand

17


Our Logo

18


Logo meaning The Admiral Markets logo symbolizes the duality that is so strongly present in foreign exchange trading. This duality is reflected in key trading items such as: buying or selling, long or short positions, hitting stop loss or taking profit, entering a bearish or a bullish market and so on. Instead of reflecting a particular trading feature, Admiral Marketsâ&#x20AC;&#x2122; logo symbolizes inclusion and perfection by using the shapes of the circles. The colours of the logo are used to highlight the dualistic nature of the trading, where red stands for adrenaline, thrill and risk, whilst blue shows satisfaction, tranquillity and wisdom.

Our Brand

19


Clear space Clear space frames the logo, separating it from other elements such as headlines, text, imagery and the outside edge of printed materials. The X is equal to the diameter of the circle symbol. The clear space indicated is the minimum. If the logo is used without the text part, the X is equal to 1/2 of the circleâ&#x20AC;&#x2122;s diameter. X

X

Full logo with clear space

0.5 X

Sign 0.5 X

20

Our Logo


Sizes The minimum logo width for print is 22mm. The optimal width for A4 print is 35mm. The minimum logo width for web pages and applications is 100px. The optimum width is 150px, considering the screenâ&#x20AC;&#x2122;s pixel density is 72 PPI.

In Print

20mm

30mm

Minimum size

Optimum size on A4

NB! The minimum sizes described above do not include clear space. The minimum sizes described above are applicable for displays of 72 PPI. If the display screens have higher PPI (e.g. retina), minimum sizes should be adapted proportionally.

On Screen

100px

150px

Minimum size

Optimum size

Our Logo

21


Positioning

The logo in printed and online media should be preferably aligned to the left, with text being placed under the text part of the logo. For monochrome print documents and online pages, the text should be placed aligned with the logoâ&#x20AC;&#x2122;s circles. Optionally, itâ&#x20AC;&#x2122;s also possible to align the logo to the right. NB! Please respect the clear space rules.

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Our Logo


Align left with text

Align left with block

Ut enim ad minim veniam, quis nostrud exercitation ullamco labori.

Align left with text and monochrome logo

Ut enim ad minim veniam, quis nostrud exercitation ullamco labori.

Align right

Ut enim ad minim veniam, quis nostrud exercitation ullamco labori.

Our Logo

23


Logo variations The logo can be published in four variants: A. The default colour version on white or light background. B. The colour version on dark blue or similarly dark background.

A. Full colour

B. Full colour white-out

C. Solid colour solid

D. Solid colour solid white-out

C. The solid colour logo on a dark background with no halftones. The colour of the circles and the text must be identical. D. The solid colour logo on a white or light background with no halftones. The colour of the circles and the text must be identical. The Admiral Markets logo should only be reproduced from the master artwork that is available on Admiral Wiki or that can be provided by the marketing department.

24

Our Logo


Prohibited use of the logo A. It is not permitted to use the logo with the company name written on one line. B. The background colour must not resemble any of the logo colours. A.

B.

C.

D.

E.

F.

C. Do not convert the colour logo to greyscale. Use solid black or white colours. D. It is not permitted to use the logo on a complex background which makes the logo indistinguishable. E. Do not apply any filters or effects to the logo. F. It is not permitted to display the logo in tilted positions.

Our Logo

25


Colours

26


Our core colours Our primary colours The colours to the right should dominate in every piece you create.

Our highlight colours Use highlight colours in combination with our core colours to highlight a call to action.

Dark Blue PANTONE: 295 C CMYK: 100 84 36 39 RGB: 25 43 83 WEB: 192b53

Blue PANTONE: 2727 C CMYK: 76 49 0 0 RGB: 71 123 187 WEB: 477bbb

White PANTONE: WHITE CMYK: 000 RGB: 255 255 255 WEB: ffffff

Red PANTONE: 180 C CMYK: 9 98 93 1 RGB: 215 42 52 WEB: d72a34

Green PANTONE: 3405 C CMYK: 100 0 83 0 RGB: 0 165 105 WEB: 00a569

Fog PANTONE: 432 U CMYK: 61 50 45 15 RGB: 104 109 114 WEB: 686d72

Our Logo

27


Corporate colour palette In order to add colours to the Admiral Markets’ brand you can use the corporate colour palette displayed below

28

Our Logo

Dark Blue PANTONE: 295 C CMYK: 100 84 36 39 RGB: 25 43 83 WEB: 192b53

PANTONE: 294 C CMYK: 100 86 29 22 RGB: 29 56 103 WEB: 1d3867

PANTONE: 293 C CMYK: 100 80 11 2 RGB: 20 78 143 WEB: 144e8f

PANTONE: 292 C CMYK: 55 16 0 0 RGB: 109 178 224 WEB: 6db2e0

Blue PANTONE: 2727 C CMYK: 76 49 0 0 RGB: 71 123 187 WEB: 477bbb

PANTONE: 2717 C CMYK: 32 15 0 0 RGB: 170 196 229 WEB: aac4e5

PANTONE: 2707 C CMYK: 21 9 1 0 RGB: 197 215 235 WEB: c5d7eb

PANTONE: 656 C CMYK: 13 6 4 0 RGB: 217 226 234 WEB: dfe3eb

Red PANTONE: 180 C CMYK: 9 98 93 1 RGB: 215 42 52 WEB: d72a34

PANTONE: Warm Red C CMYK: 0 87 80 0 RGB: 237 74 68 WEB: ed4a44

PANTONE: 165 C CMYK: 0 74 94 0 RGB: 240 104 54 WEB: f06836

PANTONE: 7549 C CMYK: 0 31 100 0 RGB: 255 182 0 WEB: fbb631

Green PANTONE: 3405 C CMYK: 100 0 83 0 RGB: 0 165 105 WEB: 00a569

PANTONE: 339 C CMYK: 83 0 63 0 RGB: 0 176 137 WEB: 00b089

PANTONE: 338 C CMYK: 54 0 39 0 RGB: 118 199 175 WEB: 76c7af

PANTONE: 331 C CMYK: 32 0 19 0 RGB: 173 220 212 WEB: addcd4

Fog PANTONE: 432 U CMYK: 61 50 45 15 RGB: 104 109 114 WEB: 686d72

PANTONE: 429 U CMYK: 45 34 32 1 RGB: 147 153 158 WEB: 93999e

PANTONE: 428 U CMYK: 33 24 23 0 RGB: 174 179 182 WEB: aeb3b6

PANTONE: 427 U CMYK: 23 17 16 0 RGB: 196 198 200 WEB: c4c6c8


Logo colours

Blue PANTONE: 2727 C CMYK: 76 49 0 0 RGB: 71 123 187 WEB: 477bbb

Red PANTONE: 180 C CMYK: 9 98 93 1 RGB: 215 42 52 WEB: d72a34

Dark Blue PANTONE: 295 C CMYK: 100 84 36 39 RGB: 25 43 83 WEB: 192b53

Our Logo

29


Colour ratio

Use the pie chart to guide you in balancing core and highlight colours in Admiral Markets’ branded materials. Colour balance • • •

Use our core colours for a consistent platform that allows other design elements. Case by case, colour ratio depends on the individual application. Use the ratio pie chart to the right to make sure you’re balancing our colours correctly.

30

Our Logo


50%

10%

15% 10%

10% 15%

Our Logo

31


Typeface

32


Heading typography The Admiral Markets primary typeface for headings, titles and straplines on printed and online materials is Neo Sans Pro.

Neo Sans Pro Regular

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 (&?$€!)

NB! Please note that it is not permitted to use this typeface for body text.

Neo Sans Pro Bold

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 (&?$€!)

Neo Sans Pro Italic

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 (&?$€!)

Typography

33


Body typography One of Admiral Markets’ primary typefaces is Open Sans. The Admiral Markets primary typeface for body text on printed and online materials is Open Sans. Open Sans is the typeface to use on all documents where Neo Sans Pro is unavailable or inappropriate. It prevents the documents from being reflowed and displayed in random default typefaces. Typical applications include letters, presentations, websites and documents.

Open Sans Regular

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 (&?$€!)

Open Sans Bold

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 (&?$€!)

Open Sans Italic

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 (&?$€!)

34

Typography


Headers and Body text The preferred colour for the Header is dark blue, but it can also appear in blue, grey and white when displayed on a dark background. Do not type the entire Heading or Body text in uppercase.

Header 1 37 pt 50 px 3 em

Lorem ipsum dolor

Header 2 26 pt 35 px 2.2 em

Consectetur adipisicing elit

Header 3 22 pt 29 px 1.8 em

Sed do eiusmod tempor

Header 4 18 pt 24 px 1.5 em

Incididunt ut labore

Body text 10.5 pt 14 px 0.875 em

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco labori.

Typography

35


Text in use The preferred colour for a strapline or a Heading is dark blue, but it can also appear in blue, grey and white when displayed on a dark background. The minimum indent between paragraphs is 7mm for print or 20px for web.

PANTONE: 656 C CMYK: 11 7 3 0 RGB: 222 227 235 WEB: dee3eb

Header 37 pt 50 px 3 em

Duis aute irure

Subheader 26 pt 35 px 2.2 em

Excepteur sint occaecat cupidatat non proident, sunt in culpa.

Body text 10.5 pt 14 px 0.875 em

Quote

Bold text

Text in box

36

Typography

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco labori. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec ullamcorper nulla non metus auctor fringilla. Duis mollis, est non commodo luctus. Lorem ipsum dolor sit amet, consectetur adipisicing elit. Eiusmod tempor incididunt ut labore et magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamc.

Ut enim ad minim veniam, quis nostrud exercitation ullamco labori.

1.7 mm 4.8 pt 20 px

3.5 mm 9.6 pt 40 px


Unordered and Ordered Lists The colour for the bullet points in unordered and ordered lists is Pantone: 292 C

Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

1. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

2. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

3. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Unordered List Preview

Ordered List Preview

Typography

37


Charts and Tables

38


Charts Use only solid colours for graphs or charts. No gradient, 3D effects, distortion or any other effects are allowed. Use only the corporate colour palette for graphs and charts.

25% Ullamco laboris

25% Ullamco laboris

10% Nostrud exercitation

10% Nostrud exercitation

15% Adipisicing

15% Adipisicing

65% Eiusmod tempor

65% Eiusmod tempor

Default tables The minimum distance between the cellâ&#x20AC;&#x2122;s border and the text within is 7px. You can use the corporate colour palette for the tables. If you use a dark background colour for the table, the borders must be white or absolutely absent.

Graph (You can also use other colours from corporate colour palette)

Pie chart (You can also use other colours from corporate colour palette)

Min. Fluctuation

Min. Spread

Average Spread

Limit/Stop Levels

Margin (1:100)

EURAUD-Pro

0.00001

0.2

0.8

0

$1329.53

EURCAD-Pro

0.00001

3.4

7.9

0

$1329.53

EURCHF-Pro

0.00001

0.9

2.9

0

$1329.53

EURGBP-Pro

0.00001

0.8

1.6

0

$1329.53

EURJPY-Pro

0.001

0.8

0.9

0

$1329.53

EURNZD-Pro

0.00001

0.8

4.3

0

$1329.53

Symbol

Default table

Charts & Tables

39


Photos and Backgrounds

40


Photography Admiral Markets uses photography in order to communicate the brand image to the audience. Therefore, both in-house and purchased stock images must comply with the following rules: 1. You must own the artwork copyright. 2. The photo must be of high quality.

Lifestyle

People

Landscape

Product

Analytics

Photo & Backgrounds

41


People 1. Use only professional studio photos. 2. People on the photos must be dressed in business suits. Do not use photos of people dressed in T-shirts, sportswear, caps or any other hats. 3. People on the photos must have a positive facial expression. No negative emotions. 4. The background must be preferably solid or blurred. 5. Use the Rule of Thirds (http://en.wikipedia.org/ wiki/Rule_of_thirds).

42

Photo & Backgrounds


Do not take photos outdoors in natural light.

No photos in T-shirts, hoodies, etc. No casual style.

Do not use fussy backgrounds.

Only take professional photos.

Do not be angry .

Do not use any effects.

Photo & Backgrounds

43


Lifestyle These rules apply to stock photos. 1. People on the photo must be in real-life situations. 2. People on the photo must look natural. No artificial posing. 3. Use only professional photos. 4. Use the Rule of Thirds (http://en.wikipedia.org/ wiki/Rule_of_thirds).

44

Photo & Backgrounds


Do not use people over 50.

Do not use fashion or sexy photos.

Avoid clichĂŠ and people looking directly at the camera.

Do not use animals.

Do not use funny or crazy pictures.

Do not use photos with too many people.

Photo & Backgrounds

45


Landscape These rules apply to stock photos. 1. The landscape on the photos must be appropriate to the region/country where it will be used. 2. Use the Rule of Thirds (http://en.wikipedia.org/ wiki/Rule_of_thirds).

46

Photo & Backgrounds


Do not use photos with bad weather and gloomy clouds.

Do not use landscapes with people in artificial poses.

Do not use landscapes with any effects.

Do not use landscapes with curved horizon.

Use only professional photos.

Do not use landscapes with too vivid colours.

Photo & Backgrounds

47


Products These rules apply both to stock photos and to inhouse photos. 1. The item(s) must look contemporary and of good quality. 2. The item(s) must be associated with the business environment. 3. The item(s) must be in focus and blend in with the background. 4. The item(s) must be easily recognizable.

48

Photo & Backgrounds


Do not use items with other brandsâ&#x20AC;&#x2122; logos.

Do not use old-fashioned items.

Do not use toys.

The photoâ&#x20AC;&#x2122;s central item must always be in focus. Do not use blurred photos.

The item must not be the only one on the photo: it must blend in with the context.

Do not use too detailed close-up photos. The item must be recognizable.

Photo & Backgrounds

49


Analytics These rules apply to stock photos. 1. The graphs/charts must be clear for the viewer. 2. The graphs/charts must contain a small number of elements that are easy to read. 3. You must preferably use â&#x20AC;&#x153;positiveâ&#x20AC;? graphs, i.e. in an upward direction.

50

Photo & Backgrounds


Avoid cliché stock images.

Do not use 3D graphs/charts.

Do not use complex backgrounds.

Avoid “negative” graphs, i.e. heading downwards.

Do not use graphs/charts overloaded with elements and hard to understand.

Do not apply any effects to the graphs/charts.

Photo & Backgrounds

51


Placing text on images Place the text on images according to the example on the right. Place the text on the solid colour parts of the background. Do not use text on a complex background, because it is hard to read.

Header

Subheader

20mm

Body text

Example with light background image 20mm Example with dark background image

52

Photo & Backgrounds


Simple background colour These are the primary background colours. Other colours from the corporate colour palette may also be used as background colours. The usage of non-corporate colours for background is prohibited.

PANTONE: 295 C CMYK: 100 84 36 39 RGB: 0 40 85 WEB: 002855

PANTONE: 2727 C CMYK: 76 49 0 0 RGB: 46 125 225 WEB: 2e7de1

PANTONE: 656 C CMYK: 11 7 3 0 RGB: 222 227 235 WEB: dee3eb

White

Photo & Backgrounds

53


Product Taglines

Our core products are our trading accounts and to promote these accounts better we need to maintain a high level of integrity and communication. This is achieved by the Product Taglines, which have to be used during our communication, advertising and other activities. Below you will find each of our products with the corresponding four taglines. You are free to use any of the appropriate taglines when promoting the products.

54

Photo & Backgrounds


Admiral.Standard

Admiral.Pro

Admiral.MT5

Admiral.Currensee

Your trading essential

ECN. 0,1 pips. 29 instruments

MT5. NDD. 52 pairs

Alternative investment programme

The solid choice

Lightning-fast execution

Five-star trading Analyse. Select. follow

Forex. Metals. Indices

Supreme trading conditions

The new trading era Premium guru tool

71 instruments. 1:500. $10 start

FX at its best

The evolution of trading

Admiral.Demo

Admiral.CFD

Admiral.Gold

Try. Learn. Master

Stocks. Metals. Indices

Solid. Precious. Eternal

Practice makes perfect

Your personal stock exchange

Your personal vault

On the safe side

1000 Equities. 1:10 leverage. Endless opportunities

Classic, yet exciting

Your experiential learning tool

Traderâ&#x20AC;&#x2122;s jewellery Leveraged equities trading

Photo & Backgrounds

55


We are on Social Media

56


Social media activity Admiral Markets is broadly represented on major social media networks, including but not limited to Facebook, Twitter, Linkedin and G+. The key activities executed on social media include: promotion of services, customer support, provision of Forex related news, analytics, humour and and financial news. Admiral Markets’ Affiliate Partners are not allowed to place Admiral Markets’ logo on their visual materials without prior authorisation. Visit Admiral Markets website to learn more about its affiliate partnership programmes, including the guidlines and materials concerning the presentation of Admiral Markets’ services on social media. To ensure that all the visual and written material is published in accordance with Admiral Markets’ standards, please examine the key images dimensions and characteristics:

Advertising images

Profile pic dimensions

Cover image dimension

• •

• • • • •

• • • • •

• • •

Facebook Regular Ad: 100x72px Facebook News Feed Ad: 1200x627px * LinkedIn Regular Ad: 50x50px LinkedIn News Feed Ad: 350x265px Twitter Summary Card: 600x150px

* Please note that the image has to have less than 20%of the text in it. Use Facebook Grid Tool to see image compatibility: https://www.facebook.com/ads/tools/text_overlay

Google+: 250x250px YouTube: 250x250px Twitter: 240x240px * Facebook: 180x180px LinkedIn: 100x60px

* Max size 700kb the actual image will be displayed as 83x83 only

Facebook: 851x315px * Twitter: 1252x626px YouTube: 2120x1192px LinkedIn: 646x220px Google+: 2120x1192px

* Please note that the image has to have less than 20%of the text in it Use Facebook Grid Tool to see image compatibility: https://www.facebook.com/ads/tools/text_overlay

Background image dimensions •

Twitter: Optimal Dimension 1366x768

We are on Social Media

57


Written Communications

58


Open Sans Regular Size: 11pt

Open Sans Regular Size: 8pt 20mm

10 mm

40mm

10 mm

20mm

10 mm

20mm

Open Sans Regular Size: 5pt

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. John Doe

Envelope

6.95 mm

6.95 mm

Name: Neo Sans Pro Bold Size: 12pt Title: Neo Sans Pro Regular Size: 5.6 pt

20mm

Open Sans Regular Size: 5.6 pt

Letterhead â&#x20AC;&#x201C; A4

Business card â&#x20AC;&#x201C; 90x50 mm

Stationery system

59


Office Supplies

60


Logo size: 60 x 20mm Text size: 4pt

25.6 x 6.8mm

25.6 x 6.8mm

14.6mm

14.6mm

Logo size: 60 x 20mm Text size: 4pt

55mm

55mm

Office supplies

61


Signage

62


Signage A. If the wall surface, where a corporate sign is placed, is made of brick or stone, or has a visible texture, the logo must be placed on a panel to provide an appropriate level of contrast. Please note that the 2X measurement on the panel must equal the diameter of the circle multiplied by 2.

2X

A.

2X

B.

B. Sticker on a solid background. C. The sign must be placed on a door so that the distance from the floor to the middle of the logo equals 170cm.

170 cm To centre of logo

170 cm To centre of logo

D. If you place the logo on the wall near the door, then place it on the side on which the door opens.

C.

D.

Signage

63


The content shown within this brand book is an overview provided for the use of Admiral Markets design teams and agencies only. An online version of this brand book is available at: http://issuu.com/admiralmarkets/docs/admiral-markets-brand-book Current Admiral Markets logo art and campaign graphics for print and web, as well as individual company identity materials, are available for download at the Admiral Markets corporate media page. Although we have attempted to cover the majority of identity and brand reproduction instances, this document does not cover all situations. Inquiries about situations that are not addressed by these guidelines, as well as other requests for creative and design support, should be addressed to the Global Marketing Quality Assurance Manager. This guide will be continually updated to reflect the latest standards and guidelines, so check the Admiral Markets corporate media page before beginning new projects. You can request information about our corporate media page from your Regional Marketing Project Manager. All use of Admiral Markets assets must be sent for approval to the Global Marketing Quality Assurance Manager.

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