Churchill Mortgage 2023 Brand Guidelines

1/2” or 30 pixels tall

The Mark 1.1

The Churchill Mortgage mark is used as a distinctive visual symbol that will combine with our name to create a trusted and recognizable identity for the company.

The imagery of the upward arrow and the home portrays Churchill as an established leader in our industry.

The Churchill Mortgage mark has been designed to reproduce in print materials at a minimum height of 1/2” an inch.

The minimum size of the mark on the web and in digital media is 30 pixels tall. This ensures legibility and recognition of the mark across all formats.

Black and White Options

Pantone Coated 7732 C RGB 0, 122, 62 CMYK 89, 0, 96, 30 #007a3e

Pantone Coated 7738 C RGB 72, 162, 63 CMYK 74, 0, 98, 2 #48a23f

Pantone Coated 419 C HSL 150, 3, 13 CMYK 86, 70, 69, 95 #212322

The Mark 1.2

The colors of the mark should never be altered from those listed above. If the mark is required to be used on a dark background, the reversed white option should be used.

For print, ensure the proper Pantone code is used. For web, ensure the proper hex code or RGB values are used.

To ensure legibility, the mark should always have a minimum area of empty or white space of one quarter the marks width.

No text or shape should touch or tangent the mark. No element should overlap the mark. If used over an image, special care should be taken to avoid tangents and maximize legibility.

The Mark 1.3

The use of the mark should remain consistent across all platforms. It should not be modified, recreated or misrepresented.

All uses of the mark should use the artwork provided.

Above are some common mistakes when using the mark.

ADOBE GARAMOND PRO BOLD

HEAVY

Pantone Coated 419 C HSL 150, 3, 13

CMYK 86, 70, 69, 95 #212322

The Type 2.1

Churchill is in Adobe Garamond Pro Bold. It’s in all caps, with tracking set to 50. It is centered above “Mortgage”. Mortgage is in Futura PT Heavy, in all caps, with 400 tracking. It is centered below at 2/3 the size of Churchill.

The spacing of the logo was created to increase legibility across formats and in a wide variety of sizes.

Futura PT is our brand typeface. Source Sans Pro is our supporting typeface. Our website uses the Montserrat typeface.

The text should be in the presented color: Pantone 419C, or #212322. This matches the dark colors in the logo and prevents black point issues. The text is only to be used in black when black/white is the only option.

Type and Mark Combined 2.2

There are two layouts to use with the mark and type combined: horizontal and vertical. The mark and type should not be presented in any other way. They should not be used separately on the same page, except in the use of the logo as an icon.

The horizontal mark is exactly 1/4 the width of the word “Churchill.” The vertical mark is exactly 1/3 the width of “Churchill.”

In the horizontal layout, the mark should be horizontally centered with the text. In the vertical layout, they should be centered vertically. The distance between the mark and text is the size of the mark isolation zone shown on 1.2.

As with the mark, the combo should not be modified, distorted, placed in a frame or box, or made transparent.

Vertical Horizontal

With Tagline

x

Type and Mark Combined 2.3

If the layouts need to be used on a dark background, or over a dark photo, you can use the reversed layouts.

The mark and text in reverse should always be full white, not off white or a bright color. Nor should it be dark over dark.

Legibility of the logo is first and foremost.

If used over photography, ensure all parts of the text are legible. If the image is too light, add a transparent overlay to the image.

If the logo is difficult to place over the image legibly, place it above or below or to the side of the image. Do not enclose the logo in a box.

Type and Mark Combined 2.4

The layouts are provided to accommodate for the varying sizes and formats in media today.

The horizontal layout is intended for use in height-restricted use cases, and when the logo needs to be a bit smaller.

When the vertical layout will disrupt the flow of content, use the horizontal layout.

The vertical layout is for use in most circumstances.

In limited cases, the text without the logo can be used as well.

Common sense should be applied when using the logo layouts. If you have any questions, please email cmcmarketing@churchillmortgage.com.

Pantone Coated 7732 C

RGB 0, 122, 62 CMYK 89, 0, 96, 30 #007a3e

Pantone Coated 7738 C

RGB 72, 162, 63 CMYK 74, 0, 98, 2 #48a23f

Pantone Coated 419 C

HSL 150, 3, 13 CMYK 86, 70, 69, 95 #212322

RGB 52, 74, 95 CMYK 83, 65, 43, 29 #354a5f

RGB 238, 194, 26 CMYK 7, 21, 100, 0 #eec31a

RGB 239, 171, 31 CMYK 5, 35, 99, 0 #efac20

Brand Colors

Alongside the main colors of the mark, we have prepared a palette of colors to use in Churchill Mortgage marketing materials.

They were designed to complement the main brand colors, pair well with our business partners, and to provide additional context and heirarchy in our marketing materials.

RGB 5, 99, 160 CMYK 93, 62, 11, 1 #0764a1

RGB 51, 157, 199 CMYK 73, 22, 10, 0 #339ec8

RGB 238, 241, 243 CMYK 5, 2, 2, 0 #eff2f4

RGB 202, 217, 220 CMYK 20, 7, 10, 0 #cadadd

RGB 173, 189, 192 CMYK 32, 18, 20, 0 #aebdc1

RGB 114, 132, 144 CMYK 59, 41, 35, 4 #728490

Primary Web Blue #3b7aa7

Primary Web Green #31b151

Secondary Web Blue #e8f2f8

Dark Grey (Text) #404040

Futura PT Bold

Futura PT Bold

Source Sans Pro Light

Source Sans Pro Light

Montserrat Bold

Montserrat Regular

PRINT WEB

Futura PT Heavy Montserrat Bold

Source Sans Pro Semibold Montserrat Bold

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque magna ante, laoreet sed lectus et, imperdiet volutpat nisl. Sed sit amet mauris et turpis varius tristique.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque magna ante, laoreet sed lectus et, imperdiet volutpat nisl. Sed sit amet mauris et turpis varius tristique.

Brand Fonts

For print, we have chosen two fonts.

Futura PT Heavy is to be used for headers.

Source Sans Pro Semibold is for subheaders.

Source Sans Pro Light is to be used for all body copy.

For web, we have chosen a standard Google Web Font for maximum compatability.

Montserrat Bold is to be used for headers, subheaders and strong text.

Montserrat Regular 16px is to be used for all body copy. All text and body copy on the web should be dark grey (#404040).

Signature with Apply Now Banner and Group Name under Title Dual Team Signature

Email Signature Guidelines

Less is more: Email signatures should include no more than three banners.

Images and logos: Churchill Mortgage logo must be included in the signature. A headshot is optional.

Quotes: Inspirationl or famous quotes are allowed in the email signature, limited to within a custom banner or under the title.

Fonts: Use a simple 12-point standard font (preferred) or your email client’s default font. Non-standard typefaces and HTML may not translate well across email clients.

Signature with Apply Now Banner and President’s Club Insignia

Email Signature Guidelines

Banners: Three banners are allowed to be within the email signature. This includes the following: apply now, reviews, Homebot, schedule a meeting, and video link.

Team Signatures: Team signature are allowed. This features the headshot, title and NMLS of the assistant only.

Signature with Dual Banner

Groups: No group logos are allowed in the email signatures. Group name is allowed in bold under the title.

President/Chairman/Founder’s Club:

Insignias are allowed within a banner.

Churchill ‘Team’ Logos

In today’s social media environment, if you are part of a sales team and want to uniquely brand yourself as a way to promote your business on your social media channels, please follow our guidelines listed.

Any team branding must be beside or beneath the main Churchill logo, and branding cannot be promoted as a standalone brand from Churchill Mortgage.

Included are examples of approved layouts and treatments. All team branding must be legible, should not intrude or modify the Churchill Mortgage brand or mark. We recommend using fonts and colors from the style guide. Templates are available on at http://churchillmarketingstudio.com

All team logos need to be submitted for approval by COO, Matt Clarke and CMO, Whitney Blessington.

Endorsed By

Approved Logo Variations

Approved Endorsement Copy Combined Display

The Ramsey Show Endorsement

The “As Heard On” Ramsey Show logo can be used alongside our logo in marketing materials.

Both black and color options can be used, but the logo should never be larger than 70% of the size of the Churchill logo.

All language such as “Endorsed by the Dave Ramsey Show” and “Dave Ramsey approved” cannot be used and should be replaced with “As Heard on the Ramsey Show.” Please contact the Compliance Department at compliance@ churchillmortgage.com if you have a specific need or question surrounding our advertising and partnership with Ramsey Solutions.

Certified Home Buyer Disclaimer

The Churchill Certified Home Buyer program is not a commitment to lend funds and is not an approval but is a conditional approval subject to your acceptance of the terms and the conditions being fully satisfied prior to closing. All conditions are subject to final underwriting and final investor approval. The certification is subject to the financial status and credit report(s) of everyone on the application remaining substantially the same until closing, an acceptable contract of sale on a suitable property, collateral (the appraisal, title, survey, condition, and insurance) satisfies the requirements of the lender and loan selected is still available in the market. All closing conditions of the lender must be satisfied including the clear transfer of the title, acceptable and adequate title and hazard insurance, flood certification, and any inspections that are required by the real estate contract.

Churchill Certified Home Buyer

Above we show the logo for the Churchill Certified Home Buyer program. This will follow all rules as the Churchill Mortgage logo. It will always be displayed with decorative elements, and in black or white over a clean backdrop.

This logo is only to be used to represent the Churchill Certified Home Buyer program, not any other brand. The Certified Home Buyer disclaimer must be included on all materials that mention the Certified Home Buyer program.

Note: Home Buyer is to be displayed as two separate words whenever referencing Churchill Certified Home Buyer.

Rate Secured Disclaimer

In the initial 90-day period. Rate Secured is available on Conventional Conforming (primary and secondary homes), High Balance and No Score fixed-rate products. Not available on investment, government or jumbo.

Rate Secured

Above we show the logo for the Churchill Rate Secured program. This will follow all rules as the Churchill Mortgage logo. It will always be displayed with decorative elements, and in black or white over a clean backdrop.

This logo is only to be used to represent the Churchill Rate Secured program, not any other brand or segment of the Churchill brand.

The Rate Secured disclaimer must be included on all materials that mention the Rate Secured program.

Home Buyer Edge Disclaimer

Seller Guarantee is for qualifying borrowers and select loan types only and are not available in all states or locations. Offer valid on home loans closing on or before December 31, 2022.

Home Buyer Edge

Above we show the logo for the Churchill Home Buyer Edge program. This will follow all rules as the Churchill Mortgage logo. It will always be displayed with decorative elements, and in black or white over a clean backdrop.

This logo is only to be used to represent the Churchill Home Buyer Edge program, not any other brand or segment of the Churchill brand.

The Seller Guarantee disclaimer must be included on all materials that mention the Home Buyer Edge program.

For internal communications:

For external communications:

ESOP Growth & Employee Owned

An ESOP is a unique program. First, it is a powerful way to build a component of your long-term retirement plan. Secondly, to receive it, all you have to do is show up each day and chop wood! Do your job to the very best of your ability, focus on being the expert, and then be a Broomsweeper by helping others whenever you can.

These logos are only to be used to represent the Churchill ESOP program, not any other brand segment of the Churchill brand.

RGB 209, 18, 66 CMYK 12, 100, 73, 21 #d11242

RGB 0, 45, 98 CMYK 100, 89, 34, 25 #002d62

Pantone Coated 419 C HSL 150, 3, 13 CMYK 86, 70, 69, 95 #212322

RGB 159, 164, 166 CMYK 40, 30, 30, 0 #9fa4a6

Heroes First

Above we show the logo for Heroes First Home Loans. This will follow all rules as the Churchill Mortgage logo. It will always be displayed with the Heroes First tag, and in color, black or white over a clean backdrop.

The logo is to be used in color where possible, or in reverse black or white variants to maximize legibility.

This logo is only to be used to represent the Heroes First brand, not any other brand or segment of the Churchill brand.

Four additional colors have been added to the guidelines, and are only to be used with Heroes First branding.

Churchill Foundation

Above we show the logo for the Churchill Foundation. This will follow all rules as the Churchill Mortgage logo. The tagline will be included with the logo in most cases, except for when it is displayed too small to be legible.

The tagline is in the Grand Hotel font, and should be displayed slightly smaller that the width of the word “Foundation.”

This logo is only to be used to represent the Churchill Foundation, not any other brand or segment of the Churchill brand.

Churchill NEXT

Above we show the official standard logos for the Churchill NEXT. No other logos than those displayed here are to be used to represent the Churchill NEXT brand.

This logo is only to be used to represent Churchill NEXT, not any other brand or segment of the Churchill brand.

The Churchill Agency

Above we show the logo for The Churchill Agency. It will always be displayed in black or white over a clean backdrop.

This logo is only to be used to represent The Churchill Agency, not any other brand or segment of the Churchill brand.

1S T

People 1st Title Partners

Above we show the logo for the People 1st Title Partners. It will always be displayed in black or white over a clean backdrop.

This logo is only to be used to represent People 1st Title Partners, not any other brand or segment of the Churchill brand.

American Home Escrow & Title

Above we show the logo for the American Home Escrow & Title. It will always be displayed in black or white over a clean backdrop.

This logo is only to be used to represent American Home Escrow & Title, not any other brand or segment of the Churchill brand.

RGB 51, 157, 199 CMYK 73, 22, 10, 0 #339ec8

Pantone Coated 419 C

HSL 150, 3, 13 CMYK 86, 70, 69, 95 #212322

RGB 238, 194, 26 CMYK 7, 21, 100, 0 #eec31a

PEO PL E 1S T

T ITLE PARTNERS

RGB 5, 99, 160 CMYK 93, 62, 11, 1 #0764a1

RGB 0, 45, 98 CMYK 100, 89, 34, 25 #002d62

Pantone Coated 419 C

HSL 150, 3, 13 CMYK 86, 70, 69, 95 #212322

Pantone Coated 7687 C

RGB 45, 53, 142 CMYK 99, 95, 7, 1 #2d358e

Affiliate Color Palettes

Alongside the main colors of the mark, we have prepared a palette of colors to use infor our Churchill affiliate programs.

Pantone Coated 1795 C

RGB 204, 33, 40 CMYK 13, 100, 98, 3 #cc2128

Pantone Coated 419 C HSL 150, 3, 13 CMYK 86, 70, 69, 95 #212322

They were designed to complement the Churchill Mortgage brand colors, pair well with our business partners, and to provide additional context and heirarchy in our marketing materials.

Taglines & Sayings

Doing what’s right for you

The REAL American Dream of Debt-Free Homeownership Smarter Mortgage Progress Over Perfection Heart of a Teacher Keep Chopping Wood Broomsweeper People Over Profits Attitude with Action Is Everything

Vocabulary Unique Spellings

Smarter Mortgage Heart of a Teacher Broomsweeper Home Loan Specialist

home buyer two words home buying two words homeowner one word debt-free always hyphenated

Churchill-isms and Brand Language

The Churchill brand has some specific phrases, spellings, and “-ism’s” that are used commonly across marketing channels.

This page will serve as a reference and guidelines for Churchill-ism’s and brand language.

Compliance Rules for Marketing

There are a few standard rules that must be applied to all marketing materials from a branch or Home Loan Specialist. Make sure all of them are followed in each marketing piece.

All materials should be sent to Marketing & Compliance for final review. You can email your projects to:

CMCMarketing@churchillmortgage.com Compliance@churchillmortgage.com

A - The HLS’s NMLS ID# must be included immediately beside, or below, a licensed Home Loan Specialist’s name.

B - The HLS’s full licensing block must be included on the marketing materials. This text must be legible, and no smaller than the smallest font on the artwork. (Any additional

Marketing Project Requests

Project Requests & Lead Times

We are constantly working on improving our library of marketing materials. We also recognize that custom materials are often required. If you need custom marketing materials made, please submit a request through the marketing portal at the link below:

Send Requests to: www.churchillmortgage.com/marketing-request

We request a lead time before the due date of your materials. We understand that emails are missed and emergencies happen, but this lead time allows us to focus on priority projects and it gives us time to make better materials for you.

Letter From The Heart

The example above is a template for the Letter from the Heart (LFTH).

If you are interested in mailing a LFTH, submit a request here: www.churchillmortgage.com/ marketing-request

Please include your content and 2-3 images you would like to include.

Marketing will edit and layout the file into the template for you.

To send LTFH via email, the Marketing team will help facilitate. To send by mail, HLS’s are expected to cover postage fees and will be charged $0.60 per piece. Marketing will pay for all additional fees, including printing and handling.

Key Marketing Resources

ChurchillMarketingStudio.com

This is the Churchill Mortgage marketing webstore. Here you can order new business cards, personalized flyers, postcards, eBooks, and other useful printables. You can also download a digital .pdf of the materials to send to clients and Realtors.®

www.churchillmortgage.com/marketing-request

If you’re looking to submit a marketing request, send a ticket through the marketing portal at the link above. We will reach out to help scope out your project and set up a timeline that will work for you.

www.cmcChopShop.com

Tired of not knowing where to easily find Churchill information? Would you like all Churchill information in one place? The Chop Shop, Churchill’s Intranet, is a great resource for internal communications.

Additional Resources

Check out these incredible resources right at your fingertips! From business cards, educational flyers, or up-to-date partner presentations, we have tools to help you build your business and land the next big client.

If you can’t find what you are looking for, you can submit a project request and we’ll help you build the tools you need!

Mandatory

General Requirements

Does ad contain only accurate information that is not misleading?

Does ad include "Equal Housing Lender" logo?

Does the ad use pictures and images that tend to portray Churchill Mortgage as inclusive rather than exclusive with relation to race, sex, handicap, or any other prohibited discriminatory basis?

Lending Adver tisements

Does the ad state finance charge rates only as an "annual percentage rate" using that term (or the abbreviation, "APR")?

If the simple interest rate is stated in the ad, is it stated only in conjunction with, and not more conspicuously than, the APR?

Does the ad state amount of down payment? If so, does the ad also include, clearly and conspicuously, the terms of repayment (number, amount and frequency of payments) and the "annual percentage rate" using that term (or the abbreviation, "APR")?

Does the ad state the number of payments or period of repayment, the amount of any payment, or the amount or rate of any finance charge? If so, does the ad also include, clearly and conspicuously, the terms of repayment (number, amount and frequency of payments), the "annual percentage rate" using that term (or the abbreviation, "APR") and a statement that the monthly payment amount shown includes principal, interest and mortgage insurance only and that actual monthly payment will be higher if an escrow/ impound account is established or required?

If the ad is a multiple-page ad, does the ad include a table or schedule of all required disclosure information in one place, and does each reference to number of payments or period of repayment, the amount of any payment, or the amount or rate of any finance charge include a clear reference to the page on which the table or schedule is located?

If interest rate and/or APR are contained in the ad, does the ad contain a statement that the interest rates, annual percentage rates (APRs), discount points and rebates shown are subject to change without notice?

If APR is contained in the ad, does the ad contain a statement that the APR will var y based on your final loan amount and finance charges?

If interest rate or terms are contained in the ad, does the ad contain a statement that stated rates and terms intended as examples only and a toll free number to call for current rates and terms?

Addendum A

Advertisement Name

Date(s) Advertisement Running /Sent Where Advertised