Brand Standards
Contents LogoContentsLockups 4 Color Variations 5 Clearspace + Minimum Logo Size 6 Do's and Don'ts 7 Color System 8 Typography 9 Graphic Icons 10 The Tree Icon 11 Imagery Guidance 12 Brand Voice Principles 18 Target Personas 19 Creative Concept 23
ComponentsIdentity
HORIZONTAL
The Logo with Tagline lockup may be used in place of the Vertical Logo. This lockup should be used for sponsorships where viewers may be unfamiliar with what Balentine does. WITH TAGLINE LOCKUP LOGO
Balentine Brand Standards | 4 IDENTITY COMPONENTS
Logo with Tagline Lockup
Horizontal Logo
Logo Lockups
The Horizontal Logo maybe used interchangeably with the Vertical Logo but preference for the Horizontal Logo should be given in instances where the vertical space is constrained.
Vertical Logo
The Vertical Logo should be considered the primary lockup and should be the first choice for any collateral being created.
VERTICAL LOGO LOGO
Color Variations Green Logo The Green Logo, as shown to the right, is the preferred usage for all appearances of the logo when creating collateral. White or Gray Logos Use the Gray or White Logo on dark images or over a solid block of color such as green or charcoal blue. Black Logo In instances when printing in color is not an option, consider using the Black Logo, depending on the level of contrast required. GREEN LOGO GRAY LOGO WHITE LOGO BLACK LOGO Balentine Brand Standards | 5 IDENTITY COMPONENTS
The logo shown at the bottom right is at the approximate smallest size allowed for general print use. This is based on minimum height. To ensure quality reproduction, never scale the logo smaller than this size. There is no maximum size, provided a scalable vector format is in use. Because of the nature of responsive design and extensive screen variables, we leave minimum sizing for digital up to the discretion of interactive designers, who will need to test their logo sizing in various applications to allow for acceptable logo visibility.
MINIMUM SIZE VERTICAL MINIMUM SIZE VERTICAL MINIMUM SIZE WITH TAGLINE EXCLUSION ZONE H: 0.25" H: 0.15" H: 0.5" W: 0.67" W: 1.25" W: 0.96" Clearspace + Minimum Logo Size Balentine Brand Standards | 6 IDENTITY COMPONENTS
Minimum Logo Sizes
Exclusion Zone
It is important to keep the mark clear of any other graphic elements. An exclusion zone, shown to the right, establishes spatial guidelines that preserve the integrity of the mark. This exclusion zone indicates the closest distance you can position any other graphic element or message in relation to the logo.
Logo Don’ts
DON’T modify, recreate, or redraw the logo or logo type.
Stretching the guidelines to accommodate individual exceptions will only serve to dilute the brand.
Do's and
NO WRONGSTRETCHINGFONT WRONG COLORS NO OUTLINES BALENTINE Balentine Brand Standards | 7 IDENTITY COMPONENTS
Logo Do’s
DON’T add photography or any other “art” element. Don'ts
DON’T attempt to customize the name (wordmark) in word processing.
DON’T scale (stretch/condense) the mark in word processing.
The Balentine identity will become more meaningful with ongoing consistency. The logo must retain its original proportions, meaning the size and spatial relationships of the logo typography must remain proportional to the source file. DO use the mark consistently in all publications and visual material. DO reproduce the mark according to the colors specified in this manual. DO allow the mark to stand distinct and clear of any other mark or text. DO ask the Balentine marketing team for assistance with any questions.
Color plays an important role in the Balentine identity. The specified colors, indicated below, make up the main Balentine brand palette. This palette works to ensure a base level of color consistency throughout brand communications. Consistent use of these colors will contribute to the cohesive look of the Balentine brand identity across all relevant media. Check with your designer, vendor, or printer when using the brand colors to be sure they are able to produce media with the correct colors. Color System Green PRINT CMYK: 85 / 47 / 75 / 51 PMS: 343C 341U WEB RGB: 23 / 68 / 53 HEX: #174435 Charcoal Blue GraySageSlate PRINT CMYK: 84 / 69 / 49 / 43 PMS: 2378C 2378U WEB RGB: 43 / 57 / 73 HEX: #2B3949 PRINT CMYK: 69 / 43 / 39 / 8 PMS: 2156C 2155U WEB RGB: 89 / 121 / 132 HEX: #597984 PRINTPRINT CMYK: 64 / 27 / 67 / 7 PMS: 556C 556U CMYK: 10 / 7 / 5 / 0 PMS: Cool Gray 1C Cool Gray 1U WEBWEB RGB: 101 / 144 / 107 HEX: #65906B RGB: 226 / 227 / 231 HEX: #E2E3E7 Balentine Brand Standards | 8 IDENTITY COMPONENTS
Typography
Subheading Example (Tiempos Medium, 12 pt) Body copy (Inter Regular, 12 pt) Oloriandi alit, utatus ab ipiciene nonesen imusdandae velit volupta temquis magnis magnis eturibus molupie nectum verument, sinvelendel ipitium la nis a core soles iscipsae pro. Udandis ea sapicimusape sus idia prenia di aut aute si aliquas aut ratur aligendam rerias repernatet eum il idi beat. Sum volest quam, cusamentio elictas que vendel et eaqui omnimag natqui inctem aut fugitesequi tesciendunt.
AaBbCc
» Download Here Inter: fonts.google.com/specimen/Inter
Heading Example
Logo Typography Typography plays a critical role in conveying personality, tone, and quality. Careful attention to typographic details works to distinguish the brand by achieving harmony throughout all Balentine communications. For consistency across the whole brand, use Tiempos Light and Semibold in sentence case for large headings and Tiempos Medium for subheadings. Set body copy in sentence case using Inter Regular.
Whenever Tiempos or Inter is not available in any given operating system, or when generating collateral for internal communications, use Georgia for headings and subheadings and Arial for body copy (both are included as a font option with Microsoft Windows). While there are distinct differences between these fonts, Georgia and Arial are sufficient replacements for headlines and short bursts of copy.
Balentine Brand Standards |
9 IDENTITY COMPONENTS
» Download Here Web-Safe Typography
Tiempos: klim.co.nz/retail-fonts/tiempos-text
(Tiempos Light, 42 pt) (Tiempos Semibold, 42 pt)
Graphic Icons Icon Style The style of icons must remain consistent throughout all Balentine collateral. Icons are styled in a single weight line in green, charcoal blue, slate, and white. See below for recommended use cases. Please ensure all icons are scaled proportionally. Do not include differing line weights, or use solid fills. Green Icons • Use on white or gray backgrounds Charcoal Blue Icons • Use on white, gray, or as a background element on slate backgrounds Slate Icons • Use on white, gray, or charcoal blue backgrounds White Icons • Use on green, slate, or charcoal blue backgrounds ICON EXAMPLES Balentine Brand Standards | 10 IDENTITY COMPONENTS
Balentine Brand Standards | 11 IDENTITY COMPONENTS
Tree Icon Usage
Here the icon breaks away from the logo to create a large watermark that bleeds off the right edge. This is an appropriate usage since the full logo lockup also appears somewhere on the piece. Here the standalone icon is embossed on the bottom of an event invitation. This is an acceptable usage because the full logo lockup appeared on the envelope and the front side of the card.
The tree icon used in the Balentine logo may be used away from the logo itself. However, the full logo lockup must be used somewhere on the collateral being used. For example, on a business card, the full logo lockup might appear on the front and the back of the card could display the stand-alone icon without “Balentine”.
The Tree Icon
Image Categories Within the Balentine brand, there are two distinct image categories to represent as we build on our ever-expanding library of on-brand photographic assets. Stock photography images are readily accessible and convenient, but we must evaluate them critically to make sure their tone, subject matter, quality, and aesthetic agree with the guidelines we set forth for the Balentine brand in the pages to follow. Choosing the right imagery for our brand will help us strike the right chord with various constituents and clients. PEOPLE GROWTH & PLACE (CONTEXT) Imagery Guidance Balentine Brand Standards | 12 IDENTITY COMPONENTS
Imagery Guidance Balentine Brand Standards | 13 IDENTITY COMPONENTS
Try to... • Use imagery in which the space is well-balanced between subjects throughout the composition. • Show diversity but make sure the subjects look like high-net earners. • Show multi-generational families. Two and three generations. • Show subjects who are well put-together but modest. No need for Wall Street suites and formal attire. Avoid... • Subjects who are dressed too formally, look stiff, phony, and cheesy • Harsh shadows and lighting can make people hard to see or create too much contrast. • Subjects who look dis-engaged People
The strength of Baletine’s brand is built on the relationships we develop with our clients and the impact that we have on their lives and the lives of their loved-ones. Our imagery should portray a degree of authenticity that captures our clients enjoying their everyday life.
Try to... • Select environments that pair with the surroundings of the people being depicted. • Choose environments that are native to spaces/ places that our clients live and work. Most likely this would be the South East region of the US unless presenting to a client located elsewhere. Avoid... • Landmarks, treacherous terrain, and overly grandiose locations (like the peak of a mountain). • Commercial and industrial spaces. • Zoomed in patterns of leaves and plant structures that lose the context of the space they are in. Growth & Place (Context) People should always be the primary focus of our brand but context is everything. By pairing images of people with their surroundings we are able to add a subtle message of growth. Imagery Guidance Balentine Brand Standards | 14 IDENTITY COMPONENTS
People The strength of Baletine’s brand is built on the relationships we develop with our clients. When selecting imagery focused on Institutional growth or advisory choose images that are focused on partnership and hero the clients and/or employees. Imagery Guidance INSTITUTIONAL / BUSINESS ADVISORY Try to... • Use imagery in which the space is well-balanced between subjects throughout the composition. • Show diversity but make sure the subjects look like high-net earners. • Emphasize candid shots where subjects are engaged and in conversation. • Show subjects who are well put-together but modest. No need for Wall Street suites and formal attire. Avoid... • Subjects who are dressed too formally, look stiff, phony, and cheesy • Handshake photos (they’re overused) • Photos with too many individuals working independently Balentine Brand Standards | 15 IDENTITY COMPONENTS
Try to... • Select environments that pair with the surroundings of the subjects being depicted. • Choose environments and places that represent the institutions where our clients are trustees/ consultants. • When choosing interior spaces make sure there is some kind of living plant present. Avoid... • Zoomed in elements that don’t have some natural element in them. • Dark and poorly lit spaces like the inside of libraries. • Anything dingy looking. Growth & Place (Context) Context is everything. When choosing imagery focused on Institutional growth or one-on-one advisory the locale should match the audience we are speaking to and the subjects (people) being depicted. Imagery Guidance INSTITUTIONAL / BUSINESS ADVISORY Balentine Brand Standards | 16 IDENTITY COMPONENTS
Brand Voice & AudienceTarget
Capable + Reassuring We are confident in our process and proud of our position at the forefront of our industry. But we do not boast or express arrogance and superiority. We’re not in this for pride. Down to the root level, we’re in this to build meaningful relationships, provide a wealth perspective and facilitate the growth of generational wealth. We're in this to help our clients, and we speak to them as partners.
Our brand voice touches everything we do, everything we write, and everything we say. It’s how people hear us and how they remember us. And it’s how we share our bold vision for the future. We use our brand voice to establish consistency across all of our communications, including advertising, PR, sales materials, web presence, internal newsletters, and everywhere in between. This helps us reinforce our brand at every touchpoint and distinguishes us in the marketplace. Without our distinct tone, the Balentine experience wouldn’t be the same.
1 2 3 PrinciplesVoice
ONE WAY WE ACHIEVE THIS Balentine Brand Standards |
Strong + Direct Why Voice Matters
We make things easier. Short words and concise sentences help. Whenever possible, we say “We believe” rather than “Balentine believes.” We don’t want corporate distance. We’re personal. We choose dialogue over dictation every time. We use exclamation points sparingly! We’re upbeat and warm, not excitable and annoying.
Brand
We play a starring role in the success stories of our clients, but we express that in a calm, collected, and positive way. People look to us for our ability to influence outcomes, and they expect us to deliver solutions that make a difference. Our voice always carries with it a positive, stable energy that suggests, “We’re here to help you achieve your goals.”
Clear + Sincere
18
ONE WAY WE ACHIEVE THIS ONE WAY WE ACHIEVE THIS In every sense, Balentine prioritizes conveying clarity over complexity. By extension, the way we communicate our core brand ideas must always be consistent, clear, and direct. We keep things simple—even with our language. And our straightforward tone helps our clients realize that we understand their needs.
• I am used to being in charge but don’t have the capacity or the understanding to manage these factors on my own
“I want to work with a wealth partnermanagementwhogetsme and is aligned to delivering what is truly best for me.”
• I am connected to a group of peers that has overcome similar challenges and has shared experiences
Personas Balentine Brand Standards | 19 TARGET PERSONAS
• I need deep expertise in areas that I don’t have myself
• Access to an institutional-quality collaborative team of experts and exclusive wealth management strategies I can’t find elsewhere
• A quarterback for all my advisors to ensure my goals are met
• I feel assured that everything cared for with the utmost levels of service and stewardship and that my family will be secure for generations
• A like-minded partner with a proven track record that feels like an extension of my family
Design Target Gary Entrepreneur
• I need a partner who can help me reach my goals (wealth maximization, business growth, wealth preservation, generational transfer, etc.)
• My legacy is very important to me, it is something that keeps me up at night
• I need transparency and simplicity for my whole family
• I need an aligned partner that I can trust to make decisions with my best interest in mind
• I don’t know who to trust to put my interests ahead of their own
• I want access to people, tools, and vehicles that most don’t have Jobs to be done
• Without top notch advice, I worry I will make the wrong decision
Target
GainsPains
• I feel assured that everything is cared for with the utmost levels of service and stewardship and that my family will be secure for generations
• I don’t have the capacity or the understanding to manage these factors on my own
Secondary Target
“I want to work with a partner who can help me grow, deploy, and preserve my wealth to meet my goals.” High-net worth individual
• My finances are very important to my future and something that keeps me up at night
• I am connected to a group of peers that has overcome similar challenges and has shared experiences
• I need deep expertise in areas that I don’t have myself
• I need an aligned partner that I can trust to make decisions with my best interest in mind
• I don’t know who to trust to put my best interests ahead of their own
GainsPains
Amelia
Balentine Brand Standards | 20 TARGET PERSONAS
• Access to an institutional-quality collaborative team of experts and exclusive wealth management strategies I can’t find elsewhere
• I worry I will make the wrong decision and lose what I have
• A trusted partner who feels like an extension of my family
• I need transparency and simplicity for my whole family
• I need a partner who can help me reach my specific goals (wealth accumulation, wealth preservation, capital deployment, etc.)
• I want access to people, tools, and vehicles that most don’t have Jobs to be done
• A quarterback for all my advisors to ensure my goals are met
• I don’t have to worry; everything is being taken care of with the utmost stewardship
• I want access to people, tools, and vehicles that most don’t have Jobs to be done
• I am confident I have made the right choice Brand
• There are a lot of firms out there who can do this, finding stand out performance is hard
• A trusted partner and true steward of my institution’s assets
• The financial success of the institution and the wellbeing of their constituents are very important to me and my professional future
• My clients and I don’t have the capacity or the understanding to manage these factors on my own
• Access to a world-class collaborative team of experts and exclusive wealth management strategies I can’t find elsewhere
• I need deep expertise in areas that I don’t have myself
• I need a partner who can provide leading returns and sophisticated, best-in-class asset management strategies for the institutions I represent
• I need a partner with aligned intentions whom I can trust to make decisions with my constituents’ best interests in mind
• I worry I will make the wrong decision
GainsPains
Tertiary Target “I need a partner who will maximize our returns and protect our constituents.” Sarah Institutional Client
Balentine
Standards | 21 TARGET PERSONAS
GainsPains
• I want further clarity on the relevance and impact of our services and offerings
Jobs to be done
• I want to collaborate with expert peers and continue to learn and grow within the organization
• The culture is values-based and feels like family
• I feel fulfilled knowing that my clients and their families benefit from our impact
• My organization has clear purpose and direction
• I don’t want to get lost in the shuffle
• I am always expanding my industry knowledge
• I want to work for an exclusive firm at the pinnacle of the industry
• I’m proud to tell others where I work
“I want to work for a company at the forefront of the industry that allows me to make an impact, has a familial culture, and develops me throughout my career.”
Mike
Balentine Brand Standards | 22 TARGET PERSONAS
Employee Target
• I want to be part of a culture that brings me fulfillment and joy
• I want to make an impact in my clients’ lives
• I want to understand how our culture will change as the firm grows
• I like and respect my colleagues and our firm
• I want to provide the highest quality wealth solutions for my clients
• I want to understand what efforts leadership is making to focus on employee retention and professional development
CreativeConcept
Wealth sets you on a path. A wealth of perspective ensures the right journey.
The roots of our knowledge and experience run deep. We invest our time, our energy, and our focus into building partnerships firmly rooted in trust and understanding.
We’re with you for the journey. Balentine gives you the power to plan, preserve, and perpetuate your wealth and legacy with confidence. Wealth sparks possibilities. A wealth of perspective ignites momentum.
Wealth
A
The big picture of your investment success isn’t painted by numbers alone. It requires a wealth of perspective. When you partner with us, we take you further than a single point of view ever can. opens doors. wealth of perspective guides you through.
Thank you. With maximum consistency, clarity, and legibility, we are helping people have positive interactions with our brand. If you have questions or need guidance with a specific aspect of our brand design, please contact us, we’d be happy to help.
