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brand guidelines


table of contents 3 4 6 8 9 10 11 12

BR AND ESSENCE COLORS: Palette LOGO: Positioning, Sizes LOGO: Do LOGO: Don’t T YPOGR APHY: Fonts T YPOGR APHY: Usage IMAGERY PRINT ELEMENTS

14 15 16 17

Letterhead & Stickers Envelope & Business Card Presentation Folder Filing Folder DIGITAL ELEMENTS

18 19 20

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Website. Mobile Website Banners CONTACT

p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | t a bl e o f c o n t e n t s


A s a company, Professional Fiduciar y Ser vices of Orange Count y is honest, compassionate, and dependable. We are committed to being open and working closely with our families in carr ying out their loved ones’ wishes. Let us safeguard your peace of mind.

Logo, visuals, and words will enable Professional Fiduciar y Ser vices of Orange Count y to establish and maintain a clear, unified brand identit y within the company and beyond. This brand guideline book provides general guidelines for the visual and verbal ar ticulation of PFSOC’s brand, as well as specific directions for the application of the logo and related elements. Please refer to this guide whenever you develop marketing communications. Version 1.0 Published April 22, 2014

b ra n d e s s e n c e | b ra n d g u i d e l i n e |.

p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | 3


colors COLOR PA L E T TE Color is a major component in set ting

PRIMARY COLOR

PFSOC’s values of trust, honest, and integrit y. To ensure a consistent graphic personalit y, adhere to the following

CMYK

RGB

HE X

14 12 13 0

216 213 211

#D8D5D3

CMYK

RGB

HE X

43 60 29 0

156 116 143

#9C748F

CMYK

RGB

HE X

36 4 4 56 16

148 123 103

#947B67

CMYK

RGB

HE X

45 72 39 60

77 4 4 60

#4D2C3C

PANTONE P 169-2 U

color palet te guidelines. The primar y color can be used in combination with all secondar y colors;

SECONDARY COLORS

however, be war y of low contrast visuals, which will impact legibilit y. Do not use Pantone P 23-10 U as a background color for Pantone P78-16 U and vice versa. Pantone P78-16U is used sparingly and as tex t color or divider color.

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p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | c o l o r : p a l e t t e

PANTONE P 86-7 U

PANTONE P 23-10 U

PANTONE P 78-16 U


c o l o r | b ra n d g u i d e l i n e |.

p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | 5


logo P OSITIONING The logo is the common thread throughout all communications and is the star ting point in the creation of all additional branding material. Using the logo in a consistent manner will establish PFSOC’s name. Treat the logo as ar t work, not t ypography, and do

PROFESSIONAL FIDUCIARY SERVICES

not manipulate the spacing and ratio. Please refer to samples of what and what not to do.

of orange county

PROFESSIONAL FIDUCIARY SERVICES of orange county

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p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | l o g o: p o s i t i o n i n g


logo SIZES

0.5”

1.0”

2.0”

3.0”

0.5” is the minimum size of the logo.

“Professional” is aligned to the intersection of s cur ve. “Fiduciar y Ser vices” is aligned to the baseline. “Of orange count y” is bisected by the intersection of “p” with it s containing circle. The spacing bet ween brandmark and logot ype is the height of the serif in “s.” The wordmark width matches width of the logo and it s margin of clear space.

l o g o: s i z e s | b ra n d g u i d e l i n e |.

p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | 7


logo US AGE : D O

Do use with wordmark

Do use by it self. Do use with wordmark (ver tical).

(horizontal).

Ta gl i n e h e re .

Do use as outline.

Do use as background shape.

Do use as background shape to anchor tagline.

Do use in black & white.

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p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | l o g o: u s a g e


logo US AGE : D ON’ T

Professional Fiduciary Services DO NOT OVERL AP ITSELF.

DO NOT CHANGE THE FONT.

DO NOT SKEW OR WARP.

DO NOT TILE THE LOGO.

DO NOT ROTATE ORIENTATION.

DO NOT ADD E X TR A EFFECTS.

DO NOT USE LOW CONTR AST.

l o g o: u s a g e | b ra n d g u i d e l i n e |.

p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | 9


typography FONTS Typography set s the underlying tone of the brand, and conveys both personalit y and qualit y. Basker ville Italic, a beautiful transitional serif, was chosen for it s established and elegant look. Source Sans Pro Regular and E x tra Light were chosen for their clean lines and modern cur ves. When using web-based communications and these font s are unavailable, substitute Basker ville Italic with Times New Roman Italic. Substitute Source Sans Pro (both weight s) with Arial.

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the quick b the quick the quick

Basker ville Italic abcdefghijklmnopqrstuvwxyz A BCDEFGHI JK L M NOPQRST U V WXYZ !@#$%^&*()[ ]{}- _\|=+;:’”,./?<> 01234567890 S ource Sans Pro E x tra Light ab cdefghijklmnop qr s tuv w x y z ABCDEFGHIJKLMNOPQRSTU V W X Y Z !@ #$%^&*( )[ ]{ } -_\|=+;:’”,./ ?< > 0123 456789 0

S ource Sans Pro Regular abcdefghijklmnop qr s tuv w x y z A BCDEFGHIJK LMNOPQRS TU V W X Y Z !@ #$%^&*( )[ ]{ } -_\|=+;:’”,./ ?< > 012 3 456789 0

p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | t y p o g ra p h y: f o n t s


typography

brown jumps k brown fox k brown f

t y p o g ra p h y: u s a g e | b ra n d g u i d e l i n e |.

US AGE

Basker ville Italic is to be used in lowercase only: Headlines Page Numbers Labels Tagline The first word in the tagline is the only place where capitalization is used. Source Sans Pro E x tra Light is to be used in both uppercase and lowercase: Body Tex t Sub-Headlines Source Sans Pro Regular is to be used in lowercase when a heavier font is needed emphasize tex t, and to contrast the usage of Source Sans E x tra Light.

p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | 11


imagery PHOTOS & S T Y L IZ ATION Original image. Photography is a key component that estabilishes consistent communications across dif ferent branding pieces.

Place a colored layer underneath. (Pantone P 23-10 U)

Choose photos that depict honest y, compassion, dependabilit y, integrit y, and stabilit y. View the samples and the st ylizations that make photos feel consistent and visually similar.

Reduce image to 50% and apply Overlay. Place a white layer above. Reduce to 50% and apply Screen. Image ready to be used as background.

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p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | i m a g e r y: p h o t o s & s t yl i z a t i o n


imagery E X A MPL ES

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed felis lectus, blandit quis auctor nec, por t titor non velit. Morbi ante orci, feugiat non por ta gravida, dapibus id arcu. Aenean malesuada, nisl ac vehicula dignissim, massa magna adipiscing sem, et auctor lacus libero eget magna. Aenean vitae vestibulum nibh, quis euismod eros. Donec at massa nulla. Vivamus imperdiet imperdiet rutrum. Sed semper facilisis ipsum ac consequat. Curabitur molestie, turpis elementum aliquam feugiat, quam dui rhoncus nisi, et dignissim ligula urna sit amet nisl. Aliquam erat volutpat. Quisque molestie sit amet erat in pellentesque. Nullam cursus ligula felis, imperdiet blandit diam blandit eget. Vestibulum dolor Original images.

Finished images. i m a g e r y: e x a m p l e s | b ra n d g u i d e l i n e |.

p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | 13


print elements S TATIONER Y: L E T TERHE A D & S TICK ERS Back Front

Folded

Safeguarding your peace of mind. April 30, 2014

Safeguarding your peace of mind.

Recipient Name Company Name 12345 Street Address City, State, 98765 Dear Recipient Name, Typeset this letter in Source Sans Pro Regular 10pt on 14pt leading. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla venenatis eleifend rutrum. Vivamus sodales egestas interdum. Aenean sodales quam in augue pellentesque, venenatis pharetra ligula tincidunt. Praesent in libero nec tellus posuere dictum sit amet vitae lacus. Integer posuere luctus nunc, vitae feugiat leo consectetur id. Aliquam semper imperdiet nisi, at vulputate tellus placerat in. Cras mattis venenatis enim. Nullam aliquam viverra lacus, sit amet feugiat ante sollicitudin ac. Suspendisse potenti. Aenean venenatis, quam id tincidunt accumsan, massa urna ultrices mauris, vitae pellentesque magna leo non augue. Proin consectetur nisi ac molestie congue. Vivamus leo elit, bibendum ut dapibus ut, convallis eu neque. Etiam pulvinar massa vitae nulla facilisis posuere. Cras tempor purus vitae nibh semper, eget molestie tellus pellentesque. Vivamus interdum justo porttitor lorem vulputate, et sagittis dolor dignissim. Nam libero erat, bibendum sed porttitor vitae, fringilla quis leo. Ut luctus nec ante ut lobortis. Aliquam erat volutpat. Phasellus in sapien mi. Donec viverra mattis felis, vel pharetra augue ullamcorper id. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin ullamcorper nunc sit amet urna blandit mattis. Suspendisse potenti. Nam bibendum nulla eros, vitae tincidunt lacus iaculis eget. Morbi interdum, metus vel faucibus congue, sem sem dapibus metus, id aliquet erat nisi vitae augue. Proin sed justo lobortis, scelerisque mauris et, fermentum quam. Ut ut aliquet sapien, non consequat enim. Cras ut nisi orci. Nullam in mauris et erat imperdiet facilisis a varius neque. Nulla interdum mi sed dictum sodales. Pellentesque vehicula quis lorem ac mattis. Quisque consectetur sem magna, vel viverra diam commodo in. Etiam placerat, urna et mattis elementum, mauris lectus dictum dolor, non venenatis dui nulla eget metus.

Sincerely, Elaine Watrous Title

office 714.6 3 3 . 8 0 0 0 cell 714.74 6 .4976 email e lain e wat ro us @ p f s o c .co m

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p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | p r i n t e l e m e n t s : l e t t e r h e a d & s t i c k e r s

Stickers


stationery EN V ELOPE & BUSINES S C A RD

Safeguarding your peace of mind. 12345 STREET NAME CITY, ST 98765

PROFESSIONAL FIDUCIARY SERVICES

Re cipient Name 123 45 Stre et Name Or ange Count y, C A 9876 5

Envelope Front

of orange county

Business Card Front Safeguarding your peace of mind.

Elaine M. Watrous professional fiduciary

Envelope Back

office cell email

714 . 6 3 3 . 8 0 0 0 714 .74 6 . 4 976 elainewatrous@pf soc.com

Business Card Back

p r i n t e l e m e n t s : e n v e l o p e & b u s i n e s s c a rd | b ra n d g u i d e l i n e |.

p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | 15


print elements S TATIONER Y: PRESENTATION FOL DER

Folder Inside 16 |

p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | p r i n t e l e m e n t s : p re s e n t a t i o n f o l d e r

Folder Front


print elements S TATIONER Y: F IL ING FOL DER

Client Name

Folder Front p r i n t e l e m e n t s : f i l i n g f o l d e r | b ra n d g u i d e l i n e |.

p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | 17


digital elements WEB SITE & MOBIL E WEB SITE Website PROFESSIONAL FIDUCIARY SERVICES of orange county

estate planning trustee

power of attorney about

contact

Professional fiduciary services tagline.

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Fiscal Fitness for the Golden Years

Estate and Business Planning

Who Should You Trust as Trustee?

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Lorem ipsum dolor sit amet , cons e c tet ur a dipis cing elit . Mor bi aliquam quam ac s o dale s laore et . Maur is e u enim dapibus , eleifend nulla id, cur sus orci. Cur abit ur non aliquet mag na, et pret ium lib ero. Phas ellus a nulla ne c orci volut pat dig nis sim. A liquam er at volut pat . Nulla p ellente s que ipsum et tellus dig nis sim, quis bib endum er at p or t t itor. Susp endis s e v it ae mi ult r icie s , blandit nulla at , a dipis cing nulla. Cr as in hendrer it tor tor. Pellente s que quis tellus velit . S e d id lib ero et arcu sus cipit mat t is a v it ae jus to.

p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | d i g i t a l e l e m e n t s : w e bs i t e & m o b i l e w e bs i t e

Mobile


digital elements B A NNERS

Banner 728 x 90

Banner 300 x 250 Banner 120 x 600

d i g i t a l e l e m e n t s : b a n n e r s | b ra n d g u i d e l i n e |.

p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | 19


contact

josephine chen jo ppu cci n o @ gma il. c om

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p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | c o n t a c t


Safeguarding your peace of mind.

Professional Fiduciary Services of Orange County Brand Guidelines