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Brand Guidelines


Table of Contents 04



Colour Schemes


The Competition




- What We Strive For - What We Believe In

- Our Competitors

Logo Overview - Logo

- Improper Logo Usage - Logo Construction - Logo Clear Space - Logo Sizing

Version 1 - 2018

- Primary Colour Scheme - Secondary Colour Scheme

- Our Type Families

- Sample Copy




Image Credits

- Do’s - Don’t - Branding in Use



What we Believe In

This guide covers the core components of our identity and the basic rules for ensuring we express our brand consistently and help our community, partners, and customers understand who we are as an organization.

There are already enough cold and corporate insurance companies out there. People use them for quick insurance answers without gaining a full, understanding relationship with their insurance provider. We believe there is more to insurance than just the obligation to have it. We recognize it is more important to have insurance but we want to help communities, individuals and organizations get what they really want out of an insurance company. We see the need for assurance and worry free living, we see the need for people to feel secure in their lives and not have to worry every step of the way. Vertu wants to get connected with our customers, find out their individual needs and set them on the right path to worry free living.

What We Strive For Vertu Financial is for families, communities, single people and small businesses. Relaxation, family, community, health, strength and loyalty are what we strive to bring to our customers. The heart of this company is deeply rooted in community and building a strong foundations. We are a small, home grown company that values it’s customers and their business. Our goal is to help more people feel safe and secure in their own lives. We help you be able to get back to you. Join us on a journey to worry free living.

Vertu Financial Brand Guidelines 2018 - Introduction

We all want to live as comfortably and safely as possible, without the worry of uncertainty; Vertu Financial can do that for you.


The Competition

Our Competitors Our competitors range from many different corporate companies. Our competitors include Allstate Insuance, Cigna Insurance, Manulife Financial, The Jackson Group, MJM Insurance, and Allianz Insurance. Each company and their logo give off a corporate and structured feeling. Cigna is a little closer to the feeling we are trying to give off which is lighthearted and friendly. They also use brighter, much more natural colours which is different from our branding. All of these companies are located in North America, just like Vertu Financial, but some branch off into international waters like Allianz and divisions of Manulife Financial. What makes us different is our very warm and homey approach to a prodominately corporate and structured field of work.

Manulife Financial Corporation is a Canadian multinational insurance company and financial services provider headquartered in Toronto, Ontario, Canada. Manulife provides insurance to individuals and organizaions.

Sun Life Financial, Inc. is a Canada-based financial services company known primarily as a life insurance company. It is one of the largest life insurance companies in the world, and also one of the oldest with a history spanning back to 1865.

The Allstate Corporation is the one of the largest insurance providers in the United States and the largest that is publicly held. The company also has personal lines insurance operations in Canada.

MJM Insurance™ of Chesterfield is a full service Independent Insurance Agency representing many of Missouri’s premier personal and commercial insurance carriers.They have over 70 years in the Chesterfield Missouri insurance industry.

Cigna is an American worldwide health services organization based in suburban Bloomfield, Connecticut. Its insurance subsidiaries are major providers of medical, dental, disability, life and accident insurance and related products and services.

Allianz Insurance is an international financial services provider, They offer over 86 million customers worldwide products and solutions in insurance and asset management. They work completely internationally.

Vertu Financial Brand Guidelines 2018 - The Competition


Logo Overview

Logo Primary Logo Our primary logo is made up of the word Vertu which is the French word for Virtue. As a company, our core characteristics and virtues are very important to us and our customers. The blue colour represents our loyalty, honesty and care for our customers.

Secondary Logo The secondary logo is made up of only the exaggerated “V” from Vertu. The letter can be used on it’s own, only as a mark throughout company buildings, clothing, or stationary.

Vertu Financial Brand Guidelines 2018 - Logo Overview


Improper Logo Usage


The logo should not be squeezed horizontally or warped in any way.

The logo should not be placed on any background and the ratio of size of “FINANCIAL� should not be altered in any way.

Multiple colours shout not be used in one version of the logo, especially colours outside of the colour palettes.

The logo should not be used as a small corner piece in a box of colour.

The logo should not be put on an angle of any kind.

The logo should not be reflected or shown in an unnatural perspective.

No gradients should be applied to the logo, especially outside of the colour palettes.

The logo should not be placed on a vertical angle.

The logo should not be squeezed vertically or warped in any way.

The logo should never be used upside down or backwards.

Logo Overview - Vertu Financial Brand Guidelines 2018

Logo Construction The logo was constructed from an exaggerated “V” and the letters “ertu” which make up the French word for virtue. Virtue as a name was chosen for its connection to the ideals of having good virtues and characteristics. The chosen typeface was a flowing font called ‘Modish’ that helps the customer to feel at ease and like they are being invited into the company. That typeface was paired with a light sans serif font called Avenir, so that the Financial aspect did not take away from the warm and inviting feelings of the company.

The exaggerated ‘V’ looks like a check mark and moves in a upward motion symbolizing what we can do for the customer.

The rest of the word was set at a smaller size of the typeface to let the first ‘V’ stand out against the word but not over power it.

Vertu Financial Brand Guidelines 2018 - Logo Overview

The word “Financial” which was set beneath the word “Vertu” was set in a small, sans serif typeface so that it doesn’t take away from any of the warm feelings of “Vertu.” The typeface used still has a corporate feel so it represents the loyalty and strength of the company.


Logo Clear Space T o ensure that the Vertu Financial logo appears uncluttered, there is a recommended clear space area to surround it. This area must be free of any text or graphic images and should be calculated by measuring the x-height of the letter “r� in Vertu as shown below. The space should be kept around all logo elements as a whole.

minimum clear space



Logo Overview - Vertu Financial Brand Guidelines 2018

Logo Sizing To ensure the legibility of the Vertu Financial logo it is important that the primary logo is never reproduced any smaller than 1 inch wide.

The minimum size of the primary logo is 1 inch wide.

The minimum size of the secondary logo mark is .5 inches wide.

Vertu Financial Brand Guidelines 2018


Colour Schemes

Main Colour System Our main colour scheme has a warm and inviting feel to it while also achieving high contrast. These main colours when applied in photography and imagery give off a welcoming and light feeling. The colours also represent the characteristics and ideals of the company such as blue represents the loyalty, trust, honesty, strength and assurance while yellow represents optimism, youthfulness, purity and friendship. Our colours help aid our brand in giving off a consistent and inviting feeling.

PMS: 289C CMYK: 99/84/45/51 RGB: 10/34/64 HEX: 092240

PMS: 123C CMYK: 0/23/91/0 RGB: 255/198/141 HEX: ffc629

PMS: 284C CMYK:40/14/0/0 RGB:146/192/223 HEX: 93bfe6v

Vertu Financial Brand Guidelines 2018 - Colour Schemes


Secondary Colour System When we were looking for colours to compliment our main colours which are a bright honey-mustard yellow, light blue and navy blue, we wanted to have inviting colours that suit our brands imagery as well. Our colours were found in bright and airy homes and outdoor spaces. Our colours aren’t overly earthy or modern but they help our target audience to feel right at home with our brand and our positive themes.

PMS: 372C CMYK: 20/0/56/0 RGB: 210/234/142 HEX: d2ea8e

PMS: 2716C CMYK: 36/27/0/0 RGB: 158/173/229 HEX: 0082ca

PMS: Orange 021C CMYK: 0/83/100/0 RGB: 255/81/0 HEX: f18a00


Colour Schemes - Vertu Financial Brand Guidelines 2018


Our Type Families


Title and major headline text is typically used at a size of eighty points. This size ensures its dramatic curves are the main focus, as this typeface is both elegant and inviting without being too formal. This font is part of our continuous brand recognition.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Helvetica Neue Helvetica Neue is used in different weights ranging from Bold to Medium to Light. The subheadings are to be put in a twenty point, Bold weight. Our body text is used at a ten point, Light weight.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Grad Grad is a typeface that our brand uses under certain circumstances only. It is to be used sparsely so that when used it stands out against the sans serif Helvetica Neue and the script Modish typeface.

Vertu Financial Brand Guidelines 2018 - Typography

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 19

Sample Copy

Our Story

Your Financial Service Company of Choice Vertu Financial is an up and coming, national, Canadian-owned and operated Insurance agency that offers a comprehensive selection life and health insurance, employee benefits, pensions, investments, and risk management services to individuals, families and organizations. As an insurance company, Vertu Financial partners with financial advisors and insurance professionals to ensure you and your family or organization are getting exactly what you need and want. Our commitment as a company translates over into our customer relationships, which leaves our customers feeling well taken care of, relaxed and worry-free. What sets us apart from the competition is the exceptional level of support and customer care that we provide. We extend our companies loyalty to our customers and create honest and trusting relationships where we learn each and everyone of our customers full needs, and we fulfill them. Our team is committed to providing the highest quality products and services that include a world-class knowledge of what service may be right for you specifically.


Typography - Vertu Financial Brand Guidelines 2018


Photography The majority of Vertu Financial’s Imagery will include families and people in their natural relaxed environments. Vertu Financial has the opportunity to make the lives of their customers more stable and worry-free. Our photography is meant to reflect that aspect of living whether it is for families, single people, young or old. Our photos contain both close ups of people and wide landscapes. We also use photographs of textures that include our main colour scheme such as yellow painted walls, water or wheat fields. An combination of both warm and cool colours should be considered in the photography, but overall it should a warm and inviting feel. The images used should never have a negative or harmful feel to them, they should always promote a positive vibe. Our identity is heavily dependent on what is seen throughout the photography. All photos should feel clean and crisp so no blurs or overly desaturated photos can be used.

Vertu Financial Brand Guidelines 2018 - Imagery



Vertu Financial Brand Guidelines 2018 - Imagery



Vertu Financial Brand Guidelines 2018 - Imagery


Image Credits

And i and Zoe. (2016). Virginia Beach Lifestyle. Retreieved from Like a Mom. (2018). Benefits of Water. Retrieved from Pixabay. (2018). Abstract. Retrieved from Pixabay. (2018). Office Photo. Retrieved from Pixabay. (2018). Balloon. Retrieved from Pixabay. (2017). Sunshine. Retrieved from PiniMg. (N.D.). Original Photo. Retrieved from Michael DeYoung. (N.D.). Active lifestyle. Retrieved from https://ea3a6b9a4a8a1898a596-08a2da14b4972ce109fd30c Christ Barbalis. (2017). Yellow Colorful Wall. Retrieved from Pixabay. (2015). Sunset. Retrieved from Unsplash. (N.d.). Outdoor Lifestyle. Retrieved from Alex Blajan. (N.D). A girl wearing a hat hanging on rock being hit by a wave from the ocean at Lalaria beach. Retrieved from 5b6d941b9e&auto=format&fit=crop&w=2100&q=80 Static. (N.D.). Lifestyle Outdoor Yoga. Retrieved from jpg Previews. (N.D.). Friends Cliff Jumping into the Ocean at the Sunset. Retrieved from epicstockmedia1511/epicstockmedia151100123/48957949-friends-cliff-jumping-into-the-ocean-at-sunset-outdoor-adventure-lifestyleStock-Photo.jpg Pixabay. (2018). Laptop. Retrieved from Getty Images. (N.D.). Portrait of an interior Designer. Retrieved from Pixabay. (2017). Dad. Retrieved from Pexels. (N.D). Rainy Day. Retrieved from Pixabay. (2017). Winter. Retrieved from Static. (N.D.). No title. Retrieved from Static, (N.D). No title. Retrieved from MockupWorld. (N.D.). Outdoor Sign Mock Up. Retrieved from MockupWorld. (N.D.). Imac on Wooden Desk Mockup. Retrieved from Stationary Mock Up. (N.D.). Stationary Mock Up. Retrieved from Unsplash. (n.d.). Garret Patz. Retrieved from

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Brand Guidelines  

Vertu Financial was a fictitious company created with a full set of brand guidelines to go along with the company.

Brand Guidelines  

Vertu Financial was a fictitious company created with a full set of brand guidelines to go along with the company.