fpsc_brand_guidelines

FPSC BRAND BOOK I 2010

Table of Contents

table of contents

1. The FPSC Vision & Values ………………..…………………………………

2. The FPSC Brand The FPSC Brand Story ……………………………

The FPSC Brand Promise ………………………

The FPSC Personality ………………………………

The FPSC Brand Characteristics ………………

3. The FPSC Identity An Introduction ……………………………………

How to use …………………………………………

Acceptable variations ………………………………

Colour ………………………………………………

Typography ………………………………….......

Photography: The FPSC image library …………….

Words and Imagery ………………………………

4. The FPSC Voice How we speak ……………………………………

What we say ………………………………………

5. Lines of Business ………………………………………...............

6. The CFP® Identity How to use ……………………..................…

Specifications ………………………………………

Variations and Scale ………………………………

The FPSC combo logo …………………………

7. Digital Files Included Logos and variations ……………………………

(To be confirmed) Stationery Package ………………………………

Email Signature ……………………………………

PPT Template ……………………………………

Image Library ……………………………………

Employee Handbook ……………………………

Annual Report 08/09 ……………………………

8. Print & Production Recyclable and FSC Approved ……………………

Soft copy vs. hard copy ……………………………

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vision & values

THE FPSC BRAND BOOK I

FPSCour vision

Financial Planning Standards Council strives to ensure the �nancial planning needs of Canadians are well served.

Our mission is to develop, promote and enforce professional standards in �nancial

planning. By raising awareness of the importance of �nancial planning, we aim

be the foremost authority for the �nancial planning profession in Canada.

FPSCour values

Financial Planning Standards Council embraces professionalism,

demonstrates leadership and offers an unparalleled commitment

to excellence, quality and continuous improvement in every task

we undertake and each relationship we forge and preserve.

We believe diversity is a vital ingredient in any productive

environment. Our dedication to an equitable workplace will

always ensure that all are valued and all are treated with dignity.

We value our integrity and our passion; it is the basis for our

reputation and our source of strength.

We expect to be held accountable, always striving to be clear

and open in all of our communications.

Above all, and in every transaction and engagement we are

ethical, respectful and fair.

theFPSCstory

Financial Planning Standards Council (FPSC) is a not-for-profit organization dedicated to ensuring the financial planning needs of Canadians are well served. We do this by developing, promoting and enforcing professional standards for financial planners through CFP® certification. In addition, FPSC continuously strives to raise awareness of the importance of financial planning to Canadians.

Incorporated on November 10, 1995, FPSC

was formed on the initiative of organizations

whose members deal with the personal

finances of individuals. To this day, FPSC

continues to be supported by The Financial

Advisors Association of Canada (ADVOCIS),

the Canadian Institute of Chartered Accoun-

tants, the Canadian Institute of Financial

Planning, Certified General Accountants

Association of Canada, Certified Management

Accountants of Canada, and the Credit

Union Institute of Canada.

Financial Planning Standards Council embraces professionalism,

demonstrates leadership and offers an unparalleled commitment

to excellence, quality and continuous improvement in every task

we undertake and each relationship we forge and preserve.

We believe diversity is a vital ingredient in any productive

environment. Our dedication to an equitable workplace will

always ensure that all are valued and all are treated with dignity.

We value our integrity and our passion; it is the basis for our

reputation and our source of strength.

We expect to be held accountable, always striving to be clear

and open in all of our communications.

Above all, and in every transaction and engagement we are

ethical, respectful and fair.

FPSC licenses the CERTIFIED FINANCIAL PLANNER marks in Canada. With

over 17,500 licensed CFP professionals to date, FPSC, in concert with the

IQPF in Quebec, is the foremost authority for the financial planning profession

in Canada, continually developing, delivering and enforcing the highest

competence and ethical standards. There are more than 126,000 individuals

who have earned CFP certification in 23 countries around the world and

these numbers grow every year.

Throughout its history, FPSC has faced and overcome many challenges in its

mission to ensure the financial planning needs of Canadians are well served.

FPSC recognizes that new challenges today require fresh, innovative thinking

to adapt to the evolving needs of Canadians. As such, FPSC has:

• Revised its governance structure

• Updated the CFP certification program; the CFP certification program is now

accredited to ISO 17024 standards by the SCC

• Revitalized its charitable Foundation to support Financial Planning education

and research efforts, securing equal access to financial planning for all

• Established a national Financial Planning Week

• Worked with like-minded organizations to further mutually beneficial objectives

FPSC will leave no stone unturned in our efforts to establish financial planning

as the profession for our time and ultimately, help Canadians enjoy a higher

quality of life.

FPSCbrandpromise

FPSC will establish financial planning as the profession for our

generation and ultimately help Canadians become more finan-

cially literate, empowering them to take better control of their

financial situation so they can enjoy a higher quality of life.

FPSC is the foremost authority for the financial planning

profession in Canada, continually developing, delivering and

enforcing the highest competency and ethical standards.

Our rigorous standards and thorough processes assure our

constituents of high quality, well-qualified, knowledgeable,

trustworthy financial planners.

FPSCbrandpersonality

FPSC has a ‘hero’ brand personality. Like archetypal heroes, the

FPSC brand is a champion, an advocate, striving to triumph over a

major challenge (establishing financial planning as the profession for

our time) and in so doing, inspiring us all, to play an active role.

If the brand had a motto it would be:

“Where there’s a will, there’s a way.”

This brand must exude an authentic aura of leadership, approach-

ability and authority without being pompous, arrogant or intimidating.

FPSCbrandcharacteristics

Inspiring A passionate, trustworthy influencer who can motive and

rally the ‘troops’; a confident speaker and a thoughtful listener;

a true visionary

Brave Undaunted, fearless and optimistic;

willing to go up against the toughest obstacles

Disciplined Focused on the mission ahead and able to make tough choices;

not easily if ever distracted; solution driven

Intelligent A quick, yet thoughtful decision maker, smart and insightful,

a big thinker

Energetic Has the energy and agility (is nimble) to persevere

and prevail no matter what challenges are encountered;

this energy is infectious

Contemporary Understands the 21st century challenges require fresh,

innovative thinking; the ‘old way’ will not lead to new solutions

theFPSCidentity

The FPSC identity makes a bold visual state-

ment that represents the power of FPSC’s

mission and the commitment of its people.

Breaking out of the financial category cliché,

the identity reflects FPSC’s characteristics:

contemporary, professional and approachable.

how to usethe identity

The FPSC identity makes a bold visual state-

ment that represents the power of FPSC’s

mission and the commitment of its people.

Breaking out of the financial category cliché,

the identity reflects FPSC’s characteristics:

contemporary, professional and approachable.

Presenting the FPSC identity consistently

across all media will result in a brand that

is highly recognizable, it will become iconic.

Always:position the identity at an equal distance from the top and left of the visual areapresent the identity on a field of whiteavoid crowding the identity by including quiet space around it that is, at minimum, equal to the “N” heightsize the identity so that it occupies approximately half or less of the width of the white space and no more than two-thirds of the height of the white spacewhenever possible, include a full-bleed FPSC abstracted image below the identityuse “the FPSC reduced identity” version for any applications that are 2” to a minimum of 1.5”

the reduced FPSC identity(with larger trademark symbol)

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theFPSCpalette

moss sprout sky sea dusk

CORPORATE PUBLICATIONS ENFORCEMENT CERTIFICATION FINANCIALLITERACY

orange slate

PRIMARY PRIMARY





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PRIMARY COLOUR PALETTE:

cmykSECONDARYCOLOUR PALETTE:

Cyan: 0 Magenta: 75 Yellow: 100 Black: 0

Cyan: 75Magenta: 75 Yellow: 75 Black: 0

Cyan: 12Magenta: 0Yellow: 50 Black: 36


SECONDARYCOLOUR PALETTE:

Red: 243Green: 112Blue: 33


Red: 157 Green: 164Blue: 109

rgb


pantone uncoated SECONDARYCOLOUR PALETTE:

Pantone U166

Pantone U439

Pantone U5767

Cyan: 19Magenta: 11Yellow: 75Black: 0

Red: 213Green: 205 Blue: 99

Pantone U611



Pantone U7462



Pantone U7474



Pantone U7447


pantone coated SECONDARYCOLOUR PALETTE:

Pantone U166

Pantone U439

Pantone U5767

Pantone U611

Pantone U7462

Pantone U7474

Pantone U7447

orange slate

The Helvetica Neue type family provides many

alternatives for type-setting. As a general rule,

the larger the point size, the lighter the weight.

When large, bold keywords are layered on

imagery, set the transparency layer to 80% to

decrease the heaviness (see front cover).

To encourage readership, always type-set on

the larger size with a minimum at 8 pt for legal

copy and captions.

FPSCtypography





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cmykSECONDARYCOLOUR PALETTE:

Cyan: 0 Magenta: 75 Yellow: 100 Black: 0

Cyan: 75Magenta: 75 Yellow: 75 Black: 0

Cyan: 12Magenta: 0Yellow: 50 Black: 36


SECONDARYCOLOUR PALETTE:



Red: 157 Green: 164Blue: 109

rgb


pantone uncoated SECONDARYCOLOUR PALETTE:

Pantone U166

Pantone U439

Pantone U5767


Red: 213Green: 205 Blue: 99

Pantone U611



Pantone U7462



Pantone U7474



Pantone U7447


pantone coated SECONDARYCOLOUR PALETTE:

Pantone U166

Pantone U439

Pantone U5767

Pantone U611

Pantone U7462

Pantone U7474

Pantone U7447

orange slate

OurLines ofBusiness

ENFORCEMENT

FPSC

PUBLICATIONS

FPSC

CERTIFICATION

FPSC

FINANCIALLITERACY

FPSC

CORPORATE

FPSC

moss sprout sky sea dusk

CORPORATE PUBLICATIONS ENFORCEMENT CERTIFICATION FINANCIALLITERACY

orange slate

PRIMARY PRIMARY

FPSC’s offices and its people have served as a

source of inspiration for our photograph library.

No stock photography has been used. We

have photographed a proprietary series of

original images to demonstrate the vitality and

dynamism of the FPSC organization.

To keep these images fresh and to maintain a

sense of new-ness, it is recommended that

the images be rotated and cropped. This will

allow a single image to have multiple uses.

FPSCphotography

The photography library should be updated as necessary to include new

people and important moments. The style of all new images should be

consistent with those in the photography library:

• bright, airy lighting

• people depicted in activity; capture active moments in time

• dynamic lines

• vivid shots of colour

THE FPSC BRAND BOOK I 1

Financial Planning Standards Council 902-375 University AvenueToronto, ON M5G 2J5

telephone: 416 593 8587toll Free: 1 800 305 9886email: [email protected] website: www.fpsc.ca

Marketing Contact:Tamara SmithVP, Marketing & Consumer AffairsPhone: 416.593.8587 x 225

DATE AND ITEM CODEVERSION 1.1

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