inb brand guidelines
DESCRIPTION
The INB visual identity guidelines provide clear direction on how we portray ourselves. It helps us be clear and consistent. We focus on content and simplicity. The design rule choices showcase the uniqueness of our organization. The identity elements – logo, typography, colors, imagery, and iconography – make it easy to create strong internal and external communications.TRANSCRIPT
BRANDGUIDELINES
INTRODUCTION
Brand Role
The logo
Typography
Colors
Photography and Imagery
Photography Usage
Iconography and Illustrations
Examples
WHAT IS IN THIS GUIDE
The INB visual identity guidelines provide clear direction on how we portray ourselves. It helps us be clear and consistent. We focus on content and simplicity. The design rule choices showcase the uniqueness of our organization.
The identity elements – logo, typography, colors, imagery, and iconography – make it easy to create impactful internal and external communications.
Introduction
BRAND ROLE
INB is a Service Driven Bank
BRAND ROLE
LOGO
How We Talk to the WorldAt INB, we are strong yet humble. Service driven, we have built long lasting trust with our customers. We are committed to helping others and giving back. We pay attention to the needs of our customers.
Thus, we evolve.
We have created a culture of belonging. We are approachable and welcoming. We challenge each other and commit to smart, creative growth – not only for the bank, but for our customers and community. We are respectful and polite. We strive to exceed expactations, where accountabilty and teamwork are important to accomplishing our goals.
It is the purpose of our style to exemplify the characteristics that define our brand.
THE LOGO
LOGO
Our logo is professional and strong. Bold and simple – it portrays tradition with a modern flair. The arch references financial freedom, a successful pathway, rolling hills, and unlimited potential.
The logo should be no smaller than .75 inches
LOGO
.75 inches
1/2
1/2
1/2
1/2
The Logo Size and Space
Minumum Size
The logo should have enough space to breathe. Leave at least ½ of the letter height of the “B” around all the edges. Ideally the logo would be presented on white or it’s negative on the INB gray.
LOGO
Proper Logo UsageThe logo should be versatile and accommodate an array of situations. Apart from the ways shown on the previous page here are the following correct ways to use the logo.
The photo should not be overly complex and darkened with the INB gray. The logo itself should be white and INB Secondary Green.
01 White On INB Gray
02 White on the INB Green
03 INB Green on White
04 INB Gray on White
05 On INB Treated Photography
05!
01! 02!
03! 04!
Incorrect Logo Usage
LOGO
Avoid logo or treatments that conflict with our brand standards. Shy away from incorrect coloring, stretching, filters, or manipulation.
01 Do not Stretch or Tilt the Logo
02 Only Use INB Approved Colors
03 Do not Outline the Logo
04 Do not Shadow or Add Effects to the Logo
05 Do not Place the Logo on Light or Complex Imagery
06 Do not Alter the Main Shape in the Logo
05!
01! 02!
03! 04!
06!
TYPOGRAPHY
Fonts are Classy, Yet Modern
TYPOGRAPHY
Our Primary Font Face
TYPOGRAPHY
AVENIR NEXT
AVENIR NEXT DEMI BOLD
Used often for body text and is applicable in most situations.
Used as an accent or creating visual differentiation between large amounts of text. A good choice for headers or laid over photography.
AaAa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
INB primarily uses Avenir Next. A sans-serif font intended for versatile usage. The style is modern, clean, and works well across multiple mediums.
Our Secondary Font Face
TYPOGRAPHY
BANNIKOVA
Used primarily as a heading with large amounts of space Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Bannikova is a serif font with beautiful and traditional curves, creating a timeless look. The secondary font is used in headers and contrasting situations.
Typography Treatments
TYPOGRAPHY
Use Bannikova to make a statement. Use it with plenty of space and do not place over photography. Avenir Next is much more versatile. Use italics and demi bold when applicable. Only use all-caps on short sentences or phrases.
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Placeholder HeadingPlaceholder HeadingA SHORT SUB HEADING
COLOR
Green Best Defines INB
COLOR
Our Color Family
COLOR
The INB Green is the primary color of the brand. The INB Gray, compliments the green nicely and can be used in combination. The INB Green signifies and communicates community, advancement, financial growth, and approachability.
INB GREENPANTONE P 161-8U
#89A333C52 M19 Y100 K2
PRIMARY COLORS
INB ALTERNATE GREENPANTONE P 160-16U
#9FBD3EC45 M10 Y100 K0
10% GRAY#F0F2F3
60% GRAY#92A3A4
INB GRAYPANTONE P 176-13U
#4E5E5EC70 M52 Y57 K31
NEUTRAL COLORS
PHOTOGRAPHY
Strong Imagery Best Tells our Story
PHOTOGRAPHY
PHOTOGRAPHY
Photography UsagePhotography is an extremely important part of our visual style. Each photograph selected should represent the local community we live in. It should be authentic, warm, and compelling. Always consider the story you are trying to tell when selecting an image. They must convey the following :
CANDIDNESSPERSONALITYPASSIONOPTIMISM
PHOTOGRAPHY
Candidness & PersonalityThe right photograph can help tell a complete story, without the need for much supporting text. In theme of simplification and concise storytelling, take time to find natural and realistic imagery with focus on the human element.
PHOTOGRAPHY
Passion & OptimismA strong area of focus for INB is celebrating passions, careers, and hobbies. We want to appeal to the ambitious and opportunistic. Find imagery that reflects strong intention and pride in their craft.
PHOTOGRAPHY
Stock PhotographyWhen necessary, INB will rely on the use of stock imagery. Balance the use of informational imagery such as hands or technology with more inspirational images such as human interaction or emotion. Be sure to consider how all images work together to tell a complete story. Feel free to include embellishment imagery to compliment other photographs used in one view.
PHOTOGRAPHY
Banking PhotographyWhen representing our bank, use photography that is clean and focuses on human engagement. When using multiple images through a single experience, pair embellishments or informational imagery with service driven visuals.
Photography as background texture
Interesting macro photography
Photography focused on hands
Scenic photography of the inland northwest
OTHER PHOTOGRAPHY STYLES
PHOTOGRAPHY
Other Types of PhotographyThe use of artistic or stylized photography can enhance a visual theme, whether on screen or in print. These can include soft focus subjects, hands, architecture, textures, or scenic views familiar to the Inland Northwest.
PHOTO TREATMENTS
Giving Photos the INB Presentation
PHOTO TREATMENTS
PHOTO TREATMENTS
Color and TreatmentFraming and composition are important to telling a story. However, how it is colored or edited, can provide another layer of appeal. Thus, we tend to warm the coloring of photos and soften intensity.
PHOTO TREATMENTS
Text Overlay & The INB CurveWhen adding text or adding layers, we use the INB curvature laid across a photograph. When used, apply the INB gray with an appropriate transparency. Make sure the curve does not cover important parts of the photograph.
HOW BANKING SHOULD BE
ICONS AND ILLUSTRATIONS
When Words and Images Are Not Enough
ICONS AND ILLUSTRATIONS
ICONS AND ILLUSTRATIONS
When using IllustrationsINB doesn’t require the use of much illustration and would rather rely on the use of photography. That being said, illustrations can be a good way to communicate ideas that photography can’t. When using Illustration make sure to follow the two rules: illustrations should be infomative and simple.
ICONS AND ILLUSTRATIONS
IconographyWe use a very clean and simple icon set called Batch. Batch should cover most iconography needs but alternate icons sets can be used if Batch does not supply the desired icon. Please try to keep icons looking the same general style.
BATCH ICON SET
EXAMPLES
Follow these INB Examples
EXAMPLES OF WORK
EXAMPLES
L O C A L B U S I N E S S A N D C O M M U N I T Y D R I V E N
EXAMPLES
Print Page
EXAMPLES
Tall Internal Banner
D O W N L O A D T H E I N B M O B I L E A P P
EXAMPLES
Business Card
J A S O N M I L L E R
I N L A N D N O R T H W E S T B A N K
509-555-5555
INB.com
421 W. Riverside Ave., Suite 113 Spokane, WA 99201
D I R E C T O R O F M A R K E T I N G
EXAMPLES
Email Signature
JASON MILLER
Phone
Website
509 555 [email protected]
INB.com
Marketing Director
A quick (optional) description of what I do
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