independent financial 1 brand guide · format for all business unit stationery. the layouts shown...

1Independent Financial Brand Guide

Independent Financial Brand Guide

June 2020


Introduction

1.0 Brand positioning1.1 Mission & vision1.2 Brand pyramid1.3 Tone & manner

2.0 Logo2.1 Master logo 2.2 Compliance tag2.3 Logo usage 2.4 Logo mark2.5 Business collateral2.6 Logo usage on photography 2.7 Clear space & minimum size 2.8 Logo don’ts

3.0 Color palette3.1 Primary color palette3.2 Color usage

4.0 Typography4.1 Typeface 4.2 Typography usage 4.3 Digital typography usage4.4 System font

5.0 Photography5.1 Lifestyle5.2 Photography don’ts5.3 Headshots

Contents


WELCOME TOINDEPENDENT FINANCIAL

Our brand is one of our most important assets—it expresses to the world who we are and what we stand for. We are very excited to share with you this new and exciting brand.

When reading, keep in mind that this guide is what binds our brand together. It helps keep it consistent across all consumer and internal touchpoints.

When applied consistently, it will set up our organization for success. Now, and into the future. By reinforcing the brand and its unique elements over time, we build equity and ultimately greater value for the company.

Our brand is evolving as will these guidelines. Please take your time and read through it thoroughly.

As our most valuable asset, your support will be the most important piece of our success. If you have any questions, don’t hesitate to contact the IF Marketing and Communication Team at [email protected].

Introduction

mailto:Marketing%40ibtx.com?subject=


1.0 Brand positioning 1.1 Mission & vision1.2 Brand pyramid1.3 Tone & manner

BRAND POSITIONING1


1.0 Brand positioning 1.1 Mission & vision

MISSION STATEMENT To make an impact on the communities we serve throughhigh-performance, purpose-driven banking.

VISION STATEMENT Raising standards together.

Independent Financial transforms lives and communitiesby offering a wide range of customized, competitive financial solutions fueled by a caring, entrepreneurial spirit.


1.0 Brand positioning 1.2 Brand pyramid

BRAND ESSENCEFreedom To Transform

BRAND PERSONALITYTrusted Expert Caring Catalyst

Entrepreneurial Problem Solver

EMOTIONAL BENEFITSCustomized financial solutions that elicit empowerment

and freedom enabling everyone in the community to follow their dreams

FUNCTIONAL BENEFITSPersonalized products and services tailored to a variety of

customers by applying principled, purposeful financial decision making

PRODUCT ATTRIBUTESWide range of relationship-driven commercial banking products and services

for entrepreneurs and businesses, community groups and individuals

1.2 Brand pyramid


1.0 Brand positioning 1.3 Tone & manner

1.3 Tone & manner

When we communicate with a consistent tone and manner across all touchpoints, our core values come to life. Tone and manner define how we handle ourselves—how we interact with each other, our customers, partners and with the world at large.

Our customers have dreams. The tone and manner should inspire them. They should feel as though they can achieve those dreams by partnering with us.

Be vague or use clichés. Be arrogant or condescending. Be too technical or too casual. Use jargon or acronyms. Our products speak for themselves; there’s no need to oversell them.

Share your knowledge as if you were giving advice to a friend over a cup of coffee.

Be natural and personable. Communicate to the customer that you understand their hopes, dreams and needs.

Keep the messaging focused, clear and on point. Use short, crisp sentences. Try to use real-world language.

Aspirational

DO

DON’T

Expert Approachable Straightforward


LOGO2Independent Financial Brand Guide

2.0 Logo 2.1 Master logo 2.2 Compliance tag2.3 Logo usage 2.4 Logo mark2.5 Business collateral2.6 Logo usage on photography 2.7 Clear space & minimum size 2.8 Logo don’ts

8


2.0 Logo 2.1 Master logo

2.1 Master logo

This is the Independent Financial logo. It represents who we are and what we stand for. The I and F in the symbol, formed by simple rectangles, show upward and lateral growth. The shorter ridge of the F makes the symbol look dynamic and transformative. The all-uppercase logotype represents our fierce, entrepreneurial spirit.

The logo can be used both horizontal or stacked depending upon the layout and area available. Below are the attributes of our logo:

BOLD, AGILE, TRANSFORMATIVE

Horizontal

Stacked


Horizontal

Stacked

2.0 Logo 2.2 Compliance tag

2.2 Compliance tag

The logo should have the attatched compliance tag when it is used online, in regional or corporate ads, on collateral and promotional items. When the compliance tag becomes too small to be legible, it should be removed.

The logo can be used both horizontal or stacked depending upon the layout and area available.


2.0 Logo 2.3 Logo usage

2.3 Logo usage

Here are the correct and only usages of the horizontal logo that are approved. Please use the logo in this manner to protect its integrity.

1. Logo on Deep Blue should be used with the Canyon Red logo mark and the word “FINANCIAL”. In this usage, “INDEPENDENT” should be white.

2. All white logo on Canyon Red.

3. All white logo on Deep Blue.

4. For instances where only one color logo can be used, please only use the Deep Blue logo.

5. Black/White reversed out logo,

6. Black/White positive logo.

1 2

3 4

5 6

Horizontal


2.0 Logo 2.3 Logo usage

2.3 Logo usage

1 2

3 4

5 6

Here are the correct and only usages of the stacked logo that are approved. Please use the logo in this manner to protect its integrity.

1. Logo on Deep Blue should be used with the Canyon Red logo mark and the word “FINANCIAL”. In this usage, “INDEPENDENT” should be white.

2. All white logo on Canyon Red.

3. All white logo on Deep Blue.

4. For instances where only one color logo can be used, please only use the Deep Blue logo.

5. Black/White reversed out logo,

6. Black/White positive logo.

Stacked


2.0 Logo 2.4 Logo mark

X

X

X

Y

Y2.4 Logo mark (Icon)

Our logo mark is a unique representation of our company’s initials. The rectangles forming I and F represent our entrepreneurial spirit with its arms rising and spreading, showcasing growth and community outreach.


2.0 Logo 2.5 Business collateral

2.5 Business collateral

Stationery is a primary means of communication and it is essential that every application be a consistent reflection of our identity.

There is only one approved design format for all business unit stationery. The layouts shown here represent said approved design.

An example of email signature is shown in the bottom right corner.

1234 Street Address, Suite 000City, ST 12345000.000.0000 ifinancial.com

ELT Business Card

Employee Business Card

Employee email SignatureELT email Signature

7777 Henneman Way, 1st Floor | McKinney, TX [email protected] 123.123.1234

Employee Name | Title

ibtx.com | ifinancial.com

Independent Financial 1234 Street Address, Suite 100

City, ST 12345

[email protected]

D 123.123.1234C 123.123.1234T 123.123.1234 F 123.123.1234

Employee NameTitle Line 1Title Line 2

ibtx.com | ifinancial.com

Independent Bank Group 1234 Street Address, Suite 100

City, ST 12345

T 123.123.1234 F 123.123.1234

ELT NameTitle Line

[email protected] ibtx.com | ifinancial.com

7777 Henneman Way, 6th FloorMcKinney, TX [email protected] 123.123.1234 F 123.123.1234

ELT Name | Title

Dear Joe Doe,


2.0 Logo 2.6 Logo usage on photography

2.6 Logo usage on photography

The horizontal master logo should be used on white backgrounds or light-colored photographs. This is the preferred option.

If the photograph is too dark, the white, reversed out version of the logo, should be used.

When placing the logo onto imagery, please ensure that it is placed within an uncluttered image area to allow for maximum legibility and visibility.


2.0 Logo 2.7 Clear space & minimum size

2.7 Clear space andminimum size

Clear spaceFor our logo to stand out, we need to give it room to breathe. We never want other logos, type or graphic elements infringing on its space. The more breathing room the better, but at minimum, we leave space equal to the height of the “I” in the logo mark around all four sides.Print minimum sizeIn print, our logo should never appear smaller than 1 inch wide.Digital minimum sizeIn digital, our logo should never appear smaller than 100px wide

Disclaimer: Use your bestjudgement when letting it breathe isn’t possible.

Print: 1” Digital: 100 px

Print: 1”Digital: 100 px


2.0 Logo 2.8 Logo dont’s

2.8 Logo dont’s

To maintain the integrity of our logo and to promote the consistency of the brand, it is important to use the logo as described in these guidelines. The examples shown here illustrate possible misuses of our logo that should be avoided.

A clean, uncluttered background is always best to showcase the logo.

Don’t recolor the logo.

Don’t use the logo on unapproved color backgrounds.

Don’t distort or scale logo disproportionately.

Don’t rotate the logo. Don’t use drop shadow.

Don’t change the font.

Don’t use the logo on a busy background or an image where it becomes illegible.

Don’t resize any part of the logo or enlarge the icon independently. This should remain proportionate to the word mark.

financial


COLOR PALETTE3Independent Financial Brand Guide

3.0 Color palette 3.1 Primary color palette3.2 Color usage

18


3.0 Color palette 3.1 Primary color palette

Color represents the brand emotionally and makes a unique visual connection with the consumers.

Our primary brand colors are Deep Blue and Canyon Red. We also use white to offset two contrasting colors and introduce more spatial, positive and light composition. The use of white space in our layouts is the key to representing our brand look, which is clean, simple and modern. Please use correct values of the colors per medium.

Sky Blue acts as a nice accent to add more personality to our brand. Light periwinkle and gray are also used in the compositions to balance the overall palette.

3.1 Primary color palette Deep BluePantone 534 CC 89 M 78 Y 43 K 37R 41 G 54 B 82HEX 293651

Canyon RedPantone 7417 CC 13 M 83 Y 84 K 3R 207 G 79 B 58HEX cf4f3a

WhiteC 0 M 0 Y 0 K 0R 255 G 255 B 255HEX ffffff

Sky BluePantone 283 CC 44 M 12 Y 3 K 0R 138 G 190 B 224HEX 8abee0

Light PeriwinklePantone 656 C C 7 M 4 Y 1 K 0R 233 G 237 B 245HEX e9edf5

GrayC 0 M 0 Y 0 K 70R 109 G 110 B 113HEX 6d6e71


3.0 Color palette 3.2 Color usage

This chart gives an idea of the percentage of our brand colors in a composition.

Please do not use our accent colors as main colors to represent our brand. The white space plays an important role in the composition. Please use it per your discretion.

3.2 Color usage


TYPOGRAPHY 4Independent Financial Brand Guide

4.0 Typography 4.1 Typeface 4.2 Typography usage 4.3 Digital typography usage4.4 System font

21


4.0 Typography 4.1 Typeface

Carefully chosen typefaces express a personality and style to complement a brand’s identity.

We use Avenir Next to express our personality. This typeface is modern, clean and represents our straightforward and approachable attitude. Different weights of the typeface help in hierarchy of messaging. Please refer to theTypography Usage page to clearly understand how different weights are used in the layout.

To add interest to the composition and further enhance the written communication, we use Roboto Slab as a complementary typeface.In cases where the use of script font is required, please use suggested accent font. This should only be limited to certain internal, informal communications.

4.1 Typeface

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz@&%$1234567890


ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz@&%$1234567890

Avenir Next

Roboto Slab Regular

Shadows into light

Avenir Next RegularAvenir Next MediumAvenir Next BoldAvenir Next Italic

Primary typeface

Secondary typeface

Accent typeface


4.0 Typography 4.2 Typography usage

Please refer to this typography guide when you make layouts.

Headline Option 1: Avenir Next - Bold — 100 Tracking | All Caps

Headline Option 2: Avenir Next - Medium — 80 Tracking | All Caps

Subhead:Roboto slab - Regular — 10 Tracking | All Caps

Body copy: Avenir Next - Regular — 14pt | 20pt Leading | 10 Tracking

4.2 Typography usage

On white background

HEADLINELorem ipsum dolor sit amet,consectetur adipiscing elit.Nulla at gravida orci, nonaccumsan enim. Quisque veltortor nisl.

SUB HEAD

Lorem gravida orci, nonaccumsan enim. Quisquevel tortor nisl.

On blue background

HEADLINELorem ipsum dolor sit amet,consectetur adipiscing elit.Nulla at gravida orci, nonaccumsan enim. Quisque veltortor nisl.

SUB HEAD

Lorem gravida orci, nonaccumsan enim. Quisquevel tortor nisl.


4.0 Typography 4.3 Digital typography usage

Please refer to this typography guide when you make digital layouts.

Headline: Avenir Next - Bold — 100 Tracking | All Caps

Subhead: Avenir Next - Medium — 80 Tracking | All Caps

Call to Action: Avenir Next - Bold — 100 Tracking | All Caps

4.3 Digital typography usage

LOREM IPSUM CONSECTETUR NULLA GRAVIDA



728X90

300X600 300X250

LOREM IPSUM

LOREM IPSUM

LOREM IPSUM


4.0 Typography 4.4 System font

For situations where Avenir next may not be displayed correctly, we have a backup font—Arial.

Use Arial in emails, Word and PowerPoint, but never in any creative executions.

4.4 System font


Arial Regular

Arial RegularArial BoldArial BlackArial Italic


5.0 Photography 5.1 Lifestyle5.2 Photography don’ts5.3 Headshots

PHOTOGRAPHY5


5.0 Photography 5.1 Lifestyle

Our photography is meant to capture authentic moments that represent the brand’s personality and overall tone.

It is preferred to bring in glimpses of our brand colors and color tones within images, as shown here. For example: clothing, paint and props could feature Deep Blue or Canyon Red.

When using people in photography, it’s best to show them as engaged, whether they are shown with our employees or by themselves. This helps showcase our brand as authentic and approachable. In cases where portraits are featured they could be looking into the camera with a strong, confident poise.

5.1 Lifestyle


5.0 Photography 5.2 Photography don’ts

Never use overly-produced stock photography.

People in photos should always look candid and in the moment— never overly posed or in dark lighting. Only portraits can be shot with people looking directly at the camera.

Lighting should never be too harsh or bright—always keep it as natural as possible.

Wardrobe should never be overly stylized or fashionable. This takes away from our authenticity.

Headshot photos should never feel too flat and should always include depth and texture. Avoid using darker, plain backgrounds and dramatic lighting.

5.2 Photography don’ts X X

X X

X X


5.0 Photography 5.3 Headshots

Headshots give our customers a glimpse into who we are and our amazing workforce. It is important to have these headshots reflect our brand personality.

Please use a blurred background of your offices, buildings or other business environments to create more depth to the pictures.Have employees be natural and authentic in professional attire, showcasing friendly smiles and approachable attitudes.

In case a blurred background isn’t available, we suggest you use either a white or lighter-colored back-ground. Please do not over pose or create artificial stance.

5.3 Headshots


Our headquarter is located at:7777 Henneman WayMcKinney, TX 75070

independent financial 1 brand guide · format for all business unit stationery. the layouts shown...

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