Maher Group - Visual Standards Manual

transcript

visual standards

Overview 3

Logo Inspiration 4

Brand hierarchy 5

Tool kit 6

Company Hierachy 7

Brand Mark 8

Logo Variations 11

Logo variations - minimum size 12

Spacing & isolation 13

Treatments - Photography 16

Secondary Graphics 17

Background Matrix 18

Typography 19

Colour Palette - Logo 23

Colour Palette - Secondary 24

Applications 23

Contacts 25

TABLE OF CONTENTS

MAHER GROUP VISUAL STANDARDS I ©S2CREATIVE I S2CREATIVE.COM.AU I PAGE 2

The MarkThe identity and it’s subsidiaries have been carefully considered and designed to reflect the broad offering provided by the group across the financial services spectrum.

Maher GroupThe Maher Group comprises of 2 companies:

Chartered Accountants.

Financial Planners.

The relationship between the entities and the consistent ‘M’ allowed for a singular icon to be developed.

Maher PartnersA long history is represented with the name Maher in reference to chartered accounting in the areas of accounting, advisers and Audits.

Mast WealthMast Wealth represents the financial planning side of the business, providing advise and services in investments, retirement and insurance.

OVERVIEW

LOGO INSPIRATION

The Maher group help to make the complex simple.

Our InspirationThe Maher Group contend day to day with a vast array of interrelated factors with their offering in the accounting & financial sector.

Brand StoryAs designers, S2 Creative were inspired to represent this complexity using combinations of a basic core element to build into an ordered, bold, simple letter shape to represent the consistent M Theme.

Our underlying philosophy with the Maher logo mark through our development can be represented by the following statement:

‘’

BRAND HIERARCHYLogo Marks with Tag-lineThe Maher Group Logo Marks have been designed with a positioning tag-line.

NB: Secondary Graphic faceted background shown.

INVESTMENTS RETIREMENT INSURANCE

SYMBOL:

TYPOGRAPHY:

POSITIONING:

‘m icon’

entity name

tag-line

THE TOOL KIT

The sample tag-line in upper & lowercase lettering

COMPANY HIEARCHYCompany hiearchy is set out at right.

BRAND MARKSProportionsFor consistant Branding, all logos for the Maher Group, Maher Partners and Mast Wealth must always originate from master artwork files and never be attempted to be created.

Primary Standard Logo Marks - lockupThe Standard Logo Marks for

Maher Group

Maher Partners

Mast Wealth

are set out at right.

BRAND MARKS [ CONTINUED ]

Primary Logo Marks with Tag-line - lockupThe Maher Group Logo Marks have also been designed with a positioning tag-line.

Please note the nature of the tag-line are designed to signifiy the hiearchy of the Logo Marks as outlined on (page 7).

The Maher Group for example utilites upper and lowercase defining the offering in a sentance form as this is the Primary Mark of the business entities.

Maher Partners and Mast Wealth are intentionally more specific, highlighting the services offered in the business categories in which they operate.

BRAND MARKS [ CONTINUED ]

Primary Logo Marks with faceted background - lockupThe Maher Group Logo Marks have been designed to be displayed with the ’faceted background’ which is scaled proportionally to the Logo Mark.

This is permitted when reproduction specifications allow.

LOGO VARIATIONS

Several possible constraints may arise when applying the Logo Mark. These can be related to reproduction issues or space allocation.

To ensure a consistant Brand image, various standard logo configurations that make up the Logo Mark suite have been carefully considered and designed to cover these issues.

These versions are only to be used in the event that using the main logo is not an option.

Example shown utilised where vertical space (depth) is limited, for example:

n email signatures

n signoff for advertising materials.

The integrated accounting & financial solution

ACCOUNTANTS AUDITORS ADVISORS

Linear Stack Logo Mark standard spacing

LOGO VARIATIONS

Minimum sizesThe minimum size any of the Maher logos should appear is 8 mm in height as shown.

The height of 8mm refers to the M icon.

In the case of minimum logo usage no tagline can be used due to limited space and/or legibility.

Minimum size examples are shown at right.

Minimum size logos have been specifically designed for this application and should always be used.

File name follows this matrix:

‘MaherGroup_logo1_MIN_pos_4c’ Brand_logo1_MINIMUM_POSitive_4colourprocess

File name follows this matrix:

‘MaherGroup_logo1_MIN_pos_K’ Brand_logo1_MINIMUM_POSitive_blacK

SPACING & ISOLATION

Maher GroupSpacing and IsolationSpacing refers to the area around the brand mark that should always remain free of all other text and graphic elements.

The standard unit is defined by the ‘x height’ of the company name as shown.

A minimum clear space requirement has been established to ensure the prominence and clarity of the Maher Group brand mark.

Logo Mark standard spacing

Logo Mark with tag-line standard spacing

0.5x1x

1x1xThe integrated accounting & financial solution

SPACING & ISOLATION [ CONTINUED ]

Maher PartnersSpacing and IsolationSpacing refers to the area around the brand mark that should always remain free of all other text and graphic elements.

A minimum clear space requirement has been established to ensure the prominence and clarity of the Maher Partners brand mark.

0.25x1x

1x1xACCOUNTANTS AUDITORS ADVISORS

SPACING & ISOLATION [ CONTINUED ]

Mast WealthSpacing and IsolationSpacing refers to the area around the brand mark that should always remain free of all other text and graphic elements.

A minimum clear space requirement has been established to ensure the prominence and clarity of the Mast Wealth brand mark.

0.25x1x

1x1xINVESTMENTS RETIREMENT INSURANCE

TREATMENTS - PHOTOGRAPHY

Photographic BackgroundsWhen applying any of the Maher Logo Marks to photographic backgrounds, take care to ensure maximum readability and clarity of the logo at all times.

Please keep in mind isolation areas when applying The Maher logo marks with reference to background imagery to ensure clear readability.

An Example shown ar right.

IMAGE SAMPLE ONLY

SECONDARY GRAPHICS

Secondary backgroundsSeveral backgrounds have been developed to be used in conjunction with the Logo Mark.

These backgrounds have a relational scaling to the logo which must by adhered to as the geometric shapes communicate order and structure which is a part of the core Brand vales of the Maher Group.

Please refer to page 18 for more information regarding the logo and background relationship.

BACKGROUND MATRIX

The sample tag-line in upper & lowercase lettering

Background LockupMaher faceted backgrounds have been developed to be used in conjunction with the Logo Mark.

The unit Matrix and spacing shown at right.

TYPOGRAPHY

ABCDEFGHIJKABCDEFGHIJKABCDEFGHIJKThe logotype typography has been selected to compliment the bold ‘M icon’

Primary TypefaceThe primary typeface is used for the company name.

Secondary TypefacesThe secondary typefaces are used in-conjunction with the logo and are a component of the look and feel.

Typefaces used are as outlined on the following pages.

TYPOGRAPHY [ CONTINUED ]

ABCDEFGHIJKABCDEFGHIJKABCDEFGHIJKLogotype typographyThe logotype typography has been selected to compliment the bold ‘M icon’

The typeface families used are as outlined below.

GOTHAM - LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789

GOTHAM - BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKABCDEFGHIJKABCDEFGHIJKADOBE CASLON REGULARABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()

ADOBE CASLON PRO ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()

Secondary typographyThe secondary typography has been selected to compliment the look and feel of the Maher Brand.

ABCDEFGHIJKABCDEFGHIJKABCDEFGHIJKITC FRANKLIN GOTHIC BOOK CONDENSED

ITC FRANKLIN GOTHIC DEMI CONDENSED

Secondary typographyThe secondary typography has been selected to compliment the look and feel of the Maher Brand.

COLOUR PALLETTE - LOGO

299 2738

PANTONE PANTONE

PANTONE

COLOURSPACESpot Colour: Pantone® 299C

Process Colour: C:74% M:20% Y:0% K:0%

RGB Value: R: 15 G: 162 B: 220

Web # Value: 10fa2dc

Process Colour: C:100% M:91% Y: 23% K:8%

RGB Value: R:38 G:56 B:121

Web # Value: 263879

RGB Value: R:122 G:208 B:226

Web # Value: 7ad0e2

COLOUR PALLETTE - SECONDARY

RGB Value: R:165 G:186 B:202

Web # Value: a5baca

RGB Value: R:103 G:162 B:185

Web # Value: 67a2b9

COLOURSPACESpot Colour: Pantone® Cool Grey 9C

RGB Value: R:119 G:119 B:123

Web # Value: 77777b

COLOURSPACESpot Colour: Pantone® Cool Grey 3C

RGB Value: R:203 G:200 B:199

Web # Value: cbc8c7

PANTONE

APPLICATIONS

Questions?If you have any queries regarding this manual please contact The General Manager.

Contact:Justin Gallagher General Manager Maher Group

justin@mahergroup.com.au

thankyouCONTACTS

Maher Group - Visual Standards Manual

Design