BRAND GUIDELINES. Implementing The American College Brand in Communications UPDATED SEPTEMBER 2014

Transcription

1 BRAND GUIDELINES Implementing The American College Brand in Communications UPDATED SEPTEMBER 2014

2 THE AMERICAN COLLEGE LOGO The American College logo is the most immediate representation of our company, our people, and our brand. It is a valuable corporate asset that must be used consistently in the proper, approved forms. There are three versions of The American College logo: 1. The standard horizontal logo 2. The red tag logo 3. The white tag logo The standard horizontal logo The standard logo should be the primary logo used on print, web or materials. The red tag logo and the white tag logo The tag logos can be used as an introduction of The American College brand on a communication, not as a signature to close a communication. Its use must allow the top or side to bleed off the edge of the layout like a tag, layered on top of photography or color fields in the layout. The red tag logo is a standard logo with white type housed in a field of red, which becomes visually more prominent. The white tag logo is a standard logo housed in a field of white. The red tag logo should occur no more than twice per piece. For instance, on a multipage piece the tag would go on the cover and if needed the back cover. However the back cover may use the standard horizontal logo instead. For printed communication, add.125 to the top or side of the red or white field to cover bleed.

3 THE AMERICAN COLLEGE LOGO: SPECIFICATIONS Color 1-color examples The primary use for The American Logo is the 2-color version Pantone 662, Pantone When color or printing prohibits this, it may be used in 1 of the colors, in all black or reversed out to white. The burst inside the sheild should always be transparent, letting the background color show through. The logo can appear on a solid color. If used on photographic backgrounds, the red or white tag logo should always be used. Size Standard logo min. height: 0.35 in. Tag logo min. height: 0.65 in. Clear Space Standard logo Tag logo.5x.5x.5x x.5x 2x 2x 2x 2x x.5x x.5x.5x.5x x 2x 2x 2x 2x

4 THE AMERICAN COLLEGE LOGO: INCORRECT USE Do not alter The American College logo in any way. Do not color, rotate, skew or apply effects to the logo. Do not separate the elements. Never attempt to create the logo yourself, change the font, or alter the size or proportions. Do not attempt to stage the logo youself on a tag or alter the space between The American College logo and the red field Don t skew or stretch the logo. 2. Don t rotate the logo. 3. Don t change the fonts. 4. Don t apply any effects Don t recolor the logo. 6. Don t alter the tag s corners. 7. Don t move the logo within the tag American Of Financial Services Never stage your own logo in a tag, always use the approved red or white tag logos. Not shown: Never remove the registration mark. Never remove the tagline. Don t combine the logo with any other elements such as logos, words, graphics, photos, slogans or symbols that might seem to create a hybrid mark. 5.

5 COLOR The American College color system reflects a rich, dynamic, multi-dimensional establishment. Red and blue are the primary College colors, our sheild uses a gradient and select grays are act as our secondary colors. In addition, our designations are all branded by their own unique color. TAC C M Y K PMS Web # TAC Blue b91 Gradient: White / 90 degree linear gradient / Location 75% / TAC Blue TAC Red b2354f Dark Gray Gray bcbec0 Light Gray e6e7e8 Designations C M Y K Web # C M Y K Web # CASL f15d3b CLU b CLF ChSNC eb262d RICP faa41a ChHC ChFC CFP c3462d REBC b1e FSCP cd3 MSFS / 90 degree linear gradient / Location 50% / MSM / 90 degree linear gradient / Location 50% / PhD / 90 degree linear gradient / Location 50% /

6 IMAGERY The College s imagery consists of aspirational lifestyle photography that is meant to provide viewers with a lasting impression of The College. Maintaining high standards and using photographs that support the brand allows the user to identify with the subject matter and understand The American College s 5 tenets at a glance. Designations have specific photography known as action sport photos. These specific sports have been chosen wisely to embrace the themes of the program and reach our target audience. Some designations, due to their subject matters, don t use an action sport. Photography used for multi-designations, events or College communications should always speak to the 5 tenets. The tone of the images should be honest, confident and professional. Photography should be shot in a reportage style. Always choose photos with deep rich colors and natural light and retouch if needed to maximize the photo s impact. Stock imagery should always feel dynamic, show genuine moments of engagement and always avoid the use of staged presentation shots Images when used as a main focal should be large and utilize bleed, not cut out. Photo examples

7 IMAGERY: DESIGNATIONS As stated before, each designation has its own sport. See below for approved sport images pertaining to each designation. RICP CFP ChFC ChHC CLF CLU FSCP

8 TYPOGRAPHY As with our logo, consistent use of our typefaces Today and Archer Pro reinforces The American College brand. Primary typeface - Today ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz =~!@#$%^*()+[]\{} :; : <>?,./ Secondary typeface - Archer Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz =~!@#$%^&*()+[]\{} :; : <>?,./ Today should be used for headlines and can be used for copy. Headlines and subheads should be all caps. TodaySB - Light: Should be used for body copy. TodaySB - Light Italic TodaySB - Medium: Used for highlighting copy: (next words are important). Used for section headers. Used for phone numners and web addresses. TodaySB - Medium Italic TodaySB - Bold: Should only be used to display a designation abbreviation when shown outside the box design. Never use in body copy. Archer Pro can be used for subheads and can be used for copy. Archer Pro - Book: Can be used for body copy Archer Pro - Book Italic Archer Pro - Semibold: Can be used for body copy or subheads Archer Pro - Semibold Italic: Can be used for body copy or subheads Archer Pro - Bold: Can be used for highlighting copy: (next words are important). Can be used in subheads. Also used for phone numners and web addresses. Note: Never use Today s ampersand (&). Always spell out and.

9 TYPOGRAPHY: USING TODAY AND ARCHER PRO Below are some examples of how best to utlize The American College s typefaces. General body copy attributes - Today Font Size: 9 Leading: 15 Tracking: 20 Space after.08 Font Size: 11 Leading: 17 Tracking: 20 Space after.125 General body copy attributes - Archer Pro Font Size: 10 Leading: 14 Tracking: 20 Space after.08 Font Size: 11 Leading: 16 Tracking: 20 Space after.125 Design examples CFP CERTIFICATION WITH CONFIDENCE. TODAY HEADLINE - always all caps Tracking: 0 ARCHER SUBHEAD - all caps Tracking: 80 Shown in Archer Pro Bold CFP EDUCATION FROM THE NATION S TOP CHOICE FOR FINANCIAL PLANNERS. Practice like you want to perform. The American College offers the most extensive CFP program packages featuring self-study, video classes, live webinars, live reviews, and online tools. When you re ready to do a final review, we offer the only domain-based program designed to match CFP Board s new exam format. Experience results-based education and gain your advantage with pass rates 20.75% higher than the average for all other providers. TODAY SUBHEAD - all caps Tracking: 40 Archer subhead - no caps Tracking: 30 Shown in Archer Semi Bold Today Disclaimer - always Today Light Italics Font Size: 7 Leading: 10 Tracking: 10 Space after 0.625

10 GR APHIC DEVICES: THE BOXES The Boxes The boxes, derived from the designation logo, can be used as a dynamic graphic device. They can be used to add texture or as a focal design element. The boxes are made up of two boxes, one smaller than the other, offset and multiplying on top of each other. The boxes used are always at a 12 degree angle. Design examples THE BIGGEST RETIREMENT INCOME WAVE IN HISTORY IS ABOUT TO BREAK. CFP CERTIFICATION WITH CONFIDENCE. CFP EDUCATION FROM THE NATION S TOP CHOICE FOR FINANCIAL PLANNERS. Practice like you want to perform. The American College offers the most extensive CFP program packages featuring self-study, video classes, live webinars, live reviews, and online tools. When you re ready to do a final review, we offer the only domain-based program designed to match CFP Board s new exam format. Experience results-based education and gain your advantage with pass rates 20.75% higher than the average for all other providers. ELEVATE YOUR CAREER FinancialPlanningSuccess.com The essentials of product and skills training for financial services professionals. Register Today: TheAmericanCollege.edu/F With the flood of baby boomers heading toward retirement, effective retirement planning has become the focus of many financial advisors. More than 3,000 advisors have registered for The American College s fastest growing designation to date, RICP. What are you waiting for? Product and skills training is the foundation ELEVATE YOUR CAREER FinancialPlanningSuccess.com/RICP Certification Top Advisors Credentialed by: Certified Financial Planner Board of Standards Inc. owns the certification marks CFP, CERTIFIED FINANCIAL PLANNER, and CFP (with flame logo) in the U.S., which it awards to individuals who successfully complete CFP Board s initial and ongoing certification requirements. Be a part of the evolution in tr from The American Colleg A RETIREMENT INCOME CERTIFIED PROFESSIONAL WILL KNOW HOW TO CATCH IT. Top Advisors Credentialed by: for career-long learning. With the FSCP program, The American College is taking its current training curriculum to the next level. Top Advisors Credentialed by:

11 GRAPHIC DEVICES: THE BURST The Burst The burst, is pulled from shield from The College s logo. It can be used to add texture to a design. The burst should be set at white and 10% opacity. If used on a white background, the burst should be set at black and 10% opacity. Design examples The Burst This example utilizes the burst, shown at the bottom as an added element to a very simple design. The Burst This example utilizes the burst, shown larger and offset to expose only half. THANK YOU

12 WEB GUIDELINES: BUTTONS Classic The classic button is a call to action displayed in a rectangle of either TAC Blue or TAC Red. The call to action text can be in either Today Sans or ArcherPro. The rectangle utilizes a slight dropshadow. PSDs can be found on dropbox and should not be altered. Button examples Call to Action Call to Action LEARN MORE LEARN MORE Classic with icon Sometimes the classic icon s call to action my utilize a flat icon to draw further attention to it. These should be used sparingly and only if the action is unique. Button examples FORM PLAY VIDEO Designation Buttons Certain s or webpages may be specific to a designation. If this is the case, there are two designation buttons. First, there is the Classic button that can now align with that designations color or secondary color. There is also the Angled Tab. The Angled Tab mirrors the designation box and graphic element. It can be bled off either the left or righthandside but its edge should always be a 12 degree angle. Button examples Call to Action Sign Up Now START TODAY

13 CORPOR ATE TEMPL ATES: OPTION A Header Includes phone number, logo and tagline Banner Graphic designed around content of Content Body content including text, buttons and additional supporting graphics About Sign-off Copy about The American College Footer Includes phone number, copyright and address Design examples

14 CORPOR ATE TEMPL ATES: OPTION B Header Includes phone number, logo and tagline Banner Graphic designed around content of Content Body content including text, buttons and additional supporting graphics About Sign-off Copy about The American College Footer Includes phone number, copyright and address Design examples

15 CORPORATE TEMPLATES: TYPOGRAPHY Typography in is important in that type is the one thing that is rendered across different clients. With HTML , we can only use basic, cross-platform fonts. For The American College, we use Arial. Our graphics, such as banners, headlines, and buttons can still use Today Sans and Archer Pro. Primary typeface - Arial Design example ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz =~!@#$%^*()+[]\{} :; : <>?,./ Arial should be used for headlines and can be used for copy. Headlines and subheads should be all caps. Arial Regular: Should be used for body copy. Arial Italic: Can be used for quotes, course names, and/or titles. Arial Bold: Used for highlighting copy: (next words are important). Used for section headers. Used for phone numners and web addresses.

16 EDITORIAL VOICE Because The American College provides premier financial services education, our editorial voice should always be smart, concise, innovative and friendly. We always want to use language that positions ourselves as the authority on whatever subject we are discussing, avoiding language that is patronizing in tone. Our audience is comprised of educated and career-minded students, so we should foster a community of intelligent written communications at all times. Avoid promotional sounding copy and appeal to their sense of professionalism and desire for expanding their knowledge and skillset. Our advertising copy should marry with the visual, complementing it not overpowering it, providing harmony between messaging and design. We are bold, yet welcoming. We are visionaries and pioneers of our industry and thus should promote ourselves as such in our copy. We also promise a certain level of success to our students who complete our coursework, so our tone should be empowering and educational. We always want our students, after reading our brochure, or flyer, to feel we are dedicated to their success and we are here to ensure they excel in their careers. Rules When referring to The American College, make sure to capitalize each word within our name. You can use The College again capitalizing The and College. When using your College, or our College, only College needs to be capitalized. Make sure to always include the Registered ( ) or Trademarked ( ) mark in all correspondence, both in the abbreviated and spelled out versions for each designation. For example: John White recently earned his Chartered Life Underwriter (CLU ) designation from The American College.

17 EDITORIAL VOICE Designations That Are Registered Designations That Are Trademarked CAP CLU CLF CASL ChFC CFP Certification ChHC REBC RICP FSCP ChSNC Voice Always use active voice as opposed to passive voice. Examples: Active voice: Larry Brown generously donated money to The American College. Passive voice: Money was generously donated to The College by Larry Brown. It s always: The American College of Financial Services Our tagline is: The Leader in Financial Services Education Other helpful hints when proofing The American College uses the Chicago Manual of Style as its benchmark for writing and proofing. We use Title Case Style, which means: in headlines, capitalize the first, last and any important words in a title. In Titles and Headlines, Do Capitalize: nouns (man, bus, book), adjectives (angry, lovely, small), verbs (run, eat, sleep), adverbs (slowly, quickly, quietly), pronouns (he, she it) and subordinating conjunctions (as, because, that). In Titles and Headlines, Don t Capitalize: articles (a, an, the), coordinating conjunctions (and, but, or, for, nor), prepositions (fewer than five letters: on, at, to, from, by). Names of courses should always be italicized. Avoid generalizations and assumptions in your copy. Our tone should always be intelligent, but concise. Example of an assumption or generalization: All college students hate general education requirements. Example of a non-assumption statement: General education requirements can be challenging to students.

18 DISCLAIMERS RICP: 3-Course Package Students will receive a $150 discount on their tuition when they register for all three courses in the RICP curriculum. Students enrolling in one course will receive a $50 discount and those enrolling in two courses will receive a $100 discount on their tuition. This offer expires XXXXXXXX and cannot be combined with any other offer from The American College. Top Designations - More han 3 Courses The maximum value is $450. Offer applies to any course in the ChFC, CLU, or CFP Certification Curriculum. Offer expires XXXXXXXX and cannot be combined with any other offer from The American College. Standard CFP Certified Financial Planner Board of Standards Inc. owns the certification marks CFP, CERTIFIED FINANCIAL PLANNER, and CFP (with flame logo) in the U.S., which it awards to individuals who successfully complete CFP Board s initial and ongoing certification requirements. Top Advisors Credentialed by: MORE CERTIFICATION OPTIONS WITH COURSES LEADING TO EITHER MARK. The American College does not certify individuals to use the CFP, CERTIFIED FINANCIAL PLANNER, and CFP (with flame logo) certification marks. CFP certification is granted solely by Certified Financial Planner Board of Standards, Inc. to individuals who, in addition to completing an educational requirement such as this CFP Board-Registered Program, have met ethics, experience, and examination requirements. Standard TAC Designation (only add whichever designation is being promoted) The mark of ChFC, CLU, ChHC, CLF, CAP, RICP, REBC, CASL, FSCP, ChSNC are the property of The American College and may be used by individuals who have successfully completed the initial and ongoing certification requirements for this designation. Standard Promo This offer expires XXXXXXXX and cannot be combined with any other offer from The American College. Some companies may not allow this promotion. Standard CFA CFA does not endorse, promote, or warrant the accuracy or quality of the products or services offered by Analyst Success. CFA and Chartered Financial Analyst are trademarks owned by CFA Institute. Hong Kong, China CFA, International CFA Institute does not endorse, promote or warrant the accuracy or quality of the products or services offered by Analyst Success. CFA and Chartered Financial Analyst are trademarks owned by CFA Institute. This course is a purely distance learning course and is therefore not subject to the registration requirement under the Non-local Higher and Professional Education (Regulation) Ordinance (Chapter 493 of the Laws of Hong Kong).

19 DISCLAIMERS LUTCF/FSS through 2015 Must complete all the courses by June 30, 2015 in order to be awarded the LUTCF or FSS designation through The American College. The LUTCF is co-conferred with NAIFA, and both LUTCF and FSS designees must be members of NAIFA at the time the designation is conferred. ChSNC IMPORTANT: To be awarded the ChSNC designation, advisors must have special needs designation with the public, advisors must have a fundamental knowledge of financial planning as evidenced by holding a CLU, ChFC, CFP Certification, PFS, or master s degree in financial planning, or equivalent areas of study. PACE Recertification Important: You will not have permission to use your credential with the public until you have successfully completed your selected course. At that time, you will receive a notice from the Registrar s Office that you are again in good standing, may use your mark, and will be listed on DesignationCheck.com s Verify Professional Credentials database. Product Promotion (Kindle Fire shown) This offer expires XXXXXXXX and cannot be combined with any other offer by The American College. Some companies may not allow this promotion. The Kindle Fire will be mailed to the address provided at the time of enrollment and will be shipped directly from Amazon.com. The Kindle Fire will not be mailed until after the promotion ends on XXXXXXXX Designation Outcomes Survey Source: The American College Designation Outcomes Study, 2013 Standard Print Per Designation Disclaimer (only add whichever designation is being promoted) The mark of ChFC, CLU, ChHC, CLF, CAP, RICP, REBC, CASL, FSCP, ChSNC are the property of The American College and may be used by individuals who have successfully completed the initial and ongoing certification requirements for this designation. The American College can disallow use of the XXXX if advisors do not adhere to the program s ethical standards, continuing education, and other requirements.

20 SOCIAL MEDIA GUIDELINES Before you post, ask yourself: Do I really want my followers to read this? Will this increase my following? Am I providing something of value? Will it help my brand? Can it damage business or my brand s reputation? SOCIAL MEDIA DOs AND DON Ts Do Be empathetic. Be tasteful. Engage with followers regularly. Inspire with motivational sayings and quotes. Educate by solving people s problems and sharing your knowledge and expertise. Respond in a timely manner. Keep messages consistent with our brand, show brand personality. Be nice! Being friendly and helpful goes a long way toward building our brand and reputation. Don t Spam followers. Talk without listening. Pay attention to what others are saying to you. Overwhelm followers with too much information at once, choose only high value content to share. Use generic and bland posts, make it individual and unique to our brand. Be negative. Emphasize your strengths instead of putting down your competitors. Get angry. If someone is complaining or being rude, reply professional and never sink to their level. Sell or pitch. Social media is for connecting, building relationships, and building brand awareness.