CERTIFICATION MARK STANDARDS GUIDE TABLE OF CONTENTS I. Certification Mark...3-4 A. Colors... 4 B. Clear Space... 4 C. Minimum Size... 4 II. Certification Signature...5 1. Horizontal...5 2. With URL...5 3. Stacked...5 III. Single Color...6 A. Black Outline...6 B. Solid Gold...6 C. Black Fill...6 D. Knock Out...6 IV. All Examples of Usage...7-12 V. Incorrect Uses... 13 VI. In Reference to CFP Professionals... 14 2
To create a cohesive and compelling brand identity, Certified Financial Planner Board of Standards, Inc. commissioned an additional certification mark. This guide will introduce you to the gold plaque certification mark. CERTIFIED FINANCIAL PLANNER professionals must meet the highest requirements in the industry in terms of ethics, education, experience and exam. The CFP certification mark reflects that rigor. Bold and confident yet warm and reassuring, our new mark visually represents CERTIFIED FINANCIAL PLANNER professionals as the gold standard among financial advisors. This section is designed to educate the CFP professional community in the proper use of the certification mark. Consistency in following these rules is imperative for upholding the integrity of certification and strengthening the CFP brand. Following is the gold plaque mark in all its approved versions, how it may and may not be used, corresponding color palette and typefaces, and practical applications of the mark on various pieces of communication. The certification mark is a trademark owned by CFP Board and its use is limited to those who hold the CFP certification. PDF guides such as these cannot by their nature reproduce color with 100% accuracy. Consult a PANTONE (PMS) Color Formula guide for accurate color or use the equivalent CMYK values as seen on page 6. 3
COLORS: The primary CFP certification mark is built through a 4-color process (CMYK) with highlights and shadows to make it appear as if it were a 3-dimensional gold plaque or bar. There is also an RGB build available for web applications. CERTIFICATION MARK CLEAR SPACE: The field surrounding the mark contributes greatly to its legibility. Therefore, a clear zone must remain around it that is free of imagery. X Height is the unit of measure used to determine that clear zone. In this case, X Height is equal to the counter of the C within the mark. X X X X MINIMUM SIZE: The smallest recommended size for the CFP certification mark where the words Certified Financial Planner reside within the graphic is 1.5 inches wide. In smaller sizes use the alternate certification mark where Certified Financial Planner sits just below the graphic. For legibility, the type must always be in black or white, depending on the background on which it rests. 1.5 < 1.5 4
CERTIFICATION SIGNATURE HORIZONTAL: In particularly thin, horizontal spaces, this version of the mark where Certified Financial Planner sits right of the graphic may be used. When possible, always use the primary certification mark on the previous page. When space requirements or other considerations will not allow its proper use, you may use these alternates. WITH URL: To leverage the effectiveness of our recent advertising campaign, this certification mark/ url lockup is available for use on all communications and collateral materials. It is particularly effective when used on materials that will be seen by those unfamiliar with the designation. TM and STACKED (VERTICAL AND HORIZONTAL): In particularly small and/ or low resolution spaces like online banners, either version of the mark (where the words Certified Financial Planner are stacked centered justified below or to the right the mark) may be used. When the words CERTIFIED FINANCIAL PLANNER are contained within the mark, a single is used outside the upper right corner. When the words are pulled outside the mark, two marks are required: one outside the box on the upper right, and another after the word PLANNER on the upper right. All versions of the logo artwork already have this rule applied. Any mention of CFP in text or title must be accompanied by an at the upper right. In copy, CFP and Certified Financial Planner must always be followed by a noun such as professional or certification. When spelling out, CERTIFIED FINANCIAL PLANNER must always be in all caps followed by. 5
SINGLE COLOR - PALLETTE OPTIONS A BLACK OUTLINE Our most basic certification mark mimics the frame of our primary mark s gold bar with a thick black outline. Again, it is important to use the primary gold plaque certification mark when possible Oftentimes, however, there will be situations where the 4-color primary mark will reproduce poorly. Faxes, flyers, newspaper ads, invitations, T-shirts and other premium items as well as any single color or black and white applications are just some examples When the integrity of the reproduction is in doubt, you should use these flat, single color certification marks below. The use of any other color is not permitted. B SOLID GOLD When single-color is an option, this mark replaces the black with a custom spot color, CFP Solid Gold. (C=0, M=19, Y=89, K=60) A D C SOLID GREY When single-color is an option, this mark replaces the black with a custom spot color, CFP Solid Grey. (K=60%) B E D BLACK FILL As an alternative to our Black Outline certification mark, this solid mark with knocked-out type is also available for use. C E KNOCK OUT On dark, heavy-colored backgrounds, the single color logo may be knocked out in white. 6
CONFIGURATION OF DESIGN ELEMENTS THE SAME CONFIGURATIONS APPLY: As with our primary 4-color build certification mark, each mark has approved configurations (Standard, Standard <1.5, Horizontal, Vertical, and With URL) for maximum design flexibility. Some examples: A B A STANDARD Our most basic mark. C B C STANDARD <1.5 Our most basic mark in a small-space application. HORIZONTAL An extreme horizontal application, this example on a dark background. D D VERTICAL Our stacked mark for a confined, limited space. E E WITH URL These marks used as a tie-in to our branding campaign. 7
ALL VERTICAL STACKED USAGE THE SAME CONFIGURATIONS APPLY: Our stacked mark for a confined, limited palette space. 8
ALL HORIZONTAL WITH URL USAGE THE SAME CONFIGURATIONS APPLY: Our horizontal mark for a limited palette space. 9
ALL CLEAN MARKS WITH BIG URL AND NO BYLINE USAGE THE SAME CONFIGURATIONS APPLY: Our clean mark for an expanded palette space. 10
ALL VERTICAL WITH SMALL URL USAGE THE SAME CONFIGURATIONS APPLY: Our stacked mark for a confined, limited palette space. 11
ALL CLEAN MARKS WITH NO URL AND NO BYLINE USAGE THE SAME CONFIGURATIONS APPLY: Our cleanest mark for a small palette space. 12
A Don t scan or use lowresolution versions of the marks. The appropriate vector file should always be used for print. INCORRECT USES To maintain the integrity of CFP certification, the brand guidelines of the certification marks must not be violated. Some examples of what you may NOT do with the certification marks: B Don t use the standard logo at sizes smaller than 1.5 in width. The words Certified Financial Planner are not readable at such small sizes. A E C Don t scale the logo disproportionately. Stretching horizontally or vertically skews the marks and is out of regulation. B F D Don t create your own certification mark by changing the font or colors. Bring all your finances together E Don t combine elements from various versions of the mark. C F Don t infringe on the clear space by placing other elements too close. D G G Don t place the logo over a busy background that shows through the letterforms. 13
PROPER USE OF THE MARK IN REFERENCE TO CFP PROFESSIONALS The full color and the black and white marks are comprised of three components: the rectangular plaque, the letters CFP and the TM (trademark) symbol. These three components must be used together as one unit at all times to protect the visual integrity of the mark. for individuals: The mark must be clearly associated (in close proximity) with the individual(s) certified by CFP Board. Jane Smith Jane Smith, CFP not companies: The mark cannot refer to a group nor is it permitted to use the mark in conjunction with a company name. FINANCIAL COMPANY FINANCIAL COMPANY NAME LTD. 14