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FMS SOLUTIONSBrand GuidelinesThe new corporate design guidelines for FMS Solutions

FMS Solutions

FMS Solutions

2019

SECTION 1 INTRODUCTION

SECTION 2 LOGO INTRODUCTION

SECTION 3 COLOR CODES

SECTION 4

THE CORPORATE FONT

CORPORATE DESIGN MANUALTABLE OF CONTENT

FMS Solutions

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INTRODUCTION

These guidelines describe the visual and verbal elements that represent FMS corporate identity. This includes our name, logo and other elements such as color, type and graphics. Sending a consistent and controlled message of who we are is FMS commitment to quality, consitency and style. The FMS brand, including the logo, name, colors and identifying elements, are valuable company assets. Each of us is responsible for protecting the company’s interests by preventing unauthorized or incorrect use of the FMS name and marks.

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OUR BRANDBrand Story

Since 1974, FMS has provided accounting and consulting services to independent retail-ers just like you. We understand the challenges the industry faces in today’s highly com-petitive market—competition from superstores, changing demographics, and the pres-sure to keep up with ever-changing technology. We also know the critical role that time plays in your ability to make strategic decisions involving cash, costs, sales, labor, inven-tory, and shrink. In response to the industry’s needs, we developed a way for indepen-dent retailers to use today’s business activities to drive tomorrow’s business decisions. We call it our Decision Support Suite.

FMS is proudly the National Grocer’s Association’s preferred provider of industry benchmarking, best practices, and mission-critical decision support. FMS has also built strong relationships with many state associations, the IGA Institute, and wholesalers. These relationships have enabled FMS to share benchmark data and educational seminars for the entire independent retailer industry.

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BRAND PROMISEOur brand promise is simple, we help retailers succeed. FMS offers a unique team of grocery-oriented staff with proven expertise and a Decision Support Suite that transforms historic accounting activities into timely, accurate decision support tools. “Helping retailers succeed” conveys the passion and dedication we put into helping every client.

MISSIONTo help independent retail operators succeed by providing support services, process improvement, and reliable integrated technology.

VISIONTo be the renowned provider of mission-critical benchmarking, best practices and decision support to the retail industry.

VALUESTo exceed client expectations with passionCollaboration is the foundation of all relationshipsWe are accountable and empowered to achieve our results We treat everyone with respect, professionalism, and integrity

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BRAND PERSONALITYReliable Knowledgeable CollaborativeSecureEfficientCompetitiveDedicated

BRAND VOICEUse an active voice instead of passive “We’ll mail your survey copy today.”

“You will be mailed today your survey copy.”

Focus on benefits rather than features “Tools that make your accounting operations effortless.”

“FMS offers a premier suite of powerful integrated solutions.”

Without sacrificing the message keep it simple and concise

BRAND TONETrustworthy, but not boringPractical, but not overbearingCasual, but not sloppySimple, but assertive

FMS Solutions

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LOGO INTRODUCTION

THE FULL LOGOTYPE2

FMS SOLUTIONS LOGO1The FMS logo should be displayed as follow, using the correct Pantones or CMYK/ RGB swatches. The FMS logo clear space and background requirementsshould be carefully observed. No alterations to the logo or tagline should be made.

Don’t warp or stretch the logoDon’t change the logo’s orientation.Don’t crop the word mark or globe in any way.Don’t rearrange the symbol or wordmark configurations within the logo.Don’t recreate any elements of the signature mark or replace them with something else.Don’t use scanned or photographed copies of the logo. Use the original files.Don’t remove or alter the text of the wordmark.Don’t apply shadows, glow effects, or outlines to the logo.Don’t apply any filters or textures to the logo.Don’t place text or shapes within the clear space boundary.

FMS Solutions

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RECOMMENDED FORMATS:

ATTENTION:Use of any stylized, animated, hand drawn or other versions

system and brand consistency. Please consult with FMSSolutions if you have any questions or need further help.

of a inofficial logo is not permitted. This undermines the logo

FMS Solutions

PRIMARY COLORBLUE

COLOR CODESCMYK : C-71% M-34% Y-23% K-1%Pantone : 114-4 C RGB : R-78 G-142 B-170 #number : #4e8eaa

100 % 60 % Blue Gradient80 % 40 % 20 %

THE GRADIENTCOLOR TONES

PRIMARY COLORGREY

COLOR CODES

100 % 60 % Grey Gradient80 % 40 % 20 %

THE GRADIENTCOLOR TONES

PRIMARY COLORBLACK

COLOR CODES

100 % 60 % Grey Gradient80 % 40 % 20 %

THE GRADIENTCOLOR TONES

THE PRIMARY COLOR SYSTEM AND COLOR CODES

CMYK : C-70% M-67% Y-64% K-74%

RGB : R-35 G-31 B-32 #number : #231f20

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CMYK : C-74% M-57% Y-50% K-30%RGB : R-67 G-82 B-90 #number : #43525a

colors: Blue, Black and Gray. These colors

the company. Always use accent (white).

Use them as the dominant color palette for all internal and external visual presentations of the company.

FMS Solutions has three official

have become a recognizable identifier for

EXPLANATION:

USAGE:

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FMS Solutions

CMYK : C-30% M-0% Y-15% K-0%

THE SECONDARY COLOR SYSTEM AND COLOR CODES

100 %

100 %

100 %

60 %

60 %

60 %

80 %

80 %

80 %

40 %

40 %

40 %

20 %

20 %

20 %

100 % 60 %80 % 40 % 20 %

100 % 60 %80 % 40 % 20 %

RGB : R-176 G-223 B-219 #number : #b0dfdb

CMYK : C-3% M-24% Y-91% K-0%RGB : R-246 G-194 B-52 #number : #f6c234

CMYK : C-96% M-89% Y-0% K-0%RGB : R-2 G-40 B-181 #number : #0228b5

CMYK : C-0% M-59% Y-100% K-0%RGB : R-252 G-132 B-13 #number : #fc840d

CMYK : C-85% M-100% Y-24% K-28%RGB : R-64 G-3 B-96 #number : #400360Use them as the dominant color palette for

all internal and external visual presentations of the company.

EXPLANATION:

USAGE:

colors: Mint, Mustard, Navy, Orange and Purple. These colors the company. Always use accent (white).

FMS Solutions has five secondary

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FMS Solutions

THE CORPORATE FONT

THE FONT

h e l ve t i c aneu eBold

Regular

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z

Figures 0 1 2 3 4 5 6 7 8 9 0

Special Characters

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FMS Solutions

TYPOGRAPHY AND HIERARCHY

CONTENT TEXTAND INNER HEADLINES

- Helvetica Neue Regular 6 pt Type / 9 pt Leading

- Helvetica Neue Regular 8 pt Type / 11 pt Leading

- Helvetica Neue Regular - Capital Letters 10pt Type / 10pt Leading

THE FONT

Typographic hierarchy is another form of visual hierarchy, a sub-hierarchy per se in an overall design project. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text for key information. Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques for FMS Solutions.

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LOREM IPSUM DOLOR SIT AMET, CONSECTETUER ADIP LOREM

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FMS Solutions

THE FONT

TYPOGRAPHY AND HIERARCHY

LOREM IPSUM DOLOR SIT AMET - Helvetica Neue - Capital Letters 34pt Type / 30 pt Leading

LOREM IPSUM DOLOR SIT- Helvetica Neue - Capital Letters 48pt Type / 48 pt Leading

LOREM IPSUM DOLOR SIT AMET, CONSECTETUER ADIP LOREM - Helvetica Neue Bold - Capital Letters 16pt Type / 16pt Leading

FMS Solutions

2019