BRAND GUIDELINES

Implementing The American College Brand in Communications

UPDATED SEPTEMBER 2014

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 email 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.

THE AMERICAN COLLEGE LOGO: SPECIFICATIONS

Color

The primary use for The American Logo is the 2-color version—Pantone 662, Pantone 1955. 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

Clear Space

1-color examples

Standard logo min. height: 0.35 in.

Standard logo Tag logo

Tag logo min. height: 0.65 in.

x

x

.5x .5x

.5x

.5x

.5x

.5x

.5x .5x

2x

2x

2x

2x

2x

2x

2x2x

x

x

THE AMERICAN COLLEGE LOGO: INCORRECT USE

1. 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.

5. Don’t recolor the logo.

6. Don’t alter the tag’s corners.

7. Don’t move the logo within the tag.

9. 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.

1. 6.

2.

5.

4. 8.

3. 7.

Of Financial Services®

AmericAn

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.

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.

CASL® 0 79 83 0 f15d3b

CLU® 93 58 18 2 00679b

CLF® 65 95 0 0 773594

ChSNC™ 1 98 92 0 eb262d

RICP® 0 41 100 0 faa41a

TAC Blue 100 71 0 18 662 004b91

TAC Red 0 87 43 30 1955 b2354f

Dark Gray 0 0 0 90 - 414042

Gray 0 0 0 30 - bcbec0

Light Gray 0 0 0 10 - e6e7e8

Gradient: White / 90 degree linear gradient / Location 75% / TAC Blue

ChHC® 91 58 64 59 023334

ChFC® 66 20 100 4 659941

CFP® 24 88 100 0 c3462d

REBC® 24 100 100 25 991b1e

FSCP™ 59 29 0 0 689cd3

Designations

TAC

MSFS 38 68 96 38 / 90 degree linear gradient / Location 50% / 24 45 68 3

MSM 0 0 0 80 / 90 degree linear gradient / Location 50% / 0 0 0 30

PhD 7 34 93 18 / 90 degree linear gradient / Location 50% / 5 17 91 0

C M Y K PMS Web #

C M Y K Web # C M Y K Web #

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

IMAGERY: DESIGNATIONS

As stated before, each designation has its own sport. See below for approved sport images pertaining to each designation.

CFP®

ChFC®

CLF®

FSCP®ChHC®

CLU®

RICP®

T YPOGR APHY

As with our logo, consistent use of our typefaces—Today and Archer Pro—reinforces The American College brand.

Primary typeface - Today

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

01234567890

=~!@#$%^*()+[]\{}|:;’:”<>?,./

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.

Note: Never use Today’s ampersand (&). Always spell out “and”.

Secondary typeface - Archer Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^&*()+[]\{}|:;’:”<>?,./

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.

T YPOGR APHY: 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

TODAY HEADLINE - always all caps

Tracking: 0

TODAY SUBHEAD - all caps

Tracking: 40

Today Disclaimer - always Today Light Italics

Font Size: 7

Leading: 10

Tracking: 10

Space after 0.625

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

ARCHER SUBHEAD - all caps

Tracking: 80

Shown in Archer Pro Bold

Archer subhead - no caps

Tracking: 30

Shown in Archer Semi Bold

Design examples

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.

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:

ELEVATE YOUR CAREER

FinancialPlanningSuccess.com • 888-795-6306

CFP® CERTIFICATION WITH CONFIDENCE.

Certification

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

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.

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:

ELEVATE YOUR CAREER

FinancialPlanningSuccess.com • 888-795-6306

CFP® CERTIFICATION WITH CONFIDENCE.

Certification

Learn about the all newFSCP™ designation

More choice. More content. Proven results.

TRANSITION TO SALES EXCELLENCE.

Be a part of the evolution in training from The American College.

Register Today: 888-263-7265 TheAmericanCollege.edu/FSCP

Top Advisors Credentialed by:

Product and skills training is the foundation

for career-long learning. With the FSCP™

program, The American College is taking its

current training curriculum to the next level.

The essentials of product and skills training for financial services professionals.

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?

A RETIREMENT INCOME CERTIFIED PROFESSIONAL®

WILL KNOW HOW TO CATCH IT.

THE BIGGEST RETIREMENT INCOME WAVE IN HISTORY IS ABOUT TO BREAK.

ELEVATE YOUR CAREER

FinancialPlanningSuccess.com/RICP • 888-795-6306

Top Advisors Credentialed by:

GR APHIC 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

Walter O’Neal Director of Regional Marketing

P: 610-290-2146 | F: 610-526-1545 Walter.ONeal@TheAmericanCollege.edu

WEB GUIDELINES: BUT TONS

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.

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.

Designation Buttons

Certain emails 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

Button examples

Button examples

Call to Action LEARN MORE

Call to Action LEARN MORE

PLAY VIDEO

FORM

Call to Action

Sign Up Now START TODAY

CORPOR ATE EMAIL TEMPLATES: EMAIL OPTION A

Header

Includes phone number, logo and tagline

About Sign-off

Copy about The American College

Banner

Graphic designed around content of email

Footer

Includes phone number, copyright and address

Content

Body content including text, buttons and

additional supporting graphics

Design examples

CORPOR ATE EMAIL TEMPLATES: EMAIL OPTION B

Header

Includes phone number, logo and tagline

About Sign-off

Copy about The American College

Banner

Graphic designed around content of email

Footer

Includes phone number, copyright and address

Content

Body content including text, buttons and

additional supporting graphics

Design examples

CORPOR ATE EMAIL TEMPLATES: T YPOGR APHY

Typography in email is important in that type is the one thing that is rendered across different clients. With HTML email, 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

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890 =~!@#$%^*()+[]\{}|:;’:”<>?,./

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.

Design example

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, email 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.

EDITORIAL VOICE

Designations That Are Registered

CAP®

CLU®

CLF®

CASL®

ChFC®

CFP® Certification

ChHC®

REBC®

RICP®

FSCP®

Designations That Are Trademarked

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

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.

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.

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).

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.

2013 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.

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?

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.

SOCIAL MEDIA DOs AND DON’TsDon’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.

SOCIAL MEDIA GUIDELINES