brand guidelines

b ra n d g u i d e l i n e | t a b l e o f c o n t e n t s2 | p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y |

BR AND ESSENCE

COLORS: Palette

LOGO: Positioning, Sizes

LOGO: Do

LOGO: Don’t

T YPOGR APHY: Fonts

T YPOGR APHY: Usage

IMAGERY

PRINT ELEMENTS

Letterhead & Stickers

Envelope & Business Card

Presentation Folder

Filing Folder

DIGITAL ELEMENTS

Website. Mobile Website

Banners

CONTACT

34689

101112

14151617

181920

table of contents

b ra n d e s s e n c e | b ra n d g u i d e l i n e .| p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | 3

Logo, visuals, and words will enable Professional Fiduciar y Ser vices of Orange Count y to establish and

maintain a clear, unif ied brand identit y within the company and beyond.

This brand guideline book provides general guidelines for the visual and verbal ar ticulation of PFSOC’s

brand, as well as specif ic directions for the application of the logo and related elements.

Please refer to this guide whenever you develop marketing communications.

Version 1.0 Published April 22, 2014

A s a company, Professional Fiduciar y Ser vices

of Orange Count y is honest, compassionate,

and dependable. We are committed to being

open and working closely with our families in

carr ying out their loved ones’ wishes.

Let us safeguard your peace of mind.

4 | p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | c o l o r : pa l e t t e

Color is a major component in set ting

PFSOC’s values of trust , honest , and

integrit y. To ensure a consistent graphic

personalit y, adhere to the following

color palet te guidelines.

The primar y color can be used in

combination with all secondar y colors;

however, be war y of low contrast

visuals, which will impact legibilit y.

Do not use Pantone P 23-10 U as a

background color for Pantone P78-16 U

and vice versa.

Pantone P78-16U is used sparingly and

as tex t color or divider color.

COLOR PA L E T TE

colors

PRIMARY COLOR

SECONDARY COLORS

HE X

#D8D5D3

RGB

216 213 211

CMYK

14 12 13 0

PANTONE P 169-2 U

HE X

#9C748F

RGB

156 116 143

CMYK

43 60 29 0

PANTONE P 86-7 U

HE X

#947B67

RGB

148 123 103

CMYK

36 4 4 56 16

PANTONE P 23-10 U

HE X

#4D2C3C

RGB

77 4 4 60

CMYK

45 72 39 60

PANTONE P 78-16 U

| p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | 5co l o r | b ra n d g u i d e l i n e .

6 | p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | l o g o : p o s i t i o n i n g

The logo is the common thread

throughout all communications and

is the star ting point in the creation of

all additional branding material. Using

the logo in a consistent manner will

establish PFSOC’s name. Treat the logo

as ar t work, not t ypography, and do

not manipulate the spacing and ratio.

Please refer to samples of what and

what not to do.

P OSITIONING

logo

P R O F E S S I O N A LFIDUCIARY SERVICESo f o r a n g e c o u n t y

P R O F E S S I O N A LFIDUCIARY SERVICESo f o r a n g e c o u n t y

| p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | 7l o g o : s i z e s | b ra n d g u i d e l i n e .

SIZES

logo

The spacing bet ween brandmark and logot ype is the height of the serif in “s .”

“Professional” is aligned to the intersection of s cur ve.

“Fiduciar y Ser vices” is aligned to the baseline.

“Of orange count y” is bisected by the intersection of “p” with it s containing circle.

The wordmark width matches width of the logo and it s margin of clear space.

0.5” 1.0” 2.0” 3.0”

0.5” is the minimum size of the logo.

8 | p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | l o g o : u sa g e

US AGE : D O

logo

Do use by it self.

Do use with wordmark (ver tical).

Do use with wordmark

(horizontal).

Do use as outline. Do use as background shape. Do use as background shape to

anchor tagline.

Do use in black & white.

Tagl in e h e re .

| p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | 9l o g o : u sa g e | b ra n d g u i d e l i n e .

US AGE : D ON’ T

logo

DO NOT OVERL AP ITSELF. DO NOT CHANGE THE FONT. DO NOT SKEW OR WARP.

DO NOT TILE THE LOGO. DO NOT ROTATE ORIENTATION. DO NOT ADD E X TR A EFFECTS.

DO NOT USE LOW CONTR AST.

ProfessionalFiduciaryServices

10 | p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | t y p o g ra phy: f o n t s

Typography set s the underlying

tone of the brand, and conveys both

personalit y and qualit y.

Basker ville Italic, a beautiful

transitional serif, was chosen for it s

established and elegant look.

Source Sans Pro Regular and E x tra Light

were chosen for their clean lines and

modern cur ves.

When using web-based communications

and these font s are unavailable,

substitute Basker ville Italic with Times

New Roman Italic. Substitute Source

Sans Pro (both weight s) with Arial.

FONTS

typography

the quick brown jumpsthe quick brown foxthe quick brown f

S ource Sans Pro Regularabcdefghijklmnop qr s tuv w x y zA BCDEFGHIJK LMNOPQRS TU V W X Y Z!@ #$%^&*( )[ ]{ } -_\ |=+;:’”, ./ ?< >012 3 456789 0

S ource Sans Pro E x t r a L ightab cdefghijk lmnop qr s tuv w x y zABCDEFGHIJKLMNOPQRSTU V W X Y Z!@ #$%^&*( )[ ]{ } -_\ |=+; :’”, ./ ?< >0123 456789 0

Basker vill e Italicabcdefghi jklmnopqrstuvwxyzABCDEFGHIJKL MNOPQRSTUV WXYZ!@#$%^&*()[ ]{}- _\|=+;:’”,./?<>01234567890

| p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | 11t yp o g ra phy: u sa g e | b ra n d g u i d e l i n e .

Basker ville Italic is to be used in

lowercase only:

Headlines

Page Numbers

Labels

Tagline

The f irst word in the tagline is the only

place where capitalization is used.

Source Sans Pro E x tra Light is to be

used in both uppercase and lowercase:

Body Tex t

Sub-Headlines

Source Sans Pro Regular is to be used

in lowercase when a heavier font is

needed emphasize tex t , and to contrast

the usage of Source Sans E x tra Light .

US AGE

typography

the quick brown jumpsthe quick brown foxthe quick brown f

12 | p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | i m a g e r y: ph o t o s & s t y l i za t i o n

Photography is a key component that

estabilishes consistent communications

across dif ferent branding pieces.

Choose photos that depict honest y,

compassion, dependabilit y, integrit y,

and stabilit y. V iew the samples and

the st ylizations that make photos feel

consistent and visually similar.

PHOTOS & S T Y L IZ ATION

imagery

Original image.

Place a colored layer underneath.

(Pantone P 23-10 U)

Reduce image to 50% and

apply Overlay.

Place a white layer above.

Reduce to 50% and apply

Screen.

Image ready to be

used as background.

| p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | 13i m a g e r y: e xa mpl e s | b ra n d g u i d e l i n e .

Lorem ipsum dolor sit amet,

consectetur adipiscing elit . Sed felis

lectus, blandit quis auctor nec, por t titor

non velit . Morbi ante orci, feugiat non

por ta gravida, dapibus id arcu. Aenean

malesuada, nisl ac vehicula dignissim,

massa magna adipiscing sem, et auctor

lacus libero eget magna. Aenean

vitae vestibulum nibh, quis euismod

eros. Donec at massa nulla. V ivamus

imperdiet imperdiet rutrum. Sed

semper facilisis ipsum ac consequat .

Curabitur molestie, turpis elementum

aliquam feugiat , quam dui rhoncus nisi,

et dignissim ligula urna sit amet nisl.

Aliquam erat volutpat . Quisque molestie

sit amet erat in pellentesque. Nullam

cursus ligula felis , imperdiet blandit

diam blandit eget . Vestibulum dolor

E X A MPL ES

imagery

Place a colored layer underneath.

(Pantone P 23-10 U)

Place a white layer above.

Reduce to 50% and apply

Screen.

Image ready to be

used as background.

Original images. Finished images.

14 | p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | p r i n t e l e m e n t s : l e t t e r h e a d & s t i c k e r s

S TATIONER Y: L E T TERHE A D & S TICK ERS

print elements

Safeguarding your peace of mind.

April 30, 2014

Recipient NameCompany Name12345 Street AddressCity, State, 98765

Dear Recipient Name,

Typeset this letter in Source Sans Pro Regular 10pt on 14pt leading. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla venenatis eleifend rutrum. Vivamus sodales egestas interdum. Aenean sodales quam in augue pellentesque, venenatis pharetra ligula tincidunt. Praesent in libero nec tellus posuere dictum sit amet vitae lacus. Integer posuere luctus nunc, vitae feugiat leo consectetur id. Aliquam semper imperdiet nisi, at vulputate tellus placerat in. Cras mattis venenatis enim. Nullam aliquam viverra lacus, sit amet feugiat ante sollicitudin ac. Suspendisse potenti. Aenean venenatis, quam id tincidunt accumsan, massa urna ultrices mauris, vitae pellentesque magna leo non augue. Proin consectetur nisi ac molestie congue. Vivamus leo elit, bibendum ut dapibus ut, convallis eu neque.

Etiam pulvinar massa vitae nulla facilisis posuere. Cras tempor purus vitae nibh semper, eget molestie tellus pellentesque. Vivamus interdum justo porttitor lorem vulputate, et sagittis dolor dignissim. Nam libero erat, bibendum sed porttitor vitae, fringilla quis leo. Ut luctus nec ante ut lobortis. Aliquam erat volutpat. Phasellus in sapien mi. Donec viverra mattis felis, vel pharetra augue ullamcorper id. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin ullamcorper nunc sit amet urna blandit mattis. Suspendisse potenti. Nam bibendum nulla eros, vitae tincidunt lacus iaculis eget. Morbi interdum, metus vel faucibus congue, sem sem dapibus metus, id aliquet erat nisi vitae augue. Proin sed justo lobortis, scelerisque mauris et, fermentum quam.

Ut ut aliquet sapien, non consequat enim. Cras ut nisi orci. Nullam in mauris et erat imperdiet facilisis a varius neque. Nulla interdum mi sed dictum sodales. Pellentesque vehicula quis lorem ac mattis. Quisque consectetur sem magna, vel viverra diam commodo in. Etiam placerat, urna et mattis elementum, mauris lectus dictum dolor, non venenatis dui nulla eget metus.

Sincerely,

Elaine WatrousTitle

714.633 .8000714.746 .4976elainewatrous@pfsoc .com

officecellemail

Safeguarding your peace of mind.

Back

Front Folded

Stickers

| p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | 15p r i n t e l e m e n t s : e n v e l o p e & bu s i n e s s ca rd | b ra n d g u i d e l i n e .

EN V ELOPE & BUSINES S C A RD

stationery

Re cipient Name123 45 St re et NameOr ange Count y, C A 9876 5

12345 STREET NAMECITY, ST 98765

Safeguarding your peace of mind.Safeguarding your peace of mind.

P R O F E S S I O N A LFIDUCIARY SERVICESo f o r a n g e c o u n t y

Elaine M. Watrousprofessional fiduciary

714 .633 . 8000

714 .746 .4976

e la inewat rous@pf soc .com

officecellemail

Envelope Back

Envelope Front Business Card Front

Business Card Back

16 | p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | p r i n t e l e m e n t s : p r e s e n t a t i o n f o l d e r

S TATIONER Y: PRESENTATION FOL DER

print elements

Folder Inside Folder Front

| p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | 17p r i n t e l e m e n t s : f i l i n g f o l d e r | b ra n d g u i d e l i n e .

S TATIONER Y: F IL ING FOL DER

print elements

Client N

ame

Folder Front

18 | p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | d i g i t a l e l e m e n t s : w ebs i t e & mob i l e w ebs i t e

WEB SITE & MOBIL E WEB SITE

digital elements

P R O F E S S I O N A LFIDUCIARY SERVICESo f o r a n g e c o u n t y

about contactestate planning trustee power of attorney

Fiscal Fitness for the Golden Years

Lore m ip sum dolor s i t amet , cons e c tet ur a dipis c ing e l i t . Mor bi al iquam quam a c s o dale s la ore et . Maur is e u e nim dapibus , e le i fe nd nulla id, cur sus orc i . Cur abit ur non aliquet mag na, et pret ium l ib e ro. Pha s e llus a nulla ne c orc i volut pat dig nis s im. A l iquam e r at volut pat . Nulla p e lle nte s que ip sum et te l lus dig nis s im, quis bib e ndum e r at p or t t i tor. Susp e ndis s e v i t a e mi ult r ic ie s , b landit nulla at , a dipis c ing nulla . Cr a s in hendrer i t tor tor. Pe llente s que quis te l lus ve l i t . S e d id l ib e ro et arcu sus cipit mat t is a v i t a e jus to.

Estate and Business Planning

Inte ger f a c i l is is mat t is diam, non ve ne nat is diam condime nt um a c . S e d mi e nim, s ce ler is que id ia culis ve l , accums an e get ip sum. Maur is ve l met us pla ce r at , v ar ius pur us ne c , conv all is ip sum. A l iquam f aucibus jus to ur na, v i t a e or nare nulla cong ue id . Cur abit ur s e d t inc idunt s apien. Fus ce r ut r um fer ment um hendrer i t . Ae nean ut s em ne c dui imp e rdiet tempus laore et ac te l lus . Pr ae s ent e u le o s o dale s , temp or la cus a , r honcus diam. Et iam mag na maur is , or nare e get ip sum s e d, t inc idunt ve hicula jus to. A l iquam e r at e ros , s celer is que ac fer ment um non, imp e rdiet a c met us .

Who Should You Trust as Trustee?

Lore m ip sum dolor s i t amet , cons e c tet ur a dipis c ing e l i t . Mor bi al iquam quam a c s o dale s la ore et . Maur is e u e nim dapibus , e le i fe nd nulla id, cur sus orc i . Cur abit ur non aliquet mag na, et pret ium l ib e ro. Pha s e llus a nulla ne c orc i volut pat dig nis s im. A l iquam e r at volut pat . Nulla p e lle nte s que ip sum et te l lus dig nis s im, quis bib e ndum e r at p or t t i tor. Susp e ndis s e v i t a e mi ult r ic ie s , b landit nulla at , a dipis c ing nulla . Cr a s in hendre r i t tor tor. Pe lle nte s que quis te l lus ve l i t . S e d id l ib e ro et arcu sus cipit mat t is a v i t a e jus to.

Professional fiduciary services tagline.Professional fiduciary services tagline.

Website

Mobile

| p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | 19d i g i t a l e l e m e n t s : ba nn e r s | b ra n d g u i d e l i n e .

B A NNERS

digital elements

Banner 728 x 90

Banner 300 x 250

Banner 120 x 600

20 | p r o f e s s i o n a l f i d u c i a r y s e r v i c e s o f o ra n g e c o u n t y | b ra n d g u i d e l i n e | c o n t a c t

contact josephine chenjoppuccino@gmail .com

Safeguarding your peace of mind.