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Fairway brand standards
Fairway brand standards
Fairway brand standards
Fairway brand standards
Fairway brand standards
Fairway brand standards
Fairway brand standards
Fairway brand standards
Fairway brand standards
Fairway brand standards
Fairway brand standards
Fairway brand standards
Fairway brand standards
Fairway brand standards
Fairway brand standards
Fairway brand standards
Fairway brand standards
Fairway brand standards
Fairway brand standards
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Fairway brand standards

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Fairway Indpendent Mortgage Corporation Brand Standards …

Fairway Indpendent Mortgage Corporation Brand Standards

Brand Promise
Logo
Logo Size Specifications
Advertising Regulations
Typography
Colour Palette
Photography
Graphic Elements
Branding Collateral
Letterhead
Envelopes
Business Cards
PowerPoint
Brochures
Flyers
Websites
Emails
19 Marketing Contact

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  • 1. Brand StandardsGuidelines for the Presentation, Publication and use of the Fairway Independent Mortgage Corporation Brand Effective May 2011
  • 2. Table of Contents Brand Elements 3 Brand Promise 4 Logo 5 Logo Size Specifications 6 Advertising Regulations 7 Typography 8 Colour Palette 9 Photography 10 Graphic Elements Branding Collateral 11 Letterhead 12 Envelopes 13 Business Cards 14 PowerPoint 15 Brochures 16 Flyers 17 Websites 18 Emails 19 Marketing Contact
  • 3. Brand Promise Introduction It is imperative that these guidelines be adhered to by all employees, and by outside suppliers and vendors. Every attempt has been made to present these directives in a clear and concise manner. Incorrect application of these guidelines may result in costly corrections, reprinting or reconstruction. Fairway Independent Mortgage Corporation must enforce these brand standards in order to obey mortgage industry advertising regulations. Why Effective Branding is Important to Fairway Independent Mortgage Corporation • Build creditability for originators and corporate • More easily and effectively retain members and recruit new ones • Comply with mortgage license regulations The Fairway Independent Mortgage Corporation Positioning Statement The positioning statement is used only internally to ensure consistency of all brand touch points and messaging. “We are a service organization built to support the best people in the mortgage industry. At Fairway we work with you, the branch manager, the loan officer, the client...” Our objective is to provide an atmosphere in which each branch can make the “Fairway experience” be exactly what they want it to be for themselves and their families. We provide the systems and the culture that enable each of our branches to grow in the residential mortgage finance industry. We create “Raving Fans” by providing customer service that is “Legendary”, not just “Satisfactory”. 1
  • 4. LogoConsistency of color is as important as consistency in use of the logo. PMS colors will look slightly different printed on coated an uncoated stocks and on Webpages. Please do not deviate from this color under any circumstances. Regardless of the format, the color scheme of the logo remains consistent, however, itmay be used in Black If necessary, the logo color can be revised with proper approval.For applications when logo cannot be applied appropriately due to space and/or color limitations. Please write out the company’s full name(see below)Fairway Independent Mortgage CorporationFairway Independent Mortgage Corp.FIMC (if you need to abbreviate the company name)DO NOT shorten the company’s name to Fairway or Fairway Mortgage 2-Color Logo 1-Color Logo (Black on White)LogoThe logo consists of Fairway Independent Mortgage Corporation lettering (in the Optima LT STD Bold typeface) and a line under theFairway wording. These elements have a fixed relationship and must never be separated, modified or altered in any way and must bepresented in approved colours and font only as outline in these guidelines. The Fairway Independent Mortgage Corporation Brandmark may not be used for commercial use or by any unauthorized individual or organization.Do Not:Incorrect Use of the LogoCertain situations are completely unacceptable in portraying the Fariway Independent Mortgage Corporation logo. They are:• DO NOT alter the log in an any way (e.g., the color of any logo element, or recreate any logo element).• DO NOT distort (stretch or condense) any components of logo element, horizontally or vertically, in order to fit a space. You may, however, enlarge or reduce the logo proportionally to fit.• DO NOT print the logo on visually competitive backgrounds, such a plaid, waves, etc...• DO NOT reproduce the logo with a screen of color when it is intended to be the primary signature of the organization.• DO NOT place any logo element on an angle. 2
  • 5. Logo Size SpecificationsClear SpaceAs seen in this diagram, the clear space around all sides the Fairway Independ- F F Fent Mortgage Corporation identity should be equal to the size of the “F” (36pt, Optima Std Bold) FMinimum SpaceTo ensure quality and readability, the minimum size of the FairwayIndependent Mortgage Corporation brandmark should not be less than 3.75cm (1.5 inches wide) 1.5” 3
  • 6. Advertising RegulationsReminder that advertisements, defined as any message inviting, offering or otherwise announcing or promoting the availability of credit, must be reviewedand approved by the legal department prior to release. Advertisements include visual, oral, electronic and print media. Yes, this includes but is not limited towebsites and Internet posts, direct mailings, newspapers, magazines, flyers, brochures, newsletters, business cards, and signs. This area is highly dependentupon particular facts and varying state regulations, but a few items that need to be on all company advertisements are individual and Fairway NMLS numbers(business cards need only the individual NMLS) and a copy of the Equal Housing Lender logotype.Joint MarketingRESPARESPA and Joint Advertising: Section 8 of the Real Estate Settlement Procedures Act (“RESPA”) prohibits the payment of a fee or any “thing of value” for thereferral of business related to a mortgage loan. This means that Fairway may not pay for the advertising expenses for another entity that is in a position to referbusiness to the company. For example, in general, a loan originator cannot pay the advertising expenses for a realtor or a builder. If Fairway or its employeesparticipate in a joint marketing advertisement, they must pay for the portion of the advertisement dedicated to promoting the company. The same rule applieswhen Fairway internally prepares promotional materials that list either realtors or builders. In all cases, the costs for joint marketing pieces must be shared ona pro-rata basis.Please email Jen Tryzna, Staff Attorney, at jent@fairwaymc.com with questions and approval for advertisements.Disclousure VerbiageEmail:Confidentiality Notice: The information contained in and transmitted with this communication is strictly confidential, is intended only for the use of theintended recipient, and is the property of Fairway Independent Mortgage Corporation or its affiliates and subsidiaries. If you are not the intended recipient,you are hereby notified that any use of the information contained in or transmitted with the communication or dissemination, distribution, or copying of thiscommunication is strictly prohibited by law. If you have received this communication in error, please immediately return this communication to the sender anddelete the original message and any copy of it in your possession.General verbiage for Advertising:This information is not intended to be an indication of loan qualification, loan approval or a commitment to lend. Other limitations may apply.Pieces with APR *Please note APR calculation must be explained, see example below*This information is not intended to be an indication of loan qualication, loan approval or a commitment to lend. It is also not a quote for a guaranteed interestrate or closing costs. Interest rates can change daily until your rate is locked in. APR is calculated on 365 days basis, with closing costs. Other limitations mayapply. 4
  • 7. TypographyThe primary font, Optima Std Bold, is a modern, easy-to-read sans serif font.Secondary fonts should be chosen wisely, please do not fonts that minimize readability or take away from the brands professional image.The minimum size for any typeface is 9 point.DO NOT download fonts from the Internet without copyright permission of the typeface author. Optima Regular Examples of fonts NOT to use: ABCDEFGHIJKLMNOPQRSTUVWXYZ Comic Sans MS Optima LT Bold Giddy Up Std ABCDEFGHIJKLMNOPQRSTUVWXYZ Papyrus Optima Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ Optima LT Pro Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ Optima LT Pro Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ 5
  • 8. Colour PaletteStrengthen the Fairway Independent Mortgage Corporation brand by consistently using the Fairway Independent Mortgage Corporation palette.Pantone Matte Solid 343 is the color found in the Fairway logo. Primary Colours Secondary Colours PMS 343 PMS 414 M PMS 422 M PMS 403 M PMS 414 M PMS 414 M PMS 439 M C M Y K C M Y K C M Y K C M Y K C M Y K C M Y K C M Y K 72 38 59 58 0 0 10 30 0 0 0 33 0 7 17 43 0 5 11 23 1 0 25 65 80 73 100 20 R G B R G B R G B R G B R G B R G B R G B 3 77 61 198 197 187 192 193 194 170 162 150 211 204 194 123 122 104 68 68 36 6
  • 9. PhotographyIt is important to keep Fairway Independent Mortgage Corporation’s identity, images with business-like or mortgage-like themes, showinginteraction are appropriate. When selecting photographics, it is essential to illustrate diversity among ethnic, cultural, age and gender backgrounds.Photographers should be credited, request permission or purchase rights to ALL photographs. DO NOT take photographs from the Internet, make sure youobey all copyright regulations.Strategic imagery should give a general idea to explain the copy accompanying it. Imagery that is too detailed or containing color that conflictswith established branding guidelines should not be used. Blocks of accent color may be used to break up the image if so desired to continue the brand.Examples of Appropriate Photography 7
  • 10. Graphic ElementsIn addition to photography, there are key graphic elements used in the Fairway Independent Mortgage Corp. brand. In order to create consistency and brandrecognition throughout all of the Fairway Independent Mortgage Corp. publications, the FIMC marketing materials will employ the use of these graphic elementsalong with aforementioned color palette, providing a consistent look and feel across all pieces. Fairway Independent Mortgage Corporation will continue to developa separate theme design for the Annual Sales Meeting and corporate organized events to distinguish it from collateral materials, yet all pieces should incorporatethe FIMC logo. Examples of these graphic elements in use can be found in the pages that follow. Please note: These specific elements do not always need to be used. Corner Swish As a leader in the mortgage industry, we aim to deliver excellence in every area. Based on client feedback, we constantly strive to advance our systems and technology to improve our efficiency and success ratios. Because market conditions are constantly Fairway At A Glance : in flux, we keep our fingers on the pulse of the mortgage market to ensure that Wave •Mortgage Banker—process, you get Mortgage the best interest rate possible. Nationwide underwrite and fund our own loans Banker Branch Network •Competitive Rates & closing costs We Create “Raving Fans” By Providing Customer Service that is “Legendary” Not Just “Satisfactory.” •Experienced Lenders CEO Steve Jacobson •Early Delivery of closing documents Congratulations to our Top Originators! •Exceptional Service before, throughout and after the closing Featuring: S Steve Smith Loan OfficerAmy Slotnick Ed Solter Dennis J. Dennis 8
  • 11. Branding CollateralLetterheadLetterhead is to be used for official FIMC communications only or with consent from Fairway Independent Mortgage Corporation. The preferred type-face for letterhead documents is Optima Bold 10 point type. Margin settings for letterhead documents are : Top: 2.5”, left 1”, Right 1” and Bottom 1.5”.These margins may be set as a default or template. Letters should be kept to one page., but in instances they don’t subsequent pages should include thepage author, page number(s) and document title.Font:Optima LT Pro Medium, Size 10pt Top Margin - 2.5 in 781 Lois Drive, Sun Prairie, Wisconsin 53590 · Toll Free: 866.912.4800 · Fax: 608.837.4723 Bottom Margin - 1.5 in www.fairwayindependentmc.com 9
  • 12. Branding CollateralEnvelopesEnvelopes are set in color, however, can be used with just black ink.Font: Optima LT Pro MediumAddress: Font: Optima LT Pro Medium, Size 9pt 781 Lois Drive, Sun Prairie, WI 53590 10
  • 13. Branding Collateral Business Cards It is essential that all of the FIMC business cards have the Fairway logo, appropriate licenses, and licensed addresses. Font: Optima LT Bold, Optima LT Pro Medium, Optima LT Pro Italic Title: Optima LT Bold, Size 9pt License Numbers: Optima LT Pro Italic Contact Information: Optima LT Pro Medium 771 Lois Drive Sun Prairie, WI 53590 STEVE SMITH Branch Manager Phone: (608) 837-4800 Phone – (608) 837-4800 Ext. 12 NMLS#12345 FIMC#2289 Fax: (608) 837-4723 Toll Free: (866) 912.4800 Fax – (608) 837-4723 771 Lois Drive smiths@fairwaymc.com Sun Prairie, WI 53590 www.askfairway.com smiths@fairwaymc.com Steve Smith Branch Manager www.askfairway.com NMLS#12345, FIMC#2289 8pt Optima LT Pro Medium9pt Optima Bold 771 Lois Drive Sun Prairie, WI 53590 781 Lois Drive Phone – (608) 837-4800 Ext. 12 Sun Prairie, WI 53590 Toll Free: (866) 912.4800 Phone: (608) 837.4800 Fax – (608) 837-4723 Ashley Breneman Strategic Marketing Toll Free: (866) 912.4800 Fax: (608) 837.4723 smiths@fairwaymc.com NMLS#12345, FIMC#2289 www.askfairway.com ashleyb@fairwaymc.com Steve Smith www.askfairway.com NMLS#12345, FIMC#2289 Branch Manager 8pt Optima LT Pro Italic 11
  • 14. Branding CollateralPowerPointPowerpoint templates are useful communication tools and should maintain the brand integrity of Fairway Independent Mortgage Corporation at alltimes. Downloadable Powerpoint templates are posted on intranet www.askfairway.com under the marketing department or can be requested by email-ing ashleyb@fairwaymc.com. The FIMC PowerPoint template should be used for all Association presentations, both internally and externally. Presentation Title Presentation Description Date Mortgage Banker Nationwide Branch Network We Create “Raving Fans” By Providing Customer Service that is “Legendary” Not Just “Satisfactory”. CEO Steve Jacobson 12
  • 15. Branding CollateralBrochureIt is essential for FIMC to incorporate a consistent format within families of materials. For example, the same design elements, font and complimentarycolors, for branch and loan officer brochures. As a leader in the mortgage industry, we aim to deliver excellence in every area. Based H home financing your way! on client feedback, we constantly strive to advance our systems and technology to improve our efficiency and success ratios. Because market conditionsare constantly in flux, we keep our fingers on the pulse of the mortgage market to ensure that you get the Fairway At A Glance: best interest rate possible. •Mortgage Banker—process, under- write & fund our own loans •Competitive Rates & closing costs •Experienced Lenders •Early Delivery of closing documents Steve Smith •Exceptional Service before, throughout Branch Manager & after the closing NMLS#123456, FIMC#2889 Featuring: 781 Lois Drive Sun Prairie, WI 53950 •Competitive Fixed & adjustable rate conventional mortgages 866.912.4800 Office •FHA Direct endorsement Lender with steves@fairwaymc.com HUD www.fairwayindpendentmc.com •Competitive Fixed rate State & Federal VA loans for our Veterans This information is not intended to be an indication of loan qualification, loan approval or a commitment to lend. Other limitations may apply. As a leader in the mortgage industry, we aim •Zero Down Payment plans with the to deliver excellence in every area. Based Rural Housing Program (USDA) on client feedback, we constantly strive to advance our systems and technology to improve our efficiency and success ratios. Because market conditions are constantly Fairway At A Glance : in flux, we keep our fingers on the pulse of the mortgage market to ensure that •Mortgage Banker—process, you get the best interest rate possible. underwrite and fund our own loans •Competitive Rates & closing costs •Experienced Lenders •Early Delivery of closing documents •Exceptional Service before, throughout and after the closing Featuring: •Competitive Fixed & Adjustable Rate S Steve Smith Loan Officer NMLS#123456, FIMC#2289 Fairway Independent Mortgage Corp. S Steve Smith Loan Officer conventional mortgages 781 Lois Drive •FHA Direct Endorsement Lender with Sun Prairie, WI 53950 NMLS#123456, FIMC#2289 Office: 866.912.4800 Fairway Independent Mortgage Corp. HUD 781 Lois Drive •Competitive Fixed Rate State & Federal Sun Prairie, WI 53950 VA loans for our Veterans Office: 866.912.4800 •Zero Down Payment plans with the Rural Housing Program (USDA This information is not intended to be an indication of loan qualification, loan approval or a commitment to lend. Other limitations may apply. 13
  • 16. Branding CollateralFlyersFlyers should include your full name, title, licensed address, state licensed numbers, FIMC#2289 company id, email and website address (if applicable).The guidelines set forth in this document must be adhered to in terms to use of logo and tagline, typography, images and graphic images. Planning to buy your first home? Start with us! We o er an array of mortgage loan products with exible features designed for rst-time homebuyers. As you begin the home loan process, you may want to keep these considerations in mind: How much can I a ord? Many experts suggest that your monthly payment not exceed 30% of your total income. We will help you nd a loan program that’s suitable for you. What are closing costs? There are a variety of costs needed to fund a loan and purchase a home. We can let you know about all of these expenses up front. What does Loan-to-Value mean? This is the amount you are able to borrow on a home — 80% nancing means you can get a loan for 80% of the value of the home. What are points? Points are fees the borrower chooses to pay the lender at the time the loan is closed, expressed as a percent of the loan. One point is equal to 1% of your total mortgage loan. Some borrowers choose to buy down their interest rate by paying more points up front. For more information, contact me today. Steve Smith Branch Manager NMLS#123456, FIMC#2889 781 Lois Drive Sun Prairie, WI 53950 866.912.4800 O ce steves@fairwaymc.com www.fairwayindpendentmc.com This information is not intended to be an indication of loan quali cation, loan approval or a commitment to lend. It is also not a quote of guaranteed interest rates or closing costs. Interest rates can change daily until your rate is locked in. Other limitations may apply. 14
  • 17. Branding CollateralWebsites: Ellie Mae WebcenterThe FIMC website is often the first point of contact that a potential client and general public will see. Therefore, it is critical that the brand is reflectedappropriately on the homepage and all the secondary pages. The guidelines set forth in this document must be adhered to in terms to use of logo andtagline, typography, images and graphic images.Ellie Mae WebCenterAll Fairway loan officers are provided a free personal website, as part of our affiliation with Ellie Mae. To request a site once your encompass login has been issued, please email kathyb@fairwaymc.com. Kathy will create your site with the appropriate license numbers, address and telephone information. She can also point your domain for you if you have one, directly toyour site. To have your site design further customized please email ashleyb@fairwaymc.com.Key Features:Receive secure applications, no additional costSecure Loan applications via a secure socket layer link link on your Encompass website. Easily import applications into the LOS program.Design templates available – Ashley can make your site fit your geographic location!Site Customization:Choose from an existing library of Ellie Mae graphics and themes or choose from Fairway branded themes and banners or have your own style created. Ashley Breneman, ashleyb@fair-waymc.com would also be more than happy to assist with customizing page themes, web banners, and content.You may keep this generated domain or you may purchase a domain from a source such as found on www.godaddy.com or a similar domain name registrar. We can connect that domainname to your site for you if you can provide us with the following:• Domain name• Username & Password (setup with domain name provider)• Password 15Just email KathyB@fairwaymc.com with the information above and she can point your domain for you.
  • 18. Branding CollateralE-mailEmail is the major form of communication today. Email stationary should include your full name, title, licensed address, state licensed numbers,FIMC#2289 company id, email and website address (if applicable). All emails should include:Confidentiality Notice: The information contained in and transmitted with this communication is strictly confidential, is intended only for the use of theintended recipient, and is the property of Fairway Independent Mortgage Corporation or its affiliates and subsidiaries. If you are not the intended recipi-ent, you are hereby notified that any use of the information contained in or transmitted with the communication or dissemination, distribution, or copyingof this communication is strictly prohibited by law. If you have received this communication in error, please immediately return this communication to thesender and delete the original message and any copy of it in your possession.The HTML e-mail is another way to extend an organizational message to a large public audience. HTML emails should include the FIMC logo,licenses, and appropriate disclaimer (depending on the message, please send to legal prior to distribution). HTML email designs should adhere to theFIMC color palette. Start with us! We o er an array of mortgage loan products with exible features designed for rst-time homebuyers. As you begin the home loan process, you may want to keep these considerations in mind: How much can I a ord? Many experts suggest that your monthly payment not exceed 30% of your total income. We will help you nd a loan program that’s suitable for you. What are closing costs? There are a variety of costs needed to fund a loan and purchase a home. We can let you know about all of these expenses up front. What does Loan-to-Value mean? Steve Smith This is the amount you are able to borrow on a home — 80% Branch Manager nancing means you can get a loan for 80% of the value of the home. NMLS#123456, FIMC#2889 781 Lois Drive Sun Prairie, WI 53950 866.912.4800 O ce steves@fairwaymc.com www.fairwayindpendentmc.com 771 Lois Drive, Sun Prairie, WI 53590 | Phone: (608) 837-4800 | Fax: (608) 837-4723 Fairway Independent Mortgage Corporation, 2010 All Rights Reserved. Designated trademarks and brands are the property of their respective owners 17 Use of this Web site constitutes acceptance of our Terms of Use NMLS Entity ID # 2289
  • 19. Fairway Marketing Ashley Breneman Strategic Marketingashleyb@fairwaymc.com www.askfairway.com 781 Lois Drive Sun Prairie, WI 53590 Toll Free: 866.912.4800 Fax: 608.837.4723 www.askfairway.com

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