1. LIQUIDITYBOOK
BRAND BOOK
STANDARDS AND GUIDELINES
Steve Tripp 1
2. Table of Contents
Cover Page 1
Table of Contents 2
Introduction 3
Logo Usage 4
Clear Space Requirements 5
Incorrect Logo Usage 6
Colors 7
Typography 8
Stationary (Letterhead) 9
Stationary (Business Cards) 10
Stationary (Envelopes) 11
Product Brochure 12
PowerPoint Template 13
Apparel 14
Web Site 15
Trade Show Booth 16
Steve Tripp 2
3. INTRODUCTION
LiquidityBook is a full suite financial technology company with customized solutions
for ALL securities firms and market participants who understand that innovative
trading and messaging solutions will increase profitability while reducing
unnecessary expense and risk.
Our branding is essential to the LiquidityBook experience. The focus of our identity is
to add speed, breadth, and accuracy to all capital market communications and is
the industry’s most innovative messaging system whether dealing with brokers,
clients, exchanges or traders - across the room, or across the world - in Equities,
Options, and Futures.
We created this document to help communicate our branding guidelines to
partners seeking to feature LiquidityBook. We need to ensure that our brand
maintains a consistent look and feel no matter where in the world it is seen. This
requires strict dedication to standards. This guide is provided to keep the brand
focused and unique.
Steve Tripp 3
4. Logo Usage
Full Color Logo Hex: #333333
RGB:
CMYK:
51, 51, 51
0, 0, 0, 0.8
Our logo is the touchstone of
HSV: 0, 0, 20 our brand and is one of our
Hex: #FF9900 most valuable assets. We must
RGB: 255, 153, 0
CMYK:
HSV:
0, 0.4, 1, 0
36, 100, 100
ensure proper usage.
LIQUIDITYBOOK Hex: #FFFFFF The preferred way to use the
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
LiquidityBook logo is over a white/light back-
HSV: 0, 0, 100 ground.
Hex: #666666
RGB: 102, 102, 102 There are two approved color options.
CMYK: 0, 0, 0, 0.6
HSV: 0, 0, 40
Color:
Use the company color palette
Black & White Logo
Black & White:
Hex: #000000
RGB: 0,0,0
Use the black and white color palette
CMYK: 0,0,0,1
HSV: 358,o,o
Hex: #FFFFFF
LIQUIDITYBOOK RGB:
CMYK:
HSV:
255, 255, 255
0, 0, 0, 0
0, 0, 100
Hex: #666666
RGB: 102, 102, 102
CMYK: 0, 0, 0, 0.6
HSV: 0, 0, 40
Steve Tripp 4
5. Clear Space
Requirements
The x-height is based on the rectangle
that surrounds the company name
“LiquidityBook”.
X No design elements, type or photos should
encroach this area.
The actual distance of “x” will change
depending on how large the logo is scaled.
LIQUIDITYBOOK X
X
X
Steve Tripp 5
6. Incorrect Logo Usage
Don’t tilt or rotate the LiquidityBook Logo
K Don’t condense or expand the shape of the
OO
ID ITYB LIQUIDITYBOOK LiquidityBook Logo
U
LIQ
Don’t separate the design features from the
logotype
Don’t change colors of any of the elements
Don’t change the LiquidityBook Logo Color
Don’t slant or lean the LiquidityBook
Logo Type
LIQUIDITYBOOK LIQUIDITYBOOK
LIQUIDITYBOOK LIQUIDITYBOOK
Steve Tripp 6
7. Logo Colors Supporting Colors Colors
HEX: #333333 HEX: #9C9284
RGB: 51, 51, 51 RGB:
CMYK:
156, 146, 132
0, 0.064, 0.154, 0.3880,
Our colors are what gives us our
CMYK: 0, 0, 0, 0.8
HSV: 0, 0, 20 HSV: 35, 15, 61 personality.
The LiquidityBook logo has been created as
a 4-color logo. Although it is best to use the
CMYK numbers to reproduce the certification
HEX: #FF9900 HEX: #CCCC99 logo, on screen (RGB) values are listed for
RGB: 255, 153, 0 RGB: 204, 204, 153 use as well. These colors should not be
CMYK: 0, 0.4, 1, 0 CMYK: 0, 0, 0.25, 0.2 altered or substituted in any way.
HSV: 36, 100, 100 HSV: 60, 25, 80
When color (spot or CMYK) is not available,
use the single color version (black on white
preferred) version.
HEX: #FFFFFF HEX: #E6E6CC
RGB: 255, 255, 255 RGB: 230, 230, 204
CMYK: 0, 0, 0, 0 CMYK: 0, 0, 0.113, 0.098 Supporting Color Palette:
HSV: 0, 0, 100 HSV: 60, 11, 90
These make up our core color palette.
HEX: #666666 HEX: #6699CC
RGB: 102, 102, 102 RGB: 102, 153, 204
CMYK: 0, 0, 0, 0.6 CMYK: 0.5, 0.25, 0, 0.2
HSV: 0, 0, 40 HSV: 210, 50, 80
Steve Tripp 7
8. Typography
Century Gothic Regular (Body Copy)
Print:
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Typography is a key element to
communicate a unified personality for
1234567890 LiquidityBook and is a vital element of all writ-
ten and visual communications and there-
Century Gothic Bold (Headlines) fore needs to be applied in a uniform and
consistent manner. Typeface is important in
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm maintaining a consistent and
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz recognizable brand identity.
1234567890 We have selected Century Gothic as our font
Century Gothic is strong, yet it is not over-
Helvetica Regular bearing. When writing headlines use Century
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Gothic Bold and Century Gothic Regular for
body text.
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890 Web:
Use Helvetica Bold and Regular on web and
Helvetica Bold in mobile apps.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890
Steve Tripp 8
9. +organization
Stationary (Letterhead)
[Street
Address]
[City],
[State]
[Postal
Code]
Phone:
[Your
Phone]
LiquidityBook, LLC
Fax:
[Your
Fax]
DIMENSIONS
450 Seventh Avenue, Suite 2509
E-‐Mail:
steve.trippjr@gmail.com
LIQUIDITYBOOK
Web:
[Web
Address]
New York, NY 10123
Office: 866.359.4541 US letterhead: 8.5" x 11"
Fax: 201.526.8390
A4 letterhead: 210 mm x 297 mm
[Insert
Date]
TEXT
[Recipient]
[Title]
LiquidityBook letterheads use Century
[Company]
[Address
1]
Gothic Regular for the address information
[Address
2]
[Address
3]
and body text.
Dear
[Recipient]:
REPRODUCTION
Fusce
neque
mi,
consectetuer
gravida,
convallis
ac,
varius
a,
pede.
Fusce
pellentesque
pretium
quam.
Ut
luctus,
justo
id
volutpat
iaculis,
est
diam
pulvinar
sem,
quis
bibendum
turpis
dui
eget
mauris.
Sed
in
mauris.
Ut
massa.
Pellentesque
condimentum
felis
nec
sapien.
Integer
All letterheads should be produced using
posuere
elit
at
turpis.
Nulla
facilisi.
Sed
sapien
ipsum,
commodo
ut,
facilisis
vitae,
ultrices
non,
metus.
Aenean
non
nulla.
Curabitur
molestie
offset lithography to ensure consistent color
volutpat
magna.
Vestibulum
tempor
faucibus
nisi.
Pellentesque
vitae
enim.
and quality. Letterheads must be printed on
Aliquam
rhoncus
volutpat
mauris.
Sed
auctor.
Donec
tincidunt
velit
et
tellus.
Donec
sed
augue
eget
lacus
placerat
adipiscing.
Ut
convallis
suscipit
nulla.
Morbi
posuere
ullamcorper
ligula.
Duis
sit
amet
odio
nec
lorem
ornare
gravida.
Suspendisse
ante
nulla,
gravida
quis,
eleifend
a bright white, uncoated text weight paper
sit
amet,
placerat
eget,
purus.
Sed
egestas
magna
ut
erat.
Vivamus
euismod,
odio
id
mattis
porttitor,
tellus
nisl
consectetuer
turpis,
ut
auctor
enim
justo
euismod
nulla.
Fusce
eget
diam
vulputate
massa
tempor
tempor.
stock.
In
ante.
Phasellus
convallis,
nisl
in
vestibulum
facilisis,
lacus
pede
bibendum
urna,
dapibus
pellentesque
eros
magna
sed
nibh.
Etiam
tortor
arcu,
porta
nec,
laoreet
quis,
mollis
in,
libero.
Aenean
dapibus
est
a
metus.
In
sit
amet
elit.
Pellentesque
luctus
lacus
scelerisque
arcu.
Cras
mattis
diam.
Sed
molestie,
lectus
id
bibendum
luctus,
magna
orci
luctus
quam,
et
auctor
urna
diam
sit
amet
ligula.
Sed
purus
dui,
suscipit
et,
Settings
malesuada
non,
consectetuer
in,
augue.
Proin
et
sapien.
Maecenas
aliquam,
nibh
id
aliquet
tincidunt,
ante
neque
pulvinar
mauris,
sit
amet
fermentum
nibh
augue
mollis
risus.
Mauris
porttitor
varius
mauris.
Vivamus
in
urna
et
sem
accumsan
imperdiet.
Aenean
fringilla,
eros
The top, left and right margins should be
tincidunt
gravida
elementum,
justo
eros
pharetra
felis,
in
rhoncus
arcu
lectus
non
enim.
Phasellus
odio
tortor,
mattis
ut,
mattis
elementum,
1/4” and align with the LiquidityBook logo.
luctus
at,
orci.
The bottom margin should be 1”.
Sincerely,
Legal Copy
Steve
Tripp
[Your
Title]
Please ensure that all necessary country
legal requirements, such as registration
offices and directors, are included in the
Messaging For The Market document.
Steve Tripp 9
10. Stationary (Envelope)
Envelope (Front)
In compliance with postal regulations,
the return address and graphic does not
LiquidityBook, LLC exceed more than 50 percent of the
450 Seventh Avenue, Suite 2509
LIQUIDITYBOOK
New York, NY 10123 horizontal envelope length.
Recipient addresses should not be hand-
Steve Tripp written, but typed (10-12 point Century
123 Tun Tavern Way Gothic-Regular), in no more than 4 lines.
Manchester, NH 03103 Address blocks should not intrude into
the bottom ½” of the envelope.
Envelope (Back)
LIQUIDITYBOOK
Steve Tripp 10
11. Stationary (Business Cards)
Front:
The front of the business card is divided
into three sections of content.
facebook.com/rickgoldenburg
LiquidityBook
Full Color Logo LIQUIDITYBOOK Employee’s Section 1 - Consist of the Full Color Li-
Social Media twitter.com/rickgoldenburg
quidityBook logo and tag line.
Information
Section 2 - Consist of the employees
Messaging For The Market linkedin/in/rickgoldenburg name followed by his/her title.
Employee’s Rick Goldenberg Section 3 - Consist of the LiquidityBook
Name & Title Strategic Development and Analytics name, address and employees contact
information.
LiquidityBook LiquidityBook Back:
Company LiquidityBook, LLC Company
450 Seventh Avenue
Address Suite 2509 Website The back of the business card is divided
and Employee New York, NY 10123 QR Code into two sections of content.
Contact Info 866.359.4541 (phone)
201.526.8390 (fax) Scan the QR code above with a
smart phone to visit our website Section 1 - Consist of the employees
www.liquiditybook.com
social media contact information.
Section 2 - Contains a QR code that
Front Back will easily direct customers to the
LiquidityBook website.
Steve Tripp 11
12. Product Brochure
The LiquidityBook Product Brochure is a
Our Solutions tri-fold brochure.
If you’re a trader – either buy-side or sell-side – you can
appreciate the benefit of having your trade related
Instant Messaging converted into an auditable trail
linked to your OMS. Today, Wall Street regards IM as
the perfect communication tool to complement the
The cover is the first thing a customer will
see and for this reason, it must convey a
desktop. But all IM trading solutions aren’t created
equal. Some systems have a lot of bells and whistles,
but will you ever use them? If you’re looking for an IM
LIQUIDITYBOOK
solution that is simple, intuitive, and puts all the tools
you need for trading at your fingertips, look no further
message of interest.
than LiquidityBook.
Beyond IM trading solutions, we also offer order
management systems/execution management systems
in two distinct flavors – one for buy side and one for
The content should be clear and concise
while also informing the audience of all
sell side traders. Why? Because we understand that
the requirements of each type of trading professional
are different. Our technical experts have practical
experience in the financial trading arena and they
build every LiquidityBook system with the reality of
the services provided by LiquidityBook.
Wall Street in mind. That’s the LiquidityBook difference:
Technology expertise with a trader’s mindset.
Messaging For The Market Our OMS and EMS solutions give robust support to
Direct Market Access (DMA) while helping trading
professionals become more efficient at executing
orders for domestic and international equities, options
and futures. Moreover, beyond DMA, we provide our
clients access to any destination in the market – while
maintaining our neutral platform – to gain access to
liquidity and optimize the execution process. Real-
time risk management tools are built-in to ensure
compliance with the complex realm of industry
regulations. Plus, LiquidityBook is more than messaging
– we also offer FIX connectivity and FIX routing and FIX
LiquidityBook, LLC management services to further streamline the trading
process and provide a comprehensive end-to-end
solution. And any functionality our software does
not have, we can build it with our tailored solutions.
And because we speak your language and know the
450 Seventh Avenue capital markets, the technology solutions we provide
Suite 2509 will always meet your requirements.
New York, NY 10123 Learn more about LiquidityBook solutions:
866.359.4541 (phone) • Order Management Systems (Buy side)
• Order Management Systems (Sell side)
201.526.8390 (fax) • FIX Management Services
www.liquiditybook.com
Everythig you need, Nothing you don’t
Front Cover Inside Fold
Steve Tripp 12
13. PowerPoint Template
When developed well, presentations can
make a great impact.
It is important to consider the amount of
text on each slide (short bullet points),
visuals (simple and strong), and length of
Sample Cover Slide Sample Content Slide the full presentation.
The LiquidityBook presentation template
leverates our brand and personality
throughout.
The template is formatted with custom-
ized slide layouts, fonts, and theme. See
sample slides from the template.
Sample Full Copy Slide Sample Full Copy & Image Slide
Sample Chart Slide Sample Closing Slide
Steve Tripp 13
14. LIQUIDITYBOOK
Apparel
LIQUIDITYBOOK
LIQUIDITYBOOK
LiquidityBook apparel is another
Extension of our brand that allows
LIQUIDITYBOOK
LIQUIDITYBOOK
Uniformity among our employees.
LIQUIDITYBOOK
As shown in the samples, our shirts come
in a variety of styles and colors that are
consistent with our primary company
brand colors.
The full color logos are utilized on the
black and white shirts, while the black
T-Shirt Sample and white version is applied to the
orange.
Polo Shirt Sample
The logo is embroidered on the left
chest only. No other variations should
be used.
LIQUIDITYBOOK
LIQUIDITYBOOK
LIQUIDITYBOOK
Dress Shirt Sample
Steve Tripp 14
15. Website
Just like our printed communications,
the information we post online should be
quickly accessible and visually consistent
with the LiquidityBook brand.
The more intuitive and simple the
organization, the more likely the user will
Interact with and return to the site.
Web sites should be able to stand alone
and give visitors a sense of the brand
with every click.
From type to photography to tone, all
the design elements can be used here
to help advance the brand
through this powerful medium.
Steve Tripp 15
16. Trade Show Booth
Large Back
Drop Screen Trade Show Items
The LiquidityBook Trade Show Booth will
contain the items listed below:
(1) Large back drop screen
Mounted (1) Mounted monitor
Monitor (2) Podiums
Product
Brochures 1-Discussion Podium
1-Equipment Podium
(1) Wind Screen
(1) Shelf - to display Product Brochures
Booth Layout
Equipment A typical booth is to be set up as shown
Podium Discussion in the image provided.
Podium
Wind Screen
Steve Tripp 16
