Brand Guideline for Empirico

Empirico Branding Guideline Version 1.0 | April 2014
How to Use this Document
OUR COMPANY
Company overview
Our mission
Brand attributes
VISUAL IDENTITY
Our logo
Logo rationale
Logo structure
Preferred logos
Alternate logos
On-screen logos
Buffer zone
Minimum size
On backgrounds
Improper usage

Tagline
Configuration
World verison
Colour version
Minimum size
Colours
Primary colours
Secondary colours
Imagery
Subject matter / Style
Improper imagery
Typography
Logo typeface
Primary typeface
System typeface
Type setting guide
Animation
Storyboard
Animation
DIVISIONS
Introduction
Structure
Improper usage
APPLICATIONS
Graphic elements
Stationary graphics
On-screen graphics
Alternate graphics
Stationary
Business card (front / back)
Letter head (front / back)
Envelope
Usage
Signage
Promotional items
Website
Brand management
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
48
50
51
52
53
54
55
Co ntents

How to use the Empirico
branding guideline
Welcome to the Empirico Branding Guideline. This document will give
you details about our cooperations visual identity, and how to create
materials for a unified look. The guideline build a consistency of branding
communications in the community that we operated.
Empirico creates a specific visual identity for our customers and audience by
using this branding guideline. The company overview introduce our history,
services, mission statement as well as our value. The visual identity part
conveys the meaning of our logo. It is introducing what is our visuals relied
on. ( colour palette, typographic system, and other related visual tool. We
also market our divisions in this document as well. The application part is the
stationary that complement our visual identity. We designated to use various
of related visual elements such as website, promotional items, usage.
H ow to u s e the em pi r i co bran d i n g gu i del i n e

1. Company Overview
2. Our Mission
3. Brand Attributes
Our Company

Company overview
EMPIRICO is the business of investment and
insurance solutions. For over 100 years,
Empirico has been helping our customers
make smart financial choices, while
providing the right insurance, savings and
investment products to fulfil needs. Our
goal is to provide “practical direction”
based on straightforward discussion,
listening and sound advice... We
encourage our customer to look forward
the future, hence our tagline being
“Your Desirable Future”
3
Our co m pany

We are dedicated in building a life long
trustworthy relationship with our customers
by providing reliable service and business
solutions to fulfill their needs. We provide
our customers with the knowledge to
make practical and informed decisions.
We support and serve the communities in
which we operate.
4
Our mission
Our co m pany

Our brand attributes is our value to
our customers, while reflecting our
characteristics in business. Our brand
attributes are at the foundation of our
corporation and ensures our high standards
of behaviours and our performance.
5
Confident
Informative
Secure
R o y a l
Powerful
Contributive
Inviting
Loyal
Desirable
Friendly
Brand attributes
Our co m pany

1. Logo
2. Tagline
3. Colours
4. Imagery
5. Typography
6. Animation
VISUAL IDENTITY

Logo rationale
Logo structure
Preferred logos
Alternate logos
On-screen logos
Clear space
Minimum size
On background
Improper usage
Our logo

V i s ual i de n t i t y / o ur Lo g o
8
The visual mark shows that our company
protects our customers. The two curved
shapes resemble two arms. Each arm
consists of two parts, one is the arm and
the teardrop shape is the hand. These
shapes represent our company. The two
abstract hands protect the dot in the
middle. This dot symbolizes our customers.
The two arms and hands surround the
dot representing our holding of our
customers. The customer is our most
important element and is at the center
of our business. We provide service in
order to protect them and their future. An
abstract eye is included in the negative
space meaning “we keep an eye on our
customers and their investments.”
Logo rationale

Our logo consists of the visual mark and
the logotype. The visual mark is bounded
by a geometric circle. The orange
dot sits in the center of the circle. Six
geometric circles are the foundation
of the visual mark, and the elements
contained in the circle are extensions of
smaller circles.
The distance between the letter ‘M’ and
‘P’ is the defined as Y. The distance
between the visual mark and the
logotype is 2 times that of the Y distance.
Logo structure
2 × Y Y
Y
Y
9

We have a total of six logo versions. Be
sure to use these logos appropriately. On
the left are two gradient logo versions we
preferred to use. Use these two logos in
advanced. One is for use on screen and
the other is for print. Use the CMYK logo
only when printing. Use the RGB logo for
digital devices and media.
10
Prefered logos
Gradient printing version in CMYK
Gradient screen version in RGB

Three alternate logos are displayed on the
left. Use these logos when CMYK logos can
not be used.
Black logo positive: use this version when
the application requires a simplified mark
in black. Apply this in a light background.
White logo negative: use this version when
the application requires a simplified logo
in white, and the background is too dark
to allow to use of the preferred logo.
2 colour logo version: use this version
when the application requires a two
colour or simplified logo.
Alternate logos
Black logo positive
White logo negative
2 colour logo version positive
11

Use this three RGB logos on screen for
Microsoft word, Powerpoint presentations,
and all the Microsoft Office Applications.
Only use these three logos on digital
devices such MACs, PCs, smart phone, etc.
On-screen logos
Single colour version negative
Gradient screen version in RGB
2 colour version positive
12

The logo has a defined clear space that
nothing should be included in. This also
defines the minimum distance to the edge
of a printing document. The clear space
around the logo is equal to the X height
of the geometric circle around the visual
mark. Any texts, graphic elements or
other visual marks are not allowed to be
positioned in the defined clear space.
X XX 2 × Y Y
X
X
X
Y
Y
Buffer zone
13
This buffer zone is functional when apply the tagline with the logo

The minimum sizes of the preferred logos
and alternated logos (including gradient
and non gradient version) is displayed
on the left. Our preferred logo which is in
gradient is a little larger in order to show
the legibility of the gradient effect.
Minimum size
Print version gradient0.3’’
Screen version gradient0.36’’
Print version non-gradient0.25’’
Screen version non-gradient0.3’’
14
Please note that this is 125% of the actual logo size

The logo could be placed in either a
dark or a light background. When the
background is a dark solid colour, use the
white version. When the background is
light use our preferred logo. Please make
sure that the background should also
maintain the legibility. This principle is used
in various appications such as posters,
advertisements, and publishing layout, etc.
On background
15

Here are several ways that are not legible
for using the logo. The logo should never
be modified in any way. This is either the
positioning or direction or color... of the
fixed elements within the logo. On the left
are some typical example of improper
usage of the logo.
Do not expand Do not shrink Do not add stroke on
Do not add a drop shadow on Do not flip the colour Do not change the colour
Do not rearrange Do not link words Do not put black logo to dark
Do not put gradient in the logotype Do not outline it Do not use without the visual mark
Do not rotate it Do not cropping it Do not put on people’s face
Save Your Money
Improper usage
16

Tagline
Configuration
World versions
Colour versions
Minimum size

The tagline is based on our mission
statement: “We encourage our customers
to look forward their future”, which is
communicates our value. The tagline is
staight forward, welcoming, encouraging,
royaty and powerful.
The right postition to place the tagline is
started form the verticle extension line of
the letter ‘R’. And end with the verticle line
of the letter ‘O’. Also the tagline is lined up
with the baseline of the visual mark. The
height of the tagline is being defined as
Y distance. The Y distance is defined as
the distance between the baseline of the
logotype and the baseline of the visual
mark. For more detail, see Page 9.
V i s ual i de n t i t y / tagl i n e
Configuration
18
Visual Mark
Tagline
Logo Type
Final Logo
Y
2 × Y
Y
Y

We have translated our tagline for
international usage in a various countries
and languages. It is showing that our
company is international and welcoming.
International versions
English Version
French Version
Spanish Version
Chinese Version
19

Here are some exaples of the logo with
tagline. Use these gradient colour vesion
in advance when is applicable. Be sure to
choose the right one. For more detail, see
Page 10 to page 12.
Colour versions
20

The minimum size of the logo with
tagline should be legible to read. If the
application is too small to show the
tagline, only use the logo by itselt, do not
make the tagline illegible.
Minimum size
Print version non gradient0.375’’
0.4” Screen version gradient
Print version gradient0.4’’
0.375’’ Screen version non gradient
21
Please note that this is 125% of the actual logo size

Colours
Primary colours
Secondary colours

C100
M 96
Y 34
K 10
R 43
G 49
B 106
HEX #2B316A
PMS
C100
M 98
Y 9
K 9
R 42
G 46
B
HEX #2A2E7F
PMS
C 93
M 82
Y 0
K 0
R 47
G 75
B 160
HEX #2F4BA0
PMS
C 73
M 53
Y 0
K 0
R 81
G 117
B 185
HEX #5175B9
PMS
C 0
M 65
Y 93
K 0
R 244
G 121
B 44
HEX #F4792C
PMS
The colour palette is made up of the
Empirico blue in a varioty of tints.
V i s ual i de n t i t y / c o lo ur s
Primary colours
23

The secondary color is consists of lighter tone
of Empirico blue and orange. The colour used
in division companies is also provided as well.
V i s ual i de n t i t y / c o lo ur s
Secondary colours
24
C 46
M 33
Y 0
K 0
R 138
G 157
B 207
HEX #8A9DCF
PMS
C 0
M 45
Y 77
K 0
R 248
G 157
B 79
HEX #F89D4F
PMS
C 0
M 7
Y 13
K 0
R 254
G 236
B 218
HEX #FEECDA
PMS
C 31
M 19
Y 0
K 0
R 172
G 190
B 226
HEX #ACBEE2
PMS
C 22
M 92
Y 56
K 7
R 184
G 55
B 85
HEX #B83755
PMS
C 7
M 24
Y 100
K 0
R 237
G 190
B 27
HEX #EDBE1B
PMS

Imagery
Subject matter
Improper usage

The subject matter for the imagery
convey the everyday life, happy lifestyle,
cooperation, hand shaking, families,
cheerful, business advices, older and
younger generations, free lifestyle and
Educations, etc.
The style of the photography is natural
colours, daytime and nature light, etc.
V i s ual i de n t i t y / I m agery
Subject matter / Style
26

Do not use this kind of imagery as follows:
• Loneliness
• Frustrated/depression
• Money, too literal
• Too cold or too dark
• Too abstract
V i s ual i de n t i t y / I m agery
Improper imagery
27

Typography
Logo typeface
Primary typeface
System typeface
Type setting guide

Empirico use Avenir LT Std as our logo
typeface. Avenir is contemporary, modern,
round clean and inviting. We use Avenir
Medium for the logotype and tagline.
V i s ual i de n t i t y / Typ o graphy
Logo typeface
29
AaABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Avenir LT Std Medium

Our Secondary typographic family is ITC
Avant Garde Gothic Std. This typeface is
supporting the logotyoe of Avenir. And
it complements nicely with each other.
Always use this typeface when supporting
the logo. ( Business card, Letter head,
letter texts). Use it for print and on screen
as well. Considering use the Heavy weight
appropriately.
ITC Avant Garde Gothic Std Extra Light
ITC Avant Garde Gothic Std Book Oblique
ITC Avant Garde Gothic Std Extra Light Oblique
ITC Avant Garde Gothic Std Medium
ITC Avant Garde Gothic Std Demi
ITC Avant Garde Gothic Std Book
ITC Avant Garde Gothic Std Medium Oblique
ITC Avant Garde Gothic Std Demi Oblique
Primary typeface
V i s ual i de n t i t y / t yp o graphy
30

Use this typeface when the ITC Avant Garde
Gothic is not available.
Arial Bold
Arial Regular
Arial Bold Italic
Arial Italic
Arial Black
System typeface
31

Type setting guide
Icidel eligent quae. Seque quos audisti destium esciendem et quiae. Namusda
volupita quae volupta qui doluptibus re dem aliquat pora dolupta ssitatur resci berati
totatemposam aut faces sus, numendes intioss itaerro coressu mquissim reritem quas
sinum quatur sed ma vent as ut ex et, qui ipicimus dere cus vitius cus debiti ius quia
dolori omnitin porepre senis pro etur? Nequam dolorio officium acipsum alit, sam, ut
liam, quia nos re, ius. Rum es et odion pro evellaborem fugiam aute quid mod
ITC Avant Garde Gothic
Extra light, 10/14 pts.
Icidel eligent quae. Seque quos audisti destium esciendem et quiae.
Namusda volupita quae volupta qui doluptibus re dem aliquat pora
dolupta ssitatur resci berati totatemposam aut faces sus, numendesintioss
itaerro coressu mquissim reritem quas sinum quatur sed ma vent as ut ex
et, qui ipicimus dere cus vitius cus debiti ius quia dolori omnitin porepre
senis pro etur? Nequam dolorio officium acipsum alit, sam, ut liam, quia
Book, 10/15 pts.
Icidel eligent quae. Seque quos audisti destium esciendem et
quiae. Namusda volupita quae volupta qui doluptibus re dem
aliquat pora dolupta ssitatur resci berati totatemposam aut faces
sus, numendes intioss itaerro coressu mquissim reritem quas sinum
quatur sed ma vent as ut ex et, qui ipicimus dere cus vitius cus
debiti ius quia dolori omnitin porepre senis pro etur? Nequam
Book, 11/16 pts.
Icidel eligent quae. Seque quos audisti destium esciendem
quiae. Namusda volupita quae volupta qui doluptibus dem
aliquat pora dolupta ssitatur resci berati totatemposam aut
faces sus, numendes intioss itaerro coressu mquissim reritem
quas sinum quatur sed ma vent as ut ex et, qui ipicimus dere
cus vitius cus debiti ius quia dolori omnitin porepre senis pro
Medium, 12/17 pts.
For Primary Typeface: ITC Avant Garde
Gothic: Always set your typography flesh
left, and ragged right.
32

Animation
Storyboard
Animation

A single customer introduced
4 customers introduced
8 customers are introduced as a group
forming a circle in the center.
These group transforms into a big circle
The circle is blurring and shrinking into
a dot in the middle in which is a part of
the Empirico logo
One arm is fading introduced which
means we give a hand to you, we give a
hand to our customer
Introducing the other arm
Introducing the tagline from the
top-right side
Finally, Empirico logo forms
Storyboard
1
2
3
1 2 3 4
4
5
6
5 6 7 8
7
9
8
9
34
V i s ual i de n t i t y / a n i m at i o n

Please access these link for our logo
animation.
Animation
35
V i s ual i de n t i t y / a n i m at i o n
http://www.youtube.com/watch?v=Sx_
aKkXhhiM&feature=youtu.be

1. Introduction
2. Structure
3. Improper usage
DIVISIONS

Empirico Branding Guideline Version 1.0 | April 2014 37
Empirico Financial and Empirico Insurance
are two division of the Empirico Group.
Introduction
D i v i s i o n
Financial
Insurance

Structure
D i v i s i o n
Visual Mark
Division name
Logo Type
Final Logo
Visual Mark
Division name
Logo Type
Final Logo
For more detail about the structure of the
division, please refers to page 18.

On the left are some typical examples of
improper usage of the Empirico divisions.
Improper usage
D i v i s i o n
FINANCIAL
Insurance Financial
Do not change the logo type and the type
Do not create a special visual mark
Do not repeat the colour onto the logotype Do not rearrange the division name
Do not change the colour
Do not use all upper case letters
Insurance Financial

1. Graphic Elements
2. Stationary
3. Usage
APPLICATION

Graphic Elements
Stationary graphics
On-screen graphics
Alternate graphics

The primary graphic element for Empirico
is cropping from the Empirico visual mark.
This graphic element in a meaning of “we
give a hand to you”, regarding our mission
statement which is to serve our customers
and the community.
The graphic element is placing on the
business cards, presentation folder and
the designated letterhead or any other
related documents. It could be used either
digitally or in print.
Stationary graphics
appl i c at i o n / graph i c ele m e n t s
42

The primary graphic element for Empirico
is cropping from the Empirico visual
mark. The graphic elements is meaning
we give a hand to you, regarding our
mission statement which is we serving our
customer.
This graphic element is designated for
placing on the website home page. Use
the graphics only on screen. Do not use it
for print. Otherwise it will be illegible.
On-screen graphics
43

Alternate graphics
The secondary graphic element is used
as an alternate to the primary graphic
element where appropriate. It could be
placed in brochures, posters and any
related files.
44

Stationary
Business card (front)
Business card (back)
Letterhead (front)
Letterhead (back)
Envelope

Typography
Name: ITC Avant Garde Gothic, demi 9/13 pts
Title: ITC Avant Garde Gothic, medium 8/13 pts
Indication: ITC Avant Garde Gothic, book 6/8 pts
Telephone: ITC Avant Garde Gothic, book 6/8 pts
Fax: ITC Avant Garde Gothic, book 6/8 pts
Email: ITC Avant Garde Gothic, book 6/8 pts
Address: ITC Avant Garde Gothic, book 6/8 pts
Website: ITC Avant Garde Gothic, book 6/10 pts
Type setting: Setting all text flush left,
ragged right, 20 point tracking.
Logo size: 0.25” X height
Color text
Name: CMYK: 100 96 34 10
Title: CMYK: 0 0 0 85
Indication: CMYK: 100 96 34 10
Telephone: CMYK: 0 0 0 85
Fax: CMYK: 0 0 0 85
Email: CMYK: 0 0 0 85
Address: CMYK: 0 0 0 85
Website: CMYK: 100 96 34 10
Printing method: offset
Paper: white 100 lb
Business card (front)
appl i c at i o n / s tat i o n ary
46
First & Last Name
Title of Postition
T 416-727-3300
F 416-981-7892
E fitst.last@empirico.com
25 St. Andrews Street
Toronto, Ontario, Canada
M2B 3W4
www.empirico.com
0.375”0.375”
0.375”
0.375”
0.25”
0.25”
3.5”
0.875”
0.875”
Please note that the business card is 125% of actual size

Business card (back)
47
0.25”
0.25” 0.25”
0.25”
0.25”
0.25”
0.25”
0.25”
The bleed for the business card is 0.25”.

Letterhead (front)
48
Typography
Body text: ITC Avant Garde Gothic,
book 10/14 pts
Color Text
Body text: CMYK: 0 0 0 85
Paper: white plain paper
1.0”
1.0”
0.875”
1.0” 1.5”
1.0”
1.0”
1.0”
1.0”1.0”
1.0”

Letterhead (back)
49
0.25”
0.25” 0.25”
0.25”
0.25”
0.25”
0.25”
0.25”
The bleed for the business card is 0.25”.

Envelope
50
0.375”
0.375”
0.375”
0.375”
0.375”
0.375”
Typography
Color Text
Paper: standard white plain envelope

Usage
Signage
Promotional items
Website

Signage
A ppl i c at i o n / U s age
52
On the left are some examples of how we
apply our logo to signage and other three
dimensional forms.

Promotional items
appl i c at i o n / U s age
53
Here are some examples of how we apply
Empirico logo to various promotional items.

Use this home page for the main site for
Empirico website. Three website home
pages are based on the same template,
which could be animated as a slide show
on the main site.
Website
appl i c at i o n / U s age
54

Brand Management
Who to ask
Brenda Yin
Worldwide Communication
Corporate Brand Management, Empirico Group
416.811.3120
brenda.yin@empirico.com
25 St. Andrews Street
Toronto, Ontario, Canada
M2B 3W4
Where to download this branding guideline
www. empirico.com/branding/guideline
bran d i n g Managem ent

Brand Guideline for Empirico

Recommended

Recommended

More Related Content

What's hot

What's hot (13)

Viewers also liked

Viewers also liked (20)

Similar to Brand Guideline for Empirico

Similar to Brand Guideline for Empirico (20)

Brand Guideline for Empirico