3. Table of Contents
table of
1. The FPSC Vision & Values ………………..…………………………………
2. The FPSC Brand The FPSC Brand Story ……………………………
The FPSC Brand Promise ………………………
The FPSC Personality ………………………………
The FPSC Brand Characteristics ………………
3. The FPSC Identity An Introduction ……………………………………
How to use …………………………………………
Acceptable variations ………………………………
Colour ………………………………………………
Typography ………………………………….......
Photography: The FPSC image library …………….
Words and Imagery ………………………………
4. The FPSC Voice How we speak ……………………………………
What we say ………………………………………
5. Lines of Business ………………………………………...............
6. The CFP®
Identity How to use ……………………..................…
Specifications ………………………………………
Variations and Scale ………………………………
The FPSC combo logo …………………………
7. Digital Files Included Logos and variations ……………………………
(To be confirmed) Stationery Package ………………………………
Email Signature ……………………………………
PPT Template ……………………………………
Image Library ……………………………………
Employee Handbook ……………………………
Annual Report 08/09 ……………………………
8. Print & Production Recyclable and FSC Approved ……………………
Soft copy vs. hard copy ……………………………
1.0
1.0
1.0
1.0
1.0
2.0
2.0
2.0
2.0
2.4
2.0
3.0
3.0
4.0
5.0
5.0
5.0
5.0
6.0
6.0
6.0
6.0
6.0
6.0
6.0
7.0
7.0
7. Financial Planning Standards
Council strives to ensure the
financial planning needs of
Canadians are well served.
Ourmissionistodevelop,promoteandenforceprofessionalstandardsinfinancial
planning. By raising awareness of the importance of financial planning, we aim
be the foremost authority for the financial planning profession in Canada.
9. Financial Planning Standards Council embraces professionalism,
demonstrates leadership and offers an unparalleled commitment
to excellence, quality and continuous improvement in every task
we undertake and each relationship we forge and preserve.
We believe diversity is a vital ingredient in any productive
environment. Our dedication to an equitable workplace will
always ensure that all are valued and all are treated with dignity.
We value our integrity and our passion; it is the basis for our
reputation and our source of strength.
We expect to be held accountable, always striving to be clear
and open in all of our communications.
Above all, and in every transaction and engagement we are
ethical, respectful and fair.
10. the
FPSC
story
Financial Planning Standards Council
(FPSC) is a not-for-profit organization
dedicated to ensuring the financial
planning needs of Canadians are well
served. We do this by developing,
promoting and enforcing professional
standards for financial planners through
CFP®
certification. In addition, FPSC
continuously strives to raise awareness
of the importance of financial planning
to Canadians.
Incorporated on November 10, 1995, FPSC
was formed on the initiative of organizations
whose members deal with the personal
finances of individuals. To this day, FPSC
continues to be supported by The Financial
Advisors Association of Canada (ADVOCIS),
the Canadian Institute of Chartered Accoun-
tants, the Canadian Institute of Financial
Planning, Certified General Accountants
Association of Canada, Certified Management
Accountants of Canada, and the Credit
Union Institute of Canada.
11. FPSC licenses the CERTIFIED FINANCIAL PLANNER marks in Canada. With
over 17,500 licensed CFP professionals to date, FPSC, in concert with the
IQPF in Quebec, is the foremost authority for the financial planning profession
in Canada, continually developing, delivering and enforcing the highest
competence and ethical standards. There are more than 126,000 individuals
who have earned CFP certification in 23 countries around the world and
these numbers grow every year.
Throughout its history, FPSC has faced and overcome many challenges in its
mission to ensure the financial planning needs of Canadians are well served.
FPSC recognizes that new challenges today require fresh, innovative thinking
to adapt to the evolving needs of Canadians. As such, FPSC has:
• Revised its governance structure
• Updated the CFP certification program; the CFP certification program is now
accredited to ISO 17024 standards by the SCC
• Revitalized its charitable Foundation to support Financial Planning education
and research efforts, securing equal access to financial planning for all
• Established a national Financial Planning Week
• Worked with like-minded organizations to further mutually beneficial objectives
FPSC will leave no stone unturned in our efforts to establish financial planning
as the profession for our time and ultimately, help Canadians enjoy a higher
quality of life.
13. FPSC will establish financial planning as the profession for our
generation and ultimately help Canadians become more finan-
cially literate, empowering them to take better control of their
financial situation so they can enjoy a higher quality of life.
FPSC is the foremost authority for the financial planning
profession in Canada, continually developing, delivering and
enforcing the highest competency and ethical standards.
Our rigorous standards and thorough processes assure our
constituents of high quality, well-qualified, knowledgeable,
trustworthy financial planners.
15. FPSC has a ‘hero’ brand personality. Like archetypal heroes, the
FPSC brand is a champion, an advocate, striving to triumph over a
major challenge (establishing financial planning as the profession for
our time) and in so doing, inspiring us all, to play an active role.
If the brand had a motto it would be:
“Where there’s a will, there’s a way.”
This brand must exude an authentic aura of leadership, approach-
ability and authority without being pompous, arrogant or intimidating.
17. Inspiring
A passionate, trustworthy influencer who can motive and
rally the ‘troops’; a confident speaker and a thoughtful listener;
a true visionary
Brave
Undaunted, fearless and optimistic;
willing to go up against the toughest obstacles
Disciplined
Focused on the mission ahead and able to make tough choices;
not easily if ever distracted; solution driven
Intelligent
A quick, yet thoughtful decision maker, smart and insightful,
a big thinker
Energetic
Has the energy and agility (is nimble) to persevere
and prevail no matter what challenges are encountered;
this energy is infectious
Contemporary
Understands the 21st century challenges require fresh,
innovative thinking; the ‘old way’ will not lead to new solutions
19. The FPSC identity makes a bold visual state-
ment that represents the power of FPSC’s
mission and the commitment of its people.
Breaking out of the financial category cliché,
the identity reflects FPSC’s characteristics:
contemporary, professional and approachable.
21. Presenting the FPSC identity consistently
across all media will result in a brand that
is highly recognizable, it will become iconic.
Always:
position the identity at an equal distance from the
top and left of the visual area
present the identity on a field of white
avoid crowding the identity by including quiet space
around it that is, at minimum, equal to the “N” height
size the identity so that it occupies approximately half
or less of the width of the white space and no more
than two-thirds of the height of the white space
whenever possible, include a full-bleed FPSC
abstracted image below the identity
use “the FPSC reduced identity” version for any
applications that are 2” to a minimum of 1.5”
the reduced FPSC identity
(with larger trademark symbol)
•
•
•
•
•
•
24. The Helvetica Neue type family provides many
alternatives for type-setting. As a general rule,
the larger the point size, the lighter the weight.
When large, bold keywords are layered on
imagery, set the transparency layer to 80% to
decrease the heaviness (see front cover).
To encourage readership, always type-set on
the larger size with a minimum at 8 pt for legal
copy and captions.
FPSC
typography
28. FPSC’s offices and its people have served as a
source of inspiration for our photograph library.
No stock photography has been used. We
have photographed a proprietary series of
original images to demonstrate the vitality and
dynamism of the FPSC organization.
To keep these images fresh and to maintain a
sense of new-ness, it is recommended that
the images be rotated and cropped. This will
allow a single image to have multiple uses.
FPSC
photography
29. The photography library should be updated as necessary to include new
people and important moments. The style of all new images should be
consistent with those in the photography library:
• bright, airy lighting
• people depicted in activity; capture active moments in time
• dynamic lines
• vivid shots of colour
THE FPSC BRAND BOOK
I 1
30. Financial Planning Standards Council
902-375 University Avenue
Toronto, ON M5G 2J5
telephone: 416 593 8587
toll Free: 1 800 305 9886
email: inform@fpsc.ca
website: www.fpsc.ca
Marketing Contact:
Tamara Smith
VP, Marketing & Consumer Affairs
Phone: 416.593.8587 x 225
DATE AND ITEM CODE
VERSION 1.1
