maher group - visual standards manual
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visual standards
Overview 3
Logo Inspiration 4
Brand hierarchy 5
Tool kit 6
Company Hierachy 7
Brand Mark 8
Logo Variations 11
Logo variations - minimum size 12
Spacing & isolation 13
Treatments - Photography 16
Secondary Graphics 17
Background Matrix 18
Typography 19
Colour Palette - Logo 23
Colour Palette - Secondary 24
Applications 23
Contacts 25
TABLE OF CONTENTS
MAHER GROUP VISUAL STANDARDS I ©S2CREATIVE I S2CREATIVE.COM.AU I PAGE 2
The MarkThe identity and it’s subsidiaries have been carefully considered and designed to reflect the broad offering provided by the group across the financial services spectrum.
Maher GroupThe Maher Group comprises of 2 companies:
Chartered Accountants.
Financial Planners.
The relationship between the entities and the consistent ‘M’ allowed for a singular icon to be developed.
Maher PartnersA long history is represented with the name Maher in reference to chartered accounting in the areas of accounting, advisers and Audits.
Mast WealthMast Wealth represents the financial planning side of the business, providing advise and services in investments, retirement and insurance.
OVERVIEW
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LOGO INSPIRATION
The Maher group help to make the complex simple.
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Our InspirationThe Maher Group contend day to day with a vast array of interrelated factors with their offering in the accounting & financial sector.
Brand StoryAs designers, S2 Creative were inspired to represent this complexity using combinations of a basic core element to build into an ordered, bold, simple letter shape to represent the consistent M Theme.
Our underlying philosophy with the Maher logo mark through our development can be represented by the following statement:
‘’
BRAND HIERARCHYLogo Marks with Tag-lineThe Maher Group Logo Marks have been designed with a positioning tag-line.
NB: Secondary Graphic faceted background shown.
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INVESTMENTS RETIREMENT INSURANCE
SYMBOL:
TYPOGRAPHY:
POSITIONING:
‘m icon’
entity name
tag-line
THE TOOL KIT
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The sample tag-line in upper & lowercase lettering
The sample tag-line in upper & lowercase lettering
The sample tag-line in upper & lowercase lettering
COMPANY HIEARCHYCompany hiearchy is set out at right.
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INVESTMENTS RETIREMENT INSURANCE
BRAND MARKSProportionsFor consistant Branding, all logos for the Maher Group, Maher Partners and Mast Wealth must always originate from master artwork files and never be attempted to be created.
Primary Standard Logo Marks - lockupThe Standard Logo Marks for
Maher Group
Maher Partners
Mast Wealth
are set out at right.
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INVESTMENTS RETIREMENT INSURANCE
BRAND MARKS [ CONTINUED ]
Primary Logo Marks with Tag-line - lockupThe Maher Group Logo Marks have also been designed with a positioning tag-line.
Please note the nature of the tag-line are designed to signifiy the hiearchy of the Logo Marks as outlined on (page 7).
The Maher Group for example utilites upper and lowercase defining the offering in a sentance form as this is the Primary Mark of the business entities.
Maher Partners and Mast Wealth are intentionally more specific, highlighting the services offered in the business categories in which they operate.
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INVESTMENTS RETIREMENT INSURANCE
BRAND MARKS [ CONTINUED ]
Primary Logo Marks with faceted background - lockupThe Maher Group Logo Marks have been designed to be displayed with the ’faceted background’ which is scaled proportionally to the Logo Mark.
This is permitted when reproduction specifications allow.
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INVESTMENTS RETIREMENT INSURANCE
LOGO VARIATIONS
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Several possible constraints may arise when applying the Logo Mark. These can be related to reproduction issues or space allocation.
To ensure a consistant Brand image, various standard logo configurations that make up the Logo Mark suite have been carefully considered and designed to cover these issues.
These versions are only to be used in the event that using the main logo is not an option.
Example shown utilised where vertical space (depth) is limited, for example:
n email signatures
n signoff for advertising materials.
The integrated accounting & financial solution
ACCOUNTANTS AUDITORS ADVISORS
Linear Stack Logo Mark standard spacing
LOGO VARIATIONS
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Minimum sizesThe minimum size any of the Maher logos should appear is 8 mm in height as shown.
The height of 8mm refers to the M icon.
In the case of minimum logo usage no tagline can be used due to limited space and/or legibility.
Minimum size examples are shown at right.
Minimum size logos have been specifically designed for this application and should always be used.
File name follows this matrix:
‘MaherGroup_logo1_MIN_pos_4c’ Brand_logo1_MINIMUM_POSitive_4colourprocess
File name follows this matrix:
‘MaherGroup_logo1_MIN_pos_K’ Brand_logo1_MINIMUM_POSitive_blacK
8MM
8MM
8MM
SPACING & ISOLATION
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Maher GroupSpacing and IsolationSpacing refers to the area around the brand mark that should always remain free of all other text and graphic elements.
The standard unit is defined by the ‘x height’ of the company name as shown.
A minimum clear space requirement has been established to ensure the prominence and clarity of the Maher Group brand mark.
Logo Mark standard spacing
Logo Mark with tag-line standard spacing
0.5x1x
3.25x
0.5x
1x
1x 1x
1x1xThe integrated accounting & financial solution
1x
3.25x
1x
1x 1x
1x1x
SPACING & ISOLATION [ CONTINUED ]
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Maher PartnersSpacing and IsolationSpacing refers to the area around the brand mark that should always remain free of all other text and graphic elements.
The standard unit is defined by the ‘x height’ of the company name as shown.
A minimum clear space requirement has been established to ensure the prominence and clarity of the Maher Partners brand mark.
Logo Mark standard spacing
Logo Mark with tag-line standard spacing
0.25x1x
3.25x
0.5x
1x
1x 1x
1x1xACCOUNTANTS AUDITORS ADVISORS
1x
3.25x
1x
1x 1x
1x1x
SPACING & ISOLATION [ CONTINUED ]
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Mast WealthSpacing and IsolationSpacing refers to the area around the brand mark that should always remain free of all other text and graphic elements.
The standard unit is defined by the ‘x height’ of the company name as shown.
A minimum clear space requirement has been established to ensure the prominence and clarity of the Mast Wealth brand mark.
Logo Mark standard spacing
Logo Mark with tag-line standard spacing
0.25x1x
3.25x
0.5x
1x
1x 1x
1x1xINVESTMENTS RETIREMENT INSURANCE
1x
3.25x
1x
1x 1x
1x1x
TREATMENTS - PHOTOGRAPHY
MAHER GROUP VISUAL STANDARDS I ©S2CREATIVE I S2CREATIVE.COM.AU I PAGE 16
Photographic BackgroundsWhen applying any of the Maher Logo Marks to photographic backgrounds, take care to ensure maximum readability and clarity of the logo at all times.
Please keep in mind isolation areas when applying The Maher logo marks with reference to background imagery to ensure clear readability.
An Example shown ar right.
IMAGE SAMPLE ONLY
SECONDARY GRAPHICS
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Secondary backgroundsSeveral backgrounds have been developed to be used in conjunction with the Logo Mark.
These backgrounds have a relational scaling to the logo which must by adhered to as the geometric shapes communicate order and structure which is a part of the core Brand vales of the Maher Group.
Please refer to page 18 for more information regarding the logo and background relationship.
BACKGROUND MATRIX
1x
1x
1x
The sample tag-line in upper & lowercase lettering
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Background LockupMaher faceted backgrounds have been developed to be used in conjunction with the Logo Mark.
The unit Matrix and spacing shown at right.
TYPOGRAPHY
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ABCDEFGHIJKABCDEFGHIJKABCDEFGHIJKThe logotype typography has been selected to compliment the bold ‘M icon’
Primary TypefaceThe primary typeface is used for the company name.
Secondary TypefacesThe secondary typefaces are used in-conjunction with the logo and are a component of the look and feel.
Typefaces used are as outlined on the following pages.
TYPOGRAPHY [ CONTINUED ]
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ABCDEFGHIJKABCDEFGHIJKABCDEFGHIJKLogotype typographyThe logotype typography has been selected to compliment the bold ‘M icon’
The typeface families used are as outlined below.
GOTHAM - LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
GOTHAM - BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789
TYPOGRAPHY [ CONTINUED ]
MAHER GROUP VISUAL STANDARDS I ©S2CREATIVE I S2CREATIVE.COM.AU I PAGE 21
ABCDEFGHIJKABCDEFGHIJKABCDEFGHIJKADOBE CASLON REGULARABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()
ADOBE CASLON PRO ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()
Secondary typographyThe secondary typography has been selected to compliment the look and feel of the Maher Brand.
The typeface families used are as outlined below.
TYPOGRAPHY [ CONTINUED ]
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ABCDEFGHIJKABCDEFGHIJKABCDEFGHIJKITC FRANKLIN GOTHIC BOOK CONDENSED
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()
ITC FRANKLIN GOTHIC DEMI CONDENSED
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()
Secondary typographyThe secondary typography has been selected to compliment the look and feel of the Maher Brand.
The typeface families used are as outlined below.
COLOUR PALLETTE - LOGO
MAHER GROUP VISUAL STANDARDS I ©S2CREATIVE I S2CREATIVE.COM.AU I PAGE 23
299 2738
636
PANTONE PANTONE
PANTONE
COLOURSPACESpot Colour: Pantone® 299C
Process Colour: C:74% M:20% Y:0% K:0%
RGB Value: R: 15 G: 162 B: 220
Web # Value: 10fa2dc
COLOURSPACESpot Colour: Pantone® 2738C
Process Colour: C:100% M:91% Y: 23% K:8%
RGB Value: R:38 G:56 B:121
Web # Value: 263879
COLOURSPACESpot Colour: Pantone® 636C
Process Colour: C:48% M:0% Y: 10% K:0%
RGB Value: R:122 G:208 B:226
Web # Value: 7ad0e2
COLOUR PALLETTE - SECONDARY
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5435
549
CG 9
CG 3
COLOURSPACESpot Colour: Pantone® 5436C
Process Colour: C:35% M:18% Y: 13% K:0%
RGB Value: R:165 G:186 B:202
Web # Value: a5baca
COLOURSPACESpot Colour: Pantone® 549C
Process Colour: C:61% M:24% Y: 20% K:0%
RGB Value: R:103 G:162 B:185
Web # Value: 67a2b9
COLOURSPACESpot Colour: Pantone® Cool Grey 9C
Process Colour: C:55% M:47% Y: 43% K:10%
RGB Value: R:119 G:119 B:123
Web # Value: 77777b
COLOURSPACESpot Colour: Pantone® Cool Grey 3C
Process Colour: C:20% M:17% Y: 17% K:0%
RGB Value: R:203 G:200 B:199
Web # Value: cbc8c7
PANTONE
PANTONE
PANTONE
PANTONE
APPLICATIONS
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APPLICATIONS
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APPLICATIONS
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Questions?If you have any queries regarding this manual please contact The General Manager.
Contact:Justin Gallagher General Manager Maher Group
justin@mahergroup.com.au
thankyouCONTACTS
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