C O M P E E R F I N A N C I A L™

BRAND VISUAL
STYLE GUIDE
MARCH 2017
C O M P E E R F I N A N C I A L™ BRAND VISUAL STYLE GUIDE TABLE OF CONTENTS

LOGO ELEMENTS SUPPORTING ELEMENTS

04 Anatomy 08 Color

05 Clear Space & Sizing 14 Typography

06 Variations 20 Photography

08 Usage
LOGO ELEMENTS
COMPEER FINANCIAL ™ BRAND VISUAL ST YLE GUIDE LOGO:ANATOMY 4

Logo Mark Word Mark

COMPEER FINANCIAL ™ BRAND VISUAL ST YLE GUIDE LOGO:CLEAR SPACE & SIZING 5

C L E A R S PAC E
The Compeer Financial logo should always be
surrounded by a minimum area of space
to enhance readability. Clear space equal to the
O O
height and width of the ‘O’ should be used to
create the visual boundary. This is a minimum

O O
amount of clear space and, when available,
more should be added.

SIZING
The logo should always be scaled proportionally.
When choosing an appropriate size for appli-
cation consider the clear space available and Digital: 130px width Print: 1.5 inch width
legibility. The horizontal and vertical logo should
not be scaled below 130 px wide. When working
in print, the logo should not be scaled below 1.5
inches wide. If space is limited to smaller than the
above specified dimensions, consider using the
logo version that contains only the mark and not
the full name.
COMPEER FINANCIAL ™ BRAND VISUAL ST YLE GUIDE LOGO: VARIATIONS & MARK FAMILY 6

PRIMARY LOGO
The horizontal version of the Compeer Financial logo
should be used as the primary option within digital and
Horizontal logo
print communications. The proportion and spacing of the
logo and word mark should never be adjusted. Do not scale
below 130 px wide in digital and 1.5 inches wide in print. Digital: 130px width Print: 1.5 inch width

VERTICAL LOGO
The vertical version of the Compeer Financial logo may
be used as a secondary logo option where the horizontal
version cannot be scaled with effective legibility.
The proportion and spacing of the logo and word mark in Ver tical logo
the vertical logo should never be adjusted as it was scaled
to remain in harmony with the primary horizontal logo.
The minimum sizing for the vertical logo is 130x130 pixels.
The minimum size for print is 1.25x1.25 inches. Print: 1.25x1.25 inches
Digital: 130x130 px

LOGO MARK
Where space is at a minimum or artwork needs Logo mark
to be sized less than 130x130 pixels such as in
favicons, only use the isolated logo mark.

Use for spaces smaller than 130x130 px or 1.25x1.25 inches

COMPEER FINANCIAL ™ BRAND VISUAL ST YLE GUIDE LOGO:COLOR VARIATIONS 7

C O L O R VA R I AT I O N S
For most print uses, the 4-color process
(CMYK) “.ai” or “.eps” logos should be used.
These logo formats can be scaled to any size
without degradation of quality. 4-COLOR: CMYK 2-COLOR: PANTONE
C32 | M0 | Y98 | K0 Pantone 381 U
For screen uses, such as websites and C95 | M0 | Y48 | K55 Pantone 3155 U
PowerPoints ®, the provided (RBG) color logos in
“.jpg” or “.png” formats should be used.

Note: These logos are not suitable for

conventional printing and if enlarged the quality
will degrade.

A Pantone logo also is provided for uses when

Pantone Matching System (PMS) is needed. RGB: FOR WEB & SCREEN 1-COLOR WHITE
Unless the printer is using PMS color inks, the R186 | G213 | B054 HEX: BAD636
provided 4-color logo should be used. R000 | G097 | B090 HEX: 00615A

The 1-color white logos may be used when the

4-color combination does not work in layout.

1-COLOR PANTONE 1-COLOR BLACK 1-COLOR BLACK

Pantone 3155 U GREYSCALE
COMPEER FINANCIAL ™ BRAND VISUAL ST YLE GUIDE LOGO:USAGE 8

USAGE

APPROVED

Scale proportionately. Do not reposition. Do not alter color or gradient.

UNAPPROVED

Do not overlay without ample contrast. Do not apply drop shadows

or additional effects.
C O L O R PA L E T T E
COMPEER FINANCIAL ™ BRAND VISUAL ST YLE GUIDE COLOR PALETTE: PRIMARY 10

LOGO COLORS
The Compeer Financial logo colors represent
the energy of the agriculture business with
the solidarity of a deep green for the financial
organization.

C32 | M0 | Y98 | K0 C80 | M14 | Y95 | K2 C95 | M0 | Y48 | K55

Pantone 381 U Pantone 347 C Pantone 3155 U
R186 | G213 | B54 R49 | G156 | B76 R000 | G97 | B90
HEX: BAD636 HEX: 319B4C HEX: 00615A
COMPEER FINANCIAL ™ BRAND VISUAL ST YLE GUIDE COLOR PALETTE: SECONDARY 11

PRIMARY COLORS
The primary colors used within the Compeer C32 | M0 | Y98 | K0 C80 | M14 | Y95 | K2 C95 | M0 | Y48 | K55

branding are PMS 381, PMS 347 and PMS 3155. Pantone 381 U Pantone 347 C Pantone 3155 U

These colors should be the only colors used R186 | G213 | B54 R49 | G156 | B76 R000 | G97 | B90

for the Compeer logo. Only PMS 381 and PMS HEX: BAD636 HEX: 319B4C HEX: 00615A

3155 should be used within communication

materials. A gradient made of PMS 381 and PMS
347 can be used minimally as background and to
highlight information.

SECONDARY COLORS
The secondary colors provided can be R146 | G194 | B48 C69 | M63 | Y57 | K46

used as accent and highlight colors within HEX: 92C230 Pantone Black 6 U

communication to create distinction, but should *For web use only R63 | G63 | B67

not be applied to any of the Compeer logo marks. HEX: 3f3f43

C85 | M0 | Y23 | K0 C57 | M48 | Y39 | K9 C31 | M25 | Y25 | K0

Pantone 7711 U Pantone Cool Gray 11 U Pantone Cool Gray 5 U
R23 | G157 | B171 R116 | G118 | B128 R178 | G178 | B178
HEX: 179dab HEX: 73757f HEX: b1b1b1
COMPEER FINANCIAL ™ BRAND VISUAL ST YLE GUIDE COLOR PALETTE: SECONDARY 12

COLORS USAGE EX A MPLE: WEB

Secondary

Logo Colors Secondary

Secondary

Secondary Secondary

Primary Color
COMPEER FINANCIAL ™ BRAND VISUAL ST YLE GUIDE COLOR PALETTE: GRADIENT 13

GRADIENT
The Compeer Financial gradient may be used C32 | M0 | Y98 | K0
within marketing materials. It may be used as a fill Pantone 381 U
in illustrations, icons and other graphic elements. R186 | G213 | B054
It should be implemented at a 90 degree angle HEX: BAD636
with the lighter tone on top transitioning to the
darker tone at the bottom and never reversed or
otherwise altered.

C83 | M16 | Y96 | K3

Pantone 347 C
R33 | G151 | B76
HEX: 21974C
TYPOGRAPHY
COMPEER FINANCIAL ™ BRAND VISUAL ST YLE GUIDE T YPOGRAPHY: T YPEFACES 15

P R I M A RY T Y P E FAC E Brandon Grotesque Black

The primary brand font for Compeer Financial is
abcdefghijklmnopqrstuvwxyz
Brandon Grotesque. It is available in two weights:
Black and Medium. It should be use for headlines ABCDEFGHIJKLMNOPQRSTUVWXYZ
and calls to action, but has flexibility to be used 0123456789
across many applications from print to web.
Print versions can be purchased from Myfonts.com.

Brandon Grotesque Medium

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789

S E CO N DA RY T Y P E FAC E Lato Regular

For long-form copy including body paragraphs and
abcdefghijklmnopqrstuvwxyz
legal annotations the preferred typeface is Lato.
It may be used as a full alternative if Brandon ABCDEFGHIJKLMNOPQRSTUVWXYZ
Grotesque is not available. Lato is available for 0123456789
download from Google Fonts.
COMPEER FINANCIAL ™ BRAND VISUAL ST YLE GUIDE T YPOGRAPHY: HIERARCHY 16

HIERARCHY
Heading styles may be used to create emphasis,
draw attention or for calls to action. Headings may
HEADING 1
Brandon Grotesque Black | 36 pt | Uppercase | Tracking 75 | Lef t Justif y
take on approved colors from the primary palette
and, occasionally, from the secondary palette when
needed or appropriate.
HEADING 2
Body copy styles should only be used for long- Brandon Grotesque Black | 13 pt | Uppercase | Tracking 75 | Lef t Justif y
form copy, which usually lives under a heading or
subhead. Body copy should be black, a shade of gray
or white, but never colored.

Heading 3
When applicable, colors of typography may be Brandon Grotesque Medium | 11 pt | Sentence Case | Tracking 75 | Lef t Justif y
reversed to white but only if there is enough
contrast for legibility.

HEADING 4
Brandon Grotesque Medium | 9 pt | Uppercase | Tracking 75 | Lef t Justif y

Body 1
Lato Regular | 9 pt | Sentence Case | Tracking 75 | Lef t Justif y
COMPEER FINANCIAL ™ BRAND VISUAL ST YLE GUIDE T YPOGRAPHY: WEB 17

WEB T YPOGRAPHY EXAMPLE

Brandon Grotesque is available for web use via BRANDON
GROTESQUE
ALL C APS
Adobe Typekit.

Lato is available for web use via Google Fonts.

22 px | Uppercase BR ANDON GROTESQUE BL ACK
If neither is available or supported, fallback fonts are
Verdana, Geneva or an available sans-serif. Lato Regular, A gnatet evelliquamet atemquae lauditi
dictin cullestia nobitem ne pernatiis mo deribeaturi
16 px dolutem facipsa ndunt, nos eatemquibus dipic tem qui
1. 375 Line Height tempedit minihil latibusam aut quam aut min con post
hari quae qui ipsam aut lis perepre precull oritatiis
acerum raeptatus eium aliam, to berum voloreiciam.

R000 | G97 | B90 R63 | G63 | B67

HEX: 00615A HEX: 3f3f43

C ALL TO AC TION BUT TONS SIGN ME UP SIGN ME UP

Use Brandon Grotesque Black to create high
contrast and legibility. Resting State Hover State
R146 | G194 | B48 R000 | G97 | B90
HEX: 92C230 HEX: 00615A
COMPEER FINANCIAL ™ BRAND VISUAL ST YLE GUIDE T YPOGRAPHY: INTERNAL DOCUMENTS 18

INTERNAL DOCUMENT T YPOGRAPHY

The approved secondary typeface for Compeer for long-form copy is Lato.
It is available for download from Google Fonts.

If Lato is not available, use Arial for Microsoft Word documents.

It comes preloaded with Microsoft Office products. Refrain from using the
condensed weight of Arial.

Refer to the full t ypography guide for heirarchy st yles.

Lato Regular

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
Arial

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
GRAPHIC ELEMENTS
COMPEER FINANCIAL ™ BRAND VISUAL ST YLE GUIDE GRAPHIC ELEMENTS: PHOTOGRAPHY 20

P H OTO G R A P H I C TR E ATM E NT S
When possible, utilize high–resolution photography. Stock
imagery may be used when necessary, but should never
appear to be overly staged. Subjects of portraiture should
be posed in a casual but also aspirational and authentic
manner. Consider avoiding the use of photos with the
subject looking directly at the camera or obviously
posed. Featuring images with people is recommended as
Compeer Financial strives for human connection.

Select crisp, bright and full color imagery that doesn’t

clash with the Compeer Financial branding. Imagery
should never have additional design effects added to it.
This inclues vignettes, selective coloring, light flares, etc.

Tightly cropped and macro images and wide-angle or

aerial shots are also preferred to provide texture and
variety of visual content. Black and white photography
should be used only when printing resitrictions dictate
such as in new publications.

Consider your audience when selecting imagery. Be

sure that photography is applicable to the customer’s
operations, is current, and shows knowledge of the
selected audience’s day-to-day operations.
COMPEER FINANCIAL ™ BRAND VISUAL ST YLE GUIDE GRAPHIC ELEMENTS: ICONOGRAPHY 21

ICONOGRAPHY
Use a combination of solid and colored strokes to achieve a
layered icon style. This style compliments the brand logo mark
without competing with the same style. The rounded forms and
lines tie into the look of the logo mark.

Iconography may be used in digital and print applications. Consider

your audience when using iconography. Be sure that it is applicable
to the customer’s operations and shows knowledge of the selected
audience’s day-to-day operations.

Print application example

Digital application example