Fictional financial company Norsouth's Graphics standards manual.

1. 2012 - 2020

2. Norsouth
Graphic
Standards 1
For the Norsouth Community
Norsouth’s operations are organised within two business
‘clusters’: Corporate and Investment Banking and Wealth
and Investment Management; and Retail and Business
Banking. The Corporate and Investment Banking and
Wealth and Investment Management cluster comprises three
business units: Corporate banking; Investment banking; Norsouth Financial will be the preferred provider of
and Wealth and investment management. The Retail and financial service in our communities based on strong
Business Banking cluster comprises, Norsouth (credit card customer relationships. Our goal is to create customer
and loan provision); Europe Retail and Business Banking; loyalty, shareholder value and employee satisfaction.
and US and UK Retail and Business Bankin --- Ed Stark (CEO)
The Importance of This
Graphic Identity Program
Graphic identity is the sum of all the visual impressions Branding Promise
associated with the Norsouth Financial name. With dozens Be the preferred provider of financial services
of incompatible logos in use, Norsouth’s graphic identity
has been a jumble. Strategic Tag-line
The impact of any logo depends on consistent use resulting
Finance for your future
in a large number of impressions over a long period
of time. Familiar logos are not “read” as words, but
The strategic tag-line, “Finance for your future” can
processed by the brain visually, evoking a complex set of
be incorporated as integral parts of the Signature use
associations much more powerful than words.
on all publications and communications of the core
By using a shared Norsouth Financial graphic identity
brand except official Norsouth documents and certain
system, we can help build upon Norsouth Financial’s
legal communications where a tag-line would appear
reputation for excellence. We can increase the quality,
inappropriate.
efficiency and cost-effectiveness of our communications
efforts. We can better reflect the diversity of our financial
While comprehensiveness was a goal in developing
offerings – it will be clear that the many benefits of
this manual, questions will arise. Please call the Office
Norsouth Financial, from health care to Financial education
of Communications and Marketing (OCM) or the Office
to retirement planning, come from a single Company. And
of Trademark Management and Licensing. Contact
in the long run, we will help foster a stronger sense of
information is in the final section of this manual. Those
affiliation with Norsouth Financial and its various units.
offices can provide approvals, resources, and answers to
Please do not weaken Norsouth Financial’s identity. Use the
any questions not specifically outlined in the guidelines
materials and follow the standards described in this manual
and available at www.identity.noso.com

3. Norsouth
Graphic
Standards 2
Contents
Preface The Importance of This Graphic
Identity Program
Logotype The Norsouth Identity 3
The wordmark 4
Minimum size requirements
Minimum free space
The logo 5
Minimum size requirements
Minimum free space
The Logo Paired with wordmark 6
Minimum size requirements
Minimum free space
Color Color Specifications 7
Typograhy Font choice 8
Stationery Stationery 9-10
Business cards
Letter head usage
Samples of Acceptable Deviations of the
Promotional Norsouth Identity 11
Materials
Consistency with Editorial style 12
correspondence New/Press release
Incorrect What Not to Do 13
Applications

4. Norsouth
Graphic
Standards 3
The Norsouth Identity
The special style crown and the
type is referred to as a logo.
The logo is the core element in
Norsouth’s visual identity system.
Its relative size, positioning and
color treatment are governed by
the rules in this guide.
Our name is the primary means
by which we are recognized;
therefore, the Norsouth Finacial
name, in the appropriate font that
constitutes our wordmark, must
appear on the front and back
of all forms of communication.
Only approved visual elements
or icons may be paired with the
wordmark to form the logo. The
wordmark may not be visually
altered, overprinted, paired with
unapproved images, bordered,
changed proportionally, or
otherwise tampered with in
any way. For examples of
inappropriate use, see page .
Please note: The logo is a unique
design. It must not be hand drawn,
scanned or modified in any way.
It should be reproduced only from
electronic files.
Digital files of various versions of
the logo are available online at
the Norsouth Identity Web site in
the “download graphics” section:
http://www.identity.noso.com

5. Norsouth
Graphic
Standards 4
The Word Mark
Size and Appearance: At
minimum, the wordmark should
appear no smaller than one-half
an inch high on a standard 4” x
9” brochure, and larger on larger
publications. In busy or complex
designs, it should be surrounded
Clear space required by appropriate white space to set
No other graphic may encroach it apart. It should be combined
within guidelines on the top, sides with a graphic element (see next
and bottom of the wordmark. section) to constitute the Norsouth
logo, except in specified situations.
Minimum size for standard 4x9
The wordmark should appear in
inch brochure:
an official Norsouth color. Solid
black can be used in materials
One half reproduced in black and white
inch minimum (including facsimile cover pages,
memorandums, newsletters,
or newspapers) or all white
Absolute minimum size: for reverses on a dark gray or
(Business card sample) blue background, in special
circumstances, if a printed piece
.33 inch is two-color but not gray dark blue
minimum and blue, an alternate color may
be used.
Reverse
One Color Black

6. Norsouth
Graphic
Standards 5
The Norsouth Logo
Minimum Size Requirements The primary logo ) is designed
for the great majority of uses but
should be used as a secondary
to the whole identity. In print
One inch high uses, the primary logo should be
minimum at least 1” high.
(Web & video), the primary
logo should be no less than 100
pixels high.
The logo must have a “buffer”
space around it to maintain
Clear space required
legibility and visual impact. No
other graphic elements, such
as typographyw(except the
.375 wordmark), rules,pictures, etc.,
should infringe upon this space.
The minimum free space needed
is given relative to the height of
the logo:
Where logo height is (h), the
required buffer
space is .375h.
Examples:
If the logo is 1.0” high, the
required buffer space
is 0.375”.
If the logo is 0.5” high, the
.375 required buffer space
is 0.1875”.

7. Norsouth
Graphic
Standards 6
The Logo Paired with
Minimum Size Requirements wordmark
The Norsouth word mark can be
paired with the logo to complete
the Norsouth Identity and should
be used for most of the uses when
conveying the Norsouth brand. The
2.5” high two elements can be saporated for
minimum design purposes.
Certain minimum extra-space
requirements around the logo must
be observed. The logo should be
visually (not mechanically) centered
in the panel shape as shown in the
diagrams at left. Notice that there is
.375 extra space beneath the logo. When
this configuration needs to be either
larger or smaller, the relative scale
of elements should be observed.
Digital files of this version of the
logo are available online at the
Norsouth Identity Web site in the
“download graphics” section:
http://www.identity.noso.com
A trademark is any logo, image,
symbol, name, nickname, letter(s),
word, slogan, or derivative used
by an organization, company,
or institution to identify its goods
.375
services and distinguish the
company from other entities or
competitors. It is “owned” by the
organization and cannot be legally
used outside of the organization
without permission.
The name “Norsouth Financial,”
for example, is a trademark,
and can be used on promotional
materials or merchandise only with
permission. Norsouth is a federally
registered trademark

8. Norsouth
Graphic
Standards 7
Color Specifacations
Pantone Spot Colors Norsouth’s traditional colors
have always been blue and
gold. However, numerous
PMS 648 PMS 647 PMS 7544 variations of these colors
have been used. The blue has
been especially inconsistent,
diminishing recognition of the
color as signifying Norsouth.
Using a single, distinctive
shade of blue will, over time,
80% make Norsouth‘s visual identity
Screen more memorable.
At left are primary and
secondary hues which should
be used on multicolor printed
materials and for on-screen
uses. Use only the Norsouth
blue for the logo; gold is
intended as an accent color. For
the purposes of uniforms and
sportswear (primarily textiles),
Norsouth Athletics has adopted
different color specifications.
Do not reproduce the Norsouth
logo in athletic colors. For
20% accurate color matching, use a
Screen Pantone Matching System (PMS)
swatch. Norsouth graphics
professionals may request a
color kit; see the “Resources”
section on the identity Website,
Process color CMYK Matches
www.identity.noso.com
PMS 648 PMS 647 PMS 7544
Please note: Always insist
upon accurate color matching.
Poorly matched colors may
weaken impact, lessen the
effectiveness of the logo, and
slow public awareness of the
Norsouth logo.

9. Norsouth
Graphic
Standards 8
Typography
The ITC Galliard and Futura font
family is available in OpenType,
TrueType, and Postscript formats for
both Mac and Windows platforms.
It can be purchased online at
many major type companies, such
as Linotype and FontHaus, at a
reasonable price. Each department
is responsible for securing licensed
versions of needed fonts.
Roman It is not necessar y not
recommended to use a Galliard font
for supporting type and body copy.
Bold In many cases, it is preferable to
use contrasting styles.
Black
Ultra
Light
Regular
Bold

10. Norsouth
Graphic
Standards 9
Stationery (Not to scale) Stationery
Only administrative offices,
established centers that have
been approved through
appropriate administrative
channels can use Company
stationery. Care should always
be exercised to avoid ordering
nosofinacial.com
large quantities of stock that may
become obsolete or otherwise
unused.
1900 Wall St. Place
NY, NY. 10005 Stamp
Here
Because desk printers typically
cannot reproduce Norsouth blue
accurately, they should not be
used to print full-color letterhead.
For informal, electronic, or
internal correspondence, a one-
color (black) template provided
by OCM may be an option.
Standard Bussiness Card Business Cards
A business card format approved
for official company use is shown
at right. The standard business
card accommodates up to 6
lines of text, an option to include
a cell phone number, and the
ability to include country code
and USA for departments with
international contacts.

11. Norsouth
Graphic
Standards 10
Letter Head
This blue space is designated for letter should be no less than 2 inches from the
copy. A justified left and rag right format is top of the page. Letterhead primarily for
recommended, as well as 11 pt. type. The administrative units (not shown to scale).
vertical margins can vary according to the Margin settings provided here ensure
amount of text; however, the top margin material will fit and print easily.
1”
2”
1”
.5”

12. Norsouth
11
Graphic
Standards
Samples of
Promotional Materials
Here are a few examples
demonstrating appropriate
Company style, including
proportional logo wordmark
size and placement, back
cover inclusion of logo/
wordmark, Web address and
equal opportunity statement
usage, printing, Slogan and
publication date, effective use of
photographs, and consistent use
of typography
Acceptable
Deviations of the
Norsouth Identity
The Identity is versatile enough
for alteration. Different parts of
the logo can be picked apart
for effective design, as long
as the Master Brand appears
somewhere on the same page as
any deviations.

13. Norsouth
Graphic
Standards 12
Editorial Style Constancy with
correspondence
Editorial consistency and care is critical in creating Alternate spellings — Go with the
a positive university impression. Preferred editorial preferred spelling, which is listed
style for news releases and newsletters is Associated first in the dictionary, unless it is
Press style. The preferred editorial style for magazines, spelled a certain way for a reason,
brochures, postcards, invitations, and other print e.g., internally, Telfair Peet Theatre,
projects is the Chicago Manual of Style. Graves Amphitheatre, and Edgar B.
Carter .
In order for a news release to be distributed through
OCM to media outlets, OCM reserves the right to edit As well as — Avoid overusing
or rewrite releases as needed to ensure they meet this phrase in place of “and”; the
editorial/style guidelines and provide credible, current, phrase has the sense of “too” or
and meaningful information. “also,” rather than simply “and.”
The items in this section are intended to assist Computer terms — The word
communicators at Norsouth Financial in providing “Internet” is always capitalized.
consistent style for written releases and are not The term “e-mail” is always
intended to be inclusive of all editorial style. Continue hyphenated. Always write “Web
to use The Associated Press Stylebook or The Chicago site” as two words and uppercase
Manual of Style (depending on the type of publication) “Web.”
and Webster’s New World College Dictionary, Fourth
Edition, as reference materials. To avoid confusion Numbers — Use numerals for
among the university’s many media contacts, news percentages and ages. Generally,
releases should follow the same format. spell numbers one through nine and
use numerals for 10 and higher,
News/Press Release with the exception of percentages
where numerals are preferred.
Any news releases distributed in hard copy form by
OCM on behalf of other campus areas or departments Quotes — It is important to
will list the date and contain two contacts for media work with the person quoted to
inquiries, as shown below. Of the two contacts, one is ensure that all direct quotes are
typically from the department that contributed the news grammatically and factually correct,
item, and the other typically from OCM. This procedure and that they accurately convey the
ensures media contacts will always be able to reach intended meaning. Quotes should
someone to follow up on a story, and that OCM can also be at the appropriate reading
provide backup support for any departments level for the intended audience.
Telephone numbers — 844-****,
never 4-****. Add the area code
if the release is going outside
Lee County. Note: Whether you
use parentheses, a period, or a
slash, be consistent in the way you
separate the area code.

14. Norsouth
13
Graphic
Standards
What not to do Incorrect Applications
Software has made it ver y easy
to alter graphics by applying
Do not alter the wordmark or filters and special effects, or
any visual elements simply by changing shapes
and colors. Please resist the
temptation. The impact of any
logo depends on consistent use
resulting in a large number of
impressions over a long period
Never overprint on the of time. The best logos are not
logo,even when screened: “read” as words, but act as
visual stimuli, automatically
Finace for your future triggering a complex series of
associations. Any changes to
the shape and color of a logo
reduce its impact and can,
Never use unofficial over time, defeat the entire
Company colors with the purpose of a logo program.
logo; instead, reverse it out in This page illustrates some of
white for darker backgrounds, the more obvious ways a logo
or print in black for two-color can be destroyed by incorrect
publications use. Please avoid these and all
other changes to the Norsouth
logo. Do not use the logotype
against backgrounds which
conflict with Norsouth’s logo
colors, prevent good contrast
Do not rotate or place the or clear legibility. Generally
logo or wordmark at an angle these will include harsh or
brightly colored,multicolored,
textured, or vari-hued
photographic backgrounds.
Do not “squeeze” or “stretch”
the logo

16. www.identitiy.noso.com