Maher Group - Visual Standards Manual
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The document provides visual branding standards for the Maher Group, including its subsidiaries Maher Partners and Mast Wealth. It outlines the logo designs and variations, color palettes, typography, spacing guidelines, and permissible uses of secondary graphics like backgrounds. The logos feature a consistent 'M' icon representing the group's offerings across financial services. Photographs and taglines are designed to reinforce the hierarchy of the different entities.
![BRANDMARKS[CONTINUED]
Primary Logo Marks
with Tag-line - lockup
The 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.
MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 9
INVESTMENTS RETIREMENT INSURANCE](https://image.slidesharecdn.com/mahervsm-folio-170119230448/85/Maher-Group-Visual-Standards-Manual-9-320.jpg)
![BRANDMARKS[CONTINUED]
Primary Logo Marks
with faceted background
- lockup
The 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.
MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 10
INVESTMENTS RETIREMENT INSURANCE](https://image.slidesharecdn.com/mahervsm-folio-170119230448/85/Maher-Group-Visual-Standards-Manual-10-320.jpg)
![SPACINGISOLATION[CONTINUED]
MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 14
MaherPartners
Spacing and Isolation
Spacing 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
0.25x
1x
3.25x
0.5x
1x
1x 1x
1x1x
ACCOUNTANTS AUDITORS ADVISORS
1x
3.25x
1x
1x 1x
1x1x](https://image.slidesharecdn.com/mahervsm-folio-170119230448/85/Maher-Group-Visual-Standards-Manual-14-320.jpg)
![SPACINGISOLATION[CONTINUED]
MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 15
MastWealth
Spacing and Isolation
Spacing 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
0.25x
1x
3.25x
0.5x
1x
1x 1x
1x1x
INVESTMENTS RETIREMENT INSURANCE
1x
3.25x
1x
1x 1x
1x1x](https://image.slidesharecdn.com/mahervsm-folio-170119230448/85/Maher-Group-Visual-Standards-Manual-15-320.jpg)
![TYPOGRAPHY[CONTINUED]
MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 20
ABCABCABC
Logotypetypography
The logotype typography has been selected
to compliment the bold ‘M icon’
The typeface families used are as outlined below.
GOTHAM - LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
GOTHAM - BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789](https://image.slidesharecdn.com/mahervsm-folio-170119230448/85/Maher-Group-Visual-Standards-Manual-20-320.jpg)
![TYPOGRAPHY[CONTINUED]
MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 21
ABCABCABC
ADOBE CASLON REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^*()
ADOBE CASLON PRO ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^*()
Secondarytypography
The secondary typography has been selected to
compliment the look and feel of the Maher Brand.
The typeface families used are as outlined below.](https://image.slidesharecdn.com/mahervsm-folio-170119230448/85/Maher-Group-Visual-Standards-Manual-21-320.jpg)
![TYPOGRAPHY[CONTINUED]
MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 22
ABCDABCDABCDE
ITC FRANKLIN GOTHIC BOOK CONDENSED
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^*()
ITC FRANKLIN GOTHIC DEMI CONDENSED
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^*()
Secondarytypography
The secondary typography has been selected to
compliment the look and feel of the Maher Brand.
The typeface families used are as outlined below.](https://image.slidesharecdn.com/mahervsm-folio-170119230448/85/Maher-Group-Visual-Standards-Manual-22-320.jpg)
Maher Group - Visual Standards Manual
- 2. 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 TABLEOFCONTENTS MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 2
- 3. The Mark The 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 Group The 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 Partners A long history is represented with the name Maher in reference to chartered accounting in the areas of accounting, advisers and Audits. Mast Wealth Mast Wealth represents the financial planning side of the business, providing advise and services in investments, retirement and insurance. OVERVIEW MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 3
- 4. LOGOINSPIRATION The Maher group help to make the complex simple. MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 4 Our Inspiration The Maher Group contend day to day with a vast array of interrelated factors with their offering in the accounting & financial sector. Brand Story As 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: ‘ ’
- 5. BRANDHIERARCHY Logo Marks with Tag-line The Maher Group Logo Marks have been designed with a positioning tag-line. NB: Secondary Graphic faceted background shown. MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 5 INVESTMENTS RETIREMENT INSURANCE
- 6. SYMBOL: TYPOGRAPHY: POSITIONING: ‘m icon’ entity name tag-line THETOOLKIT MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 6 The sample tag-line in upper lowercase lettering The sample tag-line in upper lowercase lettering The sample tag-line in upper lowercase lettering
- 7. COMPANYHIEARCHY Company hiearchy is set out at right. MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 7 INVESTMENTS RETIREMENT INSURANCE
- 8. BRANDMARKS Proportions For 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 - lockup The Standard Logo Marks for Maher Group Maher Partners Mast Wealth are set out at right. MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 8 INVESTMENTS RETIREMENT INSURANCE
- 9. BRANDMARKS[CONTINUED] Primary Logo Marks with Tag-line - lockup The 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. MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 9 INVESTMENTS RETIREMENT INSURANCE
- 10. BRANDMARKS[CONTINUED] Primary Logo Marks with faceted background - lockup The 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. MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 10 INVESTMENTS RETIREMENT INSURANCE
- 11. LOGOVARIATIONS MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 11 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 ?nancial solution ACCOUNTANTS AUDITORS ADVISORS Linear Stack Logo Mark standard spacing
- 12. LOGOVARIATIONS MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 12 Minimum sizes The 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
- 13. SPACINGISOLATION MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 13 MaherGroup Spacing and Isolation Spacing 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 0.5x 1x 3.25x 0.5x 1x 1x 1x 1x1x The integrated accounting ?nancial solution 1x 3.25x 1x 1x 1x 1x1x
- 14. SPACINGISOLATION[CONTINUED] MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 14 MaherPartners Spacing and Isolation Spacing 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 0.25x 1x 3.25x 0.5x 1x 1x 1x 1x1x ACCOUNTANTS AUDITORS ADVISORS 1x 3.25x 1x 1x 1x 1x1x
- 15. SPACINGISOLATION[CONTINUED] MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 15 MastWealth Spacing and Isolation Spacing 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 0.25x 1x 3.25x 0.5x 1x 1x 1x 1x1x INVESTMENTS RETIREMENT INSURANCE 1x 3.25x 1x 1x 1x 1x1x
- 16. TREATMENTS-PHOTOGRAPHY MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 16 Photographic Backgrounds When 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
- 17. SECONDARYGRAPHICS MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 17 Secondary backgrounds Several 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.
- 18. BACKGROUNDMATRIX 1x 1x 1x The sample tag-line in upper lowercase lettering MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 18 Background Lockup Maher faceted backgrounds have been developed to be used in conjunction with the Logo Mark. The unit Matrix and spacing shown at right.
- 19. TYPOGRAPHY MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 19 ABABAB The logotype typography has been selected to compliment the bold ‘M icon’ Primary Typeface The primary typeface is used for the company name. Secondary Typefaces The 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.
- 20. TYPOGRAPHY[CONTINUED] MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 20 ABCABCABC Logotypetypography The logotype typography has been selected to compliment the bold ‘M icon’ The typeface families used are as outlined below. GOTHAM - LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 GOTHAM - BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
- 21. TYPOGRAPHY[CONTINUED] MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 21 ABCABCABC ADOBE CASLON REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^*() ADOBE CASLON PRO ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^*() Secondarytypography The secondary typography has been selected to compliment the look and feel of the Maher Brand. The typeface families used are as outlined below.
- 22. TYPOGRAPHY[CONTINUED] MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 22 ABCDABCDABCDE ITC FRANKLIN GOTHIC BOOK CONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^*() ITC FRANKLIN GOTHIC DEMI CONDENSED ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^*() Secondarytypography The secondary typography has been selected to compliment the look and feel of the Maher Brand. The typeface families used are as outlined below.
- 23. COLOURPALLETTE-LOGO MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 23 299 2738 636 PANTONE PANTONE PANTONE COLOURSPACE Spot Colour: Pantone? 299C Process Colour: C:74% M:20% Y:0% K:0% RGB Value: R: 15 G: 162 B: 220 Web # Value: 10fa2dc COLOURSPACE Spot Colour: Pantone? 2738C Process Colour: C:100% M:91% Y: 23% K:8% RGB Value: R:38 G:56 B:121 Web # Value: 263879 COLOURSPACE Spot Colour: Pantone? 636C Process Colour: C:48% M:0% Y: 10% K:0% RGB Value: R:122 G:208 B:226 Web # Value: 7ad0e2
- 24. COLOURPALLETTE-SECONDARY MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 24 5435 549 CG9 CG3 COLOURSPACE Spot Colour: Pantone? 5436C Process Colour: C:35% M:18% Y: 13% K:0% RGB Value: R:165 G:186 B:202 Web # Value: a5baca COLOURSPACE Spot Colour: Pantone? 549C Process Colour: C:61% M:24% Y: 20% K:0% RGB Value: R:103 G:162 B:185 Web # Value: 67a2b9 COLOURSPACE Spot 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 COLOURSPACE Spot 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
- 25. APPLICATIONS MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 25
- 26. APPLICATIONS MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 26
- 27. APPLICATIONS MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 27
- 28. MAHER GROUP VISUAL STANDARDS ?S2CREATIVE S2CREATIVE.COM.AU PAGE 28 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 thankyou CONTACTS