BRAND STANDARDS & GUIDELINES · Brand Standards Introduction to Brand Elements While this document...

BRAND STANDARDS & GUIDELINES

CONTENTS

Brand Standards ....................................................................... 3

Introduction to Brand Elements ................................................ 3

What is a Brand? ...................................................................... 4

Our Brand Story ......................................................................... 4

Guiding Principles ..................................................................... 5

Our Brand Promise and Tagline ............................................... 6

Our Brand Mark/Logo ............................................................... 7

Brand Colors ............................................................................. 8

Brand Mark/Logo Specifications ............................................. 9

Typography ............................................................................. 10

Brand Photography & Creative .............................................. 11

Messaging and Tone .............................................................. 12

Brand Stationery .................................................................... 13

Sample Layouts....................................................................... 14

Electronic Branding ................................................................ 15

For More Information .............................................................. 17

The visual identity of SkyPoint Federal Credit Union is created through

the consistent use of graphic elements, including brand mark,

typography, imagery, and color palette. By preserving a professional

and recognizable look for SkyPoint, we are protecting the SkyPoint

name and reinforcing the quality of SkyPoint as an institution to all

audiences.

The existence of these guidelines does not mean that materials

must look exactly alike. However, the standards call for materials to

demonstrate a family resemblance, so it is clear they are from the same

institution. This will cause the audience to associate all campaign-

branded materials with SkyPoint.

The guidelines that follow apply to the brand mark, typeface, graphics,

and color usage associated with the SkyPoint brand. They represent a

cohesive standards system that unifies the SkyPoint identity while still

allowing for graphic distinction.

Brand Standards

Introduction to Brand Elements

While this document is meant to provide a foundation for our brand,

and covers fundamentals like logo usage, our color palette and font

guidelines, it is ultimately SkyPoint Federal Credit Union’s team

that defines our brand. Beyond the graphical elements of our brand

represented here, there’s the very human side to how we present and

execute our brand. Yes, this guide defines the look and feel of who we

are, but it is you, our team, who breathes personality and fun into the

brand and brings it to life for our members. You are the ambassadors

of our brand.

Great brands create an expectation, deliver a meaningful experience

and build an emotional connection with their members. Being a credit

union serving the community is the easy part; conveying why it should

matter to people and why they should do business with SkyPoint Federal

Credit Union is not so easy.

If we are to build toward an authentic brand, we must have a very real,

open and honest discussion about why we are in business, who we serve

and what makes us different.

“Great rates and great services” won’t cut it anymore. So, what business

are we really in?

What is a Brand?

The credit union seeks to change its members’ sense of what’s possible.

Tearing down limiting beliefs and replacing them with liberating truths.

SkyPoint Federal Credit Union provides technology and a suite of

banking products that offers the convenience to guide and lead to real

financial change for its members.

Employees are perceived as experts. It’s not just that they are in the

banking field, but that they are on top of it. At its best, the credit union

offers an approachable team for getting things done. Each employee is

viewed equally as friendly and competent as the next.

Every credit union associate serves each member with open arms —

never fixated on the problems but focused on simple solutions. Building

on what’s right and getting members to see what’s possible, SkyPoint is…

Changing the way people feel about life and finances.

Our Brand Story

SkyPoint Federal Credit Union adheres to the highest of standards and

will never compromise on its promise to make banking simple. Nothing

is more important than the assurance that comes with high quality,

innovative solutions through trustworthy, dedicated relationships.

How do we create member loyalty? These are the core principles

that guide the credit union.

• Finding ways to remove complexity and unnecessary processes in banking.

• Operating with transparency and integrity.

• Hiring great people and building empowering relationships with each

member.

• Committed to helping members and employees achieve their financial and

career goals.

• Focused on continuous development and disruptive innovation in the

marketplace.

• Protect credit union assets and institute safeguards for members.

• Highly reliable. Takes responsibility for unforeseen challenges and is quick

to forgive others.

• Intimately tied to the local communities we serve.

SkyPoint aims to lead in the creation and development of innovative

technologies that makes banking simple. It is an extension of having

outstanding people with a passion for doing what is best for the

member. The credit union is always looking for more efficient ways

to serve its membership, which includes being resourceful, adaptable

and achieving results faster.

Guiding Principles

Our members have come to expect:

• A team of abundant thinkers who are happy to listen and share their

knowledge to help members reach their best potential.

• A commitment to innovation and being a learning organization.

Our TrueLine — the one true thing you can say about SkyPoint Federal

Credit Union — is SkyPoint is changing the way people feel about life

and finances.

We Help Make Banking Simple

As the saying goes, Life Happens. There are planned and unplanned

events in our members’ lives – events that for us, are opportunities to be

the voice of experience, the guide, the friend. As members encounter

these milestones, they need a financial institution that can help them

navigate through their life changes.

That’s us.

Our tagline, We Help Make Banking Simple, embodies that very

promise. By removing obstacles via technology to create banking

that’s more convenient, by providing actionable information and

answers and value-deep products and services, and by plenty of good

old-fashioned listening, we make our members’ lives easier by making

banking more simple.

Our Brand Promise

Our Tagline

The point from which the wings emanate represents the starting

point in the member’s journey toward reaching their financial goals.

The downward flow of the wings into the singular point also represents

the diverse backgrounds, situations, and goals that bring members to

SkyPoint Federal Credit Union.

The sharp points of the wings evoke fire, echoing SkyPoint's burning

passion for service and value. The duotone symbol creates depth,

reminding members that they are not alone in their quest to achieve their

financial dreams. The numerous shapes making the symbol represent

the suite of products and services offered by SkyPoint.

The geometric sans serif is crisp, clean and easy to read. It is inviting

and modern, generating familiarity and trust in members' minds.

The simplicity of the type compliments the multi-faceted symbol,

bringing balance.

Orange is often associated with warmth and happiness. It stimulates

activity. It is perceived as both outgoing and approachable. Blue,

meanwhile, is often associated with trust and strength. It is universally

positive as we relate it to clear skies and clean water.

Our Brand Mark/Logo

The brand color palette is elegant and sophisticated, and yet, a little

bold and punchy. The colors to be used in reproducing the brand mark

are blue, orange, gray, black and white.

Primary Colors

Secondary Colors

Brand Colors

SkyPoint Blue

SkyPoint Green

SkyPoint Orange

SkyPoint Teal

SkyPoint Gray

HEX#

RGB

CMYK

HEX#

RGB

CMYK

HEX#

RGB

CMYK

165A7D

22, 90, 125

93, 62, 32, 13

HEX#

RGB

CMYK

56B14E

86, 177, 78

89, 5, 95, 0

F78D2A

247, 141, 42

0, 54, 94, 0

33A0BC

51, 159, 188

73, 20, 20, 0

HEX#

RGB

CMYK

777777

119 / 119 / 119

0 / 0 / 0 / 65

PANTONE

7700 C

PANTONE

361 C

80%

Tint

80%

Tint

80%

Tint

80%

Tint

80%

Tint

50%

Tint

50%

Tint

50%

Tint

50%

Tint

50%

Tint

10%

Tint

10%

Tint

10%

Tint

10%

Tint

10%

Tint

PANTONE

715 C

PANTONE

313 C

PANTONE

COOL GRAY

9 C

The logo is the face of the brand. It is important to set a standard when

using it. Creating consistency with the brand mark will allow members

and potential members to immediately recognize the brand, whether it’s

through style, shape, or color. Establishing logo standards will help build

integrity within the brand.

Use only authorized artwork as outlined here. Never redraw or alter the

logo, including the placement and size — doing so weakens the identity.

Brand Mark/Logo Specifications

On a white or light background, use only

the positive full-color or grayscale logos.

On a dark background, use only the

negative, or all-white logo.

DO NOT cramp the logo. Always maintain

clear space around all sides of the logo to

protect the logo from distracting graphics

or typography.

DO NOT break up, alter, or recolor the

logo in any way.

DO NOT “stretch” or “squeeze” the logo to

make it fit in a space. The logo should be

adjusted proportionally.

The logos are not meant to be reproduced

at a size smaller than 0.5” high.

0.5”

Raleway is the primary typeface and should be used in all communication

materials.

This font should be used for Headlines and Body Copy.

Use various sizes and weights to establish a clear hierarchy of information.

Do not substitute any other typeface for Raleway, except in instances

when Raleway is unavailable — primarily in web, email, or word processor

files (MS Word, PowerPoint, etc.). In these situations, you may substitute

with Source Sans Pro or Times New Roman.

In the case of numbers, it is acceptable to use the font, Rawline to

substitute. The difference is shown below.

Typography

Raleway Font Family

Thin

ExtraLight

Light

Regular

Medium

SemiBold

Bold

ExtraBold

Black

Heavy

Thin Italic

ExtraLight Italic

Light Italic

Regular Italic

Medium Italic

SemiBold Italic

Bold Italic

ExtraBold Italic

Black Italic

Raleway Numbers: 1234567890

Rawline Numbers: 1234567890

When it comes to creating marketing materials, concept comes first.

Lifestyle photography is but one possible way to tell our story. When this

is the case, we should strive for photography that is high quality, high

contrast, reflective of our member demographic, and friendly.

Ideally, the images should convey a happy feeling but maintain the level

of professionalism SkyPoint Federal Credit Union represents. Images

that are impactful, energetic, and that engage the viewer best suit the

SkyPoint brand. Full-bleed photos should also be used for impact when

appropriate.

Brand Photography & Creative

When crafting and communicating messaging we should always be

answering the imagined question: Why SkyPoint Federal Credit Union?

To do that, we strive for messaging that:

• Is benefit-driven and speaks to the value of our products and

services as examples of how we deliver to members.

• Communicates our technology-forward vision.

• Positions us as a friend and financial partners who understands the

needs, no matter which stage of life they’re in, of our members and

creates a “we’re like you” feeling.

How we deliver these messages, “the tone,” is as important as what we

say. The overall voice of SkyPoint should communicate our messaging in

a way that conveys our respect for straight talk over fluff, is professional

but conversational, and reflects a cheerful enthusiasm for helping our

members.

Lastly, the successful execution of SkyPoint’s message and tone depend

on far more than marketing materials. As brand ambassadors, we should

embody these guidelines in our everyday actions, whether it’s taking the

spirit of our brand into meetings with members or the way in which we

answer the phone.

Messaging

Tone

To maintain consistency, only the approved SkyPoint Federal Credit

Union stationary should be used in official communications.

Brand Stationery

MCEFCU_SkyPoint_Letterhead_OPT-B_V3.pdf 1 1/24/19 9:12 AM

MCEFCU_SkyPoint_9x12_Envelope_OPT-B_V3.pdf 1 1/24/19 9:02 AM

MCEFCU_SkyPoint_10_Envelope_OPT-B_V3.pdf 1 1/24/19 9:03 AM

SKYPOINTFCU.ORG

ROUTING NUMBER: 255077891

Business Card9x12 Envelope

#10 Envelope

Pocket Folder

Letterhead

Our designs for posters, flyers, handouts, billboards and print and digital

advertisements should be simple — showcasing a lifestyle our members

aspire to achieve.

Sample Layouts

Live like your phone is off.Mortgages and more at skypointfcu.org

This credit union is federally insured by the National Credit Union Administration and is an Equal Opportunity Housing Lender.

Follow your dreams.Auto loans and more at skypointfcu.org

Federally insured by NCUA.

Let no one pull the strings but you.

Outstretch your line at skypointfcu.org


Loans to help you get ahead.

Take action at skypointfcu.org


Jane Name | TitleSkyPoint FCU | Street Address | City, State, Zip Code O: Office Number | F: Fax Number | skypointfcu.org

Connect with us:

PAGE 15

Any graphics used online for promoting and/or linking to the SkyPoint Federal

Credit Union website should be branded using the brand mark, colors,

typefaces, and imagery of SkyPoint.

1. Emails should be used for business purposes.

2. Emails must be professional; SkyPoint does not allow backgrounds and

requires employees to use basic fonts and colors such as Times New

Roman or Calibri, in black, 10 to 12 point fonts.

3. Emails should be spell-checked and proof-read before sending; you can

set spell-check to automatically process on each email.

4. Emails should include your name and contact information using this format:

Electronic Branding

5. You should check email periodically throughout the day; check with your

supervisor for their expectations on this.

6. You should respond to any emails that are sent specifically to you by the

end of the business day or sooner.

7. Group emails must be responded to by someone within the group by

the end of the business day; check with your supervisor to see who is

responsible for responding to your group’s emails.

Name

Font: Calibri

Size: 11 pt.

Style: Bold

Color: Dark Blue

Additional Information

Font: Calibri

Size: 10 pt.

Style: Regular

Color: Black

Periods in phone number instead of hyphens.

Electronic Branding (cont.)

8. Emails should not be stored in Outlook for indefinite periods of

time; this takes up too much space and slows the system. Save

information you need on your personal or shared drives.

9. Outlook automatically copies all sent emails to a “sent” folder; you

do not need to copy yourself on outgoing emails. You will have

access to them.

10. Emails that are deleted from most folders can be retrieved at a

later date.

11. Emails that are deleted from the “Deleted” folder are permanently

removed; the system will warn you before deleting from this folder.

12. Old emails will need to be periodically “archived”; this again keeps

the system speed to an optimal level.

Outlook 2013, like all other Microsoft Programs, has help screens to

help you with questions. Please use this function to increase your

knowledge and comfort level with this program.

Important Rules

Do not distort or stretch any of the SkyPoint graphics. Use them in

their original, intended proportion. Do not use the SkyPoint graphics

over complicated or multi-colored backgrounds. In general, a solid,

contrasting color should be used from the suggested color palettes.

Do not display SkyPoint brand mark graphics in poor quality, low

resolution, or illegible sizes. Edges should be crisp and clear, and

the smallest letters should be easy for most people to read on a

high-resolution monitor. Work with your web designer to ensure the

graphics are of the highest quality.

For More Information

Log or marketing requests should be directed to:

Jorge Saenz

Chief Development and Engagement Officer

301.279.1964 (main) | 301.407.6026 (direct) | 301.528.8253 (fax)

19785 Crystal Rock Dr., Suite 201 | Germantown, MD 20874

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