Photography by / Huong Ha

ALTFEST CORPORATE IDENTITY MANUAL 2010

LOGO STANDARDS

History 1 / 2

Purpose 3 / 4

Logo Usage 5 / 20

LOGO APPLICATIONS

Stationary 21 / 30

Web/Interactive 31 / 34

EXTERNAL APPLICATIONS

Signage 35 / 38

Attire 39 / 40

Miscellaneous 41

Our philosophy

is simple.

President: Meghan Altfest

A BRIEF HISTORY

Altfest Financial Group is family owned and run with the help of a highly trained staff. Based out of New York and located on the busy streets of Park Avenue, Altfest Financial Group is working to help people better organize their finances. Founded in 1983 by Lewis J. Altfest, Altfest financial Group is one of the few companies who are a fee only firm. Currently the firm manages more than $500 million and growing.

HISTORY

2

Hello,

Before you begin branding with the Altfest Identity may I suggest that the purpose of this manual is to define the specifications of the Altfest Financial Group’s corporate identity. Within this manual are specifications on logo, color, and type use. You will also find specifications for signage, merchandise, and stationary. This identity is to be used by employees, outside suppliers, designers and advertisers.

This identity was assigned to Altfest Financial Group in order to give it the strength and stability it needs to stand out within the field of financial ad-vising. Given this, all guidelines expressed in this manual are to be followed exactly as they are displayed without any deviation. If these guidelines are not followed specifically it is at the cost of Altfest Financial Group and may seriously harm the public appreciation of the corporation. If there are any questions concerning the design and usage of the aforementioned aspects of the Altfest Financial Group corporate identity, please feel free to contact, me, the designer.

I hope you enjoy using the Altfest Financial Group identity.

Designer,

Danielle Harrisdaniellejharris@gmail.com

PURPOSE

4

pantone 232 M

Our color palette was developed with our personality in mind. Selecting colors that are both

sophisticated and bold we’re able to pay honor to the tradition of banking while reminding our clients

on the trendy streets of Park Avenue that we’re also on the cutting edge of financial advisement.

COLOR SCHEME

These Pantone colors are designated for the Altfest identity and are not to be interchanged with any other color that is

similar or different to the ones designated below.

pantone 392 M pantone 179 M

Our color palette was developed with our personality in mind. Selecting colors that are both

sophisticated and bold we’re able to pay honor to the tradition of banking while reminding our clients

on the trendy streets of Park Avenue that we’re also on the cutting edge of financial advisement.

The Altfest logo was first and foremost designed with the idea of strength and reliability in mind. Therefore, upper caps were used for the secondary type and a

sturdy sans serif was chosen for the main type.

It was also important that the logo be modern in order for the Altfest brand to be noticed in the trendy Park Avenue district in New York. Wider kerning and a thinner

slab sans serif was chosen in order to fulfill this priority.

For the sake of memorability the type was also coupled with an icon based off the geometry and mechanics of a pin wheel. This icon represents the even and easy flow

of finance management you’ll gain with Altfest.

LOGO USAGE

LOGO USAGE

10

BLACK AND WHITE AND COLOR

solid black

BLACK AND WHITE AND COLOR

solid black at 60%

COLOR SCHEMATICS

Please adhere to the following rules when using the black and white and color version of the Alfest logo.

LOGO USAGE

BLACK AND WHITE

solid black

COLOR

pantone 392 M

60 50 40 30 20

100 80 60 40 20

LOGO USAGE

12

LOGO SCALE

Below are four scales of the altfest logo in order to help you identify what it might look like at 100, 75, 50, and 25 percent.

LOGO USAGE

14

REVERSED LOGO COLOR SCHEME

When using the Altfest logo against a black background or any shade of color that challenges the readability of the black logo it will be necessary to inverse the Altfest lettering to 100% white. Please do this for both the main logo face and the secondary

type that spells financial.

The logo icon can remain in grey gradation or you may choose to use the two reversed logos on the right. You may note that it is

recommended to leave the gradation on the icon.

DON’T

Below and to the right you’ll find the ways in which you MAY NOT use the Altfest Financial Group’s logo. These logos have been stretched, squeezed, and turned in ways that do not fit

the identity of the Altfest Financial Group.

LOGO USAGE

LOGO USAGE

18

DO

Below you’ll find the secondary ways in which you MAY use the Altfest Financial Group’s logo. Other acceptable ways to the Altfest logo appear at the beginning of the logo schematics

section of the manual.

1.

2.

3.

LOGO USAGE

LOGO USAGE

Primary Typeface Secondary Typface

The secondary typeface is Futura and was chosen because it is the most widely available typeface that looks the most like Trade Gothic. Please use this typeface when Trade Gothic is

not available. If Futura is not available please check with the designer for another alternate typeface.

20

TYPEFACE SPECIFICATIONS

Just as important as using the logo correctly and the color schemes is staying consistent with the Altfest designated

typefaces. Below to the left is the primary typeface that should be used when representing Altfest and that is Trade

Gothic. The two most common families from the typeface are represented here but other families can be used as well

when appropriate.

Logo Application

scaled down 90 percent of actual size

7/8’

7/8’

STATIONARY

BUSINESS CARDS

Altfest business cards are unique and fold in two sections for and accordion type effect when unfolded - see diagram to the right on page 23.

Business cards for Altfest employees can be ordered in either Pantone 392 M or Pantone 179 M as shown to the right as well.

Below is this clear space needed to create the Altfest business card and should be followed exactly in order to within the Altfest Identity guidelines.

7/8’ 7/8’

7/8’

3/4’

22

STATIONARY

ALTFEST ENVELOPES

Altfest Envelopes were designed with class and style in mind. The construction of the envelope is shown to the right along with the way the envelope would appear

from the back once assembled. See pages (25-26) for images of how the envelope would appear from the front.

Below is the pattern and size of the insert that is pasted inside the envelope before assembly. This pattern is printed on a rice paper to add the unexpected

elegance and design one might expect from the Altfest identity.

STATIONARY

STATIONARY

24

STATIONARY

ALTFEST ENVELOPES LAYOUT

Below and to the right is the visual clear space for making altfest envelopes. Be-low shows the are designated by the U.S. Postal office as clear space and to the

right you can see the design solution invented to fit these standards without giving into a standard layout.

STATIONARY

26

STATIONARY

ALTFEST PAPER

To the left is an example of the design for the standard business sheet that should be used with the envelope and business cards we have already shown.

Type can be printed on this page either flush left or flush right, but we do suggest flush right. As for everything else printed on the page it is flush right in accor-

dance to the Altfest identity.

The icons that appear here should be printed as a very faint grey at about 1 per-cent but ideally they should only be water marks visible when held up to the light.

This allows us to continue the subtle and modern feel of the Altfest identity.

STATIONARY

28

HOLIDAY CARDS

Along with the normal office stationary is a design for Christmas greeting cards to send loyal customers each Christmas. Here is the suggested design for one series

of cards.

There are three covers to choose from each using the Altfest logo as snowflakes which should be displayed in either white or some shade of pantone metals silver.

The inside is currently left blank on the left in order to give Altfest the choice to fill in this space with a company tag line and or an offer to it’s customer. The inside

should always be solid on the right with the Altfest green but except in the case of the green cover. In that case the inside left should appear as the Altfest red/orange.

STATIONARY

Front Color Options

Inside Back

30

2010

WEB DESIGN

Web design for Altfest Financial Group is dedicated to taking the brand online, stronger than ever. Here we stick to the high contrast black and white photography along with the designated Altfest color Scheme. As you can see, we have narrowed

down the site to three main links all of which are the most important aspects of the site. We give a sneak preview of each article before you actual click the link so

information will change weekly and we want to keep a returning customers interest.

Speaking of keeping a persons interest, we also set up a live feed of the latest stock market quotes for an easy read and up to the minute representation of the stock

market. This also shows the customer that Altfest is up to date and we want you to know what we know about your money in the economy.

Keeping the site minimal yet striking we hope to make navigation and easy for the customer and we add an employee picture that changes monthly with a small bit

of advice just above their head. Again, this keeps the Altfest brand personal and approachable.

WEB/INTERACTIVE

32

WEB/INTERACTIVE

WEB BANNER AD

To accompany the Altfest web site we created a banner ad appropriate for any site which chooses to advertise the Altfest identity. Once again this ad stick with the

Altfest color scheme, logo representation, personal feel, and overall identity.

To further understand the way this banner ad would work,, each time the logo icon is shown by itself it is spinning thus bringing up the next frame. Each frame should

appear for at least 3 seconds and no shorter amount of time to make sure the frame is readable for the viewer.

WEB/INTERACTIVE

34

External Applications

SIGNAGE

INTERIOR SIGNAGE

Altfest is a company which caters to it’s employees just as much as it’s customers. Therefore, it’s important even the smallest signage pay tribute to the Altfest legacy

while providing aesthetically pleasing icons to help organize the staff and offices within the altfest building.

Here are examples for the general feel of the interior signage and icons that should be used throughout the Altfest building. Please be sure to stick within the feel of

these icons when establishing new icons.

SIGNAGE

OUTDOOR SIGNAGE

Altfest should be on the cutting edge of outdoor signage while also being prepared for more standard types of outdoor promotion. Below are examples of each . To the left is a traditional banner design for the busy streets of Park Avenue. Altfest ban-ners should continue the modern and minimal design standards found throughout

this manual. To the right of the banner promotions is a free standing digital stand promotion screen which resembles the rotating bars within the Altfest logo/

38

4 ft

10 ft

7 ft

3 ft

2 ft

3 ft

Grey Altfest Pattern

ALTFEST ATTIRE

We took the Altfest Identity that much further when we made a line of ties for our employees. Each tie expresses either the Altfest logo, color scheme, or both. We hope you’ll enjoy choosing which pattern and color scheme works best for you.

Please talk to the head of your department for pricing and ordering details as these are subject to change.

ATTIRE

Green Altfest Pattern Retro Altfest Colors Stripes

40

MISCELLANEOUS

TRANSPORTATION

For years Altfest Financial has had transportation vehicles like the van shown below. Never before have they implemented their identity to cover their vehicles like this.

Below are the color schemes and design applications you will need to create a vehicle that fits within the Altfest identity.

For starters, we use the color version of the Altfest icon to cover the hood of the vehicle for front recognition. Secondly we also applied the entire logo to the sides of

the van for pedestrian coverage.

Lastly, the van should bear a white or silver/grey paint and use an Altfest shade of green for the band that runs just above the tires.