2012 - 2020

Graphic identity is the sum of all the visual impressions associated with the Norsouth Financial name. With dozens of incompatible logos in use, Norsouth’s graphic identity has been a jumble.The impact of any logo depends on consistent use resulting in a large number of impressions over a long period of time. Familiar logos are not “read” as words, but processed by the brain visually, evoking a complex set of associations much more powerful than words.By using a shared Norsouth Financial graphic identity system, we can help build upon Norsouth Financial’s reputation for excellence. We can increase the quality, efficiency and cost-effectiveness of our communications efforts. We can better reflect the diversity of our financial offerings – it will be clear that the many benefits of Norsouth Financial, from health care to Financial education to retirement planning, come from a single Company. And in the long run, we will help foster a stronger sense of affiliation with Norsouth Financial and its various units.Please do not weaken Norsouth Financial’s identity. Use the materials and follow the standards described in this manual and available at www.identity.noso.com

Branding PromiseBe the preferred provider of financial services

Strategic Tag-lineFinance for your future

The strategic tag-line, “Finance for your future” can be incorporated as integral parts of the Signature use on all publications and communications of the core brand except official Norsouth documents and certain legal communications where a tag-line would appear inappropriate.

While comprehensiveness was a goal in developing this manual, questions will arise. Please call the Office of Communications and Marketing (OCM) or the Office of Trademark Management and Licensing. Contact information is in the final section of this manual. Those offices can provide approvals, resources, and answers to any questions not specifically outlined in the guidelines

The Importance of This

Graphic Identity Program

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; and Wealth and investment management. The Retail and Business Banking cluster comprises, Norsouth (credit card and loan provision); Europe Retail and Business Banking; and US and UK Retail and Business Bankin

Norsouth Financial will be the preferred provider of financial service in our communities based on strong customer relationships. Our goal is to create customer loyalty, shareholder value and employee satisfaction.--- Ed Stark (CEO)

For the Norsouth Community

NorsouthGraphicStandards 1

ContentsPreface

Logotype

Color

The Importance of This Graphic Identity Program

The Norsouth Identity 3

The wordmark 4Minimum size requirements Minimum free space

The logo 5Minimum size requirements Minimum free space

The Logo Paired with wordmark 6Minimum size requirements Minimum free space

Color Specifications 7

Font choice 8

Stationery 9-10Business cardsLetter head usage

Acceptable Deviations of the Norsouth Identity 11

Editorial style 12New/Press release

What Not to Do 13

NorsouthGraphicStandards 2

Typograhy

Stationery

Samples of Promotional

Materials

Consistency with correspondence

Incorrect Applications

The Norsouth IdentityThe 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

NorsouthGraphicStandards 3

The Word MarkSize 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 by appropriate white space to set it apart. It should be combined with a graphic element (see next section) to constitute the Norsouth logo, except in specified situations.

The wordmark should appear in an official Norsouth color. Solid black can be used in materials reproduced in black and white (including facsimile cover pages, memorandums, newsletters, or newspapers) or all white for reverses on a dark gray or blue background, in special circumstances, if a printed piece is two-color but not gray dark blue and blue, an alternate color may be used.

Clear space requiredNo other graphic may encroach within guidelines on the top, sides and bottom of the wordmark.

Minimum size for standard 4x9 inch brochure:

Absolute minimum size: (Business card sample)

Reverse

One Color Black

One half inch minimum

.33 inch minimum

NorsouthGraphicStandards 4

NorsouthGraphicStandards 5

The Norsouth Logo

One inch high minimum

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 uses, the primary logo should be 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 legibility and visual impact. No other graphic elements, such as typographyw(except the 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 bufferspace is .375h.

Examples:If the logo is 1.0” high, the required buffer spaceis 0.375”. If the logo is 0.5” high, the required buffer spaceis 0.1875”.

Clear space required

.375

.375

NorsouthGraphicStandards 6

2.5” high minimum

Minimum Size Requirements

.375

.375

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 two elements can be saporated for 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 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 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

The Logo Paired with wordmark

NorsouthGraphicStandards 7

Pantone Spot Colors

PMS 648 PMS 647 PMS 7544

80% Screen

20% Screen

Process color CMYK Matches

PMS 648 PMS 647 PMS 7544

Norsouth’s traditional colors have always been blue and gold. However, numerous 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, make Norsouth‘s visual identity 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 accurate color matching, use a Pantone Matching System (PMS) swatch. Norsouth graphics professionals may request a color kit; see the “Resources” section on the identity Website, www.identity.noso.com

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.

Color Specifacations

NorsouthGraphicStandards 8

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.

It is not necessary not recommended to use a Galliard font for supporting type and body copy. In many cases, it is preferable to use contrasting styles.

Typography

Light

Roman

Bold

Black

Ultra

Regular

Bold

NorsouthGraphicStandards 9

nosofinacial.com

1900 Wall St.NY, NY. 10005

PlaceStampHere

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 large quantities of stock that may become obsolete or otherwise unused.

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.

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.

StationeryStationery (Not to scale)

Standard Bussiness Card

NorsouthGraphicStandards 10

Letter Head

1”

1”

2”

.5”

This blue space is designated for letter copy. A justified left and rag right format is recommended, as well as 11 pt. type. The vertical margins can vary according to the amount of text; however, the top margin

should be no less than 2 inches from the top of the page. Letterhead primarily for administrative units (not shown to scale). Margin settings provided here ensure material will fit and print easily.

NorsouthGraphicStandards 11

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.

NorsouthGraphicStandards 12

Editorial consistency and care is critical in creating a positive university impression. Preferred editorial style for news releases and newsletters is Associated Press style. The preferred editorial style for magazines, brochures, postcards, invitations, and other print projects is the Chicago Manual of Style.

In order for a news release to be distributed through OCM to media outlets, OCM reserves the right to edit or rewrite releases as needed to ensure they meet editorial/style guidelines and provide credible, current, and meaningful information.

The items in this section are intended to assist communicators at Norsouth Financial in providing consistent style for written releases and are not intended to be inclusive of all editorial style. Continue to use The Associated Press Stylebook or The Chicago Manual of Style (depending on the type of publication) and Webster’s New World College Dictionary, Fourth Edition, as reference materials. To avoid confusion among the university’s many media contacts, news releases should follow the same format.

Any news releases distributed in hard copy form by OCM on behalf of other campus areas or departments will list the date and contain two contacts for media inquiries, as shown below. Of the two contacts, one is typically from the department that contributed the news item, and the other typically from OCM. This procedure ensures media contacts will always be able to reach someone to follow up on a story, and that OCM can provide backup support for any departments

Editorial Style

News/Press Release

Alternate spellings — Go with the preferred spelling, which is listed first in the dictionary, unless it is spelled a certain way for a reason, e.g., internally, Telfair Peet Theatre, Graves Amphitheatre, and Edgar B. Carter .

As well as — Avoid overusing this phrase in place of “and”; the phrase has the sense of “too” or “also,” rather than simply “and.”

Computer terms — The word “Internet” is always capitalized. The term “e-mail” is always hyphenated. Always write “Web site” as two words and uppercase “Web.”

Numbers — Use numerals for percentages and ages. Generally, spell numbers one through nine and use numerals for 10 and higher, with the exception of percentages where numerals are preferred.

Quotes — It is important to work with the person quoted to ensure that all direct quotes are grammatically and factually correct, and that they accurately convey the intended meaning. Quotes should also be at the appropriate reading 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.

Constancy with correspondence

NorsouthGraphicStandards 13

Software has made it very easy to alter graphics by applying fi l ters and special effects, or 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 of time. The best logos are not “read” as words, but act as visual stimuli, automatically triggering a complex series of associations. Any changes to the shape and color of a logo reduce its impact and can, over time, defeat the entire purpose of a logo program. This page il lustrates some of the more obvious ways a logo can be destroyed by incorrect 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 or clear legibili ty. Generally these will include harsh or brightly colored,multicolored, textured, or vari-hued photographic backgrounds.

Incorrect ApplicationsWhat not to do

Do not alter the wordmark or any visual elements

Never overprint on the logo,even when screened:

Never use unofficial Company colors with the logo; instead, reverse it out in white for darker backgrounds, or print in black for two-color publications

Do not rotate or place the logo or wordmark at an angle

Do not “squeeze” or “stretch” the logo

Finace for your future

www.identitiy.noso.com