/12. Brand Guide Logo Use and Rep Identity. Cetera Advisors LLC Member FINRA/SIPC

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1 /12 Brand Guide Logo Use and Rep Identity Cetera Advisors LLC Member FINRA/SIPC

2 Brand Guide: Disclosure Language Stationery Disclosures for Advisors Using the Brand The following is approved language for use on business cards and letterhead (text may not be altered): Registered Rep Only Business Card Cetera Advisors LLC, Member FINRA/SIPC Registered Rep Only Letterhead Cetera Advisors LLC, Member FINRA/SIPC IAR Only Business Card Cetera Advisors LLC, Member FINRA/SIPC IAR Only Letterhead Cetera Advisors LLC, Member FINRA/SIPC Registered Rep Who Holds CA Insurance License Business Card Securities offered through Cetera Advisors LLC (doing insurance business in CA as CFGA Insurance Agency), member FINRA/SIPC. Registered Rep Who Holds CA Insurance License Letterhead Securities offered through Cetera Advisors LLC (doing insurance business in CA as CFGA Insurance Agency), member FINRA/SIPC. IAR Who Holds CA Insurance License Business Card Securities and advisory services offered through Cetera Advisors LLC (doing insurance business in CA as CFGA Insurance Agency), member FINRA/SIPC. IAR Who Holds CA Insurance License Letterhead Securities and advisory services offered through Cetera Advisors LLC (doing insurance business in CA as CFGA Insurance Agency), member FINRA/SIPC. Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 2

3 Brand Guide: Disclosure Language Stationery Disclosures for Advisors Using a DBA Name The following is approved language for use on business cards and letterhead (text may not be altered): DBA Registered Rep Only Business Card Securities offered through Cetera Advisors LLC, member FINRA/SIPC. Cetera is under separate ownership from any other entity. DBA Registered Rep Only Letterhead Securities offered through Cetera Advisors LLC, member FINRA/SIPC. Cetera is under separate ownership from any other named entity. DBA IAR Only Business Card Securities and advisory services offered through Cetera Advisors LLC, member FINRA/SIPC. Cetera is under separate ownership from any other entity. DBA IAR Only Letterhead Securities and advisory services offered through Cetera Advisors LLC, member FINRA/SIPC. Cetera is under separate ownership from any other named entity. DBA Registered Rep Who Holds CA Insurance License Business Card Securities offered through Cetera Advisors LLC (doing insurance business in CA as CFGA Insurance Agency), member FINRA/SIPC. Cetera is under separate ownership from any other named entity. DBA Registered Rep Who Holds CA Insurance License Letterhead Securities offered through Cetera Advisors LLC (doing insurance business in CA as CFGA Insurance Agency), member FINRA/SIPC. Cetera is under separate ownership from any other named entity. DBA IAR Who Holds CA Insurance License Business Card Securities and advisory services offered through Cetera Advisors LLC (doing insurance business in CA as CFGA Insurance Agency), member FINRA/SIPC. Cetera is under separate ownership from any other named entity. DBA IAR Who Holds CA Insurance License Letterhead Securities and advisory services offered through Cetera Advisors LLC (doing insurance business in CA as CFGA Insurance Agency), member FINRA/SIPC. Cetera is under separate ownership from any other named entity. Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 3

4 Basic Elements: Logo and Logo Elements The Cetera Advisors logo is the primary visual element used to identify and represent the company. Consistent application of the logo ensures that impressions are maximized in each and every communication made, building the awareness and strength of the brand. In this publication, you will find guidelines for using the Cetera Advisors logo. Following them will facilitate the uniform and professional application of the corporate logo one of the hallmarks of a great brand. Logos may be obtained from SmartWorks in Rebrand Central. The EPS format is recommended for any type of printing (offset, direct-to-plate or laser). Logo Elements The Cetera Advisors logo is comprised of two essential elements: the symbol and the logotype. When using the brand logo, the symbol is required and must always be included. These two elements are in a fixed relationship that must never be altered, modified or repositioned in any way. Both components are designed to complement each other and function as one unit, and demonstrate the world-class support that comes with being part of Cetera Financial Group. Symbol Logotype Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 4

5 Basic Elements: The Logos Cetera Advisors Standard Logo The standard logo is preferred when either the full legal name is not required by Compliance, or when it can be written in text elsewhere on the piece. It may never be printed less than 2" wide, with the exception of business cards. Cetera Advisors Logo with Full Corporate Name and Disclosure Lockup A This logo must be used when the full legal name and disclosure are required and cannot be written in text elsewhere on the piece. It may never be printed less than " high, with the exception of envelopes. Standard Lockup A Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 5

6 Design Guidelines: Noninterference Space Noninterference Space In order to ensure visibility, the Cetera Advisors logo must always be kept clear of competing text, images or other graphic elements. This space is referred to as noninterference space. The minimum noninterference space on all sides of the Cetera Advisors logo is equal half of the height of the letter C in Cetera. Nothing should encroach upon this area. Noninterference space ½ C-height Noninterference space ½ C-height Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 6

7 Design Guidelines: Minimum Size Minimum Size The Standard Cetera Advisors logo may be proportionally resized down to a minimum size where the total width of the logo is no less than 2.25", with the exception of business cards. Standard Minimum width 2.25" On promotional items, the Cetera Advisors logo may be reduced to sizes smaller than 2.25 as long as proportions do not change and the legibility and integrity of the logo are not compromised. Lockup A The Lockup A Cetera Advisors full-name logo may be proportionally resized down to a minimum size where the total height of the logo is no less than ". Minimum height " Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 7

8 Design Guidelines: The Color Palette A specific family of colors was developed for use across the Cetera Advisors brand. These colors have been chosen to underscore the brand message and its emphasis on relationships, as well as create a cohesive and polished look across the brand. Color is an indispensable tool for building equity in the Cetera Advisors brand. Consistent use of the color palettes not only helps protect its brand position in the marketplace, but also strengthens and unifies communication materials. Pantone 2695 C Corporate Purple Pantone 432 C Corporate Gray CMYK C 80 C 30 M 100 M 0 Y 0 Y 0 K 30 K 85 RGB R 38 R 76 G 8 G 76 B 89 B 78 HEXIDECIMAL C 4C 4E Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 8

9 Design Guidelines: Correct Color Application Preferred Color Application Logotype: Corporate Purple and Corporate Gray Symbol: Corporate Purple and Corporate Gray Black When circumstances require a onecolor application of the logo for digital transmission, such as for a fax, the logo should appear in all black. Reversed When absolutely necessary, the logo can be reversed to all-white on a dark background. However, design solutions that employ the full-color version should always be a first priority. Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 9

10 Design Guidelines: Incorrect Color Usage DO NOT change the logo colors: DO NOT use the symbol without the entire logotype: DO NOT use the logo on a brightly colored background: Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 10

11 Brand Guide: Your Office Stationery This guide will show you the proper elements of the Cetera Advisors visual system, as well as the styles and relationships, which go into making your customized business cards, stationery, and envelopes. There are three ways to acquire your business cards and stationery. The simplest and most time-efficient method is to order it through the online system, which uses a specially contracted vendor, Corporate Graphics, to fulfill orders. All fonts, colors, and specifications are built in to the system about all you need to do is enter the information that will appear on your finished stationery. The system automatically sends the files to Advertising Review for approval. You can access the online system through Rebrand Central. Alternatively, you may prefer to have your own designer or printer produce your stationery for you. If they do not already have the Whitney Book, Book Small Caps, Medium, Semibold and Semibold Small Caps fonts, used as shown in the guidelines on the following pages, they can purchase them from Hoefler & Frere-Jones at Alternatively, they can use the commonly available font Arial, prepackaged on most personal computers. You will need to submit a copy of your stationery to Advertising Review for approval prior to use. Finally, you may decide to create your own stationery or stationery template using a word processing program such as Microsoft Word. You can use either the Georgia, or Arial fonts, and follow the guidelines on pages 15 through 17. Please note that while the templates shown are approved, you will still need to submit your stationery, business cards and envelopes to Advertising Review prior to use. Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 11

12 Brand Guide: Letterhead Stationery templates created by the marketing department using the brand image and fonts are available through the online ordering system. Please be sure to use the appropriate disclosures (see pages 2 and 3 for details). Use the Lockup A Cetera Advisors logo as shown. The logo can be downloaded from Rebrand Central. Important Note: Only FINRA-registered addresses may be used. Name/Designation: Whitney Semibold Title: Whitney Book Small Caps Type size: 10 pt Leading/Line spacing: 12 pt Box A 4" Name, Designation(s) title(s) State Insurance License # State license: Whitney Book Numbers: Whitney Book Small Caps Leading/Line spacing: 12 pt Disclosures (if needed): Whitney Book Leading/Line spacing: 10 pt Whitney Book Numbers: Whitney Book Small Caps Leading/Line spacing: 12 pt Margins Correspondence should be set up with the following margins: Left: Right: 0.25 Top: Bottom: 0.25 Column at: " Securities offered through Cetera Advisors LLC (doing insurance business in CA as CFGA Insurance Agency), member FINRA/SIPC. Cetera is under separate ownership from any other named entity Business Avenue, Suite 000 Business City, ST Phone: ext Fax: Mobile: username@domain.com Remove for single office layout 1234 Business Avenue, Suite 000 Business City, ST Phone: ext Fax: Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 12

13 Brand Guide: Business Card Branded Typeface Template Stationery templates created by the marketing department using the brand image and fonts are available through the online ordering system. Please be sure to use the appropriate disclosures (see pages 2 and 3 for details). Use the Standard Cetera Advisors logo as shown. The logo can be downloaded from Rebrand Central. Important Note: Only FINRA-registered addresses may be used. Name/Designation: Whitney Semibold Type size: 9 pt Leading/Line spacing: 11 pt Title: Whitney Semibold Small Caps Leading/Line spacing: 8 pt Whitney Book Numbers: Whitney Book Small Caps Telephone number titles: Whitney Semibold Small Caps Leading/Line spacing: First Line : 11 pt Subsequent lines: 9 pt Firstname Lastname, Designation title 1, title Business Avenue, Suite 000 ST Insurance Business City, ST Lic. # office: ext mobile: toll-free: fax: username@domain.com Cetera Advisors LLC, Member FINRA/SIPC " Margins Business cards should be set up with the following margins: Left & right: 0.125" Top & bottom: 0.125" Box E Whitney Medium Leading/Line spacing: 12 pt Color: Corporate Purple (PMS 2695 C) Optional Rings: You may add the optional rings to your card in the position shown. The rings can be downloaded from Rebrand Central. Artwork allows for 1/8 (0.125 ) bleed on left side and bottom. Box E State license: Whitney Book Numbers: Whitney Book Small Caps Leading/Line spacing: 9 pt Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 13

14 Brand Guide: Envelope Branded Typeface Template Stationery templates created by the marketing department using the brand image and fonts are available through the online ordering system. Use the Lockup A Cetera Advisors logo as shown. The logo can be downloaded from Rebrand Central. Name/Designation: Whitney Semibold Title/Address: Whitney Book Leading/Line spacing: 12 pt Color Corporate Gray (PMS 432) Important Note: Only FINRA-registered addresses may be used " Name, Designation(s) Title(s) 1234 Business Avenue, Suite 000 Business City, ST Margins Envelopes should be set up with the following margins: Left & right: " Top & bottom: " Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 14

15 Brand Guide: Letterhead Branded Template Arial Typeface If you wish to produce your own stationery and the Whitney typeface is unavailable, substitute the font Arial, which is preinstalled on most personal computers. Use the Lockup A Cetera Advisors logo as shown. The logo can be downloaded from Rebrand Central. Important Note: Only FINRA-registered addresses may be used. Name/Designation: Arial Bold Title: Arial Regular Leading/Line spacing: 12 pt Box A Name, Designation(s) title(s) State Insurance License # State license/numbers: Arial Regular Leading/Line spacing: 10 pt Disclosures (if needed): Arial Regular Leading/Line spacing: 10 pt Arial Regular Leading/Line spacing: 12 pt Margins Correspondence should be set up with the following margins: Left: Right: 0.25 Top: Bottom: 0.25 Column at: " Securities offered through Cetera Advisors LLC (doing insurance business in CA as CFGA Insurance Agency), member FINRA/SIPC. Cetera is under separate ownership from any other named entity Business Avenue, Suite 100 Business City, ST Phone: ext Fax: Mobile: username@domain.com Remove for single office layout 1234 Business Avenue, Suite 100 Business City, ST Phone: ext Fax: Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 15

16 Brand Guide: Business Card Branded Template Arial Typeface If you wish to produce your own stationery and the Whitney typeface is unavailable, substitute the font Arial, which is preinstalled on most personal computers. Use the Standard Cetera Advisors logo as shown. The logo can be downloaded from Rebrand Central. Important Note: Only FINRA-registered addresses may be used. Name/Designation: Arial Bold Type size: 9 pt Leading/Line spacing: 11 pt Title: Arial Regular Type size: 7 pt Leading/Line spacing: 8 pt Arial Regular Type size: 7 pt Leading/Line spacing: First Line : 11 pt Subsequent lines: 8 pt Telephone number titles: Arial Bold Type size: 6 pt Firstname Lastname, Designation Title 1, Title Business Avenue, Suite 000 ST Insurance Business City, ST Lic. # office: ext mobile: toll-free: Fax: username@domain.com Cetera Advisors LLC, Member FINRA/SIPC Margins Business cards should be set up with the following margins: Left & right: 0.125" Top & bottom: 0.125" Box E Arial Regular Italic Type size: 7 pt Leading/Line spacing: 8 pt Color: Corporate Purple (PMS 2695 C) If you re creating this in a program that requires you to use an RGB color such as Microsoft Word please use this color breakdown (R: 38, G:8, B:89) Box E Arial Regular Type size: 7 pt Leading/Line spacing: 8 pt Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 16

17 Brand Guide: Envelope Branded Template Arial Typeface If you wish to produce your own stationery and the Whitney typeface is unavailable, substitute the font Arial, which is preinstalled on most personal computers. Use the Lockup A Cetera Advisors logo as shown. The logo can be downloaded from Rebrand Central. Name/Designation: Arial Bold Title/Address: Arial Regular Leading/Line spacing: 11 pt Important Note: Only FINRA-registered addresses may be used " Name, Designation(s) Title(s) 1234 Business Avenue, Suite 000 Business City, ST Margins Envelopes should be set up with the following margins: Left & right: " Top & bottom: " Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 17

18 Brand Guide: Letterhead DBA Arial Typeface If you wish to produce your own stationery and the Whitney typeface is unavailable, substitute the font Arial, which is preinstalled on most personal computers. Use your logo here in black. Important Note: Only FINRA-registered addresses may be used. Name/Designation: Arial Bold Title: Arial Regular Leading/Line spacing: 12 pt Box A DBA Company Logo Name, Designation(s) Title(s) State Insurance License # State license/numbers: Arial Regular Leading/Line spacing: 10 pt Arial Regular Leading/Line spacing: 10 pt Arial Regular Leading/Line spacing: 12 pt Margins Correspondence should be set up with the following margins: Left: Right: 0.25 Top: Bottom: 0.25 Column at: " Securities and advisory services offered through Cetera Advisors LLC (doing insurance business in CA as CFGA Insurance Agency), member FINRA/SIPC. Cetera is under separate ownership from any other named entity Business Avenue, Suite 000 Business City, ST Office: Mobile: Fax: username@domain.com Remove for single office layout 1234 Business Avenue, Suite 000 Business City, ST Office: Fax: Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 18

19 Brand Guide: Business Card DBA Arial Typeface If you wish to produce your own stationery and the Whitney typeface is unavailable, substitute the font Arial, which is preinstalled on most personal computers. Use your logo here in black. Name/Designation: Arial Bold Type size: 9 pt Leading/Line spacing: 11 pt Title: Arial Regular Type size: 7 pt Leading/Line spacing: 8 pt Arial Regular Type size: 7 pt Leading/Line spacing: First Line : 11 pt Subsequent lines: 8 pt Telephone number titles: Arial Bold Type size: 6 pt Important Note: Only FINRA-registered addresses may be used. DBA Company Logo Name, Designation Title 1234 Business Avenue, Suite 000 Business City, ST Office: Fax: Toll-free: Mobile: username@domain.com ST Insurance Lic. # Securities offered through Cetera Advisors LLC (doing insurance business in CA as CFGA Insurance Agency), member FINRA/ SIPC. Cetera is under separate ownership from any other named entity. Margins Business cards should be set up with the following margins: Left & right: 0.125" Top & bottom: 0.125" Box E Arial Regular Italic Type size: 7 pt Leading/Line spacing: 8 pt Color: Corporate Purple (PMS 2695 C) If you re creating this in a program that requires you to use an RGB color such as Microsoft Word please use this color breakdown (R: 38, G:8, B:89) Box E Arial Regular Type size: 7 pt Leading/Line spacing: 8 pt Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 19

20 Brand Guide: Envelope DBA Arial Typeface If you wish to produce your own stationery and the Whitney typeface is unavailable, substitute the font Arial, which is preinstalled on most personal computers. Use your logo here in black. Name/Designation: Arial Bold Title/Address: Arial Regular Leading/Line spacing: 11 pt Important Note: Only FINRA-registered addresses may be used " DBA Company Logo Name, Designation(s) Title(s) 1234 Business Avenue, Suite 000 Business City, ST Margins Envelopes should be set up with the following margins: Left & right: " Top & bottom: " Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 20

21 Brand Guide: Signage Signage that includes your rep/dba name or logo and the Cetera Advisors logo may be used following the layouts illustrated here. Each business location has its own rules and requirements regarding the size of external signage. Therefore no specific dimensions are provided here; however, the following rules must be followed. Rep/DBA Name Color The Cetera Advisors logo may be printed in Corporate Purple (PMS 2695 C) and Gray (PMS 432 C), or in all black. If using your own corporate colors, the Cetera Advisors logo must be printed in all black. Rep/DBA Name The Cetera Advisors logo may only be used in color if: 1. The DBA logo is printed in Corporate Gray (PMS 432 C) only, or 2. The DBA logo is printed in black. If you choose to use your DBA logo, you can use Cetera Advisors LLC, Member FINRA/SIPC in text at the bottom of your sign. Please follow the color guidelines as outlined. A mock-up of the sign must be submitted for approval to Advertising Review before it is manufactured. Rep/DBA Name Rep/DBA Logo Rep/DBA Name Cetera Advisors LLC, Member FINRA/SIPC Cet e r a A dv isor s Br a n d Gu i de L ogo Use & R e p Ide n t i t y 21