B R A N D I N G G U I D E L I N E S

B R A N D I N G G U I D E L I N E S

At the very core of Hutchens Law Firm is a brand that has emerged after more than thirty years of dedicated legal service to business and individuals throughout North Carolina. This brand embodies our unique corporate personality and is the visible way we express the high level of excellence Hutchens Law Firm is committed to, which we call, High Performance Law TM. We all must recognize the crucial role that our brand plays in our success, now and in the future. It s up to each of us to take responsibility for promoting and protecting the world-class image Hutchens Law Firm represents. Terry Hutchens Managing Partner Hutchens Law Firm

Every time you use our logo and tagline you re expressing our identity as a company Each time you have the opportunity to use our logo and tagline, you and the suppliers you use have two choices: the right way, which protects and enhances the company s brand equity, or the wrong way, which weakens our brand and sends a confusing message about who Hutchens Law Firm is and what we stand for. Logo Tagline Our logo is one cohesive unit made up of two integral elements: The first element is the name, Hutchens Law Firm, which is typeset using the font Classical Garamond BT Bold. The second element is the red rectangular shape, which is made of Pantone color 186 red. The logo must be used exactly as it appears, with a minimum width of one inch to ensure readability, and clear space that is a minimum of 1/4 the height of the logo. Do not stretch logo horizontally Do not stretch logo vertically Our tagline, High Performance Law TM, has been trademarked as of June 2014. It was developed to quickly let consumers know how to differentiate us from other law firms. Our tagline is our core communication to the outside world and it is to be used with our logo whenever possible. The color used for the tagline is Pantone 431 grey. Do not change the logo color Do not invade the minimum clear space of logo Your only responsibility is to check your or your suppliers work to make certain these instructions have been followed. If you have any questions about proper usage of our logo, don t guess call our Marketing Director. Do not change the logo font Do not use logo smaller than 1

Adobe Garamond ABCDEFGHIJ KLMNOPQRS TUVWXYZ abcdefghijklmn opqrstuvwxyz f Even our typefaces are a part of our corporate identity The typeface used in our logo is called Adobe Garamond. It s a serif font that is professional and straight forward. Outside of the logo usage, we use this font for general body text for letters on our letterhead, and other internal documents that require lengthy text. The other font that we use is Futura. Futura is a san-serif font that is clean, lively, positive and bold without being overpowering. This font is used for our tagline as well as headlines, subheads and body text for our print ads and website. Futura offers a nice contrast to Adobe Garamond, which helps separate headlines and subheads from body copy. Futura This booklet itself has been produced using our two typefaces correctly, and to the left you will find examples of these fonts. Again, consistency and projecting a single, cohesive image to our clients and potential clients are the reasons we use only these two typefaces. ABCDEFGHIJ KLMNOPQRS TUVWXYZ abcdefghijklmn opqrstuvwxyz When using these typefaces internally they should not be justified, stretched out from left to right to completely fill every line. Instead, you should use a justified left margin; the right margin remains loose, so that the words end naturally hyphenating words is discouraged, because it creates a messier, more confused overall look to the document. Your computer should have both Futura and Adobe Garamond installed.

Our graphic standards apply across the board External communications brochures, flyers, newsletters, ads are naturally crucial to our corporate image. They may well be the very first exposure a potential client or employee has to Hutchens Law Firm, and we all know the importance of a first impression. There s nothing worse than having customers see a magazine ad that looks one way, then run across an online ad that has a totally different look. Subconsciously, at least, that consumer is going to think that Hutchens Law Firm is not a unified company headed in one direction... or even worse, he or she might not remember us at all. The purpose of this booklet is not to show you how to design ads (that s for our marketing team to do), but we can give you some good design basics to always look for, such as: proper use of our logo, relevant visuals, headlines, text, and color. If you see our brand being compromised, please make someone aware it is vitally important to our marketing success.

Everywhere you look, you should see our logo at its best In today s media-saturated world, it s impossible not to be bombarded with advertising messages. At Hutchens Law Firm, we re constantly competing with other marketers, so we must make the most of every opportunity to showcase our corporate identity correctly. External and internal office signage... banners... note pads... PowerPoint presentations there are hundreds of items that feature our logo and reflect our personality. And there is a correct way to produce every one of them. Signage and other externally oriented media provide excellent opportunities to communicate with a large number of viewers. Visual representations on the exterior and interior of Hutchens Law Firm offices and buildings are an integral part of our image. As you see, any lettering in addition to our logo is also based on the use of Futura and Adobe Garamond and complies with the typographical standards. The Hutchens Law Firm Branding Guidelines contains all the details any graphics or printing supplier needs.

The goal is for all of us to feel at home with the Hutchens Law Firm brand Practice makes perfect you ve heard that saying all your life. And it certainly applies to what is expected from everyone at Hutchens Law Firm. The more we look at it and pay attention to the proper uses of our brand identity, the more it will become second nature to us. Then we will all become a big part of our corporate identity solution instead of part of the problem when Hutchens Law Firm is not seen in a professional, unified brand. Decades have been spent building the foundation for our business, and we now have the task of being good stewards of the new branding system that has been developed. We have a distinctive look, feel and message and it s your responsibility to protect and enhance that unique image. Your efforts will not only be appreciated they will result in an even stronger, more profitable Hutchens Law Firm. A High Performance Law firm that reflects a corporate culture and style we can all be proud of. Where to find our branding resources The official Hutchens Law Firm Logo can be downloaded from our website. It can be found under the About Us section under Our Brand. Any questions should be directed to our Marketing Director.

Fayetteville, Southern Pines, Charlotte, Wilmington, NC Columbia, SC 4317 Ramsey Street, Fayetteville, NC 28311 910-864-6888 H u t c h e n s L a w F i r m. c o m