Brand Guidelines

1
2015

Matic

Brand Guidelines

Contents
Culture
Positioning
Values
Mentorship
Tone
Rules and Tools
Logomark
Wordmark
Mark Usage
Colors
Typography
Grid
Best Practices
Color
Collateral

Matic

Brand Guidelines

Culture
Positioning
Values
Mentorship
Tone

Matic

Brand Guidelines

Culture

Positioning

Hi. Nice to meet you.

When we write marketing emails, label app
buttons, or design ads, this book guides the way
we communicate.
By following the guidelines in this book, we create
a unified feeling when people think of Matic.

Our brand is more than

our logo. It's the way
people feel about Matic.

Matic

Brand Guidelines

Culture

Positioning

We're in a great position.

What is positioning?
Our positioning defines what, how, and why we
do what we do. It's the foundation for how we
want people to feel about Matic, how we talk
about Matic, and how we present Matic visually.

Matic makes buying a home easier

by turning best practices into
frameworks with products driven by
technology.

Matic

Brand Guidelines

Culture

Positioning

We bring people together.

We speak to loan officers and homebuyers as a
mentor for the home buying process.
We empower loan officers to close more deals.
Some loan officers need the steps of the home
loan process laid out for them step by step.
Others would benefit from a more streamlined
and efficient process. We make every loan officer
feel secure, confident, and successful.

The majority of our homebuyers are

millennials.
This is their first time buying a
house and they want everything
explained to them in terms they can
understand.
We make every borrower feel like
they have a friend in real estate.

10

11

Matic

Brand Guidelines

Culture

Values

We're Personable.
We know you and want
you to succeed.

12

13

Matic

Brand Guidelines

Culture

Values

Were Empowering.
We know your strengths
and build your skills.

14

15

Matic

Brand Guidelines

Culture

Values

Were Definitive.
We know your industry
and want to teach you.

16

17

Matic

Brand Guidelines

Culture

Mentorship

We'll guide you.

We understand buying a home is a major life
milestone. Homebuyers want a clear and intuitive
experience. We help you guide the borrower
through the home buying process.
We understand expectations of how you
communicate are changing. Your clients want a
convenient solution that fits their lifestyles. We
offer technology solutions that just work.
We understand the home buying process
is complex. Industry leaders use successful
approaches that you can put into action. We
provide a proven framework so you can focus on
your clients.

18

Matic is your mentor for the home

buying process.
A mentor is personable, empowering,
and definitive. Their advice pushes
people to improve, to update rather
than to change.

19

Matic

Brand Guidelines

Culture

Tone

We're measured.
We use second person.
We use jargon sparingly.
We write conversationally.
We speak confidently.

20

Use we for Matic. Use you for loan officers

and lenders. Use clients, borrowers, or
homebuyers for consumers
Always explain unfamiliar words.
Use examples to illustrate unfamiliar concepts

Write how youd speak. Use contractions.

Use simple sentences without complex grammar.

Don't hedge your statements.

Say what you mean.

21

Matic

Brand Guidelines

Culture

Tone

We mean what we say.

We're experts who
explain what we mean.

The right tone is a balacing act.

Formal

We use anecdotes to
illustrate examples.
We show that we care
about your success.

Detached

Warm

Professional

Goofy

Serious

22

Informal

23

Humorous

Matic

Brand Guidelines

Culture

Tone

We Are Not

We Are

A change
A replacement
The future

An update
An upgrade
Today

No, but...
Do it this way...
I know whats wrong with
the industry

Yes, and...
The way Id handle this...
I know how you feel.

24

25

Matic

Brand Guidelines

Rules and Tools

Logomark
Wordmark
Mark Usage
Colors
Typography
Grid

26

27

Matic

Brand Guidelines

Rules and Tools

Logomark

We're on the right path.

We get you from A to B.
Our logomark represents a framework for a step
by step process.

28

29

Matic

Brand Guidelines

Rules and Tools

Logomark

We go from start to finish.

We're on the path to progress together.
Matic is the mentor guiding the way down the
path, providing support for growth, progress,
and completion. We use the logomark alone as a
strong branded element.

30

31

Matic

Brand Guidelines

Rules and Tools

Logomark

We make space.
1x

7x

We give the mark room to breathe.

Wherever we're placing the logomark, we make
sure to keep a consistent around the mark. We
make sure the distance between the logomark
and any other element at least one seventh of the
width.
If the logomark is 14 grid boxes across, as seen
here, we keep a 2 grid box space all the way
around the outside.

32

33

1x

Matic

Brand Guidelines

Rules and Tools

Wordmark

We use words sometimes.

We're an update, not a change.
Our wordmark speaks in a contemporary tone
with time-tested authority. We use the wordmark
alone to reinforce the Matic name.

34

35

Matic

Brand Guidelines

Rules and Tools

Mark Usage

We can scale quickly.

We have a framework for size.
We use the background grid to scale the
logomark to different sizes. Our logomark is
always at least one grid box tall.

36

37

Matic

Brand Guidelines

Rules and Tools

Mark Usage

We work together.
We lead with the logomark.
We let the logomark determine the scale of
the wordmark in the lockup. The wordmark sits
inside the points of the grid while the logomark
connects the points of the grid.
In the vertical lockup, the wordmark is the
same width as the logomark in grid units. In the
horizontal lockup, the wordmark is the same
height as the logomark in grid units.

38

39

Matic

Brand Guidelines

Rules and Tools

Mark Usage

We make it simple.
We respect the mark.
We dont mess with the orientation and ratios of
the logo, no rotating, flipping, squashing.
We keep the integrity of the mark treatment, so
we dont use outlines or gradients.
We dont enclose the mark, we adjust color for
context. We keep the dots, connections, and
background stroke intact.
Dont split the elements apart.

40

41

Matic

Brand Guidelines

Rules and Tools

Colors

RGB

CMYK

HEX

Midnight

39 72 99

90 69 40 26

274863

Eastern Blue

30 137 169

79 27 22 9

1D88A5

Brunswick

44 77

78 44 90 46

2C4C2B

Grasshopper

72 152 77

75 18

93 3

48984C

Original

217 210 206

14

14

15

D9D2CD

Nantucket

43 76 56
240

86 84 0

We're timeless.
Our colors never fade.
Our colors represent a new generation of
American business. Unexpected combinations
breathe new life into a traditional palette.

42

43

EF4B38

Matic

Brand Guidelines

Rules and Tools

Typography

GT Walsheim

15pt

Matic is a mentor for the home loan process

25pt

Matic is a mentor for the ho

We refresh the traditional.

51pt

Sans-serif typefaces represent rational,

intellectual thinking. GT Walsheim adds a fresh,
personable feel to a traditional sans-serif.
77pt

103pt

128pt

44

Matic is a me

Matic is a

Matic i

Matic
45

Matic

Brand Guidelines

Rules and Tools

We weight and see.

77pt

We tailor the message.

We're always confident in our communications,
and GT Walsheim gives us a flexible variety of
type weights.

77pt

We use the medium weight for bold, playful

statement. We reserve the light weight to be
quieter and more restrained.
77pt

46

Typography

Light
Regular
Medium
47

Matic

Brand Guidelines

Rules and Tools

Typography

21pt

Matic is a mentor to lenders

Droid Sans
We have good options.
We use Droid Sans where GT Walsheim isnt
available, like in Google Docs. However, we
never set the wordmark in Droid Sans.
We always use an image for the mark.
We also use Droid Sans when we have a lot of
written text, like a letter, a FAQ, or an ad.

48

9pt

We understand buying a home is a major life milestone. Homebuyers want

a clear and intuitive experience. We help you guide the borrower through
the home buying process.
We understand expectations of how you communicate are changing.
Your clients want a convenient solution that fits their lifestyles. We offer
products built on technology that just works.
We understand the home buying process is complex.
Industry leaders use successful approaches that you can put into action.
We provide a proven framework so you can focus on your clients.

49

Matic

Brand Guidelines

Rules and Tools

Grid

We stay on the grid.

We connect the dots.
Our background grid is a stable framework thats
easy to build on top of. We connect the dots to
create shapes, especially our logomark.

50

51

Matic

Brand Guidelines

Best Practices
Color
Collateral

52

53

Matic

Brand Guidelines

Primary combos

54

55

Matic

Brand Guidelines

Secondary combos

56

57

Matic

Brand Guidelines

Primary combos

58

59

Matic

Brand Guidelines

Secondary combos

60

61

Matic

Brand Guidelines

62

Best Practice

Sub-section

63

64