Brand guidelines

Version 3: 3rd October 2017

HEARTLAND BANK Brand guidelines

Contents
1. What makes us Heartland Bank?
2. Our logo
3. Our colours
4. Our typography
5. Our tone of voice
HEARTLAND BANK Brand guidelines 1

1. What makes us
Heartland Bank?
HEARTLAND BANK Brand guidelines 2

1. What makes us Heartland Bank?

We make things easier for you We’ll be here if you need us,
Whether it’s applying for a loan or making a term
but we won’t get in the way
deposit, we are committed to finding a way to We know that good customer service can mean
make it easier for you. We focus on speed and different things to different people. We love getting
simplicity in everything we do so we can get to know our customers. When you call us, you’ll
to “yes” faster. speak to a friendly, real person. When you come
and visit us, one of the locals will be there to help.
We know that your time is But if it’s quick, no-fuss online service that you’re
after, we’re great at doing that, too.
precious
We know that dealing with a bank is not at the
top of your ‘to-do’ list. That’s why we spend our
time finding more ways to give you more time –
to run your business, to enjoy your retirement, to
get where you’re going faster. Your time is better
spent doing the things you really want to do.
HEARTLAND BANK Brand guidelines
1. What makes us Heartland Bank?
We’ll come to you
We make sure we’re in the most convenient place
for you. Right there when you’re buying a car from
the yard, online when you’re booking that holiday,
or on your mobile as you’re driving to quote your
next job. When you need us, we’ll be there.
3
We’re not just another bank
We’re proud to be Kiwi. And we’re proud to
have a long New Zealand heritage. But that’s not
the only thing that defines us. We embrace digital
technology and the difference it can make for our
customers. We get things done quickly and without
fuss. We are a small and agile team with a great
track record of achieving what we set out to do.
HEARTLAND BANK Brand guidelines 4

2. Our logo
HEARTLAND BANK Brand guidelines 5

2. Our logo

1. Corporate logo 1. 2.
This is the preferred
presentation of our logo.

2. Corporate logo
reversed
Our logo can be reversed
out of solid Heartland
colours and selected
brand images. 3.

3. Corporate logo
on white
To be used when a
white background is the
only option. Prints in
Corporate blue
4.
4. Single colour logo
To be used when the use
of colour is limited.
HEARTLAND BANK Brand guidelines 6

2. Our logo

DON’T
To maintain the integrity
of the logo please don’t
do the following.
BANK

Recolour the logo Use on high contrast imagery

Angle the logo Stretch the logo

HEARTLAND BANK Brand guidelines 7

2. Our logo

Main Corporate logo clearspace Corporate logo on white clearspace

Clearspace
The minimum clearspace is defined by the height
of the letter ‘H’ in the logo as shown above.

Note
The clearspace can either be white
or a continuation of the block colour,
depending on the context.
HEARTLAND BANK Brand guidelines 8

2. Our logo

20mm 20mm

25mm

Minimum size
The minimum size for the logo is shown above.
The logo should never be printed or represented
smaller than this to maintain clarity and legibility.
HEARTLAND BANK Brand guidelines 9

3. Our colours
HEARTLAND BANK Brand guidelines 10

3. Our colours

Primary colour Secondary colours

CORPORATE BLUE WHITE CAR LOANS & BUSINESS DEPOSITS

PMS 289C PERSONAL LOANS PMS 2925 PMS 7700
#04212F PMS 2607 #009DDB #1B5B79
R:12 G:35 B:64 #441679 R:0 G:157 B:219 R:27 G:91 B:121
C:100 M:76 Y:12 K:70 R:68 G:22 B:121 C:76 M:22 Y:0 K:0 C:89 M:53 Y:33 K:19
C:92 M:100 Y:16 K:4

RURAL REVERSE
PMS 1385 MORTGAGES
#CF7B24 PMS 7407
Note: when printing on uncoated R:207 G:123 B:36 #B89C4E
paper the printer needs to match to C:16 M:57 Y:95 K:5 R:184 G:156 B:78
Pantone 289C as closely as possible C:26 M:32 Y:75 K:12

Highlight colour Support colour

CORPORATE SUPPORT
GREEN PMS 429
PMS 370 #A3AAAE
#5B8F22 R:163 G:170 B:174
R:91 G:143 B:34 C:39 M:26 Y:26 K:6
C:66 M:1 Y:100 K:25
HEARTLAND BANK Brand guidelines 11

4. Typography
HEARTLAND BANK Brand guidelines 12

4. Typography

Print and digital CamphorPro-Light

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 $&@?!/+(.,:;) Light
CamphorPro-Light Italic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 $&@?!/+(.,:;) Light
Regular
CamphorPro-Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 $&@?!/+(.,:;)

Italic
CamphorPro-Italic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 $&@?!/+(.,:;)

Bold
CamphorStd-Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 $&@?!/+(.,:;)

Bold Italic
CamphorStd-Bold Italic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 $&@?!/+(.,:;)

Heavy
CamphorPro-Heavy
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 $&@?!/+(.,:;)

Heavy Italic
CamphorPro-Heavy Italic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 $&@?!/+(.,:;)
HEARTLAND BANK Brand guidelines 13

4. Typography

Typography in
Don’t get stung by
Advertising headlines
CamphorPro-Heavy
application

your savings account

2.75 %
Rates numbers
CamphorPro-Heavy

P.A.

Call to action CALL US NOW ON

CamphorStd-Bold
0800 85 20 20
Phone number
Body copy leading CamphorPro-Heavy
APPLY ONLINE AT
www.heartland.co.nz/investments
Leading is the space
Website address
between lines of copy. CamphorStd-Bold
In the case of
CamphorPro-Light,
it should be x1.3 of
Headline
CamphorStd-Bold Reverse Mortgage
the type size. You can
Descriptor
CamphorPro-Light Fact Sheet
round this figure up
or down to the nearest Any purpose such as home improvements, motor vehicle
Body copy
half a point accordingly. CamphorPro-Light needs, in-home care, debt consolidation or simply to ease
the pressure of day to day living expenses.
HEARTLAND BANK Brand guidelines
4. Typography
Unsupported platform
(To be used where
Camphor is not
available eg. email,
Word documents and
PowerPoint documents)
14
Light
Calibri Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 $&@?!/+(.,:;)
Regular
Calibri Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 $&@?!/+(.,:;)
Bold
Calibri Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 $&@?!/+(.,:;)
HEARTLAND BANK Brand guidelines 15

5. Tone of voice
HEARTLAND BANK Brand guidelines 16

5. Tone of voice

The Heartland tone of voice is helpful, engaging, jargon-free and genuine.

When communicating with our customers (and prospective customers)
we should always write like a real person.

Use everyday language

This doesn’t mean we should be flippant or casual, but if we’re too
stiff and formal customers will feel like we’re not interested in them.
Instead of: Please advise us urgently if anything needs amending.
Try this: Please let us know if you need to change anything.

Instead of: I’m writing in reference to your Business Call Account.

Try this: I’m writing about your Business Call Account OR Thanks for
opening a Business Call Account…

Instead of: At this point in time, we wish to advise you that…

Try this: We’re writing to let you know...
HEARTLAND BANK Brand guidelines 17

5. Tone of voice

Keep it real
Demonstrate genuine understanding and focus on the
benefits to the customer.
Instead of: I wish to advise that unfortunately the Maturity
Advices were not released due to a technical issue that was
not discovered for a four day period.
Try this: We apologise that our Maturity Advices were not
released on the due date. The reason for the delay was due
to a technical issue that has since been fixed.
HEARTLAND BANK Brand guidelines 18

5. Tone of voice

Don’t beat around the bush

We get to the point quickly, because our customers don’t have
time to read through long emails or letters. But that doesn’t mean
we should lose the warmth in our writing, it just means we say
what we need to say in as few words as possible.
Instead of: Please find enclosed your Interest Advice statement
for the period ending 30 June 2017.
Try this: We’ve enclosed your Interest Advice for the last quarter.

Explain, explain, explain

Don’t use banking jargon.
Instead of: A frictionless digital experience to the emerging
millennial market.
Try this: A fast and simple online experience.
HEARTLAND BANK Brand guidelines 19

5. Tone of voice

Writing for different audiences

As a listed company and a registered bank, we have a range
of stakeholders that we’re required to communicate with.
These include the NZ Stock Exchange, investors/shareholders,
regulators, analysts, business partners, intermediaries, our
customers and our staff.
Depending on the audience, a different tone of voice may
be required. For example, when we talk to shareholders it’s
appropriate to adopt a more formal approach than we would
when talking to customers via a marketing initiative.
HEARTLAND BANK Brand guidelines
5. Tone of voice
Top tips
—— Know your audience.
—— Use everyday language readers
are familiar with.
—— Use short, clear sentences
(15-20 words).
—— One idea in a sentence is best.
—— Keep paragraphs short with one
subject in one paragraph.
—— Avoid using a multi-syllable word when
a shorter one will do.
—— Avoid jargon, acronyms and
technical words.
—— Use `you’ and `we’.
20
—— Use active rather than passive verbs,
for example `Peter opened the account’
rather than `the account was opened
by Peter’.
—— Give straightforward instructions, for
example `Please reply to this letter’.
—— Be helpful, human and polite.
—— It is okay to use lists, like this one,
where appropriate.
—— Spell out numbers from one to nine,
and then use digits.
—— Never start sentences with digits e.g.
24 people opened an account. Spell it
out instead: Twenty-four people opened
an account.