Friesen Group Brand Guide
A compilation of brand values, guidelines, and assets
Main Logo
The Friesen Group logo is the face of the company. It is often the first thing your audience sees, leaving a lasting first impression on them. Following the guidelines outlined in this section will maximize your brand's recognition and retention with your audience.
To access your logo library and download files, scroll down to the assets library.
Approved Variations
There are four color versions of the logo to accommodate different scenarios. The logo should never be produced in any other colors. In most cases, the regular full color version should be used, unless the background it is being placed on is dark (use reverse full color version) or the logo is being printed in one color (use one color versions).
Regular
Full Color
One Color
Reverse
Full Color
One Color
Clearspace
All logos require a certain amount of clear space around them so they stand out and are not crowded by other elements. For Friesen Group, the clearspace on all 4 sides should be equal to the width of “G” in the logo. These guidelines are scalable, so no matter what size the logo is, this rule can always be followed.
Adding a Tagline
In the case that a tagline or other verbiage needs to be present, a set guidelines have been established on how to style and position the text. This allows complete user control to change the subtext depending on the scenario while maintaining a consistent look throughout Friesen Group's materials. If you need to include subtext with the logo in your document, make sure the text matches the following specifications:
- Font: Verdana Italic
- Color: 50% Black, #939598
- Placement: Directly under logo, right aligned
- Size: Small (6-12pt) Exact size varies depending on logo size and subtext length
See image example for approximate text sizing in relation to logo.
Do's and Don'ts
The following examples show some potential mistakes that must be avoided at all costs to protect the integrity and consistency of Friesen Group's brand identity.
Do not remove elements
Do not add elements
Do not stretch the logo
Do not resize or rearrange elements
Do not place the logo over busy backgrounds
Do not place logo over bright/medium value colors
Do not rotate the logo
Do not change the spacing
Do not change the colors
Styling
Colors
Color has a powerful effect on human emotions and plays a significant role in connecting with your customer base.
Aqua
Primary- PMS 629 C
- CMYK 47 11 20 0 C
- RGB 135 189 198
- HEX #87BDC6
Dark Aqua
- PMS 3035
- CMYK 85 63 53 44 C
- RGB 37 62 72
- HEX #253E48
Haze
- PMS 7542 C
- CMYK 44 27 24 0 C
- RGB 150 167 178
- HEX #96A7B2
Grey
- PMS Cool Gray 1C
- CMYK 1 0 1 11
- RGB 222 223 225
- HEX #DEDFE1
Typography
Typography not only plays a large role in expressing a brand's personality; it is also largely responsible for providing clarity in our messaging. It sets the tone to draw customers in, creates hierarchy to keep them focused, and captures their attention so they continue reading.
To download and install brand fonts to your computer, scroll down to your assets library.
Lato
Light
Regular
SemiBold
Bold
ExtraBold
AaBbCcDdEeFfGgHhIiJjKkLlMmNOoPpQqRrSsTtUuVvWwXxYyZz1234567890!?@#$%^&*()
Image Guidelines
Uniform photography is an integral part of building a strong and consistent brand presence. Having a defined appearance, tone and mood of visual communication is critical. Images should be focused on people in the workplace. Showcase people working hard, but also smiling and enjoying their work. Images should be grayscale, but can also have a color overlay using your brand colors. Remember images are an extension of your brand.
Enjoyment
Focused
Application
Business Cards
Like your logo, business cards give a lasting first impression of your brand. The look and feel of your card sets the tone for what kind of business you run, and offers a more personal way to connect with a potential client in comparison to an email.
Need to order a business card? Use our online business system order form and our team will reach out within 24 hours.
Email Signature
An email signature is like a digital version of your business card. It's an effective way to close out an email and ensure the receiver knows your basic personal and business information. It also strengthens your brand identity. Friesen Group's email signature should be used by every team member.
To generate an email signature with your personal information, use our email signature generator.
Assets Library
Download Assets
Access all four of the logo versions in various file formats as well as the brand font using the dropdown and associated download links below. If you'd like to download a complete brand package with all assets, click “Download All”.
Generate An Email Signature
Use this form to enter in your personal info and generate a Friesen Foundation email signature that you can easily copy and paste into your emails.
Order Business Cards
Use this form to order business cards for any employee. The form accepts all major credit cards and our team will email you a PDF proof for approval prior to printing and shipping.