NDFP / Brand guidelines / 2020A guide to
A guide to
clear direction.
The working identity system for the Novosibirsk House of Financial Education. Original rules and artwork, presented in English.
NDFP develops financial literacy projects for children and adults and brings experts together. Its visual and verbal identity follows a shared system: trademark, core elements, typography, colour, imagery and design layouts.
Guide chapters
Trademark
Primary signature
The financial compass and the brand lettering form NDFP’s primary signature.
Use the primary arrangement on horizontal formats and the additional arrangement on vertical formats.
Signature on a dark background
Signature on a light background
Trademark
Vertical signature
An additional arrangement for vertical formats. The symbol and wordmark share a centred vertical axis.
Recommended for portrait formats.
Brand symbol
The financial compass
NDFP’s financial compass consists of two elements: a body and an arrow.
The financial compass represents knowledge, principles and a reliable guide through the world of finance.
A financial compass helps people make informed decisions in household finances and in starting and developing a business.
Clear space
Minimum spacing
Keep a safe distance between the trademark, other objects and the edges of the format. This is a fundamental rule of the guide.
The financial-compass symbol defines the minimum spacing unit.
The example shows the required distance between the signature and the edge of a letterhead.
Always preserve the clear space.
Minimum spacing between the letterhead edge and the signature.
Minimum size
Keep the symbol legible
Make sure the mark remains sharp and readable at small sizes. Observe the minimum symbol size.
Minimum sizes for print and digital applications:
16 pixels is the size of a website favicon and the minimum height of the brand symbol.
— Print: 10 mm
— Screen: 16 px
Important
Applications
The signature in use
Colour palette
NDFP’s core colours
Gold and anthracite are the primary colours. They define the brand’s personality and emotional expression.
The primary colours connect to the brand symbol. Additional colours support websites, social media and external communication.
Use the humanist sans serif Fira Sans and the sans serif Roboto in NDFP communication. Set long body text in Roboto; use Fira Sans for headings and short passages.
Typography
Fira Sans and Roboto
Typography
Primary typeface
Fira Sans is the brand’s primary typeface.
Fira Sans glyph set
Typography
Supporting typeface
Roboto is the supporting sans serif typeface.
Roboto glyph set
Use Fira Sans for headings and key messages; use Fira Sans and Roboto for subheadings and lower levels of hierarchy.
Type pairing
Typography
Brand imagery
Photography
Photography is an important communication tool. NDFP uses photographs in two ways:
— As an image filling the format.
— As an element within a layout.
The second approach is useful for cropping avatars and portraits of speakers and experts.
The photographs in this guide illustrate the intended style.
Important
Brand imagery
Icons
Use icons when a suitable photograph is unavailable.
Keep icons secondary: arrows are the key graphic element. Do not combine arrows and icons in one composition.
The icons in this guide illustrate the intended style.
Important
Brand imagery
Illustrations
An illustration or coordinated series created for an event can be an ideal way to communicate with the audience.
Avoid combining illustrations with the brand pattern or the main graphic element.
These illustrations demonstrate the intended visual style.
Important
Graphic system
The diamond and the arrow
The arrow pattern is the key element of the identity.
The arrow is the smallest unit of the pattern. Begin with the diamond: the arrow of the financial compass. Position the arrow diamond so that the viewer always sees two of its vertices.
Develop the pattern into further brand elements. Start by arranging arrows into simple geometric forms: a circle, a ring or a rectangle.
The symbol’s shape generates adaptable graphic elements for different formats and media. Use arrows as the key element across NDFP’s main applications.
Key applications
Visual identity
Repeat the element consistently to build a coherent, connected identity.
Important
Roll-up display
As a public organisation, NDFP regularly takes part in exhibitions and events. Portable roll-up displays help it create a recognisable presence wherever it meets its audience.
Every display belongs to the same visual family as the organisation’s other materials. The financial-compass symbol, brand colours, typography and arrow pattern keep the identity consistent across different venues and formats.
Light and dark layouts offer two expressions of the same system. Event dates, themes and speaker portraits can change while the shared design makes each display unmistakably NDFP.
Download the design (PDF)
Key applications
Letterhead and business cards
NDFP uses digitally printed white coated business cards and dark grey designer card printed with screen printing.
Use letterheads without the main arrow graphic.
Brand imagery
Notebook design
Use the arrow diamond — the key element of NDFP’s identity — on notebook covers.
Covers can be monochrome for screen printing or multicolour for digital printing.
Brand imagery
Letters of appreciation
Certificates, diplomas and letters of appreciation use the key graphic element of the identity.
Begin with the arrow diamond to build brand recognition and keep communication coherent.
