The Quaint Oak Bank Brand v1.2 / 1
Quaint Oak Bank Brand Guidelines v1.2
2
Mission / Essence / Promise / Values / Story
4
Our Identity (Logo and usage)
7Tagline
9Divisions
12Colors
14
Signature Bar
15
Necessary Copy
17Typography
18Imagery
20
Verbal Identity
21
Tone of Voice
23Contact
The Quaint Oak Bank Brand v1.2 / 2
Mission
Our mission is to create personalized experiences through
excellent customer service.
Brand Essence
Quaint Oak is comprised of people. We are a community of individuals;
Employees, customers, and stockholders alike. We are a community that works and
resides in our marketplace. Through thoughtful communication, business expertise
and responsive customer care, we continually raise the bar for achievement.
Brand Promise
We care about our customers. Providing exceptional service is how we do business and is the
driving motivation for each member of the Quaint Oak team.
As an organization, empowering our employees to exceed customer expectations, rewarding our
stockholders for their support & collaboratively engaging our regulatory authorities are the foundation
of our business. Advocacy in these areas is the responsibility of every individual and is crucial to our
continued evolution.
The Quaint Oak Bank Brand v1.2 / 3
Brand Values
4 Pillars of Success:
We convey a friendly, approachable demeanor.
Our Attitude presents a Warm, Friendly, Welcoming, Personalized, Attentive customer environment.
We engage customers as a motivated, dedicated, focused, driven team of
engaged, knowledgeable professionals.
Our Work demeanor is Professional, Experienced, Diligent & Dedicated.
We act with Integrity.
Our Ethics, Honesty, & Openness are the hallmark to customer success.
We are the Quaint Oak community.
We are Unique, Diverse, Reliable & Trustworthy.
Brand Story
We have time-tested Values.
We are multicultural, multilingual members of our communities. Our rich diversity is our strength.
Quaint Oak employees are approachable, personable and knowledgeable. We encompass an ever
expanding range of business expertise and personal experience. We have a long history and our ability
to adapt and grow has enabled us to respond to changing markets, explore new technologies, and
engage new communities. Throughout each change, our unwavering commitment to customer
service has been our guiding principle.
The Quaint Oak Bank Brand v1.2 / 4
Our Logo
The Quaint Oak Bank logo represents our brand. It consists of two distinct elements: the symbol and
the Quaint Oak Bank wordmark.
The Quaint Oak Bank logo is a unique piece of artwork; the proportion and arrangement of
the symbol and wordmark have been specifically determined. There are three acceptable logo
colorations: Quaint Oak Red (PMS 484m) and PMS Black 7m, solid black and solid white.
In the past, the “1926” was removed from some of our divisional logos. With the addition of our
master brand connection (see page 10)–it allowed the 1926 to appear on all our symbols creating a
much more consistent logo.
PANTONE
484m
PANTONE
Black 7m
The Quaint Oak Bank Brand v1.2 / 5
Alignment
The Quaint Oak Bank logo should always appear as a unit with the following arrangement:
The symbol is aligned to the left of the Quaint Oak Bank wordmark, separated by the width
of the letter “U” in the wordmark. The baseline of the wordmark aligns with the ground level
of the symbol.
Clearspace
To ensure the prominence and legibility of the Quaint Oak brand, always surround it with the
minimum amount of clearspace. This clearspace isolates the logo from competing graphic
elements such as text, photography, or background patterns. The proper clearspace is
equivalent to the width of the letter “U” in the Quaint Oak Bank wordmark.
The Quaint Oak Bank Brand v1.2 / 6
Improper Logo Usage
We encourage you to become familiar with the Quaint Oak
Bank brand and the correct use of the symbol and wordmark.
Following are a few examples of improper use. If you have any
questions regarding proper usage, please contact the brand
team listed on the contact page.
Don’t separate the symbol from the wordmark.
Don’t change the size relationship.
Don’t outline.
QUAINT OAK BANK
Don’t change the arrangement.
Don’t change the font.
Don’t step outside of accepted color usage.
Don’t add drop shadows or special effects.
The Quaint Oak Bank Brand v1.2 / 7
Tagline - Preferred Positioning
The “In your best interest” tagline symbolizes the customer care we exemplify. We offer the best solutions to suit our
customer’s financial status and their lifestyle… as well as doing our best to provide them the best “interest” rate.
The tagline may appear with the logo in various applications in a fixed size and position. It is set in Myriad Pro Light
font. It’s preferred “lock-up” position is justified right, under the Quaint Oak Bank wordmark. This is separated by the
height of the tagline itself.
In the instance of running with divisions or divisional connection to the master brand (see pages 9-11) the tagline is
best used above the Identity.
In your best interest.
In your best interest.
In your best interest.
In your best interest.
In your best interest.
The Quaint Oak Bank Brand v1.2 / 8
Tagline - Alternate Positioning and Usage
For extrememly horizontal applications, the tagline can be positioned to the left of the symbol and aligned to the
baseline of the logotype and separated by freespace as shown on page 5.
We encourage the use of the tagline as a headline, in body copy and even as a salutation. When using it in text, always
use it with sentence capitalization, ie. In your best interest. As a salutation, you may use:
In your best interest,
Robert Smith
In your best interest.
In your best interest.
In your best interest.
The Quaint Oak Bank Brand v1.2 / 9
Divisions
Quaint Oak Bank has four divisions—Banking, Real Estate, Mortgage and Insurance—
which offer our customers a complete banking/real estate experience… a one-stop shop.
When used as a “master brand” signature, our divisions are listed below the logo to create
awareness and to educate our customers of this unique offering.
The Quaint Oak Bank Brand v1.2 / 10
Divisional Logos
Currently we have four divisions, which together create a one-stop-shop experience for
our customers—Real Estate, Mortgage, Abstract and Insurance. Even though our divisions
are unique and can stand alone, they are always connected to the master brand with the
styling, “A Quaint Oak Bank Company.”
The Quaint Oak Bank Brand v1.2 / 11
Division Connection to the Master Brand
Our divisional logos are always connected to our master brand with “A Quaint Oak Bank Company.” This will
always connect our divisions to the family, as well as offer support and validation to any new company divisions.
“A Quaint Oak Bank Company” is the width of the word Quaint in the wordmark and double the distance of itself
from the wordmark baseline flush right. This lock-up logo is always to appear in total and is available for download
at www.quaintoak.com/brand. When using with the tagline, please follow the same rules as on page 7.
In your best interest.
The Quaint Oak Bank Brand v1.2 / 12
Our Colors
To compliment our master brand colors, a color palette has been created to allow for flexibility while retaining
consistency in communications. We invite you to take advantage of the full range of the color palette so designs
stay fresh and inspired.
The Pantone® colors are listed below (in order from top to bottom): the cmyk mix (traditional 4-color printing),
rgb mix (electronic media, ie. PowerPoint) and the web hexadecimal number (for html/web-based coloring).
Quaint Oak Red
Brand Colors
Accent Colors
PANTONE
484m
0-95-100-29
179-35-23
B32317
PANTONE
Black 7m
0-0-15-82
84-83-74
54534A
PANTONE
7528m
0-3-10-10
231-222-208
E7DED0
PANTONE
142m
0-28-76-0
253-190-87
FDBE57
PANTONE
688m
5-57-0-19
192-115-156
C0739C
PANTONE
464m
10-49-100-35
158-102-20
9E6614
PANTONE
372m
10-0-33-0
231-239-188
E7EFBC
PANTONE
7497m
40-30-70-25
129-129-84
818154
PANTONE
5835m
0-2-67-40
170-159-78
AA9F4E
PANTONE
556m
42-0-33-27
114-164-146
72A492
PANTONE
7455m
80-53-0-0
59-115-185
3B73B9
PANTONE
7518m
0-40-55-60
126-84-58
7E543A
PANTONE
317m
18-0-8-0
206-235-234
CEEBEA
PANTONE® The colors shown throughout these guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the
Pantone Color Standards. Consult current Pantone Publications for accurate color. Pantone is the property of Pantone, Inc.
PANTONE
475m
0-11-20-0
255-228-202
FFE4CA
The Quaint Oak Bank Brand v1.2 / 13
Color Systems
50% tints have been supplied to provide dividers and a range of color for information graphics
and call-out boxes. (We don’t recommend using tints as headline colors when reversing out of the
solid background color, please keep to our recommended “accent” colors.)
We also show an example of preferred headline accent colors to go along with our palette
background colors.
Headline
Headline
Headline
Headline
Headline
Headline
Headline
Headline
Headline
Headline
Percentage%
50%
screen
50%
screen
50%
screen
50%
screen
50%
screen
The Quaint Oak Bank Brand v1.2 / 14
Signature Bar
For print advertising, we have created
a signature bar to contain necessary
information… most importantly the
logo. This area will allow the necessary
“clear space” and create attention
to our brand. This signature band is
comprised of a straight top edge
and an arc on the bottom edge.
It is available for download at
www.quaintoak.com/brand.
In your best interest.
In your best interest.
The Quaint Oak Bank Brand v1.2 / 15
Necessary Copy
As well as the logo, there is certain information that must
always appear in any advertising. Using Quaint Oak Bank as
an example: the url ”QuaintOak.com,” “Member FDIC,” (the
EHL house graphic), “Equal Housing Lender”, the copyright
notice and NMLS number must always appear. This
information appears below the logo, flush left and right.
Marketing applications with divisional logos follow a slightly
different format with different rules (see page 16 for
all divisions).
The Bank also includes “Quaint Oak Bank | Established 1926”
in the upper right corner as shown in the banking flyer
on the right.
In your best interest.
Member FDIC
Equal Housing Lender
©20XX Quaint Oak Bank | NMLS 815841
QuaintOak.com
The Quaint Oak Bank Brand v1.2 / 16
Necessary Copy for All Divisions
Member FDIC
Equal Housing Lender
©20XX Quaint Oak Bank | NMLS 815841
QuaintOak.com
BA N K
Equal Housing Lender
©20XX Quaint Oak Mortgage, LLC | NMLS 211466
QuaintOak.com
M OR TGAGE
Member of the Association of Realtors
©20XX Quaint Oak Real Estate, LLC
Equal Housing Opportunity
QuaintOak.com
RE A L E STATE
Quaint Oak Abstract, LLC is a licensed insurance agency and non-banking subsidiary of Quaint Oak Bank Insurance products offered are:
• NOT A DEPOSIT • NOT FDIC-INSURED BY ANY FEDERAL GOVERNMENT AGENCY • NOT GUARANTEED BY THE BANK • MAY GO DOWN IN VALUE
©20XX Quaint Oak Abstract, LLC
A B STR AC T
QuaintOak.com
The Quaint Oak Bank Brand v1.2 / 17
Typography
Typography plays an important role in the consistency of our advertising and ultimately our brand.
Our type front is Myriad Pro. It comes in many sizes and weights and is crisp, modern and friendly.
Our headlines are generally set in semibold, and body copy light. Please refer to the sample below
for size comparisons.
Headlines use Myriad Pro Semibold
Body copy/text Myriad Pro Light.
Rule of thumb leading is point size + 1/2,
for example:
paragraph to right is 12 pt text with
18 pt leading…
12+6=18
Myriad Pro in copy.
Keep it simple & non-obtrusive.
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in
culpa qui officia deserunt mollit anim id est laborum.
The Quaint Oak Bank Brand v1.2 / 18
Imagery
Our imagery reflects character. We find character in both people and nature.
The strength of an oak tree, an “i can do it” mother, a proud father—all reflect
character. We encourage you to portray this trait using images that trigger a
response… an emotion. A stunning view or the confidence of a person looking
straight at camera are two ways to achieve this.
The Quaint Oak Bank Brand v1.2 / 19
Use of Symbolism
What we offer is just a little bit different. Our imagery reflects this. Use of symbolism and illustrated
embellishments create optimism and freshness. A unique perspective. Our advertising is clean
and simple. Headlines are creative and straight to the point.
Clean headlines, simple
points, wide open spaces.
Quaint Oak. Bank | Established 1926
5.2%
Real Estate headline goes
here lorem ipsum.
Lorem ipsum dolor sit amet, consectetur
adipisicing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua.
Ut enim ad minim veniam, quis nostrud
exercitation ullamco laboris nisi ut aliquip ex
ea commodo consequat.
Lorem ipsum dolor sit amet,
consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore
et dolore magna aliqua. Ut enim ad
minim veniam, quis nostrud
exercitation ullamco laboris nisi ut
(+.1 to grow on)
Equal Housing Lender
©20XX Quaint Oak Mortgage, LLC | NMLS 211466
QuaintOak.com
Member FDIC
Equal Housing Lender
©20XX Quaint Oak Bank | NMLS 815841
Member of the Association of Realtors
©20XX Quaint Oak Real Estate, LLC
Equal Housing Opportunity
QuaintOak.com
QuaintOak.com
The Quaint Oak Bank Brand v1.2 / 20
Verbal Identity
Verbal expression is an important part of our brand identity.
Like our visual identity, our verbal identity projects the company’s personality and purpose.
Consistency and the proper use of language are important.
How our brand voice is used.
Our brand voice is a specific way of speaking and writing. Just as our logo is a visual expression of
our brand commitment, our brand voice is how we express our brand commitment in words and
manner. It is our unique personality.
All of our communications should:
– Use short, clear sentences
– Get straight to the point and use language that our audience will understand
– Use the active voice and strong verbs
– Include real stories whenever appropriate
The Quaint Oak Bank Brand v1.2 / 21
Tone of Voice
Warm, friendly, confident.
Example:
Most companies say they are different, but Quaint Oak truly is...
We actually answer our phone with a warm and friendly voice. We don’t put you into a confusing,
complicated system of asking the same questions a dozen times. We care about our customers,
we make solid decisions based on many years of consistent growth, and we remember our roots.
We started listening to all of our customer’s stories decades ago. They were unique, just like
our customers. We realized that we were different because we didn’t follow a checklist, but we
followed our instincts and made solid decisions based on years of experience and knowing the full
story. What’s your story?
Come and talk to us. We’re here to listen.
The Quaint Oak Bank Brand v1.2 / 22
Tone of Voice
Writing headlines and subheads.
Use the active voice for headlines.
In English, the strongest headlines start with a verb. They are a call to action that tells your audience exactly what to do.
Examples of strong verbs are create, find, build and change. It is not a rule to always use a verb, but the headline should always
have energy.
Words should complement the picture.
In our messaging, we never waste words. Never repeat what is shown in a photo, graphic or illustration.
The message should add to the image in a smart way.
Using humor.
When writing headlines it may be tempting to use puns or try to be playful. While we can be warm and friendly,
we should stick with a confident tone that doesn’t rely on humor.
Style for headlines and subheads.
•C
apitalize only the first word. This is called using sentence case. It applies regardless of whether it is a two-word headline
or a long phrase.
• Contractions are acceptable in informal situations. In order to be quick and conversational, using contractions such as
“we’ve” instead of “we have” is acceptable. However, this usage is more informal and should be used with care. Contractions
may be appropriate for marketing messaging but not formal presentations. If they do not interrupt the flow of writing, using
two full words is preferred.
The Quaint Oak Bank Brand v1.2 / 23
Contact
Please contact us if you have questions about our brand and need clarification.
[email protected]
Quaint Oak Bank
501 Knowles Avenue
Southampton, PA 18966
215.364.4059
As the brand evolves, periodic updates may be made to these guidelines. You can check your
version and download the most recent version at www.quaintoak.com/brand.
You can also download logos, advertising, brochure cover and stationery templates (including
letterhead and business card templates), and select images from our imagery library.
created July 10, 2012 enze.us