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Luminor

brand
guidelines
Version 1 – August 2017
Introduction Typography 39 Image boxes 79
Introduction 4 Our typefaces 40 Offset style 80
Brand typeface 41 Offset layout principles 81
About our brand 5 Body copy typeface 42 Offset colour ways 84
Our purpose 6 Default typefaces 43 Gradient to increase type stand out 85
Our positioning 7 Type styles 44 Unconventional layouts 88
First principles 8 Type hierarchy 46 Paper stock 89
Our personality 10 Type colour for Personal 47
Strategy overview 11 Type colour for Corporate 49 Our business segments
Type colour for Private 51 Personal banking toolkit 91
Dual language materials 55
Brand identity elements Personal banking overview 92
Brand toolkit 13 Corporate banking toolkit 93
Photography 56
Corporate banking overview 94
Photography overview 57
Logo 14 Private banking toolkit 95
Personal photography 58
Our logo 15 Private banking overview 96
Corporate photography 61
Logo versions 16
Private photography 63
Logo colours 17
Cropping photography 65 Environments
Logo clear space 18 Principles 98
Internal photography 66
Logo size 19 Overview 99
Symbol placement 20 Internal branch signage 101
Infographics 67
Using our logo versions 21 Illuminated wordmark 102
Charts and diagrams 68
OOH logo size and placement 24 External branch signage 103
Charts and diagrams colours 69
Using the symbol at a large scale 26 Panel signage 104
Iconography style 72
Projecting sign 105
Colour 31
Layout 74 Co-branding sign 106
Colour palette 32
Layout principles 75
Personal banking colours 33
Corporate banking colours 35
Our grid 76 Further information
Constructing our grid 77 Applications index 108
Private banking colours 37
The grid across different layouts 78 Contact 108

2
Introduction

3
Introduction

We are building a It’s a rare opportunity to do business in our own


way. A way that realises our strong professional
experience and collective determination to go

new brand as well


further. A way that is better for customers, more
distinctively ours and, as a result, more clearly
differentiated from the competition.

as a new bank. So it is vital that everything we do is true to the


spirit, strategic intent and specifics of our brand.
This is equally true whether we are engaging
with customers, interacting with each other,
or creating new products and services.

That’s why we’ve created this guideline


document. Please take time to familiarise
yourself with it and store it somewhere you can
readily retrieve it and use the examples shown
as a guide for how to apply our core elements.

4
About our brand

5
Our purpose

To build a better tomorrow


We are natural born optimists. We are creating But that’s just the start. We know that these
a new bank because we’re determined to build things in turn can make bigger wins possible:
a better tomorrow – for families, businesses, they help families educate their children,
communities and the countries where we live new business ideas get off the ground, social
and operate. We are convinced that there is initiatives flourish, and young republics to
always room to improve, and to do things better. establish themselves as great places to live
and operate.
Taking good care of everyday financial
matters is an essential part of that better That’s what we mean by a better tomorrow.
tomorrow. Helping our customers move forward A world in which our families, businesses,
and making things happen, are skills we are communities and countries are richer in every
proud of. sense of the word: stronger, more dynamic,
more imaginative and, ultimately, capable of
realising their true potential.

6
Our positioning

The contemporary, Contemporary, because we are eager


to grow, and look to the future.

entrepreneurial bank
Entrepreneurial, because we are a new bank,
and unafraid to do things differently.

Baltic, because ‘Estonian, Lithuanian and

for the Baltic way of


Latvian’ is a mouthful – and we have more in
common than not.

life and business.


Life and business, because first and foremost,
banking exists to serve people, and help them
achieve their aspirations.

7
First principles

To build a better tomorrow,


we always adhere to our
first principles, which form
People first
the bedrock of our culture
and way of doing business,
as well as our brand style: Quality in everything
Clarity of focus

8
First principles
continued

People first Quality in everything Clarity of focus


Our core focus is always upon people, and We offer a higher quality alternative to other To be successful in today’s complex and
the human benefits that flow from positive banks, rooted in a strong service experience and distracting world, it is essential to know
relationships with money. quality control across all products and services. what you are looking to achieve, and why.
This means we always: This means we always: This means we always:

• Look at things through our customers’ eyes • Hold ourselves to the highest standards • Define goals in clear and achievable terms
• Ask ourselves what we can do to give them a of professionalism and service • Ask ourselves if we can make things simpler
better experience • Ask ourselves whether we can still do better and stronger
• Treat each other with integrity and honesty. • Pay close attention to the details. • Avoid trying to be all things to all people.

9
Our personality

Professional Maintaining an unwavering commitment to the highest standards of


personal conduct, business integrity and customer service.

Straightforward Keeping things simple and unpretentious, doing what we


say we will do, speaking honestly and clearly.

Optimistic Seeing the good in people, holding true to our purpose and
believing that better is always possible.

Curious Always asking why, so we can learn more about our customers’
aspirations, motivations and frustrations.

Collaboration Actively breaking down organisational silos, and helping


each other, to deliver a great result for our customers.

10
Strategy overview

Purpose

To build a better tomorrow


First principles

People first
Quality in everything
Clarity of focus

Personality Positioning

Professional The contemporary,


Straightforward entrepreneurial bank for the
Optimistic Baltic way of life and business.
Curious
Collaborative

11
Brand identity
elements

12
Brand toolkit

Logo Colour Typography

Bery Roman
for headlines
Apercu Pro for body copy
Results

Charts
Chart Title
Photography Infographics
Category 5

Sales
Category 4

Category 3

Category 2

Category 1

Results
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 0 1 2 3 4 5 6

Charts Series 3 Series 2 Series 1


14
Chart Title

Category 5

Sales
Category 4

Category 3

Category 2

Category 1

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 0 1 2 3 4 5 6

Series 3 Series 2 Series 1


14

Charts and diagrams Icons


13
Logo

14
Our logo

We have developed a simple and


recognisable logo for our bank.
It is based around the first letter of our
name and we use it with confidence.

The simplicity of the ‘L’ is modern and


contemporary, and the ‘diamond’
shape alongside it symbolises a guiding
light, how we always look forward and
proactively make things happen.

15
Logo versions

We have three versions of our logo:


a symbol, wordmark, and a lock up.

We use the symbol and wordmark


together across most of our
communications. By having two
separate elements we can make the
most of the space available and use
our brand in a flexible and bold way.
This is the primary way that we use
our logo.

Private Banking
For our Private banking sector we
only use the wordmark version of
our logo. This creates a more refined
and paired back layout which is Symbol Wordmark Lock up
appropriate for this more premium Can be used in isolation or Can be used in isolation or with the For limited use when the
market. with the wordmark. It can also be symbol. The wordmark is particularly application of the symbol
used large for impact. useful for extreme horizontal formats. and wordmark separately
Lock up The wordmark is the only logo version isn’t possible.
The lock up version of our logo is used across our Private banking sector.
provided for limited use when there is
not an opportunity to use our symbol
and wordmark separately. This could
be when it’s used on a third party
piece of communication.
16
Logo colours

Our logo comes in two primary


colour ways, Burgundy (positive)
and Stone (negative). We use
these colour-ways across all our
business segments (Personal,
Corporate and Private). Primary positive symbol Primary negative symbol Positive mono symbol Negative mono symbol
For use against light backgrounds. For use against dark backgrounds. For use when the primary positive For use when the primary negative
symbol isn’t available. symbol isn’t available.
Always use the version which
gives greatest stand-out
against the background.

Primary positive wordmark Primary negative wordmark Positive mono wordmark Negative mono wordmark
For use against light backgrounds. For use against dark backgrounds. For use when the primary positive For use when the primary negative
wordmark isn’t available. wordmark isn’t available.

Primary positive lock up Negative lock up Positive mono lock up Negative mono lock up
For use against light backgrounds. For use against dark backgrounds. For use when the primary positive For use when the primary negative
lock up isn’t available. lock up isn’t available.
Logo clear space

Always maintain an area of clear Symbol


space around the logo to make sure The symbol uses a clear space equivalent to
nothing else gets too close. the diamond. There is no clear space on the
bottom or left edge as it is positioned flush
Master artwork files are available to the edge in applications.
for the symbol, wordmark and
lock up. This includes the clear
space guides, so there’s no need
to modify them in any way.

Lock up
The lock up version of
our logo uses a clear
space that is equivalent
to the diamond used
within the symbol.

Wordmark
The wordmark version of our logo uses a clear space equivalent
to the size of two diamonds from the letter ‘i’.

18
Logo size

We should always make sure our Format Symbol width Wordmark width Minimum size
logo is used consistently and at DL 17mm 24.5mm The minimum size of our logos
the right size. A5 17mm 24.5mm vary depending on which
210 Square 17mm 24.5mm version you are using. The
The correct size for all A size A4 24mm 34mm minimum size of our symbol is
formats are listed on this page. 5mm wide. The minimum size
A3 34mm 49mm
For non standard formats follow for our wordmark and lock up
the simple rule to decide on the A2 48mm 68mm is 13.5mm wide.
logo size. A1 68mm 98mm
A0 96mm 137mm

Logo size
Typical sizes are listed above.
5mm 13.5mm 13.5mm
For other applications divide
the diagonal length of the page

Di
ag
by 15 to get the symbol width

on
(round to the nearest 0.5mm),

al
L
then use the height of the L

en
gt
(excluding diamond) to get the


width of the wordmark.

15
=W
H
H

W
19
Symbol placement

Symbol
The preferred position of our symbol is
bottom left. We position the symbol flush
against the edge of the document which
may require a bleed to be added for
some printed materials.

The secondary position for our symbol


is top left. We use the clear space area
to ascertain the correct position.
Bottom left is the primary symbol position. Bleed
Remember, we do not use our symbol on Top left is the secondary symbol position. As we like to position our logo
any Private banking communications. to the edge of a page, it may be
necessary to add a small bleed
Wordmark for any printed communications.
We are more flexible with our wordmark
which has more positional options than
the symbol. It should always be clearly
legible and its clear space adhered to.
Please see the following page for further
details.

20
Using our logo versions

Here we see how we can use our symbol Seen together on the same surface Used on separate surfaces
and wordmark in different ways
on touchpoints. We don’t always have to
show both on a single surface, however
it should always be clear who the
communication is coming from.

Wordmark placement
Wordmark placement options are shown
here. Whilst there is lots of flexibility,
avoid placing it in the top right corner.

Seen together on the same surface


When a touchpoint is less obviously
Luminor, it’s clearer to show both the
symbol and wordmark on the same This is a common position This is the standard Multiple page items can place
surface, e.g. ads where the symbol alone for most non advertising position for advertsing the symbol on the front with the
may not communicate Luminor clearly items, e.g. brochures – the touchponts such as workmark on the back for example.
enough for the audience. wordmark is positioned in billboards and posters Alternatively, the wordmark could
the top left, often on the where the wordmark is be on the front with the symbol on
Used on separate surfaces grid aligning with the type positioned in the bottom the back.
When a touchpoint is obviously Luminor, below. Please refer right as a sign off.
we can show the symbol and wordmark to the Constructing our When the symbol isn’t seen on a
on separate surfaces, e.g. a brochure that grid page. surface, the wordmark can take
uses the symbol on the front cover, but the symbol’s primary (bottom left
the wordmark on the back cover. corner) or secondary position (top
left corner).
21
Brochure covers
Here we see some examples of how we
use our primary positive and negative
symbol and wordmark.

22
Erkki Rita
Raasuke Naujokaitytė
CEO Manager of Business Unit,
+370 620 83 093 Vilnius Consultation Centre
erkki.raasuke@luminorgroup.com +370 620 83 093
+370 5 2393562
Luminor Liivalaia 45, rita.naujokaitytė@luminorgroup.com
10145 Tallinn
Luminor.ee Luminor Latvia branch
K. Valdemara St. 62
Riga, LV-1013, Latvia
Luminor.lt

Stationery : Letterhead,
envelope and business cards

This demonstrates how we use our symbol


and wordmark across different applications.
Our symbol is often used boldly for impact
whilst our wordmark is used smaller for
sophistication.

Luminor Estonia, Liivalaia 45, 10145 Tallinn | +370 620 80 093 | Luminor.ee

23
OOH logo size
and placement

Wordmark size exception


To ensure visibility and standout of our
logo on large-scale OOH advertising we
increase the size of the wordmark. The
wordmark width is equivalent to two
times the width of the symbol. The symbol
remains at its usual size. This wordmark
sizing rule is for OOH advertising only
and should not be used on any other
touchpoints.

Wordmark position
We use the thickness of the base of the
‘L’ in the symbol to position the wordmark
from the bottom and right of the page
as shown.

This wordmark positional principle applies


whenever it appears with the symbol at
the bottom of an application.
W 2x W

24
Personal OOH billboard
Here we see an example of the
increased wordmark size in situ
on a OOH billboard.

25
Using the symbol
at a large scale

We can use our symbol at a large


scale to create impact. We do this
in two ways:
• As a water mark over
photography or;
• As a super graphic on a
coloured background.

When used at a large scale it is


positioned flush to the edge on
the left hand side and the baseline
of the touchpoint.

When our symbol is used in this


way it becomes more of a graphic
rather than a logo. Subsequently As a water mark over photography As a super graphic on a coloured background
the usual clear spaces rules don’t Here we use the symbol in our Stone colour and apply We always keep the symbol in the main colour ways,
apply and type can be layered over some opacity. As a guide use an opacity of 60% however either Stone for dark backgrounds, or Burgundy for light
the top in a considered manner. you can subtly increase or decrease this amount if needed backgrounds. We use this for impact on applications such
to ensure the right balance of contrast against the image. as business cards.

26
Bank card
Our bank cards are an example of
how we can use our symbol at a large
scale to create impact. Here we have
used a gloss varnish technique to
help the symbol stand out.
27
Bank card set 28
ATM - advertising
The ATM is an example of when we
use our symbol at a large scale as
a water mark over photography.
Here we can see typography has
been layered over the top with
consideration to layout and legibility.

29
ATM - functional screen
The ATM is an example of when we use
our symbol at a large scale over a flat
coloured background. Here we can
see how type can be overlayed on top.

30
Colour

31
Colour palette
Dark Burgundy Muted Burgundy Bright Burgundy
CMYK: 42/92/0/50 CMYK: 0/27/9/18 CMYK: 0/73/15/0
RGB: 58 / 14 / 46 RGB: 184 / 141 / 151 RGB: 234 / 74 / 114
Our colour palette was chosen with
Pantone 7652 Pantone 7633 Pantone 7423
authenticity in mind. Drawing inspiration
HEX: 3a0e2e HEX: b88d97 HEX: ea4a72
from the Baltic landscapes and nature,
our colour palette is sophisticated and
differentiating.

We also use the different colours to


represent different parts of our business. Bright Blue Bright Green Stone
CMYK: 42/8/51/0 CMYK: 42/8/51/0 CMYK: 3/3/6/7
Our Burgundy shades are used for RGB: 110/ 170 / 210 RGB: 119 / 139 / 89 RGB: 235 / 235 / 232
Personal banking and any general banking Pantone 2169 Pantone 2261 Pantone Warm Grey 1
communications. HEX: 6eaad2 HEX: 778b59 HEX: ebebe8

The Blue shades are used for our Corporate


banking segment and the Green shades for
our Private banking segment.
Dark Blue Dark Green Dark Grey
Our neutrals (Stone and Dark Grey) can be For printed material, always
used across all parts of the business at a use the Pantone color
CMYK: 100/57/12/66 CMYK: 56/0/58/78 CMYK: 40/30/20/66
secondary level. references where possible. RGB: 24 / 35 / 50 RGB: 27 / 42 / 35 RGB: 58 / 59 / 60
If Pantone isn’t possible then Pantone 540 Pantone 7736 Pantone Cool Grey 10
use the CMYK color values.
Where possible we try to avoid using white HEX: 182332 HEX: 1b2a23 HEX: 3a3b3c
as a background colour. Instead we use our For on-screen purposes use
Stone for digital applications and off-white the RGB color values and for
any web applications use the
uncoated paper stock to replicate the HEX values.
colour of Stone on printed applications.

32
Personal banking colours

The following colours are the lead colours


Stone/Off white stock Dark Burgundy Muted Burgundy
for our Personal banking segment.

Dark Burgundy
This can be an overall background colour,
or used for colouring type.

Muted Burgundy
This can be an overall background colour,
or used for colouring type.

Bright Burgundy Bright Burgundy


This is used sparingly to highlight
information or for colouring type.
Dark Grey
It has strong standout on all colours.

Neutral colours
Our neutral colours are overarching and are
used by all of our banking segments:
• Stone is used across typography and our
logo. We use Stone or off white stock as Colour balance
one of our background colours. Dark Burgundy is our most important primary colour. However
the proportions shown here provide an indication of the overall
• Dark Grey is used mainly for colour coverage on Personal banking collateral. Single items,
colouring text. like posters, won’t necessarily use all of the colours – it’s more
indicative of Personal banking materials as a whole.
33
Personal leaflet
Here we can see an example of our
Personal banking colours used on a leaflet.
34
Corporate banking colours

The following colours are the lead colours


Stone/Off white stock Dark Blue Bright Blue
for our Corporate banking segment.

Dark Blue
This can be an overall background colour,
or used for colouring type.

Bright Blue
This can be an overall background colour,
or used for colouring type. Dark Burgundy
Muted Burgundy
Dark Burgundy, Muted Burgundy and
Bright Burgundy Bright Burgundy
For Corporate these colours are used
Dark Grey
sparingly. Use them to highlight information
or for colouring type.

Neutral colours
Our neutral colours are overarching and
are used by all of our banking segments:
• Stone is used across typography and our Colour balance
logo. We use Stone or off white stock as The proportions shown here provide an indication of the overall
one of our background colours. colour coverage on Corporate banking collateral. Single items,
like posters, won’t necessarily use all of the colours – it’s more
• Dark Grey is used mainly for indicative of Corporate banking materials as a whole.
colouring text.

35
Corporate OOH billboard
Here we can see an example of
our Corporate banking colours
used on a billboard.

36
Private banking colours

The following colours are the lead colours


Stone/Off white stock Bright Green
for our Private banking segment.

Bright Green
This can be an overall background colour,
e.g. front cover or used for colouring type.

Dark Green
This can be used for colouring type.

Dark Burgundy, Muted Burgundy and Dark Green


Bright Burgundy Dark Burgundy
For Private these colours are used sparingly.
Muted Burgundy
Use them as a highlighter or for colouring
type rather than for full-bleed backgrounds. Bright Burgundy

Neutral colours Dark Grey


Our neutral colours are overarching and
are used by all of our banking segments:
• Stone is used across typography and our
logo. We use Stone or off white stock as Colour balance
one of our background colours. The proportions shown here provide an indication of the overall
colour coverage on Private banking collateral. Single items,
• Dark Grey is used mainly for like posters, won’t necessarily use all of the colours – it’s more
colouring text. indicative of Private banking materials as a whole.

37
Private editorial
advert
This demonstrates how
our muted photography
combined with our green
tones create a sophisticated
communications style for
Private banking.

This also demonstrates


how we use our wordmark
alone without the symbol for
Private communications.

38
Typography

39
Our typefaces

Our brand and body copy typefaces


are distinctively ours and combine with
elegant and dramatic effect. We use
our type styles for specifically defined
Brand typeface
Bery Roman
Used large as a display typeface.
purposes, bringing consistency and
intuitive understanding to our materials.

Our typefaces have been carefully


selected as they reflect our brand
personality.
Body copy
typeface Apercu Pro
Used for all body copy styles.

Headline default
system font
Georgia
Default font for when Bery Roman is not available.

Body copy
default
Arial
Default font for when Apercu Pro is not available.
system font

Headline
Cyrillic font
Anglecia Pro Display
Used to substitute Bery Roman, for Cyrillic only. 40
Brand typeface

Bery Roman,
We use a stencil style throughout our
identity to communicate in an honest
and straightforward way.

a distinctive and
This grounded and approachable
language is reinforced with the
introduction of the unique stencil-serif
font as our lead brand typeface.

sophisticated
Bery Roman is our brand typeface
and can be downloaded from
ourtype.com. We use Bery Roman
for all main headlines, titles, and

headline typeface.
pull-outs across all communications.

Cyrillic alternative
When producing communications in
languages that have Cyrillic letters we
use Anglecia Pro Display in the Regular
weight which can be downloaded from ABCDEFGHIJKLMNOPQRSTUVWXYZ
myfonts.com.
abcdefghijklmnopqrstuvwxyz1234567890?!€%

Anglecia Pro Display Regular for Cyrillic

Быстрая коричневая лиса прыгает через ленивую собаку.


41
Body copy typeface

Apercu Pro,
Apercu Pro is our body copy typeface.
It’s a clean and modern sans serif
typeface and the perfect compliment

an elegant,
to our sophisticated Bery Roman
headline typeface.

Apercu Pro can be downloaded from

modern and clean


colophon-foundry.org. We use the
weights Regular and Bold. Apercu Pro
has Cyrillic letters and so should be
used for all communications.

body copy typeface.


ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890?!€%
Apercu Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890?!€%
Apercu Pro Bold

42
Default typefaces

We use our primary typefaces Bery Georgia as our system brand typeface
Roman and Apercu Pro across all
touchpoints whenever possible. If for any ABCDEFGHIJKLMNOPQRSTUVWXYZ
technical reason our primary typefaces
can’t be used, then we use the following abcdefghijklmnopqrstuvwxyz1234567890?!€%
as the default system fonts: Georgia Regular
• Georgia – this replaces Berry Roman
and should be used for headlines, call-
outs and key figures.
• Arial – this replaces Apercu Pro and
should be used for all body copy and Arial as our system body copy typeface
large amounts of text.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890?!€%
Arial Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz1234567890?!€%
Arial Bold

43
Type styles

2%
We use our typefaces specifically for How we use Bery Roman

Current
different types of content.

Using Bery Roman

accounts
Bery Roman is our lead brand typeface
and creates ‘features’ of text in our
layouts which maximises its role as a key
brand identifier. Used at a larger size, it
reveals its unique stencil character forms
and elegant serif details. Headlines and titles Key statistics

Typesetting principles:
• Weight – we only use the Normal weight
of Bery Roman. You’ve come
• Leading – a leading ratio of 115% keeps
ascenders and descenders apart without
opening up the line spacing too much,
a long way, We use Bery Roman for:
• Headlines and titles.
this can be decreased to suit.
• Alignment – type is generally aligned left
protect what • Large scale pull-outs
• Key statistics

in the majority of cases. We never justify


or align text right. you’ve worked Don’t use it for body copy, or long
paragraphs of type etc.

hard for
Large scale pull-outs
44
Type styles continued

Using Apercu Pro How we use Apercu Pro


Apercu Pro is our body copy typeface.
Condimentum integer lacus
It is highly legible and works well at Sub-headlines Subheadings
various sizes. and sub-titles Everyday
banking just
Lorem ipsum dolor sit amet,
Body copy consectetur adipiscing elit. Morbi
Typesetting principles:
purus ante, sollicitudin ac mi ut,
• Weight – we use the Regular and the
Bold weight of Apercu Pro to add
got easier condimentum ultricies dui.

• Sed quaerat, quam interdum et sed


Bullet points
emphasis where needed. aliquam amet mauris.
• Proin posuere, eget ipsum. Luctus
• Leading – as a starting point, we can Introductions mollis facilisi sed, lacus eget.
use a generous leading ratio of 130%, Get your business off
this can be changed to suit and will to the best possible Captions 2% AER (1.98% gross p.a.) variable credit
need reducing at larger type sizes. start. Our current interest on balances £1 to £5,000 and more
great benefits.

• Alignment – type is left aligned and accounts offer you all


we never justify or align text right. the support you need.
Legal copy Ut wisi enim ad minim veniam, quis nostrud
exerci tation ullamcorper suscipit lobortis nisl
ut aliquip ex ea commodo consequat. Duis
autem vel eum iriure dolor in hendrerit in
vulputate velit esse molestie consequat.

45
Type hierarchy

Our services
This overview shows how our type levels Headlines and titles
all work together. Bery Roman Normal
53pt text/60pt leading
The type sizes shown here are intended
for use at A4 to give an idea of how the
type levels are sized in relation to each Sub-headlines and sub-titles
other. These are just a starting point
and further typographic styles may be
Apercu Pro Regular
22pt text/24pt leading Everyday banking just got easier
created as needed. They can be scaled
up and down proportionally for other Introductions
size formats. Apercu Pro Regular Get your business off to the best possible start. Our
15pt text/17pt leading current accounts offer you all the support you need.
Body copy subhead
Apercu Pro Bold Condimentum integer lacus
10pt text/12pt leading

Body copy and bullet points Lorem ipsum dolor sit amet, • Lorem ipsum dolor sit amet
Apercu Pro Regular consectetur adipiscing elit morbi • Consectetur adipiscing elit
10pt text/12pt leading purus ante, sollicitudin ac mi ut, • Morbi purus ante
condimentum ultricies dui.

Large scale pull-outs


Bery Roman Normal Protect what you’ve
worked hard for
26pt text/30pt leading

46
Type colour for Personal Type on a Stone
background
Type on a Dark Burgundy
background
Type on a Muted Burgundy
background

Headlines and titles Headlines and Headlines and


are coloured Dark titles are coloured titles are coloured
Colouring type also has a role in the type
hierarchy, as well as differentiating our Burgundy or Stone or Bright Dark Burgundy
three business segments.
Bright Burgundy Burgundy or Stone
Here we show the type colour options for
each applicable background colour of
our Personal banking segment. Sub-headlines and Sub-headlines and sub- Sub-headlines and
sub-titles are coloured titles are coloured Stone sub-titles are coloured
Dark Burgundy or Bright Burgundy Dark Burgundy

Introductions are coloured in Introductions are coloured Introductions are coloured


Dark Burgundy or Dark Grey in Stone in Dark Burgundy

Body copy subheads are Body copy subheads are Body copy subheads are
coloured Dark Burgundy, coloured Stone or Bright Burgundy coloured Dark Burgundy
Bright Burgundy or Dark Grey or Stone

Body copy is coloured Dark Grey Body copy is coloured Stone Body copy is coloured
or Dark Burgundy Dark Burgundy

Large scale pull-outs Large scale pull-outs Large scale pull-outs


are Muted Burgundy, are Muted Burgundy, are coloured Stone
Dark Burgundy or Stone or Bright or Dark Burgundy
Bright Burgundy Burgundy 47
Marketing letter
This example shows our
type hierarchy used to
good effect, bringing order
and clarity to the different
levels of information.

48
Type colour for Type on a Stone
background
Type on a Dark Blue
background
Corporate
Headlines and titles Headlines and titles
are coloured Dark Blue are coloured Bright
Here we show the type colour options for
each applicable background colour of or Bright Blue Blue or Stone
our Corporate banking segment.

Sub-headlines and sub-titles Sub-headlines and sub-titles


are coloured Dark Blue are coloured Stone

Introductions are coloured in Dark Blue Introductions are coloured in Stone


or Dark Grey

Body copy subheads are coloured Dark Blue, Body copy subheads are coloured Stone
Bright Blue or Dark Grey or Bright Blue

Body copy is coloured Dark Grey or Dark Blue Body copy is coloured Stone

Large scale pull-outs/ Large scale pull-outs/


call-outs are coloured Dark call-outs are coloured
Blue or Bright Blue Bright Blue or Stone
49
OOH billboard - Text only
A simple typographic
layout demonstrating our
distinctive brand typeface.

50
Type colour for Private Type on a Stone
background
Type on a Dark Green
background

Headlines and titles Headlines and titles


are coloured Dark Green are coloured Bright
Here we show the type colour options for
each applicable background colour of or Bright Green Green or Stone
our Private banking segment.

Sub-headlines and sub-titles Sub-headlines and sub-titles


are coloured Dark Green are coloured Stone

Introductions are coloured in Dark Green


Introductions are coloured in Stone
or Dark Grey

Body copy subheads are coloured Dark Green, Body copy subheads are coloured Stone
Bright Green or Dark Grey or Bright Green

Body copy is coloured Dark Grey or Dark Green Body copy is coloured Stone

Large scale pull-outs/ Large scale pull-outs/


call-outs are coloured call-outs are coloured
Bright Green or Dark Green Bright Green or Stone
51
Private product brochure
This example shows how our typefaces
contrast, yet enhance each other.

52
Section X Section X

Forward forecast Discovering new


ways of banking

34% Lorem ipsum dolor sit amet, nunc pellentesque


inceptos tincidunt sed commodo, wisi nam quis
luctus lectus parturient, aptent eget imperdiet.
Lorem ipsum dolor sit amet, nunc pellentesque
inceptos tincidunt sed commodo, wisi nam quis
luctus lectus parturient, aptent eget imperdiet
bibendum quis fermentum tincidunt, nulla
donec nulla et.

95%
Consectetuer suscipit curae, sit vitae, massa euismod
in, ultricies duis nonummy penatibus viverra orci neque, Consectetuer suscipit curae, sit vitae, massa
feugiat et enim amet est. Vivamus magna, turpis euismod in, ultricies duis nonummy penatibus
dictumst curabitur amet tellus nec.
The changing viverra orci neque, feugiat et enim amet est.
Vivamus magna, turpis dictumst curabitur amet
tellus nec, semper quis ultrices neque, quis

75% Lorem ipsum dolor sit amet, nunc pellentesque inceptos


tincidunt sed commodo, wisi nam quis luctus lectus
face of moderna purus risus fermentum malesuada, ac ante
tincidunt vitae.
parturient, aptent eget imperdiet bibendum.
banking
5th January
00 00

PowerPoint - cover
We use our default system typefaces in
the same way as our primary typefaces 00
to create the same look and feel.

53
Section X Section X

Group financial Understanding the


targets 2016-2018 current market trends
Lorem ipsum dolor sit amet, nunc Out of sector
To maintain a strong capital position in line with Nor-
Dividend policy dea’s capital policy. The ambition is to achieve a
yearly increase in the dividend per share.
pellentesque inceptos tincidunt sed
commodo, wisi nam quis luctus lectus
• Consectetuer suscipit curae, sit vitae,
massa euismod in, ultricies duis non
“Lorem ipsum dolor sit amet, urna parturient, aptent eget imperdiet bibendum penatibus viverra orci neque, feugiat et
quis fermentum tincidunt, nulla donec. enim amet est.
Capital policy porttitor massa posuere metus,
Management buffer of 50-150 bps above the
regulatory CET1 requirement. • Vivamus magna, turpis dictumst dolor
nunc non, nec nulla felis commodo Growth amet tellus nec, semper quis ultrices
Praesent donec, vestibulum vel enim neque, quis a purus risus fermentum
RoE imperdiet vivamus ac, accumsan
RoE above the Luminor peer average. augue sed eleifend. Aenean quis ligula malesuada, ac ante tincidunt vitae.
a pretium porttitor hac. Odio ante donec, morbi aliquam interdum tortor
aliquam, sed dolor elit cum sociis est nec.
• In ultricies eros commodo non, augue
lacus neque lorem, nunc lobortis,
Costs eget donec. Fringilla nunc tristique
Unchanged costs 2018 vs. 2016. consequatur mattis.
eleifend maecenas erat eu.”
Mark Smith, Chairman
REA Largely unchanged.

00 00

PowerPoint - text pages


These slides demonstrate how our type
styling can work with our default typefaces 00
as well as our main brand typefaces.

54
Dual language materials

The preference for dual language

1
materials is to not mix languages on a
single face, and to have a separate side
for each language.
The quick
brown fox
%
Mixing languages jumps over
Быстрая Īstais brīdis
Although we always try to avoid having the lazy dog
коричневая
both languages on the same face of an
application, if this is unavoidable, both
The quick brown fox jumps
over the lazy dog.
лиса прыгает
īstenot
līdz/до 14.04.2017.

of our display typefaces; Bery Roman через ленивую


and the Cyrillic alternative Anglecia
Pro Display can sit together and feel
собаку. Patēriņa kredīts par 1% mēnesī
Быстрая коричневая лиса
harmonious.
ПОТРЕБИТЕЛЬСКИЙ КРЕДИТ ЗА 1% В МЕСЯЦ
прыгает через ленивую собаку.
(GPL/ГПД 14,3%)

• Summa no 500€ līdz 10 000€


• No 6 līdz 60 mēnešiem
Lead with the principle language and • Nauda kontā uzreiz pēc līguma noformēšanas
• Сумма от 500€ до 10 000€
its associated typeface. The principle • Срок от 6 до 60 месяцев
• Деньги на счете после подписания договора

language type will be bigger and seen


first in the order of information, with the Ifes cerest initum peris; hocatquidem screnit iam oritis, P. Abit, a ponvocaet peroximorum
nonequam publis sendii sidiem es et iae quam perei sil virmili practus, manum det ius,
Ifes cerest initum peris; hocatquidem screnit iam oritis, P. Abit, a ponvocaet peroximorum

second language seen lower down.


nonequam publis sendii sidiem es et iae quam perei sil virmili practus, manum det ius,
cononsupiem neque nosuperbeme cont. cononsupiem neque nosuperbeme cont.

Side 1 Single-sided flyer with both languages


As usual, all body copy text styles are set
in Apercu Pro (Regular or Bold), which
Ifes cerest initum peris; hocatquidem screnit iam oritis, P. Abit, a ponvocaet peroximorum
nonequam publis sendii sidiem es et iae quam perei sil virmili practus, manum det ius,
cononsupiem neque nosuperbeme cont.
on the same face. Using both languages
support both languages. on a single face is an exception and
Side 2 should only be used when necessary.
Here we only use the headline typeface
Double-sided flyer – each language, using its separate display typeface, for the lead language. The secondary
on separate faces. language uses our body copy font.
55
Photography

56
Photography
overview

Photography is an essential part of our


brand. We follow some simple principles
Photography style Light, natural and authentic
to ensure it always feels appropriate Whatever we do our photography is always authentic, local and optimistic.
and relatable to our customers.

Our brand photography should always

Natural light always present


feel local and authentic and have
natural light. On the following pages Lighting
we show how the photography adapts
across our Personal, Corporate and This can be directly, and at other times more subtly.
Private banking segments.

Image assets
There is a selection of stock images Casting ‘Real’ people of all ages and walks of life
available that have been purchased. For
additional information on image usage Relaxed individuals, at ease with themselves are at the heart of our images.
please contact the brand team direct.

Locations Nature first


Nature may lead our documentation of places, but we also cover
towns and cities, indoor and outdoor, with consistent soft tonality.

57
Personal
photography

People
Our personal photography features
observed interactions, moments
and measured ‘joie de vivre’. Shot like
a memory, a moment captured from
the corner of our eye for its simplicity
and beauty.

Places
We feature the places our target
customers hold dear, where they live
and visit. The Baltics are beautiful
and we want to celebrate that.

Tonality
Our Personal photography is rich in tone.
The colours are warm and vibrant but
never over-saturated or synthetic.

58
the housing
ladder
Lorem ipsum dolor sit amet, urna vivamus morbi
labore. Amet blandit nascetur sed justo natoque,
nulla morbi nullam, a eget et et tempus. Neque
sem tellus.

Click here

Quick links

https://www.luminor.lv/personal

Private customer price list Welcome to Luminor, previously DNB and Nordea | Visit www.dnb.com | Visit www.nordea.com Follow Luminor Twitter

Currency rates

Deposit and interest rates


Taking the hassle
Loan Calculator Travel insurance out of banking -

News
Private customer price list made easy our best accounts
Lorem ipsum dolar sed.
for everyday life
Currency rates

Deposit and interest rates


Lorem ipsum dolar sed.

Currency rates
https://www.luminor.lv/personal
Click here
Welcome to Luminor, previously DNB and Nordea | Visit www.dnb.com | Visit www.nordea.com Follow Luminor Twitter Facebook Linked In

Click here

Getting your
feet firmly on
Planning for Market What does the
the housing their future https://www.luminor.lv/personal
Outlook 2017:
The megatrends
influencing future hold fo
Student loan
ladder Transaction calculator

the housing
We know it's family that matters. Welcome to Luminor, previously DNB and Nordea

Lorem ipsum dolar sed. LuctusVisitwisi www.dnb.com | Visit www.nordea.com

Visit your nearest branch to see how


banking
libero mi cras congue eget, nunc vel Lorem ipsum dolar sed.
we can help you plan for their future. ipsum aut amet facilisi,
Follow Luminor Twitter
libero
Facebook
enim
Linked In

cras et placerat vitae purus Lorem ipsum dolar sed.


Lorem ipsum dolor sit amet, urna vivamus morbi

market
labore. Amet blandit nascetur sed justo natoque,
nulla morbi nullam, a eget et et tempus. Neque
sem tellus. Planning for
Click here Click here Click here

Click here their future


We know it’s family
that matters. Visit
your nearest branch
to see how we can
help you plan for
their future.

Website - homepage
When used at a large scale, our
photography can add impact to key About Luminor Investor Relations Press and news Career
25/03/17
Responsibility Our Services

website pages. Taking the hassleQuick links Who we are


Who we serve
Luminor in breif
Reports
News/press releases
Press contacts
Vacant positions
Join our team
Sustainbility
Responsible business
Overview
Asset management

out of banking -
How we perform Share Press photos Career development Society Bank to bank business

our best accounts Malesuada vitae justo, vitae tincidunt vestibulum sed bibendum
for everyday life vestibulum, lectus
Quick links
General Terms ac, amet velit pede vel, lectus commodo sed don
Privacy policy Cookies Site feedback Luminor © 2017

Private customer price list


Lorem ipsum dolar sed.
aliquam class vel. Neque quis arcu ipsum lectus non. Dui lectus mau
Private customer price list
Currency rates

Deposit and interest rates


Currency rates

libero, reprehenderit felis proin.


59
duis, praesent quis conubia molestie justo volutpat, in dictum cursu
Travel insurance
Deposit and interest rates
Loan Calculator
Loan Calculator
Click here
Lorem ipsum dolor sit amet, urna vivamus morbi Lorem ipsum dolor sit amet, urna vivamus morbi Lorem ipsum dolor sit amet, urna vivamus morbi
labore. Amet blandit nascetur sed justo natoque, labore. Amet blandit nascetur sed justo natoque, labore. Amet blandit nascetur sed justo natoque,

News
nulla morbi nullam, a eget et et tempus. Neque nulla morbi nullam, a eget et et tempus. Neque nulla morbi nullam, a eget et et tempus. Neque
sem tellus. sem tellus. sem tellus.

See how See how See how

https://www.luminor.lv/personal

Welcome to Luminor, previously DNB and Nordea | Visit www.dnb.com | Visit www.nordea.com Follow Luminor Twitter

How to apply for a loan Calculate your loan What does the
future hold for
1. Complete the online loan application
and send it to us
2. We will call you, giving you a preliminary Asking price

News
response based on the information provided
NOK - +
3. You will receive a final answer once we have

the housing
received the required documentation from you
4. We will send you the loan documents for your
signature. We can provide you with the loan once
Loan amount
we have received the loan documents NOK - +

Loan term
Years -
https://www.luminor.lv/personal
+
Welcome to Luminor, previously DNB and Nordea | Visit www.dnb.com | Visit www.nordea.com Follow Luminor Twitter Facebook Linked In
market
2.35% nom. int. rate 2,43% eff. int. rate
Monthly cost
Apply online *The amount applies within 85% of the loan limit
NOK* 8872

Market
Outlook 2017:
Our services
A relationship bank delivering Malesuada vitae justo, vitae tincidunt vestibulum sed bibendum
25/03/17

What does the


The megatrends great customer experiences
vestibulum, lectus ac, amet velit pede vel, lectus commodo sed donec
future hold fo
influencing Student loan
calculator aliquam class vel. Neque quis arcu ipsum lectus non. Dui lectus mauris
Lorem ipsum dolar sed. Luctus wisi Transaction duis, praesent quis conubia molestie justo volutpat, in dictum cursus
banking
Lorem ipsum dolar sed.

the housing
libero mi cras congue eget, nunc vel Personal Loans Home Loans Car Loans Personal Loans Refinancing
ipsum aut amet facilisi, libero enim
cras et placerat vitae purus Lorem ipsum dolar sed.
libero, reprehenderit felis proin.
Click here Click here Click here Pretium elit et mattis ipsum nibh, justo elit adipiscing elit ut vitae, sed nulla sodales
voluptas dignissim pede. Et sed scelerisque turpis ut ac. Ut turpis vel neque aliquam
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magna cillum tortor congue volutpat, wisi dignissim dolor turpis non dui, placerat est
market
porta non felis eget possimus, donec ut ut viverra hendrerit leo. Integer et necessitatibus
justo risus etiam posuere. Tristique mauris sollicitudin penatibus varius nulla. Nam sit sem,

Our
malesuada diam posuere pariatur at tristique. Nec leo gravida amet tempus, sapien libero
nunc, dapibus aenean magnis phasellus, lacus curabitur elit eu ultricies.

Website - category page


This demonstrates our homeloans Pretium elit et mattis ipsum nibh, justo elit adipiscing elit ut vitae, sed nulla sodales
voluptas dignissim pede. Et sed scelerisque turpis ut ac. Ut turpis vel neque aliquam
praesent, fusce wisi fusce faucibus mi pretium, nullam pede consectetuer molestie. Class
photography style in use.
About Luminor Investor Relations Press and news Career Responsibility Our Services 25/03/17
Who we are Luminor in breif News/press releases Vacant positions Sustainbility Overview
Who we serve Reports Press contacts Join our team Responsible business Asset management Cersperion reperitasi ullaborpor rem qui dus ut ea magna cillum tortor congue volutpat, wisi dignissim dolor turpis non dui, placerat est
inveligenes imus. Il intibusciis et dolorem fuga itatet
How we perform Share Press photos Career development Society Bank to bank business
autem eos ut quiam.
porta non felis eget possimus, donec ut ut viverra hendrerit leo. Integer et necessitatibus
justo risus etiam posuere. Tristique mauris sollicitudin penatibus varius nulla. Nam sit sem,
malesuada diam posuere pariatur at tristique. Nec leo gravida amet tempus, sapien libero
General Terms Privacy policy Cookies Site feedback Luminor © 2017
Malesuada vitae justo, vitae tincidunt vestibulum sed bibendum
nunc, dapibus aenean magnis phasellus, lacus curabitur elit eu ultricies.
vestibulum, lectus ac, amet velit pede vel, lectus commodo sed don
aliquam class vel. Neque quis arcu ipsum lectus non. Dui lectus mau
60
Click here
duis, praesent quis conubia molestie justo volutpat, in dictum cursu
libero, reprehenderit felis proin.
Corporate
photography

People
Our Corporate photography features
natural portraits, observations or scenes
of every day small and big business life.
Calm business moments are carefully
composed to avoid clichés.

Places
Within our Corporate sector we also use
photography of cityscapes and aerial
shots of areas directly relating to the
businesses we represent.

Tonality
Our Corporate photography is rich in
tone. Colours are warm and vibrant with
an emphasis on blue tones. Ensure images
do not feel cold or over-saturated and
synthetic.
Corporate leaflet
Here we see how the blue tones within our
Corporate photography mirror the Corporate
banking colour palette.
62
Private
photography

People
Our Private sector photography
captures personal moments, with a
humble undertone of appreciation
for the benefits of a life without financial
burden. Images are calm, serene and
cropped with elegance.

Light plays a significant role in the stylistic


composition of the shot.
We try to capture long casting shadows
that bring a warm tone to the image.

Places
Our Private photography celebrates
the delicate beauty of nature around
us at certain times of the day. It uses a
lighter and purer tonality compared to
our other photography.

Tonality
Our Private photography has a muted
tonality. The emphasis on light creates
elegantly washed out images. Colour
becomes more subtle with a focus on
green tones.
Private leaflet
Here we see how the green tones within our
Private photography mirror the Private banking
colour palette use as a whole.
64
Cropping
photography

Cropping photography is an important


element of our brand style. Showing
less can often say more, and focusing
on the important part of the image can
help tell the story. It also combines well
with our photography style; light, natural
and authentic. The way we crop images
also helps create cleaner and more
sophisticated layouts.

How to crop photography


Crop into the action, or interesting detail, of
the shot and look for interesting viewpoints.
This results in evocative, sophisticated,
atmospheric and graphic ways of showing
imagery.

Cropping to this degree introduces a more


distinct and ownable quality to our images.
Cropping the runner’s head just in the frame, and the position of the Unusual and evocative crops and
Always crop to include clear and calm
body in the top left of the image creates a dynamic and unusual crop. viewpoints, showing less can give a
neutral background areas.
The unused cropped-out areas of the image are shown faded out. stronger sense of place.

Different crops of the same image can


also suit other uses, items, or different
shaped formats.

65
Internal
photography

For internal photography try to capture


groups of people in real and informal
scenarios. Below we have outlined some
key principles to follow.

• Capture people interacting with a


purpose (not staged)
• Use natural settings
• Create natural compositions
• Use the natural light
• Capture the moment
• Vary the depth of field
• Interesting indoor or outdoor viewpoints

66
Infographics

67
Results

Charts and diagrams Charts


Chart Title
Results

Charts Category 5
Chart Title
When creating functional charts Sales
and diagrams we use flat geometric Category 5
Category 4
shapes and we don’t use any 3D
Sales
effects or shading.
Category 4
Category 3
Informative not decorative
Our data is very key, so communicating it Category 3
clearly is important. We keep charts and
Category 2
diagrams as simple as possible, using the
most suitable chart type to express the Category 2

data as clearly as possible. Avoid white


Category 1
lines and spaces between data segments Results
Sales Sales

as this can look busy and cluttered. Tonal charts Category 1

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 0 1 2 3 4 5 6


1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 0 1 2 3 4 5 6
Using type Series 3 Series 2 Series 1
Series 3 Series 2 Series 1 14
Apercu Pro is used for the vast majority 14
of charts and diagrams, Bery Roman is 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

only used to highlight larger statistics.


Results
Sales Sales Sales Sales Sales
Tonal charts

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
12

Sales Sales Sales

68
Charts and diagrams Results

colours The charts

Minimal and sophisticated Chart Title Chart Title


We can use all of the colours from our 6
palette, but always lead with the emphasis 5
Category 4

on the relevant colour for the business


4
segment (i.e. Personal, Corporate or Category 3
3
Private). We always try to limit the number
Category 2
of colours used and use colours that are 2
harmonious to retain our sophisticated and 1
Category 1
refined colour palette.
0
Category 1 Category 2 Category 3 Category 4 0 1 2 3 4 5 6
Tints Series 1 Series 2 Series 3 Series 3 Series 2 Series 1
We can use tints if required when there Results

are larger amounts of data to differentiate. Tonal charts


Using tints can also look cleaner and less
busy when there are multiple charts on the
same page. Sales Sales Sales 10
100% 80% 60% 40% 20%
Tables
We draw tables as simply as possible, using
only horizontal keylines and we left align
If more colours are required, we can use
content to create visual columns.
tints of each colour, using values of 80%,
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 60%, 40% and 20% of each.
11

69
Section X Section X

Cost breakdown Charts


Results

Charts
Chart Title
Chart title is here

Heading Heading Heading Heading Section X Category 5

xx xx xx xx Results Sales
xx xx xx xx Tonal charts
Tonal charts Category 4
xx xx xx xx
xx xx xx xx
xx xx xx xx Category 3

xx xx xx xx
xx xx xx xx Sales Sales Sales
Category 2
xx xx xx xx
xx xx xx xx
xx xx xx xx Category 1
xx xx xx xx
xx xx xx xx 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 0 1 2 3 4 5 6

Series 3 Series 2 Series 1


14

00 00
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

11

PowerPoint - charts
PowerPoint slides showing a range of
00
simple charts and tables, each on its
own slide for clarity.

70
Section X Section X

Understanding our Cost breakdown


customers’ needs Results
Sales Sales
Tonal charts
1213
• Consectetuer suscipit curae, sit
1201
1188 1185 1189
1184
1186 vitae, massa euismod
Section in
X emet.
• ltricies duis nonummy penatibus
Discovering new
viverra orci neque.
• Eugiat et enim amet est.
potential
• Vivamus magna, turpis dictumst 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
curabitur amet.
• Emper quis ultrices neque, quis a
Salesdolor sit
Lorem ipsum Sales Sales
purus risus fermentum malesuada,
amet, nunc pellente
ac ante amet tincidunt vitae.
inceptos tincidunt sed
Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 75%
• Lorem ipsum dolor sit amet, nunc
pellentesque inceptos tincidunt 90% 35% commodo, wisi nam quis
luctus lectus parturient,
sed commodo.
Lorem ipsum Lorem ipsum Lorem ipsum aptent eget.

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr
Wisi curabitur, sit nam elit, ac id facilisi elit Lorem ipsum dolor sit amet, nunc pellente 12

non aenean, justo risus00 ipsum a a tristique. inceptos tincidunt sed commodo. 00

Lorem ipsum
Lorem ipsum

Lorem ipsum

PowerPoint - charts A B C D E F G
PowerPoint slides showing how we use
00
colour within our charts and graphs.

71
Iconography style

Our icons should always be simple


and functional, and designed to aid
navigation, categorising information or
as shorthand for content. Our icons are
designed using a stencil style, similar to
the look and feel of our brand typeface, Payments Calculators Loans
Bery Roman. This creates a suite of icons
that are distinctive and sophisticated.

Never use icons as illustrations or for


decorative purposes.

Secure Accounts Branches

Phone Settings Email

72
Deposit and interest rates

Planning for
their future Phone app
We know it’s family
that matters. Visit Quick links Icons used to aid intuitive navigation and
your nearest branch
to see how we can Private customer price list recognition within app pages. Their stencil
help you plan for
their future. style extends our brand expression.
Currency rates Travel insurance
Deposit and interest rates made easy
Lorem ipsum dolar sed.
Loan Calculator
Click here
Private customer price list

Currency rates

Deposit and interest rates

https://www.luminor.lv/personal
Quick links
Welcome to Luminor, previously DNB and Nordea
Visit www.dnb.com | Visit www.nordea.com Getting your feet firmly
Follow Luminor Twitter Facebook Linked In
Private customer price list
on the housing ladder
Lorem ipsum dolar sed.
Currency rates

Planning for
Click here
Deposit and interest rates
Travel insurance
made easy
their future
Loan Calculator
Lorem ipsum dolar sed.
Private customer price list
We know it’s family
that matters. Visit Click here
your nearest branch Currency rates
to see how we can
help you plan for Deposit and interest rates
Student loan calculator
their future. Lorem ipsum dolar sed.

Click here

About Luminor Investor Relations Press and news

Getting your feet firmly


Who we are Luminor in breif News/press releases
Who we serve Reports Press contacts
How we perform Share Press photos

on the housing ladder Responsibility Our Services Career


Lorem ipsum dolar sed. Sustainbility Overview Vacant positions

Travel insurance Responsible business


Society
Asset management
Bank to bank business
Join our team
Career development

made easy Click here


General Terms Privacy policy Cookies Site feedback Luminor © 2017
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Quick links Click here

Private customer price list

Currency rates
Student loan calculator
Deposit and interest rates Lorem ipsum dolar sed.

Loan Calculator
Click here
Private customer price list
Getting your feet firmly
on the housing ladder About Luminor Investor Relations Press and news
73
Currency rates Who we are Luminor in breif News/press releases

Lorem ipsum dolar sed. Who we serve


How we perform
Reports
Share
Press contacts
Press photos
Layout

74
Layout principles

Our clean and sophisticated layouts


create a degree of visual tension by
Style Offset style
using offset compositions of type Interesting layouts with an unusual quality.
and image.

The way we use our grid allows

Clean and spacious


for wide creative expression and
flexibility. It helps to create offset Approach
layouts, while facilitating logic, order
and a sense of intuitive hierarchy. Elegantly focusing attention on key content.

To create this flexibility we have


created a 6-column grid. The
following pages outline how to Tone Bold type
construct the grid and show it in use,
which will enable you to adapt them Impactful messages applied with an overall typographic sensibility.
for further formats.

Rules have been set for margins


and text sizes, which allow different
formats to maintain common
Accent Sophisticated use of colour
proportions.
Applying our unique palette, while differentiating business segments.

75
Our grid

Dynamic interaction
We use a grid that has a lot of layout
placement options and allows for
multiple column configurations of type.
Helping you choose the
right account for you.
We want banking to
be easy. That’s why all
our accounts are built
Lorem ipsum dolor sit amet, Country Population Position Customers
vehicula ligula magna proin
To break up content we can also use torquent nullam, diam et, cursus
Lithuania 3.3 min 3 0.7 min

around our customers.


Latvia 2.3 min 4 0.2 min
et amet est, ligula phasellus
image boxes in our layouts. These aren’t
Estonia 1.3 min 5 0.01 min
risus pretium, iaculis tempus Baltics 6.9 min 1 0.9
suspendisse donec sed.
sized or positioned using the grid. Their Platea libero facilisi id neque.
Heading Heading Heading Heading

Lithuania 3.3 min 3 0.7 min


application is more fluid; contrasting Proin mi laoreet ornare, bibendum
porttitor vel orci in. Maecenas et Latvia 2.3 min 4 0.2 min
sed, rhoncus amet, vestibulum Estonia 1.3 min 5 0.01 min
nicely with the type and helping create fringilla sodales mauris vitae lacus. Baltics 6.9 min 1 0.9
Ultrices platea. Suspendisse odio

2%
interesting, sophisticated and offset et donec, wisi fringilla neque lorem
a aliquam, dui lacus lorem, in quis
layouts. maecenas, ullamcorper orci in non
id tellus id. Suscipit nunc diam.
In nec vehicula nunc ultricies dis.

0.3%
Cursus luctus, magna sed vitae non
integer, vel tortor amet est luctus
purus, bibendum odio vel incididunt
convallis convallis.

Condimentum integer lacus


• Sed quaerat, quam interdum et sed 2% AER (1.98% gross p.a.) variable credit Luctus mollis facilisi sed, lacus Come and visit us in branch
interest on balances £1 to £5,000 and more eget. Nulla amet torquent ipsum, et Est accumsan suspendisse
aliquam amet mauris.
great benefits. vestibulum eu. Non egestas, integer ante sit est, morbi in et cras
• Proin posuere, eget ipsum. Luctus
Non egestas, integer eget sed eget sed imperdiet vulputate, duis feugiat ligula integer.
mollis facilisi sed, lacus eget.
imperdiet vulputate, pharetra pharetra amet a nibh lacus at vel,
• Scelerisque vitae enim praesent amet a nibh lacus at vel, lacinia lacinia pellentesque. Est accumsan Go online
quas, augue lacinia eget tempus, pellentesque. Est accumsan suspendisse ante sit est, morbi in Luminor.lv/currentaccounts
nunc et quam. suspendisse ante sit est, morbi in et, cras duis feugiat ligula integer
• Quis porttitor ac rutrum lorem et, cras duis feugiat ligula integer fringilla volutpat, quisque iaculis Call us
ipsum dolor sit amet nam tellus. fringilla volutpat, quisque iaculis. adipiscing. Imperdiet ac natoque. On +320 620 83 093

Brochure spread demonstrating how type uses the grid while images don’t and
are positioned freely, creating a natural layout tension. This is enhanced further
by key emotive text crossing the image.

76
Constructing
our grid

We build our grid around our symbol, this keeps it


proportionally consistent across different format
sizes and shapes.

Creating the grid


To create the grid for different formats, we follow
these simple steps:
1. Add the symbol at the correct size for the format,
please refer to the Logo size page.
2. Set the left and right margins to the width of
the symbol.
1. 2. 3.
3. When the symbol is positioned in its bottom left
primary position, set the bottom margin to the
height of ‘L’ within the symbol (round to the nearest
0.5mm). Set the top margin to half the height of ‘L’
(round to the nearest 0.5mm).
4. When the symbol is positioned in its top left
secondary position, set both the top and bottom
margins to half the height of ‘L’ (round to the
nearest 0.5mm).
5. Set the gutters to 25% of the symbol width (round
to nearest 0.5mm).
6. Set 6-columns for portrait formats, and
12-columns for landscape formats. 4. 5. 6.
77
The grid across
different layouts

These examples show how the grid


scales to different size and shape
formats while remaining proportionally Corporate
Helping you choose the
right account for you.

Lorem ipsum dolor sit amet,


We want banking to
be easy. That’s why all
our accounts are built
The more
the merrier
Country Population Position Customers
vehicula ligula magna proin Lithuania 3.3 min 3 0.7 min
torquent nullam, diam et, cursus
around our customers.
Latvia 2.3 min 4 0.2 min

accounts
et amet est, ligula phasellus

consistent, bringing continuity to a


Estonia 1.3 min 5 0.01 min
risus pretium, iaculis tempus Baltics 6.9 min 1 0.9
suspendisse donec sed.
Heading Heading Heading Heading
Platea libero facilisi id neque.

range of different items – covers, text


Proin mi laoreet ornare, bibendum Lithuania 3.3 min 3 0.7 min
porttitor vel orci in. Maecenas et Latvia 2.3 min 4 0.2 min
sed, rhoncus amet, vestibulum Estonia 1.3 min 5 0.01 min
Baltics 6.9 min 1 0.9
Do business fringilla sodales mauris vitae lacus.

spreads, posters and billboards.


Ultrices platea. Suspendisse odio

2%
your way et donec, wisi fringilla neque lorem
a aliquam, dui lacus lorem, in quis
maecenas, ullamcorper orci in non
id tellus id. Suscipit nunc diam.
In nec vehicula nunc ultricies dis.

0.3%
Cursus luctus, magna sed vitae non
integer, vel tortor amet est luctus
purus, bibendum odio vel incididunt
convallis convallis.

Condimentum integer lacus


• Sed quaerat, quam interdum et sed 2% AER (1.98% gross p.a.) variable credit Luctus mollis facilisi sed, lacus Come and visit us in branch
interest on balances £1 to £5,000 and more eget. Nulla amet torquent ipsum, et Est accumsan suspendisse
aliquam amet mauris.
great benefits. vestibulum eu. Non egestas, integer ante sit est, morbi in et cras
• Proin posuere, eget ipsum. Luctus
Non egestas, integer eget sed eget sed imperdiet vulputate, duis feugiat ligula integer.
mollis facilisi sed, lacus eget.
imperdiet vulputate, pharetra pharetra amet a nibh lacus at vel,
• Scelerisque vitae enim praesent amet a nibh lacus at vel, lacinia lacinia pellentesque. Est accumsan Go online
quas, augue lacinia eget tempus, pellentesque. Est accumsan suspendisse ante sit est, morbi in Luminor.lv/currentaccounts
nunc et quam. suspendisse ante sit est, morbi in et, cras duis feugiat ligula integer
• Quis porttitor ac rutrum lorem et, cras duis feugiat ligula integer fringilla volutpat, quisque iaculis Call us
ipsum dolor sit amet nam tellus. fringilla volutpat, quisque iaculis. adipiscing. Imperdiet ac natoque. On +320 620 83 093

A5 brochure cover A5 brochure spread

Introduce a friend and


start reaping the rewards.

Discover a Ask in branch or visit


Luminor.lv/friends for more info

completely
Lorem ipsum dolor sit amet, sagittis vestibulum sed. Posuere est duis euismod
interdum et malesuada. Pede tristique ut ultricies sed, at eget, cras tincidunt
orci ac wisi nisl id. Massa in, vitae odio, ut vel amet sit.

new way to A2 poster

bank Luminor.lv

240cm x 120cm billboard


78
Image boxes

While type is always set using the grid giving


it form, structure and order, the size and
position of image boxes is free and fluid:
• Image boxes must bleed off at least one
edge of the page.
Loans
Everyday

Welcome to
banking just
• Size image boxes to two-thirds, or one- got easier

third, of the format’s width as it generally


creates more dynamic and offset layouts. a completely
Be mindful to consider:
new way to
• The layout as a whole and the alignment of bank
image boxes with the other elements; to a Luminor.lv

lesser or greater degree.


• Establishing consistent hanging lines
across multiple pages.

Rule of thirds – billboard showing the image box sized to Elegant compositions –
roughly two-thirds of the format width. The clear space front cover using lots of well
is important as it helps to create dynamic layouts. proportioned clear space.

79
Offset style

The more
the merrier
Where possible and appropriate, we
always try to use an offset style within our
layouts. Our brand typeface Bery Roman
(or Anglecia Pro Display for Cyrillic, or
Georgia when using default typefaces) can
run across layouts and on top of images,
introducing an unexpected, distinct and
contemporary treatment.

This strong brand identifier is reserved for


headlines and key text only. We never use
the body copy typeface Apercu Pro for this
treatment.

80
Offset layout
principles

Bery Roman
Positioning Top position
When using the offset, overlayed style we can Type can sit above an image.
Never overlap more than
headline
position type to the top, bottom or right of an
image. This allows us to control how much of the one line of type. Here that
type overlays the image across all formats. would be the last line of the

Amount of overlap goes here headline.

When using the top or bottom position never


overlap more than one line of type. When using
the right postion never overlap more than two Bery Roman Left position
An image can sit to the left of

headline
letters from each line of type.
Image goes here the type. Never overlap more
Do not position any type to the left of the image than two letters from the
as this does not allow consistent control over the
amount of overlap. goes here start of every line.

If the positioning of the type on the left of an


image is the only solution to a particular format,
do not use the offset style. Bery Roman Bottom position
Type can sit below an image.
headline Never overlap more than
one line of type. Here that

goes here would be the first line of the


headline.

81
Offset layout
principles continued

The examples on this


page demonstrate the
positioning rules for the
offset layout outlined on Corporate
the previous page. accounts The changing
Do business
your way face of modern
We make
banking banking work
5th January for you, not the
other way around
Make an appointment in branch
to find out how we can help you
get the most from your account.

00

Type positioned above the Type positioned to the right of the image with a Type positioned below the
image with a single line of maximum of two characters from each line overlapped. image with a single line of
type overlayed. type overlayed.

82
Personal OOH billboard
This billboard illustrates how the
format suited the type to positioned
on the left, and the image on the
right, so in this arrangement we do
not use the offset style.

83
Offset colour ways

Personal banking Corporate banking Private banking


The examples on this page
demonstrate the possible type
colour for headlines on each
possible background colour
across all of our business
sectors.

Please note for general Stone type Dark Burgundy Bright Blue Stone type Bright Green
typography colour rules outside on Dark type on Muted type on on Dark Blue type on Stone
Burgundy Burgundy Dark Blue background background
of the offset style please refer
background background background
to the Type Colour pages.

Choosing the correct coloured


background for an image
As a general rule, darker images
suit darker backgrounds as
this makes it easier for the
headline to stand out. Likewise
lighter images suit a lighter
background. In particular Dark Burgundy Bright Bright Blue Dark Blue
focus on the part of the image type on Stone Burgundy type on Stone type on Stone
where the type with overlay to background on Stone background background
background
determine whether it needs a
dark or light background.

84
Gradient to increase
type stand out

Be mindful of the interaction of the type Darkening an image


colour against the image colour. The
offset type should always be legibile.
The changing The changing
We can apply a subtle semi-transparent face of modern face of modern
gradient to darken or lighten the area
of an image where the type overlaps
banking banking
5th January 5th January
to boost its legibility. The following two
principles apply:
• Dark background colours, such as Bery Roman type coloured in Stone is unclear over an Gradient added to darken the image, increasing
Dark Burgundy, will always need a image, before the darkening gradient is applied. 00 the legibility of the Bery Roman type where it 00

gradient that darkens the image, overlaps the image.


because the type will always be set in a
lighter colour to ensure stand out. Lightening an image
• For light coloured backgrounds, such
as Stone, the image will always need
a gradient that lightens the image,
The changing The changing
because the type will always use a dark face of modern face of modern
colour to ensure stand out. banking banking
5th January 5th January

Bery Roman type coloured in Bright Green is unclear Gradient added to lighten the image, increasing
over an image, before the lightening gradient is applied.
00
the legibility of the Bery Roman type where it 00

overlaps the image.

85
Corporate product brochure
Layouts with pace – achieved using contrasting type sizes,
clear space, type overlaying image and offset image boxes.

86
In store posters
Here we use image boxes
and overlaying type to create
engaging and elegant layouts.

87
Unconventional
layouts

When dealing with format sizes that


are wide or narrow, we need to change

3
how we approach layouts and use the

%
grid to maximise the visual impact
within the available space.

cashback
For £4 a month the Flex
account earns you 3% on
all household bills. Visit us
in branch or at luminor.lv
for more information.

An account that gives 3%


cashback on household bills
For £4 a month the Flex account earns
you 3% on all household bills paid
through direct debit. Visit us in branch
or at luminor.lv for more information.

Narrow portrait formats Narrow landscape formats


For maximum visibility, use judgement when For maximum visibility, the symbol is sized to fit exactly
sizing the logo versions. As the format shape on its clear space. We reduce the grid to just the outer
becomes more extreme, sizing the logo by margins, using the thickness of the base of the ‘L’ in the
dividing the diagonal length of the page by symbol to set all four margins.
15 would result in it being too small.
88
Paper stock

Where possible we try to avoid using


harsh white backgrounds. That
is why across digital applications
we use our Stone colour. However Our recommended
printing large amounts of a Stone paper stock is:
background is not practical so GF Smith, Accent
instead we use an off white paper Smooth in Glacier White.
stock for most of our printed
communications. This includes:
• Business cards We recommend the
• Letterheads following paper weights:
• Leaflets and product brochures.
• Business cards 270gsm
We recommend using an off-white • Letterheads 135gsm
uncoated paper to ensure our • Leaflets 200gsm
communications feel authentic.

89
Our business
segments

90
Personal banking
toolkit

Logo Colour Typography

Bery Roman
for headlines
Apercu Pro for body copy
Results

Charts
Chart Title
Photography Infographics
Category 5

Sales
Category 4

Category 3

Category 2

Category 1

Results
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 0 1 2 3 4 5 6

Charts Series 3 Series 2 Series 1


1
Chart Title

Category 5

Sales
Category 4

Category 3

Category 2

Category 1

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 0 1 2 3 4 5 6

Series 3 Series 2 Series 1


1

Charts and diagrams Icons


91
Personal banking
overview The more Loans
the merrier
Everyday
banking just
got easier

Section X The changing


face of modern
banking Mortgages
Time to
move on to

5th January
Introduce a friend and your next

A new
adventure.

start reaping the rewards.

direction
Ask in branch or visit
Luminor.lv/friends for more info

We make
00
Lorem ipsum dolor sit amet, sagittis vestibulum sed. Posuere est duis euismod
interdum et malesuada. Pede tristique ut ultricies sed, at eget, cras tincidunt
orci ac wisi nisl id. Massa in, vitae odio, ut vel amet sit.

banking work
for you, not the
00

We’re here when you Places you can


need us – whether
you’re thinking about
buying your first
home, moving or
find out more:
other way around
re-mortgaging – we Mortgage online calculator
Lorem ipsum dolor sit amet, consectetur Make an appointment in branch
offer a great choice. adipiscing elit. Maecenas lacinia et augue
to find out how we can help you
Discover a
blandit commodo.

Lorem ipsum dolor sit amet, consectetur Step by step guides get the most from your account.
adipiscing elit. Fusce euismod pulvinar Aliquam tincidunt odio a feugiat venenatis.

completely
libero at eleifend. Proin risus sem, Mauris pellentesque lobortis tortor sit
vulputate quis urna lorem. amet lacinia.

Pellentesque hendrerit lorem. Fusce et FAQs

new way to
efficitur nunc, eu pretium est. Vivamus Nullam iaculis eleifend dolor, quis porta
auctor lectus fringilla congue fermentum. magna tristique a. Suspendisse orci nisl,
Nam lobortis purus magna, vel mattis malesuada eu laoreet at, sodales vel nibh.

bank
sapien volutpat vitae. Cras et lacus Donec nisl arcu feugiat eget.
interdum.
Luminor.lv
Pharetra nulla nec, rhoncus risus. Sed
molestie fermentum erat, ac euismod

2.0%
eros congue vel. Orci varius natoque Ut ipsum rhon quam Get in touch
penatibus et magnis dis parturient tellus mauris aliquet
rhoncus mauris Come and visit us in branch
montes, nascetur ridiculus mus. Cras eget
curab bitur. Lorem ipsum dolor sit amet, cons
cursus leo. Nullam lacinia, leo at dignissim
ectetur adipiscing elit. Maecenas
feugiat, lorem ante imperdiet velit, sed
lacinia et commodo.

2.5%
semper libero nibh ac nisl. Donec luctus Ut ipsum rhon quam
non eros at dignissim. tellus mauris aliquet Go online

92
rhoncus mauris Luminor.lv/mortgages
Duis dapibus ex nec odio pulvinar, non curab bitur.
placerat augue suscipit. Sed ultrices a
Call us

3.2%
purus at porttitor. Nunc vitae dui ex. Duis
Ut ipsum rhon quam On 0208 317 517
pellentesque vitae tortor et lobortis. Duis
ut augue maximus, elementum libero tellus mauris aliquet
accumsan, accumsan odio. rhoncus mauris Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas
lacinia et augue blandit commodo. Aliquam tincidunt odio a feugiat
curab bitur. venenatis. Mauris pellentesque lobortis tortor sit amet lacinia.
Corporate banking
toolkit

Logo Colour Typography

Bery Roman
for headlines
Apercu Pro for body copy
Results

Charts
Chart Title
Photography Infographics
Category 5

Sales
Category 4

Category 3

Category 2

Category 1

Results
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 0 1 2 3 4 5 6

Charts Series 3 Series 2 Series 1


2
Chart Title

Category 5

Sales
Category 4

Category 3

Category 2

Category 1

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 0 1 2 3 4 5 6

Series 3 Series 2 Series 1


2

Charts and diagrams Icons


93
Corporate banking Widening Get your business of to Places you can

overview
the best possible start.
find out more:
possibilities Our current accounts
offer you all the
for your support you need.
Looking for a business loan?
Lorem ipsum dolor sit amet, consectetur

business adipiscing elit. Maecenas lacinia et augue.

Need advice?
Lorem ipsum dolor sit amet, consectetur Aliquam tincidunt odio a feugiat venenatis.

Corporate
adipiscing elit. Fusce euismod pulvinar Mauris pellentesque lobortis tortor sit
libero at eleifend. Proin risus sem, amet lacinia.
vulputate quis urna lorem.
FAQs

accounts
Pellentesque hendrerit lorem. Fusce et Nullam iaculis eleifend dolor, quis porta
efficitur nunc, eu pretium est. Vivamus magna tristique a. Suspendisse orci nisl,
auctor lectus fringilla congue fermentum. malesuada eu laoreet at, sodales vel nibh.
Nam lobortis purus magna, vel mattis Donec nisl arcu feugiat eget.
sapien volutpat vitae. Cras et lacus.
Come and visit us in branch
Pharetra nulla nec, rhoncus risus. Sed Pellentesque hendrerit lorem. Fusce et
Do business molestie fermentum erat, ac euismod Pointing you in the right direction efficitur nunc, eu pretium est. Vivamus
your way eros congue vel. Orci varius natoque auctor lectus fringilla congue fermentum.

2.0%
penatibus et magnis dis parturient Ut ipsum rhon quam Nam lobortis purus magna, vel mattis
montes, nascetur ridiculus mus. Cras eget tellus mauris aliquet sapien volutpat vitae. Cras et lacus.
cursus leo. Nullam lacinia, leo at dignissim rhoncus mauris
feugiat, lorem ante imperdiet velit, sed curab bitur. Go online

The changing
semper libero nibh ac nisl. Donec luctus Luminor.lv/business

2.5%
non eros at dignissim. Ut ipsum rhon quam
Section X tellus mauris aliquet Call us
Duis dapibus ex nec odio pulvinar, non On 0208 317 517

face of modern
rhoncus mauris
placerat augue suscipit. Sed ultrices a curab bitur.
purus at porttitor. Nunc vitae dui ex.

3.2%
Ut ipsum rhon quam

banking
tellus mauris aliquet
rhoncus mauris Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas
lacinia et augue blandit commodo. Aliquam tincidunt odio a feugiat
curab bitur. venenatis. Mauris pellentesque lobortis tortor sit amet lacinia.

5th January

A new
direction
00

Helping you choose the


right account for you.
We want banking to
be easy. That’s why all
our accounts are built
Lorem ipsum dolor sit amet, Country Population Position Customers
00
vehicula ligula magna proin Lithuania 3.3 min 3 0.7 min
torquent nullam, diam et, cursus
around our customers.
Latvia 2.3 min 4 0.2 min
et amet est, ligula phasellus Estonia 1.3 min 5 0.01 min
risus pretium, iaculis tempus Baltics 6.9 min 1 0.9
suspendisse donec sed.
Heading Heading Heading Heading
Platea libero facilisi id neque.
Proin mi laoreet ornare, bibendum Lithuania 3.3 min 3 0.7 min
porttitor vel orci in. Maecenas et Latvia 2.3 min 4 0.2 min
sed, rhoncus amet, vestibulum Estonia 1.3 min 5 0.01 min
fringilla sodales mauris vitae lacus. Baltics 6.9 min 1 0.9
Ultrices platea. Suspendisse odio

When you’re just starting out,


2%
et donec, wisi fringilla neque lorem
a aliquam, dui lacus lorem, in quis
maecenas, ullamcorper orci in non

let us give you a helping hand


id tellus id. Suscipit nunc diam.
In nec vehicula nunc ultricies dis.

0.3%
Cursus luctus, magna sed vitae non
integer, vel tortor amet est luctus
Speak to a business adviser in branch for expert advice purus, bibendum odio vel incididunt
and support on how to get your business off the ground convallis convallis.
or visit us online at Luminor.lv
Condimentum integer lacus
• Sed quaerat, quam interdum et sed 2% AER (1.98% gross p.a.) variable credit Luctus mollis facilisi sed, lacus Come and visit us in branch
interest on balances £1 to £5,000 and more eget. Nulla amet torquent ipsum, et Est accumsan suspendisse
aliquam amet mauris.
great benefits. vestibulum eu. Non egestas, integer ante sit est, morbi in et cras
• Proin posuere, eget ipsum. Luctus
Non egestas, integer eget sed eget sed imperdiet vulputate, duis feugiat ligula integer.
mollis facilisi sed, lacus eget.
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Ulvica Sat. Octo ium mantes in pra? Deatatr esciesulin addum uncere, singulabulto moenihi ciptica sterceribus. Vivilis lintelus clego ut iam re, cri sendees antelata, quam ina, qui ina, que quonsid.

imperdiet vulputate, pharetra pharetra amet a nibh lacus at vel,


• Scelerisque vitae enim praesent amet a nibh lacus at vel, lacinia lacinia pellentesque. Est accumsan Go online
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nunc et quam.

94
suspendisse ante sit est, morbi in et, cras duis feugiat ligula integer
• Quis porttitor ac rutrum lorem et, cras duis feugiat ligula integer fringilla volutpat, quisque iaculis Call us
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Private banking
toolkit

Logo Colour Typography

Bery Roman
for headlines
Apercu Pro for body copy
Results

Charts
Chart Title
Photography Infographics
Category 5

Sales
Category 4

Category 3

Category 2

Category 1

Results
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 0 1 2 3 4 5 6

Charts Series 3 Series 2 Series 1


3
Chart Title

Category 5

Sales
Category 4

Category 3

Category 2

Category 1

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 0 1 2 3 4 5 6

Series 3 Series 2 Series 1


3

Charts and diagrams Icons


95
Private banking
overview Helping you choose the We want banking to
right account for you.
be easy. That’s why all
our accounts are built
Lorem ipsum dolor sit amet, Country Population Position Customers
vehicula ligula magna proin Lithuania 3.3 min 3 0.7 min
torquent nullam, diam et, cursus
around our customers.
Latvia 2.3 min 4 0.2 min
et amet est, ligula phasellus Estonia 1.3 min 5 0.01 min
risus pretium, iaculis tempus Baltics 6.9 min 1 0.9
suspendisse donec sed.
Heading Heading Heading Heading
Platea libero facilisi id neque.
Proin mi laoreet ornare, bibendum Lithuania 3.3 min 3 0.7 min
porttitor vel orci in. Maecenas et Latvia 2.3 min 4 0.2 min
sed, rhoncus amet, vestibulum Estonia 1.3 min 5 0.01 min
fringilla sodales mauris vitae lacus. Baltics 6.9 min 1 0.9
Ultrices platea. Suspendisse odio

2%
et donec, wisi fringilla neque lorem
a aliquam, dui lacus lorem, in quis
maecenas, ullamcorper orci in non
id tellus id. Suscipit nunc diam.
In nec vehicula nunc ultricies dis.

0.3%
Cursus luctus, magna sed vitae non
integer, vel tortor amet est luctus

Private
purus, bibendum odio vel incididunt
convallis convallis.

Condimentum integer lacus


• Sed quaerat, quam interdum et sed 2% AER (1.98% gross p.a.) variable credit Luctus mollis facilisi sed, lacus Come and visit us in branch

accounts
interest on balances £1 to £5,000 and more eget. Nulla amet torquent ipsum, et Est accumsan suspendisse
aliquam amet mauris.
great benefits. vestibulum eu. Non egestas, integer ante sit est, morbi in et cras
• Proin posuere, eget ipsum. Luctus
Non egestas, integer eget sed eget sed imperdiet vulputate, duis feugiat ligula integer.

The changing
mollis facilisi sed, lacus eget.
imperdiet vulputate, pharetra pharetra amet a nibh lacus at vel,
• Scelerisque vitae enim praesent amet a nibh lacus at vel, lacinia lacinia pellentesque. Est accumsan Go online
quas, augue lacinia eget tempus, pellentesque. Est accumsan suspendisse ante sit est, morbi in Luminor.lv/currentaccounts
Section X
This demonstrates how we only
nunc et quam. suspendisse ante sit est, morbi in et, cras duis feugiat ligula integer
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face of modern
ipsum dolor sit amet nam tellus. fringilla volutpat, quisque iaculis. adipiscing. Imperdiet ac natoque. On +320 620 83 093
Prepare for
a future of
memorable
use the wordmark across all
Private applications.
banking
moments

5th January

A new
direction
You’ve come
a long way,
00

protect what
00 you’ve worked
hard for
Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consectetur
Ut ipsum rhoncus quam tellus mauris adipiscing elit. Fusce euismod pulvinar
aliquet, rhoncus mauris, curabitur libero at eleifend. Proin risus sem,
praesent. Diam donec nisl tortor cras vulputate quis urna lorem.
leo leo sit sed ornare, vitae adipiscing
orci ac turpis ac ullamcorper. Pharetra nulla nec, rhoncus risus. Sed
molestie fermentum erat, ac euismod
A wealth planning strategy can
eros congue vel. Orci varius natoque ensure your earnings are passed
penatibus et magnis dis parturient on safely and hassle-free.
montes, nascetur ridiculus mus. Cras eget
cursus leo. Nullam lacinia, leo at dignissim
“When it comes to feugiat, lorem ante imperdiet velit, sed
private banking, we semper libero nibh ac nisl.

Financial do things differently.” Pellentesque hendrerit lorem. Fusce et

planning
efficitur nunc, eu pretium est. Vivamus
auctor lectus fringilla congue fermentum. Our private banking
Nam lobortis purus magna, vel mattis offer is a fully

for life
sapien volutpat vitae. Cras et lacus. customisable service
tailored to meet the
needs of you and your
Lorem ipsum dolor sit amet family. Visit one of our
advisers in store to

2.0% Places you can


Ut ipsum rhon quam find out more or visit
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find out more:


rhoncus mauris
curab bitur.

2.5%
Ut ipsum rhon quam
tellus mauris aliquet Come and visit us in branch
rhoncus mauris Pellentesque hendrerit lorem. Fusce et
curab bitur. efficitur nunc, eu pretium est. Vivamus
auctor lectus fringilla congue fermentum.

3.2%
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Ut ipsum rhon quam
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Luminor.lv/private

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lacinia et augue blandit commodo. Aliquam tincidunt odio a feugiat
venenatis. Mauris pellentesque lobortis tortor sit amet lacinia.
On 0208 317 517

96
Environments

97
Principles

Our branches are hugely


important customer
touchpoints and we want
to ensure our brand is
always translated into
the physical environment
of our branches in
an inspirational and
consistent way.

The principles outlined


on this page detail some
key ways in which we Natural materials Touches of colour Living green Light, bright and calm
can create branded Try to use wood and other Use our primary brand Living green items such as Ensure our environments are
environments that can be natural materials to bring colours (Dark Burgundy, plants really help inject some light, bright and calm. Branded
scaled and flexed to suit a warmth and texture into Muted Burgundy and Bright life and authenticity into our communications should be placed
variety of sized branches. the space. Burgundy) in small touches. environments and makes with consideration ensuring
Look at different materials them feel more welcoming. messaging is never shouty or
to bring some texture to the It compliments our use of brash. Our environment should
colours through textiles or natural materials and works be inspirational so consider
painted wood as well as more well with our brand colours. how everything is displayed.
traditional flat surfaces such For example, the frames for our
as vinyl. Avoid large amounts of posters can help inject some
brand colour in unconsidered natural material, and shelves
places e.g. carpets. can add a more homely
welcoming feel.

98
Overview

99
Interiors
This demonstrates the use of natural materials in
our interiors and our considered use of branded
communications. 100
Internal branch
signage

For in-branch signage we can use individually pinned letters to


create a 3D sophisticated wordmark. Using individually pinned
letters brings flexibility to the application, enabling the letters to
be placed directly onto the environment surface if necessary.

The wordmark should be produced in aluminium and coated in a


brand colour Pantone paint layer.

Please contact the brand marketing team for further information


and guidance on production and suppliers.

Brand Pantone coated


aluminium

Letters pinned to wood

101
Illuminated wordmark

In internal signage, light can be used to


create a halo effect around our logo.
It elevates it in-branch against the
background material or brand colour
Pantone surfaces.

Stone acrylic fret-cut


letters

LED backlit creates


halo effect

102
Day-time
External branch signage

Our external signage uses our wordmark in our Stone colour. It is lit from
within to create a subtle glow effect that will ensure stand out during
day and night. Using our neutral colour means we can keep consistency
across all buildings and backdrops. This style of lighting from within can be
applied to internal signs as well to create consistency across all signage.

Stone coloured Stone coloured


Night-time
letters internally lit letters internally lit

Applied directly to Applied directly


surface to surface

103
Panel signage
Small sign

In some instances it may not be possible to apply our wordmark


signage directly onto a building. In this instance we use a panel.
We always use a Dark Burgundy matte finish panel and we use the
same style for the wordmark as the other signage. This consistency
helps build brand recognition.

Standard sign

Logo clear space

Stone coloured
letters internally lit Extreme sign

Matte finish
When producing panel signage always adhere
to the logo clear space rules. Use this as a
Matte Dark guide to fit the wordmark as big as possible
Burgundy whilst retaining the clear space area.
thin panel

104
Projecting sign

We use our symbol for the projecting sign


on our fascias.

We can use a pinned 3D version of our Stone coloured


symbol so it is stands out from the building. symbol internally lit
It is made in the same style as our external
signage wordmark, Stone coloured and Wooden edge
lit from within. The cut out nature of this
option makes us distinctive and would
stand out on the high street compared to
Pinned to stand
traditional square panel signs.
out from building

Positioning

This projecting sign would be positioned on the right of the panel so that the
symbol is viewed the right way round when entering or leaving the branch.

105
Aluminium
Co-branding sign

Co-branding signage must only be used


when our logo is applied alongside the
logos of other companies (for example,
on a brand wall at a shopping mall). The
wordmark should always be used with
this application.
Painted aluminium
Our co-branding sign should be
produced in aluminium, with the option
to apply a paint coating to match any
potential finish requirements.

Co-branding signs should be applied to


surface as per partner guidelines. Aluminium

Paint coating
option when
required

106
Further
information

107
Applications index Contact

ATM - advertising 29
ATM - functional screen 30 If you have any questions or
Bank card 27 need further support please
Bank card set 28 contact your local brand and
Brochure covers 22 marketing team.
Corporate leaflet 62
Corporate OOH billboard 36
Corporate product brochure 86
In store posters 87
Interiors 100
Marketing letter 48
OOH billboard - Text only 50
Personal leaflet 34
Personal OOH billboard 25
Personal OOH billboard 83
Phone app 73
PowerPoint - charts 70
PowerPoint - charts 71
PowerPoint - cover 53
PowerPoint - text pages 54
Private editorial advert 38
Private leaflet 64
Private product brochure 52
Website - category page 60
Website - homepage 59

108