2022 USA Mortgage Brand Guidelines.pdf

2022 USA Mortgage Brand Guidelines.pdf

2022 BRAND GUIDELINES

Here is where you will discover the elements that we developed to illustrate that USA Mortgage is The Home of Possibility ® .

Look at this style guide as a tool to assist you in making the right choices when creating communications – what to do and what not to do with the logo, color palette, typography, trademarks and other brand elements.

TABLE OF CONTENTS

SECTION

SECTION

SECTION

SECTION

SECTION

01

02

CORPORATE TEMPLATES 03

04

PHOTOGRAPHIC PRINCIPLES 05

OUR BRAND

BRAND IDENTITY

IDENTITY APPLIED

PAGE 4

PAGE 10

PAGE 23

PAGE 30

PAGE 35

SECTION

OUR BRAND 01

01

OUR BRAND The Importance of the Brand

USA Mortgage’s brand encompasses all of the different aspects, practices, and ideas that make us who we are. It’s what separates us from our competition, and attracts customers and talent to our doors.

Our brand is our most valuable asset, and it acts as our calling card before, during and after every interaction with our customers, co-workers and the rest of the world! The USA Mortgage brand does more than just identify us – it communicates our values, beliefs and personality.

This document provides comprehensive guidelines to the USA Mortgage brand. Please adhere to these guidelines without exception. They are critical to delivering a strong, consistent experience with the USA Mortgage brand across all of our communication channels.

A lot of hard work and thought has gone into building our brand and reputation. This USA Mortgage Brand Style Guide will give you the tools you need to protect it.

01

OUR BRAND Touchpoints

A strong brand is represented consistently throughout every aspect of a company’s business. This integration builds awareness and strengthens the perception of the brand. Consistent communication of the brand through all brand touchpoints also creates understanding and a positive relationship with all customers, key stakeholders, and team members. The USA Mortgage brand should be the foundation for all marketing and communication materials.

Product Messaging

Promotional Items

BRAND

Each brand touchpoint represents an opportunity to strengthen the brand further with internal and external audiences.

01

OUR BRAND The Tagline

“

”

Our tagline represents USA Mortgage’s brand promise to our customers in a straightforward, memorable, and exciting way.

“ The Home of Possibility ® ” reflects our commitment to work with customers from all economic backgrounds to help them achieve their goals, and set them up for a better, brighter future.

01

OUR BRAND Brand Personality

How we communicate and describe ourselves helps build and reinforce the personality of the USA Mortgage brand. It is important that all communication sounds and looks like USA Mortgage. It should communicate what the brand represents and build an emotional connection with our customers. Our voice should be friendly and conversational, so our customers feel they can rely on us,

At USA Mortgage, we view ourselves as more than a typical lender. We work tirelessly to create an entrepreneurial, family-like environment for our employees, while also delivering the most effective and reliable services and offerings to our customers.

Tenacious Trustworthy Committed Family-Oriented

Entrepreneurial Fast-Paced Confident Loyal

Here are a few keywords that capture our unique character and potential:

02 OUR BRAND

Brand Architecture

Brand architecture reflects the composition, relationships and framework that define an organization’s product, service, and value to its external market.

Our architecture provides a consistent structure for USA Mortgage to communicate the services and offerings that we can provide to our customers.

Brand architecture allows us to: - Position USA Mortgage from a customer perspective, not our internal organizational structure. - Focus resources on our corporate vision. - Support our growth strategy.

v.1.3

04.21

SECTION

BRAND IDENTITY 02

02 BRAND IDENTIY Primary Logo

Our logo is the key building block of who we are. It is the primary visual element that identifies us. The signature is a combination of the symbol itself and our company name. They have an unchanging relationship that should not be altered in any way, shape or form.

SPOT COLOR LOGO Pantone 108 C Yellow Pantone 130 C Yellow Orange Pantone 285 C Medium Blue Pantone 2945 C Dark Blue CMYK COLOR LOGO 0c 6m 95y 0k Yellow 0c 30m 100y 0k Yellow Orange 90c 48m 0y 0k Medium Blue 100c 52m 2y 12k C Dark Blue

Pantone 2995 C Cyan Blue Pantone 305 C Light Blue Pantone 485 C Red Pantone Cool Gray #8

87c 1m 0y 0k Cyan Blue 57c 0m 7y 0k Light Blue 0c 93m 95y 0k Red 23c 17m 13y 41k Gray

RGB COLOR LOGO 252r 217g 0b Yellow 240r 171g 0b Yellow Orange 0r 115g 207b Medium Blue 0r 84g 159b Dark Blue

0r 169g 224b Cyan Blue 101r 207g 233b Light Blue

213r 43g 30b Red 139r 141g 142b Gray

GRAYSCALE LOGO Black and tints of Black

ONE-COLOR LOGO Black

ONE-COLOR REVERSED LOGO White

02 BRAND IDENTIY

Primary Logo - Hortizaontal

The USA Mortgage horizontal logo with the company’s tagline should be viewed as the primary design option. This logo design is preferred for usage whenever possible. The one-color option can be used for glass etching, or when the printing of several colors is not possible.

WITH TAGLINE

WITHOUT TAGLINE

02 BRAND IDENTIY

Primary Logo - Accaptable Usage

X

= CLEAR ZONE

Improper horizontal logo usage detracts from the company image and message. Under absolutely no circumstances should the logo be changed or embellished.

X

X

X

The full-color version of our logo can be used when the background color it’s placed on is white or light colored.

CLEAR ZONE Whenever you use the logo, it should be surrounded by clear space to ensure optimal visibility and impact. No graphic elements or type of any kind should be placed in this space.

Always reproduce the corporate logo accurately from the original source file.

This version of our logo should be used when the background behind the logo is black or a dark color.

When using the full logo, the clear space dimensions are equal to the height of the upper case letters in the corporate mark.

MINIMUM SIZE The minimum reproduction size for the logo without the tagline is 1” or 25.4 mm in width to ensure the integrity and legibility of the corporate logo.

1”

Use the reversed one-color logo against a medium background where the contrast would not be great enough to use the full-colored logo.

The minimum reproduction size for the logo with the tagline is 2.125” or 53.975 mm in width to ensure the integrity and legibility of the corporate logo.

2.125”

02 BRAND IDENTIY Stacked Logo

The vertical stacked logo should be viewed as a secondary option to the primary design. The stacked logo can be used in situations where a vertical image is preferred to a horizontal one, or where the primary logo would not work spatially. The one-color option can be used for glass etching, or when the printing of several colors is not possible.

WITH TAGLINE

WITHOUT TAGLINE

02 BRAND IDENTIY

Stacked Logo - Accaptable Usage

Improper vertical stacked logo usage detracts from the company image and message. Under absolutely no circumstances should the logo be changed or embellished.

CLEAR ZONE Whenever you use the vertical stacked logo, it should be surrounded with clear space to ensure optimal visibility and impact. No graphic elements or type of any kind should be placed in this space. When using the full logo, the clear space dimensions are equal to the height of the uppercase M in the word Mortgage in the corporate mark.

X

= CLEAR ZONE

X

Always reproduce the corporate logo accurately from the original source file.

X

The full-color version of our logo can be used when the background color it’s placed on is white or light colored.

X

MINIMUM SIZE The minimum reproduction size for the vertical stacked logo without the tagline is .5” or 12.7 mm in width to ensure the integrity and legibility of the corporate logo. The minimum reproduction size for the vertical stacked logo with the tagline is 1” or 25.4 mm in width to ensure the integrity and legibility of the corporate logo.

.5”

Use the reversed one-color logo against a medium background where the contrast would not be great enough to use the full-colored logo.

This version of our logo should be used when the background behind the logo is black or a dark color.

1”

02 BRAND IDENTIY

Logo - Unaccaptable Usage

Improper logo usage detracts from the company image and message. Under absolutely no circumstances should the logo be changed or embellished.

Always reproduce the corporate logo accurately from the original source file.

Do not alter the proportions of the logo.

Do not change the colors of the logo.

Do not change the typefaces of the logo.

Do not screen back the logo.

Do not put a box around the logo.

Do not change the placement of the icon.

Do not apply a drop shadow.

Do not skew or distort the logo.

Do not use the type without the icon.

ATTENTION: Use of any stylized, animated, hand drawn or other versions of the official logo is NOT permitted without approval. This undermines the logo system and is detrimental to brand consistency. Please consult directly with DAS Marketing if you have have any questions or need further assistance.

02 BRAND IDENTIY Color Palette

Color plays an important role in the USA Mortgage corporate identity program. The colors on this page are recommended for usage in various media forms. A palette of primary colors has been developed to comprise a unified color scheme. Consistent color usage contributes to the cohesive and harmonious look of our brand identity across all relevant media. Check with your designer or printer when using the primary colors to ensure that they will always be consistent. Our primary blues should be the main color used on all marketing. Use secondary colors to accent and support our primary color palette, preferably in less than 10 percent of the palette in a single piece.

PRIMARY COLORS

Pantone 2945 C Dark Blue 100c 52m 2y 12k 0r 84g 159b 00549F

Pantone 2995 C Cyan Blue 87c 1m 0y 0k 0r 169g 224b 00A9E0

Pantone 2965 C Midnight Blue 100c 56m 19y 73k 0r 43g 69b 002B45

SECONDARY COLORS

Pantone Cool Gray #8 C 23c 17m 13y 41k 139r 141g 142b 8B8D8E

Pantone 285 C Medium Blue 90c 48m 0y 0k 0r 115g 207b 0073CF

Pantone 305 C Light Blue 57c 0m 7y 0k 101r 207g 233b 65CFE9

Pantone 485 C Red 0c 93m 95y 0k 213r 43g 30b D52B1E

Pantone 108 C Yellow 0c 6m 95y 0k 252r 217g 0b FCD900

Pantone 130 C Yellow Orange 0c 30m 100y 0k 240r 171g 0b F0AB00

02 BRAND IDENTIY Color Usage

IDENTITY

All marketing pieces produced by USA Mortgage should be primarily blue. Accent colors should be used to highlight and provide interest on pieces. Use the scale to the right as a guide for how much of each color can be used on a marketing piece. Gradients may be used to add interest and highlight sections of a marketing piece. Keep gradients simple, preferably 2-3 primary colors. Examples of acceptable gradients are shown here.

COLOR USAGE

GRADIENTS

02 BRAND IDENTIY Typography

Typography plays an important role in communicating our tone, and our quality. Careful usage of typography reinforces USA Mortgage’s personality, and ensures harmony and clarity in all of the company’s communications. We have chosen Gotham as the corporate typeface because it helps inject friendliness, confidence and honesty throughout our communications.

PRIMARY FONT

Gotham Black A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Medium A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Book A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Light A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Bold Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / )

Gotham Narrow Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz $123456789(.,:_!?/) Gotham Narrow Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Narrow Medium A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Book Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Light Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / )

Use Arial online and in Microsoft Office applications.

Gotham Condensed Light A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / )

02 BRAND IDENTIY Typography

Typography plays an important role in communicating our tone, and our quality. Careful usage of typography reinforces USA Mortgage’s personality, and ensures harmony and clarity in all of the company’s communications. We have chosen Gotham as the corporate typeface because it helps inject friendliness, confidence and honesty throughout our communications.

PRIMARY FONT

Gotham Ultra Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z $123456789(.,:_!?/)

Gotham Condensed Book A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Condensed Medium A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Condensed Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / )

Gotham XNarrow Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz $123456789(.,:_!?/)

Gotham Thin A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Thin Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Gotham Ultra ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z $123456789(.,:_!?/)

SECONDARY FONTS

Arial Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / ) Arial Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z $ 1 2 3 4 5 6 7 8 9 ( . , : _ ! ? / )

Use Arial online and in Microsoft Office applications.

02 BRAND IDENTIY Team Logos

USA Mortgage allows team logos for loan teams to be used alongside the corporate logo. All team logos must match USA Mortgage branding guidelines including proper use of colors and fonts. Teams that join USA Mortgage with an existing logo may submit their logo to be altered to meet USA Mortgage brand guidelines. It is important that USA Mortgage maintains a strong brand and that it’s image and message is not contrasted by the appearance of the team logos being used.

The USA Mortgage logo must be prominent with the team logo appearing the same size or smaller. When the team or individual logo appears before the USA Mortgage logo, the statement “powered by” must be included follwed by the USA Mortgage logo.

Team logos are not to be used separately from the corporate logo or used in such a way to lead a reasonable consumer to believe that the company is separate or individual from USA Mortgage or that the team is working in partnership with USA Mortgage. A clear impression must be given that the team works for USA Mortgage.

All team names and corresponding logos must include one of the following terms: • Home Loan Team • Mortgage Team

• Home Loan Group • Mortgage Group

The following terms are prohibited from team names or logos: • Affiliate • Subsidiary • In Partnership With

02 BRAND IDENTIY Team Logos

Layout Options

Team logos should represent our brand’s personality and company values. Logos should relate to the industry or be non-objective in nature. They should not detract from the USA Mortgage logo.

TEAM NAME MORTGAGE GROUP

powered by

TEAM NAME MORTGAGE GROUP

TEAM NAME MORTGAGE GROUP

TEAM NAME MORTGAGE GROUP

powered by

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CORPORATE TEMPLATES 03

03 CORPORATE TEMPLATES Business Card

BUSINESS CARD

Our business card represents the USA Mortgage brand. Consistent design of the card is critical to presenting a unified image of our brand. All business cards MUST adhere to these templates. Business cards can be ordered through DAS Marketing.

Jonathan Smith Mortgage Banker

12140 Woodcrest Executive Drive, Suite 150 St. Louis, MO 63141

[O] 314.555.5555 [M] 314.555.5555 [email protected] NMLS ID NUMBER: / LICENSE NUMBER: 1225-MLO COMPANY NMLS 227262

loanofficer.usa-mortgage.com

FRONT

BACK

WITH TEAM NAME

Jonathan Smith Mortgage Banker | Team Name 12140 Woodcrest Executive Drive, Suite 150 St. Louis, MO 63141

[O] 314.555.5555 [M] 314.555.5555 [email protected] NMLS ID NUMBER: / LICENSE NUMBER: 1225-MLO COMPANY NMLS 227262

loanofficer.usa-mortgage.com

FRONT

BACK

03 CORPORATE TEMPLATES Business Card

BUSINESS CARD

WITH TEAM LOGO

Our business cards play a critical role in defining and

TEAM LOGO

maintaining the USA Mortgage brand. It is

Jonathan Smith Mortgage Banker | Team Name 12140 Woodcrest Executive Drive, Suite 150 St. Louis, MO 63141

important that the design of specialized business cards is consistent in order to present a unified image of our brand. For those team members that have existing equity in their individual team’s brand, refer to the following layouts for acceptable designs and layouts that properly link your team with USA Mortgage.

[O] 314.555.5555 [M] 314.555.5555 [email protected] NMLS ID NUMBER: / LICENSE NUMBER: 1225-MLO COMPANY NMLS 227262

team-name.com

FRONT

BACK

WITH TEAM LOGO AND PHOTO

TEAM LOGO

Jonathan Smith Mortgage Banker | Team Name 12140 Woodcrest Executive Drive, Suite 150 St. Louis, MO 63141

[O] 314.555.5555 [M] 314.555.5555 [email protected] NMLS ID NUMBER: / LICENSE NUMBER: 1225-MLO COMPANY NMLS 227262

team-name.com

FRONT

BACK

03 CORPORATE TEMPLATES Envelope

ENVELOPE

This shows the approved layout of our envelopes with the primary elements of the stationary system.

The envelopes will be used for all official communication sent out from USA Mortgage.

03 CORPORATE TEMPLATES Letterhead

TEMPLATES

This shows the approved layouts of our letterhead with the primary elements of the stationary system. The letterhead will be used for all official communication issued by USA Mortgage.

.75" LEFT MARGIN

Donec gravida posuere arcu. Nulla facilisi. Phasellus imperdiet. Vestibulum at metus. Integer euismod. Nullam placerat rhoncus sapien. Ut euismod. Praesent libero. Morbi pellentesque libero sit amet ante. Maecenas tellus. Maecenas erat. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Quisque facilisis erat a dui. Nam malesuada ornare dolor. Cras gravida, diam sit amet rhoncus ornare, erat elit consectetuer erat, id egestas pede nibh. Duis a eros. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Fusce magna mi, porttitor quis, convallis eget, sodales ac, urna. Phasellus luctus venenatis magna. Vivamus eget lacus. Nunc tincidunt convallis tortor. Duis eros mi, dictum vel, fringilla sit amet, fermentum id, sem. Phasellus nunc Suspendisse vestibulum dignissim quam. Integer vel augue. Phasellus nulla purus, interdum ac, venenatis non, varius rutrum, leo. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Duis a eros. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Fusce magna mi, porttitor quis, convallis eget, sodales ac, urna. Phasellus luctus venenatis magna. Vivamus eget lacus. Nunc tincidunt convallis tortor. Duis eros mi, dictum vel, fringilla sit amet, fermentum id, sem. Phasellus nunc enim, faucibus ut, laoreet in, consequat id, metus. Vivamus dignissim. Cras lobortis tempor velit. Phasellus nec diam ac nisl lacinia tristique. Nullam nec metus id mi dictum dignissim. Nullam quis wisi non sem lobortis condimentum. Phasellus pulvinar, nulla non aliquam eleifend, tortor wisi scelerisque felis, in sollicitudin arcu ante lacinia leo. Suspendisse vestibulum dignissim quam. Integer vel augue. Phasellus nulla purus, interdum ac, venenatis urna. Phasellus luctus venenatis magnalacus. Vivamus eget lacus. Nunc tincidunt convallis tortor. Duis eros mi, dictum vel, fringilla sit amet, fermentum id, sem. Phasellus nunc enim, faucibus ut, laoreet in, consequat id, metus. Vivamus dignissim. Cras lobortis tempor velit. Phasellus nec diam ac nisl lacinia tristique. Nullam nec metus id mi dictum dignissim. Nullam quis wisi non sem lobortis condimentum. Phasellus pulvinar, nulla non aliquam eleifend, tortor wisi scelerisque felis, in sollicitudin arcu ante lacinia leo. Suspendisse vestibulum dignissim quam. Integer vel augue. Phasellus nulla purus, interdum ac, venenatis urna. Phasellus luctus venenatis magna. Vivamus eget lacus. Praesent libero. Morbi pellentesque libero sit amet ante. Maecenas tellus. Maecenas erat. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Quisque facilisis erat a dui. Nam malesuada ornare dolor. Cras gravida, diam sit amet rhoncus ornare, erat elit consectetuer erat, id egestas pede nibh eget. Duis a eros. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Fusce magna mi, porttitor quis, convallis eget, sodales ac, urna. Phasellus luctus venenatis magnalacus. Nunc tincidunt convallis tortor. Duis eros mi, dictum vel, fringilla sit amet, fermentum id, sem. Phasellus nunc enim, faucibus ut, laoreet in, consequat id, metus. Vivamus dignissim. Cras lobortis tempor velit. Phasellus nec diam ac nisl lacinia tristique. Nullam nec metus id mi dictum dignissim. Nullam quis erat elit consectetuer erat, id egestas pede nibh eget. Duis a eros. Class aptent taciti.

November 4, 2017 Michael Franklin 12345 Any Street Any Town, MO 63131

Dear Mr. Michael Franklin: Donec gravida posuere arcu. Nulla facilisi. Phasellus imperdiet. Vestibulum at metus. Integer euismod. Nullam placerat rhoncus sapien. Ut euismod. Praesent libero. Morbi pellentesque libero sit amet ante. Maecenas tellus. Maecenas erat. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Quisque facilisis erat a dui. Nam malesuada ornare dolor. Cras gravida, diam sit amet rhoncus ornare, erat elit consectetuer erat, id egestas pede nibh eget. Suspendisse vestibulum dignissim quam. Integer vel augue. Phasellus nulla purus, interdum ac, venenatis non, varius rutrum, leo. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Duis a eros. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos hymenaeos. Fusce magna mi, porttitor quis, convallis eget, sodales ac, urna. Phasellus luctus venenatis magna. Vivamus eget lacus. Nunc tincidunt convallis tortor. Duis eros mi, dictum vel, fringilla sit amet, fermentum id, sem. Phasellus nunc enim, faucibus ut, laoreet in, consequat id, metus. Vivamus dignissim. Cras lobortis tempor velit. Phasellus nec diam ac nisl lacinia tristique. Nullam nec metus id mi dictum dignissim. Nullam quis wisi non sem lobortis condimentum. Phasellus pulvinar, nulla non aliquam eleifend, tortor wisi scelerisque felis, in sollicitudin arcu ante lacinia leo. Suspendisse vestibulum dignissim quam. Integer vel augue. Phasellus nulla purus, interdum ac, venenatis urna. Phasellus luctus venenatis magna. Vivamus eget lacus.

Sincerely yours,

Jonathan Smith Jonathan Smith

[O] 314.628.2000

usa-mortgage.com

usa-mortgage.com

12140 Woodcrest Executive Drive, Suite 150, St. Louis, MO 63141

NMLS ID NUMBER: 237720 / LICENSE NUMBER: 1225-MLO Company NMLS 227262-Missouri Residential Mortgage Licensee

NMLS ID NUMBER: 237720 / LICENSE NUMBER: 1225-MLO Company NMLS 227262-Missouri Residential Mortgage Licensee

LETTERHEAD

SECOND SHEET

03 CORPORATE TEMPLATES PowerPoint

This shows an approved layout of our PowerPoint presentations with the primary color and design elements.

This template may be used for all official presentations sent out and/or given by USA Mortgage.

COVER SLIDE

AGENDA SLIDE

INTERIOR SLIDE

FINAL SLIDE

SECTION DIVIDER SLIDE

INTERIOR SLIDE

03 CORPORATE TEMPLATES Email Signature

A consistent, organization-wide email signature is a key part of our brand identity. Consider your email signature a digital business card. In all communications, independent of location, the company signatures must conform to the corporate standards in both content and format. USA Mortgage utilizes Exclaimer email signature software to keep all email signatures consistant. Exclaimer will be installed on all employees computers.

COLOR PALETTE

PRIMARY

PRIMARY WITH TEAM NAME

RGB 0r 84g 159b HEX 00549F

RGB 0r 169g 224b HEX 00A9E0

04.21

SECTION

BRAND IDENTITY APPLIED 04

04 BRAND IDENTITY APPLIED Print Marketing

Print marketing is an integral part of our marketing at USA Mortgage. Whether we are utilizing flyers and brochures about our loan programs, keeping in touch with our SOI with mailers, or co-branding with our marketing partners, it is important to make sure we stick to the branding guidelines.

size or smaller than the USA Mortgage logo, blue is the primary color used throughout the piece, and making sure our voice is used correctly. It is important that the USA branding is front and center on all marketing pieces. This includes making sure that all team logos are the same

USA Mortgage’s print pieces can be flexible in look while keeping true to the brand guidelines. ALL pieces created MUST be sent to DAS Marketing and Compliance before they are used.

04 BRAND IDENTITY APPLIED Socail Media

This shows the approved icons that will be used for all official USA Mortgage social media accounts.

FACEBOOK

LINKEDIN

Coordinator. Our coordinator must be allowed administrative access DAS Marketing has a dedicated Social Media and Content monitor for branding consistancy and to make sure all posts meet compliance standards. ALL posts on all team pages in order to and videos not provided by DAS Marketing MUST be sent to DAS Marketing and Compliance for approval prior to posting.

TWITTER

APP ICONS

48 x 48 pixels

96 x 96 pixels

144 x 144 pixels

72 x 72 pixels

04 BRAND IDENTITY APPLIED Signage - Acceptable Usage

For all signage used, the proportions and hierarchy of the USA Mortgage should remain consistent. These images on this page provide examples of how to maintain that consistency and hierarchy. ALL signage MUST be approved by DAS Marketing and Compliance. Signage that was not approved and does not meet brand guidelines may be subject to alteration or removal.

04 BRAND IDENTITY APPLIED Signage - Unacceptable Usage

For all signage used, the proportions and hierarchy of the USA Mortgage should remain consistent. These images on this page provide examples of how not to use our logo. ALL signage MUST be approved by DAS Marketing and Compliance. Signage that was not approvedand does not meet brand guidelines may be subject to alternation or removal.

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PHOTOGRAPHIC PRINCIPLES 05

05 PHOTOGRAPHIC PRINCIPLES Imagery

Words alone cannot describe USA Mortgage. Our photographs, the most emotionally resonant component of our visual style, should embody our brand personality. Imagery should communicate authentic, real moments and convey the following:

- A POSITIVE, MAGNETIC QUALITY SHOULD SHINE THROUGH THE SUBJECT(S)

- DEPICT REALISTIC SITUATIONS IN NATURAL SETTINGS

- TONE SHOULD BE VIBRANT, UNREHEARSED, ENGAGING AND CANDID

- STRIVE FOR ETHNIC, GENDER AND AGE DIVERSITY

05 PHOTOGRAPHIC PRINCIPLES Imagery

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THIS IS NOT

THIS IS

CANDID AND UNPOSED CAPTURES A MOMENT COMMUNICATES AN EXPERIENCE NATURAL LIGHTING

POSED AND LOOKING AT THE CAMERA NOT ENGAGING OR INSPIRING DOES NOT COMMUNICATE AN EXPERIENCE STAGED LIGHTING

05 PHOTOGRAPHIC PRINCIPLES Imagery

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THIS IS NOT

THIS IS

NICE CONTRAST ANGLE SHOWS DEPTH SUNLIGHT HITTING FRONT LOOKS PROFESSIONAL

POOR CONTRAST UNINSPIRED ANGLE FLAT COLOR LOOKS AMATEUR

– Poor contrast – Uninspired angle – Flat color – Looks amateur

Imagery 05 PHOTOGRAPHIC PRINCIPLES Imagery

05

PHOTOGRAPHIC PRINCIPLES Imagery

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05 PHOTOGRAPHIC PRINCIPLES Headshots

A strong brand is represented consistently throughout every aspect of a company’s business. This integration builds awareness and strengthens the perception of the brand.

THIS IS NOT

This includes headshots.

Corporate headshots can ace first impressions and earn your client's trust. When done right, they'll boost our commitment to quality and other important values. A good, usable headshot should be: • Recent, with full head and shoulders in the photo. • Crisp, not blurry or pixelated. • Neutral in appearance. • Void of all social media filters. • Straight-on, no upward or downward angles. • Solo. Outside of team photos, other individuals should not be in the photo. • Bright with minimal distraction in the background.

THIS IS

Headshots that do not meet the above criteria will not be used on Marketing material created by the Corporate Marketing team.

05 BRAND GUIDELINES Contact

Have questions? For further information, please contact:

Chelsea Vonder Haar Senior Vice President of Marketing [email protected]

Alec Picinich Marketing Manager [email protected]

Emily Miller Brand Development Strategist [email protected]

[O] 314.628.2000

usa-mortgage.com

12140 Woodcrest Executive Drive, Suite 150, St. Louis, MO 63141

Company NMLS 227262-Missouri Residential Mortgage Licensee