NextBranch Branding Guide : NextBranch

The NextBranch Mission Statement

NextBranch™ strives to be the ATM managed services and equipment supplier of choice for financial institutions. We will continually seek to grow our presence in the banking and credit union industries and advance our efforts to provide the best service, products, and customer experience available.

Our Branding Mission

Our branding mission is to instill trust and confidence in our company across all marketing and sales channels. We will achieve this through consistently implementing our branding guidelines in all communications, company wide.

Branding Components

There are four main components that make up the NextBranch brand.

Our Logo Is

Our logo is the face of NextBranch and the symbol a person relates their experience to when interacting with our company. The NextBranch logo consists of symbols, words, colors, and shapes to promote instant public recognition.

Our Identity Is

Our identity is how we perceive ourselves as a company. We present our identity to the world when we position ourselves in various marketplaces through visual, written and verbal communications, and as we interact with customers.

Our Brand Is

Our brand is the opinions and expectations of our customers. It is for them to decide based on their interactions and experiences with our company. It is not what we say it is. It is what they experience it to be.

Implementing Our Brand

We all have the responsibility to guide public perception by utilizing our branding guidelines each time we communicate on behalf of the company. Communicating consistently across all mediums and touch points, company-wide, is the key to building a strong brand.

Emotional Branding Chart

The emotional appeal of our message falls between Trust and Strength. The overall messaging and design elements should support these traits. Trust is achieved with linear design elements, rich and contrasting color values, ample white space, and simple shapes. All messaging and advertising should encompass a combination of these elements. Strength is typically achieved using strong imagery, linear design elements, orderly angular shapes, and bold solid colors.

Writing Style

Using a consistent communication style and tone of voice are critical parts of making a successful brand.

Things to consider:

APA Style is preferred but not required.
Double spacing is not necessary with our fonts and should be avoided.
Bulleted lists can have ending punctuation if they are complete sentences.

Oxford (serial) commas should be used as per APA guidelines.
Reading emphasis should be made by italicizing text.
Highlighting an important passage should be achieved with bold text.

Voice Elements

The following voice elements and terms define how we stay within our brand while communicating with our customers, strategic partners, and fellow team members.

Clarity

Our brand message should always be clear and to the point. Our customers and partners can’t act if they don’t understand what we’re asking them to do.

Use simple sentences in a professional conversational writing style.
Minimize the use of jargon. It can be confusing to some groups.

Simplicity

One of the best things we can do for our customers is to reduce complexity, both with messaging and buying processes. The easier we make it for them, the more likely they are to respond positively.

Determine the main focus. Use simple language and get right to the point. State precisely what you’re asking the customer to do.
Avoid adding unnecessary details. They tend to confuse the point.

Honesty

Honesty builds trust, which is critical to the buying process. Always be honest in your communications to foster trust. Trust will strengthen our brand and our sales, and encourage repeat business.

Focus on our strengths and the solutions we offer.
If necessary, acknowledge what we cannot do but don’t dwell on the reasoning.

Confidence

A confident demeanor commands attention, fosters trust, and solicits favorable responses.

Communicate our advantages in a direct and friendly manner.
Be careful to be respectful and not come across as arrogant. Arrogance produces the opposite reaction of confidence.

Standard Terminology

The following is a list of preferred common terms to use in written and verbal communications for NextBranch.

A-C

D-F

G-I

J-L

M-O

P-R

S-U

V-X

Y-Z

Preferred	Alternate	Don’t Use
A-C
Anticipatory member service	Anticipatory customer service	Customer forecasting
Assisted self-service	Independent transaction	Self-serv
ATM or ATMs	ATM terminal	ATM machine
BTS	Branch Transformation Systems	ITM
Cash automation	Cash automation machine	Automated cash machine
Certified Repair Center	Repair Center	Repair Shop
Check imaging		Check scanning
Contactless chip	RFID chip	Wireless chip
D-F
EMV	EMV card, smart card	Europay, MasterCard, Visa, chip
EMV reader	EMV card reader	Card reader
Financial technologies	FinTech	Bank/credit union technologies
G-I
J-L
M-O
Omnichannel banking	Omnichannel	Multi-channel
Open branch	Open concept design	Open layout
P-R
Palm vein	Palm vein technology or reader	Palm scanner, palm reader, hand scanner
Partner	Customer or member	Client, consumer, patron, prospect
Remote deposit capture	Remote deposit	Offsite deposit
S-U
Self-service kiosk	Self-service terminal	Self-service ATM
TCR	Teller cash recycler, cash recycler, cash recycling machine	Cash counter
Teller station	Teller pod	Frontline station
Teller	Universal Teller	Universal banker
V-X
Y-Z

Common Hashtags

The following is a list of hashtags to use in social media posts for NextBranch.

A-C

D-F

G-I

J-L

M-O

P-R

S-U

V-X

Y-Z

Hashtag	Post Subject
A-C
#assistedselfservice	Assisted self-service
#atm	ATM equipment
#branchtransformation	Branch transformation equipment
#cardreader	Card readers
#cashautomation	Cash automation
#checkimaging	Check imaging
#contactlesschip	Contactless chips
#crm	Customer relationship management
D-F
#emvcard	EMV cards or smart cards
#fintech	FinTech or Financial Technologies
G-I
#itm	TIMs or Interactive Teller Machines
J-L
M-O
#omnichannel	Omnichannel platforms
#openbranch	Open branch or open concept designs
P-R
#palmvein	Palm vein technology
#remotedepositcapture	Remote deposit capturing
S-U
#selfservicekiosk	Self-service kiosks
#smartcard	Smart cards
#tcr	Teller cash recycling machines
#tellerpod	Teller pods
#universalteller	Universal or cross-trained Tellers
V-X
Y-Z

Logos

Our Logo is the single most recognizable element in our brand. Properly implementing the logo across all mediums builds brand memorability and sets the foundation for all communication collateral.

Full Color Logo

The full color logo comes in two color modes, RGB, and CMYK.

RGB	CMYK
Use in websites, PowerPoint presentations, video, and other digital display mediums.	Use in most printed documents, or when requested by a vendor.

Download Logos

Single Color Logos

The single color logo comes in two versions, BLACK, and WHITE.

BLACK

Use in documents or on garments that will not be printed in color, or when the background color clashes with the standard logo colors.

WHITE

Use on dark backgrounds and garments when printed in a single color.

Logo Usage

Maintaining the integrity of the NextBranch identity is critical in building a strong company brand. The following guidelines are designed to create consistency in usage and protect the professional image of NextBranch.

Safe Area

The following graphics illustrate the minimum clear space required around the logo at all times. Maintaining a safe area guarantees the logo will appear unobstructed and clear of other graphic elements and logos in all circumstances.

Measurement Key

The clear space on all sides of the logo is equal to the height of the “X” in the word Next.

Single Logo Safe Areas

Multiple Logo Safe Areas

Logo Usage Restrictions (or Don’ts)

To protect our branding efforts, it is Imperative that we maintain proper use of our logo. The following images illustrate what not to do with our brand.

Ommissions

Omitting any part of the official logo is not permitted.

Deformation

Disproportionately stretching the logo is not allowed. Be cautious when sizing the logo to maintain its original proportions. Typically, scaling images from the corners constrains proportions, where scaling form the top, bottom, or sides will deform the image.

Additions

Images and text are not allowed inside the safe area surrounding the logo.

Busy Backgrounds

To maintain readability, the logo should never compete with background images.

Low Resolution

The logo should always be crisp and clean in quality. If the image looks fuzzy or blocky, use a higher resolution version.

Repositioning

Rearranging any part of the logo is not allowed.

Color Changes

The logo colors are specifically designed to create instant recognition. Changing the colors is not allowed.

Effects

Adding effects is not allowed. Always render the logo in its original form.

Low Contrast

Lack of contrast makes the logo difficult to read. Consider using a reverse logo where appropriate.

NextBranch Colors

To reinforce the recognition of our brand, we must use color consistently in everything we produce. Refer to the following color pallets and formulas when creating documents and files.

Core Colors

For use in all collateral materials including, titles, subtitles, buttons, etc.

MARIANA

RGB: 23, 74, 91
HEX: #174A5B
PMS: 4159 C
CMYK: 100, 38, 0, 37

EMERALD

RGB: 106, 191, 75
HEX: #6ABF4B
PMS: 360 C
CMYK: 62, 0, 95, 0

Secondary Colors

Supporting colors for use in body copy, and layout and other design elements.

COAL

RGB: 65, 65, 65
HEX: #414141
PMS: 446 C
CMYK: 0, 0, 0, 75

SLATE

RGB: 109, 110, 112
HEX: #6D6E71
PMS: 242 C
CMYK: 58, 49, 74, 15

INGOT

RGB: 243, 243, 244
HEX: #F3F3F4
PMS: Cool Gray 1 C (50% screen)
CMYK: 0, 0, 0, 5

Accent Colors

Accent colors for use in adding variety to layout designs.

OCTOBER

RGB: 201, 120, 0
HEX: #C97800
PMS: 7412 C
CMYK: 18, 58, 100, 4

HARVEST

RGB: 175, 66, 17
HEX: #AF4211
PMS: 1675 C
CMYK: 22, 84, 100, 14

BEACH

RGB: 198, 177, 145
HEX: #BDB191
PMS: 7534 C
CMYK: 27, 26, 46, 0

SEASIDE

RGB: 8, 113, 104
HEX: #087168
PMS: 329 C
CMYK: 88, 36, 60, 17

Typefaces & Fonts

Official typefaces and font sets vary depending on the medium. Choose the correct set for the medium in use. Consistent use of typefaces and fonts builds familiarity throughout our communications.

Typeface

A specific collection of letter forms and glyphs, i.e. Helvetica, Arial, Montserrat, Calibri.

Font

The variation within a Typeface, i.e. Bold, Semi-bold, Regular, Light, Italic, etc.

Print & Web Fonts

For use in all documents or collateral to be printed, delivered via a .pdf file, or content displayed in web pages.
Numbered weights for CSS definitions are in parentheses (xxx).