AFS GROUP

BRAND GUIDELINES
 CONTENTS

INTRODUCTION 3

OUR BRANDS 4

COLOUR PALETTE 5

TYPOGRAPHY 6

PHOTOGRAPHY & IMAGE GUIDE 7

AFS GROUP LOGO TYPES 8

AFS GROUP LOGO RULES 9

ASSET FINANCE SOLUTIONS LOGO TYPES 11

ASSET FINANCE SOLUTIONS LOGO RULES 12

AFS COMPLIANCE LOGO TYPES 20

AFS COMPLIANCE LOGO RULES 21

SYNERGY COMMERCIAL FINANCE LOGO TYPES 23

SYNERGY COMMERCIAL FINANCE LOGO RULES 24

02
 INTRODUCTION

ASSET FINANCE SOLUTIONS

was formed in 2005 and has quickly grown to be one of the UK’s leading independent funding
providers. We boast an unrivalled panel of funders and a network of over 50 finance specialists
covering all regions of the UK and all market sectors.

In order to distinguish ourselves from our competitors, and to help our customers make well-
informed decisions, we have developed these brand guidelines as a means to illustrate our
individuality and unique brand personality.

Delivering our core goals and messages through consistent and professional communications,
demonstrates our reputation and name to a wide range of audiences. This then increases brand
recognition, thus gaining further enquiries and building upon the company.

These Brand Guidelines outline how to achieve this via correct application of the logo.

THE BRAND GUIDELINES

The AFS Group brand guidelines exist to ensure visual and brand consistency across various print
and web materials.

Guidelines within this document cover treatment of such assets as company name, the logo types,
company colours, and typography.

Please ensure that you adhere to these guidelines to create a brand image and perception that are
consistent throughout all of our marketing materials, reflecting the reputation and professionalism
of the company.

OUR VOICE
We ensure that we use industry-standard language, as this is vital for showing customers that we
are professional and have a high level of knowledge. However, we also need to take into account
that not everyone will have the same familiarity with these terms, so it’s important to be clear and
concise throughout.

Technical terminology is important, but what is more important is ensuring that the customer has
a clear idea of what is being explained to them. Simply baffling a customer with jargon is not
helpful; we should focus on results-orientated explanations.

Customers appreciate a company they can relate to, so although it’s important to remain
professional at all time, overly stilted communication and tone of voice can dissuade some people.
We want to be portrayed as knowledgeable, helpful, and friendly.

03
 OUR BRANDS

Each business within the ASSET FINANCE SOLUTIONS GROUP is represented by its own version of
the GROUP logo, as shown below; each logo is based on a common colour scheme, font and
graphic element.

The main parts of this Brand Guideline Manual deals with the AFS GROUP (AFSG), ASSET
FINANCE SOLUTIONS (AFS), AFS COMPLIANCE (AFSC) and SYNERGY COMMERCIAL FINANCE
(SCF) logos. Our subsidiary logos can be found in the Appendices.

AFS GROUP

ASSET FINANCE SOLUTIONS

A F S CO M P L I A N C E

SY NE RGY
CO MME RC I AL
F INANC E

04
 COLOUR PALETTE

Colour is a powerful means of identification.

The AFS Group colour palette consists of four main colours taken from the Group logo. Consistent
use of this colour palette will help to build visibility and recognition across a wide range of
platforms and applications.

AFS ORANGE AFS BLUE AFS MAGENTA

CMYK CMYK CMYK

6 / 45 / 100 / 0 99 / 97 / 25 / 13 14 / 90 / 0 / 0

RGB RGB RGB

236 / 153 / 34 44 / 46 / 111 209 / 60 / 150

HEX HEX HEX

#ec9922 #2c2e6f #D13C96

Pantone Pantone Pantone

PMS 7564 PMS 280 PMS 1375

CMYK
0 / 0 / 0 / 64

RGB
121 / 122 / 125

HEX
#797a7d
AFS GREY
Pantone 05
PMS Cool Grey 9
 TYPOGRAPHY

Typography is a strong extension of our brand’s personality. Fonts can be instantly recognisable to
customers, so it’s important that these follow through to all marketing materials.

Josefin Sans has been selected for main headings and sub headings; it offers a large amount of
design flexibility for all graphic communications, as well as being clear and legible.

Open Sans has been selected for body copy as it offers legibility for large amounts of text and is
also available as a web font. Both web applications and traditional media need to follow brand
consistency.

Ensure that you avoid vertical or horizontal scaling, adding stroke, drop shadows etc. as this will
deter from the integrity of the fonts, taking focus away from the brand identity.

Josefin Sans SemiBold

use for
abcdefghijklmopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ MAIN HEADINGS
1234567890,.:;”!?/[]{}() in capitals

Josefin Sans
use for
SUB HEADINGS
abcdefghijklmopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ in capitals or
1234567890,.:;”!?/[]{}() upper & lower case

Tahoma
abcdefghijklmopqrstuvwxyz
use for
ABCDEFGHIJKLMNOPQRSTUVWXYZ BODY COPY
1234567890,.:;”!?/[]{}() in upper & lower case

Tahoma
abcdefghijklmopqrstuvwxyz
use for
ABCDEFGHIJKLMNOPQRSTUVWXYZ HIGHLIGHTS
1234567890,.:;”!?/[]{}() in upper & lower case

DIGITAL TYPEFACES

In digital applications, both weights of the Josfin Sans typeface are available as web fonts.
As is Tahoma, this typeface is also available in italic, bold and bold italic if required. 06
 PHOTOGRAPHY

Photography is another key element of our brand’s personality. The imagery should work with
the language – to be clear, strong and focused. Montages of multiple images are not to be used.
It should communicate one or more of the core elements of our service, as suggested below.
Images should be friendly, but convey a high standard of professionalism.

RELIABILITY

EXPERIENCED

TRUSTWORTHY

07
 AFS GROUP
LOGO TYPES

AFS GROUP

STANDARD LOGO
Wherever possible the standard logo should be used.

AFS GROUP

MONO LOGO
The mono logo should be used when single colour printing is the only option.

AFS G RO UP
AFS GROUP

WHITE-OUT LOGO

The white-out variation should only be used when the logo appears on a dark background or on
a suitable full colour image, such as a photograph or texture, the background colour must have
an appropriate level of contrast to enable the logo to be clearly visible on top of the image.

08
 AFS GROUP
LOGO RULES

x x

AFS GROUP
x
x x

LOGO CLEAR SPACE

All forms of the AFSG logo must have a designated amount of clear space on all sides, which is
unoccupied by other elements as indicated by the x space shown above. This is to ensure the
visual clarity and effectiveness of the logo at all times.

LOGO TREATMENT

The logo must be used as is and not be altered in any way. This means you must not:

1. Change the orientation or rotation.

2. Disproportionately scale or resize the logo.

3. Change the colours of the logo.

4. Display the logo with colour combinations not previously specified.

5. Display the logo in a configuration not previously specified

6. Attempt to recreate the logo.

7. Make alterations to the text of the logo.

8. Add special effects to the logo.

9. Add an outline to the logo or display the logo as an outline.

10. Use the logo on top of busy photography.

11. Display other elements within the designated clear space of the logo.

12. Crop the logo in any way.

09
ASSET FINANCE SOLUTIONS

BRAND GUIDELINES
 ASSET FINANCE SOLUTIONS
LOGO TYPES

ASSET FINANCE SOLUTIONS

STANDARD LOGO
Wherever possible the standard logo should be used.

ASSET FINANCE SOLUTIONS

MONO LOGO
The mono logo should be used when single colour printing is the only option.

ASSET FINANCE SOLUTIONS

ASSET FINANCE SOLUTIONS

WHITE-OUT LOGO

The white-out variation should only be used when the logo appears on a dark background or on a
suitable full colour image, such as a photograph or texture, the background colour must have an
appropriate level of contrast to enable the logo to be clearly visible on top of the image.

11
 ASSET FINANCE SOLUTIONS
LOGO RULES #1

GENERAL RULES

• The logo should be given a place of prominence on a page.

• The logo should not appear more than once on a single page or screen.

• Always maintain the required clear space around the logo.

• The solid white or black versions should be used only where the full color logo is not an option.

• DO NOT use the logo as part of a sentence within a block of copy.

• Ensure color accuracy by using the most recent color-corrected logo files in CMYK and RGB from
... ???????

12
 ASSET FINANCE SOLUTIONS
LOGO RULES #2

x x

ASSET FINANCE SOLUTIONS

x
x x

LOGO CLEAR SPACE

All forms of the AFS logo must have a designated amount of clear space on all sides, which is
unoccupied by other elements as indicated by the x space shown above. This is to ensure the
visual clarity and effectiveness of the logo at all times. For digital versions this space should be
no less than 10 px square.

LOGO TREATMENT

The logo must be used as is and not be altered in any way. This means you must not:

1. Change the orientation or rotation.

2. Disproportionately scale or resize the logo.

3. Change the colours of the logo.

4. Display the logo with colour combinations not previously specified.

5. Display the logo in a configuration not previously specified

6. Attempt to recreate the logo.

7. Make alterations to the text of the logo.

8. Add special effects to the logo.

9. Add an outline to the logo or display the logo as an outline.

10. Use the logo on top of busy photography.

11. Display other elements within the designated clear space of the logo.

12. Crop the logo in any way.

13
 ASSET FINANCE SOLUTIONS
LOGO RULES #3

MINIMUM SIZES

This refers to the smallest size at which the logo may be reproduced to ensure its legibility.
For print use, the logo should never be reduced below the minimum size of 52 mm x 12 mm.
Do not make the logo smaller than 330 pixels wide in digital executions.

Minimum 52mm wide logo used for: MINIMUM SIZE - PRINT #1

• A4 format 52 mm wide

• A3 format

For formats larger than A3, ASSET FINANCE SOLUTIONS

scale the logo proportionally to the piece.

Minimum 40mm wide logo used for: MINIMUM SIZE - PRINT #2

• Press Advert (below A4 size) 40 mm wide

• A5 format

• Postcard or similar
ASSET FINANCE SOLUTIONS

Minimum 330 pixel logo used for:

MINIMUM SIZE - DIGITAL
• web page
330 px wide
• web banner

• email newsletter ASSET FINANCE SOLUTIONS

• PowerPoint presentation

14
 ASSET FINANCE SOLUTIONS
LOGO RULES #4

POSITIONING

These basic examples show how the logo should be placed in a number of print formats and
sizes. The logo should be placed in a prominent position top left, so that the logo text reads into
the page and not out towards the edge. The logo should not appear more than once on any
frontpiece, it can be used wherever appropriate either within a publication, or on the reverse. If
on the reverse of a piece it should appear at the foot of the page along with any contact details.

A4 ADVERT PORTRAIT A4 ADVERT LANDCSAPE

ASSET FINANCE SOLUTIONS ASSET FINANCE SOLUTIONS

A5 ADVERT LANDCSAPE

ASSET FINANCE SOLUTIONS

A6 ADVERT LANDCSAPE

ASSET FINANCE SOLUTIONS

15
 ASSET FINANCE SOLUTIONS
STATIONERY #1

LETTERHEAD

ASSET FINANCE SOLUTIONS

EXPERIENCE EXPERTISE EXCELLENCE

assetfinancesolutions.com
HEAD OFFICE Suite 4, First Floor, Challenge House, Challenge Way, Greenbank Business Park, Blackburn BB1 5QB

Asset Finance Solutions (UK) Ltd is Authorised and Regulated by the Financial Conduct Authority.
Registered address: Suites 5 & 6 The Printworks, Hey Road, Clitheroe, Lancashire BB7 9WB. Registered in England & Wales No. 05365369

assetfinancesolutions.com

16
 ASSET FINANCE SOLUTIONS
STATIONERY #2

COMPLIMENT SLIP

ASSET FINANCE SOLUTIONS

EXPERIENCE EXPERTISE EXCELLENCE

WITH COMPLIMENTS

assetfinancesolutions.com
HEAD OFFICE Suite 4, First Floor, Challenge House, Challenge Way, Greenbank Business Park, Blackburn BB1 5QB

Asset Finance Solutions (UK) Ltd is Authorised and Regulated by the Financial Conduct Authority.
Registered address: Suites 5 & 6 The Printworks, Hey Road, Clitheroe, Lancashire BB7 9WB. Registered in England & Wales No. 05365369

assetfinancesolutions.com

BUSINESS CARDS

ASSET FINANCE SOLUTIONS

EXPERIENCE EXPERTISE EXCELLENCE

JUSTIN FORD
Operations Director

assetfinancesolutions.com
e justin.ford@afsuk.com t 01254 985 777 m 07740 095 701

HEAD OFFICE Suite 4, First Floor, Challenge House,

Challenge Way, Greenbank Business Park, Blackburn BB1 5QB

17
 ASSET FINANCE SOLUTIONS
STATIONERY #3

EXPERIENCE EXPERTISE EXCELLENCE

THE STRAPLINE
The AFS strapline of Experience, Expertise, Excellence appears on all corporate stationery, email
communications and the AFS website. It is available as an outlined vector eps and should not
be changed in any way.

Express permission should be granted when using the strapline for any materials.

18
 ASSET FINANCE SOLUTIONS
EMAIL SIGNATURE

EMAIL SIGNATURE

This e-signature should be used by all AFS employees.

The layout should follow the format below:

Sample to be supplied - Dave to build

19
 A F S CO M P L I A N C E

BRAND GUIDELINES
 AFS COMPLIANCE
LOGO TYPES

A F S CO M P L I A N C E

STANDARD LOGO
Wherever possible the standard logo should be used.

A F S CO M P L I A N C E

MONO LOGO
The mono logo should be used when single colour printing is the only option.

A F S CO M P L I A N C E
A F S CO M P L I A N C E

WHITE-OUT LOGO

The white-out variation should only be used when the logo appears on a dark background or on
a suitable full colour image, such as a photograph or texture, the background colour must have
an appropriate level of contrast to enable the logo to be clearly visible on top of the image.

21
 AFS COMPLIANCE
LOGO RULES

x x

A F S CO M P L I A N C E

x x

LOGO CLEAR SPACE

All forms of the AFSC logo must have a designated amount of clear space on all sides, which is
unoccupied by other elements as indicated by the x space shown above. This is to ensure the
visual clarity and effectiveness of the logo at all times.

LOGO TREATMENT

The logo must be used as is and not be altered in any way. This means you must not:

1. Change the orientation or rotation.

2. Disproportionately scale or resize the logo.

3. Change the colours of the logo.

4. Display the logo with colour combinations not previously specified.

5. Display the logo in a configuration not previously specified

6. Attempt to recreate the logo.

7. Make alterations to the text of the logo.

8. Add special effects to the logo.

9. Add an outline to the logo or display the logo as an outline.

10. Use the logo on top of busy photography.

11. Display other elements within the designated clear space of the logo.

12. Crop the logo in any way.

22
 AFS COMPLIANCE
LOGO RULES #3

MINIMUM SIZES

This refers to the smallest size at which the logo may be reproduced to ensure its legibility.
For print use, the logo should never be reduced below the minimum size of 52 mm x 12 mm.
Do not make the logo smaller than 330 pixels wide in digital executions.

Minimum 52mm wide logo used for: MINIMUM SIZE - PRINT #1

• A4 format 36 mm wide

• A3 format

For formats larger than A3,

A F S CO M P L I A N C E

scale the logo proportionally to the piece.

Minimum 40mm wide logo used for: MINIMUM SIZE - PRINT #2

• Press Advert (below A4 size) 26 mm wide

• A5 format

• Postcard or similar
A F S CO M P L I A N C E

Minimum 330 pixel logo used for:

MINIMUM SIZE - DIGITAL
• web page
259 px wide
• web banner

• email newsletter A F S CO M P L I A N C E

• PowerPoint presentation

23
 AFS COMPLIANCE
STATIONERY #1

LETTERHEAD

AFS COMPLIANCE

WE’VE GOT YOU COVERED

assetfinancesolutions.com
HEAD OFFICE Suite 4, First Floor, Challenge House, Challenge Way, Greenbank Business Park, Blackburn BB1 5QB

Asset Finance Solutions (UK) Ltd is Authorised and Regulated by the Financial Conduct Authority.
Registered address: Suites 5 & 6 The Printworks, Hey Road, Clitheroe, Lancashire BB7 9WB. Registered in England & Wales No. 05365369

assetfinancesolutions.com

24
 AFS COMPLIANCE
STATIONERY #2

COMPLIMENT SLIP

A F S CO M P L I A N C E

WE’VE GOT YOU COVERED

WITH COMPLIMENTS

assetfinancesolutions.com
HEAD OFFICE Suite 4, First Floor, Challenge House, Challenge Way, Greenbank Business Park, Blackburn BB1 5QB

Asset Finance Solutions (UK) Ltd is Authorised and Regulated by the Financial Conduct Authority.
Registered address: Suites 5 & 6 The Printworks, Hey Road, Clitheroe, Lancashire BB7 9WB. Registered in England & Wales No. 05365369

assetfinancesolutions.com

BUSINESS CARDS

A F S CO M P L I A N C E

WE’VE GOT YOU COVERED

assetfinancesolutions.com

JUSTIN FORD
Operations Director

e justin.ford@afsuk.com t 01254 985 777 m 07740 095 701

HEAD OFFICE Suite 4, First Floor, Challenge House,

Challenge Way, Greenbank Business Park, Blackburn BB1 5QB

25
 AFS COMPLIANCE
STATIONERY #1

WE’VE GOT YOU COVERED

THE STRAPLINE
The AFS Compliance strapline of ‘We’ve Got You Covered’ appears on all corporate stationery,
email communications and the AFS website. It is available as an outlined vector eps and should
not be changed in any way.

Express permission should be granted when using the strapline for any materials.

26
 SYN ERGY
COM MERCIAL
F INAN CE

BRAND GUIDELINES
 SYNERGY COMMERCIAL FINANCE
LOGO TYPES

SYN ERGY
STANDARD LOGO
COM MERCIAL
Wherever possible the standard logo
should be used.
F INAN CE

SYNERGY
COMMERCIAL MONO LOGO

FINANCE The mono logo should be used when

single colour printing is the only option.

SYNERGY
SYNERGY COMMERCIAL
FINANCE
COMMERCIAL
FINANCE
WHITE-OUT LOGO

The white-out variation should only be used

when the logo appears on a dark
background or on a suitable full colour
image, such as a photograph or texture, the
background colour must have an appropriate
level of contrast to enable the logo to be
clearly visible on top of the image.

28
 SYNERGY COMMERCIAL FINANCE
LOGO RULES #1

x x

SYNERGY
COMMERCIAL
FINANCE

x x

LOGO CLEAR SPACE

All forms of the SCF logo must have a designated amount of clear space on all sides, which is
unoccupied by other elements as indicated by the x space shown above. This is to ensure the
visual clarity and effectiveness of the logo at all times.

LOGO TREATMENT

The logo must be used as is and not be altered in any way. This means you must not:

1. Change the orientation or rotation.

2. Disproportionately scale or resize the logo.

3. Change the colours of the logo.

4. Display the logo with colour combinations not previously specified.

5. Display the logo in a configuration not previously specified

6. Attempt to recreate the logo.

7. Make alterations to the text of the logo.

8. Add special effects to the logo.

9. Add an outline to the logo or display the logo as an outline.

10. Use the logo on top of busy photography.

11. Display other elements within the designated clear space of the logo.

12. Crop the logo in any way.

29
 SYNERGY COMMERCIAL FINANCE
LOGO RULES #2

MINIMUM SIZES

This refers to the smallest size at which the logo may be reproduced to ensure its legibility.
For print use, the logo should never be reduced below the minimum size of 25 mm wide.
Do not make the logo smaller than 252 pixels wide in digital executions.

Minimum 52mm wide logo used for: MINIMUM SIZE - PRINT #1

• A4 format 35 mm wide

• A3 format

For formats larger than A3,

scale the logo proportionally to the piece.
SYNERGY
COMMERCIAL
FINANCE

Minimum 40mm wide logo used for: MINIMUM SIZE - PRINT #2

• Press Advert (below A4 size) 25 mm wide
• A5 format

• Postcard or similar SYNERGY

COMMERCIAL
FINANCE

Minimum 330 pixel logo used for: MINIMUM SIZE - DIGITAL

• web page 252 px wide

• web banner

• email newsletter
SYNERGY
• PowerPoint presentation COMMERCIAL
FINANCE

30
 SYNERGY COMMERCIAL FINANCE
STATIONERY #1

LETTERHEAD

assetfinancesolutions.com

SYNERGY
COMMERCIAL
FI N A N CE

STRONGER TOGETHER

assetfinancesolutions.com
HEAD OFFICE Suite 4, First Floor, Challenge House, Challenge Way, Greenbank Business Park, Blackburn BB1 5QB

Asset Finance Solutions (UK) Ltd is Authorised and Regulated by the Financial Conduct Authority.
Registered address: Suites 5 & 6 The Printworks, Hey Road, Clitheroe, Lancashire BB7 9WB. Registered in England & Wales No. 05365369

24
 SYNERGY COMMERCIAL FINANCE
STATIONERY #2

COMPLIMENT SLIP

SY N E RGY
COM M E RC I A L
FINANCE

STRONGER TOGETHER

WITH COMPLIMENTS

assetfinancesolutions.com
HEAD OFFICE Suite 4, First Floor, Challenge House, Challenge Way, Greenbank Business Park, Blackburn BB1 5QB

Asset Finance Solutions (UK) Ltd is Authorised and Regulated by the Financial Conduct Authority.
Registered address: Suites 5 & 6 The Printworks, Hey Road, Clitheroe, Lancashire BB7 9WB. Registered in England & Wales No. 05365369 assetfinancesolutions.com

BUSINESS CARDS

assetfinancesolutions.com
SY N E RGY
CO MMERC I A L
FINANCE

STRONGER TOGETHER
JUSTIN FORD
Operations Director

e justin.ford@afsuk.com t 01254 985 777 m 07740 095 701

HEAD OFFICE Suite 4, First Floor, Challenge House,

Challenge Way, Greenbank Business Park, Blackburn BB1 5QB

25
 SYNERGY COMMERCIAL FINANCE
STATIONERY #3

STRONGER TOGETHER

THE STRAPLINE
The Synergy Commercial Finance strapline of ‘Stronger Together’ appears on all corporate
stationery, email communications and the AFS website. It is available as an outlined vector eps
and should not be changed in any way.

Express permission should be granted when using the strapline for any materials.

26