Maxim_StyleGuide_Final

STYLE GUIDE

WelcomeWelcome Contents 03 04Welcome to the Maxim brand style guide. Maxim Logo 05This document contains all you need to know Clear Space 06about how the Maxim brand should be used Minimum Sizing 07on marketing collateral, to ensure it remains Division Logos 08consistent throughout. Using our brand correctly Division Logos Clear Space 09is extremely important so we ask that the guide Division Placement 10is always referred and adhered to. Do’s and Don’ts 11 Logo Placement in Documents 12This document provides an overview of Colour Palette 13Maxim’s visual identity standards and use. It Typography 15includes specific instructions for the use of the Photography 16logo, fonts and graphical elements as well as The Proposition 17several rules for their use. The visual identity The Rationale 18standards set specific rules that are meant to Brand Storyreinforce the projection of a consistently strong Brand Voiceand distinguished brand. This will allow us topromote a uniform identity to target clients andto highlight the brand image of Maxim. 2

Maxim Logo Horizontal Maxim LogoThe logo of Maxim is the primary graphic Verticalelement of the branding suite. Consistentapplication and precise production of the logo 3will identify and reinforce awareness of thebrand. When logos are used properly withother elements of the style guide, a uniqueand effective visual style can be established.The logo and its treatment described in thisstyle guide should always be adhered to andno modifications are permitted. Only use thelogo artwork files supplied by the MarketingDepartment. Never attempt to recreate or modifythe logotype in any way.The pictured logos must always be used whenreferring to Maxim. The ‘vertical’ version shouldbe used when there is limited space availableand the ‘horizontal’ version should be usedwhen there is wider length and narrower height.Always:+ Use original logo files+ Use 100% colour+ Abide by clear space and minimum size rules+ Aim to provide maximum standout for the logo

Clear Space Clear Space‘X’ is equal to the width of the letter ‘i’. This will 4provide sufficient exclusion zone when placingthe logo. Also keep a minimum clear space of‘X’ surrounding the logo, free from typography,illustrations or any other graphic.

Minimum Sizing Acceptable sizesMinimum Sizing 40mm 30mm 25mm 20mm NOT acceptable sizeThe minimum recommended print size of 10mmthe Maxim logo is 20mm wide, based on thelength of the word ‘Maxim’. When used onscreen, a minimum logo width of 150 pixelsshould be adhered to.Minimum Acceptable SizeMinimum print reproduction:20mm wideMinimum digital display:150 pixels wide 5

Division Logos Division LogosThe displayed logos must always be used when 6referring to Maxim Accounting & BusinessAdvisors and Maxim Private Clients.

Division Logos Clear SpaceDivision Logos ClearSpace‘X’ is equal to the width of the letter ‘i’. This willprovide a sufficient exclusion zone when placingthe logo. Also keep a minimum clear space of‘X’ surrounding the logo, free from typography,illustrations or any other graphic. 7

Divison Placement Division PlacementAs a rough guide, the spacing between the 8business divison and the ‘vertical’ Maxim logoshould be about 75% smaller than the height ofthe letter ‘m’. For the ‘horizontal’ Maxim logo itshould be about 75% smaller than the height ofthe letter ‘m’.

Do’s and Don’tsNever change the font of the logo. Never stretch or squash the letters, ...or horizontally. vertically...Never change the spacing between the Do not adjust the colour of the logo,letters of the logo. always use ‘Maxim’ blue, white and grey as shown in this document. 9

Logo Placement In DocumentsLogo Placement In Suite 101, Level 1. Watt St Commercial, 45 Watt Street Newcastle Nsw 2300 Welcome to the Maxim brand guidelines. This document contains all you need to know about how the Maxim brand should be usedDocuments T: 02 4925 1000 F: 02 4925 1010 on marketing collateral to ensure it remains consistent throughout. Using our brand correctly is extremely important so we ask that the guide is always referred and adhered to.When existing Maxim branded collateral Figure 1cannot be used, the following logo This document provides an overview of Maxim’s visual identity standards and use. It includes specific instructions for the use ofplacement instructions must be adhered to, the logo, fonts and graphical elements as well as several rules for their use. The visual identity standards set specific rules that areto ensure consistency across all branding. meant to reinforce the projection of a consistently strong and distinguished brand. This will allow us to promote a uniform identityOn any printed document the logo should to target clients and to highlight the brand image of Maxim. Welcome to the Maxim brand guidelines. This document contains allbe placed in the top left corner of the you need to know about how the Maxim brand should be used on marketing collateral to ensure it remains consistent throughout.header with the appropriate spacing around Using our brand correctly is extremely important so we ask that the guide is always referred and adhered to.the logo as described in the ‘Do’s andDon’ts’ section of this style guide. The This document provides an overview of Maxim’s visual identity standards and use. It includes specific instructions for the use ofbusiness details should be placed adjacent the logo, fonts and graphical elements as well as several rules for their use. The visual identity standards set specific rules that areto the logo. (See figure 1) meant to reinforce the projection of a consistently strong and distinguished brand. This will allow us to promote a uniform identity to target clients and to highlight the brand image of Maxim.If the logo is required in the body of thedocument, please adhere to the spacing This document provides an overview of Maxim’s visual identity standards and use. It includes specific instructions for the use ofinstructions (see figure 2). If the logo is the logo, fonts and graphical elements as well as several rules for their use. The visual identity standards set specific rules that arerequired in the footer please position either meant to reinforce the projection of a consistently strong and distinguished brand. This will allow us to promote a uniform identityon the bottom left, centre or bottom right to target clients and to highlight the brand image of Maxim. Welcome to the Maxim brand guidelines. This document contains allof the footer and adhere to the spacing you need to know about how the Maxim brand should be used on marketing collateral to ensure it remains consistent throughout.instructions (see figure 3). When providing Using our brand correctly is extremely important so we ask that the guide is always referred and adhered to.logos to external bodies, please ensure web(RGB) and print (CMYK) files of the logo This document provides an overview of Maxim’s visual identity standards and use. It includes specific instructions for the use ofare provided. For example, when a logo is the logo, fonts and graphical elements as well as several rules for their use. The visual identity standards set specific rules that arerequired for a website post, you would use meant to reinforce the projection of a consistently strong and distinguished brand. This will allow us to promote a uniform identitythe RGB version of the logo as labelled in to target clients and to highlight the brand image of Maxim.brand guidelines. This document contains all you need to know aboutthe logo suite. how the Maxim brand should be used on marketing collateral to ensure it remains consistent throughout. Using our brand correctly is extremely important so we ask that the guide is always referred and adhered to.When divisonal logos are used, they shouldalso adhere to these guidelines. This document provides an overview of Maxim’s visual identity standards and use. It includes specific instructions for the use of the logo, fonts and graphical elements as well as several rules for their use. The visual identity standards set specific rules that are meant to reinforce the projection of a consistently strong and distinguished brand. This will allow us to promote a uniform identity to target clients and to highlight the brand image of Maxim.This document provides an overview of Maxim’s visual identity standards and use. It includes specific instructions for the use of the logo, fonts and graphical elements as well as several rules for their use. The visual identity standards set specific rules that are meant to reinforce the projection of a consistently strong and distinguished brand. This document provides an overview of Maxim’s visual identity standards and use. It includes specific instructions for the use of the logo, fonts and graphical elements as well as several rules for their use. The visual identity standards set specific rules that are meant to reinforce the projection of a consistently strong meant to reinforce the projection of a consistently strong and distinguished brand. This will allow us to promote a uniform identity to target clients and to highlight the brand image of Maxim. Welcome to the Maxim brand guidelines. This document contains all you need to know about how the Maxim brand should be used on marketing collateral to ensure it remains consistent throughout. Using our brand correctly is extremely important so we ask that the guide is always referred and adhered to. This document provides an overview of Maxim’s visual identity standards and use. It includes specific instructions for the use of the logo, fonts and graphical elements as well as several rules for their use. The visual identity standards set specific rules that are meant to reinforce the projection of arce the projection of a consistently strong and distinguished brand. This will allow us to promote a uniform identity to target clients and to highlight the brand image of Maxim. Welcome to the Maxim brand guidelines. This document contains all you need to know about how the Maxim brand should be used on marketing collateral to ensure it remains consistent throughout. Using our brand correctly is extremely important so we ask that the guide is always referred and adhered to.are meant to reinforce the projection of a consistently strong and distinguished brand. This will allow us to promote a uniform identity to target clients and to highlight the brand image of Maxim. This doc how the Maxim brand should be used on marketing collateral to ensure it remains consistent throughout. Using our brand correctly is extremely important so we ask that the guide is always referred and adhered to. Figure 2 Figure 3.1 Figure 3.2 Figure 3.3 10

Colour Palette C68 M5 Y0 K0 R23 G185 B236 #17B9EC C0 M0 Y0 K75 R99 G100 B102 #636466Colour Palette C68 M5 Y0 K0 3% R23 G185 B236 3%The Maxim Blue is iconic to the company soit is important to ensure that the colours areconsistent throughout all branding. Pleasereference this colour breakdown whenorganising any marketing collateral. All bodytext should be dark grey (K = 75%). Pleaseensure that all internal documents such asbrochures and DL flyers use the values for‘Maxim Blue’ and ‘Maxim Grey’. 11

TypographyTypography Maxim Font - Frutiger LT Std 75 Black abcdefghijklmnoopqrstuvwxyz ABCEFGHIJKLMNOPQRSTUVWXYZIt is vital to maintain consistent application 1234567890!@#$%^&*()_+<>?of typography, as unauthorised variationsare confusing and dilute its effectiveness. Tagline Font (Success is what you make it) - Frutiger LT Std 75 BlackThis typeface should be used in all external abcdefghijklmnoopqrstuvwxyz ABCEFGHIJKLMNOPQRSTUVWXYZand internal communications to maintain a 1234567890!@#$%^&*()_+<>?consistent style. Private Clients / Accountants & Bussiness Advisors Font - Avenir Heavy abcdefghijklmnoopqrstuvwxyz ABCEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()_+<>? Text Font - Arial (alternative for inhouse Word documents) abcdefghijklmnoopqrstuvwxyz ABCEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&*()_+<>? Headline - Arial Bold 16pt Maxim Blue Sub-heading - Arial Bold 12pt Text - Arial Regular 10pt K = 75% 12

Photography Style PhotographyImagery is a powerful communication medium, 13not just a decoration. When used correctly,photography reinforces the brand messageand the feelings Maxim clients experience.Following a photography style consistentlyestablishes an eye-catching, trademark lookand feel that sets Maxim apart and reinforcesyour strong client focus.All Maxim imagery should be bright, colourfuland have an aspirational feel. Photographyshould be lifestyle based and have natural, andauthentic Novocastrian look and feel.All images must be high resolution:Print – 300dpi minimumDigital - 72 ppi minimum

Corporate Photos PhotographyCorporate photography should capture the 14personality of the staff rather than a corporateoffice enviroment. The look and feel shouldbe casual in attitude and shot in a locationwith warm natural lighting. The aim is to havethe subject at ease making it look like they’reunaware of the camera.StockshotsIn the event where stockshots are requiredit is imperative to follow the photographystyle outlined in this style guide. Sourcingstockshots that have a local look and feel canbe difficult; be mindful that lighting needs tobe natural and bright, the subject needs tobe relatable and the scenario needs to berelaxed with a lifestyle aesthetic. Considerthe background in stockshots, since oftenmodels, locations, props and scenarios canlook can out of character to Newcastle, andin turn detrimental to the Maxim brand.

The Proposition The PropositionThe proposition is the core message we need 15to convey to our stakeholders in order tomeet the aims of the business.It should sit in the area where the businessobjectives and the consumer mindset overlap.It should ring true for any stakeholder we aretalking to.It should be clear, concise, single-minded anddistinctive.The Maxim tagline also forms a brandpersonality identity.

The RationaleThe RationaleBeing in business is more than the numbers Maxim was founded on the opportunity toand figures; we can’t understand your have a bigger influence on people’s future.business without first understanding you. Having experienced first hand, we understand the challenges of owning a business.At Maxim, we’re more than your traditional The road to success is one we’ve navigatedaccountant. many times before with our clients, but the path is ever-changing.We’re emotionally invested in our clients, we Success isn’t always being the best, butlisten, we understand, we back them and give always doing better.them the guidance to unleash their potential. At Maxim, we believeWe understand the fear that comes with success is what youowning a business, and we genuinely care make it.about helping overcome any hurdles ourclients face. It’s about listening and trulyunderstanding your business. Workingsmarter - not harder, and saying goodbye tothe sleepless nights. 16

Brand StoryBrand Story We know what it’s like to be in business.A great brand story will help you build Surprisingly, it has little to do with the figures - it’s an emotional enterprise.value, engage your current & prospectiveclients & stand out from the crowd. It helps An exhilarating wave, high and wide.differentiate yourself from competitors, andmake the Maxim brand memorable. It’s all Being in business can bring fear - be it fear of failure, or even success.about keeping it real, creating emotion andmaking it more relatable to your consumer. We are conditioned to retreat in its presence, but when passion and optimism combine, fear becomes a motivator! It comes down to intuition. Trusting your gut and using your entrepreneurial instinct. We believe in backing yourself. Absolute unwavering, insatiable self-belief. Maxim is a collective of likeminded people - individuals who back themselves, back each other and back you. Because when you truly believe in your ability, we can unleash your most valuable asset. 17

Brand VoiceBrand Voice Informal versus formal languageThe Maxim brand is greater than the sum of its parts, so here is a When we’re in front of a keyboard we can feel the need to fancy up oursnappy guide to help live and breathe the brand. The following is for language but it can often come across as being stiff. Informal languageinternal use to assist with developing the tone of voice for Maxim. isn’t unprofessional - when executed correctly it’s an amazing way to inject personality and warmth into written conversation. If you’re in doubt,How we communicate consider what type of language you would use over the phone or face- to-face. You can still apply the same etiquette and considerations, justOur brand voice is how we express the Maxim story and establish without the fuss.stronger relationships with our clients at every interaction. It’s anexpression of all the people who make up the company and should Tone of voicebe considered at all touch points of communication. 1. Be enthusiastic - inspire your client at every touchpoint, energy isThe following are key phrases that encapsulate the essence of contagious.Maxim’s tone of voice: 2. Be human - it’s not always smooth sailing in business, sometimesWe listen first. correspondence may take an emotional turn. Remember there is a humanWe are honest. being on the other end of the keyboard.We are supportive. 3. Make it easy - avoid buzz words and convoluted terminology, yourWe are approachable. clients trust you’re an expert in your field - they don’t need to be one also.We are empowering. 4. Be yourself - just like meeting in person, we get to know someone overWe are knowledgeable. time. The same applies for written conversation, be sure to manifest yourWe are experienced. personality to develop your own personal brand voice.We back ourselves. 18