For this identity system "Modern Simplicity" was the key concept seen to be an opposing force to the current financial industry norm. The brand name was determined to be the most important part of it's representation and therefor the full spelling of "The Donnelly Agency" in Helvetica font without modifications was chosen for it's clarity and recognition.  

The double font height space above and below represents the brand existence in a space where it stands on its own in an industry where it is common to do what every other company has always done.
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The logos left justification and the 15% of logo's width allocated to white space on the right side represents a core value of the agency: There is always room to grow our minds, our relationships, and our wealth.

Helvetica Neue LT Std 75 Bold was chosen for two specific reasons.

1. Helvetica is one of the most recognizably successful modern fonts covering 3 generations of contemporary society: Generation X, Millennials, and Generation Y. As an example of Helvetica's reputation, it has found success as the font for the New York Metro System, American Apparel, and Target.

2. Helvetica is the typographic representation of modern aesthetic. simple, clean, legible, and trustworthy. It is not commonly, if ever, used in the dated design systems of the financial industry.

We ask that you primarily use our Full Logo version in black on a white background.

The logo can be no smaller than what is clearly and obviously legible to the majority of viewers.

Leave the equivalent to 2 font heights of space above and below the logo.

Always justified left, vertically centered, and in line with Headers and copy text justified left.

Use Primary Logo "The Donnelly Agency" in Black on a white background whenever possible only using the Small Form Logo & Glyphs when absolutely necessary to distribute the brand identity.

For collaborative marketing and partnerships where backgrounds have a 50% - 100% darker tint  we ask you use our Full White Logo Variation.

The Donnelley Agency offers a diverse range of financial products, services, educational content, and team members. Because of this it is necessary to be able to directly connect and align the brand name with everything the agency embodies and produces.


Line 1 is always "The Donnelly Agency" Primary Logo
Line 2 is the subject line and is used to correlate key concepts with the agency including: services, products, events, partnerships, and more.

The first line is always The Donnelley Agency Full Logo in black. The second line is the subject line and is used to present specific topics as well as brand partnerships on names of important personnel and can be any color

Leave the equivalent to 2 font heights of space above and below the logo + subject.

Always justified left, vertically centered, and in line with Headers and copy text on the left side. 15% of logos width is allocated to white space on the right side.

The brand glyphs are the visual representation of The Donnelly Agency's mission & vision. Similar to the decision to use Helvetica due to it's nature, usage, and recognition the illustrated glyphs are direct representations of Emojis used every day by hundreds of millions of people and incite immediate conscious value and subconscious ethos.

Education = Brain Emoji and is the first pillar of the Donnelly Agency's mission to spread financial literacy as a way to ensure clients are informed and involved in the decisions about the management of their wealth.

Trust = Peace Sign Emoji and is the most recognizable symbol in human history for peace between humans. Any stranger no matter the language barrier can produce the peace symbol as a way to say "Hey, I come in peace I can be trusted as a friend!" This coincides with The Donnelly Agency's second key pillar, Building trust based relationships with clients, agents, and entrepreneurs.

Wealth = Money Bag Emoji which represents the third and final pillar of The Donnelly Agency, Wealth management. Through education we build trusted relationships where our agency can help clients make informed decision about managing and growing their wealth.

These glyphs can be used any time and any place to represent the visual pillars of The Donnelly Agency including marketing, social media, and distributed across the agency's media mix.

The glyphs can be no smaller than what is clearly and obviously legible to the majority of viewers.

Always justified center and vertically centered.
Leave at least the equivalent to 2 font heights of space on all sides.

Keeping consistency with the goal of brand first recognition and legibility, the small form logo was design in a circle and specifically chosen as a way to give visual representation to the circular system of growth The Donnelly Agency offers to it's clients and agents. Education + Trust + Wealth + Education + Trust + Wealth as it continues to be the key system for continued growth in financial literacy, trusted relationships, and increasing long term wealth.

The Small Form Logo should only be used when absolutely necessary to distribute the brand identity in places where the full logo would not be legible because of size constraints or placement issues.

The logo can be no smaller than what is clearly and obviously legible to the majority of viewers.

Always justified center and vertically centered.
Leave the equivalent to 2 font heights of space on all sides

Repeating is when 3 or more lines are used to represent the visual identity and communication.

Repeating Pattern is when 3 or more lines are used to represent the visual identity and communications of the Donnelly Agency in any visual marketing and advanced design features for social media, print, poster design, animations, etc.

Patterns Can fill full page height with runoff, always justified left, vertically centered, and in line with Headers and copy text on the left side.

15% of patterns width is allocated to white space on the right side, excluding Glyph patterns.

The corporate email signature mirrors that of the back side of the simple business card. Each line has the same font size and style matching the repeating theme of the identity system.

The e-mail signature must always include the following format elements:
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First + Last Name
Position
The Donnelly Agency
555 555 5555
TheDonnellyAgency.com
EmailHandel@TheDonnellyAgency.com

Education + Trust + Wealth

Visual Glyphs

There is a line break between the contact information of the corporate pillars and an additional line break between the pillars and the glyphs as a way to give distinction to the mission and vision of the agency.

All email communication should be adopted to a single unified template that matches the overall brand identity system and should never deviate from this outline.

Note: Sections outlined below can be included or not included depending on the content of the email.

Example: A happy birthday email may not need a "3. Body Copy Section" or "4. Call to action" sections.

1.The Donnelly Agency Logo + Subject line.

Subject line should be the title of the email:
Newsletter, Team Update, Happy Birthday, Agent Drips, Prospective Agents, Client Drips, Prospective Clients.

2. Image or Video

Relevant images or videos pertaining to the subject of the email should be placed here.

3. Body Copy

All text is placed here.

4. Call to Action

This space if for the emails call to action and can be in the form of image, link, text, video, signup form, etc.

5. Signature