Capital Aid Brand Book

Version 1.0 | 2021 Brand Guidelines

2. 4. 9. 12. 16. 20. 23. 26. Contents Logo Brand Colors Key Visual Typography Photography Application Social Media Page 2 CONTENTS

Page 3 INTRODUCTION Capital Aid is an alternative funding provider for small businesses and startups based in Lakewood, New Jersey. We aim to make the complex process of money lending simple by reducing the amount of paperwork required.

Page 4 SECTION ONE Logo Usage

Page 5 LOGO USAGE The logo is a wordmark designed with custom geometric type. Each character is custom built, carefully spaced for legibility and optical balance. The logo is a duchorome logo created to be dynamic, it should work on either light or dark backsground and can be flipped depending on which variation provides the most contrast. Design

LOGO ON IMAGE LOGO ON DARK BG LOGO ON BRIGHT BG

100PX OR 27MM Page 7 LOGO USAGE A minimum area of surrounding space is required across all visual communication. The lowest exclusion zone must be relative to the size of the character ‘a’ of the wordmark. Avoid using the wordmark at a size smaller than 27mm/100px. Clear Space/ Minimum Size

LOGO USAGE • Do not change the logo in an unspecified color or combination of colors. • Do not scale, scretch or disproportionately resize the logo. • Do not use the logo other than Horizontally. • Do not attempt to recreate the logo. • Do not use the logo as a repeated pattern. • Do not apply graphical elements such as drop shadow or glow. • Do not change the composition of the logo. • Do use the wrong logo color on a background without proper contrast. Incorrect usage CapitalAid

Page 9 SECTION TWO Brand Colors

BRAND COLORS Color is highly communicative and plays an important role within our identity. A range of curated colours are available which can be used to communicate in a wide range of tones. A consistency in approach to colour is integral. Our Primary color should be used mainly for backgrounds, color fields and other graphic devices including brochure covers, page dividers, promotional folders and so on. Primary Primary EERIE BLACK #1B1B1B WHITE PURPLE #5920B1

BRAND COLORS The secondary colors should always be paried with the primary palette and should only be used in scenerios where the primary palette cannot be used. A link to the full palette can be found below: https://cool- ors.co/1b1b1b-ffffff-5920b1- 8c58ff-2162f7-08e3fd Secondary Palette MEDIUMM SLATE BLUE ULTRAMARINE BLUE SKY BLUE CRAYOLA #8C58FF #2162F7 #08E3FD

Page 12 SECTION THREE Key Visual Element

Page 11 KEY VISUAL ELEMENT The gradient where created specifically for the key visual element. They should NOT be used for backgrounds or on text. However, they can used on the webiste button & icons or on email campaigns for CTAs. The Gradient #8C58FF #6623AC #08E3FD #6A2EFD #2162F7 #3C66CC #382275 #382275 #382275

Page 14 KEY VISUAL ELEMENT The design of the key visual was inspired by the second word of the brand name- to aid is to support, back, help, stand by or assist. The mark is an abstract representation of two entities shaking hands combined with the ‘C’, It represents what Captial Aid wants to be and hopes to achieve. KV1. uses Gradient 1 (Upper) & Gradient 2 (lower). KV2. uses Gradient 1 without the #382272 shade (Upper) & Gradient 2 (lower). KV3. uses same upper palette as KV2 . & Gradient 3 (lower) The design KV1. KV2. KV3.

KEY VISUAL ELEMENT Usage A. B. C. D. E. F. KV1 , KV2 & KV3 can be paired with Black ( A , B & C ). KV1 can also be paired with White ( D ). KV2 should be paired with the darker shade of purple ( E ) and KV3 should be paired with lighter shade.

Page 16 SECTION FOUR Typography

Page 17 TYPOGRAPHY Typography plays a critical role in establishing a unified personality and plays a large role in our visual identity. For this reason, we have chosen Sharp Sans No.1 Sharp Sans Display No.1 is geometric display sans-serif inspired by Herb Lubalin’s original photo-lettering for Avant Garde magazine. Typeface 1 Aa Sharp Sans No1 Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*()_-+= Light Book Medium Semi-Bold Bold

Page 18 TYPOGRAPHY Chivo is our secondary font. Chivo (Goat) is a new Omnibus-Type grotesque Sans Serif typeface family. The strength of Chivo Black makes it ideal for highlights and headlines. Chivo Regular's elegance makes it ideal for combining with the strength of Chivo Black for continuous reading. Its design details make it an indispensable ally for any designer. Typeface 2 Aa Chivo Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789!@#$%^&*()_-+= Light Regular Bold

TYPOGRAPHY Typesetting 1. Page 22 1. Heading: Sharp Sans- Bold Leading: Auto Tracking: 0 (Default) 2. Sub-Heading or emphasised text: Sharp Sans- Bold Leading: +1 the font size e.g 6pts font = 7pts Leading Tracking: 0 (Default) 3. Body Copy: Chivo- Light, Regular & Bold Leading: Auto Tracking: 0 (Default) Line spacing: the use of automatic line spacing is recommended in all cases. 1. 2. 3. Raise capital for your business in 6 hours. The process of funding can be complex, but we have made it simple for you. All you need is a simple application and review of your statements to get funded, in a matter of hours. Our Cash Advance options are limitless. Capital Aid provides a wide variety of hard money loans for real estate investors and property owners. Whether the real estate is residential or commercial, investment property or owner occupied, business purpose or consumer purpose, Capital Aid has hard money loan programs to help you accomplish your real estate goals. We can provide your business with a merchant cash advance against its merchant account of up to $250,000. Our merchant cash advance product works alongside the pace of your business. It’s simple; we purchase your business’s future credit card receipts, and your remittance is adjusted based on how your business’s revenue fluctuates. 2. 1. 3. Main Heading Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis Paragraph Heading Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Page 20 SECTION FIVE Photography

PHOTOGRAPHY Professionally taken and edited, making sure that the subject is in focus. Photogrphy style should be dynamic, capturing detail, depth, and dimension for a clean, modern professional look that engages the eye. Avoid execssive color Incedental photography that captures the natural interaction where the subject(s) occasionally lacks immediate interest should always also be considered. Images used should also portray diversity. Style 1. 2. 3.

Page 22 PHOTOGRAPHY • Steriotypical and staged photography. • Images without genuine warmth. • Overly complicated compositions • Obvious stock images • Low resolution images • Images where the subject is out of focus. What to aviod 1. 2. 3.

Page 23 SECTION SIX Application

APPLICATION The Capital Aid Letterhead, Envelope and Business card design. Stationery 1. 2. 3. Page 24

APPLICATION The Capial Aid Identity card design. ID Card 1. 2. 3. Page 25

Page 26 SECTION SEVEN Social Media

SOCIAL MEDIA Sample application for socail media communications, these layouts and designs can also be used for promotional, digital or print materials including newpaper and magazine advertisement or promotional materials like notepads and calenders. Posters

Page 28 LOGO USAGE The design adheres to the photography, typography, logo usage and key visual element guide. The layout should serve as a starting point for all digital and print communications. The composition should be 1500px by 1500px with a minimum resolution of 150. Design 1500PX LOGO PLACED AT THE TOP-LEFT OR BOTTOM-LEFT CTA OR FOOTER CHIVO (LIGHT OR BOLD) 18PTS MAIN CAPTION SHARP SANS NO.1 (BOLD) 6OPTS OR 36 PTS 1500PX

Page 29 SOCIAL MEDIA Mockups of the brand communications style in use. We have a simple and modern approach to design with an empasis on clean and simple layouts. In Use

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