Brand Guidelines
This is a guide to the language and design elements that make up Lawyers Mutual of Kentucky’s identity. It includes advice, templates, and sample executions that demonstrate how to bring our brand to life.
Logos
Primary Logo
Our logo is the guiding post for Lawyers Mutual of Kentucky’s brand. It is our primary logo for all communications. Do not stretch or skew the logo.
Symbol
Our symbol speaks to justice and our service to Kentucky lawyers. It can be used alone in instances in which size is limited and/or the name is already present, such as in social media profile images, lapel pins, and favicons.
Logotype
The logotype rendered here can be applied on its own or paired with the symbol.
Clear Space
Always keep a standard amount of clear space around the logo, measured by the Lawyers Mutual symbol.
Minimum Size
Recommended minimum sizes are provided here.
Improper Uses
1. Do not stretch or skew the logo.
2. Do not pull apart the logo.
3. Do not color the logo.
4. Do not rotate the logo.
5. Do not add elements to the logo.
6. Do not adjust letter spacing in the logo.
7. Do not outline the logo.
8. Do not add drop shadows to the logo.
Colors
Our Colors
Consistency in color strengthens brand recognition. Only use colors from our designated palette to help reinforce our values in all of our internal and external communications.
Charcoal
PANTONE 432
CMYK 65 / 43 / 26 / 78
RGB 51 / 63 / 72
HEX #333F48
Green
PANTONE 339
CMYK 84 / 0 / 59 / 0
RGB 0 / 179 / 136
HEX #00B388
Charcoal Tints and Shades
Use the charcoal tints and shades in presentation graphs.
#E7EAEA
#BFC4C6
#979EA2
#6F787E
#47525A
#333F48
#29333A
#1F272C
#151B1E
#000000
Green Tints and Shades
Use the green tints and shades in presentation graphs.
#EAFBF4
#B6EBDC
#68D3B8
#34C3A0
#00B388
#008F6C
#006B50
#004734
#002318
#000000
Color Definitions
Color works differently in print than on screen, so you’ll need different color codes for each.
Pantone (PMS)
The Pantone system is used for precise color matching – you can give a Pantone reference to any printer, anywhere, and they’ll print the exact same color.
CMYK (Cyan/Magenta/Yellow/Black)
The print files will be delivered in CMYK color mode, which is suitable for commercial full color and everyday printing.
Note: If you try placing a CMYK file into a Microsoft Office program and the image doesn’t display correctly, try the RGB version.
RGB (Red/Green/Blue)
These colors are used in monitors, television screens, digital cameras and scanners. Digital logo files are in RGB color mode.
HEX (Hexadecimal)
This six digit code is associated with websites, viewed on a screen, and refers back to the RGB color.
Typography
Examples
Our brand typefaces balance a knowledgeable tradition with the contemporary vision of an evolving company.
Headlines
Poynter Display Semibold
Subheadings
Objektiv Light Italic
Body Copy
Objektiv Light
Microsoft Office Headlines
Georgia Regular
Microsoft Office Subheadings
Helvetica Light Oblique
Microsoft Office Body Copy
Helvetica Light
Photography
Portrait Photography
Intentional photography in a consistent style enhances the Lawyers Mutual brand. Our photos showcase our people with empathy and understanding, confident in the advice and protection they provide Kentucky lawyers.
Office Photography
Secondary photography includes textural elements of the office and our people at work.
Patterns
Pattern 1
The Lawyers Mutual patterns add versatility to the brand. The patterns may be used as background elements or as full graphic treatments on materials such as notecards or the inside of folders.
Pattern 2
Language
Tagline
Serving your practice as our own.
Core Values
Compassionate and Direct
Trust is created when care meets candor. We listen and respond with honesty to be your best advocate.
Knowledgeable and Nimble
As lawyers, we know the law and the business of law. We put that to work, approaching every challenge from a creative angle.
Zealous and Steadfast
We believe Kentucky lawyers deserve unwavering protection and support. We work tirelessly to provide both so they can do what they do best.
Headlines
Kentucky lawyers deserve stalwart support.
We fight for the fighters.
We are your ally.
You’ve got their back, we’ve got yours.
Headline use cases
+ Bold ad statements
+ Web pages
+ Social header images
+ Printed collateral
Collateral
Business Card Template
Use this template when making standard business cards.
+ Stock: Sundance Felt Brilliant White 110# cover and Smooth 110# cover matte.
+ 3.5” x 2”
+ 2 PMS/1 PMS; Solid coverage with bleeds on one side
Letterhead Template
Use this letterhead template when making documents.
+ Stock: Sundance Smooth, brilliant white, 24lb letterhead (or 60lb text?)
+ 8.5” x 11”
+ 1 PMS/0 No bleeds
+ Issue here is large quantity; previously letterheads were printed on Husky 5462 Digital — grain long smother 60# white. If there is a comparable alternative to Sundance Smooth but in the neenah line where the white matches the other stationery components, please quote that alternative or if you think the Husky is fine.
No. 10 Envelope Template
Use this template when making #10 envelopes.
+ Same stock as letterhead
+ 1 PMS/0
No. 9 Return Envelope Template
Use this template when making #9 envelopes.
+ 3.875” x 8.875”
+ 1 PMS/0
+ Quantity 2500
Large Envelope Template
Use this template when making larger envelopes.
Welcome Folder Template
Use this template when making welcome folders.
+ Stock: Sundance Felt 110# Brilliant White cover
+ Standard pocket folder – folds to 9”x12” with 4” glued pockets
+ 2PMS / 1PMS solid coverage on both sides
+ No business card slits
General Folder Template
Use this template when making folders.
+ Stock: Sundance Felt 110# Brilliant White cover
+ Standard pocket folder: folds to 9”x12” with 4” glued pockets
+ 2PMS / 1PMS solid coverage on outside
+ No business card slits
Notecard Template
Use this template when making notecards.
+ Stock: Sundance Smooth Brilliant White #110 cover
+ 7”x5”
+ 2 PMS / 0 with bleeds
Social Media Assets
Use these files on all of Lawyers Mutual social media platforms.
Thank you.
Any questions or suggestions, please contact:
Nancy L. Meyers
Marketing Director
meyers@lmick.com
502-568-6100