Brand Guidelines

1. Introduction

About

Sherpa Brokerage is a leading insurance brokerage firm that provides innovative solutions to help their clients manage risk and protect their assets. With a team of experienced professionals and a deep understanding of the insurance industry, Sherpa Brokerage is committed to providing personalized and comprehensive insurance solutions that meet the unique needs of their clients.

At Sherpa Brokerage, they believe that insurance is not just a product, but a service that requires a human touch. They work closely with their clients to understand their needs and provide tailored insurance solutions that offer peace of mind and security. Whether it's for personal or business insurance, Sherpa Brokerage has the expertise and resources to help their clients navigate the complex world of insurance.

In this branding page, we will showcase the branding elements that represent Sherpa Brokerage's values, identity, and mission. From the logo suite and color palettes to typography and applications, we will demonstrate how the branding elements come together to create a cohesive and effective visual identity for Sherpa Brokerage.

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2. Products and Services

At Sherpa Brokerage, they understand that every client's needs are unique, and they work closely with their clients to provide personalized solutions that offer peace of mind and security.

Sherpa Brokerage offers a wide range of insurance products and services that are tailored to meet the unique needs of their clients. Here's a brief overview of the products and services offered by Sherpa Brokerage:

Personal Insurance.

Sherpa Brokerage offers a variety of personal insurance solutions that help protect individuals and families from unexpected events. These solutions include:

Auto Insurance
Homeowner's Insurance
Renter's Insurance
Health Insurance
Travel Insurance
Life Insurance

Commercial Insurance.

For businesses of all sizes, Sherpa Brokerage offers commercial insurance solutions that help protect against a range of risks. These solutions include:

General Liability Insurance
Business Owners Policy
Worker's Compensation
Disability Insurance
Bonds

Other Services.

In addition to insurance solutions, Sherpa Brokerage offers risk management services that help businesses identify and mitigate risks. These services include:

Special Events Insurance
Notary Public

Website Menu.

Sherpa Brokerage has main three primary service categories. The website menu will reflect this and what falls under each.

PRIMARY MENU AND CATEGORY

Insurance
Personal Insurance	Commercial Insurance	Other Services
Auto Insurance Homeowner's Insurance Renter's Insurance Health Insurance Travel Insurance Life Insurance	General Liability Insurance Business Owners Policy Worker's Compensation Disability Insurance Bonds	Special Events Insurance Notary Public

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3. Logo Suite

The logo for Sherpa Brokerage is a clean, modern, and minimalist design that effectively communicates the company's values and services. The logo features a unique icon that is inspired by a compass, symbolizing direction, and a mountain, symbolizing security and protection.

The typography for the logo uses a clean, sans-serif font called Proxima Nova, which gives the logo a sleek and modern look. The color palette is simple, using neutral colors such as black, white, and gray, which further enhances the minimalist and modern aesthetic.

The logo is designed with versatility in mind, with five different variations to choose from, including a primary wordmark, vertical primary logo, primary logo, 1-line wordmark, and 1-line logo. This ensures that the logo is versatile enough to work across different platforms and media, and can be used in various sizes and contexts.

The logo's design process involved extensive research and development to ensure that it effectively communicated Sherpa Brokerage's values and services, while also resonating with its target audience. By analyzing the company's mission statement, marketing materials, and customer feedback, a variety of ideas for the logo were sketched out.

After refining the best ideas and creating digital versions of the logo, the logos were tested in different contexts and sought feedback from the client and other stakeholders. This iterative process helped ensure that the final logo effectively represents Sherpa Brokerage and resonates with its target audience.

Overall, the Sherpa Brokerage logo is a powerful and effective design that communicates the company's values and services in a simple, modern, and memorable way.

Primary Logo

The Sherpa Brokerage logo is a simple and elegant representation of the company's values and services. The logo uses a clean, sans-serif font called Proxima Nova, which creates a sleek and modern look, while the color palette is simple and neutral, using black, white, and gray.

The primary Sherpa Brokerage logo should be used whenever possible and considered the default logo option. It is available in solid black for use on white or light backgrounds as well as reversed (white) for use on dark backgrounds. Logos involving the icons has two variations: one with a silhouette and the other with outline.

Consistent use of the logo is essential across all communications. Do not alter the logo in any way. Always use approved asset art; never reconstruct the logo using regular type, as the characters and spacing have been refined.

Clear Space

The primary logo clear space is based on the height of the letterform A in the SHERPA. This space should be kept clear of text or other graphic elements. For ease of use, the clear space is built into the logo files. In most cases, placing the art will include the clear space by default. The clear space between icon and wordmark is the width of the letterform I.

PRIMARY LOGO

REVERSED LOGO

CLEAR SPACE

PRIMARY LOGO OUTLINE

REVERSED LOGO OUTLINE

CLEAR SPACE OUTLINE

Special-Use Vertical Logo

The vertical logo may be used in scenarios where a visual emphasis on the icon is preferred. When using this lockup, ensure that the Sherpa Brokerage name is legible or appears elsewhere in the layout. It is available in solid black for use on white or light backgrounds as well as reversed (white) for use on dark backgrounds.

Consistent use of the logo is essential across all communications. Do not alter the logo in any way. Always use approved asset art; never reconstruct the logo using regular type, as the characters and spacing have been refined.

Clear Space

The primary logo clear space is based on the height of the letterform A in the SHERPA. This space should be kept clear of text or other graphic elements. For ease of use, the clear space is built into the logo files. In most cases, placing the art will include the clear space by default. The clear space between icon and wordmark is the width of the letterform I.

VERTICAL LOGO

REVERSED VERTICAL LOGO

CLEAR SPACE

VERTICAL LOGO OUTLINE

REVERSED VERTICAL LOGO OUTLINE

CLEAR SPACE OUTLINE

Special-Use One-Line Logo

The one-line logo should only be used when space and legibility are concerns. The content of these pieces should clearly communicate and reinforce the Sherpa Brokerage brand (such as the office document sheet). The one-line logo is available in solid black for use on white or light backgrounds as well as reversed (white) for use on dark backgrounds.

Consistent use of the logo is essential across all communications. Do not alter the logo in any way. Always use approved asset art; never reconstruct the logo using regular type, as the characters and spacing have been refined.

Clear Space

The one-line logo clear space is based on the height of the letterform A in the SHERPA. This space should be kept clear of text or other graphic elements. For ease of use, the clear space is built into the logo files. In most cases, placing the art will include the clear space by default. The clear space between icon and wordmark is the width of the letterform I.

ONE-LINE LOGO

REVERSED ONE-LINE LOGO

CLEAR SPACE

ONE-LINE LOGO OUTLINE

REVERSED ONE-LINE LOGO OUTLINE

CLEAR SPACE OUTLINE

Special-Use Wordmark

The wordmark should only be used when space and legibility are concerns. The content of these pieces should clearly communicate and reinforce the Sherpa Brokerage brand. The wordmark is available in solid black for use on white or light backgrounds as well as reversed (white) for use on dark backgrounds.

Consistent use of the logo is essential across all communications. Do not alter the logo in any way. Always use approved asset art; never reconstruct the logo using regular type, as the characters and spacing have been refined.

Clear Space

The wordmark clear space is based on the height of the letterform A in the SHERPA. This space should be kept clear of text or other graphic elements. For ease of use, the clear space is built into the logo files. In most cases, placing the art will include the clear space by default. The clear space between icon and wordmark is the width of the letterform I.

TWO LINE WORDMARK

REVERSED TWO-LINE WORDMARK

CLEAR SPACE

ONE LINE WORDMARK

REVERSED ONE-LINE WORDMARK

CLEAR SPACE

Minimum Logo Sizes

To maintain legibility, a minimum (print) size has been established (assuming a resolution of 300 dpi or higher). Note that the clear space is not included in the minimum sizes listed.

MINIMUM LOGO SIZE

MINIMUM WORDMARK SIZE

How to Select a Logo Asset

The suite of Sherpa Brokerage signatures has been created in three formats: EPS, SVG, JPG, and PNG.

EPS (Encapsulated Postscript), vector files should be used for any printed applications as they can be scaled infinitely without losing image quality. EPS logo assets are available in both Pantone PMS colors, to be used when spot color printing is available, and four-color CMYK process, to be used for offset or digital printing.

SVG (Scalable Vector Graphics) files can be used for displaying two-dimensional graphics, charts, and illustrations on websites. SVG is a web-friendly vector file format, it can be scaled up or down without losing any of its resolution.

JPG and PNG file formats should be used for screen based applications.

JPG files are compressed and are therefore more economical to use when file size is a concern, such as on a website. However, JPG files do not support transparency; all JPG logo files will contain a white background.

PNGs may be slightly larger files but use a transparent background.

JPG files have been created in full color RGB (for use on screen) and solid black (also formatted in RGB color) at 300 dpi. Please note that a solid white or reversed signature is not available in JPG format.

PNG signatures are also available in full color RGB (for use on screen), as well as solid black and solid white; both of these are formatted in RGB colors at 300 dpi.

Please consult Sherpa Brokerage team with any questions on selecting the appropriate assets.

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4. Color Palettes

Consistent use of color can help to unify a brand across a wide variety of communications. Sherpa Brokerage’s palette consists primarily of elegant, neutral grays that are supported by bright pops of color, inspired by the color of rainbow.

BLACK
CMYK 0/0/0/100
RGB 0/0/0
HEX #000000

NEUTRAL GRAY N10
CMYK 0/0/0/80
RGB 51/51/51
HEX #333333

NEUTRAL GRAY N8
CMYK 0/0/0/60
RGB 102/102/102
HEX #666666

NEUTRAL GRAY N6
CMYK 0/0/0/40
RGB 153/153/153
HEX #999999

NEUTRAL GRAY N3
CMYK 0/0/0/20
RGB 204/204/204
HEX #CCCCCC

WHITE
CMYK 0/0/0/0
RGB 255/255/255
HEX #FFFFFF

CORNFLOWER BLUE
CMYK 50/42/0/0
RGB 128/148/255
HEX #8094FF

NEON BLUE
CMYK 69/61/0/1
RGB 77/97/252
HEX #4D61FC

EMERALD
CMYK 44/0/34/24
RGB 108/193/128
HEX #6CC180

AERO BLUE
CMYK 14/0/12/2
RGB 214/250/220
HEX #D6FADC

GOLD
CMYK 0/16/100/0
RGB 225/215/0
HEX #FFD700

RAZZMATAZZ
CMYK 0/100/68/0
RGB 255/0/81
HEX #FF0051

Primary Color Palette

Sherpa Brokerage primary color palette consists of neutral colors: black, white, and stepped shades of gray.

These hues may be used for text, holding shapes, or graphic accents, such as rule lines.

If using more than one gray within a single layout, be sure that the shades are differentiated enough; alternate shades are recommended (such as selecting N10 and N6, while omitting N8).

Always consider legibility when selecting colors, especially for text.

Secondary Color Palette

Sherpa Brokerage secondary color palette exists to support the primary palette. These colors should be used as accents only.

Do not use multiple secondary colors within a single layout; instead, select a single, secondary accent that best supports the primary color palette and photography used in the communication.

How to Select a Color Breakdown

The Sherpa Brokerage color palettes are specified in Pantone, CMYK, RGB, and HEX breakdowns. Please choose the appropriate format for the production method, outlined below.

PMS or Pantone Matching System is a solid color matching system. It is a purchased color or ink which is blended to provide a consistent match to the colors specified in the Pantone color guide. PMS inks are generally used in offset printing and as a standardized point of reference.

CMYK is a four-color print process consisting of cyan, magenta, yellow, and black. CMYK color should be used when designing for print and PMS colors are not available.

RGB is used for on-screen purposes. It consists of red, green, and blue, which is the basic color model on computer monitors. RGB colors should be used when designing screen based pieces, such as for the web or Microsoft PowerPoint. RGB is not used for print production.

Like RGB colors, HEX breakdowns are also used for screen based work. HEX naming is simply an alternate way of specifying colors for this use.

Please note that color will differ between screen and a printed piece.

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5. Typography

Sherpa Brokerage’s primary typeface is Proxima Nova, a versatile family font. Proxima Nova bridges the gap between typefaces like Futura and Akzidenz Grotesk that combines modern proportions with a geometric appearance. It has a modern, geometric base with open, friendly curves. The family includes up to 8 weights, from Thin, Light, Regular, Medium, Semibold, Bold, Extrabold, and Black 3 widths: Normal, Condensed, and Extra Condensed.

Proxima

Nova

"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

Primary Typeface

While the primary typeface offers a wide variety of weights, Sherpa Brokerage system uses primarily the Light, Regular, Medium weights, and Bold and Black.

Always consider legibility, hierarchy, and contrast when setting type. Please see the following page for recommended use.

Proxima Nova Bold