Our mission is to be a nationally respected, locally known home loan company that finances homeownership goals through positive and personal experiences.
This guide is here to provide a framework for our brand that aligns with this mission and helps you develop marketing materials for your business. Adherence to these guidelines is critical to projecting a clear and consistent look, tone and voice to the world. The public’s awareness and perceptions of PRMI rest upon three pillars: our logo, our identity, and our brand. This introduction will define each pillar and explain why they matter.
Symbols, words, color, and form that promote instant public recognition.
Logos create a container in which customers can place experiences they have with an organization. Without a logo, an organization has no “face".
Our identity defines how we position ourselves to the world through visual and written communications, such as flyers, postcards, stationary, signage, colors, and fonts.
This is where we can influence and attach meaning to the logo to guide the perception of our brand.
It’s the sum total of what our customers say we are; their gut feelings, relationships, expectations, emotions, stories, memories, and behavior.
“A brand is a person’s gut feeling about a product, service, or company. It’s not what YOU say it is. It’s what THEY say it is.”
We all have the responsibility to aim our brand ideal through consistent application of our logo and identity.
A brand is built by the daily decisions and interactions of the employees and leaders.