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design Guidelinesdesign GuidelinesVersionVersion 1.01.009.30.11RIA STANDSFOR YOUDESIGNguidelinesCOMPLIMENTS OF 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)
2design GuidelinesVersion 1.009.30.11contentsOverviewThe LogoFont ColorsLogo Usage Examples02 Contents05 Minimum Clear Space14 Primary Typeface: Myriad Pro18 Examples03 Introduction06 Sizing15 Color Palette: Print07 Logo: Color16 Color Palette: Online23 Co-Branding Treatments:Examples08 Logo: Black and White09 Logo in Color: Backgrounds10 Logo in Black: Backgrounds11 Logo in Grey: Backgrounds12 Dont’s 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)Legal Considerations25 Legal Guidelines
3design GuidelinesVersion 1.009.30.11introductionRIA Stands For You is an education campaign specifically developed for Registered Investment AdvisorsDiscover the difference with aRegistered Investment Advisor.to communicate their unique value proposition to the high net worth investors. The cornerstoneexpression of this campaign is the RIA Stands For You logo. This element has been designed to beused by RIAs in marketing materials and other communications. Please follow the guidelines and seethe usage examples contained here.Please be sure to read the Legal Guidelines on page 25 of this document before using any campaignelements. Additionally, remember that all materials should be reviewed by your own compliancedepartment prior to use. 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)
design GuidelinesVersion 1.009.30.11THE LOGO0506070809101112 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)Minimum Clear SpaceSizingLogo: ColorLogo: Black and WhiteLogo in Color: BackgroundsLogoin Black: BackgroundsLogo in Grey: BackgroundsLogo: Dont’s
5design GuidelinesVersion 1.009.30.11MINImum CLEAR SPACEIt enhances our logo’s readability toalways surround it with an area wedescribe as “minimum clear space.”This refers to the area indicatedby the dotted line in the exampleto the right. This clear space isdesigned to keep the logo free frominterfering text, images, and othergraphic elements.The minimum clear space iscalculated by taking a measurethat relates to the logo. In this case,the measure is specified as “B.”B equals the space between the topof the A in RIA to the edge of thelogo.3xB3xB3xBBDiscover the difference with aRegistered Investment Advisor.General-use clear spaceB the space between the top ofthe A in RIA to the edge of the logo.3 x B the measurement thatsurrounds the RIA logo in order toestablish a minimum clear space. 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)3xB
6design GuidelinesVersion 1.009.30.11SIZINGProper size and positioning arecritical when applying the logo.Please follow the guidelinesprovided below.Minimum print size0.75”Minimum size: Print The width of the logo should notbe less tha .75".Minimum size: ONLine Small: the width of the logo is75px.Discover the difference with aRegistered Investment Advisor. Large: the width of the logo is95px.Maximum sizeThere is no specific maximum logosize. However, the size of the logoshould always be proportional to thepiece being created.online size95pxDiscover the difference with aRegistered Investment Advisor. 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)
7design GuidelinesVersion 1.009.30.11Logo: colorThe logo is available in variousforms, depending on therequirements and usage.Spot ColorSolid greyPMS 3105 bluerecommended useWhen ONLY the logo is used by itself and twosolid colors are available. PMS 3105 is used asa solid color.Discover the difference with aRegistered Investment Advisor.recommended useSpot Color AlternateSolid greyPMS 3125 blue(the “i” is a tint)Discover the difference with aRegistered Investment Advisor.4-colorGrey and blue arebuilt from 4/colorsrecommended useWhen only 4-color is available.Discover the difference with aRegistered Investment Advisor. 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-06When the logo and other elements such as textand graphics are used. PMS 3125 gives you awider range of possibilities for elements otherthan the logo because of the value of the basecolor. PMS 3125 blue is screened to a specifictint in the logo which cannot be changed.0911-6103 (09/11)
8design GuidelinesVersion 1.009.30.11Logo: black and whiteThe logo is available in variousforms, depending on therequirements and usage.recommended useFor use against a white background.The tint percentages cannot bechanged.Discover the difference with aRegistered Investment Advisor.recommended useFor use against a black background.Discover the difference with aRegistered Investment Advisor. 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)
9design GuidelinesVersion 1.009.30.11Logo in color: backgroundsLOGO IN COLORThe colored logo is to be used onlyagainst a black background or whitebackground.Grey Over Greyrecommended useDiscover the difference with aRegistered Investment Advisor.For use against a white background.The tagline is grey.Grey Over Blackrecommended useDiscover the difference with aRegistered Investment Advisor. 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)For use against a black background.The tagline is to be white. You havepermission to change the type towhite (as in the example shown)when the need calls for this version.
10design GuidelinesVersion 1.009.30.11Logo in black: backgroundsLOgo in blackThe black logo may be used againsta light tinted background, providingthere is enough contrast forreadability.recommended useFor use against a white background.Discover the difference with aRegistered Investment Advisor.recommended useFor use against a light tintedbackground or a light grey background.Discover the difference with aRegistered Investment Advisor.recommended useDiscover the difference with aRegistered Investment Advisor. 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)For use against a darker backgroundwhere the white tagline has enoughcontrast to be readable. You havepermission to change the type towhite (as in the example shown)when the need calls for this version.
11design GuidelinesVersion 1.009.30.11Logo in grey: backgroundsLOGO IN greyThe grey logo is to be used againsta white or black background.recommended useFor use against a white background.Discover the difference with aRegistered Investment Advisor.recommended useDiscover the difference with aRegistered Investment Advisor. 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)For use against a black background.The tagline is to be white. You havepermission to change the type towhite (as in the example shown)when the need calls for this version.
12design GuidelinesVersion 1.009.30.11logo: Don’tsThe following examples illustratesome DON’TS when using the logo.DON’TDAA: DON’T reproduce innon-specified colors.B: DON’T alter the colorarrangement.Discover the difference with aRegistered Investment Advisor.Discover the difference with aRegistered Investment Advisor.C: DON’T alter the fonts.D: DON’T place on complex orbusy backgrounds.EBE: DON’T place the colored logoon backgrounds other than therecommended black or white.Discover the difference with aRegistered Investment Advisor.F: DON’T place the Black logoon backgrounds where thereis not enough contrast forreadability.Discover the difference with aRegistered Investment Advisor.Discover the difference with aRegistered Investment Advisor.FCDiscover the differenceDiscover the difference with awith aInvestmentRegisteredRegisteredAdvisor.Investment Advisor. 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)Discover the difference with aRegistered Investment Advisor.Discover the difference with aRegistered Investment Advisor.
design GuidelinesVersion 1.009.30.11font colors141516 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)Primary Typeface: Myriad ProColor Palette: PrintColor Palette: Online
14design GuidelinesVersion 1.009.30.11primary typeface: Myriad vwxyz1234567890Typography is an important elementin maintaining a clear, well-defined,and consistent brand. Primarily,typography enhances readability andsets the tone of a printed piece.Primary fontMyriad Pro—This distinctive, multiweight, sans serif type family iscontemporary, highly legible, andflexible. The typestyles within thisfamily offers a variety of options forheadlines, subheadlines, and bodytext, and offer the flexibility to createshades of expression across a rangeof communications.Myriad Pro RegularMyriad Pro SemiboldMyriad pro BoldMyriad Pro SemiCondensed 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)
15design GuidelinesVersion 1.009.30.11color palette: PrintThe core colorssecondarycolorCore colorsAccent colorThis color can be used to highlightinformation such as important words.examples of color in use.A good reference for usage is to lookat the pdf support collateral, whichuses this palette of colors.More detailed color informationPMS: CoatedPMS: UnCoatedCMYKCore GreyPMS 405CPMS 405UC 0 M 10 Y 33 K 72Clear BluePMS 3125CPMS 3125UC 83 M 0 Y 21 K 0SecondarycolorDeep BluePMS 3135CPMS 3135UC 0 M 11 Y 20 K 47AccentPear GreenPMS 618CPMS 618UC 0 M 3 87 K 30COREColors 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)AccentPear Green:PMS 618CThis color can be used incombination with our core blue.Deep Blue:PMS 3135Csecondary olorClear Blue:PMS 3125CTaupe:PMS 404CThese colors convey a sense ofwarmth and stability with a clean,contemporary look.
16design GuidelinesVersion 1.009.30.11color palette: onlineOnlineThe online colors have been adjustedfor readability and contrast in theonline environment.COREColorsAccents 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.RGBHEXCore GreyR 106 G 100 92HEX 6A645CHeadline typeClear BlueR 0 G 196 B 217HEX 00C4D9Headline emphasisDeep BlueR 0 G 117 B 155HEX 066895LinkPear GreenR 156 G 143 B 48HEX 9C8f30AccentNeutral GreyR 113 G 113 B 113HEX 717171GradientsCS14919-060911-6103 (09/11)
design GuidelinesVersion 1.009.30.11Logo usageexamples1823 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)Logo Usage: ExamplesCo-Branding Treatments: Examples
18design GuidelinesVersion 1.009.30.11Logo Usage: examplesFor illustrative purposes only.The advisor logo is dominant. TheRIA logo is placed as far as possibleaway so as not to compete with theprimary communication or implythat RIA is a credential. The 2 logosshould counterbalance each otherwith the RIA logo as subordinate.Welcome to:Managing YourMoney Duringa Volatile MarketExamples are included to show theflexibility and versatility in the use ofthe RIA logo.UD DOLORE VELISS QUATPER IPSUST RUD TE FESUGUE MAGN LOREM ISLUTPAT ADIG.September 17, 2011S M I T H A DV I S O RY G RO U PSmith Advisory GroupDiscover the difference with aRegistered Investment Advisor.SMITH ADVISORY GROUP5545 ANYWHERE STREET, SUITE 100, ANY CITY, CA ROUPLLC.COMBrochure 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)Signage
19design GuidelinesVersion 1.009.30.11Logo Usage: examplesFor illustrative purposes only.S m i t h A d v i S o ry G r o u pS m i t h A d v i S o ry G r o u pS m i t h A dv i S o ry G ro u pUptat nim dolore feui bla vaccumcore vullaor augue veraUptat nim dolore feui bla vaccumcore vullaor augue veraip et vullupatio dolobor eraesiPraesenis do etumsan ute digna ad modolob oreraesecteip et vullupatio dolobor eraesiPraesenis do etumsan ute digna ad modolob oreraesecteblandipis augit cvent iusidu lore.mincill aorperaessi. Sum quam, vulluptatum vendre doblandipis augit cvent iusidu lore.mincill aorperaessi. Sum quam, vulluptatum vendre doFeuguer il ex er sim incing es-et et lamcommy nim doleniam, qui tat ut adipit autat.Feuguer il ex er sim incing es-et et lamcommy nim doleniam, qui tat ut adipit autat.equam commolutem nos nitelaequam commolutem nos nitelaenisl elesto odio ex et lamcor at colore faccumsan velent here lorem ptat nim do sit amet ipsumlore feui bla faccum.enisl elesto odio ex et lamcor at colore faccumsan velin ut in vullutpat. rud tio odolorp erostrude eliscilla atin ut in vullutpat. rud tio odolorp erostrude eliscilla atluptatum quam velit iriliquis nis endid lum in ulputat adluptatum quam velit iriliquis nis endid lum in ulputat adtin velestrud tat.tin velestrud tat.DoleSeniS alit aD magnaDoleSeniS alit aD magnauptat nim dolore feui bla faccum ip et vullutpatio dolo-uptat nim dolore feui bla faccum ip et vullutpatio dolo-feugait at loreetu ercilla ad tatum quam vulla ccil dionse magnibh erat. Tet, conullutet, quisibor eraessi blandipis augait vent iuscidunt lore. Feuguerbor eraessi blandipis augait vent iuscidunt lore. Feuguerexeriurem et augiat, se dolorem. Lorem tcommodit iure velis am volor. Lorem sm accumil ex er sim incing esequam commolutem nos nit wissedil ex er sim incing esequam commolutem nos nit wissedvulla conullaore mincil dionse magnibh erat. Tet, conullutet, quisi exeriuretat ing el ut incin vero.tat ing el ut incin vero.Dolesenis alit ad magna core vullaor augue verat, con-Dolesenis alit ad magna core vullaor augue verat, con-sectem zzillut utat aut lutpatue tinci bla feugue vel ipissectem zzillut utat aut lutpatue tinci bla feugue vel ipisnullutet, veliquamet ilit adip alisc ipisi. enisl elesto odionullutet, veliquamet ilit adip alisc ipisi. enisl elesto odioex et lamcor.ex et lamcor.Uptat nim dolore feUi bla dolar sit.Losume oaldr aownda dfidkendkf del ead avreol dum. Dolar ullaor augue verat, consectemzzrillut utat aut lu tpatue tinci bla feugue vel ipis nullutet, veliquamet ilit adip er aliscipisi.amet o[ai,s dpUptat nim dolore feUi bla dolar sit.Lorem sm accum vulla conullaore minommodit iure velis am volor. Lorem sm accum vullaccil dionse magnibh erat. Tet, conullutet, quisi exeriurem et augiat, se dolorem. Lorem smaccum vulla conullaore minommodit iure lutet, quisi exeriurem et augiat, se dolorem.PrinciplesS m i t h A d v i S o ry G r o u pPrinciplesS m i t h A d v i S o ry G r o u padam Smithcio and President5545 anywhere Street, Suite 100any city, ca 94111415-555-9999 phadamsmith@smithadvisory.comadam Smithcio and President5545 anywhere Street, Suite 100any city, ca 94111415-555-9999 phadamsmith@smithadvisory.comname Herelorem ipsumname Herelorem ipsumS m i t h A dv i S o ry G ro u p5545 Anywhere Street, Suite 100, Any City, CA 94111AdAmSmith@SmithAdviSory.Comname Herename Herewww.SmithAdviSorygroupllC.ComPrinciPlesAd 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.AdCS14919-06Ad0911-6103 (09/11)Adam SmithciO and PresidentName Herelorem ipsumname Herelorem ipsum
20design GuidelinesVersion 1.009.30.11Logo Usage: examplesFor illustrative purposes only.S m i t h A d v i S o ry G r o u pSmith Advisory GroupAdam Smith CIO and President5545 Anywhere Street, Suite 100, Any City, CA 94111415-555-9999 ph 415-555-9999 cell 415-555-9999 upllc.comDiscover the difference with aRegistered Investment Advisor.Discover the difference with aRegistered Investment Advisor.Stay calm anddon’t do anythingyou’ll regret later.Smith Advisory GroupWe’re here for you.5545 Anywhere Street, Suite 100Any City, CA 94111415-555-9999 phwww.smithadvisorygroupllc.comLetterhead, business card 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.Tent cardCS14919-060911-6103 (09/11)
21design guidelinesVersion 1.009.30.11logo usAge: exAMPlesFor illustrative purposes only.Discover the difference with aRegistered Investment Advisor.Discover the difference with aRegistered Investment Advisor.sticker onnotebookMug 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)
22design guidelinesVersion 1.009.30.11logo usAge: exAMPlesFor illustrative purposes only.WeBThe advisor logo is dominant. TheRIA logo is placed as far as possibleaway so as not to compete with theprimary communication or implythat RIA is a credential. The 2 logosshould counterbalance and supporteach other.Loremsid Proemer Mamdrnaejte.Smith Advisory GroupLOREM DOLAR SIT AMETDMER IFE CORNE SUDolar sit ame ipsure.Lorem sipruemuga. Nequi te nonet ut ratemque platem re ni omnisraeperum exces il everferum denitatiae nam, archiciaspe nonsed excerrumquidenist. Soldar sit amet. Everferum denitatiae nam, archiciaspe nonsedexcerru mquidenist. Soldar sit amet.Sitemete ipsdurm it ame ipsure.Dolar site pldre ni moisdre. Lorem sipruemuga. Nequi te nonet ut ratemqueplatem re ni omnis raeperum exces il everferum denitatiae nam, archiciaspe nonsed excerru mquidenist. Soldar sit amet.Lorem ispud mdsSite amer metker loresemDoalrs tistme pdiresm enreiLdkrje aldorimerExemckrje ajekjre.Lorem sipruemuga. Nequi te nonet ut ratemque platem re ni omnisraeperum exces il everferum denitatiae nam, archiciaspe nonsed excerrumquidenist. Soldar sit am.Dolar site pldre ni moisdre. Lorem sipruemuga.Smith Advisory GroupLorem sipruemuga. Nequi te nonet ut.ratemque platem re ni omni. dolart sit emaetma ejrer. 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)
23design guidelinesVersion 1.009.30.11Co-BrAnding TreATMenTs: exAMPlesLoremsid Proemer Mamdrnaejte.Smith Advisory GroupLOREM DOLAR SIT AMETDMER IFE For illustrative purposes only.S m i t h A dv i S o ry G ro u pCORNE SUDolar sit ame ipsure.Lorem sipruemuga. Nequi te nonet ut ratemque platem re ni omnisraeperum exces il everferum denitatiae nam, archiciaspe nonsed excerrumquidenist. Soldar sit amet. Everferum denitatiae nam, archiciaspe nonsedexcerru mquidenist. Soldar sit amet.LOREM SIPDURMDolar site pldre ni moisdre. Lorem sipruemuga. Nequi te nonet ut ratemqueplatem re ni omnis raeperum exces il everferum denitatiae nam, archiciaspe nonsed excerru mquidenist. Soldar sit amet.Lorem ispud mdsSite amer metker loresemDoalrs tistme pdiresm enreiLdkrje aldorimerExemckrje ajekjre.Dolar site pldre ni moisdre. Lorem sipruemuga.CORNE SDORIEOSER DULorem ispud mdsSite amer metkerCS14919-060911-6103 (09/11)Dolare foeSote aete dkfoerk aodirer, re ni omnis raeperum excesil everferum denitatiae nam, archiciaspe nonsed excerrumquidenist.Tol platem re niPlatem re ni omnis raeperum exces il everferum denitatiae nam, archiciaspe nonsed excerru mquidenist.archiciaspe nonsedDolar site ametm snwei ni omnis raeperum exces ileverferum denitatiae nam, archiciaspe nonsed excerrumquidenist.Sit emte lofem dkfoerk aodirer, re ni omnis raeperumexces il everferum denitatiae nam, archiciaspe nonsedexcerru mquidenist.Smith Advisory GroupLorem sipruemuga. Nequi te nonet ut.ratemque platem re ni omni. dolart sit emaetma ejrer. 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.AMETDMER IFETol platem re ni omnis raeperum exces il everferumdenitatiae nam, archiciaspe nonsed excerru mquidenist.Soldar sit amet.Sitemete ipsdurm it ame ipsure.Lorem sipruemuga. Nequi te nonet ut ratemque platem re ni omnisraeperum exces il everferum denitatiae nam, archiciaspe nonsed excerrumquidenist. Soldar sit am.DOLAR SITLorem sipruemuga. Nequi te nonet ut ratemque.omnis raeperumexces il everferumdenitatiae nam,excerru mquidenist.Soldar sit amet.
design GuidelinesVersion 1.009.30.11LEGALconsiderations25 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)Legal Guidelines
25design GuidelinesVersion 1.009.30.11legal guidelinesWhen creating materials, pleasereference the following guidelines.1) A s with all advertising, advisors should consult with their compliance departments to ensure all use of the logois consistent with industry rules and guidance.2) I f using the campaign logo, advisors should not use the acronym RIA directly after their name, or in any othermanner that might make it appear the acronym is a designation.3) K eep in mind that Section 208(a) of the Investment Advisers Act cautions advisors not to use “RIA” in amanner that would mislead an investor to believe that registered status is an endorsement by the government.Various states may have similar provisions. Depending on the context of how and where you use the logo, werecommend that you consider using the following additional explanatory and educational message:“RIA” means we are registered with [the U.S. Securities and Exchange Commission] or [the state of.] The government does not approve advisors or their qualifications.Alternative:“RIA” means we are registered with [the U.S. Securities and Exchange Commission] or [the state of.] Registration does not mean a government agency approves an advisor or reviews theirqualifications. 2011 Charles Schwab & Co., Inc. All rights reserved. Member SIPC.CS14919-060911-6103 (09/11)
RIA Stands For You is an education campaign specifically developed for Registered Investment Advisors to communicate their unique value proposition to the high net worth investors. The cornerstone expression of this campaign is the RIA Stands For You logo. This element has been designed to be
