1. art and entertainment
2. visual art and design
3. design
4. graphic design

Identity Style Guide
This HollisWealth Identity Style Guide introduces you to the elements that make up our brand.
These elements, which range from the words we use to express ourselves, to our photographic
style, typeface and colours, serve as building blocks that bring our brand character to life.
Each element has been carefully chosen to work alone, or together, to form a common look and feel
that says HollisWealth. On the following pages, we focus on each element individually, describing
its essence, purpose and criteria.
The HollisWealth brand
Our brand is who we are. It’s shaped by how we look, sound and behave in every interaction – it’s
the language we use, the gestures we extend, the designs we choose and the promises we make.
In our advertisements, press releases, marketing materials and communications, our brand is
always there to distinguish us from the competition. More specifically, it’s how our clients experience
HollisWealth in all the various ways we interact with them.
Our brand makes us human. It removes the formality of a corporate structure and allows people
to see us as a team of like-minded individuals working together to find relevant solutions to each
client’s unique needs.
We work with numbers but we do so in a personal world. A world in which relationships trump
partnerships. And this recognition, more than anything, is what the HollisWealth brand is all about.
3
Monogram
The HollisWealth logo
The HollisWealth logo is the most important expression
of our brand. It is our signature that represents the
inherent promise of our products and services, so it
must be used with care and consistency at each and
every touchpoint.
Wordmark
Trademark symbol
The HollisWealth logo consists of three basic elements
– the wordmark, the ‘HW’ monogram and the trademark
symbol. These elements and their relationship to each
other have been distinctly and intentionally designed
and must never be altered. All logo versions are available
both in English and French.
Monogram
The logos shown in this Guide should never be used
for final production. Only master artwork provided by
HollisWealth should be used.
Wordmark
Trademark symbol
4
Using the HollisWealth logo
The primary way to present the HollisWealth
logo is in full colour with the monogram in two
tone. For print, this is achieved using either
Pantone 647 blue, or a four-colour CMYK
process. For web or online, this is achieved
using RGB and HEX values (print and web colour
values are shown on page 10).
Primary colour logo
French primary colour logo
Secondary black logo
French secondary black logo
Secondary white logo
French secondary white logo
The secondary way to present the HollisWealth
logo is in black or white with the monogram in
two tone.
Using the HollisWealth name
When using the English ‘HollisWealth’ name in
body copy, it must always appear as one word with
a capital ‘H’ and ‘W’ and no space between ‘Hollis’
and ‘Wealth’.
When using the French ‘Patrimoine Hollis’ name
in body copy, it must always appear as two words
with a capital ‘P’ and ‘H’ and a single space between
‘Patrimoine’ and ‘Hollis’.
5
Clear space and minimum size
The HollisWealth logo has a specific dimension,
clear space and minimum size.
To ensure visual impact, the logo must always
be surrounded by a protected space, free of
graphics, text and other marks. The minimum
clear space is defined by the height of the logo’s
lowercase letters, or x-height as shown at right.
To ensure legibility, the primary logo should never
be reproduced smaller than the sizes indicated.
The minimum size is defined by the width of
the HollisWealth wordmark, not including the
trademark symbol.
These guidelines are in place to ensure
consistency. Using the logo inconsistently can
undermine the effectiveness of the brand. The
HollisWealth logo is a specifically drawn, original
piece of art and should never be modified or
altered in any way.
PRIMARY LOGO
MINIMUM SIZE
Print: 32 mm wide (1.25”)
5.5 mm height (.2165”)
Screen: 120 pixels wide
15.6 pixels height
PRIMARY LOGO
MINIMUM SIZE
Print: 43.7 mm wide (1.72”)
5.5 mm height (.2165”)
Screen: 127.78 pixels wide
15.6 pixels height
6
Acceptable backgrounds
with logo
The primary colour logo and secondary black logo
should be reproduced on a white background
whenever possible. Both of these logos can be
used on slightly textured backgrounds provided
the backgrounds do not interfere with the integrity
of the logos.
The primary logo may be reproduced on a white
background.
The primary logo may be reproduced on backgrounds
with light textures or patterns.
The primary logo may be reproduced on very light
backgrounds.
The primary logo may be reproduced on photos that
ensure the legibility of the logo.
The white logo may be reproduced on dark
backgrounds.
The white logo may be reproduced on photos that
ensure the legibility of the logo.
On dark backgrounds it is acceptable to use the
secondary white logo. This logo can be reproduced
on slightly textured backgrounds providing the
backgrounds do not interfere with the integrity
of the logo.
In all cases, avoid backgrounds with multiple
colours or busy imagery.
7
Unacceptable uses of logo
Electronic artwork provided by HollisWealth must
never be altered.
To the right are some examples that compromise
the integrity and impact of the logo.
Do not use the wordmark without the monogram.
Do not modify the colours of the logo.
Do not use a gradient fill or screen back the logo.
Do not distort or compress the logo in any way.
Do not apply a drop shadow or any other graphic
effect to the logo.
Do not use the logo on a busy photograph or
background.
8
The HollisWealth monogram
The HollisWealth monogram may be used as a graphic
element for presentation backgrounds, lapel pins,
office decor, etc. It must always appear as two tone.
On marketing collateral, the monogram should never
be used by itself without the primary logo alongside it.
For print and on-screen applications, only the specific
two-tone artwork provided by HollisWealth may be used.
The positive monogram may only be used on white
or very light backgrounds.
The reverse monogram may only be used on
HollisWealth blue backgrounds.
Other finishing effects such as embossing, debossing,
varnishes or polished metal may be used to create the
two tones. In these cases, artwork and proofs must
be approved by HollisWealth before final production.
The positive monogram may be used as a watermark
when the opacity does not exceed 15%.
9
HollisWealth colours
PRIMARY COLOURS
Used consistently, the selected colours for HollisWealth
play a significant role in establishing the brand look
and feel. The HollisWealth primary, secondary and
tertiary colours are shown on the right.
The primary blue and grey are the anchor colours
and are the principal colours that convey the brand’s
tone of being established, reliable and credible. For
print, there are two different types of Pantone colours
for blue: 647C (for coated paper) and 295 (for
offset paper).
The second level primary colour of sky blue captures
the brand’s tone of being both approachable
and positive. Sky blue should only be used if the
primary blue and grey colours are already present
in a document. The amount of sky blue that is used
depends on the tone needed for each application.
The secondary colours of orange and green should
only be used as accent colours. The tertiary colours of
purple, aqua and red should only be used for charts
and graphs when additional colours are required –
secondary colours should always be the first choice.
Altering any of the brand colour values is not
permitted. As this Guide may not accurately depict
the colours, please refer to a Pantone Matching
System (PMS) for precise colour matching.
Blue
PMS 647C / 295 offset only
C96 M54 Y5 K27
R35 G97 B146
Grey
PMS 425
C48 M29 Y26 K76
R84 G88 B90
Text
PMS 425
C48 M29 Y26 K76
R84 G88 B90
SECOND LEVEL
PRIMARY COLOUR
Sky Blue
PMS 2915C
C60 M9 Y0 K0
R98 G181 B229
SECONDARY COLOURS
Orange
PMS137C
C0 M41 Y100 K0
R255 G163 B0
Green
PMS 583C
C26 M1 Y100 K10
R183 G191 B16
Purple
PMS 2583C
C47 M72 Y0 K0
R160 G94 B181
Aqua
PMS 320C
C96 M0 Y31 K2
R0 G156 B166
TERTIARY COLOURS
Red
PMS Warm Red C
C0 M75 Y90 K0
R253 G66 B57
10
Application of colours
HollisWealth should always be represented in a friendly
and positive way. The application of the brand’s colours
are key to achieving the right tone and manner.
The primary blue and grey colours should always be
prominent to anchor the brand. These colours can be
used to express the brand’s voice in headlines, body
copy, call-outs, boxes, sidebars and solid fields of colour.
Primary sky blue and the secondary colours of orange
and green can be used in large colour blocks to
complement the imagery and use of the primary blue
and grey colours.
An investment policy
sets your course for the
long term.
Managers of billion-dollar pension and endowment
funds know it’s nearly impossible to beat the market
consistently. So, instead, they focus on developing and
following disciplined investment policies designed to
achieve their overall goals.
A goal is
a dream
with a
deadline.
An investment policy helps you stay on course when
short-term market action – up or down – tempts you
to change your long-term strategy.
The best
investment
is in
yourself.
Time your
investing,
not the
market.
Looking at things
from a different
perspective gives us
a better perspective.
What makes us different
Turn your
tax-free
savings
account
into an
investment.
At HollisWealth, we approach wealth management from a different
perspective. A perspective rooted in the thinking that we should have
deeper relationships with advisors and their clients. Helping them
grow, helping them succeed, helping them reach their full potential.
This is what makes us different from any other firm in the business.
This is what sets us apart. Our ability to forge emotional connections
and build lasting relationships that transcend commercial endeavours.
Everyone at HollisWealth recognizes that relationships dedicated to
making lives better, that go beyond business, invariably lead to success.
That’s how it was years ago when our predecessors helped local
merchants build their businesses. And that’s how it is today at
HollisWealth which has grown to become one of the country’s
largest independent financial advisory firms. But, being the biggest
has never been our goal. We would rather simply be the best.
4 •
• 5
Five strategic decisions for
a sound investment policy.
1
Assessing objectives
2
Asset allocation
3
Style diversification
4
Manager selection
5
Rebalancing and monitoring
&
Implementation
Four basic steps to
creating a personal
investment plan that’s
right for you.
1. Goals and guidelines
Our advisors will help you evaluate your current situation and
develop an approach that reflects your personal and financial
objectives, time horizon, risk tolerance and income needs.
2. Financial strategies
Working with the right advisor could mean the
difference between setting financial goals and
actually achieving them. Contact me for more
information.
Advisor Name
Approved Title
Dealer Name
123 Street Name Road
Town or City, PN A1B 2C3
Tel.: 123-456-7890
[email protected]
TRADE LOGO
holliswealth.com
™ Trademark of The Bank of Nova Scotia, used under license. HollisWealth is a division of Scotia Capital Inc. HollisWealth is a trade name of Scotia
Capital Inc. and HollisWealth Insurance Agency Ltd. Securities products and services provided by HollisWealth are provided through Scotia Capital Inc.
Insurance products provided by HollisWealth are provided through HollisWealth Insurance Agency Ltd. [*Independent Company Name] is an independent
company unrelated to HollisWealth, Scotia Capital Inc. and HollisWealth Insurance Agency Ltd. Scotiabank companies have no liability for [Independent
Company Name].
PHOTO
13DWD102_HW_Admat_V_ALL_EN_V1_7_PMS.indd
13DWD102_HW_Admat_V_ALL_EN_V1_7_PMS.indd
PHOTO
They consider and recommend suitable strategies to help you
achieve your financial objectives based on your individual needs
and goals.
Paying yourself first through a regular investment
plan is key to meeting your retirement goals. And it
can be done automatically through pre-authorized
contributions. Contact me to learn more.
3. Investment solutions
With a full suite of financial options at your disposal, our advisors
work with you to choose a customized and appropriate blend of
solutions to meet all of your financial needs.
Advisor Name
Approved Title
Dealer Name
123 Street Name Road
Town or City, PN A1B 2C3
Tel.: 123-456-7890
[email protected]
4. Ongoing monitoring
When there are changes in your circumstances, they can adjust
your mix of investments to ensure that your goals and objectives
continue to be met.
TRADE LOGO
holliswealth.com
™ Trademark of The Bank of Nova Scotia, used under license. HollisWealth is a division of Scotia Capital Inc. HollisWealth is a trade name of Scotia
Capital Inc. and HollisWealth Insurance Agency Ltd. Securities products and services provided by HollisWealth are provided through Scotia Capital Inc.
Insurance products provided by HollisWealth are provided through HollisWealth Insurance Agency Ltd. [*Independent Company Name] is an independent
company unrelated to HollisWealth, Scotia Capital Inc. and HollisWealth Insurance Agency Ltd. Scotiabank companies have no liability for [Independent
Company Name].
2 •
• 3
8 •
• 9
11
Charts, graphs and tables
Higher Potential Returns
15
10
All charts, graphs and tables can use the
primary, secondary and tertiary colours.
Primary and secondary colours should always
be selected first, with tertiary ones used only
when additional colours are required. Here are
some examples of how to apply these colours
to charts, graphs and tables.
5
0
-5
-10
-20
Dec 03
Dec 04
Dec 05
Dec 06
Dec 07
Dec 08
Dec 09
Dec 10
Buy low
Original
Asset
Allocation
Goal:
Buy long-term
earning power
Goal:
Buy under-valued
bargains
-term
Long
rns
et retu
mark
Profit &
stocks
decline
Returns in C$ (%)
ar
ke
t
gs growth accele
rnin
rate
Ea
s
m
the
d in
e
t
c
Value not yet refle
Dec 11
Original
Asset
Allocation
Higher Potential Volatility
Equities/Fixed Income
Dec 12
Sell high
The Manager
buys low,
returning to
original asset
allocation
Fixed income (Bonds)
Value investing
Growth
80%/20%
Balanced Growth
65%/35%
Balanced
50%/50%
-15
Growth investing
Equity
100%
Track
returns and
volatility relative
to Managers with
similar styles and
benchmarks.
The Manager
sells high,
returning
to original asset
allocation
Analyze
metrics and
peer groups for
oversight.
Monitor
to ensure
Managers
are meeting
expectations.
Equities
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
Growth stocks
2.8
-1.2
1.0
11.0
-7.5
-19.3
12.5
9.3
7.0
12.1
Broad market
5.3
3.3
1.6
15.7
-10.6
-21.9
8.1
9.4
4.4
13.5
Value stocks
7.8
7.8
2.3
20.7
-13.5
-24.7
3.6
9.4
1.8
15.1
12
Imagery and visuals
ADVISORS
Proper use:
The two most important elements in expressing the
HollisWealth brand are words and visuals. Alone or together,
they are integral in communicating who we are and the
relationships we have with our partners and clients.
Images should capture real people at work and at leisure and
convey a slice of everyday life that is emotive, evocative and easy
to relate to. Like the brand, images should be authentic and real
and represent our focus of building relationships with others.
Getting the image right goes a long way in expressing a
powerful visual identity that we can truly call our own. The
criteria set out below helps to convey the technical and
creative approach that has been developed to capture the
HollisWealth brand.
INVESTORS
Selecting the right images:
•they capture a slice of everyday life
•they feel spontaneous, personal and authentic
•they show real people who are friendly and approachable
•they are in full saturated colour
•they use dynamic angles and perspectives
•they reflect the ethnic diversity of the population
Note: When choosing an image, the visual selected should
align with the message.
13
Imagery and visuals
ADVISORS/INVESTORS
Improper use:
The mark of a successful HollisWealth image is that
it meets the criteria outlined below and is therefore
instantly recognizable as a HollisWealth visual.
Images that fail to meet this criteria generally don’t
have the HollisWealth ‘feel’ and could be the image
of any company in the marketplace.
In short, the images that accompany the words are
what ultimately say ‘HollisWealth’. Getting them
right goes a long way in establishing who we are.
Criteria for selecting the right images:
•avoid black and white images unless relevant
•avoid unauthentic images that appear to be
staged or strained
•avoid confrontational or negative poses
e.g., people in dark suits with arms crossed
•avoid images that are too contrived or conceptual
in nature
•avoid overused or trite images, especially those
associated with wealth management e.g., a
compass, people shaking hands, etc.
14
Typography
HollisWealth uses two corporate typefaces for communications –
Univers and Arial – as shown on the right.
In terms of print pieces, Univers should be used in all instances.
For headlines, Univers 65 Bold should be used. For body copy, the
Light or Roman typefaces should be used. See page 16 for details.
Italics should only be used to highlight text in a sentence or a paragraph.
They should never be used for long blocks of copy or headlines.
For web or online communications, Univers is not available in most
cases, so Arial should be used as shown at right.
Univers 45 Light
Univers 45 Light Oblique
Univers 55 Roman
Univers 55 Roman Oblique
Univers 65 Bold
Univers 65 Bold Oblique
Univers 75 Black
Univers 75 Black Oblique
Arial Regular
Arial Italic
Arial Bold
Arial Bold Italic
15
Headlines
Headlines should be set in Univers 65 Bold sentence
case, in blue, grey or a secondary colour. The size should
be a minimum of 1.5 times the size of the body copy.
There should be a minimum space of one line between
headlines and subheads.
Lorem ipsum dolor itas
experum suntotau que reicim
pedions lam vent
Subheads
Lorem ipsum
Subheads should be set in Univers 55 Roman or 65 Bold
sentence case, in blue or grey. Subheads should be at
least 10% larger than the body copy – 30% is preferred.
For example, with 10 point body copy, subheads should
be set at 13 point.
Itas enducil ipsam expereribus, sequiae secaborenis voluptat. Num
doluptatur as recatis de ea aut est veri in pero et et es il id qui que plant
mintesenis con et volor sit labore eum eum aborepe rnatia pedions
equatur aut quiae ipsus, sum, am, officab oremquia pa vent lam, comnis
experum, cumqui rest aut que magnat istiae liquid et qui doluptur eum
aborepe rnatia pedions?
Body copy
Body copy should be set in Univers 45 Light or 55 Roman
sentence case, in grey. The ideal size is 10 point with no
less than 13 point leading. Minimum point size for body
copy is 9 point with 12 point leading.
16
Writer’s guide
At HollisWealth, we talk to our partners and clients in a way that
is unlike any other wealth management firm. We use everyday
language and avoid industry jargon; our style is down-to-earth,
inclusive, approachable and warm. While we talk about products
and services, we do so by speaking in terms of what they mean
for others and how they can help them achieve their goals.
Guidelines for writing
All writing should strive to be smart, personal and, above all,
relevant to the reader. Here are a few tips on capturing the
HollisWealth tone.
Use the active voice: ‘We will try to help you in any way we can’
instead of ‘efforts will be undertaken to assist the recipient’.
Use simple everyday words: Choose words that are accessible
and easy to understand, for example, ‘try’ instead of ‘endeavour’,
‘end’ instead of ‘finalize’, ‘talk’ instead of ‘dialogue’, ‘start’ instead
of ‘commence’, and ‘meet’ instead of ‘convene’.
Use emotive language: Emotive language connects faster on
a more human level than abstract or non-emotive language. What
sets our language apart is that our tone is provocative but helpful
and engaging. Here are some examples of emotive headlines
that help us connect with people: ‘Looking at things from a
different perspective gives you a better perspective’; ‘We offer
more so you can do more’; ‘Make the most of what you have’.
Use Canadian spelling: Canadian spelling should be used in all
materials. In situations where correct Canadian spelling may be
in dispute, such as organize/organise, consistent usage should be
employed throughout the piece.
17
13DWD105_Hollis_IdentityStyleGuide_EN_V2_7 DOP0614
TM
Trademark of The Bank of Nova Scotia, used under license.