Welcome to the branding portal for the Law Office of Sam J. Saad III. Please use this portal to ensure brand consistency. You may use the menu items to find the assets and guides you are looking for and to locate downloads specific to your needs. If you have questions about the material in this guide, please do not hesitate to reach out to your firm representative. Thank you for helping keep our brand standards consistent!
Fonts
All fonts used for The Law Office of Sam J. Saad can be found on Google Fonts.
Heading’s Should Use STIX Two Text in Bold
Sub-Headings Should Use Lato Light
Paragraphs should use Lato Regular
When using fonts in most communications, the Lato font family should be used. The main heading should be sized at least 1 or 2 standard print sizes larger than the subheading. Paragraphs should be typed with a line spacing that is at least 1 print size larger than the standard line spacing. In special circumstances, most notably in print advertisements, headings may be in Times New Roman Bold. No subheading should be present if Times New Roman is being used.
All fonts should be black or dark gray.
Logos
The most recent revision of the logo includes the subheading “Real Estate | Business | Litigation.” Any previous logo should not be used.
Full Color Logo
This version of the logo should always appear over a white background. The logo should never be placed over images or colors. Take care to ensure that the logo has ample space on all sides of the logo.
Knockout Logo
The knockout logo should always appear over a red (#ee292d) background. The red may be blended into a background image using the Soft Light method only. This logo should never appear over another color or an image that is being presented in full color. Only the official brand red may be used with the knockout logo. Do not use variations of the red. Take care to ensure that the logo has ample space on all sides of the logo.
Color
The primary color for the brand is Saad Red. However, this logo should be reserved for use in the logo unless absolutely necessary to include elsewhere. Pure white should be used for most background elements while pure black should be used in most foreground applications. Text Gray should be used for all text.
#ee292d
#FFFFFF
#000000
#231F20
Photography
Photography is a key identifier of the Law Office of Sam J. Saad III brand. Our photographic style helps us communicate our value, knowledge, and experience.
Lifestyle
Our lifestyle photography captures the luxurious oasis that is Southwest Florida. Photos should be warm in tone and display the carefree lifestyle that our clients curate for themselves. Photography should include background elements including Florida’s signature sunrises and sunsets, palm trees, luxury vehicles, and modern beach interior and exterior structures. Furniture should remain minimal. Activities should be mature in nature. Mid-day photography should keep to a minimum as should the overuse of pure blue tones.
People
Our customers are older, mature, and enjoy well-established lifestyles. Many are retired, some maintain active businesses, and all value the laidback luxury lifestyle that they have to come to Naples, Florida for. People in our photography should be displayed with confidence, mature esteem, and be portrayed maturely. Older couples, businesspeople in professional attire, and country club attire are preferred when showing people.
IMPORTANT: Photography of attorneys should exclusively display our own attorneys. Under no circumstances should attorneys be displayed in any brand presentation that are not our own attorneys. Photography should try to focus on the lifestyles and benefits our services provide to our clients.
Our Design Language
Our signature design language combines all of the elements of our brand into one cohesive experience for our customers. This is the foundation by which all of our assets are built.
Guidelines
A white border of equal size should be the basis of designs. In this leter size advertisement, the border is .5″ while on social media posts the border is 25px of a 1080px by 1080px square. The logos should be visible over a fade to white at the bottom, centered, placed at a height equal to the size of the logo above the bottom margin. This blank space may be used for calls to action. Headers should be included in a large font in either Text Gray or Pure White depending on the background image. All text should include negative tracking of -30% with a line height equal to the font size multiplied by 1.2 (or 20%).
Layouts are created on grids. Grids should either be 3×3 or 6×6 (or a variation as seen here where the grid of 3×6) with a gutter of 0.2″. Designs of all types should not deviate from this grid.
More information dense designs such as books or whitepapers should use the same basic structure but may alter the design to compliment an information dense layout such as using a light gray background faded into white with text and images layed out in the grid.
Social Media
Help us keep the voice and firm experience consistent across all of our social media channels.
Profile Assets
Finding our social media is as much knowing what account to look for as it is that account feeling like a part of our brand. Please use consistent assets across our social media. Below you will find cover graphics and profile photos for your use.
Social Media Posts
The following are situational posts for new articles, holidays, and webinar announcements. Please download and use the appropriate graphic for your desired post type. When posting graphics to social media, always use direct and to-the-point captions that are minimal and professional.
When sending email communications, please be mindful to maintain a professional to-the-point tone and refrain from excessive sending.
Email Header Graphics
Email headers should include our law firm logo over white. Above the fold of the email should be the headline and main hook of the copy for the email. Calls to action should be in a rounded button using our company red as styled in the HTML email template. The email body should fade from white into a complimentary color graphic and then into the footer content of the email in white text over our company red. The email should also include a white border between the body of the email and the whitespace of the browsers, email client, or viewer.
Print Assets
Print assets are important to elevate the experience of working with our law firm from initial consultations to final document delivery.
Business Cards
Our business cards feature a vertical design that is meant to communicate bold action and innovation. The front of the card is white with the logo spread across the upper third of the design. A QR code measuring .6″ links users to a virtual card that can be downloaded directly to a phone. The contact information features the name of the individual in Times New Roman font featuring Saad Red while the remainder of the information is in Lato Regular. On the back of the card, a full red background is used with a centered logo and the website featured prominently at the base of the card. Please download and use only the approved business card design without modification.
