The official guide to Firstsource Brand

1 © FIRSTSOURCE 2020 | CONFIDENTIAL I 13 February 2021

The official guide to Firstsource Brand

© FIRSTSOURCE | CONFIDENTIAL I 13 February 20212

Our Values

RISK-TAKING

Dare to go beyond. Challenge status quo every day. Be strategic. Be ambitious. Be resilient.

EXECUTION EXCELLENCE

Strive to be the best. Collaborate, co-create and drive excellence.

AGILITYMove ahead of time quickly. Stay nimble, adapt fast and learn constantly with a ‘Digital First’ mindset.

Instill trust, confidence and accountability. Seek answers rooted in ‘what's right’ and not ‘who's right’.

CUSTOMER FIRST

Keep customer at the core of every action.

HUMANENESS

Be fair, respectful, transparent and sensitive. Care for your community; act responsibly towards environment.

CREDIBILITY


Our logo (interim)

The logo has two components

• Symbol: Ellipse

• Brand name: Firstsource

Logo Usage• The symbol and brand name must be used in all

communications together in the correct placement and proportions.


Let the logo breathe

The minimum clear space that must surround the logo is equivalent to the height of its ellipse. This space must surround the logo on all sides: top, bottom, left andright.

This clear space can be increased to suit thecreative.

Minimum sizeIn print, the logo should never appear smaller than 1" (25 mm). On-screen, it must appear at least 100 pixels wide.


Don’t rotate thebrand mark

Don’t recolour theword mark

Don’t typeset thewordmark in anyother font

Don’t change the gradient on the brand mark

Never distort the brand mark.Always scale in proportion.

Don’t distort the logo

The brand mark cannever be placed in apatch or box

Don’t apply any effects to the logo such as drop shadows or glows

Don’t use theword mark without the ellipse

What not to do

In order to keep our visual identity consistent, avoid usage of the Firstsource logo or any other Firstsource ‘family’ logos in ways depicted below. These rules play an indispensable part in the overall representation of the brand.

When in doubt, speak to the branding team.


Logo placement

The logo should ideally be placed in the top right corner.

The Group logoOn collaterals that require the usage of the Group and FSL logos, both logos should be displayed at the top of the page. The Group logo should be on the left and the Firstsource logo should be on the right.

Any online usage of the logos, or placement of any additional logos on a creative, should be done in consultation with the branding team.


Our colors

Our primary colors focus on black and orange as a base, with blue to add character,

Our secondary colors are a range of grey that provide more options for our collaterals.

Headlines:

• FS BLACK on light backgrounds

• FS White on dark backgrounds

Body text: FS White or FS Black

Emphasis/standout: Orange

Background colors:

• FS White or FS Black as background colors

• Orange and Blue should be avoided for backgrounds

Secondary colors can be used to compliment primary colors in collaterals but should never bethe dominant colour(s)

UsageFS WHITEPANTONE White

CMYK 0, 0, 0, 0

RGB 255, 255, 255

HEX #FFFFFF

FS BLACKPANTONE Black

CMYK 40, 30, 30, 100

RGB 0, 0, 0

HEX #000000

FS ORANGEPANTONE 714C

CMYK 0, 62, 88, 0

RGB 255, 127, 50

HEX #FF7F32

FS BLUEPANTONE 7686C

CMYK 97, 77, 13, 2

RGB 29, 79, 145

HEX #1D4F91

FS NAVYPANTONE 655C

CMYK 100, 88, 37, 34

RGB 0, 40, 85

HEX #002855

FS GREYCMYK 0, 0, 0, 75

RGB 92, 100, 102

HEX #636466

FS MIDDLE GREYCMYK 0, 0, 0, 25

RGB 199, 200, 202

HEX #C7C8CA

FS LIGHT GREYCMYK 0, 0, 0, 05

RGB 241, 242, 242

HEX #F1F2F2

Primary colors

Secondary colors


Typography

Raleway Medium

Used for: Headings, subheadings, callouts

Styles allowed: Avoid writing text in all caps and italics; Use only when necessary in a sentence and as a styling feature.

Backup font: When a default system font is required, replace all instances of Raleway with Calibri Headings

Raleway Regular

Used for: Body text

Styles allowed: Avoid writing text in all caps and italics. Use only when necessary in a sentence and as a styling feature.

Backup font: When a default system font is required, replace all instances of Raleway with Calibri Body

The quick brown fox jumps over the lazy dog

And it was a WRAP

The quick brown fox jumps over the lazy dog


The ellipse

The visual mnemonic is a dynamic ellipse, moving in an upward and outward trajectory

from a definite source.

The two distinct colors of orange and navy form the two separate elements in our

mnemonic. The orange color is a symbol of the brand’s hero archetype while the deep

blue embodies brand characteristics such as wisdom and thought leadership.

The ellipse can be used as a standlone element in regular, reverse or muted colour,

with the same spacing guidelines as the logo (height ofellipse.)

Don’t reproduce parts of the ellipse in isolation

Don’t use ellipse in colours unrelated to the brand

Don’t use a full-colour elipse on a photo background

What not to do:


Imagery

Checklist

Our photography allows us to tell stories and shows others how wesee the world around us. Our photography style is crisp, high incontrast and in focus, never washed out, blurry or out of focus. All ofFirstsource’s visual imagery must have one or more of the followingcharacteristics:

Authentic. Strong message. Distinctive. Consumer-centric. Natural. Diverse. Dynamic.

The questions below help identify relevant considerationsfor on-brand stock imagery:

1. Does this photograph represent people, their lives and the world around us in a way that is credible and not idealized?

2. Is this photograph candid and warm, demonstrating sensitivity to the subject?

3. Does this photograph feel as though you are observing a real-lifesituation?

4. Is this photograph captured in context of a real setting?


What not to use

Our photography is all about genuine moments that are natural andengaging. It should never feel artificial or unreal. This page shows afew simple things to avoid:

• Emotionless images

• Clichéd scenarios or contrived settings

• Staged interactions

• Obvious posing

• Insufficient contrast

• Obvious post-production or Photoshop effects (other thanblack and white conversions)

Use discretion and choose images that are in line with our organisation culture and values of inclusivity, thoughtfulness and respect for all


Alternative colors

The logo can be used in reverse options on differentcolor backgrounds


Sourcepoint

The logo can be used in reverse options on different colorbackgrounds


Firstsource Advantage

This logo is used to represent the Firstsource Collectionsbusiness.



OneAdvantage

This logo is used to represent the Firstsource HealthcareCollections business.



Logo colours

FS Orange

Pantone 1575C CMYK 0, 62, 88, 0

RGB 255, 127, 50 Hex ff7f32

FS Navy

Pantone 655C CMYK 100, 88, 37, 34

RGB 0, 40, 85 Hex 002855

FS NavyFS Orange

FS NavyFS Orange

FS Orange

FS Navy

FS NavyFS Orange

FS Navy


Logo usage in the US

Usage Healthcare HC Collections FSA/Collections Mortgage

Internal + external :

Business cards,

Infra Posters,

ID cards,

Lanyards

Certificates

Badges

Merchandise

Internal:

Mailer Campaigns, Email templates

Corporate overview/factsheet

18

MS Office templates


Word template

Raleway Calibri Policy word template


PPT template

Calibri

Raleway


MS Teams background


MS Teams background


MS Teams background


Email signature

Your Name HereJob - Title

26

Collateral templates


Posters in portrait orientation

Design style 1

Design style 2


Mailers in landscape orientation

Design style 1 Design style 2


Infra Posters


Certificates – Digital options


Certificates – Print options


Service Awards Certificates

Milestone years – 5, 10, 15, 20, 25, 30, 35, 40, 45 and 50 years


Merchandise


User interfaces

35

Emailer templates


Leadership


Org wide


Functional


Employee Experience


Initiatives


Write to us [email protected]

Any questions?

Documents

The official guide to Firstsource Brand