Brand

Guidelines
Specifications for CPA.com, RIVIO and OnPoint PCR
July 10, 2019
CPA.com brand system

Guidelines directory

Brand System Introduction

3 Welcome
4 Brand Attributes
5 Empowering CPAs
6 The CPA.com Logo
9 Iconography
10 Typography
11 Imagery
13 Copy Direction

14 Products and Services Branding

15 OnPoint PCR Brand Elements
19 RIVIO Brand Elements

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CPA.com brand system introduction

Welcome to the creative team

Your work will contribute to our effort to build the CPA.com

brand. We’re glad you’re on board and look forward to see-
ing how your talent will expand our brand awareness in a
multitude of channels.

The purpose of this document is to provide overall creative

direction and strategic positioning for the CPA.com creative
assignments that you’re about to participate in.

It’s designed to help you maintain continuity as you contrib-

ute to our series of external and internal communications.
You’ll be applying this thinking to every communication
touch point from web to print , video to 3-D displays.

Our goal is to provide you with the tools you’ll need to

design and message a seamless and consistent brand
experience anywhere – on any platform. This guide will help
get you there. Have fun, explore these pages and put your
energy into smart ideas.

The CPA.com Brand Guidelines has the basics covered.

3
CPA.com brand system introduction

Brand attributes

It’s worth repeating that CPA.com’ s mission of In addition, CPA.com brings a high level of Although there are many competitors in the
empowering CPAs and businesses in the digital added value to the accounting community with marketplace, it’s CPA.com’s clear understanding
age is at the core of the CPA.com brand. practice development resources such as: of both technology and accounting that truly
sets the brand apart.
Key offerings and attributes include: • Firm Marketing Resources
• Blog CPA.com: The accounting authority teamed
• Trusted advisor – technology, strategy and • Infographics with leading edge technology
vision • Podcasts
• First point of access for professional advice • Success Stories Strategic: Concepts, resources and access to
• eCommerce and SAAS solutions • Testimonials help manage and grow business
• Thought leadership • Whitepapers
• Value added distributor of third party solu- • Webinars Visionary: Anticipating change and knowing
tions • Videos what’s next
• CPA.com private label offerings
• Leaders in security Best of Breed: Teaming up with leading provid-
• Curator and strategic partner ers of the best accounting solutions
• Go-to-market strategies * ACCOU
E SS NT
IN
• Experts at cloud based workflow S IN G
• Professional services to assist with soft- BU &
BU
ware adoption &
• Digital curriculum with live classes G

S
N

IN
• Bundled pricing on partner programs
TI

ES
• Account managers that know the profes-
UN

S
sion
CO

• The Annual Digital CPA Conference (DCPA)

*
AC

ACC
Strategic Visionary
NESS *

OUNTING & B
Best of Breed
USI
& B

U
NG

SI
4
NE
TI

TECH CPA
S
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O

*
CPA.com brand system introduction

Empowering the accounting profession for the digital age

The CPA.com brand celebrates the change

agent that exists within every firm – the modern
accounting professional who wants to move
their business forward.

Our brand persona is represented by three core

elements:
• Engaging photographs of individuals who
are smart, self-assured and contributing to
their firm’s success.
• Headlines and body copy are benefit orient-
ed, immediate and written in a voice that’s
conversational – not impersonal business
jargon.
• A full graphics system developed by the
AICPA Brand Team

The CPA.com brand embraces the look and feel

of the AICPA’s Brand Style Guide while standing
out as its own unique entity.

It’s a persona that conveys confidence, wit and

positions CPA.com as the authority when it
comes to the needs of CPAs, their firms and
their clients.

“Empowering the accounting profession for

the digital age”

This is the CPA.com mantra for guiding the

accounting profession into the 21st century.

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Brand strategy

Our architecture focuses on the core

CPA.com brand elements

The CPA.com logo

Our architecture focuses on the core identities. Our family of brands
These are the beacons we want people to see
from anywhere. These logos are never locked up to
product names,
Our logo service
is an names part
integrated or other offerings.*
of the AICPA
Brandcredentials
Entities, Family. Itsand
structure and make-up fully
designations
align with the symbol and wordmark developed
The brands to which we want to direct maximum
by the Association.
equity and loyalty among audiences.

ThisOnly
is the core
use theofapproved
our brand family — the entities
logo artwork as shown
we in
want everyone to recognize and
this document and the AICPA’s bondBrand
with. Stan-

Thedards.
global Do not create it or the globe artwork
profession
yourself.
Applies to the global accounting profession —
an audience of both public and management
Our logoand
accounting, is made upedoforganization.
our uni two elements: the globe
symbol and the CPA.com name (wordmark). In
Membership
rare cases,bodies
the symbol may be used alone (e.g.,
Ouron
founding
business membership bodies that confined spaces
cards, multimedia,
continue to serve professionals,
and small print areas). students and
the public worldwide.
The structure
Credentials shown at right is the only config-
and designations
uration for our mark.
Our primary signiers of theStacking or repositioning
best in professional
the elements
accounting. in any other form as well as modi-
fying the font or typography is prohibited.
These logos reect our requirements for lengthy
andThe
rigorous
logo study, professional
can appear requirements
two ways:
and• additional organizational dues/fees,
In positive form as shown against as well
a white
as the high value of member identi cation
or light-colored background. Remember in • Logo in positive form
with these specialties.
positive form the logo should be in full color
• In negative form the logo is all white. Use
this mark when it’s placed over a dark color

Association of International Certied Professional Accountants | Brand Style Guide * There are only a few exceptions where a business or contractual agreement necessitates a logo lock-up. 9
• Logo in negative form

6
CPA.com brand elements

Logo incorrect usage

Shown here are some (but not all) examples of

what not to do with our logo. To avoid making
these or similar off-brand mistakes, simply use
one of the two logo options provided on the
previous page – in its complete form.

CPA.com
Do not change the logo’s color scheme Do not add special effects Do not alter the logo structure Do not change the logo font

The power of smart business

Do not scale disproportionately Do not lock-up with tag line Do not use the logo font in isolation Do not introduce new graphic elements

Do not change the globe color or design Do not use the color globe when knocking out Do not outline the logo Avoid using the all black logo

7
CPA.com brand elements

The CPA.com service logos

In addition to our core logo, there are two

service logos that accompany specific commu-
nications that play a key roll in the overall brand
ecosystem. These logos are used when sharing
brand space with another brand.

CPA.com has developed specific products and

services either independently or in conjunction A service of
with another organization which fall under CPA.
com Products and Services. These offerings are
supported by the service logo. The brands that
carry “a service of” mark are:
• Digital CPA Conference
• OnPoint PCR
• RIVIO
• [email protected]

8
CPA.com brand elements

Iconography

We’ve adopted the iconography style of the

AICPA. By doing so we’re able to share these
graphic elements as well as create a single,
integrated look for all of our communications.

The approach is simple. We utilize a linear style

that’s one color, created with a single line. You’ll
note on the examples at right, that each image
tells or supports a bigger story.

Use this design option when:

• You’re communicating features in a small
space
• Your overall concept requires additional
support
• You want to add visual interest to the page

When using iconography make certain:

• The design element has a role in the com-
munication
• It’s simple, clear and uncomplicated
• It integrates with the overall look through
color scheme and execution style
• Line weights and colors are consistent

9
 !@#$%^&*()_= !@#$%^&*()_=
CPA.com brand elements

Typography
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CPA.com’s typographic direction has been
sourced from the AICPA Guidelines. Roboto is
ZXCVBNM,./ ZXCVBNM,./
an open source font that comes in many styles
and weights. 1234567890-= 1234567890-=
We utilize three different weights from a core qwertyuiop[]\ qwertyuiop[]\
font to maintain simplicity and to add impact
when needed. asdfghjkl;’ asdfghjkl;’
Our primary font is Roboto Light. This should be
considered the default choice simply because it
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works well in different mediums and a full range
of sizes. Roboto Light Roboto Medium
Primary Font Secondary Font
A key support font is Roboto Medium. This
weight adds impact to a call to action and
clarity to a banner ad. Keep in mind that this
contrasting font works best when it’s utilized at
a minimum. !@#$%^&*()_=
Roboto Thin is considered our display font. QWERTYUIOP[]\
It’s best when used large as a tasteful design
element. Think of it as a solution to a unique
communication or a special event.
ASDFGHJKL;’
As mentioned earlier, Roboto is an open source
ZXCVBNM,./
font designed by Christian Robertson.
It’s available free of charge at: 1234567890-=
https://fonts.google.com/specimen/Roboto
qwertyuiop[]\
asdfghjkl;’
zxcvbnm,./
10
Roboto Thin
Display Font
CPA.com brand elements

Imagery

It’s important that our imagery represents what

today’s firms and accounting professionals
really look like. That’s why it’s essential that
we portray the profession as a modern and
tech-savvy.

Typical photos of posed and overly-happy

professionals staring into the camera comes
across as unauthentic.

As the category leader, we must change this

trend and offer a clear point of view. Using the
correct imagery allows CPA.com to do just that
– lead the profession in a contemporary way.

Our photography shows the empowered CPA.

Their body language and facial expressions
need to define confidence and “in charge”.
These individuals generally appear alone for
partner communications and in groups for cor-
porate initiatives.

The setting and execution should look and feel

realistic. They should appear in and around
professional environments. The lighting should
feel natural.

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CPA.com brand elements

Imagery examples

Our accounting professionals are well-dressed,

attractive and modern. They should range in
age, gender and ethnicity.

Their overall stance, pose and gesture relates

to both the headline and the brand solution or
service they’re representing.

Avoid toothy smiles or anything that looks over-

ly posed. Keep in mind that the CPA.com client
should never be represented in a way that
suggests humor or irony.

The CPA.com empowered CPA photo should

always portray a persona that conveys confi-
dence, success and supports CPA.com’s overall
mission.

It’s worth noting that CPA.com’s partners have

identified specific individuals that best repre-
sent their brand in our marketing environment.
The follow pages will help define how each is
represented.

12
CPA.com brand elements

Copy direction

When writing headlines and body copy for

CPA.com it’s key that the language get to the
heart of the real benefit to the CPA or the firm.
Instead explaining what the product or service
does, you’ll need to grab your audience with an
emotional trigger that will pull them in.

For example, this is an ad about the Sage

Intacct Accountants Program. This program
offers firms with high value engagements such
as virtual CFO-level outsourced accounting
services for their clients.

Instead of going into detail about of industry

leading resources, tools, education and support,
this headline pinpoints the true benefit to the
CPA firm and their clients:

Achieve extraordinary growth in outsourced

accounting

This tweet-sized headline efficiently gets to the

heart of the offering and delivers it in the form
of a true benefit. Keep this language smart and
simple while saying it as efficiently as possible.
Keep your solution positive, upbeat and free of
jargon.

Headlines should appear in sentence case.

Avoid punctuation at the end of single sen-
tence headlines.

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CPA.com products and services branding

Products and services communications elements

CPA.com services logo Contributor logo

Benefit oriented headline Hero image specific to the

product or service

Product or service logo

Short, efficient body copy that provides

enough information for the reader to want
to know more
Light blue to dark blue blend

Call to action that drives to a phone num-

ber and/or a specific page on CPA.com

CPA.com Blue tab which includes the

name of the product or service
Licensing information

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CPA.com partner branding

OnPoint PCR
brand elements

OnPoint PCR Firms Hero Images

OnPoint PCR Logo OnPoint PCR Web Site

15
 CPA.com products and services branding

OnPoint PCR
brand elements
Location: 25% Location: 75%

CPA.com
RIVIO
Blue blend

Location: 0% Location: 50% Location: 100%

orate CPA.com Blue AICPA Purple Black
s: CMYK: 0/0/0/100 CMYK: 90/66/0/0 CMYK: 67/2/0/0
RGB: 0/0/0 RGB: 58/93/174 RGB: 65/182/230
Pantone
HEX: #0000002756C Pantone 255C
HEX: #3A5DAE HEX: #41B6E6 CMYK:0/0/0/100
CMYK: 100/96/27/20 CMYK: 53/96/10/24 RGB: 0/0/0
RGB: 15/32/108 RGB: 114/36/108
Location: 70% HEX: #000000
HEX: #0F206C HEX: #72246C
AICPA
Purple blend

Location: 20% Location: 100%

OnPoint PCR Color
er Dynamic Yellow
CMYK: 75/100/7/0 Dynamic Blue CMYK: 25/88/45/5 Dynamic Green
s:
RGB: 103/45/137 RGB: 150/50/110
HEX: #672D89 HEX: #9C2463
Pantone 7409C Pantone 298C Pantone 7738C
CMYK: 0/31/100/0 CMYK: 67/2/0/0
Location: 60% CMYK: 74/0/98/2
Blue:
RGB: 240/179/35 RGB: 65/182/230 RGB: 72/162/63
Confirmation
Expensify
HEX: #F0B323 HEX: #41B6E6 HEX: #48A23F
Paychex
OnPoint PCR
Location: 0% Location: 100%
XCM
CMYK: 90/66/0/0 CMYK: 67/2/0/0
RGB: 58/93/174 RGB: 65/182/230
er Influential
HEX: #3A5DAE Orange Influential Blue HEX: #41B6E6 Influential Green
s:

Pantone 7578C Pantone 7455C

Location: 60% Pantone 7717C
OnPoint
CMYK: PCR Blend
0/67/100/0 CMYK: 90/66/0/0 CMYK: 96/0/47/19
Orange:
Bill.com
[email protected]
RGB: 220/107/47 RGB: 58/93/174 RGB: 0/133/125
HEX: #DC6B2F HEX: #3A5DAE HEX: #00857D
Location: 0% Location: 100%

CMYK: 0/67/100/0 CMYK: 0/31/100/0

RGB: 220/107/47 RGB: 240/179/35
HEX: #DC6B2F HEX: #F0B323
al Light Gray Medium Gray Dark Gray
s:
Location: 60%
Pantone Cool Gray 4C Pantone Cool Gray 7C Pantone Cool Gray 10C
Green:
Sage Intacct
CMYK: 12/8/9/23 CMYK: 20/14/12/40 CMYK: 62/53/47/19
Vertex RGB: PCR
OnPoint 187/188/188
Tab RGB: 151/153/155 RGB: 99/101/107
HEX: #BBBCBC
Location: 0% HEX: #97999B Location: 100% HEX: #63656B
CMYK: 96/0/47/19 CMYK: 74/0/98/2
RGB: 0/133/125 RGB: 72/162/63
HEX: #00857D HEX: #48A23F
OnPoint PCR Ad

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 CPA.com partner branding

OnPoint PCR
brand elements

OnPoint_PCR_46.88"X38.5"_Display_181105.pdf 1 11/5/18 3:49 PM

CM

MY

CY

CMY

Display Pod

17
Email Template
CPA.com products and services branding

OnPoint PCR
brand elements

Digital Poster Brand 1 Digital Poster Brand 2

Digital Poster Webinar Digital Poster Published Content

18
CPA.com products and services branding

RIVIO
brand elements

RIVIO Hero Images

RIVIO Logo OnPoint PCR Web Site

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 CPA.com products and services branding

RIVIO
brand elements
orate CPA.com Blue AICPA Purple Black
s:

Pantone 2756C Pantone 255C CMYK:0/0/0/100

CMYK: 100/96/27/20 CMYK: 53/96/10/24 RGB: 0/0/0
RGB: 15/32/108 RGB: 114/36/108 HEX: #000000
HEX: #0F206C HEX: #72246C

er
RIVIO Color
Dynamic Yellow Dynamic Blue Dynamic Green Pave the way to
secure delivery of
s:

Pantone 7409C Pantone 298C Pantone 7738C

CMYK: 0/31/100/0
RGB: 240/179/35
CMYK: 67/2/0/0
RGB: 65/182/230
CMYK: 74/0/98/2
RGB: 72/162/63
financial documents.
HEX: #F0B323 HEX: #41B6E6 HEX: #48A23F

Bringing more control, efficiency and security to financial document

exchange, RIVIO Clearinghouse provides an advanced, digital platform to
er Influential Orange Influential Blue Influential Green collect and distribute information. Designed for three different users -
s: CPA firms, private businesses and third-parties, RIVIO protects shared
documents from unauthorized alteration.
Pantone 7578C Pantone 7455C Pantone 7717C
RIVIO Blend0/67/100/0
CMYK: CMYK: 90/66/0/0 CMYK: 96/0/47/19
RGB: 220/107/47 RGB: 58/93/174 RGB: 0/133/125
HEX: #DC6B2F HEX: #3A5DAE HEX: #00857D

al
s:
Light Gray Medium Gray Dark Gray Learn more at RIVIO.com
Pantone Cool Gray 4C Pantone Cool Gray 7C Pantone Cool Gray 10C
CMYK: 12/8/9/23 CMYK: 20/14/12/40 CMYK: 62/53/47/19
RGB:
RIVIO Tab187/188/188 RGB: 151/153/155 RGB: 99/101/107The Globe Design is a trademark owned by the Association of International CPA.com and Confirmation.com
RIVIO Clearinghouse
Certified Professional Accountants and licensed to CPA.com. Bill.com and the
HEX: #BBBCBC HEX: #97999B HEX: #63656B Bill.com logo are registered trademarks of Bill.com, Inc. in the United States.

OnPoint PCR Ad

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 CPA.com products and services branding

RIVIO
brand elements

RIVIO_46.5"X38.5"_Display_181031.pdf 1 10/31/18 2:29 PM

CM

MY

CY

CMY

Display Pod

21
Email Template
CPA.com products and services branding

RIVIO
brand elements

Digital Poster Brand 1 Digital Poster Brand 2

Digital Poster Webinar Digital Poster Published Content

22