Visual identity

The First Midwest look.

Wordmark

The First Midwest word mark has been developed to express clarity, strength and modernity. The simple letterforms have been optically kerned and carefully weighted to maximize legibility at all sizes.

The sans serif type choice was selected to add a modern look to a legacy brand, evolving to meet user needs in a digital space. The word "bank" has been removed from the word mark to differentiate the brand and create more versatility in design.

Emblem

A new, balanced version of our iconic flag has been developed to match the refreshed wordmark. The flag is our symbol, our stamp. A quick representation of movement, action and flexibility. The flag and its elements can be used independently in marketing materials, communications, architecture, print and digital design.

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Logo lockup

The wordmark and emblem combine to form the First Midwest logo lockup. The lockup is available in two options:

Stacked vertical lockup. This is our primary lockup and is used on most of our business collateral.

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Horizontal lockup. This is our secondary lockup and is used when space is limited, like website headers.

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Clear space

To preserve the integrity and visual impact of the First Midwest logo, always maintain adequate clear space around it. This is an integral part of its design and ensures the logo can be seen quickly, uncluttered by other symbols, logos, artwork or text.

Preferred clear space is twice the height of "f."

Minimum clear space is the height of "f."

Logo use

Our logo is our brand's primary visual representation, so its integrity should be respected in all uses. Do not stretch, distort, condense or otherwise augment the logo.

Changing any graphic element of the mark will weaken the overall brand experience. The examples below describe some, but not all, of the more common mistakes and inappropriate uses of the logo.

Do not place anything above the brand mark.

Do not add a drop shadow to the brand mark.

Do not scale the brand mark disproportionately.

Do not change the size or shape of the hexagon in relation to the type.

Do not change the font in any way.

Do not put the colored brand mark on a colored backgrounds; instead use the white mark.

Do not put a white line around the brand mark.

Do not put the brand mark in perspective.

Font use

The primary typeface for First Midwest is FF-Mark. This typeface is considered a versatile sans serif workhorse. The structure of the typeface is simple so it’s easy to read, but it maintains an elegantly modern feel that adds a level of sophistication to the design. It was designed as a full system of fonts with a range of weights for almost any typographical need.

Book
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9

Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9

Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9

Color use

We employ a minimal color palette that combines our recognizable black and gold with a cool gray and accent color.

Primary Colors

Wheat

PMS 7562 C

Print CMYK
C 0
M 17
Y 50
K 29

Screen RGB
R 181
G 151
B 90

Web HEX
#B5975A

Midnight

PMS 446 C

Print CMYK
C 4
M 0
Y 4
K 70

Screen RGB
R 73
G 76
B 73

Web HEX
#494C49

Secondary Colors

Gainsboro

PMS Cool Gray 1

Print CMYK
C 0
M 0
Y 2
K 14

Screen RGB
R 219
G 218
B 215

Web HEX
#DBDAD7

Hills

PMS 5473 C

Print CMYK
C 67
M 1
Y 0
K 57

Screen RGB
R 36
G 108
B 109

Web HEX
#246C6D

Image use

While the logo, type and color palette create the base for the brand, imagery style is important to reinforce the message. The Midwest look is a celebration of the region, its landscapes and people. Utilizing a shallow depth of field, we focus on real people, doing real things.

Our images focus on life — togetherness and community. They feature athletes, students, small business owners and families.

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