inSymmetry Brand Standards

Integrated Performance Marketing Solutions for Canadian Financial Advisors
Version
2025.1
Updated
December 2025
Industry
Financial Services Marketing

About inSymmetry

inSymmetry is a Canadian marketing agency purpose-built for wealth advisors and dealer firms. We help advisors, banks, and insurers grow with performance-based marketing programs that meet CIRO compliance standards and deliver measurable ROI.

Our brand identity reflects our commitment to professional excellence, creative innovation, and strategic partnership with Canada's financial services sector.

Our positioning: Professional yet personable, confident but collaborative, innovative with substance.

Typography

Our typeface selection balances modern professionalism with approachable clarity. Overpass for creative applications, Aptos for digital communications.

Overpass
Primary Typeface - Print, Marketing Materials, Creative Applications
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ! $ " " '
Light (300) - Disclaimers, Captions
The quick brown fox jumps over the lazy dog
Regular (400) - Body Text, Primary Content
The quick brown fox jumps over the lazy dog
Bold (700) - Subheads, Emphasis
The quick brown fox jumps over the lazy dog
Extra Bold (800-900) - Headlines, Impact
The quick brown fox jumps over the lazy dog
Aptos
Digital Typeface - Email, Documents, Microsoft Office Applications
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ! $ " " '

Typography Guidelines

Overpass Usage:
Marketing materials, presentations, website, social media
Aptos Usage:
Email communications, Word documents, internal documents
Italics:
Use sparingly for emphasis only

Imagery Library

Our visual language combines abstract creativity with professional polish. These images represent innovation, strategy, and the intelligent approach we bring to financial marketing.

🎯 Hero Image - Strategic Brain

Strategic Brain - Hero Image

Primary Hero Image

The Strategic Brain is our signature hero image, used on all proposals, PowerPoint title slides, and major brand materials. This image represents the balance between analytical thinking and creative innovation.

Usage Requirements
  • ALL proposal covers
  • PowerPoint title slides
  • Website hero sections
  • Major client presentations
  • Brand marketing materials

Supporting Imagery

Brain concept
Strategic Thinking
Left-brain/right-brain concept representing balanced creativity and analytics
Brain cloud concept
Innovation Cloud
Creative intelligence and strategic innovation
Orange splash
Creative Energy
Dynamic creativity and bold thinking
Watercolor texture
Artistic Touch
Sophisticated creative expression
Purple flowers
Growth & Flourishing
Natural growth and success
Paper layers
Layered Strategy
Multiple dimensions of strategic thinking
Paper people
Human Connection
Collaborative partnerships and teamwork
Goals concept
Target Achievement
Performance focus and measurable results
Paint swatch
Colour Palette
Brand colours and creative options
Light bulbs concept
Ideas and Innovation
Creative thinking, bright ideas, and innovative solutions

Imagery Guidelines

Style:
Abstract, creative, professional with artistic sensibility
Color Treatment:
Favor orange and gray tones to reinforce brand palette
Application:
Use as backgrounds, hero images, or supporting visuals

Brand Voice

Our voice positions inSymmetry as a strategic marketing partner who combines creativity with business acumen. Professional yet personable, confident but collaborative.

✓ DO

  • Lead with client benefits and outcomes
  • Use "we" language to emphasize partnership
  • Include specific statistics and data to support claims
  • Frame expertise as collaborative guidance
  • Be direct about expectations and processes
  • Use industry terminology confidently but accessibly
  • Connect tactical services to strategic outcomes

✗ DON'T

  • Use jargon without context or explanation
  • Make promises without showing the work behind them
  • Position as the expert talking down to the client
  • Apologize for expertise or rates
  • Use overly casual language that undermines credibility
  • Focus on features without connecting to business impact
  • Hedge or qualify capabilities unnecessarily
Voice Characteristics

Conversational Authority

Speak with expertise without being intimidating. Balance professional knowledge with approachable delivery.

Partnership-Focused

Every statement reinforces collaboration rather than vendor-client hierarchy. We work together toward shared success.

Results-Driven Optimism

Confident in outcomes while being realistic about process. We deliver measurable results through strategic execution.

Strategic Storytelling

Frame everything within larger business narratives. Connect tactics to strategy, features to outcomes.

Brand Asset Downloads

Download logo files, brand imagery, and fonts for use across digital and print applications.

Logo Files

  • Tagged Logo (Colour, White, Black)
  • Untagged Logo (Colour, White, Black)
  • Icon Version (All colours)
  • Formats: PNG, JPG, SVG

All logo variations in high resolution

Download Logos (ZIP)

Brand Imagery

  • Abstract backgrounds
  • Strategic thinking visuals
  • Creative concept images
  • High-resolution files

Complete imagery library

Download Brand Imagery (ZIP)

Typography

  • Overpass font family
  • Web font files
  • Typography guidelines
  • Installation instructions

Complete font package

Download Fonts (ZIP)