Brand Guidelines - Stifel...Brand Grammar 6.1 Overview 6.2 Formal Company Name; Acceptable and...

Brand GuidelinesJanuary 2019

Corporations are known by their trademark, logo, or style. Style is simply the established parameters for consistent and acceptable use of a corporation’s name or logo. Over time, consistent presentation can greatly enhance name recognition and corporate image. Each time our company’s logo is presented in a way that defies our brand standard, the logo loses its impact and strength in the public perception.

To be effective, we need unified support in maintaining conformity.

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ContentsOur Logo1.1 Overview1.2 Colors1.3 Backgrounds1.4 Minimum Size and Spacing1.5 Tagline1.6 Unacceptable Usage1.7 Division Names1.9 Group Names

Color Palette2.1 Overview2.2 Level I Colors2.3 Level II Colors2.4 Level III Colors2.5 Working With Our Color Palette2.6 Level IV Colors – Asset Classes

Our Typography3.1 Overview3.2 Fonts for Printed Materials3.3 Formatting for Print3.4 Formatting for Digital

Visual Guidelines4.1 Overview4.2 Private Client Group/Retail4.4 Institutional/Research4.6 Images to Avoid4.7 “Forces” Sketch Artwork4.8 Portraits

Stationery Guidelines5.1 Overview5.2 Business Cards5.3 E-mail Signatures

Brand Grammar6.1 Overview6.2 Formal Company Name; Acceptable

and Unacceptable Shorter Use6.3 Punctuation, References to Financial

Advisors, Numbers, and Additional Reference Sources

Brand Examples7.1 Overview7.2 Brochures7.3 Advertisements7.4 Websites

More Information8.1 Overview8.2 Additional Resources

CONTENTS PRINT CONTACT US

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Our logoThe Stifel Logo is the face of our brand and a key element of our brand identity. Consistent use of the logo is essential to maintaining our identity and gaining instant recognition across all marketing channels and media outlets. In this section, we will introduce standards for logo treatments and how they are applied in different situations and geographies.

PronunciationThe official pronunciation of our company name is: “Stee-ful.”

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Stifel Logo ColorsThe Stifel logo will appear on most communications. On digital and color-printed materials, the Stifel Blue or white version should be used. The black version is an option for black and white printed materials and black-only imprints.

Our logo has been specially drawn and spaced and must never be redrawn or changed. It should never be positioned in any way other than that designated by the guidelines.

The Stifel logo is available for download in various file formats on Portal.Suggested formats for printed applications are: .ai, .eps, .tiff, and .jpeg at 300 dpi.

Suggested formats for digital or PowerPoint applications are: .jpeg, .gif, .bmp, or .png at 72 dpi.

These files are available for use on internal materials and for materials that will be submitted to Marketing, Advertising & Graphics for compliance approval.

BLUE* (Whenever possible, the blue logo is preferred.)

WHiTE*For details on Stifel Colors, refer to Section 2.

STIFEL BLUE (PANTONE® 540) PROCESS/CMYK C:100 M:57 Y:12 K:66 RGB R:0 G:48 B:87

BLACK (This version is primarily for grayscale materials and one-color imprints; however, there are

some circumstances when the black logo works better than the blue logo when placed over an image.)

BLACK PROCESS/CMYK C:0 M:0 Y:0 K:100 RGB R:0 G:0 B:0

http://portal.stifel.com/ProductsServices/Ads/Pages/Stifel-Logo.aspx

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Stifel Logo BackgroundsThe Stifel logo can be placed over an image in circumstances where the background does not distract from the logo.

If a photo is too distracting or not being used, Stifel Blue, white, and black are acceptable background colors.

The Stifel logo can be placed over an image in circumstances where the background does not distract from the logo.

Stifel Blue, white, and black are acceptable solid background colors.*For details on Stifel Colors, refer to Section 2.

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The Stifel logo presentation is enhanced by maintaining a clear area, void of all imagery surrounding the logo. This area is defined by half of the cap height of the “S” within the logo.

Establishing a minimum size ensures that the logo remains legible and retains impact; however, the minimum size should only be used when necessary due to space constraints.

Stifel Logo Minimum Size and SpacingTo avoid clutter and distraction, the clear space guidelines below are observed to prevent overcrowding and optimize the identity’s impact and prominence.

The clear space should always be at least half the size of the “S” in the logo. For example, if the height of the “S” is two inches, the clear space around the logo should be one inch.

These guidelines ensure that the Stifel logo remains clear, legible, and consistent.

This clear space area is a minimum and should be increased wherever possible.

Our logo may vary in size depending on use, but it should be no smaller than 0.25” or 17 pixels in height. If scaled proportionately, this means the logo should never be less than 0.8” wide.

0.25 inches 17 pixels

MiNiMUM LOGO HEiGHT

MiNiMUM EXCLUSiON ZONE

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Stifel Logo TaglineOur tagline should always be used in combination with the Stifel logo and only in circumstances when the logo will be centered horizontally in a space.

Our tagline and logo have been specially drawn and spaced and must never be redrawn or changed.

Minimum size for the logo and tagline is 0.4” tall. At less than 0.4” tall, the tagline falls below our required 8 pt. type size.

0.4 inches 28.8 pixels

MiNiMUM EXCLUSiON ZONE

MiNiMUM LOGO HEiGHT

ALWAYS CENTER

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Stifel Logo Unacceptable UsageFor visibility, impact, and overall integrity, it is important to retain a consistent use of the logo. The logo is fundamental to our communications and should never be compromised. Always reproduce the logo from original artwork. Protect the integrity of the Stifel identity by being aware of the improper logo usage illustrated here. If questions about usage arise, contact Marketing, Advertising & Graphics.

Stifel

DON’T APPLY EFFECTS DON’T WATERMARK

DON’T SQUEEZE OR CONDENSE DON’T STRETCH

DON’T OUTLINE DON’T ATTEMPT TO RECREATE OR CHANGE FONTS

DON’T ADD SYMBOLS

DON’T USE OTHER COLORS

DON’T PLACE IN A BOX OR ON A BUSY BACKGROUND

The Stifel logo is available for download in various file formats on Stifel Portal.

Suggested formats for printed materials: .ai, .eps, .tiff, and .jpeg at 300 dpi.

Suggested formats for web or PowerPoint: .jpeg, .gif, .bmp, or .png at 72-150 dpi.

Logo files can be downloaded from Portal. These files are available for use on internal materials only and for materials that will be submitted to Marketing, Advertising & Graphics for compliance approval.

http://portal.stifel.com/ProductsServices/Ads/Pages/Stifel-Logo.aspx

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Stifel Logo Division/Department NamesThis version of the logo is used for individual division/department listings. The logo must appear large enough that the department name is clearly legible and not less than 8 pt. in size. If this is not possible, the standard Stifel logo should be used.

Each department has a primary version, with the department name remaining on one line, and a secondary version in which the division name breaks to two (or sometimes three) lines. The secondary version should only be used when space does not allow for the division name to remain on one line.

Fixed Income Capital Markets

There is equal distance on either side of the line. The distance is equal to the size of a capital letter in the division name. The line is the same color as the logo and has round capped ends.

Sizing of the division, relative to the Stifel logo, should remain consistent with the existing template. The division name is vertically centered with the line.

The secondary version of the Stifel logo with the division name breaks the division name to two (or sometimes three) lines. This version is to be used in circumstances when space does not allow for the division name to remain on one line.


The vertical line is the same height as the “S” in the Stifel logo and vertically centered with the smaller letters in the logo.



PRiMARY STiFEL LOGO WiTH DiViSiON NAME

SECONDARY STiFEL LOGO WiTH DiViSiON NAME

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Stifel Logo Division/Department NamesDivision/department name logos may selectively appear where appropriate. In general, brochures and other materials will include the Stifel logo alone.

If a division/department name is not listed on this page, special permission from Marketing, Advertising & Graphics is required.

Human Resources Human Resources

Investment Banking Investment Banking

Equity Research Equity Research

Consulting Services Consulting Services

Public Finance Public Finance

Fixed Income Capital Markets Fixed Income Capital Markets

EXAMPLES

Logos with division/department names are created by the Marketing, Advertising & Graphics department using a specific template and only with approval from a Marketing, Advertising & Graphics supervisor.

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Stifel Logo Group NamesIn order to maintain a unified appearance of the Stifel identity, group names are presented in a similar manner to division names. The Stifel logo should always be more prominent than the group name or the name of an individual Stifel associate.

Group Name Wealth Advisory Group


Capital letters in the group name are half of the height of the “L” in Stifel.

In certain circumstances, the Stifel logo and group name will need to be stacked. Left-aligned and centered versions are both acceptable.

PRIMARY STIFEL LOGO WITH GROUP NAME

ALTERNATE STIFEL LOGO WITH GROUP NAME

GG Group Name Wealth Advisory Group


Capital letters in the group name are one-third of the height of the “S” in Stifel.

SECONDARY STIFEL LOGO WITH GROUP NAME

GGG


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Color palette

Stifel has an expanded color palette with a range of related tones to add nuance, depth, and dimension for a more engaging client experience.

Our approach to color is bold and simple. While Stifel Blue and black serve as the anchor points to our Brand identity, additional colors have been established for specific purposes of complementing the brand.

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Color Palette Level I ColorsThe primary Stifel color palette is made up of colors integral to the core of our brand identity.

The standard Stifel colors include Stifel Blue (Pantone® 540) and black.

PANTONE® 540CMYK C:100 M:57 Y:12 K:66 RGB R:0 G:48 B:87#003057

BLACKCMYK C:0 M:0 Y:0 K:100 RGB R:0 G:0 B:0#000000

Black is a Level I color in black and white materials only.

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Color Palette Level II ColorsOur Level II palette plays a limited but important role in our marketing and communication materials. It provides complementary colors to our Level I palette.

PANTONE® 370CMYK C:62 M:1 Y:100 K:25 RGB R:101 G:141 B:27#658D1B

or Stifel green text on a white background, must be at least 18 pt., or 14 pt. if the font is bolder,

to meet Web Content Accessibility Guidelines.

White text with a Stifel green background,

PANTONE® COOL GRAY 7 CMYK C:20 M:14 Y:12 K:40 RGB R:151 G:153 B:155#97999B

Black text on Stifel gray at any size will meet Web Content Accessibility Guidelines.

https://webaim.org/resources/contrastchecker/


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Color Palette Level III ColorsOur Level III palette provides a complementary set of colors for charts, graphs, and diagrams where a range of hues helps to classify and differentiate information for the reader. We’ve selected a range of colors classically associated with the financial services industry. Color tints can be used to extend the number of colors and values required to separate different information sets in charts, graphs, and diagrams.

PANTONE® 462CMYK C:28 M:48 Y:71 K:73 RGB R:92 G:70 B:43#5C462B

PANTONE® 152CMYK C:0 M:66 Y:100 K:0 RGB R:229 G:114 B:0#E57200

PANTONE® 299 CMYK C:86 M:8 Y:0 K:0 RGB R:0 G:163 B:224#00A3EO

PANTONE® 492CMYK C:11 M:85 Y:60 K:48 RGB R:143 G:50 B:55#8F3237

PANTONE® 5115CMYK C:51 M:91 Y:21 K:70 RGB R:81 G:42 B:68#512A44

PANTONE® 4515 CMYK C:13 M:19 Y:62 K:28 RGB R:179 G:163 B:105#B3AB69

PANTONE® 7406CMYK C:0 M:20 Y:100 K:2 RGB R:241 G:196 B:0#F1C400

These colors meet Web Content Accessibility (WCA)Guidelines for adequate contrast ratio with the color of text used with them on this page.



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Working With Our Color PaletteOur palette of colors has been designed to work independently or together in various combinations.

While Stifel Financial Advisors may choose a Level III color as their secondary color, Stifel corporate and departmental items will generally adhere to the primary color palette using Level I and II colors. LEVEL I LEVEL II LEVEL III

1 The operating results are from continuing operations. The results for SN Canada are classified as discontinued operations for all periods presented.2 Non-GAAP net income and non-GAAP earnings per diluted common share represent GAAP net income and GAAP earnings per diluted common share adjusted

for: (1) acquisition-related charges other than duplicative expenses; (2) litigation-related expenses; (3) actions taken by the Company in response to the tax legislation that was enacted in the fourth quarter of 2017 to maximize tax savings; (4) the favorable impact of the adoption of new accounting guidance during 2017 associated with stock-based compensation; (5) the revaluation of the Company’s deferred tax assets as a result of the enacted tax legislation; and (6) the U.S. tax benefit in 2013 arising out of the Company’s investment in SN Canada. See Reconciliation of GAAP net income to non-GAAP net income on page 18.

OPERATING RESULTS:1

in thousands, except per share amounts

Total RevenuesNet Income Available to Common ShareholdersEarnings Per Diluted Common Share Non-GAAP Net Income2

Non-GAAP Earnings Per Diluted Common Share2

2017

$2,996,462$173,496

$2.14$323,383

$3.99

FINANCIAL POSITION:in thousands, except per share amounts

Total AssetsShareholders’ EquityBook Value Per Common Share

2017

$21,383,953$2,861,576

$38.26

2013

$2,019,814$172,907

$2.35$172,191

$2.34

2014

$2,249,685$179,130

$2.35$205,579

$2.69

2015

$2,376,993$92,336

$1.18$149,252

$1.90

2016

$2,642,370$77,614$1.00

$185,705$2.39

2013

$9,008,870$2,058,849

$32.30

2014

$9,518,151$2,322,038

$35.00

2015

$13,326,051$2,492,416

$37.19

2016

$19,129,356$2,738,408

$38.84

FINANCIAL HIGHLIGHTS

TOTAL REVENUES (In millions)

750

0

1,500

2,250

3,000

17151413 16

85

170

255

340

NON-GAAP NET INCOME2 (In millions)

017151413 16

2.00

1.00

3.00

4.00

NON-GAAP EARNINGS PER DILUTED COMMON SHARE2

017151413 16

TOTAL ASSETS (In millions)

11,000

5,500

0

16,500

22,000

17151413 16

SHAREHOLDERS’ EQUITY(In millions)

750

0

1,500

3,000

2,250

17151413 16

BOOK VALUE PER COMMON SHARE

10.00

20.00

30.00

40.00

0

17151413 16

1

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Color Palette Level IV Colors – Asset ClassesIn order to maintain consistency across Stifel departments, all asset classes have been assigned a color. When creating asset class charts, the pre-assigned color for that asset must be used. Large Cap Blend Stocks/

LG CAP Equivalents R255 G216 B125

Large Value Stocks R232 G194 B114Short-Term Fixed Income R68 G147 B130

Small Growth Stocks R228 G174 B114Long-Term Corp Bonds R122 G138 B173

Emerging Markets Equities R202 G102 B102Inter-Term Muni Bonds R105 G163 B207

Cash Equivalents R0 G122 B55 Fixed Annuities R129 G106 B162

Long-Term Fixed Income R139 G194 B180 Large Growth Stocks R255 G228 B176

Mid Value Stocks R85 G87 B87Short-Term Govt Bonds R70 G137 B173

Short-Term Corp Bonds R36 G67 B103 Small Value Stocks/ SM CAP R211 G153 B88

Small Cap Blend Stocks R188 G145 B95Inter-Term Corp Bonds/CORP R57 G98 B145

Inter-Term Fixed Income R72 G175 B123

Inter-Term Govt Bonds/GOVT R97 G186 B230 Mid Cap Blend Stocks/MID CAP R123 G119 B118

Mid Growth Stocks R178 G174 B174Long-Term Govt Bonds R147 G190 B217

International Stocks R140 G49 B51Short-Term Muni Bonds/MUNI R192 G223 B244

Tax-Exempt Cash Equivalents R0 G73 B55 Mtge Backed Securities R157 G139 B183

T-Notes/CDs R61 G98 B91 Preferred Stocks R181 G167 B200

International Bonds R108 G24 B105 Managed Futures R211 G205 B180

High Yield Bonds R0 G95 B160 Commodities/ALTS R177 G170 B139

Long-Term Muni Bonds R78 G132 B184 REITs R145 G141 B115

TIPS R87 G58 B171 Venture Capital R231 G226 B213

Taxable Muni Bonds R106 G86 B135 Hedge Funds R199 G190 B158

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Color Palette Level IV Colors – Asset Classes (cont’d.)

Commonly Used AssetsR8 G74 B130Fixed Income

R255 G216 B125Equities

R0 G122 B55Cash

R140 G49 B51International

R123 G119 B118Mid Cap

R97 G186 B230Government

R108 G24 B105Foreign Bonds

R177 G170 B139Alternatives

R255 G216 B125Large Cap

R202 G102 B102Emerging Markets

R57 G98 B145Corp

R211 G153 B88Small Cap

R192 G223 B244Muni


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Our typography

Clean.

Professional.

Readable.

Consistent.

Strong.

Distinctive.

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Typography Fonts for Printed MaterialsThe primary typeface for the Stifel identity is Meta Office. Meta is available in a variety of weights and is condensed, allowing for flexibility in design. Meta is a simple, clean, and robust sans serif type that is highly legible. It can be used to set headlines as well as running text.

Meta Office is available on all Stifel computers and should be used for all print communication.

Meta Offc Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


Meta Offc Normal



Meta Offc Book



Meta Offc Medium



Meta Offc Bold



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Typography Formatting for PrintHow we use type is critical for maintaining a consistent and professional identity. Stifel’s typography is designed to communicate clearly and effectively to our audience and to adhere to guidelines set by FINRA.

Disclosure is 8 pt. Meta Light Italic, unless otherwise noted by FINRA. No type should be less than 8 pt. for compliance reasons.

Full company name and memberships should always be 8 pt. and must appear on all marketing materials.

Body copy in brochures and newsletters is always left-aligned, and non-justified.

Centering text and right-aligned text is sometimes an option for ads, mailers, and other materials with less copy, but we never justify text. It creates awkward spacing that can be difficult to read.

Tracking that is too tight becomes difficult to read.

Tracking that is too loose can also be difficult to read.

Do not hy-phenate.

Double-space after periods. It gives the eye a break.

Watch for widows. Try not to leave one word dangling on a new line by itself.

Body copy may occasionally vary, depending on the piece, but when possible type should be 11 pt.

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Typography Formatting for DigitalWhen formatting copy for digital use, it is generally better to use larger text with a heavier weight. Arial is our standard web-safe font. A web-safe font is a font that is found across the majority of different operating systems.

Images such as banner ads and Facebook posts containing copy should use Meta, as they are uploaded as a flat image.

No type will be less than 10 pt.

Meta is used in images.

Full company name and memberships are 10 pt.

Arial is our preferred standard font.


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Visual guidelinesPhotography is a powerful and dynamic tool. Studies show that photography and illustrations draw interest to ads and can receive more attention than the copy.

For this reason, the images that we choose should both reflect the goals and dreams of our clients and communicate the diversity, energy, and personality of what we do. The images we use should inspire the audience to learn more about what Stifel and our advisors can offer them.

Images should feel observational and spontaneous rather than staged.

The images we select should work with the headline and copy of the ad to convey a unified message.

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ImageryPrivate Client Group/RetailImages can be reproduced in full color, and black and white.

Images that are used in printed materials should be reproduced at print quality – 300 dpi.

Happiness

Trust

Sincerity

Approachability

Loyalty

Stability

Diversity

The Marketing, Advertising & Graphics department currently has over 8,500 images and graphics in our catalog. We have access to thousands of other images, graphics, and video through our account with our stock photography provider.

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ImageryPrivate Client Group/RetailImages should reflect the piece’s target audience. The image should tie in to the message, enhance the message, and draw the viewer in.

We are pleased to support

The Muny Centennial Gala

501 North Broadway | St. Louis, Missouri 63102Stifel, Nicolaus & Company, Incorporated | Member SIPC & NYSE | www.stifel.com

Missouri: Chesterfield | Clayton | Frontenac O’Fallon | St. Louis | Sunset Hills

Illinois: Alton | Edwardsville | O’Fallon | Waterloo

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ImageryInstitutional/ResearchImages can be reproduced in full color, and black and white.

Images that are used in printed materials should be reproduced at print quality – 300 dpi.

Resourceful

Confident

Dynamic

Ambitious

Ethical

Intelligent

Creative

Global

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ImageryInstitutional/ResearchImages should reflect the piece’s target audience. The image should tie in to the message, enhance the message, and draw the viewer in.

We congratulate CORO on celebrating 60 years.

Dedicated to California’s Public Prosperity and Growth

Stifel, Nicolaus & Company, Incorporated | Member SIPC & NYSE | www.stifel.com/publicfinance

(213) 443-5000515 South Figueroa Street, Suite 1800 Los Angeles, California 90071

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ImageryImages to AvoidCertain images will not be used either because they are considered too promissory or they do not reflect the standards and professionalism of our company.

UPWARD-TRENDiNG CHARTS BAGS OF MONEY

NEST EGGS

GROWiNG MONEY/ MONEY GROWiNG ON TREES

EXAGGERATED EXPRESSiONS

(That do not correspond with actual data)

EXAMPLES:

No image will be used by Stifel without a record of permission for use that can be kept on file.

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“Forces” Sketch Artwork “Forces” is a statue by Harry Weber that was commissioned by Stifel and is stationed at our corporate headquarters in St. Louis.

The artwork sketch is a common design element in Stifel marketing materials but is never to be used in place of the Stifel logo and is never to appear as part of the Stifel logo.

• The “Forces” image should only appear on white, black, or solid Stifel Blue backgrounds.

• It will no longer be used over a gradient. Any older files with the image appearing over a gradient will be modified before re-approval.

• This image cannot be altered.

The “Forces” image should be used on a white or Stifel Blue background.

Black is acceptable for grayscale files.

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PortraitsIndividual and group photos are most effective when taken by a professional.

• Avoid a busy background.

• Stand several feet away from any walls to avoid harsh shadows.

• Do not stand in front of a Stifel sign.

• Be sure to specifically obtain rights of usage for the photo to be used in your marketing materials, ads, website, etc.

• Provide your photo in sufficient size and resolution (300 dpi) to maintain quality of appearance when printing.

Extra space to the left or right can be an effective design element, and can be cropped when needed.

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PortraitsLow resolution vs. high resolution

Portal photos may look good on your computer screen, but they are low resolution and will quickly become pixelated when enlarged or printed.

Resolution for print: 300 dpi/ppi

Resolution for digital: 72 dpi/ppi

When larger than 100% of its original size, the image will start to look pixelated.

On printed materials, the image quality will be worse.

A 300 dpi image will print clearly at up to 100% of its original size.

Portal pictures are approximately 1.5 inches wide by 2 inches tall and are 72 ppi. This looks fine for a small image on a screen.

If you aren't sure about the resolution of your image, you can contact a Marketing Coordinator at [email protected]

mailto:creation%40stifel.com?subject=


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Stationery guidelines

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Please note, web sites need to be fully approved by Marketing, Advertising & Graphics public communications review prior to printing business cards.

First Last Senior Vice President/Investments

Stifel, Nicolaus & Company, Incorporated | Member SIPC & NYSE | www.stifel.com

448 Road Road Suite City, State Direct: Main: Fax: Toll Free: [email protected]


Group Name

First Last, CFP®, CPA Senior Vice President/Investments CA Insurance Lic. #

448 Road Road Suite City, State Direct: Main: Fax: Toll Free: [email protected]

Stifel, Nicolaus & Company, Incorporated | Member SIPC & NYSE Stifel, Nicolaus & Company, Incorporated | Member SIPC & NYSE

Individual with group name

BackFront

BackFront

IndividualBusiness CardsTo the right are a few examples of our business card templates.

In an effort to expedite the printing process and lower printing costs, our business cards follow a very strict template. For this reason, we cannot allow custom group logos or special colors to be included on the business cards.

Due to space restraints, no more than two names can be listed on the front of a card. If there are three (or more) names to be displayed on one card, please list one or two names on front and ALL on back.

Stifel, Nicolaus & Company, Incorporated | Member SIPC & NYSE

Group Name

First Last, CFP®, CPA Senior Vice President/Investments CA Insurance Lic. #0000000

448 Road Road Suite 1City, State 00000 Main: (000) 123-4567 Fax: (000) 123-4567 Toll Free: (866) 123-4567 [email protected]

Group Name First Last Senior Vice President/InvestmentsDirect: (000) [email protected] First Last Client Service Associate Direct: (000) [email protected]

First Last, CFP® Senior Vice President/Investments [email protected] First Last Client Service [email protected]

448 Road Road Suite 1City, State 00000 Main: (000) 123-4567 Fax: (000) 123-4567 Toll Free: (866) 123-4567

Group Name Group Name First Last Senior Vice President/InvestmentsDirect: (000) [email protected] First Last Client Service Associate Direct: (000) [email protected]

First Last Vice President/InvestmentsDirect: (000) [email protected] First Last Registered Client Service Associate Direct: (000) [email protected]

Stifel, Nicolaus & Company, Incorporated | Member SIPC & NYSE

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E-mail SignaturesWhile the design template for e-mail signatures is static, there are some basic variations available.

There are also different levels of functionality available by way of a hyperlink:

1. E-mail Signature clickable to www.stifel.com

2. E-mail Signature clickable to individual Stifel advisor website

3. E-mail Signature clickable to reply e-mail

4. Various social media badges clickable to your approved social media pages. 1234 Street, Suite

City, State 01234

NameTitle, Title(123) 456-7890 direct | (123) 456-7890 cell | [email protected]

Branch – Two Line Address, One Line Contact

Building Name1234 Street, SuiteCity, State 01234

NameTitle, Title(123) 456-7890 direct | (123) 456-7890 cell | (800) 456-7890 toll-free(123) 456-7890 fax | [email protected]

Branch

NameTitle, Title(123) 456-7890 direct | (123) 456-7890 cell | (800) 456-7890 toll-free (123) 456-7890 fax | [email protected]

Building Name1234 Street, Suite 123City, State 01234

Branch with Personal Website

Visit my website at:www.website.com

1234 Street, SuiteCity, State 01234

NameTitle, Title(123) 456-7890 direct | (123) 456-7890 cell | (800) 456-7890 toll-free(123) 456-7890 fax | [email protected]

Branch – Two Line Address



FA with Assistant

For client service matters, please contact:

Name | Title(123) 456-7890 direct | [email protected]

NameTitle, Title(123) 456-7890 direct | (123) 456-7890 cell | (800) 456-7890 toll-free (123) 456-7890 fax | [email protected] Name | 1234 Street, Suite 123 | City, State 01234

Group Name

Group Name


Group Name

Group Name with other members

Other members of the GROUP NAME include:





FA with Assistant

For client service matters, please contact:



Group Name

Group Name


Group Name

Group Name with other members

Other members of the GROUP NAME include:



Branch – Two Line Address

Group Name

FA With Assistant


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6.1

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Brand grammar

PB6.2

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Brand Grammar Formal Company Name Our formal company name is: Stifel, Nicolaus & Company, Incorporated (all spelled out).

The formal name of our parent company is: Stifel Financial Corp. (Please note that “corporation” is always abbreviated and never spelled out.)

Any instances where it must be clear which is being referred to must use formal name.

Usage of the shortened name Stifel Nicolaus has been phased out and should not appear on any new materials. It should be replaced with Stifel only.

All marketing materials that will be seen by the public must include the full company name, memberships, and website.

Acceptable Shorter UseIf, in a letter or report, the full company name appears in one location, you may then shorten the name to Stifel. For ads, brochures, and other publications, the logo will appear prominently and the full company name will appear in small type at the bottom or on the back.

If purchasing wearables, like hats or t-shirts that feature our logo, the shortened Stifel should be used. Outside signage on a building can also be shortened to Stifel, provided the full company name appears somewhere on premises as well.

Unacceptable Shorter UseThe following are unacceptable variations of our company name:

Stifel Nicolaus

Stifel Financial

Stifel, Nicolaus & Company

Stifel, Nicolaus & Company, Inc.

Stifel, Nicolaus & Co., Inc.

Stifel, Nicolaus and Company

Usage of the shortened name Stifel Nicolaus has been phased out and should not appear on any new materials. It should be replaced with Stifel only.

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Brand Grammar PunctuationThe following are a few punctuation styles followed in Stifel materials:

• Use two spaces after a period ending a sentence and after a colon.

• A single space should be used before and after an ellipsis ( … ).

• Use a comma before the last in a series (e.g., black, white, and blue).

• Use a comma after short greetings if they are followed by a name (e.g. “Good Luck, Tigers!” or “Congrats, Lucy!”).

• Use an en dash (–) to indicate a break in a sentence, placing a space before and after. Hyphens are not interchangeable with en dashes.

• Always use the curly apostrophe ( ’ ) and quotes ( “ ” ) instead of the straight ones ( 'or " ).

• Do not use apostrophes in plurals of years (e.g., 1990s) or in product names (e.g., IRAs, 401(k)s, UITs, ETFs, CDs).

• Periods and commas should be placed inside quote marks in all instances. (e.g. “The comma should fall inside the quotes,” she said.)

• “E-mail” should always be hyphenated and “website” should always be one word.

References to Financial AdvisorsUnless it is being used in a title, financial advisor should only be capitalized when it directly follows Stifel (e.g. “Contact your Stifel Financial Advisor”). General references to financial advisors should not be capitalized (e.g. “Talk to a financial advisor”).

NumbersNumbers one through nine should be written as words. If a number is 10 or greater, use numerals, unless it begins a sentence. Use a comma in whole numbers containing four or more digits (e.g., 1,000).

Additional Reference SourcesFor questions regarding grammar or style issues, we suggest using the following reference sources:

• The Gregg Reference Manual by William A. Sabin

• The Essential Writer’s Companion

• The Associated Press Stylebook and Libel Manual


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Brand examples

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A TOOL FOR CONSERVATIVE INVESTORS

Covered Call WritingBattistelli Holland Wealth Management Group YOUR ROAD MAP TO FINANCIAL FREEDOM

“Perfection is not attainable, but if we chase perfection, we can catch excellence.” – Vince Lombardi

Ashlock Wealth Management Group

BrochuresMarketing materials, advisor bio brochures, and Stifel product brochures have a similar design. Brochure covers can have no image, an image at the top of the page, or a full-page image.

Women’s Initiative NetworkHELPING WOMEN WIN AT STIFEL

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AdvertisementsOur advertisements can vary based on where the ad is being placed, but should always illustrate the Stifel brand through imagery, color, typography, and messaging.

We are pleased to support

The Muny Centennial Gala

501 North Broadway | St. Louis, Missouri 63102Stifel, Nicolaus & Company, Incorporated | Member SIPC & NYSE | www.stifel.com

Missouri: Chesterfield | Clayton | Frontenac O’Fallon | St. Louis | Sunset Hills

Illinois: Alton | Edwardsville | O’Fallon | Waterloo

Stifel understands that investing is based on trust. We understand that investing is not just money, but the foundation that shapes your future … a secure retirement, a college education for your children, the stability of your business. Success takes planning and commitment, and Stifel is committed to providing quality products and services in the quest to reach your goals.


INVESTING IN YOUR FUTURE

(614) 734-7226(877) 875-93526636 Longshore Street, Suite 280Dublin, Ohio 43017

Steve JefferisSenior Vice President/Investments

Our new address is:

3751 S. Columbia Road, Building AGrand Forks, North Dakota 58201

Our phone numbers will remain:

(701) 746-1365 | (800) 437-5389 toll-free(701) 746-1081 toll-free

We’re Moving

Stifel, Nicolaus & Company, IncorporatedMember SIPC & NYSE | www.stifel.com

We are moving our office, but not far! Please feel free to stop in and visit us once we’ve settled in.

Effective date:April 10, 2017

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WebsitesAdvisor websites are customized to the advisor’s brand within the Stifel brand.


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More information

http://www.tannerwealthmanagement.com/

PB8.2

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More InformationFor questions about Stifel branding: [email protected]

For questions about social media:[email protected]

For more information about Stifel Marketing, Advertising & Graphics visit:www.stifelmarketing.com

To request marketing materials, visit AdTrax found on Stifel Portal.

mailto:creation%40stifel.com?subject=Stifel%20Branding

mailto:snsocialmedia%40stifel.com?subject=Stifel%20Branding%20and%20Social%20Media

http://www.stifelmarketing.com

http://portal.stifel.com/ProductsServices/Ads/Pages/default.aspx

Brand Guidelines - Stifel...Brand Grammar 6.1 Overview 6.2 Formal Company Name; Acceptable and...

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