Welcome to The Donnelly Agency! Our Mission is to empower Millennials, X, and, Y Generations through financial education, about how money really works, how to master money, and how to easily remove financial strife from your life. We give resources that break through myths and facilitate personal wealth, building trusted relationships that help our clients and agents reach financial independence by managing and developing their long term wealth.

Our goal is to recruit and train entrepreneurs in finance, building them into leaders and mentors, with established agencies of their own! We are exponentially spreading financial literacy. We’ve helped our agents build more than 20 independent agencies that produce between $250,000 to +$1 million in annual income and we want to up that number with you!

Our Guidelines

Anyone using adaptationth assets should only use the logos, glyphs, fonts, and colors outlined here in our Brand Identity site. Users and partners are required to follow all guidelines. Consistent use of these assets helps people easily recognize and protect our companies visual identity.

‍Identity System

What's it about!?

Adaptationth is a disruptor in the medical industry and because of that their brand identity needs to match their corporate mentality. Our goal was to create an identity that distinguishes the agency from everything that currently represents the “old boys club” of the financial industry. The identity needs to be adaptable, modern, recognizable, clear, and have a direct conscious + subconscious connection to the Millennial, X, Y generations. Our concept was to take key design features from the contemporary design industry and bring those elements into the financial industry. A task that has rarely, if ever, been executed and an act of true distinction. Key design elements include: lots of white space, Montserrat font, service and leadership display, and a black and white color system.

Primary Logo

For this identity system "Modern Simplicity" was the key concept seen to be an opposing force to the current medical industry norm. The brand name was determined to be the most important part of it's representation and therefor the full spelling of "Adaptationth" in Montserrat font without modifications was chosen for it's clarity and recognition.

Guidelines

We ask that you primarily use our Full Logo version in black on a white background.

Minimum Size

The logo can be no smaller than what is clearly and obviously legible to the majority of viewers.

White Space

Leave the equivalent to 2 font heights of space above and below the logo.

Always justified left, vertically centered, and in line with Headers and copy text justified left.

Usage

Use Primary Logo "Adaptationth" in Black on a white background whenever possible only using the Small Form Logo & Glyphs when absolutely necessary to distribute the brand identity.

For collaborative marketing and partnerships where backgrounds have a 50% - 100% darker tint we ask you use our Full White Logo Variation.

Glyphs

Cellular Adaptation

The brand glyphs are the visual representation of Adaptationth's mission & vision. Similar to the decision to use Montserrat due to it's nature, usage, and recognition the illustrated glyphs are direct representations of Emojis used every day by hundreds of millions of people and incite immediate conscious value and subconscious ethos.

Usage

These glyphs can be used any time and any place to represent the visual pillars of Adaptationth including marketing, social media, and distributed across the agency's media mix.

Minimum Size

The glyphs can be no smaller than what is clearly and obviously legible to the majority of viewers.

White Space

Always justified center and vertically centered.
Leave at least the equivalent to 2 font heights of space on all sides.

Keep it consistent.

Follow guidelines found in this guide and agree to act in accordance with them.

All lowercase

Only use Montserrat Bold type face.

Leave enough space around brand assets for them to be clear and uncluttered and use assets at a legible size.

Color System

Black

HEX #000000

White

HEX #ffffff

Dim Grey

HEX #727272

Typography

Montserrat 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

Helvetica Neue LT Std 75 Bold was chosen for two specific reasons.

1. Helvetica is the typographic representation of modern aesthetic. Simple, clean, legible, and trustworthy. It is not commonly, if ever, used in the dated design systems of the financial industry.

2. Helvetica is one of the most recognizably successful modern fonts covering 3 generations of contemporary society: Generation X, Millennials, and Generation Y. Helvetica has found success as the font for the New York Metro System, American Apparel, and Target.