Carson Rebrand 2019

A firm that’s dedicated to making the complex simple deserves a brand system that’s simple, instantly recognizable and full of energy.

Department

Carson Marketing Team

Launched

January 2019

Media ASsets

Looking for logo files and/or headshots of Carson leadership?

Check Out Our Media Assets Page

A Brand That Represents Us

Carson serves two audiences – investors through Carson Wealth, and advisors through Carson Partners – so we started looking for a mark that represents where our two audiences intersect.

  • Carson serves two audiences – investors through Carson Wealth, and advisors through Carson Partners – so we started looking for a mark that represents where our two audiences intersect.
  • The bottom half points down, representing how Carson comes underneath our Partners to help them serve investors, supporting our advisors and giving them a safety net so they are free to serve their clients.
  • Carson lives where those two audiences overlap – providing the best experience for advisors, so they can provide the best experience for investors. Supporting our family of advisors so they can support the families they serve across the country.

Just "Carson"

Our primary brand has been called Carson Group for a long time. Last year we started asking around and found out that most people just call us “Carson,” and we liked the sound of that. Now that Carson umbrella covers every aspect of our business – Carson Coaching, Carson Wealth and Carson Partners.

The Colors of Carson

Our new brand colors represent three distinct parts of our brand, as well as our personality as a company:

carson
carson
Blue
Innovative

Our Partners know that stagnation is the enemy, so we are constantly poised, ready to provide the next great innovation to investors.

carson
Gold
Service-minded

This is the same gold colors used in the previous Carson Wealth logo, and it represents the firm foundation we have built by serving investors’ needs for decades.

carson
Green
Energetic

The best advisors are always looking for ways to serve their clients better, make their operations more efficient, and market their firm better. It’s like they never sleep.

The New Brand

Our New Brand System is Comprised of Seven Elements:

Logos
Color
Typeface
Composition
Graphic Elements
Photography
Brand Voice

Logos

Our logo represents the way we strive to provide a single pane of glass where our audiences merge to receive the best experience available to both investors and advisors.

Logos of Sub-Brands
Logos In Use

Color

A clean color pallette tied together with a strong navy draws on the colors of Carson’s past as well as setting the course for our future.

Carson Group
Primary, Secondary & Gray Colors
#0d304a RGB: 13 / 48 / 74 CMYK: 85 / 21 / 0 / 0 Pantone 2925 C
#08A0FF RGB: 13 / 48 / 74 CMYK: 100 / 63 / 16 / 78 Pantone 2965 C
#73c9ff RGB: 115 / 201 / 255 CMYK: 45 / 1 / 0 / 1 Pantone 2905 C
#b9e4ff RGB: 185 / 228 / 255 CMYK: 24 / 1 / 0 / 0 Pantone 2905 C (50% Tint)
#d9f0ff RGB: 217 / 240 / 255 CMYK: 13 / 0 / 0 / 0 Pantone 2905 C (25% Tint)
#f3faff RGB: 243 / 250 / 245 CMYK: 4 / 0 / 0 / 0 Pantone 545 C (20% Tint)
#6e7b82 RGB: 110 / 123 / 130 CMYK: 45 / 16 / 25 / 50 Pantone 444 C
#6E7B82 RGB: 175 / 189 / 199 CMYK: 22 / 4 / 15 / 8 Pantone 441 C
#CADAE6 RGB: 202 / 218 / 230 CMYK: 18 / 6 / 1 / 2 Pantone 650 C
Primary & Secondary Colors of Sub-Brands
#0d304a RGB: 13 / 48 / 74 CMYK: 85 / 21 / 0 / 0 Pantone 2925 C
#08A0FF RGB: 13 / 48 / 74 CMYK: 100 / 63 / 16 / 78 Pantone 2965 C
#73c9ff RGB: 115 / 201 / 255 CMYK: 45 / 1 / 0 / 1 Pantone 2905 C
#b9e4ff RGB: 185 / 228 / 255 CMYK: 24 / 1 / 0 / 0 Pantone 2905 C (50% Tint)
#d9f0ff RGB: 217 / 240 / 255 CMYK: 13 / 0 / 0 / 0 Pantone 2905 C (25% Tint)
#f3faff RGB: 243 / 250 / 245 CMYK: 4 / 0 / 0 / 0 Pantone 545 C (20% Tint)
#0d304a RGB: 13 / 48 / 74 CMYK: 100 / 63 / 16 / 78 Pantone 2965 C
#d6b556 RGB: 214 / 181 / 86 CMYK: 2 / 22 / 100 / 8 Pantone 110 C
#ebd48d RGB: 235 / 212 / 141 CMYK: 1 / 4 / 45 / 1 Pantone 7402 C
#f5e9c6 RGB: 245 / 233 / 198 CMYK: 4 / 6 / 24 / 0 Pantone 7402 C (50% Tint)
#faf4e2 RGB: 250 / 244 / 226 CMYK: 2 / 2 / 11 / 0 Pantone 7402 C (25% Tint)
#fdfbf4 RGB: 253 / 251 / 244 CMYK: 0 / 0 / 4 / 0 Pantone 7402 C (10% Tint)
#0d304a RGB: 13 / 48 / 74 CMYK: 100 / 63 / 16 / 78 Pantone 2965 C
#24ab76 RGB: 36 / 171 / 118 CMYK: 71 / 3 / 69 / 2 Pantone 2417 C
#35db86 RGB: 53 / 219 / 134 CMYK: 48 / 0 / 45 / 0 Pantone 2412 C
#9aedc3 RGB: 154 / 237 / 195 CMYK: 32 / 0 / 33 / 0 Pantone 2412 C (50% Tint)
#ccf6e1 RGB: 204 / 246 / 225 CMYK: 16 / 0 / 17 / 0 Pantone 2412 C (25% Tint)
#ebfbf3 RGB: 235 / 251 / 243 CMYK: 6 / 0 / 7 / 0 Pantone 2412 C (10% Tint)

Typeface

Our dominant typeface is Helvetica Neue, which presents a new twist on the most popular font in the world, Helvetica.

Foundry Linotype
Design year 1983
Why Helvetica Neue LT PRO? The Neue Helvetica sets new standards in terms of its form and number of variants. It is the quintessential sans serif font, timeless and neutral, and can be used for all types of communication.
Helvetica Neue LT Pro
AaBbCcDdEeFfGgHhJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz
75 Bold
AaBbCcDdEeFfGgHhJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz
65 Medium
AaBbCcDdEeFfGgHhJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz
45 Light
AaBbCcDdEeFfGgHhJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz
35 Thin
AaBbCcDdEeFfGgHhJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz
25 Ultra Light

Composition

Graphic Elements

Graphic Elements

Miscellaneous Graphics
Ribbons
Arrows
Quotation Marks

Graphic Elements

Patterns

Graphic Elements

Graphs & Charts
3D Chart
2D Chart

Photography

Clear, bright, familiar photography conveys the hope we offer investors and advisors alike. Our imagery will communicate the value we place on individuals, diversity, and relationships.

Brand Voice

We engage our audiences with our brand voice, adopting these attributes across each medium to create a unified, consistent message.

We Are:
But Not:
Authoritative

We are thought leaders. Experts. Masters of our craft.

Arrogant

We know we’ve been there before, so we leave the bragging to others.

Intelligent

We use engaging, thought-provoking language.

Condescending

We meet everyone at their level – and value the entire audience.

Inspiring

We create an audience that is ready and willing to take action.

Misleading

We are clear on our value and never trick, manipulate or confuse.

Edgy

We push the envelope and engage a modern audience.

Elitist

We stay inclusive and recognize our strengths with humility.

Creative

We are focused on originality and improved experiences.

Smug

We avoid audience confusion at the cost of our own egos.

Familiar

We use language and design that are accessible to our intended audience.

Tired

We find new approaches while remaining clear and concise.