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VISUAL IDENTITY MANUALM A U L D I N & J E N K I N S

BrandBranding isn’t about survival, it’s about “thrive-al” – creating a lasting emotional connection with customers that fuels reputation, visibility, and growth. ~ Hinge article

Table of Contents3456781112Logo UsageLogo FormatsLogo RequirementsColor PaletteTypographyImagery & Visual ElementsMessagingJenny & Friends

Logo UsageLogo ComponentsBrand is the image of our firm as a whole while our logo identifies our firm in the simplest form. Color is one of the visual elements that convey a message non-verbally while being distinctive from others. A logo is processed intuitively and immediately, while a word must be understood first in its particular language, and then be related to a visual. We process the two concepts very differently.Black logo on light colored background.BlackTeal and Black logo on light colored background.ColorWhite logo on dark colored background.WhiteM&J | Brand Guidelines • Page 3

1 Logos Shown 1. Primary Logo: full-color 'stacked logo' is the primary brandmark of Mauldin & Jenkins for all marketing purposes. This can be used with or without the 'CPAs & Advisors' descriptor underneath, as shown below.2. One Color Variations: Variations in only black or white (reversed) are acceptable, if required by production limitations or design elements. One dark-colored backgrounds, use the reversed variation to retain legibility.3: Swoosh: Our swoosh is our icon, a symbol of our brand, used to trigger an action or forge identity when our full logo won't fit. 4. Swoosh with Name or website below: This logo variation is acceptable if required by layout constraints or production limitations. Use the full color version whenever possible. These logos are primarily used as office signage or on promotional items.5. Horizonal - Name Only: special use logo featuring our name spelled our horizontally is primarily used on building signage..23Logo Formats4M&J | Brand Guidelines • Page 4M A U L D I N & J E N K I N S5

Clear SpaceClear space separates the logo from other elements, including text and the edge of printed materials. The minimum required clear space is defined by the width of the iconic mark. Required clear space is represented by the boxes containing an X.Logo RequirementsM&J | Brand Guidelines • Page 5xxWidth of M in MauldinWidth of M in MauldinMinimum SizeLogo should be sized to ensure legibility across all media. When using the logo with 'CPAs & Advisors' underneath. Please make sure 'CPAs & Advisors' is large enough to read. If it is not legible, please remove 'CPAs & Advisors' or enlarge the entire logo size if allowed.x

Primary Color Palette#000000Pantone: Black 6 CCMYK: 75 68 67 90RGB: 0 0 0Supporting Color Palette 1Supporting Color Palette 2 Our traditional colors are teal, black, and gray.#4f5152Pantone: Cool Gray 11 CCMYK: 66 57 56 34RGB: 79 81 82#2f3d4cPantone: 432 CCMYK: 82 67 49 41RGB: 47 61 76#00f0d4Pantone: 2239 CCMYK: 57 0 31 0RGB: 0 240 212Color Palette#379095Pantone: 5483 CCMYK: 77 27 40 2RGB: 55 144 149M&J | Brand Guidelines • Page 6#e0e0e0 Pantone: 4274 C CMYK: 11 8 9 0 RGB: 224 224 224#c8b273Pantone: 4004 CCMYK: 23 26 64 1RGB: 200 178 115Pantone colors may not be exact matches. Please only use the Pantone option if requested and check with marketing to ensure it is the closest match.•Do not use white font on the primary gray or gold background.•Neon teal under supporting color palette 2 is used sparingly, only as a pop of color. Normally not used for text and primarily used for digital purposes.•

1Playfair 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 Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 02Open SansA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0TypographyM&J | Brand Guidelines • Page 74RobotoA B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 03Forum5A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0PhiladelphiaStory

Imagery to be representative of our firm. It should also reflect our locations and our niches. In an effort to differentiate our firm and reveal our personality, we will move away from standard stock images. Image selections should feature pops of our brand colors whenever possible and should have a light, airy, and natural quality.Images will depict a client's journey and how M&J can assist in navigating through the different stages and chapters of business and life. Staying true to our tagline: Going Further.Imagery & Visual ElementsM&J | Brand Guidelines • Page 8Visual ElementsAdding elements to the stock images will change the feel of the pictures we use on our website and in advertisements. We may use a gradient color overlay (B) on some images to add color, and use a pattern overlay and/or frame on select images to add subtle texture and depth. Patterns used are either diagonal lines, arrows or addition signs. The color, texture, and depth will be added strategically depending on the use of the photos and the background elements. The pattern can be on top of the picture (C) or placed behind it (A). The frame will be used behind the image or shape as a highlighting effect. Imagery Theme & DistinctionACB

Visual Elements M&J | Brand Guidelines • Page 9The layout designs above and below show a couple of examples in which the pattern and frame can be used to add texture and depth.About M&J...About M&J...

Visual ElementsM&J | Brand Guidelines • Page 10The arc or swoosh is taken from the swooping movement across the MJ iconic mark, as well as the negative space within. Arc shapes can be utilized as accents, textures, or graphic elements throughout external and internal collateral and media. Sample applications of the swoosh shape include frames, page footers, or corner elements.Arc/Swoosh Shapes and Frames

Messaging provides words that help clients and prospects understand a firm's value (why M&J?) and values (what M&J believes in). Messaging articulates the brand promise and stimulates the desire for a firm's services. Messaging tells a story that gains a person's attention and loyalty. Behind every great brand is a fundamental core brand message...why the brand matters, what it stands for, and how it is different from competitors.MessagingM&J | Brand Guidelines • Page 11TaglineGoing Further.Core PurposeGuide with WisdomServe with CompassionLead with IntegrityFirm Distinction in our Core ValuesInnovationStewardshipImpactTrustExcellenceVision: To be a trusted advisor, earning trust and building respect through our consistent commitment to excellence, leadership, and integrity.*Please use Roboto font and use a period, not an exclamation mark.

Meet Jenny & FriendsCompanies with good branding seem to have the same qualities. They believe in what they are selling, have good messaging, and a recognizable/consistent look. Their employees and clients seem to love what they do, what they stand for, and the stories they share. With that in mind, over the last couple of years, we have worked hard to create a new, improved brand that would provide a message that we could continue to build on in the future. To help communicate our brand, meet Jenny and friends.These characters help to make our brand:Per our research, mascots can help in showing our brand personality. Our personality consists of many elements including the way we communicate to our audience, the tone of our social media posts, and our values and overall design. MemorableCharismaticEasy to connect toOnce ready, we plan to incorporate Jenny & friends in the following ways:Navigate our website users to our Insights pageExplain how to find relevant content on our Insights pageHighlight our most recent newsletters, videos, articles & webinarsThe face of our ChatbotWelcome Video housed on the Client PortalMiguel Jane MarcusMitchJenny