Name and
logo reference
guide
February 2016
Color palette
Using the Piper Jaffray color palette
strategically and consistently will help
us continue to build brand recognition
in the marketplace.
Gray is the primary brand color while
supporting colors are intended to be used
as accent colors.
Whenever possible, choose one color
to accent the primary gray rather than
using several colors at once. This helps
communicate our brand in a focused,
refined and intentional way.
PANTONE 7540
PANTONE 7459
PANTONE 7752
PANTONE 166
CMYK 0, 0, 0, 85
RGB 74, 79, 85
HEX 4a 4f55
CMYK 73, 27, 21, 0
RGB 63, 151, 181
HEX 3f97b 5
CMYK 20, 27, 100, 1
RGB 209, 175, 34
HEXd1af 22
CMYK 5, 81, 100, 1
RGB 230, 84, 0
HEX e65400
70%
In most cases, our color palette should be used at 100% opacity and not tinted. In
circumstances where a lighter color is needed, the palette may be tinted to 70%.
Typography
Helvetica Neue is our primary font and
integral to the overall brand. Using it correctly
and consistently builds brand equity.
HELVETICA NEUE
HELVETICA NEUE BOLD & BOLD ITALIC
AaBbCcDdEdFfGgHhIiJjKkLlMmNnOoPp
QqRrSsTtUuVvWwXxYyZz 0123456789
HELVETICA NEUE ROMAN & ROMAN ITALIC
AaBbCcDdEdFfGgHhIiJjKkLlMmNnOoPp
QqRrSsTtUuVvWwXxYyZz 0123456789
HELVETICA NEUE LIGHT & LIGHT ITALIC (USE SPARINGLY)
AaBbCcDdEdFfGgHhIiJjKkLlMmNnOoPp
QqRrSsTtUuVvWwXxYyZz 0123456789
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Logo
The Piper Jaffray name and logo reflect our
firm’s history and dedication to serving clients
based on our core values of integrity, trust
and partnership.
These guidelines will help us present
ourselves consistently and help each of us
communicate clearly what distinguishes
and differentiates us as a company.
Please follow these guidelines and do your
part to be an ambassador for our brand.
NAME AND LOGO
LOGO COLORS
Our company name is at the core of our
identity, and the Piper Jaffray logo is the
centerpiece.
The logo can appear in gray, black or white.
When placing a logo over an image, be sure
there is adequate contrast for readability.
Our logo must be used in its entirety;
please refer to the examples below.
LOGO:
Contact Jenna Bauer if you have questions:
Jenna Bauer
Assistant Vice President,
Marketing Communications Manager
jenna.s.bauer@pjc.com
612-303-6311
PIPER JAFFRAY LTD. (EUROPE):
PIPER JAFFRAY ASIA:
The registration mark (®) must accompany
the Piper Jaffray logo in all communication
materials, as shown here.
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Logo (continued)
LOGO AND TAGLINE LOCK-UP
AREA OF NONINTERFERENCE
MINIMUM SIZE
When possible use the logo and tagline
lock-up.
To protect the integrity of our identity and
ensure optimal readability, maintain an area
of empty or clear space around the logo. The
minimum unit of measurement of this space
is the height of the “J,” as shown in the
diagram below. No type or graphic element is
allowed in this space.
Make sure the logo meets the minimum size
requirements listed below to ensure it is
readable when reproduced. When sizing
the logo smaller than 0.75" wide, the tagline
should be dropped. When scaling, use
caution not to distort the logo in any way.
When using the logo and tagline in a
horizontal format, the Piper Jaffray namemark must precede the tagline.
The standard version of the logo (without
the tagline) is used primarily on specialty
items, official statements and documents.
In rare instances when the logo and tagline
lock-up do not fit, use the standard version.
Always use the bar element above the tagline.
The bar element above the tagline exists in
three different colors (blue, gold and orange).
The color you choose should correspond
with the accent color you are primarily using
in your design piece.
0.75”
1.375”
minimum width
with tagline
minimum width
with tagline
0.5”
minimum width
without tagline
Logo and tagline
lock-up
Bar element
color options
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Note: Outside the U.S., the Piper Jaffray
mark must be placed immediately
adjacent to and preceding the Realize the
Power of Partnership mark. The following
additional tagline must appear within your
communication materials when the above
logo and tagline are used: Piper Jaffray
Realize the Power of Partnership℠
Nomenclature guidelines
Abbreviations
Our name should always be spelled out: Piper Jaffray. Do not use informal versions
of our brand name (e.g., Piper, PJ, PJC). Consistently using our full name helps
build our brand.
Possessive forms
The Piper Jaffray brand name cannot be used in possessive form, for example, use
“Piper Jaffray fixed income,” not “Piper Jaffray’s fixed income group,” which is not
legally protected under U.S. patent and trademark law.
Splitting our name
For consistency and impact, try not to split our name from one line to the next
in marketing or communications materials.
First use of our name
If you have the logo and the SIPC line on your document, you do not need to use
our full legal name on the first reference in your body copy. However, if you do not
have the logo in your document, you need to use our full legal name, Piper Jaffray
& Co., on first reference.
SIPC line
The SIPC line will appear on all marketing, research and corporate
communications materials. It should read like this:
Since 1895. Member SIPC and NYSE.
If for some reason the logo isn’t used in a document, Piper Jaffray & Co. needs
to appear in the SIPC line. It should read like this:
Piper Jaffray & Co. Since 1895. Member SIPC and NYSE.
Piper Jaffray trademark
A trademark is any word, name, symbol, device, design or phrase adopted and
used by Piper Jaffray to identify its goods and services and to distinguish them
from the goods and services of others. Trademarks and service marks are usually
marked with either a ™ or an ® symbol (the ™ and SM symbols designate
unregistered trademarks and service marks, while the ® symbol designates a
registered trademark). Trademarks must be used as adjectives, not nouns or verbs.
The Piper Jaffray trademark may not be used within non-Piper Jaffray trademarks,
service marks, trade names, domain names, product names or logos.
Third parties may not use any stylized Piper Jaffray trademarks or logos without a
trademark license from Piper Jaffray. Please check with the Piper Jaffray marketing
department for more information.
Copyrights
Certain employees are permitted to create or to distribute in-house marketing
materials, research reports, and other works which bear the Piper Jaffray brand
and are subject to the firm’s own copyright protections and usage restrictions.
Works created by other companies, people, or legal entities in any medium (e.g.,
digital, electronic, print, recorded, etc.) should generally be presumed to be
protected by copyright law, regardless of whether the work displays a copyright
notice, the symbol “©”, or any other express reservation of rights. Computer
software, research periodicals and newsletters, market data, training materials,
and similar works all typically have copyright protection and usage restrictions
with onerous penalties for violations.
Employees must not copy, reproduce, forward, create, or distribute any such
works or create derivative works, or otherwise circulate or compile materials either
externally or internally without a written license or subscription agreement which
expressly permits such activities.
There are certain exceptions to copyright restrictions including materials in
the public domain (i.e., where a copyright has expired or where materials are
offered for free usage) or works created by the U.S. government. However, these
exceptions would rarely apply at Piper Jaffray.
All licenses and subscription agreements which involve copyright-protected works
must be reviewed by the legal department in advance and may only be executed
by a manager authorized to sign such licenses and subscription agreements.
If you are uncertain of your rights to use or to reproduce any materials, please
contact Dean Nelson in the general counsel department at 612 303-5530. For
questions related to in-house marketing, research, and other works that display
the Piper Jaffray brand, please contact Jenna Bauer in marketing at 612 303-6311.
The Piper Jaffray registration mark ® must appear on the first most prominent use
of Piper Jaffray. Using the logo fulfills this requirement. Use of this mark protects
our legal trademark rights. The registered trademark may not be required on some
items. Please check with the Piper Jaffray marketing department for guidance.
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Since 1895. Member SIPC and NYSE. © 2016 Piper Jaffray & Co.