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Defining our brand


“Honestly good banking” is a commitment we make—to our customers, to the business, and to each other. It’s a filter through which we look at everything we say and do, comprised of three distinct values.

Download brand guidelines


A big part of our commitment to Honestly Good Banking is keeping things simple. Our products, services and experiences should be simple. The way we speak should be simple. And even the way we visualize our brand should be simple.

This helps convey a sense of ease and comfort.


Honesty is easy. Until it's not.

Sometimes telling the truth is hard and hearing it is even harder. But we’re committed to it either way. And we believe honesty is a two-way conversation. So we promise to listen to what our customers and our associates have to say, whether it’s a compliment or a complaint.


If we’re going to do business in a community, we intend to contribute to that community as much as any neighbor would. Because that’s what good neighbors do. They lend a helping hand and they do it with a smile on their face.


This is where our brand starts: the values that drive our decisions, our actions, and our role in the community.

Please contact Simmons Bank Marketing for logos and approved uses by emailing


Standard (preferred option)



In many instances, the product or service being promoted is FDIC-insured, such as deposit products (i.e. checking, savings, CDs). For products and services not backed by FDIC, such as investments, trust and insurance, a different logo is required. Please contact if you have questions or need assistance.


Standard FDIC (preferred option)


Standard FDIC w URL


Color and Spacing


Reversed-out logo


Single color logo


Logo spacing

The letter “i” in Simmons is the scale for the distance.

The space from the outer edge or the bug to the text (with or without the white rule) should always be two of the letter “i”.

The scale (2x letter “i”) would be measured from the edge of the white rule to the “Simmons Bank” text.

Logo Scale.jpg

When using the stacked Simmons Bank logo, the “Simmons Bank” text should be scaled where the remaining distance above and below “Simmons Bank” is 1x above and below the text, where the letter “i” is flush with the top and bottom of the S1 bug.


  • Separate S1 bug and logotype or replace it with other shapes or icons.
  • Rotate or disproportionately stretch any parts of the logo.
  • Make the S1 bug larger than logotype.
  • Remove logotype from logo box or choose a new shape.

Logo Misuse.jpg


Primary brand colors


Simmons Red

Red is the heart of our brand. This color draws attention to key focal points, interactive elements in digital, and achieves the overall desired color balance.

PMS: 2035C
CMYK: 1, 100, 100, 0
HEX: #DC061B
RGB: 220, 6, 27



Black is primarily used for type.

It can be overly dominant when used in large areas or quantities. Use our secondary dark gray in these situations.

PMS: Black
CMYK: 0, 0, 0, 100
HEX: #000000
RGB: 0, 0, 0



White is our most effective tool for softening up our bold, primary red and black colors.

Using white for backgrounds and large areas creates white space—keeping our materials feeling light, fresh and welcoming.

PMS: White
CMYK: 0, 0, 0, 0
RGB: 255, 255, 255

Secondary brand colors


Dark Gray

Our secondary gray has been introduced for situations where we need large amounts of black, such as background areas. Use of this secondary gray helps maintain the feel of our primary colors without the dominant nature of our primary black.

CMYK: 8, 0, 0, 90
HEX: #353A3D
RGB: 53, 58, 61


Light Gray

Our secondary light gray is used only for backgrounds when white might feel too sterile. The light gray adds warmth, and can work in conjunction with white to delineate content areas.

CMYK: 0, 0, 0, 7
HEX: #F5F5F2
RGB: 245, 245, 242

Note: In print, different percentages of the light gray may be used to achieve necessary contrast.



Our secondary blue is the recommended choice when additional color is needed. As a secondary color, it should not be used in large quantities, such as backgrounds. Use our blue for visual accents, charts, illustrations and design elements.

PMS: 4156 C
CMYK: 40, 8, 10, 3
RGB: 155,195, 206



Our secondary yellow should be used only sparingly as an accent color, or in charts. It should never be used with red and black/gray on its own, to avoid confusion with Mastercard. This color should be used only in conjunction with our secondary blue.

PMS: 4017 C
CMYK: 5, 22, 81, 4
RGB: 237, 195, 95

Color balance

This is a visual representation of our ideal use of colors. It’s important to maintain this balance for branding consistency.


Our approach to typography is bold and simple. Always sentence case.

Headline Azo Sans, Bold

Title here lorem ipsum.

Subhead Azo Sans, Regular

Subtitle sed ut perspiciatis unde omnis iste natus error sit voluptatem.

Body Azo Sans, Regular

Body copy. Cras non ornare orci. Maecenas velit magna, condimentum sit amet vulputate id, lobortis sit amet arcu. Ut molestie sagittis commodo. Donec ipsum nulla, elementum in nisl non, iaculis elementum nisi. Quisque pharetra nisl urna, eu sollicitudin lectus rutrum eget. Aliquam quis augue mi. Fusce commodo magna nunc.

Diclosures Azo Sans, Regular

Mauris aliquet porttitor pretium. Sed vitae pulvinar nisi. Praesent faucibus ex felis, luctus finibus lectus tincidunt mollis. Donec accumsan tellus nunc, in ac-cumsan enim egestas ac. Fusce nec mauris rhoncus eros aliquam elementum. Nullam aliquet gravida eros, eu aliquet risus posuere.


Our photography should convey authenticity—relatable moments with emotion. These images were captured at just the right time by a good photographer. Only use images that really feel authentic. Avoid anything that looks staged, posed, stylized, shot under studio lighting, or in any studio at all. Start your search at, a great resource that supports our desired look and feel. is a good second source.

Stylistic checklist:

  • Authentic/candid
  • Natural light
  • Diversity (race, age, gender)
  • Regional
  • Mix of big life moments and everyday moments
  • Photo should NOT be stylized
    (no color tints, high contrast, filters, etc.)

Lifestyle photography

Lifestyle photos shouldn’t feel staged or “forced” for that perfect moment. These photos should be realistic and give the feeling of real life. The photography should capture the joy of the moment. It should feel like a photographer just came along for the ride, capturing events as they unfolded.


In many cases, such as a small business profile, the environment helps tell the story. The photos should feel candid—not posed or with the person smiling at the camera.

Corporate headshots

For corporate headshots, backgrounds should attempt to match the Simmons Bank gray color for consistency. Clothing with busy patterns should be avoided. If the Simmons Bank pin is worn, it should be on the left lapel.

Headshots should not include the environment or use different backgrounds. Also, avoid unconventional angles.

Illustrations are used as an alternative to photography. As part of the brand, it’s important that our illustrations follow best practices—always be consistent with use of color and illustration style.

Group 63.png


When creating illustrations

When creating illustrations, start with the horizon line to anchor the illustration, and an optional background shape to help define the area of the illustration.

The illustration should be made using solid shapes and minimal lines. The use of color is very intentional—red is used for a focal point, dark gray and blue for larger areas of color, and only a small accent of yellow.

As a last step, people are added to create interest and a unique twist. The people should be engaging with the illustration in some way whenever possible. The placement of people is in front of the horizon line, with a drop shadow.

Animation & illustrations

Illustrations can be animated to capture attention and introduce visual interest. Keep animations under 3 seconds.

Icons are a distinct visual element vs. illustrations. Whereas illustrations are used in place of photography, icons should be used in a more functional way. While primarily used in digital, icons can be used in print in certain situations, such as next to a phone number or website URL. Never use an icon to replace an image.

Red and Blue:










Banking isn’t always linear. When you see the big picture of finances, there’s a step-by-step process. The “stepping stones” graphic treatment adds visual interest to our materials, while subtly representing our customers' journey.

We have two design variations for stepping stone use: photography and no-photography. The red Simmons Bank icon is always the top layer of the stepping stones—creating the bridge to what’s possible. Use of negative (white) space is a crucial factor when working with these lockups.

Always use the design lockups provided. If you need a custom lockup, please reach out to

Photography lockup

To be used when you want to represent a life moment or life stage: the photography lockups are the preferred option versus the no-photography lockups.


Showcases a life moment and creates visual hierarchy.

Photography lockup 1

Photography lockup 1

Photography lockup 2

Photography lockup 2

Photography lockup 3

Photography lockup 3

Photography lockup 4

Photography lockup 4

Photography lockup 5

Photography lockup 5

Photography lockup 6

Photography lockup 6
Always bleed at the top-left of artboard

Photography lockup 7

Photography lockup 7
Always bleed at the bottom-right of artboard

No-photography lockup

Choose this option when the messaging is broad, copy heavy, or when photography is not appropriate (such as a letterhead or envelope). No-photography lockups are to be used as accent pieces, or to guide the reader’s eye—a complement, but not the focal point.


Envelope has ample whitespace and lockup is used as an accent.

No-photography lockup 1

No-photography lockup 1

No-photography lockup 2

No-photography lockup 2

No-Photography lockup 3

No-photography lockup 3

No-Photography lockup 4

No-photography lockup 4

No-Photography lockup 5

No-photography lockup 5

No-Photography lockup 6

No-photography lockup 6

Stylistic checklist:

  • The lockup shape should not be altered.
    (no transformations, different colors, stretch height or width)
  • Never edit the lockups or move shapes around, unless approved by marketing team.
  • Containing the stepping stone lockup within the design artboard is recommended. Bleeding off the artboard is allowed. Use with discretion.
  • Use lockups with fewer shapes when content is copy-heavy.

Group 18.png

Never use photo lockup and no-photography lockup in the same creative.

Group 19.png

Never alter or transform the lockups. Do not add copy or other elements to overlay the lockups.

Group 21.png

This lockup needs to bleed to the upper-left corner.

Group 22.png

This creative could use the photography lockup. Bleeding the lockup is ok, but the no-photography lockup is too large and not serving as an accent.

Sample work

Honestly good banking.     
© 2021 Simmons Bank Member FDIC