BRAND STYLE GUIDE & COMPANY OVERVIEW · 2021. 3. 9. · tone of voice whether it’s an email,...
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BRAND STYLE GUIDE & COMPANY OVERVIEW
Transcript of BRAND STYLE GUIDE & COMPANY OVERVIEW · 2021. 3. 9. · tone of voice whether it’s an email,...
BRAND STYLE GUIDE & COMPANY OVERVIEW
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CONTENTS
1.....Introduction
2.....About Us
3.....Our Mission
4.....Our Slogan
5.....Our Values
6.....Design Philosophy
7.....Tone Of Voice
8.....Brand Identity
9.....Identity Variations
10.....Color Usage
11.....Identity Usage Over Images
12.....Minimum Sizes & Clear Space
13.....Incorrect Usage
14.....Brand Colors
15.....Type Palette
16.....Icons
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Great visual communication doesn’t just happen.
It takes clear intentionality.
All messaging around The Neutral Project needs to be thoughtfully considered,
honed, and built. Most importantly, it must always align with our Mission, Values,
and Brand Architecture.
This guide will help give direction and resources to create a consistent visual
aesthetic across multiple platforms. Deviating from the brand may create
confusion and dilute the brand identity, so we ask that the guide is always
referred and adhered to.
INTRODUCTION
The Neutral Project is a sustainable real estate development company. Our goal is to challenge conventional real estate development methods and present a new sustainable development strategy.
We believe that the accepted real estate development model
that necessitates endless growth disregarding environmental
impact, must be displaced. The Neutral team collectively has
over two decades of experience in multifamily and mixed-use
development. We’ve worked from inception to completion on
development projects totaling over 2,000 multifamily units.
Additionally, we have over 55,000 square feet of office and retail
development and lease-up experience.
ABOUT US
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OUR MISSION
The Neutral Project was created to redefine conventional development strategies, to mitigate the reprehensible damage caused by the built environment.
Despite the evidence pointing to the reality of the built
environment polluting our eco-system at an exponential volume
for decades. Conventional developers lack the fortitude and will
to act—collectively paralyzed by impassivity, non-inclination, and
lack of vision. To mitigate continuous reprehensible damage, we
must evolve one of the largest contributing industries, Real Estate
Development. Our mission is to leave this cosmos better than
when we found it by creating a novel sustainable development
company to revitalize our built environment.
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OUR SLOGAN
Paving the Path to Neutral
OUR VALUES
Many of today’s real estate development companies lack intrinsic value and sustaining meaning. The Neutral Project does not lack either we value:
Sustainable
Ethical
Thoughtful
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DESIGN PHILOSOPHY
Our design philosophy goes beyond the narrow dictates of standard development methods utilizing highly refined and synthetic materials aimed merely at cost effect mass construction.
We look at design from a sustainable lens transcending the
mundane, utilitarian perspectives of typical development designs.
Our design philosophy initiative is to design timeless, creative, and
sustainable developments that allow our clients to experience art
from the tangible natural built environments we create.
TONE OF VOICE
W H E T H E R I T ’ S A N E M A I L , I N - P E R S O N C O N V E R S AT I O N O R P R O F E S S I O N A L D O C U M E N T,
T H E T O N E N E E D S T O C O R R E L AT E T O T H E VA LU E S O F T H E B R A N D.
Authentic ApproachableDown-to-Earth
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BRAND IDENTITY
MAIN LOGO
ICON WORD MARK
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IDENTITY VARIATIONS
HORIZONTALCENTERED
ICONS
FaviconFillOutline
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COLOR USAGE
FULL COLOR DARK BACKGROUND
SINGLE COLOR DARK BACKGROUND
FULL COLOR LIGHT BACKGROUND
SINGLE COLOR LIGHT BACKGROUND
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IDENTITY USAGE OVER IMAGES
DARK NAVY MULTIPLYUse with light images that white text will
not show on. Place over unobstructed portion of photo.
(CMYK: 88 68 53 52, Multiply Effect)
COLOR MULTIPLY This will rarely work. However, if there is a very light image with reasonable space to place the logo, the color logo can be
used with Multiply effect.
PHOTO FILTER If an image is busy and does not have
an unobstructed area, use a transparent layer over the photo.
(CMYK: 81 60 58 49, 60% Opacity)
CLOUD SOLID COLOR Use whenever possible.
Place over unobstructed portion of photo.
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MINIMUM SIZES & CLEAR SPACE
.25”.375” .25”
MINIMUM SIZESTo maintain logo legibility, do not scale
smaller than above dimensions
SPACINGTo preserve logo integrity, always leave adequate
space on all sides of the logo
1.25”
1”
.875”
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Developers
INCORRECT USAGE
Don’t use any colors that are not brand approved
Don’t add any other text Don’t try to recreate the logoDon’t change the proportions of the logo elements
Don’t stretch or skew disproportionately Don’t rearrange the logo elements
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BRAND COLORS
* There are variations in the CMYK equivalent for the above PANTONE colors. Use these values to achieve the closest match. Please always use the PANTONE chip for color accuracy.
88 68 53 52
MIDNIGHT
85 48 46 19
WAVE
50 25 31 0
SKY
60 38 73 19
EVERGREEN
44 28 58 3
SAGE
37 59 56 14
CLAY
20 24 34 0
TIMBER
2 6 3 0
CLOUD
27 50 62 43 100 111 134 165 168 101 117 83 148 158 123 149 106 98 206 187 166 247 238 238
1B323E 2B646F 86A5A8 657553 949E7B 956A62 CEBBA6 F7EEEE
547 5473 5493 5763 5783 4715 4745 --
CMYK
RGB
HEX
PANTONE*
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TYPE PALETTE
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 Z
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 z
0 1 2 3 4 5 6 7 8 9
MAIN HEADER - IVYMODE, LIGHTKerning (Letter Spacing): 25, Title or Sentence Case Web Font Substitution: --
SECONDARY HEADER - FREIGHT BIG PRO, BOOKKerning (Letter Spacing): 20, Title or Sentence CaseWeb Font Substitution: Playfair
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 Z
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 z
0 1 2 3 4 5 6 7 8 9
About Us
The Neutral Project is a sustainable real estate development company. Our goal is to challenge conventional real estate development methods and present a new sustainable development strategy.
We believe that the accepted real estate development model that
necessitates endless growth disregarding environmental impact, must
be displaced. The Neutral team collectively has over two decades of
experience in multifamily and mixed-use development. We’ve worked
from inception to completion on development projects totaling over
2,000 multifamily units. Additionally, we have over 55,000 square feet
of office and retail development and lease-up experience.
BODY - FREIGHTSANS, BOOKKerning (Letter Spacing): 20, Title, Sentence, Uppercase Web Font Substitution: Montserrat
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 Z
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 z
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ICONS
Paving The Path To Neutral
