First Choice Brand Guidelines by Christina Acosta

First Choice Modular

How We Look

BRAND GUIDELINES

TABLE OF CONTENTS Brand Promise 1. Company Description 1 2. The Brand Promise 2 3. Why the Logo is Used 3 4. When the Logo is Used 4

Brand Elements 5 5. 6. 7. 8. 9. 10.

Elements of the Lockup Logo Variations Clear Space Color Patterns & Shapes Typography

6 7 9 11 13 14

Stationery, Website & Signage

11. Business Cards 12. Letterhead 13. Envelopes 14. Website 15. Signage 16. Forms

16 17 18 20 23 25

Applications

17. Vehicles 18. T-shirts 19. Ephemeral

30 31 32

TABLE OF CONTENTS (Continued) Brand Consistency

20. Background Do’s and Don’t’s 21. Proper Logotype Usage

34 35

APPENDIX

1. 2.

Identity Specifications & Justification Branding Opportunities

37 44

BRAND PROMISE

COMPANY DESCRIPTION First Choice Modular is a small modular office business that sells modualr office products and services. It has approximately 30 employees. Seventy-five percent of its business is done with government agencies. It offers the entire solution for companies wishing to install modular office furniture, including all related products and services. Some of the services it handles include:

Products: • •

New and used modular office furniture New and used office cubicles

Services: • • • • • •

Installations Configuratons Reconfigurations Maintenance and repairs Cleaning services Furniture storage

THE BRAND PROMISE First Choice Modular offers accurate, elegant solutions to modular office problems. The company strives to offer exceptional customer service to all its stakeholders by being professional, courteous, and helpful at all times, providing consistent quality products and services, and consistently offering its customers cost-effective solutions to their modular office problems . When problems occur, the company will correct them quickly and to the customerâ&#x20AC;&#x2122;s satisfaction. It considers brand loyalty from its customers to be the utmost compliment.

Tagline: The elegant choice for MODULAR.

WHY THE LOGO IS USED The logo is used so that the company can be instantly recognized both up close and afar. The logo is meant to remind customers about the company and its offerings so that when customers require modular office products or services, they will select First Choice Modular. Continual and consistent use of the logo and tagline is meant to brand First Choice Modular and make it instantly recognizable. It is also meant to increase business for First Choice Modular and help it grow significantly. The logo is meant to make First Choice Modular appear like a large, stable global corporation. The logo is meant to give the comapnyâ&#x20AC;&#x2122;s stakeholders a sense of its business niche and its industry. The use of the red and blue in the logo (which are reminiscent of the colors of the American flag) are meant to make its customers feel that First Choice Modular is somehow tied to the U.S. Government and is government friendly. The logo is a symbol of the promise that First Choice Modular makes to its customers: that they will always receive friendly, accommodating, professional customer service. The simplicity and elegance of the logo is meant to remind the companyâ&#x20AC;&#x2122;s stakeholders of its elegant, cost-effective modular office solutions.

WHEN IS THE LOGO IS USED The logo is used for situations where the public comes in contact with First Choice Modular. The most important audiences are customers, potential customers, and vendors. First Choice Modular should make sure to use its logo whenever feasible.

Touch points include: • Stationery system (Business card, letterhead, envelope, labels, email signature) • Ephemeral • Website and social media • Company vehicles and uniforms • Company forms • Signage • Events and related materials • Brochures and pamphlets • Marketing materials and collateral • Packaging

BRAND ELEMENTS

ELEMENTS OF THE LOCKUP

First Choice Modular First Choice Modular

The elegant choice for MODULAR. 6

LOGO VARIATIONS Color Applications

First Choice Modular

The elegant choice for MODULAR.

Standard logo

Standard logotype

First Choice Modular

The elegant choice for MODULAR.

Standard lockup

First Choice Modular

The elegant choice for MODULAR .

Logo used for dark backgrounds using 60% black or more.

Black & White Lockup

First Choice Modular

The elegant choice for MODULAR . 8

CLEAR SPACE 1 X = Clear space

First Choice Modular 9

First Choice Modular The elegant choice for MODULAR.

COLOR

Primary Colors

Future Division Colors Red C: 0

PMS 485C Y: 100

M: 100

K: 0

Blue PMS 2746C C: 100

Y: 0

M: 100

K: 0

Secondary Colors

Violet PMS 271C C: 41

Y: 0

M: 40

K: 0

Magenta PMS 241C C: 15

Y: 0

M: 100

K: 20

Gray Colors for Black & White Applications

Violet PMS 271C C: 41

Y: 0

Medium Gray PMS Cool

M: 40

K: 0

C: 0

Y: 0

M: 0

K: 35

Gray 5C

Dark Blue PMS 2765C C: 100

Y: 0

Dark Gray PMS 424C C: 100

Y: 0

M: 100

K: 70

M: 100

K: 70

Dark Red

PMS 2425C C: 0

M: 100

Y: 100 K: 80

COLOR Color Usage Guidelines The logo used the Primary Colors of blue and red. Whenever possible, the blue and red should be used. On a red background, the small red element should be changed to white, while the blue should remain unchanged. On a blue background, the large square should be changed to white and the smaller element should remain red, and the type should become white. In signage, or when a three dimensional effect is needed, the dark blue (PMS 2765C) and the dark red (PMS 2425C) may be used to give the logo and logotype a sense of depth. Violet (PMS 271C) is currently being used on the website and will be used in the future when First Choice sells enough modular products so it will make sense to create a new division. In this case, the violet will replace the blue and the magenta (PMS 241C) will replace the red. PMS 271C is the main color used for the website. The future colors First Choice Modular will use when it adds a division is violet (PMS 271C) and Magenta (PMS 241C).

Black and White Usage Guidelines Two shades of gray may be used with the First Choice logo when printing black and white documents and envelopes. In black and white applications, PMS 424C should replace the blue and PMS Cool Gray 5C should replace the red. Some black and white applications include memos, company forms, and in-house directives.

PATTERNS & SHAPES

Pattern at 20% opacity The patterns are used for the inside of the envelopes and for special applications like on ephemeral. This pattern would look great on an umbrella.

Containing logo shapes

Containing shape used for business cards and vehicles. This may be stretlched horizontally, but not vertically.

TYPOGRAPHY Helvetica - Regular - 12 point abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTVWXYZ 1234567890 \`~!@#$%^&* ()_-+=,./<>?\|[]{} ;:’ ‘ “ ” ,./? “!#$%&’()*+,-./@

Helvetica - Bold - 12 point abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTVWXYZ 1234567890 \`~!@#$%^&* ()_-+=,./<>?\|[]{} ;:’ ‘ “ ” ,./? “!#$%&’()*+,-./@

Helvetica - Oblique - 12 point abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTVWXYZ 1234567890 \`~!@#$%^&* ()_-+=,./<>?\|[]{} ;:’ ‘ “ ” ,./? “!#$%&’()*+,-./@ Helvetica - Light - 12 point abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTVWXYZ 1234567890 \`~!@#$%^&* ()_-+=,./<>?\|[]{} ;:’ ‘ “ ” ,./? “!#$%&’()*+,-./@

Helvetica - Light Oblique - 12 point abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTVWXYZ 1234567890 \`~!@#$%^&* ()_-+=,./<>?\|[]{} ;:’ ‘ “ ” ,./? “!#$%&’()*+,-./@

Helvetica - Bold Oblique - 12 point

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTVWXYZ 1234567890 \`~!@#$%^&* ()_-+=,./<>?\|[]{} ;:’ ‘ “ ” ,./? “!#$%&’()*+,-./@

STATIONERY, WEBSITE & SIGNAGE

BUSINESS CARDS

First Choice Modular

The elegant choice fo r MODULAR .

3540 Cadillac Avenue Costa Mesa, CA 92626 George@fcinstalls.com

George Ayala Presiden t

(714) 979-9788 Toll free: (866) 565-1888

The elegant choice for MODULAR.

LETTERHEAD First Choice Modular

The elegant choice fo r MODULAR .

(714) 979-9788 Fax: (714) 979-9789 Toll free: (866) 565-1888 www.fcinstalls.com 3540 Cadillac Avenue, Costa Mesa, CA 92626

ENVELOPES

First Choice Modular 3540 Cadillac Dr. Atlanta, CA 02345

The elegant choice for MODULAR.

WEBSITE First Choice Modular

(866) 565-1888

Call for your free quote today!

The elegant choice for MODULAR.

Home

About Us

Services

Government

Info Requests

References

Info Requests

References

Offering Modular Office Products and Services

Home

About Us

Services

Government

First Choice Modular

(866) 565-1888

About Us

The elegant choice for MODULAR.

First Choice Modular is a leading California company offering comprehensive furniture management and modular office services. Headquartered in Southern California, First Choice Modular offers a wide spectrum of modular office products and services, including furniture installations, project management, space planning, delivery, installation, maintenance and repair, warehousing, and

short-term storage.

We are a trusted government vendor. In 2011, we were commissioned by the federal government to handle a major modular installation in Afganistan. We are eager to handle large and small jobs for

local companies to Fortune 100 corporations to government agencies.

Our Dedication to Customer Service We always strive to be accurate, professional, and courteous. We offer exceptional value and are a preferred government vendor. If problems ever occur, we resolve them quickly and to the custom-

er始s satisfaction. Our goal is to establish long-term, mutually beneficial relationships with our customers. We deliver on our promises.

Our customers are number one!

First First Choice Choice Modular Modular

First Choice Modular

Home

About Us

Services

Government

Info Requests

References

First Choice Modular

(866) 565-1888

Services

The elegant choice for MODULAR.

Project Management and Space Planning First Choice Modular offers full modular office furniture installations, including product purchasing, project management, space planning, delivery, installation, maintenance and repair, warehousing, and short-term storage.

er始s satisfaction. Our goal is to establish long-term, mutually beneficial relationships with our customers. We deliver on our promises.

Product Offerings

Manufacturers represented:

Storage and Warehousing

AIS All Steel E.O.C. Harpers Haworth Herman Miller Cleaning, Maintenance & Repairs Home

Hon Kimball Intl. Knowll MAiSPACE Marvel Panel Concepts

Delivery, Installation, Reconfigurations About Us

Services

Government

Info Requests

References

Pleion Steelcase Teknion Trendway

SIGNAGE

FORMS

First Choice Modular

Fax Cover Sheet Date: _________________

The elegant choice fo r MODULAR .

To: _______________________________ From: _____________________________ Company: __________________________________________

Total pages: ______

Phone: _________________________________________________________________ Fax: ___________________________________________________________________ Re: ____________________________________________________________________

Urgent

Please respond

Fax back

Please sign & fax back

Comments: ___________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________

(714) 979-9788 (866) 565-1888 www.fcinstalls.com 3540 Cadillac Avenue, Costa Mesa, CA 92626

First Choice Modular

Customer Satisfaction Survey Customer Name: ____________________________ Lead Installer: ____________________________

The elegant choice fo r MODULAR .

Name of Project: ____________________________ Install Date: ____________________________

1. Were you greeted by the Lead Installer prior to beginning work on the project?

 Yes

 No

Comments: _____________________________________________________________________________ ________________________________________________________________________________________

2. Did our crew arrive on time and with the right equipment for the job?

 Yes

 No

Comments: _____________________________________________________________________________ ________________________________________________________________________________________

3. Did our crew remove all trash and dispose of it in the proper designated areas?

 Yes

 No

Comments: _____________________________________________________________________________ _______________________________________________________________________________________

4. Please indicate your agreement with each of the following statements using the below scale. Strongly Disagree

Disagree

Neither Agree nor Disagree

Strongly Strongly Agree Agree Agree

a. The installers were courteous and friendly

b. The installersʼ appearance and actions were were professional

c. The crew left all areas and work surfaces clean

d. I was not billed more than the amount quoted

5. D

id any unforseen problems occur during the job?

 Yes

 No

Comments: _____________________________________________________________________________ ________________________________________________________________________________________

First Choice Modular

Customer Satisfaction Survey Page 2

Project name: _____________________________

The elegant choice fo r MODULAR .

Very Unlikely

Unlikely

May or May Not

Likely

Very Likely

6. How likely are you to use us again in the future?

7. How likely would you be to recommend us to a friend or associate in need of modular office products and services?

8. Did any unforseen problems occur during the job?

 Yes

 No

 Yes

 No

Comments: _____________________________________________________________________________ ________________________________________________________________________________________

10. We strives to provide exceptional customer service on all jobs. Do you have any other comments or suggestions for us?  Yes  No Comments: _____________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________ ________________________________________________________________________________________

11. Would you like someone from management to call you to discuss your recent job?  Yes

 No

Phone: ______________________________ Best time to call (PST): ______________________________

(714) 979-9788 (866) 565-1888 www.fcinstalls.com 3540 Cadillac Avenue, Costa Mesa, CA 92626

First Choice Modular

The elegant choice fo r MODULAR .

Damage Report Incident date: _________________

Item(s) damaged: ________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ Describe the incident: ____________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ Employees involved: _____________________________________________________ ________________________________________________________________________ Incident witnessed by: ____________________________________________________ ________________________________________________________________________

Lead on duty: ___________________________________________________________ ________________________________________________________________________ Lead signature: _________________________________

Date: ________________

Employee signature: _____________________________

Date: _________________

Witnessed by: __________________________________

Date: _________________

(714) 979-9788 (866) 565-1888 www.fcinstalls.com 3540 Cadillac Avenue, Costa Mesa, CA 92626

APPLICATIONS

VEHICLES

First Choice Modular

(866) 565-1888 fcinstalls.com

First Choice Modular (866) 565-1888

fcinstalls.com

The elegant choice for MODULAR.

T-SHIRTS

First Choice Modular

EPHEMERAL

First Choice Modular (866) 565-1888

The elegant choice for MODULAR.

BRAND CONSISTENCY

BACKGROUND DO’S AND DONT’S Do’s

First Choice Modular (866) 565-1888

Don’ts

First Choice Modular

First Choice Modular (866) 565-1888

PROPER LOGOTYPE USAGE

Do’s First Choice Modular

Don’ts

Don’t mess with the logo proportions and element placement.

APPENDIX

IDENTITY SPECIFICATIONS & JUSTIFICATION Tagline The tagline is: The elegant choice for MODULAR. The word “elegant” was carefullyl chosen to represent First Choice. It has the following meaning: • • • • • • •

Refined grace or dignified property. Tasteful richness of design of furnishings. Dignified gracefulness or restrained beauty of style. Polish. Of high grade or quality. Choice Scientific precision, neatness, and simplicity.

This is the perfect word to use in First Choice’s tagline sinceit describes First Choice’s essence in a nutshell. This tagline gets to the core essence of First Choice Modular identity and how it strives to be perceived by its customers. The tagline focuses on elegant solutions because this is how First Choice Modular can be differentiated from its competitors. It is also consistent with the company’s business philosophy of accurate, cost-effective modular office solutions.

Logo & Lockup Justification The logo is a blue square with an abstract red “C” cut out and moved diagonally down and to the right. The blue element can be read as a full-bodied, strong “F.” The smaller red element can be read as an abstract “C.” The red element is in a secondary role to the main square. Both rectangles that make up the red element are equal in size and dimension and the red element fits exactly into the blue square. These factors contribute to the feeling the logo gives viewers of accuracy. The red element is symbolic of First Choice and how it fits in with its customers in a supportive role. Also, First Choice can be seen as an extension of the client company. First Choice Modular is connected to the client company as the red element is connected to the blue element of the firm’s logo. Without the red element, the logo would be incomplete, like the client’s job would be incomplete without First Choice Modular’s assistance. First Choice Modular and the customer fit together perfectly and become one. The three words in the company’s name are stacked in a single column, which is the exact height of the logo, which implies accuracy. The tagline lines up vertically with the location of the first indent of the bottom right of the blue element. The angular shape and exactness of the logo’s design gives off many positive messages about First Choice. One can see the geometric relationship of the logo to the logotype, which has a modular feel to it and reminds viewers of organized, stacking, modular office products and services.

Other positive messages that can be gained from the logo are strength, professionalism, accuracy, energy, dynamism, cooperativenss, and friendliess. The logo also has a government feel to it due to its use of the strong blue and red hures, which are remniscent of the American flag. This reference is crucial since First Choice Modular does 75 percent of its business with Government agencies. The simplicity of all elements of the lockup is symbolic of First Choice Modular being a large, professional, global company. The use of the simple, but elegant Helvetica type family symbolizes that First Choice is organized and professional. The logotype may be used with or without its tagline, depending on the application. It is the relationship of the blue and red elements that makes this logo simple, strong, elegant, and memorable. It works on many different levels and can easily be used for marketing applications due to its simple, effective design. It can be successfully scaled to sizes as small as Â˝â&#x20AC;? to the size of a large billboard or larger. Subliminally, the logo says a great deal with the use of the simple shapes strategically placed in relation to the lockup. The logo, logotype, and lockup all have very geometric, modular feels to them, so the logo alone lets consumers know the business First Choice Modular is in. The edges in the logo are all at 90-degree angles. The red square is placed diagonally to the right and downward from the blue square at a 45% angle, which connotes that First Choice Modular is comfortable in a supportive role, will consistently meet customersâ&#x20AC;&#x2122; needs, and is reliable. The consistent use of 90-degree angles in the logotype strongly connotes accuracy.

The diagonal direction of the chunky “F” in relation to the red element feels dynamic and like a company that is moving forward. The logo alone implies that First Choice Modular focuses on the needs of its customers and completing those needs with accurate, elegant solutions. It’s important that the logo has this solid, geometric structure because of what these elements subliminally mean to viewers. The logo implies that the company doesn’t have a lot of bureaucratic red tape and that it stands behind its work. This is how First Choice Modular wishes to be perceived. It provides quality service and attempts to resolve problems to the customer’s satisfaction. The negative space that can be seen in the logo is symbolic of a lot of things. The zigzag pattern created by the large “F” in relation to the red element is very active and dynamic, which feels energetic and organized. The negative space between the red and blue elements is a zigzag pattern that resembles stairs and reinforces the idea of workers going up and down stairs, as well as the company’s involvement in modular office solutions.

The Blue Element: The large “F” should only rarely be used with text inside for applications like business cards and company vehicles, where the abstract “F” is stretched horizontally. The large “F” should never be stretched vertically.

The Red Element: The small red element is an important part of the logo. The red element is pulled apart from the square, symbolizing that First Choice is bold, stable, independent, dependable, and strong. If the red element was turned on its side or at an angle, it may give the customer a feeling of instability, disorganization, inaccuracy, and instability. The company would then appear weak and unreliable.

Shapes: The shapes used in the logo are fairly simple, suggesting that First Choice Modular provides simple, effective solutions. Nothing should ever be written on the red element of the logo; it should always be left intact. In the logotype and lockup, the three words in the company’s name (First Choice Modular) are stacked in a single column, and this column is the exact height of the logo. Again, this exactness connotes accuracy. The geometric relationship of the logo to the logotype has a modular feel to it, implying the company is organized and is involved in modular office installations. The company should generally avoid using curvilinear shapes with the logo, unless this cannot be avoided due to the nature of the desired marketing element or promotional item (e.g. coffee mugs, purse mirrors, baseball caps). The only time the abstract “F” should be used as a containing shape is when it stretched horizontally to accommodate certain applications, like fitting specific words or the company’s tagline. Right now the distortion of the abstract “F” can be viewed on the company vehicles and the back of the company business cards. 41

In some instances, the shapes being used may change color. The red element may be changed to white when used on certain backgrounds like red. Also, the blue chunk may change colors to white when set against a blue or 60 percent black or darker background. In these instances, the type should also be white.

Colors The logo uses the strong primary colors of red and blue. These colors are basic and stable, and have a strong government association. These hues are close to the colors of the American flag. Therefore, the red and blue used in the logo are symbolic of patriotism, trustworthiness, and loyalty. So the logo implies that the company is government friendly, has a GSA schedule, and is intimately knowledgeable about modular installation requirements for government entities. The blue used in the logo connotes a corporate entity, professionalism, stability, and dependability. It reminds one of IBM, which uses a similar blue color in its logo. The red appears bold, strong, powerful, and assertive.

Background Colors: The main choices in background colors when using the logo on vehicles are blue and white. The background of the truck sides should always be blue, and the back should be white. This way, the trucks can be recognized as being from First Choice, even when being viewed from afar. First Choice has a tremendous opportunity to be recognized as a leader in the modular office solutions marketplace by its color scheme, similar to how UPS now owns the color brown. When viewers see brown trucks, they always know that they are from UPS. The power of color recognition is extremely powerful and offers the opportunity for First Choice to effectively brand itself, improve its market share, and significantly improve its standing in the marketplace.

Typestyles Helvetica is the typestyle used for the logotype and tagline. It is considered one of the most recognized and elegant fonts ever created, and it is very readable. Also, it is versatile since this type family offers many variations: regular, bold, light, oblique, bold oblique versions, and includes a wide variety of additional characters and glyphs, which can be useful when needed. This simple type family connotes accuracy and elegant solutions.

BRANDING OPPORTUNTIES The simplicity of the logo implies that the firm is easy to work with and offers cost-effective solutions. It also implies that the company doesn’t get tied up with bureaucratic red tape and values its customer relationships. The logo’s simplicity implies that First Choice stands behind its work and will resolve problems quickly and to its clients’ satisfaction. Having George as a figurehead for the organization also reinforces this message to First Choice’s customers since he has a strong relationship with many of the company’s customers and they connect with him. First Choice Modular has the opportunity to become a highly recognized brand in its market space since virtually all its competitors have unimaginative logos and can’t offer entire solutions desired by many modular office customers. Therefore, by making First Choice Modular’s vehicles predominantly a royal navy blue color, they can be easily recognized from afar. First Choice Modular can easily own the color blue in its market space just as UPS owns brown, Tiffany owns light turquoise, and Coca Cola owns primary red. The contrast created by the blue and red combination looks government-friendly and is very recognizable both up close and far away. When used together, the red and blue colors look active and dynamic. The red element should often be added to various applications to remind viewers of the company and to add flair. It is used on the company’s letterhead, envelope, inside of the envelope, and in various applications such as vehicles, t-shirts, the website, and various other elements of the company’s identity system. The red element is highly effective when used on ephemeral. Many of First Choice Modular’s competitors don’t have a strong presence in the modular office marketplace. Many are not well organized or professional. Most are not equipped to provide their customer with the entire modular office solution (products and services), which is becoming increasingly important to First Choice Modular’s customer base. This presents a unique opportunity for First Choice Modular to brand itself and thus significantly increase its business.

By Christina Acosta