AL ESTATE INVESTMENTS
BRAND GUIDELINES
Welcome! This brand identity guideline has been developed to ensure consistent application for Al Estate Investments brand . The visual identity is more than just a logo. It is the combination of several components that give our brand its distinct visual look and feel. The brand identity includes the logo, colours, graphic elements and typography styles. It is essential that these guidelines are followed to enable strong and consistent application of the visual style across all media. This will build audience brand awareness and recognition.
1
1.1
2
2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10 2.11 2.12 2.13
3
3.1 3.2 3.3
COMPANY OVERVIEW
ABOUT US ..............................................5
LOGO
PRIMARY LOGO.......................................7 REVERSED LOGO....................................8 PRIMARY LOGO......................................9 SECONDARY LOGO...............................10 BACKGROUD........................................11 MINIMUM SIZE.....................................12 CLEAR SPACE......................................13 LOGOMARK.........................................14 MONOCHROMATIC LOGO.................... 15 CORRECT USAGE..................................16 INCORRECT USAGE..............................17 POSITIONING.......................................18 SOCIAL MEDIA PRESENCE....................19 COLORS
COLOR PRESENTATION....................... 21 PRIMARY COLORS................................22 SECONDARY COLORS...........................23 .
4 4.1 4.2 4.3
TYPOGRAPHY MONTSERRAT.....................................25 BEBAS NEUE.......................................26 SAMPLE SETTING................................27
5 STATIONERY
5.1 BUSINESS CARD..................................29 5.2 ENVELOPE............................................30 5.3 LETTERHEAD.......................................31 6 IMAGERY 6.1 PRESENTATION....................................33 6.2 IMAGERY EXAMPLES ..........................34
7 MERCHANDISE 7.1 MUG AND PEN...........................................36 7.2 HAT AND T-SHIRT......................................37
01
COMPANY OVERVIEW
1.1
COMPANY OVERVIEW About us
BRAND GUIDELINES
History: AL Estate Investments is more than a simple real estate brokerage. We are an all encompassing real estate advisory service that will do whatever it takes to make sure our clients are taken care of. We personally understand the risks and concerns Real Estate investors are faced with, and have built our business around mitigating these risks.
Our founder Austin Longwell has been in the industry for over 10 years, and an active broker going on year 5. In his real estate career he has seen recessions, development booms, election cycles, policy changes, natural disasters & has consistently navigated all these scenarios safely and effectively as both an investor & a broker.
We believe that the role of a real estate agent doesn't stop once the deal is closed, but should be a lifelong advisory service providing endless value in an ever changing market. We understand that as our clients' lives change their investment goals do too. We aim to be their every step of the way. Whether you are purchasing your first investment property, expanding your real estate empire through tax deferment strategies, exploring at ways to retire peacefully, or simply looking at strategies for navigating policy changes allow AL Estate Investments to cover it ALL.
PAGE 5
02
LOGO
Al Estate Investments logo is the main visual element that identifies a brand. The logo is a combination of the company name and icon.
2.1
BRAND GUIDELINES
LOGO Primary logo
The Al Estate Investments primary logo lock-up consists of two elements: the wordmark and icon The primary logo and wordmark are the official trademarks and primary symbols of the Al Estate Investments brand. They are not permitted to be altered or re-proportioned in any way, except as specified in this manual. To maintain art integrity, they must be reproduced from original files.
Font: Wordmark: Bebas Neue Tagline: Gotham Colors : Logomark: Wordmark: Tagline:
Navy #032960 Grey #333333 Black #000000
AL ESTATE INVESTMENTS
PAGE 7
2.2
BRAND GUIDELINES
LOGO Reversed logo
The reversed logo is used when the logo appears in white on a bright background, such as the sky blue demonstrated here.
Font: Wordmark: Bebas Neue Tagline: Gotham Colors : Logomark: Wordmark: Tagline:
Navy #032960 White #FFFFFF White #FFFFFF
AL ESTATE INVESTMENTS
PAGE 8
2.3
BRAND GUIDELINES
LOGO Primary logo
In order to make sure our logo works work in different situations and circumstances we have created dififrent logo variations for each situation . Creation of new lockups or logos is strictly prohibited.
Primary logo
Primary logo grey RGB CG11
C48 M36 Y24 K66
AL ESTATE INVESTMENTS
AL ESTATE INVESTMENTS
AL ESTATE INVESTMENTS
The Gray logo is used only after
an introduction of the primary blue logo or reversed logo has occurred.
Primary logo with tagline
Primary logo dark grey
RGB CG11
C48 M36 Y24 K66
AL ESTATE INVESTMENTS Covering ALL your real estate needs
AL ESTATE INVESTMENTS Covering ALL your real estate needs
AL ESTATE INVESTMENTS Covering ALL your real estate needs
The Dark Gray logo is for limited
use only on applications such as
newspaper advertising or forms.
PAGE 9
2.4
BRAND GUIDELINES
LOGO Secondary logo
Most of the time, we will stick to our primary logo, but there will be times when it makes more sense to use secondary options for any variation of the ideal set of circumstances required by the primary logo to be displayed properly. These secondary logos still feel cohesive and at home with the rest of our identity, but are used on more of an as-needed basis. Secondary logo
Secondary grey logo
AL ESTATE
AL ESTATE
AL ESTATE INVESTMENTS Covering ALL your real estate needs
INVESTMENTS
INVESTMENTS
RGB 140 140 140
C46 M36 Y36 K16 The Gray logo is used only after
an introduction of the primary blue logo or reversed logo has occurred.
Secondary logo with tagline
AL ESTATE INVESTMENTS Covering ALL your real estate needs
AL ESTATE INVESTMENTS Covering ALL your real estate needs
AL ESTATE INVESTMENTS Covering ALL your real estate needs
Secondary dark grey logo
RGB 29 29 29
C74 M65 Y63 K81 The Dark Gray logo is for limited
use only on applications such as
newspaper advertising or forms.
PAGE 10
2.5
LOGO Background
BRAND GUIDELINES
The following represents the ideal logo-background matching. The main rule is that the logo must be clearely readable, and the primary color set should be used whenever possible, so the designer has the freedom of choice with respect to these rules.
AL ESTATE INVESTMENTS
AL ESTATE INVESTMENTS
AL ESTATE INVESTMENTS
AL ESTATE INVESTMENTS
AL ESTATE INVESTMENTS
AL ESTATE INVESTMENTS
AL ESTATE INVESTMENTS
AL ESTATE INVESTMENTS
PAGE 11
2.6
BRAND GUIDELINES
LOGO Minimum size
The logo should not be reproduced smaller than the specified minimum size, as doing so compromises its readability.
Just as the logo should not be shown smaller than the minimum size, it should also not be made proportionally too large for its intended usage. To make sure our logo is always visible we've determined a minimum display size for the digital usage (in pixels) and printed material (in millimeters and inches).The minimum sizes described are applicable for displays of 72 DPI. If the display screens have higher
DPI/retina minimum size should be adapted proportionally.
Minimum size
94 px • 25 mm • 1”
38 px • 10 mm • 0.4”
AL ESTATE
38 px • 10 mm • 0.4”
INVESTMENTS
AL ESTATE INVESTMENTS
Optimal size
132 px • 35 mm • 1.3”
75 px • 10 mm • 0.7”
AL ESTATE
75 px • 10 mm • 0.7”
INVESTMENTS
AL ESTATE INVESTMENTS
PAGE 12
2.7
BRAND GUIDELINES
LOGO Clear space
Our logo is what connects with customers and it is the #1 item that costumers will associate with our brand, therefore it needs to stand out, respecting the perfect amount of clear space will give our logo the optimal legibility, visibility, prominence, and impact. Do not place any text, graphics or
images within this area of clear space. The example here shows the minimum amount of space required. Whenever possible, more clear space than the minimum shown here is preferred.
*These rules apply to all the logo variations.
Primary Logo Clear Space
X
Secondary Logo Clear Space
X X
X
AL ESTATE INVESTMENTS
AL ESTATE
X
INVESTMENTS
X
X
X
The primary logo clear space is 1/2 of the height of the logo.
The secondary logo clear space is 1/2 of the height of the logo.
PAGE 13
2.8
BRAND GUIDELINES
LOGO Logomark
Th brandmark is our symbol. This symbol can be used alone to reinforce our brand or when we cant use the primary or secondary logo due to
restricted space. There are a couple of different ways to use it but always keep in mind that the clear space around the brandmark is equivalent to 1/2 of its height.
PRIMARY VERSION
WHITE
BLACK
GRAY-SCALE
CLEAR SPACE
FAVICON
PAGE 14
2.9
BRAND GUIDELINES
LOGO Monochromatic logo
A monochrome logo is a black, white or gray version of your logo. It is therefore made up of a single colour without tints/percentages. Common uses for a monochrome logo include the following: Faxheads: Because of the loss of tonal details when a document is faxed, a monochrome logo is the best format for the retention of clarity and legibility. Unusual surfaces: Some applications of your company logo requires the use of a monochrome logo. Common examples include sandblasting onto glass (traditional or vinyl application), engraving in wood/metal/plastic or embroidering onto uniforms. Collaborations: There are situations where your logo will be featured alongside some other brands, eg. corporate sponsorships, collective projects and other collaborations. The easiest way to prevent visual clutter in the design space and let everyone have an equal share of the brand real estate is to present all the logos in monochrome.
AL ESTATE INVESTMENTS
AL ESTATE INVESTMENTS
AL ESTATE INVESTMENTS
PAGE 15
2.10
LOGO Correct Usage
1. Use the primary logo when circomstances allow
BRAND GUIDELINES
212
11
13
2. Use the reverse logo on light backgrounds
AL ESTATE
3. You can use the secondary logo when circomstances do not favour the use of the primary logo 4. Altarnative primary logo usage
AL ESTATE INVESTMENTS
INVESTMENTS
5
4
INVESTMENTS
AL ESTATE
6
5. Alternative secondary logo usage 6. Use the icon when its not possible to use other logo variations
AL ESTATE INVESTMENTS
AL ESTATE INVESTMENTS
PAGE 16
2.11
LOGO Incorrect Usage
1. Don’t change the colours
BRAND GUIDELINES
11
3 13
12
2. Don’t add an outline to the logo 3. Don’t put the logo on a background without sufficient contrast 4. Always respect the spacing between the logomark and the wordmark 5. Don’t rotate the logo
AL ESTATE
AL ESTATE
INVESTMENTS
4
AL ESTATE
INVESTMENTS
5
INVESTMENTS
6
6. Don’t change the opacity 7. Don’t stretch or condense the logo
AL ESTA TE
AL ESTATE
AL ESTATE
INVESTMENTS
INVESTMENTS
INVESTMENTS
8. Don’t change the font 9. Don’t crop the logo
7
8
A L E S TAT E INVESTMENTS
9
AL ESTATE INVESTMENTS
AL ESTATE INVESTMENTS
PAGE 17
2.12
LOGO Positioning
BRAND GUIDELINES
The following represents the recommended positioning options for the logo. 2
Building signage:
Packaging:
Tradeshow:
Websites:
Primary exterior
Box
Primary view
Homepage
Documentation
Secondary view
Secondary pages 1
6
PowerPoint:
Business card:
Advertising:
Collateral: 8
Title page slides
Front and back
Single pages
Cover vs. interior
9
Section dividers
PAGE 18
2.13
LOGO Social media presence
BRAND GUIDELINES
These are the recomended images for each picture. It important to keep consistency in all networks.
AL ESTATE INVESTMENTS
AL ESTATE INVESTMENTS
AL ESTATE INVESTMENTS
PAGE 19
03
COLORS
Color plays an important role in the our brand identity. The primary colours reflect the one voice colour scheme. The secondary colour schemes are for variations and sub brands.
3.1
COLORS Color presentation
BRAND GUIDELINES
Color is an integral part of brand identity. Consistent use of the colour palette not only reinforces the cohesiveness of the brand, but also serves a psychological purpose by communicating certain feelings to our audience. Our color palette consists of the following colours:
Navy Blue
Sky Blue
Grey
Dark grey
PAGE 21
3.2
COLORS Primary colors
Navy blue CMYK
(100, 87, 37, 26)
RGB HEX Pantone
(3, 41, 96) 032960 281 C
Sky blue CMYK
(69, 0, 11, 30)
RGB HEX Pantone
Light grey CMYK RGB HEX Pantone
Dark grey CMYK RGB HEX
Pantone
BRAND GUIDELINES
(48, 187, 221) 2abbdd 311 C
%100
%80
%60
%40
%20
%100
%80
%60
%40
%20
%100
%80
%60
%40
%20
%100
%80
%60
%40
%20
(56, 45, 45, 31) (102, 102,102) 666666 7758 C
(68, 59, 56, 64) (54, 54, 54) 363636 152 C
PAGE 22
3.3
COLORS Secondary colors
BRAND GUIDELINES
Blaze Orange CMYK (78, 64, 54, 64) RGB (42, 48, 53) HEX Pantone
2A3035 426 C
%100
%80
%60
%40
%20
%100
%80
%60
%40
%20
%100
%80
%60
%40
%20
%100
%80
%60
%40
%20
(141, 249, 108) 8df96c 7487 C
%100
%80
%60
%40
%20
(83, 51, 0, 0) (0, 117, 214) 0075D6 3005 C
%100
%80
%60
%40
%20
Blue Chalk CMYK (58, 38, 31, 13) RGB (116, 133, 147) HEX Pantone
748593 877 C
Beauty Bush CMYK (16, 9, 6, 0) RGB (220, 225, 234) HEX Pantone
DCE1EA 649 C
Cruise CMYK RGB HEX Pantone
(28, 100, 84, 34) (138, 24, 31) 8A181F 7421 C
Scampi CMYK
(47, 0, 78, 0)
RGB HEX Pantone
Salomie CMYK RGB HEX Pantone
PAGE 23
04
TYPOGRAPHY
Typography is another important style item of Al Estate Investments brand. The following type hierarchy is used to ensure consistent style across all brand communications.
4.1
TYPOGRAPHY Montserrat
Usage
Montserrat is used in body text, headings and subheadings.
Glyph
Aa
BRAND GUIDELINES
Description
The old posters and signs in the traditional Montserrat neighborhood of Buenos Aires inspired Julieta Ulanovsky to design this typeface and rescue the beauty of urban typography that emerged in the first half of the twentieth century. As urban development changes that place, it will never return to its original form and loses forever the designs that are so special and unique.
Characters
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
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
9876543210 (!@#$%&.,?:;)
9876543210 (!@#$%&.,?:;)
Example
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci
PAGE 25
4.2
TYPOGRAPHY Bebas Neue
Usage
Bebas Neue is used as an alternative font for the logomark, headings and subheadings.
Glyph
Aa
BRAND GUIDELINES
Description
Bebas Neue is the secondary brand typeface. It has a clean and contemporary style.
Characters
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
(!@#$%&.,?:;)
(!@#$%&.,?:;)
Example
Title example Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci
Title example Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci
PAGE 26
4.3
TYPOGRAPHY Sample settings
Lorem ipsum dolor sit amet, consectetuer adipiscing
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy
BRAND GUIDELINES
HEADINGS FONT: Bebas Neue COLOR: #333333
SUBHEADINGS FONT: Bebas Neue SIZE: 24 pt COLOR: #333333
BODY TEXT FONT: Montserrat SIZE: 11 pt COLOR: #333333
PAGE 27
05
STATIONERY
The branded stationery includes letterhead, envelopes and business cards. The design reflects Al Estate Investments look and feel and corporate identity.
5.1
STATIONERY Business card
BRAND GUIDELINES
www.LyonStahl.com Austin.Longwell@LyonStahl.com
AL ESTATE INVESTMENTS
239 Oregon Street | El Segundo, CA 9024 D: 424.781.4651 | C: 6264084420 O: 310.425.9838 | F: 888.570.2610
PAGE 29
5.2
STATIONERY Envelope
BRAND GUIDELINES
AL ESTATE INVESTMENTS Covering ALL your real estate needs
PAGE 30
5.3
STATIONERY Letterhead
BRAND GUIDELINES
AL ESTATE INVESTMENTS Covering ALL your real estate needs
www.LyonStahl.com Austin.Longwell@LyonStahl.com 239 Oregon Street | El Segundo, CA 9024 D: 424.781.4651 | C: 6264084420 O: 310.425.9838 | F: 888.570.2610
AL ESTATE INVESTMENTS Covering ALL your real estate needs
www.LyonStahl.com Austin.Longwell@LyonStahl.com 239 Oregon Street | El Segundo, CA 9024 D: 424.781.4651 | C: 6264084420 O: 310.425.9838 | F: 888.570.2610
PAGE 31
06
IMAGERY
6.1
IMAGERY Presentation
BRAND GUIDELINES
GENERAL INSTRUCTIONS 1. Capture authentic moments •People should be shown at ease and content rather than posed, staged, or overly cheerful. Viewers are naturally more drawn in when people in a photograph appear real and truly engaged in their activity. •Subject(s) should appear in natural positions and situations as if enacting a scene rather than being static and/or posed. Posing in perfect angles loses or destroys authentic connection. •Capturing an authentic moment is similar to how one frame of a high-definition video can capture the essence and spirit of a moment. 2. Utilise authentic lighting •Lighting should look natural even if it is artificial. Overuse of studio lighting can create an inauthentic feel. •Use shots that capture natural light or that use reflective shields to capture available light. •Avoid shooting people on an isolated white background. 3. Present natural environments •Do not clip people and objects out of their original environment. •Do not show overly manicured environments. •Allow little imperfections such as glare from a window, a slightly messy desk or someone in mid-thought.
PAGE 33
6.2
IMAGERY Examples
BRAND GUIDELINES
PAGE 34
07
MERCHANDISE
7.1
MERCHANDISE Mug and pen
BRAND GUIDELINES
AL ESTATE INVESTMENTS
INVESTMENTS
Covering ALL your real estate needs
AL ESTATE
PAGE 36
7.2
MERCHANDISE T-shirts
BRAND GUIDELINES
AL ESTATE INVESTMENTS Covering ALL your real estate needs
AL ESTATE INVESTMENTS Covering ALL your real estate needs
AL ESTATE INVESTMENTS
AL ESTATE INVESTMENTS
PAGE 37
Designed by Digitalgeria © October 2019 fiverr.com/digitalgeria Designed in Algeria
