Brand book Opportas Brand style book
2018
Brand book
Brand Guidelines These brand guidelines are a simple set of rules regarding the use of our logo, which font and colors to use and the style that will best communicate our brand. Within these guidelines you will ďŹ nd directions on the assets and applications which make up our brand identity.
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Table of contents
1
2
PRESENTATION
03
3
ABOUT US
5
LOGO
6
PRESENTATION LOGO VARIATIONS ICONS MINIMUM SIZE AND CLEAR SPACE USAGE POSITIONING
7 8 9 10 11 12
5
6
7 3
4
COLORS
13
PRIMARY COLORS SECONDARY COLORS LOGO COLOR VARIATIONS
14 15 16
TYPOGRAPHY
17
OPEN SANS GOTHAM CELIAS BLACK SAMPLE SETTING
18 19 20 21
STATIONERY
22
ENVELOPE BUSINESS CARD LETTERHEAD
23 25 27
IMAGERY
29
INSTROCUTIONS EXAMPLES
30 31
MARCHANDISE
35
T-SHIRT SHOPPING BAG CAP MUG
36 37 38 39
Brand book
01 Presentation
04
Presentation
About us Opportas is a real estate investment company, specializing in small, commercial retail/oďŹƒce properties. We look to ďŹ nd run down, neglected and distressed properties in up and coming areas, then ďŹ x them and lease those buildings out to visionary entrepreneurs who want to be part of a movement to improve the cities and towns they work in. Our mission is to use real estate investment as a vehicle to turn around forgotten and neglected areas of commerce to bring both economic development and pride to the people and businesses in the areas we invest in.
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Brand book
06
02 Logo Our logo is the key building block of our identity, the primary visual element that identiďŹ es us. The signature is a combination of the symbole itself and our company name.
Logo
Presentation This primary logo is our favorite and should always be used when circumstances allow. This is the clearest way we can represent our company visually.
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Logo
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Logo variations It's important to consider the dierent ways to use our logo, when circumstances don’t allow to use the primary logo we can use the secondary one. The main rule to respect is that the logo should be clearly visible.
Stacked Logo with tagline
Horizontal logo with tagline
Stacked logo
Logo
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Icon Our icon is the most distinct visual element that represents us, it represent an owl symbolising values of Vision, Focus, Patience, Security, inovation and wisdom. We use it when it’s impossible to use the logo due to a lack of available space.
Primary icon
Secondary icon
Logo
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Minimum size and clear space It is important to keep brand marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the brand mark. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the mark, of the symbol itself and our company name they have a ďŹ xed relationship that should never be changed.
CLEAR SPACE
MINIMUM SIZE
Whenever you use the logo, it should be surrounded by clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.
This is the following miniumum width of logo that you can use for print and website.
25 mm
35 mm
15 mm
Logo
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Usage 2
1
1. This is the preferred logo version 2. The main rule for choosing the right logo version to put over a background is contrast. Logo must be clearly readable 3. Black version is used in B&W printing
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4. This icon is used when circumstances
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do not allow the use of the primary logo
1. Don’t change the colors
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2
33
4
5
6
7
8 8
9 9
2. Don’t add outline to the logo 3. Don’t put the logo on a background without sufficient contrast 4. Don’t modify the logo 5. Don’t rotate the logo 6. Don’t change to lockup 7. Don’t stretch or condense the logo 8. Don’t change the font 9. Don’t crop the logo
Logo
12
Positioning The following represents the recommended positioning options for the logo. The choice of positioning always serves as the first impression of our company.
Building signage:
Packaging:
Tradeshow:
Websites:
•Primary exterior
•Box
•Primary view
•Homepage
•Documentation
•Secondary view
•Secondary pages
PowerPoint:
Business card:
Advertising:
Collateral:
•Title page slides
•Front and back
•Single pages
•Cover vs. interior
•Section dividers
Brand book
03 Colors Color plays an important role in Opportas. The colors below are recommendations for various media. A palette of primary colors has been developed, which comprise the "One Voice" color scheme.
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Colors
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Primary colors Color is an integral part of brand identity. Consistent use of the color palette not only reinforces the cohesiveness of the brand, but also serves a psychological purpose by communicating certain feelings to your audience. Color name
Pantone ÂŽ
CMYK
RGB/HEX
7543 C
2995 C
C46 M32 Y25 K7
147 - 155 - 168 #939ba8
Navy blue
Reex Blue C
C91 M91 Y24 K7
0- 20 - 138 #00148a
Cool Gray
427 C
C 10 M7 Y8 K0
234 - 234 - 234 # EAEAEA
Dark grey
--
C73 M64 Y59 K67
37 - 37 - 37 #252525
Black
--
C77 M69 Y65 K90
0-0-0 #000000
Colors
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Secondary colors Color name
Pantone ®
CMYK
RGB/HEX
Green
7487 C
C44 M0 Y78 K0
151 - 255 - 108 #97ff6c
Orange
144 C
C5 M43 Y98 K0
237- 158 - 0 #ed9e00
White
--
255 - 255 - 255
C 0 M0 Y0 K0
# ffffff
Gradient C91 M91 Y24 K7
0- 20 - 138 #00148a
C 69 M0 Y15 K0 147 - 155- 168 #939ba8
C91 M91 Y24 K7 0- 20 - 138 #00148a
Colors
Colors variations
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Brand book
04 Typography Typography hierarchy is another form of visual hierarchy, a sub-hierarchy per se in an overall design project. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text for key information.
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Typography
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Open sans
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%&.,?:;)
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Open sans preferred Brand typeface. Its clean, contemporary style accentuates the experience we deliver to our customers. To reinforce clarity and consistency in our design, please follow these general guidelines. Open sans is used in the body text, headings, and subheadings.
0123456789 (!@#$%&.,?:;)
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%&.,?:;)
Typography
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Gotham
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%&.,?:;)
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Open sans is used as the alternate typface used for headings and the logo wordmark.
0123456789 (!@#$%&.,?:;)
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%&.,?:;)
Typography
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Celias black ŒŽ‘’“”•–—˜™š›œžÂ&#x;¥¢£¤¼Œ§¨Šª  Â?Â?Â?Â? Â€‚ƒ„…†‡ˆ‰Š‹
Celias black is used for the logo wordmark.
ŒŽ‘’“”•–—˜™š›œžÂ&#x;¥¢£¤¼Œ§¨Šª  Â?Â?Â?Â? Â€‚ƒ„…†‡ˆ‰Š‹
Old Republic bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%&.,?:;)
Old republic bold is used for the logo tagline.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 (!@#$%&.,?:;)
Typography
21
Sample setting
HEADINGS
Lorem ipsum dolor sit amet
FONT: Helvetica SIZE: 37 pt COLOR: #000255
SUBHEAD
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui oďŹƒcia deserunt mollit anim id est laborum. ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui oďŹƒcia deserunt mollit anim id est laborum.
FONT: Gotham SIZE: 24 pt COLOR: #000000
BODY TEXT FONT: Montserrat light SIZE: 11 pt COLOR: #000000
Brand book
05 Stationery Stationery is primary means of communications and it is essential that every applications be a consistent reection of our corporate identity.
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Stationery
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Envelope
www.opportas.com 712 Main St. Oregon City, OR 97045
Stationery
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Business card
YOURNAME POSITION HERE AREA HERE
contact@opportas.com 712 Main St. Oregon City, OR 97045
www.opportas.com
Stationery
27
Letterhead
contact@opportas.com 712 Main St. Oregon City, OR 97045 www.opportas.com
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.orem ipsum dolor sit amet, cons ectetuer 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.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 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. 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
Brand book
29
06 Imagery Corporate images are responsible to transfer the values of Opportas to our costimers or our potential customers. Its a composite psychological impression that continually changes with the ďŹ rms.
Imagery
30
Instructions Our visual system and our brand design language use photography to convey our brand personality and establish a meaningful emotional connection with our customers. Each image we select makes an important statement about who we are. The narrative power of our photojournalistic style provides an authentic and unobtrusive view of real life as it happens. Photojournalism documents a true story and allows vulnerable imperfections to show through. It also creates an intimate connection between the subject of the photograph and the viewer. The best images leave a lasting impression because the viewer relates to the subject of the photo.
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. Utilize authentic lighting
Lighting should look natural even if it is artificial, and we should never be able to tell a photo is lit. Overuse of studio lighting can create an inauthentic feel. Use shots that capture natural light or that use a bounce to capture available light. Not all images need to be overly bright. Avoid shooting people on an isolated white background, which results in a loss of the environment’s context. 3. Present natural environments
Do not clip people and objects out of their original environment. Do not show overly manicured environments. Allow little imperfections or “happenings” such as glare from a window, a slightly messy desk, or someone in mid-thought.
Brand book
07 Merchandise
35
Merchandise
T-shirt
36
Merchandise
Shopping bag
37
Merchandise
Cap
38
Merchandise
Mug
39