PARASOL - Brandbook 2018

Parasol Brand Guidelines TM

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2 0 1 9

V I S U A L

A S S E T S

B R A N D

G U I D E L I N E S

INDEX THE BRAND

VISUAL ASSETS

I N S P I R AT I O N

02

C O R P O R AT E L O G O T Y P E

17

STORYLINE

03

T H E LO G O SY M B O L

20

BRAND CONCEPT

05

U N A C C E P TA B L E L O G O T Y P E U S A G E

21

TA G L I N E

06

COLORS

23

SLOGAN

07

TEXTURES ELEMENTS

27

VA L U E P R O P O S I T I O N

08

TYPOGRAPHY

28

WHO WE ARE

09

MISSION & VISION

10

POSITIONING

11

BRAND PILLARS

12

VOICE

13

VA L U E S

14

WORD BANK

15

BRAND APPLICATIONS C O R P O R AT E S TAT I O N E R Y

33

BUSINESS CARDS

36

LETTERHEAD

38

C O R P O R AT E F O L D E R

40

WELCOME BOX

42

E M A I L S I G N AT U R E

43

I N S TA G R A M P O S T

44

BILLBOARD

45

01

02

V I S U A L

A S S E T S

B R A N D

G U I D E L I N E S

INSPIRATION Paras ol i s an res i d en ti al c o mmun i t y fo r a c t i ve a d ul ts re a d y to ‘ ri g h t-s i ze’ th ei r l i ves wh i l e fi n d i n g c o mfo r t a n d c o nve n i e n c e a l l i n one p l ace.

Paras ol res i d en ts are s ee k i n g c o mfo r t t h a t d o esn ’ t c o mp ro mi se th ei r i n d ep end ence. O ffer i n g c l e a n , mo d e r n a n d so p h i st i c a te d d wel l i n g s , Paras ol d el i vers a c o mmun i t y- o r i e n te d l i fest yl e w i t h on-s i te s taff. We em brace o ur resi d e n ts’ a c t i ve l i fest yl e w h i l e m aki n g everyd ay m ai n ten a n c e ta sk s e a si e r to ma n a g e , so t h ey can focu s on enj oy i ng Pa ra so l ’s we l l n ess a me n i t i es a n d so c i a l h ap p eni ng s .

Com fortabl e, conveni ent, a n d to ta l l y a l i g n e d w i t h t h e i r l i v i n g n eed s , Paras ol res i d en ts c a n si mp l y e n j oy t h i s exc i t i n g p h a se of l i fe.

V I S U A L

A S S E T S

B R A N D

STORYLINE T h e Pa ra so l b ra n d symb o l i zes t h e v i b ra n t, o ptimis tic a ttitu de of resi d e n ts w h ose eve r y n e e d i s me t w i t h i n the ir co mmu n ity a n d un d e r o n e umb re l l a . We ’re d r i ve n by un c o mpro mis in g co mfo r t, un p a ra l l e l e d c o nve n i e n c e , a n d si g n a t ure livin g a me n ities tha t c re a te a o n e - of- a - k i n d c o mfo r ta b l e , mo de r n livin g ex pe r ie n ce.

T h e Pa ra so l b ra n d i s b r i g h t, d yn a mi c a n d s o phis tica te d a n d symb o l i zes o ur resi d e n ts’ o n g o i n g j o ur n ey.

Our b ra n d i s i n sp i re d by t h e e n t h usi a st i c dis pos itio n tha t resi d e n ts c a n exp e c t f ro m o ur c o mmun i t y whe n ma k in g Pa ra s o l t h e i r n ew h o me.

Pa ra so l resi d e n ts h a ve a r r i ve d to t h e i r l i fe ’s n ex t a dve n tu re , a n d t h e j o ur n ey i s effo r t l ess, i n d ul g e n t, a n d excitin g.

G U I D E L I N E S

03

04

V I S U A L

A S S E T S

B R A N D

G U I D E L I N E S

V I S U A L

A S S E T S

B R A N D

G U I D E L I N E S

BRAND CONCEPT O fferi n g u n com p ro mi si n g c o mfo r t a n d i n sp i re d mo d e r n

se rv i c es to ma n a ge eve r yda y ho u s e ho ld ta s k s . Pa ra s o l

d wel l i n g s , Paras ol i s a c o mmun i t y fo r a c t i ve a d ul ts,

resi d e n ts c h o ose the co mmu n ity b e ca u s e they wa n t to

wi th u ps cal e am en i t i es, o n - si te sta ff, a n d mo d e r n l i v i n g

re ma i n i n d e p e n d e n t a n d a dve n tu ro u s a n d tr u ly re lis h a

s p aces al l u n d er o n e umb re l l a .

p h a se of l i fe t h a t s ho u ld b e s pe n t in pu re e n joy me n t.

Attracti n g acti ve a d ul t resi d e n ts 5 5 + se e k i n g to

Offe r i n g a b r i g h t an d mo de r n e nviro n me n t e n ca ps u la t-

“ ri g h t-s i ze” th ei r cu r re n t l i v i n g sta n d a rd s, Pa ra so l

e d w i t h i n t h e Pa ras o l b ra n d, res ide n ts e n joy in de pe n -

res i d ents can m ai n ta i n t h e i r i n d e p e n d e n c e w h i l e

d e n t l i v i n g w i t h top- n o tch s e rvice tha t ’s in te n tio n a l a n d

obtai ni ng th e u tm ost c o nve n i e n c e.

ye t, i nv i si b l e.

O u r res i d en ces are c o mp l e me n te d by l uxur y a me n i t i es for en h an ced en j oyme n t a n d i n c re a se d o p p o r t un i t i es for s oci al acti v i ty, i n c l ud i n g a sta te - of-t h e - a r t we l l n ess center, an acti ve c a l e n d a r of eve n ts a n d a va i l a b l e

05

06

V I S U A L

A S S E T S

B R A N D

G U I D E L I N E S

TAGLINE

M O D E R N F O R

L I V I N G

A C T I V E

A D U L T S

V I S U A L

A S S E T S

B R A N D

G U I D E L I N E S

SLOGANS

S L ID E 1 M A IN:

DESIGNED TO FIT YOU. +

T h e com fort of h om e, th e l ux ur y of c o nve n i e n c e

+

I t ’s yo u r mo me n t.

+

D i fferen t need s , s am e you.

+

I t ’s t i me to e n joy the jo u r n ey.

+

You bel on g h ere.

+

Fo r l i fe ’s cha n gin g s e a s o n s .

+

Wel com e h om e.

+

Yo u do yo u. We ’ll ta ke it fro m he re.

+

It ’s al l abou t you ag ai n .

+

Exc e ptio n a l livin g fo r in s pire d pe o ple.

+

Lu x u ry L i v i n g . Ins p i red Co mmun i t y.

+

Exc e ptio n a l Livin g. Un co mpro mis in g Co mfo r t.

+

Wel com e to you r n ex t adve n t ure.

07

08

V I S U A L

A S S E T S

B R A N D

G U I D E L I N E S

VALUE PROPOSITION N O T

A N O T H E R

A G E

R E S T R I C T E D

C O M M U N I T Y .

Para s ol i s d es i g ned for th e n eed s of to d a y ’s a c t i ve a d ul ts. I n a

Our c o mmun i t y wa s b u ilt fo r thos e who wa n t to e n joy the ir

m odern , s op h i s ti cated env i ron m en t, o ur resi d e n ts e n j oy t h e

we l l - e a r n e d f re e d o m w ith to ta l in de pe n de n ce a n d s ign a tu re

c om fort of s erv i ces wh i l e taki ng a d va n ta g e of a mp l e o p p o r t un i -

a me n i t i es i n a t r ul y i n s pire d co n ce pt fo r mo de r n livin g.

ties to s oci al i ze an d u nwi n d . O u r resi d e n ts re ma i n to ta l l y i n d e p e ndent, s o th ey can s p en d th ei r t i me e n j oyi n g t h e c o mmun i t y ’s

Pa ra so l i s d esi g n e d fo r a ctive a du lts tha t s e e k a n u pgra de d

m any am eni ti es and offeri ng s , i nclud i n g a we l l n ess c e n te r a n d

l i fest yl e.

ac ti ve s oci al cal en d ar.

PA R A S O L I S D E S I G N E D T O F I T Y O U .

V I S U A L

WHO WE ARE P O S I T I O N I N G

S T A T E M E N T

Pa ra sol i s a l uxu ry com m u ni ty fo r acti ve ad ul ts seeki ng u n br i dl ed conven i en ce a n d to tal i nd ep end ence.

W i th a s p i ri ted , v i bran t an d ac t i ve c o mmun i t y, Pa ra so l resi d e n ts pos s es s an enth u s i as ti c s p i ri t a n d p a ssi o n fo r fi n e l i v i n g . W i t h a state-of-th e-art wel l nes s cen te r, exc i t i n g so c i a l c a l e n d a r of events , an d excel l ent am eni ti es i n a se rv i c e - o r i e n te d se t t i n g , Paras ol i s a concep t d es i g n ed fo r t h e n e e d s of to d a y ’s d yn a mi c , a cti ve ad u l t.

A S S E T S

B R A N D

G U I D E L I N E S

09

10

V I S U A L

A S S E T S

B R A N D

G U I D E L I N E S

MISSION

VISION

We bel i eve acti ve ad u l ts se e k i n g to r i g h t- si ze

Pa ra so l i s revo lu tio n iz in g the co n ce pt of

need a com m u ni ty wh e re t h ey c a n up g ra d e

c o mmun i t y l i vin g fo r a ctive a du lts .

th ei r l i fes ty l e wh i l e u n b urd e n i n g t h e mse l ves of everyd ay tas ks .

We a i m to t ra n s fo r m the n a tio n a l la n ds ca pe of a d ul t l i v i n g by in tro du cin g mo de r n

O u r m i s s i on i s to offer a n exc l usi ve , mo d e r n

resi d e n c es w i t h me ticu lo u s ly chic de ta ils ,

l i v i ng ex p eri ence th at offe rs t h e p e r k s of

a c c o mp a n i e d by u n b r idle d co nve n ie n ce a n d

com fort and conven i e n c e of h o me i n a

a te a m t h a t su ppo r ts o u r vib ra n t co mmu n ity

m od ern s etti ng . Total i n d e p e n d e n c e , b o un d l ess

so resi d e n ts ca n s ta y b u sy do in g wha t they

op p ortu n i ti es for s oci a l i z i n g a n d p a mp e r i n g -

l ove most.

ou r res i d ents ’ on l y j ob i s to ma ke sure e a c h d ay i s m ore g rati f y i n g t h a n t h e l a st.

V I S U A L

A S S E T S

POSITIONING

PRODUCT

BRAND

COMMUNITY LIVING

MODERN

SERVICE

WORRY-FREE

B R A N D

G U I D E L I N E S

11

12

V I S U A L

A S S E T S

B R A N D

G U I D E L I N E S

BRAND PILLARS O U R

D I F F E R E N C E

CONVENIENT

COMMUNITYFOCUSED

ACTIVE

SOPHISTICATED

+

Reli able

+

Integrated

+

Energetic

+

Modern

+

Trustworthy

+

Social

+

Positive

+

Bold

+

Approachable

+

Authentic

+

Independent

+

Elegant

+

Hassle-free

+

Lifestyle

+

Dynamic

+

Classy

+

Accommodating

+

Engaged

+

Vibrant

+

Exclusive

+

Inclusive

+

Diverse

+

Current

+

Luxury

V I S U A L

VOICE P A R A S O L I N

A N

C O M M U N I C A T E S

O P T I M I S T I C

&

P E R S O N A B L E

Tone:

+ Pos i t i ve

+

Ope n

+ Pers onabl e

+

Acco m m o da t i ng

+ Confide nt

+

Re l i a b l e

+ Curre nt

+

Po l i te

+ We l comi ng

+

Inte l l i ge nt

+ Hel pful

+

U p l i f t i ng

+ Avai l abl e

T O N E .

A S S E T S

B R A N D

G U I D E L I N E S

13

14

V I S U A L

A S S E T S

B R A N D

G U I D E L I N E S

VALUES O U R

VA L U E S

D R I V E

O U R

B R A N D .

To n e :

+

Un c o m pro m i s i n g

+

H o n es t

+

Re l i abl e

+

G en u i n e

+

D e tai l e d

+

Independent

+

Co mm u n i t y- m i n de d

+

Engaging

+

M i n dfu l

+

Res p e c t f u l

+

Co n s i s te n t

+

Op t i m i s t i c

V I S U A L

A S S E T S

B R A N D

G U I D E L I N E S

WORD BANK U S E

T H E S E

C O P Y

F O R

W O R D S T H E

W H E N

W R I T I N G

B R A N D .

+

Active Adu lts

+

Dwe l l i n gs

+

A me n i t i es

+

P rofes s i on a l

+

Design

+

R i ght-S i ze

+

I n c l u s i ve

+

Exc e p t i on a l

+

So phistica te d

+

S o c i al

+

P l ayfu l

+

Lu x u ry

+

Conve n ie n t

+

Re l i abl e

+

E n e rge t i c

+

D es i g n

+

M ode r n

+

E n gagi n g

+

Ac c o m mo dat i n g

+

S oc i a l

+

In spire d

+

Cu s to mi ze d

+

Dyn ami c

+

We l l n es s

+

Active

+

E l e gan t

+

S e rv i c e

+

Com fort

+

Positive

+

Re l axi n g

+

D e di c ate d

1056

Parasol Visual Assets TM

V I S U A L

CORPORATE LOGOTYPE O u r Lo go i s t h e Key b u i l d i ng b l oc k of our i d ent i t y, t he pr i mar y vi su a l e l e m e nt t h a t i d e nt i fie s us. T he si g nat ure i s a co mbi n ati o n of t h e s y m b o l i t s e l f a nd our comp any name.

PARAS O L’s Corp orate Log o com p ri s es two e l e me n ts, t h e l o g o sym bol and l og o ty p e. O u r Tree i s a u ni ve rsa l l y re c o g n i za b l e sym bol w hi ch rep res ents m any th i n g s , s u c h a s l i fe , p rosp e r i t y, streng th , e tc .

The Log otyp e h as been caref u l l y ch os en fo r i t ’s mo d e r n l o o k , hi g hl y l eg ibl e s ty l e, wh i ch h as been f u rthe r e n h a n c e d by t h e use of up p er cas e l etters . th e ty p efaces a re C i n ta x S a n s 5 5 and Hur m e G eom etri c S an s 3 an d h as also b e e n c h ose n to com p li m ent and bal an ce p erfectl y wi th th e l o g o symb o l .

The Colors h ave been s el ected accord i n g to i n te r n a t i o n a l stand ard s ( PA NTO NE ® S ol i d Coated ) as sh ow n b e l ow a n d a re easi l y i m p l em ented .

A S S E T S

B R A N D

G U I D E L I N E S

17

18

V I S U A L

A S S E T S

B R A N D

G U I D E L I N E S

1.0

0.8

1.0

1.0

1.0

1.0 0.2

1.0

1.0

1.0

Lo g o Cons t r u c t i o n , C l e a r- s p a ce and

I t ’s i mp o r ta n t to ke e p c o r p o ra te ma r k s

e n s u re it ’s vis ib ility a n d impa ct. No

Co m p u ta t i o n.

c l e a r of a ny o t h e r g ra p h i c e l e me n ts.

gra phic e le me n ts of a ny k in d s ho u ld

W h e n eve r yo u use t h e l o g o, i t sh o ul d

inva de the zo n e.

b e sur ro un d e d w i t h c l e a r sp a c e to

V I S U A L

H O R I Z O N T A L

V E R S I O N

W I T H

A S S E T S

B R A N D

19

G U I D E L I N E S

S L O G A N

1 cm

H O R I Z O N T A L

V E R S I O N

( L O G O

O N L Y )

1 cm

H o ri zonta l Ve rs i o n &

I n ma ny c a ses, t h e l o g o sh o ul d

Usi n g t h e PARAS OL' ma r k

with the ho r izo n ta l ve rs io n , if

Sl o g a n

b e use d i n a l a n d sc a p e

to g e t h e r w i t h t h e sl o ga n is

n e e de d, the s lo ga n ca n b e

ve rsi o n , d e p e n d of t h e sp a c e

l i mi te d by t wo c o mb i n a tio n s .

u s e d if the s pa ce is s a fe.

a n d si ze , t h e mi n i mum si ze fo r

T h e ve r t i c a l ma i n l o g o is the

a ny c a se i s 1 c m h i g h .

b est wa y to use t h e Slo ga n ,

20

V I S U A L

T H E

A S S E T S

L O G O

B R A N D

G U I D E L I N E S

S Y M B O L

1 cm

Lo g o Sy m b o l

O u r l og o sy m b o l i zes g row t h ,

w h e n eve r p ossi b l e , t h e i c o n c a n b e

de co ra tio n a s lo n g a s it fo llows the

s tren g th an d grow t h . W h i l e t h e

use d a s a sta n d a l o n e i n a ny

b a s ic gu ide lin es o n this do cu me n t.

p ri m ary l og o sh o ul d b e use d

c o r p o ra te c o mmun i c a t i o n o r a s

V I S U A L

A S S E T S

B R A N D

G U I D E L I N E S

UNACCEPTABLE LOGOTYPE USAGE 1 O ur l og o i s very i m p ortan t to u s , an d we h a ve

Do not at any time angle the logo, It always sits on 0 d e g re e s a n g l e.

2

sp e nd mu ch ti m e an d effort i nto caref ul l y

Do not add any e ff e c t s t o t h e l o g o , i n c l u d i n g d ro p s h a d ows , g ra d i e n ts , etc.

crafti ng i t to be a p erfect em bod i m en t of o ur brand . We as k th at d es i g n ers and u s e rs resp e c t the thoug h t an d craf m ans h i p th at h as g o n e i n to the log o by keep i n g i t i n i ts p u re form a n d w ithi n the ru l es s p eci fied i n th i s g u i d e.

3

Do not in any way a l te r t h e p ro p o r tions of the letters or the ampersand.

4

Be wear y wh en u s i ng th e Log o not to a l te r,

Do not alter the colors of the logo except when in a c c o rd a n c e to c o l o r rules.

tweak , cu t, or take any p ers on al crea t i ve fre ed om th at breaks th e s p eci fic ru l es se t i n t h i s book. th e fol l owi ng are m erel y a few exa mp l es of p ract i ces th at wou l d v i ol ate th e l o g o a n d ulti m ate l y th e PA RAS O L bran d .

5

Do not change the t y p o g ra p hy o r fo n t style of any part of the logo.

6

Do not in any way distort the logo, e i t h e r by s t re tc h ing , squishing , etc.

21

22

V I S U A L

A S S E T S

B R A N D

G U I D E L I N E S

1

2

3

4

5

6

PARASOL m o d e r n l i v i n g f o r a c t i v e a d u l t s

V I S U A L

A S S E T S

B R A N D

G U I D E L I N E S

COLORS T H E

P R I M A R Y

S Y S T E M

A N D

C O L O R C O L O R

C O D E S .

Color p l ays an i m p ortan t rol e i n PA RAS OL’s c o r p o ra te id enti ty p ro g ram . T h e col ors are recom me n d a t i o n s fo r

PANTONE

345

C

PANTONE

282

C

PANTONE

534

var ious m edi a.

A p alette of p ri m ary col ors h as been d eve l o p e d , w h i c h c om p r ise th e “ O n e Voi ce” col or s ch em e. Co n si ste n t use of these c ol ors wi l l contri bu te to th e coh es i ve a n d h a r mo n i ous look of th e PA RAS O L’s bran d i d enti ty a c ross a l l relevant m e d i a

C hec k w ith you r d es i g n er or p ri n ter wh en usi n g t h e c o r p o rate c ol ors th at th ey wi l l be al ways be c o n si ste n t.

PANTONE COOL G R AY 9 C

C

2 0 36

24

V I S U A L

A S S E T S

B R A N D

100%

PANTONE

345

G U I D E L I N E S

90%

80%

70%

60%

50%

40%

30%

20%

10%

90%

80%

70%

60%

50%

40%

30%

20%

10%

90%

80%

70%

60%

50%

40%

30%

20%

10%

90%

80%

70%

60%

50%

40%

30%

20%

10%

C

CMYK: 43 0 42 0 RGB: 134 208 163 HTML: 86d0a3

100%

PANTONE

534

CMYK: 98 85 RGB: 26 47 HTML: 1a2f54

C 36 84

27

100%

PANTONE

282

C

CMYK: 100 87 42 RGB: 4 28 57 HTML: 041c39

52

100%

PANTONE

COOL

G R AY

CMYK: 56 46 44 10 RGB: 107 108 111 HTML: 6b6c6f

9

C

V I S U A L

A S S E T S

B R A N D

G U I D E L I N E S

COLORS C O N T .

1 .

F U L L

2 .

L I G H T

G R E E N

M E D I U M

G R AY

3 .

P A R A S O L

C O L O R

4 .

5 .

B L A C K

B L U E

2 0 56

26

V I S U A L

A S S E T S

L O G O T Y P E

B R A N D

O V E R

M O N O C R O M E

G U I D E L I N E S

P R I M A R Y

L O G O T Y P E

C O L O R S

O V E R

C O L O R S

Log ot y p e u s a g e ove r d a r k bl ue, g reen

We wa n t to ma ke sure t h a t t h e PARAS OL

co lo r, gra y s ca le , a n d o n e co lo r. Thes e

ba c kg rou nd a nd b l a c k & w h i te op t i ons

l o g o c a n fi n d a h o me o n a ny sur fa c e. Fo r

ge n res s ho u ld o n ly b e u tilize d whe n u s in g

t h i s re a so n , we offe r d i ffe re n t c o l o r g e n res

the fu ll co lo r impa irs the lo go’s le gib ility.

to d esi g n e rs a n d use rs t h a t i n c l ud e si n g le

V I S U A L

TEXTURE ELEMENTS Thing s c an be ex p l ored i n th e m ood board i ncl u d e p h otog rap hy, c ol or p al ettes , ty p og rap hy, p atter ns, an d th e overal l l ook and fee l of the d es i g n .

A roug h co l l ag e of col ors , tex tu res and p i ctures i s al l i t takes to evoke a sp eci fic s ty l e or feel i n g .

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C O R P O R A T E

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A N D

T Y P O G R A P H Y .

Typ og rap hy p l ays an i m p ortan t rol e i n co mmun i c a t i n g a n ove ra l l

We h a ve se l e c te d Conta x S a n s 55 a n d Hu rme G e o me t ric S a ns 3 ,

tone and q u al i ty. Caref u l u s e of ty p og rap hy re i n fo rc es o ur p e rso n -

w h i c h h e l ps i n j e c t e n e rgy a n d e n thu s ia s m in to the e n tire PARASOL’

al i ty and en s u res cl ari ty and h arm ony i n PARAS OL’ c o mmun i c a -

c o mmun i c a t i o n s, a s t he pr ima r y a n d s e co n da r y co r po ra te ty pefa c-

ti ons.

es .

P R I M A RY

FO N T

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FO N T

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ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

0123456789

0123456789

:;<=>?@[\]^_`{|}~!”#$%&’()*+,-./

:;<=>?@[\]^_`{|}~!”#$%&’()*+,-./

Conta x Sa n s 5 5 i s a contem p orary d esi g n b a se d o n g e n e ro us

H u r me Ge o me t ric S a n s No. 3 in clu des s eve n we ights with

p rop orti on s an d cl ean , cri s p l i n es . Fo rg e t a b o ut ‘ He l ve t i c a ’ .

t r ue S ma l l Ca ps a n d o b liqu es . Ple a s e s e e the s pe cime n

Look ou t ‘ U n i vers ’ . Con tax P ro i s the n ew g e o me t r i c sa n s

P D F fo r c omple te ove rview of the ty pefa ce a n d its

typ efa ce s eri es for th e 2 1 s t cen tu ry.

fe a t ures. Alte r n a te cha ra cte rs a n d o the r Ope n ty pe fe a t ures ma ke fo r a ve rs a tile fa mily tha t ca n b e a dju s te d fo r sp e c i fi c n e e ds .

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TYPOGRAPHY & TEXT HIERARCHY

CONTENT TEXT AND INNER HEADLINES

Ca p tio n Text

Hu rm e Geo m etric Sa n s 3 Hurme Geometric Sans 3 4 p t Ty p e / 6 p t Le a d i n g

Copy Tex t

Hurme Geomet ric Sans 3 Hu rm e Geo m etric Sa n s 3 6 p t Ty p e / 8 p t Le a d i n g

O u r Lo go i s t h e Key b u i l d i ng b l oc k of our i d ent i t y, t he pr i mar y vi s u a l e l e m e nt t h a t i d e nt i fie s us. T he si g nat ure i s a

Hea d lin es Copytext

co mbi n ati on of t h e s y m b o l i t s e l f a nd our comp any name.

Hur me Ge o me tr ic San s 3 Hurm e G e om e t ric S an s 3 10 p t Ty p e / 10 p t Le a d i n g

HEADLIESN AND TYPOBREAKES

Su b lin es Sectio n s

Hu rm e G eo m et ric S a ns 3 Hur me Ge o me tr ic San s 3 14 p t Typ e / 14 p t Lea d in g

Typ og rap hi c h i erarchy i s an oth er form of vi sual hi erarchy, a s u b-h i erarchy p er s e i n

Big Headlines and Title

Contax Sans 55

an ove rall des i g n p roj ect. Ty p og rap h i c

Contax Sans 55

hierarc hy p res ents l etteri n g s o th at th e

20 pt Type /22 pt Leading

m ost i m p or tant word s are d i s p l ayed wi th the m ost im p act s o u s ers can s can tex t for key inform ati on. Ty p og rap h i c h i erarchy c re ates c on tras t between el em en ts .

The re are a vari ety of ways you can c re ate a se n s e of h i erarchy. h ere are som e of the m os t com m on tech n i q u es for PARAS OLâ&#x20AC;&#x2122;s layou ts .

Sequencer and Title for Marketing

Contax Sans 55 Contax Sans 55 28 pt Type / 32 pt Leading

V I S U A L

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MAIN TITLE

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SECTION TITLE

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(SEPARATOR) PLUTO SANS

(PRIMARY TEXT) GARAMONT P. PRO

SNIPPET

(SECONDARY TEXT) PLUTO SANS MEDIUM

D E S T I N A T I O N

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E X C E L L E N C E

Designed to fit you Lorem ipsum dolor sit amet, consectetuer adipiscing elit. sed diam nonummy nibh euismod tincidunt ut

U t w i si e n i m a d mi n i m ve n i a m , qu is n os tr u d exe rci ta tio n u lla mco r p e r susc i p i t l o b o r t i s n i sl ut a l iqu ip ex e a co mmo do co n s e qu a t.

4

CONTENT

(COMPLEMENTARY TEXT) PLUTO SANS REGULAR

D ui s a ute m ve l e um i r i ure d o lo r in he n dre r it in vu lpu ta te ve lit es s e mo l est i e c o n se q ua t, ve l i l l um do lo re e u fe u gia t n u lla fa cilis is a t ve ro e ros e t a c c umsa n e t i usto o dio dign is s im qu i b la n dit pra e se n t l up ta t um z z r i l d e l e n i t a ugu e du is do lo re te fe u ga it n u lla

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Parasol Brand Applications TM

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L E T T E R H E A D

CORPORATE STATIONERY U O Y T I F O T D E N G I

p ap e r bag s and corp orate boxes

S

letter head, bu s i n es s card s , envel op es ,

E

statione r y sys tem for th e f ronts i d e of t h e

D

p r i m ar y e l em en ts of th e PA RAS O Lâ&#x20AC;&#x2122;s

.

This shows th e ap p roved l ayou ts wi th t h e

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BUSINESS

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G U I D E L I N E S

CA RDS

Alan Benenson P R E S I D E N T

EN V ELO P E

a l a n @ m a s d e v e l o p m e n t. n e t +1 (305) 644-8459 sales@parasol.com

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