BR
AD
B R A N D S T R AT E G Y
B R OA D / PA G E 2
BROAD /brod/
adjective
Covering a large number and wide scope of subjects or areas.
B R A N D S T R AT E G Y / PA G E 3
BRAND STRATEGY
TABLE OF CONTENTS Everything that matters to us lies here.
8
OUR STORY
22
VISUAL IDENTITY
10
PURPOSE
46
STATIONERY
12
PRINCIPLES & VALUES
54
APPLICATION EXAMPLES
14
MESSAGING
16
VALUE PROPOSITION
18
METHODOLOGY
/ PAGE 5
BRAND STRATEGY
BRAND STRATEGY OVERVIEW
BRAND STRATEGY
BRAND STRATEGY
OUR STORY 3 0 + ye ar s o f exper i ence, a prove n m eth o d ol og y, a nd deep knowle dge on h ow to g row a g l o ba l desi g n enterprise we re th e c ata l ysts fo r o ur fo under s to e mbark in a n ew exc u r si o n to br i ng g l o bal kn owle dge , b e st p r acti ces, a nd a di ffere n t way of doin g th i n g s to o ur l o ca l ma r kets. F ro m S i l i c o n va l l ey to Si l i co n Alley, BROAD i s i m p l e menti ng o ur pro ject de live ry p rog r am a nd hel pi ng hi g h g rowth c ompan ie s stay c o nnected a nd energ i zed th ou gh gre at wo r k e nv i ro nments.
B R A N D S T R AT E G Y / PA G E 9
PURPOSE We cre ate a nd bui ld pl a c e s w he re pe ople t hri ve .
VIS ION WHAT FUTURE D O WE WAN T TO HE LP C R EATE?
We want a f ut ure w he re org ani z at i on s a re e m p owe re d to p romote t he i r cult ure i n e ng a gin g s p a c e s .
MIS S ION HOW D O WE CRE ATE THAT FUTU R E?
We b eli eve i n t he powe r of coll a bor at io n . P rov id in g sp aces whe re we e ncourage commun ic at io n is at t h e fore front of all our proje ct s .
B R A N D S T R AT E G Y / PA G E 1 1
PRINCIPLES & VALUES We a c c e l e r ate t h e t r a n s i t i o n to the people centered workplace.
HUMBLE
B I G - H E A RT E D
We strive to listen and learn from our clients,
We’re passionate about helping, and open to
from our partners, and our associates.
seeing this as our clients do.
WHOLESOME
O PE N - MIN D E D
We believe in wholesome projects where
One size does not fit all. We aspire to solve
efficiency is achieved through exhaustive
problems by thinking outside of the box.
planning.
BRAND STRATEGY
MESSAGING We deliver projects through our seamless methodology
where design and construction are weaved together from beginning to end.
B O LD We’re not scared of trying new methods.
R ELE N T L E S S We always keep trying. Always.
A NA LY T IC A L We are methodical and think things through.
DY NAMIC We adjust to each project’s need, quickly.
OUR ESSENCE
BRAND STRATEGY
VALUE PROPOSITION
To design and deliver professionally designed spaces without the traditionally complicated process.
/ PAGE 17
BRAND STRATEGY
OUR METHODOLOGY Our methodology challenges the faceted, traditional building model by seamlessly weaving strategy, design & construction into a 4-step process.
/ PAGE 19
A DEEPER LOOK INTO OUR PROCESS
1. LEARN
2. DE F IN E
We submerge ourselves into our client’s world.
We work collaboratively to define a roadmap
We learn everything about their office culture,
for our client’s vision.
business goals, and vision.
Whether they’re looking to improve productivity at their workplace or rethinking their employee engagement strategy, we help create a structured approach.
3. DEVELO P
4. DE L IV E R
An office isn’t just a space, it is a combination
A fully integrated process is a solid base for a
of culture, people, context, brand, inclusivity,
perfect delivery.
collaboration and engagement. We believe
On the delivery phase, we focus on making
in exploring each of those aspects and align
sure every requirement has been met.
them with our client’s vision.
Up to the last detail.
In this phase, we use a multitude of tools to help you visualize your future workplace and develop a place to that’s tailored to you.
PAGE 22 /
Fig. 1 Logo ideation
BRAND STRATEGY
VISUAL IDENTITY Our graphic identity represents BROAD’s personality and should always be embedded throughout all communication channels. Whether you’re sending an email, creating a presentation or developing marketing collateral, be sure to review and follow the information provided in this guide. A consistent brand helps build our presence and strengthens our voice as a company. / PAGE 23
VISUAL IDENTITY
CORE BRAND ELEMENTS OVERVIEW
WO R D MARK
BR
V ER TI CA L LOG O
AD
ACR O NY M US E
M ONOG R A M
B R O A D TYPOGRAP HY
C OLOR PA L ETTE
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0 1 2 3 4 5 6789 ! @ £ $ % ^ &* ( ) _ + / PAGE 25
VISUAL IDENTITY
ABOUT OUR LOGO Our logo represents flexibility. It captures the idea of adapting and being knowledgeable about a wide scope of subjects.
BROOAD BROOAD BROOOOOOOOOAD
B R O A D W O R K P L A C E . C O M
BROAD
B R A N D S T R AT E G Y / PA G E 2 7
OUR WORDMARK BROAD is a resilient word. It means wide, large, expansive and continuous. It’s potential for growth is limitless.
MASTE R WORD MARK CONSTRUCTION & S AFE ZON E
The logo should have a minimum of 1/4” blank space on all sides.
B R A N D S T R AT E G Y / PA G E 2 9
VISUAL IDENTITY
M A STER M ONOG R A M SA FE ZONE
OUR MARK The O found in BROAD extends or contracts as needed. It’s a versatile symbol that can be used on its own to visually highlight information.
The monogram should should have 1/2” space on each side. Use its height as a rule of thumb as to how much blank space should be left around it.
MONOGRAM ANCHORING Partial monogram visibility is acceptable, but only if the monogram is cut precisely in half, and the other half falls out of the medium you’re using.
VISUAL IDENTITY
LOGOTYPE BROAD’s logotype is versatile, reponsive and remains clear in large and small scale. Feel free to reduce its size, but always keep the original proportion.
S CA L A B I LI TY
/ PAGE 33
VISUAL IDENTITY
LOGOTYPE RESPONSIVENESS Use the horizontal version as default. Reserve the vertical version for conditions where scale is too small for the horizontal version to be legible.
H O R IZO NTA L A PPLI CATI ON To be used in most cases.
BR
AD
VE R TC IA L A PPLI CATI O N To be used if horizontal version becomes illegible due to space constraints. B R O A D . S P A C E S B R A N D S T R AT E G Y / PA G E 3 5
VISUAL IDENTITY
TYPOGRAPHY BROAD’s typography is a balance of two font families. The succesful
combination of font families and weights create interest and dynamic layouts.
Fran klin Goth ic He avy For titles and headings. Always use UPPERCASE.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz D M S an s Regu lar Subtitles and body. Use standard Uppercase/lowercase combination.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz / PAGE 37
VISUAL IDENTITY
COLORS BROAD colors are an evolution of our predecesor brand coDesign. Our new color palette speaks to a mature, experienced and passionate personality, but always leaves space for creativity and boldness.
BROAD Ac c ent . P r i m a r y R: 41 G :4 0 B:62 C: 83 M :80 Y:4 8 K:52 HE X: # 29283e
BROAD Ac c ent . Sec o nd a r y R: 1 G: 110 B:108 C: 89 M :38 Y:55 K:17 HE X: # 016 e 6 c
BROAD Ac c ent . Sec o nd a r y R: 95 G :116 B:127 C: 67 M :4 6 Y:4 0 K:10 HE X: #
BROAD B a c kg ro und R: 247 G :24 7 B:24 7 C: 2 M:1 Y:1 K:0 HE X: # f 7 f 7 f 7 / PAGE 39
VISUAL IDENTITY
TYPE COLORS
Here’s a few examples on good versus bad color combinations. When adding text, provide enough color contrast between background and type to mantain readibility. A good rule of thumb is to use light colors on dark backgounds and viceversa.
Loressequis nist, enis qua-
Ur
alicatempos
magnihil-
Net ulparum corundior au-
tur? Quis idel ma dolorpo
iqui quuntur, id modis mo-
tecum quissin est, quidem
ssequam dit evenimi nctati-
lupta eat aut quiam comnis
fugitis dem qui to etusaec
is aut facilit dolorep taqu-
mintorem verorit, a volende
eprovitaquo tem eos ace-
untio quasin con evernat
nturemq uibus,Consequiae.
re perum quosa voluptatior
B R OA D / PA G E 4 0
Ty p e C o l o r High -contrast is always preferred.
TITLE HERE
TITLE HERE B R A N D S T R AT E G Y / PA G E 4 1
TITLE HERE
ACRONYM
Our brand’s versatility extends further with the use of our name as an acronym. Impactful messages should be tailored towards the reader, and placed sporadically throughout our collateral. We’ve started a list of suggested words to include in your sentences. You’re free to add more, but make sure they’re related with design, construction, or that they’re meaningful to our audience. Have fun!
B
R
O
A
D
Bringing
Reason
One
Antiquated
Daring
Breaking
Rules
Odd
Absolute
Dependable
Blending
Restless
Onto
Accurrate
Design
Being
Reactions
Over
Active
Definition
Broadcasting
Results
Only
Aggressive
Delight
Belonging
Risk
Owned
Amazing
Discovery
Building
Ruthless
Often
Attractive
Dynamism
Brave
Royal
Other
Alluring
Diversity
Balanced
Responsible
Optics
Analytical
Better
Outbox
Astonishing
Bold
Onward
Awestruck
Brave
Origin
Architecture
Outlet
Active
Outside Obvious Obsolete
B R A N D S T R AT E G Y / PA G E 4 3
BRAND AS ACRONYM EXAMPES
BE RESPECTFUL OF AMAZING DESIGN. BOLD RESPONSES ORIGINATE ATTRACTIVE DESIGN. BREAKING RULES OF ARCHITECTURAL DESIGN. BRINGING REVOLUTIONARY OFFICES ALIVE DAILY.
BLATANT REASON OVER AESTHETIC DELUSION. BALANCED, RISK-FREE, ORIGINAL, and ASTONISHING DESIGN. BOLD, ROYAL, ORIGINAL ARCHITECTURE & DESIGN. BUILDING RESPONSIBLE OBJECTS IN ARCHITECTURE & DESIGN. B R A N D S T R AT E G Y / PA G E 4 5
VISUAL IDENTITY
STATIONERY Find a template for each of these elements on our server. Use them also as a baseline to develop your own collateral.
BOOKS Books can help BROAD showcase case studies and are a good tool for our clients to know our work. When creating a layout for a book, keep in mind that all photography of our designed spaces should be the primary visual on each spread, and the text should be secondary. Any visually heavy application of our logo, monogram or accent colors should be used selectively and should not compete with projects’ photos.
B R OA D / PA G E 4 8
B R A N D S T R AT E G Y / PA G E 4 9
BROCHURES Brochures are lighter versions of books, and aim to communicate a message concisely. Similarly to the books, hierarchy of content should be mantained. Opportunities to be bold and creative lie on non-project pages.
B R OA D / PA G E 5 0
B R A N D S T R AT E G Y / PA G E 5 1
VISUAL IDENTITY
POSTER Posters are the perfect opportunity for our Acronym to shine. Feel free to create bold messages where text is your main visual.
VISUAL IDENTITY
3D APPLICATIONS You’ll find many other opportunities to apply our branding. Always be mindful of providing enough blank space around our logo.
B R OA D / PA G E 5 4
VISUAL IDENTITY
3 D APPLI CATI ON
B R OA D / PA G E 5 6
/ PAGE 59
VISUAL IDENTITY
INSTAGRAM POSTS When posting on social media, message your captions with BROAD’s personality in mind. This is an excellent opportunity to use BROAD as an acronym on the captions and to remind followers about the success of our projects.
BR
AD
BR
AD
B R A N D S T R AT E G Y