NOVEL ATHERTON | BRAND STANDARDS 2 03 ABOUT NOVEL COMMUNITIES ........................................................................................................ 04 BUILDING ........................................................................................................ 05 NEIGHBORHOOD ........................................................................................................ 06 RESIDENTS ........................................................................................................ 07 POSITIONING 08 EXPERIENCE PRINCIPLES 09 BRAND STORY 10 BRAND TAGLINE 11 BRAND VOICE 12 KEY WORDS 13 NOVEL ATHERTON LOGO GUIDELINES ........................................................................................................ 14 NOVEL ATHERTON & CRESCENT LOGO GUIDELINES ........................................................................................................ 15 TYPOGRAPHY ........................................................................................................ 16 COLOR PALETTE ........................................................................................................ 17 BACKGROUND TEXTURES 18 THREAD ILLUSTRATIONS 19 TYPOGRAPHY BUILDS & THREAD EXAMPLES 20 PHOTOGRAPHY 21 WORK SAMPLES
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We are NOVEL Communities. NOVEL doesn’t merely make structures — we build communities. In part, this is because we plan around the existing area and its needs, then create the living spaces and amenities that best match the lifestyles of the people who live there. Our deliberate approach ensures our communities will stand the test of time. We provide the opportunities and create the spaces so renters can become neighbors, entire communities can be enriched, lasting memories can be created and, ultimately, people’s lives can be enhanced. Through our core values, we bring curiosity, constant innovation, a commitment to doing what’s right and a dedication to delivering excellence to every community we build. It’s an approach that goes beyond development, construction or property management. We instill the spirit of community in everything we do.
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ABOUT NOVEL COMMUNITIES
THE BUILDING
NOVEL Atherton is a part of Atherton Mill, a partnered development at the southwest corner of South Boulevard and Tremont Avenue. It features integrated ground-level retail, elevated dining experiences, and creative and engaging social spaces that give the entire community a desirable destination for a newfound sense of celebration. Plus, within each apartment unit, you’ll discover luxurious details you won’t find anywhere else. Many of our fixtures were hand selected with striking custom finishes exclusive to the Atherton site. This detailed design approach has created a cohesive look that’s striking, effortless and undeniably soulful.
BUILDING AMENITIES
• Double-height resident clubroom with craft cocktail bar.
• Direct access to over 110,000 square feet of on-site retail and restaurants.
• Heated saltwater pool and tanning ledge with skyline views.
• Indoor-outdoor roof terrace overlooking South End and Uptown.
• Café and co-working space with full technology package included.
• Premier city view lounge featuring billiards, a card table and library.
• 3,000-square-foot f Fitness Club featuring cardio and weight machines and Peloton bikes.
• Resident bike storage with direct access onto the Rail Trail.
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Atherton Mill is located in the South End Charlotte, a lively neighborhood full of destination shopping, dining, nightlife, and breweries. It’s adjacent to the southwest corner of Uptown, nestled among some of the most beloved and established communities of Charlotte including Dilworth and Wilmore with four LYNX light rail stops that connect it to the urban core. Numerous shopping centers abound, with a mix of restaurants, antique stores, retail shops and upscale design centers. Due to its unique surroundings, NOVEL Atherton is able to embrace the allure of neighborhood living and blend it with modern convenience to create a place like no other.
THE NEIGHBORHOOD
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TRYON ST. SOUTH BLVD. REMOUNT RD. IDEAL WAY EUCLID AVE. E. WORTHINGTON AVE. E. KENSINGTON AVE. E. PARK AVE. E. PARK AVE. E. PARK AVE. RENSSELAER AVE. S. CALDWELL ST. BLAND ST. TREMONT AVE. TREMONT AVE. RAMPARTST. WORTHINGTON AVE. DOGGET ST. McDONALD AVE. MAGNOLIA AVE. IVERSON WAY ATHERTON ST. CLEVELAND AVE. HAWKINS ST. CAMDEN RD. HAWKINS ST. DUNAVANTS ST. DISTRIBUTION ST. CLEVELAND AVE. EUCLID AVE. EUCLID AVE. MARSHALL PL. EAST BLVD. WEST BLVD. SOUTH BLVD. SOUTH BLVD. TRYON ST. CHURCH ST. WINONA ST. WINNIFRED ST. TRYONST. LIGHT RAIL RAIL TRAIL A B C E D F G H K L N M SOUTH BLVD. F O O D & R E T A I L 45 Wooden Robot 46 Sycamore 47 Trolley Barn Fermentory 48 Publix 49 Common Market 50 • Walgreens 51 CVS 52 Anthropologie 53 Free People 54 High Cotton Home 55 Pink Social 56 Off Broadway Shoe Warehouse 57 Society Social 58 Warby Parker 59 Alton Lane 60 • Brideside 61 Sola Salon 62 • Savory Spice Shop 01 • Sunflour Baking Company 02 Nova’s Bakery 03 Roots Café 04 Crispy Crepe 05 Lincoln’s Haberdashery 06 • Jeni’s Ice Creams 07 Hawkers Asian Street Fare 08 • Barcelona Wine Bar 09 Living Kitchen 10 • O-Ku 11 Big Ben Pub 12 • Sullivan’s Steakhouse 13 Luciano’s Ristorante Italiano 14 Dilworth Tasting Room 15 Superica 16 Bang Bang Burgers 17 • 300 East 18 Copper Modern Indian Cuisine 19 • Tupelo Honey 20 Bonterra Dining & Wine Room 21 • Yamazaru Sushi & Sake 22 Thai Taste 23 • The Manchester 24 Hex Espresso Bar 25 Seoul Food Meat Company 26 Vin Master 27 Not Just Coffee 28 • Luna’s Living Kitchen 29 Let’s Meat KBBQ 30 • Mac’s Speed Shop 31 SouthBound 32 • Futo Buta 33 The Wine Loft 34 • Price’s Chicken Coop 35 Blaze Pizza 36 Tavern on the Tracks 37 Nikko Japanese Restaurant 38 Rai Lay 39 • Sauceman’s BBQ 40 Leroy Fox South End 41 • Bulgogi Box 42 Hot Taco 43 • All American Pub 44 Zeppelin McDONALD AVE. CLEVELAND AVE. MAP KEY 00 00 00 00 B ARS / RESTAURANTS R ETAIL OUTLETS F OOD / CONVENIENCE B REWERIES N M A B C E D G F H J K L A Barry’s Bootcamp B West Elm C Cava D • Paint Nail Bar E The Eagle Food & Beer Hall F • Bonobos G The Golden Carrot H • Drybar I Uniquities J Arrow K • Madewell L Sephora M • Las Olas N Indaco Food & Wine O • Trolley Barn Fermentory 01 17 18 19 23 34 40 35 41 45 46 39 24 20 06 08 09 26 27 28 10 11 12 14 22 13 15 16 44 21 07 03 52 57 53 58 59 60 61 62 54 56 55 33 48 49 50 51 30 31 02 04 32 25 36 42 43 37 38 29 05 BREWERIES BARS/RESTAURANTS ATHERTON ON-SITE FOOD/CONVENIENCE STORES RETAIL STORES 47 O
“STOP #2”
THE RESIDENTS
“NEW IN TOWN SEEKING CHARLOTTE EXPERIENCES”
“SOUTH END UPGRADERS”
“YOUNG AT HEART”
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NOVEL Atherton is a storied community that is the heart and soul, the town center of South End. NOVEL Atherton is a celebration of the neighborhood’s history and future of industry, innovation and creativity.
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THE POSITIONING
We will not be another vanilla building or community. We reject the anonymity and monotony that is found anywhere, everywhere. We will be about stories of who and what has made the South End special over the past years and decades. From the original mill that still marks our community today, to the industrial history reflected in our spaces and designs, to the entrepreneurs and innovators whose stories we tell, to the creative and design culture that has made this one of the most interesting places in Charlotte, there are layers of interest and businesses and people that are South End — and we will tell their stories.
THE EXPERIENCE PRINCIPLES
South End is not what it is today based on choosing the boring-but-safe option. The community has been successful because of its independence and confidence; its comfort in its own skin. NOVEL Atherton Mill will live up to this principle by embracing designs and decisions that are big and bold. This doesn’t mean obnoxious, fake or over-the-top. For us, big and bold means you are distinctive; you don’t follow the crowd; you are memorable; you set your own style. It means being authentic and interesting. Daring to be different. No one will walk into NOVEL Atherton Mill and feel like they are in just another South End spot. They will feel big; they will feel bold; they will be inspired; they will be home.
We have a unique opportunity in our place at the epicenter of greater South End. We will embrace this opportunity and give the community the places and spaces that it deserves. We will welcome everyone into Atherton Mill, through well-designed and thoughtful roads, walkways and connection points. We will provide the types of public and private spaces that encourage our residents, our visitors, and the broader community to linger for an extra few minutes — or hours. Our team will know our community — and give individualized advice on where to go and who to meet. South End has been the place to be for a while. But now, there is a real place to be.
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Once home to flourishing textile mills, the Atherton location has transformed throughout the years, yet has never failed to serve as the heart of South End. Here, you can relax into the romance of living in luxury, surrounded by beautifully refurbished and historic buildings.
Providing a setting that is singular in its history, considered in its design and significant in its contributions, NOVEL Atherton begins a new chapter of curated and intentional revitalization here in Charlotte. Immediately tap into local charm with iconic on-site dining and shopping experiences. Connect with neighbors and friends at nearby craft breweries and coffee shops, or adventure out together on the Rail Trail. At NOVEL Atherton, you can experience a reverence for a lifestyle that is truly enriched by connecting a treasured past to our bright future.
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THE BRAND
STORY
THE BRAND TAGLINE
ADDITIONAL LINES
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THE BRAND VOICE
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THE KEY WORDS
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When designing something new, leave “clear space” around the NOVEL logo to give it visual separation from other elements. The minimum clear space for the NOVEL Atherton logos is shown in gray and should be no less than the size of the icon. The integrity of the NOVEL logo set must be respected at all times. Any modifications diminish the impact. Below are some prohibited uses for the logo set.
NOVEL ATHERTON LOGO GUIDELINES
SAFE AREA
PROHIBITED USES
DO NOT skew, rotate or disproportionately scale the logo
DO NOT set the logo in a tight shape
DO NOT use effects on the logos, such as a drop shadow
DO NOT modify the logo color or typography
DO NOT use the positive version of the logo on a dark background
DO NOT use the reverse version of the logo on a light background
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Primary Horizontal
Primary Vertical
NOVEL ATHERTON & CRESCENT LOGO GUIDELINES
In some instances, it is necessary to pair the NOVEL Atherton logo with the full Crescent Communities logo or the Crescent Communities name.
In most cases, the full Crescent Communities logo will be used. Such instances could include the back of brochures, a website or web splash page, rack cards, construction banners, video end cards or other materials where there is a need to tie in the Crescent Communities entity.
When pairing the two logos, it isn’t always necessary to place the two next to each other, as long as the Crescent Communities logo is legible and doesn’t violate the NOVEL clear space.
In limited instances, the full Crescent Communities logo may not be able to be added. Some examples of this are when the space being used is too small, such as a small monument sign, a business card or other instances where the full logo won’t fit or doesn’t seem applicable. In these cases, a type lockup set in Gotham Medium can be used as long as it doesn’t interfere with the NOVEL Atherton clear space.
Primary Horizontal
Primary Vertical
Primary Horizontal / Crescent Type Addition
BY CRESCENT COMMUNITIES
Primary Vertical / Crescent Type Addition
BY CRESCENT COMMUNITIES
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SAFE AREA
Akrobat Bold is used for primary headlines and Zviro is used for accent headlines. New Century Schoolbook is used for body copy and can be used in Roman and Italic.
NOVEL ATHERTON | BRAND STANDARDS 15 ABCDEFGHIJKLMN0PQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMN 0PQRSTUVWXYZ abcdefghijklmnopqrs tuvwxyz 0123456789 ABCDEFGHIJKLMN 0PQRSTUVWXYZ abcdefghijklmnopqrs tuvwxyz 0123456789
Primary Headline / Akrobat Bold
Accent Headline / Zviro
Body Copy / New Century Schoolbook Roman
TYPOGRAPHY
Body Copy / New Century Schoolbook Italic
The NOVEL Atherton brand is based on two colors, black and metallic silver. Black can be used in various opacities.
The NOVEL Atherton secondary colors are PMS 2627 C Purple, PMS 1955 C Red, PMS 465C Yellow and PMS 7762 C Green. These colors should be used as accents to the primary color palette, but never in place of them.
NOVEL ATHERTON | BRAND STANDARDS 16 BLACK PMS 2627 C C 85 /M 100 / Y 6 / K 38 R 60 /G 16 / B 83 HEX # 3C1053 40% BLACK 25% BLACK METALLIC SILVER PMS 10102 (PRINT ONLY) PMS 1955 C C 9 /M 100 / Y 54 / K 43 R 138 /G 21 / B 56 HEX #8A1538 PMS 465 C C 9 /M 29 / Y 66 / K 24 R 185/G 151 / B 91 HEX #B9975B PMS 7762 C C 40 /M 20 / Y 80 / K 60 R 93 /G 100 / B 57 HEX #5D6439 80% 60% 40% 20% 80% 60% 40% 20% 80% 60% 40% 20% 80% 60% 40% 20%
SECONDARY PRIMARY COLOR PALETTE
The background textures have been created to add interest and reinforce the NOVEL Atherton brand. The Light Parchment and Black Parchment background textures can be used in both print and web pieces.
BACKGROUND TEXTURES
LIGHT PARCHMENT
DARK PARCHMENT
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Much of NOVEL Atherton’s branding centers on it’s tagline of “An uncommon place with a common thread”. To reinforce this, a series of illustrated frames, separators and thread links that can be used together to create branding elements to reference back to the history of Atherton Mill. These can be used to contain type contructions, accentuate photography and add to designs for NOVEL Atherton.
THREAD ILLUSTRATIONS
SEPARATORS
THREAD LINKS
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FRAMES
TYPOGRAPHY BUILDS & THREAD EXAMPLES
Here are some examples of typography builds using the background textures and thread illustrations.
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The lifestyle photography for NOVEL Atherton is a selection of local area imagery. These show the NOVEL personas and others interacting with and enjoying what the NOVEL location has to offer.
PHOTOGRAPHY
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Here are several examples of existing materials showing how the various elements can be paired together to create a cohesive presence to promote NOVEL Atherton.
PRINTED EXAMPLES
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WH W/D BATH KITCHEN BATH BEDROOM 00’0” 00’0” BALCONY WIC BEDROOM 00’0” 00’0” A10 TWO BEDROOM TWO BATH 0000 SQ. FT. STUDIO ONE-BEDROOM UNIT
