BELMONT COMMUNITY SYNOPSIS & BRAND GUIDELINES
JUST BE. IT’S A SIMPLE EXPRESSION OF LIFE WELL LIVED – A WAY OF BEING THAT LEADS TO DEEP SATISFACTION AND LASTING HAPPINESS. IT’S ALL ABOUT SIMPLICITY.
Basic Standards COMMUNITY SYNOPSIS
When you’re seeking a new home in a new community for you and your family, what does “simplicity” look like? Well, it begins with location. Time is scarce and time is precious, and nothing nurtures a simple lifestyle better than having everything you need near at hand. From Belmont, nothing seems far away. You’re right next door to the shops of Shawnessy – Safeway, Co-op, Walmart, Home Depot, Staples and dozens of other stores big and small. Restaurants too – from Moxie’s and Mr. Schnapps to Starbucks, Second Cup and Timmie’s. Then there’s the Shawnessy YMCA with its arena, pool, recreation programs and Calgary Public Library. Rather than driving all around town, isn’t your precious time far better spent getting groceries, visiting the library, dropping the kids for some fun at the pool and meeting up for coffee with a friend? Also less than 10 minutes away: the South Calgary Medical Centre and Sunpark’s various medical services; Calgary’s new South Health Campus & Hospital; a number of schools (both public and private); Sirocco Golf Course (and, just 15 minutes further, Priddis Greens); Spruce Meadows, which hosts many events outside the championship horseriding ring including Calgary’s Pet Expo and the Horticultural Society’s Garden Show; and Fish Creek Park – one of North America’s largest urban parks, stretching 19 km from end to end and laced with 80 km of trails.
Basic Standards COMMUNITY SYNOPSIS
What’s more, the future extension of the Calgary LRT “Red Line” will pass along Belmont’s eastern edge, making Calgary’s downtown core all the more accessible. Another pathway to simplicity is purchasing a new home whose enduring quality offers welcome peace of mind. There are few things as exhilarating as moving into a home of your own – especially a “fresh build” no one else has lived in. To take the hassle and the worry out of the matter, United Communities has hand-selected a variety of the city’s most reputable builders for you to choose from. Just as Belmont’s beautiful homes put “affordable quality” in easy reach, the community as a whole makes it easy for you and your family to feel right at home amid south Calgary’s prairie landscape and wide open skies. With inviting tot lot playgrounds, two sites for future schools, an attractive storm pond and plenty of linear park space, Belmont makes simple work of getting out, meeting neighbours and making friends. Here in Belmont, the living is easy. Come, and as we like to say, just B.
Basic Standards LOGO RATIONAL
The peel effect conveys an unveiling that reveals an inner value or underlying trait. The shadow implies a peeling back of layers, giving you an intimate peek behind the scenes of this community. It also shows many different dimensions of the community, reinforcing that it’s not just another one-dimensional community but rather one with many different qualities, traits and personalities that will resonate with prospective buyers.
Basic Standards LOGO ELEMENTS
PRIMARY LOGO The Belmont logo comprises an icon and a wordmark. Because these elements appear both as a cohesive unit and separately, this manual includes guidelines for general use and specific design instructions for more common applications. The logo should not be altered, redrawn, re-proportioned or divided into separate components.
ICON The graphic element or icon of the logo. The icon is designed to be instantly recognizable by the viewer.
WORD-MARK The text-only typographic treatment of the logo. The wordmark allows for instant recognition without the presence of the icon.
Basic Standards CORPORATE COLOUR USAGE
PRIMARY COLOUR PALLET The primary colours of the Belmont logo are: Blue PMS 3135U Orange PMS 1665U PMS Warm Gray 10U These colours are for use only when collateral is professionally printed. All printed material will be printed on uncoated stock. For newspapers, magazines and in-house applications, the following colour breakdown applies: C-96 M-26 Y-29 K-01 C-03 M-74 Y-77 K-00 C-49 M-45 Y-47 K-10 For a website or interactive application, the following colour breakdown applies: R-000 G-140 B-167 R-234 G-104 B-071 R-132 G-124 B-119
Basic Standards CORPORATE COLOUR USAGE
GRAY-SCALE USAGE Use the gray-scale logo only when one colour (black) is available for printing. This is occasionally the case in newspaper advertising and merchandising.
REVERSE USAGE Use the reverse logo only when the Belmont logo appears against a solid background or photograph.
Basic Standards IMPROPER USAGE OF LOGO
The following examples illustrate some common mistakes in applying the Belmont logo.
EXAMPLE 1 Do NOT print the Belmont icon or wordmark in colours different from the Corporate Colours (see previous pages). This includes the secondary colours.
EXAMPLE 2 The Belmont logo must be reversed out of a solid background colour. Do NOT print on a patterned background unless the background complements the logo and is screened back.
EXAMPLE 3 Do NOT alter the size relationship of the Belmont logo elements.
EXAMPLE 4 The Belmont logo is intended to serve as the sole visual element in printed pieces. Do NOT add new design elements.
Basic Standards CORPORATE COLOUR USAGE
SECONDARY COLOUR PALLET Belmont has a secondary palette designed to support and complement our official (primary) colours. These colours enable flexibility and variety in design. We do not recommend using these colours without the support of primary colours. Some instances where these might be used include print and online advertising, design collateral including (but not limited to) brochures and community signage, and website/ interactive designs. Yellow PMS 123U Light Blue PMS 319U C-00 M-39 Y-89 K-00 C-67 M-00 Y-21 K-00 R-255 G-173 B-038 R-023 G-199 B-210
Basic Standards CORPORATE COLOUR USAGE
Basic Standards ICON APPLICATIONS
ICON & PHOTOGRAPHY In certain instances, approved lifestyle photography can be combined with the icon. Some instances where these might be used include print and online advertising, design collateral including (but not limited to) brochures and community signage, and website/ interactive designs.
Basic Standards TYPOGRAPHY USAGE
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GOTHAM Gotham, shown here in five styles, is the typeface that must be used for all printed materials. Special attention should be given
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to headings and text copy to minimize the number of sizes and weights in a given application. This will help ensure legibility and a clean, distinctive overall appearance.
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Common usage examples include titles, headlines and call-outs. When using Gotham, it’s best to use all-caps.
Basic Standards TYPOGRAPHY USAGE
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MYRIAD PRO Myriad Pro, shown here in three styles (Bold, Semibold and Regular), is the typeface that must be used for all printed materials. Special attention
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should be given to headings and text copy to minimize the number of sizes and weights in a given application. This will help ensure legibility and a clean, distinctive overall appearance.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%& ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%& ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%& ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%&
Common usage examples include body copy in brochures, websites/interactive designs, and any collateral with larger amounts of copy.
Basic Standards PHOTOGRAPHY
LIFESTYLE PHOTOGRAPHY Potential homebuyers have a vision of a specific lifestyle they wish to live. Great lifestyle photography captures their attention and helps them imagine themselves in a specific community. It can be a powerful motivator for buyers when they are seeking a community that aligns with their lifestyle. Photography for Belmont should be vibrant, inviting, eyecatching and have a sense of comfort for the buyer, and it should represent activities and amenities accurately yet creatively.
Basic Standards PHOTOGRAPHY
Basic Standards PHOTOGRAPHY
Questions may be directed to DEIBERT DESIGN at DAVEDEIBERT.COM