NOVEMBER 2019 BRAND STYLE GUIDE
HUEBER HOMES BRAND STYLE GUIDE
WELCOME TO HUEBER HOMES
CUSTOM BUILT LIVING
We are a cutting-edge custom home builder in Cincinnati, Ohio. We offer the latest construction techniques to build some of Cincinnati’s most innovative homes and commercial spaces paired with 30 years of experience and deeply rooted values that started with John Hueber in 1986.
As Cincinnati's premier builder, we apply old world craftsmanship with modern technologies and 30 years of building experience to craft custom-built dream homes.
Therefore, in 2019 we created a new brand identity that that best communicates the story of our evolution and how our strong past prepared us for an even better future in construction.
OUR PILLARS
We care deeply about our clients and take pride in giving them the best possible building experience. Our new brand helps us share that sentiment and message more clearly. We appreciate your respect and collaboration to maintain our identity in an intentional and consistent manner to truly capture the essence of our brand.
Cutting Edge. We’re known for being stewards of innovation within our industry and strive to offer the latest advances in building technology in our projects. We built the first 4 LEED-certified homes in Ohio. Trust. Our team has three decades of experience building luxury homes and provides cost transparency and regularly scheduled on-site meetings to provide precision, excellence, and trust. Versatility. We have built over 500 custom high-end homes from contemporary to traditional. Whether urban infill or a pastoral estate, we bring the same personalized guidance, supervision, and craftsmanship to every project.
TABLE OF CONTENTS
OUR PERSONALITY The character traits below represent the human nature and values of our brand. It is how we consistently behave through all experiences so the people we touch feel comfortable and familiar with us. Competent. We are confident and capable. We are forward-thinking and go beyond what most offer. Trustworthy. We are honest and accurate. Our reputation is built on integrity and trust. Sincere. We act with care and empathy. We know the power of personalization. Passion. We live and breathe home building. We take great pride in what we do. Polished. We are put-together and sophisticated. Our work is organized and well planned.
4-5 6 7 8 9
Logo Design Primary Logo Variation Logos Logo Spacing + Size Restrictions
10-11 12 13
Typography Primary Fonts Font Usage
14-15 16 17
Color System Color Palette Primary Logo Color Genres
18-19 20 21
Illustrations Iconography Patterns
22-23 24 25
Photography Photographic Style Photographic Background + Framing
26-27 28 29
Applications Signage Web Design
3
LOGO DESIGN
01 logo is the touchstone ourbrand brandand andaavaluable valuable asset asset OurOur logo is the touchstone ofofour to help people recognize andremember rememberus. us.Maintaining Maintaining its to help people recognize and integrity integrityand andconsistency consistencyisisessential. essential.
1. Primary | 2. Variation Logos || 3. Logo Spacing + Size | 4. Restrictions 1. Primary Logo Logo | 2. Tano Concept Logos
55
HUEBER HOMES BRAND STYLE GUIDE
PRIMARY LOGO Say hello to the new Hueber Homes! Trusted, versatile and full of possibilities, the new logo speaks to the fact that while we may be keeping up with the times, we are staying true to our values and standards. The serif font of “Hueber Homes” helps to symbolize our professional commitment to sincerity and tradition, keeping us grounded at our roots. Pairing this with the sans-serif font of “EST. 1986” brings in a polished and modern touch. The use of four, dual-colored pillars in the logo icon is a tribute to the original two-column gold bar logo and can now be viewed as both the initials, HH, as well as the overall silhouette structure of a home. The logo’s rich primary colors offer a premium and competent feel to again give value to the original logo but in a modern way. The saturated dark grey color gives balance and more depth than a traditional all-black typographic style.
ONE COLOR
ONE COLOR REVERSED
VARIATION LOGOS Just as we do, our logo offers flexibility and can adapt to different environments and audiences. While the primary logo should be used as often as possible, we are prepared with alternatives to ensure our logo is legible and compatible within various spaces. We offer a total of three logo variations as secondary marks. They are to be used when the primary logo is not a good fit. The HH icon alone is to be used in small spaces like a social media avatar unless it is being used as a graphic element.
7
HUEBER HOMES BRAND STYLE GUIDE
LOGO SPACING + SIZE Our logo embodies our brand. It is the brand summed up in one neat little package. Therefore, the logo must stay intact at all times to be perfectly legible and without obstructions. The clear space around the logo is the empty space that should always remain untouched by other typography and graphics. The logo needs to be a hero easily standing out when used. Use the width of the HH icon to measure the minimum amount of clear space allowed on each side of the logo. To preserve legibility the locked up logo should never be scaled smaller than 1.5� horizontally. If there is a space smaller than this where a logo is needed use a stacked variation or the HH icon alone.
Whenever you use the logo, it should be surrounded with clear space to ensure its visibility.
1.5� If you use the logo icon as a single object, it also needs clear space all around.
RESTRICTIONS Our logo is very important to us and we have put a lot of thought and love into designing it just right. We ask that designers and users respect the thought and craftsmanship that has gone into the logo by keeping it in its pure form and within the rules as outlined in this guide. Don’t rotate or distort the logo in any way - that includes adding unnecessary and unattractive text decorations like drop shadows or outlines. Here are a few examples of some ways you should never consider using the logo.
DON’T rotate the logo
DON’T crop elements
DON’T outline elements
DON’T stretch the logo
DON’T add effects
DON’T change colors
DON’T use on similar colors
DON’T interrupt with graphic
9
TYPOGRAPHY
Typography is 95% of design - it’s a driving force in all forms of communication art.
1. Primary Fonts | 2. Font Usage
11
HUEBER HOMES BRAND STYLE GUIDE
PRIMARY FONTS Typography is a powerful brand tool when used consistently. Hueber Homes logo utilizes one main typeface family called ITC Blair. The serifs in the logo itself have been custom created for this brand from the sans-serif ITC Blair family and should never be re-created. The first brand font is ITC Blair, a bolder sans-serif typeface that is used for headings in print, posters, billboards and web applications. This typeface is always used in all caps to represent strength and structure. The second is Euphemia UCAS (regular), a sans-serif medium line weight typeface in the family used for a sub-headline, but legible for larger bodies of copy like this paragraph. It can be used in upper and lower case.
ITC BLAIR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910
EUPHEMIA UCAS ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910
FONT USAGE ITC Blair is only to be used for prominent headlines and should never be smaller than 15 point size. Kerning or character spacing should be set to auto. And line spacing between the headline and the subhead should always be 42 point.
HUEBER HOMES CUSTOM
BUILT
LIVING
When Euphemia UCAS (regular) is used for subheading and should never be smaller than 15 point. Kerning or character spacing should be set to auto. And line spacing between the headline and the subhead should always be 34 point. When Euphemia UCAS is for body copy it should never be smaller than 8 point. Kerning or character spacing should be set to auto. And line spacing between the headline and the subhead should always be 12 point. To the left, we have demonstrated how to use the header and sub-headline fonts together.
13
COLOR SYSTEM
Color influences behavior and decision making and can impact the way people perceive our brand in ways that aren’t always apparent, such as how certain hues can evoke feelings of polished, cleanliness, classic, warmth and welcoming. 1. Color Palette
15
HUEBER HOMES BRAND STYLE GUIDE
COLOR PALETTE Color is an integral part of brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but color also serves a psychological purpose by communicating a certain feeling to our audience. Our color palette does not have set primary colors, as any combination can be used together at any time. This palette communicates our cutting-edge, trust, and versatile approach.
C3 M3 Y6 K0 R243 G240 B234 HEX #F3F0EA
C69 M63 Y59 K51 R59 G58 B60 HEX #80ab96
C32 M34 Y81 K4 R174 G152 B82 HEX #AE9850
C0 M0 Y0 K100 R35 G31 B32 HEX #231F20
C42 M43 Y88 K15 R141 G122 B62 HEX #a4c1c4
LOGO COLOR GENRES We want to make sure that our Hueber Homes logo can find a home on any surface. For this reason, we offer different color genres that include a full-color, one color (black), and one color reversed (white). These are demonstrated on this page. These vector files have been saved in the shared drive folder as well as exported as clear PNG’s to easily place as needed.
17
ILLUSTRATIONS
Illustration is a powerful brand cue that can reinforce primary messages and make the complex simple in our communications.
1. Iconography | 2. Patterns
19
HUEBER HOMES BRAND STYLE GUIDE
ICONOGRAPHY The icons are pictograms displayed on-screen or print layout to help navigate through content. Icons are digitally-drawn and filled in with both gold tones in our color palette. The icons should never have any other colors from outside the palette but any single color in the palette may be interchanged or be used on like-colored backgrounds. Use on white-colored backgrounds when possible.
PATTERNS To fully create the Hueber Homes identity; the brand uses a combination of polished box-like patterns and icons that support the principles already established by the logo, color, typography, and photography. The main idea is creating elements that support a competent, trustworthy, sincere, passion, and polished personality. The double box patterns become “wallpaper-like� textures that repeat to show that we are always combining each of the strengths to deliver our customers the best quality of work possible. To keep designs unique but still consistent with the brand identity, the repetitive box pattern and HH icon can be pulled out and used on their own as we have done throughout the guide with the repeating HH icon in the separating page spreads. Never redraw or use similar icons, these have been hand-drawn and will serve as an individual, and recognizable stamp to the brand.
21
PHOTOGRAPHY
Our visual system uses photography to convey our brand personality and establish a meaningful emotional connection with the people it touches.
1. Photographic Style | 2. Photographic Background
23
HUEBER HOMES BRAND STYLE GUIDE
PHOTOGRAPHIC STYLE The photographic style of Hueber Homes mirrors the tone of in-the-know, conversational, authentic and sincerity that the brand embodies. To ensure our images represent our brand and, in turn, engage viewers and help them feel part of the experience, make sure the photographs: • Utilize bright, natural lighting with extra exposure when necessary • Capture authentic moments of enjoyment in the spaces • Homes should be shown at ease and staged to show the best utilization of the spaces • Viewers should feel as if they were in the photographs themselves • Present natural environments that are clean and manicured
PHOTOGRAPHIC BACKGROUND + FRAMING Photos can be used as a whole rectangle or square image in combination with the patterns, colors, textures, and logo icon. An overlay pattern can be used behind a photo or the header background can be used on top of a photo. Either way, these photos should primarily be full color for better visibility and relatability.
WELCOME 25
APPLICATIONS
Our brand can be brought to life in various applications. From digital presentations to merchandise and signage, the same brand style guidelines apply.
1. Signage | 2. Merchandise
27
HUEBER HOMES BRAND STYLE GUIDE
SIGNAGE Most signage should be used on white or very light-colored backgrounds so that the full-color logo can be used. We have demonstrated a full-color stacked logo on the HH icon that has a low opacity. Patterns are always encouraged to be used as interior design elements to draw attention and bring consistency to your brand.
WEB DESIGN The website design of Hueber Homes should embody each and every design element discussed in this style guide, from the correct application of typography, color palette, icons, patterns, and photographic style. See a glimpse of the desktop and mobile homepage design on page 29.
29
HUEBER HOMES | MADE BY ELLIE BRANDS | © 2019