Brand Handbook PARASOLEIL BRAND HANDBOOK
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Welcome to the Parasoleil Brand Handbook This book is a foundation that is meant to be used to build the Parasoleil brand. Anyone who writes, designs, or communicates about Parasoleil will be able to use this book to provide a consistent experience. It should be used to help those involved with the brand—both internally, and externally—understand and work with us more effectively. Writers, designers, brand representatives, and employees should all read, and reference this book for guidance. This handbook is not the end of the evolution of our brand, it is a living document that reflects who we are in the current, and near-future state. We will review and revise this document as we grow and change.
PREPARED BY FIVE SIGMA STUDIO + ONWARD AND CO. | JULY 2019
TABLE OF CONTENTS
Discover what’s inside
BRAND OVERVIEW Foundation 04 Our advantage 10 Personality and style 12 Understanding our audience 16 VERBAL STRATEGY Our voice 21 Vocabulary 34 Headlines & phrases 35 Boilerplate 36 VISUAL STRATEGY Our design principles 37 Logo and usage 39 Color palette 41 Typography 42 Visual elements 45 Photography 47
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BRAND OVERVIEW
Understanding our foundation
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We believe in bridging art and environment to create places where people want to be, connect, and make memories—places where they can thrive.
OUR PURPOSE
Because of this, we design and develop artistry in patterned panels that filter light and frame space to capture an aesthetic and deliver an experience.
of why Parasoleil exists. It
Why we do what we do Our purpose is a clear description summarizes the difference we’re trying to make in the world and what drives us every day.
WE WILL ACHIEVE OUR PURPOSE THROUGH: Being known as the expert in creating true artistry in patterned panels, and as an essential partner to our clients in creating memorable spaces where people can be, flourish, and make memories. Being known for our service excellence—from design guidance to production—our knowledgeable team of experts, durable product, and delivered artistry.
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OUR MISSION
How we do what we do Our company mission describes why the organization exists,
Our mission is to collaborate with clients to create spaces that honor our environment and communities— and help the people in those spaces to thrive, connect, and make beautiful memories.
what business it’s in and what makes it unique. It defines how to accomplish the vision. It is important to have mission statements that define how we do business, how we offer something so special.
We do this with artistically designed patterned panels that are expertly engineered in durable, hand-finished metals to provide lasting beauty and structural performance for any project. Our process ensures our clients have what they need for a successful experience with knowledgeable expertise and unwavering commitment to excellence from our team.
OUR VISION
What we strive to achieve Our vision paints a picture of what the future will look like when we
Parasoleil is the leader in bridging art and environment to create places where people want to be, connect, and make memories.
reach our goals.
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OUR VALUES
What we believe in
Collaboration We believe in exceeding expectations with every project to create lasting, dependable partnerships with clients.
Our values are the core beliefs
We live this value by not just creating a panel or a prod-
that guide our team. They
uct, but collaborating with our clients and customers to
describe the way we operate and
deliver excellence in every experience.
the characteristics we expect in each other.
Design Integrity We believe in bridging art and environment to create enduring beauty, environmental awareness, spaces that inspire joy, and outcomes that benefit everyone. We live this by working hand-in-hand, every step of the way, to engineer laser-cut panels that are designed, in pattern and form, to ensure structural performance for any project.
Vision We believe that the insight and innovation behind our artistic patterns can inspire joy and connection. We live this by creating pattern, panel, and project designs that play with light and frame the space to create allure and give an essence of place for people to gather.
Passion We believe the power of artistry and innovation can transform ordinary spaces into extraordinary places that delight, inspire, and elevate. We live this by giving genuine artistry, thought, and care at each step of the project to deliver excellence in the process and pride in our work.
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OUR ADVANTAGES
What sets us apart Our differentiators are the
Artistry Our artists design creative artful patterns with integrity, innovation, and expertise for how patterns perform for building code as well as the vision for a space. We take pride in the entire assembly through completion.
characteristics our company provides that separates us from key competitors and gives our clients added benefit and value.
Engineering We use pre-engineered products using sophisticated computer modeling to test and certification offers structural integrity for any project in any environment.
Design assistance Our design and engineering team of experts considers a balanced combination of cost, aesthetics, and structural factors to guide our clients toward the most appropriate solution for each project.
The Parasoleil System We offer unique and artful patterns and finishes and our clients can furthermore choose from patented hardware and posts to complete their project.
Production excellence Each panel is laser-cut with precision technology, hand-tooled to ensure smooth edges and then powdercoated with exclusively created durable finishes.
Warranty Every panel comes with a 10-year warranty.
Quality shipping Each project is custom packaged in special crates to ensure the most care in shipping and delivery. All panels arrive in perfect condition on time, every time.
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BRAND ARCHETYPES
How we’re inspired
Our brand archetype serves as the internal inspiration and anchor for the brand that subconsciously reinforces our core purpose and values to potential audience.
Our Verbal and Visual Strategy merge and refine these metaphors into a related concept that accurately evokes major elements of your brand.
We’re inspired by
THE THE ARTIST ARTIST +
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THE NURTURER
The Artist The artist symbolizes people who exist to create something of enduring beauty and value. The Artist brand archetype is a visionary, non-conformists and authentic. The Artist has the desire to craft something meaningful and special. They love new ideas and make things happen. The Artist gets deep satisfaction from both the process and the outcome of creating something that did not previously exist and therefore a natural fit for many marketing, design, and technology brands. The Artist relates to our values of vision and passion and supports our purpose of using artistry to filter light and frame spaces that capture an aesthetic and deliver an experience. As the Artist, our knowledge of pattern and attention to detail ensures we deliver a combination of beauty and function.
HOW WE USE THIS INSPIRATION We use bold, dynamic language to capture attention and communicate our passion. We communicate our roots in sculpture and our commitment to artistic integrity to instill a sense of authenticity and mastery. We use a charming, and delightful tone of voice to create allure and charisma.
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The Nurturer The Nurturer symbolizes people who help others feel appreciated by providing for their needs. The Nurturer cares about the well-being of those around them, never compromises when choosing the best options for those in their care, and anticipates people’s needs before they are even aware of them. They take time to research the facts before making decisions and champion positive results in the lives of others by actively encouraging people to make good choices. The Nurturer relates to our values of design integrity and collaboration, and supports our purpose of creating places where people want to be, connect, and make memories— places where people can thrive. As the Nurturer, we put care and thought into every experience with our clients to develop special partnerships.
HOW WE USE THIS INSPIRATION We use inclusive, welcoming language that speaks to clients and customers as fellow collaborators and essential to our process. We communicate how the knowledge and support our team offers can support clients in achieving successful outcomes. We emphasize our commitment to creating products that are dependable, environmentally aware, and beneficial to the communities and people they serve.
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Elegant but not Ornamental REFINED, POLISHED, EFFORTLESS
Captivating
STYLE KEYWORDS
Our brand personality These traits represent our core
but not Conceited
characteristics and style of doing
DELIGHTFUL, CHARMING, WELCOMING
business. Our style keywords help guide our look and feel.
Masterful but not Overly Technical KNOWLEDGEABLE, AUTHORITATIVE, SOPHISTICATED
Confident but not Cocky PASSIONATE, BOLD, CHARISMATIC
Organic but not Aimless NATURAL, DYNAMIC, AUTHENTIC
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EMPATHY MAPPING
Understanding our audience
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What is empathy mapping? An empathy map allows us to put ourselves in our audiences’ shoes so we can understand and prioritize their needs. By articulating what we know about our clients, we can craft an experience that resonates with them on a deeper level and motivates them to do business with us.
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PRIMARY AUDIENCE SEGMENT
Architects THINKING
FEELING
DOING
Cognitive assumptions, learning ability, education
Emotional and psychological state, stress level, desires, needs
Physical and environmental considerations, stimuli
Very design oriented
Passionate about their work
Looking for new interesting ideas to create what their client is looking for but also something that sets them apart as an architect
Easy going but can have high stress for deadlines
Their work impacts both physical considerations, environmental considerations, as well as mental considerations
Very sharp and smart from a design perspective. They have many degrees, certifications (LEED, WELL, etc) and are licensed and invested in continuing education
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Confident, adaptable, and creative Work well in teams as there are typically a number of different people involved in a project. And many times they are the team lead Very conscious about what they are creating and the impact it has on people, the environment and the experience of the people using the space
A movement to focus on “health, safety, and welfare” End goal many times is to provide a show-stopping piece of art and for it to have purpose
PRIMARY AUDIENCE SEGMENT
General Contractors & Installers THINKING
FEELING
DOING
Cognitive assumptions, learning ability, education
Emotional and psychological state, stress level, desires, needs
Physical and environmental considerations, stimuli
Often cautious of motives and actions and cooperation is not always the greatest concern
Stress and urgency in order to meet construction deadlines
Typically show to have lower interpersonal skills and may come across as “rough” to be effective in their day-to-day tasks Typically brought into the loop after bid decisions are made so decisions have to be made quickly with little information
Worried about risk. They want to mitigate any risk and liabilities and experience as little risk as possible to ensure they come in on budget and on time
Are often out in the field which is a very demanding and physical environment May have to rely on phones and portable devices (either digital or traditional) for information Often multi-tasking while on site
Field personnel work in a very demanding and physical environment
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PRIMARY AUDIENCE SEGMENT
Corporate brands, developers , and owners
THINKING
FEELING
DOING
Cognitive assumptions, learning ability, education
Emotional and psychological state, stress level, desires, needs
Physical and environmental considerations, stimuli
Always looking for new interesting ideas to create something that will have and make an impact in the community or organization
Passionate about their projects and feel a sense of ownership in the project
They are very sharp and smart from a design perspective Well educated
Care about their organization or community Confident and creative, and hold a level of power. Receptive to collaboration Conscious about what they are creating and the impact it has on people, the environment and the experience of the people using the space
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Have construction teams or hire contractors to be on site/in the field Mainly in the office relying on website information or interaction with a supplier Most of their job is done in-house unless they have a construction team
VERBAL STRATEGY
Communicating our voice PARASOLEIL BRAND HANDBOOK
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What is a verbal strategy? The way we write and communicate about Parasoleil directly impacts how we’re perceived by our audience. This verbal strategy will help us convey our unique value to our audience so we can differentiate ourselves, earn their trust, and encourage them to take the next step. The language in this document is not set in stone or exhaustive — it’s simply a starting point. Use this messaging as a foundation. Then, adjust the wording based on the audience and situation at hand.
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Our collateral, presentations, social media presence, and website are home to humanized beautiful, educational, informative content that speaks with a smart, creative, passionate voice, and reflects our commitment to care and thought into every project every time. When our audience visits our website or reads our collateral for the first time, they should immediately see that we are the leader in artistry in patterned panel systems and are experts in design integrity and
CORE MESSAGE
The hierarchy of our message The core message establishes the hierarchy and flow of how our brand is communicated.
structural integrity. When our audience digs deeper into our website or collateral, they will also notice that we are the best in engineering and design guidance. When our audience shares our content with peers and colleagues, they will tell them that we are an upstanding, approachable, and knowledgeable company.
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VOICE & TONE
What we sound like Our voice and tone builds on the style keywords we established in
We are elegant in our communication style Our language and imagery is refined, polished, and effortless. We avoid using language or imagery that is overly ornamental.
our brand overview to guide how we sound and feel. Maintaining consistency in our voice builds familiarity and trust with our audience.
STYLE KEYWORDS Elegant Captivating Masterful Confident Organic
We show our elegant style when we: Write with a simple sentence structure and say things succinctly Use minimal, but impactful adjectives that provide a sense of refined elegance and avoid sounding flowery or clunky Acknowledge the exclusive nature of our patterns and the elevated environment our product inspires
OUR ELEGANT STYLE IN ACTION Previously, we would say something like this:
Parasoleil designs and manufactures an exceptional line of laser-cut architectural metal panels with unique patterns that offer a profoundly artistic aesthetic to any space.
By applying our elegant communication style, the same message now sounds more like this:
Parasoleil creates laser-cut architectural metal panels with uncommon patterns that can transform any project into a space that inspire joy and connection.
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We are captivating in our communication style Our language and imagery is delightful, charming, and welcoming. We avoid using language or imagery that is conceited.
We show our captivating style when we: Speak to clients as co-creators and collaborators Write with first-person pronouns and keeping the focus on the client and their ideas Paint a picture of the artistry and visual delight our panels can bring to projects
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OUR CAPTIVATING STYLE IN ACTION Previously, we would say something like this:
Parasoleil designs and manufactures an exceptional line of laser-cut architectural metal panels with unique patterns that offer a profoundly artistic aesthetic to any space.
By applying our captivating communication style, the same message now sounds more like this:
Let the power of light and play of shadow infuse your next project with a sense of wonder. From captivating patterns and premium materials, to exclusive finishes and complex fabrication requirements—our team of experts is here to help bring your idea to life—every step of the way.
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We are masterful in our communication style Our language and imagery is knowledgeable, authoritative, and sophisticated. We avoid using language or imagery that is arrogant.
We show our masterful style when we: Balance information about engineering precision and safety standards, with messaging around the artistry and craftsmanship that goes into our product Communicate the standards of excellence our clients can count on Mention important safety and standards information without going into too much technical detail
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OUR MASTERFUL STYLE IN ACTION Previously, we would say something like this:
Parasoleil panels and hardware are engineered to meet the most stringent quality and safety standards on the market.
By applying our masterful communication style, the same message now sounds more like this:
Expertly engineered and hand-finished to perfection, each panel is crafted to meet the highest quality and safety standards on the market.
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We are confident in our communication style Our language and imagery is passionate, bold, and charismatic. We avoid using language or imagery that is cocky.
We show our confident style when we: Speak passionately about the level of artistry and design integrity that goes into each panel Balance details and rationale with big picture vision and inspiration Tout benefits and facts that build trust and communicate credibility
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OUR CONFIDENT STYLE IN ACTION Previously, we would say something like this:
The pre-tested standard patterns that Parasoleil offers are the largest range of patterns across the pattern map, approved by the American Institute of Architects. They are designed to be versatile with a high level of both structural and design integrity.
By applying our confident communication style, the same message now sounds more like this:
Standard patterns that transform the ordinary into something extraordinary Approved by the American Institute of Architects, our pre-tested, versatile designs cover the largest range of patterns across any aesthetic to transform ordinary spaces into extraordinary places that both delight and exceed standards of structural integrity.
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We are organic in our communication style Our language and imagery is natural, dynamic, and authentic. We avoid using language or imagery that is aimless.
We show our organic style when we: Use plain language that reads effortlessly Acknowledge the complex nature of design work and how Parasoleil can make the process smoother Address the practical details of product, the nature of design work, and process of collaboration
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OUR ORGANIC STYLE IN ACTION Previously, we would say something like this:
Pattern mapping establishes the baseline vernacular to discuss and compare patterns objectively in terms of how they will perform in a space.
By applying our organic communication style, the same message now sounds more like this:
Pattern mapping helps create a starting point for architects, designers, artists, and building owners to compare patterns objectively and collaboratively to discuss performance goals.
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VOCABULARY
The words we use in our messaging
Aesthetic
Delight
Joy
Alluring
Dramatic
Light
Angular
Earthy
Monumental
Artistry
Elegant
Mastery
Bold
Elongate
Naturalistic
Brilliant
Enduring
Playful
Captivating
Energize
Premium
Cast light
Exclusive
Process
Client
Expertly
Space
Collaborate
Extraordinary
Subtle
Community
Flourish
Swirling
Connection
Flowing
Team
Contrasting
Goals
Thrive
Converge
Idea
Transform
Craft
Infuse
Uncommon
Create
Integrity
Versatile
Delicate
Interplay
Vibrant
Design
Intimate
Vitality
Design a space of captivating wonder Versatile patterns and finishes to suit any aesthetic Designed to delight, engineered to endure
SAMPLE HEADLINES
Phrases to help us with our message
Transform ordinary spaces into extraordinary experiences Crafted with precision and hand-tooled to perfection Inspiration at the intersection of art and environment Standard patterns that transform the ordinary into something extraordinary
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BOILERPLATE
Our elevator pitch
Parasoleil bridges art and environment to create captivating places where people want to be. We imagine and create hand-finished pattern panels from premium metals for shade, screens, walls, railings, and ceilings. Our existing pattern library consists of dozens of versatile, captivating designs. Every panel is engineered to exceed the highest architectural standards.
VISUAL STRATEGY
Maintaining a consistent image
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Our design principles help us connect with our audience OUR VISUAL BRAND REFLECTS :
A look that is elegant, refined,
Photography that showcases the
and professional.
masterful artistry and excllence
Captivating images that stir emotion, trust, and a sense of collaboration. Vibrant, organic colors that inspire action. Typography and imagery that is confident, crisp
of crafted panels, along with the connection and emotions they may invoke. Visual details that are simple and clean. Uncomplicated layouts that are easy to navigate.
and modern.
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LOGO GUIDELINES
Best use practices for our logo Our logo is a core brand signal
FULL COLOR LOGO Main color: C25 M100 Y90 K20
REVERSE OUT LOGO For use on dark colored backgrounds
that identifies the brand amongst competitors. It must be applied with consistency if clients are to develop a visual bond with the brand’s identity.
BLACK & WHITE LOGO To be used only when greyscale printing is available
ICONS & AVATARS Where applicable, the following avatars may be used
WHAT TO AVOID
Using the logo with
Using the color logo on a
unapproved colors
dark background
Using the logo on a busy photograph or illustration
SHADE COLLECTION
Adding unapproved descriptiors
Adding a shadow or other
Skewing or otherwise distorting
or taglines as part of the logo
effect to the logo
the logo
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VISUAL ELEMENTS
Color Palette PRIMARY COLORS The dominant colors used throughout our website and marketing collateral
C25 M100 Y90 K20 R164 G28 B31 #AA182C
C18 M18 Y28 K0 R209 G199 B180 #D1C6B5
C40 M88 Y65 K55 R90 G29 B41 #5A1D29
C70 M60 Y50 K15 R85 G106 B120 #556A78
C15 M55 Y80 K2 R209 G130 B64 #D18240
C5 M5 Y9 K0 R239 G235 B227 #EFEBE3
C56 M54 Y49 K30 98R G91 B93 #0C2540
C0 M0 Y0 K0 R255 G255 B255 #FFFFF
ACCENT COLORS Accent colors that are used sparingly in special circumstances that call for the use of additional colors.
NEUTRAL COLORS Neutral colors to be used as backgrounds, body text, or as anchors to the main and accent colors.
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VISUAL ELEMENTS
Typography FONT FOR HEADLINES & ACCENT COPY
IBM Plex Serif IBM Plex Serif is a modern, approachable, and friendly typeface that performs well both digitally and on printed pieces. Use it to bring clarity and modernity to headlines and accent copy. IBM Plex Serif operates under an open font license and is free for commercial use in print and on web.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() IBM Plex is available in 14 different styles. Download it here: fonts.google.com/specimen/IBM+Plex+Serif
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VISUAL ELEMENTS
Typography FONT FOR SUBHEADINGS & BODY COPY
Open Sans Open Sans is designed to have a neutral, yet friendly appearance and is optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms, making it the ideal typeface choice for body copy. Open Sans operates under an open font license and is free for commercial use in print and on web.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Open Sans is available in 10 different styles. Download it here: fonts.google.com/specimen/Open+Sans
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VISUAL ELEMENTS
Typography USING THE TYPOGRAPHY
HEADLINE IBM Plex Serif, Regular
Standard patterns that transform the ordinary into something extraordinary Approved by the American Institute of Architects, our pre-tested,
BODY COPY Open Sans Regular
versatile designs cover the largest range of patterns across any aesthetic to transform ordinary spaces into extraordinary places that both delight and exceed standards of structural integrity.
CALL TO ACTION Open Sans Bold, All Caps
CONTACT US TO LEARN MORE >
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VISUAL ELEMENTS
Pattern Backgrounds The subtle use of proprietary Parasoleil patterns as a background design element creates a dynamic and vibrant experience and to tie in seamlessly with the photography and brand elements.
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VISUAL ELEMENTS
Design Treatments ICON STYLE & TREATMENTS
CALL OUT BOXES
Our team of experts is here to help
BUTTONS
READ MORE
bring your idea to life—every step of the way.
READ MORE Our team of experts is here to help bring your idea to life—every step of the way.
DIVIDERS & PATTERNS
READ MORE
COLOR BLOCK IMAGE OVERLAY
Designed to delight, engineered to endure.
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VISUAL ELEMENTS
Photography Guidelines Our photography should showcase the artistry of our product by showing patterns and panels in use, creating a sense of place, and crafting light in a compelling manner. We favor photography that emphasizes context, beautiful detail, and features multiple layers of context in order to invoke emotion and bring the image to life. Our patterns and panels should show contrast with the natural elements of light, shadows, earth, and sky. Using professional, highresolution photography is key in capturing high quality contrast and detail.
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VISUAL ELEMENTS
Photography Guidelines GOOD
BETTER
GOOD
BETTER
Both of these photographs capture the play of shadow and light, however the left image is out of focus and dark, thus showing less background contrast. The image on the right features better composition and lighting, context, and human interaction. All these photographs capture pattern detail, but the images on the right feature better lighting, more interplay with the natural elements, and create multiple layers of context.
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PUTTING OUR BRAND IN ACTION
As brand stewards, we strive to cultivate and strengthen the Parasoleil brand at every touchpoint.
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parasoleil.com
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