"When you build a thing you cannot merely build that thing in isolation, but must also repair the world around it, and within it, so that the larger world at that one place becomes more coherent, and more whole; and the thing which you make takes its place in the web of nature, as you make it."
- Christopher Alexander, A Pattern Language
Who are we?
We are a commercial real estate company that, for 100 years, has helped shape Birmingham.
What business are we in?
We are in the business of creating places where people want to be. We do this as a real estate developer, property owner and urban planner with a focus on strategy, design and connectivity. Our work has made us a key player in revitalizing neighborhoods and creating change in Birmingham.
OUR LOGO
A note about our logo. Our logo has always represented our desire to blend the built environment with stainability. However, the evolution of our mark from an architectural element to an urban grid in 2018 signifies our focus on the whole of crafting community rather than just the structure.
How do we conduct our business?
We are known to think big and work to pull together complex and impactful projects. We are connected to national leaders in the real estate, urban planning, architecture and design communities – and recognized for our work nationally as visionary in creating sustainable communities. With quality service and steadfast resourcefulness, we operate with the utmost integrity, going above and beyond in all that we do.
How do we grow?
To grow, we need to focus on what completes our projects and makes them the premier and most sought after properties in the city while seeking new projects that fit our brand and enhance our story. We need to better tell our story. This should not be done in a braggadocios way, but rather by making our story easily accessible and sharing it in a multitude of outlets from the perspective of what our work is doing to grow and enhance Birmingham. Furthermore, we need a consistent and organized brand platform from which to launch.
Those properties that best represent what the Sloss brand stands for, showcases our ability to create truly sustainable communities and require the expertise of the entire Sloss Real Estate team to operate and grow.
Examples are:
• Pepper Place and its environs
• Sloss Docks
Those properties that are more typical of a commercial real estate company. That said, they will still be managed, designed and crafted with the same care and level of detail we expect in every Sloss project.
Examples are:
• Ridge Park
• One Federal Place
SRE Management Services – those activities developed and required to support and execute our commercial real estate activities.
OUR FOUNDATION OF SERVICE THESE ARE
These activities support our LEASING, DEVELOPMENT AND MANAGEMENT activities.
Those properties that are important historical assets. They are revitalized and managed to the highest standards. Such properties serve as a catalyst for our flagship properties and positions us as an historic property expert.
Examples are:
• Young & Vann
• 2717
Those projects that allow us to pull together complex neighborhood driven public/private partnerships in order to develop sustainable communities. These are most often real estate driven, but at times, may be non-profits or special, one-off programs we manage.
Examples are:
• Park Place – Hope VI
• Better Blocks
• Tip/Tap Grant
• The Market at Pepper Place
• FOOD+Culture
MARKETING AND STRATEGIC COMMUNICATION
URBAN PLANNING
ARCHITECTURE AND DESIGN
COMMUNITY AND PROPERTY DEVELOPMENT
ACCOUNTING AND FINANCIAL MODELING
OUR MISSION
To create vibrant, beautiful, healthy, sustainable urban communities where people want to be.
By doing the above, we create an intangible, special feeling for our tenants, diners, shoppers, visitors – really whomever experiences a Sloss property or works with Sloss Real Estate – that cannot be put to words, but they know Sloss Real Estate is different and that the places you create, they want to be.
These are the values to which our projects and activities align. Everything we do links back to these.
• Invest in BHM (LOCAL)
• Create Beauty
• City Builders
• CORE : URBAN
• Crafter of Community
• Repair & Build
• History of Place
• Holistic
We’ve been shaping Birmingham for 100 years. Our namesake is synonymous with the industry that formed our city and we’ve been focused on its growth ever since.
We are not what you’d find at other commercial real estate firms. Our team is made up of community planners and developers, architects, leasing specialists, designers, marketers, event planners, asset and property managers – and even the management team for the Southeast’s best Farmers Market. That’s because real estate is more than about leasing space. It’s about building community.
Sloss Real Estate projects are authentic and appropriate to their location. From the redevelopment and revitalization of the old Dr Pepper Syrup Factory to the modern hilltop renovation at Ridge Park, our projects are equal parts good design, sustainable spaces, and places for businesses to grow. Our projects are designed to help our tenants incubate and grow their businesses.
General Attributes
Authentic – of a location and place using honest and true materials
Sustainable – being as environmentally sound as realistically possible
Collaborative – brings the best together
Connected – both in the physical realm and a human one
Growth/Incubation – by developing the right types of places and providing support, we help grow businesses
Our Personality
Warm, Smart, Creative, Connected, Humble, Competent, Collaborative, Responsive, Passionate
Our Core Essence
We exist to improve the quality of life and opportunities for all people in the communities in which we do business. We do this by creating places for people to improve and become enriched on both a personal and community level, thus creating a peaceful, creative and fulfilled environment; not perfect by any means, but always growing and innovating.
The Why
To enhance the quality of life for all in Birmingham... and beyond.
Unlike any other commercial real estate company in Birmingham, we can directly link our origins to the creation of our city. First, by creating iron and bringing the railroad, we helped create the city, literally. Then, we created neighborhoods and destinations to supply the people with the goods they needed. Today, we create community and connectivity through the buildings, parks, restaurants, shops, markets we create. Yet, as a result of what we create with thoughtfulness and intentionality in the physical world, we also create business, growth, activity, opportunity, stainability, inclusion and quality of life for the markets in which we do business.
An invitation to come see what we create. It’s warm, comfortable and of the brand personality. It ties to the theme of “we create” while leaving it open to individual interpretation for multiple audiences. It opens the conversation for people to ask more. When you take it up a level, it can be interpreted as an invitation to come see what Birmingham is made of – and Sloss has played an integral role in that creation.
“Come see what we’re made of” is a rallying cry and public facing position that invites people into the Sloss experience. It can and will be used in communication materials for the flagship properties.
“We Create” is your corporate positioning that succinctly positions your company around all you do with the intent of spurring the question, “What do you create?”
And your answer to that is easy and interchangeable depending on your audience:
• We create places.
• We create growth and vibrancy.
• We create community, connection and collaboration.
• We create stainability.
• We create business opportunity and solutions.
• We create the energy required for the continued vibrancy of Birmingham.
• We create a better Birmingham.
• We create the perfect space for your business.
• We create the support you need to launch your business.
…and on and on.
In the end, they can be used together.
For example, “We create wonderful places. You should come see what we’re made of.”
VERTICAL LOGO
The vertical logo is the primary logo of the Sloss brand. It is to be used on all applications that it is applicable to. Be mindful in your logo usage as to ensure brand integrity.
HORIZONTAL LOGO
The horizontal logo is the secondary logo of the Sloss brand. It is to be used on all applications that the vertical logo is not applicable to. Be mindful in your logo usage as to ensure brand integrity.
LOGO MARK
The logo mark is the tertiary logo of the Sloss brand. It is to be used on all applications that the vertical and horizontal logo is not applicable to. Be mindful in your logo usage as to ensure brand integrity.
The following logotypes are to be used in special circumstances that prohibit the use of the primary logotypes. Please be mindful in your logo usage as to ensure brand integrity whenever possible.
LOGO WORDMARK
VERTICAL LOGO (GRAYSCALE)
HORIZONTAL LOGO (GRAYSCALE)
PRIMARY FONT
FUTURA BOLD
GARAMOND PREMIER PRO ABCDEFGHIJKLMNOPQRSTUVWXYZ
SECONDARY FONT
H1 HEADLINE
FUTURA BOLD - CAPITAL LETTERS
H1 SUBLINE
FUTURA BOLD - CAPITAL LETTERS
BODY TEXT
GARAMOND PREMIER PRO - NORMAL LETTERS
Color is one of the most significant factors in the overall look and appearance of a cohesive brand. The Sloss Real Estate color system is made up of Steel Gray, Valley Green, and Cement Gray, and is a direct inspiration from the city of Birmingham, Alabama. Please be mindful to use the color system correctly to ensure solidarity of the overall brand.
PRIMARY COLOR STEEL GRAY
CMYK : 60 52 51 21
Pantone : Cool Gray 10 C
RGB : 100 100 100
Web : #646464
PRIMARY COLOR VALLEY GREEN
CMYK : 46 0 100 0
Pantone : 375 C
RGB : 149 214 0
Web : #95d600
PRIMARY COLOR CEMENT GRAY
CMYK : 21 17 17 0
Pantone : 420 C
RGB : 200 200 200
Web : #c8c8c8
The grid is a derivative of the city map in the logo. It can be used sparingly to anchor a page, as a back ground or to add a design element where appropriate. It further emphasizes the notion of Sloss Real Estate being not just a commercial real estate company, but also and most importantly a crafter of community focused mostly on the urban core.
