True North Landscaping Style Guide

True N rth Landscaping True N rth Landscaping Brand Style Guide 2014 Version 1

True N rth Landscaping

Content Strategic Brand Overview

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Logo Introduction

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Logo Version / Placement Logo Spacing Don’ts Color

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Primary palette Secondary palette Typography

9

Layouts and Grids

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Copy-Writing Guide

14

Tone of Voice

16

Imagery

18

Bringing it all Together

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Contact

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True North Landscaping Brand Style Guide

True N rth Landscaping True N rth Landscaping

True North Landscaping exists to create and maintain beauty and functionality in new and existing landscapes, by building a team of professionals that provide our clients with reliable quality, and trustworthy service. We strive to give our clients the backyard retreat they deserve.

Our team of professionals exist to create and maintain beauty and functionality in your landscape. We are well known for our amazing water features and products. Nothing in your landscape will be as beautiful, rewarding, or as soothing as a well done water feature, water garden, or pond. The sight and sound of moving water will be the highlight and focal point of your landscape. Our goal is to build something beautiful, functional, and unique that will take your breath away.

True N rth Landscaping

Our gift to you is a backyard retreat.

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Our Logo

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True N rth Landscaping True N rth Landscaping True North Landscaping logo primary usage version For use across all media on behalf of the True North Landscaping Company

The True North Landscaping logo is the foundation around which we have built our visual identity. It is used to resemble the core of landscape: grass and water. This logo is a legal trademark and should be used consistently.

True N rth Landscaping The logo is inspired by the nature of landscaping. It could resemble both grass blades and waves of water.

The logo is within the company name since our services combine harmony and unity.

Because of this, we want our logo to express this concept.

The logo is the essence of True North Landscaping.

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Logo Version / Placement True N rth Landscaping

True N rth Landscaping

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Black color Only one version for use across all media Available in CMYK and PANTONE color versions

True N rth Landscaping

Logo on top left of page Keep in mind the spacing requirements when placing the logo General placement rules • The logo should always be placed on the top left of the page, business card, and envelope. • Place the logo horizontally in the corner of the page, never vertical.

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Used only for background purposes.

Allowed to change color Availabe in CMYK and PANTONE color versions

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Logo Spacing x

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x 1x

x

1x

This required spacing allows clarity and legibility of the logo. This space should be maintained as the logo is enlarged or reduced in size. No type or graphic elements should intrude into this space.

True N rth True N rth Landscaping Landscaping 39 mm

The company logo may be applied no smaller than 39 mm wide.

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h t r N True aping

Landsc The Don’ts of our logo

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th rth True N Nrthrth True N rth True True N True Ngratphing True N pirnrtgthhrth True Landscaping N rth True N rth h True N rth True N rth t Landscap Landscaping Lan r True N rth Landscaping Tru N a c N ng s N d e Landscaping g n Landscaping e e n u a Landscaping L ru u r aspci aping ng Landscaping Landscaping i TrT c T Lan p s a d c s n d d n La Lan a Landscapi Lng ng Landscapi True N rth True N rth True N rth h t True N True N rth True N rth r h True N rth t th r N r True Trrue Landscaping Naping RTH N TRUE True N rth Landscaping True Landscaping True N rth N True N rth Landscap Landscaping Landscaping uenddsscaping Landscaping LANDSCAPING g n i c T Lan Landscaping p a Lan Landscaping Landscaping Lan La c Don’t change the logo’s orientation

Don’t add effects to the logo

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Don’t crop the logo in any way

Don’t change the logo colors

Don’t use outlines on the logo

Don’t capitalize the logo

N rth NNrth Nrthrth True True True True N rth True N Nrth rthrth True True True True N rth Landscaping Landscaping True Nrthrth Landscaping Landscaping Landscaping Landscaping Landscaping Landscaping True NLandscaping rth Landscaping True N N Nrthrth True True Landscaping Landscaping Landscaping Landscaping Landscaping Don’t place the logo on similarly-colored backgrounds

Don’t put a white box around the logo

Don’t present the logo on a “vibrating colored background

True N rth True N rth True N rthrth True True N rth N rth True N rth True N N Nrthrth Landscaping True True N rth NTrue TRUE RTH NRTH TRUE Landscaping Landscaping g dscapin LanLan dscaping

Landscapi Landscapi ng ng

Don’t change the size or placement of the logo

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Landscaping Landscaping

Don’t use the logo by itself

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Landscaping

LANDSCAPING LANDSCAPING

Landscaping

Don’t distort the logo

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Our Color Palette

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Our Palette Color is an important part for visual identity.

Color resembles the mood of the company.

R=223 G=235 B=210 C=12 M=1 Y=20 K=0

Green is an essential part of our brand.

Combined with a soft gray and black show the power of simplicity and unity.

Our Visual Identity relies on a primary color palette, which is green, grey and black. We use these colors for both web and print. We have blasts of other colors from our pictures we use.

This shows the power of simplicity and unity at the same time.

R=229 G=236 B=236 C=9 M=3 Y=5 K=0

R=0 G=0 B=0 C=75 M=68 Y=67 K=90

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Typography

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Oriya Sangam MN

( used for the logo, both print and web )

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!@#$%^&*()+= <>:;“‘{}[]\/., Bangla Sangam MN

( used for numbers only, both print and web )

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!@#$%^&*()+= <>:;“‘{}[]\/., Big Caslon ( used for the body text, both print and web )

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789?!@#$%^&*()+= <>:;“‘{}[]\/.,

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True North Landscaping Brand Style Guide

5 spaces 15 spaces

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28 pt

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Layout and Grid

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Copy-Writing Guide

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Numbers in Text For the numbers one to nine, always use words rather than numbers.

Connor has four guitars.

For the numbers larger than nine, you may use figures.

Billy received 19 baseball trophies.

When there is a mixture of the two in the same sentence, use all figures.

There are 8 teams with a total of 95 players.

Dates and Times Always write the date in full, without the use of commas

Friday 9 May 2014

Always write out centuries in full

Sam Bass was an artist in the twenty-first century.

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Tone of Voice

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We believe that a message is better when it is simple and to the point.

Be direct and talk the language of your customer.

Let them be in charge.

Simple is better than complicated.

Be honest and tell it how it is.

Be friendly, welcoming, inclusive, conversational, knowledgeable, accessible and innovative.

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Imagery

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Our Attributes

Relaxation, Calming, Soothing, Natural The pictures we use show both inspiration and the perfect backyard retreat our customers are dream of.

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Bringing it all Together

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The design and information presented in web pages should be simple and easy to navigate.

Both web and print are critical to be simple and informative. They need to be clear, consistent, and concise.

True N rth Landscaping

True N rth Landscaping

True N rt Landscaping

True N rth Landscaping

Massachusetts

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Contact Information

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Phone : 317 - 418 - 7760 Massachusetts Address : 4821 Massachusetts Ave, Indianapolis, IN 46518

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