True N rth Landscaping True N rth Landscaping Brand Style Guide 2014 Version 1
True N rth Landscaping
Content Strategic Brand Overview
1
Logo Introduction
2
Logo Version / Placement Logo Spacing Don’ts Color
7
Primary palette Secondary palette Typography
9
Layouts and Grids
12
Copy-Writing Guide
14
Tone of Voice
16
Imagery
18
Bringing it all Together
20
Contact
22
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.
True North Landscaping Brand Style Guide
1
Our Logo
2 True North Landscaping Brand Style Guide
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.
True North Landscaping Brand Style Guide
3
Logo Version / Placement True N rth Landscaping
True N rth Landscaping
True N rth Landscaping
True N rth Landscaping
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.
4 True North Landscaping Brand Style Guide
Used only for background purposes. Allowed to change color Availabe in CMYK and PANTONE color versions
True N rth Landscaping
Logo Spacing x
True N rth Landscaping
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.
True North Landscaping Brand Style Guide
5
h t r N True aping
Landsc The Don’ts of our logo
N True N rth True Landscap Landscaping
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
TrueTrueN Nrthrth
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
True N rth
6 True North Landscaping Brand Style Guide
Landscaping Landscaping
Don’t use the logo by itself
True N rth
Landscaping
LANDSCAPING LANDSCAPING
Landscaping
Don’t distort the logo
Tru
Lan
Our Color Palette
True North Landscaping Brand Style Guide
7
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
8 True North Landscaping Brand Style Guide
Typography
True North Landscaping Brand Style Guide
9
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?!@#$%^&*()+= <>:;“‘{}[]\/.,
10
True North Landscaping Brand Style Guide
5 spaces 15 spaces
True N rth Landscaping
28 pt
True North Landscaping Brand Style Guide
11
Layout and Grid
12True North Landscaping Brand Style Guide
True North Landscaping Brand Style Guide
13
Copy-Writing Guide
14 True North Landscaping Brand Style Guide
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.
True North Landscaping Brand Style Guide
15
Tone of Voice
16 True North Landscaping Brand Style Guide
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.
True North Landscaping Brand Style Guide
17
Imagery
18 True North Landscaping Brand Style Guide
Our Attributes
Relaxation, Calming, Soothing, Natural The pictures we use show both inspiration and the perfect backyard retreat our customers are dream of.
True North Landscaping Brand Style Guide
19
Bringing it all Together
20 True North Landscaping Brand Style Guide
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
True North Landscaping Brand Style Guide
21
Contact Information
22 True North Landscaping Brand Style Guide
Phone : 317 - 418 - 7760 Massachusetts Address : 4821 Massachusetts Ave, Indianapolis, IN 46518
True North Landscaping Brand Style Guide
23