5 PARK Brand Guidelines

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5 PARK Brand Guidelines 5 PARK // Brand Guidelines

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Inside Logo

Logo Usage Logo No No’s

Typography

Fonts Hierarchy Type Elements Usage

Elements Color Graphic Usage

The Difference

Story Positioning and Tagline Mission Keywords

Language Customer Mood + Inspiration Photography

The images used are not owned nor are they represented to be owned by helium creative, inc., they are merely examples of the type and quality of photographs and images to be used in the client’s final product. helium creative makes no representations nor warranties of ownership and expressly denies they have a right to use said image for anything but examples of the type and quality of images representative of the quality of the work produced.

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Logo

Your logo acts as a symbol for the brand. It is the first impression, the subtle and unique visual communicator that sets the initial tone for the company. This mark has the longevity to withstand time, along with the simplicity to effortlessly complement the brand. helium creative

FINAL LOGO The logo is a play on the five delivering lifestyles that are connected to the project. A simplistic and modern mix of icon and typography aims to elevate the brand’s visual communication. The 5 PARK logo is simplistic and strikes as a catalyst for possibility.

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logo [proper logo usage]

PROPER LOGO USAGE To maintain consistency of your brand and the integrity of the logo, proper usage must be followed.

The following outlines proper logo usage.

COLOR The 5 PARK logo is intended to be white and used on a background color or brand image that offers strong contrast so it can be seen. Whenever possible use the white version with the black version only being used on a solid white background. The example on the adjacent page shows the brand color usage with the logo. An additional form of the 5 PARK logo is to utilize its shapes with a brand image masked on top [see page 13]. helium creative

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logo [proper logo usage]

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LOGO ON BRAND ELEMENTS + PHOTOGRAPHY When the logo is used over any photography, image, pattern or color it is important to make sure there is clear space for it to reside. No distracting backgrounds, patterns or textures.

Use these examples or any other examples throughout this book as a guide. The logo cannot stand against busy backgrounds, so be mindful of selecting an image that allows space for it to shine. If necessary, you can scale or manipulate the photograph to give the proper breathing room. Color contrast is also important, making sure the logo is against a background that does not distract or blend in.

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logo [proper logo usage]

175 px .5�

SCALING

The logo mark can be scaled to a minimum size of .50� wide for printed and digital material.

Anything smaller will make the text unreadable. helium creative

SCALING FOR DIGITAL The logo mark can be scaled to a minimum size of 175px wide for digital material.

Anything smaller will make the Five Park tag unreadable.

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1”

1”

1”

1”

PADDING Allow for at least one 1” surrounding all sides of the 5 PARK logo to pad appropriately. No competing elements such as text should interfere with this negative space. This rule of thumb also applies to the logo with tagline.

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1�

1�

THE TAGLINE The tagline is treated like a design element on its own. The tagline color should always remain white when placed on an image to maintain its legibility and pair perfectly with the logo. It should never be used in black or in one of the five brand colors. The tagline can be used as needed to tell the 5 PARK story when space allows with proper padding and scaling [see guidelines]. helium creative

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logo [improper logo usage]

IMPROPER LOGO USAGE It is easy to ruin a good thing! Don’t let your logo fall victim to inconsistent handling.

Always maintain proper guideline standards.

The following outlines improper logo usage.

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ADDING ELEMENTS

SKEWING THE LOGO

Adding other graphic elements such as strokes or drop shadows are not permitted.

The logo must always be scaled proportionately. Never skewed or stretched.

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ALTERING THE LOGO

CHANGING COLOR

ALTERING FONT

Don’t mess with a good thing! Let it be. No playing with the sizing, scale, composition, etc.

No weird colors, please! Let’s keep it classy.

The logo must always maintain its integrity.

Do not change the font please!

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DISTRICT PRO District Pro is equipped for clean and sophisticated typography across both print and web platforms. Because of the versatile variations of weight that this font family provides, it becomes the perfect typeface that can be utilized to elevate the brand.

The linear and sans-serif qualities aid in legibility and make it an ideal typeface for headlines. Depending on hierarchy, background, and overall visual strength, similar weights can be used interchangeably.

LIGHT

District Pro Light BOOK

District Pro Book MEDIUM

District Pro Medium BOLD

District Pro Demi

Typography

Brand typography is broken down to illustrate how to use the proper type formatting and font selection for various uses. helium creative

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DISTRICT PRO

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 !@#$%^&*( ) - _ += { } [ ] | \ : ; “ ‘ < > , . ?/~

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typography [hierarchy]

D I S P L AY heading

DISPLAY District Pro Demi 230 pt tracking Suggested leading: 1 pt. > font size

HEADING District Pro Light 30 pt tracking Suggested leading: 6 pt. > font size

supporting

SUPPORTING District Pro Book 190 pt tracking Small Case

Body Copy

BODY District Pro Light 10 pt tracking Suggested leading: 3 pt. > font size

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DISPLAY

HEADING

HOW TO USE DISPLAY This bold typeface is used for any showcased/primary headlines, call out or display. It is ideal for single sentences, pull quotes or strong statements that you want to stand out or to pack a visual punch. Display usage is great against a photograph or high contrast background. Display should not be used for long statements. Less is more!

HOW TO USE HEADING Heading is ideal for sub headlines and longer call out statements. For example, if there is a long statement used to attract attention, use Heading because it is easy to read and can handle multiple sentences.

HEADLINE CALL OUT D I S P L AY

subheadline call out subsection title

SUPPORTING

highlight s u b - i n f o r m at i o n d i g i ta l b u t t o n s

HOW TO USE SUPPORTING Supporting text is used to help punctuate a typographic composition or collateral. This form can further any display + heading copy, but in a more consice way. Supporting text should be brief, kept only to a few words.

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typography [elements]

SAMPLE OF A D I S P L AY H E A D L I N E .

TYPOGRAPHIC ELEMENTS Large, bold statements draw a viewer into the design or message. These statements are ideal for when paired with photography or solid graphic background elements. Bold and engaging messages are given this typographic treatment. Always use all capital letters.

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INSPIRED BY PROGRESS. a step forward in sophisticated boutique living.

b u i lt f r o m V i s i o n .

Connected to the best of South Florida while also delivering its own rich urban lifestyle, 5 PARK is both a destination and a catalyst for the future of city living. Here, residents have access to all they need with a vibrant retail, dining, and entertainment district located right outside their front doors.

Even more innovative, integrated transportation and a smart location close to major travel routes ensure a steady flow of energy and possibility at 5 PARK North Miami’s capital of progress.

TYPOGRAPHIC ELEMENTS � ADDITIONAL COPY SECTIONS While Display typography uses uppercase letters only, Heading typography uses lowercase letters only. Suppporting typography follows the Display typography rule with using uppercase letters only and Body copy or formal paragraphs of text use standard grammar with a capital letter at the beginning of a sentence.

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typography [usage]

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DISPLAY District Pro Demi Size: 185 pt Tracking: 230 pt Leading: 192 pt

SUPPORTING District Pro Light Size: 92 pt Tracking: 190 pt

INSPIRED BY PROGRESS.

OVERVIEW: This is a mock poster broken into four columns. This page offers an example of how typography is broken down in various forms to show typographic organization, elements, and hierarchy when applied.

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typography [usage]

INSPIRED BY PROGRESS. a step forward in sophisticated boutique living.

b u i lt f r o m V i s i o n .

Connected to the best of South Florida while also delivering its own rich urban lifestyle, 5 PARK is both a destination and a catalyst for the future of city living. Here, residents have access to all they need with a vibrant retail, dining, and entertainment district located right outside their front doors. Even more innovative, integrated transportation and a smart location close to major travel routes ensure a steady ďŹ&#x201A;ow of energy and possibility at 5 PARK North Miamiâ&#x20AC;&#x2122;s capital of progress.

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DISPLAY District Pro Demi Size: 45 pt Tracking: 230 pt Leading: 46 pt

HEADING District Pro Light Size: 24 pt Tracking: 20 pt Leading: 30 pt

SUPPORTING District Pro Book Size: 18 pt Tracking: 190 pt Leading: 22 pt BODY District Pro Light Size: 10 pt Tracking: 10 pt Leading: 13 pt

OVERVIEW: This is a mock poster broken into seven columns. This page offers an example of how typography is broken down in various forms to show typographic organization, elements and hierarchy when applied.

5 PARK // Brand Guidelines

MAGENTA PANTONE 806 RGB 254, 43, 160 CMYK 1, 97, 1, 0 HEX #FE2BA0

Elements

VIOLET PANTONE 265 RGB 139, 81, 253 CMYK 63, 71, 0, 0 HEX #8B51FD

TURQUOISE PANTONE 3533 RGB 12, 209, 181 CMYK 67, 0, 41, 0 HEX #0CD1B5

Color, texture, and supporting accents each help to communicate the brand language and enhance the brand experience. They are used interchangeably, but never all together. These additional elements help breathe life into your brand. helium creative

COBALT PANTONE 2382 RGB 1, 86, 255 CMYK 83, 67, 0, 0 HEX #0156FF

ORANGE PANTONE 1575 RGB 255, 131, 41 CMYK 0, 60, 92, 0 HEX #0156FF

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PANTONE ® The proprietary color matching system used in printing to create inks and maintain color integrity; the Pantone numbers listed refer to the Pantone Matching System.

RGB [Red, Green, Blue] – the method by which video monitors and projectors display color; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.

CMYK [Cyan, Magenta, Yellow, Black] – also referred to as “process colors,” the method by which images are printed using cyan, magenta, yellow, and black. The specific numeric values refer to the percentages of each of the four process colors.

HEX The colors used in display devices [PC monitors and scanners]; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.

COLOR The brand colors are inspired by bright, bold, and edgy photography. While black and white serve as primary colors for typography, Magenta, Violet, Turquoise, Cobalt, + Orange are the primary brand colors with coordinating tones in background imagery and other material.

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elements [categories]

social

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professional

CONNECTING WITH PEOPLE

ON THE ROAD TO SUCCESS

Dining. Brunch, Coffee Shops, Bars - Pubs - Clubs

Work, Office, Networking Events

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r e c r e at i o n a l

e n t e r ta i n m e n t

wellness

CONNECTED TO NATURE

GET OUT AND PLAY

MIND - BODY - SPIRIT

Parks, Water Sports, Land Sports, Golfing, Beaches

Shopping, Arts - Culture, Concerts, Sporting Events

Yoga, Pilates, Spas, Gyms, Fitness Classes

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elements [graphic]

GRAPHIC ELEMENTS Graphic elements are used to further the brand identification and help to visually communicate it. These items can be used sparingly so as not to overwhelm or clutter a composition.

GRAPHIC ELEMENT: BRAND COLOR OVERLAY A color overlay is pulled from the five category brand colors and can be used as a design element to accent photographs and compostitions. The color must be overlayed with the screen effect to accentuate the color and background.

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GRAPHIC ELEMENT: LOGO DOTS The 5 PARK cirular brand identitifiers are used as an additional design element. The color and layer effect is applied in the same manner as the brand color overlay, but never used at the time sime. The color should directly reflect the category image.

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The Difference

What makes the brand unique? How are we going to stand out from the herd? The positioning statement, mission, and overall values help define who you are and why you do what you do unlike anyone else. helium creative

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Imagine a downtown plaza without all the oversized crowds. Picture an energized urban neighborhood complete with shops, boutiques, cafes, and more. These are just two of the advantages offered by 5 PARK – a progressive, innovative, new residential destination that’s on-track to deliver real connection and access for today’s modern city dwellers.

The promise of possibility serves as the foundation for a vibrant community of residents, retailers, boutique owners, and sophisticated visitors from all over Miami.

Sleek, integrated features and technologies remove boundaries and deliver better simplicity, more free time, and leading-edge experiences, making 5 PARK an urban lifestyle that’s a step ahead.

BRAND STORY The story is the foundation of a brand. Not only does is give a general understanding of who the company is, but also helps to set the groundwork for showcasing what the unique positioning and selling point are. Understanding the overall brand statements, key terms and language will help gain a strong grasp on who the brand is and what the differentials are.

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the difference [positioning statement + tagline]

Connected to the best of South Florida while also delivering its own rich urban lifestyle, 5 PARK is both a destination and a catalyst for the future of city living. Here, residents have access to all they need with a vibrant retail, dining, and entertainment district located right outside their front doors. 5 PARK stands on the edge of metropolitan life with close proximity to Miami and Fort Lauderdale, while being surrounded by city parks and urban energy. Only a short distance from major travel routes, 5 PARK ensures a steady flow of energy and possibility as North Miami Beachâ&#x20AC;&#x2122;s future capital of progress.

POSITIONING The positioning statement defines what makes a company unique in the industry. It is used primarily only for internal purposes to collectively understand the brand â&#x20AC;&#x2DC;nicheâ&#x20AC;&#x2122; or position. The positioning statement is not shown to anyone outside of the company. It is the foundation for all additional messaging and materials. The position answers three questions: Who are we targeting? What does the company offer / problem do they solve? How does the company offer a unique vantage over competitors?

In short, what foot is leading and why is that footing unique? helium creative

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The Nature of Connection.

TAGLINE A corporate tagline is intended as a nod to what the brand offers, who the company is or the company essence. It is a short, simple, direct line.

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the difference [mission]

Inspired by progress and built from vision, 5 PARK is a step forward in sophisticated urban living that includes more than just chic, stylish residences – but also a smart approach to delivering lifestyles that are connected to social, professional, entertainment, recreational and wellness opportunities that stimulate our community.

MISSION STATEMENT The mission statement communicates the goal and passion of a company. It is a ‘romantic’ statement based off the positioning statement. In it’s essence, the mission addresses the WHY and WHO. Who is the brand and why does it exist? What is the company’s reason for being? Mission statements can vary. Some are more robust and factual, others are short and ethereal. Often times a mission statement is shared on a company website, expressed to clients, etc. It is not strictly an internal statement like the positioning. helium creative

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the difference [keywords]

Progressive

Forward-thinking, a positive break from the traditional

Urban

Downtown atmosphere with style and activity

Connected

Close to major points of interest, parks, beaches, and also a destination in itself

Vibrant

Inspiring, positive, multi-dimensional

Innovative

One of the first properties of its kind in the immediate area

Energy

A “vibe” that is always “on” and always inviting

On-Track

In step with what modern life demands/also integrates railway feature

Possibilty

The idea that this property is “the right place at the right time”

Accessible

Both in the sense of location, but also in the sense of value and convenience

Catalyst

Something that becomes the basis for other things, actions, events, or developments

KEY TERMS When the brand is discussed, there is an emphasis on several main terms to describe it. These terms will help when communicating the brand both verbally and in writing. helium creative

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Language

The voice of your brand is key to its success. Proper language is a huge component when verbally communicating your brand experience. Everyone involved should use the same verbiage to describe how they personally feel about the company and what the client will ultimately feel or take away. helium creative

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VOICE The voice of 5 PARK is fresh and appealing, especially to the Millennial market. It is straightforward, short, and concise. This bold and progressive messaging focuses on the culture that encompasses this new residential destination. The brand key terms and statements are a great place to pull language and messaging from. Words like: connected, accessible, energized, innovative.

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CUSTOMER The 5 PARK customer takes part in an active lifestyle, is fashion-forward, and has a focus on personal well-being. They demand to be outdoors and want direct accessibility to amenities, fitness, and an upscale lifestyle.

Targeting the modern Millennial, the 5 PARK customer is young, hip, and encompasses an urban vibe. The promise of the 5 PARK culture makes it the place to live, work, and play.

Customer

Knowing your market is crucial when understanding who to target.

What are their interests, demographics, personality traits? helium creative

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MOOD + INSPIRATION: Sleek, modern, bold. Millennials, textures, style, and the connection to nature inspire the overall 5 PARK brand. The combination of natural textures and vivid elements in design create a contemporary and urban aesthetic.

5 PARK is a cultivated, yet sophisticated brand that promises possibility and accessibility. The brand is a catalyst in the industry and it is important that the sleek, modern, and simple aesthetic is communicated throughout all materials.

The combination of organic imagery contrasted with bold shapes, clean type, minimalistic design, and bright colors set the global mood and tone.

Mood + Inspiration

The tone + style of the brand is woven throughout all advertising, promotional, and brand-related material. These visual references offer insight into the mood of the company and how the market will perceive you. helium creative

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STYLE Angular, architectural textures meet the movement of the 5 PARK lifestyle: energetic, active, vibrant, and on-the-go. The energy of the desired outdoor lifestyle illustrates progress while interesting textures deliver a real connection to nature. This combination of bold visual interest against the fluid organic nature of macro detail shots connect the viewer to the 5 PARK lifestyle.

Photography

Photography helps tell your brand story, bringing all ideas and tones together to evoke an emotion and connect to the consumer. The style of photography, photo selection, and consistency of images is important for brand standards. helium creative

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photography

THE LIFESTYLE: SOCIAL, PROFESSIONAL, ENTERTAINMENT, RECREATIONAL, WELLNESS The 5 PARK lifestyle photography heavily shows people engaging with their environment. Images hone in on people focusing and becoming part of one of the five elements. These photos visually communicate opportunity and suggest motion, movement, and possibility. Coloring plays an important role in this type of imagery as it carries the scheme of the overall brand throughout. A distinctive, vivid color highlighted in a detail of the photo ties to one of the five lifestyles the image portrays. helium creative

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photography

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photography

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TEXTURE: SLEEK MEETS ORGANIC Texture imagery includes macro shots that suggest elements in nature, such as palms, foliage, natural woods, and fluid lines. These images provide contrast to the strong and bold macro shots of architectural details. Both types of imagery are cropped to evoke interesting detail pairings. Combinations of the sleek and organic capture the essence of connecting the modern back to nature - creating the overall culture for the 5 PARK brand.

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photography

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Guy Harvey Outpost Club & Resort Collection

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5 PARK // Brand Guidelines