BRAND BOOK
LOGOS
MAIN LOGO (PRIMARY)
MAIN LOGO (REVERSE)
To be used on all marketing materials with a background dark enough to read the white text.
To be used on all marketing materials when the background is too light for the primary logo.
WORD MARK (PRIMARY)
To be used as a main logo in a circumstance when a horizontal logo is necessary. Ex: An internet banner that only has a height of 200px.
WORD MARK (REVERSE)
To be used as a main logo in a circumstance when a horizontal logo is necessary and the background is too dark for the primary word mark.
SYMBOL (PRIMARY)
SYMBOL (REVERSE)
To be used as a footer logo, or when a primary logo has already been used, but another mark is necessary, and the background is light enough to differentiate the blue.
To be used as a footer logo, or when a primary logo has already been used, but another mark is necessary, and the background is too dark for the primary symbol.
COLOURS
PRIMARY BLUE
SECONDARY BLUE
TERTIARY BLUE
C:66 M:33 Y:0 K:0
C:100 M:80 Y:37 K:27
C:34 M:7 Y:0 K:0
R:86 G:147 B:206
R:15 G:58 B:96
R:162 G:207 B:239
# 5693ce
# 103a60
# a1cfef
Usage: Headings
Usage: Backgrounds
Usage: Headings on
and backgrounds
dark backgrounds
PRIMARY YELLOW
SECONDARY YELLOW
C:3 M:7 Y:98 K:0
C:2 M:32 Y:100 K:0
R:252 G:223 B:9
R:246 G:179 B:25
# fbdf09
# f6b319
Usage: Accent color
Usage: Headings on white
on dark backgrounds
backgrounds, secondary to blue.
WHITE
PRIMARY GREY
SECONDARY GREY
C:0 M:0 Y:0 K:0
C:0 M:0 Y:0 K:25
C:0 M:0 Y:0 K:50
R:255 G:255 B:255
R:199 G:200 B:202
R:147 G:149 B:152
#ffffff
# c6c8ca
# 939598
Usage: Headings
Usage: Headings when
Usage: Body text in a
against dark backgrounds
printing in B&W
paragraph on white background
IMAGERY
The imagery we use on our website, advertisements, and print materials should invoke feelings associated with the lifestyle our townhomes offer. Ideas such as family, safety, youthfulness, warmth, diversity, and activity should all be portrayed by the images we choose. To achieve this, select pictures of children, families, and young to middle-aged couples of all ethnicities. These people should be laughing, smiling, relaxing, and enjoying the outdoors at all times of day, while maintaining affectionate interactions with one another when applicable. Do not choose images that feel cool as opposed to warm, and try to stick to the warmer seasons, especially Spring and Summer until otherwise advised.
FONTS
ARCHER Archer Bold is the main logo font and the heading font. Use this font for paragraph headings, slogans, websites, or when one sentence or shorter is written to capture the audiences attention.
GOTHAM Gotham is the main body font. Use this font when writing more than one sentence, or when writing a paragraph block of text like the one you are reading now. Use Gotham Light when the font size is 10pt or higher, use Gotham Regular when the font size is smaller than 10pt.
VOICE
High River Townhomes is a symbolic project. It represents a much needed fresh start for the community it calls home, and shows residents that High River is back in business and growing stronger. The town is home to resilient people who value honesty, hard work, and being active with family. Our communications will reflect these values by getting straight to the point and offering valuable information first, and by referencing the strength found in community and family. These virtues, as they come through in our written content, will also appeal to our Southeast Asian buyers. We will always refer to ourselves as part of the community, and will show our commitment to High River whenever possible. Our voice is fun-loving but not sarcastic, it expresses excitement at the opportunity to play a role in the town returning to its place as a growing community that is important to Southern Alberta. We will use smart, inclusive, and welcoming language, and avoid language that makes us sound like a charity or like High River “needs� us.
We will use our voice to position us as the most appealing option in a time of growth in High River.