BRAND STANDARDS
TABLE OF
CONTENTS
Our Story................................................................... 3 The Logo.................................................................... 7 Assets.......................................................................13 Personality & Tone.................................................21 Brand Applications................................................25
OUR STORY Our Vision
OUR STORY Builders Surplus was started in 2006 by Todd Bauer in Louisville, Kentucky. Despite the housing market crash in 2008, Builders Surplus never saw any ill effects from it! Instead of closing, like many construction and housing businesses, the company actually continued to grow throught he recession. The reason was because the foucs was on remodeling existing homes an an affordable price instead of catering to builders and contractors who wanted to build new homes. More people were staying long term instead of selling their homes - so we made it a point to help our customers grow their investment without breaking the bank! Builders Surplus opened its second store in Newport, Kentucky - which also serves the greater Cincinnati, Ohio area - in April, 2012.
OUR VISION Our goal at Builders Surplus is to help our customers to grow and maintain the most important asset that they own, their home! Whether they are home owners, flippers, property managers, or interior designers - we want to help our customers build a better home at the best price and value possible. We’re more than just surplus, we offer first quality, unused products and custom order options as well. Builders Surplus is a locally owned and operated remodeling and home improvement store that provides experienced interior designers at no extra cost and installation services by our trusted installers. Our installers are licensed and insured for just about any project we could help you with and our interior designers are trained professionals in the field! At Builders Surplus we aim to give our customers and their home the greatest value possible.
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THE LOGO Usage & Guidelines Incorrect Usage
USAGE & GUIDELINES COLOR FULL COLOR Used Primarily wherever “full color” or three colors may be used. This is the best option for most projects and should be used wherever possible.
SINGLE COLOR: DARK Use it on a white or light colored background. Blue may be used on a white or gray backgrounds only. This is for a one color printing process.
SINGLE COLOR: WHITE For use on black or dark colored backgrounds. This is for a one color printing process.
COLOR WITH OUTLINE The full color logo with white outline is meant for usage on dark or complicated backgrounds where the full color logo is supported but needs to stand out.
CLEAR SPACE The clear space around the builders surplus logo should be the equal to the x-height of the letters in the word Surplus. The clear space gives the logo an undisturbed space to breathe and be itself!
SIZE The size of our logo should never be printed any less than .75” - inches or three-quarters of an inch in width while 72 pixels is the width of the digital minimum (the same - in height - would apply to the alternative logo). Printing/displaying at these minimums is the smallest the logo can get before legibility and identity are sacrificed. The Builders Surplus logo may be printed or displayed digitally as large as is allowed by the media being used or is aesthetically pleasing.
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3/4� inch 72 pixels
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INCORRECT USAGE When utilizing the Builders Surplus logo it’s important to keep in the mind purpose for which the logo is being used. This is not an exhaustive list on how not to use the Builders Surplus logo and your best judgment should be considered when a specific application is not listed.
NEVER CHANGE OR ADD COLORS TO THE LOGO NEVER DISTORT, WARP, SKEW, STRETCH OR CROP THE LOGO NEVER ADD GRADIENTS TO THE LOGO NEVER FLIP OR ROTATE THE LOGO NEVER ADD (OR SUBTRACT) OBJECTS TO THE LOGO NEVER INVADE THE CLEAR SPACE SURROUNDING THE LOGO NEVER ADD A BORDER AROUND THE LOGO OR CLEAR SPACE NEVER PLACE THE LOGO ON A HARSH BACKGROUND
The Builders Surplus logo is one of the largest parts of our brand recognition. Should anything ever be changed about it could mean that we are no longer able to be recognized for who we really are. In other words, nothing about the Builders Surplus Logo should ever be changed under any circumstances. 12
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ASSETS Brand Colors Typography Imagery
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BRAND COLORS PRIMARY COLOR PALLET PANTONE CB 2995 C R: 0
C: 100%
G: 54
M: 60%
B: 96
Y: 10%
HEX: #003660
K: 53%
PANTONE CB 285 C
COLOR PROPORTIONS
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R: 94
C: 59%
G: 174
M: 17%
B: 224
Y: 0%
HEX: #5EAEE0
K: 0%
SECONDARY COLOR PALLET PANTONE 121 CP R: 255
C: 0%
G: 228
M: 8%
B: 107
Y: 70%
HEX: #FFE36A
K: 0%
PANTONE 172 CP R: 242
C: 0%
G: 106
M: 73%
B: 54
Y: 87%
HEX: #F26936
K: 0%
PANTONE P 48-16 C R: 175
C: 0%
G: 173
M: 99%
B: 174
Y: 91%
HEX: #ADADAD
K: 11%
BLACK, GRAY & WHITE Neutral colors are always accepted in the Builders Surplus color pallet. Black should only be used for body copy. Grays should be used sparingly such as backgrounds, subheads, and rules.
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TYPOGRAPHY PRIMARY TYPEFACE LATO Light, Regular, Black & Italic Variations. Print & Web 25pt Tracking.
SECONDARY TYPEFACES FERTIGO PRO Social Media. Varied Tracking.
BODONI XT Web & Print Materials
ALTERNATIVE TYPEFACES HELVETICA NEUE Light, Regular, Black & Italic Variations Print & Web (Lato Unavailable)
PROJECT SPECIFIC Run Choices by Marketing & Design Director Project specific choices will, of course, vary by project. Type should not detract from the brand, instead, they should add interest and hierarchy to the project. No more than one other alternative typeface should be used in any design.
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LATO LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
LIGHT ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
REGULAR ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
BLACK ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
FERTIGO PRO ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 BODONI XT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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IMAGERY & SUBJECT MATTER With what is available from our clients remodeling projects, regional trade shows, open houses, and vendors, Builders Surplus has an abundance of photographs that we can use! The Following pages will help to explain the kind of imagery that Builders Surplus employs in different types of media. You will find that many rules overlap, however, there are some exceptions to the rules. Images should feel bright, open, and airy across all platforms. Text and/or shapes may be imposed on top of the image so long that it does not detract too much from the concept. Likewise, filters (Instagram) are also acceptable as long as it doesn’t make the image appear too heavy or dark.
DO
DO NOT Use professional, high-quality images
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Overlap images (use a clean border)
Use carefully cropped images of rooms
Excessively photoshop images
Use closely cropped images of products
Use stiff imagery
Use images that flow and work well together
Use dark or heavy images
Use clear, bright images
Use busy photo layouts
Use highly saturated colors
Use clipart
Use candid-feeling images of people
Use pixelated or excessivly blurred images
Use images related to the brand (home,
Use competing imagery (color, layout, ect.)
gardern, remodeling, interior design, lifestyle)
Use images that do not relate to the brand
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PERSONALITY
& TONE
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PERSONALITY & TONE We speak with customers, never to them. Our job is to make the customer relax during this exciting time of change, we understand that a remodel or move can be hard or stressful and we want to make it as easy on them as we can during their experience with us! Our staff is knowledgeable and we are confident in what we do! We want to inspire our customers and those we engage with to have the same amount of confidence and fun thatz we do when it comes to remodeling and renovating their home! Our personality, tone of voice and interactions with people should span across wherever we are present, be it at trade shows, on the sales floor, or online through social media or our blog. We speak for and represent the brand wherever we are and just like we take pride in our work and the satisfaction we bring to customers we also take pride in our staff and how they represent the whole of Builders Surplus!
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BUILDERS SURPLUS IS...
BUILDERS SURPLUS IS NOT...
CONFIDENT
LOUD
ENGAGING
PRESSURING
HELPFUL
SCARY
INSPIRING
ARROGANT
KEYWORDS FAMILY
FREEDOM
HOME
EXCITING
LOCAL
ADVENTURE
ASSET
PROFESSIONAL
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BRAND
APPLICATIONS
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BRAND APPLICATIONS
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