LaBella Associates_Brand Guidelines by LaBella Associates

BRAND GUIDELINES

Your guide to the LaBella brand experience Updated Fall 2023

TABLE OF CONTENTS

The LaBella Brand

Our Core Values

Logo Design & Use

Color & Style

Branded Templates

Photography

The LaBella Brand

The LaBella brand is not simply our logo or name, it is one of the primary tools for expressing the firm’s business strategy to all audiences. Building a Consistent Brand Image

Our marketing communications play an important role in shaping and reinforcing the desired view of our firm with our clients. Therefore, it is critical that all efforts express the intended brand messages and imagery. Speaking with one consistent voice to all audiences, internal and external, will build a stronger and better positioned company for the future. This brand essentials document is your guide to using our identity system correctly and effectively. Our goal is an optimal balance of structure and flexibility for creating compelling marketing communications.

The LaBella Brand

Our brand reflects the experiences that people have with LaBella, our products and services, as well as our employees. Perceptions of the brand are built each time a person interacts with us through channels such as advertising, sales, or customer service.

Our Vision & Mission At LaBella Associates, our job is to create – structures, plans, ideas, results. As a nationally recognized Design Professional Corporation, that’s a given, right? But here’s what really drives us: creating partnership between our team and our clients. So much so that we become one team, unified in the unrelenting pursuit of exceptional performance on each and every project. Reliability. Accountability. Collaboration. Respect. Not skills we went to school for, but innate in LaBella team members.

Our Brandline - Powered by partnership. Because names can only do so much, brandlines are often developed in conjunction with a name to help signal what the brand stands for. Our brandline has been developed as a permanent brand element to be used across all business channels. The pursuit of partnership is embedded in our culture—has been since our inception in 1978. And it affects client outcomes in profound ways. It means we’re built to expertly execute projects from start to finish. That we have the talent and resources to take on any challenge. That projects are completed on time, on budget, and beyond expectations.

OUR CORE VALUES

Employee Leadership at all Levels Our company’s success depends on every member of the organization being empowered to practice their profession and demonstrate leadership within the community

Stewardship of Resources

Whether we are trusted with a client’s resources or our own, every LaBella professional provides the management and care of an owner.

Honesty and Integrity in all we do Everyone knows that partnership takes compromise. But there are some things that can never be compromised, and we believe honesty and integrity must always rule the day.

Seeking Growth and Embracing Change Because we seek growth, we must embrace change. We search for opportunities, adopt new technology, and cultivate novel solutions.

logo design The LaBella logo was inspired from various structures and city maps to represent the industries of architecture and engineering. Our emblem represents a connection or partnership with our communities, clients, and employees.

LOGO AND USAGE Partnership is an extremely important aspect of LaBella. Our logo actually began with our new tag-line, “Powered by partnership.” The tag-line played a key role in the construction of the logo. The idea of partnership is reinforced through the interlocking rectangles that make up the ‘L’. A modern and friendly typeface was used to help support the partnership aspect of the LaBella symbol.

Logo Inspiration Images

MEASUREMENTS OF LOGO The LaBella logo has been carefully crafted with precise spacing and scale and should not be altered in any way. It was designed to provide optimum legibility in a large range of sizes. Do not attempt to recreate this artwork. These elements must always remain in the exact same size and proportion to appear correctly in reproducible artwork.

LOGO CLEARSPACE A clear area around the our logo ensures it will have maximum visibility and impact on every communication. Avoid crowding the logo with other graphic elements such as text and imagery. A distance of .375” has been chosen as the standard unit of measurement for calculating the clear area around the entire logo. .375”

.375”

MINIMUM LOGO SIZE To ensure that the LaBella logo is always legibly and accurately reproduced, minimum size guidelines have been determined.

1.5”

To accurately capture detail, do not reproduce the logo less than 1.5” wide for all applications.

Logo Color System The LaBella signature mark can be used in the horizontal format and the vertical format. However, the horizontal format is the preferred configuration. The LaBella ‘link’ symbol and wordmark may be used separately.

Primary

Symbol

Secondary

Wordmark

Primary

Symbol

Secondary

Wordmark

Logo color system The one color or alternate version of all the logo configurations may be used on light or dark backgrounds only as illustrated.

Primary

Secondary

Symbol

Wordmark

Using Logo Color Variations in Media logo COLOR SYSTEM

Full Color Logo four-color process printing

•

two-color printing

•

One-Color Logo

• •

one-color printing electronic media

•

word processing

•

television/advertising

•

signs, posters, & banners

•

embroidery

•

silk screen

•

• •

embossing/debossing

Our logo is designed to work in all formats and applications. The full color logo is the primary preference, but there may be times that it makes more sense to use an alternate version. The chart below provides some recommended uses of the LaBella logo in specific applications. For more information, please contact the Marketing Department.

thermography

•

painting

•

• preferred version

• alternate version

common logo errors

Our logo is one of the most valuable corporate assets we have. The brand equity we have created must be protected at all times. Adhering to these guidelines will ensure proper reproduction and application of our logo.

Some Common Things to Avoid The examples below illustrate some of the common application errors. Do not use the logo as part of a sentence or tagline. Always stage the logo alone or away from other graphic elements. Provide the minimum logo clear area as indicated on the previous pages. Do not use the logo in body copy. Instead typeset LaBella in the same typeface as the text. It may be bold or italicized for emphasis if needed. Do not alter the relationship between the symbol and the wordmark. Adjusting these elements compromises the integrity of the brand. Do not crowd the logo with other graphic elements. Provide the minimum clear area to all sides of the signature for maximum visibility and impact. Do not crowd it with type, illustration, or photography. Do not use two or more logos for identification on the same page. The logo should only be used once and should provide the minimum clear area to all sides for maximum visibility and visual impact. Not use the symbol as bullets.

Inappropriate application of these elements compromises the integrity of the brand. 17

COLOR & STYLE The colors, fonts, and icons we use are designed to complement each other across all platforms.

COLOR PALETTE Color is a key component to the LaBella brand and should be used appropriately. Each color has been carefully examined to match as closely as possible no matter the printing format or digital display.

Voluesecondary Voluptam RepPRIMARY

Green

Dark Gray

LIGHT BLUE

orange

CMYK RGB HEX

58, 1, 100, 0 120, 190, 32 78be20

CMYK RGB HEX

74, 60, 59, 48 52, 62, 64 343e40

PMS

386 C 2293 U

PMS

7545 C 2217 U

light gray

blue

CMYK RGB HEX

4, 2, 2, 0 242, 242, 242 f2f2f2

22, 4, 8, 0 195, 222, 228 c3dee4

pink 74, 37, 33, 3 73, 132, 150 498496

CMYK RGB HEX

12, 70, 100, 2 215, 105, 37 d76925

MAROON 0, 90, 37, 0 239, 63, 110 ef3f6e

CMYK RGB HEX

32, 100, 57, 23 145, 23, 69 911745

Using Style in our Collateral STYLE

The brand board below demonstrates a suggested use of texture, color and imagery. The patterns and textures are inspired from the offices with exposed brick and wooden beams. Photography should always be bright and well-lit and never pixelated.

TYPography Typography plays an important role in communicating overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all communications. The following are the approved typefaces that we use and specifications for each. Use black at a 90% tint.

Primary

RALEWAY ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890

Secondary

Franklin Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890

Title Font

Lulo Clean ABCDEFGHIJKLM NOPQRSTUVWXYZ 01234567890 21

ICONS Icons are used to add visual interest when grouping like items. We have developed a family of four icons to help demonstrate our fours main areas of expertise. Our icons are always solid and never outlined. When using in different sizes, do not alter the dimensions.

BUILDINGS

ENERGY

ENVIRONMENTAL

INFRASTRUCTURE

branded templates Our templates play an important role in the appearance of our materials. It is important to use them properly to ensure that customers get a consistent picture of our brand’s identity.

Business Cards Consistent reproduction of business cards plays an important role in communicating the LaBella brand image. Careful attention to detail helps reinforce our brand personality and ensures clarity and harmony in all communications. The following are the approved specifications for business cards.

Logo Use only the approved LaBella symbol

Name Font = Raleway Semibold Font Size = 10pt Font Color = PMS 7545

Title Font = Raleway Medium Font Size = 7.5pt Font Color = PMS 7545

Phone Numbers Font = Raleway Medium Font Size = 7.5pt Font Color = PMS 7545 Phone Descriptors Font = Raleway Bold Phone Descriptors = direct, office, fax

Email Addresses Font = Raleway Medium Font Size = 7.5pt Font Color = PMS 7545

Web Addresses Font = Raleway Bold Font Size = 7.5pt Font Color = PMS 3561

Office Address Font = Raleway Medium Font Size = 7.5pt Font Color = PMS 7545

resumes Team resumes are cohesive across all divisions and office locations. This template is based on the same six column grid as our other templates. Employee credentials, including designations, are listed in the left hand column under their photo. To show projects that were completed under previous employment, use an asterisk after the project title and call it out under the last project listed. As an alternative, if it doesn’t fit, include it underneath the logo. Text should read, *Completed under previous employment. Font should be raleway italic, 8/10. Our brand tone is one that is approachable and relaxed. Using employee first names in their bio’s and only their project title in their project descriptions is acceptable.

Margins Top - 1.259” Bottom - 0.7874” Left - 0.7874” Right - 0.7874”

Columns Structure - 6 column grid Gutter - 0.1969”

Licensing If your employee is licensed in more than two states, you can use standard state abbreviations. Two or less should be spelled out.

Project Titles Use a colon to separate the client name from the project name. Use an em dash (Alt+Shift+-) to separate the project name from the project location. Example:

St. John Fisher College: School of Nursing Addition— Pittsford, NY

hourly rates Our hourly rate sheet template is based on the same six column grid as our project sheets. This template should be customized to suit your individual project needs.

PROJECT SHEETS Our project sheets are based on a six column grid. Although we have a number of different project sheets available in our marketing library, they all work off this one central design grid. While imagery may extend beyond the boundary of the grid, content always fits neatly in the designated grid column structure. Always use high quality images to complement your project story.

Margins Top - 0.75” Bottom - 0.5625” Left - 0.7874” Right - 0.8125”

Columns Structure - 6 column grid Gutter - 0.1969”

Suite of PROJECT SHEETS When multiple images are necessary to exhibit a project, opt for a full spread whenever possible. Likewise, when a lot of text is needed to describe a project, use a full spread for text heavy descriptions. We also offer projects with no photos, two photos, three photos, and full bleed spreads to be used when necessary. Include a reference on each sheet. If there isn’t a reference, list, “Reference available upon request.

ORGANIZATION CHART Our organization chart template is based on the same six column grid as our project sheets. This template should be customized to suit your individual project needs. We don’t include company logos on our org charts unless it’s a requirement of a proposal.

EnvelopeS & Letterhead The No. 10 envelope consists of the horizontal logo and address in the left hand corner and should be printed in either CMYK-U or PMS-U brand colors. The LaBella letterhead should always be used in the digital (RGB) color palette when being sent electronically and CMYK-U or PMS-U when printing hard copies.

300 State Street, Suite 201 Rochester, NY 14614

300 State Street, Suite 201 | Rochester, NY 14614 | p (585)454-6110 | f (585) 454-3066 www.labellapc.com

Table of contents & dividers Proposals and reports that require a table of contents should use corresponding divider pages to easily identify sections of a proposal or report. Each of the divider section titles should be customized to suit your individual proposal or report needs.

digital covers For a digital proposal or report submission, use a cover with the watermark emblem already printed on it.

hard copy covers For hard copy proposal or report submission, use pre-printed covers with the emblem already embossed on it. Your information will print around the embossed emblem when fed through the printer.

PowerPoint The Marketing Department currently has two acceptable powerpoint templates that are to be used for all presentations. The styles for these presentations are defined within the PowerPoint template. Make sure you PDF your powerpoints before sending or presenting so that they maintain the LaBella fonts.

Employees can input text and graphics into the appropriate areas when creating a presentation. Pictured above are a series of sample slides.

letter proposals When a full quals proposal package isn’t necessary, use our letter proposal template. Our letter proposal template has a built in cover page (for optional use), page numbers, and font and color styles. Our template has placeholder text and headings as a guide, but each letter proposal should be altered to fit your proposal text. Colors can be altered as necessary but should fall within our brand colors and be decipherable on a white background.

Fillable Fields

Fill out the report name, date, and any applicable informtion required. Please populate the prepared for and submitted by fields as well.

LETTER PROPOSALS

Use the built in styles to customize your letter proposal. Use the drop down tool (circled) to expand the selection of style options.

Fillable Fields Your cover letter will need the footer to be customized to the appropriate location.

Banner stands We have a series of three banner stand options available for use. Each design promotes the company as a whole and individual designs that promote a single practice area of focus. When presented side by side, banner stands tell the story of LaBella. Review the banner stand layout options below.

Option A Traditional Stand

Option B Alternative Stand

Option c Alternative Stand

FIRM STAND Cannot be Altered

scope & approach Our project scope and approach spreads are based on the same six column grid as our project sheets. These pages are designed with call out text, quotes, images, and caption placement. We’ve designed a total of five pages that can be duplicated or rearranged depending on the requirements and length of your submission.

Brochures We have a series of four high level brochures that explain and promote our main areas of focus. They are designed to complement each other and work together as a series. In addition to these brochures (Buildings, Infrastructure, Environmental, and Energy), We also have a Full Service brochure which touches on each main area. Each of these brochures include a folder on the inside cover for supplemental materials.

Market Brochures Our market brochures are based on a six column grid. We have a series of market specific brochures that explain and promote individual practice areas. They are designed to complement our high level brochures.

To create a Market Brochure, please reach out to your Pursuits Manager. 41

INTERVIEW LEAVE BEHINDS We offer six different variations of interview leave behinds, sometimes referred to as ‘placemats.’ Each layout allows for images, text, testimonials, QR Codes, etc. These are our traditional leave behinds and they are laid out to be printed on 11x17 paper. Colors and fonts maybe altered as long as they fall within the brand guidelines.

Email Signatures LaBella has three approved email signatures: an outgoing email signature, a reply email signature, and a co-branded Buffalo Bills approved signature. It’s important to copy these signatures exactly as they appear to maintain a consistent brand identity via email.

Outgoing Signature

REPLY Signature

co-BRANDED Buffalo Bills signature

case studies Our case study template is based on our six column grid. Do not use this template for proposal submissions.

pHOTOGRAPY Good photography helps tell our brand story, use these guidelines to capture our projects and employees in their best light.

Project Photography Project photography should be presented in high resolution, bright, well-lit, and never pixelated. All photos must follow LaBella’s safety guidelines.

Employee Headshots Employee photos should be taken in a LaBella office setting with a professional background and attire. Headshots should be cropped to a square and consistent in scale.

• • • • •

Be thoughtful about color choice Opt for solid colors instead of patterns Plan for contrast Reflect on LaBella’s dress code Accessorize thoughtfully

To coordinate headshots, reach out to your office admin or marketing contact.

USING QR CODES QR codes have gained popularity over the last few years, and are a great way to direct our audience to our website, registration page, or a video.

QR CODES QR Codes can be incorporated in proposals, project sheets and other collateral to provide more information or highlight a particular project or area of expertise. QR Codes should be placed over a primary colored background with either white or black text. They should be placed near white space so they are easily visible and easy to scan. Use any of the color combinations shown to the right.

Scan for more information on our solar construction experience

Never place a QR Code on the Firm Profile.

QR Code Dimensions Dimensions - 134.047px W x 99.615px H Text - Raleway Semibold 8/10 QR Code - 0.7384 x 0.7801

Photography Good photography helps tell our brand story, use these guidelines to capture our projects and employees in their best light.

All of the information provided in this document is confidential and for LaBella Associates employees only. Information is subject to change at any time. Please check regularly for further updates and additions. For branding questions, contact Jamie LePore or Beth Curran.