LS3P Brand Guidelines

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creating a resource for creativity to flourish while elevating brand identity

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section 7 about the brand logo color layout submarks typography application

About the Brand

AUDIENCE LS3P’s target audience is the clients we serve, including selection committees who could commit both time and talent to this intensive effort were invited. Our social media channel audience and our internal team members also benefit from clean, easy to read brand materials that reflect the firm’s commitment to innovative design solutions.

COLLABORATION The redesign of LS3P’s brand in 2021 began with an informal market survey of brand standards from similar firms to understand current trends. The team began with design concepts to bring new elements into existing standards including colors and typefaces. Miro was used as a collaboration tool, ultimately leading to the culminatin of a single Adobe InDesign template with dozens of parent pages, numerous paragraph/character/object styles, and Adobe CC libraries to share firmwide with our color palette and standard graphics.

MESSAGING Our brand standards convey design thinking with contemporary yet timeless materials. The standards demonstrate to our clients, communities, and internal team members that LS3P is forward-thinking, talented, and professional; they also usher in a new era for LS3P’s Marketing Team with a creative agency approach to collaboration.

Logo Variations

THE RED CUBE LS3P’s red square first appeared in 1963 as part of Frank Lucas, Architect’s original logo. Over the years, as the firm grew larger and more multifaceted, the red square evolved into a red cube. Today, as it has for generations, the cube represents our firm’s core values and celebrates our unique culture and identity.

GRAYSCALE

JOINT VENTURE

Logo Misuse

Submarks External

Submarks Internal

KNOWLEDGE TEAMS

EMPLOYEE RESOURCE GROUPS

PRACTICE ADVANCEMENT CENTERS

Primary Colors

THE RED A bold, powerful red hue commands attention while conveying an energized sense of urgency - and in an industry where timing is everything, urgency cannot be overstated.

PANTONE: 485C

CMYK: 6 98 100 1

RGB: 222 39 28

HEX: de2726

PANTONE: 877C

CMYK: 0 0 0 38

RGB: 171 173 176

HEX: adabd0

PANTONE: BLACK C

CMYK: 0 0 0 100

RGB: 0 0 0

HEX: 000000

Accent Colors

THE PERFECT PAIR LS3P’s accent color palette has been carefully curated to encourage the below color pairings, designed to be used with or without our brand’s signature red hue. These accents are utilized to highlight various Practice, Knowledge, and Business Teams; to foster a distinct flair on marketing materials; or to add a creative edge to proposals and interviews. Please do not stray from these combinations

RESILIENT GREENS OPTIMISTIC YELLOWS BUILDABLE BLUES INNOVATIVE PURPLES ROBUST REDS

CMYK: 29 1 88 0

RGB: 192 213 75

HEX: bfd54a

CMYK: 2 12 83 0

RGB: 252 216 72

HEX: fbd848

CMYK: 39 2 15 0

RGB: 152 210 215

HEX: 98d1d7

CMYK: 6 21 0 0

RGB: 233 205 227

HEX: e8cde3

CMYK: 59 19 83 15

RGB: 105 145 79

HEX: 68904e

CMYK: 5 38 85 0

RGB: 238 167 66

HEX: eda641

CMYK: 76 31 0 0

RGB: 39 145 208

HEX: 2791cf

CMYK: 34 57 0 0

RGB: 170 125 183

HEX: aa7db7

ee2f44

CMYK: 89 37 78 30

RGB: 7 98 72

HEX: 076147

CMYK: 7 63 87 0

RGB: 229 122 58

HEX: e47a3a

CMYK: 94 72 30 26

RGB: 28 68 107

HEX: 1b446a

CMYK: 69 100 32 37

RGB: 79 21 79

HEX: 4f154e

CMYK: 25 100 66 15

RGB: 167 29 67

HEX: a61d43

Accent Colors

TIPS & TRICKS

• Avoid overwhelming your audience with too many colors. Any given document should not contain more than 1 of the predetermined color combinations

• Utilize color to emphasize key information within your document, rather than incorporating it into the readable content.

• Ensure that text and important elements stand out by using high contrast between the background and foreground colors. This makes your content easier to read and understand.

RESILIENT GREENS

Health, nature, renewal, freshness, environment, generosity

OPTIMISTIC YELLOWS

Hope, light, positivity, freshness, joy, energy, intellect

BUILDABLE BLUES

Freedom, trust, faith, inspiration, dependability, expansiveness

INNOVATIVE PURPLES

Creativity, pride, mystery, luxury, ambition, wisdom, rarity

ROBUST REDS

Excitement, danger, energy, courage, strength, urgency, passion