O-005 BRAND IDENTITY MANUAL
Rev. Date.
00 16.01.18
First Edition, 2018. Archi-QS Pty Limited. Practice of the Australian Institute of Quatity Surveyors AIQS | No. 2752 A+ Practice of the Australian Institute of Architects AIA | No. E9104 Samuel Najm | Principal Nominated Quantity Surveyor No. 2752 | AAIQS Sarah Bozionelos Nominated Architect No. 10024 | RAIA O-005_Brand Identity Manual_Rev00_16.01.18 Marketing and Business Development Sydney, Australia
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
CONTENTS
1.
Purpose: How to use this document?
01
2. 2.2 2.3
Heritage: Who are we? Culture: What do we stand for? Tone: What’s our personality like?
02
3. 3.1 3.1.1 3.1.2 3.1.3 3.1.4 3.1.5 3.1.6 3.2 3.3 3.4 3.5 3.5.1 3.5.2 3.5.3
Style Logo
03 04 05 06 07 08 09 10 11 12 13 14 15 16 17
4. 4.1 4.1.1 4.1.2 4.1.3 4.1.4 4.1.5 4.1.6 4.2
Corporate templates Templates Accounting Templates Schedules and Forms Templates Business Cards Templates Emarketing Templates Brochures and Flyers Templates Report Templates Brand Image Applications Location
19 20 21 22 23 24 25 26
Construction grid Logo clear space Logo colour application Sizing Inappropriate use Logo usage guidelines Corporate colours Typeface Name in text Imagery Example of imagery for external communications Examples of inappropriate imagery for external communications Brand consistency in external documents
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
S TA R T 1. Purpose: How to use this document:
Read Brand Identity Manual.
Select supporting file or template needed.
01 Need other supporting graphics?
YES Are they internal supporting graphics? YES Use according the Brand Identity Manual
NO Search/ create graphic and implement the Brand Identity Manual
Seek approval from Sarah
Save as a new supporting graphic in relevant file
SAVE D O C U M E N T A S A R E C O R D
NO
2.
Heritage: Who are we? Culture: How are we?_Tone: What’s our personality?
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
2. Heritage: Who are we?
We are a family owned and operated, multidisciplinary firm, driven by over 20 years of experience and passion. We specialise in architecture, quantity surveying and project management. Our experience help our clients’ building projects comply with mandatory regulations. Over the years we have liaised with councils and other authorities that trust and recommend us. We help clients navigate the requirements of council, financial institutions, strata and authorities to ensure every project reaches fruition and exceeds expectations throughout the project life cycle.
2.1 Culture: How are we?
02
We believe success is found when surrounded by the right team, who are innovative, strategic, and flexible. We recognise the benefit of founding strong relationships of longevity with our clients and the people we work with to built trust. Our multi- disciplinary background is key to our holistic approach to the life cycle of any building. We are able to think more broadly about the legal and environmental framework, and long term consequences of minute to minute decisions.
2.2 Tone: What’s our personality? We are ambitious and energetic, we know what we want but also we know that to build a great business we need a team of great people. So our verbal and written style should be: Strong (bold, with a defined purpose and reliability of what it’s been said): Genuine (clear, trustworthy) and: Involved (inclusive, understanding).
3.
Style Logo _Corporate colours_Typeface_Name in text_Imagery
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
3. Style
03
OUR STYLE IS SIMPLE CLEAR AND BOLD
3.
Style Logo _Corporate colours_Typeface_Name in text_Imagery
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
3.1 Logo 04 The logo is simple, typography-based and capital lettered. The spaces between the letters give each one of them their importance as a whole. The first letter “A� is contained into a square making a strong emphasis on the unity of the company.
Extended Version
The logo must be used as provided and cannot be modified under any circumstances without permission. Standard Version
The standard version of the logo should be used to close a piece (i.e. the back of a data sheet, the back of a presentation)
3.
Style Logo _Corporate colours_Typeface_Name in text_Imagery
3.1.1 Construction grid
2x
2x
2x
x 4x x
05
The construction grid is used when it's necessary to verify that the construction of logo elements has been maintained correctly. The grid may be used only for cross-checking that the logo is visually correct, but the logo must be reproduced or recreated from this grid.
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
3.
Style Logo _Corporate colours_Typeface_Name in text_Imagery
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
3.1.2 Logo clear space
4x 4x
x
x
06
To ensure the legibility of the logo, it must be surrounded with a minimum amount of clear space. Maintaining the clear space zone between the logo and other graphic elements such as text, images, other logos, etc. ensures that the logo always appears unobstructed and distinctly separate from any other graphic elements
The clear space minimum is equivalent to Âź of the height of the A (shown here as x), regardless of the size at which the logo is reproduced.
3.
Style Logo _Corporate colours_Typeface_Name in text_Imagery
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
3.1.3 Logo colour application
There are two colour versions of the logo. When placing the logo on an image, colour or pattern, it is essential that there is enough contrast between the logo and the background. The logo must not be placed on backgrounds that distract from or compete with the logo.
07
Four-colour printing
Four-colour printing Square printed in red A-R Letter A should be reversed of any background colour to white Letters printed in 100% black
One-colour printing
One-colour printing The entire logo should be reversed of any background colour to white. No other colours allowed. No other colour allowed.
3.
Style Logo _Corporate colours_Typeface_Name in text_Imagery
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
3.1.4 Sizing
Minimum sizing
Recommended sizes
96.3 px / 34 mm A4 documents
51 px / 18 mm 96.3 px / 40 mm A3 documents
A1 documents
08
96.3 px / 50 mm
To achieve greater consistency in our materials, recommended logo sizes have been established for standard documents. Shown here are the recommended logo sizes for the most commonly produced formats.
The minimum size has been carefully established to ensure our logo is reproduced correctly in smaller sizes. At minimum size, the logo is still clearly legible and provides a strong level of identification. When using a lower-quality printing technique, it is recommended that the logo be used in a larger size.
3.
Style Logo _Corporate colours_Typeface_Name in text_Imagery
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3.1.5 Inappropriate use
Orientation
Distort
Busy Photo/Pattern
Colour
Crop
Recreate
Outline
White Box
Stretch/Squeeze
Drop Shadow
Outer Glow
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To maintain consistency in the application, the logo must be used as provided. The logo must not be redrawn or altered in terms of its appearance, components, colours, proportions, or any other property.
Letter A in black
3.
Style Logo _Corporate colours_Typeface_Name in text_Imagery
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
3.1.6 Logo usage guidelines
To ensure a consistent and appropriate brand identity a general set of guidelines for logo usage is outlined as follows: 1. No elements of the logo artwork may be recreated, deleted, cropped or re configured; 2. A minimum clear space must be maintained on the perimeter surrounding logo artwork as outlined on Logo Clear Space page; 3. Logo artwork must be uniformly scaled. Noonuniform scaling distorts the proportions of the artwork; 4. Logo artwork may only be reproduced directly from a digital file. It should never be reproduced from previously printed materials; 5. Do not but put any colour box around the logo when placed on a dark background and do not reproduce the logo in colours other than those specified in these guidelines.
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3.
Style Logo _Corporate colours_Typeface_Name in text_Imagery
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
3.2 Corporate colours
Our Corporate colours are a distinct and crucial part of our identity as they make our brand instantly recognizable. When applied consistently, our corporate colours also provide a strong visual link across various materials and communications and set our company apart from the competitors. No colours other than the ones specified below may be used.
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Primary
CMYK
RGB
Secondary
CMYK
Colour.
A-R
Colour.
A-GR
Pantone CMYK RGB HTML
7599 CP 0/85/98/20 202/21/34 CA1522
Pantone CMYK RGB HTML
2377 CP 84/54/29/28 18/53/67 123543
Colour.
A-BK
Colour.
A-BL
Pantone CMYK RGB HTML
BLACK C 0/0/0/100 29/29/27 1D1D1B
Pantone CMYK RGB HTML
7683 CP 83/55/0/0 53/80/126 35507E
Colour.
A-GY
Colour.
A-BG
Pantone CMYK RGB HTML
0/0/0/70 112/111/111 706F6F
Pantone CMYK RGB HTML
Cool Gray 1 CP 4/2/4/8 227/214/205 E3D6CD
RGB
3.
Style Logo _Corporate colours_Typeface_Name in text_Imagery
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
3.3 Typeface
The Corporate fonts are a fundamental part of our visual style that help achieve a unique and consistent look across our materials. The Primary fonts must be used on all printed materials and communications and if possible, also on the website and online communication. Substitution fonts are provided for situations when Primary fonts are not available or suitable.
Primary
Secondary
Arial Narrow Bold
Courier New Bold
AaBbCc12 Arial Narrow Regular
AaBbCc12 The Primary font is Arial Narrow. Should be used as Bold for Headlines and subtitles. Should be used as regular for body, copy or paragraphs where lots of text is needed.
AaBbCc12 Courier New Regular
AaBbCc12
The Secondary font is Courier New. Should be used mainly for numbers in headlines or subtitles.
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3.
Style Logo _Corporate colours_Typeface_Name in text_Imagery
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
3.4 Name in text
When writing the company name in the text on printed or online materials, always use the correct writing format. Consistency in the writing of the company name shows professionalism and helps build our brand awareness.
13
Company name
Archi-QS Capital Letters Acronym
Legal name
Archi-QS Pty Limited Capital Letters
3.
Style Logo _Corporate colours_Typeface_Name in text_Imagery
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
3.5 Imagery
A photo has the power to tell a story about our brand and communicate with our customers on an emotional level. This makes it an effective tool for conveying the right message about our company. Choosing the right photograph is as important as choosing the right words. Our images should be from a perspective point of view, where the client can imagine themselves in. No photos looking upwards or downwards. No aerial photography. All photos must be shot with warm and natural light. The sky must not be bright blue. No night photography. No black and white photography. No landscape photography. When photos involved persons in them, these should be action photos. Preferably not portraits or close ups. No blurred persons. The people must always be in a built environment. Background must be as seamless and clear as possible reducing the amount of noise from the background with detailed scenarios. For materials and textures photos always have a context of the material and a perspective view. Photography must be at least 300 dpi at the size expected to print to maintain integrity of the photo.
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3.
Style Logo _Corporate colours_Typeface_Name in text_Imagery
3.5.1 Example of imagery for external communications
Images of people we work within seamless and clear backgrounds
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Images of people in action photos within a built environment and warm light
Architecture photography shot from a point of view perspective, warm natural light. No bright sky
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3.
Style Logo _Corporate colours_Typeface_Name in text_Imagery
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3.5.2 Example of inappropriate imagery for external communications
Portraits, backgrounds with to much detail
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Images without context
Black and white photography
Images looking upwards
Clear and bright blue sky
Aerial Photography
Materials without context
3.
Style Logo _Corporate colours_Typeface_Name in text_Imagery
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
3.5.3 Brand consistency in external documents
The logo must always be on the left side of every document.
WE BRIDGE THE GAP BETWEEN DREAMS AND REALITY
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Archi-QS Pty Limited.
Legal name is always included to denote service mark All text and images (If the logo is not contained in the image) must line up to right line of the square in the logo.
First two rows always bigger than following rows of headline. If the headline is more than two rows. If not subtitle must be united to headline in smaller size. Headline could be emphasised and reversed with a rectangle.
3.
Style Logo _Corporate colours_Typeface_Name in text_Imagery
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
OUR ATTENTION
TOO DETAILS KEEP YOU SAFE 18
Trust us to maximize your returns Archi-QS Pty Limited.
All copy must be justified with las line aligned left or right. All text and images (If the logo is not contained in the image) must line up to right line of the square in the logo.
4.
Corporate Templates Templates _Brand Image Applications Location
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
4. Corporate templates
The corporate templates serves as a basis or guide for constructing a similar document with new information. Templates would be found in the S:\ARCHI-QS SYSTEM\02 TEMPLATES folder Once a Template is used to create a new document this las document would be save in the S:\ARCHI-QS
folder 19
SYSTEM\04
INTERNAL
RESOURCES
When naming and saving files the format should be the following:
Space
Templates
T-XXX With First Letter Capitalised Code
Name Underscore
Internal Resources
P-XX-XXX_With First Letter Capitalised_Rev00_Date Code
For further information on how to format text according to the Brand Identity refer to P-016-003 Internal Resources Template Guidelines located in: S:\ARCHI-QS SYSTEM\04 INTERNAL RESOURCES\P-016 HUMAN RESOURCES
Name
4.
Corporate Templates Templates _Brand Image Applications Location
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4.1 Templates
4.1.1 Accounting Templates
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T-042 Invoice 1 T-043 Invoice 2 T-044 Invoice 3 T-045 Receipt S:\ARCHI-QS SYSTEM\02 TEMPLATES\P-017 ACCOUNTING
4.
Corporate Templates Templates _Brand Image Applications Location
4.1.2 Schedules and Forms Templates
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T-062 Strata Fee Schedule Template S:\ARCHI-QS SYSTEM\02 TEMPLATES\P-018 ADMINISTRATION T-065 Strata Work Order Template S:\ARCHI-QS SYSTEM\02 TEMPLATES\P-018 ADMINISTRATION T-066 Tax Depreciation Application Form Template S:\ARCHI-QS SYSTEM\02 TEMPLATES\P-008 TDR T-035 Procedure Diagrams S:\ARCHI-QS SYSTEM\02 TEMPLATES\O-001 QMS T-040 Balance Scorecard S:\ARCHI-QS SYSTEM\02 TEMPLATES\O-001 QMS T-041 Strategic Objectives Form S:\ARCHI-QS SYSTEM\02 TEMPLATES\O-001 QMS
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
4.
Corporate Templates Templates _Brand Image Applications Location
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
4.1.3 Business Cards Templates
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T-046 Business Cards Template S:\ARCHI-QS SYSTEM\02 TEMPLATES\O-005 BRAND IDENTITY\STATIONARY\BUSINESS CARDS
4.
Corporate Templates Templates _Brand Image Applications Location
4.1.4 Emarketing Templates
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T-052 Email Marketing Template 1 S:\ARCHI-QS SYSTEM\02 TEMPLATES\O-004 MARKETING\EMAIL MARKETING T-053 Email Marketing Template 2 S:\ARCHI-QS SYSTEM\02 TEMPLATES\O-004 MARKETING\EMAIL MARKETING T-054 Email Marketing Template 3 S:\ARCHI-QS SYSTEM\02 TEMPLATES\O-004 MARKETING\EMAIL MARKETING T-055 Email Marketing Template 4 S:\ARCHI-QS SYSTEM\02 TEMPLATES\O-004 MARKETING\EMAIL MARKETING T-056 Email Marketing Template 5 S:\ARCHI-QS SYSTEM\02 TEMPLATES\O-004 MARKETING\EMAIL MARKETING T-057 Email Marketing Template 6 S:\ARCHI-QS SYSTEM\02 TEMPLATES\O-004 MARKETING\EMAIL MARKETING
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
4.
Corporate Templates Templates _Brand Image Applications Location
Archi-QS Pty Limited. O-005_Brand Identity_Rev00_16.01.18
4.1.5 Brochures and Flyers Templates
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T-059 Print Brochure Template 1 S:\ARCHI-QS SYSTEM\02 TEMPLATES\O-004 MARKETING\BROCHURE PRINT T-058 Web Brochure Template 1 S:\ARCHI-QS SYSTEM\02 TEMPLATES\O-004 MARKETING\BROCHURE WEB T-061 Print Brochure Template 2 S:\ARCHI-QS SYSTEM\02 TEMPLATES\O-004 MARKETING\BROCHURE PRINT T-060 Web Brochure Template 2 S:\ARCHI-QS SYSTEM\02 TEMPLATES\O-004 MARKETING\BROCHURE WEB
4.
Corporate Templates Templates _Brand Image Applications Location
4.1.6 Report Templates
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T-047 IVR Word Template S:\ARCHI-QS SYSTEM\02 TEMPLATES\P-010 IVR\WORD T-048 ABS Word Template S:\ARCHI-QS SYSTEM\02 TEMPLATES\P-012 ABS\WORD T-047 IVR Word Template S:\ARCHI-QS SYSTEM\02 TEMPLATES\P-010 IVR\WORD T-047 IVR Word Template S:\ARCHI-QS SYSTEM\02 TEMPLATES\P-010 IVR\WORD T-047 IVR Word Template S:\ARCHI-QS SYSTEM\02 TEMPLATES\P-010 IVR\WORD T-047 IVR Word Template S:\ARCHI-QS SYSTEM\02 TEMPLATES\P-010 IVR\WORD
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4.
Corporate Templates Templates _Brand Image Applications Location
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4.2 Brand Image Applications Location
O-005-007_Logo Standard Colour.png O-005-008_Logo Extended Colour.png O-005-009_Logo Standard White.png O-005-010_Logo Extended White.png O-005-011_Logo Construction_Rev00_06.03.18.ai
S:\ARCHI-QS SYSTEM\04 INTERNAL RESOURCES\O-005 BRAND IDENTITY\LOGO O-005-012_Letterhead.png S:\ARCHI-QS SYSTEM\04 INTERNAL RESOURCES\O-005 BRAND IDENTITY\STATIONARY\WORD LETTERHEAD O-005-0013 Footer.png S:\ARCHI-QS SYSTEM\04 INTERNAL RESOURCES\O-005 BRAND IDENTITY\STATIONARY\WORD FOOTER P-003-002_Revit_Titleblock_Header-01.jpg S:\ARCHI-QS SYSTEM\04 INTERNAL RESOURCES\P-003 ARC\REVIT TITLE BLOCK HEADER T-049 Email Signature.docx S:\ARCHI-QS SYSTEM\02 TEMPLATES\O-005 BRAND IDENTITY\DIGITAL MATERIAL\EMAIL SIGNATURE
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