OUR BRAND GUIDEBOOK
Our new logo is part of the brand, but it is by no means the whole story. The TEKTON速 brand has been created to present a clear and recognisable identity wherever we operate.
Tekton Construction was created to provide a passionate workforce with powerful contributes in the American construction industry.
CONTENTS PAGE
WWW.TEKTON.COM
BRAND GUIDELINES INTRODUCTION About Our Brand Tone of Voice Brand Values
/A.1 /A.2 /A.3
LOGO DESIGN Our Logo Design Logo Usage Brand Variation Incorrect Usage
/B.1 /B.2 /B.3 /B.4
COLOUR PALETTE Our Colour Palette
/C.1
TYPEFACE Our Typeface How to use it
/D.1 /D.2
Company Invoice Compliments Slip
/F.4 /F.5
PHOTOGRAPHY Style of Photography Placement of logo
/E.1 /E.2
BRAND SIGNAGE Interior Signage Exterior Signage
/G.1 /G.2
BRAND APPLICATION Business Cards Letterhead Design Envelope Design
/F.1 /F.2 /F.3
BRAND WEBSITE Homepage Other Pages
/H.1 /H.2
CONTENTS BRAND GUIDELINES /0.0
INTRODUCTION
/A .1
ABOUT OUR BRAND
WWW.TEKTON.COM
WHAT DO WE STAND FOR?
The brand is a promise of what clients can expect whenever they go to Tekton and is expressed through everything we do; How we provide services and the way we express ourselves, as well as graphic elements like logos, pictures, colours and typefaces. The essence of the brand is trust – we are progressive thinkers, principled experts and trusted partners. This document introduces the various brand elements, including logos, colours and typefaces and tone of voice. It providing guidelines about using the brand for consistent and effective presentation.
INTRODUCTION /A.1
TONE OF VOICE
WWW.TEKTON.COM
WHY IS IT IMPORTANT?
Tone of voice is important. Communication is as much about the way we say things, as what we say. Our tone is passionate and professional. We speak clearly, adequately and directly to our clients - using words like our and we instead of the and it. We write in first person to create a personal and friendly language through style, diction and narration.
http://www.hoar.com/feature/benjamin-russell.php
INTRODUCTION TONE OF VOICE /A.2
BRAND VALUES
WWW.TEKTON.COM
WHAT DRIVES US FORWARD? A few brief words about our values. These are the things that are at the heart of what we do and drive us forward. Tekton is: • • • • • • • • • •
Honest and fair Outward looking Responsive and safety focused Committed to excellence Engaging Forward thinking Bold and confident Original Expert Professional
INTRODUCTION BRAND VALUES /A.3
LOGO DESIGN
/ B .1
OUR LOGO DESIGN
WWW.TEKTON.COM
THE NEW BRAND MARK
The logo to the right is the primary mark for our construction sector. We use it as a first choice to use in any print or online situation. Our main logo includes the welcoming strap-line: Lets Build Something Better. However, the main logo can, where appropriate, be used without the title. However, they may not be replaced with any other form of words. This logo is comprised of two colours, a deep yellow and an off-black.
x4
x1
LOGO DESIGN /B.1
EXAMPLE 1:
LOGO USAGE
WWW.TEKTON.COM
HOW WE APPLY OUR LOGO EXAMPLE 2: Our logo must be always accompanied with the “TEKTON CONSTRUCTION” name and subtitle. It must be clearly labelled on the same printed element or livery. On printed material, our logo should never be used at a size of less than 15mm in width.
15mm
Our logo should always appear within a recommended amount of free space. This is known as the ‘exclusion zone’ which is shown in example 1 and 2. 15mm
LOGO DESIGN LOGO USAGE /B.2
BRAND VARIATION
WWW.TEKTON.COM
MONO, GREYSCALE & COLOUR We like to use our signature yellow throughout all our branding elements. However, colour cannot always be applied to printed materials. For work that can only be produced in mono, a single colour version of the logo is available. The logo may also be used in greyscale. Mono
http://www.hoar.com/projects/synovus-centre.php
Greyscale
Full Colour
LOGO DESIGN BRAND VARIATION /B.3
Do not use drop shadow on the logo
Do not fill in the logo
Do not delete sections of the logo
Do not place the logo in a box
Do not create a watermarked logo
INCORRECT USAGE
WWW.TEKTON.COM
WHAT NOT TO DO
The examples shown demonstrate incorrect usage of the logo. Our logo is bold and strong and must be consistent. Please do not distort our logo in any way and never crop our logo. Do not use effects, change the colours or rotate the logo in any way.
Do not distort the logo
Do not use effects on the logo
Do not crop the logo
Do not rotate the logo in any way
Do not change the colours of the logo
Please see examples.
LOGO DESIGN INCORRECT USAGE /B.4
COLOUR PALETTE
/ C .1
OUR COLOUR PALETTE
WWW.TEKTON.COM
OUR REPRESENTATIVE COLOURS The main brand is made up of two main colours, Tekton Yellow and Tekton Black. These are our primary colours for the logo and text. Please follow the CMYK split and pantone references shown. The two grey colours can be used at any tint inbetween 40% and 100% where appropriate.
TEKTON YELLOW PANTONE 7408 c2m25y91k0 #FABD17 r250g189b23
TEKTON BLACK PANTONE Black 6 c72m66y65k77 #101415 r16g20b21
GREY LIGHT Cool Gray 1 c12m9y8k0 #E0E8EB r224g232b235
GREY DARK Cool Gray 8 c12m9y8k36 #909596 r144g149b150
COLOUR PALETTE /C.1
TYPEFACE
/ D .1
OUR TYPEFACE
MAIN AND SUPPORTING
WWW.TEKTON.COM MAIN TYPEFACES:
In print, the Tekton Construction typography and supporting copy should be set in the Century Gothic type family.
CENTURY GOTHIC BOLD abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$?!%&
This font should be used for all marketing and address details. SUPPORTING:
Aa
CENTURY GOTHIC ITALIC abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$?!%&
Aa
CENTURY GOTHIC REGULAR abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$?!%&
Aa
CENTURY GOTHIC BOLD ITALIC abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$?!%&
TYPEFACE /D.1
Pre-printed logo and header The headline should always appear in our Tekton Black and always be in Uppercase Century Gothic Bold font. A5 maximum headline size / 40pt A4 maximum headline size / 50pt A3 maximum headline size / 60pt
Subtitles should always appear in Uppercase Century Gothic Italic
All body copy should be in Tekton Black and appear in Century Gothic Regular typeface. The first paragraph must always be presented in bold.
Pre-printed footer
HEADLINE SIMILAR SIZE AND COLOUR HEADLINE SIMILAR SIZE AND COLOUR Body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour. Body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour. body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour. Body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour body text to be this size and colour.
WWW.TEKTON.COM
HOW TO USE IT
MAIN AND SUPPORTING
WWW.TEKTON.COM MAIN TYPEFACES:
CENTURY GOTHIC BOLD (UPPERCASE)
THIS FONT IS OUR HEADLINE FONT
Our headings and subtitles must always appear in uppercase and body copy should appear in lowercase.
CENTURY GOTHIC ITALIC (UPPERCASE)
THIS FONT IS USED FOR SUBTITLES
Introduction paragraphs within the body copy should appear in the Bold font.
CENTURY GOTHIC BOLD (LOWERCASE)
Please follow the examples given.
CENTURY GOTHIC REGULAR (LOWERCASE)
This font is how intro paragraphs should appear This font is how all basic body copy should appear SUPPORTING:
CENTURY GOTHIC ITALIC
This font can be used for highlighting body copy CENTURY GOTHIC BOLD ITALIC
This font can be used for highlighting body copy
TYPEFACE HOW TO USE IT /D.2
PHOTOGRAPHY
/ E .1
STYLE OF PHOTOGRAPHY TEKTON PHOTOGRAPHY
WWW.TEKTON.COM
BLACK AND WHITE:
Our overall theme for photography is a non-contrasted black and white style when presented on our cover pages for print and web. To represent a classic, bold and professional visual. As an alternative, the single colour of “Tekon Yellow” can be used from the corporate palette as a replacement for white and black within the image, creating a duotone look.
TEKTON YELLOW DUOTONE:
Colour images may be used within brochures and further website elements. All photography must be of a high quality and contain the subject of completed construction from our case studies.
PHOTOGRAPHY /E.1
PLACEMENT OF LOGO
WWW.TEKTON.COM
TEKTON PHOTOGRAPHY
When placing our logo within photography, the logo must always be placed within the bottom right or left hand corner considering the positive space within the image. Please be aware of the logo variations used on each style. The full colour logo must always be used on the black and white image for clarity. The monotone logo must always be used on top of the duotone image.
http://www.hoar.com/projects/inn-at-the-ballpark.php
PHOTOGRAPHY LOGO PLACEMENT /E.2
BRAND APPLICATIONS
/ F .1
BUSINESS CARDS BRAND APPLICATIONS
WWW.TEKTON.COM
EXAMPLE 1:
LET’S BUILD SOMETHING BETTER
These are our designed business cards, the first example card must be used with all management. You must stick to our business card template to ensure our brand consistency. The second example card is used for our CEO and presidents.
MARK HENDRICKS Executive Vice President
8614 Westwood Center Drive, Suite 300 Vienna, VA 22182
TELEPHONE MOBILE
703-225-7500 1-408-607-4874
mark.hedricks@tekton.com
EXAMPLE 2:
LET’S BUILD SOMETHING BETTER
ROBERT BURTON
54mm
Business Card: Dimensions: 90mm x 54mm Margin: 8mm
ADDRESS
Chief Executive Officer (CEO) ADDRESS
8614 Westwood Center Drive, Suite 300 Vienna, VA 22182
TELEPHONE MOBILE
703-225-7000 1-408-482-9103
robert.burton@tekton.com
37mm 90mm
APPLICATIONS BUSINESS CARDS /F.1
210mm
50mm
LET’S BUILD SOMETHING BETTER
TRACY CAREY
111 NORTH ORANGE AVENUE SUITE 1150 KISSIMMEE ORLANDO, FLORIDA 32801
10 TH JANUARY 2014 Dear Tracy,
297mm
150mm
In last month's business sector, you advertised positions for a full time presidental program that is to begin in June 2015. Would you please consider me for such a position with your division in Florida? I am the business developer in the Vienna Division at the Westwood Centre, and my emphasis is in Healthcare Unit (see enclosed résumé). In reading about Tekton Construction, I learned of the construction work in your division. High management in Florida interests me greatly. While here at the Washington D.C office. I have taken a course in high construction applications and management. My project for that course the comparison specifically pertains to your division's work. Thank you for your consideration, and if you have any questions, please feel free to write, email, or phone.
Sincerely,
DANIEL ANDREWS Business Development
DANIEL ANDREWS Business Development
45mm
ADDRESS
8614 Westwood Center Drive, Suite 300 Vienna, VA 22182
TELEPHONE MOBILE
703-225-7500 1-408-607-4874
mark.hendricks@tekton.com
In last month's business sector, you advertised positions for a full time presidental program that is to begin in June 2015. Would you please consider me for such a position with your division in Florida? I am the business developer in the Vienna Division at the Westwood Centre, and my emphasis is in Healthcare Unit (see enclosed résumé). In reading about Tekton Construction, I learned of the construction work in your division. High management in Florida interests me greatly. While here at the Washington D.C office. I have taken a course in high construction applications and management. My project for that course the comparison specifically pertains to your division's work.
LETTERHEAD DESIGN
WWW.TEKTON.COM
112mm Thank you for your consideration, and if you have any questions, please feel free to write, email, or phone.
BRAND APPLICATIONS
77mm
30mm Sincerely,
Our header and footer must always stay at a consistent size. Our body text includes Century Gothic Regular, 9pt with auto line spacing. The address includes Century Gothic Bold Italic, 12pt with auto line spacing.  Align the body of the letter left. Make sure lines do not exceed our left or right margin of 220mm and avoid hyphenation at the end of a line.
50mm
DANIEL ANDREWS Business Development
LET’S BUILD SOMETHING BETTER
DANIEL ANDREWS Business Development
TRACY CAREY
30mm
8614 Westwood Center Drive, 111 NORTH ORANGE AVENUE Suite 300 Vienna, VA 22182 SUITE 1150 KISSIMMEE 703-225-7500 ORLANDO, FLORIDA 32801 1-408-607-4874 MOBILE ADDRESS
TELEPHONE EMAIL
mark.hendricks@tekton.com
10 TH JANUARY 2014
50mm
Dear Tracy,
Letterhead: Dimensions: 297mm x 210mm Margin: 220mm
In last month's business sector, you advertised positions for a full time presidental program that is to begin in June 2015. Would you please consider me for such a position with your 210mm division in Florida? I am the business developer in the Vienna Division at the Westwood Centre, and my emphasis is in Healthcare Unit (see enclosed résumé). In reading about Tekton Construction, I learned of the construction work in your division. High management in Florida interests me greatly. While here at the Washington D.C office. I have taken a course in high construction applications and management. My project for that course the comparison specifically pertains to your division's work.
APPLICATIONS LETTERHEAD /F.2
Thank you for your consideration, and if you have any questions, please feel free to write, email, or phone.
Sincerely,
ENVELOPE DESIGN
WWW.TEKTON.COM
BRAND APPLICATIONS
The front of the envelope has been simply designed to work practically when posting our letters or memos. For the address, we either handwrite clearly with black inked pen or use the required typeface of Century Gothic Regular, 16 pt with auto line spacing.
LET’S BUILD SOMETHING BETTER 8614 Westwood Center Drive, Suite 300 Vienna, VA 22182
120mm
Envelope: Dimensions: 235mm x 120mm Margin: 18mm
http://graphicburger.com/branding-identity-mock-up-vol-5/
235mm
APPLICATIONS ENVELOPE /F.3
210mm
210mm
40mm 40mm
Paul Hoggs - Finance Officer Tekton Construction, Suite 300 8614 Westwood Center Drive VIRGINIA VA 22182
Paul Hoggs - Finance Officer Tekton Construction, Suite 300 8614 Westwood Center Drive VIRGINIA VA 22182
TO
INVOICE Bellarmine University, Accounts Office 2001 Newburg Rd
22mm TO
55mm
INVOICE
2001 Newburg Rd
297mm
KY 40205
DESCRIPTION
KY 40205
QUANITY
DESCRIPTION
UNIT PRICE
TOTAL
Payment Terms: 41 Days Payment due by 20th February 2014
LOUISVILLE
QUANITY
Payment Terms: 41 Days Payment due by 20th February 2014
LOUISVILLE
10TH JANUARY 2014
Kaylynn Brown 80mm Bellarmine University, Accounts Office
2949
2949
10TH JANUARY 2014
Kaylynn Brown
43mm
UNIT PRICE
83mm
TOTAL DESCRIPTION
SPECIAL NOTES
34mm
SUBTOTAL
$55,670.25
TAX
$556.70
SHIPPING
$324.15
TOTAL
$56,551.10
PAYMENT DETAILS
OTHER INFORMATION
Bank Name Bank/Sort Code: 37-75-54 Account Number: 39320342 IBAN: 203940
Company Registration Number: 82837109 Contract/PO: PO 87339203
Payment should be made by bank transfer or cheque made payable to Paul Hoggs.
DESCRIPTION
43mm
COMPANY INVOICE
WWW.TEKTON.COM
BRAND APPLICATIONS
This is our company invoice slip. It relates to sale transactions and indicates products, quantities and agreed prices for products and services we have provided to our client.
Invoice: Dimensions: 297mm x 210mm Margin: 220mm
http://graphicburger.com/mock-up-1/
APPLICATIONS INVOICE /F.4
COMPLIMENTS SLIP
WWW.TEKTON.COM
BRAND APPLICATIONS
19mm
To the right is our compliments slip, when writing messages we handwrite each message using black inked pen.
48mm
51mm
ADDRESS
8614 Westwood Center Drive, Suite 300 Vienna, VA 22182
TELEPHONE
703-225-7000
info@tekton.com
LET’S BUILD SOMETHING BETTER
The header of the compliments slip must always stay at a consistent size. 89mm
WITH COMPLIMENTS...
210mm
Compliments Slip: Dimensions: 210mm x 89mm Margin: 15mm
http://graphicburger.com/psd-business-card-mockup-2/
APPLICATIONS COMPLIMENTS /F.5
BRAND SIGNAGE
/ G .1
INTERIOR SIGNAGE
WWW.TEKTON.COM
BRAND SIGNAGE
Signage at a facility is an opportunity to make a positive impression, creating a mark within each office.
100cm
Interior signage of our logo should include a wall mounted “silver look� Aluminum finish when ever placed in the office to give a professional and clean look. Signs should be in good repair and clean, signs that have been designed to be illuminated should be fully operational.
115cm 425cm
Our logo is to be used horizontally only and never in a vertical slant. It must be set in a horizontal position.
BRAND SIGNAGE INTERIOR /G.1
EXTERIOR SIGNAGE
WWW.TEKTON.COM
BRAND SIGNAGE
Entrance signs for facilities may be raised letters on durable stainless metal or other professional permanent material. The logo when placed on the site is always reproduced in black on to a light clear space. Never onto a dark surface. Facility signs should include a combination of our Tekton Construction title, subtitle and Tekton logo. The facility street number and name may be placed under the subtitle in lower case type.
http://corvusart.com/blog/free-logo-mockup-window-signage/
100cm
8614 Westwood Center Drive
115cm 425cm
BRAND SIGNAGE EXTERIOR /G.2
BRAND WEBSITE
/ H .1
HOMEPAGE
WWW.TEKTON.COM
BRAND WEBSITE
This is our Tekton website homepage which is designed on a 1080 grid system and must adopt a consistent use of the Tekton logo and title. The logo will be placed on the left hand section of the Header. This is the area stretching across the top of the page, along with the navigation bar. The header is designed to be used on all pages within the website. The height of the white header is 130 pixels with a 40 pixel yellow line across the top.
BRAND WEBSITE HOMEPAGE /H.1
OTHER PAGES
WWW.TEKTON.COM
BRAND WEBSITE
Our mandated body font is Century Gothic and must be consistent throughout the website. The website must keep the strong and bold theme of the company. A footer is an area at the base of the page, the footer area should be clearly distinguished from the page content. It should include basic contact details and policy-enforced information. A few mock up pages have been created to show an example of the main website and mobile version, for online use.
http://www.wix.com/website/templates
BRAND WEBSITE OTHER /H.2
MATTHEW JAMES WOODCOCK TEKTON CONSTRUCTION // BRAND IDENTITY GUIDEBOOK