Graphic Standards
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Table
of Contents
GRAPHIC STANDARDS The Luckett & Farley graphic standards manual will encompass the necessary brand guidelines that will be essential to ensure that the target audience is perceiving our message as efficiently as possible. Through abiding by the regulations displayed throughout this book, the L&F brand will maintain recognition and build equity – promoting company growth.
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4 6 16 22 24 26 28 30 32 34 36 38 40
Mission Statement Vertical Logo Horizontal Logo Color Palette Typefaces Copywriting Logo Dont’s Logo Special Uses Stationery Brochure Format Recruiting Pamphlet The Pipeline The Intranet
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Mission
Statement
Luckett & Farley’s mission is simple — to design efficient working environments for our clients. The experience that we have gained through 160+ years of existence has played a major role in shaping who we are and has helped define a direction for our future. We are problem solvers with a priority to serve the needs of our clients. Through teamwork and collaboration we strive to take what is in our client’s mind and make it tangible. We build history, develop culture and design for the future. 4
Whether it’s city, county, state, or federal institutions, L&F has experience working with nearly all government agencies. We have provided a variety of building designs for the following project types: Recreational Parks & Zoos, Libraries, Fire Stations, Historic Buildings, Parking Garages, Municipal Buildings, Health Centers, Parks, Community Centers, Industrial parks, Jails, Courthouses, Prisons, Recreational Complexes, Convention Centers, Office Buildings, Hospitals, Department of Defense; Army, Navy and Air Force Bases, VA Hospitals and VA cemeteries and military housing.
The Structural Department at L&F has the experience and leadership that brings efficiency and ingenuity to the table, no matter the project type, size, or complexity. Projects often demand our region-specific expertise, be it seismic design in California, cold weather design in Alaska, or hurricane wind design in Florida.
Specializing in complex building design, we can also provide design and/or construction services for pre-engineered buildings to meet your needs. Services also include site and infrastructure planning and design.
Industiral
The automotive industry moves quickly. From conception to launch requires the shortest delivery time possible to keep up with market demand. That’s why nearly all the major automotive companies have turned to L&F’s deep bench of experienced architects and engineers to deliver on a fast track schedule. Our Building Information Modeling expertise also makes L&F the choice of the top auto manufacturers in the world.
Automotive
Federal Government
Commissioning
Higher Education
Prime Structural
Healthcare L&F’s Healthcare Design Team provides master planning and design services for renovations, expansions, additions and new construction of Hospitals, Emergency Departments, Nursing Homes, Assisted Living Facilities, Medical Office Buildings, Health Centers and other medical facilities.
L&F is a fully certified Commissioning agency for new facilities or Retro-Commissioning of existing facilities. Basic Commissioning is a mandatory requirement for any LEED Certified building. In addition, points can be earned for Enhanced Commissioning. Commissioning is also beneficial for Energy Star® certification.
L&F offers planning and design services for a variety of collegiate facilities, including administrative offices, parking and campus infrastructure. We also provide site selection, green campus and master planning, programming, needs analysis, and design of renovations and new construction.
Media + Entertainment Interior Design & Procurement
L&F’s interior design department has licensed professionals who include LEED AP, NCIDQ, EDAC and CID. Our talented interior designers also provide space planning, move-management and furniture coordination for a variety of facility types, including government, corporate, education, broadcast and healthcare.
L&F has designed, built, and managed the construction of upwards of two-million square feet of television and radio facilities, performance venues, and creative economy workplaces. Our dedicated teams of architects & interior designers, civil, structural, mechanical, electrical, and plumbing engineers, have a unique skill set wherein they are experts at solving the problems of the broadcast media & entertainment industry. Rounding-out Luckett & Farley’s in-house services is program management. Our dedicated program managers observe every step of the construction process – ensuring a project’s overall success.
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Vertical
Treatment
The L&F vertical logo has been refined and is being transitioned to the primary logo for Luckett & Farley. The proportion of the vertical logo can be better utilized in most situations, specifically in social media profile image boxes. The L&F logo has been designed to evoke a modern image as well as dissolve immediate perceptions of a law firm.
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Original Vertical
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Redesigned Vertical The L&F vertical logo will be used: 1. In social media profile boxes 2. Only if the Luckett & Farley horizontal logo is used somewhere else on the document (this will ensure our audience understands the company name is Luckett & Farley rather than L&F)
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Comparison (original logo faded)
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Vertical Safe Zones & Dimensions
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Vertical Red Background
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Vertical (No [smart design]) The L&F logo without the [smart design] element will be used when:
Too small to read.
1. Logo is reduced in size smaller than 0.75�
0
0.25
0.5
0.75
1
2. Designed as an artistic or graphic element (special use)
3. The [smart design] does not work properly with layout
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Vertical Safe Zones & Dimensions (no [smart design])
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Vertical with Services The L&F logo with the firm’s services will be utilized when: 1. The target audience does not know what services Luckett & Farley provides 2. The vertical logo with sevices cannot be used when Logo is reduced to 1.25� or smaller
Architecture | Engineering | Interior Design
0
0.25
0.5
0.75
1
1.25
Too small to read.
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Architecture | Engineering | Interior Design
Vertical Safe Zones & Dimensions with Services
Architecture | Engineering | Interior Design 15
Horizontal Treatment
The Horizontal logo will be used to maintain brand equity. Luckett & Farley has 160+ years of valuable experience and we are trying to avoid being unrecognizable to our long-standing clients. We will transition to the more modern L&F logo at a moderate pace – hoping to eventually adopt it as the only logo for Luckett & Farley.
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Original Horizontal
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Redesigned Horizontal The L&F horizontal logo will be used: 1. As the go-to logo. When the layout works well with the horizontal logo, use it. 2. The vertical logo cannot be used without the horizontal logo somewhere on the document (this will ensure our audience understands the company name is Luckett & Farley rather than L&F)
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Horizontal Safe Zones & Dimensions
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Horizontal with Services The L&F Logo with the firm services will be utilized when: 1. The target audience does not know what services Luckett & Farley provides 2. The Horizontal Logo with services cannot be reduced smaller than 1� – when used at this size, flush the services as wide as logo (1�)
Architecture | Engineering | Interior Design
0
0.25
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0.5
0.75
1
Architecture | Engineering | Interior Design
Horizontal with Services Safe Zones & Dimensions
Architecture | Engineering | Interior Design
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Color
Palette
The color palette will play a major role in the audience’s recognition of the Luckett & Farley brand. Red is a stimulating color that demands attention, increases enthusiasm, encourages action and confidence, and provides a sense of protection from fears and anxiety. The consistent use of this color palette will ensure that L&F is maximizing brand recognition.
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Primary & Secondary Colors Primary Color Pantone 186 U CMYK: 0 100 81 4 RGB: 227 24 55
Standard Gradient
CMYK: 0 100 81 50 RGB: 139 0 23
CMYK: 30 50 30 100 RGB: 0 0 0
CMYK: 0 0 0 30 RGB: 188 190 192
Secondary Colors CMYK: 0 100 81 50 RGB: 139 0 23
Note: The colors shown above are L&F’s brand colors, which will be consistent within every document. Additionally, L&F uses colorful photography for its marketing, this manual provides the freedom to color-pick secondary colors from images to visually enhance any design.
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Typefaces
Luckett & Farley utilizes both a serif and a sans-serif (with condensed option) typeface as part of its standards. Having these options enable L&F to tend to its multiple markets in-house (for example, the Interior Design market prefers the detail and personality of serif typefaces). Verdana will be used on the L&F website to ensure online readability.
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Typefaces Options Sans Serif
Serif
Myriad Pro Condensed abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Adobe Garamond Pro abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Myriad Pro Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Archer abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Used as Headers, Sub-Headers, body copy (must be used consistently throughout working document), and other appropriate documents.
Verdana (Web) abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Used as body copy for appropriate documents (must be used consistently throughout working document), and Interior Design media. Archer is a great option for presentations.
The minimum font size for body copy is 9/12. The minimum font size for captions is 8/10. Header, sub-head, and quote sizes can be no smaller than the chosen body copy. (The text size in this box is 8/10)
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Copywriting
In addition to visual brand consistency, Luckett & Farley has implemented a set of copywriting guidelines to ensure that when employees are writing on behalf of the company, they are always writing the same way. This will assist Luckett & Farley in being perceived as an organized and unified company.
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Do’s and Do Not’s of writing for Luckett & Farley Brand Name: Luckett & Farley
Do Not shorten to L&F for any external communications - i.e. proposals (including cover letters, project summaries, resumes, etc.), whitepapers, blog entries, e-mails, etc. Do Not spell as Luckett and Farley, always Luckett & Farley Do Not separate Luckett & Farley – keep together as one word. For Example: “Luckett & Farley is an Architecture, Engineering and Interior Design firm.” When requested in legal documents or government forms, use full legal name: Luckett & Farley Architects, Engineers and Construction Managers Use Luckett & Farley Architects, Engineers and Interior Designers when the full legal name is not required, but an introduction of the firm’s services is necessary. Thereafter within the document use Luckett & Farley 27
Logo Don’ts
The logo is the cornerstone of the Luckett & Farley brand – it is the face of the company. For that reason, we want to limit as many variables that could potentially obscure our brand leading to the target audiences’ inability to identify us. The following are examples of what NOT to do when using the logo, with the purpose of maximizing recognition.
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Please Do Not Do the Following
smart design
Rotate Logo
Change Color
Place on Busy Background
Change Font
Manipulate Logo
Stretch or Compress Logo
Use Low Res Logo
Place Color Logo on Dark Background
Move Elements of Logo
Outline Logo
Apply Heavy Shadows
Bevel & Emboss or Other Filters
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Logo Special Uses
We have outlined a graphic standards manual to enhance L&F’s brand identity for the public, but we want to avoid limited creativity. These special uses of the logo push the boundaries of our standards just enough to enable more creative solutions ... although, these elements must have a reasonable call to action.
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The Following Design Options are Acceptable
The L&F logo can be inset with a collage of images or a single large image. Use for anniversary pieces. Do not use as the only logo on any document.
The L&F logo can be set to: CMYK: 0 0 0 90 Effect: Multiply Background: Red Gradient or Image
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Stationery
The Luckett & Farley stationery will often times be the first interaction that a potential client has with our company. The stationery will also act as a constant brand reminder to our clients (i.e. business card/ envelope on client’s desk). It is important to make an impact during a first encounter – the business card will assist in the interaction.
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Letterhead, Envelope & Business Card Trisha Johnson , NCIDQ, LEED AP ID+C, EDAC Director of Interior Design & Procurement
onek , LEED AP Ed JerdCE O President,
June 18, 2013
85-4181 t 502-5 Fax Third Stree 2-585-4181 .com 737 South 100 50 kett-farley KY 40202-2 rdonek@luc eje Louisville, m tt-farley.co ke t Collins luc Bren w. ww Marketing Manager
737 South Third Street Louisville, KY 40202-2100 www.luckett-farley.com
737 South Third Street Louisville, KY 40202-2100 www.luckett-farley.com
Mr. John Smith Job Title Company Adress Line 1 Address Line 2
502-585-4181 502-585-4181 Fax tjohnson@luckett-farley.com
Re: Request for Proposals Name of job the Luckett & Farley is proposing on RFP# ABCD-ABC-2013-000
Dear Mr. Smith and Members of the Selection Committee: Fugitam, aut adit pori optatium volorepudis adio. Ut quam fuga. Recatur aut endiae pro totatqui volupta tionem fugiae odio. Nequam solectem id mil ipsusam asperum iunda qui quasped ut quo ea il ipid quiae mil minus sedi nullorporem alique pra corrum adia dero ipit laccum sequisciet lab ipicidesti autemquis eosaeperit quaes diciur?
502-585-4181 502-585-4181 Fax bcollins@luckett-farley.com
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Architect
ure | Engin
eering |
Interior Desig
n
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737 South Third Street Louisville, KY 40202-2100
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Planning | Architecture | Engineering | Interior Design Building Commissioning | Special Inspections
737 South Third Street, Louisville, KY 40202-2100 502-585-4181 | 502-587-0488 | www.luckett-farley.com
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Brochure Format
Plann ing Desig n Build | Architectu re | Build ing Co | Engineerin mmiss g 737 S. ioning | Interior Third De | Spec St. (502) ial Ins sign 585- 41 Louisville, pecti ons KY 40 81 | luc 202 kett-far ley.co m
Champions Sports Complex
Luckett & Farley’s Media & Entertainment group has designed, built, and managed the construction of upwards of two-million square feet of television and radio facilities, performance venues, and creative-media workplaces.
Sustainable Environments
Our dedicated teams of architects & interior designers, civil, structural, mechanical, electrical, and plumbing engineers, have a unique skill set wherein they are experts at solving the problems of the broadcast media & entertainment industry.
Luckett & Farley’s design and engineering solutions respond to the needs, aspirations, and dreams of our clients and their communities. We help define the meaning of spaces, places, landscapes and cities - always balancing function and form with the realities of the site, its climate and culture.
Rounding-out Luckett & Farley’s professional services – and of particular benefit to our broadcast media and entertainment industry clients – is program management. Our dedicated program managers observe every step of the construction process – ensuring your project’s overall success.
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We design sophisticated spaces that improve collaboration, inspire occupants and attract the best employees.
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Luckett & Farley uses space, color, innovative materials, energy and light as tools to create sustainable environments that enhance productivity and performance.
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Standard Layout for Market Brochures
The Built Environment Luckett & Farley’s approach emphasizes the integrated design process. Our geographic, cultural, and professional diversity expands our knowledge, which we transform into innovative design solutions that create real value.
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Our portfolio includes both individual project assignments and ongoing client account collaborations. Additionally, our team excels at providing move-management, FF+E procurement and furniture coordination across all of our markets served.
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Efficiency & Ingenuity, Extraordinary Environments Luckett & Farley’s engineers and technical specialists apply a broad range of of services across every major building system. Our mechanical, electrical, plumbing, civil, and structural disciplines use sophisticated design tools to integrate design and building physics to collaborate with our clients, creating high-performance and budget-sensitive environments.
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Contact Information Michael W. Mazeika, AIA, LEED AP Architect | Director of Media + Entertainment mmazeika@luckett-farley.com
Billy Hallisky, AAIA
Project Manager | Media + Entertainment bhallisky@luckett-farley.com 737 S. Third Street Louisville, Kentucky 40202 (502) 585-4181 luckett-farley.com HEADQUARTERS
A
KY Coast-to-Coast
STRATEGIC PARTNER 20 | Luckett & Farley 2013
Luckett & Farley’s strategic accounts teams work with clients whose real estate portfolios can span multiple projects in multiple locations. Our teams provide a full spectrum of planning and design services as part of regional or national project delivery strategies. The breadth and depth of our skill sets and our vast institutional knowledge base of
737 South Third Street Louisville, KY 40202-2100 502.585.4181
Nashville
Pittsburgh
Founded in 1853 in Louisville, Kentucky
our clients’ business models allows us to provide a level of service unique amongst architecture and engineering firms. Our long-standing and well-established partnerships include institutions of higher learning, manufacturing companies, communication firms, national restauranteurs, print media companies and national radio and television broadcasters.
OTHER LOCATIONS
New York City
Luckett & Farley is a Louisville, Kentucky-headquartered architecture, engineering, planning and project management firm. Since our founding in 1853, it has been Luckett & Farley’s mission to deliver exceptional, innovative design solutions through the creative blending of human need, environmental stewardship, value creation, art and science. Luckett & Farley is the only design firm
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recognized as a Best Places to Work in Kentucky - 5 consecutive years.
Luckett & Farley provides architectural, interior design, mechanical, electrical, plumbing, civil and structural engineering professional services. We are 100% employee-owned and our co-owners collaborate on projects from coast to coast.
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Recruiting Pamphlet
I am happy and inspired by my work.
Luckett & Farley is a great place to work.
Luckett & Farley is committed to hiring the best people and then keeping them. The sky is the limit for growth potential at L&F!
The Luckett & Farley recruitment brochure acts as a source of information for potential employees. It is important to utilize our brand in a consistent way so that the first impression is percieved properly. L&F promotes our great benefits, numerous recognitions, comfortable working environment and great clients/projects.
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Recruiting Pamphlet
g eerin e ic /Engin cture yer of Cho 13 e it h rc Emplo 20 ation The A
Enjoy the Benefits
Take comfort in knowing you’ll be working at a company providing a very competitive benefits package. We continuously evaluate how we compare to other companies in our industry to make sure we’re offering rich benefits to attract and keep the best talent.
rm t Info oymen Empl
Paid Time Off
A great place to
WORK, GROW & SUCCEED
Full-time employees are eligible for Paid Time Off (PTO). New employees earn 15 days of PTO the first year of employment on a monthly accrual basis and 30 days after 10 years of service. Once you have enjoyed 15 years of service you will receive a retention bonus equal to one week’s pay every additional 5th year. Luckett & Farley also offers 7.5 days of paid holidays per year.
Insurance Benefits
Choose a plan that best suits the needs of you and your family. There are several to choose from. Dental insurance is available, as well as Flexible Spending and Health Saving account options to help you save money. You will receive our company-paid life insurance with a total coverage equal to 1.5 times your annual salary. This benefit becomes effective just 30 days after you are hired. Short-term and long-term disability insurance is also offered to employees at no charge.
d ppy an ork. I am haed by my w inspir
y is a & Farle . Luckettplace to work great
ed mmitt d y is co Farle people an ett & Luck g the best . em rin th g to hi in keep it for then the lim L&F! sky is ntial at The te th po grow
Good work gets more good work – that’s the company philosophy you’ll hear through the halls of Luckett & Farley. It’s people just like you, the world-class talent and experts on our team, who keep the philosophy true. You’ll be part of a team designing and building the most important spaces and the most recognized landmarks. We’ve been doing it since 1853 and it’s how we became one of the largest design firms in the region. It’s also why you can believe your fullest potential can be realized at Luckett & Farley.
Every day we work hard to meet our clients’ needs, but in doing so we never lose sight of what is important to you. We are flexible to your needs. We understand you have a life outside the office and we believe that your personal life should be as rich and rewarding as your professional life. At Luckett & Farley, you can grow, be challenged and join the only A/E firm recognized as one of the Best Places to Work in Kentucky.
An Environment Designed for You
Get ready to enjoy a work environment that is professional, flexible, exciting and rewarding. To help you make the most of your professional and personal life we offer the following: Regular office hours are Monday through Friday, 8:00 a.m. to 5:00 p.m.
Additional Benefits
Take advantage of Luckett & Farley’s 401k program. We match 25% of the first 5% deferred. Get rewarded for your good work. Employee bonuses are given annually based on firm profitability. Be an owner with our 100% employee owner stock option program. Each year employees are given stock distributions based on their salary amount. Refer a professional to the firm and receive a cash reward when they are hired. Offer your feedback, ideas and suggestions freely, anytime.
Awards
Technology & Sustainability BIM (Building Information Modeling)
Luckett & Farley utilizes the latest tools in design and development, including Building Information Modeling (BIM). This allows multiple benefits to both designer and client. Regular training is offered to keep up with software and client demands as this technology shapes the future of building design.
We continua lly seek qual If you’re inter ified individua ested ls. with our firm in employment oppo rtunities , please feel free to cont act us at:
LEED™ Accreditation Commitment
At Luckett & Farley, being “green” isn’t just an idea, it’s a firm part of our business. As such, we boast the highest number of LEED accredited professionals in the area in A/E businesses. And even though all of our building designs incorporate responsible energy efficient solutions, the benefits of our LEED team are available to clients who want to pursue the utmost in sustainable design.
737 South Third Louisville, Kentu Street cky 40202 (502) 585-4181 www.luckett-far ley.co
m
Equal Opportunit
y Employer
Flex Time for your convenience Business casual attire Professional, comfortable environment Current hardware, software and communication tools Continuous training and updates Office security system including employee-only card-key access Soft drinks, juices and coffee available for employees at no charge
Find Luck ett & Farle y on Face LinkedIn, book, Twitt Google+, er, Issuu and YouTube
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The
Pipeline
The Pipeline is Luckett & Farley’s weekly marketing meeting that is designed to discuss and track the projects and relationships that are upcoming. Each Market Director utilizes the interactive PDF form (shown right), which summarizes the content that will be most beneficial to the Marketing Department. The form is archived in a searchable master file.
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Internal Marketing Tracking System Example Form Name: Marke t Direct
or
Blank Form
Date: 5/1/13 Date:
Name: Text Formatting Tips Bold: Control + b Italics: Control + i
B/D Activities
and in the g ahead from lofty look at what’s comin a week-by-week ts. This Form acts as d, awarded projec and on the groun s. clouds — to firm events, presentation , mailings, networking emails calls, gs, blogs, B/D Activities: Meetin doing a project ... that are thinking about fee?). ipated Leads: Potential clients (antic ... they want steps? Clients know what ed in the previous Scope Defined: RFP? Were we involv we go after the issued RRP in-hand: Should tted a proposal. Response: Submi
Proposal isted! Interview: Shortl
Leads Scope Defined Fee Project Name
B/D Activit
ies
In this column I will discuss various meetings, blog s, calls, e-mails, ect. That are happening.
Text Formattin
Bold: Control +b Italics: Control +i
Leads Here, I list pote ntia clients that are l thinking about doing a project.
RFP in-hand Go / No-Go
Scope Defin
ed
Project Nam
e
Project Nam
e #1
e #2
100000
e #3
200000
Project Nam
Interview
550000 The Fee colu
This Form acts as a week-by -week look at clouds — to firm and on what’s coming the ground, ahead from awarded proj lofty and
in the ects. B/D Activit ies: Meetings, blogs, calls, ema Leads: Potentia ils, mailings, l clients that networking even are thinking ts, presentations Scope Defined about doing . a project ... : Clients know what they wan RRP in-hand t ... (anticipa : Should we go ted fee?). after the issue Proposal Res d RFP? Were ponse: Subm we involved itted a proposal. in the previous Interview: steps? Shortlisted!
Fee
Project Nam
Proposal Response
g Tips
mn is automat
ically calculat
ed below.
RFP in-han d Go / No-Go RFP is issued ... should we go after it?
Proposal Response Proposal is subm
itted.
Interview We were shor
tlisted!
Total – Anticipated
0
Fee
Total – Anticipa
Additional
Notes:
850000 Additional note
ted Fee
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ten here ...
s:
Additional Note
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The
Intranet
The intranet is L&F’s internal communication network that provides employee access to all information pertaining to the company. In 2013, it was redesigned to provide a more versatile and comprehensive layout that enables employees to more easily locate their desired content. The intranet offers updates, events, office resources and much more.
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Internal Communication Network
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