Pella® Architect Series® Reserve™ Visual Identity Guide by Nikki Rodriguez

VISUAL IDENTIT Y

GU IDE 2 017

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

INTRODUCTION The Pella® Architect Series® Reserve™ visual identity is precise, sophisticated and true to the brand. The Architect Series Reserve brand is a premium product line for architects and custom builders — featuring unparalleled authenticity accomplished through meticulous detail and custom capabilities. Marketing materials should match these standards. When Architect Series Reserve products are shown in conjunction with other Pella products, follow the Pella brand guidelines found at pellabrandbook.com. If you have questions, please contact us at brand@pella.com or 641-621-6120.

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

INTRODUC TION

LOGOT YPE The Logo Versions Clear Space Applications

T YPOGR APHY Primary Typeface Secondary Typeface Headers Hierarchy

COLORS Color Builds and Balance

M E SSAGING Brand Positioning Statement Sample Copy Details Anatomy

PHOTOGR APHY Product Photography Restrictions Beauty Photography

ST YLE CUES Line Treatments Architect SeriesÂ® | The Collection Lockup

IN AC TION Print Ads Sales Tools Digital Email

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

LOGOT Y PE The Pella® Architect Series® Reserve™ brand logo should be used on marketing materials in accordance with the standards in this guide. The Architect Series Reserve line is a premium brand, and the use of the logo should reflect a high standard of refinement. The logo should never appear too large, or too small to read. The logo should stand alone, separated from other type and graphics.

THE LOGO

The Pella brand is strong and proud. Starting with its bold colors, the Pella logo is easily identified with our brand and should be tastefully featured on all of our creative work — not too big and not too small, but refined in alignment with the product itself. Combining the traditional brand logo with the premium quality of this offering, the Architect Series® Reserve™ logo is important in elevating the Reserve products.

LOGO RULE The approved Pella Architect Series Reserve logo has a built-in white rule that will size up proportionately when the logo is scaled. The rule is not visible on a white background. If a logo does not include the white rule, do not add it yourself. Contact Pella for an approved logo.

RECOMMENDED FORMATS .ai | .eps | .pdf

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

VERSIONS

The Architect Series® Reserve™ logo should be used primarily for print, website and other applications. The Reserve logo can be used with discretion in smaller pieces of creative where the “Architect Series” copy can become hard to read. An example of acceptable use of the Reserve logo would be on a digital web banner.

FULL TEXT COLOR

BLACK AND WHITE

MINIMUM LOGO SIZES

Print: To ensure legibility, use the logo at heights equal to or greater than the minimum of 1". At sizes smaller than 1-1/2", the “Architect Series” copy should be left off.

1-1/2"

1/2"

Digital: In web applications, it is permitted to use the logo at heights equal to or greater than a minimum of 1/2". At sizes smaller

DIGITAL

than 1-1/2", the “Architect Series” copy should be left off.

C L E A R S PA C E

Make sure you place the logo on a solid-color background. Don’t place the logo on two different backgrounds. Always ensure that there is plenty of space around the logo. Whenever possible, allow a clear space around the logo that is equal to 1/4 of the width of the bull’s-eye. Do not crowd it with text — this will distract from the logo. Always use a white rule around the logo when placed on a black/dark/busy background.

ATTENTION: Blue boxes surrounding artwork are for illustrative purposes only and do not appear in the artwork files.

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

A P P L I C AT I O N S

ATTENTION: When used over a background that is not white, the logo must be protected by a white rule around it.

T Y POGR APHY Our typeface, Avenir Next LT Pro, reflects and enhances our brand. Highly functional, its modern glyphs allow for more room without sacrificing legibility. Use Avenir Next LT Pro for all body copy and subheadlines. The preferred Pella font is available from Linotype. Use this font when creating print ads and other Pella business communications.

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

P R I M A R Y T Y P E FA C E

AVENIR “The quality of the draftsmanship — rather than the intellectual idea behind it — is my masterpiece ... It was the hardest typeface I have worked on in my life. Working on it, I always had human nature in mind. And what’s crucial is that I developed the typeface alone, in peace and quiet — no drafting assistants, no one was there. My personality is stamped upon it. I’m proud that I was able to

Avenir Next Pro LT Thin Avenir Next Pro LT Light Avenir Next Pro LT Regular Avenir Next Pro LT Medium Avenir Next Pro LT Demi

create Avenir.” — Adrian Frutiger

SUBSTITUTE TYPEFACE For Microsoft Office applications, or when the primary and secondary typefaces are not available, substitute Arial.

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

S E C O N D A R Y T Y P E FA C E

ADOBE GARAMOND Released in 1989, Adobe Garamond was designed by Robert Slimbach for Adobe Systems. The font combines a Roman type by Garamond and an italic type by Robert Granjon. The font family contains regular, semibold and bold weights, and its even, mature design makes an elegant statement.

Adobe Garamond Pro Regular Adobe Garamond Pro Regular Italic Adobe Garamond Pro Semibold Adobe Garamond Pro Semibold Italic Adobe Garamond Pro Bold Adobe Garamond Pro Bold Italic

HEADERS

When a “reserved for” headline is in application, the words “reserved for” should be in Garamond Pro Regular Italic with the tracking set to approximately 130. This treatment should have an airy

history

and sophisticated appeal. Even though it plays a supporting role, the type should stand out upon publication. The second part of the headline — shown here as “history” — should be set in Garamond Pro Regular, or in some cases, Semibold. The ratio between both lines should be approximately 9:64, but can be modified as needed to fit the length of the secondary statement.

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

reser ved for

HIER ARCHY

utilize different type settings (weight, caps, size, etc.) to determine the important pieces of information. Typically, the bigger and bolder, the higher the level of importance. Because of the cleanliness of

history reser ved for

Pella ® Architec t Series ® Reser ve™ windows and patio doors evoke the craf tsmanship of previous generations. But it’s today’s conveniences and your unique vision that can turn traditional into timeless. We’d call this new of fering a modern-day classic.

E XPLORE ARCHITEC T SERIES | THE COLLEC TION Contact Pella at 866-498-2954 or visit PellaReserve.com.

Architect Series® Reserve™ Print Ad

the design, the type’s hierarchy distinguishes one message from another.

COLORS For nearly a century, Pella has been easily identified by its bold yellow and strong black colors. Essential to the brand, both colors should be used, but in balance with one another. As an elevated product, Architect Series® Reserve™ materials should feature mostly black, with a strategic use of yellow.

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

COLOR BUILDS AND BAL ANCE

PRIMARY BLACK CMYK 0/0/0/100 RGB 0/0/0

RICH BLACK CMYK 40/20/20/100 RGB 0/0/0

COLOR BALANCE Black is used for all Pella® Architect Series® Reserve™ branding. Black is a premium color, and its bold appearance makes the logo stand out against photography and type. Yellow is also a primary color, but should be used in balance with black. Yellow is a staple of the Pella brand and is easily recognizable as such. 65% Black 35% Yellow

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

PRIMARY YELLOW CMYK 0/9/100/0 RGB 255/233/0 Pantone Coated 115C Pantone Uncoated 108U

ME SSAGING Like the photography, each Pella® Architect Series® Reserve™ message should fill its audience with aspirations of impeccable design. Leveraging architect quotes, historical details and the authenticity of traditional window craftsmanship, each headline, paragraph and call to action should be informative, inspirational and extraordinarily premium.

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

BR A ND POSIT IONI NG STAT EM EN T

VISUAL, VOICE AND VIBE

Now that we have explored the

Visual

direction for the Pella Architect

Refined. Through a beautifully curated gallery of photography, the product is

Series Reserve product line,

shown in settings that are reminiscent of the historical authenticity of the product.

let’s examine it in action. The

Photography is shot to include cascades of natural light without revealing the

following pages will outline

source. Black and white elements can be used in conjunction with the color

the look and feel of Reserve.

photography — elevating the prestigiousness of this product line.

™

Reference these examples when producing materials for this product line, and always keep in mind the Visual/Voice/Vibe of Pella Architect Series Reserve.

Voice Inspirational. Premium. Fluid. Focusing on how the product details and level of customization benefit the architect, helping them to bring their vision to life. Vibe Reserved for you. It’s all about the architect’s vision and unwillingness to settle for anything less than remarkable. Each customer is our highest priority.

These sample statements will give

Meticulously designed wood windows and patio doors customized to

you an idea of how to write

meet your unique specifications with unparalleled authenticity.

about the product:

MESSAGING MANUAL Please refer to the Messaging Manual for Architect Series

Great expectations. Meticulously designed to replicate the historical window-making process, Pella® Architect Series® Reserve™ wood windows and patio doors offer unparalleled authenticity. Each piece is original —

Reserve products, features,

featuring expert craftsmanship to reflect your project’s unique personality

options and more.

and customized to fit your vision. You dream it — we build it.

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

SA MPLE COPY

HEADLINES

Headlines written for Architect Series® Reserve™ marketing materials should be aspirational. They should be high-level

mastery reser ved for

statements of the brand and the possibilities of custom, handcrafted products.

BODY COPY

In general, all body copy

Pella® Architect Series® Reserve™ windows and patio doors evoke the

for Architect Series Reserve

craftsmanship of previous generations. But it’s today’s conveniences and

marketing materials should be

your unique vision that can turn traditional into timeless. We’d call this

concise and aspirational. In

new offering a modern-day classic.

order to give these marketing materials an editorial feel, it is best to limit copy and focus on product photography.

DETA IL S A NATOM Y

HISTORICAL DOUBLE-HUNG WINDOW

Because of its historically authentic detailing, this double-hung window serves as the cornerstone of the product line. Please refer to the photo to see how we speak to different details and where they can be identified on the product.

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

THROUGH-STILE CONSTRUCTION Stiles run through the rails in Pellaâ&#x20AC;&#x2122;s design, creating historically authentic butt joinery.

PUTTY GLAZE PROFILES Putty Glaze profile grilles and matching sashes recreate the handiwork of a putty knife.

PHOTOGR A

The main objective of Pella® Archite

Reserve™ photography is to allow t

to be the true hero in all imagery. F

product detail photography to stun

beauty shots, a premium context is utmost importance.

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

APHY

ect SeriesÂŽ

the product

From

nning

s of the

PRODUCT PHOTOGRAPHY

All interior and exterior product shots will be featured in contextually relevant interiors, alongside interesting architectural details like wainscoting, spectacular flooring and intricate trim. Interior and exterior product shots can be shown against different interior wall colors in order to highlight the window. The lighting is also an integral element of these photos. Highlighting the stunning details, the dramatic lighting cascades over the window to provide a spotlight for the product. Since the easeled products will only be shown in interior settings, the lighting should serve as a reminder of the window’s purpose — but in a refined and artistic manner.

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

RESTRICTIONS

Under no circumstances can an easled product be shown in an exterior setting.

THIS IS AN INCORRECT USE OF ARCHITECT SERIES® RESERVE™ PRODUCT PHOTOGRAPHY.

BEAUTY PHOTOGRAPHY

Interior and exterior beauty shots that match the specific style of the product can be purchased from custom builders

and architects. When the product is shown at an angle, the image should be cropped to create a bleed. When the product is shown headon, it should be centered within the image. Photos should be attributed to the architect and photographer as needed. Please confirm with Account Service for that information.

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

PHOTO CREDITS Photo 1 Design: Cohen & Hacker Architects Photographer: Soluri Photography Title: Arts & Crafts House Mandatory Credit: N/A Restrictions: N/A Photo 2 Design: Morgante-Wilson Architects Photographer: Werner Straube Photography Title: N/A Mandatory Credit: A rchitect and photographer Restrictions: MARCOM only Photo 3 Design: LDa Architecture & Interiors, Litner Kaplan Interiors, Wellen Construction Photographer: Michael J. Lee Photography Title: N/A Mandatory Credit: Architect, designer, builder, photography Restrictions: N/A Photo 4 Architect: Glas Associates Photographer: A shley Avila Title: N/A Mandatory Credit: N/A Restrictions: N/A

Photo 5 Design: Morgante-Wilson Architects Photographer: Werner Straube Photography Title: N/A Mandatory Credit: A rchitect and photographer Restrictions: MARCOM only Photo 6 Design: Morgante-Wilson Architects Photographer: Werner Straube Photography Title: N/A Mandatory Credit: A rchitect and photographer Restrictions: MARCOM only

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

STYLE CUES Architect Series® Reserve™ products are refined and elevate the Pella brand — the stylistic components should match this aesthetic. With a historical look and feel, each element should emphasize the product line while serving a secondary, informational role to the product itself.

LINE TREATMENTS

The line-crossing element is used to showcase specific copy, highlight a call to action or draw attention to a product feature. Depending on the application, the weight of the line can vary from 0.25 pt (black lines on a white background) to 1.0 pt (web applications). When printing against a dark-colored background, the line treatment should appear in white and the weight should be set to 0.5 pt. When using the line as a freestanding element, the vertical line should cross at 80% (or 4/5) of the horizontal line.

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

EXAMPLES

history reser ved for

E XPLORE ARCHITEC T SERIES | THE COLLEC TION Contact Pella at 866-498-2954 or visit PellaReserve.com. Architect Series® Reserve™ Print Ad

Architect Series Reserve Digital Banner

ARCHITECT SERIES ® | THE COLLECTION LOCKUP

Architect Series | The Collection is

• N o subcategory may be referred

an umbrella term for all Architect

to as a collection. An incorrect use:

Series products, including Architect

“Pella® Architect Series traditional is

Series traditional, Architect Series

a finely detailed collection of wood

contemporary and Architect Series

windows and patio doors.”

Reserve . When speaking about the ™

collection as a whole and not any specific product line, follow these rules:

• W hen possible, use the graphic

lockup. If this is not feasible, separate “Architect Series” and “The Collection” with the vertical

RECOMMENDED FORMATS .ai | .eps | .pdf

bar symbol. Adjust the baseline as needed to be centered with the type. • G raphic colors can be black and

white as needed. The Pella logo does not change. • D o not alter the Pella logo in

any way. • T he lockup can be used with or

without the Pella logo as needed.

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

REVERSED

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

IN ACTION The Pella® Architect Series® Reserve™ product identity has been established in literature, print and digital applications. Use these examples as a guide for the look and feel of the logo, type treatments and visual elements to help craft the design for these products.

PR INT

Logo Pella® Reserve™

Headline

Adobe Garamond Pro

history

reser ved for

Pella Architec t Series ® Reser ve™ windows and patio doors evoke the craf tsmanship of previous generations. But it’s today’s conveniences and your unique vision that can turn traditional into timeless. We’d call this new of fering a modern-day classic. ®

E XPLORE ARCHITEC T SERIES | THE COLLEC TION Contact Pella at 866-498-2954 or visit PellaReserve.com.

CTA

Avenir Next LT Pro, 50% opacity

Avenir Next LT Pro

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

with Adobe Garamon all caps Body Copy Avenir Next LT Pro Collection CTA

Avenir Next LT Pro, al

ADS

o Italic paired

ll caps

mastery reser ved for

nd Pro Semibold,

Pella® Architect Series ® Reserve™ windows and patio doors are made for the distinct creators, the purists of design and those who refuse to set tle for any thing less than extraordinary. Bring your vision to life with customizable products that blur the lines between historical style and modern convenience.

E XPLORE ARCHITEC T SERIE S | THE COLLEC TION Contact Pella at 866-498-2954 or visit PellaReserve.com.

SALES

Logo

Pella® Reserve™

Casement window shown in White.

Each window an

Architect Series ® Re window styles and

and beautiful wood

P E L L A ® A R C H I T E C T S E R I E S® R E S E R V E ™ WO O D W I N D OW S A N D PAT I O D O O R S 9

White Grounding Band

Cover Title Avenir Next LT Pro Medium and Light 10 pt, 265 tracking

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

P E L L A® A R C H I T E C T S E R I E S® R E S E R V E™

TOOLS Quote Avenir Next LT Pro Light 8 pt, 35 tracking Quote Author Avenir Next LT Pro Light

Page Headline

All caps, 6 pt, 80 tracking

Adobe Garamond Pro Regular 25 pt

Quote Lines

Can be combined with Avenir Next LT Pro

25 pt (35 pt when reversed)

E CRAFTSMANSHIP OF

WINDOW MAKING

Bring your vision to life with the custom capabilities of Pella ® Architect Series ® Reserve ™.

It star ts out as a sketch, and next thing you know, it’s tangible and three-dimensional. They walk through it, and it’s like they’ve always imagined. It’s so very rewarding. C H A D GO EH R I N G Harrison Design | Atlanta, GA

ARCHITECT

Morgante Wilson Architects

nd patio door is intricately crafted to honor the long-lasting history of window making.

eserve™ windows and patio doors are available in the classic double-hung and casement in so many more. Pella offers virtually unlimited shapes and sizes, custom exterior colors

d species so you can artfully customize the space you imagined. Without compromising.

Custom and specialty windows help you find the right fit for your design. Shown here is the in-swing French casement window.

L E A R N M O R E AT P R O. P E L L A . C O M

Body Copy

Photo Credits and Captions

Avenir Next LT Pro

8 pt, 25 tracking

5 pt, 20 tracking

If credit, use with line treatment 43

DIGITA L

Logo Pella Reserve™ ®

Collapsed Banner Headline Avenir Next LT Pro Medium

EQUA L SI G H T L I N E S

20 pt min SEE MORE

Rich Media Expandable Digital Banner Ad 300 x 250

T H RO U G H -S T I L E CO N S T R U C T I O N A N D SA SH LU GS

Expanded

Avenir Ne 22 pt

Line treatm

the corres SEE MORE

PU T T Y G L A ZE PRO FI L E S

Avenir Next LT Pro Medium

PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE

E XPLORE OUR FINEST OFFERING

Rich Media Expandable Digital Banner Ad 600 x 300

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d Banner Headline

ext LT Pro Medium

ment should highlight

sponding detail

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Thanks for taking the time to read this guide. Keep in mind that it’s everyone’s responsibility to ensure the consistent look and tone of Pella’s communications. For more complete information, please contact us at brand@pella.com or 641-621-6120. Pella® Architect Series® Reserve™ Visual Identity Guide Updated 08/2017 © 2017 Pella Corporation PELLA® ARCHITECT SERIES® RESERVE™ VISUAL IDENTITY GUIDE