Homes logo

HOME LOGO

HOMES LOGO

BRAND GUIDELINES

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SIMPLICITY IS THE ULTIMATE FORM OF

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THIS IS A GUIDE TO THE BASIC ELEMENTS THAT MAKE UP OUR BRAND. IT WILL LET YOU

Contents

What is a Brand Identity?

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LOGO

9

TYPOGRAPHY

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COLOUR

A brand identity represents the values, services, ideas and personality of an organisation. It is designed to increase recognition and build perceptions of the organisation in its chosen marketplace.

This brand identity needs to be graphically represented and usually includes elements such as logos and supporting graphics, colour palette, typography and photography choices and can, within its guidelines, use examples

Why use these guidelines Our Company needs to manage how its brand is represented across all visual media in various different situations.

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SAMPEL APLICATIONS

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The corporate identity system in this document has been created to fulfil this purpose and the guidelines herein explain how to correctly depict and embody our brand ethos consistently across different applications and in various markets

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OUR LOGO IS VERY PRECIOUS TO US. WE TOOK OUR TIME DEVELOPING OUR BRAND

Rationale Our logo was developed to be modern and future-proof, updating our public persona and realising the design with new techniques. It is a distinctive mark and brand that seeks to present Our Company as a forward-thinking, professional organisation.

symbol

Construction The graphic element is constructed using concentric circles, refining a strong, bold approach.

The typographic element is designed to complement and enhance the logo graphic. Existing in harmony, it neither dominates or becomes insignificant.

The supporting typeface and collateral are clean and minimalist to reinforce our identity as a quality, professional organisation.

Colour Treatment There is one preferred full-

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logo type

THE LOGO 01 This is the stacked version of the logo and is preferred version of the logo for all printed collateral including all printed publications,

HOME LOGO

The minimum exclusion zone margin for all our company logos is based on the dimensions of the central circle in the logo graphic. With all logos, a clear-space of the of one circle must be maintained on all sides. When our corporate colour is used behind the logo it must extend to a minimum of the same dimensions as one circle on all sides.

On all sides, the exclusion zone should be measured from the farthest edge of the logo. No element, other than our tagline,

EVERYTHING IN ITS RIGHT PLACE LOGO CLEAR SPACE We like to avoid placing the logo smack dab in the middle of an area.

On any given format—landscape or vertical—the preferred logo placement is in any corner position, or center aligned at the right or left.

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HOME LOGO

GOOD THINGS COME IN SMALL SIZES MINIMUM LOGO SIZE There are no predetermined sizes for the Demand Media logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility. There is no preset maximum size for the logo.

In print the minimum size is 0.8”.

For digital uses the minimum size for the standard logo is 100 pixels. 100 pixels is the smallest size apart from when using an ICO. There is a specific file for ICO’s which is a 16px tall file

Attribution Logo Placement

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Scale width between: 1.2” – upward 150px – upward

Scale width between: 0.8 – 1.2” 100 – 150 px

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PICK A COLOR ANY COLOR Our logo or background color may be any color within the Demand Media color palette.

Contrast is important—use a white logo on color backgrounds and a color logo on white backgrounds.

See pages 21 & 22 for detailed color information and color values.

MONOCHROME LOGOS The preferred color for our logo is in one of our vibrant colors.

In some cases, a full color logo may not be practical or possible due to limitations in printing.

For these instances we may use a gray version (made as a 75% tint of black) or a onecolor black or white logo

BACKGROUND IMAGES Our logo may also be used on an image background with sufficient contrast.

Use an all-gray logo for use on light colored backgrounds, and an allwhite version for dark backgrounds.

When placing the logo onto imagery,

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HOME LOGO

WE WANT TO LOOK GOOD ALL THE TIME, SO TAKE TIME TO CONSIDER HOW TO APPLY OUR LOGO.

We don’t want to come across all doom and gloom, but there is a right way and a wrong way to present our logo.

DON’T rotate the logo DON’T use the symbol as a holding shape for imagery or graphics

DON’T outline the logo

DON’T stretch the logo

DON’T create a pattern with the logo

DON’T create a gradient logo

DON’T mix colors from the palette

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DON’T change the proportions between the symbol and logotype

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TYPOGRAPHY IS THE BACKBONE OF DESIGN, GETTING IT RIGHT IS

Typefaces. Print.

Typefaces. Online.

Typography. Style.

Our corporate typeface is Open Sans. This full font family comes in a range of weights to suit a multitude of purposes. It was optimised for print, web, and mobile interfaces, and has excellent legibility

When technology allows for it, Open Sans should be used in any web applications. The default fall-back corporate font is Arial which should be utilised to ensure acceptable degradation when

Text for correspondence and publications should preferably be set in upper and lower-case, and flush left with ragged right. Capitalisation should never be used for body text, but is acceptable for headings.

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OUR COLOURS DEFINE OUR BRAND. WE’RE BOLD, BRIGHT AND CONFIDENT.

The corporate colour palette includes a light blue and dark blue theme with supporting tones. Colour matching standard Pantone® references are included

Also included are the references for CMYK, RGB and HEX Values for consistency across different media.

Where possible, the logo should be reproduced in the CMYK colour process. Equivalent colours can be composed using the RGB and HEX references

These are our corporate primary colours These are secondary colours for backgrounds

Colour Palette // Primary Colour Palette // Secondary

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HOME LOGO

PRETTY PICTURES PHOTOGRAPHY USAGE

Our photography captures a slice of everyday life. It’s never fake or frivolous.

It should make you feel like you are right there in the room. It’s about telling stories through personalities, interactions, and experiences. So it feels real, honest and straightforward.

OUR APPROACH TO PHOTOGRAPHY • natural and relaxed—not posed or artificial • everyday and honest— something we can all relate to in real life (with ‘warts and all’, our coffee cups are dirty, our boots have mud on them, our shirts wrinkled— this makes them more believable) • personal and engaging—capturing emotions and intimacy. • sometimes funny. Real life can be a little weird, goofy, and funny.

We’re not afraid to celebrate that

PHOTOGRAPHY DON’Ts

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Sample Applications

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Sample Applications

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