Place Brand Guide

PLACE PROPERTY MANAGEMENT

2018/2019

B RAN D B O OK

ADDRESS 313 Carrier Street Unit 1 Grand Rapids, MI 49505 United States CONTACT 616-443-8363 info@placegr.com www.placegr.com

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CON T EN T 01

Introduction

05

Typography

02

Logo Identity Usage

06

Stationery

03

Primary Brand Logo

07

Website

04

Logo Variations

08

Imagery

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01

I N T RODU C T ION Place Property Management is a property management company located in Grand Rapids, Michigan. It was founded in 2018 by Houston Moyer.

Place Property Management seeks to be an industry leader in the success of tenant / landlord relationships. It’s goals are to maintain relationships that are comfortable, open, and transparent, focusing on communication.

The company has a wide targeted market as their products are varying. Their brand, therefore, must communicate and relate to a vast array of consumers. The main messages the company hopes to convey are summarized in the above statements. The formal messaging includes statements such as “find your place” and “a place to call home” which emphasize the individual and emotional process of finding a dwelling place.

Place is not a cold, corporate management company. They are invested in their tenants and their happiness and comfortability. Their brand reflects this sentiment and these goals through the use of typography, color, symbolism, and imagery.

This book is a guide to successful use of the brand elements and the thought process behind building this brand.

Please send any requests or questions about the Place brand or the contents of this guide to Northbound Studio (northboundstudiodesign.com). Northbound is proud to have created this brand in partnership with Place Property Management leadership.

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a place to call home

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02

LOGO I DEN T I T Y U SAG E The logo is the cornerstone of your brand. It visually represents who your company is and what it stands for. It has several accepted variations.

LOGO The following are the components of the Place Property Management logo. It has a lockup, a combination of elements that come together to form the main logo, a lettermark, and a picture mark.

The three elements have different purposes and meanings. They are to be used in appropriate instances. For example, the picture mark may be used alone where the name “Place Property Management is listed elswhere within the piece.

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LOGO FINAL VERSION The main Place Property Management logo is a lockup containing the lettermark, the picture mark, and the descriptor. It can be organized horizontally (as shown) or vertically (as included in brand kit download, or as shown on page 02).

LETTERMARK

PICTURE MARK

The lettermark is the name of the company “place” in all capital letters. It is shown here in brand color, Tile. It uses the typeface Absolut Pro Condensed Bold and has tracking set to 100.

The picture mark is a combination of the principal letter of the company name and the place marker used on modern maps and GPS. It represents both the literal letters in the name and the contextual meaning of the word “place.”

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03

PRI MARY B RAN D COLOR The brand colors were chosen for specific purposes and based on the meaning they carry when seen by clients. They create a full, useable pallet when used in combination with their shades and tints.

COLOR USAGE The main brand color is Tile. It is a medium desaturated blue. This color is appealing and unique. While blue is a commonly used tone, Tile is a variation that still retains the trust that blue carries.

The accent color is Daisy. It is a bright, saturated yellow. This adds warmth and vibrancy to the pallet and serves as an eye-catcher. This color should be used sparingly for things like calls to actions, headlines, and important information.

The other colors in the pallet are muted pastels that work well as backgrounds and accents to add depth and interest to print and digital materials.

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TILE

DAISY

#6994AC

PANTONE 2148 C/U

CYAN _62 MAGENTA _32 YELLOW _23 BLACK _1

RED _104 GREEN _148 BLUE _171

#F7BF33

PANTONE 115 C/U

CYAN _3 MAGENTA _26 YELLOW _91 BLACK _0

RED _247 GREEN _191 BLUE _51

#F8F4E1

LINEN

KITCHEN

LOVESEAT

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PANTONE 11-0507 TPX Winter White

CYAN _2 MAGENTA _2 YELLOW _12 BLACK _0

RED _248 GREEN _243 BLUE _224

#DDF0E5

PANTONE 115 C/U

CYAN _0 MAGENTA _0 YELLOW _0 BLACK _100

RED _247 GREEN _191 BLUE _51

#C8CFE9

PANTONE 2706 C/U

CYAN _20 MAGENTA _14 YELLOW _0 BLACK _0

RED _200 GREEN _207 BLUE _233

04

LOGO VARIAT IONS The Place logo can be used in a variety of appropriate colors and lockups to suit different needs. The following are acceptable formats for the logo.

COLOR USAGE The Place brand has several colors that are used together to convey a bright, open, and friendly mood. These colors can be used within the logo, or as other elements within Place branded materials. The colors are part of a pallet that can include tints and shades of the colors when appropriate and necessary.

For example, the background may be a brand color with the logo overlaid in a tint of that color.

The downloadable brand kit contains variations of the logo in these color options.

SIZING The Place logo was designed to scale when necessary. The following are examples. The logo can also be reduced to the brand mark in smaller spaces when the company name has been stated in an alternate form.

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2X

2X 20%

50%

2X

2X

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05

T YPOG RAPHY Typography contributes to the overall impression of a brand. The following typefaces were selected because they are modern, friendly, and legible. They fit the mood of the brand are are aesthetically cohesive.

FONT USAGE The following fonts are the only fonts that should be used on any and all Place branded materials including digital and print.

Roboto has a dual nature. It has a mechanical skeleton and the forms are largely geometric.

At the same time, the font features friendly and open curves. While some grotesks distort their letterforms to force a rigid rhythm, Roboto doesn’t compromise, allowing letters to be settled into their natural width. This makes for a more natural reading rhythm more commonly found in humanist and serif types.This is the Condensed family.

The modern sans serif - reduced to the essentials: pure type. ABSOLUT is a modern sans serif without compromise. For example, n in Absolut is formed with just one stroke whereas in typefaces developed from writing, two strokes are united to form one character. ABSOLUT does without such “complications.” The break with tradition is stretched even further: The character styles have been changed, especially noticeable on t, but r and f require a double take, too. We are already accustomed to these styles in advertising. But here’s what’s new: a text type which dares to take this pioneer step into the modern age.

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PRIMARY FONT: Roboto Condensed

ACDEFGHIJKLM NOPQRSTUVWXYZ HEADLINE & LOGO FONT: Absolut Pro Condensed Bold

ACDEFG H IJ KL M NOP Q RSTUV WXYZ HIERARCHY Absolut Pro Condensed Bold should only be used in the logo and sparingly for headlines. All other text should be set in Roboto Condensed Regular or Light.

BODYTEXT (FONT SIZE 8 PT) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$<>?

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06

STAT ION ERY The stationery is representative of the company as a whole. The design is clean, modern, and cohesive with Place branding. It uses brand colors and marks.

STATIONERY USAGE The Place letterhead shoudl be used for all professional communications outbound from Place Property Management including both print and digital. The fonts, colors, and layout shoudl not be altered from the approved design.

Using the approved design creates a trust. Clients recognize Place stationery and understand it is a trustworthy document representing Place Property Management.

Anything on the letterhead represents the comapny and should therefore coincide with brand messaging.

The business cards are contain all neccessary means of communication with a Place representative.

Place Letterhead editable document can be found at: https://docs.google.com/document/d/1m-Fb3RMar8fLQ2tnEd0hq3PBIyufAF3lS7eDrlumM34/edit?usp=sharing

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07

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08

I MAG ERY Imagery reflects the overall mood of the brand which can attract or detract potential clients. Place is a friendly, open, and modern brand. The imagery should reflect those ideas by being bright, clean, and warm. The photos should contain or work well with the defined brand colors.

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ADDRESS 313 Carrier Street, Unit 1 Grand Rapids, MI 49505

CONTACT 616-443-8363 info@placegr.com www.placegr.com

northboundstudiodesign.com