STYLE GUIDE Updated as of December 2017
CONTENTS 1.0
Our Brand Defined
3.0
Design Standards
1.1
What is a Brand?
3.1
Color Palette
1.2
Brand Story
3.2
Typography
1.3
Putting it Together
2.0
Logo & Logo Systems 2.1
Meet Our Logo
2.2
Logo Variations
2.3
Proper Use
2.4
Improper Use
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Our Brand Defined 1.1 What is a Brand? 1.2 Brand Story 1.3 Putting it Together
WHAT IS A BRAND? Just like every person has a personality, every company has a brand. You can’t not have one. But a brand is more than a logo; it’s who we are. More specifically, it’s the way that our clients identify with and understand us. When we understand and embrace our brand, we can use it to guide our communications, foster better connections with our clients, and be intentional with our decisions. By purposefully utilizing our brand each day, we build consistency within our organization and trust with our clients and partners.
A good brand: • Accurately represents us • Appeals to our target audiences • Differentiates us from our competition
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BRAND STORY We created the following three Brand Stories to have consistent language that describes our organization readily available. The varying lengths allow us to deliver an effective message for a variety of space constraints. 25 Word Brand Story
100 Word Brand Story
Huttelball & Oremus Architecture designs K-12 schools in Western Washington with a progressive, collaborative approach that has been evolving the look and functionality of those facilities since 1995.
Hutteball & Oremus Architecture was founded with the goal of transforming how communities should envision educational facilities for decades to come. Our thoughtful, collaborative design process begins with a deep understanding of our clients’ goals, which we combine with a grounded, yet forwardthinking approach. Since 1995, we’ve designed more than 200 successful projects for 35+ school districts, incorporating modern, sustainable design elements with timeless aesthetics that inspire students, manage costs, and challenge the perception of what a school can be in the 21st century.
50 Word Brand Story Since 1995, Hutteball & Oremus Architecture has been transforming the perception of what an educational facility in Western Washington can, and should be. The company’s thoughtful, collaborative approach with more than 35 school districts has resulted in more than 200 successful projects that combine modern design with timeless functional elements.
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PUTTING IT TOGETHER We are responsible for our brand. We are its champions. We do this through our marketing and our actions. When making decisions and/or communicating on behalf of Hutteball & Oremus Architecture, ask yourself:
Every one of us must be a champion of the Hutteball & Oremus brand.
• Am I doing what is ultimately best for the company?
• When hiring new team members, we must make sure the candidate will reflect and act on our brand.
• Does this action support our position of accuracy, security, and transparency?
• When we answer the phone, the words we say and the tone of our voice must be consistent with our personality.
• Does this ensure our employees will be set up to better serve our audiences?
• When interacting with our clients, we must ensure our actions emulate our brand.
• Is my attitude collaborative and focused on our mission?
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Logo & Logo Systems 2.1 Meet Our Logo 2.2 Logo Variatons 2.3 Proper Use 2.4 Improper Use
MEET OUR LOGO
The Hutteball & Oremus Architecture logo reflects the company’s approach to design, which combines classic and progressive elements that ensure timeless, yet always functional, results. The “H” and “O” initials have been juxtaposed with a pop of green color to create a discovery piece, and the entirety of the company name provides a creative allusion to mathematics, a core element of the company’s K-12 focus.
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LOGO VARIATIONS Color Logo For white or very light colored backgrounds use the full color logo. Make sure the background does not compete with the lighter color of the logo.
Reversed Logo
In times when the background is dark or colored, use the fully reversed logo.
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LOGO VARIATIONS Our logo is an extension of our brand and will retain the most recognition if used consistently within the following guidelines: Clear Space To keep the integrity of the logo, maintain a clear space around the mark that is equal to the height of the letter ‘H’ in the brand mark Keep the space equal to the size of the letter forms clear of other elements.
Minimum Size To maintain legibility of the mark, minimum size should be no smaller than 1 inch wide (25 mm).
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IMPROPER USE Changing Colors
Condensed
Stretched
Embellishment
Reversed with Color
Drop Shadow
Tilted or Warped
Distracting Background
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Design Standards 3.1 Brand Color Palette 3.2 Typography
COLOR PALETTE Primary Colors PANTONE 375 C CMYK 50, 0, 100, 0 RGB 147, 213, 0 HEX 93D500
Secondary Color PANTONE 621 C CMYK 18, 4, 15, 0 RGB 206, 223, 215 HEX CEDFD7
PANTONE 431 C
CMYK 67, 52, 44, 17 RGB 91, 102, 117 HEX 5B6670
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TYPOGRAPHY To help establish brand consistency, Oswald typeface should be used for all collateral. Recommended weights are Light and Bold. Oswald Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Oswald Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
This headline is shown in Oswald Bold, set at 19pt and 24pt leading This body copy is shown in Oswald Light, 11.5pt and 15pt leading. There are no strict rules for alignment of body copy. Use Oswald for all text, from headlines to body text. Oswald can be used in all weights to emphasize or create hierarchy within text.
This is a secondary heading shown in Oswald Bold, set at 15pt and 20pt leading This body copy is shown in Oswald Light, 11.5pt and 15pt leading. Avoid long lines of text which are difficult to read.
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