Brand Guidelines
Table of Contents Messaging Architecture
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Visual Brand Guidelines
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Logo Usage Mandatories Typography
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Color Palette Image Library
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Editorial Style Guide Writing Mechanics Puncuation
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Visual Brand Guidelines
Our vision: To become the trusted leader in senior living services by creating a brand that is sophisticated, yet approachable, and conveys our passion for providing seniors with the spirit, freedom and opportunity to live their life in their style.
Logo Usage Color reproduction of Senior Lifestyle’s logo: Whenever possible, the logo should be reproduced in the corporate colors on light-colored backgrounds. Reversed-out version of the logo may also be used when appropriate.
Color logo Each community has its own set of logos. Primary logo can be used on photos but must remain highly legible. Logo can change colors to coordinate with a specific campaign or the community preferred colors. Logo must be no smaller than 1.25� wide.
Reversed logo Can be used on color block or on photos, but must remain highly legible. Color block can change colors to coordinate with a specific campaign or the community preferred colors. Logo must be no smaller than 1.25� wide.
Logo Usage
Clear space There must be a defined minimum space all around the logo, separating it from other design elements by the equivalent of one dancing couple the same size as the logo in use. When logo is used in lockup situations with levels of care, Correct use:
address, etc., clear space is applied outside that area. No other logotypes or symbols in clear space.
Incorrect use:
Logo Usage
BRANDING LOGOTYPE IMPROPER USE The Senior Lifestyle logo must never be altered in any way. treatments. logo usage Improper Improper Use Fig. 7-12
YOUR LIFE, YOUR STYLE
Mandatories Option 1
Mandatory logos and award icons All applicable award icons must be included on each marketing asset.
Color of icons changes to white or logo color.
Icons must remain together and must visually take last priority. Icons can change depending on unique community preference. Be sure to cross-check the database for each asset as it’s created. SI N GLE US E
Option 2
Color of icons changes to white or logo color.
Additionally, award banners must be included when specified in the database. Awards should be included if two years old or less. Community address
CARING STAR COMMUNITY
BEST OF SENIOR LIVING
Caring.com
SeniorAdvisor.com
CARING STAR COMMUNITY
2018
2018
2017
Caring.com
MU LTI P LE US E
Multiple use
SING LE USE
Single use
Must be Gotham Book with levels of care, license and address in camel caps, URL one point smaller and in all caps with kerning set at 75. Must be no smaller than 10 pts. Every asset must include the levels of care, license number, physical address and URL. Vertical lines are used to separate the levels of care and whenever needed to separate information. Check the database every time a new asset is created to ensure accuracy, as every community has unique requirements.
Independent Living l Assisted Living l AL 5936 C 16455 E. Avenue of the Fountains Fountain Hills, AZ 85268
CARING STAR COMMUNITY Caring.com 2018
BEST OF SENIOR LIVING
CARING STAR COMMUNITY
SeniorAdvisor.com
Caring.com
2018
2017
L E USE
WWW.SENIORLIFESTYLE.COM
Terms & Conditions Terms & Conditions are required when an incentive is offered. Text must be Gotham regular, no smaller than 8 pts.
Mandatories
Sign a lease today and get
2 MONTHS FREE RENT
Community logo Incentives in starburst or call out Large and legible headline Large and legible body text Full bleed image that connects with the message Community levels of care Community address
Live here.
Community license number (when applicable)
We’ll keep you smiling.
URL
filled with stimulating activities and outings.
Phone number
Schedule a visit today. (480) 836-5000
Compliance logos
You’ll meet new friends as you join a community
Independent Living l Assisted Living l AL 5936 C 16455 E. Avenue of the Fountains Fountain Hills, AZ 85268 WWW.SENIORLIFESTYLE.COM Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea ullamcorper suscipit lobortis nisl ut aliquip ex ea.
Call to action
Terms & Conditions (when necessary) Awards - see individual communities for specific award information
Typography Primary May be used in headlines, body copy, mandatories and legal.
Gotham Blac k Bold Medium Book Boo k I tal i c Li g h t Li g h t I t a l i c ABCDEFGHI J KLMNOPQRSTUVWXYZ 1234567890””?! $%/_:;
Secondary May be used in headlines and body copy.
Noto Serif Bold Bold Italic Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890””?!$%/_:;
Headlines Can be customized for the asset. Must put high emphasis on legibility.
Gotham Noto Serif
Custom
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Avoid using all caps except when specified.
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Headlines should be highly legible.
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Do not hyphenate at line breaks.
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Avoid excessive exclamation marks.
Script fonts may be used as headline only, pay close attention to readability.
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Body copy is set exclusively flush left and ragged.
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Use medium or bold font when using reverse type (light text on dark background).
Color Palette The use of rich blue and soft gray elicits a feeling of ease and comfort, yet depicts a sophisticated appeal reflective of our rich history and tradition of excellence. Each corporate color below is identified by its Pantone (PMS) and CMYK values for print, as well as RGB and hex values for web and other digital media. When printing on uncoated paper stock, please use the following PMS/CMYK values instead of those noted below.
PMS Navy 7694 C
PMS Cool Gray 4U 20%
B&W Use Only
CMYK: 100c 78m 34y 30k
CMYK: 5c 4m 5y 0k
PMS Cool Gray 4U 100%
RBG: 16r 50g 89b
RBG: 234r 232g 231b
CMYK: 5c 4m 5y 0k
HEX: #103259
HEX: #eae8e7
RBG: 234r 232g 231b HEX: #eae8e7
Image Library Images play a significant role in communicating Senior
•
Lifestyle’s message and purpose. The images below are a sample of the look and feel that should be portrayed and can
shots. •
be used for all general Senior Lifestyle collateral.
Images should be high quality (300 dpi minimum) taken by a professional photographer.
• •
Images should focus on candid moments with limited use of posed
Portray scenes subtly revolving around Independent Living,
General images that don’t exclude or call out specific
Assisted Living, Memory Care, Skilled Nursing, residents, nurses,
services should be used for all-encompassing collateral.
family members and advisors.
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Images should feel warm with laughter and smiles.
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A sense of security should radiate from each photo, as the purpose of Senior Lifestyle is to provide each resident the opportunity to pursue their life in their style.
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Photos should also include a focus on diversity that reflects that of our residents.
embrace Branding embraceTM was created because we saw potential in memory care residents that wasn’t being realized. Thanks to our innovative approach, that is no longer the case. Each time we welcome a new resident, we are excited for them to start exploring their possibilities to see where embracing each moment will take them. We constantly strive to achieve our goal of creating better, more fulfilling lives for our residents.
embraceTM Logo This is a static design, so do not alter the logo or proportions of the elements within the logo in any way. Use only on a white background.
embraceTM has its own independent branding guidelines that must be used for all branding purposes. An extensive brand guide is available for more information.
embrace Branding
Typography The embrace brand, a part of Senior Lifestyle’s brand, consists of the same two main type treatments as the Senior Lifestyle brand. Gotham is used for all body copy and headlines. Noto Serif Bold Italic is used for callouts, slogans, and any other special purposes.
CMYK PANTONE
5F2056
7652 C
B4B739
7765 C
9B548A
7655 C
COLOR PALETTE These CMYK colors with their matching counterparts are the only approved colors for the embrace brand. Use gradient colors sparingly. Incorporating white space is highly encouraged.
GRADIENT 5F2056
7652 C
752157
7650 C
embrace Branding
IMAGES
Use these approved images for all embrace materials. Do not use these photos for any other purpose.
Sheridan Branding Sheridan properties follow specifc guidelines for their brand. •
Pantone warm red c should be used on all pieces as the most prominent color.
•
Indicated pattern should be used on all pieces when appropriate.
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All pieces should include a white border around all sides.
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Sheridan logos should not include the dancing couple.
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Always include a building image on all pieces.
THE SHERIDAN
BEST-IN-CLASS
assisted living & memory care
Sheridan communities include: •
The Sheridan at Bethel Park
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The Sheridan at Laumeier Park
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The Sheridan at Birmingham
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The Sheridan at Mason
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The Sheridan at Chesterfield
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The Sheridan at Park Ridge
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The Sheridan at Cooper City
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The Sheridan at South Jordan
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The Sheridan at Creve Coeur
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The Sheridan at Windermere
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The Sheridan at Eastside
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The Sheridan of Green Oaks
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The Sheridan at Hobe Sound
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The Sheridan of Overland Park
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The Sheridan at Lakewood Ranch
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The Sheridan of Tyler Creek
STC01282018
Chocolate Wednesdays
PMS WARM RED C CMYK: 0c 73m 77y 2k RBG: 249r 66g 58b HEX: #F9423A
Example community logo:
Join us for lunch or dinner any Wednesday in February to experience best-in-class dining offered at The Sheridan. Featuring our chef’s signature chocolate dessert, followed by a personal tour of the community and apartment homes.
RSVP AT 847-348-8746 TODAY!
THE SHERIDAN
THE SHERIDAN ASSISTED LIVING | MEMORY CARE 508 N. McLEAN BLVD. ELGIN, IL 60123 WWW.SENIORLIFESTYLE.COM
STC01282018
Signature Branding Sheridan properties follow specifc guidelines for their brand. •
Pantone 325 U should be used on all pieces as the most prominent color, secondary color should be dark blue.
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‘Signature Collection’ below community name in Noto Serif
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Staff uniforms always use a striped pattern
Signature communities include: •
Church Hill Village
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Lincolnwood Place
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North Shore Place
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The Club at Briarcliff Manor
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The Sheridan at Chesterfield
CAMARADERIE
YOU’VE DONE SO MUCH. Let us return the favor. Whether you wish to find common ground with fellow residents or discover new interests, we’re honored to be of ser vice to you. If a veteran or sur viving spouse is considering making the transition into our community, we can assist with the VA benefit application process.
PLEASE JOIN US FOR
Pantone 325 U
Pantone 325 U
CMYK: 67c 0m 32y 0k
CMYK: 90c 62m 40y 35k
RBG: 59r 191g 187b
RBG: 27r 71g 93b
HEX: #3bbfbb
HEX: #1b475d
Business Stationery
THE ATRIUM AT BOCA RATON
YE
15
Zelda Fitzgerald SALES COUNSELOR
A R S OF
1080 North West 15th Street Boca Raton, FL 33486 Main: 561.750.7555 EXT 617 Mobile: 561.350.1786 zfitzgerald@seniorlifestyle.com
SE
The Atrium at Boca Raton
The Atrium at Boca Raton Independent Living l Assisted Living Memory Care l 03 AL 1030 D 1080 Northwest 15th Street l Boca Raton, FL 33486 WWW.SENIORLIFESTYLE.COM
Zelda Fitzgerald SALES COUNSELOR
RV I CE
Collateral Examples General Branding Ads Community logo Blue or color specific Community Dancing couple logo should be placed in the upper left or right corner whenever possible. May also be placed centered at the bottom above the levels of care and address. Reverse logo may also be used on a colored tab buttoned to the top of the layout. Headlines
Stay busy. Stay happy. You’ll meet new friends as you join a community filled with stimulating activities and outings.
Headlines should be big and bold. Custom colors may be used to tie in custom imagery or community standards. Must be surrounded by a suitable amount of white space. Body Copy Body copy must be large and legible, no smaller than 10 pt. Font must be Gotham Regular or Medium unless Noto Serif is specified in community specific guidelines. Full Bleed Images Whenever possible use full bleed photos of authentic, happy seniors in layout that coordinate with the messaging in the copy. CTA All ads must include a prominent Call to Action with a phone number or web address. Mandatories
Join the fun. Limited apartments available. 402-609-7668 Assisted Living | ALF105 1810 East 12th Street | York, NE 68467 WWW.SE N IOR L IFE STYL E .COM
Levels of care, license number, address and web address must appear anchored at the bottom either center or left aligned. Mandatory logos should be grouped together accordingly, in either corner as shown, or grouped all together. Logos to include will vary for each community.
Collateral Examples Direct mail Community logo Blue or color specific Community Dancing couple logo should be placed on the front of all direct mail pieces in coordinating color. The reverse logo may also be used on a colored tab buttoned to the top of the layout. Headlines Headlines should be big and bold. Custom colors may be used to tie to custom imagery or community standards. Must be surrounded by a suitable amount of white space. Full Bleed Images Whenever possible use full bleed photos of authentic, happy seniors in layout that coordinate with the messaging in the copy. Levels of Care and License Number Levels of Care and license number may be included in a bar along the bottom of the front. Body Copy Body copy must be large and legible, no smaller than 10 pt. Font must be Gotham Regular or Medium unless Noto Serif is specified in community specific guidelines. When text appears on a dark background, text must be medium or bold. CTA All direct mail must include a prominent Call to Action with a phone number or web address. Mandatories Levels of care, license number, address, logos and web address must appear on all direct mail.
Collateral Examples Event Flyers Custom Colors and Fonts for Each Event Flyers should be bright and eye catching, customized for each event. Headlines Headlines should be big and bold. Custom colors may be used to tie to custom imagery or community standards. Must be surrounded by a suitable amount of white space. Full Bleed Images
DAY, DATE TIME We’re birds of a feather. Flock over here for tropical pink cocktails and treats.
Come be flamboyant.
Whenever possible use full bleed photos that coordinate with the messaging in the copy. Day, Date and Time Must be large and legible. Body Copy Body copy must be concise, large and legible, no smaller than 10 pt. Font must be Gotham Regular or Medium unless Noto Serif is specified in community specific guidelines. When text
THIS HAPPY HOUR FILLS UP FAST. PLEASE RSVP.
000-000-0000
appears on a dark background, text must be medium or bold. CTA Call to Action must have a sense of urgency and include a phone number to RSVP.
Levels of Care | Levels of Care AL License # Address Here | Address Here WWW. S E N I OR L I F E ST YL E .COM
Mandatories Levels of care, license number, address, logos and web address must appear on all event flyers.
Collateral Examples Emails Facebook Icon Facebook icon must be linked to the Facebook page of the targeted community Header Image Image should coordinate with event flyer when applicable. Must also be linked to the website of the targeted community. Day, Date and Time Must be big, bold and legible in a color that coordinates with the theme. Body Copy Must coordinate with flyer when applicable. Must be short and concise. CTA Must be a bold colored button that coordinates with the image. Button must link to a form (via formstack.com) that the requestor fills out and is then sent to the correlating community. Mandatories All communities have a pre-made image created that lists all mandatories. Once the image is placed, it must be linked to the correlating community
Senior Lifestyle Editorial Style Guide Purpose
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Sentences should contain less than 16 words.
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Establish consistent vernacular and usage throughout the
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Use active voice.
Senior Lifestyle brand.
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Translate technical jargon into easily understood words.
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Develop easily read, easily understood terms.
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Conform to AP Style Guide.
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Eliminate errors. Call to action
Best practices
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Use urgency. Examples: Limited seating. Limited time.
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Write simple, scannable text.
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In digital media, put call to action in button copy. Ensure it
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Be concise, but never sacrifice clarity. Short copy reduces
matches whatever the user will be doing in the next step.
visual clutter and allows for larger font size.
Do not use ending punctuation.
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Use “we” to represent Senior Lifestyle or
individual community.
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People generally feel younger than their age. Use fresh references.
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Stay gender-neutral.
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Chunk texts into meaningful groups of 3-4 sentences.
Writing Mechanics
Abbreviations & acronyms
Bulleted lists
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Do not use Latin abbreviations (i.e., e.g., vs., etc.).
•
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Spell out entire term before using an acronym. Follow the term with acronym in parenthesis. In subsequent occurrences,
when each point uses four or more words. •
use acronym. Addresses •
Punctuate at the end when using complete sentences and If all bullet points in a list have three or fewer words, ending punctuation and capitalization are not necessary.
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When punctuating, capitalize start of each bullet.
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Bullet point format should be consistent. For example, if list
Position AL license numbers on the level of care line.
of five items has three points with more than four words and
Exception: Heron Club, Heron East and Heron House
two points with just three words, capitalize and punctuate
•
Abbreviate street, avenue, etc.
start of all points.
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Use two-letter designations for state names.
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Ensure bullet points are parallel. For example, if one starts with a verb, all subsequent points should start with a verb.
Example
Tenses should match.
Community Name A Senior Lifestyle community
Capitalization
Levels of Care | Levels of Care | License Number
•
Address Line 1 City, State ZIP
Lowercase “a” and “c” in address usage: a Senior Lifestyle community.
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Do not vary capitalization of embrace™ Memory Care.
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Lowercase embrace at the beginning of sentences.
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All caps on URLs.
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Upper-case text reduces readability. Use sparingly for emphasis only.
Writing Mechanics
Date format
Spacing
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On events, use name of day before the date.
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Allow one space between sentences.
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Spell out full name of day and month unless there are significant space issues..
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Use two spaces between state and ZIP code. (Landing pages only)
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Do not use ordinal numbers when referring to a specific date.
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In terms and conditions, date format is ##/##/####.
No space between asterisk and the first or last letter of a word.
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Zero is not necessary in single-digit months and dates.
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Use one space between text or numerals on either side of em or en dashes.
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Use a space after a suspended hyphen except when defining a range.
Numbers •
Use commas in numbers containing four or more digits.
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Rewrite sentences to avoid using numerals requiring a hyphen at the beginning of the sentence.
Time format •
Adhere to AP Style: Lowercase with periods. (Example: 4 p.m., 2 - 4 p.m.)
• Use hyphens between series.
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Do not add zeros after even hours. (Example: 4 p.m., 4:30 p.m.)
Time zones
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Use noon and midnight.
ET (Eastern Time)
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If time range is entirely morning or evening, use a.m. or p.m. only once. (Example: 2 - 4 p.m., 10 a.m. - 2 p.m.)
Phone number format
CT (Central Time) MT (Mountain Time) PT (Pacific Time)
Web addresses Include www. All caps. Gotham Regular. WWW.BELLINGHAMRETIREMENTLIVING.COM WWW.CARLISLERETIREMENTLIVING.COM License number All license numbers should be in the follow format, same size as levels of care within the piece of creative. AL# XXXXX
Punctuation
(Refer to The “Associated Press Stylebook”/”Gregg Reference
Ellipsis marks
Manual” for complete listing.)
Used to indicate truncated copy, but not as hard pauses. Use a space on either side of the ellipsis.
Ampersands •
Can be used in titles when positioned as label.
Em dash
Example: Tips & Tricks
•
Use sparingly to indicate longer pauses.
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Do not use in sentences.
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Also consider rewriting as two sentences.
Apostrophe
En dash
Contractions are acceptable in marketing copy.
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Use to indicate range.
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No space between word or number and dash.
Asterisk • •
If occurring at the end of a sentence, asterisk is placed
Exclamation points
after the period.
Sparingly, please.
No space between word or number and asterisk.
Commas •
Series commas can be used as needed for clarity, otherwise dropped.
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Use commas in numbers containing four or more digits.
Punctuation
Hyphen •
If the addition of a prefix or suffix will cause a double use of the same letter, use a hyphen. Example: re-enter
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Discretionary use for easier reading.
•
Not used in
- Online
•
If the addition of a prefix or suffix will cause confusion with another word, use a hyphen. Example: re-sign
Parentheses •
Refrain from using parenthetical phrases within statements. Rewrite so as to not have two thoughts contained within one sentence.
•
Acceptable as creative boost in marketing copy. Example: If you’re like me (and even if you’re not), you’ll love living here.
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Put first usage of acronym in parenthesis.
Periods •
Use in headline or subhead written in sentence case.
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In bulleted lists: Punctuate at the end with complete sentences and when each point uses four or more words.
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Do not use in button copy.
Semicolons Do not use. Rewrite as two sentences.
Nomenclature
The following terms are the preferred spellings for all
Specific usages
Senior Lifestyle communications:
SL: Do not use “peace of mind.” Baywinde: Do not say “Never move again.”
all-inclusive
Bellingham, Greatwood at Sugar Land, Harbour Assisted Living
buy-in
of Monroeville, Park Lane at Bellingham:
online
Personal care, not assisted living.
visit, not tour
Lincolnwood Place: Use name prominently. Favored terms: A
website
continuing care retirement community. Award-winning dining.
well-being
Programming, not activities.
ZIP code
North Shore Place: Use term “complementary therapy” when advertising any art program. Use Signature Collection on all marketing. Shoreline at Clinton: Don’t use “spacious.” The Carlisle at Palm Beach: Always mention valet parking and renovations. Woodmark at Uptown: 55 and older minimum age for terms and conditions. Refer to Resident Marketing Compliance Guidance for full list of words and verbatim copy for terms and conditions.