BUILDING
BRAND GUIDE
SPEAR DESIGN GROUP
VERSION 1.0
JULY 2023
Hello.
What’s a brand?
A brand is a shorthand representation of everything a company is, does and stands for. More than a name or a logo on a page. And more, ultimately, than what that page contains.
The guidelines that govern all communications for Apogee Building are part of a much larger effort to gain awareness, understanding and preference for the brand in markets in which you compete. To build a brand that endures.
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3 Brand Guidelines Version 1.0 Apogee Building Brand Logo Color Typography 360 Branding Brochures Social Media 1.0 2.0 3.0 4.0 5.0 6.0 7.0 04 08 13 18 24 30 48 Section Contents
4 Brand Guidelines Version 1.0 Apogee Building Section 1.0 Overview Name Process Name Meaning 1.1 1.2 1.3 1.0 05 06 07 Brand
Brand Overview
These are your brand guidelines which explain how to use the new visual identity with confidence and clarity.
Your guidelines have been designed to ensure consistency within your brand, helping to create strong, recognizable and innovative communications.
The following pages demonstrate the flexibility within the identity and should be used to inspire and motivate creative expression.
Your unique identity and typographic style creates a distinctive framework for your brand which help you stand out from your competitors.
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1.1
Naming Process 1.2
What’s in a name?
- It’s crucial to come up with name that your target audience will respond to
- Use a name that conveys some meaning
- Is it authentic?
- Does it represent you?
- Remember to make sure your name can scale
- Has longevity, can grow with you
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Name Meaning 1.3
Apogee
- The highest point in the development of something.
- A climax or culmination.
- Apogee is often used in its figurative sense, signifying the high point of a career or endeavor.
- At the apogee of your profession.
Synonyms
- Apex, crescendo or pinnacle.
Astronomy
- The point in the orbit of the moon or a satellite at which it is furthest from the earth.
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8 Brand Guidelines Version 1.0 Apogee Building Section 2.0 Logo Usage Logo Clearspace Incorrect Usage 2.1 2.2 2.3 2.4 09 10 11 12 2.0 Logo
The new logo is the most important asset to your organization and should serve as a foundation for all visual communications. The identity can only make a positive impact if used consistently and correctly throughout all brand communications.
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Logo Usage 2.1
Apogee Building
Usage
To maintain a strong brand image it is important that the logo is always applied consistently wherever it appears.
It should never be manipulated or distorted.
Its color, position and size are all specified within this document.
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10 Brand Guidelines Version 1.0 Apogee Building 2.2
Logo
BUILDING 11 Brand Guidelines Version 1.0 Apogee Building X X X X X Logo Clearspace 2.3 X
Incorect Usage
Why?
Incorrect usage of the Apogee Building Logo compromises their integrity and effectiveness.
Building Size
Don’t change the size of Building.
Building Position
Don’t change the position of Building.
12 Brand Guidelines Version 1.0 Apogee Building 2.4 Logo
Building to small Building to large Building range left Building range right BUILDING BUILDING BUILDING
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13 Brand Guidelines Version 1.0 Apogee Building Section 3.0 Color Inspiration Color Palette Logo Bluestone Logo Seafoam 3.1 3.2 3.3 3.4 14 15 16 17 3.0 Color
Color Inspiration
14 Brand Guidelines Version 1.0 Apogee Building 3.1 Logo
3.2 Logo
Color Palette
Seafoam
Primary
Seafoam
Secondary
Bluestone
Off White
Sand Slate Grey
Bluestone
PANTONE 565 C
CMYK 30 / 0 / 18 / 00
RGB 161 / 214 / 202
HTML #A1D6CA
Slate Grey
Off White
Sand
PANTONE 5415 C
CMYK 56 / 24 / 11 / 34
RGB 91 / 127 / 149
HTML #5B7F95
PANTONE 7543 C
CMYK 24 / 9 / 8 / 22
RGB 152 / 164 / 174
HTML #98A4AE
PANTONE COOL GREY 3 C
CMYK 8 / 5 / 7 / 16
RGB 200 / 201 / 199
HTML #C8C9C7
PANTONE 468 C
CMYK 6 / 13 / 41 / 4
RGB 221 / 203 / 164
HTML #DDCBA4
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16 Brand Guidelines Version 1.0 Apogee Building Logo Bluestone 3.3
BUILDING
17 Brand Guidelines Version 1.0 Apogee Building Logo Seafoam 3.4
18 Brand Guidelines Version 1.0 Apogee Building 4.0 Introduction Primary Typeface Secondary Typeface 4.1 4.2 4.4 19 20 23 4.0 Typography Section
Consistent, frequent use of our corporate typeface creates trust and familiarity with viewers.
It helps them make an immediate association with our company, and contributes to a harmonious look and feel among all of our designs.
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Introduction 4.1
Typography
REGULAR ITALIC BOLD
20 Brand Guidelines Version 1.0 Apogee Building 4.2 Primary
Typeface Garamond
Usage
Garamond should be used for headlines, sub headers, secondary headlines. Use all caps for short headlines or labels.
Garamond Regualr
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
01234567890$&?/+”(.,:;)
Character Tracking: 100
Never use Garamond for body copy.
Garamond Italic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
01234567890$&?/+”(.,:;)
Character Tracking: 100
Garamond Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
01234567890$&?/+”(.,:;)
Character Tracking: 100
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4.3 Primary Typeface Garamond
Typeface
Gill SansLIGHT
REGULAR BOLD
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Secondary
4.4
Secondary
Typeface
Gill Sans
Usage
Gill Sans should be used for body copy only.
In sizes smaller than 8 point please use 20 tracking in order to help legibility.
Gill Sans Light abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
01234567890$&?/+”(.,:;)
Character Tracking: 0
Never use Gill Sans for headlines, sub headers, secondary headlines.
Gill Sans Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
01234567890$&?/+”(.,:;)
Character Tracking: 0
Gill Sans Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
01234567890$&?/+”(.,:;)
Character Tracking: 0
23 Brand Guidelines Version 1.0 Apogee Building 4.5
24 Brand Guidelines Version 1.0 Brand Guidelines 1.0 Apogee Building Section 5.0 Introduction Business Cards Signage Promotional Items 5.1 5.2 5.3 5.4 25 26 27 28 360 Branding 5.0
360 Branding Introduction 5.1
5.0
360 Branding encompasses all visual touchpoints of our brand from print and digital. Everything from logo treatments, business cards, website and signage designs. Color, design, text, and photography merge to make a compelling and lasting impression on the viewer.
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5.2 360 Branding Business Cards
DEVELOPMENT. DESIGN. CONSTRUCTION.
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BUILDING
DEVELOPMENT+DESIGN+CONSTRUCTION
Option A Option B BUILDING
5.5 360 Branding Signage Hamptons
Seafoam Green Sign
White Logo
Grey Tagline
DEVELOPMENT+DESIGN+CONSTRUCTION
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5.6 360 Branding Promotional Items
Description
T’shirt
Baseball cap
Matchbook
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5.7 360 Branding Promotional Items
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30 Brand Guidelines Version 1.0 Apogee Building Section 6.0 Introduction Brochure Covers Brochure Spreads Brochure Overview 6.1 6.2 6.3 6.15 31 32 35 45 6.0 Brochures
The brochure designs feature layouts what encompass our brand philosophy: A less-is-more approach.
With a compelling use of images and typography, a well-designed layout can be one of the most effective tools to clearly communicating your brand message.
Stunning exteriors and interiors; Closeups of details and materials; Are paired with well curated artsy Hamptons lifestyle and nature stock photography that subtly stays within our corporate color palette.
The overall look and feel is classic, minimal and elegant.
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Brochures Introduction 6.1
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DEVELOPMENT DESIGN CONSTRUCTION HAMPTONS
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6.2 Brochure Cover 1
Primary & Secondary
Color Palette
Cover 2
Primary & Secondary
Color Palette
Stock Photography
Hamptons Nature
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DEVELOPMENT DESIGN CONSTRUCTION HAMPTONS
33 Brand Guidelines Version 1.0 Apogee Building 6.3
Brochure
Cover 3
Primary & Secondary
Color Palette
Stock Photography
Details & Materials
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DEVELOPMENT DESIGN CONSTRUCTION HAMPTONS
34 Brand Guidelines Version 1.0 Apogee Building 6.4 Brochure
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6.5 Brochure Spread DEVELOPMENT
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DESIGN
6.6 Visuals Brochure Spread
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6.7 Visuals Brochure Spread CONSTRUCTION
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6.8 Brochure Spread
39 Brand Guidelines Version 1.0 Apogee Building 6.9 Brochure
Spread
40 Brand Guidelines Version 1.0 Apogee Building
Brochure
6.10
Spread
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6.11 Brochure Spread
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6.12 Brochure Spread
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6.13 Brochure Spread
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Brochure
LOVE THE LIFE YOU LIVE. LIVE THE LIFE YOU LOVE.
6.14
Spread
Brochure Covers
BUILDING
BUILDING
BUILDING
DEVELOPMENT DESIGN CONSTRUCTION
HAMPTONS
DEVELOPMENT DESIGN CONSTRUCTION
HAMPTONS
DEVELOPMENT DESIGN CONSTRUCTION
HAMPTONS
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Overview
Photography
Primary & Secondary
Color Palette
Exteriors & Interiors
Details & Materials
Hamptons
Lifestyle & Nature
DEVELOPMENT DESIGN CONSTRUCTION
HAMPTONS
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DESIGN
6.15 Brochure
DEVELOPMENT
CONSTRUCTION BUILDING
Photography
Primary & Secondary
Color Palette
Exteriors & Interiors
Details & Materials
Hamptons
Lifestyle & Nature
DEVELOPMENT DESIGN CONSTRUCTION
HAMPTONS
47 Brand Guidelines Version 1.0 Apogee Building 6.16 LOVE THE LIFE YOU LIVE. LIVE THE LIFE YOU LOVE. BUILDING
Brochure Overview
48 Brand Guidelines Version 1.0 Apogee Building Section 7.0 Photography Instagram Posts Instagram Feed 7.1 7.2 7.3 49 50 51 7.0 Instagram
Apogee Buiding photography represents the brand with a distinct, consistent, and proprietary visual language, creating an emotional connection with people in ways that words alone can’t. It is a key tool for showcasing our caliber of work. Our photography style is light, airy and natural.
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Photography Introduction 7.1
7.2
Social Media Instagram Posts
Photography
Primary & Secondary
Color Palette
Brochure Cover
Hamptons Lifestyle
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DEVELOPMENT DESIGNCONSTRUCTION HAMPTONS
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7.3
Social Media Instagram Feed
Photography
Primary & Secondary
Color Palette
Exteriors & Interiors
Details & Materials
Hamptons
Lifestyle & Nature
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BUILDING DEVELOPMENT DESIGNCONSTRUCTION HAMPTONS
Apogee Building Hamptons, NY Office 631 909 7115 Web apogeebuilding.com Email info@apogeebuilding.com Spear Design Group 16 Greene Street New York, NY 10013 Office 212 431 0512 Web speardesigngroup.com Email contact@speardesigngroup.com
BUILDING