The Collective Brand Guidelines by The Collective Partners

brand guidelines

Primary logo: vertical position. Grid, visuals and proportions

Our logo defines us. It is our symbol, it speaks to our audience about design and attention to detail, but also about community, experiences, challenge and ambition.

logo

The hexagon is a reflection of our wish to excel and our love for simplicity in combination with elegance and unity. Its three-dimensional quality is a result of a game between geometry and design, an image of the complexity that can be hidden behind the most simple thing; it is the outcome of our effort, strength and sense of structure. We use our logo in two variations and in two colours, always striving for the best results and avoiding any situation where it is not recognisable or visible enough. The Collective logo is our emblem and we use it without modifications, never leaving the icon or words alone (unless the context is a very clear and specific one). Where at all possible, we use the primary logo as the default option. We recommend the following guides for a correct display of our identity.

Primary logo: vertical position. Variations.

Secondary logo: horizontal position. Grid, visuals and proportions

Secondary logo: horizontal position. Variations.

Primary logo: vertical position. 3x isolation space

Secondary logo: horizontal position. 2x isolation space

Headlines: Bebas Neue Body: Proxima Nova

Our typefaces speak about clarity and versatility. We use them on all of our digital and printed media.

type

We have two typefaces. We use Bebas Neue for titles and headlines, whenever the message needs to be delivered in a straight, clear and direct way. The energy and robustness of Bebas is balanced by the lightness of Proxima Nova. This is the typeface we use to tell our story. It has the flexibility to be smooth when a subtleness of the message is required and to be bold when delivering a firm position.

bebas neue

abcdefghijklmno pqrstuvwxyz 1234567890 Â£&@?!/+(.,;:)

Headlines: Bebas Neue Body: Proxima Nova

Proxima Nova Light

Proxima Nova Regular

Proxima Nova Semibold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890 £&@?!/+(.,;:)

Proxima Nova

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNO PQRSTUVWXYZ 1234567890 Â£&@?!/+(.,;:)

Primary Palette: Blue + Black + White

colour

Blue Tints: 100%, 80%, 60%, 30% Black Tints: 100%, 90%, 70%, 30%

Our primary colours are blue, black and white. Blue gives us our personality; we always get shit done. Black defines our ambitious character; we never fail to walk the extra mile. White speaks about our care for design and creative ideas; we are bold and challenging. For the secondary colours we use the tints of the primary blue and black in the recommended values. Tabriz Blue: 100%, 80%, 60%, 30% Black: 100%, 90%, 70%, 30% Where possible Pantone colours should be used. For extra impact special print techniques such as debossing, foiling or clearing can be applied.

Tabriz Blue CMYK: 100 / 0 / 17 / 28 RGB: 0 / 125 / 159 Pantone: 639u

Black CMYK: 0 / 0 / 0 / 100 RGB: 0 / 0 / 0 Pantone: Black C

pattern

Primary pattern

Our primary pattern is synonymous with The Collective. It represents the thriving and growing character of the brand, as a recognisable signature of our vision. The pattern plays with the orientation of the logo, building a labyrinthical beehive determined by optical illusions and misleading paths. This graphic construction illustrates the playful character of our brand, our team and the communities we build. We are a family, a group of individuals with a shared purpose and vision. We create places to live, work and play. Our pattern is synonymous with our values.

The pattern starts with the logo, which creates the design by accumulation and change of orientation. The icon is used in six different positions, rotating five times from the original shape and thereafter giving a sense of movement to the composition. The illusory image is created by the combination of the six icons, originating new shapes and perspectives that give the playful look and finish to the pattern. We use the pattern to contextualize the brand in a more subtle and creative way through our printed and digital material.

Pattern scale

Yes

Pattern colour

Blue + White

Grey + White

Blue + Light Grey

Grey + Light Grey

Pattern & Logo

Yes

THE COLLECTIVE

Yes

pattern

Secondary pattern

Our secondary pattern represents our versatile and challenging side. It is a bolder composition that contrasts the temperance of the primary design. We use this pattern as a more audacious option, where a playful, informal and obvious tone of voice is needed. The design starts with the logo. Cutting it in four parts and combining them in an iterative and arbitrary way we create a tiled background, in which the four central pieces create the logo and make the brand recognisable.

Pattern creation

Pattern colour

Blue + Blue 50 + White

Black 90 + Black 50 + White

Iconography creation

Our icons are a reflection of the brand’s visions and tone of voice. We like to have a fresh approach to things and keep ideas clean and to the point. We create our own icons following very basic rules: • Imagery should be sleek, clear and visually grabbing.

icons

• Give the figures a minimal appereance, without losing understanding. • Use simple geometric outlines and define details by lines. • Round corners whenever possible. • Use straight point of views to keep clarity to a maximum. • Use playful ideas as representation of concepts.

Iconography use

Spa

Workspace

Rooms

Coffee shop

One bill

Games room

Laundry

Fast broadband

Mobile

Car parking

Restaurant

Concierge

Events

Communal lounge

Linen change

Services

Facilities

Convenience

Ensuite

Cleaning

No deposit

Community

Quality

Wardrobe

Dining rooms

Communal kitchen

Help & Info

Gym

Cinema room

Chat

Terrace

Secret garden

Library

Canal terrace

identity

Corporate stationery: business cards, compliment slips and letterheads.

Our stationery is a reflection of our ambition and the will to face new challenges everyday. The three basics of our corporate identity are: business cards, compliment slips and letterheads. We create each piece of stationery following some basic rules: • Consistency is important. Every document needs to be clean, simple and striking. • Blue is our identity sign. Even if printing on different materials, try to keep a consistent colour. • We define ourselves by standing out from the crowd. For extra impact, use foiling where possible.

Business cards

T H E C O TL H L EE C CT O I VLEL E C T I V E

MTE R C H A N T R E Z A M ERRECZHAA N CEO

CEO

X X X X @ T HX EX CX OX L L@ETCHTEI V C EO.LCL O EC . UT KI V E . C O . U K

+ 4 4 ( 0 ) 0 0 +0 4040 (00 )0000000 0| 0000 0 0 0000 |0 00000000 0 0 0 0 0 0 0 LO RN D D SOQN,, LWOCN1 DB O 3NJ, A W C 1 B 3 J A 1 4 B E D F O R1 4D BS EQD, F O

W W W . T HW E CWOWL .LTEHC ET CI VOEL.LCEO C .TUI VK E . C O . U K

Kurz Satin Foil 250gsm Bamboo natural white

540gsm G F Smith Tabriz blue

Compliment Slips

14 T

BEDFORD

+ 4 4

( 0 )

SQUARE

2 0 7

1 8 3

LONDON

5 4 7 8

WC1B W W W

3JA

UNITED

KINGDOM

T H E C O L L E C T I V E

C O

THE

COLLECTIVE

U K

Letterheads

THE COLLECTIVE

14 Bedford Square London WC1B 3JA United Kingdom T: +44 (0) 207 183 5478 info@thecollective.co.uk

WWW. THECOLLECTIVE. CO. UK

C O M PA N Y R E G I S T R AT I O N N O :

7271022

Â·

REGISTERED IN ENGLAND

WA L E S

THE COLLECTIVE

layout

Typical formats and layouts for corporate and investor meetings.

We tell our story visually through presentations and brochures. We would like others to get as excited as us by projects and so we strive to deliver impecable documents. We create each piece of collateral following some basic rules: • Consistency is important. Every document needs to be clean, simple and striking. • Blue is our identity sign. Use it as an extra value for the presentations, to emphasize and grab attention. • Details are important. Alignment, structure and spacing are vital to achieve an excellent document. • Tell the story visually when possible. Infographics are always prefered to a long text and more appealing. • White space is a good thing. Let the document breathe.

Landscape layout - Typical example

Title Bebas-Neue 18pt Subtitle-Bebas Neue 12pt

Page number - Proxima Nova Light 6pt

Collective logo

Square layout - Typical example

Title-Bebas Neue 18pt

Page number - Proxima Nova Light 6pt

Collective logo

Covers - Typical examples

THE COLLECTIVE subtitle

300gsm grey paper

THE COLLECTIVE subtitle

Bebas Neue 60pt Bebas Neue 30pt

photo

Signature look and general guidelines of our brand photography.

Our photography represents who we are. It is the strongest tool we have to tell our story, and thus the brand principles should also be applied to all the images related to us. Our signature look is clean, bright and optimistic. We are young, ambitious and innovative: our photographs have the distinctive look that differentiates us from the rest. To keep consistency, every image will be based on some basic rules: • Natural lighting should be used whenever possible. • Composition is fundamental to create great images: simple structure, alignment and rule of thirds always provide good results. • Use colour, depth of field, motion and perspective to tell the stories in a compelling way. • The look and feel is documentary and editorial, we want to tell a story, and therefore avoid overly produced and posed pictures. • Atmosphere is vital: every picture will look authentic and aspirational. • Avoid, if possible, the use of stock imagery. We like to be in control of how we represent our personality. • Take care it is not obvious that images have been retouched.

Our buildings. Architecture, surroundings and distinctive features.

Our story always starts with our buildings. They are the starting point of adventures, challenges and discoveries. We unlock the world’s greatest cities through the greatest buildings. To show the buildings in the best way possible, every image will follow some basic rules: • Show the surroundings. It is important to place the building into context when it contributes to the visual impact of the image. • Avoid forced perspectives and excessively wide lenses that will deform the composition. • Use people to give scale to the picture, thus making the context more genuine and interesting. • The focus of the photograph should be the building: use colour and surrounding elements to generate contrast and natural framing. • Avoid elements that create chaos and distract the attention from the architectural subject.

Our rooms. Atmosphere, finishes, look and feel.

Our rooms represent our aspirations and ambitions. Through them we show others our hard-work and how important attention to detail is for us. To show the rooms in a compelling and attractive way, every image will follow some basic rules: • Photographs should be warm, bright and welcoming. • Natural lighting should be used whenever possible. If using additional lighting, give a sense of a larger, more natural light source. • Avoid direct sunlight and prefer a natural soft lighting diffused through a window. • Avoid forced perspectives and excessively wide lenses that will deform the composition. • Details are important to attract the attention and give to the image a sense of coziness. • The focus of the photograph should be the room and its atmosphere: use colour and dressings to generate contrast and natural framing. • Avoid elements that create chaos and distract the attention from the spatial design.

Our spaces. Atmosphere, finishes, look and feel.

Our communal spaces complement the rooms. The community is born in them and is spread throughout the building, bringing it to life. To show the spaces in a compelling way, every image will follow some basic rules: • Photographs should be open, bright and welcoming. • The environment should be clean from distracting elements. • Natural lighting should be used whenever possible. If using additional lighting, give a sense of a larger, more natural light source. • Avoid direct sunlight and prefer a natural soft lighting diffused through a window. • Avoid forced perspectives and excessively wide lenses that will deform the composition. • Details are important to attract the attention and give to the picture a sense of coziness. • These spaces are for the persons, show them in use to give context and create more interesting compositions.

Our community.

Our community is at the heart of what we do. The buildings, the rooms and the communal spaces are designed to strengthen and boost it. To show the lifestyle of the community, every image will follow some basic rules: • Community is at the heart of the photographs. Images should be optimistic, open and bright. • All images will tell a compelling story in a simple, straightforward way. • Natural lighting should be used whenever possible. If using additional lighting, give a sense of a larger, more natural light source. • Community is the subject of the image. Avoid overly posed pictures. • Use shallow depth of field to isolate the main subject and provide focus on the story. • Motion blur gives energy, movement, and shows the hustle and bustle of the events.

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