Demo

BRAND GUIDELINES | 2018




1 LOGO VARIATIONS 2 VOICE & TONE
3 COLOR
4 TYPOGRAPHY
5 VOICE
6 PHOTOGRAPHY
TABLE OF CONTENTS




A mandatory “clear space” around the logo equal to the width of the logo icon must be incorporated into any design using the logo.
LOGO VARIATIONS




LOGO VARIATIONS




Logo should never be skewed or stretched in any direction. This is important for the integrity of brand image and cohesive clean appearance.
LOGO VARIATIONS


NEXA
NEXA BOLD UPPERCASE for headlines
NEXA
NEXA LIGHT for body
copy in UPPER or LOWER case.
ATHELAS
Athelas used for body copy or as headlines in BOLD in UPPER or LOWER case.
ABCDEFGHIJKL MNOPQRSTUVW XYZ
ABCDEFGHIJKL MNOPQRSTUVW XYZ
abcdefghijkl mnopqrstuvw xyz
ABCDEFGHIJKL MNOPQRSTUVW XYZ
abcdefghijkl mnopqrstuvw xyz


Typography is a powerful tool when used effectively. This set of typefaces best represtent our the clean and aesthetic feel we are after and should be used on all online and print materials.
TYPOGRAPHY


PMS 617 C
PRINT C:37/ M:7 /Y:100 / K:0
DIGITAL R:175/ G:196/ B:54 HEX AFC436
PMS 343 C
PRINT C:75/ M:54/ Y:81/ K:71
DIGITAL R:28/ G:44/ B:26 HEX 343 C
PRIMARY


COLOR
HEX 262829
COLOR
HEX 464A4E
PMS 458 C
PRINT C:15/ M:0/ Y:97/ K:0
DIGITAL R:226/ G:228/ B:35 HEX E2E423
PMS 575C
PRINT C:67/ M:35/ Y:100/ K:21
DIGITAL R:88/ G:116/ B:52 HEX 587434
PMS 567C
PRINT C:87/ M:41/ Y:91/ K:41
DIGITAL R:23/ G:83/ B:49 HEX 175331
COLOR
SECONDARY
ACCENT


LUXURY FAMILY FRIENDLY EXPERT EXCELLENCE WHITE GLOVE


Integrated Aesthetics has a specific brand voice that should come through in all headlines, whether those appear online, in display ads, or within onsite materials. The best way to describe this voice is Sincerity, with a side of wit. In other words, headlines should tell a truth about the brand, but balance it with an unexpected insight or observation. Ideal headline length is
6-8 words. The personality is the archetype of the “sophisticated innocent.”
VOICE




We would like our photography to best represent the appearance of the customer we are reaching. For this visualization we should be utilizing “average to good looking poeple” in moderate shape. No one at their peak performace or “stock models”. Unless created by the ad company for a specific device or machine or program.
PHOTOGRAPHY