Evolution Brand Guidelines

Evolving Spaces, Changing Lives

BRAND GUIDELINES

Your Business Our Passion

Evolving Spaces, Changing Lives

Page 1 Brand Overview

Page 2-6 Logo Type Construction

Page 7-9 Brand Typography

Page 10-12 Brand Colour Palette

Page 13 Graphic style

Page 14-15 Photography Style

Page 16-17 Stationery

Page 18 Vehicle Branding

Page 19-21 - Workwear & Uniform

BRAND GUIDELINES

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Table of contents

Brand Overview

At Evolution we are a family and we care about our people and our communities.

Evolution creates positive social impact across the communities we serve through more than a decade of success in the construction industry.

Employing up to 80 people, Evolution takes pride in delivering quality private housing, social housing, and sheltered housing across the North-West.

Providing better homes and jobs, including giving young people from disadvantaged backgrounds opportunities to build a career, is at the heart of Evolution’s mission.

Based in Blackpool, Evolution creates better places to live for people in Manchester, Liverpool, Lancaster, Morecambe, Cumbria and the Fylde Coast.

It’s about changing people’s lives. We renovate houses to give people quality homes and we provide jobs which help people build a better life.

Evolution Managing Director JJ Fitzgerald is passionate about giving young people a better start in life and supports a range of pioneering training and employment initiatives.

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11 BRAND GUIDELINES

Logo Type Construction

Full and single colour linear versions without strapline

Grey and faded evolution variations can also be used in any logo construct, where appropriate to create softness.

BRAND GUIDELINES

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Full and single colour linear versions with strapline

Logo Type Construction

Evolving Spaces, Changing Lives

BRAND GUIDELINES

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Logo Type Construction

Full and single colour

one line linear versions

BRAND GUIDELINES

Evolving Spaces, Changing Lives

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Full and single colour social media icons

Logo Type

Construction

BRAND GUIDELINES

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Logo Type Construction Logo rules

It will be necessary to increase and decrease the size of the logo for various applications. Always keep the logo in proportion (press shift when rescaling) and ensure it is always legible.

Please do not:

• stretch, squash or distort

• change the font

• change the layout

• change the colours

• use as a transparency

• change the scale

Exclusion Zone

Ensure that text or other objects do not encroach upon our logo. The marked space should always be given to allow the logo space. (5mm all around)

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BRAND GUIDELINES

Brand Typography

Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces personality and ensures clarity and harmony in all communications.

For Evolution’s primary font we have selected Foco.

It is a sturdy, low contrast, geometric, highly legible sans serif typeface very well suited for any display and text use. It also provides a very nice visual contrast to the secondary font Rotis.

Rotis, our selected secondary font is used within our logo, due to it’s bold, sharp nature, providing the modernity and sleekness we wanted the brand to represent.

Rotis should only be used for headings where emphasis is required, with Foco used for all body text.

Foco can be accessed via the Adobe fonts manager which is included with any Adobe package and can be found here:

Foco - https://fonts.adobe.com/fonts/foco

7 BRAND GUIDELINES

PRIMARY: FOCO Regular

Foco

A B C D E F G HI J K L M

NO P Q R S T U V W X Y Z

DESIGNER: FABIO LUIZ HAAG

THE FONT

Foco’s friendly, humanist curves deliver a typeface that is easily recognized and a great choice for branding. The craftsmanship within the design brings harmonious proportions and strong legibility.

a b c d e f g h i jk l m

n o p q r s t u v w x y z

A B C D E F G HI J K L M

NO P Q R S T U V W X Y Z

a b c d e f g h i jk l m

n o p q r s t u v w x y z

EXTRA FOCO TYPE EXAMPLES

Figures Special Characters

01234567890

Bold

æœ@∆ºª©ƒ∂‚å¥≈ç √~µ∞…–≤<>≥˘›‹◊

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GUIDELINES

!“§$%&/()=?`;: ¡“¶¢[]|{}≠¿‘ «∑€®†Ω¨⁄øπ•±‘

Brand Typography

Primary Font BRAND

Rotis Semi Serif

A B C D E F G HI J K L M

SECONDARY BRAND FONT

NO P Q R S T U V W X Y Z

a b c d e f g h i jk l m

n o p q r s t u v w x y z

DESIGNER:

Otl Aicher

THE FONT

A B C D E F G HI J K L M

NO P Q R S T U V W X Y Z

a b c d e f g h i jk l m

n o p q r s t u v w x y z

Rotis Semi Serif Bold Regular Figures

Designed by Otl Aicher for Agfa in 1989, Rotis has become something of a European zeitgeist. This highly rationalized yet intriguing type is seen everywhere, from book text to billboards.

01234567890

Special Characters

!“§$%&/()=?`;:

EXTRA ROTIS SEMI SERIF TYPE EXAMPLES

¡“¶¢[]|{}≠¿‘ «∑€®†Ω¨⁄øπ•±‘ æœ@∆ºª©ƒ∂‚å¥≈ç √~µ∞…–≤<>≥˘›‹◊

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BRAND GUIDELINES

Brand Typography

Secondary Font

Primary Colour

Palette

Colour plays a vital part in our brand’s visual identity. The evolution colour palette is full of fresh, clean tones, with an uplifting and revitalising nature.

The colours were chosen due to their rich, complimentary and striking tones. All primary colours are used within the full colour logo design in two separate gradients which makes up theicon,creatingflowandmovement.

Usage

The blue and green tones should be used strategically within any design as they are stand alone colours, so should be used either against a white or dark grey backdrop, or themselves with white overlaid. This stands for all internal and external representation of the business.

Brand Colour Palette BRAND GUIDELINES

evolution

Light Blue

Colour Codes

CMYK : C071 M016 Y000 K000

RGB : R038 G169 B224

Web : #26A9E0

Colour tones

evolution

Dark Blue

Colour Codes

CMYK : C100 M093 Y007 K001

RGB : R043 G056 B143

Web : #2B388F

Colour tones

100% 80% 60% 40% 20% 100% 80% 60% 40% 20%

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Brand

Colour Palette

evolution

Lime Green

Colour Codes

CMYK : C051 M000 Y100 K000

RGB : R139 G197 B063

Web : #8BC53F

Colour tones

Primary Colour Palette

The zesty lime green and dark forest green selected helps to create contrast and harmony alongside the richer blue hues. These colours collectively work well together due to their close relationshipintone,anddifferenceindepth.

evolution

Dark Green

Colour Codes

CMYK : C090 M033 Y098 K026

RGB : R000 G104 B056

Web : #006838

Colour tones

BRAND GUIDELINES

100% 80% 60% 40% 20%

60%

100% 80%

40% 20%

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Brand Colour Palette

Tones

Secondary Colour Palette

The Secondary colours selected are purely complimentary to the primary colours and should be used sparingly and should appear in less than 30 percent of the overall palette in one piece.

Usage

These colours should be used to accent and support the primary colour palette. A good use of these colours would be to introduce pattern/ texture and iconography.

Colour Codes

CMYK : C024 M002 Y100 K000

RGB : R206 G216 B005

Web : #CED805

Colour Codes

CMYK : C084 M039 Y023 K001

RGB : R025 G129 B165

Web : #1981A5

Tones

Colour Codes

CMYK : C063 M024 Y100 K006

RGB : R108 G147 B046

Web : #6C932E

Tones

Colour Codes

CMYK : C055 M044 Y044 K030

RGB : R108 G108 B108

Web : #6C6C6C

Tones

Thesearespecificgradients created combining all of the primary brand colours in one place, to create harmony within the logo icon representing collaboration and unity.

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The strategic and creative use of colour as well as the subtle introduction of the logo icon, creates a strong and professional brand presence.

Graphic Style 13

Photography Style

BRAND GUIDELINES

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Photography Style

BRAND GUIDELINES

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Stationery

Invoice and letterhead designs

BRAND GUIDELINES

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Business card and email signature designs

Stationery

A direct print to a real bamboo card, with bespoke QR code for phones that aren’t compatible with NFC technology. All cards are personalisable with individual details.