Allison Homes Ltd Brand Guidelines

brand GUIDELINES

Who we are What we believe in What our brand represents These brand guidelines are the property of Allison Homes and are provided for internal use only.

These materials must not be shared, reproduced, or disclosed to third parties without prior written consent from Allison Homes.

Version 1.0 November 2024

Building trust, one home at a time Our vision for Allison is ‘To be known as the homebuilder you can trust’.

This ambition drives everything we do; our decisions, our procedures and our attitude – and achieving this in the hearts and minds of our customers will help build a successful, resilient and profitable business.

Our high (and growing) customer and employee satisfaction scores are a testament to the fact that we’re continuously working to improve.

We’re not perfect, but we’re striving to be better in everything that we do.

These guidelines set out what the Allison brand represents; its strong identity, values, and personality along with its visual representation.

By adhering to these principles, we can build a trusted, valued business that all stakeholders will be proud of.

why

OUR

All companies know WHAT they do (the products or services they sell), but very few actually know WHY they do it. Making money is not a ‘Why’; it’s a result of what they do.

The WHY is about a company’s purpose or belief. Something that sets us apart from our competitors. This is our why:

To create great homes and communities that realise people’s dreams.

Allison Homes Brand Story

OUR vision To be known as the homebuilder July 2024 / V1 / Page 4

This is our primary goal; a declaration of our objectives. Our vision is something we have to remain focussed on, even when the business landscape changes.

you can trust.

OUR BRAND

values TRUST

KINDNESS

TEAMWORK

PA SS I O N

We ALL keep our promises and do what we say

We ALL genuinely care for our people; customers, suppliers, employees

We ALL work as a team, for the good of the team

We are ALL ambitious, motivated and driven to succeed together

How we will achieve this...

OUR

mission

We aim to act with integrity in everything we do, while building long-term trusting relationships with our customers, communities, stakeholders, suppliers, investors and our people.

By delivering on our promises, we will grow a highly successful, trusted business known for creating exceptional homes and communities with uncompromising quality, service and care for the planet.

HONEST We are truthful and act with integrity in all our business dealings

CARING We listen to our customers and do what we say

RESPONSIBLE Knowing that we are accountable for our legacy, we build responsibly

RESPONSIVE If a customer has any issues, we will identify and resolve them quickly and efficiently

AUTHENTIC

OUR BRAND

PERSONALITY

Our vision and our values are genuine objectives and beliefs, not filtered marketing messages

oic

OUR TONE OF

IN ORDER TO ACHIEVE A REPUTATION FOR ‘TRUST’, OUR TONE OF VOICE SHOULD BE ONE THAT CONVEYS HONESTY AND TRANSPARENCY.

TONE

CONVEYS

PROFESSIONAL

Authority / Experience / Confidence

JARGON-FREE

Authenticity / Transparency

EXPRESSIVE

Emotional Connection

CONSCIENTIOUS

Empathy / Accountability

OUR

language To convey authenticity, our messaging should be delivered in a relaxed, friendly manner that is clear and meaningful to help give confidence to our purchasers.

This means a more casual, ‘conversational style’ which lends itself perfectly to a greater use of ‘we’ll and ‘you’ll’.

This approach will add character and is a key element in helping to communicate Allison’s Vision and Mission.

Our brand assets

Our logo Our colour palette Our typography Our signage Our devices Our photography

Our logo

Our logo

Our logo has an aspirational feel

A classic-looking roundal that alludes to quality and tradition but with a modern edge due to the sans serif open font, designed to offer good legibility.

Our horizontal logo

Whenever possible, the stacked version of our logo should be used.

However, if this is not possible, a horizontal version of the logo should be used instead, ensuring that all elements retain the same proportions and spacing as in the stacked version.

Note Only use the logo artwork provided.

Our logo roundal

Our logo roundal has been configured to blend tradition with modernity, symbolising timeless elegance and innovation.

Its balanced symmetry and clean lines convey stability and precision, showcasing our dedication to quality craftsmanship and progressive design.

Logo exclusion zone

At Allison Homes we value space, so we give our logo room to breathe in order to separate it from other graphic elements. Using the roundal as a unit of measurement: Allow at least half a roundal’s worth of clearance all around the logo. No other graphic elements must intrude within this space.

Partnerships logo

The Allison Partnerships identity incorporates the our logo and typeface with the word HOMES replaced with PARTNERSHIPS. Note Only use the logo files provided.

A logo exclusion zone is shown on page 16.

Permitted and non-permitted placements on different backgrounds are the same as those applying to the Allison Homes logo (see pages 18 and 19).

Colours to be used on Partnerships assets are show on page 23.

Using the logo with colour and imagery

Using the logo on white, light backgrounds and images.

The logo must always appear as shown. The roundal and word HOMES should be gold. The word ALLISON should be black or white depending on the background.

Using the logo with colour and imagery

Using the logo on coloured dark backgrounds and images.

In order to ensure legibility, the roundal and words ALLISON HOMES should all appear either black or white.

Using the logo with colour and imagery

Using the logo on coloured dark backgrounds and images.

These are example of how not to use the colour

Our colour palette

Core logo palette

Onyx

Allison Gold

The core logo palette consisting of Allison Gold and Onyx exudes elegance and sophistication. Together they create a striking contrast and convey a prestigious image.

Pantone 1255 CMYK

C:70, M:50, Y:30, K:100

RGB

R:0, G:4, B:12

HEX

00040C

TINTS: 90%

80%

RAL:

085 60 60

CMYK

C:24, M:38, Y:100, K:13

RGB

R:184, G:143, B:13

HEX

B88E00

TINTS: 70%

60%

50%

40%

30%

20%

10% 90%

80%

70%

60%

50%

40%

30%

20%

10%

Amethyst has been selected as the primary colour for Allison Homes to distinguish it from competitors and to provide a sense of sophistication and strength when incorporated into various visual elements alongside supporting colours.

Amethyst

Primary colour

PANTONE: 7666 C RAL:

310 40 10

CMYK

C:65, M:60, Y:37, K:26

RGB

R:93, G:87, B:107

HEX

5D576B

TINTS:

90%

80%

70%

60%

50%

40%

30%

20%

10%

Partnership colour palette

The supporting colour palette consists of five shades that are carefully selected. These shades provide versatility and flexibility, enabling a wide range of design elements that suit different contexts and applications. This expanded palette allows for consistency across various mediums, while still offering the creative freedom to tailor designs to specific campaigns or messages.

This singular shade creates a strong, unified identity, ensuring consistency across all collaborative efforts. Its versatility allows it to adapt seamlessly to various design contexts, providing a cohesive look while maintaining the flexibility to be incorporated into different campaigns and messages without losing its impact.

True Blue

Burgundy

Primrose Yellow

Hemlock Green

Blush Pink

Allison Pink

Supporting colour palette

Main supporting palette

Pantone

556

Pantone

705 C

Pantone

5015

Pantone

600 C

Pantone

209

Pantone

534

RAL

180 70 25

RAL

010 90 05

RAL

010 80 20

RAL

280-1

RAL

020 40 50

RAL

250 40 35

CMYK

C:56, M:20, Y:42, K:3

CMYK

C:6, M:16, Y:10, K:0

CMYK

C:11, M:32, Y:21, K:1

CMYK

C:1, M:5, Y:43, K:0

CMYK

C:0, M:83, Y:34, K:51

CMYK

C:91, M:72, Y:28, K:0

RGB

R:126, G:167, B:153

RGB

R:241 G:222, B:222

RGB

R:227 , G:186, B:186

RGB

R:255, G:237, B:168

RGB

R:141, G:45, B:67

RGB

R:50, G:80, B:131

HEX

7EA799

HEX

F1DEDE

HEX

E3BABA

HEX

FFEDA8

HEX

8D2D43

HEX

325083

TINTS:

90%

80%

TINTS:

TINTS:

70%

60%

50%

40%

30%

20%

10%

90%

80%

70%

60%

50%

40%

30%

20%

10%

90%

80%

TINTS:

70%

60%

50%

40%

30%

20%

10%

90%

80%

TINTS:

70%

60%

50%

40%

30%

20%

10%

90%

80%

TINTS:

70%

60%

50%

40%

30%

20%

10%

90%

80%

70%

60%

50%

40%

30%

20%

10%

Typography

Our typography

Typography hierarchy Primary Print Font

Primary Print Font

Museo Sans

Text sizes H1

Museo Sans 500 ABCDEFGHIJKLM abcdefghijklm

40pt

H2 32pt

Museo Sans 500 Museo Sans 500

H3 24pt

Museo Sans 500

H4 16pt

Museo Sans 500

Creative use P 8pt

Museo Sans 300

OUR TONE OF Using a mixture of the two fonts together to create a dynamic and engaging visual hierarchy.

Typography Print

Museo Sans has been selected as the primary typeface due to its clean, modern design and strong legibility across various mediums. The sansserif style reflects a focus on simplicity, efficiency, and clarity, which are essential in delivering a clear message. Museo Sans combines geometric precision with a touch of warmth, making it both professional and

Primary Print Fonts

Museo Sans Museo Sans Display Extra Light

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Ag Museo Sans

Museo Sans 100

Museo Sans 100 Italic

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Museo Sans 300

Museo Sans 300 Italic

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Museo Sans 500

Museo Sans 500 Italic

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Museo Sans 700

Museo Sans 700 Italic

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Museo Sans 900

Museo Sans 900 Italic

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

approachable. Its wide range of weights ensures flexibility in both headings and body text, allowing for a cohesive and dynamic visual presence in all brand communications. This choice enhances the brand’s identity as reliable and user-friendly.

Typography Digital

For our online materials and digital presentations, we use the Google font Lato. This font is ideal for digital use because they are open-source, ensuring that there are no licensing or copyright issues, allowing for

Primary Digital Fonts

Lato Lato Light

Ag Lato

Lato Black

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Lato Regular

Lato Heavy

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Lato Medium

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Lato Semibold

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Lato Bold

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

seamless application across all digital touchpoints. Lato offers a clean, modern aesthetic with geometric proportions.

Typography Microsoft

For internal digital presentations, we use the Microsoft font Century Gothic.

This decision is guided by several key factors, including the font’s design characteristics, readability, and availability.

Microsoft fonts

Century Gothic

Ag Century Gothic

Century Gothic Thin

Century Gothic Thin Italic

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Century Gothic Light

Century Gothic Light Italic

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Century Gothic Regular

Century Gothic Regular Italic

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Century Gothic Bold

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Century Gothic Extra Bold

ABCDEFGHIJKLMNOPORSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

The use of Century Gothic for internal digital presentations provides a consistent, professional, and easily readable visual style. Its modern design and widespread availability make it an ideal choice for conveying information clearly and effectively in a corporate setting.

Our devices

The petal flourish

The ‘petal flourish’ visual device, inspired by the petals in our logo, enhances brand cohesion and aesthetic appeal. Incorporating this flourish into marketing materials help to make our communications more engaging and boosts brand recognition.

While layout, petal sizes and positioning can be changed to suit where it is to appear, a few criteria have been developed to ensure brand consistency across marketing collateral.

The petal flourish Across white backgrounds

The petal flourish should only contain colours taken from the supporting colour palette. On white and plain backgrounds the petals should appear 100% normal opacity.

The actual position and number of petals will be influenced by the page design and content, so it is not practical to have a proscriptive template for their usage.

The petal flourish Across imagery

The petal flourish should only contain colours taken from the supporting colour palette.

When the flourish lays across the imagery the opacity of the petals are to be 80%

Abstract use of the petals

The abstract shapes resembling petals are strategically placed around the main subject. They guide the viewer’s eye towards the central focal point, which in this case is a couple smiling in their kitchen. This use of design elements effectively draws attention to the primary subject of the image.

Overall, the design uses abstract shapes and color contrasts effectively to highlight the focal point and maintain visual interest, making the image both aesthetically pleasing and functional in conveying a professional and welcoming atmosphere.

Our photography

Lifestyle photography

Lifestyle photography should complement product imagery to create an engaging and relatable brand narrative. It showcases both the product and the community, enhancing perceived value and maintaining brand consistency. The photography should be professionally shot, well-lit, bright, and depict energetic, composed life moments, reflecting the brand’s

attention to detail and commitment to excellence. An authentic and diverse representation of age groups, ethnicities, and family structures is essential to appeal to a broad audience. This approach fosters emotional connections, making our properties and brand more memorable. Library photography should adhere to the same standards.

Examples

The following pages show examples of marketing material using our branding.

Annual report

Choices brochure

Kitchen Taps 1, 2 & 3 bed semi-detached and 3, 4 & 5 bed detached homes Standard

Upgrade – Aquafocus/Aquaform

These contemporary-styled taps are designed to ensure economic water consumption in your home by controlling the flow rate to 5 litres per minute per tap.

These contemporary-styled taps are designed to ensure economic water consumption in your home by controlling the flow rate to 5 litres per minute per tap.

Cottage Style

Contemporary Style

Aquafocus Tap Chrome

Top tip: On our standard taps the Cottage and Contemporary style are based on the design of development. Please check with Sales Executive.

Aquaform Tap Chrome

Aquafocus Tap Matt Black

Aquaform Tap Matt Black

Aquafocus Tap Satin Bronze

Aquaform Tap Satin Bronze

Image indicative only.

Allison Homes

17

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