Wood+Partners Brand Guidelines

BRAND GUIDELINES

BRAND GUIDELINES

BOLD BRANDS BORN HERE This document contains the rules for the Wood + Partners messaging and visual communication system. Follow these rules strictly to maintain brand consistency.

This includes all of the elements you may need—logos, typefaces, colors, and more—to create a consistent tone, look, and feel for Wood + Partners materials. We invite you to absorb this information and reference it often to become an informed keeper of the brand.

W H AT W E D O Wood + Partners is a boutique planning and design firm that provides its clients with the best quality service and consistently goes beyond what is expected. Our depth of experience combined with a sincere dedication to our craft is what differentiates Wood + Partners from others in the industry.

POSITIONING STATEMENT [INTERNAL MESSAGING]

BRAND GUIDELINES

BRAND GUIDELINES

WHY WE EXIST

To create great places through exceptional design and landscape architecture.

MISSION STATEMENT

W H AT M A K E S U S D I F F E R E N T Designing unique places to live, work, and play.

VALUE PROPOSITION

BRAND GUIDELINES

BRAND GUIDELINES

W H E R E D O W E WA N T TO G O To be a leader in the planning, design, and implementation of valuable and unique places.

VISION STATEMENT

this is our vibe

T H E W O O D + PA R T N E R S B R A N D B O A R D The Wood + Partners brand evokes innovation, reliability, and sophistication. The organization plans and designs communities that provide the best use of space, reflect best industry practices and improves the overall quality of life for all. The visuals should communicate these values.

The use of clean white space allows the client to connect with the sense of order and professionalism complimenting the optimism of the lifestyle imagery. The choice of a modern san serif typeface complemented with a slab serif typeface is and tells of the brand’s strong yet approachable vibe. This is a brand that is sophisticated and classic, yet far from mundane.

BRAND GUIDELINES

Creating great places.

BRAND PROMISE Providing innovative solutions through landscape architectural and land planning services.

C O R E VA LU E S 1. Innovation 2. Authority 3. Trustworthiness 4. Quality 5. Imagination 6. Creativity 7. Intelligence

BRAND GUIDELINES

TA G L I N E

BRAND PERSONALITY Our brand is a reflection of who we are, what we stand for, and how we express ourselves. Our brand voice should come through loud and clear in everything we do—from our website, to our videos, to the copy accompanying our Instagram snapshots of life at Wood + Partners.

As a company established in creating spaces where people work, live and play, we need to continue the same messaging here. We want to make sure our brand voice reflects our welcoming attitude, while also communicating that our brand is an authority within our industry. Here are a few adjectives that describe our brand:

…Innovative …Comprehensive …Trustworthy

While our brand voice doesn’t change much, the tone we use throughout different types of content must be adapted to the medium (e.g..., blog, video, infographic, etc.), context (e.g., funnel stage, live event, etc.) and intended audiences (e.g., persona, end-users, roles, stakeholders, etc.). Understanding the context will help you adapt the tone of our brand personality as needed.

CHARACTERISTIC

HOW BEST TO ACHIEVE:

Innovative

Establishing Wood + Partners as a leader in the industry by using bold, strong language that communicates the power of their capabilities.

Comprehensive

One of the things that differentiates Wood + Partners from its competitors is its ability to lead teams and manage projects from start to finish. We want to communicate that authority through verbiage and images.

Trustworthy

Wood + Partners is a reliable, trusted resource in their industry among their clients and peers. We want to reinforce this dependability throughout our messaging.

BRAND GUIDELINES

CAPTURING OUR BRAND PERSONALITY IN WRITING

P R I M A RY LO G O Wood + Partners' primary logo is a combination mark. It features a clean san serif font, that while friendly, also communicates a solid foundation. The logomark uses negative space and shapes to communicate the letters W and P. Our Primary logo should be used at all time ensuring brand consistency across all communications. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.

MASTER LOGO

MARK

Web 168 pixels Print 1.75"

Web 30 pixels Print .50 "

MINIMUM SIZE For readability, scale needs to have special considerations. Do not reduce these elements below these designated pixel values.

BRAND

SECONDARY LOGO

When limited by size constraint, use the logotype only.

A LT E R N AT I V E L O G O C O L O R U S A G E The logo color usage for Wood + Partners logo is minimal. The full color logo is the preferred version and should be used whenever possible. If using as a overlay on a dark photo or background, use the white and red version. When absence of color use is requested, choose the single color version. Only black or white should be used.

LO G O M A R K This logo mark can be used when the full primary logo is not necessary or in cases where the brand name is already displayed. For example, the mark could be used as a profile picture on Instagram since the username will be adjacent to it in plain text.

BRAND

SOLID WHITE LOGO

2-COLOR ON DARK BACKGROUND

SOLID BLACK LOGO

USE ON PHOTOS

UNACCEPTABLE LOGO USE

W H I T E S PA C E

These guidelines help avoid things like altering the logo in any way,

To preserve the Wood + Partners logo’s integrity, always maintain minimum space around the logo. The importance of whitespace around brand elements and throughout all layouts cannot be overstated. It adds confidence and clarity to the visual messaging. The more white space, the better. These visuals are used to define minimums.

causing it to lose its integrity by

The minimum whitespace around the mark and logo is equivalent to the 'RT' in the word PARTNERS stacked on each other. A margin of clear space equivalent to this height is drawn around the logo to create the invisible boundary of the area of isolation.

identified a number of ways it

stretching or presenting it in a way that is not harmonious with the rest of the brand.

To make sure our logo appears as consistent as possible throughout our communications, we've should never be used. Here are some examples.

LIST OF DON’Ts A. Do not squeeze or stretch.

B. Do not rearrange or resize the logo elements individually.

C. Do not add shadows or filters to the logo.

D. Do not contain the logo in box when placed on a background image or color.

E. Do not alter the logo colors.

F. Do not replace logo font.

G. Do not add other elements within the clear space allotment.

H. Do not rotate.

I. Do not place borders around logo.

BRAND

A.

B.

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C.

 E.

D.

 F.

WOOD+PARTNERS LANDSCAPE ARCHITECTURE LAND PLANNING

 G.

 H.

 I.

FOLLOW US

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C O LO R PA L E T T E

Crimson

Onyx

Cadet Blue

Hex

#9D2235

#2D2A26

#A5BAC9

RGB

157.34.53

45.42.48

165.186.201

CMYK

0.78.66.38

67.64.67.67

36.18.14.0

Pantone

201 C

Black C

5435 C

Color is foundational to the visual identity of a brand in all its expressions and executions– logos, packaging, products, environments and all forms of marketing communications.

The Primary Palette helps consumers to quickly identify a brand. These are the core colors of the brand.

The Secondary Palette is used to highlight and complement the primary colors. Use these secondary colors to complement primary colors and break up white space.

SECONDARY PALETTE

Moss

Pewter

Sandstone

Hex

#7D9750

#766D66

#D7BF9E

RGB

125.151.80

118.109.102

215.191.158

CMYK

53.19.82.14

45.45.45.25

12.26.37.2

Pantone

7490 C

Wm Gray 10 C

726 C

The brand palette will cover the majority of your needs. It’s intentionally small in variety so as to not dilute the brand visuals, which adds confusion.

BRAND GUIDELINES

PRIMARY PALETTE

TYPOGRAPHY Our font families should be used for all communications, ensuring a consistent look and feel in all online and print literature.

GILL SANS BOLD should be used for all header text using ALL CAPS. GILL SANS SEMIBOLD is to be used for subhead text and GARAMOND REGULAR should be used all other copy (body, lists etc).

GARAMOND BOLD ITALIC is the accent font and it is to be used sparingly to covey important messaging. It represents the modern stylized nature of the brand and is an unexpected pop of friendliness.

To ensure a consistent look, make sure brand fonts are used in a consistent manner and the weights of the font have been considered, using heavier weights to highlight key messages.

HEADER FONT

GILL SANS BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz SUBHEADER FONT

Gill Sans Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz B O DY F ON T

Garamond Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz ACCENT FONT

Garamond Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwzyz

BRAND GUIDELINES

HEADER COPY

I N F O R M AT I O N This document serves as a foundational guide to using this brand identity. These guidelines are for the use of the Wood + Partners team and associated agencies only. If there is ever doubt, please refer back to this document. If you should have any questions please feel free to contact us at fanmail@triaddesign.com.

Thank you.

BRAND GUIDELINES

All content created by Triad Brand Marketing for Wood + Partners ©2021