Creative.adm / Ventura South West brand book

BRAND GUIDELINES

Welcome to Ventura South West

At Ventura South West, we know just about everything there is to know about life here - because it’s our home too. We design and build homes full of feeling, complete with quality finishes and trusted, local workmanship.

We want our customers to feel at home with us at every step of their journey. That’s why we’re committed to using our knowledge and love of the South West to help people build their lives and futures here, close to the people and places they love.

We are South West through and through, backed by the strength and stability of BGC, WA’s largest home builder. So, while we’ll always be one of the locals, we also have proven experience and expertise to add to the mix, too.

We’re proud to play a part in making the South West such an incredible place to live – because it’s our home too.

It’s our home too

Home is where our heart is, and that’s what our brand is all about. We build quality homes in the South West that anybody can have, helping our customers realise their dream of living in a place that’s perfect for them.

And, while we’re backed by BGC, we’ll never get too big for our boots or forget who we are. Instead, we’re simply able to pass on even more trust and benefits to our customers, while continuing to champion our love of the local community.

We believe in the benefits of being local and love the South West as much as our customers do, because it’s our home too.

It’s our home too.

The best in the South West

At Ventura South West, we are incredibly proud of where we work and the people we work with. As locals ourselves, we know how much it means to be part of the South West community and being able to live and work in such a unique and beautiful location.

Our commitment to the South West means we don’t build anywhere else. Instead, we put all our drive and effort into making our brand the best in the South West, giving more and more people the opportunity to discover that feeling of home.

Building a consistent style

In order to position our reputation as the biggest home builder in the South West, it’s very important that we create a consistent tone and appearance that speaks to our strengths and trusted local expertise.

As home is such an important part of who we are, being able to communicate our benefits in a welcoming, honest and open way is crucial. We want people to feel at ease with us and our brand, and know that we always have their best interests at heart.

Creating a strong look

Ventura South West has been a big part of the community for decades as the trusted home builder of choice for people at every stage of life. To continue this proud legacy, it’s important that our brand and personality is clearly communicated across everything we do and say.

The way we speak

The Ventura South West tone of voice is welcoming, genuine and down-to-earth, full of local flavour and knowledge that helps people at every stage of their building journey with us. We back this up with the added security and support that comes from being backed by BGC, speaking with confidence and assurance about the quality and workmanship our homes provide.

When we write or talk about our home designs, we always make sure to focus on the feelings. For example, it’s not just a kitchen – it’s where milestones are celebrated, homework is completed and family meals are shared. Our goal is to make it as easy as possible for people to imagine their lives in a Ventura South West home.

Above all, we care about where we live and the people who live there – because it’s our home too.

“We care about where we live and the people who live there.”

“We want our clients to feel welcome and at home.”

Email tone of voice

Our email tone should always be friendly, conversational and polite. It’s important to not get too familiar, though – never forget that you are representing the Ventura South West brand.

All enquiries should be answered promptly and carefully via our clients preferred method of contact (whether phone or email).

Display home tone of voice

We want our clients to feel welcome and at home in our display homes, so greeting them with a smile and a personal introduction is always a great way to start. Make sure to let them know you’re there to help if they need it, but otherwise try to let them look around in peace and at their own pace.

Home

Home is discovering something new every day in a place you have loved for years.

Home is the smell of woodsmoke in winter air.

Home is a town where we really are all neighbours.

Home is a place where you’re always welcome back.

Home is a feeling and a future.

We share a special affection for the South West with the people who live here. In fact, we love where we live so much that we don’t build anywhere else.

We’re South West through and through, backed with the strength of BGC – WA’s biggest home builder.

At Ventura South West, we believe in trying to make the South West an even better place to live, because it’s our home too.

It’s our home too.

Our target audience

We might only build in the South West, but we don’t only build for certain people. At Ventura South West, we do everything we can to design and build homes that suit a large range of people, with the security and peace of mind that comes from the backing of BGC.

By digging a little deeper into the personalities and buying choices of our target audiences, we’re able to tailor our messages and promotions in a way that gets us noticed for all the right reasons.

Telisha Young investor

Our young homebuyer audiences are looking to make the move from life at Mum and Dad’s, into a home that will give them the independence they need while still keeping their family ties nice and strong. Our Ventura First range is the ideal choice for this market, with stylish and spacious designs that won’t break the bank.

John & Annette

Second homebuyers

Our customers know what they want and where they want to build – they also look to leverage local relationships to make it happen.

Our second homebuyer market generally have a clear budget and style of living in mind, with a bit more to spend on additional extras and design features that help to make their new house truly feel like home.

Mr & Mrs Snow Families

At Ventura South West, we know how special it is to create a family home with space to create memories and special moments together over the years. Our family buyers are after a home they can grow into, with added features that help to make day-to-day life that little bit more organised.

Plus, with the backing of BGC, including a lifetime structural warranty, there’s a real feeling of added trust that goes a long way.

BRAND USAGE

Logo Brand Mark

The Ventura South West logo brand mark is available in various file formats to suit the application.

File types available are:

EPS Vector file and can be scaled to any size. For use in print documents and signage.

AI Illustrator vector file and can be scaled to any size. For use in print documents and signage.

JPG Image based file to be used in Word, PowerPoint and email footers.

GIF For use in web applications.

PNG For use in web applications.

Primary Logo

Secondary Logo

Primary Logo Reverse

Secondary Logo Reverse

Primary Logo Reverse_Cut Out

Secondary Logo Reverse_Cut Out

Logo usage

The following pages outline how to use our Ventura South West logos. This is important to maintain brand integrity and recognition.

Minimum Clear Space = the width of the V logo symbol. This proportion should be kept as clear space around the logo to stop other elements such as type, images or other logos interfering with our logo.

Minimum Size

Minimum width = 25mm

Clear Space

Minimum width = 17mm

X = The width of the ‘V’ logo symbol

X = The width of the ‘V’ logo symbol

A few no no’s

To ensure our logos integrity please do not try any of these:

1. Don’t rotate or skew.

2. Don’t stretch or squish.

3. Don’t move any elements.

4. Don’t resize any elements.

5. Don’t change the logo colour, it should only be applied in the primary brand blue, white or black where necessary.

6. Don’t change the logo type.

7. Don’t encroach on the clear space.

8. Don’t apply over an image that makes it hard to see or over the focal point of an image. Use the reverse white logo to improve legibility where necessary and choose an appropriate image.

9. Don’t apply over a colour tint that clashes or makes it hard to see. You may tint the brand colours to use as background colours.

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5.

8.

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7.

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Colour palette

Blue is our Ventura South West primary brand colour.

This blue should be used predominately in design outputs. There is also a supporting colour palette to give the brand depth and warmth. These colours have been derived from our home and help create a sense of place and familiarity, Brand colours may also be tinted to give further depth to the colour palette.

Logo and graphic element files are available in the below file types:

CMYK To be used in full colour digital printed collateral, such as flyers, brochures and any in-house printed material.

PMS To be used in offset printed collateral, such as large run business cards and vinyl cut signage (your printer will advise if a PMS or CMYK artwork is appropriate).

RGB To be used for all online digital artwork such & HEX as email signatures, social media and web.

Earth Sky

C 38 M 76 Y 76 K 41

R 111 G 62 B 48

#6f3e30

PMS 7595c

C 28 M 52 Y 70 K 8

R 175 G 124 B 88

#af7c58

PMS 4645c

C 20 M 37 Y 58 K 0

R 205 G 161 B 118

#cda176

PMS 728c

C 41 M 23 Y 30 K 0

R 156 G 174 B 172

#9caeac

PMS 5507c

C 76 M 49 Y 58 K 29

R 62 G 91 B 88

#3e5b58

PMS 5477c

C 89 M 73 Y 56 K 67

R 8 G 31 B 45

#0d1f2c

PMS 5395c

C 100 M 74 Y 40 K32

R 12 G 59 B 93

#0c3b5d

PMS 302c

C 100 M 79 Y 20 K 5

R 16 G 75 B 134

#104b86

PMS 301c

C 74 M 47 Y 33 K 7

R 78 G 115 B 138

#4e738a

PMS 5405c

C 13 M 7 Y 4 K 20

R 218 G 225 B 233

#dae1e9

PMS 649c

Nature Sea

C 64 M 44 Y 76 K 31

R 84 G 97 B 68

#546144

PMS 7763c

C 38 M 22 Y 36 K 0

R 164 G 177 B 164

#a4b1a4

PMS 5645c

C 20 M 43 Y 40 K 0

R 204 G 153 B 141

#cc998d

PMS 7612c

C 7 M 30 Y 31 K 0

R 233 G 184 B 165

#e9b8a5

PMS 7415c

C 13 M 21 Y 25 K 0

R 220 G 197 B 183

#dcc5b7

PMS 482c

C 99 M 66 Y 55 K 55

R 0 G 48 B 60

#00303c

PMS 547c

C 95 M 61 Y 38 K 19

R 4 G 85 B 113

#045571

PMS 7708c

C 87 M 37 Y 39 K 7

R 2 G 123 B 139

#027b8b

PMS 7713c

C 44 M 16 Y 24 K 0

R 146 G 183 B 187

#92b7bb

PMS 5503c

C 25 M 13 Y 11 K 0

R 190 G 203 B 213

#becbd5

PMS 5455c

Typography

Intro is our brand font and comes in varying weights from Light to Black and is also available in italics.

Body copy uses Intro Light or Intro Book if more legibility is required.

Headlines may be applied in any weight font as long as there is enough contrast with the use of font size, weight or colour to create sufficient hierarchy and it does not compete with the Ventura South West Logo. Headlines should primarily be applied in sentence case to convey a warm friendly feeling, however designer discrection may be used.

Turbinado Regular is our feature font and this is to be used for our positioning statement ‘It’s our home too’ and any other short feature sentences, it is not to be used in long copy.

Aa Aa

Intro Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Aa Aa Aa

Intro Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Intro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Intro Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Turbinado Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Watermark

The ‘V’ brand mark from our logo may be applied as a watermark element to creative outputs. Just be sure not to crop too much of it so it’s still recognisable.

To create the watermark effect in may be applied in white with an opacity or as a tint of a brand colour.

Brand mark extensions

A series of 3 ‘icons’ are available to be used as both a brand mark extension - adaptation of the logo, as shown on the following page, or as icons on their own as shown on this page.

Please note when they are used as adaptations of the logo, they must never be shown isolated, but always in conjunction with the primary logo. These work well as animated GIFs in digital applications.

Circle Icon represents inclusivity of both the wider South West community and our inclusiveness of building a home to suit just about every body.

Quotation Icon represents our positioning sentiment ‘it’s our home too’ and symbolises a first person point of view.

Location Icon represents our home the South West

Graphic elements

To help create depth to our brand we have developed a series of graphical elements that can be applied to creative outputs.

These elements also help soften the corporate side to our brand and create a more natural personable feeling.

The ‘swash’ elements may be used to house headlines, pull copy or call to actions as long as it is short copy. Or may also be applied to soften the edges of a block colour or image.

The background texture graphics may be applied to give depth and texture to solid block colours. Set this elements EPS file with an opacity so it remains subtle.

Swash graphic element examples.

Background texture 1

Background texture 2

Stock Brand Imagery

A library of images is available to help convey messaging and tell an emotive story.

Stock imagery used is of a certain style. This style is unposed, emotive, textural, soft, warm and reflective of our South West lifestyle and environment. Images to avoid are those which are over saturated or filtered, busy, too dark, harsh lighting and over posed.

Images should first be sourced from the existing library, however if an appropriate image is not available here, additional imagery may be sourced, provided it adheres to the image guidelines and matches in visual style.

Product Brand Imagery

A library of our Ventura South West product imagery is available to use.

These images consist of a mix of external imagery and internal images which showcase an entire scene plus internal close ups which give visual interest and convey more of an emotive lifestyle element.

BRAND APPLICATION

Application Examples

The following pages give a visual guide as to how all the brand assets come together to create artwork across print, digital and outdoor media.

Use these applications for inspiration when applying our brand to your new design briefs.

For any questions on how to use our brand, please contact us, we’d love to help.

(08) 9792 2322

Homemaker Centre, 5 Warehouse Street, Bunbury 6230

ventura-homes.com.au