introduction
logo
color theory
typography
photography
signs
next steps
We know you’re excitedly ready to launch your business journey alongside us, so let’s talk shop!
This book contains the secret recipe to blu. ink’s branding, and what you need to know to weild it correctly. From logo placement to typography, mission statements and more—this is your Guide.
We are a diverse team with a singular vision: to build an innovative community focused on quality over quantity, that fosters independence, entrepreneurship, and forward-thinking—drawing plans for an approachable and sustainable future.
This is where our vision statement will go once we are done building out our goals as a team
When using the blu. ink logo we ask that a minimum of 0.5” of open space be left from each side, as displayed in the diagram above.
The primary logo is the White on Blue Charcoal, or any other approved solid-color background, variation (Figure A).
Our secondary logo is the Blue Charcoal on white variation (Figure B). This will be used primarily in “letterhead” situations.
Placement of our logo should always be prominent and easily viewable. Preferably found in the upper left-hand corner of our websites and stationary, and centered on any business cards or any signage.
The Pacific Northwest will always be our home no matter how far we grow. It springs to life in all seasons, weaving a tapestry of color.
From the bottom of the Salish Sea to the top of Mount Baker, we’ve gathered a collection of colors with the desire to bring our home to yours. Wherever that may be!
It’s all in the name, and the name is blu. ink. Our initial color work-up was a monochrome of blues and from there everything else fell into place.
Blue Charcoal is our go-to with Catalina Blue being used for buttons & accents, while shades like Half Baked make up the foundation for “blueprint topography”.
With the Commercial side of our business, it was important that we pulled on tones to convey a sense of sophistication & longevity.
Evergreen trees and forest foliage inspired most of these accents with wintery blue hues from local bodies of water.
The residential facet of our business offers a more vibrant collection of colors, similar to the splash of sunshine and wild flowers we experience in our spring and summer months.
Home buying and selling is a work of passion—we hope to convey that in everything we do.
These colors should be used on all company-wide blu. ink marketing assets—digital and print.
That being said, we have some “Do’s and Don’ts”.
Check ‘em out!
Blu.ink deliverables should always include Blue Charcoal.
Our website’s homepage, and any landing pages we build, should include usage of each primary blu. ink color.
In print: use the lighter, faded color variations instead of changing the opacity. They are set to 75% and 50% “opacity”.
Please do NOT use Stiletto on any commercial assets or web pages.
There should always be more Blue Charcoal than any other color—aside from white (#FFFFFF).
Blue
Azo Sans (Light)
Adobe Typekit— Tracking 0.18em (or 2px)
All caps
Azo Sans (Light)
Adobe Typekit— Tracking 0.12em (or 1px)
Sentence casing
Azo Sans (Light)
Adobe Typekit— Tracking 0.24em (or 3px)
All caps
Zenon (Regular)
Adobe Typekit— Tracking 0.12em (1px)
Sentence casing
This is our body copy’s typeface. It’s titled, “Zenon”— yes, like the girl of the 21-st Century!
We’ve chosen a serif typeface for a few reasons, the first of which is readability. According to studies, serif typefaces tend to be the world’s favorite—like printed books or magazines.
12
Azo Sans (Regular)
Adobe Typekit— Tracking 0.12em (1px)
We pride ourselves in masterful storytelling.
blu.ink real estate works closely with Nicholas Graves Photography for all listing presentation imagery. Our pictures should be bright and well-presented, making each listing as desirable as it is unique.
Commercial real estate is as much selling a feeling as it is a working piece of property. Even vacant buildings house a story and it’s our job to draw it out.
We combine typical listing imagery with lifestyle photojournalism and article exposes. Elle Cartier Photography has been our go-to inhouse person for these projects.
We also utilize Matterport camera technology in both side of our business. Offering a 3-D map of any listing to any interested party at the drop of a link.
While we currently don’t offer the equipment in-house, we have recommendations for photographers who are more than capable!
digital tours at your fingertips!
Our signs are designed to read much like a magazine cover. The idea being, one can swap the solid background for a dynamic image at any time and it would carry the same weight as our signs.
We have tested this theory and found it to work well when preparing covers for listing presentations, marketing, and more!
Our signs are meant to read much like a magazine cover. The idea being that one can swap the solid background for a dynamic image at any time and it would carry the same weight.
SIGN W/ RIDER OPEN HOUSE SANDWICH DIRECTIONALS
Open house signs should be as exciting as prospecting for a new property, so we’ve designed a selection to reflect that! We highly encourage you to have fun with your listings, stagger your signs in different areas and draw potential buyers in a brand new way!
And we can’t wait to see how you make blu. ink your own.
Don’t hesitate to reach out to our Creative person, Elyssa, with any questions. She can be reached by email at marketing@blu.ink
Welcome to the company!