Brand Manual

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Adobe InDesign

Brand Manual and Proposal Template Guidelines November 2017 Revised November 2018

TABLE OF

CONTENTS

DESIGN GUIDELINES 1.1 Logo & Marques

4

1.2 Clear Space

7

1.3 Logo Variations

8

1.4 White Space

10

1.5 Color Palette

11

1.6 Color Tints

12

1.7 Primary Font

13

1.8 Secondary Fonts

14

1.9 Web Font Usage

15

1.10 Type Hierarchy

16

1.11 Imagery & Mood

17

1.12 Project Photography

18

1.13 Email Marketing

19

1.14 Iconographics

21

1.15 Print & Collateral

22

PROPOSAL TEMPLATE GUIDELINES 2.1 Margins & Col-

24

2.2 Design Grid

25

2.3 Proposal Cover

26

2.4 Table of Contents

27

2.5 Body Copy

28

2.6 Resumes

30

2.7 Fact-Sheets

32

2.8 Organizational Charts

35

2.9 Lists

36

2.10 Tables & Figures

37

01 MANUAL BRAND

1.1 Logo & Marque Used to introduce the market to our new name and the new services being offered to clients.

DESCRIPTION

1ST TRIENNIAL TAG LINE - TO BE USED OCT. 2017 THROUGH JAN. 2018.

EVOLVING SERVICES TO MEET YOUR NEEDS

building envelope consulting forensic restoration parking design planning

WALKERCONSULTANTS.COM

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1.1 Logo & Marque Cont’d

DESCRIPTION

3RD QUARTER - TO BE USED JUNE 2018 THROUGH OCTOBER 2018.

Used to remind the market (as well as internally) that though we offer many services, we are one firm.

ONE FIRM. MANY CAPABILITIES.

WALKER CONSULTANTS | 5

1.1 Logo & Marque Cont’d Used to further support the refreshed brand and to emphasize our three basic services.

DESCRIPTION

2ND TRIENNIAL TAG LINE - TO BE USED FEB. 2018 THROUGH MAY 2018.

PLAN. DESIGN. RENEW.

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1.2 Clearspace

DESCRIPTION

Clearspace is the minimum amount of space around the logo into which no other object should infringe.

MINIMUM CLEARANCE

A

B

A. The Clearance is 50% the height of the logo

B. The clearspace is 50% the height of the logo.

WALKER CONSULTANTS | 7

1.3 Logo Variations

DESCRIPTION

A graphic element that represents a company or institution.

WALKER GLOBE LOGO

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WALKER HORIZONTAL LOGO

WALKER STACKED LOGO

1.3 Logo Variations Cont’d

DESCRIPTION

NOTE: Used sparking and only when a graphic element cannot be used.

A wordmark is a logotype that is usually a distinct text-only typographic treatment of the name of a company, institution, or product name used for purposes of identification and branding WALKER WORDMARK

Ex. Reserved for page numbers

WALKER CONSULTANTS

Ex. Reserved for back covers or ads etc.

WALKERCONSULTANTS.COM WALKER CONSULTANTS | 9

1.4 White Space

DESCRIPTION

NOTE: White space isn’t always white.

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Think of this as breathing room. Give your artwork LOTS of room to breath. This allows the reader a chance to interact with the content.

DESCRIPTION

1.5 Color Palette The primary color is Teal.

PRIMARY TEAL

PRIMARY WHITE

PRIMARY BLACK

CMYK: 88% 9% 33% 0% RGB: 0 165 177 PANTONE: 7467 U

CMYK: 88% 9% 33% 0% RGB: 255 255 255 PANTONE: WHITE

CMYK: 0% 0% 0% 100% RGB: 0 0 0 PANTONE: PROCESS BLACK U

SECONDARY

SECONDARY

SECONDARY

SECONDARY

CMYK: 100%, 80%, 43%, 45% RGB: 0 43 73 PANTONE: 7463 C

CMYK: 85% 68% 30% 12% RGB: 60 85 124 PANTONE: 541 U

CMYK: 24% 10% 4% 0% RGB: 189 209 228 PANTONE: 643 U

CMYK: 0% 58% 79% 0% RGB: 255 137 62 PANTONE: 151 U

TERTIARY

TERTIARY

TERTIARY

TERTIARY

CMYK: 0% 29% 83% 0% RGB: 255 192 60 PANTONE: 122 U

CMYK: 69% 63% 62% 58% RGB: 52 51 51

CMYK: 52% 43% 40% 6% RGB: 130 131 134

CMYK: 0% 0% 0%5% RGB: 241 242 242

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DESCRIPTION

1.6 Color Tints Tints are useful in graphics as they allow you to design with a wider palette of colors. To be used primarily in Organizational Charts and/or in Powerpoint presentations.

75%

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50%

25%

DESCRIPTION

1.7 Primary Font

CALIBRI LIGHT FONT NAME Calibri CLASSIFICATION Sans Serif ABOUT Designed by typographer Luc(as) De Groot, the Calibri® font family was commissioned by Microsoft in 2002.

It is a humanist sans serif typeface, known for its warmth and rounded lines.

Light CALIBRI REGULAR

Regular CALIBRI BOLD

Bold WALKER CONSULTANTS | 13

DESCRIPTION

1.8 Secondary Fonts Used sparingly and in special instances.

Example: Invitations etc.

CONSTANTIA REGULAR

FONT NAME Constantia CLASSIFICATION Serif

Regular

ABOUT Constantia is a modulated wedge-serif typeface designed for continuous text in both electronic and paper publishing.

LATO THIN FONT NAME Lato CLASSIFICATION Sans Serif ABOUT Lato is a sans serif typeface family started in the summer of 2010 by Warsaw-based designer Łukasz Dziedzic (“Lato” means “Summer” in Polish). In December 2010 the Lato family was published under the Open Font License by his foundry tyPoland, with support from Google.

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Thin

DESCRIPTION

1.9 Web Font Usage Fonts used on our Wordpress website.

FONT NAME Open Sans

Eheniminis dolorest aturem qui vel inctorro rem ut accuptam voles

CLASSIFICATION Sans Serif

Unt. Ut es autem qui.

Paragraph - 18 px, #545454 H1 - Uppercase, Condensed

44px, #3c557c H2 - Uppercase, Condensed

40px, #00a5b1 H 3 - Regular, 20px, #00a5b1 H4 - Regular, 18px, #3c557c H5 - Regular, 13px, #3c557c H6 - Condensed, Bold, 10px, #3c557c

Itatur Quistem porepere?

Hil magnat is plique nus Nis duntian debita Et antiation exped quatus iuntem inullia ellaborro dollibusam l Piendi te por si unt, endeser uptasime vellaut faceate

FONT NAME Consolas

voles accusaped etusdae lis et andit, a volore quamus et, ut excesequiat occusda quat. Piendi te por si unt, endeser uptasime

CLASSIFICATION Monospaced Preformatted - 16px, #333333

Fugit ma qui doloriae. Vidis estibus explaborit alis digenim haruntotatus

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PRINT FONT USAGES

1.10 Type Hierarchy Refer to Paragraph Styles in InDesign Template.

H1 - Headline 1 To be used for short lined page headers.

26pt/30pt Calibri Bold, Normal, 7467U

H2 - Headline 2 H2 is a Headline size.

18pt/16pt Calibri Light, Normal, 7467U

H3 - Headline 3 H3 is a sub-title.

14pt/18pt Calibri Regular, Normal, 7467U H4 - Headline 4 H4 is a sub sub-title.

11pt/14pt Calibri Regular, All Caps, 7467U H5 - Headline 5 H5 is an extra sub-title if needed.

9pt/15pt Calibri Light, All-Caps, Black BC -BODY COPY The main font-size in any printed document is 9pt/15pt.

BC - BULLETS Basic bullet style BC - SUB BULLETS Basic sub-bullet style QUOTES Used for short lined quotations.

18pt/24pt Calibri Light Italic, Normal, 7467U 16 | WALKER CONSULTANTS

DESCRIPTION

1.11 Imagery & Mood Use images that are vibrant, textural and show context. Images can also be abstract.

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DESCRIPTION

1.12 Project Photography Below are examples of good project photography.

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DESCRIPTION

1.13 E-Mail Marketing Banner used for general mailings.

NOTES Headers All Caps Header 1 Helvetica 7467U (hex #01A5B1) Sub Headers Paragraph Style Helvetica 14px 7467U (hex #01A5B1)

Body Copy Paragraph style Helvetica 14px hex #333333 Images Should be full width of text box. If not possible, images should be centered. Please use high-res images reduced to 72 dpi with a min with of 1260px.

Please reach out to corporate marketing for additional details.

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DESCRIPTION

1.13 E-Mail Marketing Cont’d Sample banners used for mailings specific to service type.

NOTES Same style guides described on the previous page apply with these banners.

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DESCRIPTION

1.14 Infographics Icons are not to be confused with clip art and are to be used sparingly in Powerpoint presentations or in proposals.

NOTES When appropriate (in instances where there are large bodies of text and visual relief is needed, feel free to use icons to help you relate a point or message.

Please do not change the shape or the color of the icon.

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DESCRIPTION

15 Print & Collateral Various marketing pieces to help support the brand refresh. To be used both internally and externally.

WALKER CONSULTANTS INTRO POSTCARD PIECE

BUSINESS CARDS

FLASH DRIVE

Note: Please see Corporate Marketing if additional tools/ materials are needed to support your BD effort.

GRID CARDS 22 | WALKER CONSULTANTS

CRACK METERS