brand + visual guidelines v1.0 2018

> table of contents

1.0 our brand story tag line / guiding philosophy / mission brand promise what makes us different

5

2.0 visual identity at a glance brandmark

9

3.0 color palette

15

4.0 type 19 5.0 action mark

23

6.0 imagery 25 7.0 voice 29 tone + voice punctuation grammar

1.0

OUR BRAND STORY

> our brand story

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TAG LINE CREATING EXPERIENCES THROUGH EXPERIENCE Experience. There are three levels to the word that defines who we are. At the most basic level, it’s our design and engineering expertise that we’ve cultivated since our beginning in 1979. We couple that by fostering an internal culture that inspires and is collaborative. Secondly, there’s the experience we strive to create every time you interact with us. We will champion you and your project above ourselves. And most importantly, is the experience we work tirelessly to create for everyone who will interact with your vision. It’s not about the project or even the place. It’s about the experience. To help us live up to those levels of the word, our beliefs are simple and to the point – be responsible, be accountable, be creative, be resourceful. That’s McAdams: creating experiences through experience.

GUIDING PHILOSOPHY We will create meaningful experiences through inspired design.

MISSION To bring thoughtfulness to every detail in advancing our clients toward their vision and improving our communities.

> our brand story

BRAND PROMISE We are united by a shared vision. Through our unity, we will be thoughtful and responsible in achieving your goals. We will stand by your side and take ownership of every decision we make together. We will inspire one another to think bigger. Because only together can we create experiences that go from vision to achievement, which will energize our communities.

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> our brand story

WHAT MAKES MCADAMS DIFFERENT WE ARE VISION-FOCUSED We are a collective group of civil engineers, landscape architects, planners, scientists and surveyors that collaborate to approach projects with the goal to create a meaningful experience for both our clients and the end-users that will explore the places we help create. McAdams is structured in a way that allows our team to be true experts in the markets we serve. Check them out below. Market Areas: ›› Commercial Developments ›› Education Campuses ›› Residential Communities ›› Parks, Recreation + Open Spaces ›› City + Town Utilities ›› Healthcare Facilities ›› Energy Services: ›› Civil Engineering ›› Land Planning ›› Landscape Architecture ›› Natural Resources ›› Stormwater ›› Surveying ›› Environmental ›› Water/Wastewater ›› Construction Administration

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2.0

VISUAL IDENTITY

> visual identity

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AT A GLANCE

primary brandmark

secondary palette

primary palette

action mark

tertiary palette

Aa Bb Cc photography

primary typeface

> visual identity

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THE BRANDMARK The brandmark should look like this:

Our brandmark acts as a distinct and recognizable signature across all of our communications. Don’t add things to it, take things from it or stretch it out of proportion. Learn to love the brandmark - it’s the only one you’ve got.

CHOOSING THE RIGHT BRANDMARK Primary Brandmark: The primary brandmark is the preferred version of the brandmark and should be used whenever possible. Secondary Brandmark: When space is an issue, the secondary brandmark can be used as an exception.

primary brandmark: full color

Not sure which to use? Need a logo for a client? Contact the marketing department! secondary brandmark: full color

> visual identity

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CLEAR SPACE The clear space area is used to ensure our brandmark is always prominent and clearly visible in all our print and online communications. The clear space area applies to all versions of the primary and secondary brandmark. The clear space area is equal to the heights of the wordmark (the height of the ‘c’ from the wordmark) across all edges.

1/2 x

x

minimum clear space recommended clear space

x 1/2 x

minimum clear space recommended clear space

> visual identity

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CHOOSING THE RIGHT VARIANT Both the primary and secondary brandmark appear in a number of color variants. Each variant has been created for a specific use. The key is to ensure there is enough contrast so the brandmark is clearly legible. CORE FULL COLOR The core brandmark is used in white or light photographic backgrounds. MONO BLACK The mono black brandmark should only be used when color printing is restricted and tonal clarity cannot be guaranteed; for example in black and white advertisements and on apparel.

core full color

MONO BURGUNDY, LIGHT + DARK GRAY The mono burgundy, light gray and dark gray brandmark should be used on white backgrounds when full color printing is restricted.

mono black

mono burgundy

MONO WHITE The mono white brandmark can be used when the core, full-color version will not read clearly on a dark photographic or colored background.

mono light gray

mono dark gray

mono white

> visual identity

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PROTECTING THE BRANDMARK When using the brandmark, we ask that you help us look after it. These guidelines will help you avoid disturbing the integrity of the brandmark.

Don’t place the full color version of the brandmark on a complicated background - ensure that the most appropriate brandmark is being used

Don’t distort the brandmark

Don’t alter the color of the brandmark

Don’t remove the type from the symbol, they should always be fused together*

Don’t alter the brandmark lockup (spacing between the symbol and wordmark)

*For any exceptions to the brandmark please contact the marketing department

> voice

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3.0

COLOR PALETTE

> color palette

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PRIMARY PALETTE Used consistently, our primary palette delivers strong brand recognition across all expressions. For BURDUNDY use PANTONE® 7421 C + U CMYK 40 94 63 51 RGB 95 22 44 WEB #5f162c

For LIGHT GRAY use PANTONE® 7544 C + 7545 U CMYK 57 41 34 4 RGB 119 133 146 WEB #778592

For DARK GRAY use PANTONE® 7547 C + U CMYK 84 72 57 70 RGB 21 30 40 WEB #151e28

SECONDARY PALETTE Each color in our secondary pallet represents a specific category across our visual communications. Red: about McAdams and McAdams SHARES; Green: project experience; Blue: experience makers; Gold: services for our clients’ needs. For RED use PANTONE® 206 C + U CMYK 9 100 79 2 RGB 215 0 54

For GREEN use PANTONE® 7723 C + 7724 U CMYK 74 18 59 1 RGB 67 157 130

WEB #d70036

WEB #439d82

For BLUE use PANTONE® 3025 C + 308 U CMYK 100 68 40 20 RGB 0 77 113 WEB #004d71

For GOLD use PANTONE® 130 C + 129 U CMYK 2 38 100 0 RGB 247 168 0 WEB #f7a800

> color palette

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TERTIARY PALETTE On occasion, the need arises for an expanded color selection. These colors are the supporting ‘cast members’ for our primary and secondary colors and should be used sparingly. CMYK 63 65 58 38 RGB 81 7072 WEB #514648

CMYK 26 57 85 5 RGB 184 120 65 WEB#b87841

CMYK 44 70 78 50 RGB 92 56 41 WEB #5c3829

CMYK 35 39 32 0 RGB 171 152 156 WEB #ab989c

CMYK 12 30 44 4 RGB 215 174 140 WEB#d7ae8c

CMYK 32 59 68 13 RGB 160 108 84 WEB #a06c54

CMYK 10 10 8 0 RGB 226 221 222 WEB #e2ddde

CMYK 7 13 21 0 RGB 236 218 198 WEB#ecdac6

CMYK 7 14 16 2 RGB 227 210 200 WEB #e3d2c8

CMYK 4 4 3 0 RGB 241 239 239 WEB #f1efef

CMYK 3 5 8 0 RGB 246 237 228 WEB#f6ede4

CMYK 3 5 6 1 RGB 241 233 228 WEB#f1e9e4

CMYK 100 70 43 RGB 46 0 53 76 WEB#00354c

CMYK 28 6 11 0 RGB 181 213 219 WEB#b5d5db

CMYK 9 2 4 0 RGB 229 238 240 WEB#e5eef0

CMYK 76 37 55 56 RGB 32 73 68 WEB #204944

CMYK 29 7 20 0 RGB 181 210 203 WEB#b5d2cb

CMYK 9 2 6 0 RGB 229 237 234 WEB#e5edea

CMYK 12 9 7 0 RGB 221 222 226 WEB#dddee2

CMYK 5 4 3 0 RGB 239 239 240 WEB#efeff0

> color palette

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USING THE PRIMARY + SECONDARY COLOR PALETTE All of our colors have been chosen for a specific role. Using them appropriately creates a strong and consistent brand across all of our communications.

SECTION TITLE > SECTION 1

main headers + subheaders

MAIN HEADERS ARE TYPESET IN BURGUNDY For legibility, body copy is always set in dark gray.

main text

experience makers

project experience

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services

creating experiences through experience

Client / Proposal Name 18

4.0

TYPE

> type

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OUR TYPEFACE RUBIK Rubik is a sans serif, five weight font family. It is simple and clean with slightly rounded corners. Its consistent use unifies all of marketing’s print, digital and online communications.

Rubik Light Used for body copy, tables of information and image captions.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890 ?><(*+%@!

Rubik Medium Used for secondary sub headings and points of emphasis within body copy.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890 ?><(*+%@!

Rubik Bold Used for main copy headers, sub headers and sidebar headers.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890 ?><(*+%@!

Rubik Black Should be used sparingly and in stand alone situations to draw attention and emphasis.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890 ?><(*+%@!

Calibri Calibri is only used for copy in Microsoft Office products such as Word, Excel, Powerpoint and Outlook.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890 ?><(*+%@!

> type

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HEADERS HEADERS USE RUBIK BOLD TYPE SHOULD BE 12PT, UPPERCASE WITH NO PUNCTUATION TRACKING SHOULD BE SET TO METRICS AT 0 color

LEADING VALUES SHOULD BE SET 4PT ABOVE THE TYPE SIZE

SUB HEADERS SUB HEADERS USE RUBIK BOLD TYPE SHOULD BE 10PT, UPPERCASE WITH NO PUNCTUATION TRACKING SHOULD BE SET TO METRICS AT 0 color

LEADING VALUES SHOULD BE SET 4PT ABOVE THE TYPE SIZE

Secondary Sub Headers: Sub Headers use Rubik Medium Type should be 10pt sentence case and end with a colon Tracking should be set to Metrics at 0 color

Leading values should be set 4pt above the type size

> type

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Body Copy Body copy uses Rubik Light to ensure legibility. Use Rubik Medium to pull out words and sentences of importance. Use Rubik Light Italic to pull out titles and quotes. Type should be 10pt, sentence case with full punctuation and full paragraph breaks. Tracking should be set to Metrics at 0 color

Leading values should be set 4pt above the type size â&#x20AC;şâ&#x20AC;ş Bulleted lists can also be integrated to help summarize. Left Indent should always be .25. The first line indent should always be -.1875. -- If needed, you can use two levels

Image Captions Image Captions use Rubik Light to ensure legibility. Use Rubik Medium to pull out words and sentences of importance. Use Rubik Light Italic to pull out titles. Type should be 7pt, sentence case with full punctuation. Tracking should be set to Metrics at 0

color

Leading values should be set 1pt above the type size

5.0

ACTION MARK

> action mark

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USING OUR ACTION MARK Derived from our logo, our action mark has been created to draw attention to important pieces of information and add a consistent design element to our communications. POSITIONING There are two main ways to use our action mark: within copy and placed on an image. The most common way is located within copy. The Action Mark should always be pointing forward. Think reading left to right or imagine a greater than symbol. > EXPERIENCE MAKERS > GENERAL MCADAMS > SERVICES > PROJECT EXPERIENCE

›› Service bullets ›› Project experience ›› Main copy bullets

SECTION > SECTION #

sidebar headers

copy bullets

document headers

When highlighting important moments and key design elements on an image, the action mark may be rotated but always in intervals of 90 degrees.

image callouts are always white and look like this

image callout

COMMERCIAL DEVELOPMENTS

image header

Things you should never do to the action mark: ›› Stretch or distort it ›› Use it as a holding shape for imagery ›› Use it on its own, it must always be connected to copy ›› Change the angle

6.0

IMAGERY

> imagery

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PHOTOGRAPHY STYLE Photography is a powerful way to express our identity and is one of our most widelyused assets. Our photography highlights the details we focus on that elevate the human experience. It shows that we take placemaking a step above through relevant experience creation. Imagery features a person or people activating the place - reflecting what it is like to live, work, play and learn in the places we help shape. This can help emphasize the story points shown through call-outs or descriptive narratives. COLORFUL Use of natural color â&#x20AC;&#x201C; no filters or color cast light effects, no black-and-white unless intended for monochromatic application. BELIEVABLE SITUATIONS Imagery should be real-life scenarios that depict people going about their day-today life. It should feel warm, friendly and engaging and make you feel that you will be welcome if you visited the area. PEOPLE Shots should be simple, direct and feature real people whenever possible. Models should be supplemental. They should show interaction to reflect relationships between people and place. The people captured should always be looking off camera and never giving direct eye contact. People should look positive, approachable and natural with an appropriate mix of race, age and gender to reflect diversity.

> imagery

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PHOTOGRAPHY HIERARCHY HERO IMAGERY: ACTIVATED Hero images focus on the human experience within the places we create. The human experience is explained in call-outs also serving to explain rationale for the decisions that better the experience. These shots should include people, and should be shot at dynamic angles, ideally with motion, to serve as a more activated and emotional shot of our environment. SECONDARY IMAGERY: PORTFOLIO Secondary images should include both portfolio shots that showcase our work without including people and show the technical drawings. When using multiple images together, all images should be either photography or illustration. The only time the two should be used together is when an illustration is backing up the photo of the same work. These images should be more straight on and standard portfolio shots. TERTIARY IMAGERY: INTIMATE Tertiary images focus on the environment with the element of human presence. Example elements in a shot include items such as books, tea glasses, jackets and shoes. These images should zoom in on the environment to serve as a more intimate, relatable setting.

hero imagery: activated

secondary imagery: portfolio

tertiary imagery: intimate

> imagery

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PHOTOGRAPHY TIPS Remember these helpful tips when taking photography and using them throughout your printed and digital work. TAKING PHOTOGRAPHY

share you experience

be cognizant of whatâ&#x20AC;&#x2122;s in the background

quality rather than quantity

show activated spaces, not empty ones

USING PHOTOGRAPHY

do not overlap images or place images on top of images

do not use embellished or rounded corners

do not use drop shadows or other effects on images

do not outline images

do not fade or use gradients

do not over stretch images

7.0

VOICE

> voice

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TONE / VOICE Tone and voice are critical when communicating in the written form by the simple fact that we do not have the non-verbal cues to help us in the conversation. Being able to communicate in a tone / voice that is consistent with our brand is of utmost importance so we are able to tell our story. Below are a few guidelines to follow when writing narrative sections such as project approaches, executive summaries, cover letters, etc. A storyâ&#x20AC;&#x2122;s voice is the individual writing style of an author. It is what gives the story or narrative a uniqueness. USE THE ACTIVE VOICE (NOT THE PASSIVE) An active sentence always starts with the subject or the doer. This is then followed by a verb of what is being done. If there is an object in the sentence, then it follows the verb. Subject + Verb + Object = Active Sentence. Use this: Marc rode his bike. Not this: The bike is what Marc rode.

> voice

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PUNCTUATION THE COMMA We do not use the ‘Oxford Comma’. This is the comma that comes before the ‘and’ in a sentence with a list in it. Use this way: Our services are land planning, landscape architecture, civil engineering, stormwater, survey and construction services. Not this way: Our services are land planning, landscape architecture, civil engineering, stormwater, survey, and construction services.

PLUS SIGN, AMPERSAND OR AND As a general rule, we as a firm use the ‘+’ symbol instead of the ‘&’ in project names, department names, headers, etc. However, we do NOT use them in narrative sections. We also respect the use of the ‘&’ when it is used in a proper name. For example, we would not change the ‘&’ to the ‘+’ in S&ME. Use this way: We plan to provide civil engineering and landscape architecture. Parks + Recreation Master Plan Not this way: We plan to provide civil engineering & landscape architecture. Parks & Recreation Master Plan

> voice

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PHONE NUMBERS When adding a phone number in a document, we use periods with one space after each set of numbers. This gives for some breathing room and easier reading. Use this way: 919. 361. 5000 Not this way: 919-361-5000 Or this way: 919.361.5000

SPACING AFTER PERIODS Out with the old, in with the new. With new technology, it is no longer necessary to put more than one space after a period. In fact, it can be distracting to the reader. Therefore, our sentences only get one space between them. Use this way: McAdams is pleased to submit our statement of qualifications related to the Parks and Recreation Comprehensive Master Plan Update for the County. We recognize the planâ&#x20AC;&#x2122;s importance as a framework for providing high quality recreation opportunities. Not this way: McAdams is pleased to submit our statement of qualifications related to the Parks and Recreation Comprehensive Master Plan Update for the County. We recognize the planâ&#x20AC;&#x2122;s importance as a framework for providing high quality recreation opportunities.

> voice

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THE EXCLAMATION MARK We do not use exclamation marks in our general narrative text or sidebar information. Use this way: We are excited for this opportunity and hope to work together with the Town on this incredible project. Not this way: We are excited for this opportunity and hope to work together with the Town on this incredible project!

FORWARD SLASH When using the ‘ / ‘ to group together words, always use a space before and after the ‘ / ‘ (almost always). There are a few exceptions to the rule: Use this way: He has successfully built over 50 competitive sports / athletic fields in the southeast and planned parks in eight different states. Not this way: He has successfully built over 50 competitive sports/athletic fields in the southeast and planned parks in eight different states. Exceptions: and/or +/Water/Wastewater

> voice

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THE BULLETED LIST We often use bulleted lists when writing in narrative sections to help keep the readers attention. This is encouraged to use when appropriate. We do have a few ‘rules’ when using bulleted lists to maintain consistency throughout. When using a bulleted list, if the items in the list are not complete sentences (meaning, each line could not stand on its own and still make sense), then each bulleted line is separated by a semicolon. For the second to last bulleted line, the semicolon will be followed by ‘and’. The last bulleted line will end with a period. Use this way: We offer the following strengths: ›› Local, regional and national expertise in recreation planning; ›› A team with previous collaborations on projects of similar size and scope; ›› Familiarity and proximity to the County; and ›› Proactive project management to keep projects on schedule. Not this way: We offer the following strengths: ›› Local, regional and national expertise in recreation planning ›› A team with previous collaborations on projects of similar size and scope. ›› Familiarity and proximity to the County; ›› Proactive project management to keep projects on schedule Exceptions: For instances where the bulleted list lines are complete sentences (this is not as commonly used), then each bulleted line should end with a period.

> voice

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1, TWO, 3 When utilizing numbers, all numbers one through nine are to be written out. Any number 10 and higher is to be given its numerical value. Use this way: The firm is comprised of approximately 180 professionals including 51 professional engineers and engineering designers, 10 registered landscape architects, four certified planners, 10 professional land surveyors, seven LEEDÂŽ certified professionals, three certified floodplain managers, one certified floodplain surveyor, one certified professional in erosion and sediment control and one licensed geologist. Not this way: The firm is comprised of approximately 180 professionals including 51 professional engineers and engineering designers, 10 registered landscape architects, four certified planners, ten professional land surveyors, seven LEEDÂŽ certified professionals, 3 certified floodplain managers, one certified floodplain surveyor, 1 certified professional in erosion and sediment control and one licensed geologist.

> voice

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GRAMMAR In writing and editing, grammar is equally important as punctuation. Both need consistency and accuracy. Some common grammar mistakes are as follows: THEY’RE, THEIR, THERE They’re is the conjunctive of ‘they are’. Their shows possession. There specifies a location. YOU’RE, YOUR You’re is the conjunctive of ‘you are’. Your shows possession. IT’S, ITS It’s is the conjunctive of ‘it is’. Its shows possession. AFFECT VS. EFFECT Affect is an action. Effect is a result.

> voice

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WHICH VS THAT ‘Which’ and ‘that’ are two very different words that when used correctly, change the way a sentence is read, and what it means. Let us explain: Our office, which has two break rooms, is located in Durham, NC. Our office that has two break rooms is located in Durham, NC. See the difference? The first sentence, ‘Our office, which has two lunch rooms, is located in Durham, NC,’ tells us that we have just one office, and that it is located in Durham, NC. The clause, ‘which has two break rooms,’ gives us more information about that office, but doesn’t change the meaning of the sentence. However, if we remove the clause, the location of our one office would still be clear: ‘Our office is located in Durham, NC.’ The second sentence, ‘Our office that has two break rooms is located in Durham, NC,’ suggests that we have multiple offices, but the office with two break rooms is located in Durham, NC. The phrase ‘that has two lunchrooms’ is known as a restrictive clause because another part of the sentence (our office) depends on it. You can’t remove that clause without changing the meaning of the sentence.

> voice

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CAPITALIZATION Only use capital letters for proper nouns and at the beginning of a sentence. Use this way: As the project manager, Rachel will serve as the day-to-day contact for the County throughout the extent of this project. Not this way: As the Project Manager, Rachel will serve as the day-to-day contact for the county throughout the extent of this project. CONJUNCTIONS These are words that link other words, phrases or clauses together. Conjunctions allow you to form complex, longer sentences while avoiding the choppiness of many shorter sentences. It is critical to note however that the sentence structures in each of the phrases or clauses that are being joined together are similar. Use this way The team has built numerous new parks and is aware of both the time and costs associated with these kinds of projects. Not this way The team has built numerous new parks and has been aware of both the time and costs associated with these kinds of projects.

To be an effective business writer, you need to have a consistent style. To build visual brand recognition, you need a consistent look. > Durham, NC Headquarters 2905 Meridian Parkway Durham, NC 27713

> Charlotte, NC 3430 Toringdon Way Suite 110 Charlotte, NC 28277