MN Brand Guidelines

2020 BRAND GUIDELINES Rules And Guides For The Design Elements Of Our Brand.

E: info@mncustom.com P: 425.429.6645 www.mncustom.com

MANIFESTO

Thank you for taking the time to experience MN Custom Homes. I believe that you will get a sense for the distinct craftsmanship in each of our enduring designs throughout your tour. We strive to be on the cutting edge of innovation while maintaining a style that stands the test of time. We understand what local buyers are looking for including ample natural light, high ceilings, open floor plans and amazing spaces for entertaining family and friends. We build thoughtful homes that inspire community, which includes our financial contributions and employee service days to Jubilee REACH, an amazing non-profit that serves students and community members. As a locally owned company who lives, builds and invests on the Eastside we have a heart for reaching those in need.

SHAUN MCFADDEN CEO & CO-FOUNDER 02

INTRODUCTION

One of the key priorities for a successful brand is a consistent presentation which everybody recognizes straight away. Irrespective of where and when someone encounters the brand, be it a consumer or business partner, in print, direct mailing, and in digital form he/she must always feel the same way.

It can only be MN Custom Homes, based on type color & aesthetic.

This will take discipline and consistency, but establishing that brand narrative is key.

The brand - as idea, promise and experience - must fully fill 5 standards: 1

IT must be relevant to a real or projected need.

2

IT must be deliverable. 3 It must be credible.

4

IT must be differentiating.

5

IT must be both inspired and inspiring.

The identity comprises a very simple kit of parts which used together carefully with the correct relationship will form the distinctive visual expression of the MN Custom Homes brand. This document outlines the components, their structure and their relationships which will help you apply the MN Custom Homes brand consistently across all communications. Every detail of the MN Custom Homes brand identity has been created to ensure that it is expressive of the brand and it's values. The identity is designed to meet the future challenges of a competitive business and to connect naturally to our customers.

03

BRAND POSITIONING

OUR M IS S ION

Growth Mindset

Thoughtful homes that inspire community.

Learn from failure and challenges. We welcome

OUR VALUE S Own Your Contribution

feedback and see failures as learning moments, and challenges as growth opportunities.

MN is a learning culture. We are committed to providing opportunities for our employees to grow

Collective success through owning our individual

and develop, both personally and professionally.

roles. Employees are empowered to take responsibility and own the results, as well as

Development is a collaborative. You care about your

challenge the status quo when things can be done

development as much as we do and help drive it.

better.

Exceptional quality. We are committed todelivering a quality product every time.

Customer conscious. Every role here has a customer and a duty to provide them with exceptional service, regardless if our customer is internal or external.

Character Counts All are welcome. We treat everybody with dignity and respect.

Integrity. We act ethically and honestly, period.

Community engagement. We believe in being the neighbors we’d want to have. We care and give back.

04

CORE VALUES

Our brand values reflect our core ideologies and drive the decisions we make. They act as a reality check which helps us ensure that design, photographic and written communications express the unique character of MN Custom Homes. Every piece of work needs to encapsulate and express something what we must live and breathe and reflect in all marketing & business activities. They are the guidelines for driving every associates; day to day decision making and are the tools to help bring the brand to life. We exist to keep are clients satisfied ; our colleagues happy; our staffs fulfilled and motivated; our management proud and celebrated; our brand competitive and progressive.

Our goal is to build homes that are distinctive, innovative and will be in style 50-years from now. We combine classic craftsmanship with cutting edge designs, while providing a transparent and direct approach with our customer interactions. To achieve the above, we pride ourselves on these values:

LUX URIOU S

D I S T I NC T I VE

I NNO VA T I VE

lux·u·ri·ous / Sophisticated

dis·tinc·tive / Unique finishes and

in·no·va·tive / Industry leading

grandeur meets exclusive and

distinguished styling tailored to

design elements and Smart Home

thoughtful touches.

your lifestyle.

innovation.

ENDUR IN G

I NT EGR I T Y

en·dur·ing / Quality craftsmanship

in·teg·ri·ty / Our commitment to

resulting in a timeless style and

authentic approach to serving our

lasting design.

customers and serving our community.

05

COMMUNITY COMMITMENT

Supports local at-risk students and families through their core values:

LOV E STU DEN TS A N D FA M ILI ES

MN CUSTOM HOME’S DEEP

Jubilee REACH engaged 2,600+ students during the 2018-19 school year in over

AND GENUINE COMMITMENT

20 before, during, and after-school sports and clubs. We are now serving 14 schools

TO LOVING THEIR

within Bellevue School District and launching college and career readiness sup-

NEIGHBOR MEANS THAT

port at Sammamish High School.

THE MOST VULNERABLE FAMILIES RIGHT HERE IN

LISTE N TO THE DEE P E R N EE D S I N T HE C O MMU NI T Y

OUR COMMUNITY ARE

A total of 814 volunteers served 18,401 hours with Jubilee REACH this past year,

RECEIVING FOOD,

meeting the needs of our community where they are presented with compassionate-

FINANCIAL ASSISTANCE,

ly delivered service. The impact of Jubilee REACH volunteers was felt on Jubilee Service Day, when 3,043 individuals built community by beautifying our schools and serving at local homes in need of repair.

EMOTIONAL SUPPORT WHEN THEY NEED IT MOST.

LE A RN FROM THOSE WE SE RVE

R A N D Y E N G , E X E CU T I V E

Jubilee REACH partners with local businesses, churches, the Bellevue School

D I R E C T OR OF J UBI L EE R E A C H

District and area nonprofits to step in the gap for those in need.

06

AND SOCIAL AND

TARGET MARKET

HOM E SA LE S

L A ND A C Q U I S I T I O N

Age / 30 To 50 Years Old

Age / 55 And Older

Education / College Educated

Social Status / Middle Class

Income / Over $100,000

Life Stage / Retired or Empty Nest

Social Status / Middle to Upper Class

07

Occupation / Tech Sector or Professional

Desires To Move To Warmer Climates, Housing Downsizing,

Life Stage / Full Nest, Youngest Over 6

Traveling And Cognizant Of Medical Expenses.

TONE OF VOICE

Developing a distinct tone of voice is about reflecting your personality as a talented home builder. This distinct tone will be present in both our verbal and written communication: How clients are greeted, our email correspondence, social media posts and even down to our celebratory phrase of choice when a deals goes through. This approach works both in the acquisition and the home sales markets.

When it comes to writing an impact and informative ad, there are various parts of the message to get across:

T HE FACT S These are the properties features, the type of home, size and pricing.

T HE APPEAL What are the main benefits in working with MN Custom Homes as the seller or the potential home buyer? What are the standout features and benefits of the home? Is it the location, the decor, the section size, or the view? These key points are often what you'll bring out into your headline depending on your buyer or home seller.

T HE IDE AL A U DIEN CE Our target market is often implied by our tone of voice and choice of messaging. Are they seasoned sellers or hopeful first home buyers?

KNOW YOUR A U DIEN C E Take the time to understand our intended audience and learn their vocabulary, so we can speak in a tone of voice that they can relate too.

Developing our unique tone of voice is an opportunity to instill our brand within the community and allow that voice to evoke a sense of confidence within the team.

08

COMPANY LOGO

Name, company, logo, colors and typeface: these are the pillars of the identity of the company.

Their characteristics ensure an individual and consistent image on the market. The graphic of the definitive logo is very clean, minimal, polished, sophisticated, strong and emphasizes the values of the brand. The logo is a graphic comprised of the wordmark (logo type) and figurative mark (symbol).

The lettering is created using the Century Gothic typeface, and the stylized monogram is inseperable. The only time you should use the symbol alone is potentially on the website or social media channels where there are other elements to help the user recognise the brand.

The MN Custom Homes logo can exist with an inverted color scheme, which means that the main color is black or navy blue and the details remains white or orange on the background.

09

LOGO FAMILY

14

{A}

{ B}

{C}

{D}

{E }

{ F}

{G}

{H}

{I }

{J}

{K}

{A}

LINEAL LOCKUP - LAI

{D}

PP LINEAL LOCKUP - TAG

{G}

STACKED LOGO LOCKUP

{J}

STACK STAMP

{B}

LINEAL LOCKUP - HPP

{E}

HPP LINEAL LOCKUP - TAG

{H}

MN MINUTE LOCKUP

{K}

HPP LINEAL STAMP

{C}

LINEAL LOCKUP

{F}

HPP LINEAL LOCKUP - TAGLESS

{I}

LINEAL STAMP

FAVICON FAMILY

A favicon; short for favorite icon, also known as a shortcut icon, website icon, tab icon, URL icon, or bookmark icon, is a file containing one or more small icons, associated with a particular website or web page. Browsers that provide favicon support typically display a page's favicon in the browser's address bar (sometimes in the history as well) and next to the page's name in a list of bookmarks. Browsers that support a tabbed document interface typically show a page's favicon next to the page's title on the tab, and site-specific browsers use the favicon as a desktop icon.

{A}

15

{ B}

{ C}

{D}

{E }

{A}

STACKED LOGO ON CHARCOAL

{D}

STACKED LOGO ON CHARCOAL

{B}

STACKED LOGO ON WHITE

{E}

STACKED LOGO ON WHITE

{C}

STACKED LOGO TIGER

{F}

STACKED LOGO TIGER

{F}

LOGO SPACING & INCORRECT USAGE

16

Ivory

Champagne

Charcoal

Home Sales Presales Education or Inventory Showcases/Event Marketing Cross-Selling

Home Sales Presales Education or Inventory Showcases/Event Marketing Cross-Selling

Home Sales Presales Education or Inventory Showcases/Event Marketing Cross-Selling

C:0 M:1 Y:7 K:0

C:7 M:18 Y:57 K:0

C:69 M:462 Y:59 K:49

R:255 G:250 B:236

R:238 G:204 B:130

R:60 G:60 B:62

Hex: #FFFAEC

Hex: #EECC82

Hex: #3C3C3E

PRIMARY

PRIMARY

PRIMARY

Tiger

Navy

Shamrock

Home Purchase Program Propery/Land Acquisition Jubilee Reach/Community Events

Home Purchase Program Propery/Land Acquisition Jubilee Reach/Community Events

Home Sales Highlight Impact

C:1 M:74 Y:90 K:0

C:89 M:75 Y:36 K:23

C:85 M:14 Y:100 K:2

R:240 G:103 B:49

R:47 G:68 B:103

R:3 G:153 B:73

Hex: #F06731

Hex: #2F4467

Hex: #039949

SECONDARY/ACCENT

PRIMARY/ACCENT

ACCENT

TYPOGRAPHY

Typography is a powerful tool in the development of a creative identity and is a key element to create a cohesive look across all forms communication. Relying on a typeface family consistently makes it recognizable; it pulls together communications and makes the brand messaging more distinctive. The different styles of type we use to bring our communications to life sets the tone of our brand: clean, modern, stylish, distinctive and iconic. The selected fonts are a great combination between different serif and san serif as well as effective across all design applications.

Aa Aa

Headlin es & Body Copy - O s w a l d / E xt r a Lig ht A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Aa

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0

1 2 3 4 5 6 7 8 9 0

Headlin es - Oswal d / M e d ium A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z

Secon dary, I n formative & Q uot a t ion - C a s l on 3 / Ita l ic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

18

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

Aa

L o go E le m e nt s - Ce n t u r y G o t h i c / B o l d A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

1 2 3 4 5 6 7 8 9 0

Aa

L o go E le m e nt s, I nt e rna l D o c ume nt a t i o n & L e t t e rh e a d C o p y - C e ntu ry Go thic / R egula r

Aa

Quo t a t i o n & Hi gh li gh t - T h i r s t y S c ri p t / Re gu l ar A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

PATTERN & TEXTURE

19

PHOTOGRAPHY

DETAIL FOCUS

EXTERIOR FOCUS

CONSTRUCTION & BUSINESS FOCUS

INTERIOR FOCUS

20

PLACE FOCUS

PEOPLE FOCUS

LOGO & PHOTOGRAPHY INTERACTION

21

APPLICATION EXAMPLES

The following section brings all of the identity elements together to show the MN Custom Homes brand in application: we would like as many people and organizations as possible to use the identity elements of the MN Custom Homes brand.

Please use these example applications as a visual guide to help you create your communication.

This section demonstrates the flexibility of the brand, exploring the use of all elements working in partnership with all brand elements.

22

STATIONARY COLLATERAL { B} { A}

ERIK OLBERG

VP, Property Acquisition

September 4th, 2020

P: 206.407.4823 E: erik@mncustom.com mncustom.com

To whom it may concern,

{A}

BUSINESS CARDS

{B}

LETTERHEAD

{C}

ENVELOPE

{D}

ZIP DRIVE

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce eu tellus sit amet tortor auctor semper a at ipsum.

Vestibulum ac nisl ac leo porta convallis. Donec eleifend dolor sit amet sem sagittis, eget scelerisque tellus congue.

Fusce finibus, eros quis rhoncus iaculis, metus dui molestie mi, sed fringilla tellus urna et risus. Sed nec nulla velit.

Vestibulum ac risus non quam hendrerit vehicula efficitur dapibus felis. Suspendisse imperdiet massa posuere consectetur volutpat. Vivamus viverra orci sed lacus aliquet, sed convallis ipsum hendrerit. Sed non pharetra felis.

Morbi mauris erat, molestie ac turpis at, blandit tempus ligula. Nulla sit amet nulla sapien.

In in lacus nec magna varius posuere at non lorem. Pellentesque molestie quam ut ligula dignissim, in pretium orci posuere. Aenean hendrerit odio facilisis libero lacinia aliquet. Ut at volutpat mi. Aenean mauris urna, egestas ut ex venenatis, vestibulum pharetra augue. Proin semper eros justo, vitae aliquet nibh suscipit vitae. Donec commodo tortor sed luctus placerat. Nam porta at felis luctus sodales. Praesent semper viverra est, quis iaculis turpis consecte-

{C}

tur eu. Fusce ac sollicitudin justo, a malesuada ipsum. Praesent turpis risus, lobortis eu malesuada ac, imperdiet at risus. Morbi vitae auctor turpis. Donec magna sem, volutpat et odio in, iaculis aliquet ante. Morbi quis ultrices 1412 112th Ave NE

dolor. Nam in efficitur dolor.

Suite 200 Bellevue, WA 98004 mncustom.com

Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Praesent vel mollis urna. Nullam ullamcorper lectus lacus, eget aliquam nulla dignissim quis. Donec consequat hendrerit rutrum. Donec quis tellus metus. Vivamus vitae finibus ipsum, eu porta eros. Orci varius natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus.

Best Regards, Erik Olberg

MN Custom Homes VP, Property Acquisition

23

Erik Olberg

C: 425.970.9468

1412 112th Ave NE, Suite 200

VP, Property Acquisition

E: erik@mncustom.com

Bellevue, WA 98004

HPP SPECIFIC LETTERHEAD

{D}

ADDITIONAL BRANDED FORMS

Invoice

Estimate

FROM:

FROM:

John Doe

John Doe

Project Manager

Project Manager

P: 206.123.4567

P: 206.123.4567

E: email@mncustom.com

E: email@mncustom.com

CLIENT CONTACT:

ISSUE DATE: 09.04.20

CLIENT CONTACT:

ISSUE DATE: 09.04.20

Company Name CLIENT ID 0123

Company Name CLIENT ID 0123

Jane Doe

Jane Doe

P: 206.123.4567 JOB# #0456

P: 206.123.4567

E: email@companyname.com

SUBJECT: Lorem ipsum dolor sit amet, consectetur adipiscing

JOB# #0456

SUBJECT: Lorem ipsum dolor sit amet, consectetur adipiscing

SERVICES

DESCRIPTION

AMOUNT

SERVICES

DESCRIPTION

AMOUNT

Vestibulum

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce eu

$1234.99

Vestibulum

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce eu

$1234.99

Convallis

tellus sit amet tortor auctor semper a at ipsum. Vestibulum ac nisl ac

Convallis

tellus sit amet tortor auctor semper a at ipsum. Vestibulum ac nisl ac

leo porta convallis. Donec eleifend dolor sit amet sem sagittis, eget

leo porta convallis. Donec eleifend dolor sit amet sem sagittis, eget

scelerisque tellus congue.

scelerisque tellus congue.

Lorem Ipsum

In in lacus nec magna varius posuere at non lorem. Pellentesque

Dolor

molestie quam ut ligula dignissim, in pretium orci posuere. Aenean

$456.00

Lorem Ipsum

In in lacus nec magna varius posuere at non lorem. Pellentesque

Dolor

molestie quam ut ligula dignissim, in pretium orci posuere. Aenean

hendrerit odio facilisis libe lacinia.

Nullam

Pellentesque habitant morbi tristique senectus et netus et malesuada

Ullamcorper

fames ac turpis egestas. Praesent vel mollis urna. Nullam ullamcor-

$789.99

Nullam

Pellentesque habitant morbi tristique senectus et netus et malesuada

Ullamcorper

fames ac turpis egestas. Praesent vel mollis urna. Nullam ullamcor-

per lectus lacus, eget aliquam nulla dignissim quis. Donec

per lectus lacus, eget aliquam nulla dignissim quis. Donec

consequat hendrerit rutrum. Donec quis tellus metus.

consequat hendrerit rutrum. Donec quis tellus metus.

GENERIC CHARCOAL TEMPLATE

$456.00

hendrerit odio facilisis libe lacinia.

TOTAL

24

E: email@companyname.com

$12345.99

TOTAL

$789.99

$12345.99

APM RECRUITMENT TRI-FOLD BROCHURE

25

APM RECRUITMENT TRI-FOLD BROCHURE

26

WEB PRESENCE

27

PUBLICATION APPLICATION 2/3

28

DIRECT MAIL POSTCARD COLLATERAL

29

LAND ACQUISITION PRINT COLLATERAL

30

NEIGHBOR’S ONLY OPEN HOUSE COLLATERAL

31

SOCIAL MEDIA PRESENCE

32

TARGETED DIGITAL ADVERTISING

33

TARGETED DIGITAL ADVERTISING FORMATS

34

*NOTE: LAYOUTS & DESIGNS WILL CONTINUE TO CHANGE TO REDUCE REDUNDANCY

VIDEO

ENGAGING SOPHISTICATED DRAMATIC INFORMATIVE DETAILED PANORAMIC REFINED DRONE CENTRIC SOCIAL MEDIA DRIVEN GIFS & SHORT CLIPS

35

GLOSSARY

C O R P O R A T E I D EN T IT Y

TEM P LATE

A corporate identity is the overall image of a corporation or business in the

A pre-developed page layout in electronic or paper media used to make new

minds of diverse publics, such as customers, investors and employees. It is the

pages with a similar design, pattern or style.

primary task of the company communications department to maintain and build this identity to accord with and facilitate the attainment of business objectives.

BRAND Brand is the "name, term, design, symbol, or any other feature that identifies

I D EN T I T Y MA N U A L

one seller's product distinct from those of other sellers." Initially, branding was

A formal reference document establishing technical and creative standards for

adopted to differentiate one person's cattle from another's by means of a

a visual identity system. Typical standards include descriptions and

distinctive symbol burned into the animal's skin with a hot iron stamp and was

specifications for reproducing the logo or logotype stationary system, common

subsequently used in business, marketing and advertising.

print and web applications and examples of use on merchandise.

LOG O

The CMYK color model (process color, four color) is a subtractive color model.

A logo is a graphic mark or emblem commonly used by commercial enterprises,

Used in color printing and is also used to describe the printing process itself.

organizations and even individuals to aid and promote instant recognition.

CMYK refers to the four inks used in some color printing: cyan, magenta, yellow

Logos are either purely graphic (symbols/icons) or are composed of the name of

and key (black). The "K" in CMYK stands for key because in four-color printing,

the organization (a logotype or wordmark).

cyan, magenta and yellow printing plates are carefully keyed, or aligned, with

T Y P EF A C E/ F O NT FAMIL Y

36

CM Y K

the key of the black key plate.

In typography, a typeface (also known as font family) is a set of one or more fonts

RGB

each composed of glyphs that share common design features. Each font of a

The RGB color model is an additive color model in which red, green and blue

typeface has a specific weight, style, condensation, width, slant, italicization,

light are added together in various ways to reproduce a broad array of colors.

ornamentation, and designer or foundry. There are thousands of different

The name of the model comes from the initials of the three additive primary

typefaces in existence, with new ones being developed constantly.

colors, red, green and blue.

P A LET T E

P RIM AR Y COLOR S

A given, finite set of colors for the management of digital images.

The core selection of identifying colors that are used in a logo.

CONTACTS Designed & Developed By Otis Owl Creative 8/24/20 1412 112th Ave NE, Suite 200 Bellevue, WA 98004 E: info@mncustom.com P: 425.429.6645 www.mncustom.com