Eq Branding Guidence

eQ Brand Guidelines

Graphic Standards Index

Index

1.0

Brand Statement

1.1

Logo

2.0

Logo Usage

3.0

Print

4.0

Font

5.0

Site Signage

6.0

Colours

7.0

Website

8.0

Power Point

9.0

Clothing & Merchandise

10.0

Social Media

11.0

Sub Brands

12.0

Collateral

13.0

1.0

Graphic Standards Brand Statement

Enduring Quality.

It’s what eQ Homes stands for.

The eQ Homes brand is more than just a logo or a tag line.

Enduring describes the roots of eQ Homes which run

It is a promise we make to all we interact with, from

over a half century deep. Every home we create is built to

prospects and homeowners to suppliers, government

endure, with Better Basements, Smart Home technology

agencies, media and our own employees.

and dedicated attention to detail.

To help achieve and maintain this strong brand identity,

Quality begins with workmanship and construction and

we have created this Brand Guideline Manual, covering

continues through our dedication to improve Quality of Life.

a wide variety of logo uses and communication needs.

Enriching lives is the ultimate goal for the communities

Consistent graphic interpretation is critical to delivering

we build and the families that live in them,

a consistent, professional brand image through the

Together, these two words make a statement about

many touch points in today’s media landscape.

who we are, and where we are going. Because building

Proper use of this Brand Guideline Manual will help

a home is more than a job. It is a responsibility.

ensure we deliver on this promise, with consistency and authenticity, for decades to come.

1.1

The Logo

Graphic Standards Logo | Positive Version

Our new logo consists of a lower case ‘e’ vertically linked to an upper case ‘Q’, creating the effect of a reflection and a synergy between the two.

The letterforms are displayed in equal weight and design, and form one strong graphic unit This logo must be used as a whole and complete piece of artwork. It must never be created or copied with freely rendered shapes or typography.

When referring to eQ Homes in typewritten form we must always use a lower case e and an upper case Q.

HOM E S

2.0

H OM E S

Graphic Standards Logo | Reverse Version

This is the preferred version of our logo.

This may be placed over a solid colour or a photographic background.

It is a whole and complete piece of artwork. It must never be created or copied with freely rendered shapes or typography.

2.1

Graphic Standards Logo | Positive Version | Scaling

We will scale the word ‘Homes’ so that it will be readable in all applications.

Flags, large displays & clothing

2.2

Outdoor, ads & brochures

Small ads & brochures

Business cards & pins

Graphic Standards Logo | Reverse Version | Scaling

Flags, large displays & clothing

2.3

Outdoor, ads & brochures

Small ads & brochures

Business cards & pins

Graphic Standards Logo | Colour

Wherever possible, the positive version of the logo should be displayed in this cool, neutral grey.

Pantone, coated & uncoated Cool Grey 11 CMYK C66 | M57 | Y51 | K29 RGB R|84 | G86 | B90 HEX #54565A

HOM E S

2.4

H OM E S

Graphic Standards Logo | Boxed

The reverse version of our logo can be contained within a rectangle for graphic emphasis and readability. Where possible, this rectangle should be grey.

Pantone, coated & uncoated Cool Grey 11 CMYK C66 | M57 | Y51 | K29 RGB R|84 | G86 | B90 HEX #54565A

2.5

Graphic Standards Logo | Scaled | Boxed

The boxed version of the logo will also be scalable.

2.6

Graphic Standards Logo | Greyscale

When full colour reproduction is not availble the logo may be run in greyscale.

75f% Screen of Black

2.7

Graphic Standards Logo | Black

When full colour reproduction and a screen of black is not possible the logo may simply be run in black

2.8

Recommended Logo Usage

Graphic Standards Logo | Safety Area | Positive Version

Safety Area

Care must be taken to ensure that a minimum amount of clear space surrounds every version of our logo.

Our measurement for safe space will be double the thickness of the stroke of the letter Q.

HOM E S

3.0

H OM HE OM S ES

Graphic Standards Logo | Scaled | Positive Version

Safety Area For the smaller

From the bottom of the

versions of the

letter ‘Q’ to the bottom

logo our safety

of the word ‘Homes’.

Safety Area

measurement will

From the bottom of the

vary according

letter ‘Q’ to the bottom

to its size.

of the word ‘Homes’.

Safety Area The height of the eQ portion of the logo.

3.1

Graphic Standards Logo | Safety Area | Reverse Version

Safety Area

The same measurement will also apply to the reversed version.

HOM HE OSM E S

3.2

H OM E S

Graphic Standards Logo | Scaled | Reverse Version

Safety Area For the smaller versions of the logo our safety

From the bottom of the letter ‘Q’ to the bottom of the word ‘Homes’.

Safety Area

measurement will

From the bottom of the

vary according

letter ‘Q’ to the bottom

to its size.

of the word ‘Homes’.

Safety Area The height of the eQ portion of the logo.

3.3

Graphic Standards Logo | Safety Area | Boxed

Care must be taken to ensure that a minimum amount of clear space surrounds every version of our logo.

Our measurement for safe space will be double the thickness of the stroke of the letter Q.

3.4

Safety Area

Graphic Standards Logo | Scaled | Boxed

For the smaller versions of the logo we will use

Safety Area

the distance from the bottom of the word

Safety Area

‘Homes’ to the bottom of the box to determine our safety area.

3.5

Safety Area

Graphic Standards Logo | Unacceptable Usage

The logo must never

The logo must never

The positive version

appear on a slant S

of the logo must

M HO

be created out of

E

never be placed over a dynamic graphic

typefaces and hand-

background

made symbols. It must always be composed of approved high resolution

HO

M

ES

HOM E S

HOM E S

art files. However, some The reverse version

unacceptable usages may still occur.

The logo must never be

of the logo must

stretched or distorted

never be placed over a dynamic graphic background H OM E S

HOM E S

HOM E S

H OM E S

The logo must never

The positive version of

touch the edges of a solid

the logo must never be

colour or photograph.

placed over an image

Refer to Safety Area guidelines, Page 3.0

H OM E S

HOM E S

HOM E S

The reverse version

The positive version

of the logo must never

of the logo must never

touch the edges of a solid

be placed over a dark

colour or photograph.

solid colour

H OM E S

3.6

HOM E S

HOM E S

Refer to Safety Area guidelines, Page 3.0 H OM E S

H OM E S

Print

Graphic Standards Print Guidelines | eQ Highway Sign

A short and simple headline expresses everything we stand for The highway sign is a high profile opportunity to position eQ Homes as a creative and thoughtful member of the community. In this case the tree is a metaphor for vitality and endurance.

The beauty of the image

Enduring Quality.

speaks to the quality that we bring to every project.

A craftsman at work illustrates

Reversed logo

the care and attention to detail

runs on a block of

that we bring to every home

Pantone Cool Grey 11 with a generous safety area

4.0

Graphic Standards Print Guidelines | Outdoor Board for Community

A short and impactful headline attracts attention and communicates confidence From outdoor boards to site signage, the eQ brand will have a clean and consistent look and feel. The logos and subhead run on coloured blocks for simplicity

Living. Unequalled.

and readability.

A simple and colourful lifestyle shot makes a human connection with the observer and underlines eQ’s commitment to community

New Homes from the High $300s

HOM E S

H OM E S

HOM E S

H OM E S

One simple offer is displayed

Community logo runs on a

Reversed logo

on a black block of 78%

block of compatible colour

runs on a block of

transparency

Pantone Cool Grey 11 with adequate safety area

4.1

Graphic Standards Print Guidelines | Print Ad

Print ads and brochures

Living. Unequalled.

will follow the same graphic standards as

A short and impactful headline attracts attention and

the outdoor board on

communicates confidence

page 3.1. This will ensure a consistent voice and personality for the eQ brand.

A simple and colourful lifestyle shot makes a human connection with the observer and underlines eQ’s commitment to community

Clean, clear typography

Pathways brings you unequalled options, unequalled community luxuries and unequalled value.

If there are supplementary images we must take care that

sits within a cleared space.

The subhead runs in one point size with no italics

Visit our friendly, welcoming neighbourhood and discover our spectacular Residents Club, golf course, parks and river-side walking trail.

they are sufficiently smaller than the main image so that they don’t compete with it

or underlines.

Body copy is similarly clean

Tour our 3 model home this weekend and find more of what you’re looking for.

KEMPTVILLE

in appearance. It is short and to the point

5

Single Family Homes starting from

$349,900

5 416

2 43 44

74 EQUINELLE DRIVE

74 eQuinelle Drive

Community logo runs on a block of compatible colour

Reversed logo

613.258.6488

runsHon OM E S a block of

Learn more at eqhomes.ca

Pantone Cool Grey 11 with

H OM E S

Prices and specifications are subject to change without notice. E. & O.E.

HOM E S

H OM E S

4.2

adequate safety area

Graphic Standards Print Guidelines | Print Ad

The sales signage on site shares the same graphic language as the outdoor board and the print ad.

THE

ALEXANDER 1848 SQ.FT.

Simple, clean typography gives a confident, contemporary look

Reversed logo runs on a block of Pantone Cool Grey 11 with Community logo

adequate safety area

runs on a block of compatible colour

HOM E S

HOM E S

eqhomes.ca

4.3

Graphic Standards Print Guidelines | On-site Flags

Community logo runs on a block of

The sales signage on site

compatible colour.

shares the same graphic language as the outdoor

Care must be taken that

board and the print ad.

this colour complements eQ’s cool grey

Reverse eQ logo runs on Pantone Cool Grey 11

HOM E S 4.4

Graphic Standards Print Guidelines | eQ Logo with Community Brands

The eQ logo will be displayed in concert with our community logos. The two logos

VILLAGE

will each sit on a block of their own

H OM E S

H OM E S

H OM E S

H OM E S

H OM E S A One-of-a-Kind Community!

H OM E S

H OM E S

H OM E S

H OM E S

H OM E S

H OM E S

H OM E S

colour. Care must be taken to ensure that the community colour will complement eQ’s cool grey.

4.5

Graphic Standards Print Guidelines | Stationery

The eQ stationery is

HOMES

clean and impactful.

HOM E S

It is conservative yet contemporary. Its

HOM E S

H OM E S

simplicity inspires a sense of trust.

HOMES

H OM E S

HOM E S

HOM E S 1737 Woodward Drive, Ottawa Ontario, K2C 0P9

HOMES

HOM E S

H OM E S

HOM E S eQ Homes, 1737 Woodward Drive, Ottawa Ontario, K2C 0P9, P: 613.288.0412, F: 613.288.0718, eqhomes.ca

4.6

HOMES

HOM E S

H OM E S

HOM E S 1737 Woodward Drive, Ottawa Ontario, K2C 0P9

Graphic Standards Print Guidelines | Stationery

Business Card

Notepad

The business card has plenty of white space

HOMES

Front

on the front and a

HOM E S

subtle logo display on

H OM E S

Tobin Kardish

the back.

HOM E S

Marketing & Product Manager

HOMES

P: 613.288.0412 ext.8005 C: 613.866.5237 F: 613.288.0718 tkardish@eqhomes.ca eQ Homes 1737 Woodward Drive

HOM E S

Ottawa, ON K2C 0P9

OM E S Back

Enduring Quality.

HOMES

HOM E S

HOM E S

HOM E S

4.7

Enduring Quality.

Fonts

Graphic Standards Fonts | Gotham

Headlines: Gotham Medium

Subheads: Gotham Bold

Body Copy: Gotham Light

Captions & Sidebars Gotham Light Italic

5.0

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !?@#$%^&*()_+{}|\;:’”<>~ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !?@#$%^&*()_+{}|\;:’”<>~ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !?@#$%^&*()_+{}|\;:’”<>~ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !?@#$%^&*()_+{}|\;:’”<>~

Graphic Standards Recommendations for Community Fonts | Harmonious

Gotham Light The new eQ logo is based on the Gotham font, which is a modern reworking of the classic industrial signage fonts of the early 20th century. Itâ&#x20AC;&#x2122;s clean, contemporary and very readable.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gotham Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Here are some recommendations for community logo fonts that will ensure visual harmony.

Hurme Geometric Sans 3 Regular

A B C D E F G H I J K L M N O P Q R ST U VWXYZ abcdefghijklmnopqrstuvwxyz Hurme Geometric Sans 3 Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Futura Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 5.1

Graphic Standards Recommendations for Community Fonts | Contrasting

Garamond Regular Another way to provide visual interest is to contrast the community font with the eQ logo. These fonts will provide visual interest without being distracting.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Rockwell Light

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

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Trajan Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Trajan Pro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 5.2

Graphic Standards Community fonts to avoid

The types of fonts to avoid are those that are so decorative or idiosyncratic that they dominate and detract from the classic simplicity of the eQ logo

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

5.3

Site Signage

Graphic Standards Site Signage

Our site signage is clear,

NO

clean and readable. This ‘No Trespassing’ sign will serve to illustrate the basic rules for all signs. The signs are colour coded, with warning and parking signs in orange and grey, emergency signs red and grey, and directional

TRESPASSING

signs blue and grey.

The font for all signage headlines is Gotham Medium Caps, flush left and centred vertically.

Some words may be enlarged for emphasis

36” x 18” No matter what size the sign is, it is divided into 15 equal horizontal sections.

This gives us the left and right margins. These are to be left clear of font and logo.

This ensures that the headline font will not choke the horizontal space

6.0

Graphic Standards Site Signage

NO

DUMPING 20” x 16”

6.0

NO

TRESPASSING

20” x 16”

NO

TRESPASSING

36” x 18”

Graphic Standards Site Signage

WOOD ONLY

NO PARKING

STAFF PARKING

OWNER OCCUPIED 18” x 14”

20” x 16”

CONCRETE ONLY

20” x 16”

6.1

20” x 16”

VISITOR PARKING 20” x 16”

20” x 16”

TRADE PARKING 20” x 16”

Graphic Standards Site Signage

CONSTRUCTION TRAFFIC ONLY

36” x 24”

CONSTRUCTION TRAFFIC ONLY

36” x 24”

6.2

CONSTRUCTION TRAFFIC ONLY

36” x 24”

NO

CONSTRUCTION TRAFFIC

36” x 24”

Graphic Standards Site Signage

SITE ENTRANCE

BE SAFE

KEEP SITE CLEAN MAXIMUM

15 k 20” x 16”

36” x 24”

SITE ENTRANCE 36” x 24”

6.3

DANGER DUE TO

36” x 24”

Graphic Standards Site Signage

Fire and first aid signage depart from the corporate colour scheme to signify emergency status.

FIRE

EXTINGUISHER

12” x 9”

FIRE

EXTINGUISHER

12” x 9”

6.4

FIRST AID KIT

12” x 9”

FIRST AID KIT

12” x 9”

Graphic Standards Site Signage

HARDHATS & SAFETY BOOTS AT ALL TIMES

ROAD TEMPORARILY CLOSED FOR CONSTRUCTION 96” x 6”

CONSTRUCTION SITE OFFICE 20” x 16”

CONSTRUCTION SITE OFFICE

36” x 48”

PLEASE DO NOT USE

6.5

48” x 66”

Graphic Standards Site Signage

SAFETY & QUALITY FIRST

This is partly a warning sign and partly a statement of our commitment to quality and safety. The headline is Gotham Medium Caps and the points copy is Gotham Book upper and

1. H ard hats, safety boots & protective equipment must be worn at all times.

lower case.

2. V isitors must be escorted by eQ personnel at all times.

3. Report all unsafe conditions.

4. Site must be cleaned daily.

5. Take pride in your work.

6. Drive with caution.

48â&#x20AC;? x 84â&#x20AC;?

6.6

Clothing & Merchandise

Graphic Standards Clothing

Clothing is produced in black and charcoal with the reversed eQ logo.

Care must be taken that the logo is tastefully displayed. It should be no larger than 2â&#x20AC;? deep on the shirts and 1 3/4â&#x20AC;? deep on the hats.

Baseball Cap Long Sleeved Tee

Short Sleeved Polo

10.0

Graphic Standards Coffe Cup

Simple cups in white with the positive logo and charcoal with reversed logo. The face of the cup is divided into five equal segments, with the logo no deeper than the middle three.

Pens must be good quality with simple surfaces so that the logo is displayed well.

Again, the logo should be small enough to be completely visible.

It must not wrap around the barrel.

10.0