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SPEAR DESIGN GROUP

VERSION 1.0

BUILDING

Hello.

What’s a brand?

A brand is a shorthand representation of everything a company is, does and stands for. More than a name or a logo on a page. And more, ultimately, than what that page contains.

The guidelines that govern all communications for Apogee Building are part of a much larger effort to gain awareness, understanding and preference for the brand in markets in which you compete.

To build a brand that endures.

These are your brand guidelines which explain how to use the new visual identity with confidence and clarity.

Your guidelines have been designed to ensure consistency within your brand, helping to create strong, recognizable and innovative communications.

The following pages demonstrate the flexibility within the identity and should be used to inspire and motivate creative expression.

Your unique identity and typographic style creates a distinctive framework for your brand which help you stand out from your competitors.

Naming Process

What’s in a name?

- It’s crucial to come up with name that your target audience will respond to

- Use a name that conveys some meaning

- Is it authentic?

- Does it represent you?

- Remember to make sure your name can scale

- Has longevity, can grow with you

Name Meaning 1.3

Apogee

- The highest point in the development of something.

- A climax or culmination.

- Apogee is often used in its figurative sense, signifying the high point of a career or endeavor.

- At the apogee of your profession.

Synonyms

- Apex, crescendo or pinnacle.

Astronomy

- The point in the orbit of the moon or a satellite at which it is furthest from the earth.

The new logo is the most important asset to your organization and should serve as a foundation for all visual communications.

The identity can only make a positive impact if used consistently and correctly throughout all brand communications.

Apogee Building

Usage

To maintain a strong brand image it is important that the logo is always applied consistently wherever it appears.

It should never be manipulated or distorted.

Its color, position and size are all specified within this document.

BUILDING

Incorect Usage

Why?

Incorrect usage of the Apogee Building Logo compromises their integrity and effectiveness.

Building Size Don’t change the size of Building.

Building Position Don’t change the position of Building.

BUILDING

Color Palette

Primary

Secondary

PANTONE 565 C

CMYK 30 / 0 / 18 / 00

RGB 161 / 214 / 202

HTML #A1D6CA

Bluestone

PANTONE 5415 C

CMYK 56 / 24 / 11 / 34

RGB 91 / 127 / 149

HTML #5B7F95

Slate Grey

PANTONE 7543 C

CMYK 24 / 9 / 8 / 22

RGB 152 / 164 / 174

HTML #98A4AE

Off White

Sand

PANTONE COOL GREY 3 C

CMYK 8 / 5 / 7 / 16

RGB 200 / 201 / 199

HTML #C8C9C7

PANTONE 468 C

CMYK 6 / 13 / 41 / 4

RGB 221 / 203 / 164

HTML #DDCBA4

BUILDING

4.0 Typography Section

Consistent, frequent use of our corporate typeface creates trust and familiarity with viewers. It helps them make an immediate association with our company, and contributes to a harmonious look and feel among all of our designs.

Typeface

ITALIC BOLD

Typeface

Garamond

Usage

Garamond should be used for headlines, sub headers, secondary headlines.

Use all caps for short headlines or labels.

Never use Garamond for body copy.

Garamond Regualr

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

01234567890$&?/+”(.,:;)

Character Tracking: 100

Garamond Italic

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

01234567890$&?/+”(.,:;)

Character Tracking: 100

Garamond Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

01234567890$&?/+”(.,:;)

Character Tracking: 100

Secondary Typeface

LIGHT

REGULAR BOLD

Gill Sans

Gill Sans

Usage

Gill Sans should be used for body copy only.

In sizes smaller than 8 point please use 20 tracking in order to help legibility.

Never use Gill Sans for headlines, sub headers, secondary headlines.

Gill Sans Light

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

01234567890$&?/+”(.,:;)

Character Tracking: 0

Gill Sans Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

01234567890$&?/+”(.,:;)

Character Tracking: 0

Gill Sans Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567890$&?/+”(.,:;)

Character Tracking: 0

360 Branding encompasses all visual touchpoints of our brand from print and digital. Everything from logo treatments, business cards, website and signage designs. Color, design, text, and photography merge to make a compelling and lasting impression on the viewer.

360 Branding Business Cards

Signage Hamptons

BUILDING

Seafoam Green Sign

White Logo Grey Tagline

T’shirt

Baseball cap

Matchbook

The brochure designs feature layouts what encompass our brand philosophy: A less-is-more approach.

With a compelling use of images and typography, a well-designed layout can be one of the most effective tools to clearly communicating your brand message.

Stunning exteriors and interiors; Closeups of details and materials; Are paired with well curated artsy Hamptons lifestyle and nature stock photography that subtly stays within our corporate color palette.

The overall look and feel is classic, minimal and elegant.

Primary & Secondary Color Palette

BUILDING

DEVELOPMENT

DESIGN

CONSTRUCTION HAMPTONS

Cover 2

Primary & Secondary Color Palette

Stock Photography Hamptons Nature

BUILDING

DEVELOPMENT DESIGN

CONSTRUCTION

HAMPTONS

Primary & Secondary Color Palette

Stock Photography Details & Materials

BUILDING

DEVELOPMENT

DESIGN

CONSTRUCTION

HAMPTONS

DEVELOPMENT

DESIGN

CONSTRUCTION

Brochure Covers

BUILDING

DEVELOPMENT

DESIGN

CONSTRUCTION

HAMPTONS

BUILDING

DEVELOPMENT

DESIGN

CONSTRUCTION

HAMPTONS

BUILDING

DEVELOPMENT

DESIGN

CONSTRUCTION

HAMPTONS

Photography

Primary & Secondary

Color Palette

Exteriors & Interiors

Details & Materials

Hamptons

Lifestyle & Nature

Brochure Overview

Photography

Primary & Secondary

Color Palette

Exteriors & Interiors

Details & Materials

Hamptons

Lifestyle & Nature

Apogee Buiding photography represents the brand with a distinct, consistent, and proprietary visual language, creating an emotional connection with people in ways that words alone can’t.

It is a key tool for showcasing our caliber of work. Our photography style is light, airy and natural.