BRANDING DOCUMENT
VERSION 1.1 / 2018
DUCO BRAND STYLE GUIDE
DUCO -- BRAND STYLE GUIDE
DEVELOPING THE
FUTURE ... and in particular for our real estate brand/business we like to be known for developing high quality homes.
DUCO -- BRAND STYLE GUIDE
CO NT EN TS
01 // Overview
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03
02 // Logotype
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05
03 // Colors
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15
04 // Typefaces
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18
05 // Stationery
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22
06 // Icon Set
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26
07 // Imagery
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28
08 // Adverts
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34
09 // Website
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38
10 // Promotion
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42
DUCO Brand Style Guide
01 OVER VIEW
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We are a full-service property development firm operating within the full lifecycle of real estate projects from site acquisition, design / conceptualization, financing, construction management through to delivery. Mission To continuously and consistently deliver products and services that are sought out by and positively impact our customers.
Vision To build a conglomerate of successful businesses, each driven by our values.
Values -- Transparency -- Innovation -- Fairness
-- Curiosity -- Disruption -- Service
DUCO Brand Style Guide
02 LOGO TYPE
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LOGO Having a strong brand is vital and consistency is paramount to the success of any identity system. Consistent use of the Duco logo with supporting elements helps in building quality and awareness while reflecting the brand character.
The official logotype must be used on a white background for maximum impact and clarity.
Official Logotype
The secondary logotype should be used on a black background for maximum impact and clarity.
Secondary Logotype
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COMPOSITION The Duco logo includes the symbol, the logotype, typographic treatment of the Duco name and the tagline. Never use “Duco” without the symbol and tagline.
Brand Name
Full Logotype
Symbol / Mark
Tagline
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VERSIONS Brand Colors
White Version
Duco logo must be printed in three brand colors; PMS: 1788 C, PMS: 426 C and PMS: 2765 C, as described in the color section.
Brand colors, black and/or dark secondary colors are the preferred background colors for this option.
Dark Version
Mark Versions
If Duco logo cannot be printed or displayed in brand colors, the logo can appear in black or gray. White is the preferred background color.
The brand mark also adopts the same trait as the primary logotype
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SECONDARY LOGO
Gold and White - Transparent
Gold and White - Black Background
Mark Versions
The secondary Duco logo must be printed in five secondary colors; PMS: 4625 C, PMS: 7567 C and PMS: 7510 C, PMS 727 C and PMS 663 Cas described in the color section.
The secondary logo version should be used with a black background in cases wher the transparent version isn’t need/visible.
The secondary symbol/mark alsoadopts the same trait as the secondary logotype.
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BACKGROUND
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CLEAR SPACE Clear space has been established to ensure logo visibility and impact. Always maintain the clear space zone between the logo and other graphic elements such as type, images, other logos, etc, as described below. The logo should atleast be surrounded by clear space equal to 1/3 the height of the logotype.
1/3
1/3
1/3
1/3
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MINIMUM SIZE At minimum size, the logo is still clearly legible and provides a strong level of identification. When using a lower quality printing technique (i.e. screen printing), it is recommended that the logo should be used in a larger size. Always make sure that the tagline is clearly visible at minimum size. The logo must never be used in a smaller size than the size described below,30mm for print and 85px on screen. And the symbol, 7mm and 20px respectively.
7mm / 20px 30mm / 85px
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MISUSE To maintain consistency throughout our identity application, it’s essential that the brand mark is never altered in anyway. The brand mark should always be reproduced from the master artwork provided by Duco.
Do not compress
Do not alter layout
Do not eliminte tagline
Do not filter
Do not use on busy background Do not alter color
Do not eliminate symbol
Do not stretch
Do not rotate
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PLACEMENT To place the Duco logo in the correct way please use one of the approved styles that are shown on the right
DUCO Brand Style Guide
03 COL ORS
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PRIMARY COLORS Our corporate colors are a distinct and crucial part of our identity as they make our brand instantly recognizable. When applied consistently, the brand colors also provide a strong visual link across various materials and communications and set our company apart from the competition.
Alizarin Crimson PMS: 1788 C
CMY
RGB: 228, 28, 61
4, 100, 79, 0
25%
50%
75%
25%
50%
75%
25%
50%
75%
HEX: #E41C3D
Haiti PMS: 2675 C RGB: 39, 20, 59
CMYK:
86, 94, 42, 54
HEX: #27143B
Mine Shaft PMS: 426 C RGB: 40, 40, 40
CMYK: 71, 64, 64, 68 HEX: #282828
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SECONDARY COLORS Secondary colors can be used as color formulas for corporate marketing, collateral trade show materials, promotional items and web design. These colors were chosen to increase the overall user experience.
Deep Oak PMS: RGB: CMYK: HEX:
4625 C 76, 36, 16 42, 78, 89, 63 #4C2410
Bull Shot PMS: RGB: CMYK: HEX:
7567 C 141, 80, 33 32, 70, 100, 27 #8D5021
Tussock PMS: RGB: CMYK: HEX:
7510 C 195, 142 22, 45, 80, 3 #c38e4D
Tan
Mercury
PMS: RGB: CMYK: HEX:
727 C 212, 176, 136 17, 30, 30, 0 #D4B088
PMS: RGB: CMYK: HEX:
663 C 232, 232, 232 8, 5, 6, 0 #E8E8E8
25%
25%
25%
25%
25%
50%
50%
50%
50%
50%
75%
75%
75%
75%
75%
DUCO Brand Style Guide
04 TYPE FACE
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TYPEFACES Clear communication is an essential part of the Duco brand. Used consistently, typefaces plays a significant role in reinforcing brand. Duco should use “Gotham Pro” and“ Pangram”fonts typefaces as
described. These should be used for all print and digital media.
Pangram
Gotham Pro Black
ABCDEFGHIJKLMN OPQRSTUVWXYZ
0 1 2 3 4 5 6 7 8 9 10 11 Bold
abcdefghijklm nopqrtvwxyz /@[]#$!%^&*() ~
Bold
Regular
ABCDEFGHIJKLMN OPQRSTUVWXYZ
abcdefghijklmn opqrtvwxyz 0 1 2 3 4 5 6 7 8 9 10 11 /@[]#$!%^&*() ~
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TYPOGRAPHY Typography is another important element of our brand. By controlling the type styles and alignment used, we further strengthen the visual distinctiveness of Duco brand.
Introducing the overall piece
Introducing section
Describing paragraph
HEADING/TITLE GOTHAM PRO BOLD 30/40 Pt Sub head, Gotham Pro - Bold 20 Pt
Small title, Pangram - Regular 14/16 Pt
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Bullets points to list items
TYPO GRA PHY
• Bullet, Pangram - Regular 12 Pt • Bullet, Pangram - Regular 12 Pt
Custom line spacing
Highlighting the main idea
A call to action with a period at the end
Line height should be 1.5 to create space between bullets
Callout, Pangram - Bold 14/16 Pt
Call to action, CTA. Pangram - Bold 20 Pt
DUCO Brand Style Guide
05 STATI ONERY
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BUSINESS CARD Business cards are cards bearing business information about a company or individual. They are shared during formal introductions as a convenience and a memory aid.
Dimension
Font Size
85mm x 55mm
Below is the proposed layout with the primary elements of our business card. Business cards will be used for all official contact and communication of Duco brand.
Print Format
- Physical Address, Emails Phone Numbers and Website: 7.5pt - Tagline: 8pt
9 Ikorodu Road, Maryland, Ikeja, Lagos info@ducodev.com www.ducodev.com
CMYK
Debo Martins Managing Director debo@ducodev.com +234 8129459250 +234 8020945785
DEVELOPING THE FUTURE
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LETTERHEAD 9 Ikorodu Road, Maryland, Ikeja, Lagos
info@ducodev.com www.ducodev.com
The letterhead is an official administration document. The layout is void of any brand language expression and is practical in nature, containing all pertinent information. Below is the proposed layout with the primary elements of our stationery system for the letterhead. The letterhead will be used for the effective communication that is going out of Duco brand.
Dimension 297 x 210 mm
Print Format CMYK
Font Size - Physical Address, Email and Website: 12pt - Tagline: 16pt
DEVELOPING THE FUTURE
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ENVELOPE The envelope or mailing label should be used for all mailed correspondence. Below is the proposed layout with the primary elements of Duco’s stationery system of the envelope.
Dimension
Font Size
220 x 110 mm
- Physical Address, Email and Website: 12pt
Print Format
- Tagline: 16pt
CMYK
DEVELOPING THE FUTURE
9 Ikorodu Road, Maryland, Ikeja, Lagos
info@ducodev.com www.ducodev.com
DUCO Brand Style Guide
06 ICON SET
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ICONOGRAPHY Icons visually break up content, making it less intimidating and easy to read. With icons you can quickly sum up what your text is about.
IDEA
CALENDAR
DIMENSION
STATISTICS
TARGET
DESIGN
CALL
LOCATION
MESSAGE
STARS
AWARD
VISION
HOME
Sometimes, icons can even be enough to communicate content, which makes reading additional text unnecessary.
PROTECTION
TEAM
TROPHY
CONNECTION
THUMBS UP
DUCO Brand Style Guide
07 IMAG ERY
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MOOD BOARD I You may choose any images of high quality with meaningful concepts. Choose related images with consistant design and message.
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MOOD BOARD II
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MOOD BOARD III
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MOOD BOARD IV
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MOOD BOARD V
DUCO Brand Style Guide
08 ADVE RTISE
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FLYER The types of informative leaflets dealt with in this section are concise bits of imperative information about the services/products. The structure of information on the cover stay the same across the various leaflet types. The dynamic parts are the image and title.
We aim to surpass www.ducodev.com excellence.
Dimension 99x 210 mm - DL Flyer
Print Format CMYK
QUALITY HOMES
We aim to surpass excellence. 9 Ikorodu Road, Maryland, Ikeja, Lagos info@ducodev.com
www.ducodev.com
QUALITY HOMES
9 Ikorodu Road, Maryland, Ikeja, Lagos info@ducodev.com
www.ducodev.com
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POSTER Brand adverts rely strongly on the visual content. Poster design should have; (brand mark position and size, contact info, endorsement, grid layout) and dynamic (message and image) information.
Dimension
A0, A1, A2, A3 or A4
Print Format CMYK
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BILLBOARD Billboard adverts need clear visual impact. The brand mark is dominant on a layout that maximizes the format. A simple qualification for the success of the layout is ‘immediate identification’. A multitude of graphics also add to the visual impact, thus another ‘impact’ tip would be to apply on as many applications as the budget would permit. Size and format is determined by availability.
DUCO Brand Style Guide
09 WEB SITE
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WEBSITE A web grid helps to establish a set of guidelines to how elements should be positioned within a web layout. Not only does an effective grid provide the rhythm for a design, but it also defines the meter. The proper position of the logo should be at the upper left hand corner.
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In cases of smart devices below a width of 768 px, the logo position is at center based on proportitional adjustment of the web pages to adapt various screen sizes. The minimum logo width for smart devices should be 10mm / 30px.
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A website in itself is probably the most dynamic platform of all communication channels.
Any healthy website should evolve as the usage dynamics change to suit the service best. Web Font
Simplicity
Kelson Sans typefaces should be the default fonts for all Duco web applications. This maximizes visual brand identity recognition.
Users need to navigate with ease and not be bombarded and confused with non essential details. Stylistically, the website’s typography should be very clear with effective visual impact from selected imagery, to icons and text.
Grid All (images, shapes, typography), should ahdere to 1200 and/or 960 grid structure.
Function Priority The website prioritizes the products’ information above ‘corporate’ and ‘news’ related information. This acts as a focal point to fit it’s purpose.
DUCO Brand Style Guide
10 PROM OTION
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T-SHIRT & CAP The objective of brand merchandising is to take promotional of company’s brand and effectively place it on any material used by consumers. This is a form of general awareness and to get brand recall. The choice of promotional item is totally dependent on Duco and what they have to present.
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MUG
DUCO -- BRAND STYLE GUIDE
WE LOVE OUR BRAND ALWAYS BE MINDFUL WHEN APPLYING IT SHORT SUMMARY The Duco brand including the logo, name, colors and identifying elements are valuable company assets. Each of us is responsible for protecting the company’s interests by preventing unauthorised or incorrect use of the Duco name and marks.
THANK YOU FOR HAVING AN INTEREST For further information, please do not hesitate to get in touch.
9 Ikorodu Road, Maryland, Ikeja, Lagos Web: www.ducodev.com Email: info@ducodev.com