eQ Brand Guidelines
Graphic Standards Index
Index
1.0
Brand Statement
1.1
Logo
2.0
Logo Usage
3.0
4.0
Font
5.0
Site Signage
6.0
Colours
7.0
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.
2.0
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
2.4
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
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.
3.0
Safety Area
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
The same measurement will also apply to the reversed version.
3.2
Safety Area
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
of the logo must never be placed over
be created out of
a dynamic graphic
typefaces and hand-
background
made symbols. It must always be composed of approved high resolution 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
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
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
Refer to Safety Area guidelines, Page 3.0 H OM E S
3.6
H OM E S
Graphic Standards Print Guidelines | eQ Highway Sign
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 shot of a young girl in a beautiful home illustrates the quality and value of our product.
A short and simple headline expresses everything we stand for
Enduring Quality.
One single image for greater impact
Reversed logo runs on a block of 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. It’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. All white type and logos should be reflective.
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.
48� x 84�
6.6
Colours
Graphic Standards Primary Colours
These are our primary brand colours
7.0
Pantone,
Pantone,
Pantone,
Pantone,
Pantone,
coated & uncoated
coated & uncoated
coated & uncoated
coated & uncoated
coated & uncoated
Cool Grey 11
137
3005
CMYK
CMYK
CMYK
CMYK
CMYK
C66 | M57 | Y51 | K29
CO | M42 | Y100 | K0
C100 | M46 | Y2 | K0
C10 | M89 | Y100 | 0
C57 | M11 | Y100 | K0
RGB
RGB
RGB
RGB
RGB
R|84 | G86 | B90
R255 | G164 | B0
R0 | G117 | B201
R214 | G65 | 35
R107 | G165 | B58
HEX
HEX
HEX
HEX
HEX
#54565A
#ffa400
#0075c9
#d64123
#6ba53a
7597
7737
Graphic Standards Primary Colours
These neutral cool greys are also permitted.
7.0
Pantone,
Pantone,
Pantone,
Pantone,
Pantone,
coated & uncoated
coated & uncoated
coated & uncoated
coated & uncoated
coated & uncoated
Cool Grey 10
Cool Grey 8
Cool Grey 5
Cool Grey 2
Cool Grey 1
CMYK
CMYK
CMYK
CMYK
CMYK
C62 | M53 | Y47 | K19
C49 | M40 | Y38 | K3
C31 | M25 | Y25 | K0
C17 | M13 | Y15 | K0
C13 | M10 | Y12 | K0
RGB
RGB
RGB
RGB
RGB
R99 | G101 | B106
R137 | G139 | B142
R178 | G178 | B178
R209 | G208 | B206
R218 | G217 | B215
HEX
HEX
HEX
HEX
HEX
#63656a
#898b8e
#b2b2b2
#d1d0ce
#dad9d7
Graphic Standards Community Colours
These secondary colours are recommended for community graphics. They are chosen to work well with eQ’s grey. These aren’t the only colours that will work, but the important criterion is the tone of the colour.
Pan # 603c
Pan # 585c
Pan # 603c
Pan # 7758c
Pan # 116c
Pan # 7737c
Pan # 339c
Pan # 632c
Pan # 534c
Pan # 110c
Pan # 165c
Pan # 167c
Pan # 680c
Pan # 252c
Pan # 2716c
Pan # 7467c
It has to be lighter and brighter than eQ’s Pantone Cool Grey 11.
7.0
Graphic Standards Unsuitable Community Colours
These secondary colours and colours like them are not recommended for community graphics. They are too close in tone to eQ’s Cool Grey 11.
Pan #7517c
Pan # 7532c
Pan # 603c
Pan # 5757c
Pan # 385c
Pan # 371c
Pan # 5275c
Pan # 7687 c
Pan # 7561c
7.0
Pan # 168c
Pan # 187c
Pan # 463c
Cool Grey 10
Pan # 259c
Pan # 301c
Pan # 322c