08 2020
Welcome to the
STAN brand book.
Contents
Introducing Stan . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Our values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
This document contains a summary
of the thinking behind our new brand,
an overview of our creative style and
an explanation of the basic elements
of our new identity.
Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
End page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
These guidelines are designed to help anyone
working with the STAN brand in a visual context.
They allow everyone to work with confidence and
consistency in a variety of formats,
regions and circumstances.
Introducing STAN
Every journey starts
with a great story.....
Brand Guidelines 3
WHAT IS STAN?
STAN is the world’s first property
management assistant powered by
artificial intelligence.
OUR VALUES
NEIGHBOURLY
BEST-IN-CLASS
INTUITIVE
Brand Guidelines 4
LOGO
THE HIGHLIGHT OF THE LOGO IS THE MARK.
IT EMBODIES THE IDEA OF PROPERTY MANAGEMENT ICON, ASSISTANT POWERED BY ARTIFICIAL INTELLIGENCE
PRIMARY LOGO
LOGO VARIATIONS
THE LOGO IS AVAILABLE IN ALL BASIC FORMATS FOR
PRINT AND DIGITAL USE. THE PRIMARY FULL COLOR
LOGO SHOULD BE USED WHENEVER POSSIBLE.
One color mono logo may appear in any of the formats shown here. The logo color should be determined
by what would best complement the visual ofthe communication, while maintaining legibility.
LOGO MARK
HORIZONTAL LOGO
VERTICAL LOGO
Note: For the most part, the logo will have the type and logo mark combined, but there are some
instances when the logo mark can be used separate f rom the type. Exceptions usually occur with
apparel and the website.
Brand Guidelines 5
LOGO
2X
CLEAR SPACE
2X
2X
X
2X
X
GIVE THE LOGO SPACE.
THE MINIMUM CLEAR SPACE IS DEFINED AS X.
TO PRESERVE THE INTEGRITY AND VISUAL IMPACT
OF THE LOGO, ALWAYS MAINTAIN ADEQUATE CLEAR
SPACE AROUND IT. IT’S AN INTEGRAL PART OF THE
DESIGN AND ENSURES THE LOGO CAN BE SEEN
QUICKLY, UNCLUTTERED BY OTHER LOGOS,
SYMBOLS, ARTWORK OR TEXT.
X
2X
X
2X
2X
X
2X
LOGO SIZING
THE MINIMUM LOGO SIZE PROVIDES THE SMALLEST
POSSIBLE REDUCTION IN WHICH THE LOGO IS STILL
EASY TO READ.
IN EXCEPTIONAL CIRCUMSTANCES, SMALLER SIZES
FOR PRINT MAY BE NECESSARY (E.G. ON EVENT
MERCHANDISE). IN SUCH CASES, LEGIBILITY SHOULD
ALWAYS BE YOUR TOP PRIORITY.
MINIMUM SIZE:
MINIMUM SIZE:
130 PIXELS ON SCREEN
40 MILLIMETERS OR 1.57 INCHES IN PRINT
90 PIXELS ON SCREEN
35 MILLIMETERS OR
1.4 INCHES IN PRINT
Brand Guidelines 6
OTHER LOGO APPLICATIONS
USING THE LOGO ON BACKGROUNDS
We’re proud of our logo, so readability is essential. Only use the full color logo on light blue, beige or 100% white backgrounds.
In situations where we don’t have control over the printing process, play it safe and use an alternate logo, even if the background is white.
This is an acceptable use of the full color logo
on an image.
Brand Guidelines 7
If you need to put the logo on a busier image,
choose the lighter version of the image
and use the dark logo.
Don’t force the logo onto an image or
background that compromises its legibility.
COLORS
OUR PRIMARY COLORS
HEX:
CMYK
RGB
#008cfa
100-44-0-2
0-140-250
Our colors are as important to us as the logo itself. They’re part of the brand’s personality.
We have established our two primary colors. To maintain consistency and brand recognition,
these colors should be the lead colors in all applications.
COLOR REFERENCES:
- RGB: all PDF documents, online materials, web applications, etc.
- CMYK: 4-color process for external marketing, printed publications, etc.
SECONDARY COLORS
The secondary color palette is used primarily for the website to identify different roles.
Secondary colors are used sparingly, if at all, in marketing materials.
HEX:
CMYK
RGB
#00154e
100-95-32-44
0-21-78
HEX:
CMYK
RGB
#000000
0-0-0-100
0-0-0
HEX:
CMYK
RGB
#FFFFFF
0-0-0-0
255-255-255
HEX:
CMYK
RGB
#d0d1d2
17-13-13-0
208-209-210
Brand Guidelines 8
Typography
OUR TYPE OF FONT
MONTSERRAT
Montserrat is a geometric sans-serif typeface designed
by Julieta Ulanovsky, inspired by posters and signage from her historic Buenos
Aires neighborhood. It is rather close in spirit to Gotham and Proxima Nova, but
has its own individual appearance-more informal,
less extended and more idiosyncratic.
Brand Guidelines 9
The Montserrat font family
Putting it all together
We’re bold in our communications, but with Montserrat we can also be quieter, more restrained and classical. Use a mix of weights that
best suit the message being conveyed.
Extra Light
Light
Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()<>?/
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()<>?/
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()<>?/
Medium
SemiBold
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#$%^&*()<>?/
1234567890!@#$%^&*()<>?/
1234567890!@#$%^&*()<>?/
Brand Guidelines 10
GLOSSARY
RGB
CMYK
VECTOR
(Red, Green, Blue) color mode is for
anything that is computer-based
design. This includes websites, apps,
banner ad and any other design
created for electronic use.
(Cyan, Magenta, Yellow, Black) color
mode is used for print design. This includes
logos, business cards, stationary,
illustration, packaging and any other
designs used for print.
Vector images are made up of points,
lines, and curves that can be infinitely
scaled without any loss in image quality.
RASTER
LOSSLESS
LOSSY
Raster images are made up of a set grid
of dotscalled pixels, where each pixel is
assigned a color value. Unlike a vector
image, raster images are resolution
dependent. When you change the size
of a raster image, you shrink or stretch
the pixels themselves, which can result
in a significant loss of clarity and
produce very blurry images.
Lossless image formats capture all of the
data of your original file. Nothing from the
original file, photo, or piece of art is lost
hence the term “lossless.” The file may still
be compressed, but all lossless formats will
be able to reconstruct your image to its
original state.
Lossy image formats approximate what
your originalimage looks like. For example,
a lossy image might reduce the amount of
colors in your image or analyze the image
for any unnecessary data. These clever
technical tricks will typically reduce the file
size, though they may reduce the quality
of your image.
Brand Guidelines 11
GLOSSARY
JPEG
EPS
PNG
JPEG is a lossy raster format that stands
for Joint Photographic Experts Group,
the technical team that developed it.
This is one of the most used formats
typically for photos, email graphics and
large web images like banner ads. JPEG
images have a scale of compression that
decreases file size tremendously, but
increases artifacts or pixelation the
more the image is compressed.
EPS is an image format that stands for
Encapsulated PostScript. Although it is used
primarily as a vector format, an EPS file can
include both vector and raster image data.
Typically, an EPS file includes a single
design element that can be used in a
larger design.
PNG is a lossless raster format that stands for
Portable Network Graphics. Think of PNG’s as
the next-generation GIF. This format has built-in
transparency, but can also display higher color
depths, which translates into millions of colors.
PNGs are a web standard and are quickly
becoming one of the most common image
formats used online.
PDF
TIFF
AI
PDF stands for Portable Document Format and
is an image format used to display documents
and graphics correctly, no matter the device,
application, operating system or web browser.
PDF files have a powerful vector graphics, but
can display everything from raster graphics.
PDF files are often the file format requested by
printers to send a final design into production.
Both Adobe Photoshop and Illustrator can
export straight to PDF, making it easy to start
your design and get it ready for printing.
TIFF is a lossless raster format that stands for
Tagged Image File Format. Because of its
extremely high quality, the format is primarily
used in photography and desktop publishing.
You’ll likely encounter TIFF files when you scan
a document or take a photo with a professional
digital camera. Do note that TIFF files can also
be used as a “container” for JPEG images. These
files will be much smaller than traditional TIFF
files, which are typically very large.
AI is a vector image format that stands for
Adobe Illustrator. The format is based on
both the EPS and PDF standards developed
by Adobe. AI files are primarily a vetor-based,
though they can also include embedded or
linked raster images. AI files can be exported
to both PDF and EPS files (for easy reviewing
or printing), and also JPEG, PNG, GIF, TIFF
and PSD (for web use and further editing).
Brand Guidelines 12
The world’s first artificially intelligent property management assistant
We look forward to sharing STAN in your
communities! Please feel free to contact
us with any questions.
info@textstan.com
www.textstan.com