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