Discover a collection of student housing communities next to the nation's top learning institutions. Strike the perfect balance between school and friendships at The Social.
Official Brand Standards Guide
TABLEOFCONTENTS
WELCOME ---------------------------------------------------------------------- 4 LOGO ------------------------------------------------------------------------------- 6 COLOR -------------------------------------------------------------------------- 16 TYPOGRAPHY - ----------------------------------------------------------- 20 PHOTOGRAPHY --------------------------------------------------------- 24 SOCIALMEDIAACKNOWLEDGEMENT ------------------ 26 BASE DESIGNS - ----------------------------------------------------------- 28 SIGNATURE ITEMS ------------------------------------------------------ 30 MEDIA SAMPLES -------------------------------------------------------- 32 STATIONERY ---------------------------------------------------------------- 34 PROMOTIONAL ITEMS ---------------------------------------------- 35
WELCOME
WELCOME
Welcome to The Social Student Spaces When You’re Here, You’re In We all know that where you live throughout college matters—that the people you spend your time with shape your college experience as much as your major does. The Social is a community. It’s the kind of place where you don’t just know your neighbors, you know your neighbors’ friends too. The kind of place that’s always filled with good people and great vibes. The kind of place where you can always find company for your late-night cramming, or your all-day rally. With incredible communal spaces, and plenty of moments to turn into memories, both you and your social life will thrive at The Social.
4
5
LOGO
LOGO
In Soft Black The soft black logo is to be used by default in cases where the background is a value of 25% or lighter. In cases where the logo is applied as a watermark, the soft black logo may be faded back to opacities between 15 and 7%. This is only to be done on a white background.
In Color The full color logo variations are only permitted on a white background. In cases where the logo is applied as a watermark, the logo may be faded back to opacities reflecting a value between 15 and 7%.
Identity The Social brand starts off first and foremost with the logo. The logo is the initial voice and thumbprint of the brand, and acts as the most vital identifier across all instances of its designs. Integrity and consistency across all platform and media is crucial to ensuring the brand's repetition to its viewers.
In White The white logo is to be used by default in cases where the background is a value of 26% or darker. This is an integral part of maintaining the logo's legibility.
6
7
LOGO
LOGO
HORIZONTAL PREPARATION FOR >14 SUBTEXT CHARACTERS
HORIZONTAL, PRIMARY
HORIZONTAL, SECONDARY
HORIZONTAL PREPARATION FOR <14 SUBTEXT CHARACTERS
VERTICAL PREPARATION FOR >9 SUBTEXT CHARACTERS
VERTICAL PREPARATION FOR <9 SUBTEXT CHARACTERS
VERTICAL, PRIMARY
VERTICAL, SECONDARY
Preparations The logo preparations above give options for noting both The Social as a brand and context information with subtext underneath. To make the logo friendly to various artwork dimensions and design spaces, the logo has been prepared in both horizontal and vertical preparations.
Community Variation The Social brand caters to a host of various apartment communities, all having their own identifier. The logo's subtext is adjusted to reflect each community's identifier for use in the community's materials and media.
8
9
LOGO
LOGO
LOGOTYPE AVENIR NEXT HEAVY, ALL CAPS, TRACKING AT -100
SUBTEXT AVENIR NEXT LT PRO BOLD, ALL CAPS, TRACKING AT 100
SPACER
LOGOTYPE AVENIR NEXT
HEAVY, ALL CAPS TRACKING AT -100
STANDALONES
SQUARE & ROUND CONTAINERS
SUBTEXT AVENIR NEXT LT PRO BOLD, ALL CAPS TRACKING AT 100
Anatomy The Social logo pairs a logotype of Avenir Next Heavy with a subtext element Avenir Next LT Pro Bold. In some preparations, horizontal spacers are applied to either side of the subtext to even out the composition.
Containers In some cases, the Social logo may be placed alongside other logos of different preparations and may need to conform to a square or circular shape. For this, a circle or square container may be used with appropriate internal padding to accommodate.
10
11
LOGO
LOGO
THIS WIDTH
THIS WIDTH IS 9X
THIS HEIGHT THIS HEIGHT IS 4X
THIS HEIGHT IS 3X
THIS HEIGHT
SAME WIDTH AS THE "T"
SAME WEIGHT AS SUBTEXT
SOFT BLACK ON WHITE
WHITE ON SOFT BLACK
THIS HEIGHT THIS HEIGHT IS 4.5X THIS HEIGHT THIS HEIGHT IS 3.5X
THIS HEIGHT IS 3X
[BAC] ON WHITE
WHITE ON SOLID [BAC]
WHITE ON TONAL [BAC]
THIS HEIGHT
SAME WIDTH AS THE "T"
[BAC] = BRAND APPROVED COLOR
Treatments Across The Social brand, there are several treatments of the logo that are acceptable for use. The first and most often seen is the solid, one-color version, either in Soft Black, White, or a brand approved color. Background options include White or Soft Black, or brand approved colors prepared in solid or a tonal solid. Tonal solids are created with an ombré of the chosen brand approved color and its darker counterpart.
Composition The logo's composition is meticulously balanced to give a strong legibility and presence among all sizes and applications it may be placed in. Each element and gap is measured by percentage using itself to reference how the full logo is built.
12
13
LOGO
LOGO
NO OBSTRUCTIVE PHOTO BACKGROUNDS
BRAND APPROVED COLORS ONLY
DON'T ADJUST ELEMENT SCALE
PADDING MEASURES TO 100% CAP HEIGHT OF THE LOGOTYPE
NO SQUASHING OR STRETCHING
NO BOXING UP THE LOGO
NO CHANGING WEIGHT, SPACING OR TYPOGRAPHY
PADDING MEASURES TO 100% CAP HEIGHT OF THE LOGOTYPE
NO OUTLINING THE LOGO
DON'T CROWD THE LOGO
Padding The padding around the logo ensures ample space for the logo to stand alone, delivering the message of the brand as intended. The appropriate padding for the logo is equivalent around all sides, measured per preparation of the logo.
Quality Control When working with the logo, it is important to uphold its legibility and the integrity of the brand. In an effort to achieve the highest quality in the brand's voice, these rules have been established and are to be strictly adhered to.
14
15
COLOR
COLOR
SOFT BLACK
WHITE
SPIRIT
DANCE
ALUMNI
PANTONE 2148 C HEX #548BB6 CMYK 75·35·10·0
2161 C #215079 98·70·28·11
PANTONE 447 C HEX #333333 CMYK 0·0·0·90
PANTONE 7623 C HEX #8C242D CMYK 25·100·87·23
4101 C #620F26 33·100·88·50
PANTONE 5135 C HEX #7D547F CMYK 53·78·23·4
525 C #552359 70·100·33·23
#FFFFFF 0·0·0·0
LEGACY
CAMPUS
PANTONE 2378 C HEX #324977 CMYK 92·76·27·11
2380 C #0B2147 100·90·40·45
PANTONE 3517 C HEX #C20500 CMYK 16·100·100·7
7622 C #850D0F 28·100·100·34
SPIRIT
RALLY
PANTONE 2148 C HEX #548BB6 CMYK 75·35·10·0
2161 C #215079 98·70·28·11
PANTONE 4012 C HEX #E2763D CMYK 8·65·85·0
2021 C #985126 25·75·100·18
SPORT
FIELD
PANTONE 2276 C HEX #8CA05C CMYK 51·21·85·3
4217 C #506527 70·38·100·28
PANTONE 2408 C HEX #4F6F52 CMYK 75·35·75·20
2411 C #1A4425 90·43·97·50
WHITE
SOFT BLACK
PANTONE 447 C HEX #333333 CMYK 0·0·0·90
HEX #FFFFFF CMYK 0·0·0·0
The Brand Approved Colors for Community Use The Social's expansive brand approved color catalog has been directly curated to provide a flexible range of both collegiate and youthful hues. The colors' distinctive mid-value tones offer opportunity to design in multiple spaces without losing legibility, all while connecting with the brand's audience, no matter the location.
The Social Brand Division Colors The Social’s Brand Division Colors follow along the same formula as the communities do – utilizing one of the brand approved colors, White, and Soft Black. For the division, Spirit was chosen as it is both approachable and inviting to the student viewership.
16
17
COLOR
COLOR
COMMUNITY COLOR SCHEME FORMULA
+
+
THE SOCIAL NORMAL CAMPUS
[BAC] (CHOSEN)
WHITE (CONSTANT)
SOFT BLACK (CONSTANT)
[BAC] = BRAND APPROVED COLOR
CASE STUDY: THE SOCIAL AT STADIUM WALK
THE SOCIAL CHICO ALUMNI
THE SOCIAL BLUE SPIRIT
Choosing a Community's Color Selecting just one color to represent a community can be a delicate process in some cases, and it is important to make a well thought decision as this will be the base color for the community’s collateral and marketing media moving forward. Here are a few things to consider when selecting a color:
Creating a Community Color Palette Whether in reference to the division as a whole or a specific Social community, a limited palette is assigned to reflect the entity’s feel. White and Soft Black are joined by one color selected from approved colors to create an entity's color palette.
• The colors of the nearby college(s) • Nearby sister communities (if any)
• The site's interior/exterior design • The surrounding area
18
19
TYPOGRAPHY
TYPOGRAPHY
Roboto Slab ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! @#$%^&*() ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! @#$%^&*() HEADERS & CALLOUTS
EVERYTHING ELSE Avenir Next ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! @#$%^&*() ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890! @#$%^&*()
Details Roboto Slab is a versatile typeface chosen for its robust architecture and impactful voice and slightly more collegiate feel. This typeface includes a substantial weight library and thorough compatilibity amongst both print and digital platforms. Across The Social brand, it is used primarly for headers, the tagline, and various callouts.
Details Avenir Next is a clean and contemporary typeface known for its clean structure and crisp legibility. Its extensive weight library ranges from Ultra Light to Heavy, giving designers multiple avenues to create designs fitting of the communications needed throught the brand's multiple types of materials. It is used for most type treatments seen within the brand.
20
21
TYPOGRAPHY
TYPOGRAPHY
[BAC] [BACD]
Details Large format projects adhere to the ratios of typography treatment below, but are scaled appropriately to fit the size of the artwork dimensions. For Print 1. Header. Roboto Slab Bold in [BAC]. 22.75 pt, 26 pt leading. 2. Subhead. Roboto Slab Bold in [BAC]. 16.25 pt with 19.5 pt leading. 3. Body. Avenir Next Regular in Soft Black. 10.5 pt with 13 pt leading. 4. Fine Print. Avenir Next Italic in Soft Black. 8 pt with 10.5 pt leading. 5. Caption. Avenir Next Regular in Soft Black, All Caps. 8 pt with 10.5 pt leading, tracking at 100. 6. Tagline. Roboto Slab Extra Bold in [BACD], Title Case. 13 pt with 16.25 pt leading. 7. Footer. Avenir Next Regular in Soft Black or [BAC], All Caps. 8 pt with 10.5 pt leading, tracking at 100. 8. Decorative. Avenir Next Heavy in Soft Black, All Caps. Adjustable scale, tracking at -100. For Digital 1. Header. Roboto Slab Bold in Color 01. 34.5 pt with 54 pt leading. 2. Subhead. Roboto Slab Bold in Color 02. 26 pt with 31.5 pt leading. 3. Body. Avenir Next Regular in Soft Black. 17.25 pt with 21 pt leading. 4. Fine Print. Avenir Next Italic in Soft Black. 13.5 pt with 17.25 pt leading. 5. Caption. Avenir Next Regular in Soft Black, All Caps. 13.5 pt with 17.25 pt leading, tracking at 100. 6. Tagline. Roboto Slab Extra Bold in Color 01, Title Case. 26 pt with 31.5 pt leading, tracking at 60. 7. Footer. Avenir Next Regular in Soft Black or [BAC], All Caps. 13.5 pt with 17.25 pt leading, tracking at 100. 8. Decorative. Avenir Next Heavy in Soft Black, All Caps. Adjustable scale, tracking at -100.
Dellam Quisgrap Magnima con Pacus
1
2
Pudanias quidios dellam quisgrap moditam inis eiunto optaecae nonsewro dolorem fuga bea nese conseribuses. *Ntiumquas volupti istiusam, nulparum. VOLUPTI
3
4
5
When You're Here, You're In
6
000 MAIN STREET, 00, CITY, ST 00000 • 000-000-0000 COMUNITYWEBSITE.COM • @SOCIALMEDIATAG
7
FOR PRINT
OPTAECAENONSEWRO
8
FOR WEB
Dellam Quisgrap Magnima con Pacus
1
2
Pudanias quidios dellam quisgrap moditam inis eiunto optaecae nonsewro dolorem fuga bea nese conseribuses. *Ntiumquas volupti istiusam, nulparum. VOLUPTI
3
4
5
When You're Here, You're In
6
000 MAIN STREET, 00, CITY, ST 00000 • 000-000-0000 COMMUNITYWEBSITE.COM • @SOCIALMEDIATAG
7
[BAC] = BRAND APPROVED COLOR [BACD] = BRAND APPROVED COLOR, DARK
[BAC] = BRAND APPROVED COLOR
[BACD] = BRAND APPROVED COLOR, DARK
22
23
PHOTOGRAPHY
PHOTOGRAPHY
Setting the Scene Tone
The overall tone of The Social’s photos should be realistic and fun, with themes of young adulthood specific to the college experience. Choose photos from our wide selection of brand division originals or pull thoughtfully curated stock photos focused on natural, celebratory, and collegiate subjects. Lighting It is best to look for photos that are bright and clear, with a "no frills" approach to the lighting. Outdoor shots in a softer weathered lighting are a favorite, as are indoor shots with lots of window light. This gives the lived-in approachability that The Social brand is known for. Diversity Focus photo selections on the representation of multiple groups including race, culture, and orientation, all within the undergrad or graduate school student age group. The Social is an inclusive brand to its core, so it is important that this is shown throughout the photography selection. Balance Most photos involve some element of movement and/or asymmetry. School and brand colors are both utilized throughout the different photo selections.
24
25
SOCIALMEDIAACKNOWLEDGMENT
SOCIALMEDIAACKNOWLEDGMENT
CONSTRUCTION
Intention Since social media is a vital part of connecting to the audience, The Social's social media presence is acknowledged across all platforms. Understanding that each social media brand has its own brand standards has led to a thoughtful, intentional treatment which respects the brands being represented. Measurements Social media icons are treated all the same, starting out with a circular container. The icon should be visually centered inside a circle, with the outer edge of the icon placed in between the outer 70% and 80% of the container. Construction & Color The social media icons are always treated in white or grayscale, with the icon centered. The icon by default is cut out, leaving an impression in the circle itself. If the cut out sacrifices the legibility of the icon in a design, it is acceptable to fill the icon with either white or a color corresponding to the background the icon sits upon. Sizing In print, the standard size for icons is 0.25 inch in diameter, but can scale up to 0.75 inches if needed. For mobile and web media, the icons should be at a minimum of 20 pixels in diameter, but can scale up to 45 pixels. For large format pieces, the social media icons adopt appropriate sizing based on layout and scale of other elements on the piece. This applies whether the piece is print or digital. Spacing & Padding The spacing between the icons should be a 25% measurement of the diameter of an individual icon. This applies to both vertical and horizontal lockups. Once the icons are properly spaced, the group is padded at least 50% of an icon’s diameter all the way around.
100%
15% 10%
ICON PADDING ICON SIZING GUIDELINE
COLORS
SIZING
WHITE
SOFT BLACK
SPACING
PADDING
Min Diameter 20 px Digital 0.25" Print
100%
20%
000 MAIN STREET, 00, CITY, ST 00000 • 000-000-0000 PROPERTYWEBSITE.COM • @SOCIALMEDIATAG When You're Here, You're In
Max Diameter 45 px Digital 0.75" Print
ICON LOCKUP (FOOTER)
26
27
BASEDESIGNS
BASEDESIGNS
Cover Displays & Header Plates Details
Cover displays and header plates refer to a treatment of branded design elements constructed to note the brand's primary information on certain materials including the top portion of certain print items, at the beginning and end of branded videos, and as the cover page of presentational materials. This helps to regulate the important brand information in hierarchy across The Social’s presence to users. These elements can adopt any of the various color treatments remarked in the logo treatments section: Soft Black on White, White on Soft Black, [BAC] on White, White on [BAC], and White on Tonal [BAC]. Lockup Construction Paying attention to lockup construction of the cover display or header plate is important to retain structure behind the design elements. The measurements set forth are default but may be altered at the designer's discretion if they interfere with live area or other file build parameters. The lockup is comprised of the logo, tagline, and URL. Sizing. The sizing of the elements are informed by the sizing and alignment of the logo. The tagline’s cap height measures 50% of the logo's height*. The URL measures 25% of the logo's height*. Spacing. The spacing between logo and tagline is equal to the logo's height. The spacing between the tagline and URL measures 35% of the logo's height*.
CENTERED
100%
100%
50%
35%
25%
100%
100%
Alignment. All elements of the lockup are centered. Sizing to the Canvas or Container
50%
Initially, the lockup is centered and middled onto a canvas (or container). The logo is the initial measuring keystone to determine the size of the elements in relation to the canvas. The canvas’s width, vertical or horizontal, will be 200% of the logo's width. From the initial lockup, these measurements in relation to the canvas can be adjusted by eye if the canvas is either excessively landscape or portrait.
50%
*The logo's height refers to the cap height of "social". This rule stays consistent no matter which preparation of the logo is used.
[BAC] = BRAND APPROVED COLOR
28
29
SIGNATUREITEMS
SIGNATUREITEMS
[BAC] [BACD]
THE SOCIAL PENNANT
THE SOCIAL MONOGRAM TAG
CALL TO ACTIONS & BUTTONS
ANNOUNCEMENT CALLOUTS
FAVICON
SEAL
TAG
Identifiers & Components In some cases, designs need a subtle hint of the brand to reinforce the repetition without it feeling redundant to the viewer. In these cases, a division pennant may be used as a gentle nod to the brand. Along the same sentiment, calls to action and buttons are composed in the same treatments and approved colors as the logo to unify the brand look. Those small details within the designs solidify the brand’s strength without feeling contrived.
Community Callouts Each community utilizes a number of components all treated within the brand’s parameters, adding in the community’s own flavor. This generally starts off with applying the community’s colors to the callout elements like favicons, seals, and tags.
[BAC] = BRAND APPROVED COLOR [BACD] = BRAND APPROVED COLOR, DARK
30
31
MEDIASAMPLES
MEDIASAMPLES
CASE STUDY: THE SOCIAL CHICO
Chico State Dorm Living Done Right Rates Starting in the $400s
SQUARE BROCHURE
GEOFENCING AD
DIRECT MAILER
FLOORPLAN SHEET
EMAIL BLAST
32
33
STATIONERY
PROMOTIONALITEMS
BUSINESS CARD
GM CARD + ENVELOPE
CAN KOOZIES
DOG BANDANA
BASEBALL CAP
COMFORT HOODIE
CANVAS TOTE
LETTERHEAD + ENVELOPE
34
35
When You're Here, You're In
2082 MICHELSON DRIVE, 4TH FLOOR, IRVINE, CA 92612 949-399-2500 • TRINITY-PM.COM
CREATED 2023
Page 1 Page 2-3 Page 4-5 Page 6-7 Page 8-9 Page 10-11 Page 12-13 Page 14-15 Page 16-17 Page 18-19 Page 20-21 Page 22-23 Page 24-25 Page 26-27 Page 28-29 Page 30-31 Page 32-33 Page 34-35 Page 36Made with FlippingBook - Online magazine maker