COLOR
COLOR
PRIMARY
PANTONE 7690 C CMYK 88-47-15-1
RGB 0-118-168 HEX 0076A8
Aa
TIDE
Solid containers in Tide are acceptable in every instance of the ReNew brand materials; it is by far the most dominant container treatment aside from solid White, which is most often used alongside heavy body copy. Should a piece already have a good representation of Tide containers, solid Midnight backgrounds may take place, especially when attention is needed to a specific item. Depth and heft of a Midnight container may be softened by choosing a color along a blend scale of Tide and Midnight, a practice often used. True uses of Midnight or otherwise, the darker blue tones are usually applied with a direct juxtaposition of Tide.
PANTONE 295 C RGB 0-40-85
HEX 002855 CMYK 100-88-37-35
MIDNIGHT
01
Aa
PANTONE 716 C RGB 234-118-0
HEX EA7600 CMYK 5-65-100-0
FRUIT
02
PANTONE 156 C RGB 239-190-125
HEX EFBE7D CMYK 5-27-58-0
SAND
SECONDARY
PANTONE COOL GRAY 1 C RGB 217-217-214
HEX D9D9D6 CMYK 14-10-13-0
STONE
Aa
For callouts and smaller elements requiring viewer attention, Fruit and Sand are blended and applied. Since there are cases where the hierarchical scale requires more than one highlight step, there are two variations of the blends. The first is a blended fill with Fruit on the bottom and Sand on top, with a heavier lean from Fruit, and always has White text. This is the default callout treatment – if only one callout treatment is being use, this is the one. The second is a solid white element with a blended, orange-toned stripe underlining it. The stripe pushes from Sand on the left to Fruit on the right. This always comes with Fruit text. The treatment is meant to provide a stark contrast in photo-heavy, very colorful designs. It helps a small element call some attention.
Colors
03
Aa
The ReNew colors were chosen to reflect the values that the brand division stands for. Blue tones provide a feeling of trust and professionalism while the complimentary orange tones provide a sense of brightness and a welcoming touch. Adding in neutral tones like Sand and Stone ground the palette, providing a designer with a full set of tools to create pieces that evoke the approachable and friendly feeling ReNew communities provide.
04
03
TIDE
MIDNIGHT
FRUIT
SAND
Blends
03
07
15
25
40
65
85
100
Grayscale
04
01
02
8
RENEW APARTMENT COMMUNITIES
OFFICIAL BRAND STANDARDS GUIDE
9
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