GATEWAY HOMEWORKS BRAND TOOLKIT
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<strong>BRAND</strong> <strong>TOOLKIT</strong>
ETHOS<br />
MASCOT<br />
LOGO<br />
LAYOUT<br />
COLOURS<br />
DO’S DON’TS<br />
Hello. This is a simple guide to the<br />
key elements that make up Gateway<br />
HomeWorks. It won’t take long to read<br />
and it will keep you on track when<br />
producing collateral for our brand.<br />
IMAGERY<br />
TYPEFACE<br />
GOOD WORK<br />
The Gateway HomeWorks identity was created by 22 Design Ltd. Any assets contained<br />
within this document can be obtained by contacting: info@22design.co.uk
04: Gateway HomeWorks - Our ethos<br />
Our ethos<br />
Gateway HomeWorks was born from a desire to serve its customers<br />
better. So when we say ethos we don’t just mean tone of voice, we<br />
mean, how we present ourselves as an organisation.<br />
Reliable<br />
05: Gateway HomeWorks - Our ethos<br />
Every piece of communication we create should have our customers<br />
needs at heart. It should be clear, concise and user friendly. Nimble,<br />
efficient and forward thinking.<br />
Just telling people we are reliable<br />
will not cut it. If our customers<br />
see this icon on a van they need to<br />
know they are in safe hands.<br />
To serve our customers well we need to embrace this ethos in<br />
everything we do and everything we create. If we do this well our<br />
brand will become a benchmark for quality and service.<br />
Professional<br />
It goes without saying.<br />
At every point of contact<br />
from picking up the phone<br />
to writing a letter.<br />
Modern<br />
Our brand is fresh,bold and energetic.<br />
No fuss or unnecessary clutter please.<br />
Courteous<br />
Manners cost nothing. They<br />
also go a long way to help<br />
things run smoothly.<br />
No jargon and easy to understand.<br />
Whether it’s a booking system or<br />
website UserExperience, it needs to be<br />
intuitive and user friendly.<br />
Clear
06: Gateway HomeWorks - Our logo<br />
Our logo<br />
Our logo has been designed to reflect the values of our brand.<br />
It is a distinctive stand-alone masthead for Gateway HomeWorks<br />
but it also sits comfortably within, or next to, the existing Gateway<br />
Housing Association identity.<br />
07: Gateway HomeWorks - Our Logo<br />
Our logo is available as a high-res vector file in all formats shown<br />
here, for both print and digital use.<br />
Our main 3 colour logo<br />
should always be the<br />
first choice for use on<br />
a white background.<br />
Never use this logo on<br />
a coloured background.<br />
Our white logo should<br />
only be used on a dark<br />
background.<br />
Our black logo should<br />
only be used when<br />
colour is not available.
08: Gateway HomeWorks - Our logo<br />
Our logo<br />
Please treat our logo with respect and follow these few simple rules.<br />
You know the score. It should never be altered or distorted in any<br />
way or placed too close to other graphics.<br />
x<br />
x<br />
x<br />
09: Gateway HomeWorks - Our logo<br />
x<br />
x<br />
The height of the<br />
gateway g (x) is a<br />
simple measure for<br />
minimal clearance.<br />
Ideally the logo should<br />
have as much white<br />
space around it as<br />
Never distort<br />
Never place on a<br />
colour background<br />
Never alter colours<br />
Never rotate or flip
10: Gateway HomeWorks - Our Mascot<br />
Our mascot<br />
This is our secondary branding icon and it plays an important role<br />
in making our brand unique and recognisable. It adds a sense of<br />
personality, energy and movement to our brand and embodies<br />
efficiency and service.<br />
11: Gateway HomeWorks - Our Mascot<br />
Have fun, but like our logo, there are a few simple rules to follow<br />
when using this icon.<br />
Our main green icon<br />
should always be the<br />
first choice for use on<br />
a white background.<br />
Never use this icon on<br />
a coloured background.<br />
Our white icon should<br />
only be used on a dark<br />
background.<br />
Our black icon should<br />
only be used when<br />
colour is not available.
12: Gateway HomeWorks - Our Mascot<br />
Our mascot<br />
This icon is NOT a logo and should not be treated as such. It should<br />
never sit too close to our main HomeWorks logo and never have<br />
equal billing. By this we mean that one should always be larger than<br />
the other on a page and therefore more dominant.<br />
13: Gateway HomeWorks - Our Mascot<br />
Good practice. The<br />
icon is hero and does<br />
not look like part of the<br />
main logo.<br />
Bad practice. The icon<br />
looks like it is part of<br />
the logo.<br />
Bad practice. The icon<br />
looks like it is part of<br />
the logo and they have<br />
equal billing.
14: Gateway HomeWorks - Our colours<br />
Our colours<br />
Here are our colours. The primary palette has been chosen to align<br />
Gatway HomeWorks with the main Gateway Housing Association<br />
brand. These colours are the main link to our mother brand and<br />
should be the first choice when designing collateral for HomeWorks.<br />
Primary colour palette<br />
Black<br />
CMYK<br />
c0 m0 y0 k100<br />
Pantone 3415<br />
CMYK<br />
c100 m0 y72 k22<br />
Pantone 369<br />
CMYK<br />
c59 m0 y100 k7<br />
Pantone 390<br />
CMYK<br />
c22 m0 y100 k8<br />
15: Gateway HomeWorks - Our colours<br />
The primary colour palette should never be used as tints. Tints of<br />
black can be used as shown. The dominant colours in any piece of<br />
communication should be white and the mid Green - Pantone 369.<br />
RGB<br />
R0 G0 B0<br />
Hex<br />
000000<br />
RGB<br />
R0 G199 B56<br />
Hex<br />
00C738<br />
RGB<br />
R97 G237 B0<br />
Hex<br />
61ED00<br />
RGB<br />
R183 G235 B0<br />
Hex<br />
B7EB00<br />
Primary black tints<br />
Black 80%<br />
Black 50%<br />
Black 30%<br />
Black 12%<br />
CMYK<br />
c0 m0 y0 k80<br />
CMYK<br />
c0 m0 y0 k50<br />
CMYK<br />
c0 m0 y0 k30<br />
CMYK<br />
c0 m0 y0 k12<br />
White<br />
Pantone 369<br />
RGB<br />
R51 G51 B51<br />
RGB<br />
R128 G128 B128<br />
RGB<br />
R178 G178 B178<br />
RGB<br />
R224 G224 B224<br />
Hex<br />
333333<br />
Hex<br />
808080<br />
Hex<br />
B2B2B2<br />
Hex<br />
E0E0E0
16: Gateway HomeWorks - Our typeface<br />
Typeface<br />
Our primary font is Din. It has a modern yet friendly feel, and is very<br />
legible due to its large x-height. It has been chosen to align Gateway<br />
HomeWorks with the main Gateway Housing Association web<br />
font - PT Sans. These fonts should only ever be used in the weights<br />
shown here.<br />
Primary fonts for print<br />
Din light<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890<br />
Din medium<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890<br />
17: Gateway HomeWorks - Our typeface<br />
For additional practicality and legibility body text copy can be set in<br />
Helvetica Neue for print and Helvetica Neue or Arial for web.<br />
Din bold<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890<br />
Primary fonts for web<br />
PT Sans regular<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890<br />
PT Sans bold<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
18: Gateway HomeWorks - layout<br />
Layout<br />
Here is a brief overview of good practice when creating layouts,<br />
these principles apply whatever the scope of work. In a few words -<br />
Fresh, clean and uncluttered. Simple!<br />
19: Gateway HomeWorks - Layout<br />
Introducing your new<br />
home maintenance<br />
service from Gateway<br />
Main headline style<br />
Lorem ipsum dolor sit amet,<br />
consectetur adipiscing elit.<br />
Sed ultricies aliquet velit<br />
rutrum blandit.<br />
Sub headline style<br />
Lorem ipsum dolor sit amet, consectetur<br />
adipiscing elit. Sed ultricies aliquet velit<br />
rutrum blandit. Donec consequat nisl lorem,<br />
a cursus ex pharetra vitae. Maecenas a justo<br />
et eros posuere gravida quis ac ligula. Nulla<br />
sapien tellus, faucibus vitae tellus a, auctor<br />
commodo velit. Cum sociis natoque<br />
penatibus et magnis dis parturient montes,<br />
nascetur ridiculus mus. Nam mattis semper<br />
lorem, sed eleifend ante iaculis at. Donec<br />
maximus metus libero, sed facilisis arcu<br />
faucibus sed. Pellentesque habitant morbi<br />
tristique senectus et netus et malesuada<br />
fames ac turpis egestas. In lectus velit,<br />
bibendum eu lectus sed, rutrum mollis<br />
lacus. Aliquam eget dolor ligula.<br />
Sub headline style<br />
Lorem ipsum dolor sit amet, consectetur<br />
adipiscing elit. Sed ultricies aliquet velit<br />
rutrum blandit. Donec consequat nisl lorem,<br />
a cursus ex pharetra vitae. Maecenas a justo<br />
et eros posuere gravida quis ac ligula. Nulla<br />
sapien tellus, faucibus vitae tellus a, auctor<br />
commodo velit.<br />
Sub headline style<br />
Cum sociis natoque penatibus et magnis dis<br />
parturient montes, nascetur ridiculus mus.<br />
Nam mattis semper lorem, sed eleifend ante<br />
iaculis at. Donec maximus metus libero, sed<br />
facilisis arcu faucibus sed. Pellentesque<br />
habitant morbi tristique senectus et netus et<br />
malesuada fames ac turpis egestas. In lectus<br />
velit, bibendum eu lectus sed, rutrum mollis<br />
lacus. Aliquam eget dolor ligula.<br />
Driven by<br />
the desire for<br />
perfection.<br />
Meet the<br />
professionals<br />
Mark never get’s his wires crossed...<br />
.Cum sociis natoque penatibus et<br />
magnis dis parturient montes, nascetur<br />
ridiculus mus. Nam mattis semper<br />
lorem, sed eleifend ante iaculis at.<br />
Donec maximus metus libero, sed<br />
facilisis arcu faucibus sed. Pellentesque<br />
habitant morbi tristique senectus et<br />
netus et malesuada fames ac turpis<br />
egestas. In lectus velit, bibendum eu<br />
lectus sed, rutrum mollis lacus.<br />
Aliquam eget dolor ligula.<br />
Powered by a good cuppa!<br />
www.gatewayhomeworks.co.uk<br />
Good relationship<br />
between the core brand<br />
elements - the logo,<br />
icon and graphics<br />
Good use of the<br />
primary colours.<br />
White space and<br />
the mid green are<br />
dominant. Good use<br />
of photography and<br />
graphics.<br />
Good use of large<br />
photography, simple<br />
messaging and<br />
secondary icon to tell<br />
a story.<br />
Good use of messaging<br />
hierarchy and minimal<br />
branding elements.
Gateway HomeWorks Ltd.<br />
20: Gateway HomeWorks - Good work<br />
Good work<br />
This is what our communications should look like when all the<br />
elements in this Tool-kit come together.<br />
21: Gateway HomeWorks - Good work<br />
Dear Sir Madam<br />
Optatus coriatibus ium quatiunt vel ipiendae volessum et demporat illaut fugitat aspisqui is et<br />
rem quia volupti aut eniendi squisto blaboria si dolestrum fuga. Nem quatio. Nam am a vent<br />
labo. Et que et verorio rercius ut praerovidem et, unto con nullore mperferiam se nam nonest,<br />
utempor endandae est qui volorum, sitatibus.<br />
Mak Akinyemi 409-413 Mile End Road<br />
Director London E3 4PB<br />
Tel: 020 8709 4382<br />
Mob: 07931530610<br />
mak.akinyemi@gatewayhomeworks.co.uk<br />
David Sample<br />
Heating Engineer<br />
Employee number:<br />
HW00243<br />
Am apicidus, sum, omnimag nihilit quid quiatia consenima perum lant utatetur acerum qui des<br />
ea plicilla corehendam aspelest eatur?<br />
Porepeditium volendunt aditempos ut officimusam fugit earum quas utas dem alistem sequi<br />
coriti ant quas re la verionem a dolum faccae ipsunt et volorer eperum ium sunte nemporporia<br />
dolupic te conectas que velia volupta tiatur sitest, vit odicium cullant otateni ullorpor mod eat<br />
quis exceaque la.<br />
Nestrum, ulpa sin et apitionse cor sum restionserit autemped quate venis nonsenectio et optati<br />
is maxim fugiae lit mollo essunte prepers pernate ellique optatem. Nequatiam, tem et ex et, ut<br />
odi doluptatqui culparcia<br />
Optatus coriatibus ium quatiunt vel ipiendae volessum et demporat illaut fugitat aspisqui is et<br />
rem quia volupti aut eniendi squisto blaboria si dolestrum fuga.<br />
Yours Sincerely<br />
Mr A. Sample<br />
409-413 Mile End Road<br />
London E3 4PB<br />
Tel: 020 8709 4382<br />
gatewayhomeworks.co.uk
22: Gateway HomeWorks - Assets<br />
Assets<br />
Here is a library of assets that have been produced to date. We will<br />
be adding to this library as our brand develops and flourishes.<br />
Van livery<br />
www.gatewayhomeworks.co.uk<br />
www.gatewayhomeworks .co.uk<br />
23: Gateway HomeWorks - Assets<br />
www.gatewayhomeworks.co.uk<br />
www.gatewayhomeworks .co.uk<br />
Uniforms and clothing
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