PURPOSE PROPERTY BRAND BOOK

PURPOSE
PROPERTY
LIMITED
Logo & Brand
Identity Guidelines

0Content

01 Logo specifics
02 Logo styles
03 Typeface details
04 Colour Specifications

1Logo specifics
LOGO CLEAR SPACE
Grey stripped area
indicates Safe Zone.
Other graphical and
visual elements can be
safely positioned up to
the adjoining Blue area.
2X
2X
Blue indicates Clear
Space. The blue area
must be kept free of
all other graphical and
visual elements.
The minimum required
Clear Space is defined
by the measurement ‘X’
(equal to the height of
the uppercase letters,
known as the ‘capheight’.
The width is
equal to the height.)
2X
X
2X

X
X
X
20 0 20 0 Y
LOGO CONSTRUCTION
Blue (X) indicates overall proportions for the logotype and logomark. Height of
lettermark (X), is equal to double size of logotype hight.
Green (Y) indicates placement and alignment of the logomark in regard to the
logotype.
Magenta indicates various item alignments and angles.
Yellow shows how complete logo is divided into 3 equal vertical segments.

2Logo styles
PRIMARY FULL TONE COLOUR
This is the primary logo to use and
includes a subtle Blue and Gray Colour
Gradients with 3 color.
PRIMARY FULL FLAT COLOUR
This is the primary logo to use and
includes a subtle Blue and Gray flat
Colours with 3 color.

PRIMARY FULL FLAT COLOUR
This is the primary logo to use and
includes a subtle Blue and Gray flat
Colours with 3 color.
PRIMARY FULL FLAT COLOUR
This is the primary logo to use and
includes a subtle Blue and Gray flat
Colours with 3 color.
Full Tone Greyscale
The greyscale version
can be used for higher
quality, but still B/W
print reproduction,
where a finer halftone
screen is used.
Solid Greyscale
Only to be used for Fax,
and some forms of black/
white commercial printing
applications, such as local
newspapers etc, where
halftones screens are used.

3Typeface details
Proxima Nova (Black)
THE TYPEFACE FAMILY
Only two font styles are
used for the logo, and they
are both from the same
typeface family: Proxima
Nova.
The Proxima Nova family
consists of 2 typeface
widths: Proxima Nova Black
and Proxima Nova thin.
Each of the 2 type widths
contains 14 fonts:
7 weights and 7 italics.
The huge variety of font
weights and widths will
ensure immenense
flexibility, and consistency
for the future growth of the
Purpose Property identity.
ABCD
abcd1234
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234568790!@€$%^&*()
Proxima Nova (Thin)
ABCDE
abcdef123456
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234568790!@€$%^&*()

WHEN TO USE
Proxima Nova Black is the
primary font used for the
logotype/logo wording. It is
also used to draw attention
to company name.
It can also be used as the
standard when stronger
emphasis is needed,
such as in: stationery,
website design, brochures
and all forms of general
correspondance.
WHEN TO USE
Proxima Nova Thin is to be
used for 3 rd wordmark line
and in all other forms of
standard body text, ranging
from: stationery, website
design, brochures and
all forms of general
correspondance.

4Colour
Specifications
LINEAR GRADIENT
Logo is created using linear
gradient between primary
and secondary blue and
gray colors with an angle of
-108.2 degrees

DEEP BLUE
R: 4 G: 48 B: 74
C: 100 M: 77 Y: 46 K: 43
#04304a
LIGHT BLUE
R: 23 G: 95 B: 154
C: 93 M: 65 Y: 14 K: 0
#175f9a
DARK GRAY
R: 130 G: 131 B: 134
C: 51 M: 43 Y: 40 K: 6
#828386
LIGHT GRAY
R: 209 G: 210 B: 212
C: 17 M: 13 Y: 12 K: 0
#d1d2d4

Deisgned by Branko Pejovic