GCP_Styleguide_EN

Simple, enduring, local
OUR BRAND GCP:
STYLEGUIDE
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01

OVERVIEW
Page 03
Page 14
Page 17
Elements of the brand
Logo
Color print
Color digital
Font
Font on pictures
Contrast of White and GCP Yellow
Image style
Icons
Layout system
Applications
Print
Digital
Strategy
We are the brand
Story
Vision
Claim
Our areas of expertise
Values
Experience attributes
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02

ELEMENTS OF
THE BRAND
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03

LOGO
The GCP logo is our unmistakable trademark.
The logo consists of the word mark GCP and
the figurative mark – a stylized floorplan. In the
primary logo, the word mark and figurative
mark are arranged vertically in relation to each
other; for narrow formats, we use the logo in a
horizontal arrangement.
To access the GCP logo folder, please go back
to the main folder.
Logo anthracite yellow:
use on white
Logo anthracite (or white):
use on image and color areas
Horizontal logo anthracite yellow:
use on narrow formats
Horizontal logo anthracite:
use on narrow formats
The protection zone corresponds to
50% of the figurative mark
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04

COLOR PRINT
Our brand colors are GCP Yellow, GCP Anthracite, GCP
Green and White. The GCP Yellow defines our brand
appearance. It is reflected in the logo and underlines our
messages in headlines. GCP Anthracite, GCP Green and
White are also prominently used as color areas.
To access the GCP colors ASE, please go back to the
main folder.
GCP Yellow
CMYK 0/30/100/0
RGB 250/185/0
Hex-Code #fab900
Pantone 3514 C
RAL Design 1003
(Fall back RAL Design 080 80 80)
GCP Anthracite
CMYK 35/0/0/80
RGB 65/80/85
Hex-Code #415055
Pantone 7545 C
RAL Design 240 30 10
(Fall back RAL 7011)
GCP Green
CMYK 65/0/50/0
RGB 80/185/150
Hex-Code #50b996
Pantone 7723 C
RAL Design 170 60 35
(Fall back RAL 6034)
White
RGB 255/255/255
Hex-Code #ffffff
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05

COLOR DIGITAL
Digitally, we use the GCP Green in a modified,
brighter form as a call-to-action color.
CTA Default
RGB 38/248/171
Hex-Code #26f8ab
CTA Hover
RGB 18/226/150
Hex-Code #12e296
CTA On Click
RGB 29/207/142
Hex-Code #1dcf8e
For backgrounds: Our GCP Anthracite in different shades
GCP Anthracite 80%
RGB 103/115/119
Hex-Code #677377
GCP Anthracite 50%
RGB 160/167/170
Hex-Code #a0a7aa
GCP Anthracite 10%
RGB 236/237/238
Hex-Code #ecedee
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06

FONT
Our house font is the Parka by Daniel Perraudin. We use
the Light, Regular and Bold weights for our communication.
Users who cannot use the Parka, can use the system
font, Calibri, in Microsoft Office documents as a
substitute font.
We set headlines as versalia in Parka Bold and underline
them. This gives them stability and presence.
Lines are defined as follows:
Line width: type size divided by 10
Line offset: Line width times 1.5
Example: Headline: 100 pt; line weight: 10 pt;
line offset: 15 pt
The line spacing of the headlines is 120% as well to the
sublines. The subline has 40% of the headline. It can be
above or below the headline.
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07

FONT ON PICTURES
When we place texts on images, we need to ensure
readability. If the contrast is not high enough and the
texts are therefore difficult to read, there are two
options. Either we take another font color or we put a
multiplying layer on the image, which darkens or
lightens it. Swapping the font color should always be
the favored solution, so that the images remain
authentic and unprocessed.
Contrast of image background and font is not big enough
The text is much more readable here
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08

CONTRAST OF WHITE AND GCP YELLOW
White type on our brand color GCP Yellow or vice versa
is often difficult to read and should only be used in a
large and bold way. In digital media, the contrast does
not meet the AA standard and should therefore be
avoided. In these cases, we resort to another color
combination.
Small white texts on our GCP Yellow are difficult to read
and do not meet AA standard
Other color combinations like these are therefore much
more suitable
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09

IMAGE STYLE
Our images have a clear focus in the
foreground and a calm background
with depth of field. The light is
natural to warm.
We meet depicted people at eye
level and as close as possible.
People at GCP do not have to be
perfect – small “flaws” are natural,
likeable and authentic.
To access the GCP image folder,
please go back to the main folder.
Edited images are to be found
here: T:\PR Marketing\0000
PICTURES ALL\2. Pictures for
Layouts
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10

ICONS
As a contrast to our flat layout, GCP’s icons are
linear. The form language is clear and simple.
The outline can take on all brand colors,
depending on the application.
We display interactive elements as mouseovers
with a filled icon.
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11

LAYOUT SYSTEM
Our standard layout system is very simple. We either use the whole format area or divide it in half – horizontally and vertically.
We fill the layout areas with an image or a background color.
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12

LAYOUT SYSTEM
To calculate the logo size, we divide the narrow
format side by 6. This gives the logo width. Based on
the portrait format, this size also applies to a
landscape format.
For letterheads or tenant information, there is an
exception: We divide the narrow format side by 8,
otherwise the logo would be too large for media with
an informative focus. For very narrow formats (e.g.
web banners), the narrow page is divided by 2.
Our type area results from the 1/2 image mark – this
corresponds exactly to the protection zone around
the logo. The logo files are already created with a
protection zone, so we can place the logo file directly
on the format edge.
The logo can be placed centered on all four edges,
depending on the background and medium.
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13

APPLICATIONS
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014

previous page next page back to overview To access the InDesign templates, please go back to the main folder. 15

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16

STRATEGY
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017

WE ARE THE
BRAND
Digital touchpoints such as the website and app, but also
very classic templates in the handbook and in AIMS are your
everyday touchpoints with the GCP brand. But also advertising
material, as implemented in the cross-media plans, or
brandings such as signs etc. make the brand known to the
outside world.
However, the most important thing is this: to your customers
and contacts, you are GCP. Actively express the name, values
and vision of GCP to the outside world. Follow our principles.
Help make the GCP brand tangible to colleagues, customers
and partners throughout Germany!
Our purpose
We do everything to make living become home – and to
keep it that way.
What motivates us
Our purpose is not just a statement, but a credo that guides
us, inspires us. And motivates us in everything we do.
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STORY
What our customers can expect from us
“Moving out, moving in – arriving and feeling at home.
We are on the side of our tenants and support them
wherever we can. That’s because we understand that
home above all means sanctuary and security. To ensure
that this remains the case, we do everything in our
power to make things run smoothly. And in the rare
instances where it doesn’t, we immediately take care of
it. Around the clock.
We are a reliable partner who has a solution to every
situation. A partner who always acts transparently and
simply in the interests of our tenants. We do everything
to ensure that our tenants feel at home in their
properties, now and in future.”
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VISION
We create the highest tenant satisfaction
levels by providing the very best service
and good-quality, affordable living spaces.
What we want to achieve together
Our vision defines our brand’s target image that we want
to work together to achieve and be measured by.
The top priority here is the satisfaction of our tenants.
We pay very close attention to what our tenants need,
and continuously develop services that make a real
difference to them. We are also continuing to invest in
the quality of our properties wherever needed. This is
because we always want to be able to offer living spaces
that are of good quality and affordable, now and in
future.
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CLAIM
What we promise
Our claim “Bei uns in guten Wänden”, a pun that roughly
translates as “In good hands – and homes – with us”,
transforms our approach into a communication tool and
pithily summarises our brand’s central promise.
These five words contain two key messages: We offer
good-quality living spaces in which to feel happy and
secure. And we care and are reliable – in other words,
we are a partner you can trust.
BEI UNS
IN GUTEN
WÄNDEN
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021

Good quality of living,
guaranteed
Qualified points of
contact on site
OUR AREAS OF
EXPERTISE
What distinguishes us
Our competencies describe our fundamental capabilities
that make us strong and convince our customers.
They help us achieve our vision and underline our
purpose. They are central to our customer communications
and provide a framework for our messaging.
Comprehensive,
certified tenant service
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1. Offering and maintaining living spaces
We maintain and preserve our housing stock for the long
term. We regularly invest in renovation and maintenance and
provide affordable housing to the market.
We continually care for our properties and apartments, as
well as their green and outdoor spaces. In this way, we
secure the value of the properties and create consistent
tenant satisfaction.
2 Good quality of living, guaranteed
We invest continuously in the quality of living in our
properties. In the case of new leases and renovated housing,
this usually means new floors, new tiles, new fixtures.
We also permanently improve the living comfort of our
tenants in existing properties – from the stairwell to the
bicycle parking space in the courtyard.
We are constantly committed to lively neighborhoods and
neighborly interaction. Tenants’ parties, activities and opportunities
to meet create a livable place for young and old.
3. Qualified points of contacts on site
We offer housing throughout Germany and know the local
needs because we ourselves are directly on site – with
regional administrative structures and local contacts.
We don’t sit in an ivory tower, but in the tenant office just
around the corner or in the car on the way to the next service
call: Our local employees personally take care of our tenants’
concerns.
We ensure that each and every one of us is continuously
trained so that our tenants always have a competent contact
person – no matter when, no matter where.
4. Comprehensive, certified tenant service
What we offer:
Extensive range of services for tenants and prospective
tenants
Fast contract offer for interested parties thanks to efficient
and flexible processes
Comprehensive accessibility via multiple channels: Phone,
Email, App, WhatsApp and in person on site
Around-the-clock emergency service and tenant service by
phone
Numerous tips and advice on housing and apartment hunting
TÜV-certified call center and tested service quality
Everyday support through tenant and rent debt advice,
interpreter service and relocation service
Individual solutions through personal contact and short
decision-making processes
… and much more
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23

VALUES
WE THINK LONG-TERM
We want our solutions to work not only today, but also
tomorrow. True to the motto: “What lasts is good.”
We put long-term success above short-term gain. We ask
ourselves: Is the solution sustainable? Does it create
added value? A new perspective? – So that not only our
tenants are satisfied for a long time, but we are too.
Feeling good and being able to develop is what drives us
all – as employees, as tenants, as people.
WE ACT RELIABLY
We are what we do. The success of our company is
based on the relationships with our tenants and
partners, with players in business and politics – and their
trust in us.
We communicate transparently, directly and comprehensibly.
And: We care. We make sure that we always find
solutions and that we keep our promises. To each other
as well as to everyone else.
WE FIND SOLUTIONS
We get to grips with things – agilely, flexibly and
unbureaucratically. That’s how we find quick and
sometimes unusual solutions that are not even in the
manual yet.
We take direct paths and prefer personal contact. We
help each other and are open for new things – for new
people, new ideas, new impulses. We keep our eyes
open on how we can improve things. And we create an
environment in which each and every individual can
actively contribute to the success of our company.
WE FOSTER COMMUNITY
We support where support is needed and promote
cohesion so that community is created.
We think and act not only to the doorstep, but beyond
departments and responsibilities. With mutual respect
and open interaction at eye level, we create lasting
relationships – with each other and with our tenants. We
listen. And we don’t stop engaging. Because a strong
“we” creates more.
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EXPERIENCE ATTRIBUTES
Make it simple
Tell it like it is and focus on the essentials.
Listen and point out solutions – quickly, actively and reliably. Make it
understandable and remove obstacles wherever possible.
Remain consistent
Build on familiar routines and provide reassurance that everything is
working.
Show continuity – but without repeating yourself. Offer orientation and
make sure that people find and recognize us.
Be up close
Offer opportunities for direct and personal contact.
Act at eye level – be honest and transparent. Change the perspective –
recognize and understand the needs of the customer.
How we present ourselves
Our experience attributes guide us in the implementation
of the brand in specific applications.
They help us to create a characteristic feeling
when interacting with us and serve as basic
principles of the appearance of our brand.
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