BRAND GUIDELINES 2015 FIRST EDITION November 6, 2015
CLEAR, CONSISE & CONSISTENT BAW Architecture s brand is often the first thing about us that people experience. Our brand gives the world their first impression of who we are and what we stand for. Because of that, it is critically important to have a compelling branded look that carries across all our printed and online materials. In the following pages, you will see examples of how to reinforce our brand effectively and consistently. 1 Our name 2 Building blocks of our brand 4 Our tone and personality 5 Brand overview BAW Architecture logo 6 Construction & color If you need clarification on anything in these guidelines, please contact: Lauren Haskin BAW Architecture Marketing Manager 303-388-9500 ext. 112 lhaskin@bawarchitecture.com 7 Clear space 8 Don ts 9 Color 10 Typography 11 Video Visit our website for brand assets, such as logo and color codes: www.bawarchitecture.com/brand * Commonly used conventions www.bawarchitecture.com/conventions
OUR NAME In 2015 as part of our brand s evolution, Brad Adams Walker Architecture, P.C. changed the name of its brand to BAW Architecture. Not only is the name shorter and easier to work with, it leverages the equity established in the BAW abbreviated form used over the years, and more clearly communicates the industry we re in. When referring to the company in writing within marketing communication, it should always be spelled out in its entirety the first time it appears on the page (excluding use of the logo). In writing, BAW is also capitalized, without any spaces or punctuation separating the letters. However, the A in Architecture is capitalized, and a single space separates it from BAW. Our legal name, however, remains Brad Adams Walker Architecture P.C., and will be used on all of our legal documents, such as contracts, client invoicing and financial communication. For example: BAW Architecture is proud to announce the opening of its latest design/build, 24/7 control center operations center. BAW, headquartered in Denver, CO, specializes in creating control center environments that optimize the effectiveness of every operation, and every employee. Our new logo reflects our new name, as well as a new website URL and email address: www.bawarchitecture.com bawalker@bawarchitecture.com For these, BAW is always capitalized and the a in architecture is lower case. Brad Adams Walker President +1 303-388-9500 x 106 bawalker@bawarchitecture.com www.bawarchitecture.com 300 South Jackson Street Suite 430 Denver, CO 80209 USA Final business card design 1
BUILDING BLOCKS OF OUR BRAND WHAT WE DO We create control building environments to optimize operational performance and increase safety. WHO WE DO IT FOR Companies with 24/7 control center operations such as those in the energy, transportation and utilities sectors. 2
BUILDING BLOCKS OF OUR BRAND WHAT MAKES US SPECIAL Specialized in control building design Integrated architecture, interior design and human factors engineering throughout the process 25+ years of industry-specific experience Over 100 projects built around the globe OUR PHILOSOPHY We believe effective environments are the result of understanding how a workspace needs to function for the individual employee, the team and the operator. We believe design plays an integral role in the functionality and employee effectiveness within a work environment. We believe performance is the result of productivity, inspiration and satisfaction. We believe an operator-centric approach results in durable, functional, & effective spaces. OUR BRAND PROMISE Environments that optimize performance. 3
OUR BRAND TONE AND PERSONALITY Pragmatic Of or relating to a practical point of view or practical considerations; treating historical phenomena with special reference to their causes, antecedent conditions, and results. Savvy Experienced and well-informed; astute; knowing. Commanding Having an air, tone; authoritative. Well-Established Permanently founded; settled; firmly set. Visionary Possessing unusually keen insight. 4
BRAND OVERVIEW Below are the core visual elements that make up the BAW Architecture brand. Brand Colors Bold use of Diazo Blue accompanied by a disciplined color palette of warm grays allows the project photography to shine. See page 9 Powerful Photography Inspiring images of the projects and industries. Large images combined with grids show a range of images from micro to macro details. Use only the best quality, professional images. If one does not exist for a project, it is better not to show. Voice Our written word is clear, concise, authoritative, and expresses our expertise in terms that are easy to understand. Our written word is true to our values of integrity and honesty, and conveys our sincere desire to benefit our clients by creating safe, efficient and costeffective control rooms. Our voice conveys our decades of experience in this architectural niche, and the conviction that we can meet or exceed expectations on projects throughout the globe. Typography BAW Architecture combines a modern san serif with a classic serif to convey being both cutting-edge and steeped in history. See pages 10 Logo Must appear at least once in every printed document or web page. For videos it must appear at the beginning and end. See pages 6-8 5
BAW ARCHITECTURE LOGO Construction & color Our logo is integral to our brand and it is used on all marketing and business collateral we create. The logo is comprised of two elements BAW and Architecture and they should never be separated. Logo files are available at www.bawarchitecture.com/brand Black logo Use on a white background White logo Use on solid Diazo Blue or other brand color. Can also be used over a photographic background. Avoid using too small of a background shape, as it will appear to be part of the logo, such as an enclosure. Rather use over larger area as shown on the cover of this document. 6
BAW ARCHITECTURE LOGO Clear space The minimum amount of space allowable around all four sides of our logo should be measured by the height of our B. 7
BAW ARCHITECTURE LOGO Don ts Color Do not reproduce in any color other than black or reversed out in white. Shade Do not use at a percentage (i.e. 20% black) Background color Do not place black logo on a background that is too dark. Background color Do not reverse logo out any background color other than black, Diazo Blue or other brand color. Do not make the background color look like an enclosure for the logo. Do not use BAW on its own. Scale Do not change the scale of any elements of the logo. Layout Do not change the space between any of the elements. Layout Do not change the position of any of the elements. 8
COLOR While studying architecture in college, our founder, Brad Adams Walker, got his start as the blueprint boy at an architect s office where he ran the blueprint machine. Our primary brand color, Diazo Blue, pays tribute to Brad s humble start and represents our long history in the field. Primary color palette Bold use of Diazo Blue accompanied by a color palette of warm grays conveys a disciplined tone and allows project photography to take center stage. DIAZO BLUE PMS 2756 U CMYK: 75 / 69 / 21 / 4 RGB: 87 / 91 / 140 #575B8C CMYK: 69 / 63 / 62 / 57 RGB: 53 / 53 / 53 #353535 CMYK: 52 / 44 / 46 / 10 RGB: 125 / 124 / 121 #7D7C79 CMYK: 25 / 20 / 23 / 0 RGB: 192 / 192 / 187 #C0BFBB CMYK: 13 / 10 / 13 / 0 RGB: 220 / 219 / 214 #DCDBD6 CMYK: 3 / 2 / 4 / 0 RGB: 243 / 242 / 239 #F3F2EF Secondary color palette In development. Use sparingly for text links or headers. CMYK: 61 / 26 / 10 / 0 RGB: 99 / 159 / 198 #639FC6 CMYK: 22 / 99 / 100 / 14 RGB: 171 / 35 / 37 #AB2325 9
TYPOGRAPHY All print and online collateral use a combinaation of a modern san serif with a classic serif font. For Office documents such as Word or PowerPoint, we use common system fonts as noted in their place. SAN SERIF Used for headlines and sub-heads, often in all caps. It is also used for captions and sidebar or secondary copy. SERIF Used for body copy and to highlight items such as testimonials. WEB + PRINT MONTSERRAT WEB & PRINT Libre Baskerville Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHJKLNOPQRSTUVWXYZ 0123456789 Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHJKLNOPQRSTUVWXYZ 0123456789 Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHJKLNOPQRSTUVWXYZ 0123456789 Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHJKLNOPQRSTUVWXYZ 0123456789 Regular Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHJKLNOPQRSTUVWXYZ 0123456789 OFFICE DOCUMENTS Arial OFFICE DOCUMENTS Palatino 10
VIDEO For video standards and assets, contact BAW Architecture. The BAW Architecture logo is at the beginning and end of every video, and at the bottom right throughout. The animation is straightforward and classic, like BAW. 11