Talisen Construction Corp - Brand Identity & Style Guide

Brand Identity& Style GuideP R E PA R E D J A N UA R Y 2 0 1 6

TA L I S E N C O N S T RU C T I O N C O R P B R A N D I D E N T I T Y A N D S T Y L E G U I D E

Table of Contents 02 TABLE OF CONTENTS / INTRODUCTION / OBJECTIVE

03-05 Logo Guidelines

06-08 Brand Color Use & Variations

09 Exclusion Zone

10 Tagline Use

11-12 Approved Fonts and Usage

13 Imagery

14-16 Brand In Motion: Examples of Brand Useage

INTRODUCTIONTalisen Construction Corporation is committed to being the New York Metro area’s premier construction services provider for the commercial interior build-out market.

We pride ourselves on our dedication to customer satisfaction through professionalism, integrity, accountability, innovation and adhering to the highestpossible standards.

OBJECTIVE OF BRAND IDENTITY AND STYLE GUIDEThe Purpose of these Guidelines is to develop shared awareness andunderstanding of Talisen Construction Corp’s concept and identity, and to explain correct usage to all those using these guidelines.


Combined Logo 03


Word-Only Logo 04


Logo Iconography 05


Full Logo Color 06

P M S : 5 6 0 5

Process: C Y M K 8 0 5 1 7 6 6 1 %

H E X : # 1 d 3 7 2 9

P M S : 5 6 1 5

Process: C Y M K 6 8 4 3 6 7 2 5 %

H E X : # 5 1 6 8 5 5

P M S : 5 8 2

Process: C Y M K 4 9 3 3 1 0 0 9 %

H E X : # 8 7 8 b 3 6

P M S : 3 9 0

Process: C Y M K 3 2 9 1 0 0 0 %

H E X : # b 9 c 5 3 3

P M S : 5 8 4

Process: C Y M K 2 3 3 9 4 0 %

H E X : # c e d 6 3 7

The ‘Full Color Logo’ is always to be used unless the instance in which its use would limit legibility, in these instances there are approved variations listed on page 7.


Full Logo Color & Use Variations 07

P M S : 5 8 2

Process: C Y M K 4 9 3 3 1 0 0 9 %

H E X : # 8 7 8 b 3 6

P M S : 3 9 0

Process: C Y M K 3 2 9 1 0 0 0 %

H E X : # b 9 c 5 3 3

P M S : 5 8 4

Process: C Y M K 2 3 3 9 4 0 %

H E X : # c e d 6 3 7

M O N O C H R O M E :

M O N O C H R O M E :

When monochrome is used, all elements are to be 100% Dark Green (PMS 5605) color. This form of the logo must only be used against background colors light enough to hold enough contrast to maintain legibility.

There are instances in which the full color logo is unable to be used. In these instances there are approved varations of the Talisen logo to use in the full colorversion’s place. The ‘Full Color Variant’ comprised of the three lighter Talisen brand olive colors, is only to be used in cases in which the background item or elementis dark enough in which the full color version would be illegible and the variant would hold enough contrast to maintain legibility. There are also instances where other variations of the logo such as ‘Monochrome’ and ‘White Out’ are to be implemented. Guidelines for those variations are listed below.

W H I T E O U T :

When white out is used, the icon and text is inverted to 100% white. This form of the logo must only be used against background colors strong and dark enough to hold enough contrast to maintain legibility.

F U L L C O L O R V A R I A N T :

F U L L C O L O R V A R I A N T C O L O R S :

W H I T E O U T :


Logo Icon Color & Use Variations 08

P M S : 5 8 2

Process: C Y M K 4 9 3 3 1 0 0 9 %

H E X : # 8 7 8 b 3 6

When the icon is ALONE only, then it can change color from the Talisen brand colors (see right) to one of those specifiedbelow, or be used as white out (see previous page).

P M S : 3 9 0

Process: C Y M K 3 2 9 1 0 0 0 %

H E X : # b 9 c 5 3 3

P M S : 5 8 4

Process: C Y M K 2 3 3 9 4 0 %

H E X : # c e d 6 3 7

P M S : 5 6 0 5 Process: C Y M K 8 0 5 1 7 6 6 1 %H E X : # 1 d 3 7 2 9

P M S : 5 6 1 5 Process: C Y M K 6 8 4 3 6 7 2 5 %H E X : # 5 1 6 8 5 5

P M S : 5 8 2Process: C Y M K 4 9 3 3 1 0 0 9 %H E X : # 8 7 8 b 3 6

P M S : 3 9 0Process: C Y M K 3 2 9 1 0 0 0 %H E X : # b 9 c 5 3 3

P M S : 5 8 4 Process: C Y M K 2 3 3 9 4 0 %H E X : # c e d 6 3 7


Exclusion Zone 09The ‘exclusion zone’ refers to the area around the logo which must remain free from other copy to ensure that the logo is not obscured. As the diagram indicates, the ‘exclusion zone’ is equal to that of the cap height of ‘Construction Corp’.

The same exclusion zone applies when the logo is used without the icon and when just the wordmark is used independently.

As the diagram indicates, when the icon is used independently then the ‘exclusion zone’ is equal tothe distance of the height of the bottom ‘C’ structure

CONSTRUCTION CORP cap height

Height of ‘C’ bottom structure


Tagline Use 10The tagline ‘Building New York's Best Possible Tomorrow, Today.’ is to be used for any marketing communications material for Talisen ConstructionCorp. In print materials the typeface Bodoni BE, in the ‘medium italic’ fontstyle should be used. The kerning used for this font for use in the tagline has been altered to -50 points to bring the letters closer together. This font and font styling should be used whenever possible and only devianting to one of the other approved fonts (see page XX) only when absolutly necessary.

When used in conjuction with the Talisen logo, the tagline adheres to thesame exclusion zone outlined on page 9. If the tagline is to appear with thelogo independantly, it should always be located centered below the logo on asingle line.

USE WITH LOGO: COLOR USE:

Building New York'sBest Possible

Tomorrow, Today.

Building New York's Best Possible Tomorrow, Today.




The tagline can be used in any of the brand colors found on page 6 as well as white as long as the background is dark enough to hold enough contrast tomaintain legibility. Samples:





Approved Fonts and Usage 11

Bodoni BE(Medium Italic)

ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789 abcdefghijklmnopqrstuvwxyz

Open Sans(All font styles)







PERPETUA (All font styles)





TYPOGRAPHIC STYLE FOR USE IN PRINT:Use typeface, type size, and type weight wisely to establish a clear hierarchy of information.

HEADLINES & CALL OUTS:

SPECIALTY CALL OUTS:

BODY TEXT:


Approved Fonts and Usage (Con.) 12

Open Sans(All font styles)







EB GARAMOND (All font styles)


TYPOGRAPHIC STYLE FOR USE ON THE WEB:Use typeface, type size, and type weight wisely to establish a clear hierarchy of information.

USING TYPE EFFECTIVELY:Please adhere closely to these guidelines when using typefaces. Note: Some natural distortion of type is inevitable when used in a photo or illustration. All the same, please maintain the overall integrity of the typeface.

• Do use only approved colors• Do use only the approved typefaces

• Don’t place type in a hard-to-read format• Don’t use special effects to emphasize type• Don’t distort the typefaces• Don’t substitute other typefaces unless absolutely necessary if demanded by limiting technology (such as email marketing)

HEADLINES & CALL OUTS: BODY TEXT:


Imagery Examples 13

BrandIn Motion


Brand in Motion 15

The following are examples of the Talisen brand put into motion.

SHOWN:• Talisen branded letterhead• Company wide Business Cards


Brand in Motion 16

SHOWN:• Company website


Brand in Motion (Con.) 17

SHOWN:• Email Newsletter• Announcement Postcard

Talisen Construction Corp - Brand Identity & Style Guide

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