Brand
Standards
Building our brand one home at a time
Century Communities Confidential Information
Table of Contents
• Welcome
• Who we are
Welcome
This online resource will take you through the identity of our Century Communities brand—from our mission and principles to logos, colors, photography and more. As our brand grows and we strive to maintain up-to-date best practices, this resource will change accordingly.
About Us
01
Who We Are
Since 2002, we’ve been building on our vision of a home for every dream in sought-after metros from coast to coast—specializing in everything from single-family homes to townhomes, paired homes and condos in 18 states and over 45 markets across the U.S. We also offer a hands-on process—uniquely tailored to your needs and lifestyle—providing guidance on neighborhood amenities, smart home technologies, home loans and more. It’s all about delivering the quality home you’ve been dreaming of.
Our Mission
At Century Communities, we're dedicated to crafting exceptional homes that become the backdrop for cherished memories. We stand for quality and craftsmanship, making us your trusted partner in the journey of homeownership.
A Home for Every Dream®
Brand Principles
Quality Craftsmanship
Commit to delivering homes of the highest quality, built to last, and showcasing exceptional craftsmanship in every detail.
Customer-Centric Approach
Place the needs and satisfaction of customers at the forefront of every decision, ensuring a seamless and enjoyable home buying experience.
Innovation and Sustainability
Embrace innovation in construction techniques and materials to create sustainable, energy-efficient homes that contribute positively to the environment.
Audience
Consumers
Age: Our consumers typically range from late 20s to late 50s, including both young professionals and families looking for their first or next home.
Income: Our consumers have a diverse income range, but generally, they are middle to upper-middle-income individuals or families with the financial capacity to invest in homeownership.
Location: Our consumers are primarily located in areas where we build homes, including suburban and semi-urban communities.
Our consumers are individuals and families who value a comfortable, family-oriented lifestyle and aspire to own homes that reflect their unique style and preferences. Many of them see homeownership as a significant achievement and a long-term investment. They often prioritize living in communities with good schools, parks, and amenities, valuing the sense of belonging that comes with being part of a larger social fabric.
Realtors
Our realtors are seasoned experts in the real estate industry, dedicated to helping clients find their dream homes. They possess a deep understanding of the local market, ensuring clients receive personalized guidance tailored to their needs. With a customer-centric approach, our realtors prioritize client goals, uphold the highest ethical standards, and excel in negotiation, securing the best deals. They are tech-savvy, using the latest tools to enhance the homebuying experience, and actively engage with the community, building strong relationships. Committed to continuous learning, our realtors stay updated on industry trends, embodying our commitment to quality and trust in the real estate market.
Logos
02
Primary logo
Our primary logo comes in both a vertical and horizontal format. The usage of vertical vs. horizontal will vary with each project. When space allows, the vertical format is the preferred format to use.
Vertical Logo
Horizontal Logo
Secondary logo
Our secondary logo comes in both a vertical and horizontal format and include the tagline. These logos should only be used when the tagline will be larger format so the tagline will be more easily read.
Responsive Logo
When larger than 1" wide, display both the logo and tagline.
To ensure brand legibility, the following guidelines must be adhered to at all times when using the Century Communities logo.
When smaller than 1" wide but larger than 0.5", display only the logo and not the tagline.
When smaller than 0.5" wide, use only the crown logo.
Clearspace
The clear space is an area of white space (or negative space) around the logo. No text, visuals or graphics can violate the clear space—it must be kept free of these elements in order for the logo to stand out. The clearance zone is defined by the height of the “C” from the word “Century” on all four sides.
Incorrect usage
The logo should never appear altered from one of the approved layouts. The following are examples of incorrect usage.
1. Do not remove, reposition or take
apart any elements of the logo.
2. Do not rotate the logo.
3. Do not stretch or skew the logo.
4. Do not use the logo on
backgrounds that make it hard
to read.
5. Do not change the color of
the logo.
6. Do not add extra effects or
shadows to the logo.
Color Usage
Purple logo should only be used when on a lighter background. When a darker background is present, use white logo.
On photographs, if the photo is lighter and not a lot of distractions in the background, the purple logo can be used. If the photo is dark enough with not a lot of distraction, the logo should be white. If the photo has a lot going on in the background, placing the logo in a purple box and then placing on top of the photo with the top edge going off the page is appropriate.
Tagline
03
FORMATS
These are the approved alignments of the tagline. There are different formats for the tagline depending on what it is being used on. The staggered format is the one used most often. Use the left alignment when aligning with text. The tagline should be used unless the space is limited.
Vertical Staggered
Vertical Left Aligned
Horizontal Staggered
Horizontal Left Aligned
Horizontal Staggered
Horizontal Left Aligned
Clearspace
The clear space is an area of white space (or negative space) around the tagline. No text, visuals or graphics can violate the clear space—it must be kept free of these elements in order for the tagline to stand out. The clearance zone is defined by the width of the “H” from the word “Home” on all four sides. The position of the registration mark “®” must always maintain the same position and proportion based on the size of the tagline.
Incorrect usage
1. Do not rewrite or altar the tagline
using different fonts.
2. Do not rotate the tagline.
3. Do not stretch or skew the tagline.
4. Do not use the tagline on
backgrounds that make it hard
to read.
5. Do not change the color of
the tagline.
6. Do not add extra effects or
shadows to the tagline.
The tagline should never appear altered from one of the approved alignments. The following are examples of incorrect usage.
Color usage
The colored tagline should only be used when on a lighter background. When a darker background is present, use white tagline.
Color
04
Primary
The color purple represents luxury, creativity, and a commitment to superior quality, signifying a brand that aims to deliver innovative, high-end, and extraordinary homes.
RGB 74.16.74
CMYK 69.100.32.42
PMS 2627C
HEX #4a104a
Secondary
Our blue symbolizes commitment and creativity, setting us apart as builders who prioritize excellence and innovation. The lighter blue should only be used on dark background if using digitally. The ADA Blue is to be used on lighter-colored backgrounds for easier reading.
RGB 7.169.224
CMYK 73.15.0.0
PMS 2995C
HEX #07a9e0
RGB 0.124.173
CMYK 86.43.15.0
PMS 7460U
HEX #007fa8
Tertiary
Our tertiary colors consist of both neutral tones and vibrant accents used for call-outs, enhancing the prominence of our primary purple hue.
RGB 90.90.90
CMYK 63.55.54.28
PMS Cool Gray 9C
HEX #5a5a5a
RGB 238.238.238
CMYK 5.4.4.0
PMS Cool Gray 3C
HEX #eeeeee
RGB 138.96.142
CMYK 51.71.20.2
PMS 528C
HEX #8a608e
RGB 197.0.0
CMYK 16.100.100.7
PMS 207C
HEX #c50000
Typography
05
Primary Typeface
Charter is our primary header font. This should be used sparingly but for big callouts and draws the main message in with little text.
Charter ITC
Secondary Typeface
Proxima is the secondary font that is used for body copy and subheaders. When used in sub-headers, Proxima Bold - All Caps is used with 2pt. letter spacing. If there is a third header, Title Case is recommended and the thickness is either regular or bold.
Proxima Nova
Online Substitutes
Online, we use fonts that are similar to our primary and secondary fonts. Lato font is closest to Proxima and Meriweather is closest to Charter.
Merriweather
Lato
Icons
06
Icon Style
Our Icons are used to help our readers easily digest what they are looking at. They are simple and to-the-point, using a single line. Hover over to see what these should look like on dark backgrounds.
Containers
Containers are used when an icon is needing a little more weight. When using a container, the icons should maintain minimal by using a single color. Hover over to see what these should look like on dark backgrounds.
Social Icons
Below is our social icons. Hover over to see what these should look like on dark backgrounds.
Button styles
Imagery
07
Best Practices
As a collective, images should showcase a diverse array of people enjoying life—representing all ages, genders, body types and ethnicities. Images should also have a candid, real-life style, not clearly posed or staged.
Image Use Guidelines
Please follow these guidelines for proper use of images.
OVERVIEW:
Whenever possible, we should use our own photography for any marketing materials, including:
• Coming soon images
• Social posts
• Flyers
• eBlasts
• Lot pages and MLS listings
However, there are times when it is necessary to obtain photography for community amenities, homes, and lifestyle shots—whether from a marketing partner like a developer, a photography service we hire, or from a stock photo site that licenses images for commercial use.
Such assets should never be used without express written consent from the photographer or without the proper commercial license.
COMMUNITY AMENITIES:
Only use images provided directly to you from the developer or planned community management team, that have been taken by a photographer we’ve hired, or that have been taken by one of our employees.
Do not copy images from a developer or planned community’s website. Seek permission first and inform Corporate that you have been given permission.
CITY, METRO, STATE IMAGES:
Search for image options using iStock, Adobe images, or our Canva stock photo library (if you have a subscription to our Canva enterprise platform).
If stock images are not free from a subscription, provide links to any image assets for Corporate
Marketing to purchase using corporate stock photo accounts.
If stock images are free, please verify where you sourced the image and that the company has a commercial license to use it.
Never copy, screenshot or download images from other websites or from any search engines.
LIFESTYLE:
Search for image options using iStock, Adobe images, or our Canva stock photo library (if you have a subscription to our Canva enterprise platform).
If stock images are not free, provide links to any image assets for Corporate Marketing to purchase using corporate stock photo accounts.
If stock images are free, please verify where you sourced the image and that the company has a commercial license to use it.
DO NOT:
• Save images directly from websites.
• Search Google, Bing or other search engines to find images.
• Use any image in any marketing capacity that we do not have express written consent to use.
• Assume an image will be OK because you found it online.
VIDEOGRAPHY:
Increased social media video production may occasionally necessitate the need for stock videography or video shot by third parties. In this event, all of the same rules above apply.
Brand Voice
08
How We Sound
We are approachable, friendly, and trustworthy, reflecting our passion for helping people find their dream homes. We maintain professionalism while offering a warm and empathetic tone to support customers through the significant process of homebuying. We're optimistic, community-oriented, and dedicated to providing valuable information and innovative solutions in the ever-evolving real estate landscape.
Grammar
This style guide was created to keep copy formatting consistent for Century Communities and its affiliates. Consistency in this regard is very important for maintaining a professional brand presence. This is a guide only. Exceptions to these rules may be made when required for clarity, as well as aesthetics, depending on the project. See the Copy Department with questions.