Brand Guidelines
What's next,
starts here.
Introduction
This is the new CERT.
Our new brand has been developed
to match our business trajectory,
giving us a platform to shout about
our successes and hero our expertise.
Tone of voice
How we communicate is a reflection of who we are as a company and the way that we interact with each other, and the world around us.
If nothing else, our external brand should represent the best what we do, and how we do it. The way that we work as a group, and with our partners.
We are restless in our constant quest for the next, and we’re experts, because we’ve tread these paths before and wear our experience as a badge of honour.
We are professional, creative, passionate, knowledgable, proactive and visionary.
Restless experts
Property as content,
not a brand
We have removed the word ‘property’ from our
external brand name. This is in response to how
everyone uses our brand name, but for new
connections and potential partners, we must
make sure that we always frame what we do.
With this in mind, whenever we introduce
CERT, we must always include the word
‘property’ within the same sentence.
For example:
CERT speciallises in providing
property investment opportunities.
Osborne Yard, is a new property
in Collyhurst devloped by CERT.
Core CERT workmark
Logo
The logo is designed to be flexible, but there are certain elements to keep as consistent as possible. Don’t recreate, warp, distort, rotate, modify or apply any effect such as bevels or drop shadows.
Core logo
Small space
Within core variant, there are further variants which are dictated by positioning on a piece of collateral (either cropping to an edge or not).
Lockup
Positioning
For placement that does not
crop to the right hand side
For placement that crops
to the right hand side
The symbol can be used to house imagery colour and feature text in multiple combinations.
Framework
Our core Logo may be square but layouts don’t have to follow this principal. A modular, grid based approach gives flexibility for colour, imagery and text to interplay.
Using devices as a focus.
Type
Our primary typeface is a contemporary modernist sans serif by Manchester based type foundry, mytype. Available at www.myfonts.com
Use a tracking range of -40 to 0, which is dictated by size. As a general rule, the larger the text, the tighter the tracking. Do not track type for bodycopy. Primary weights used are Light, Regular and Medium. Other weights should be used sparingly and only when necessary.
Amina
Light
Regular
Medium
AaBbCcDdEeFfGgHhIi
JjKkLlMmNnOoPpQq
RrSsTtUuVvWwXxYyZz
0123456789
Our secondary complimentary typeface is Reckless Neue, a flexible serif suitable for feature, headline and bodycopy. Available at displaay.net
Use a tracking range of -10 to 0. Do not track type for bodycopy. As this is a typeface namely used for longer form copy, the primary weights used are Light, Regular and Semi Bold. Other weights should be used sparingly and only when necessary.
Reckless Neue
Light
Regular
Medium
AaBbCcDdEeFfGgHhIi
JjKkLlMmNnOoPpQq
RrSsTtUuVvWwXxYyZz
0123456789
Colour
Imagery
We have multiple layers of photography, each representative of our products, services and culture.
When using imagery, we want to be flexible with how it comes together, don’t feel the need to crowbar imagery into the square grid. Allow it to flow, and celebrate it’s content. This means that our images can be seen in their best light rather than enforcing crops and losing the scene.
Developments
Original building
CGI’s / Artwork
Finished build
Process
Details
Materials
Plans
People
Team
Culture
Partners
Life
Tenants
Inhabited spaces
CERT Life
Our residential management
identity has it’s own voice
within our brand. This is life.
Life comes in many shapes and sizes, we understand that and we design our services around this diversity and tapestry.
The Life identity is vibrant, positive and full of personality.
The core brand kit of parts remain, but we lead with a more vibrant colour palette (namely Coral). Images become more lifestyle and space orientated (finish and details).
Core logo
Small space
Brand in application
CERT Property Brand Assets
If you have any further questions about how to use the CERT brand, contact:
Gemma Tomlinson
Head of Marketing
gemmatomlinson@
certproperty.co.uk
Martin Power
Creative Director
martin@
weareensemble.co.uk
