Sage Homes
Asset Guidelines
Welcome to Sage Home's brand portal!
Here you will find all the assets you need to create new branded communication, please treat them with care.
Our brand is clean, yet expressive and welcoming, filled with warmth and a human touch. Using these assets properly will help us keep a consistent expression that is true to our brand and creates a seamless experience for our customers.
Brand platform
Why we do it – Our purpose
Providing homes
Inspiring change
Improving lives
What we do – Our mission
We make good homes affordable for people all over England
How we do it – Our values
Home for everyone
We’re committed to creating loved homes and a welcoming workplace, giving people the confidence to be able to live their lives to the fullest.
Powering positive impact
We truly care about the outcomes we deliver; creating safe and environmentally friendly places in which people can flourish.
Enterprising for growth
Our entrepreneurial spirit combined with our technical expertise has got us to where we are and will enable future sustainable growth.
Logo
Our logo is a celebration of our heritage as well as an embodiment of our brand values and mission. A friendly and wise owl, building its nest with Sage Homes. Our symbol is made of simple and geometric lines to complement our wordmark, set in our secondary typeface, Matter.
Do
· Use the png logo with clear background where possible
· Place top left or bottom left
· Confirm co branding
Do not
· Stretch, distort or change
· Skew, rotate or cut
· Change colour
Headlines
Gazpacho Medium
AaBbCc
0123456789!?&%
Body Copy
Matter Regular
Matter Medium
AaBbCc
0123456789!?&%
Typography
Brand fonts: For large headlines we use the slightly rounded serif typeface Gazpacho, bringing character, warmth and a human touch to our visual expression. For all other texts we use the clean, modern sans serif typeface Matter. These two combined create a unique expression that reflects our values.
IMPORTANT: These fonts need to be installed by all before use
System fonts (already available in Microsoft Office):
Headlines - Georgia
Body copy - Arial
Do
· Use system fonts if brand fonts have not been manually installed
· PDF documents where brand fonts have been used
Do not
· Use other fonts
· Modify font
· Stretch, distort or rotate font
Black
White
Colours
Our colour palette is warm and bright, filled with positive and energising tones, combined with darker and refined ones. It is a comprehensive palette which allows us the flexibility to communicate a wide range of messages. While the lighter tones bring a friendly and welcoming feel, the darker ones communicate trustworthiness and a mature brand.
Our body text is always set in either white or black, ensuring the highest contrast and optimal readibility. On light backgrounds we use Sage 1 for large headlines.
Sage 1
Sage 2
Sage 3
Plum 1
Plum 2
Plum 3
Marmalade 1
Marmalade 2
Marmalade 3
Toast 1
Toast 2
Toast 3
Sunshine 1
Sunshine 2
Sunshine 3
Grey
Light Grey
Hierarchy
Focus on our our primary palette and use the remaining tones as complementary colours in small details.
Recommended pairings
Our brand looks the best when combining few colours at a time. Bringing together dark tones and lighter ones is a great way to capture both our friendly and mature side.
Contrast
Our brand should be inclusive and accessible to everyone, at all times. When producing new content make sure we meet the necessary contrast and readability.
Photography
Our photography style is grounded in authentic and warm images, showcasing real homes and real lives. Rather then focusing on our services, we focus on the value they bring into people's lives. We focus on their stories.
We show our customers in their homes, holding personal belongings or doing something representative of their lives. A glimpse into their world.
Stock imagery should have a realistic and and natural feel to it to echo the authentic style of our photograhpy.
Illustrations
As a complement to our photography, hand drawn illustrations contribute to a human and warm expression, while differenciating us from our competitors. They are also a very useful asset when communicating ideas and motifs not suitable for photography.
While our illustration set is rich and full of details, perfect to accompany text and add an extra layer to our stories, our spot illustration set is more focused and straightforward, designed to minimise the use of text as much as possible.
Frames
As a reference to the home, our brand features a collection of photography containers which take the shape of mirrors, curtains, doorways and windows. These create a unique visual expression and enable a consistent use of imagery, especially when working with varying photography styles.
Iconography
We use clear and simple navigation icons for digital communication. These should only be used in small sizes and are not meant for decorative use.
Our voice is warm, proud and
welcoming.
Warm
We show we really care with warm and reassuring language. It helps our customers
feel at home from the get-go, and like they’re dealing with real people.
Proud
It’s easy to sound cold and corporate when talking housing. But we don’t. Without
sounding arrogant, we’re confident and dynamic. We’re proud of our homes and the
difference they make. And we want the resident to feel proud too.
Welcoming
How we speak should serve our customers. They count on us for the right information
at the right time to get what they need, whenever they need it. That means keeping
things short and concise with moments of comfort.
Tone of voice
Warm
· Show empathy and take ownership
· Use everyday language and cut the jargon
· Be inclusive and direct
Proud
· Use repetition
· Be active
· Write how you speak
Welcoming
· Keep it short but friendly
· One point per sentence
· Find moments to celebrate
Templates
Letterhead & Press Release
A fallback version is also available, using Arial and Georgia, to ensure the document can be opened with a system font for both Microsoft and IOS users.
Business cards
Card Dimension: 55 × 85 mm
Dark green and Off-white paper colour
Front:
Sage Homes logo centred horizontally and vertically.
Back:
Containing all contact information, with name and email aligned to the left, allowing enough space for longer details. Name set in Gazpacho.
Presentation
Dimension: 16:9
Margins: 32px
Columns: 12
Gutter: 12px
A fallback version is also available, using Arial and Georgia, to ensure the document can be opened with a system font, for both Microsoft and IOS users.
Social media
Avatar dimension & format
180×180px, circle
Header dimension
820×312px
Preferred post dimension & format
Facebook: 1080×1080px
Facebook post settings
Margins: 70px
Avatar dimension & format
300×300, square
Header dimension
1128×191px
Preferred post dimension & format
LinkedIn: 1200×627px
Facebook post settings
Margin: 40px
Column: 6
Gutter: 20px
Signage
Our property sale signage should be bold, clear, and engaging. Content should be kept to the bare minimum, supported by bold colours and images/illustrations where appropriate.
Medium Sign
Text only
Large Sign
Text & graphics
Large Sign
Text & incentive
Thank you.
If you have any questions regarding our guidelines or brand assets,
please contact our brand team:
communications@sagehomes.co.uk