Brand Identity

& Style Guide

Version 1.0 – April 2018

Contents

1 BRAND
MESSAGES
2 OUR VISUAL
IDENTITY
3 PHOTOGRAPHY
GUIDELINES
4 ADDITIONAL
DOCUMENTS

1.1 Introduction 2.1 Visual elements overview 3.1 Image types

1.2 Our brand manifesto 2.2 Our logo 3.2 Products and the environment
2.3 Brand colours 3.3 Customers
2.4 Typography
2.5 Components
2.6 Product naming
2.7 Layout
2.8 Dual branding

Brand Identity & Style Guide V1.0 – April 2018 2

01
Brand
Messages

Brand Identity & Style Guide V1.0 – April 2018 3

 1.1 – INTRODUCTION

Brand Consistency

“DETAILS ARE NOT

Great brands are built through the consistent
delivery of the brand and it’s messages through
all touch-points – a strong, unified message

THE DETAILS. THEY

reinforces not only who we are and why we exist,
it also drives recognition, trust, success, and of
course, ultimately, business growth.

MAKE THE DESIGN.”

This document is a guide to how we visually
represent Spaces to our customers.

It covers all our key brand elements, and should be

– CHARLES EAMES. used as a rulebook and a compass to navigate us
through all the visual touchpoints of the brand.

Brand Identity & Style Guide V1.0 – April 2018 4

 1.2 – OUR BRAND MANIFESTO

Our Brand
Manifesto
Creative workspaces We believe work is about people and ideas. Our Spaces
are inhabited by forward thinkers, innovators and
By creating dynamic workspaces with a unique and
entrepreneurial spirit we help you think, create and
with a unique game changers who are confident in achieving their collaborate while our friendly team sees to all of the
goals. Whether you are a small business, entrepreneur background logistics and services. At Spaces we make
entrepreneurial spirit. or a corporate intrapreneur, at Spaces we help our sure that our community can focus on driving their
community to expand their horizon. business forward.

Our free-spirited vibe attracts an energetic community

of positive and open-minded business thinkers
who love to meet new people. The full program of
professional events and hospitality services, and
the inspiring sophisticated European design of our
business clubs, involves people in the buzz and energy
of Spaces, and make them feel at home.

Brand Identity & Style Guide V1.0 – April 2018 5

02
Our Visual
Identity

Brand Identity & Style Guide V1.0 – April 2018 6

 2.1 – VISUAL ELEMENTS OVERVIEW

Visual Elements Overview

In Brief
A snapshot of the visual elements
that form our brand identity.

Logo Colour Typefaces Imagery

Core Supporting

Interstate
Web Backup

Overpass
Presentations Backup

Arial Example of a Spaces location with people

Brand Identity & Style Guide V1.0 – April 2018 7

 2.2 – OUR LOGO

The Brand Identity

Master Logo
This is the Spaces primary logo. It is set in Spaces
Rock Grey. Always apply on a white or clean
background without clashing colours or complex
imagery. Always set the total height of the logo as
the minimum spacing around all edges (see Clear
Space on the next page).

Logo Variations
If required, you can also apply the logo in reverse:
Figure 2: on Spaces Dark Grey background.

Figure 1

Figure 2

Brand Identity & Style Guide V1.0 – April 2018 8

 2.2 – OUR LOGO

Clear Space
Size & Positioning
Always ensure a minimum spacing of the logo
height to all edges. i.e. If a logo is 5mm high, ensure
a 5mm minimum space on all edges. Never make
logo smaller than 12mm or 50px.

Brand Identity & Style Guide V1.0 – April 2018 9

 2.2 – OUR LOGO

Misuse
Logo Misuse
Do not use the Spaces logo in any way that
damages the brand, including but not limited to:
removing or altering the hexagon symbol or
full-stop, changing the typography or applying an
off-brand colour (see page 8). Do not change logo colour Do not use a different font Do not remove full stop

Do not move the hexagon Do not place on complex imagery Do not use this logo

Brand Identity & Style Guide V1.0 – April 2018 10

 2.2 – OUR LOGO

Placement
NEW

Bottom Right
WRITE DOWN
The majority of the time the Spaces logo will sit in THE FIRST
THING THAT
the bottom right corner of the creative. COMES
TO MIND.
SPACES <LOCATION>
Exceptions IS OPENING.
Where creative is used or executed in such a way
that logo placement in the bottom right corner is An inspiring, high-end work environment where ideas
develop, businesses build, and relationships evolve. A place

not suitable, alternative positions are allowed. where you can get down to business, check emails and hold
meetings, all this while you can enjoy a great cup of coffee
and a healthy lunch.

YOU’VE GOT TO
TASTE OUR SNACKS.

Extra luxe sandwich e 4.00

Luxe sandwich e 2.95

Budget sandwich e 2.50

D.I.Y. sandwich e 2.00

Salad bar e 5.25

Chef’s salad e 5.95

Write it. Soup of the day e 2.75

Scribble it.
Doodle it. Egg e 0.50 YOUR PLACE TO WORK. spacesworks.com

Fruit e 1.00

Tosti e 3.25

Tosti speciaal e 3.75

Warm snack Daily rate

Examples of bottom right logo placements Examples of alternative placements

Brand Identity & Style Guide V1.0 – April 2018 11

 2.3 – BRAND COLOURS

Core Colours
Core Colours
Rock should be used primarily in all designs along White.
with white. Gold is used as ahighlight colour. Pearl is
used in backgrounds.

Rock. Pearl. Gold.

#333333 #F0F0F0 #E4B23A
C69 M63 Y62 K58 C5 M3 Y3 K0 C4 M33 Y90 K0
R51 G51 B51 R240 G240 B240 R228 G178 B58
_ _ _

Main colour, Main web colour, Main highlight colour,

replaces black. used in backgrounds. replaces orange.

Brand Identity & Style Guide V1.0 – April 2018 12

 2.3 – BRAND COLOURS

Secondary Colours
Secondary Colours
For special use only,
not in core communications.

Red. Green. Blue. Pink.

#E33C45 #009A8A #AECCDE #F4C6C0
C277 M60 Y69 K0 C81 M14 Y53 K1 C27 M0 Y0 K16 C0 M28 Y19 K3
R51 G51 B51 R0 G154 B138 R174 G204 B222 R244 G198 B192
_ _ _ _

Supporting, Supporting, Supporting, Supporting,

Preffered Use. Preffered Use. Minimal Use. Minimal Use.

Brand Identity & Style Guide V1.0 – April 2018 13

 2.3 – BRAND COLOURS

Application

NEW Split

90% Rock & White 10%

SPACES <LOCATION>
IS OPENING.

An inspiring, high-end work environment where ideas

develop, businesses build, and relationships evolve. A place
where you can get down to business, check emails and hold
meetings, all this while you can enjoy a great cup of coffee
and a healthy lunch.

Brand Identity & Style Guide V1.0 – April 2018 14

 2.3 – BRAND COLOURS

Misuse
Colour Misuse
Only Rock can be used for text and the
Spaces logo for legibility issues.
Do not use Pearl in everyday applications

Do not use Gold in everyday applications

Brand Identity & Style Guide V1.0 – April 2018 15

 2.4 – TYPOGRAPHY

Typography Weights

Aa
Interstate ABCDEFGHIJKLMNOPQRSTUVWXYZ Interstate Light
Spaces uses one font family which is Interstate. We abcdefghijklmnopqrstuvwxyz
use three weights, black, bold and light. Each weight 1234567890(,.;:?!$&*)
has rules around how it should be used - this should
be followed carefully to ensure the Spaces identity

Aa
is consistently represented. ABCDEFGHIJKLMNOPQRSTUVWXYZ Interstate Bold
abcdefghijklmnopqrstuvwxyz
1234567890(,.;:?!$&*)

Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ Interstate Black
abcdefghijklmnopqrstuvwxyz
1234567890(,.;:?!$&*)

Brand Identity & Style Guide V1.0 – April 2018 16

 2.4 – TYPOGRAPHY

Supporting typefaces

Aa
Overpass ABCDEFGHIJKLMNOPQRSTUVWXYZ Overpass Light
When interstate cannot support a language abcdefghijklmnopqrstuvwxyz
script we use the typeface Overpass - a free font 1234567890(,.;:?!$&*)
developed by Google. You can download Overpass

Aa
here: https://fonts.google.com/specimen/Overpass
ABCDEFGHIJKLMNOPQRSTUVWXYZ Overpass Bold
Device reliant fonts abcdefghijklmnopqrstuvwxyz
For applications where you rely on system fonts 1234567890(,.;:?!$&*)
such as email campaigns we use Arial, which is a

Aa
common system font on both Mac and PC.
ABCDEFGHIJKLMNOPQRSTUVWXYZ Overpass Black
abcdefghijklmnopqrstuvwxyz
1234567890(,.;:?!$&*)

Brand Identity & Style Guide V1.0 – April 2018 17

 2.4 – TYPOGRAPHY

Typography Styles
Three Styles
Spaces Heading One style always uses all-caps, in HEADING Heading two is set
black weight. It should be set in optical and -50. In
web, this may not be possible. Heading Two can be ONE IS in Interstate bold.
Sentence case only.
SET IN
used in sentence case only in bold, where as Body
Copy is set in light. This dramatic contrast between
hierarchy allows for the bold Spaces look with a
light, playful offset. INTERSTATE
BLACK.
Body copy is set in Interstate light. Sentence case only.
Bold is allowed when highlighting a word or phrase
within the body copy. Otherwise an underline is also
suitable when used sparingly. Bullets, numbering and
all other styles can be applied to body

Brand Identity & Style Guide V1.0 – April 2018 18

 2.4 – TYPOGRAPHY

Usage Examples
Heading One
Ensure, where always possible, a line is used in WRITE DOWN
the lockup for Heading One. As a general rule, use THE FIRST
Heading One only once in a design, if additional THING THAT
headings are required then use Heading Two. COMES
TO MIND.

YOU’VE GOT TO
TASTE OUR SNACKS.

Extra luxe sandwich e 4.00

Luxe sandwich e 2.95

Budget sandwich e 2.50

D.I.Y. sandwich e 2.00

Salad bar e 5.25

Chef’s salad e 5.95

Soup of the day e 2.75

Egg e 0.50

Fruit e 1.00

Tosti e 3.25

Tosti speciaal e 3.75

Warm snack Daily rate

Examples of Heading One use, with the line at the bottom.

Brand Identity & Style Guide V1.0 – April 2018 19

 2.4 – TYPOGRAPHY

Usage Examples
Heading Two & Body
Heading Two should be used following a Heading
One application, for example, on the back side of a
flyer (see right examples). Body copy is always set
in light. If attention is needed on a particular phrase
or sentance Bold is applied (see examples). This
method should not be overused. Light-only body
copy is always preferred in Spaces applications.

Examples of Heading Two and Body Copy use

Brand Identity & Style Guide V1.0 – April 2018 20

 2.4 – TYPOGRAPHY

Misuse
Typography Misuse
Only use Heading One in all-caps, never use in
lowercase or sentence case. Never use Heading
Two in any other style than sentence case. Body
copy can be altered in different weights to highlight
phrases or words, but do not overuse this effect. Don’t use H1 in sentence Don’t use H1 in lowercase Don’t use H1 in alternate styles

Don’t use H2 in all-caps Don’t use H2 in lowercase Don’t use H2 in alternate styles

Brand Identity & Style Guide V1.0 – April 2018 21

 2.4 – TYPOGRAPHY

Example Usage Website

Brand Identity & Style Guide V1.0 – April 2018 22

 2.4 – TYPOGRAPHY

Example Usage Stationery

YOUR PLACE TO WORK. spacesworks.com

Letterhead Business card

Brand Identity & Style Guide V1.0 – April 2018 23

 2.4 – TYPOGRAPHY

Example Usage Presentations

Brand Identity & Style Guide V1.0 – April 2018 24

 2.5 – COMPONENTS

Headline Lockup
Heading One
Heading One should always be used with a line JUST LIKE
application sitting underneath. This lockup should
be used as a base lockup for all Spaces collateral. GLASSES OF
WINE, AGE
SHOULD NEVER
BE COUNTED.

Example of Heading One lockup with a line.

Brand Identity & Style Guide V1.0 – April 2018 25

 2.5 – COMPONENTS

Icons
Product Icons
Spaces utilises a handful of core icons across it’s
communications. These icons encapsulate the main
products on offer from Spaces. Dedicated Desk,
Membership, Office Space and Meeting Room.

Brand Identity & Style Guide V1.0 – April 2018 26

 2.5 – COMPONENTS

Patterns
Core Pattern
The Spaces brand uses one core pattern in all
relevant communications. The core Spaces pattern
uses the same degree angle as the top right side of
the Spaces hexagon.

Brand Identity & Style Guide V1.0 – April 2018 27

 2.5 – COMPONENTS

Outdoor Pattern
Outdoor Use Only
Spaces utilises a large scale window pattern for
signage purposes only. This pattern should not be
used in small scale designs, if a pattern is needed in
small scale designs, use the core pattern featured
on the previous page.

Brand Identity & Style Guide V1.0 – April 2018 28

 2.5 – COMPONENTS

Illustrations
Building Illustrations
Spaces utilises a specific set of location
illustrations. These can be used to support
new location openings or location specific
communications.

Application
All Illustrations should appear in r Rock with a white
fill colour. These illustrations can be applied on a
White background.

Spaces Amstel

Brand Identity & Style Guide V1.0 – April 2018 29

 2.6 – PRODUCT NAMING

Product Naming
Title Case Heading Two Body Copy
Where possible, the product names should be set
in Heading Two and in Title Case. When product
names appear in Body Copy, apply in Title Case and Coworking
Set in Title Case
Coworking
Set in Bold, Title Case
bold, this helps offset the product name against
the general body copy. Avoid listing the product
names in Heading One style, unless used in singular
product mention context i.e. “...Coworking...”.
Dedicated Desks
Set in Title Case
Dedicated Desks
Set in Bold, Title Case

Offices
Set in Title Case
Offices
Set in Bold, Title Case

Meeting Rooms
Set in Title Case
Meeting Rooms
Set in Bold, Title Case

Brand Identity & Style Guide V1.0 – April 2018 30

 2.7 – LAYOUT

Examples: Print

NEW

COFFEE REFRESHMENT
Fruit smoothie e 2.50 Fruit smoothie e 2.50 WRITE DOWN
Orange juice
Milk / buttermilk
e 2.50
e 1.50
Orange juice
Milk / buttermilk
e 2.50
e 1.50 THE FIRST
THING THAT
Yoghurt drink e 1.50 Yoghurt drink e 1.50
Schulp juice e 2.50
Vitamin water e 2.75 OTHER
Mineralwater
Fruit smoothie
e 2.10
e 2.50 Fruit smoothie e 2.50 COMES
TO MIND.
Orange juice e 2.50 Orange juice e 2.50
Milk / buttermilk e 1.50 Milk / buttermilk e 1.50
Yoghurt drink e 1.50
HOT TEA
SPACES IS COMING TO Schulp juice
Vitamin water
e 2.50
e 2.75

[LOCATION]. Mineralwater e 2.10 Fruit smoothie e 2.50

Fruit smoothie e 2.50 Orange juice e 2.50
BROKER Orange juice e 2.50 Milk / buttermilk e 1.50
BENEFITS Milk / buttermilk e 1.50 Yoghurt drink e 1.50
An inspiring, high-end work environment where • 10% commission for Yoghurt drink e 1.50
the initial term.
ideas develop, businesses build, and relationships
• Paid within 21 days ITALIAN SODA
evolve. A place where you can get down to business,
check emails and hold meetings, all this while you •
via ACH.
Be as involved in the
NON COFFEE
can enjoy a great cup of coffee and a healthy lunch. deal as you want to.
Fruit smoothie e 2.50
Fruit smoothie e 2.50 Orange juice e 2.50
Orange juice e 2.50 Milk / buttermilk e 1.50
Milk / buttermilk e 1.50 Yoghurt drink e 1.50

Why not stop by and visit us? Yoghurt drink e 1.50

Give us call on XXX XXX or book a

Schulp juice e 2.50 SIGNAUTURE
tour via spacesworks.com/location Vitamin water e 2.75
Mineralwater e 2.10 Fruit smoothie e 2.50
Fruit smoothie e 2.50 Orange juice e 2.50
Orange juice e 2.50 Milk / buttermilk e 1.50

Offices, Coworking, Meeting Rooms.

Brand Identity & Style Guide V1.0 – April 2018 31

 2.8 – DUAL BRANDING

Logo Lockups
Co-Branding Primary
You will often need to use the spaces logo
alongside another logo or multiple other logos.
When this is called for, try to match all logos with
LOGO
LOGO
their cap height (height of a capital letter) and a
minimum spacing between each logo of the height
of the hexagon.

Co-Branding Secondary
If the logo we are co-branded is a portrait or
square layout or has a large shape around it, it
may make more sense to align it to the height
of the Spaces logo times three, this includes the
LOGO
hexagon. As shown below, the complex logo would
now hold similar visual weight to the Spaces logo.

Brand Identity & Style Guide V1.0 – April 2018 32

03
Our
Photography

Brand Identity & Style Guide V1.0 – April 2018 33

 3.1 – IMAGE TYPES

Our Imagery
Hero The Location
The aim is to always hero the location, and
showcase the inspiring workspace, and our
community members using them. Images with
people should always focus on them working
or on the move. This helps to make them less
recognizable. We use different focus techniques
such as shallow depth of field or motion blur to
achieve this.

Brand Identity & Style Guide V1.0 – April 2018 34

 3.2 – PRODUCTS AND THE ENVIRONMENT

Customers and Our Products

Photographing People
Spaces photographyshould always represent a
diverse mix of people with a blend of male, female
and different ethnicities. All faces should be
blurred out, either with exposure settings or in post
production. Capturing people interacting with the
environment is key. The overall feeling and emotion
should be warm and inviting.

Brand Identity & Style Guide V1.0 – April 2018 35

 3.3 – CUSTOMERS

Authentic People
Photographing People
No matter which area you are photographing,
Spaces should use authentic people in authentic
situations, but this should not be the focal point.
The overall photograph should always focus on the
wider interior space, not the people.

Brand Identity & Style Guide V1.0 – April 2018 36

 3.3 – CUSTOMERS

Showcasing our Spaces

We want photographs like this
Location imagery showcasing our products.

Brand Identity & Style Guide V1.0 – April 2018 37

 3.3 – CUSTOMERS

Showcasing our Spaces

We do not want photographs like this
This does not convey the feeling of space and is a
simple architectural study.

Brand Identity & Style Guide V1.0 – April 2018 38

 3.3 – CUSTOMERS

Compositions
We want photographs like these
Photos that tell a story, shot in an interesting way.

Brand Identity & Style Guide V1.0 – April 2018 39

Brand Identity
& Style Guide

Version 1.0 – April 2018