Identity Guidelines
November 2020
The Rising identity system is comprised of:
The Logo Mark
The 5115 Apartments Logo
The 5115 Townhomes Logo
The Rising Development Logo
Use the apartment logo in instances referring to The 5115 Apartments, use The 5115 Townhomes logo when referencing the townhomes, or “The Rising” version when referring to the development as a whole. The logo mark may be used without typography where the logo is not required/necessary. For example, use logo mark in instances such as social media profiles images.
The identity system must be used on all corporate stationery items: letterhead, envelopes, business cards, and communications materials. In instances where logo is ineffective or not appropriate, the logo mark may be utilized to represent all entities of The Rising.
Area of Isolation
To create maximum impact, the space around the logo should be free from other text and graphics. The area of isolation is the designated clear space around the logo no matter what size the logo is placed. When placing the logo on any material, the area of isolation must be accommodated. The guides represent this safety area.
In any of the versions of the logo, the area of isolation is based on X, which is the height of the logo mark.
Color
Color Application
The distinctive shape of The 5115 primary logo is further distinguished by its color. Color plays a significant part in shaping The Rising’s identity. The color palette consists of three primary colors, copper, a dark aqua blue and a brighter teal. The preferred reproduction is in matching inks. Swatches should be used for visual match in offset printing and other reflective reproduction techniques. Use the full color treatment of the logo on fields of cream whenever possible, as this maximizes the impact of the brand and more effectively supports brand recognition.
Where it is not possible to use the full color treatment of the logo, two-color treatment of the logo on fields of white and one-color presentations of the logo are permitted. In instances where the metallic Pantone color can not utilized an alternate non-metallic color has been specified. The black-and-white logo is used for applications that do not warrant the expense of color reproduction or when convention calls for black-and-white reproduction. In one-color marketing and product literature, the ideal one-color application of the logo is reversed to white, or black.
Color Specifications
Use the full-color treatment of the logo on fields of cream whenever possible, as this optimizes the impact of the brand and more effectively supports brand recognition. For maximum visibility, the full-color logo should appear on a white or light-colored background. It is also very effective when shown in white reversed out of the primary palette.
Electronic & Video
Color created through transmitted light on a monitor or a television screen is composed of three primary colors: red, green and blue (RGB). RGB color is produced electronically, the overall color quality will tend to be more vivid than the printed color.
Please note: electronic color is more subjective than printed color. Temporary changes of light source, reflection from adjacent objects, manufacturer and age of screen all affect the color appearance.
Color Palette
Primary Color Palette
The color palette consists of three primary colors, copper, a dark aqua blue and a brighter teal. Please refer to the chart below when using The Rising complimentary colors. If the piece is part of a four-color process reproduction, the colors should be created with CMYK screen tints. If the identity is part of an electronic medium such as the web, broadcast or PowerPoint, the colors should be created with RGB values. Swatches, Metallic PANTONE (PMS) 876 C, PMS 5473 C and PMS 326 C should be used for visual match in offset printing and other reflective reproduction techniques. In instances where the metallic Pantone color can not utilized an alternate non-metallic color has been specified. The preferred reproduction is in matching inks.
Secondary Color Palette
Use the full-color treatment of the logo whenever possible, as this maximizes the impact of the brand and more effectively supports brand recognition. The Secondary Colors should be used sparingly and only as accents to the Primary Colors, never to be used in the logo. These colors are to be utilized in secondary relationships to the primary palette. The Secondary Colors can be used for typographic hierarchy and pacing in materials.
Reverse Treatment
The reverse (or white) logo is to be utilized over high contrast photography or solid dark colors. This can appear either as a completely white graphic or with color accents. For example: collateral covers, advertising, product labeling, etc.
Usages to Avoid
Never violate the area of isolation.
Never add any marking signatures.
Ensure sufficient contrast for proper identification.
Never distort, recolor, skew or redraw the logo. Never alter the logo variations in any way.
Do not add shadows, glows, or any effect to logo.
Never diagonally rotate or flip the logo.
Typography
Typography
The typographic style relies on a primary typeface of Congenial ExtraLight for headline and sub-headline applications. The secondary typeface is Source Sans Pro Regular and should primarily be used for body copy and pull quotes. These typefaces are to be used for corporate applications such as the letterhead system and business cards, form titles, and signage. In addition, digital and print advertising should utilize the same typeface — except for campaigns.
Typographic Hierarchy Demonstration
Logo Downloads
Choosing a File Type
The correct use of The Rising brand is one responsibility we all share. Reproduction artwork is provided for easy use. Before choosing the file format, confirm the final use of the logo.
Vector Files
Vector files are used for print reproduction and for incorporation into Microsoft software applications (e.g. Word and PowerPoint). Vector files may be scaled up and down within an unlimited specified size range. (EPS, PDF)
Bitmap Image Files
Bitmap files are composed of pixels for use on a display screen. These files are composed in CMYK (cyan, magenta, yellow, black) & RGB (red, green, blue) for use in interactive, video or TV applications. These files should not be enlarged, as a jagged edge will appear. Never use a bitmap file for print reproduction. (JPG, PNG)
Logo Library File Naming
Please refer to this guide for logo file naming.
(CMYK: Process Color, RGB: On-Screen Color, PMS: Pantone Color, REV: Solid White, BW: Solid Black)
The Rising Logo Mark
This logo mark represents all entities of The Rising development.
5115 The Rising Apartments
This collection of logos should be utilized when referring to The Apartments.
5115 The Rising Townhomes
This collection of logos should be utilized when referring to The Townhomes.
The Rising Development
This collection of logos should be utilized when referring to the development as a whole.
