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HOUSE IDENTITY GUIDELINES

House visual identity guidelines Welcome The House visual identity helps us to be simple, clear, and direct. It elevates the content that matters most. It creates delightful connections. The identity elements-logo, typography, color, grids, tiles, imagery, and icons-make it easier to create memorable internal and external communications.

House visual identity guidelines Contents Our visual elements The role of the House brand express our brand Identity system elements Logo These guidelines are your introduction to how Logotype we can use the visual identity as a thread that ties Typography House-branded offerings and groups together. Color They are a call to action to align our creative Putting it all together work and bring a new focus on our connected Application visual identity system. Our shared elements unite the things we offer, and when they're used together-again and again-they become the foundation for the stories that we want our brand to tell. For internal use only. Materials herein are not for use by third parties including but not limited to or resellers. Authorized vendors may use materials only pursuant to an express work request and/or agreement from House

House visual identity guidelines Identity sistem elements HOUSE HOUSE Helvetica Neue Bold Creato Display Light Creato Display Thin

House visual identity guidelines Logo The logo = HOUSE symbol + logotype T Our logo has been inspired from the shape of windows, which represent opportunities and “out-of-the-box” creative solutions. Our logo also forms a “plus” as a sign of positivity and growth. The logotype that uses theHelvetica Neue Bold typeface used in our products and marketing communications.

House visual identity guidelines Logo The 4 squares except that symbolize Our visual elements delay simplicity and our minimalistic style. new opportunities, house windows and The logo is made from four squares with different meanings. new views in horizon, they are for our team, First, our logo has been inspired from the shape of windows, which first is made from 4 people. which represent opportunities and “out of the box” creative solutions. Our logo also forms a “plus” as a sign of positivity 1. All big projects come from “new ideas” and a new idea is the first step toward success. The first window of our and growth. The “plus” is also known as a symbol of union creative house symbolizes “the idea” – the first step toward creating major and successful projects. and as well represent the union of our people in our So, the first square represents the first creator and in the same time the “brain” of our big and creative house. creative team. 2. To realize all of those big ideas our team create, it's necessary an effective plan, content writing, planning and monitoring all activities. So, the second visual element symbolize the writing, planning, deadlines scheduling, communication forms and giving the final creative aspect, completing ideas that come from the “brain” of the house. 3. Campaigns, contents and every other project that comes from our creative house, is made of many elements in different visual forms. Our third element that is part of our visual identity, represents the final realization of videos and images which are provided to forward the final message to the relevant audience. 4. All the visual contents, digital and printed, will represent simple and in a minimalistic style. This thing is reached by the fourth window of our house, which certainly will not be the last and surely will be open for other new windows in the future. So, the last square is for communication through creative visual contents, in digital and printed forms, which relay every time things that we believe in and represents our values.

House visual identity guidelines Logo Let the logo HOUSE breathe HOUSE Clear space We respect the logo by giving it some space. The minimum clear space that must surround the logo is equivalent to the height of 4 squares . Minimum size In print, the logo should never appear smaller than 1\" (25 mm). On-screen, it must appear at least 70 pixels wide. Registration marks In marketing, registration marks on the logo are no longer necessary, except in consumer packaging applications.

House visual identity guidelines Logo Color variations HOUSE Use the full-color logo. Use the positive version (logotype in black) on light or white backgrounds. The full-color reverse logo may be used on dark color backgrounds, as well as dark areas within photographs. HOUSE

House visual identity guidelines Logo Use the display HOUSE version of the logo for very large applications The standard version of the logo is optimized for use at small sizes, making it the best choice for most marketing applications. Subtle adjustments have been made to the standard logo to help it reproduce cleanly and clearly at small sizes. However, these adjustments- called ink traps-are distracting and unnecessary when the logo is enlarged. If the logo will be displayed at a size where the Min the logotype is more than 1 inch (25 mm) tall, use the display logo artwork. Contact www.house.com to request display logo files.

House visual identity guidelines Logo (don’ts) HOUSE HOUSE HOUSE HOUSE HOUSE HOUSE Marketing HOUSE HOUSE Marketing

House visual identity guidelines Logotype All House HOUSE endorsed communications Helvetica Neue Bold must use the logotype. QWERTYUIOPASDFGHJKLZXCVBNM qwertyuiopasdfghjklzxcvbnm When House is the endorser, we use the 1234567890!@#$%^&*()_?>< logotype only. This lets people know the message is from House, while allowing the lead brand to occupy the spotlight. The House logotype must be used as the endorser on all print and digital communications including online, print, and TV advertising; promotional materials and event signage; videos and animations; packaging and collateral, etc.

House visual identity guidelines Logotype Let the logotype HOUSE breathe Clear space We respect the logotype by giving it some space. The minimum clear space that must surround the logotype is equivalent to the height of its capital Plus. Minimum size In print, the logo should never appear smaller than 0.7\" (18 mm). On-screen, it must appear at least 44 pixels wide. HOUSE

House visual identity guidelines Logotype for house-endorsed communications Logotype HOUSE HOUSE placement HOUSE HOUSE in digital communications The Hous logotype must appear in one of two positions for a minimum of one second in all digital communications (e.g. ads, banners, etc.): 1. Call-to-action end-panel (shared) 2. Alone on the end-panel The House logotype should be placed in one of the 4 corners of the ad, equal distance from two edges in space constrained communications. Accompanying subbrand logos should be placed no closer than two (2) \"+\" spaces next to the logotype.

House visual identity guidelines Logotype for house-endorsed communications Small space HOUSE HOUSE banners Never loud. Always heard. Never loud. Always heard. The MONUNI logotype must appear in all banner advertising, with a few exceptions. The MONUNI logotype may be dropped when the ad sizes are smaller than 120 x 90 and using the MONUNI logotype would prohibit appropriate subbrand sponsorship and messaging.

House visual identity guidelines Use Creato Display Keep it simple Type is beautiful, Limit type sizes to three and it matters Keep it flush left Use sentence case Type is more than a design element. It articulates our message, expressing both what we say and how we say it. Modern, easy to read, and humanist, the Creato Display type family is closely aligned with the House brand personality. We use it within products and in communications across brands. Creato Display is straightforward, allowing our messages–from the enthusiastic to the practical-to be easily understood.

House visual identity guidelines Typography Creato Display is our Creato Display Creato Display type family Use for all print applications. Use for on-screen applications like PowerPoint, email, and websites. We use Creato Display, a completely custom type family created for House that has Creato Display Thin Creato Display Thin become a longstanding core element of our visual identity. ABCDEFGHIJKLMNOPQRS ABCDEFGHIJKLMNOPQRS Creato Display Pro is the brand font used for abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz print and graphic executions. 1234567890@#$%&* 1234567890@#$%&* Creato Display Light Creato Display Light ABCDEFGHIJKLMNOPQRS ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890@#$%&* 1234567890@#$%&* Creato Display (Regular, Nermal) Creato Display (Regular, Nermal) ABCDEFGHIJKLMNOPQRS ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890@#$%&* 1234567890@#$%&* Creato Display Medium Creato Display Medium ABCDEFGHIJKLMNOPQRS ABCDEFGHIJKLMNOPQRS abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890@#$%&* 1234567890@#$%&*

House visual identity guidelines Typography (don’ts) Never loud. Always heard. Never loud. Never loud. Always heard. Always heard. Never loud. Always heard. Never loud. Never loud. Always heard. Always heard. Never loud. Never loud. Never loud. Always heard. Always heard. Always heard.

House visual identity guidelines Color Our colors are accessible The appropriate use of color helps make sure our audience can access and understand House communications, regardless of their abilities. Avoid relying on color alone to convey information. Always provide text or other graphical cues to guide audience to our message. Note: Type reversed to white, or black type over a colored background, should exceed the minimum 4.5:1 contrast ratio for accessibility. Examples at right demonstrate correct color use for on-screen (RGB) applications.

House visual identity guidelines Putting all together Define your columns or rows and the base grid unit Choose the width or height of your layout (usually the larger of the two, but not always) as your defining dimension. Divide that dimension into the minimum number of columns or rows needed for the composition (maximum of 13). Use this dimension (\"X\" in the diagrams at right) to create a square in one corner of your layout. This is the base grid unit from which you will derive the rest of your grid elements.

House visual identity guidelines Putting all together Finish the base grid and establish margins Fill in the rest of the base grid (shown here in blue lines) using the unit established in step 1. If you began by establishing columns, this means drawing the rows. If you started with rows, this means drawing the columns. Next, divide the base grid unit into exactly 10 equal parts in both directions. Use one or two of these units as the exterior margin for your document. If your layout will include a cornerstone tile, use one grid unit as your margin to ensure proper alignment. Use this same measurement as the interior margin between your rows and columns. If your design includes an outer border, then this margin is an additional space inside that border.

House visual identity guidelines Putting all together Add a background photo or color Backgrounds may be left blank or filled with color or imagery.

House visual identity guidelines Putting all together Add the HOUSE logo (and the cornerstone HOUSE tile for internal communications) The logo is generally placed in one corner of the layout. Regardless of where it's placed on the page, it should be left- aligned within the text grid. If your communication will contain a cornerstone tile, it may be placed in any corner of the layout. Whichever corner you select will become the singular point from which all other layout elements emanate. The cornerstone tile occupies exactly one full unit of the base grid (shown here as blue lines). If there is an outer border around your layout, the cornerstone tile aligns inside the border.

House visual identity guidelines Application Our logo intends to forward the same simple concept in all applications - different places and materials.











Never loud. Always heard. HOUSE www.house.com www.house.com



















House visual identity guidelines Putting all together Design matters If you've just read these guidelines, you have our appreciation. It means you share our belief in details and quality. We know applying these principles takes time and effort, but the stories we tell in all our House communications will be stronger for it. If you ever have additional questions about our visual identity and its application in design, don't hesitate to contact [email protected] https:/house.com/

HOUSE Thank you Never loud. Always heard.