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2022 Brand Book: ReNew Apartment Communities

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2022 Brand Book: ReNew Apartment Communities

2022 Official Brand Standards Guide

Table of Contents Welcome................... 4 Logo......................6 Color . . . . . . . . . . . . . . . . . . . . . 14 Typography . . . . . . . . . . . . . . . . . 16 Photos . . . . . . . . . . . . . . . . . . . . 18 Social Media Acknowledgment . . . . . 20 SignatureItems. . . . . . . . . . . . . . .22 Cover Displays & Header Plates . . . . . 26 Community Specific Collateral . . . . . . 28 Digital Media Samples . . . . . . . . . . . 34 Brand Collateral Showcase . . . . . . . . 36 Brand Collateral Extras . . . . . . . . . . . 38 PromotionalItems . . . . . . . . . . . . . 40

Welcome to ReNew Apartment Communities … beautiful places to call home and live life renewed Enjoy comforts such as upgraded apartment features, spacious floorplans, modernized clubhouses, sparkling pools, beautifully maintained landscapes, and more But most importantly, find a communal atmosphere that genuinely feels like home

From coast to coast, you’ll find ReNew communities located in charming neighborhoods and suburbs with ample commuting options, welcoming environments, and convenient proximity to nearby city centers and metropolitans Discover a Community Redefined ®

LOGO

In Color The full color logo is to be used by default in cases where the background is a value of 25% or lighter. In cases where the logo is applied as a watermark, the full color logo may be faded back to opacities between 15 and 7%. This is only to be done on a white background.

In White The white logo is to be used in cases where the background is a value of 26% or darker. This is an integral part of keeping the brand name legible.

LOGO

Anatomy The ReNew Apartment Communities logo combines lowercase and all caps treatments of Avenir Next separated by a Vertical Dividing Line. The Logotype, “ReNew”, is weighted in Demi, while the subtext, “Apartment Communities”, is weighted in Bold.

Avenir Next LT Pro in Demi, All Caps

Logotype

Avenir Next LT Pro in Demi, Lower Case

Vertical Dividing Line

Subtext

Avenir Next LT Pro in Bold, All Caps

Alignment In the logotype, the gap to the left of the dividing line is an 80% width of the gap on the right side. The subtext of the renew logo aligns to the bottom left and right of the “N” and “W” of the logotype. It is also middled between the baseline of the logotype and the bottom of the vertical dividing line.

80% 100%

Middled Between "New" Baseline and the Bottom of the Vertical Line

Subtext Aligns to the Bottom Left and Right of "N" and "W"

LOGO

Preparations

Full vs. Basic While the full logo is used by default for both corporate and community branding, the basic logo is utilized in instances where the subtext of the logo may not be legible. This is usually in cases where the logo is given a very small scale, and/or treated in certain techniques such as embroidery or engraving. Containers In some cases, the ReNew logo may be placed alongside other logos of different preparations and may need to conform to a square or circular shape. For this, a circle or square container may be used with appropriate internal padding to accommodate. This can be done in any of the branded ReNew treatments, but can also revert to black and white if needed.

Full Logo: Used by Default

Basic Logo: Used for Small Scale

Favicon

Square and Round Containers

Treatments Across the ReNew brand, there are several treatments of the logo that are acceptable for use. The first and most often seen is the solid, one-color version. For the corporate logo, this is either in the color Denim or White exclusively. The solid, one-color logo treatments are accompanied by either a solid background or a photo with a layered overlay. In other instances, an aesthetic hero image may come into play as a more prominent feature for the background. This can be done in two ways: 1. The logo stays in solid white, but is laid out atop a photo with a horizontal bar framing the subtext. The subtext bar is often seen treat it in a layer overlay. 2. The photo itself is inset into the shape of the logotype with the subtext adopting a solid corresponding color match.

Color Logo on White Background

White Logo on Color Background

White Logo w/ Subtext Bar on Photo Background

Photo Logo w/ Solid Subtext on White Background

LOGO

Padding The padding around the logo ensures ample space for the logo to stand alone, delivering the message of the brand as intended. The appropriate padding for the logo is at least half the brandmark’s height all the way around.

Quality Control When working with the logo, it is important to uphold the integrity of the brand. In an effort to achieve the highest quality in the brand's voice, several rules have been established and are to be strictly adhered to: 1. Don't apply to complex backgrounds

2. Don't apply effects or outline 3. Don't change scale of elements 4. Don't warp or stretch 5. Don't apply with opaque container 6. Don't change the typography

7. Don't crowd or overlap 8. Don't change the color*

*Rule 8 applies to official corporate collateral and cases where the design is not adopting its color palette from a Hero Image (see page 28).

COLOR

Specifics Being that the ReNew brand has such a wide client base with loads of different types of viewers, the colors chosen to represent the brand are intended to display a down-to-earth and slightly rustic blend with gender neutrality. A mix of warm and cool hues with a bold but friendly overtone helps cultivate a substantial palette that play a crucial role in achieving the ReNew look.

GRAYSCALE

DENIM PANTONE 7690 C CMYK 89 - 23 - 0 - 25 RGB 0 - 120 - 172 HEX 0078AC

VINYL PANTONE 295 C CMYK 96 - 38 - 0 - 75 RGB 0 - 45 - 81 HEX 002D51

CORDUROY PANTONE 7752 C CMYK 15 - 26 - 72 - 0 RGB 219 - 183 - 100 HEX DBB764

VELVET PANTONE 7427 C CMYK 22 - 100 - 77 - 30 RGB 174 - 21 - 46 HEX 93152E

LEATHER PANTONE 188 C CMYK 45 - 95 - 100 - 40 RGB 104 - 32 - 25 HEX 682019

SUEDE PANTONE 470 C CMYK 30 - 77 - 100 - 10 RGB 169 - 83 - 42 HEX A9532A

100

Variants To accomodate the wide array of tones and feelings across the entire portfolio of the ReNew brand and its communities, the color palette accepts all percentages of each of the brand colors to be used in its extensive package of collateral and marketing materials. To extend the palette's range even further, the blend of like-colors to create more dimension is also an acceptable use of the brand colors. The established blends are shown in the diagram to the right.

PERCENTAGES

BLENDS

Denim

Vinyl

85 100

Corduroy

Suede

Velvet

Leather

TYPOGRAPHY

Details Avenir Next is a clean and contemporary typeface known for its robust structure and crisp legibility. Combined with the more traditional, nuanced letterforms in Arno Pro, the result is a commanding yet approachable look that gives the brand a professionally commercial voice. For Print Collateral 1. Header. Avenir Next Demi in Denim. 23 pt, 28 pt leading. 2. Subhead. Avenir Next Demi in Vinyl. 17.25 pt with 21 pt leading. 3. Body. Arno Pro Regular in Black. 11.5 pt with 14 pt leading. 4. Fine Print. Arno Pro Caption Italic in Black. 9 pt with 11.5 pt leading. 5. Tagline. Avenir Next Demi in Denim. 17.25 pt with 21 pt leading. 6. Footer. Avenir Next Regular in Black 40%. 9 pt with 11.5 pt leading.* For Mobile & Web Media 7. Header. Avenir Next Demi in Denim. 34.5 pt with 54 pt leading. 8. Subhead. Avenir Next Demi in Vinyl. 26 pt with 31.5 pt leading. 9. Body. Avenir Next Regular in Black. 17.25 pt with 21 pt leading. 10. Fine Print. Avenir Next Italic in Black. 13.5 pt with 17.25 pt leading. 11. Tagline. Avenir Next Demi in Denim. 26 pt with 31.5 pt leading. 12. Footer. Avenir Next Regular in Black 40%. 13.5 pt with 17.25 pt leading.* *If the second line of the footer is emphasized, it is treated in Avenir Next Bold in Corduroy.

Avenir Next Avenir Next Avenir Next Avenir Next Avenir Next Avenir Next Headers, Subheads, Captions

Dellam Quisgrap Magnima con Pacus

Header

Subhead

Pudanias quidios dellam quisgrap moditam inis eiunto optaecae nonsewro dolorem fuga bea nese conseribuses. *Ntiumquas volupti istiusam, nulparum.

Body

Fine Print

Discover a Community Redefined ®

Tagline

Footer

000 Main Street, 00, City, ST 00000 • 000-000-0000 PropertyWebsite.com

Body Copy (Print) Arno Pro Arno Pro Arno Pro

Dellam Quisgrap Magnima con Pacus

Header

Subhead

Pudanias quidios dellam quisgrap moditam eiunto optaecae nonsewro dolorem fuga bea conseribuses. *Ntiumquas volupti istiusam, nulparum.

Body

Fine Print

Discover a Community Redefined ®

Tagline

000 Main Street, 00, City, ST 00000 • 000-000-0000 PropertyWebsite.com

Footer

PHOTOS & PHOTO USAGE

Setting the Scene

Tone The overall tone of the ReNew photo should be vibrant and fun, with an atmosphere that says home. Choose images that convey our commitment to community improvement. Focus on the values that matter most to residents, reflecting ReNew's comfortable living experience. Lighting It is best to look for photos that are bright and clear, with a "no frills" approach to the lighting. This gives the professional approach ability that the Trinity brand is known for. Diversity Focus photo selections on the representation of multiple groups including race, culture, and orientation. ReNew is an inclusive brand to its core, so it is important that this is shown throughout the photography selection. Balance For composition and color, the photo should be balanced based on the subject matter of the marketing piece or campaign. The best photo demonstrates natural movement and oftentimes feature neutral colors or are keyed into the ReNew brand colors. Though any color is permitted in a photo, it is best to use design discretion and ensure the colors in the photo do not clash with the brand colors.

SOCIAL MEDIA ACKNOWLEDGMENT

CONSTRUCTION

Since social media is a vital part of connecting to an audience, ReNew’s social media presence is acknowledged across all platforms. Understanding that each social media brand has its own brand standards has led to a thoughtful, intentional treatment which respects the brands being represented. Measurements Social media icons are treated all the same, starting out with a circular container. The icon should be visually centered inside a circle, with the outer edge of the icon placed in between the outer 70% and 80% of the container. Construction & Color The social media icons are always treated in white or grayscale, with the icon centered. The icon by default is cut out, leaving an impression in the circle itself. If the cut out sacrifices the legibility of the icon in a design, it is acceptable to fill the icon with either white or a color corresponding to the background the icon sits upon. Sizing In print, the standard size for icons is 0.25 inch in diameter, but can scale up to 0.75 inches if needed. For mobile and web media, the icons should be at a minimum of 20 pixels in diameter, but can scale up to 45 pixels. For large format pieces, the social media icons adopt appropriate sizing based on layout and scale of other elements on the piece. This applies whether the piece is print or digital. Spacing & Padding The spacing between each of the icons should be a 25% measurement of the diameter of an individual icon. This applies to both vertical and horizontal lockups. Once the icons are properly spaced, the group is padded at least 50% of an icon’s diameter all the way around.

100%

15% 10%

Icon Padding

Icon Sizing Guide

COLOR

SIZING

100

SPACING

PADDING

Min Diameter 20 px Digital 0.25" Print

100%

20%

000 Main Street, 00, City, ST 00000 • 000.000.0000 PropertyWebsite.com Discover a Community Redefined ®

Max Diameter 45 px Digital 0.75" Print

Social Media Icon Lockup (Footer)

SIGNTAURE ITEMS

Though not required for brand compliance, the signature items provide a distinctive touch to design pieces, differentiating them from other brands. The signature is used to define official marketing materials and can be a powerful tool when looking to make an impact. Layered Overlays The formula for the overlay has been designed to reveal the detail of the photo underneath, but removes virtually all of the color, leaving the overlay to translate color entirely. The overlay's layers are listed bottom to top, as follows.

BRAND COLORS

LAYERS

Layer 1 Photo 100% Opacity

Layer 2 Blending: Hue Opacity: 85%

1. The bottom layer is a full opacity photo. 2. Color shape, Blending: Hue | 85% opacity. 3. Color shape, Blending: Normal | 85% opacity. 4. Color shape, Blending: Color | 30% opacity.

5. The top layer is a color shape with the blending mode set to Normal and the opacity intended to be adjustable, and can be more opaque when needed for legibility with text layered on top. The layered overlay should retain one color selection amongst all of the layers. This can be done with any brand color percentage, but should be approached with a base brand color variant by default.

Layer 3 Blending: Normal Opacity: 85%

Layer 4 Blending: Color Opacity: 30%

Layer 5 Blending: Normal Opacity: Adjustable

SIGNTAURE ITEMS

Subtext Bar The Subtext Bar is a long, rectangular shape, often in a solid color or layered overlay treatment, set behind the logo’s Subtext. It is primarily used to provide legibility to the subtext and an emphasis on a key color of the photo background. The Subtext Bar is middled to the Subtext itself, with a height measured directly in between the Logotype’s baseline and the cap height of the Subtext. The width is always centered to the Logo, and can either stop at the left and right edges of the Logo or continue to span the entirety of a container or page.

Centered to the Logo Middled to the Subtext

Height Measures to the Halfway Point Between the Logotype and Subtext

Width Either Fits the Logo or Spans the Container

Subtext Bar, Layered Overlay

Subtext Bar, Solid

COVER DISPLAYS & HEADER PLATES

Details Cover displays and header plates refer to a treatment of branded design elements constructed to note the brand's primary information on certain materials including the top portion of certain print items, at the beginning and end of branded videos, and as the cover page of presentational materials. This helps to regulate the important brand information in hierarchy across ReNew's presence to users. These are primarily set up in three treatments: color elements on white, white on color background, and white on photo background with Layered Overlay. Lockup Construction Paying attention to lockup construction of the cover display or header plate is important to retain structure behind the design elements. The measurements set forth are default but may be altered at the designer's discretion if they interfere with live area or other file build parameters. Initially, the lockup is comprised of the logo, tagline, and URL, all centered and middled onto a canvas. The logo as an initial measuring keystone to determine the size of the elements in relation to the canvas. If the canvas is of a landscape orientation, its width will be 250% of the logo's width. If the canvas is of a portrait orientation, its height will be 300% of the logo's width. From the initial lockup, these measurements in relation to the canvas can be adjusted by eye if the canvas is either excessively landscape or portrait. The spacing between logo and tagline is 50% of the logo's height. When scaling the tagline sitting underneath the logo, the right side of the “D” in "Redefined" lines up with the right side of the logo. The URL sits underneath the tagline and has a point size that measures 65% of the tagline’s point size. The URL's leading is equal to the URL's point size.

Discover a Community Redefined ® ReNewApartmentCommunities.com

250%

100%

300%

Discover a Community Redefined ® ReNewApartmentCommunities.com

Centered

Aligned

100%

50%

Discover a Community Redefined ® ReNewApartmentCommunities.com

100% 100%

65%

COMMUNITY SPECIFIC COLLATERAL

BRAND CURATED PHOTOS & COLORS

Hero Images Each ReNew community is able to choose a singular Hero Image to best represent the look and feel of their unique styling based on their aesthetic, region, or clientele. The image chosen should be a macro detail shot depicting a visual texture with various tones and accents, along with a nod to at least one of the brand colors. Within the curated resources for the ReNew brand lies six Hero Image options, each with a heavy lean towards one of the six brand colors. Though these are the recommended selections for the ReNew communities, the options are not exclusively limited here. Branded Hero Image Benefits Each of the six curated Hero Images are used to design brand collateral at the global scale, with a large quantity of items produced under the label “ReNew Apartment Communities”. This is done to offer the entire portfolio of ReNew communities the opportunity to immerse their viewership with the Hero Image and the community’s look at a reasonable price. For those that choose a photo outside of these curated options, the collateral pieces are also available in solid color preparations for all six brand colors. Custom Colors When a Hero Image (of the curated options or otherwise) is selected for use, a set of colors is sampled from the Hero Image and assigned for their design pieces. This may range from a small portion of the photo’s colors to a wide array of hues and tones – prioritizing what suits the community best. The custom colors are permitted for use across all marketing, branding, and advertising materials, though it is highly recommended to choose at least one of the six brand colors as the prominent tone of the palette. This ensures a seamless blend from corporate to community and allows the community to utilize the affordable, globally produced brand collateral.

Succulent/Denim

Crackle/Corduroy

Twill/Velvet

Glaze/Vinyl

Wood/Suede

Weave/Leather

Hero Image with Corresponding Color Palette

COMMUNITY SPECIFIC COLLATERAL

Case Study: ReNew Downers Grove ReNew Downers Grove combines warm woods with bright whites to create a higher-end color and texture palette across their dynamic and unique community. As many of the tones used to design the interior of the communal and unit spaces consist of rich browns and neutrals, suede has been selected as a matching tone to utilize across the brand collateral. The demonstrations on this spread show how the Hero Image and Colors can be used to customize the collateral for this community's look and feel.

Community Photos

Hero Image with Corresponding Color Palette

COMMUNITY SPECIFIC COLLATERAL

Case Study: ReNew Midland The exterior color palette at ReNew Midland is a vibrant blue that creates a calming oasis in Texas. The blue appears again in the rustic chic interiors. Rather than choosing one of the standard six Hero Images, a custom blue gemstone is selected. From the photo, a unique color palette is formed with the iconic blues and grounding earth tones. The demonstrations on this spread show how the Hero Image and Colors can be used to customize the collateral for this community's look and feel.

Community Photos

Hero Image with Corresponding Color Palette

DIGITAL MEDIA SAMPLES

Discover a Community Redefined ® Coming Soon to a Neighborhood Near You

Now Leasing Studio, 1, & 2 Bedroom Apartment Homes

Large Banner

LEARN MORE

Medium Rectangle

Now Leasing Studio, 1, & 2 Bedroom Apartment Homes

Discover a Community Redefined ® LEARN MORE

LEARN MORE

Half Page

Leaderboard

BRAND COLLATERAL SHOWCASE

Presentation Folder

Letterhead

Floorplan Sheets

Envelope

Business Card

BRAND COLLATERAL EXTRAS

Notepad

Paper Napkins

Hot Beverage Cup

ID Badge

Pillow

Pens

Entry Mat

Paper Beverage Cup

Water Bottles

Desk Placard

Coffee Mug

Mousepad

PROMOTIONAL ITEMS

Drawstring Bag

Hat

V Neck Shirts

Hooded Sweatshirt

Thermal Water Bottles

Keychains

Canvas Tote

USB Flashdisks

2082 Michelson Drive, 4th Floor, Irvine, CA 92612 949-399-2500 • ReNewApartmentCommunities.com Discover a Community Redefined ®