ARCH AMENITIES GROUP

TABLE OF CONTENTS

Intro

Visual Code

Color

Typography

Photography

Collateral Examples

Digital Examples

Brand Architecture

ASSET DOWNLOADS

Arch Amenities Group Logo Files

Arch Amenities Group Google Fonts

Arch Amenities Group Color Palette

ARCH AMENITIES GROUP BRAND GUIDELINES

This is an evolving document that we will update and add to over time. It provides a comprehensive look at how to use the Arch Amenities Group visual and verbal brand assets. It outlines how to use our logos, typefaces, colors and photography across digital and traditional collateral.

BRAND MISSION

Be the ultimate partner for property owners and managers to create and activate spaces, delivering exceptional experiences for their customers through elevated service and innovative programming.

TONE OF VOICE

Our brand tonality is confident, caring, thoughtful and optimistic. We’re conversational and warm without being overly friendly or too familiar. We should always talk with people, not at them. And whenever we can give someone a reason to smile, we should.

COPY EXAMPLES

We love taking care of people. Not just you but your clients, too.

Just like people have potential, so do spaces. We can’t wait to talk with you about yours.

We try to do more than understand your needs, we anticipate them.

Innovation and expertise mean enhanced revenue and enriched spaces.

LOGO INTRO

Our new logo is the most important piece of our visual code. It reflects the strategic thinking we’ve done about our brand. The work we do for our clients connects us directly to the day to day customers served in our activated fitness, spa and amenities spaces. The arch, used in the typography and in the logo itself, symbolizes those points of connection. Supporting our clients on one side and bridging them to their valued customers on the other. It also forms a connection from people to services. An arch is an active shape that fortifies space on two sides.

Our logo is primarily used along with the icon, instances when it may be used without could be when space is limited in a bottom corner.

LOGO WITH ICON USAGE

Logo clear space is key in maintaining its integrity. Clear space should be equal to

the width of the “M” in order for the logo to standout from it’s surroundings.

The logo should never be smaller than 1 inch measured horizontally.

LOGO WITH ICON COLOR VARIATIONS

The logo is available in three colors. Primary blue is the main color and to be used on white or light backgrounds. Ivory should be used on primary blue or dark backgrounds. Charcoal can be used when primary blue or ivory are not legible on an image.

Ivory

LOGO WITH ICON DON'TS

The logo should never be manipulated in any way, space or form. Below are some examples of what should not be done.

LOGO WITHOUT ICON USAGE

The logo clear space is key in maintaining its integrity. Clear space should be equal to the width of the “M” in order for the logo to standout from its surroundings.

The logo should never be smaller than 1 inch measured horizontally.

LOGO WITHOUT ICON COLOR VARIATIONS

The logo is available in three colors. Primary blue is the main color and to be used on white or light backgrounds. Ivory should be used on primary blue or dark backgrounds. Charcoal can be used when primary blue or ivory are not legible on an image.

Ivory

LOGO WITHOUT ICON DON'TS

The logo should never be manipulated in any way, space or form. Below are some examples of how not to use the logo.

ICON INTRO

The “AG Container” is our icon. It represents the brand and can occasionally be used on its own. The arch shape serves multiple purposes as it is both a wide “A” and “G” turned on its side.

Icon / "AG Container"

ICON COLOR VARIATIONS

Since the icon speaks for our brand, it should almost always be used in our primary blue when on its own, using ivory when the background is too dark to use blue.

ICON DON'TS

The icon should never be manipulated in any way. Below are some examples of how not to use the icon.

LOGO WITH ICON AND SUBGROUP

The logo with the icon can be locked up with the title of an Arch Amenities Group subgroup. This lockup is available in two colors, primary blue with charcoal and ivory.

Ivory

ACRONYM

The acronym can be used on communication pieces as long as the brand identity has been previously introduced. It is not to be used as a primary logo.

Acronym Do’s and Don’ts

In terms of hierarchy, the acronym logo should always be secondary and subordinate to the primary logo. Here are some examples of how to use them together properly.

Incorrect

Incorrect

ICON PACK

The icon pack will primarily be used to communicate our different lines of business in places like the website, pitch decks, and social media. They are custom made using the curved shape from the Arch icon and are available in blue and white, with and without the colored circle background.

DIGITAL ICONS

The digital icons can be used as a story telling tool, primarily on the website. They are custom made using the curved shape from the Arch icons and are available in blue and white, with wand without the colored circle background.

Blue Digital Icons

White Digital Icons

PATTERNS

Patterns can be used to enhance negative spaces on pitch decks or on the website. Each pattern is available in both blue and white.

PATTERN USAGE

Patterns should not be manipulated and used as they are prepared in the Power Point Template.

COLOR PALETTE

COLOR PALETTE Do’s and Don’ts

These color pairings create optimum, legible foregrounds and backgrounds. All other combinations should not be used.

Incorrect

COLOR PALETTE USAGE

Below is an example of how the colors work together. Typically, all colors will not be used at once.

www.archamenity.com

JANE SMITH

Director of Marketing

cell: 123-234-4316

email: janesmith@archamenity.com

Decmeber 17, 2021

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur

sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla.

Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit

anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do

eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

Jane Smith

JANE SMITH

Director of Marketing

GOOGLE FONTS

TYPOGRAPHY USAGE

Below are examples of how different font types can be used throughout collateral.

Inter Bold

Lato Italic Lato

PHOTOGRAPHY STYLE - GYMS

Arch Amenities Group photography should be elevated like our brand. It should portray environments and activities that our spaces have to offer; like gyms, spas, meeting rooms, refreshments. When looking for photography on stock websites avoid bold abrasive colors. Using blues and golds will help amplify our brand, but are not mandatory. Additionally, having one clear focal point in the image gives our photography a professional feel.

PHOTOGRAPHY STYLE - SPAS

Arch Amenities Group photography should be elevated like our brand. It should portray environments and activities that our spaces have to offer; like gyms, spas, meeting rooms, refreshments. When looking for photography on stock websites avoid bold abrasive colors. Using blues and golds will help amplify our brand, but are not mandatory. Additionally, having one clear focal point in the image gives our photography a professional feel.

PHOTOGRAPHY STYLE - Business

Arch Amenities Group photography should be elevated like our brand. It should portray environments and activities that our spaces have to offer; like gyms, spas, meeting rooms, refreshments. When looking for photography on stock websites avoid bold abrasive colors. Using blues and golds will help amplify our brand, but are not mandatory. Additionally, having one clear focal point in the image gives our photography a professional feel.

PHOTOGRAPHY Do’s and Don’ts

Photography can be placed into templates as stand along elements, or could overlap with text and logos. The photography should never take away from the logo or make text hard to read.

Correct: The logo and type are predominantly only over one contrasting color, dark on light or light on dark.

Incorrect: The logo and type are overlapping multiple elements and colors and is not legible.

Incorrect

Incorrect

www.archamenity.com

JANE SMITH

Director of Marketing

cell: 123-234-4316

email: janesmith@archamenity.com

Decmeber 17, 2021

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ​ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ​ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in ​reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur

sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est ​laborum. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor ​incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud ​exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor ​in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla.

Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit

anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do

eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis ​nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute ​irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

Jane Smith

JANE SMITH

Director of Marketing

3200 Tower Oaks Boulevard, Suite 400 ​Rockville, MD 20852

APPAREL

When branding apparel it is appropriate to use the acronym.

LINKEDIN

Cover: 1,192 x 220 pixels

Profile: 300 x 300 pixels

INSTAGRAM

Profile: 110x110

FACEBOOK

Cover: 820 x 312 pixels

Profile: 180x180 pixels

TWITTER

Profile: 400 x 400 pixels

Cover: 820 x 312 pixels

A GROWING PORTFOLIO

Our Brand Architecture is a system that gives a home to different facets of our growing portfolio, and serves as a guide for treating incoming acquisitions and innovation.

• Amenities Management
• Consulting & Technical Services
• Products & Programming

1. Spa
2. Fitness
3. Amenity Center Management
   

4. Meetings & Events

5. Pools

INTERNAL

EXTERNAL

DO

Follow the brand architecture as closely as possible. Contact the marketing team to make or confirm any new additions align correctly.

DON'T

Create new branding elements or change colors and fonts in any way.

HUTCHINSON - AN ARCH COMPANY

TABLE OF CONTENTS

Visual Code

ASSET DOWNLOADS

Hutchinson - An Arch Company Logo Files

Hutchinson Lockup

This new lockup will serve as Hutchinsion primary logo. It can be used with and without the Arch icon.

Hutchinson Lockup Color Variations

The logo is available in two colors and greyscale. Charcoal is the main color and to be used on white or light backgrounds. Ivory should be used on primary blue or dark backgrounds.

Ivory

Hutchinson Lockup Usage

A primary usage of the lockup will be on the Hutchinson website and the Arch Amenities Group website.

Hutchinson Lockup Don’ts

The logo should never be manipulated in any way, space or form. Below are some examples of how not to use the logo.

Rotating

ARCH DIGITAL

TABLE OF CONTENTS

Visual Code

ASSET DOWNLOADS

ArchDigital Logo Files

ARCHDIGITAL Lockup

The ArchDigital lockup can be used with and without the Arch icon.

ARCHDIGITAL Lockup Color Variations

The logo is available in two colors. Charcoal is the main color and to be used on white or light backgrounds. Ivory should be used on primary blue or dark backgrounds.

Ivory

ARCH POOLS - BRANDED SEGMENT

TABLE OF CONTENTS

Visual Code

Color

Typography

Collateral Examples

Email Signature

ASSET DOWNLOADS

Arch Pools Logo Files

Arch Amenities Group Google Fonts

Arch Amenities Group Color Palette

ARCH POOLS Lockup

The Arch Pools lockup is available in both a vertical and a horizontal lockup.

ARCH POOLS Lockup Color Variations

The logo is available in two colors. Blue is the main color and to be used on white or light backgrounds. Ivory should be used on primary blue or dark backgrounds.

Ivory

LOGO USAGE

The logo clear space is key in maintaining its integrity. Clear space should be equal to the width of the “H” in order for the logo to standout from its surroundings.

The logo should never be smaller than 1 inch measured horizontally.

LOGO DON'TS

The logo should never be manipulated in any way, space or form. Below are some examples of what should not be done.

ARCH MEETINGS & EVENTS - BRANDED SEGMENT

TABLE OF CONTENTS

Visual Code

Color

Typography

Email Signature

ASSET DOWNLOADS

Arch Meetings & Events Logo Files

Individual Location Logo Files

Arch Amenities Group Google Fonts

Arch Amenities Group Color Palette

ARCH MEETINGS & EVENTS Color Variations

The logo is available in three color combinations. Charcoal and Blue is the main color combination and to be used on white or light backgrounds, as well as the Charcoal version.

Ivory should be used on primary blue or dark backgrounds.

Ivory

INDIVIDUAL LOCATION LOGO FILES

Several of our locations have logos that were created by Arch Amenities Group, in collaboration with the client, for the purpose of promoting the Meetings & Events amenity.

PREFERRED VENDOR PROGRAM

TABLE OF CONTENTS

Visual Code

ASSET DOWNLOADS

Preferred Vendor Program Badge

PREFERRED VENDOR PROGRAM BADGE

A special badging system has been developed to designate each vendor and their participation in the program. Reminiscent of a "seal of approval," the badge denotes the highest commitment to product and service excellence. The badges can be used on signage, e-mail signatures, and collateral.

For the overall Preferred Vendor Program badge lockup, Blue is the main color and to be used on white or light backgrounds. The white badge should be used on dark backgrounds.

Badges for the Platinum, Gold, Silver, and Bronze levels are available upon sign-up.

Ivory

PREFERRED VENDOR PROGRAM BADGE USAGE

Badging clear space is key in maintaining its integrity. Clear space should be equal to the width of the word “ARCH” in the badge itself in order for the badge to standout from its surroundings. Additionally, the badge should never be smaller than 1 inch measured vertically.

1 inch

PREFERRED VENDOR PROGRAM BADGE Don’ts

The badge should never be manipulated in any way, space or form. Below are some examples of what should not be done.

PLEASE REACH OUT WITH ANY QUESTIONS RELATING TO OUR PREFERRED VENDOR PROGRAM TO CATHERINE WARREN