Parkwood Homes

Colour Variations

The Parkwood logo comes in 2 main colour variants, Full Colour & Colour Reverse. These colour variants are encouraged wherever possible.

The secondary colour applications are Reverse & One Colour, and should only be used when necessary for visibility or when printing in single colour. Black may also be used if necessary for single colour printing.

Always ensure that there is adequate contrast from the background when using the logo, it should be easily readable.

Logo Use & Clear Space

It’s important to keep a certain amount of “clear space” around your logo when placing it on brand materials, advertising, or any visual graphics.

Clear space helps present the logo and maintain good visibility when placed with other logos, marks, or graphics. The height of the lower case letters (x height) is the benchmark for spacing (it is marked with an “x”). The space around the logo should be at least as much as this.

Avoid making adjustments to the logo structure, icon, text, or colour that are not shown in this guide in order to maintain brand consistency.

Type Styles

Typography plays a large role in establishing visual language. It helps set the tone of communication and aids in providing clarity, style, and character.

For a consistent style, utilize Light, Regular, and Bold weights with the following recommendations:

Roboto Light is primarily used for headings or large feature text. Regular is used for body copy, paragraphs, or large amounts of small text. Bold can be used for both headings and paragraph text, but shold only highlight or emphasize words or phrases.

Image Treatments

Pointed or angled shapes are a graphic treatment in the Parkwood brand. Images can be framed with pointed shapes that imply movement. The pointed shapes can also be used on their own as graphics (without containing an image). This shape is derived from the angles within Parkwood’s rooftop logo icon.

Image Treatments

Circles are also used to frame images. These are primarily used as a way to display show homes and models, multi-family developments, and communities.

Models, show homes, and multi-family developments should have some aspect of the building extruding form the circle to create visual interest.

Community images can be contained within the circle.

Multi-family developments should feature a specific unit by fading out the neighbouring units with a subtle white overlay. This makes a single unit within the development stand out.

Shapes

Shapes such as the Parkwood logo rooftop and pointed angles can be used as backgrounds to add depth and visual interest to branded materials.

Icons

Icons are used across the Parkwood website and in both internal and external documents. They help give extra context to the information they are presented with. They can also be used to call attention to pieces of information.

Use this style as a guide for new icons created. Keep the weight of strokes the same.

Photography

Photography should mainly showcase the range of Parkwood’s models, design finishes, and specs. Interiors of the homes are the main focus. Exteriors are important while talking about the model or show home.

Lifestyle images can also be used to help communicate more about the community or type of lifestyle being offered by a Parkwood home or development.

Applications

See a few examples of the graphic assets applied to Parkwood branded materials.

These examples show uses of the logos, typography, colours, shapes, and images all working together.