ARCH AMENITIES GROUP
TABLE OF CONTENTS
ASSET DOWNLOADS
Arch Amenities Group Logo Files
Arch Amenities Group Google Fonts
Arch Amenities Group Color Palette
INTRO
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.
We craft spaces so that from the second your client walks in they feel energized and transformed. And when they leave, it’s with a smile on their face.
Self-care. Thoughtful amenities. Practical comforts.
These are the ingredients that transform your space.
VISUAL CODE
DOWNLOAD LOGO FILES
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.
Clear Space
1 inch
Minimum Size
Logotype With Icon
Logotype Without Icon
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.
Primary Blue
Charcoal
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.
Adding New Colors
Mixing Colors
Rotating
Distorting
Ivory On Light Background
Primary Blue On Dark Background
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.
1 inch
Clear Space
Minimum Size
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.
Primary Blue
Charcoal
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.
Adding New Colors
Rotating
Distorting
Ivory On Light Background
Primary Blue On Dark Background
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.
Primary Blue
Ivory
ICON DON'TS
The icon should never be manipulated in any way. Below are some examples of how not to use the icon.
Adding New Colors
Moving Around Logotype
Rotating
Distorting
Ivory On Light Background
Primary Blue On Dark Background
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.
Primary Blue
and Charcoal
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.
Without Name Label
With Name Label
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.
Correct
Correct
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.
Fitness
Spa
Pool
Meetings
Food & Beverage
Community Engagement
Consulting
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.
Icon Pattern Blue
Icon Pattern White
Arch Pattern Blue
Arch Pattern White
PATTERN USAGE
Patterns should not be manipulated and used as they are prepared in the Power Point Template.
SECTION
Headline
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21
Icon Pattern Blue
SECTION
Headline
17
Icon Pattern White
SECTION
Headline
§
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delenitiatque.
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culpa qui officiadeseruntmollitiaanimi
§
§
23
Arch Pattern Blue
SECTION
Headline
26
Arch Pattern White
COLOR
COLOR PALETTE
This blue based color palette conveys trust and leadership, the additional shades and complementary colors make it inviting and warm. The accents color should be used sparingly.
PRIMARY COLORS
SECONDARY COLORS
ACCENT COLOR
BLUE
RGB: 33 88 134
CMYK: 93 68 25 7
HEX: #215886
CLOUDY SKY
RGB: 199 209 219
CMYK: 21 12 8 0
HEX: #c7d1db
SUNFLOWER
RGB: 235 207 131
CMYK: 8 16 57 0
HEX: #ebcf83
BLUE GRAY
RGB: 102 153 209
CMYK: 60 31 0 0
HEX: #6699d1
IVORY
RGB: 255 254 238
CMYK: 0 0 7 0
HEX: #fffeee
CHARCOAL
RGB: 51 47 45
CMYK: 67 64 64 62
HEX: #332f2d
COLOR PALETTE Do’s and Don’ts
These color pairings create optimum, legible foregrounds and backgrounds. All other combinations should not be used.
Correct
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
Side box in one of the primary colors.
Primary Blue at top hierarchy.
Minimal usage of Sunflower to
add a pop.
Blue Gray as the second primary.
Charcoal for body copy.
TYPOGRAPHY
GOOGLE FONTS
These Google fonts are compatible with Microsoft programs. Inter offers a simple, yet bold concise headline. Lato pairs well as a highly legible text for body or primary copy.
Italics can be used to call out important words, such as “experts.”
HEADLINE
Inter Regular
AaBbCcDdEeFfGgHhIiJjKkLlMm
NnOoPpQqRrSsTtUuVvWwxXYyZz
Inter Bold
AaBbCcDdEeFfGgHhIiJjKkLlMm
NnOoPpQqRrSsTtUuVvWwxXYyZz
INTER CAPS
AABBCCDDEEFFGGHHIIJJKKLLMM
NNOOPPQQRRSSTTUUVVWWXXYYZZ
BODY COPY
Lato Regular
AaBbCcDdEeFfGgHhIiJjKkLlMm
NnOoPpQqRrSsTtUuVvWwxXYyZz
Lato Italic
AaBbCcDdEeFfGgHhIiJjKkLlMm
NnOoPpQqRrSsTtUuVvWwxXYyZz
Lato Bold
AaBbCcDdEeFfGgHhIiJjKkLlMm
NnOoPpQqRrSsTtUuVvWwxXYyZz
TYPOGRAPHY USAGE
Below are examples of how different font types can be used throughout collateral.
SECTION
Headline
01 02
03
04
05
06
07
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12
INTER BOLD CAPS
Inter
Lato
Lato
Lato Italic
Inter Bold
Lato Italic Lato
PHOTOGRAPHY
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.
PRESENTATION TITLE
November 2022
Correct
Correct
From the experts at
WTS International and LifeStart.
PRESENTATION TITLE
December 17, 2021
Incorrect
Incorrect
EMAIL SIGNATURE
JANE SMITH | DIRECTOR OF MARKETING
janesmith@archamenity.com
t: 123-234-4316 | m: 267-456-0983
3200 Tower Oaks Blvd Suite 400 Rockville, MD 20852 www.archamenity.com
Email Signature Template
Instructions
In Outlook email (the Desktop App version, please), you can create a standard signature for your messages. To change your signature, copy the template from the document (available here, or through the "Download" button above) and then follow these prompts from the Outlook menu:
In the "Edit Signature" text box, paste the template and update accordingly.
Click "SAVE."
Note: you can create different signatures and assign how they are used. For example, this signature template may be assigned to all new messages but only a shortened version used for replies/forwards.
Letterhead and Envelope
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
PRESS RELEASE TEMPLATE
APPAREL
When branding apparel it is appropriate to use the acronym.
Contact: First Last | Title | 123-321-2347 | emil@arch
es.com
fistlast@archamenity.com
Headline
Subcopy
For Immediate Release
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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.
###
About Arch Amenities Group: Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt Lorem ipsum dolor sit amet, consectetur adipiscing elit.
PowerPoint TEMPLATE
SECTION
Fitness
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officia deserunt mollitia animi
Spa
At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident, similique sunt in culpa qui
officia deserunt mollitia animi
Business
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officia deserunt mollitia animi
13
Title Page Without Photography
Interior Page
PRESENTATION TITLE
November 2022
Title Page With Photography
Interior Page With Graph
Proposal TEMPLATE
Title Page Without Photography
Table of Contents
Title Page With Photography
Interior Page With Full Bleed Photography
DIGITAL EXAMPLES
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
BRAND ARCHITECTURE
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.
corporate masterbrand
Our Name.
Our Corporate & External B2B Brand.
OFFERINGS
What We Provide.
4. Meetings & Events
5. Pools
core segments
Areas of Expertise & Focus. Structural
& Operational in Nature. Not Branded.
BRANDED SEGMENTS
A Brand Within Our Brand. Treated with an Arch-led Name & Branded Wordmark.
INTERNAL
EXTERNAL
products & programs
A Complementary Product or Program. Treated with a Naming Construct Only, with Some Visual Branded Elements.
PRODUCTS & PROGRAMS (flanker brands)
An Entity Owned by AAG That Retains Its Original Name. May Involve Branded Visual Elements.
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.
BRAND ARCHITECTURE
CONTINUUM / HONEYCOMB
HUTCHINSON - AN ARCH COMPANY
TABLE OF CONTENTS
ASSET DOWNLOADS
Hutchinson - An Arch Company Logo Files
VISUAL CODE
Hutchinson Lockup
This new lockup will serve as Hutchinsion primary logo. It can be used with and without the Arch icon.
Without Arch Icon
With 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.
Charcoal
Greyscale
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.
Adding New Colors
Rotating
Distorting
Ivory On Light Background
Charcoal On Dark Background
VISUAL CODE
ARCHDIGITAL Lockup
The ArchDigital lockup can be used with and without the Arch icon.
Without Arch Icon
With 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.
Charcoal
Ivory
ARCH POOLS - BRANDED SEGMENT
TABLE OF CONTENTS
ASSET DOWNLOADS
Arch Pools Logo Files
Arch Amenities Group Google Fonts
Arch Amenities Group Color Palette
VISUAL CODE
ARCH POOLS Lockup
The Arch Pools lockup is available in both a vertical and a horizontal lockup.
Vertical Lockup
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.
Blue
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.
1 inch
Clear Space
Minimum Size
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.
Adding New Colors
Mixing Colors
Rotating
Distorting
Ivory On Light Background
Primary Blue On Dark Background
EMAIL SIGNATURE
JANE SMITH | DIRECTOR OF MARKETING
janesmith@archamenity.com
t: 123-234-4316 | m: 267-456-0983
3200 Tower Oaks Blvd Suite 400 Rockville, MD 20852 www.archamenity.com
Email Signature Template
Instructions
In Outlook email (the Desktop App version, please), you can create a standard signature for your messages. To change your signature, copy the template from the document (available here, or through the "Download" button above) and then follow these prompts from the Outlook menu:
In the "Edit Signature" text box, paste the template and update accordingly.
Click "SAVE."
Note: you can create different signatures and assign how they are used. For example, this signature template may be assigned to all new messages but only a shortened version used for replies/forwards.
ARCH MEETINGS & EVENTS - BRANDED SEGMENT
TABLE OF CONTENTS
ASSET DOWNLOADS
Arch Meetings & Events Logo Files
Individual Location Logo Files
Arch Amenities Group Google Fonts
Arch Amenities Group Color Palette
VISUAL CODE
ARCH MEETINGS & EVENTS Lockup
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.
Charcoal and Blue
Charcoal
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.
EMAIL SIGNATURE
JANE SMITH | MARKETING MANAGER
janesmith@archamenityevents.com
t: 123-234-4316 | m: 267-456-0983
3200 Tower Oaks Blvd Suite 400 Rockville, MD 20852 www.archamenityevents.com
Email Signature Template
Instructions
In Outlook email (the Desktop App version, please), you can create a standard signature for your messages. To change your signature, copy the template from the document (available here, or through the "Download" button above) and then follow these prompts from the Outlook menu:
In the "Edit Signature" text box, paste the template and update accordingly.
Click "SAVE."
Note: you can create different signatures and assign how they are used. For example, this signature template may be assigned to all new messages but only a shortened version used for replies/forwards.
PREFERRED VENDOR PROGRAM
TABLE OF CONTENTS
ASSET DOWNLOADS
Preferred Vendor Program Badge
VISUAL CODE
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.
Blue
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.
Clear Space
1 inch
Minimum Size
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.
Adding New Colors
Mixing Colors
Rotating
Distorting
Ivory On Light Background
Charcoal On Dark Background
PLEASE REACH OUT WITH ANY QUESTIONS RELATING TO OUR PREFERRED VENDOR PROGRAM TO CATHERINE WARREN
Contact us
Address
3200 Tower Oaks Blvd Suite 400, Rockville, MD 20852
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