Overview
BFS Landscape Architects’s brand is the collection of perceptions people have about our company. It is the big picture impression that is left on our customers and those who interact with us.
BFS Landscape Architects’s branding exists to differentiate our company from others in the marketplace, as well as connect with a target audience. It creates trust and recognition by communicating in a consistent way across all teams and channels.
This style guide is the visual translation of BFS Landscape Architects's mission, vision and values. It is the framework that specifies how to communicate the BFS Landscape Architects brand. The design assets presented within are the tangible visual elements that determine how our brand is perceived by, and how it interacts with, the world.
Brand Story
Over the past 25 years, BFS has provided design and planning services to public and private clients throughout California. Our projects range from regional park and open space master plans to detailed design for recreation, community facilities, health and academic campuses, hospitality, housing and public spaces.
Our Mission
We assist clients in achieving their vision, creating places that are vibrant and enduring. Our design solutions come from dialogue, examination, diligence and cooperation. Working as a collaborative team, we strive to reveal the inherent essence of a place and then enhance that essence through design.
Our Vision
Inspiration may come from anywhere – a site’s natural environment, its cultural history, the people who use it, or a vision for its future.
Our Values
Common to all projects is the value we place on lasting partnerships that produce positive, rewarding places.
Logo Identity
BFS Landscape Architects’s logo is the cornerstone of our brand identity. It clearly communicates who we are, our values, is visually appealing, and makes a lasting impression on BFS Landscape Architects’s audience.
The BFS Landscape Architects logotype design and its variations are property of BFS Landscape Architects. All rights afforded under U.S. copyright law are retained by the owner.
Correct and incorrect versions of our company name include:
Correct:
- BFS Landscape Architects
Incorrect:
- bfs Landscape Architects
- bfs landscape architects
Permission Required. Written permission is required by any individual, persons, or company desiring to use our identity graphics in conjunction with a commercial product, business name or unaffiliated service.
Distribution. Do not redistribute without our expressed consent as files are subject to change without notice.
Right of Refusal. The owner retains the right to revoke permission and use of graphic assets for any reason.
Approved Logo Variations
Primary Logo Variations
Secondary Logo Variations
Approved Brandmarks and Wordmarks
Primary Brandmark / Wordmark Variations
Secondary Brandmark / Wordmark Variations
Usage Specifications
How to use our logo assets:
Provide an adequate amount of space around the logo to prevent overcrowding. Horizontal logos are used for website headers and business cards. Brandmarks and wordmarks can be used interchangeably where desired.
How not to use our logo assets:
Do not use our logo designs in unapproved colors. Our logo assets should never purposely be tilted or oriented differently than what\'s shown here.
Color Palette
BFS Landscape Architects’s official palette is comprised of a variety of swatches, each functioning as an essential component to our brand’s web presence and print design materials.
Mustard
RGB183 / 158 / 1
HEXB79E01
CMYK0 / 14 / 99 / 28
Pantone613 C
Primary accent color used for logo assets.
Bronze
RGB110 / 95 / 0
HEX6E5F00
CMYK0 / 14 / 100 / 57
Pantone133 C
Primary accent color used for logo assets.
White
RGB255 / 255 / 255
HEXffffff
CMYK0 / 0 / 0 / 0
Pantone133 C
Neutral background color.
Light Silver
RGB242 / 242 / 242
HEXF2F2F2
CMYK0 / 0 / 0 / 5
Pantone133 C
Neutral alternate background color.
Nickel
RGB109 / 110 / 113
HEX6D6E71
CMYK4 / 3 / 0 / 56
Pantone133 C
Text color, buttons and other UI elements.
Warm Gray
RGB88 / 89 / 91
HEX58595B
CMYK3 / 2 / 0 / 64
Pantone133 C
Text color, buttons and other UI elements.
Olive Gray
RGB56 / 61 / 63
HEX383D3F
CMYK11 / 3 / 0 / 75
Pantone133 C
Subheader text color.
Soft Black
RGB24 / 29 / 30
HEX181D1E
CMYK20 / 3 / 0 / 88
Pantone133 C
Header text color.
Typography
Typography -- the visual art of creating written words -- is an essential building block of BFS Landscape Architects’s brand identity. BFS Landscape Architects utilizes the following defined typefaces for all content displayed on our website at https://bfsla.com.
Primary Typeface: Work Sans
A modern sans-serif font designed for use in both the web and print. It's high legibility is optimized for on-screen text usage at medium sizes. Work Sans' wide geometric letters command attention for portfolio titles and when displayed on top of richly detailed images.
H1 heading
H2 heading
H3 heading
H4 heading
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 ! ? . , : ; ‘ “ ^ < >
@ # $ % & * ( ) [ ] { } / \ | _ + = - ~ `
How quickly daft jumping zebras vex.
The quick brown fox jumps over the lazy dog.
This is a paragraph that uses every single letter in the alphabet. Now, that doesn’t mean this can be a paragraph with no story, but it does mean that every single letter is used. You can make it as generic or fanciful as you’d like. You can talk about anything from quilts to jets to xylophones. Oh yeah, and you can use whatever language you want, from Afrikaans to Zulu.
Directions for use:
Work Sans is used primarily for headers to create extra contrast from body copy. Various font weights help to provide additional contrast where needed.
View Work Sans at Google Fonts.
Secondary Typeface: Nunito Sans
A well balanced sans serif typeface with non-rounded terminals. Versatile and elegantly neutral for body copy, especially when displayed at a smaller size.
H1 heading
H2 heading
H3 heading
H4 heading
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 ! ? . , : ; ‘ “ ^ < >
@ # $ % & * ( ) [ ] { } / \ | _ + = - ~ `
How quickly daft jumping zebras vex.
The quick brown fox jumps over the lazy dog.
This is a paragraph that uses every single letter in the alphabet. Now, that doesn’t mean this can be a paragraph with no story, but it does mean that every single letter is used. You can make it as generic or fanciful as you’d like. You can talk about anything from quilts to jets to xylophones. Oh yeah, and you can use whatever language you want, from Afrikaans to Zulu.
Directions for use:
Nunito Sans is used for body copy purposes. Various font weights help to provide contrast for links and emphasized text.
View Nunito Sans at Google Fonts.
Imagery
BFS Landscape Architects’s on-brand images help to convey our best practices, aspirations and moods. The following images have been selected to communicate BFS Landscape Architects’s values associated with our brand.
Voice
BFS Landscape Architects’s brand voice strongly impacts how our audience feels about our products and services. The following words and phrases depict our best practices, personality and what does and does not demonstrate the voice of our BFS Landscape Architects brand.
Words we like:
Vision, vibrant, enduring, culture, cities, design, professionalism, style, aesthetics, sustainable, cooperation, collaborative, essence, enhance, natural environment, future, positive, rewarding, team, community
Words we don't like:
Flat, blocky, clunky, dry, dull, stale, plain