ECD Architects

Official Websites

• https://ecda.co.uk
• http://ecda.co.uk

Brand Guidelines

2018

Brand Summary

Mission

• ECD Architects aims to deliver high quality architectural and building consultancy services focused on improving the environment we all live and work in, with an emphasis on energy conscious design and sustainability [^1].

Core Values

• We care
• We achieve as a team
• We improve
• We deliver

Target Audience

• Clients seeking sustainable, low-energy, and high-quality architectural solutions, including local authorities, government departments, housing associations, developers, charitable trusts, public and private companies [^2].

Personality Traits

• Professional
• Collaborative
• Innovative
• Caring
• Quality-driven

Visual Identity Overview

• The visual identity is minimalistic and professional, using a primary palette of greens and greys, a modern sans-serif typeface (FS Albert), and a logo featuring a stylized leaf and wind motif. The brand emphasizes clarity, sustainability, and consistency across all materials [^3].

Categories

Color Palette

• The full colour version of the logo uses the ECO greens and ECO grey to give the logo maximum impact.
• The logo can also be reversed out on the ECO primary green or black.
• The ECD Architects primary colour palette is an important part of the identity, and must be maintained at all times.
• These guidelines provide specifications for reproducing these colours in Pantone, CMYK and RGB.
• Our primary colour palette comprises of the ECD Architects Green, Forest Green and Grey which all appear in the main logo.
• Primary colour palette The ECD Architects primary colour These guidelines provide specifications Green Green Green palette is an important part of the for reporducing these colours in Pantone, Pantone C: 4 R: 149 identity, and must be maintained at all CMYK and RGB 7494u M:20 G:172 times. Y: 60 B: 126 K: 1 ECD ECD Forest Forest Forest Green Grey Green Green Green Pantone C: 66 R: 99 7490u M:27 G: 140 Y: 97 B: 64 K: 9 Our primary colour palette Our primary colour palette comprises of the ECD Architects Green, Forest Green and Grey which all appear in the main logo. Grey Grey Grey Pantone C: 56 R: 117 424u M:45 G:122 Y: 43 B: 125 K: 10
• The secondary colours should only ever be used to add variety to the ECO Architects main colours, and should never be used without them.
• Wherever possible, the ECD Architects colours should be used for all items, but where additional colour options are required a secondary palette can be used.
• This palette has been carefully chosen, and along with black and white these should be the only colours used on virtually all items.
• The ECD Architects primary colours should be used wherever possible, with the secondary palette used only where it is essential to provide clarity.
• Use the ECD Architects primary colours - only introducing the secondary palette sparingly. Use a fine line for clarity.

Typography

• The use of typography gives a strong cohesion to our identity, and FS Albert has been chosen as our primary typeface and is available in a range of weights.
• FS Albert is installed on all computers. Should you find you are unable to use FS Albert then Arial may be used in its place.
• When using type, be careful not to use too many weights and colours.
• Please use FS Albert Bold for headings, FS Albert Regular for sub-headings and FS Albert Light 11pt for body copy.
• For reports, letters other documents in ‘Microsoft Office’ use FS Albert Light 11pt (line space multiple 1.2).
• ECD Architects Forest Green Bold 48pt
• Grey Bold 32pt
• Black Light 11pt
• When creating tables the key is simplicity. Do not include too many weights and colours - try to use bold and light wherever possible.
• Use FS Albert bold
• Use FS Albert light, introducing heavier weights and italics sparingly and only to help with clarity.
• When using tables, try to make sure that they form a coherent set. By using secondary weights and colours sparingly you will avoid creating tables that compete with each other.
• Headings: FS Albert Bold Size: 11pt Line spacing: 1.2
• Text: FS Albert Light Size: 11pt Line spacing: 1.2
• Emails should be written in FS Albert Light 11 pt.
• Text FS Albert Light Size: 11pt

Logo Usage

• The ECD logo is the backbone of our identity.
• It should be treated with respect and never distorted. It is essential that all items use the original artwork files to help preserve the logo’s integrity.
• To preserve the integrity of the Company name, and avoid confusion, the company strap line Energy Conscious Design is never to appear without either the company name or logo.
• There is a single colour version of the logo for use against a white background.
• The full colour version of the logo uses the ECD greens and ECD grey to give the logo maximum impact.
• The logo can also be reversed out on the ECD primary green or black.
• The logo should always be reproduced using the correct original artwork, and applied carefully within these guidelines.
• The logo should always be re-sized in proportion and never be distorted in any way from its original dimensions.
• The logo should never be cropped, or the symbol and typography separated.
• The Logo should never be reproduced in different colours.
• The logo should wherever possible be positioned at the top left of the page. If this is not possible, the logo should be moved to the bottom left.
• Where possible the logo should appear in colour.

Dual Branding

• Where items need to carry dual branding to include the Keegans logo, the Keegans logo should be positioned top left, with the ECD logo placed top right.
• If the Keegans logo has to be moved to the bottom left, the ECD Architects logo should be moved to the bottom right to maintain our relationship.

Report Templates

• We have branded oversized report covers that can go into A4 folders. If you require a cover for a folder, please speak to marketing. Provide them with the text you want in place on the cover and they will produce it for you.
• We have set brand templates in Word for use. Please take a copy and use for your reports. Do not save over the original template file.
• @All ECD templates can be found in the following folder.
• Q:\ECD\QUALITY ASSURANCE\01-ECD CURRENT\01-ISO 9001\08-Templates\ 01 Templates (Current)

Printed Stationery

• Please use our Letterhead template for correspondence. Letters sent electronically should include the senders electronic signature, and be saved and sent as α PDF file. Hard copy letters should be saved as α PDF prior to printing. This file should then be printed on our “good” paper (90gsm, FSC certifed, Color Copy Paper) with the “Fit” button selected within the Print pop-up window. The printed letter can then be signed and sent.
• Headings: FS Albert Bold Size: 11pt Line spacing: 1.2
• Text: FS Albert Light Size: 11pt Line spacing: 1.2

Electronic Stationery

• Emails should be written in FS Albert Light 11 pt. Email signatures are automatically setup by IT. Do not change them yourself. If you require yours updating please speak to the marketing team.
• Text FS Albert Light Size: 11pt
• We have a standard branded template for PowerPoint presentations.
• All ECD templates can be found in the following folder. Q:\ECD\QUALITY ASSURANCE\01-ECD CURRENT\01-ISO 9001\08-Templates\ 01 Templates (Current)

Marketing Materials

• We have a range of marketing material to help you promote our business.
• We have a company profile sheet which provides an overview of our areas of expertise.
• We have a sector profile brochure which provides an overview of our areas of expertise.
• If you require a new brochure or amends to any other existing items please speak to marketing.
• All staff CVs are created by marketing team into this template for the use in bids.

Sector Profile

• We have a sector profile brochure which provides an overview of our areas of expertise.
• If you require a new brochure or amends to any other existing items please speak to marketing.

Company Profile

• We have a company profile sheet which provides an overview of our areas of expertise.

Curriculum Vitaes

• All staff CVs are created by marketing team into this template for the use in bids.

Meeting Minutes

• Please use the standard branded template for all meeting minutes.
• @ΑΙΙ ECD templαtes cαη be found ίη the following folder.
• Q:\ECD\QUALITY ASSURANCE\01-ECD CURRENT\01-ISO 9001 \08-Templates\ 01 Templates (Current)

Powerpoint Templates

• We have a standard branded template for PowerPoint presentations.
• All ECD templates can be found in the following folder. Q:\ECD\QUALITY ASSURANCE\01-ECD CURRENT\01-ISO 9001\08-Templates\ 01 Templates (Current)

Brand Values

• Our values define our principles and priorities as an organisation. They guide what we do and how we do it.
• These icons have been created to embody those values, and can be used in N-Able blue or black.
• We care
• We achieve as a team
• We improve
• We deliver

Visual Style

• The ECD logo is the backbone of our identity. It should be treated with respect and never distorted. It is essential that all items use the original artwork files to help preserve the logo’s integrity.
• To preserve the integrity of the Company name, and avoid confusion, the company strap line Energy Conscious Design is never to appear without either the company name or logo.
• There is a single colour version of the logo for use against a white background.
• The full colour version of the logo uses the ECD greens and ECD grey to give the logo maximum impact.
• The logo can also be reversed out on the ECD primary green or black.
• The logo should always be reproduced using the correct original artwork, and applied carefully within these guidelines.
• The logo should always be re-sized in proportion and never be distorted in any way from its original dimensions.
• The logo should never be cropped, or the symbol and typography separated.
• The Logo should never be reproduced in different colours.
• The logo should wherever possible be positioned at the top left of the page. If this is not possible, the logo should be moved to the bottom left.
• Where possible the logo should appear in colour.
• Primary colour palette The ECD Architects primary colour These guidelines provide specifications Green Green Green palette is an important part of the for reporducing these colours in Pantone, Pantone C: 4 R: 149 identity, and must be maintained at all CMYK and RGB 7494u M:20 G:172 times. Y: 60 B: 126 K: 1 ECD ECD Forest Forest Forest Green Grey Green Green Green Pantone C: 66 R: 99 7490u M:27 G: 140 Y: 97 B: 64 K: 9 Our primary colour palette Our primary colour palette comprises of the ECD Architects Green, Forest Green and Grey which all appear in the main logo. Grey Grey Grey Pantone C: 56 R: 117 424u M:45 G:122 Y: 43 B: 125 K: 10
• The secondary colours should only Wherever possible, the ECD Architects This palette has been carefully chosen, ever be used to add variety to the ECO colours should be used for all items, but and along with black and white these Architects main colours, and should never be used without them. where additional colour options are should be the only colours used on required a secondary palette can be virtually all items. used.
• When using type, be careful not to use too many weights and colours.
• Please use FS Albert Bold for headings, FS Albert Regular for sub-headings and FS Albert Light 11pt for body copy.
• For reports, letters other documents in ‘Microsoft Office’ use FS Albert Light 11pt (line space multiple 1.2).
• When creating tables the key is simplicity. Do not include too many weights and colours - try to use bold and light wherever possible.
• The ECD Architects primary colours should be used wherever possible, with the secondary palette used only where it is essential to provide clarity.
• Use FS Albert bold
• Use FS Albert light, introducing heavier weights and italics sparingly and only to help with clarity.
• Use the ECD Architects primary colours - only introducing the secondary palette sparingly. Use a fine line for clarity.
• Column & row separator Use a fine rule in the colour of the header box.
• When using tables, try to make sure that they form a coherent set. By using secondary weights and colours sparingly you will avoid creating tables that compete with each other.

Layout And Composition

• The logo should wherever possible be positioned at the top left of the page. If this is not possible, the logo should be moved to the bottom left.
• Where items need to carry dual branding to include the Keegans logo, the Keegans logo should be positioned top left, with the ECD logo placed top right.
• If the Keegans logo has to be moved to the bottom left, the ECD Architects logo should be moved to the bottom right to maintain our relationship.
• Wherever possible, the N-Able Group sign-off should also appear on all items to reflect our role as part of the N-Able Group. The sign-off should appear as a footnote at the bottom of single page items, or on the back-page or reverse of multi page items.
• The Web Tab should appear bottom right of the page and the body of the tab should always appear in the ECD Architects primary green or white depending on the background used.
• The Company Tab should appear bottom right of the page and the body of the tab should always appear in the ECD Architects primary green or white depending on the background used.
• When creating tables the key is simplicity. Do not include too many weights and colours - try to use bold and light wherever possible.
• The ECD Architects primary colours should be used wherever possible, with the secondary palette used only where it is essential to provide clarity.
• Use FS Albert bold
• Use FS Albert light, introducing heavier weights and italics sparingly and only to help with clarity.
• Use the ECD Architects primary colours - only introducing the secondary palette sparingly. Use a fine line for clarity.
• Column & row separator Use a fine rule in the colour of the header box.
• When using tables, try to make sure that they form a coherent set. By using secondary weights and colours sparingly you will avoid creating tables that compete with each other.

Additional Properties