No18

Official Websites

• https://www.no18.com
• http://www.no18.com

Brand Guidelines

2019

Brand Summary

Mission

• To provide a cosmopolitan members club for businesses with beautifully designed lounges, meeting rooms, and high-end workspaces tailored to support all members’ needs, creating a rewarding setting for both work and leisure—a place to call home.

Core Values

• community
• well-being
• attention to detail
• professional service
• enriching experience

Target Audience

• Business professionals and companies seeking a premium, aspirational environment that blends workplace and residence, offering both work and leisure in a high-end, design-focused setting.

Personality Traits

• cosmopolitan
• aspirational
• friendly
• inspiring
• professional

Visual Identity Overview

• The visual identity is sophisticated and modern, emphasizing a blend of black, white, and gold as primary colors, with accent colors used sparingly. The brand uses elegant typography (Gill Sans Std and Adobe Garamond Pro), minimalist layouts, and high-quality, story-driven imagery to convey a sense of luxury, comfort, and community.

Categories

Brand Imagery

• Our photography needs to tell a story about how people use our spaces and our products. Regardless of whether you are shooting an office, meeting room or open space, to make these convincing and natural we use techniques such as a shallow depth of field to focus on the part of the image that tells the story.
• As well as capturing wider views of people working in our environments, we also capture detailed portraits of people at work. or otherwise enjoying our venues
• We want brief moments, which when combined, help to tell a bigger story about the experiences of people use No I 8.
• Beautiful photography presenting our products at their best.
• Photography that tells a story with moments captured in an interesting way.
• Do take your shoots with clean windows and on days with good weather.
• Do occasionally use portrait lenses to create captivating compositions
• Don’t use effects such as distortion with a wide-angle lenses.
• Do declutter your compositions removing objects such as fire extinguishers and office supplies etc.
• Don’t take shoots on days of bad weather and overcast skies.

Color Palette

• Our colour palette is an essential tool in building a distinctive and recognisable brand identity.
• Since our pictures often feature bold colours and distinctive environments, our primary brand colour palette is limited to black and white in order to present a calm background so that our imagery can speak for itself.
• Nol 8 black and gold must always be used at I 00% tint value.
• Accent colours are to be used only when additional colours are required, for example on graphs, charts and tables.
• Accent colours are not to be as backgrounds but are there to create distinctive highlights and motifs when a hint of colour is required to obtain the desired effect.
• Designs should be primarily black and white, with black as the dominant colour. Secondary colours should be used only when absolutely necessary as accents or for colour coding key informations i.e graphs; never as a main featured colour.
• Black should always be used as the base colour for No 18 designs unless it poses a problem or leads to poor results (for example: certain printing situations). In such cases, the black/white ratio may be reversed.

Typography

• Our brand typefaces are the Sans Serif font Gill Sans Std and the Serif font Adobe Garamond Pro Italic.
• They are to be used for all our printed communications and online whenever possible.
• We use two fonts for Gill Sans Std; Light and Regular (no italics).
• We use three fonts for Adobe Garamond Pro; Regular, Italic, and Semibold Italic.
• When Gill Sans Std or Adobe Garamond Pro Italic cannot support a language script, we use the typeface Noto – a free font developed by Google.
• For applications where we have to rely on a devices font set such as email campaigns, we use Arial as an alternative for Gill Sans Std and as an alternive to Adobe Garamond Pro we use Georgia. Both Arial and Georgia are common to PC and Mac.
• Headlines use punctuation such as apostrophes and question marks, but not full stops.
• Subheaders and body copy use full punctuation with full stops.
• Bullet points do not use full stops.
• All headlines should be formatted using the font Gill Sans with 200 tracking applied.
• For online digital tracking use the css property and value ‘letter-spacing: .2em’.
• We use upper case and sentence case in our communications.
• Title case should only be used when a name is in the sentence.

Logo Usage

• This logo is the preferred option to be used whenever possible. It is always used in 100% black.
• The reversed version is to be used on a black or very dark backgrounds.
• Our brand logo should only be reproduced from master artwork files and should not be redrawn, reset or altered in any way.
• The master artwork files are available in various electronic formats, for both Mac and PC.To obtain files, or for further guidance and queries, please contact the marketing team.
• To ensure prominence and legibility, the logo is always surrounded by an area of clear space which remains free of other design elements, such as type and other logos.This is also the minimum distance the logotype can be placed from the edges of the page. The construction of the exclusion zone is based on the height of the ‘N’ from the No 18 logo.The clear space is implemented from the left and right edges of the logo and from the number height and baseline of the logo on top and bottom.
• The minimum size is defined by the width of the logo.To ensure maximum clarity the minimum size is 12mm (width) when used for print
• When used in digital formats, the logo has a minimum size of 35px (width).
• Don’t use any other colours.
• Don’t use the logo at an angle.
• Don’t use the reverse logo on light backgrounds
• Don’t alter the logo in any way.
• Don’t create wallpaper patterns or repeat patterns.
• Don’t use the logo over busy areas of imagery.
• Don’t use any effects such as a drop shadow, glow or blur.
• Don’t use the logo on dark backgrounds.
• The master artwork files are available in various electronic formats, for both Mac and PC, and are available from the Marketing Team.
• Please ensure that logo is used correctly at all times.

Tone And Messaging

• Great brands are built through the consistent delivery of the brand messages through all touchpoints – a strong, unified message reinforces not only who we are and why we exist, it also drives recognition, trust, success, and of course ultimately: business growth.
• We are a cosmopolitan members club for businesses with beautifully designed lounges, meeting rooms and high-end workspaces tailored to support all our members’ needs. It’s a truly rewarding setting for both work and leisure, and a place to call home.
• No18 venues are a blend of workplace and residence, with a unique eclectic aesthetic. It’s an aspirational environment, with a friendly and inspiring atmosphere. We combine professional service, a high attention to detail, and state of the art technology to create a truly enriching experience.
• Our holistic philosophy, with a focus on community and well-being, helps our members toward a happier, healthier and more productive lifestyle.
• Occasionally we may want to communicate the essence of the brand in concise writing to the onlooker, and we do this by complementing the logo with our tagline - “The home for a rewarding business lifestyle”.
• The correct spelling of our brand name is No18 which is simple and elegant. The ‘N’ is in uppercase and the ‘o’ is in lowercase with no additional punctuation applied.

Brand Values

• We are a cosmopolitan members club for businesses with beautifully designed lounges, meeting rooms and high-end workspaces tailored to support all our members’ needs. It’s a truly rewarding setting for both work and leisure, and a place to call home.
• No18 venues are a blend of workplace and residence, with a unique eclectic aesthetic. It’s an aspirational environment, with a friendly and inspiring atmosphere. We combine professional service, a high attention to detail, and state of the art technology to create a truly enriching experience.
• Our holistic philosophy, with a focus on community and well-being, helps our members toward a happier, healthier and more productive lifestyle.

Visual Style

• This logo is the preferred option to be used whenever possible. It is always used in 100% black.
• The reversed version is to be used on a black or very dark backgrounds.
• Our brand logo should only be reproduced from master artwork files and should not be redrawn, reset or altered in any way.
• To ensure prominence and legibility, the logo is always surrounded by an area of clear space which remains free of other design elements, such as type and other logos. This is also the minimum distance the logotype can be placed from the edges of the page. The construction of the exclusion zone is based on the height of the ‘N’ from the No 18 logo. The clear space is implemented from the left and right edges of the logo and from the number height and baseline of the logo on top and bottom.
• The minimum size is defined by the width of the logo. To ensure maximum clarity the minimum size is 12mm (width) when used for print.
• When used in digital formats, the logo has a minimum size of 35px (width).

Iconography

• The No18 icons are elegant and efficient in their design.They should always be used in a single colour and share the same line width.To ensure consistency all icons must be approved by the No I 8 brand team before use.
• Icon usage should be kept to a minumum. Usually our icons will be gold on a black background, another colour may be used if necessary to help the icons stand out from a busy or gold background.

Layout And Composition

• To ensure prominence and legibility, the logo is always surrounded by an area of clear space which remains free of other design elements, such as type and other logos. This is also the minimum distance the logotype can be placed from the edges of the page. The construction of the exclusion zone is based on the height of the ‘N’ from the No 18 logo. The clear space is implemented from the left and right edges of the logo and from the number height and baseline of the logo on top and bottom.
• The minimum size is defined by the width of the logo. To ensure maximum clarity the minimum size is 12mm (width) when used for print.
• When used in digital formats, the logo has a minimum size of 35px (width).

Product Naming

• Print/digital location logo. Gill Sans Std Regular, tracking 200. Break line equal to logo width. Long text sized to fit logo width.
• Print/digital product or service logo. Gill Sans Std Light, tracking 200.
• We use a logo & tagline layout similar to our pay off lock-up. The location logos feature the underline. The product / service logo do not use the underline.

Merchandise Guidelines

• Figure 41. Merchendising examples.