Oldcastle APG

🔗 Connections

Sector

Consumer goods Construction

Guideline Year

Language

Tags

Official Websites

Brand Guidelines

2023

Brand Summary

Mission

Enable people to Live Well Outside by providing the most complete collection of outdoor brands and expert design support, inspiring endless possibilities to create inviting spaces for everyone to connect, reflect, and recharge [^1].

Core Values

Bringing Wellness Home
Sustainability at Scale
Brands that Transform
Empowered to Serve

Target Audience

Homeowners, experienced consumers, skilled DIYers, professional designers, and installers seeking solutions for outdoor living projects [^2].

Personality Traits

Grounded
Inspiring
Empowering
Guiding
Personal

Visual Identity Overview

The visual identity is defined by a modern, versatile typeface (TT Commons), expressive secondary typeface (Denton), a color palette inspired by nature (greens, blues, oranges), stylized shapes and icons, and consistent logo usage with clear guidelines for color, size, and application. Photography is immediate, believable, and lived-in, always grounded in the core purpose to ‘Live Well Outside’ [^3].

Categories

Brand Voice

If language is the body of our brand, then this page is the heart. On this page you’ll find the characteristics that define the way we speak and the core of our brand. The order is significant: Our relationships start from a calming, grounded place. We help inspire our customers to plan big, and empower them to bring their perfect yardscape to life with the most complete collection of brands in the industry. When it’s time to plan and order, we help untangle complicated steps and deliver with a personal touch.
On the following pages, you’ll find the core purpose, value proposition and pillars that embody these characteristics. This messaging will guide the ways that we activate in the market.
Our longevity and the breadth of our solutions enable us to guide and empower our customers. We speak with the authentic confidence of a leader and the friendliness of a local business.
Our tone is warm and approachable. We want our communications to feel familiar yet refreshing — like a cool breeze on a summer day.
Generally avoid uncommon words and jargon where possible in favor of clear, concise and relatable language.
Grounded: Our tone is calming and resonant and we approach every conversation with a steady presence. Like the feeling of the earth and stone, our customers should feel assured that they’re in good hands.
Inspiring: We do more than make projects happen. We help people dream up bigger and better spaces that help them live more of their lives outdoors.
Empowering: We know that outdoor projects aren’t always simple. But we empower everyone to achieve their dream space, more easily, with well-considered tips and the network to make big things happen.
Guiding: We’re the experts in outdoor living and backyard design. We offer informed guidance and project solutions using language that is relevant to the needs and experience of each audience, whether first-time homeowners, experienced consumers, skilled DIYers, or professional designers and installers.
Personal: We do our best to make sure our customers feel seen, heard and understood. Our approach is flexible, and, like your favorite neighbor, we’re always there with the right solution at the right moment.
Simple, emotive and aspirational, this line encompasses the themes of wellness and outdoor living while also connecting Oldcastle to a higher standard that is “outside” the norm.
Living your best life begins with enjoying more time outside. Oldcastle makes it possible with the most complete collection of outdoor brands in the industry, and the expert design support to make your perfect outdoor oasis a reality.
Our exterior products work together to create the inviting outdoor spaces people need to connect, reflect and recharge. And our commitment to climate positive innovation means you can enjoy your one-of-a-kind yardscape while treading lightly on the planet.
At Oldcastle, we have everything you need to live well outside.
Bringing Wellness Home: Our exterior products work together to support the physical, emotional and social benefits of spending time outside. Thoughtfully designed outdoor spaces encourage more active lifestyles and provide the opportunity for people to connect to the natural world, their own thoughts and each other. As a result, we can help people live happier, healthier lives
Sustainability at Scale: Enjoying the outdoors starts with protecting it. Our commitment to climate positive innovation means recognizing the impact of choices large and small, and using our influence to work in ways that respect the natural resources we all share. From smart processes that help protect our fresh air and clean water today, to next generation technologies that support alternative energy and net-neutral possibilities tomorrow, Oldcastle makes it easy to reimagine your space, responsibly.
Brands that Transform: Oldcastle brings together everything you need to bring any outdoor vision to life. With inspiring possibilities and enduring performance for every structure and surface, plus powerful design support and experienced pros to turn abstract ideas into stunning reality, no one gives you more ways to go from dream to done. And no one provides the same level of support to contractors to promote quality workmanship and services.
Empowered to Serve: We believe in the power of personal relationships, so our local teams operate with a level of flexibility that’s unheard-of in most national organizations. Local decision-making allows our product companies and brands to deliver the prompt, personalized service our pro customers depend on to get their jobs done every day, while the strength of Oldcastle means knowing we’ll be there to stand behind our products and always make it right.

Brand Imagery

All Oldcastle APG photography should feel immediate, believable and lived-in. Never contrived or overly produced. If possible, people and products should always be shown together. When choosing imagery or planning photo shoots, ensure it is always grounded in our core purpose to “Live Well Outside.”
• The coloring should be rich, but not overly saturated.
• The use of interesting angles can create a more dynamic way to highlight all aspects of our products.
• When people are featured, try to capture genuine moments that include the surrounding environment.

Color Palette

Our main set of colors are inspired by the natural environment. While Oldcastle Green is our most prominent brand color, the secondary colors (Bright Green and Midtone Green) bring vibrancy and life to our communications. Secondary colors should be used as bold fields of color to offset the boldness of the Oldcastle Green.
The tertiary colors (Sage Green, Sky Blue, Deep Orange and Midtone Orange) should be used as accents to the primary and secondary colors. Using the tertiary colors sparingly will create pop and vibrancy, without overuse and brand confusion.
OLDCASTLE GREEN Pantone: 343 CMYK: 98 / 0 / 72 / 61 RGB: 0 / 88 / 61 #00583D
BRIGHT GREEN Pantone: 583 CMYK: 26 / 0 / 100 / 7 RGB: 186 / 204 / 40 #BACC28
MIDTONE GREEN Pantone: 4213 CMYK: 50 / 4 / 92 / 22 RGB: 113 / 157 / 61 #719D3D
SAGE GREEN Pantone: 5787 CMYK: 20 / 6 / 36 / 10 RGB: 187 / 197 / 161 #BBC5A1
SKY BLUE Pantone: 551 CMYK: 35 / 6 / 4 / 0 RGB: 161 / 207 / 231 #A1CFE7
DEEP ORANGE Pantone: 166 CMYK: 0 / 76 / 100 / 0 RGB: 242 / 99 / 34 #F26322
MIDTONE ORANGE Pantone: 7413 CMYK: 0 / 45 / 100 / 0 RGB: 249 / 157 / 28 #F99D1C
The vibrant Oldcastle APG color palette is not always appropriate for usage at full 100% opacity. As shown throughout this document, it is often effective to use the colors at a subtler 20% opacity as an accent. Using the colors at 20% allows darker type to be placed over the color block.
OLDCASTLE GREEN Pantone: 343 at 20% opacity CMYK: 20 / 0 / 14 / 12 RGB: 181 / 208 / 199 #B5D0C7
Pantone: 583 at 20% opacity CMYK: 5 / 0 / 20 / 1 RGB: 237 / 240 / 209 #EDF0D1
Pantone: 5787 at 20% opacity CMYK: 4 / 1 / 7 / 2 RGB: 236 / 238 / 229 #ECEEE5
Pantone: 551 at 20% opacity CMYK: 7 / 1 / 1 / 0 RGB: 233 / 243 / 248 #E9F3F8
MIDTONE GREEN Pantone: 4213 at 20% opacity CMYK: 10 / 1 / 18 / 4 RGB: 218 / 227 / 205 #DAE3CD
DEEP ORANGE Pantone: 166 at 20% opacity CMYK: 0 / 15 / 20 / 0 RGB: 254 / 220 / 198 #FEDCC6
MIDTONE ORANGE Pantone: 7413 at 20% opacity CMYK: 0 / 9 / 20 / 0 RGB: 255 / 232 / 204 #FFE8CC

Typography

Our primary typeface is TT Commons. It is a modern and versatile face that comes in a variety of weights. TT Commons can be used for headlines, subheads and body copy. Regular and Bold are the preferred weights, but others can be used sparingly for legibility purposes.
TT COMMONS FAMILY Light Regular Medium DemiBold Bold ExtraBold Black
Our secondary typeface is Denton. Used primarily for headlines, Denton brings warmth and expressiveness to our brand. The Deton family is quite extensive, offering a large collection of weights and styles. A combination of italic and non-italic styles may be used to create emphasis. Light and Light Italic are the most utilized of the weights/styles, but others can be used on occasion for legibility purposes.
DENTON FAMILY Thin, Thin Italic Light, Light Italic Regular, Regular Italic Medium, Medium Italic Bold, Bold Italic ExtraBold, ExtraBold Italic Black, Black Italic
The following examples are intended to provide inspiration and guidance when laying out typography for our brand.
To offset primary copy within text or callouts, an eyebrow treatment may be used. Format the eyebrow using upper case TT Commons with expanded tracking to separate from the primary headline. This type treatment should be used as a secondary element and should be a smaller point size than the primary text.
The Denton font is only to be used in sentence case (only first word is capitalized) or title case (major words are capitalized). Sentence case is preferred for headlines. Avoid any usage of all capital letters with Denton.
Eyebrow Heading FONT: TT COMMONS BLACK TRACKING: 10%
To create interest and mimic the visual features of the icons, type can be outlined. This treatment should be used sparingly and only with large point sizes. Outlining small point sizes will hurt readability.

Logo Usage

Our logo should be treated as one the of the most critical elements of our identity system. It is comprised of three core elements: the Castlemark, the Oldcastle Wordmark and the CRH endorsement. All components of the logo must always be present and should not be removed.
The full logo should always be used to represent our brand. In specific applications, the Castlemark can be used on it’s own as a design element or when space is restricted.
There are four different logo color options approved for use. Make sure to choose the most appropriate logo color for the application:
2 Color Logo uses Oldcastle Green and Midtone Green. This is the preferred logo color option.
2 Color Logo Reverse uses White and Midtone Green. Use this logo when proper contrast is needed over an approved color field or image.
1 Color Logo Black. Use this logo when printing specifications are limited to black and white or proper contrast is needed.
1 Color Logo Reverse. Use this logo when proper contrast is needed over an approved color field or image.
The primary or stacked versions of the logo are preferred. The wordmark is only to be used in special circumstances, for example if the castlemark is used as a primary graphic element, or when it’s not feasible to include the castlemark due to size limitations.
Oldcastle APG in text should include a space between Oldcastle and APG. You must include the registration mark in the first instance of the written mark and may exclude thereafter as appropriate.
The stacked version of our logo should only be used in applications where a vertical format is necessary to fit the allotted space.
Designated clearspace preserves the readability, visibility and integrity of our identity system. The defined parameters ensure no other elements interfere with the logo. The same clearspace rules apply to both the primary logo and the stacked logo.
The recommended minimum size for all logo formats is measured to the width of the full mark.
The registered trademark should always appear with the logo mark. In copy, a superscript registered trademark should be applied at first reference of the corporate name and should appear after Oldcastle (Oldcastle® APG).
When first reference of Oldcastle APG happens to be in a headline, the registered trademark can be applied at the first instance within body copy, instead of in the headline.
Our logo is our most important asset. All formats of our identity should be displayed as designed, without alteration, modification or distortion of any kind.
Don’t rotate it
Don’t alter the colors
Don’t reconfigure elements
Don’t stretch it
Don’t apply visual effects
Don’t outline it
Don’t add gradients
Don’t fill in the castle
To create consistency in usage, a logo lock-up is available for each company/ region. A thin rule and designated clearspace is utilized between the corporate logo and company/region to maintain visual hierarchy. Modifying proportions, positioning or type weight is prohibited.
Primary Regional Lockup uses Oldcastle Green and Midtone Green. Alt is white. This is the preferred logo color option.
Stacked Regional Lockup uses Oldcastle Green and Midtone Green. Alt is white.
The stacked version should only be used in applications where a vertical format is necessary to fit the allotted space.
Divisions and departments within Oldcastle APG may use a lockup that includes the Castlemark paired with the name of the department or division in the Denton font ( bold weight ).
Department and division lockups use Oldcastle Green and Midtone Green. Alt is white.
Primary lockup is the preferred logo color option. Stacked lockup should only be used in applications where a vertical format is necessary to fit the allotted space.
The Castlemark may be used as a design element at large or small scale as long as the icon is thoughtfully and purposefully sized and/or cropped. The cropping of the Castlemark should happen at the bottom so the castle crenellations are always visible.

Tone And Messaging

If language is the body of our brand, then this page is the heart. On this page you’ll find the characteristics that define the way we speak and the core of our brand. The order is significant: Our relationships start from a calming, grounded place. We help inspire our customers to plan big, and empower them to bring their perfect yardscape to life with the most complete collection of brands in the industry. When it’s time to plan and order, we help untangle complicated steps and deliver with a personal touch.
Our longevity and the breadth of our solutions enable us to guide and empower our customers. We speak with the authentic confidence of a leader and the friendliness of a local business.
Our tone is warm and approachable. We want our communications to feel familiar yet refreshing — like a cool breeze on a summer day.
Generally avoid uncommon words and jargon where possible in favor of clear, concise and relatable language.
Grounded: Our tone is calming and resonant and we approach every conversation with a steady presence. Like the feeling of the earth and stone, our customers should feel assured that they’re in good hands.
Inspiring: We do more than make projects happen. We help people dream up bigger and better spaces that help them live more of their lives outdoors.
Empowering: We know that outdoor projects aren’t always simple. But we empower everyone to achieve their dream space, more easily, with well-considered tips and the network to make big things happen.
Guiding: We’re the experts in outdoor living and backyard design. We offer informed guidance and project solutions using language that is relevant to the needs and experience of each audience, whether first-time homeowners, experienced consumers, skilled DIYers, or professional designers and installers.
Personal: We do our best to make sure our customers feel seen, heard and understood. Our approach is flexible, and, like your favorite neighbor, we’re always there with the right solution at the right moment.
Simple, emotive and aspirational, this line encompasses the themes of wellness and outdoor living while also connecting Oldcastle to a higher standard that is “outside” the norm.
Living your best life begins with enjoying more time outside. Oldcastle makes it possible with the most complete collection of outdoor brands in the industry, and the expert design support to make your perfect outdoor oasis a reality.
Our exterior products work together to create the inviting outdoor spaces people need to connect, reflect and recharge. And our commitment to climate positive innovation means you can enjoy your one-of-a-kind yardscape while treading lightly on the planet.
At Oldcastle, we have everything you need to live well outside.
Bringing Wellness Home: Our exterior products work together to support the physical, emotional and social benefits of spending time outside. Thoughtfully designed outdoor spaces encourage more active lifestyles and provide the opportunity for people to connect to the natural world, their own thoughts and each other. As a result, we can help people live happier, healthier lives
Sustainability at Scale: Enjoying the outdoors starts with protecting it. Our commitment to climate positive innovation means recognizing the impact of choices large and small, and using our influence to work in ways that respect the natural resources we all share. From smart processes that help protect our fresh air and clean water today, to next generation technologies that support alternative energy and net-neutral possibilities tomorrow, Oldcastle makes it easy to reimagine your space, responsibly.
Brands that Transform: Oldcastle brings together everything you need to bring any outdoor vision to life. With inspiring possibilities and enduring performance for every structure and surface, plus powerful design support and experienced pros to turn abstract ideas into stunning reality, no one gives you more ways to go from dream to done. And no one provides the same level of support to contractors to promote quality workmanship and services.
Empowered to Serve: We believe in the power of personal relationships, so our local teams operate with a level of flexibility that’s unheard-of in most national organizations. Local decision-making allows our product companies and brands to deliver the prompt, personalized service our pro customers depend on to get their jobs done every day, while the strength of Oldcastle means knowing we’ll be there to stand behind our products and always make it right.
As the leading provider of outdoor living building solutions in North America, Oldcastle® APG enables people to Live Well Outside. Its collection of enduring building products inspires endless possibilities to create inviting spaces for everyone to connect, reflect and recharge. A CRH Company, the manufacturer’s signature brands include Belgard® and Echelon® hardscape and masonry materials; Barrette Outdoor Living® and MoistureShield® decking and railing; Sakrete® and Amerimix® packaged concrete; Pebble Technology International® pool finishes; plus popular brands of landscape materials.
For more information visit oldcastleapg.com.

Brand Values

If language is the body of our brand, then this page is the heart. On this page you’ll find the characteristics that define the way we speak and the core of our brand. The order is significant: Our relationships start from a calming, grounded place. We help inspire our customers to plan big, and empower them to bring their perfect yardscape to life with the most complete collection of brands in the industry. When it’s time to plan and order, we help untangle complicated steps and deliver with a personal touch.
On the following pages, you’ll find the core purpose, value proposition and pillars that embody these characteristics. This messaging will guide the ways that we activate in the market.
Our longevity and the breadth of our solutions enable us to guide and empower our customers. We speak with the authentic confidence of a leader and the friendliness of a local business.
Our tone is warm and approachable. We want our communications to feel familiar yet refreshing — like a cool breeze on a summer day.
Generally avoid uncommon words and jargon where possible in favor of clear, concise and relatable language.
Grounded: Our tone is calming and resonant and we approach every conversation with a steady presence. Like the feeling of the earth and stone, our customers should feel assured that they’re in good hands.
Inspiring: We do more than make projects happen. We help people dream up bigger and better spaces that help them live more of their lives outdoors.
Empowering: We know that outdoor projects aren’t always simple. But we empower everyone to achieve their dream space, more easily, with well-considered tips and the network to make big things happen.
Guiding: We’re the experts in outdoor living and backyard design. We offer informed guidance and project solutions using language that is relevant to the needs and experience of each audience, whether first-time homeowners, experienced consumers, skilled DIYers, or professional designers and installers.
Personal: We do our best to make sure our customers feel seen, heard and understood. Our approach is flexible, and, like your favorite neighbor, we’re always there with the right solution at the right moment.
CORE PURPOSE: Simple, emotive and aspirational, this line encompasses the themes of wellness and outdoor living while also connecting Oldcastle to a higher standard that is “outside” the norm.
VALUE PROPOSITION: Living your best life begins with enjoying more time outside. Oldcastle makes it possible with the most complete collection of outdoor brands in the industry, and the expert design support to make your perfect outdoor oasis a reality.
Our exterior products work together to create the inviting outdoor spaces people need to connect, reflect and recharge. And our commitment to climate positive innovation means you can enjoy your one-of-a-kind yardscape while treading lightly on the planet.
At Oldcastle, we have everything you need to live well outside.
BRAND PILLARS: Bringing Wellness Home: Our exterior products work together to support the physical, emotional and social benefits of spending time outside. Thoughtfully designed outdoor spaces encourage more active lifestyles and provide the opportunity for people to connect to the natural world, their own thoughts and each other. As a result, we can help people live happier, healthier lives.
BRAND PILLARS: Sustainability at Scale: Enjoying the outdoors starts with protecting it. Our commitment to climate positive innovation means recognizing the impact of choices large and small, and using our influence to work in ways that respect the natural resources we all share. From smart processes that help protect our fresh air and clean water today, to next generation technologies that support alternative energy and net-neutral possibilities tomorrow, Oldcastle makes it easy to reimagine your space, responsibly.
BRAND PILLARS: Brands that Transform: Oldcastle brings together everything you need to bring any outdoor vision to life. With inspiring possibilities and enduring performance for every structure and surface, plus powerful design support and experienced pros to turn abstract ideas into stunning reality, no one gives you more ways to go from dream to done. And no one provides the same level of support to contractors to promote quality workmanship and services.
BRAND PILLARS: Empowered to Serve: We believe in the power of personal relationships, so our local teams operate with a level of flexibility that’s unheard-of in most national organizations. Local decision-making allows our product companies and brands to deliver the prompt, personalized service our pro customers depend on to get their jobs done every day, while the strength of Oldcastle means knowing we’ll be there to stand behind our products and always make it right.

Visual Style

Our logo should be treated as one the of the most critical elements of our identity system. It is comprised of three core elements: the Castlemark, the Oldcastle Wordmark and the CRH endorsement. All components of the logo must always be present and should not be removed.
The full logo should always be used to represent our brand. In specific applications, the Castlemark can be used on it’s own as a design element or when space is restricted.
There are four different logo color options approved for use. Make sure to choose the most appropriate logo color for the application: 2 Color Logo uses Oldcastle Green and Midtone Green. This is the preferred logo color option. 2 Color Logo Reverse uses White and Midtone Green. Use this logo when proper contrast is needed over an approved color field or image. 1 Color Logo Black Use this logo when printing specifications are limited to black and white or proper contrast is needed. 1 Color Logo Reverse Use this logo when proper contrast is needed over an approved color field or image.
The primary or stacked versions of the logo are preferred. The wordmark is only to be used in special circumstances, for example if the castlemark is used as a primary graphic element, or when it’s not feasible to include the castlemark due to size limitations.
Oldcastle APG in text should include a space between Oldcastle and APG. You must include the registration mark in the first instance of the written mark and may exclude thereafter as appropriate.
The stacked version of our logo should only be used in applications where a vertical format is necessary to fit the allotted space.
Designated clearspace preserves the readability, visibility and integrity of our identity system. The defined parameters ensure no other elements interfere with the logo. The same clearspace rules apply to both the primary logo and the stacked logo.
The recommended minimum size for all logo formats is measured to the width of the full mark.
The registered trademark should always appear with the logo mark. In copy, a superscript registered trademark should be applied at first reference of the corporate name and should appear after Oldcastle (Oldcastle® APG).
Our logo is our most important asset. All formats of our identity should be displayed as designed, without alteration, modification or distortion of any kind.
Don’t rotate it
Don’t alter the colors
Don’t reconfigure elements
Don’t stretch it
Don’t apply visual effects
Don’t outline it
Don’t add gradients
Don’t fill in the castle
To create consistency in usage, a logo lock-up is available for each company/ region. A thin rule and designated clearspace is utilized between the corporate logo and company/region to maintain visual hierarchy. Modifying proportions, positioning or type weight is prohibited.
Primary Regional Lockup uses Oldcastle Green and Midtone Green. Alt is white. This is the preferred logo color option.
The stacked version should only be used in applications where a vertical format is necessary to fit the allotted space.
Divisions and departments within Oldcastle APG may use a lockup that includes the Castlemark paired with the name of the department or division in the Denton font ( bold weight ).
Department and division lockups use Oldcastle Green and Midtone Green. Alt is white.
Primary lockup is the preferred logo color option. Stacked lockup should only be used in applications where a vertical format is necessary to fit the allotted space.
The stacked version of the LWO lockup is the preferred version. Although the LWO lockup may be used in conjunction with other colors from the brand palette, this page illustrates the preferred color usage.
1 Color uses Oldcastle Green This is the preferred logo color option.
1 Color Reverse uses White Use this option when proper contrast is needed over a color field or image.
2 Color Box Reverse uses White and Bright Green Use this option when proper contrast is needed over a color field or image.
1 Color Box Reverse uses White and Oldcastle Green Use this logo when proper contrast is needed over an approved color field or image.
The horizontal version of the LWO lockup may be used when the primary lockup is not appropriate for the allotted space.
1 Color uses Oldcastle Green
The Live Well Outside Type Treatment should always be used in close proximity to the Oldcastle APG Logo or Castlemark. “Close proximity” can be defined as when both the Live Well Outside Type Treatment and Oldcastle Logo are physically near each other and can be generally seen at the same time.
The size of the Live Well Outside Type Treatment can vary based on the application. It may appear as a small accent or much larger and image-like.
Visual separation between the two logos can be achieved through varying proportions or the use of a thin line or color block.
Our main set of colors are inspired by the natural environment. While Oldcastle Green is our most prominent brand color, the secondary colors (Bright Green and Midtone Green) bring vibrancy and life to our communications. Secondary colors should be used as bold fields of color to offset the boldness of the Oldcastle Green.
The tertiary colors (Sage Green, Sky Blue, Deep Orange and Midtone Orange) should be used as accents to the primary and secondary colors. Using the tertiary colors sparingly will create pop and vibrancy, without overuse and brand confusion.
OLDCASTLE GREEN Pantone: 343 CMYK: 98 / 0 / 72 / 61 RGB: 0 / 88 / 61 #00583D
BRIGHT GREEN Pantone: 583 CMYK: 26 / 0 / 100 / 7 RGB: 186 / 204 / 40 #BACC28
MIDTONE GREEN Pantone: 4213 CMYK: 50 / 4 / 92 / 22 RGB: 113 / 157 / 61 #719D3D
SAGE GREEN Pantone: 5787 CMYK: 20 / 6 / 36 / 10 RGB: 187 / 197 / 161 #BBC5A1
SKY BLUE Pantone: 551 CMYK: 35 / 6 / 4 / 0 RGB: 161 / 207 / 231 #A1CFE7
DEEP ORANGE Pantone: 166 CMYK: 0 / 76 / 100 / 0 RGB: 242 / 99 / 34 #F26322
MIDTONE ORANGE Pantone: 7413 CMYK: 0 / 45 / 100 / 0 RGB: 249 / 157 / 28 #F99D1C
The vibrant Oldcastle APG color palette is not always appropriate for usage at full 100% opacity. As shown throughout this document, it is often effective to use the colors at a subtler 20% opacity as an accent. Using the colors at 20% allows darker type to be placed over the color block.
OLDCASTLE GREEN Pantone: 343 at 20% opacity CMYK: 20 / 0 / 14 / 12 RGB: 181 / 208 / 199 #B5D0C7
Pantone: 583 at 20% opacity CMYK: 5 / 0 / 20 / 1 RGB: 237 / 240 / 209 #EDF0D1
Pantone: 5787 at 20% opacity CMYK: 4 / 1 / 7 / 2 RGB: 236 / 238 / 229 #ECEEE5
Pantone: 551 at 20% opacity CMYK: 7 / 1 / 1 / 0 RGB: 233 / 243 / 248 #E9F3F8
MIDTONE GREEN Pantone: 4213 at 20% opacity CMYK: 10 / 1 / 18 / 4 RGB: 218 / 227 / 205 #DAE3CD
DEEP ORANGE Pantone: 166 at 20% opacity CMYK: 0 / 15 / 20 / 0 RGB: 254 / 220 / 198 #FEDCC6
MIDTONE ORANGE Pantone: 7413 at 20% opacity CMYK: 0 / 9 / 20 / 0 RGB: 255 / 232 / 204 #FFE8CC
Our primary typeface is TT Commons. It is a modern and versatile face that comes in a variety of weights. TT Commons can be used for headlines, subheads and body copy. Regular and Bold are the preferred weights, but others can be used sparingly for legibility purposes.
Our secondary typeface is Denton. Used primarily for headlines, Denton brings warmth and expressiveness to our brand. The Deton family is quite extensive, offering a large collection of weights and styles. A combination of italic and non-italic styles may be used to create emphasis. Light and Light Italic are the most utilized of the weights/styles, but others can be used on occasion for legibility purposes.
The Denton font is only to be used in sentence case (only first word is capitalized) or title case (major words are capitalized). Sentence case is preferred for headlines. Avoid any usage of all capital letters with Denton.
To offset primary copy within text or callouts, an eyebrow treatment may be used. Format the eyebrow using upper case TT Commons with expanded tracking to separate from the primary headline. This type treatment should be used as a secondary element and should be a smaller point size than the primary text.
As part of the Oldcastle APG visual identity system, icons have been developed to showcase the new category organization. The colors and icon shapes are category specific and should not be altered. The line weight for these icons should also not be changed.
These icons represent the steps of creating your perfect yardscape. Any color from the palette may be used, but the line weights should not be altered.
To create interest and mimic the visual features of the icons, type can be outlined. This treatment should be used sparingly and only with large point sizes. Outlining small point sizes will hurt readability.
Our stylized shapes can be used to create emphasis or visual interest. They are inspired by the Castlemark’s combination of round and angular corners. The stylized shapes can be used to emphasize text, callouts or tabs.
The Castlemark may be used as a design element at large or small scale as long as the icon is thoughtfully and purposefully sized and/or cropped. The cropping of the Castlemark should happen at the bottom so the castle crenellations are always visible.
All Oldcastle APG photography should feel immediate, believable and lived-in. Never contrived or overly produced. If possible, people and products should always be shown together. When choosing imagery or planning photo shoots, ensure it is always grounded in our core purpose to “Live Well Outside.”
The coloring should be rich, but not overly saturated.
The use of interesting angles can create a more dynamic way to highlight all aspects of our products.
When people are featured, try to capture genuine moments that include the surrounding environment.

Iconography

As part of the Oldcastle APG visual identity system, icons have been developed to showcase the new category organization. The colors and icon shapes are category specific and should not be altered. The line weight for these icons should also not be changed.
These icons represent the steps of creating your perfect yardscape. Any color from the palette may be used, but the line weights should not be altered.

Layout And Composition

Designated clearspace preserves the readability, visibility and integrity of our identity system. The defined parameters ensure no other elements interfere with the logo. The same clearspace rules apply to both the primary logo and the stacked logo.
The recommended minimum size for all logo formats is measured to the width of the full mark.
Elements on these cards should not be re-organized or altered in any way.
Elements on these email signatures should not be re-organized or altered in any way.
The design of these items should not be altered.

Brand Architecture

Oldcastle APG is in a unique position. We have an unmatched collection of outdoor brands and the footprint to connect customers across the country to the solutions for any outdoor living project. As a parent brand, Oldcastle APG provides credibility to our individual brands and helps guide homeowners to the solutions that enable them to Live Well Outside. Our brands will now also be organized into product categories. By leveraging the breadth of our product lines, this shift toward a unified portfolio helps us drive awareness and preference by easing the process of choosing products for any outdoor project.
CRH —Holding Company Oldcastle APG Architectural Products Group NEW Product Category Organization Products organized by project focus area to align with homeowner shopping approach. plus create a framework for easy expansion

Category Organization

Our brands will now also be organized into product categories. By leveraging the breadth of our product lines, this shift toward a unified portfolio helps us drive awareness and preference by easing the process of choosing products for any outdoor project.
NEW Product Category Organization Products organized by project focus area to align with homeowner shopping approach, plus create a framework for easy expansion
The category organization below represents a paradigm shift in the way we talk about our product lines. These six purposeful categories help clearly organize our industry-leading collection of outdoor living solutions, so customers can quickly and easily find the results they’re seeking.
Each of the category names ties to the results that the brands within the category can deliver. For example, instead of using a product-focused category, such as “railing, pergolas, fencing, gates and screens,” the category name for these products ties to what they deliver for the space: “Shade, Security and Privacy.”
All walkable surfaces live in the Outdoor Flooring category. By marketing decking and pavers together, we can help homeowners visualize a more cohesive outdoor living space.
The Shade, Security and Privacy category covers outdoor areas that are often considered together, as a larger system, which includes structures like pergolas as well as railing for safety on elevated surfaces.
Landscaping includes everything needed to shape and maintain a beautiful outdoor space, from lawn and garden mixes to all the decorative touches that can bring a backyard to life.
From swimming pools to fire pits. the Backyard Features category includes the products that define an outdoor living space and help bring friends and families together.
Set, Seal & Repair includes the outdoor construction and repair products that help hold together all the parts of the homeowner’s space.
All products for building and finishing vertical surfaces. from cladding to brick and block products. are covered in the Wall Surfaces category.
As part of the Oldcastle APG visual identity system, icons have been developed to showcase the new category organization. The colors and icon shapes are category specific and should not be altered. The line weight for these icons should also not be changed.