Style Guide

Guidelines for working with the a2m brand.

View guide

Brand Essence

Construction costs and contracts, ‘straight up’.

We bring a no-nonsense, considered and much appreciated dynamic to quantity surveying. We are without exception the go to for:

  • Quantity Surveying 101
  • Conscientious research & analysis
  • Greater cost certainty
  • Prudential solutions
  • Practical guidance
  • Collaborative interfacing
  • A ‘Can do’ attitude; and
  • Friendly & responsive service

Our customers enjoy access to skills and experience, trustworthy and relevant data, reliable forecasts and budgets, minimal cost and quality trade-offs, easily implemented advice, productive communications, forward momentum, and open and valued relationships. All of this is made possible because the a2m Consulting brand is underpinned by the following values:

  • Excellence
  • Trustworthiness
  • Reliability
  • Accountability
  • Dependability
  • Collaboration
  • Enthusiasm; and
  • Loyalty

The following pages explain the visual identity system and the rules around using the brand mark correctly to build on the existing brand strength, and create an inspiring and unified brand. Consistency of application is key to success. Not only with regard to the brand mark, but adherence to our values across all that we do.

Please follow the guidelines carefully. Any organisation or individual seeking to use the a2m Consulting brand mark for any purpose must first obtain written permission from a2m.

Brand Marks

a2m Consulting bridge the divide between the mathematical and theoretical aspects of quantity surveying and the important collaborative interfacing that makes for a positive experience for all stakeholders.

Our brand marks were carefully crafted to convey our distinctive value by communicating through the following visual signals:

  • The arc is a geometry symbol, facilitating the joining of two divided parts; it conveys collaboration, loyalty and accountability
  • The pillars of the letters represent dependability, trustworthiness, reliability; they align with the arc to form an arched doorway reinforcing the spirit of openness and approachability; also excellence in construction
  • The two parts of the numeral imply a prudential solution for an otherwise ‘tall and therefore pricey’ undertaking, without compromise on quality or form
  • The rounded letterforms of equal height, convey a pleasing mix of friendliness, simplicity and certainty
  • The arc and numeral are engineered to perfection, and the melding of the arch and the company name speaks of the valuable integration of your people into the project
  • The colours present a solid foundation, an enthusiastic vision and green light for trustworthy data and projections
Download all brand mark assets

Primary Brand Mark

Two-COLOUR

(Spot colour)

Used for spot colour printing such as stationery, promotional merchandise.

Primary
PMS UNCOATED

EPS | AI

PMS COATED

EPS | AI

Primary Reversed
PMS UNCOATED

EPS | AI

PMS COATED

EPS | AI

Full-colour

(CMYK)

Used for full colour printing such as brochures, invitations, advertising.

Primary
UNCOATED

EPS | AI

COATED

EPS | AI

Primary Reversed
UNCOATED

EPS | AI

COATED

EPS | AI

Black

EPS | AI

White

EPS | AI

SCREEN

(RGB)

Used for digital/online purposes such as website, email, Word templates

Primary

SVG

Extra Small

PNG | JPG

SMALL

PNG | JPG

Medium

PNG | JPG

Large

PNG | JPG

Extra Large

PNG | JPG

Primary Reversed

SVG

EXTRA SMALL

PNG

SMALL

PNG

MEDIUM

PNG

LARGE

PNG

EXTRA LARGE

PNG

Black

SVG

EXTRA SMALL

PNG | JPG

SMALL

PNG | JPG

MEDIUM

PNG | JPG

LARGE

PNG | JPG

EXTRA LARGE

PNG | JPG

White

SVG

EXTRA SMALL

PNG

SMALL

PNG

MEDIUM

PNG

LARGE

PNG

EXTRA LARGE

PNG

Secondary Brand Mark

Always consider using the primary brand mark. Only use the secondary mark where space restrictions apply.

Two-COLOUR

(Spot colour)

Used for spot colour printing such as stationery, merchandise.

Secondary
PMS Uncoated

EPS | AI

PMS COATED

EPS | AI

Secondary Reversed
PMS UNCOATED

EPS | AI

PMS COATED

EPS | AI

Full-colour

(CMYK)

Used for full colour printing such as brochures, invitations, advertising.

Secondary
CMYK UNCOATED

EPS | AI

CMYK COATED

EPS | AI

Secondary Reversed
CMYK UNCOATED

EPS | AI

CMYK COATED

EPS | AI

Black

EPS | AI

White

EPS | AI

SCREEN

(RGB)

Used for online purposes such as website, email, Word templates

Secondary

SVG

Extra Small

PNG | JPG

SMALL

PNG | JPG

Medium

PNG | JPG

Large

PNG | JPG

Extra Large

PNG | JPG

Secondary Reversed

SVG

EXTRA SMALL

PNG

SMALL

PNG

MEDIUM

PNG

LARGE

PNG

EXTRA LARGE

PNG

Black

SVG

EXTRA SMALL

PNG | JPG

SMALL

PNG | JPG

MEDIUM

PNG | JPG

LARGE

PNG | JPG

EXTRA LARGE

PNG | JPG

White

SVG

EXTRA SMALL

PNG

SMALL

PNG

MEDIUM

PNG

LARGE

PNG

EXTRA LARGE

PNG

Arc

The Arc or a piece of the Arc can be used for decorative purposes, with the brand mark within close proximity or where the primary or secondary brand marks are not appropriate, such as for a favicon.

Print
PMS UNCOATED

EPS | AI

PMS COATED

EPS | AI

CMYK Uncoated

EPS | AI

CMYK COATED

EPS | AI

Screen

SVG

Icon

Favicon | Social

EXTRA SMALL

PNG

SMALL

PNG

MEDIUM

PNG

LARGE

PNG

EXTRA LARGE

PNG

Clearspace

To maximise the brand’s presence and visual standout, there is a defined minimum clear space area. This clear zone around the brand mark defines the area into which no other graphic elements, such as text, imagery or other brandmarks can intrude.

The centre and outer stroke of the ‘a’ is used as a measure for clear space around the brand mark, on all sides.

Size Guidelines

The brand mark is designed to withstand scaling to as small as 15mm (42px) width , which equates to 10.3mm (30px)high.

This is the absolute minimum that the mark should be reproduced at. For ease of recognition, ideally, we will avoid using it smaller than 20mm (57px) wide.

Unacceptable Usage

To maintain consistency, it is essential that the brand mark is never altered in any way and is always reproduced from the master artwork. Here are a few examples of what not to do.

Notice the brand mark has been cropped at the base of the lettering?

Notice low contrast? The green & white brand mark would be a suitable alternative

Notice brand mark has been distorted? Ensure fixed horizontal and vertical scaling  

Notice low colour contrast? Moving brand mark to sit over the sky would be a suitable approach

When outsourcing any graphic communications, this style guide should be shared and a proof should be sighted to ensure guidelines are met and correct brandmark used.

Colour Palette

The core brand colours should be applied to all communications to develop a strong brand recognition. Care should be taken to ensure the appropriate PMS colour or breakdown is used.

Black and tints of the colours should be used sparingly.

Green

PMS 355
CMYK 100, 0, 100, 0
RGB 15, 152, 73
HEX #0F9849

Tealcoal

PMS 432
CMYK 70, 33, 27, 80
RGB 30, 49, 57
HEX #1E3139

Colour Ratios

The volume in individual pieces can vary, but as a general rule of thumb, use 25% green on either white or tealcoal. Avoid using black and tints, and choose white as a background colour frequently.

Typography

Our style of typography should reflect our personality and purpose.

When setting type on a page, where you don’t put it can be as important (if not more so) than where you do. Don’t fill the area of feel that everything needs to be the same size. Introduce scale and breathing space. Try to leave 30% clear white space on all documents.

Typefaces

DIN Next Pro

Whenever possible, marketing materials, website and client facing documents should be set exclusively in fonts from the DIN Next Pro typeface family.

Purchase and download DIN Next Pro

Roboto

Documents produced internally should be set exclusively in fonts from the Roboto typeface family.

Download the Roboto font

Roboto Italic

Use for emphasis, sparingly.

Roboto Bold

Use in title case or sentence case for titles, headings, subheadings and feature text.

Photography

Staff

We want an individual, ownable style that’s uniquely a2m and builds on our values, particularly excellence, trustworthiness, collaboration and enthusiasm.

Here’s how our photographic style can help achieve it:

  • The subject should choose his/her attire carefully with organisational values in mind, perhaps with a splash of green!
  • Take both individual and group shots - often individual shots can be stitched to greater effect than the alternative
  • Consider environment – dark, light, indoor, outdoor – ensure background contrasts with subject
  • Office, foyer, hallway, garden, coffee shop - mix it up to keep it varied
  • Introduce one or two colours from your colour palette into the scene, careful that other items don’t clash (can be done in post production)
  • Take note of furnishings, remove undue clutter to ensure the subject remains the hero
  • Strong contrasts, sharp focus on subject
  • Highlight the subject, whilst maintaining detail
  • Avoid sunlight which causes bleached effect and/or harsh, unflattering shadows
  • Avoid windows in the background
  • Subject can be standing, sitting, leaning, whatever is most comfortable
  • Subject should make eye contact, even if shoulders are turned
  • Photographs should be taken wide to provide option of cropping in or out
  • Avoid staged poses, best angles, over-grooming
  • Photographs should be taken with professional equipment, by a professional

Stationery

Letterhead and business card have each been designed to reinforce the a2m brand for client facing communications. When stocks are running low, printing can be ordered through Wide Open Co.

Contacts

For approvals and further assistance.

Brand Guidelines

Matt Ferrantino

matt@a2mconsulting.com.au
+61 419 567 564

Design

Meghan McBain, Wide Open Co.

meghan@wideopenco.com.au
(03) 5367 5474