HACKNEY SAELS
Guidelines
COMMERCIAL IDENTITY
Hackney Sales
Wherever possible, homes built by the Council for shared ownership or outright sale are marketed by its in-house sales team. The Hackney Sales sub-brand is the team’s external face, allowing it to compete commercially with private sales agents while being visually connected to the Council’s corporate brand. The clean, modern design is used across all print, digital and physical assets, including at on-site sales and marketing suites.
The Hackney Sales sub-brand utilizes clean and modern shades of rich black, woven textures, and a grid structure for layouts.
We’ll use this brochure example below to describe the elements which build the brand and which will help you create items for the sales team.
The ‘Boiler Plate’
Affectionately known as ‘The Boiler Plate’, this set of branding elements are grouped together and placed at the bottom of assets such as printed/dgitial brochures, banners, leaflets etc.
The Boiler Plate is made up of:
The Supergraphic (Three strokes of varying width)
The Hackney Sales logo
The Hackney Council logo
This anchor must be used where possible to brand each asset.
Primary Logo
Rules of logo use
Both the sales logo and council must appear on the front cover or front-facing assets.
Ensure enough clearance is given to the logos. i.e 210x210mm brochure the clearance we advise is 11mm.
Do not stretch, distort or add any effect to the logos.
All logos provided in the brand kit are in vector format.
Supergraphic
The Supergraphic is the branding element that is used on all Hackney publicity and is a flexible anchoring graphic device at the core of our brand.
The Supergraphic is based on a stylised version of the graphic element in our corporate logo, made up of three lines of differing thicknesses.
The supergraphic must appear on any front cover and any front-facing asset.
The supergraphic must reach two sides of any asset.
When using the supergraphic to frame an image, that image must meet the supergraphic at the middle of the three stripes, meaning one of the stripes overlaps the image.
Development Logo
For this example, the development has a very strong roof line which we’ve used a starting point.
You don’t need to take inspiration from the development architecture, but we do want to see some inspiration taken from the local area that the development is in.
Colour Palette
Primary Colours
The core Hackney Sales branding uses tints of rich black at the below percentages…
Accent Colours
A single secondary colour suite can be used from the councils brand guidelines in conjunction with the grey but should avoid dominating any single page.
Texture
The woven texture adds depth and interest to images and backgrounds.
This can be used with a lower transparency if needed.
The Grid
All layouts must follow a squared grid structure.
Where possible all assets should be in a square ratio.
Printed brochures - 210x210mm
Typography
The body text of all assets must remain in FS Albert. This font and all its weight variations are included in the branding kit.
Secondary Font can be used for headings only. In this example, we utilised Arial Black.
Icons
We have a set of icons that must be used for any call to action
These icon sets are available to use in black and white only.
Printed Items
The elemental features of the branding explained so far can be adapted to the following items:
Brochures
Leaflets
Pull up banners
JCDecaux
Press adverts
Contravision window stickers
Extras
We developed complimentary branding assets for certain circumstances to reinforce the existing brand.
Logo for digital
Digital use only - screen width
smaller than 650px
Can be used on social media assets also.
Hoardings
Hoardings can come in a variety of shapes and size and all we ask is that the ‘boiler plate’ stays in position at the bottom of the design.
The call to action must remain as ‘Register your interest’ with the hackneysales.org web address.
