BRAND IDENTITY

Our online identity manual provides clear design guidelines for the uniform application of our visual style.

Our identity is not just our logo. It is a unique design scheme composed of various components that work together to create our distinctive visual style. It is essential to follow the guidelines in order to achieve strong and consistent application of our identity, and to build strong awareness and recognition of the Red House brand.

WHAT IS A BRAND IDENTITY?

A brand identity represents the values, services, ideas and personality of a company. It is designed to increase recognition and build perceptions of the company in its chosen markeplace. A brand identity is graphically represented in a brand guide which uses examples to visualise how the brand should be depicted across various visual media. Typically, it includes elements such as logos and supporting graphics, the colour palette, typography and photographic style.

WHY USE THESE GUIDELINES?

Red House guides must be used to consistently manage how its brand is represented across all visual media in across various touch points in order to establish and maintain a brand that is trustworthy, and that ultimately, drives incremental business growth. The brand identity system in this document has been created to fulfill this purpose, and the brand guidelines herein explain how to correctly depict and embody Red House brand ethos consistently across different applications in order to maintain the integrity of the Red House brand.

ESSENCE

Red House aims to build a brand of affordable luxury by making luxury accessible.

Root Core Strength

• A Ghanaian development company with world-class standards
• Experienced team

Competitors

• Regimanuel Gray
• Manet Group
• Clinton Homes
• Lakeside Estate
• Blackwell Realty
• NTHC Properties
• Mobus
• Mayfair Estates Ltd
• Imperial Homes
• Dream Realty
• Beaufort Properties
• Canal PC

TARGET CITIES

Major cities with a large pool of income earning consumers:

Ashanti
Kumasi Metropolis

Greater Accra
Accra Metropolis Tema Metropolis

Northern
Tamale Metropolis

Western
Sekondi-Takoradi Metropolis

BENEFITS

The benefits of investing in and building a strong brand:

• Strong brands almost always have higher profit margins
• Shape perceptions that the value of products and services are high and unique
• Consumers are more loyal to strong brands, so a strong brand acts against churn
• Gain clarity and confidence in the strategic direction of your brand
• Anchoring the brand culture with one “ownable” point of difference
• To build an emotional connection

Emotional

• Doing good for the nation by supporting a development that is creating Ghanaian jobs and contributing to a growing economy
• People are invited to shop, dine, work and play in vibrant environments
• Enjoying community destinations

Magician/Everyday man

Our Magician/Everyday man or “Brand Archetype” is the The Visionary/Sage/Everyday man.

• Imagine and implement with the same enthusiasm
• Obsessive attention to detail
• A global citizen with a nuanced affection to Ghanaian ways
• Optimistic while practical, professional while accessible
• Proactive and responsive
• Seeks the lesson in every failure
• Resilient
• Future forward
• In touch with trends and changing needs
• Smiles as often as possible
• Pays close attention to someone speaking to you
• Always speaks in a friendly, disciplined one

Our Tagline

MORE LIVING

PRIMARY LOGO

As a key component of our identity, the primary logo is one of its most visible parts of the brand and is the preferred version for all materials and communication elements.

PRIMARY LOGO - ON WHITE

PRIMARY LOGO - ON BLACK

PRIMARY LOGO - WHITE ON BLACK

PRIMARY LOGO - BLACK ON WHITE

Secondary logo

When the logo has to be placed in areas where the descriptor may not be visible or legible please make use of the secondary logo.

SECONDARY LOGO - ON WHITE

SECONDARY LOGO - ON BLACK

SECONDARY LOGO - WHITE ON BLACK

SECONDARY LOGO - BLACK ON WHITE

Logo Versions

The one-colour solid version of the logo should only be used when the full-colour logo cannot be applied. This is often the case with signage and merchandise.

Icon

This is the Red House icon and should be used on digital platforms, e.g. favicons, folder icons, etc...

LOGO ON BACKGROUNDS

When placing the logo on a colour or pattern, it is essential that there is enough contrast between the logo and the background. The logo must not be placed on backgrounds that distract from, or compete with the logo, the use of the correct colour logo is important for impact and visual consistency where the logo is applied.

DO’s AND DONT’s

Incorrect use of the logo is not permitted under any circumstance. Please review the Primary Logo section for the correct usage and version, download the appropriate file for your desired execution.

MINIMUM LOGO SIZE

The minimum sizes for the logos are height dependent, 6mm is the smallest size the logo with the descriptor should be, any smaller and the descriptor becomes eligible. When going smaller than 6, remove the descriptor from the logo.

CLEARANCE AREA

The ‘clear space’ has been established to ensure logo visibility and impact. Maintaining the clear space zone between the logo and other graphic elements such as type, images, other logos, etc. ensures that the logo always appears unobstructed and distinctly separate from any other graphic elements.

COLOUR PALETTES

BUSINESS CARDS

The business cards are printed on firm card paper with the logo letters embossed out of the card for a more textured feel. The logo will have a matte finish. The line work gives the business card a minimalistic sophisticated look.

LETTERHEAD

The letterhead will have the logo and at the top right and the contact information at the bottom of the page. This allows for the content to be uninterrupted or clash with the brand elements throughout the page.

Powerpoint

The Powerpoint element combine all the elements from the brand guide to ensure that presentations are consistenly inline with brand without having to rely on a designer.

Advertising

The headline should be bold,clear and concise. The image should be the hero and be as large as possible, either as a background image or clipped image. The body copy should be legible without being over stated and heavily worded.