2.0

Visual system
This section will guide you through how each of our key identity elements should be used to create a brand image that is uniquely Magnolias.

2.1	Key design elements
2.2	Corporate identity
2.3	-	Clear zone and  		minimum size
2.4	-	Colour versions
2.5	-	Corporate colours
2.6	-	Colour backgrounds & incorrect use
2.7	-	Third part backgrounds
2.8	Corporate typeface
2.9	Supporting graphics
-	Magnolias gradient
2.10	-	Magnolias pattern
2.11	-	Magnolias flower symbol
2.12	Photography
-	Overview
2.13	-	Detailed finishing
2.14	-	Spaces
2.15	-	People
2.16	Product descriptor
2.17	Co-branding

Key design elements

Corporate identity
Our corporate identity is the primary representation of who we are. The elegant, expressive and contemporary logotype of our new identity reflects our personality and position within the market. While our refined Magnolia symbol celebrates the natural elegance and heritage of our brand and product.
Corporate colours
Magnolias Gold and Brown present n image that is enriched and of the highest standards.
Typography
Our typefaces have been selected for both their aesthetic and functional sensibilities.
Photography
Our image style talks to the eclectic and worldly aesthetic  of our customer.
Supporting graphics
Our design system also incorporates the Magnolias pattern texture and flower icon.

Magnolias logo

Colours

Typography

Gotham
Light Book Book Italic Medium Medium Italic

Amor Serif Pro
Regular Bold

Supporting graphics

Photography

Corporate identity

The Magnolias logo
Our brand signature is a clear representation of who we are and what we stand for.
The purpose of these guidelines is to protect and enhance this invaluable brand asset.
The Magnolias symbol
The refined Magnolia symbol represents a connection with our history as well as the natural aesthetic beauty we bring to our product.
The symbol is used within our corporate pattern to bring a sophisticated texture to materials and finishes, but can also be used independently as a unique design feature for interiors.

Symbol

Wordmark

Corporate identity - Clear zone and minium size

Clear zone
The clear zone should never be encroached upon by any design elements whether text, images or graphics, unless explicitly documented in this document.
Minimum size
A minimum size has been established to maintain optimum legibility and quality in every expression of the Magnolias brand.
Depending on the given constraint area, the logo (with typography) shouldn’t be reproduced at less than 35mm in width.

Clear zone

Minimum size

35mm

Corporate identity - Colour versions

Colour versions
In order for the system to be practical and functional across all touchpoints, there are two colour identity variants – full colour and single colour.
Full colour
The full colour version must be used whenever possible, it should always be on a white background.
Single colour
The single colour version should only be used when full colour reproduction is not possible, for example on black and white newsprint or when faxing.
Special finishes
For special occasions such as merchandise or invitations, the Magnolias logo can also be reproduced in special finishes such as metallic gold PMS872 C, spot UV varnish or embossed.

Full colour

Single colour

Corporate identity - Corporate colours

Corporate colours
Colour can become a significant brand equity - allowing us to create clear differentiation from our competitors. The correct  use of our corporate colours  is therefore crucial in  maintaining the integrity of  our brand expression.
Consistently implementing the colour specifications shown here will ensure the correct delivery of our brand image wherever it appears.
NOTE: Pantone 10123C is part of Pantone’s new Plus Series. This colour has a slight metallic finish.

Colour specifications

Magnolias Gold
Pantone® 	10123C
CMYK	21/41/100/2
RGB	201/149/43

Magnolias Brown
Pantone® 	412C
CMYK	0/27/59/88
RGB	68/48/19

Corporate identity - Colour backgrounds & incorrect use

Full colour
The full colour Magnolias logo must always be used where possible. Using it correctly will enable a clear and recognisable expression of the brand.
Flat brown backgrounds
The full colour Magnolias logo can also be reproduced on a flat brown background. Only use this
when it is not possible to print the Magnolias background, such as on signage where solid substrates need to be used.
Black, White and Brown
Only use the black and white logos for single colour black and white printing or for third part materials as shown on the next page.
Incorrect use
To preserve and reinforce the integrity of the identity, it is vital that we do not alter the elements within it. Although the examples below do not represent every possible misuse, they illustrate some of the most common mistakes to be avoided when using the identity.

Full colour on white background

Full colour reversed  on Magnolias background

Full colour reversed  on flat brown background

Black on white background

Reversed white on black background

Brown on white background

Incorrect use

Do not stretch in any way.

Do not alter the colour.

Do not apply any effects.

Do not add keyline.

Do not remove any elements.

Do not substitute with other typefaces.

Do not alter or resize any elements.

Do not realign elements.

Magnolias

Do not crop any elements.

Corporate identity - Third part backgrounds

Ideal usage
When using the brand on third part materials, make sure the brand is clear and recognisable.  If the background is not white  or the Magnolias Brown, there are two options – use the negative versions of the logo, or use the logo with a holding device to
protect its integrity. It’s very important to respect the clear zone when using the holding device.
Special Materials
When applied on texture materials, use either the black, brown or white versions of the logo. Choose the one which guarantees enough contrast.

Flat colour on white background

On gradient background use full colour on white holding device

On photography background use full  colour reversed on brown holding device

Do not use full colour versions  on colourful backgrounds

Do not use full colour versions  on gradient backgrounds

Do not use full colour versions  on imagery backgrounds

Special Materials

Reversed white on dark  wood background

Reversed brown on mid-tone  wood background

Reversed brown on light  wood background

Reversed white on dark  stone background

Reversed brown on mid-tone  stone background

Reversed brown on light  stone background

Do not use reversed brown  or black on dark background

Do not use reversed white on mid-tone backgrounds if there’s no contrast

Do not use reversed white  on light backgrounds

Corporate typeface

Magnolias typefaces
Gotham has been chosen as the primary font for the Magnolias visual identity system, for its clarity and legibility across a range of touchpoints and visual formats.
Typography is an important element of a visual system. With consistent usage of selected fonts, it will ensure that our audiences will develop an instant recognition of our brand at every touchpoint.
Amor Serif Pro has been selected as our secondary typeface for  its unique and elegant  character style and should  be used for key identifying text, for instance: headline copy  on advertisements, names  on ID cards and so on.

Primary typefaces

Gotham

Light Book Book Italic Medium Medium Italic Bold

Amor Serif Pro

Regular Bold

Secondary typeface (for office generated communications)

Calibri

Light Regular Italic Bold Bold Italic

Supporting graphics - Magnolias gradient

Magnolias gradient
The Magnolias gradient is created using colours from the Magnolia palatte. It creates a rich texture and is part of the Magnolias supporting brand elements.
It can be use as an accent graphic device or as a supporting background graphic.

Magnolias gradient

Location: 55%

Location: 0%
C	5
M	37
Y	84
K	0

Location: 100%
C	26
M	69
Y	88
K	23

Supporting graphics - Magnolias pattern

Magnolias pattern
The Magnolias pattern graphic comprises multiple Magnolia flower symbols and gradients developed from the corporate colour palette.
Digital artwork of the patten is available and is the only template that should be used.
Textures and finishes
The pattern should be used sparingly and not applied to  every texture or surface. Aside from primary communications, possible uses for the pattern could be fabrics, wall-coverings, premium items.

Pattern

Creating the pattern

3.	3rd layer: Magnolias brown
PMS 412 or
CMYK   0/27/59/88
Opacity: 100%

2.	2nd layer: Magnolias gradient (Multiplied)

Location: 0%
Opacity: 100%
CMYK 0/27/59/88

Location: 50%
Opacity: 100% CMYK 0/27/59/88

Location: 100%
Opacity: 100%
CMYK 0/27/59/88

3. Magnolias brown

2. Magnolias gradient

1.	1st layer: Magnolias symbol pattern

Location: 0%
Opacity: 0%
CMYK 21/41/100/2

Location: 50%
Opacity: 20% CMYK 21/41/100/2

Location: 100%
Opacity: 30%
CMYK 21/41/100/2

1. Magnolias symbol 	   pattern

Supporting graphics - Magnolias flower symbol

Magnolias flower symbol
The Magnolias symbol should only be used where it can have the greatest impact for our brand.
Appropriate applications for using the symbol independently of the brand identity are - as an icon
for a Magnolias app, as a symbol on tiles or walkways within developments or as a subtle texture change on fabrics.
The equity of this symbol should be preserved and not over-used -
we would prefer that the symbol
doesn’t appear on applications that are not reflective of the values of the brand - ashtrays, rubbish bins and so on.

Magnolias flower

Photography - Overview

Storytelling
Photography plays a vital role in expressing a brand’s personality through an emotional and expressive visual style.
The Magnolias photography style serves to bring to life the characteristic of the brand’s platform. Overall, it serves to tell  a rich story of the lifestyle of  its consumers.

Detailed finishing

People

Spaces

Photography - Detailed finishing

Working with details
Images should focus on close-up/macro-photography of the fine details and high quality crafting of all types of interior furnishings - from fabrics to materials and other textures.
• It is vital that any imagery contain furniture detailing  that is of a quality level that  is appropriate to the Magnolias brand.
• Rich colours, hand-crafted textures, detailing and stitching are examples of the aesthetic that will help to bring the Magnolias experience to life through photography.

Photography style for detailed finishing

Photography - Spaces

Working with spaces
The photography of spaces should capture the grandeur and unique aspects of Magnolias properties.
• Large expanses of open space  to highlight size and comfort.
• Creative crops of hallways, staircases, doorways can  bring a unique perspective  to property types.
• Capturing combinations  of furniture types, textures  and materials will bring the eclectic attributes of our  brand to life.

Photography style for spaces

Photography - People

Working with people
We use people to bring across a sense of warmth and to illustrate the benefits of living in a Magnolias property.
• People should be photographed relaxing, enjoying our property, and should fall within the prescribed age range of our target audience.
• Ensure that there is a level  of sophistication visible  in the talent and that  styling, clothing and general appearance of all talent

Photography style for people

Product descriptor

Product descriptor
The product descriptor is the name of the development that differentiate the Magnolias properties.
This is the principle guidelines  to create the product descriptor.

1.	Descriptor
Gotham Medium
Tracking 100
Magnolias Gold

X

1

0.3x

0.2x

Boulevard Rajdamri

Waterfront Residences

Co-branding

Co-branding lock up
The co-branding lock up of Magnolias and a partner’s logo is for co-branding marketing collaterals.
The principle guidelines (clear space and minimum size) applies for this lock up.
NOTE: The partner’s logo must be either equal (in height and width) or smaller than Magnolias’s logo. It should never be more dominant.  Clear zone
The clear zone should never be encroached upon by any design elements whether text, images or graphics, unless explicitly documented in this document.
Minimum size
A minimum size has been established to maintain optimum legibility and quality in every expression of the Magnolias brand.  Depending on the given  constraint area, the logo  shouldn’t be reproduced  at less than 10mm in height.

Partner
Logo

1/2x