Follow this framework to ensure consistent use of the Catalyst brand elements. This document provides information and sets the standards for using Catalyst logos, typography, and other design elements in marketing, packaging, and online communications.
OUR IDENTITY STANDARDS
Brand +
Messaging
Guide
OVERVIEW
The purpose of this guide is to clearly and consistently communicate the Catalyst Construction brand.
THE MARK
A refined and updated Catalyst mark was created to enhance the overall brand. The circles within the 4 walls of the mark represent the “C” in Catalyst and the built-in concentric circles mark the catalytic ripple affect we have in our relational approach to customers and communities.
Use the primary “Catalyst Construction” in situations where the audience may not know who Catalyst is. You can use the “Catalyst” logo without “Construction” in spaces where it is evident who you are (ex: Your office, your website, inside a printed piece where the main logo has already been identified).
COLORS
Colors matter. The colors that represent Catalyst are green, black, and a mix of cool and warm greys.
Use tints and shades to bring added depth and interest to the black and greys.
Catalyst Green
#7BAA41
Muted Black
#323335
Beige
#928b82
Cool Grey
#525358
Medium Grey
#6f7477
Warm Grey
#cac6c3
White
#ffffff
TYPOGRAPHY
These font families should be used consistently across all communications. You can access them in the Downloads section below.
Headlines
Proxima Nova SemiBold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Subheads + Callouts
EB Garamond Italic
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Body Copy
Proxima Nova Regular
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Free font alternatives for internal documents and email: Lato or Arial
MESSAGING
Consistent messaging ensures everyone is on the same page on how to communicate both internally and externally. Use this Key Message Statement:
- As a headline, title, or end-tag.
- To inspire headlines, titles, and copy
We improve and enhance each project we work.
We are strategic and purposeful in the way we move into each project.
An intentional approach to better.
OUR VISION
Our Vision clearly communicates our aspirations for Catalyst – the WHY of what we do. Internally, this helps us stay forward-thinking and true to our purpose. Externally, this shows that our goal is far beyond simply projects – it’s the ripple effect of the relationships and communities we engage with.
Influencing positive change with every project, person and community we engage with.
OUR INTERNAL VALUES
Our Values serve as internal ways to guide our actions and behaviors on a daily basis. They help ensure each of our employees are working towards the same common goal.
Transparent.
Relational.
Stewards.
OUR PROCESS + MISSION
The 3-Part Catalyst Process was created to bring enhanced clarity to each project – both internally and client-facing. When your customers know where they are and where they’re going, it builds trust and a sense of direction.
We Connect, Implement, and Transform.
CONNECT
We connect people and ideas.
IMPLEMENT
We implement the right solution.
TRANSFORM
We transform spaces.
Photography
Every photo or rendering we use tells a story. The right image or series of images can quickly capture the essence of the story, express a mood, or share a powerful idea.
BEST PRACTICES
- Shoot both wide and tight, vertical and horizontal.
- Show aspirational projects – ones you want to work on.
- Use both renderings and photography to show the whole process.
- Look for an emotional connection. People over products.
- Seek to visualize “project, people and community.”
- Include shots with empty space for text.
- Shoot during all times of day (morning, afternoon, evening).
BRINGING IT ALL TOGETHER
When the logomark, messaging, typography, colors, and imagery are used in unison it creates a beautiful and cohesive brand experience.
