Follow this framework to ensure consistent use of the Workbench brand elements. This document provides information and sets the standards for using Workbench 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 Workbench brand.
THE MARK
A contemporary yet eccentric serif wordmark that exemplifies an intentional deviation from a conventional, expected approach to spaces and architecture.
The red-orange North Arrow inside of the “W” is a staple in the architecture space that symbolizes direction and guidance – both of which Workbench provides. The “W” can be used as its own standalone mark where brand awareness is high.
COLORS
Colors matter with every brand. The colors that represent Workbench are charcoal, red, and a mix of cool and warm greys.
Use tints and shades to bring added depth and interest to the black and greys.
Charcoal Black
#242525
Workbench Red
#ee3035
Cool Grey
#7e7e7e
Warm Grey
#e5e6e1
White
#ffffff
TYPOGRAPHY
These font families should be used consistently across all communications. You can access them in the Downloads section below.
Headlines
Saol 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
Headlines + Subheads
Aktiv Grotesque Ex
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
Aktiv Grotesque
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: Roboto 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
Make
every
space
meaningful.
THE PROCESS
The 4-Part Workbench 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. Each side of the Northstar in the logo represents a part in the process. When completed, it provides direction and establishes a location.
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 “make every space meaningful.”
- 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.
