Naming
TownX is composed of ‘Town’ and ‘X’. It is a bold and powerful brandname with an ability to carry meanings that go beyond mere linguistics.
The former is among most commonly used words. It is short and easy to read, pronounce, and spell. It is quite euphonious as well.
The latter on the other hand is a variable that can imply diverse meanings from genetics and space to sex and modern culture to name a few.
‘X’ makes brands appear more contemporary, technological, alive, special and fun. Thus it is very popular in branding:
Letter X is not likely to be confused with any other letter, number or sound. It has strong connotations and is easily pronounced in most languages making it a safe combination.
Blend brands containing the letter ‘X’ are normally very easy to spell except when it replaces ‘ex’,‘cs’,‘ks’ in real words (e.g. Xpress, OptiX) as well as in abstract and non-English words.
TownX is easy to type using the standard QWERTY keyboard design. The keys balance evenly between both hands enabling a fast typing speed.
This way, a person may hear the brand in a casual conversation or on a radio and easily search the web for more information, subject to the company’s online presence.
Communications
TownX is no ordinary real estate firm. It has a tech-startup vibe, and is always in motion for continuous improvement.
TownX projects utilise innovative planning and construction approaches to save on unnecessary costs and pass the savings onto residents.
Because for some, Dubai is as expensive as space exploration and there are currently companies out there working to enable people to live on Mars.
In a similar spirit TownX makes Dubai living easier by making it affordable: a roof above your head is far more important than all the stars in the sky.
So TownX is bringing affordable living options to Dubai. However their homes are built using the finest materials, equipment and sanitary ware.
Thus, specific words and phrases should be used throughout all marketing messages and materials to communicate the feel of the brand.
The following tag-cloud contains the required brand vocabulary. To learn more about the brand’s voice and positioning, click here.
The ‘X’ in TownX is not associated with any word. Use excellent, exceptional, excited, exclusive, exemplary, experience, exquisite as appropriate.
Universal ‘.com’ domain extension will improve trustworthiness, efficiency, security, and allow for international expansion.
Secondary regional (.ae), short (.co), and similar (xtown.com) domains should be secured for an additional layer of security for your CRM.
Do not use secondary domain names and extensions other than for URL redirection and short link generation purposes.
A standard vanity URL (townxcom) should be used as a social media handle across all social networking sites as some of them do not accept shorter handlers (townx).
In addition to URL identifiers, certain keywords (townx, townxcom, townxproperties) should be used in filenames and as hashtags.
TownX is amalgamated into one word. It is typeset as one word with an uppercase T followed by small caps, and an uppercase X.
Descriptor and tagline
TownX is an evocative brandname that should be accompanied by a functional descriptor such as ‘properties’ or ‘developments’.
‘TownX’ could also serve as a modifier in ‘TownX Properties’ or ‘TownX Developments’ though ‘Properties’ is a slightly better keyword for SEO.
‘Properties’ is also shorter which results in better clearspace and legibility settings as well as not requiring any special alignment or sizing.
The tagline has limited height and length (see identity blocks below) but longer taglines could be used without the logomark on any digital and print media.
TownX Properties
TownX Developments
Easy18 Apartments
Classy21 Development
Mission, vision and value statements are a good place to start developing descriptive taglines because it puts a human face on a company.
Comfort, quality, affordability accurately convey the values, mission, and vision: Townx prioritises your comfort, ensures quality and believes in affordability.
Affordability, quality and comfort could also be expressed in your founding belief: ‘Everyone deserves a decent place to call home’.
It could be reflecting your pioneering spirit: ‘Bringing Luxury Lifestyle to the Mainstream’ or ‘Best Affordable Urban Living Experience’.
TownX Properties
Quality Comfort Affordability
TownX Properties
Best Affordable Urban Living Experience
TownX Developments
Bringing Luxury Lifestyle to the Mainstream
Do not use ‘Real Estate Developments LLC’ for a descriptor as it is secured for use in all official correspondence by TownX.
Do not generate new descriptors or taglines. Do not replace it with a marketing message. Do not resize. See identity blocks for more information on lockups.
Logomark
The symbol is appropriate for TownX as it incorporates both ‘Town’ in the form of flat blocks and ‘X’ in the negative space.
It’s like looking upwards in the middle of an intersection with flat blocks mimicking arrows and perspective adding a sense of motion.
What makes the design so special is that it is loosely based on an ancient Egyptian ideogram for ‘town with crossroads’.
Its unique design can be seen when compared to the following hieroglyphs, petroglyphs, ideograms, and traffic signs as well as architectural logos:
Wordmark
TownX has a distinctive logo with its capital ’T’ followed by small caps and a capital ‘X’ for symmetry and to visually separate it from ‘Town’.
It is based on a geometric class typeface; Avenir. Used by famous brands it has over 40 weights, versions, and an Arabic variant.
Middle letter “w” slants slightly to the left to make it more memorable, allow better kerning in “own”, and appear more contemporary.
Small cap logos are used by a myriad of brands from rock bands and fashion labels to investment banks, web-service provider, and a ‘supermajor’.
Typeface
Avenir typeface was designed in 1988. It is used in the Amsterdam and BestBuy logos, as well as by Apple, Bloomberg, Snapchat and others.
Both Avenir and Avenir Next have six weights, each with a roman and oblique version. Next comes in two widths: normal and condensed.
Avenir Next Rounded includes eight fonts in four weights and two versions. Arabic variant (Janna) includes two fonts in two weights.
Google font alternatives
Similar Google fonts and Avenir font pairs for headings, subheadings and body copy could be found below.
Nunito and Nunito Sans are similar web-safe fonts that you can import from Google. Helvetica and Helvetica Neue can be used as a substitute.
Alternatively, Dubai could be used for Arabic and Latin scripts on print media. You could also use Ubuntu or other fonts developed by tech firms.
Use complementary fonts below for headings, Avenir Heavy/Black Oblique for subheadings, and Avenir Roman for body copy.
Recognise proximity, clear space, alignment, hierarchy, kerning, leading, tracking, layout, composition and other aspects of design.
Logo system
A logo needs to work easily in every situation, application and use, be it as small as a favicon or as big as a truckside advertising.
Available space, surface shape and texture command the appropriate version and method of applying the logo.
Vertical versions
The above five versions are sufficient for most situations. However each version has different requirements that need to be discussed.
This section provides proportion, placing and clearspace settings for various versions of the logo and feature production-ready assets.
Standalone referential symbol
For somewhat unconventional applications the logo could be traced using the contour lines below. The minimum clearspace is 1.333X.
The design is very geometrical in that it contains basic shapes but it is in no way mathematically driven nor does it rely on any grids.
The sole purpose of this guide is to serve as a blueprint and aid the correct and consistent application of a logo.
It is not intended to justify or add meaning to the design where none exists. Furthermore, the grid may not be accurate so always trust your eye.
Standalone symbol
Horizontal versions
There are two horizontal versions: one with a descriptor and one without. This is because it requires a different alignment of the elements.
The descriptor also sets a different minimum size and clearspace requirements for each version. See p.21 for more information.
The former could be used on signage, vehicles and stamps while the latter is best suited for web, pens, pen drives, business cards etc.
Always use ‘Properties’ or ‘Developments’ in all versions.Donotinsertlongerandmorecreative taglines instead of a functional descriptor.
Left and right alined versions
Left and right aligned vertical versions could be used on certain types of letterheads, sales agreements, invoices or as an email signature.
Use the left or right version on documents in English or Arabic respectively. Do not use any two versions on the same document.
Please note that this version is not intended for use by other than TownX on its official documentation and correspondence.
It should always be aligned with text and the left or right margin should be greater than or equal to the minimum clearspace.
Minimum size
The minimum size is different for each version and depends largely on the presence of a descriptor and the clearspace settings of each element.
The minimum printed font size for the descriptor or small caps is 6pt or approximately 2mm. Use only under conditions of necessity as a last resort.
Legibility
While it is important to preserve a high level of detail on stationery and merchandise using high-precision printing methods, it will inevitably lose detail when it comes to the minimum size.
People won’t see everything on a favicon or a grouped app icon due to the lack of attention to detail and with little effort dedicated to it.
It must always be recognisable and the overall shape/colour of a logo plays a far more important role than overly simplistic designs or crisp detail.
In fact, anything vaguely similar will remind people of the brand or draw attention to other issues as done by Google doodles and Hillary Clinton 2016 presidential campaign logo systems as well as the debranding campaigns by Coca-Cola and Snickers.
Extended logo system
It is recommended to develop a logo system for TownX which may include animated logos for the Earth Hour and the Car-free Day.
The former may feature a day-to-night time-lapse with lights switching off and a relevant title. The latter can show an intersection with light traffic.
It could incorporate anything that would remind people of the brand: look-up photography, a gift box with double ribbon bows or circled arrows.
A gift box could be used for promotions enclosed in a national holiday greetings email, and arrows could be used in UI or to promote core values.
Practices to avoid
- Do not alter in any way such as by modifying the descriptor, colour, adjusting aspect ratio, relative size or arrangement of elements.
- Do not rearange the elements or create additional lockup versions such as a standalone wordmark, or with a superscript/subscript logomark.
- Do not independently move, slant, scale, stretch, compress or crop any element. Do not change perspective, skew or distort any element.
- Do not simplify, decompose or remove any part of any element. Do not rotate or flip any element. Do not overuse. Do not animate.
- Do not create product or service group lockups without prior approval. Do not add any text or graphical element within the logo clearspace.
- Do not embed the logo in a UI button or any shape. Do not embed the TownX Logotype in text or copy. Do not imitate TownX type.
- Do not change the typeface, weight or style unless it is embedded in a text and matches the font used in your communication.
- Do not make the logo a centrepiece of your design. Do not let any element or minimum clearspace ‘bleed’ off the edge of the page.
Brand colours
TownX is bringing affordable living options to Dubai. However their homes are built using the finest materials, equipment and sanitary ware.
TownX’s latest development is the apex of class and comfort. It is more than just apartment living. It is a lifestyle of luxury and quality.
The primary colour is TownX Gold (#ae7f43). It is very appropriate given the tone of the brand and its positioning in an accessible luxury market.
The secondary colour is TownX Blue (#284366) which allows the primary colour to stand out creating a high but visually-pleasing contrast.
TownX Gold also mimics the colour of the beloved Arabian sand dunes and is that of nostalgia for many Arabs.
Apart from gold, it is somewhat similar to relic bronze and fervent brass, as well as honey, wheat, hazelnut and dark goldenrod
Blue implies bipolar qualities such as tradition and innovation which reflects client’s approach to quality and affordability.
Blue is the colour of the sky and sea, business attire and casual jeans. It is professional and friendly, reliable and trustworthy.
Colour is one of the most recognisable aspects of the brand as it communicates its tone, aesthetic and overall look and feel.
Therefore it should be used consistently as the predominant tone on all communications materials to maintain a cohesive brand image.
The logo should be in white or TownX Gold on white, TownX Blue or a darker tone of TownX Gold (#543E21).
Displaying any element in non-brand colours is unprofessional and will cause confusion, weaken recognition and foster distrust.
Brands with similar colours
Gold generates the right emotions, conveys elegance and class, and signals superior quality distinguishing it from the low-end market.
It is associated with luxury and fashion and is oftentimes used in exterior and interior design making it a suitable colour for TownX.
Although TownX is not nearly as luxurious as the following brands, it may be perceived as luxury under certain circumstances.
TownX is an exciting brand but it is also very flexible and can easily move upmarket should that be required in the future.
Blue is the colour of information and is heavily used by technology brands such as HP, Intel, Lenovo, LinkedIn, Nokia, SAP, SAS, and Sony.
Transport and finance firms such as Airbus, Amex, Boeing, Ford, GM,Jeep, KLM, Mazda, AXA, ING, Lloyds, RBS, Subaru,Volvo and WV also use blue.
It represents ease of use, communication and interaction, confidence, stability, dependability, strength, information security and confidentiality.
It is ideal for an innovative real estate developer as various technology pioneers and world’s largest firms have incorporated colour blue.
Colour harmonies
TownX Gold could be combined with colours on the colour wheel to produce harmonious colour schemes for various purposes.
Use them to make effective colour choices for stationery, collateral, merchandise, packaging, apparel, interior, exterior, web and social media.
For emphasis, use complementary or compound (split-complementary) schemes depending on how many objects you want to stand out.
If you are looking to create serene or vibrant designs use the analogous or triadic colour schemes respectively.
If you have more colours you may want to use the double and cross complementary colour schemes as well as the analogous scheme.
Left to right: monochromatic, complementary, compound, analogous, triadic, double (square) and cross complementary (rectangle).
One colour should always govern the overall design while others could be used as accents, backdrops, shapes and type.
Pay attention to the balance between active warm and passive cool hues which seem to advance or recede in space respectively.
Do not overcomplicate your design with too many colours. Use neutral colours where possible and tone down vibrating backdrops.
An off -white and -black supplemental colour scheme can be applied on press walls, print media and in other scenarios.
Colour systems and codes
For the web use HEX and RGB values provided below. The HSV model can help produce a new colour scheme, tone, shade or tint.
The CMYK and Pantone can be used in printing and in the manufacture of coloured paint, fabric, and plastics. Pantone codes vary by use.
Below, primary colour row (P) is followed by a complementary (C), two compound (SC), two analogous (A) and two triadic (T) colour rows.
When coupled with primary and complementary colours, the bottom four rows make two double (DC) and two cross complementary (CC) colours.
Gradients
Brands have very limited colour schemes that can be expanded into gradients to create an additional layer of depth, tone and mood.
The primary brand colour could be used to create a transparent gradient that fades into the background layer.
Monochromes and analagous colours are good for a soothing linear duotone or an energetic tritone gradient without any undesired colours.
Complementary and compound colours could be incorporated with the third stop in the middle or in a gradient mesh.
Gradients could be applied to shapes, types, and backgrounds. Shapes could be used in layout, as an image mask or text box.
Gradients could be applied to collateral, packaging, web and digital content. TownX logo and pattern should always be in white.
Gradients could also be used in filters to darken undesired elements, reduce non-brand hues or add a subtle vignette to the image.
Recognise location, direction, transparency, an optimal number of stops and other aspects of gradient design.
Images bank and filters
Seeing the people behind the brand is crucial, a faceless company is unlikely to build trust. Use photographs of the same group of people.
The pictures of people, meetings, construction updates and sites, and Dubai in general can be found below.
Always capture the entire scene and in two- point perspective for landscape and portrait orientation cropping flexibility.
Always use the same photo filters: brightness, contrast, tones, gradients, saturation, and colour balance settings. Always use brand colours.
Brand pattern
The pattern is appropriate for the brand as it matches and extends the logo making it immediately recognisable and consistent.
It consists of various shapes such as a square, circular sector, incomplete isotoxal square star, circle, triangle, saltire and a diagonal grid.
It’s a harmonious blend of numerous imperfect shapes that together consolidate the overall design boosting the look of the brand.
It could be applied to stationery, collateral, merchandise, packaging, web design, social media and content marketing.
The pattern should be left or top left aligned and symmetrical or horizontally symmetrical with the logo centered horizontally.
The pattern size depends on the size of the item that carries it or the setting in which that item is used, and will be discussed here.
The pattern and logo are in TownX Gold on white or TownX Blue and Dark Gold for Easy and Classy developments respectively.
Alternate colouring of four-pointed stars and circular sectors could be applied but should be avoided in favour of subtleness.
Brand pattern versatility
The pattern can assume a triangular, rectangular and square form or frame on video and images, stationery, packaging, indoor and outdoor signs.
The pattern could come with or without the logo in TownX Gold on white, TownX Blue or a darker tone of TownX Gold.
Some pattern shapes may require an outlining stroke. For questions on appropriate usage, please contact Regent’s Design.
Produce custom patterns using Adobe Illustrator. Make sure the elements align perfectly. Apply the TownX pattern using the foil stamping method.
Stationery
Stationery design guidance covers letterheads, invoices, business cards, and envelopes below.
Business cards
The business card is 8.5 by 5.5cm with an .8cm margin and a .5cm gutter. Title and body font sizes are 10pt and 8pt. Line interval is at 10pt.
Employing an established smartphone metaphor one could fit twice as much data on a vertical business card due to the short text line length.
The back of the business card could be in TownX Blue with the TownX Pattern on it or in white without it. Imprint method: foil stamping.
A proportionally larger pattern is preferred for business cards. It should be left-aligned and symmetrical with the logo in the exact centre.
Folder
The presentation folder’s front and back covers are in TownX Blue. It is white on the inside with a right high-pocket in TownX Gold.
The pocket comes with a business card slot keeping contact information at hand and visible. It is 3cm deep and allows 2cm for a glue tab.
The pattern is on the front and inside only. It is top-left aligned and vertically symmetrical. The logo is in the upper-middle part of the pattern.
A proportionally smaller pattern is prefered for folders as they are primarily used indoors. Application method: foil stamping.
Envelope
Sometimes a paper bag could be replaced with a C4 envelope subject to a cost-benefit analysis.
Envelope’s face, flaps and folds are in TownX Blue with the throat in TownX Gold. It should not contain a window or any contact information.
The pattern is on the face of the envelope. It is top-left aligned and vertically symmetrical. The logo is in the upper-middle part of the pattern.
A proportionally smaller pattern is prefered for envelopes as they are primarily used indoors. Application method: foil stamping or raised spot UV.
Packaging
Paper bag
The paper bag or C4 envelope could be used for one-bed or studio apartments depending on the customer lifetime value.
The front and back of the bag are in TownX Blue and carry the pattern and logo. The rope handle, sides and bottom are all in TownX Gold.
The pattern is top-left aligned and vertically symmetrical. The logo is placed in the lower- middle part of the front and back of the bag.
Enlarging both the pattern and logo on shopping bags will make them more visible outdoors and from further distances.
Gift box
Buying a property with TownX should give people a lifestyle and the feeling that they have joined an exclusive club.
Each customer should receive a gift-box which will include a ‘Thank You’ note, stickers, keyring, pen drive, frosted mug or other merchandise.
Unboxing makes the product feel special. It will help you turn your customers into brand ambassadors and increase its recognition.
Below is one of many potential designs based on the TownX pattern. This and many other modifications could be made on the Illustrator.
Merch
Merch design guidance covers keyrings, USB drives, stickers, frost glass mugs with a matte finish, decal or stainless steel thermo mugs.
Practices to avoid
- Do not modify the brand colours. Do not place the TownX logo (in TownX Gold) on any background other than white (or very light) or TownX Blue.
- Do not place the TownX logo (in TownX Gold) on busy imagery, complex background and video. Do not use shadows, glowing or outlines.
- Do not place the TownX logo on generic stock images. Do not use photorealistic mockups. Do not place an inverted version on any image.
- Do not enlarge rasters or change the aspect ratio. Do not display the logo on corrugated or spherical surfaces if doing so will adversely affect legibility.
- Do not alter the pattern in any way such as by modifying the colour, adjusting the aspect ratio, relative size or arrangement of elements.
- Do not independently move, slant, scale, stretch, compress or crop the pattern. Do not change the perspective, skew or distort it.
- Do not place the TownX symbol on any pattern other than the TownX’s. Do not place the TownX wordmark on TownX Pattern. Do not misalign.
- Do not apply gradients or place the pattern on a background image or gradient. Do not use the pattern as your most dominant focal point.
- Do not go for cheaper, rotating, non-circular, rubber keyrings. Place the logo at a correct angle with a chain on top. Do not cover the logo.
- Do not use any USB drive except for the twister type or key drive with a round bow. Do not pick non-brand colours or smaller USB drives.
- Do not use any tea cups without straight sides. Use a frost glass mug with a matte finish, decal or stainless steel thermo mug.
- Use laser engraving for steel keyrings and pen drives, pad printing for plastic pen drives, uniforms and hard-hats, and decal for ceramics.
Apparel
The overall workwear should be in TownX Blue with a horizontal logo in white or TownX Gold. Do not include a descriptor on any limited space.
Hard-hats should be in TownX Gold (#ae7f43) or white, TownX blue (#284366) and yellow with a logo in white or TownX Gold respectively.
They could have up to four logos: a standalone symbol or alternative vertical version on the front, and horizontal versions on both sides and the peak.
If there’s no logo on the uniform, it could be put on a t-shirt: TownX Gold on white and vice versa. Use pad printing for hard-hats and fabrics.
Black and orange hard-hats are acceptable but should have a white logo on them. Do not use non-brand colours such as red and others.
Do not place black and white logo versions on bright colours. Do not use TownX Gold on orange or dark yellow. Do not include a descriptor on the peak.
Do not place more than four logos on the hard-hat and more than one logo on the torso, be it a t-shirt or overall. Make sure it is visible.
Storytelling
Some companies admire athletes, others show great respect for the creative people, explorers, or farmers, and TownX honours expatriates.
If you are inspired by athletes or wish to become one, you’d buy gear from Nike. If you want to become creative you’d use Apple computers.
You’d go to Harley for freedom, exhilaration and excitement and to North Face for the outdoors exploration, appreciation and preservation.
But if you dream of becoming successful and settling down in Dubai you’d come to TownX for the best affordable urban living experience.
TownX uses the finest materials, equipment and sanitaryware in their homes but makes them affordable and offers the best payment plans.
Why? Because TownX helps others become their own heroes and overcome the challenges of settling down and accomplishing their goals.
The story below introduces likeable heroes facing relatable difficulties, establishes their aspirations and stakes, and develops some drama.
Much like the successful expats, the heroes emerge, transformed and live long, happy, and meaningful lives in a utopian world.
The next story elaborates on TownX’s guiding belief, what they stand for, and the ‘WHY’ behind what they do.
TownX is not motivated by short-term gains. It is more than just a real estate agency with quality presale services. They serve a greater purpose.
The core belief that is shared by all of their employees and customers is that everyone deserves a decent place to call home.
People join their cause not for their product or pricing but rather for the future they envisioned for them and their own success story.
‘Quality, comfort, affordability’ accurately conveys their mission, vision and belief: they ensure quality, strive for your comfort and believe in affordability.
What most people need is just a place to relax at the end of every workday or study, and some privacy.
It may not be the biggest home but it will be theirs. It will provide all the comfort they crave and satisfy their needs and wants.
This is their heritage. TownX is more than just apartment-living. They are building a memory, a happily ever after.
Brand guidelines
