Overview
225 Bush Street’s brand is the collection of perceptions people have about our company. It is the big picture impression that is left on our customers and those who interact with us.
225 Bush Street’s branding exists to differentiate our company from others in the marketplace, as well as connect with a target audience. It creates trust and recognition by communicating in a consistent way across all teams and channels.
This style guide is the visual translation of 225 Bush Street's mission, vision and values. It is the framework that specifies how to communicate the 225 Bush Street brand. The design assets presented within are the tangible visual elements that determine how our brand is perceived by, and how it interacts with, the world.
Brand Story
225 Bush Street is owned and operated by Kylli, a full-service real estate investment and development firm focusing on the acquisition, development and management of institutional quality real estate assets in the San Francisco Bay Area.
Our Mission
Our goal is to cultivate community, connection and smart, sustainable growth throughout the communities and assets we serve.
Our Vision
We deliver innovative, thoughtful, design-led user experiences through our projects and collaborations. 225 Bush features many of its original design details, along with many modern upgrades to enhance the space and better serve today’s tenants.
Our Values
We pride ourselves in building longstanding relationships with our occupiers and do so through our deep understanding of their requirements and our regional knowledge and expertise.
Logo Identity
225 Bush Street’s logo is the cornerstone of our brand identity. It clearly communicates who we are, our values, is visually appealing, and makes a lasting impression on 225 Bush Street’s audience.
The 225 Bush Street logotype design and its variations are property of Kylli Inc. All rights afforded under U.S. copyright law are retained by the owner.
Correct and incorrect versions of our company name include:
Correct:
- 225 Bush Street
- 225 Bush St
- 225 Bush
Incorrect:
- 225 bush
- 225bush
- 225 bush st
Permission Required. Written permission is required by any individual, persons, or company desiring to use our identity graphics in conjunction with a commercial product, business name or unaffiliated service.
Distribution. Do not redistribute without our expressed consent as files are subject to change without notice.
Right of Refusal. The owner retains the right to revoke permission and use of graphic assets for any reason.
Approved Logo Variations
Primary Logo Variations
Secondary Logo Variations
Usage Specifications
How to use our logo assets:
Provide adequate clear space around the logo to prevent overcrowding and maximize visual impact. This amount is defined as half the vertical length of the number \"5\" from the logotype in all directions. The vertical lockup logo format is our preferred version for use in all applications.
How not to use our logo assets:
Do not use our logo designs in unapproved colors. Our logo assets should never purposely be tilted or oriented differently than what\'s shown here. 225 Bush Street does not have a brandmark and should not be displayed with one unless specified in this style guide.
Color Palette
225 Bush Street’s official palette is comprised of a variety of swatches, each functioning as an essential component to our brand’s web presence and print design materials.
225 Bush Navy
RGB225 Bush Navy
HEX223860
CMYK92 / 73 / 17 / 28
Pantone534 C
225 Bush Street's primary swatch color, used within our logotype, headers, links and UI elements.
Kylli Gray
RGB89 / 87 / 87 / 100
HEX595757
CMYK70 / 63 / 58 / 12
Pantone534 C
Used for smaller headers, alternate headers, body copy, and the site's footer background color.
Kylli Light Gray
RGB206 / 206 / 206
HEXCECECE
CMYK17 / 12 / 10 / 0
Pantone534 C
Used for the text and links within the footer area of the site.
Kylli White
RGB255 / 255 / 255
HEXFFFFFF
CMYK0 / 0 / 0 / 0
PantoneWhite
The primary background color for body content on the website and marketing materials. Also used as the alternative swatch color for 225 Bush Street's logotype design.
Kylli Silver
RGB233 / 235 / 239
HEXE9EBEF
CMYK7 / 5 / 2 / 0
PantoneWhite
The secondary background color for body content on the website and marketing materials.
225 Bush Denim
RGB38 / 90 / 169
HEX265AA9
CMYK89 / 64 / 0 / 0
PantoneWhite
Alternative swatch color for 225 Bush Street's logotype design.
225 Bush Teal
RGB79 / 179 / 194
HEX4FB3C2
CMYK64 / 6 / 15 / 1
PantoneWhite
Alternative swatch color for 225 Bush Street's logotype design.
225 Bush Black
RGB35 / 31 / 32
HEX231F20
CMYK76 / 77 / 68 / 61
PantoneWhite
Alternative swatch color for 225 Bush Street's logotype design.
Typography
Typography -- the visual art of creating written words -- is an essential building block of 225 Bush Street’s brand identity. 225 Bush Street utilizes the following defined typefaces for all content displayed on our website at https://225bush.com/.
Primary Typeface: Nunito Sans
A well balanced sans serif typeface with non-rounded terminals. Versatile and elegantly neutral for body copy, especially when displayed at a smaller size.
H1 heading
H2 heading
H3 heading
H4 heading
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
0 1 2 3 4 5 6 7 8 9 ! ? . , : ; ‘ “ ^ < >
@ # $ % & * ( ) [ ] { } / \ | _ + = - ~ `
How quickly daft jumping zebras vex.
The quick brown fox jumps over the lazy dog.
This is a paragraph that uses every single letter in the alphabet. Now, that doesn’t mean this can be a paragraph with no story, but it does mean that every single letter is used. You can make it as generic or fanciful as you’d like. You can talk about anything from quilts to jets to xylophones. Oh yeah, and you can use whatever language you want, from Afrikaans to Zulu.
Directions for use:
Nunito Sans is used for headers. Various font weights help to provide contrast for links and emphasized text.
View Nunito Sans at Google Fonts.
Secondary Typeface: Nunito
A well balanced sans serif typeface with rounded terminals. Versatile and elegantly neutral for body copy, especially when displayed at a smaller size.
H1 heading
H2 heading
H3 heading
H4 heading
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
0 1 2 3 4 5 6 7 8 9 ! ? . , : ; ‘ “ ^ < >
@ # $ % & * ( ) [ ] { } / \ | _ + = - ~ `
How quickly daft jumping zebras vex.
The quick brown fox jumps over the lazy dog.
This is a paragraph that uses every single letter in the alphabet. Now, that doesn’t mean this can be a paragraph with no story, but it does mean that every single letter is used. You can make it as generic or fanciful as you’d like. You can talk about anything from quilts to jets to xylophones. Oh yeah, and you can use whatever language you want, from Afrikaans to Zulu.
Directions for use:
Nunito is used for body copy. Various font weights help to provide contrast for links and emphasized text.
View Nunito at Google Fonts.
Imagery
225 Bush Street’s on-brand images help to convey our best practices, aspirations and moods. The following images have been selected to communicate 225 Bush Street’s values associated with our brand.
Voice
225 Bush Street’s brand voice strongly impacts how our audience feels about our products and services. The following words and phrases depict our best practices, personality and what does and does not demonstrate the voice of our 225 Bush Street brand.
Words we like:
Community, relationships, service, people, design-led, innovative, experiences, on-site, lifestyle, modern, collaborations, connection, smart, sustainable, exceed expectations, investment, development
Words we don't like:
Thoughtless, sterile, disconnected, standard, short-term, acceptable, old, outdated