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

Hello world, allow us to introduce ourselves. We are 225 Bush Street, and here’s what we do.

Our Mission


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 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


Our goal is to cultivate community, connection and smart, sustainable growth throughout the communities and assets we serve.

Color Palette

225 Bush Street’s official palette is comprised of a variety of primary and secondary swatches, each functioning as an essential component to our brand’s web presence and print design materials.

Primary Swatch 1


225 Bush Navy

RGB
34 / 56 / 96 / 100

HEX
223860

CMYK
92 / 73 / 17 / 28

PANTONE
534 C

Swatch usage:
225 Bush Street's primary swatch color, used within our logotype, headers, links and UI elements.

Primary Swatch 2


Kylli Gray

RGB
89 / 87 / 87 / 100

HEX
595757

CMYK
70 / 63 / 58 / 12

PANTONE

Swatch usage:
Used for smaller headers, alternate headers, body copy, and the site's footer background color.

Primary Swatch 3


Kylli Light Gray

RGB
206 / 206 / 206

HEX
CECECE

CMYK
17 / 12 / 10 / 0

PANTONE

Swatch usage:
Used for the text and links within the footer area of the site.

Primary Swatch 4


Kylli White

RGB
255 / 255 / 255

HEX
FFFFFF

CMYK
0 / 0 / 0 / 0

PANTONE
White

Swatch usage:
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.

Primary Swatch 5


Kylli Silver

RGB
233 / 235 / 239

HEX
E9EBEF

CMYK
7 / 5 / 2 / 0

PANTONE

Swatch usage:
The secondary background color for body content on the website and marketing materials.

Secondary Swatches


225 Bush Denim

RGB
38 / 90 / 169

HEX
265AA9

CMYK
89 / 64 / 0 / 0

225 Bush Teal

RGB
79 / 179 / 194

HEX
4FB3C2

CMYK
64 / 6 / 15 / 1

225 Bush Black

RGB
35 / 31 / 32

HEX
231F20

CMYK
76 / 77 / 68 / 61

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.

Tertiary Typeface: Helvetica


A neutral modern font that emphasizes legibility.

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:
Helvetica is used as an alternative typeface when Nunito and Nunito Sans cannot be incorporated by default. This includes Word templates and Mailchimp newsletters.

View Helvetica at Linotype.

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