The Property Sauce brand.

Everything needed to reproduce the identity consistently: the monogram, the lockups, colour, type and voice, with files to download.

The monogram.

A high-contrast serif P and S, the S tucked under the bowl of the P, with a hairline of gold just outside each letter. Beneath it, PROPERTY SAUCE in spaced serif capitals and the three trades in small sans: Portfolios, Block management, Acquisitions.

Property Sauce primary logo: the PS monogram in deep green with a gold hairline, above the name and descriptorPrimary, on light
Property Sauce primary logo reversed, in paper on deep greenPrimary, reversed
Property Sauce horizontal lockup: the monogram, a gold rule, the name and descriptorHorizontal, for headers and signatures
Property Sauce accent variant with the S in paprikaAccent variant, social only

Rules

  • Clear space around the logo equal to the height of the capital P. Minimum height 28mm in print and 120px on screen for the stacked lockup; the monogram alone may go down to 16px.
  • The gold hairline is part of the mark. Do not remove it, thicken it, or change the gold.
  • Use the reversed version on green or photographs. Never place the green logo on green, and never on a busy image without a dark scrim.
  • The accent variant with the paprika S is for social avatars and posts only. Stationery, the website and signage use the primary.
  • The name is always set in Cormorant Garamond capitals with wide tracking. Do not retype it in another font or in lower case.

Colour.

Deep green for weight, paper for ground, gold for hairlines and rules. Paprika is kept for one accent per page. Two greys for text.

Deep green#0F2A22Headlines, dark sections, primary buttons, the monogram
Paper#F4F5F1Page ground, text on green
Gold#B4924AThe hairline, rules, numbers, icons. Never for body text
Paprika#C8502AOne accent per page: a door, a lit window, the social S
Text#1C2A25Body copy on paper
Muted#55655ESecondary copy and descriptors. Passes AA on paper
Paper 2#E9EBE4Tints, quiet backgrounds, chat bubbles
Green 2#163B30Cards inside dark sections

Type.

Cormorant Garamond for headlines and the name, medium weight, never bold. Geist for everything else, with wide tracking for labels. Both are open licence and self-hosted.

Cormorant Garamond

Display. Medium (500) for headlines at natural tracking; Semibold (600) for small headings. Capitals with 0.14em tracking for the name.

Geist

Body and interface. Regular (400) for copy; Medium (500) in capitals with 0.18em to 0.26em tracking for buttons, labels and the descriptor.

Voice.

Confident, dry, specific. Short sentences. Concrete detail over adjectives.

  • Say what we do and for whom. "We buy blocks of flats" beats "bespoke acquisition solutions".
  • Numbers only when they are real. No invented statistics, response times or percentages.
  • Never "nestled", "stunning", "luxurious", "boasts", "seamless", "elevate" or "unleash".
  • No em dashes. Use a full stop, a comma or a colon.
  • British spelling. Sentence case for headings. One exclamation mark per year, unused.

Downloads.

SVG for print and web, PNG where an SVG will not do. The PNGs are rendered at four times their nominal size.

Primary logo, SVGGreen on transparent Primary logo, PNGGreen on transparent, 1200px Primary logo on paper, PNGFor documents and email signatures Primary logo reversed, SVGPaper on transparent Primary logo on green, PNGSquare, for dark backgrounds Horizontal lockup, SVGGreen on transparent Horizontal lockup on green, PNGEmail banners, signage Accent variant, SVGPaprika S, social only Monogram tile, PNG 1024Social avatars and app icons Monogram tile on paper, PNG 1024For light backgrounds Monogram, single colour SVGEmbossing and one-colour print Brand guidelines, PDFThis page, for sending on Social share image, PNG1200 by 630