The logo
The mark is the two Embassy Gardens buildings with the Sky Pool slung between them. It is the single most recognisable thing about where we live, so we lead with it.
The teal panel with two white ripples is the Sky Pool. Keep it teal even when the rest of the mark is reversed to white, it is the spark of colour that makes the logo unmistakably Embassy Gardens.
Primary lockups
Clear space & minimum size
Keep clear space around the logo equal to the height of the pool panel on every side. Never crowd it with text or let images run into it. Do not place the full lockup smaller than 150 px wide on screen, or 34 mm wide in print, below that, use the pool-and-buildings mark on its own.
Placing the logo
Do
- Reverse to the on-dark version on green or over dark photography.
- Keep the pool teal in every version, on light and on dark.
- Give it room and align it to the page margin.
- Use the horizontal lockup as supplied; scale it proportionally.
Don't
- Recolour the buildings or the wordmark to anything off-palette.
- Stretch, squash, rotate or add shadows and outlines.
- Place the on-light logo on a busy or mid-tone photo.
- Rebuild the wordmark in Space Grotesk, it is fixed artwork.
Colour
Deep green is the campaign's ground, community green is its voice, and the Sky Pool teal is the accent that ties everything back to the logo. Click any swatch to copy its hex.
Core greens
Accents
Neutrals
Rule of thumb: reach for Green Deep #0E5C38 whenever green needs to be readable as text, and keep Community Green #159A57 for buttons and large headings where it always carries white. Teal is a highlight, never a text colour on white.
Typography
Two typefaces do all the work. Space Grotesk gives headings a confident, slightly technical character; Inter keeps long copy clean and highly legible. Both are free from Google Fonts.
Type scale
Fallbacks for documents
Install Space Grotesk and Inter (both free) for an exact match. Where they are not available, in a colleague's Word or a quick email, fall back cleanly: headings in Arial or Helvetica Bold, body in Calibri or Arial. Never substitute a serif or a condensed font.
Components
The recurring pieces of the website and decks. Reuse these rather than inventing new ones, consistency is what makes a volunteer-run campaign look organised.
Buttons
Primary green for the main action, gold reserved for the Fund, ghost for secondary links. Fully rounded, Space Grotesk label.
Tags & links
Inline links use a green underline that thickens on hover.
Cards
Owners of half of all flats
must join for the claim to proceed, so every flat counts.
Callout
Already an EGRA member?
Your flat only counts towards the threshold once you register.
Using the brand in documents
Letters, briefings, one-pagers and the information pack. The goal is that a printed EGRA document and the website read as one campaign.
EGRA · RTMDear neighbour, this is a short update on progress towards taking over the management of our building, and what it means for your flat.
Deep-green header band, logo reversed, a green rule under the title, plain Inter body.
Using the brand on the web
The live site at embassygardens-rtm.com is the reference build. These are the exact design tokens behind it, copy them straight into any new page or component.
Buttons and links use Community Green with white text; text-only green uses Green Deep. Interactive elements keep a visible focus ring. Photography runs full-bleed behind the transparent nav.
Imagery
The campaign is image-led. Real Embassy Gardens and Nine Elms, not stock. Photography should feel like the place on a good day.
Do
- Use bright, natural-light shots of the buildings, the linear park and the river.
- Let photography run full-bleed, with the reversed logo and white text over it.
- Keep a green or deep-green wash where text needs to sit on an image.
- Favour wide, calm compositions with room for a headline.
Don't
- Use generic corporate or city stock that could be anywhere.
- Place dark text on a busy image without a wash behind it.
- Over-filter, heavy grades and vignettes read as marketing, not neighbours.
- Show identifiable residents without their permission.
Voice & tone
We sound like a well-informed neighbour: calm, plain-speaking and honest. We are asking people to trust us with their building, so we never oversell and we never hide the caveats.
In three words: clear, honest, neighbourly. If a sentence sounds like a property developer wrote it, rewrite it.
Templates
Ready-made, on-brand starting points so nobody builds a deck or a letter from a blank page. Both carry the logo, palette and type from this guide.
Campaign deck template
Eight branded layouts: cover, agenda, section divider, content, before/after comparison, stat callouts, resident quote and a closing contact slide. Each carries speaker notes explaining what it is for.
Download the deckLetter & report template
A branded letterhead with the deep-green header band, heading styles in Deep Green, a community-green rule, green square bullets, a pale-green callout and a contact footer. Replace the placeholder text and go.
Download the document