Tolles Graphic Standards

Section. 1 - Brand Essence

Who We Are

At Tolles, we believe commercial real estate should be done with intent, purpose, and creativity. That properties should be as inspiring as they are productive. And that every great development should build on the culture of its community. We call this Thoughtful Development, and it’s a thread we’ve woven into every part of
our process.

Brand Position

Where others see obstacles, we see opportunities. We believe in building “important developments with important stories” – and raising the bar for development in the community. The most challenging projects bring the greatest rewards, both to us and the communities where they happen.

Brand Tone

We always sound:
Thoughtful, Creative, Insightful, Intuitive, Intentional, Humble, Respectful, Inspiring, Optimistic, and Community-Minded

Our Tone shifts between:
Contemplative, Hopeful, Informational

If Tolles were a person, they would:
Handle situations gracefully, stay updated on industry trends, have insights about neighborhoods and communities, communicate plainly and purposefully, be well-traveled and well-read, exude warmth, intelligence, stability, and empathy.

LOGO GUIDE

The Tolles logo is the most prominent visual representation of the organization in all instances and should be presented consistently and accurately to build recognition of the brand and effectively reflect the company’s image and identity.

In the included folder you will find sub folders containing .eps/.ai/.pdf files .jpg and .png files. If a vendor requests vector art/Illustrator/high resolution files, supply the .eps/.ai/.pdf files. If they request raster art, .jpg, or .png, supply them with the .jpg and .png files.

Section. 2 - Logo Guide

Primary

The main elements of the Tolles identity are pictured here. This includes the primary full-color logo, black logo, and secondary horizontal logo, wordmark, and icons. All artwork must be constructed from reproduction-quality art or from high-resolution digital files.

Secondary

Tolles™ secondary logo represents management, but can still be used for development depending on the application. While the secondary/ management logo share the same safe space and sizing as development, they are differentiated by color, creating a distinct visual identity.

Primary Icon

The Tolles™ icon features a downward-facing triangle, embedded with a capital ‘T’ inside. This distinctive design serves as an additional visual representation of
our brand.

Secondary Icon

Icon with Tagline

The Tolles™ drak grey icon should always be placed on the top of “Thoughtful Development”.

Section. 2 - Identity Usage

Safe Space

The Tolles™ logo must have a safe space around the entire logo. All other graphics and text must be kept outside of the safe area to ensure legibility. To define this area, use the width and height of the O in Tolles™ in the corners to create a margin around the logo.

Misuses

The Tolles™ logo and icon should always be used in its original format or under the guidelines given. Never should the logo be treated in one of the methods shown here.

ROTATE LOGO

SCREW OR DISTORT

MISUSING COLOR

REORDERING ELEMENTS

NON-DESIGNATED COLORS

STACKING ELEMENTS

FLIP ICON

SEPARATE ICON

LAYERING ELEMENTS

Section. 3 - Typography

Typography – Primary

Proxima Nova Family

Proxima Nova is the primary font, as Tolles™ utilizes its entire family. To be used in headlines, subheadings, small captions, body copy, etc.

Typography – Secondary

Bely – Regular

The Tolles™ logo uses Bely sparingly, staying away from the display version. It can be used in call-outs or statement headings.

The only acceptable weight for Secondary uses is Regular, Italic, Bold, and Bold Italic.

Typography – Occasional

Helvetica – Regular

Helvetica is to be used for body copy, ideal for compact spaces while effortlessly conveying clarity across digital platforms and web applications.

Arial – Regular

Arial serves the same purpose as Helvetica, to be used for body copy, ideal for compact spaces while effortlessly conveying clarity across digital platforms and web applications.

Section. 4 - Development Color

Development Color – Primary

The Tolles™ development color scheme uses a minimalistic color palette for consistent visual impact. Whenever possible, the Tolles logo should be presented in full color.

The colors should never be used outside of the values shown here. When utilizing a logo file, check to make sure that the color profile is appropriate given the usage. The following shows each color profile’s appropriate use:

CMYK: Offset Process Printing, Digital Printing
PMS: Offset Process Printing, Screen Printing
Learn More
HEX: Screen-Based Applications
RGB: Screen-Based Applications

CMYK – 45,43,48,8
RGB – 140,130,122
PMS – Warm Gray 8 C
HEX – #8C827A

CMYK – 46,42,48,7
RGB – 140,132,124
PMS – 8002 C
HEX – #8D847C

Development Color – Secondary

CMYK – 64,40,62,19
RGB – 93,114,97
PMS – 5615 C
HEX – #5D7261

CMYK – 15,14,17,0
RGB – 214,209,202
PMS – Warm Gray 1 C
HEX – #D6D1CA

Development Color – Tertiary

CMYK – 32,62,85,20
RGB – 150,95,54
PMS – 4635 C
HEX – #965F36

Section. 5 - Management Color

Management Color – Primary

The main color for Tolles™ Management is the same green as the original palette, and its secondary color is a slightly lighter shade.