Unines Brand guidelines Email

September | 2016
BRAND
GUIDELINES
1

Hello!
Every successful brand has a powerful visual
identity. Uninest’s vision is to strengthen and
achieve maximum potential from all its marketing
activities and communication.
This document will help you understand our
brand guidelines and demonstrate how you use
them in a property operations setup and when
creating marketing material, both internal and
external.
Design information provided in this document
can be amended if necessary to suit operational
requirement. For special requests, please contact
the corporate design team on
varuna.mehta@gsa-gp.com.

Contents
1. Who are we?
2. How are we related to GSA?
3. Brand essence
4. Intact logo
5. Colour Palette
6. Fonts
7. Icons
8. Photographic style
9. Brand stationery
4
5
6
8
12
14
18
19
20

Who are we?
Uninest provides the best living
experience for students worldwide.
Our communities thrive because
we all contribute to them.
Our vision
“To create and manage great
quality locally-driven communities
that students call home”
Our strategy
Our property designs define
our communities from the inside
out, resulting in a unique, holistic
living experience for our students.
With our history, expertise and
knowledge, we deliver the best
and most culturally appropriate
student living experience in every
market.
4
Our characteristics
Our brand characteristics should be
felt every time we communicate
with our students. These words
are examples of our personality
brought to life.

How are we related to GSA?
GSA is not simply in the student
accommodation sector, we
created it. We research, finance
and build secure and vibrant
communities that give students
the space to grow in the directions
that matters most to them.
In conjunction with our student
brands we are committed to
providing exceptional living
experiences for university
students around the world.
The yellow mark in our logo is a
distinctive feature and is known as
the ‘GSA motif’. It forms a unique
part of the Uninest student brand
and highlights the value and
brand equity we deliver as part
of the overall student experience.
This dominant feature supports
the co-branding between GSA
and Uninest, and therefore, it is
important that its always present
and used appropriately.
5

Brand essence
Our brand essence is the key idea
and driving force behind everything
we do and our signatures.
It is at the heart of our brand and must
be considered in everything from
the way staff address customers to
all the visual applications used in
promoting our brand.
“Your home away from home”
6

hYour home away from
ome
7

Brandmark
The Uninest brandmark is our most important asset and should always be applied correctly.
Do not alter or change the brandmark in any way. Use brandmark artworks for all printing.
Always use the master artwork provided.
The following pages describe how to apply the brandmark correctly with the brand. The
primary brandmark is the preferred option and should be used whenever possible. The
reversed out brand mark should be used primarily over photography when there is an
obvious conflict with a colour background.
1. Primary brandmark 2. Reversed brandmark 3. Solid black version has limited
use on black and white print
only
8

Brandmark descriptor
Uninest logo is made of two elements, brandmark and descriptor.
As a global company and currently as a fairly new brand in most markets, Uninest uses a
descriptor for all our properties.
For most situations when describing our properties the term “Student Residences” should
be used.
Brandmark
Descriptor
Bounding box only used to demonstrate the reversed brandmark.
9

Clear space & Usage
To help ensure visibility and legibility, the logo has an area of clear space which remains free
of all other elements, such as type and graphics. The clear space is based on the height of
the word-mark ‘n’ in the square shape for both primary and product brandmarks. It should
always be used to create the minimum clear space on an application.
An overall minimum size has been created to always ensure that the logo is scaled in
proportion and is not distorted in any way. No uninest brandmark should be used smaller
than 12mm in width on any print application, and no smaller than 23 pixels on any screen
application.
CLEAR SPACE
CLEAR SPACE
CLEAR SPACE
CLEAR SPACE
CLEAR SPACE
CLEAR SPACE
CLEAR SPACE
CLEAR SPACE
Print
Min size 12mm
Print
Min size 12mm
Digital
Min size 25 pixels
Digital
Min size 25 pixels
10

Logo misuse
To ensure consistency, only the approved and registered logo should be used on all
branded collateral. Using the logo in any other way (examples as below) would dilute our
brand IP.
1. Primary Brandmark
2. Reversed Brandmark with
dark background
3. Do not rotate the
brandmark
4. Do not change the
colour
5. Do not add a shadow 6. Do not stretch the
brandmark
7. Do not change order of the brandmark & descriptor. Only use approved logo.
11

Colour Scheme
Primary colours
Colour consistency is an important part of our visual identity. Please
use/specify the correct colour values for the relevant media
(i.e.: Print/On-screen/Paint)*
Pantone
Interior/Paint
Process Cyan C
Dulux 1070
Striking Cyan
Pantone
Interior/Paint
151C
Ral 2008
Screen
R: 0
G: 158
B: 224
Screen
R: 255
G: 131
B: 0
Print
C: 100
M: 0
Y: 0
K: 0
Print
C: 0
M: 60
Y: 100
K: 0
12

Secondary colours
Greyscale | Supporting color tint |
Neutral
C:0 M:0 Y:0 K: 80
R:88 G:89 B:91
C:0 M: 60 Y: 100 K:0
R:247 G:144 B:47
C:0 M:0 Y:0 K: 0
R:0 G:0 B:0
C:0 M:0 Y:0 K: 70
R:109 G:110 B:113
C: 1 M: 48 Y: 98 K:0
R:243 G:155 B:35
C:0 M:0 Y:0 K: 60
R:128 G:130 B:133
C: 2 M: 34 Y: 82 K:0
R:245 G:176 B:72
C:0 M:0 Y:0 K: 20
R:209 G:211 B:212
*Print is CMYK and onscreen is RGB
13

Fonts
Geomanist
Our primary typeface is Geomanist.
This font and its variations are to be used for all marketing and media
collateral (e.g.. Print/advertising)
Geomanist Medium/Black can be used for Headlines,
Sub Headings, and when impact and stand-out is required.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Light
Regular Medium Black
14

Helvetica
Helvetica is our web-safe font and should be used on all digital
applications as a substitute default font. It can also be used as
body font on any print material.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Light
Regular
Bold
15

SimHei
Primary Mandarin font
16

Frutiger Arabic 45 Light
بل
Primary Arabic font
ش ز ذ ي ث بل ا
ه ت ن م ور خ ح
ض ق س فع د
إعامر طوكيو إستيالء عن بحث,‏ قد حاول تحرّكت
بالسيطرة يبق,‏ ومن عن شعار أعامل الساحة.‏ و
تعديل واُسدل الشهرية جعل,‏ أي دول إعامر وفرنسا,‏
عل سليامن،‏ الخاطفة بني.‏ ان بال أدىن إحكام,‏ دول
تم مرمى الساحل,‏ هذا التي والكوري كل.‏ عالقة
تكاليف وصل إذ,‏ جُل ت.‏ انه بشكل أوزار
17

Icons
We have developed unique icons that are simple and clean, to be used
where appropriate. These have been designed to compliment the logo.
18

Photographic style
Europe | Middle east | Asia pacific
19

20
Brand stationery

As a rule brandmark should be placed on the left side, top or bottom or centrally of
the application. This is applicable to all stationary marketing materials.
21

For all enquiries regarding our brand, please contact
E: marketing@gsa-gp.com
M: +971 56 480 9780
Please note - design information provided in this document can be amended if necessary to suit
operational requirements and will be dealt with individually by the branding team.
22
ALL RIGHTS RESERVED AND UNAUTHORISED COPYING AND DISTRIBUTION IS STRICTLY
PROHIBITED COPYRIGHT GLOBAL STUDENT ACCOMMODATION GROUP LIMITED © 2016
V.2