Brand guidelines

With the re-brand of Assisted Living and the arrival of a new Retirement Living logo, now’s the perfect time to clearly define our products.

We hope these new guidlines help you ensure that anything produced, either internally or externally has a consistent look and feel.

You will find enclosed information on our colours, fonts, how to use the logos and some examples of our new look literature to help you instantly recognise our ‘best practice’ formatting, styles and layout decisions.

If you brief external agencies to produce artwork, please ask us for the new logos in the corrects formats. Feel free to include Graphic Design in your approval process if you have any doubts about the rules, or look and feel of your artwork.

There should only ever be one Master Brand logo on each document or digital file.

Where we talk about Retirement Living (RL) and Assisted Living (AL) on a multiple page document we use the ‘from McCarthy & Stone’ (FMS) logo in each case and “sign off” or introduce ourselves with the corporate logo.

The logo without the “FMS” will always be used on single-sheet items. For example ads, posters, and billboards alongside the Master Brand Logo. This will be the green logo on RL and multi-product documents, the blue logo on AL only documents.

Corporate Logo

(One logo)

McCarthy & Stone Brand Architecture

HeadlineAlternative Headline

HeadlineAlternative Headline

Subhead Subhead

Master Brand Logo

(One logo + colour for product)

Products

(Butterfly + colour + product)

To be used on multi-page documents with a Master Brand logo on the final page.

Upweighted logo

The upweighted logo can be used to increase the impact of the logo when necessary.

Care and Management Care and Management

Products

(Butterfly + colour + product)

To be used on single page documents in conjunction with the Master Brand logo

Management Services

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Primary Green C82-M30-Y84-K18Secondary Green on Primary Green

Seconday Green C53-M0-Y53-K0Primary Green on Secondary Green

Primary Blue C77-M52-Y36-K12Secondary Blue on Primary Blue

Secondary Blue C73-M13-Y16-K0Primary Blue on Secondary Blue

McCarthy & Stone Colour Palette

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50%

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McCarthy & Stone Colour Values

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Primary27784c

Pantone 555C

RAL 6002

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Text575757

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Accentf7e869

80% black to be used for all text, including some sub heads and headings depending on the setting.Can also be used as background colour if required.

Accent colour to be used for flashes, and where an additional colour is needed to break up layouts and give some contrast.

Pantone 121C

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Secondary79c797

Pantone 346C

Product sub head colour. Main headline colour, depending on the setting and some sub heads. Can also be used as background colour if required.

Main headline colour, including sub heads depending on the setting. Can also be used as background colour if required.

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Pantone 5405C

RAL 5007

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107

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Accentf7e869

80% black to be used for all text, including some sub heads and headings depending on the setting.Can also be used as background colour if required.

Accent colour to be used for flashes, and where an additional colour is needed to break up layouts and give some contrast.

Pantone 121C

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Secondary6345c8

Pantone 631C

Product sub head colour. Main headline colour, depending on the setting and some sub heads. Can also be used as background colour if required.

Main headline colour, including sub heads depending on the setting. Can also be used as background colour if required.

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Pantone 7527C

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Reda61c18

Retirement Living Assisted Living Shared Palette

Helvetica Neue • Regular/Medium/BoldSub head/Sub head/Sub head

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmonopqrstuvwxyz1234567890-=!@£$%^&*()_+

Helvetica Neue • Light/Roman • 9pt minimumBody text

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmonopqrstuvwxyz1234567890-=!@£$%^&*()_+

ITC Lubalin Graph Std • Book/Demi

Headline text/Headline text

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmonopqrstuvwxyz1234567890-=!@£$%^&*()_+

Helvetica Neue • BoldAlternative headline text

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmonopqrstuvwxyz1234567890-=!@£$%^&*()_+

Helvetica Neue • Regular/Medium/BoldSub head/Sub head/Sub head

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmonopqrstuvwxyz1234567890-=!@£$%^&*()_+

Helvetica Neue • Light/Roman • 9pt minimumBody text

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmonopqrstuvwxyz1234567890-=!@£$%^&*()_+

ITC Lubalin Graph Std • Book/Demi

Headline text/Headline text

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmonopqrstuvwxyz1234567890-=!@£$%^&*()_+

Helvetica Neue • BoldAlternative headline text

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmonopqrstuvwxyz1234567890-=!@£$%^&*()_+

McCarthy & Stone Fonts

The logo needs to breathe

The exclusion space that we have set for the corporate logo is the size of one butterfly.

McCarthy & Stone Logo Guidelines

The exclusion space that we have set for the product logo is the size of one capital letter.

The logos have a white version. this can be used over either primary and secondary green or blue as well as black or shades of black.

The logos can be used on colours

McCarthy & Stone Logo Do’s and Don’ts

Never use the‘From McCarthy & Stone’ version of the logo (FMS logo) on the same page as the McCarthy & Stone Corporate logo. The ‘FMS’ logo is for use when the logo

appears on a different page to ‘sign off’.

Also, never use the Product logo, without the ‘FMS’ without the Corporate logo

The full colour logo is to only be used over a white or very light background.

The white logo only on a solid colour.

Never scale the logos without keeping the proportions constrained. The logo must never be distorted in any way.

The full logos must never be presented at less than 35mm or 170px for web.

If a smaller logo is needed for promotional items such as pens, or for web buttons these must not go under 25mm or 100px.

The upweighted logo is available for use and ‘FMS’ can be removed in certain circumstances.

Don't take screen shots from any other item such as a website or other literature. It might look fine on screen but the resolution is usually very low and it will more than likely need to be blown up anyway - making it even poorer quality.

Use your common sense, if a logo looks pixelated, distorted, off colour, or if it generally doesnt look right, don't use it. Contact Graphic Design and we can re-supply the logo if necessary.

35mmor 170px

McCarthy & Stone Logo Do’s and Don’ts

25mm

35mmor 170px

25mm

35mmor 170px

25mm

McCarthy & Stone Straplines

Should be used if possible, but if space, format, media or end product does not allow or necessiate this then a plain strip should be used. The strapline should be the same height as the product logo, or aligned to the bottom of it.

A retirement apartment you ownwith flexible care and support

Independence with peace of mind

A retirement apartment you ownwith flexible care and support

Independence with peace of mind

Independence with peace of mind

A retirement apartment you own with flexible care and support

If there is not at least 3/4 of logo space between the logo and the strapline, do not use the strapline and reduce depth of logo if necessary.

A retirement apartment you ownwith flexible care and support

A retirement apartment you ownwith flexible care and support

Independence with peace of mind as standard

Independence with peace of mind as standard

McCarthy & Stone Terminology - our words, and how we write and use them

✓One hour’s domestic assistance per week included in the service charge

“ and there’s one hour of domestic assistance per week already included in the service charge.”

Disclaimers:on where the item first appears or where the customer is most likely to read it. So not in body copy and on a list.There are often up to four disclaimers. We try to always use:*Extra charge applies#Subject to availabilty†Ts&Cs apply.^Charges may apply for mobile users.

or variations of these where necessary - for example fact sheets use ^Extra charge applies. But please always ensure they correspond.

No excess hyphens:Walk in wardrobes, 24 hour, table service, 24 hours a day, award winning etc.

We are hyphenating: on-site and day-to-day

Room names in sentences are lower caseThere’s a laundry service, a table service restaurant and a guest suite for when friends and family come to stay.

Job titles are upper caseAsk the Sales Consultant for more details.

Previous terminology Current terminology

Homeowners’ Lounge Lounge/Lounge for socialising

Laundry Room Laundry

CCTV/Secure/Security entry system Camera entry system

Domestic assistance^ One hour’s domestic assistance per week included in the service charge

Walk-out balcony/balconies Balcony to selected apartments

French balcony/balconies Juliet balcony/balconies to selected apartments

Walk-in wardrobe Walk in wardrobe

En-suite/En Suite Ensuite

This list will be updated regularly

Use full words (approximately not approx.)

You can’t use ‘a 3 minute walk’ or ‘a short walk’ as some people walk more slowly or are less able to walk than others – it has to be a distance

Regions, locations, months and days to always have capitals.South West, August, Winter

You would use ‘across the Midlands’ when referring to locations. But Midlands Region when talking about our company’s Midlands Region. ‘Call Jackie in our Midlands Regional Office’ on XXX XXXXXXX

Spell out numbers up to ten. There are 11 one bedroom apartments remaining

Offers in capitals?:Header: Apartment of the Month Sentence: At Malvern Court we are offering a £10,000 discount on our apartment of the month until 31st September 2014

Using ‘Lounge’‘Join us in the lounge for tea and cakes this Thursday.’

‘You can enjoy the development’s facilities including the landscaped gardens and the lounge, to socialise with friends and neighbours.’

‘We’ve paid attention to the things that matter most to you, like having a House Manager, a lounge for socialising and the development maintenance, such as gardening and window cleaning, covered in the service charge.’

High Street or high street?: High Street if it is the name of the road or lower case if it’s ‘The town’s main high street, Carlisle Way, is located just 0.5 miles from the development.’ ‘You will find a wide range of shops and amenities on High Street, just 0.5 miles from the development.’

McCarthy & Stone Artwork Examples - look and feel

EA_AL_A4P_MASTER_COMING SOON_05-14

Beatty CourtAssisted Living apartments for sale. Coming soon to Holland Walk

Assisted Living coming soon to NantwichPlans available to view by appointmentExclusively for the over 70s For more information ask inside for details or call 01270 624759www.mccarthyandstone.co.uk

• Managed 24 hours a day by YourLife, a CQC registered company • Table-service Restaurant̂ • Flexible care tailored to your needs • One hour’s domestic assistance included per week

• Function room • Guest suite^ • Lift • Assisted bathroom • Laundry room • Mobility scooter charging and store# • 24 hour security with camera entry system and alarms

• Homeowners’ lounge • Landscaped gardens • 24 hour emergency call system

*Subject to availability ^At an additional charge

Own a beautiful retirement apartment and have the care and support you need to enjoy life and maintain your independence.

Our new development has been designed to make life easier. There’s a convenient laundry service*, an on-site restaurant* and

a guest suite* for when friends and family come to stay.

Our care and support services* can be tailored to suit you. For added peace of mind, management are on-site 24 hours a day.

A retirement apartment you ownwith flexible care and support

McCarthy & Stone has a brand new development of one and two bedroom apartments in Abbeydale – Clementine Court, The WheatridgeClementine�Court�offers�all�the�benefits�you’d�expect�from�McCarthy�&�Stone�- camera�enry�system,�homeowners’�lounge,�a�lift�to�all�floors,�fully�equipped�laundry� room and a House Manager.

Do you know anyone over 60 who would benefit from this lifestyle?If so, simply let us know by completing a Community Referral Card. You can either bring this over to us, or hand it to the person who you are referring. If they go on to buy a brand new retirement apartment at Clementine Court upon your recommendation, we’ll reward you with a cash bonus of £1,000*.

So… help your clients rediscover a happy retirement and look forward to a cash bonus for yourself! The Sales Office at Clementine Court is open Tuesday - Saturday, 10.30am - 5pm Alternatively give us a call on 01531 820383Terms and conditions apply. Please see registration form or visit www.mccarthyandstone.co.uk/referral for details

Introduce a client and

receive

£1,000

P_RL_Comm_Refer_MASTER_A4_05-14

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www.mccarthyandstone.co.uk

One and two bedroom retirement apartments for sale, for the over 70s.Coming soon East Street, Newton Abbot TQ12 1GHCall today to find out more

We are delighted to invite you to our Information Day for Singer Court, Paignton, McCarthy & Stone’s brand new

development of one and two bedroom apartments.Join us on Monday 5th August, 2014 at the Clunes Hotel, at either 11am or 2pm, for a presentation which will give you the opportunity to learn more about Singer Court.Clunes Hotel, Marine Drive Paignton, Devon TQ3 2NLAssisted Living offers the best of both worlds –

a home you own with care and support when you need it. At our Information Day, you can speak with our experienced staff, preview apartment plans and ask any questions you may have. You will also have the opportunity to reserve the

apartment of your choice off plan at this event, or alternatively to make an appointment to see our Professional Advisor at later date.We look forward to seeing you there!To reserve your place at this event,

please call us on 0800 919 132. You are welcome to bring a friend or family member with you.

*Extra charge applies. †Subject to availability.

✓Table service restaurant*✓ Homeowners’ lounge✓Flexible care tailored to your needs✓Management on-site 24 hours a day✓ Managed by YourLife, a CQC registered company✓One hour’s domestic assistance

included per week✓24 hour security with camera entry system and alarms✓ Guest suite*✓ Help with your move

Assisted Living gives you a beautiful new apartment you own together with care and support tailored to your needs, provided on-site by a team you know.Designed around you, our Assisted Living developments are especially created for the over 70s. They include facilities and features to support you to live independently in your own home.

Flexible personal careYou’ll own a beautiful apartment and have the reassurance of management on-site 24 hours a day, with care professionals providing flexible personal care and support services*, tailored to suit your needs. YourLife is regulated by the Care Quality Commission, and offers a round the clock service from 15 minutes a session which can be increased or decreased as you require – you only pay for what you need. There’s one hour of domestic assistance already included in the weekly service charge.

Find out more about Stover Court Coming soon to Newton Abbot

A retirement apartment you ownwith flexible care and support

Join us at our Information Day, 11am - 3.30pm Monday 5th August 2014 at the Clunes Hotel

Our new development, coming soon to Exmouth has been designed to make life easier. There’s a convenient laundry service*, an on-site restaurant* and a guest suite* for when friends and family come to stay. Our care and support services* can be tailored to suit you. For added peace of mind, management are on-site 24-hours a day.

A retirement apartment you ownwith flexible care and support

www.mccarthyandstone.co.uk*Extra charge applies

Find out more at our information dayThursday 16th August, 2014, 10.30am to 3.30pm At The Hampshire Court Hotel, Great Binfields Road, Chineham, Basingstoke RG24 8FY

Come along to find out more about the McCarthy & Stone Assisted Living lifestyle for the over 70s. Meet our knowledgeable team and register your interest in a brand new apartment at our forthcoming development.

For more details, please call 02380 641676

Brand new Assisted Living apartments coming soon to Exmouth.

Artist Impression

Assisted Living gives you a beautiful new apartment you own together with care and support tailored to your needs, provided on-site by a team you know.Designed around you, our Assisted Living developments are especially created for the over 70s. They include facilities and features to support you to live independently in your own home. At the heart of the development is a table-service restaurant where you can eat freshly prepared meals and a function room for those special occasions. There’s a guest suite for your friends and family, a laundry room and a secure electric scooter room to park your vehicle†. You can socialise in the homeowners’ lounge and relax in the landscaped gardens. It’s all built around you.Flexible personal careWith Assisted Living, you’ll own a beautiful apartment and have the reassurance of management on-site 24 hours a day, with care professionals providing flexible personal care and support services†, tailored to suit your needs. YourLife is regulated by the Care Quality Commission, and offers a round the clock service from 15 minutes a session which can be increased or decreased as you require – you only pay for what you need. There’s one hour of domestic assistance already included in the weekly service charge.Join us at our Information Day to find out more. Please call us on 0800 919 132 to reserve your place.

Care and Management

✓Table service restaurant*✓ Homeowners’ lounge✓Flexible care tailored to your needs✓Management on-site 24 hours a day✓ Managed by YourLife, a CQC registered company

✓One hour’s domestic assistance included per week✓24 hour security with camera entry system and alarms✓ Guest suite*✓ Help with your move

Typical interiors

*Extra charge applies. †Subject to availability.

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Artists impressionwww.mccarthyandstone.co.uk

One and two bedroom retirement apartments for sale, for the over 70s.

Coming soon East Street, Newton Abbot TQ12 1GH

Call 0800 919 132 today to find out more

xxxx

xxxx

Find out more about Stover Court, coming soon to Newton Abbot

Join us at our Information Day, Monday 5th August 2014

A retirement apartment you ownwith flexible care and supportWe are delighted to invite you to our

Information Day for Singer Court, Paignton, McCarthy & Stone’s brand new development of one and two bedroom apartments.

Join us on Monday 5th August, 2014 at the Clunes Hotel, at either 11am or 2pm, for a presentation which will give you the opportunity to learn more about Stover Court.

Clunes Hotel, Marine Drive, Paignton, Devon TQ3 2NLAssisted Living offers the best of both worlds – a home you own with care and support when you need it. At our Information Day, you can speak with our experienced staff, preview apartment plans and ask any questions you may have.

You will also have the opportunity to reserve the apartment of your choice off plan at this event, or alternatively to make an appointment to see our Professional Advisor at later date.

We look forward to seeing you there!

To reserve your place at this event, please call us on 0800 919 132. You are welcome to bring a friend or family member with you.

Dukes Court Retirement apartments in the heart of Wellington