BRAND ELEMENTS
PHOTOGRAPHIC STYLE
The photos and imagery used in our communications should feel genuine and authentic in order to create an emotional connection with the audience. Select images that depict the passion and dedication of our people, the strength and beauty of our products, and the vastness of our natural resources.
Avoid images that appear overly staged, generic, or cliche. When using images of trees, select hardwood species and avoid softwoods and exotic species.
BRAND PATTERNS
Our primary 'Topography' brand pattern reflects region's terrain and our founders’ military careers, adds visual interest to otherwise bland backgrounds in our brand touchpoints. Our secondary 'Abstract Hills,' pattern is tailored for limited digital use, offering a modern interpretation of the Appalachian hills surrounding our headquarters. For best results, brand patterns should be applied at 25% opacity.
TOPOGRAPHY
MOUNTAIN ELEVATION
ICONOGRAPHY
Our brand uses icons from the Font Awesome icon library. The icons may be applied in Slate on top of a light background or in Limestone on top of a dark or Appalachian Orange background.
Commercial
Goverment
Residential
Multi-Family
Safety
Sustainability
Engineering
American Made
Phone
Partnership
Commercial
Goverment
Residential
Multi-Family
Safety
Sustainability
Engineering
American Made
Phone
Partnership
Commercial
Goverment
Residential
Multi-Family
Safety
Sustainability
Engineering
American Made
Phone
Partnership
RAW IMAGE
STANDARD PRESET APPLIED
IMAGE TREATMENT
The preferred image treatment utilizes custom Lightroom presets to ensure consistency and enhance the visual narrative of our brand. The Standard preset may be used for most images featuring people, products, and architecture; while the Landscape preset should be applied to images of natural scenery to better accentuate the vibrant colors of our resources.
The presets are designed to be compatible with most image file types, but give best results when applied to RAW images. Before applying either preset, make sure the image is neutral and be sure to correct any exposure errors.
RAW IMAGE
LANDSCAPE PRESET APPLIED
These guidelines were created for Crosswood by the team at Heartwood Brands.
If you have questions about using these guidelines, please contact: