Literature system and guidelines
Cityroofs are a subsidiary brand of Zoontjens, Europe's leading
roof specialists. They offer cutting edge elevated landscape
solutions for roofs, terraces, podiums, balconies and façades.

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Streamlining the business
As part of a brand streamlining project we were commissioned
to consolidate three separate brands into one visual system.
Utilising the existing visual identity of Cityroofs, our brief was
to create a single literature system to incorporate their products
and solutions divisions.

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Core elements
A comprehensive audit of existing materials identified that
the current system had grown too broad with an unnecessary
amount of colours, typefaces and graphic elements.
Communications lacked coherence and items were taking
too long to produce and distribute. To introduce efficiency
and ensure that the system is robust we edited and revised
the core elements.

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Core element – Typeface
A primary typeface has been specified. One that has visual
relevance to the existing Cityroofs identity and provides a family
of weights for use as headline, text and tabular information.

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Core element – Colour
Colour is now used as a way of differentiating between divisions.
A set of corporate colours, derived from the Cityroofs identity,
have been specified. For each division a second colour is added.
Literature will be created across Europe and printed in many
different ways so to help ensure accurate colour reproduction
each colour is created from a maximum of two process colours.

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Core element – Grids

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Template designs
The core elements form the basis of a comprehensive system
that incorporates all necessary types of information and content.
A graphic language derived from the Cityroofs identity has
been introduced that gives the documents both expression
and clarity.

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Guidelines
Templates were delivered along with a set of guidelines that
enable in-house teams and regional agencies to easily create
and collate sales and marketing literature.

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© Commercial Art 2012