Brand Guidelines

Our logo embodies simplicity and purpose. The logo mark features a stylized letter ‘b’ with angular strokes, evoking both dimension and the essence of a building. This minimalist design reflects our core mission: to simplify and streamline CRE management. Just as our logo distills a letterform’s structure into clean, bold lines, our platform transforms intricate processes into intuitive solutions.

Our logo’s simplicity gives it versatility in its usage at varying scales. In most cases the logo should be used with both the mark and word mark. In branding scenarios where space is small and confined (such as a social media avatar) the mark may be used by itself.

Onest is our primary typeface, selected for its open, squared-off humanist characters that convey a friendly yet innovative feel. Inter serves as our secondary typeface, valued for its utilitarian range of dynamic weights, making it ideal for information-rich applications.

All headings should be set in Onest Bold or Semibold with tight line-height. When possible, headings should have a balanced rag with modest line widths to avoid typographic orphans and widows. In consideration of responsive design, large display headings should scale down for narrower screen widths.

Any medium to long form copy should be set in Inter and given moderately loose line height. When possible, body copy paragraphs should have a balanced rag with modest line widths and avoid typographic orphans and widows. Disable wrapping hyphens to prevent the breakup of long words, unless the copy is typeset in particularly narrow spaces. When copy is set in a format with multiple paragraphs, each paragraph should have bottom margins that are optically proportional to font size and line-height.

Built’s core brand colors are a vibrant Red and a deep Navy. Our Red exudes energy and demands attention, perfect for highlighting key elements and calls-to-action. The Navy provides a sense of stability and professionalism.

Built’s palette offers two additional secondary blue tones chosen to amplify the dynamic interplay between vibrancy and stability established by our primary colors and offer greater depth and versatility to our brand.

Built’s secondary colors can be adjusted to created dynamic background gradients that infuse Built’s visual identity with a sense of innovation and forward movement. These gradients can be used as backgrounds to offset product and lifestyle imagery or create composite branded graphic imagery.

Product imagery can be placed on neutral gray or blue backgrounds, enhancing the visual prominence and readability of interface elements and information on each product screen.

Built’s palette is supplemented by utility accent colors enhance our core palette with functional purpose. They can be used to provide clear visual cues that different product lines or within interfaces, data, and status indicators. A range of tints are presented to provide versatility and breadth to their use.

Built employs a diverse set of icons to highlight our platform’s features, capabilities, and benefits. Icons can quickly capture attention and convey a feature, while also become a unique identifier for an aspect of Built’s platform.

Call to Action buttons are an integral part of our digital marketing. Buttons should be used to elicit action with short, imperative language. Button text should be as short as possible to reduce unintended wrapping on responsive screens, while button backgrounds should contrast strongly with the page background.

Find templates for commonly used Built creative resources below.

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