Brand guidelines
for Oxford Properties Group corporate and investment management
Welcome to the Oxford brand guidelines.
The brand system includes design principles,
brand assets and working examples, all
designed to strike the right balance between
consistency and flexibility, allowing you and
your teams to develop communications which
are true to our brand and fit for purpose.
In support of this document, a toolkit of
assets is available via the Digital Library.
This includes logos, fonts, images and icon
assets. Guidance on how to use these can
be found on the following pages. Our brand
is in your hands — please take the time to
familiarize yourself with how it works.
Oxford is a global real estate investor, developer and
manager and is owned by OMERS. The real estate
investment side of our business is referred to as 'Oxford'.
The direct real estate operations side of the business is
called 'Oxford Properties'. As our business has grown,
there is a need to have a distinct set of messages, tone
of voice and visual identity, to communicate the two
distinct yet complimentary parts of the business to two
audiences. The Oxford logo is used consistently.
Oxford is our primary business, it serves as a parent
brand to endorse property brands in our portfolio.
Additionally, multiple platform companies comprise our
portfolio as standalone brands.
Real estate investment
Oxford Properties GroupThese Oxford guidelines relate to
investment management and group
communications, and should be used:
On the Oxford corporate intranet
In the email signatures of any employees
who work in investment management
For all corporate initiatives, ranging from
ESG to media activities
In support of any general
speaking media opportunities
On any global communications
relating to investment
We play an active, progressive role in all of our investments.
Collaborating in an open and respectful way, we build long-term, trusting
relationships with partners who share our perspective and ambition.
We act and adapt quickly to seize the opportunities that come with change.
Prizing agility and creativity over hierarchy and bureaucracy, we give our
people the flexibility and freedom to move fast and make smart decisions.
We bring diverse skills and a deeper understanding to every opportunity.
Our expertise and experience in the development and operation of some
of the world’s most complex and innovative property projects mean that
we add real value to every investment.
We do the right thing and invest with integrity to make a positive impact.
And have the capital, conviction and influence to make a real difference.
At Oxford, we bring diverse skills and
a unique perspective to every opportunity.
We buy, build and grow businesses; drawing on our deep
understanding of every aspect of real estate to drive
sustainable success. We share our knowledge by building
open, collaborative partnerships, and work together to
create the most economic and social value.
Our tone of voice is
1. Confident (Not boastful)
We’re reassuringly confident in our expertise.
So, while our projects may be complex,
our writing gets straight to the point with bold
headlines and clear statements.
Concise, powerful headlines
Show, don’t tell
Fewer words for greater impact
Our tone of voice is
2. Energetic (Not formulaic)
Energized by change, we think fast and
shape our sector’s future. This shines through
in our dynamic, thought-provoking writing.
Start paragraphs with short sentences
Vary sentence lengths throughout
Pose thought-provoking questions
Our tone of voice is
3. Empowering (Not imposing)
This is a team game. Quick to share knowledge,
we collaborate with our colleagues and partners
to build success together. Open and inviting, our
writing celebrates partnership and opportunity.
Showcase our diversity of talent
Celebrate benefits for everyone
Show evidence of our success
Our tone of voice is
4. Personable (Not standoffish)
We’re active partners. In other words, we're
hands on. On every project, we build real human
relationships. So we use real human language to
represent that.
Use everyday language
Celebrate the challenges we overcome
Speak from the heart, not just the head
Headlines are the first thing that
our customers and partners
read when engaging with our
content. If they don’t make
the right first impression, then
we’re already a step behind.
Our use of headlines is flexible, but always with a sense
of purpose. There are many ways we can convey our
meaning, but we always aim to reference specific nouns
(e.g. places, solutions or communities) or active verbs,
and place Oxford’s work in context to show our impact.
We also keep headlines as short as they can be, getting
right to the point instead of adding unnecessary detail
that takes away from our intended meaning.
- Creating sustainable places
- Building through partnerships
- Bringing sustainability to the West Midlands
- Different strengths, combined
- Innovative minds in innovative environments
The general writing
principles outlined in
this section provide best
practices for writing
every type of content.
Concise, powerful headlines
Without any unnecessary detail
Show don’t tell
Use imagery to support key messages
Fewer words for greater impact
Keep content short enough to skim
Start paragraphs with short sentences
To summarize the key message quickly
Vary sentence lengths throughout
To keep content engaging for readers
Pose thought-provoking questions
To get the reader thinking
Showcase our diversity of talent
Allow space for unique voices and quotes
Celebrate benefits for everyone
Don’t just focus on Oxford
Show evidence of our success
Use tangible facts and real-world outcomes
Use everyday language
Make sure everyone can understand our content
Celebrate the challenges overcome
Tell the story of our processes
Speak from the heart, not just the head
Recognize the real people behind what we do
Let’s build together
Why it works
Confident
Concise, powerful headline
Show don’t tell
Energetic
Varied sentence lengths
Start paragraphs with short sentences
Empowering
Celebrate the benefits for everyone
Personable
Use everyday language
Unlocking value in logistics
Why it works
Confident
Concise, powerful headline
Energetic
Start paragraphs with short sentences
Vary sentence lengths throughout
Pose thought-provoking questions
Empowering
Celebrate the benefits for everyone
Personable
Use everyday language
All of Oxford’s content follows a simple set of
stylistic rules that keep each piece of messaging
clear and easy for our audience to understand.
These rules include:
- Tailoring our language to the regional
markets where our buildings are located.
For example, if we’re producing a report
for the United Kingdom, we use UK (British)
English and GBP (£) for currency.
Common English differences
Some differences in English relate to spelling, while others involve completely different
words. If you’re ever unsure, have a native-speaking colleague review your work.
| Canadian English |
UK English |
US English |
| Neighbour | Neighbour | Neighbor |
| Elevator | Lift | Elevator |
| Organize | Organise | Organize |
| Holiday | Holiday | Vacation |
| Kilometre | Kilometre | Mile |
The Oxford logo is available for use in positive
(Oxford Black) and negative or reverse (White)
versions. Oxford Black differs from Process
Black. The logo should never appear in any
other colour.
When the logo appears on dark tones, use the
White reverse logo. On lighter tones, apply the
Oxford Black or positive version. This creates
maximum contrast and legibility.
Our logo is a vital asset and should appear on all
key applications. Never alter the logo in any way.
We always recommend using the Oxford Black
or reverse master logos as a first preference.
However, if this is not possible due to specific
restrictions, mono versions are available.
The preference is to use the logo in
Oxford Black or White.
Clearspace is a defined area around the
logo which must be kept free from any
other visual components. This ensures the
logo stands out clearly in all instances.
The minimum clearspace around the entire
logo is determined by the height of the first
linear graphic within the logo itself.
This clearspace applies to all marketing
communications and digital applications.
To preserve legibility and reproduction
quality, a minimum width for the logo
has been set at 130 pixels for digital
applications and 25mm for print
applications.
It’s vital you never alter, re-draw
or re-create the logo in any way.
A few examples of incorrect usage
are outlined on this page, but these
are not exhaustive.
It’s important we maintain brand
consistency and integrity, so please
only use the official master logo files.
If you have a question, simply
contact the Marketing Team.
It’s important we maintain brand
consistency and integrity, so please
only use the official master logo files.
It’s vital you never alter, re-draw or
re-create the logo in any way. A few
examples of incorrect usage are outlined
on this page, but these are not exhaustive.
If you have a question, simply
email the Marketing Team.
The Oxford logo can appear in the topright,
bottom-right, bottom-left and topleft
corner of printed communications.
The logo’s width should be equal to one
column and one gutter. This will provide
consistency across all communications.
The clearspace rules should always be
followed. The height of the ‘O’ in Oxford
dictates the amount of clearspace around
the logotype. This is strictly the minimum
clear space allowed in any application.
The animated logo should adhere to
the same principles as the master logo.
The animated version should be used
where applicable and in instances where
it will be technically supported.
Please ensure that other animated
content does not overpower the logo
while it is animating.
Our primary colour palette consists of
Oxford Black, White, Twilight Blue and
Light Twilight Blue. These colours are
synonymous with the Oxford brand
and serve as neutral tones to balance
out the secondary and accent palettes.
The secondary palette consists of
a suite of darker and lighter shades
that provide a range of colours for
the business to work with. They have
been designed to complement the
Oxford primary palette, but with a more
sophisticated and refined approach to
appeal to the investor audience.
As a general rule, no single colour from
the secondary palette should be
favoured over another. The palette has
been designed to be applied evenly
across all branded communications,
backgrounds and infographics.
We recommend more neutral tones
for background use. More vibrant
tones can overpower content and
clash with imagery.
Additional accent colours of Tawny, Deep
Yellow, Sage and Deep Lilac were created
mainly to support colour usage needs for
graphs and charts in the business.
Tawny and Deep Yellow should never be
the predominant colours (i.e. background
colours) given their boldness.
Sage and Deep Lilac should only be used
when a more muted, neutral look is desired
as opposed to the more vibrant colour
variations found in the secondary palette.
Accent colours of Light Tawny, Light
Deep Yellow, Light Sage and Light Deep
Lilac should be used as reservedly as the
darker accent colours within the palette.
The primary, secondary and accent colours
should be used in different scenarios.
Primary colours
External outputs where we want a
recognizable and ownable palette.
- Advertising
- Social
- Website homepages
Secondary colours
For instances where the primary colour
palette is limiting. These include multi-page
documents and internal communications.
- Brochures
- Website secondary pages/sections
- Campaigns
- Presentations
- Infographics
Accent colours
- Created to support data reflected in
graphs and charts
- Accent only to support primary
and secondary palette
This page demonstrates methods of
selecting a cohesive colour palette for
any project.
Aside from white and RGB black, pick
a maximum of six colours for a project
to ensure a consistent look and feel.
Consider the following methods when
picking a colour palette.
We have depth and breadth of expertise
The imagery we use highlights expertise in
finance, operations and the full extent of built
environments (office, logistics, retail, life sciences,
multi-family, mixed-use, hotels).
Photography styles
Lifestyle | Tight crops | Worm eye | Soft focus
Documentary | Landscape | Birds eye | Aerial
Subjects
Always consider whether the subject is
appropriate for the project. For example, imagery
of families suits the context of retail, residential
and hotel but not life sciences (unless on-site
childcare is provided). Showcase the scale of
projects and successful architectural features.
We recommend showing a balanced
demographic where appropriate.
Stock photography options are available for
download via the Digital Library.
When using stock imagery that isn’t specific to a place, any image
chosen has to be ambiguous enough that it could be anywhere.
We are active, agile and easy to work with
We are hands-on, inclusive and collaborative.
We show this through a mix of people, across
worldwide geographies and teams working
together in an active environment.
Photography styles
Tight crops | Soft focus
Portrait | Documentary
Subjects
Imagery should reflect our people in a
professional yet personable and collaborative
way. We want to appear approachable and
knowledgeable. So avoid stock imagery with
forced smiles and laughter. Make sure imagery
feels authentic.
We recommend showing a balanced
demographic where appropriate.
Stock photography options are available for
download via the Digital Library.
When using stock imagery that isn’t specific to a place, any image
chosen has to be ambiguous enough that it could be anywhere.
We embrace change
Cityscapes represent the spaces we work within
and create, as well as technology and science.
Photography styles
Aerial | Birds Eye | Landscape | Lifestyle
Tight crops | Soft focus | Portrait
Worm eye | Documentary | Birds eye
Subjects
People take a more secondary role in these
images, with the focus on innovation and
evolutions of place. Always make sure the image
is activated and shows people or implies the
presence of people.
We recommend showing a balanced
demographic where appropriate.
Stock photography options are available for
download via the Digital Library.
When using stock imagery that isn’t specific to a place, any image
chosen has to be ambiguous enough that it could be anywhere.
We take responsibility
This type of imagery emphasizes natural
environments (trees, rivers, seas, etc.),
sustainable energy and community.
Photography styles
Aerial | Birds Eye | Landscape | Lifestyle
Tight crops | Soft focus | Portrait
Worm eye | Documentary
Subjects
Focus on how people interact with green
spaces. Ensure the subject looks authentic
and not staged. Public spaces should reflect
a wide demographic and private spaces
should be tailored to the demographic of the
relevant project.
We recommend showing a balanced
demographic where appropriate.
Stock photography options are available for
download via the Digital Library.
When using stock imagery that isn’t specific to a place, any image
chosen has to be ambiguous enough that it could be anywhere.
When sourcing stock imagery, the
following keywords can be used as
search criteria.
When using stock imagery that isn't specific to a place the images
chosen have to be ambiguous enough that it could be anywhere.
General
Leadership · Future · Buildings ·
Global · Development · Teamwork ·
Brainstorm · Quality check · Meeting
Collaboration · Coworkers · City
Industrial
Logistics · Warehouse ·
Storage · Intermodal shipping ·
Forklift · Truck driver
Financial
Growth · Stakeholders · Statistics ·
Strategy · Money · Revenue ·
Stock exchange · Calculation ·
Business meeting · Investor ·
Value · Launch
Life Sciences
DNA · Biology · Research ·
Ecology · Laboratory · Molecule ·
Atom · Vial · Microscope ·
Lab technician
ESG
Sustainability · Solar panels ·
Green spaces · Electric vehicles ·
Cycling · Renewable energy ·
Windmills · Wetlands
Technology
Wifi · Connected · Computer ·
Smart building · Cybersecurity ·
Communication · Network
When selecting colour to work with imagery,
always make sure the two work harmoniously.
Make sure that colour does not overpower
the image and always feels secondary. Pick a
blue if the imagery has cool tones or a green if
there is foliage.
When visualizing data, the full colour palette
can be used. Use the lighter and darker tones
to create contrast.
Always make sure that the colours used can
be easily identified, even with small coverage.
Contrast in tone and warmth will help
establish this.
If there is a story to be told through visualizing
data (eg. comparatives, or change over
time), consider leveraging a bolder colour to
highlight or pinpoint key points and trends.
Typography
Always use Oxford Black, white or RGB black
for text colours to ensure legibility.
To accommodate accessibility, directly label
categories to reduce dependence on colour
when possible.
Neue Haas
Grotesk Display
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NnOoPpQqRrSsTtUuVvWwXxYyZz
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45 Light
55 Roman
65 Medium
75 Bold
Arial is only to be used where Neue Haas
Grotesk Display Std is not supported. Arial
is a system font that can be found across
all operating systems. Arial should be used
in applications such as Microsoft Word,
Excel, PowerPoint and Outlook. We use Arial
Regular and Bold to help differentiate between
main headers, sub headers, and body copy.
Please use optical kerning when
typesetting Arial.
Arial Regular
and Arial Bold
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NnOoPpQqRrSsTtUuVvWwXxYyZz
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Regular
Bold
Flexibility in the use of typography and
its sizes ensures it will always work best
for the content on the page. This page
demonstrates a rough outline of the
typographic hierarchy for main headers,
sub headers and body copy.
Global leading real estate investor,
developer and manager.
Our competitive advantage lies in combining global
businesses and expertise with local trends and experience.
With a world of real-estate expertise, we develop city-defining
places that work for people who visit and live in them. Places that
celebrate local culture and enhance the economy.
Places born out of a deep understanding of what people need today
and want tomorrow. And places that help people make a meaningful
connections to their communities.
In scenarios where an accent colour is
required within text, the broader palette may
be used to bring a dynamic aspect to a piece
of communication.
This page demonstrates the legibility of
White headline text on the darker shades
of the secondary and accent palettes.
Care should be taken to ensure there is
adequate contrast between foreground and
background colours.
These combinations should be treated as a
guide and discretion should be used when
applying coloured text to communications.
When it comes to digital content, including
websites, display ads and emails, careful
consideration must be given to the colours
and design to ensure accessibility for all.
Please refer to your region's accessibility
standards for more guidance.
In scenarios where an accent colour is
required within text, the broader palette may
be used to bring a dynamic aspect to a piece
of communication.
This page demonstrates the legibility of RGB
Black headline text on the lighter shades
of the secondary and accent palettes.
Care should be taken to ensure there is
adequate contrast between foreground and
background colours.
These combinations should be treated as a
guide and discretion should be used when
applying coloured text to communications.
When it comes to digital content, including
websites, display ads and emails, careful
consideration must be given to the colours
and design to ensure accessibility for all.
Please refer to your region's accessibility
standards for more guidance.
In scenarios where an accent colour is
required within text, the broader palette
may be used to bring a dynamic aspect to a
piece of communication.
This page demonstrates the legibility of
the darker shades of the secondary and
accent palettes on White backgrounds.
Care should be taken to ensure there is
adequate contrast between foreground
and background colours.
These combinations should be treated as a
guide and discretion should be used when
applying coloured text to communications.
When it comes to digital content, including
websites, display ads and emails, careful
consideration must be given to the colours
and design to ensure accessibility for all.
Please refer to your region's accessibility
standards for more guidance.
When using image backgrounds, do not use
colour to accentuate key points within text
as seen in the first example. This makes the
text busy and hard to read.
Using bold in headings and body text to
highlight key points, as seen in the second
example, is preferable for brand consistency
and readability.
Try and be selective with bold variations.
Provide emphasis on key words to avoid
overpowering the text.
In some instances, colour text can be
used as an accent element at the
designer’s discretion.
Always ensure that the type meets
accessibility standards. Please refer
to your region’s accessibility standards
for more guidance.
Using text and full-bleed imagery together
forms an important part of the Oxford Properties brand.
When these two elements are applied together,
the following methods ensure they work
harmoniously and meet accessibility standards.
Clear space
Apply text to an area of the image that has clear
space with minimal contrast such as clear skies
or a section that is colourblocked.
Soft focus
Text can be used overtop an area of an image
that has soft focus, a photography style where
elements of the foreground are slightly blurred.
Close crops
Clear space for text can be manually created
through zooming into a textural or solid colour
aspect of an image. Please verify that the image
is high resolution before using this method.
Always ensure that the scale of type
meets accessibility standards. Please refer
to your region’s accessibility standards for
more guidance.
To the right is an example of a social post.
Outlined are details on how to position and
size the text according to best practices.
Please note that there is flexibility
to create different designs.
To the right is an example of a social post.
Outlined are details on how to position and
size the text according to best practices.
Please note that there is flexibility
to create different designs.
To the right is an example of a social post.
Outlined are details on how to position and
size the text according to best practices.
Please note that there is flexibility
to create different designs.
We use the linear brand graphics to add
depth and layering to imagery, or to frame
brand messaging. This gives our content an
ownable and recognizable visual language
that allows the audience to easily identify
content belonging to Oxford.
The following pages demonstrate the
use of the brand graphics, linear elements
and colour palette across social posts.
Hero brand graphics
We advise that the hero brand graphics
are only used on headline posts, as well as
supporting imagery. The linear graphics
connote growth and/or collaboration. To
respect the brand mark, we advise they
are positioned in the top half of the post.
Linear elements
To bring the brand's linear design
elements into play, users have the
flexibility to introduce singular linear
details. These should always frame
imagery or draw attention to content.
They should align to the heights and
positions of these elements and have a
50px space between them.
Colour palette
When using graphs and charts, the full
secondary and accent palette can be
utilized to best display the information.
The following pages demonstrate the
use of the brand graphics, linear elements
and colour palette across social posts.
Hero brand graphics
We advise that the hero brand graphics
are only used on headline posts, as well as
supporting imagery. The linear graphics
connote growth and/or collaboration. To
respect the brand mark, we advise they
are positioned in the top half of the post.
Linear elements
To bring the brand's linear design
elements into play, users have the
flexibility to introduce singular linear
details. These should always frame
imagery or draw attention to content.
They should align to the heights and
positions of these elements and have a
50px space between them.
Colour palette
When using graphs and charts, the full
secondary and accent palette can be
utilized to best display the information.
The following pages demonstrate the
use of the brand graphics, linear elements
and colour palette across social posts.
Hero brand graphics
We advise that the hero brand graphics
are only used on headline posts, as well as
supporting imagery. The linear graphics
connote growth and/or collaboration. To
respect the brand mark, we advise they
are positioned in the top half of the post.
Linear elements
To bring the brand's linear design
elements into play, users have the
flexibility to introduce singular linear
details. These should always frame
imagery or draw attention to content.
They should align to the heights and
positions of these elements and have a
50px space between them.
Colour palette
When using graphs and charts, the full
secondary and accent palette can be
utilized to best display the information.
The following pages demonstrate the use
of the brand graphics, linear elements and
colour palette across website examples.
Hero brand graphics
We advise that hero brand graphics
are only used on key pages, as well as
supporting imagery. The linear graphics
connote growth and/or collaboration.
Linear elements
To bring the brand's linear design
elements into play throughout other
pages, users have the flexibility to
introduce singular linear details. These
should always frame imagery or draw
attention to copy on the screen.
They should align to the heights
and positions of these elements and
have a 50px space between them.
Colour palette
When using graphs and charts, the full
secondary and accent palette can be
utilized to best display the information.
Please ensure colours used are compliant
with your local accessibility guidelines.
Full bleed imagery
Text overtop full bleed imagery acts as
an eye-catching layout to call out key
messaging or sections of the website.
Please refer to the methods under
Typography - Text & Imagery as a
guide for choosing engaging
imagery and maintaining legibility.
White space
White space ensures breathing room
between sections on the website. The
brand's linear elements can create visual
interest when there is less content to fill
the page.
Half & half approach
A half & half approach can be used
when both imagery and text need
to be visible side-by-side. Always
choose a background colour that best
complements the imagery.
The Oxford Properties Powerpoint template can
be found on the Digital Library. The
template provides ease of use when
creating presentations and ensures
brand consistency.
Colour palette
The Powerpoint template comes with 6
built-in Oxford colours that will automatically
apply to new tables and charts and can be
edited to suit the content.
Typography
The template also has the brand system
font built in for headings, subtitles and body
text (Arial). Please keep this font intact
throughout the presentation to maintain
brand consistency.
Hero brand graphics
We advise that hero brand graphics
are only used on covers, title and break
pages, as well as supporting imagery.
The linear graphics connote growth
and/or collaboration.
The Oxford Properties Powerpoint template can
be found on the Digital Library. The
template provides ease of use when
creating presentations and ensures
brand consistency.
Colour palette
The Powerpoint template comes with 6
built-in Oxford colours that will automatically
apply to new tables and charts and can be
edited to suit the content.
Typography
The template also has the brand system
font built in for headings, subtitles and body
text (Arial). Please keep this font intact
throughout the presentation to maintain
brand consistency.
Hero brand graphics
We advise that hero brand graphics
are only used on covers, title and break
pages, as well as supporting imagery.
The linear graphics connote growth
and/or collaboration.
Always ensure that the logo for assets
on social media is positioned at the
bottom-right of your design. The only
instance when the logo can be placed
outside of this position is when the linear
graphic is used along the bottom. In this
scenario the logo positioning moves to
the alternative logo location.
The scale of the logo shown here is for
illustrative purposes only.
Please refer to the master logo usage
guidelines when applying the brand mark.