Primary colors
Primary colors are the most prominent brand colors.
Logo
Chances are you came to the brand center looking for this. It’s the face of our company, after all. Please handle with care.
Values overview
What are brand values?
Our brand values guide our core beliefs and behaviors as individuals and as an organization. They are infused in our culture and how we do business.
- Defines those qualities of our brand that remain unchanged over time
- Outlines a set of beliefs that should be both communicated and experienced throughout all touchpoints & interactions
- Helps set a culture we want to build in conjunction with our values
WE SIMPLIFY complexity
Everything we do is driven by the promise to simplify and improve property services, allowing our customers to focus on what matters most to them, thereby increasing the value we bring to our customers, our vendor partners, and our employees.
WE all win TOGETHER
We are a team, and we act as a team. We care about each other; we value diversity and different perspectives. Our interactions are healthy and positive, even when we disagree. We challenge each other with respect, lift each other, and grow together.
WE drive meaningful CHANGE
Relentlessly innovating, we build world class technology, continuously investing in our platform, our people, and our operations. We meet the needs of our customers today and help them prepare for the challenges of tomorrow.
WE hold ourselves ACCOUNTABLE
We are accountable for our actions, and we honor our commitments. We follow through, and we do the right thing, always. When we make a mistake, we learn from it, and we will make it right.
WE deliver for our CUSTOMERS
We’re unabashedly competitive with a relentless focus on excellence, rolling up our sleeves to get the results we promise. We set a high bar and act with a determination that makes us second to none.
Secondary colors
Secondary colors are used to support the primary brand colors and are often seen in gradients, backgrounds, and accents throughout various brand activations.
Neutral colors
Neutral colors are used throughout our branding for default white, black, and grays. Typically you'll see these as backgrounds, text colors, and are typically the most commonly used colors.
Utility colors
Utility colors are used for things like success messages, notifications, warnings, and error messages.
Gradients
Gradients are an important aspect of the visual brand. They can serve as background graphics in presentations, web pages, social posts, and more.
The Lessen Logo
The Lessen logo signifies the lessening of the complexities of managing services in property management industry.
Primary logo
The Primary logo arrangement is horizontal 2 color arrangement.
Logo variations
In some circumstances, use of the Primary color format of the logo may not be possible. When this occurs, the secondary color formats should be implemented.
Logo colors
Primary Lessen Dark Blue
R=10 G=103 B=178
C=91 M=61 Y=0 K=0
HEX= #0b67b2
Primary Lessen Light Blue
R=32 G=153 B=213
C=75 M=26 Y=0 K=0
HEX= #2099d5
Logo & Usage
Logo Usage on simple backgrounds:
The logo in full color should be used on backgrounds with less than 15% black fill or any color background.
The logo in white should be used with backgrounds with more than 15% black or Lessen blue. Avoid using our logo on colored backgrounds that are outside of our brand colors.
The logo in black should be used on light backgrounds with less than 15% black fill or any color background where the reproduction of the logo will be degraded by being in full color.
Sample Logo Usage
The Lessen Icon
The Lessen Icon (bug) can be used as a graphical element on various marketing and digital applications. Its simple design adds emphasis and depth to pieces. It should be used sparingly and only as an element that enhances a design. It is not to be the main focus of a piece.
Size & Clear Space
Proper spacing and sizing of the Lessen logo maintains consistency among branded elements, conveying the image of a meticulous and professional organization that values attention to detail.
Clear Space
The logo shall have no element within the width of the Lessen Chevron. This allows for readability and identification of Lessen materials.
Maximum Size
While there is not limit to the size the logo can be enlarged to it still must be properly sized in proportion to the piece in which it is placed. (please check with marketing)
Minimum Size
The Lessen logo should not be used smaller than 1.5 inches in width. Though our logo is simple and readable to small sizes, it is important that is remain legible and easily identified within our materials.
Guardrails
Personality Traits
Should Feel
Shouldn't Feel
Human
Relatable
Agreeable
Credible
Trustworthy
Sketchy
Intentional
Focused
Scripted
Adaptable
Optimistic
Unrealistic
Confident
Reliable
Cocky
Smart
Intelligent
Snooty