The brand system
Everything needed to produce work under the Roebling name: the marks, the palette, the type, and the rules that keep them worth carrying. Built for the agents in the collective and for the partners who produce alongside them.
A premium brand is only worth borrowing while the work underneath it holds up. That is the whole reason this page exists rather than a folder of files passed around by email.
The rules below are short and there are not many of them. They exist so that a listing carrying this name in Fort Thomas and a listing carrying it in Hyde Park read as the same firm.
The horizontal lockup is the default. Reach for another only when the space genuinely will not take it.
Horizontal lockup
The default. Headers, footers, letterhead, email signatures, brochure covers, sign panels.
Vertical lockup
Square and narrow spaces only: social avatars, stamps, the centre of a sign panel.
Bridge mark
Where the name is already set nearby, or below the lockup minimum. Never as a substitute for the lockup on a first impression.
Single pier
A rule, a divider, a bullet, a favicon. Ornament rather than identification.
Clear space and minimum size
Keep clear space on all four sides equal to the cap height of the R in ROEBLING. Nothing sits inside it: no type, no rule, no photograph edge, no other logo.
On the horizontal lockup that works out to 4.6% of the lockup’s own width, so the rule scales with the artwork and never has to be recalculated. At the 300 px minimum that is 14 px on every side.
Six values. Ink and bone carry almost everything, and the brass is an accent that appears once on a piece rather than throughout it.
Ink
#14110D
Dark fields, headlines, the mark
Anywhere
Charcoal
#2E2A22
Secondary dark, rules on dark fields
Anywhere
Cable Brass
#9A7B3F
Accent, labels, small rules
Light fields only
Lamp Brass
#C9A35C
Accent, labels, small rules
Dark fields only
Bone
#F3EFE4
The page. The default ground
Anywhere
White
#FFFFFF
Card surfaces on a bone page
Light fields only
The two brasses are not interchangeable. Cable Brass is drawn for light fields and Lamp Brass for dark ones. Using one on the wrong field is the quickest way to make a piece look like it was made by somebody else.
Two faces. Bodoni Moda sets anything that carries weight, Jost sets everything that has to be read quickly. Both are free on Google Fonts, so there is no reason for a piece to be set in anything else.
Keep your name.
Northern Kentucky and Greater Cincinnati
Labels and eyebrows are Jost Medium, 11 px, uppercase, letterspaced 0.30em, in brass. That combination is doing a lot of the work of making a piece look like ours, and it is the detail most often dropped.
The skyline
A silhouette of the Cincinnati skyline, with the Roebling Bridge at its left edge. It is supplied as a mask rather than an image, which means it takes whatever colour sits behind it and can never carry a colour of its own.
Use it as ground beneath type, at ten percent on dark fields and eight on light. It has a strict limit: no more than one appearance on a piece, and never as the subject. Used more than that it stops being a signature and becomes wallpaper.
Roebling Collective is a brand. eXp Realty is the brokerage of record, and every public-facing piece has to say so.
Always
Never
Files
SVG for anything drawn on a screen or sent to a printer. PNG only where SVG is not accepted, which in practice means email and some social tools.
Lockups
Marks
For email and social
eXp Realty and elements
Need a format that is not here, artwork for a sign panel, or a piece reviewed before it goes to print? Ask. A wrong piece in the market costs more than a question.
Anything going to a printer, onto a sign, or in front of a seller can be reviewed first. It takes a day and it is the cheapest part of the whole process.
