ALBA Residences · Rothschild BoulevardTel Aviv · Delivery 2028

Brand GuidelinesBrand Guidelines · v1.0 · 2026

Version: 1.0
Issued: September 2026
Chapters: 12
Prepared by: Libra Intelligence

Chapter 01

Brand

What ALBA is, what it holds to and who it is for, in the words the project uses itself.

01.1Positioning
01.2Values
01.3Audience
01.4In one sentence

01.1Positioning

One paragraph. Use it as written in press material, the sales book and introductions.

ALBA Residences is a building of forty-two homes on Rothschild Boulevard, in the White City of Tel Aviv. Eighteen floors of white render, glass and grey limestone continue the lines of the street: curved balconies, long bands of glass, a building raised on columns over a garden. The identity takes its form from the entrance arch and carries the project from the site hoarding to the day the keys are handed over, in 2028.

01.2Values

Three values. Each is a decision about the building, not a slogan.

01
Light
White render, deep terraces, rooms that face south and west.
02
Proportion
Every measure comes from the arch, from the logo to the signs on each floor.
03
Quiet
A building that joins the street rather than competing with it.

01.3Audience

Who ALBA speaks to, and what they expect from a developer.

Who: Buyers of a first or final home in the centre of Tel Aviv; families returning from abroad; people who know the boulevard and want to stay on it.
What they expect: Plans, areas and dates, early and accurate.
Where they meet us: The hoarding on the boulevard, the website, the sales gallery by appointment.
What they do not want: Pressure, vague promises, or renders that hide what is being built.

01.4The brand in one sentence

For the first line of a press release, the hoarding or the sales book.

ALBA in one sentence

ALBA is forty-two homes on Rothschild Boulevard, built in the white, curved language of the street.

Chapter 02

Voice & tone

ALBA speaks like a good architect presenting a plan: calmly, in measurements, and only about what will be built.

02.1Principles
02.2Tone by context
02.3House style

02.1Principles

Four principles, each with a line to use and a line to avoid.

01
Lead with the place
Where comes first: the street, the city, the view.
Do
42 residences on Rothschild Boulevard, Tel Aviv.
Don’t
Luxury living redefined in the heart of the city.
02
Measurements, not superlatives
Give the number and let it do the work.
Do
A 28 sqm terrace facing west.
Don’t
Breathtaking, unparalleled views.
03
Say what happens next
Every message ends with one clear step.
Do
Register interest and we will send the floor plans and the price list.
Don’t
Act now — only a few units left!
04
Respect the street
The building joins a street with a history; the words should too.
Do
The balconies turn the corner in a single radius, as they do on the 1930s houses around it.
Don’t
An iconic statement tower that stands above the rest.

02.2Tone by context

The voice stays the same; the register moves a little with the medium.

Context	Register	Example
Website	Plain, spatial	Two to five bedrooms, from the 2nd to the 16th floor.
Hoarding	One line	42 residences on Rothschild Boulevard. Delivery 2028.
Buyer email	Clear, courteous	Thank you for registering. The floor plans are attached; the sales gallery is open by appointment.
Social	Short, factual	View west from the 16th floor. Visualisation.
Signage	Names and numbers only	12 ↑

02.3House style

Small rules that keep every text consistent.

Item	Write	Avoid
Areas	118 sqm	118m2 · 118 sq.m.
Floors	Floors 2–9	2nd-9th floors
Street	Rothschild Boulevard; Rothschild Blvd. in addresses	Rothchild · Rot. Blvd
Dates	Delivery 2028	’28 · Q4 2028*
Visualisations	Always labelled: Visualisation.	Unlabelled renders
Name	ALBA Residences, then ALBA	Alba · A.L.B.A.

Chapter 03

Logo

A mark, a logotype and the lockup that joins them. They are drawn, not typed, and are only ever used from the master files.

03.1Logo family
03.2The idea
03.3Construction
03.4Clear space
03.5Minimum size
03.6Colour versions
03.7Misuse

03.1Logo family

The lockup is the primary logo. The logotype is for narrow spaces and running lines; the mark is for signs, objects and small sizes.

Primary · LockupThe hoarding, the sales book, the entrance, every first appearance.

Secondary · LogotypeWebsite header, email, narrow formats.

Mark · ArchSigns, key cards, favicon, social avatar.

03.2The idea

One line to explain the logo to anyone who asks.

The A drawn as an arch: the entrance to the building and the curve of its terraces.

The arch is a half circle on two straight legs, drawn in one even line, the way the balconies of the White City are drawn in render. The logotype is spaced wide and drawn in the same thin line, so it sits under the mark without competing.

03.3Construction

Everything is measured in r, the radius of the arch. The mark is 2r wide and 5r tall; the lockup follows from it.

Radiusr = 60 units. The arch is a true half circle, centred one r below the top.
LineOne weight throughout: 7 units, about r / 8.5. It never thickens in the curve.
LockupLogotype 5½ r wide, 1¾ r below the mark, centred on the same axis.

03.4Clear space

Keep this space free of text, edges and other marks. It scales with the logo.

Mark and lockupr, the radius of the arch, on every side.

LogotypeThe height of the A on every side.

03.5Minimum size

Below these sizes the thin line breaks up. On small screens use the mark alone.

Lockup

Digital: 64 px
Print: 18 mm

Logotype

Digital: 96 px
Print: 20 mm

Mark

Digital: 24 px
Print: 6 mm

03.6Colour versions

Steel on light grounds, White on Steel, Concrete and photographs. Nothing else.

Steel on WhiteThe primary version.

White on SteelHoarding, key cards, night pages.

Steel on PlasterPanels, signs, printed stock.

Steel on StoneThe limestone base.

White on ConcreteSecondary dark ground.

White on photographOnly on a calm, even area.

03.7Misuse

The logo is never redrawn, re-set or decorated. Six things not to do.

Do not stretchScale it in proportion, from the corner.

Do not use tintsSteel at 100%, never a grey tint of it.

Do not fill the archThe mark is a line, never a solid shape.

Do not rotateIt stands upright, like the building.

Not on busy imagesPlace it only where the image is calm.

No effectsNo shadows, glows, bevels or gradients.

Chapter 04

Colour

The colours of the building itself: white render, plaster, stone, concrete and steel. There is no accent colour.

04.1Palette
04.2Proportion
04.3Accessible pairings

04.1Palette

Values for screen, print and the nearest Pantone reference. Check Pantone against a printed swatch before approving a proof.

#FFFFFF
White
Facades, pages: the ground of everything.
HEX
#FFFFFF
RGB
255 255 255
CMYK
0 0 0 0
Pantone · nearest
Bright white stock
#F3F4F4
Plaster
The second surface: panels, printed stock, signs.
HEX
#F3F4F4
RGB
243 244 244
CMYK
2 1 1 0
Pantone · nearest
Cool Gray 1 C at 20%
#D9DADB
Stone
Rules, quiet fills, the limestone base.
HEX
#D9DADB
RGB
217 218 219
CMYK
0 0 0 15
Pantone · nearest
Cool Gray 1 C
#6D7072
Concrete
Secondary text and captions.
HEX
#6D7072
RGB
109 112 114
CMYK
0 0 0 65
Pantone · nearest
Cool Gray 10 C
#141414
Steel
Type, the mark, the hoarding, signs and key cards.
HEX
#141414
RGB
20 20 20
CMYK
0 0 0 92 · solids 60 40 40 100
Pantone · nearest
Black 6 C

04.2Proportion

Roughly how much of each colour a typical page, sign or printed piece shows.

6020992

White60%
Plaster20%
Stone9%
Steel9%
Concrete2%

04.3Accessible pairings

Contrast ratios are calculated live on this page (WCAG 2.2). Running text needs AA, 4.5 : 1; text over 18 px needs 3 : 1.

Steel on White

All text.

—AAAAAAA 18+

White on Steel

All text.

—AAAAAAA 18+

Steel on Plaster

All text.

—AAAAAAA 18+

Concrete on White

Captions and data.

—AAAAAAA 18+

White on Concrete

Labels and large text.

—AAAAAAA 18+

Stone on White

Never for text. Rules only.

—AAAAAAA 18+

Chapter 05

Typography

Two typefaces. Bodoni Moda for names and numbers, drawn with the same contrast as the logotype. Hanken Grotesk, light, for everything that informs.

05.1Typefaces
05.2Type scale
05.3Specimen
05.4Rules

05.1Typefaces

Both are open source (SIL Open Font License) and served from Google Fonts. Hebrew pages use Frank Ruhl Libre and Heebo Light in the same roles.

Bodoni Moda

ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789 & sqm

Role: Headlines, names, figures
Weights: Regular 400 · Medium 500
Design: Owen Earl
Hebrew: Frank Ruhl Libre

Hanken Grotesk

ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789 & –

Role: Text, labels, signs
Weights: Light 300 · Regular 400 · Medium 500
Design: Alfredo Marco Pradil
Hebrew: Heebo

05.2Type scale

Measured live from the styles on this page. On smaller screens the sizes step down; the proportions stay.

Display
The hoarding, the cover
42 residences
Size
—
Leading
—
Tracking
—
Weight
—
Heading
Section titles
Rothschild Boulevard, Tel Aviv
Size
—
Leading
—
Tracking
—
Weight
—
Figures
Areas, floors, dates
118 sqm · Floors 2–9
Size
—
Leading
—
Tracking
—
Weight
—
Lead
Openings
Every residence has a curved terrace, facing south or west.
Size
—
Leading
—
Tracking
—
Weight
—
Body
Running text
The tower stands on columns six metres high. Beneath it the ground floor is a garden, with the lobby at its centre behind glass.
Size
—
Leading
—
Tracking
—
Weight
—
Label
Buttons, navigation, signs
Register interest
Size
—
Leading
—
Tracking
—
Weight
—
Caption
Captions, notes, legal
View west from the 16th floor. Visualisation.
Size
—
Leading
—
Tracking
—
Weight
—

05.3Specimen

Text set as it appears on the website and in the sales book.

The building

Eighteen floors on the boulevard

We are building eighteen floors of white render, glass and grey limestone on the boulevard. The lines come from the houses of the White City around it: curved balconies, long bands of glass, a building raised on columns over a garden.

Inside there are forty-two residences, each with a terrace, and a pool on the roof.

Measure: Up to 65 characters
Alignment: Start of line, always
Paragraphs: One line of space, no indent
Numbers: Words in prose, figures in data

05.4Rules

How the two faces behave together.

Capitals
Hanken Grotesk 500 only, tracked +0.2 em. Bodoni Moda is never set in capitals. Hebrew has no capitals: labels use Heebo 500 without tracking.
Register interest
Figures
Bodoni Moda for large figures: areas, floors, dates. Hanken tabular figures in tables and price lists.
118 · 156 · 198 · 310
Weight
Light 300 for text, Medium 500 for labels. Nothing bold, nothing italic.
Light, then Medium.
Line length
Up to 30 em for lead text, 65 characters for running text.
30 em · 65

Chapter 06

Grid & layout

A twelve-column grid and an 8-point spacing system. Pages are built like the facade: long horizontal bands, generous openings.

06.1Page grid
06.2Spacing
06.3Breakpoints

06.1Page grid

Desktop: 12 columns, 64 px margins, 24 px gutters. Phone: 4 columns, 20 px margins, 16 px gutters. Switch the grid off to see the page as it ships.

06.2Spacing

Every distance is a multiple of 4, and almost always of 8.

4Icon to its label
8Label to value; the base unit
16Inside a component
24Gutter; between tiles
32Between related blocks
48Between groups
64Section spacing on a phone
96Section spacing on desktop
128Before a new chapter

06.3Breakpoints

Margins and columns by screen width.

Screen	Width	Columns	Margin	Gutter
Desktop	≥ 1280 px	12	64 px	24 px
Laptop	1024–1279 px	12	40 px	24 px
Tablet	768–1023 px	8	32 px	16 px
Phone	< 768 px	4	20 px	16 px

Chapter 07

Photography

Architecture photographed as it is: hard daylight, straight lines, white walls. The building is the subject; people pass through it.

07.1Principles
07.2Selects
07.3Not us

07.1Principles

Three decisions to make before every shoot or visualisation.

01
Light
Hard Mediterranean daylight, deep shade, a clean sky. No HDR, no orange sunsets.
02
Lines
Verticals straight, horizons level, shot from the height of a person.
03
Composition
One curve, one room, one view. People small and walking, never posing.

07.2Selects

Approved images from the current library. Visualisations are always labelled as such.

The facade of ALBA from below — **Facade**Verticals straight, the sky clean, every slab in one curve.

Detail of the curved balconies — **Detail**One radius and the hard shadow of a palm.

The garden lobby — **Lobby**Daylight through glass, white stone, one object.

A living room with a curved window wall — **Interior**Eye height; the window is the subject.

The spa pool under a skylight — **Spa**Symmetry and a single source of light.

The boulevard from a terrace at dusk — **View**The only dusk image: the city lit, the sky not pushed.

07.3Not us

Three things the photography never does.

Stock lifestyle
Families toasting on a balcony belong to someone else’s campaign.
Leaning verticals
Wide lenses that make the tower fall backwards.
HDR and invented skies
Glowing edges, orange sunsets, clouds that were never there.

Chapter 08

Signage

One family from the street to the front door: the site hoarding, the entrance lockup, the floor signs in each lift lobby and the numbers on the doors.

08.1The family
08.2Floor sign
08.3Specifications

08.1The family

Every sign is built from the same parts: the mark, one line of Hanken Grotesk, Steel and White.

HoardingRothschild Boulevard, Steel ground.

EntranceLockup in satin-black steel.

08.2Floor sign

The lift lobby sign on every floor. Elevation, dimensions in millimetres.

Floor 12Installed beside the lift doors.

08.3Specifications

For the sign maker and the site manager.

Hoarding

Panels: Printed aluminium composite, 2,400 mm high
Ground: Steel, matt
Lockup: White, 1,200 mm tall, every 12 m
Text: One line, Hanken Grotesk capitals

Entrance

Letters: Stainless steel, satin black, 6 mm
Fixing: Pinned 12 mm off the render
Height: Lockup 600 mm
Light: Grazed from below, 3000 K

Floor signs

Panel: Aluminium 3 mm, powder-coated Steel
Size: 600 × 200 mm
Type: Hanken Grotesk Light, White
Mounting: Centre 1,500 mm above the floor

Chapter 09

Applications

The identity at work: on the street, in the sales gallery and in the hands of the first residents.

09.1In use

09.1In use

Photographed pieces and the small objects drawn for the handover.

Site hoarding, Rothschild Boulevard

Floor sign, lift lobby

Sales book

Sales gallery

Entrance

Stationery

Residents’ welcome box

Business card, front

Sales gallery
Rothschild Boulevard, Tel Aviv
By appointment

Business card, back

Residence 12B

Key card

12B

Door number

Chapter 10

Digital

A single page with one action, register interest, and the social and email templates that lead to it.

10.1Website
10.2Social
10.3Email

10.1Website

Screens from the launch page. Select a screen to open it.

DesktopFull-screen opening, one call to action.

PhoneThe same action, within reach of the thumb.

Header76 px, transparent over the film, solid on scroll.
TypeBodoni Moda 104 / Hanken Grotesk Light 17.
ActionOne button everywhere: Register interest.

10.2Social

Three Instagram templates, 1080 × 1350. One photograph or one number, the logotype, nothing else.

**Building**One photograph, the logotype.

residences on Rothschild Boulevard

Delivery 2028

FactOne number on Steel.

10.3Email

Header and first screen of the buyers’ email, 600 px wide.

FromALBA ResidencesSubjectFloor plans and price list

Registered buyers

The floor plans are ready

Plans for all forty-two residences and the price list are attached. The sales gallery on Rothschild Boulevard is open by appointment.

Book a visit

ALBA Residences · Rothschild Boulevard, Tel Aviv · Unsubscribe

Chapter 11

Motion

Things arrive slowly and stop softly, like a door on a good hinge. One curve, a narrow range of durations, short distances.

11.1Principles
11.2The curve
11.3Logo and page

11.1Principles

The rules behind every movement on screen.

01
One curve
cubic-bezier(.22, .61, .36, 1) for everything that enters. Nothing bounces, nothing overshoots.
02
0.6 to 1.4 seconds
Short for controls, long for images and the logo. Never faster than 300 ms.
03
Rise, never slide
Elements rise 16 to 24 px as they fade in; images open like a window, from the bottom up.

11.2The curve

Fast out of the start, long and quiet into the stop. Compare it with a straight line.

cubic-bezier(.22, .61, .36, 1)

linear

cubic-bezier(.22, .61, .36, 1) · 1200 ms

11.3Logo and page

The arch rises first, then the name. Pages change with a single wipe from the bottom.

Logo reveal · 1750 ms

Page transition · 900 ms

Chapter 12

Downloads

The guidelines and the logo files. Use only these masters.

12.1Files

12.1Files

Brand guidelines
PDF · A4 landscape · 50 pages · 2.8 MB. The whole book, chapter by chapter, for print, sign makers and agents. In English.
Download PDF
Logo package
- alba-lockup.svgLockup · Steel
- alba-lockup-white.svgLockup · White
- alba-wordmark.svgLogotype · Steel
- alba-wordmark-white.svgLogotype · White
- alba-mark.svgMark · Steel
- alba-mark-white.svgMark · White

Version 1.0, issued September 2026. Prepared by Libra Intelligence, Tel Aviv. ALBA Residences is a fictional development, created as a concept.

Brand GuidelinesBrand Guidelines · v1.0 · 2026

Light

Proportion

Quiet

Lead with the place

Measurements, not superlatives

Say what happens next

Respect the street

White

Plaster

Stone

Concrete

Steel

Eighteen floors on the boulevard

Capitals

Figures

Weight

Line length

Light

Lines

Composition

Hoarding

Entrance

Floor signs

The floor plans are ready

One curve

0.6 to 1.4 seconds

Rise, never slide

Brand guidelines

Logo package