HAYDEN
REAL ESTATE PARTNERS
Brand Style Guide · v2

The Hayden identity system.

Value-add industrial & office, nationwide · HaydenCRE.com

01Logo

The monogram

The mark is a slab-serif “H” built as two pillars joined by a beam — it reads at once as the initial and as architecture: columns for stability and permanence, echoing the Chapman “Pillar” tone and the firm’s institutional pedigree. Use the keyline crest as the primary mark; the filled tile for apps, avatars, and favicons; and always pair with the Fraunces wordmark in the lockups.

Primary crest
Filled tile — app / favicon
Reversed — on ink
HAYDENREAL ESTATE PARTNERS
Horizontal lockup — nav

Clear space: keep at least the width of one stem around the mark. Minimum size: 22px (filled tile) / 28px (keyline crest). Don’t recolor outside the palette, stretch, add effects, or place the keyline crest on a busy photo — use the filled tile there.

02Color

Palette

A Chapman-derived palette. Chapman Cardinal is the single brand accent — used with intent, never as filler. Panther Black anchors type and dark surfaces; warm Sand, Pillar, and Cream give the brand a grounded, premium warmth that separates it from generic corporate blue.

Chapman Cardinal
#A50034
Primary accent · CTAs · rules · the mark
Deep Cardinal
#7C0026
Hover · overlays · depth
Panther Black / Ink
#1C1A1A
Body type · dark sections
Sand
#6E6259
Secondary text · captions
Pillar
#DDCBA4
Warm accent on dark · highlights
Cream
#F7F2EA
Primary background
03Typography

Type system

Fraunces (serif) for display, set light — weights 300–400 with tight tracking (−0.022em) for an editorial, institutional feel. Inter (sans) for body, data, and UI. Labels are small, uppercase, and widely tracked (.2em). In Office documents, Cambria and Calibri are the drop-in equivalents.

Display · Fraunces 300We create value through leasing.
Heading · Fraunces 400Buy well. Lease it up.
Body · Inter 400We acquire well-located industrial and office at an attractive basis and create value through hands-on leasing and disciplined capital.
Label · Inter 600Value-Add Commercial Real Estate
Headlines
Fraunces
Web fallback: Georgia · Office: Cambria
Body & Data
Inter
Web fallback: system-ui · Office: Calibri
04Photography

Imagery & treatment

Real estate, not people-in-suits stock. Favor architectural and industrial subjects — warehouse interiors, glass towers, construction, skylines — shot wide and moody. Every image carries a duotone overlay (ink → cardinal, ~15–40%) so photography reads as one cohesive family and never competes with the type. Source from Pexels (free, commercial license) until owned photography exists.

Hero · industrial
Statement · office
Lease-up
Market · skyline

Do: wide, architectural, low-key light, duotone overlay. Don’t: bright generic stock, staged handshakes, people-forward imagery, or raw full-color photos without the overlay.

05Voice & editorial

How we sound — and why we publish

Direct, understated, credible. Short sentences. Strong claims backed by specifics. The confidence of people who already know where the tenants are going — grounded, never promotional.

We are

  • Plain-spoken and concrete — real numbers, real assets
  • Grounded in fundamentals: leasing and capital
  • Confident without hype or superlatives
  • Institutional and precise

We avoid

  • Buzzwords and jargon for its own sake
  • Overpromising or return guarantees
  • Generic “trusted partner” filler
  • Anything that sounds like a pitch, not a point of view
Content strategy: we don’t publish to fill a blog. Each piece is a proof of judgment — public evidence that we read the market differently, which is the same edge that wins us deals, tenants, and capital. Short and opinionated beats long and generic.
Thesis
Why we underwrite the tenant, not the building
In value-add real estate, the lease is the asset. Everything else is packaging.
Strategy
The mispricing of empty
Vacancy is the most mispriced word in commercial real estate. That’s the opportunity.
Market
Flight to function
The 2026 story isn’t industrial versus office. It’s functional versus obsolete.
06Interface & motion

Components & UX

Near-square corners (1–2px), hairline borders (#E4D8C6), numbered sections (01–06), and thin cardinal rules. Motion is restrained and purposeful: fade-and-rise reveals on scroll, count-up statistics, a slim scroll-progress bar, a nav that turns solid on scroll, and subtle image zoom on hover. Cardinal drives the primary action; ghost handles secondary.

How we create value → Meet the partners ◆
Reveal

Elements fade + rise 22px into view on scroll.

Count-up

Stats animate from zero when the band enters view.

Duotone hover

Images scale 1.05× under a fixed cardinal overlay.