Welcome to the House.
Brand guidelinesVersion 1.0, October 2026
Brand guidelines
Everything needed to present House of AHC correctly: the idea behind the brand, how the logo is built and used, the colors, type and imagery, and the files to do it.
Content reviewed by Felipe Leite, Director of Creative Marketing & Special Projects. Questions about any AHC World brand: marketing@weareahc.com
- 01Brand foundationsIntroduction, essence and creative concept
- 02Primary identityLogo, versions and brand architecture
- 03Construction and proportionsGrid, clear space and minimum size
- 04Logo reproductionColor versions and backgrounds
- 05Color palettePrimary, secondary and specifications
- 06TypographyTypefaces, hierarchy and composition
- 07Incorrect useRestrictions and examples
- 08Graphic universeThe frame, the opening and iconography
- 09PhotographyThe spaces, the events and image treatment
- 10ApplicationsStationery, events and digital
- 11Files and deliverablesFormats, organization and usage
Brand foundations
Introduction, essence and creative concept
A refined meeting point in the heart of Atlanta, where brands, professionals and private clients gather to present, create and connect.
House of AHC is the venue and studio of Atlanta Home Concierge at 1000 Parkwood Circle: a lounge with floor-to-ceiling skyline views, a boardroom, a podcast room, a photography studio and an LED wall, with concierge support on request.
- 4
- Versatile spaces
- 40
- Guests in the event space
- 8–6
- Open 8 AM to 6 PM
Essence
Four rooms, one standard.
Whatever happens in the House, a board meeting, a launch, a podcast or an evening with partners, it happens to the same standard of care that Atlanta Home Concierge brings to every home.
- ProfessionalsA refined environment for meetings, presentations and strategic conversations.
- PartnersAligned with the House's vision of innovation, lifestyle and a high-standard brand presence.
- BrandsA sophisticated setting for launches, showcases and shoots.
- Private clientsDiscretion, aesthetics and a premium experience for exclusive gatherings.
Creative concept: the threshold
The logo is a doorway. The name sits above a line that opens from the center, with the house it belongs to written between two rules. Everything the House shows is framed the same way: calmly, symmetrically, and opened to the guest.
Primary identity
Logo, versions and brand architecture
The logo
Three parts that always travel together. Point at a part to see it.
- The nameHOUSE OF AHC in a classic flared serif, with OF set small between the words.
- The endorsementby ATLANTA HOME CONCIERGE, in the parent brand's capitals.
- The rulesTwo lines that frame the endorsement like the sides of a door.
Versions
House of AHC has one lockup: the name with its endorsement, always together. It changes color, never shape.
Primary
Name, endorsement and rules. The default everywhere.
Over photography
White lockup over a dark, calm area of the image.
Reversed
The same lockup in white on navy and on photography.
Brand architecture
House of AHC is an endorsed brand: its own name, carried by Atlanta Home Concierge. Business Solutions, the staffing and consulting line, works under the House identity.
Construction and proportions
Grid, clear space and minimum size
Grid and proportions
The unit x is the height of the endorsement line. The name is measured against it from the official artwork.
Clear space
Keep at least 2x clear on every side, shown by the dashed frame. The House needs room to breathe.
Minimum size
Below these sizes the endorsement can't be read, so the logo isn't used smaller. Shown at actual screen size.
Screen: 180 px wide
Print: 1.5 in (38 mm) wide; embroidery 2.5 in (64 mm)
Logo reproduction
Color versions and backgrounds
Color versions
Navy
White and light backgrounds. The first choice.
White
Navy, dark backgrounds and photography.
Black
Only when navy isn't available, such as newspapers.
On backgrounds
Pick a background to see which version to use.
Color palette
Primary, secondary and specifications
Navy and white, like the House itself. Two quiet neutrals, sampled from its rooms, support them. Click any value to copy it.
Navy
The name, every line of text, and the ground when the House dresses up.
- HEX
- #222B4A
- RGB
- 34 43 74
White
The room to breathe around the name, and the reversed logo on navy.
- HEX
- #FFFFFF
- RGB
- 255 255 255
Specifications
| Color | HEX | RGB | CMYK | Use |
|---|---|---|---|---|
| Navy | 34 43 74 | 54 42 0 71 | Primary. The name, text, solid grounds | |
| White | 255 255 255 | 0 0 0 0 | Primary. Grounds and the reversed logo | |
| Stone | 155 147 139 | 0 5 10 39 | Secondary. From the lounge floor; surfaces and print accents | |
| Charcoal | 79 78 84 | 6 7 0 67 | Secondary. From the boardroom table; supporting text |
CMYK values are starting points converted from RGB; confirm them with a printed proof. Use Stone at 20% (#EFEDEA) for light surfaces.
Proportion
White space first, navy for presence, the neutrals in small doses.
Typography
Typefaces, hierarchy and composition
Two voices
A classic flared serif for names and headlines, set in Marcellus. Utendo, shared with Atlanta Home Concierge, for everything else.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Hierarchy
Composition
- Centered for occasionsInvitations, signage and covers are centered, like the logo. Running text is flush left.
- Serif for namesMarcellus for names, titles and headlines; never for paragraphs.
- Capitals as labelsShort labels may be set in spaced Utendo capitals, echoing the endorsement.
- Navy on whiteNavy text on light grounds, white on navy or photography.
- Room to breatheGenerous margins; when in doubt, add space instead of rules.
- No effectsNo italics on the serif, outlines, shadows or gradients.
Incorrect use
Restrictions and examples
The logo only works when it is reproduced exactly as supplied. These are the most common mistakes.
Graphic universe
The frame, the opening and iconography
The frame
A thin navy or white rule set in from the edge, like the rules in the logo. It frames covers, invitations and signage, and is never thicker than the rules in the lockup.
at the HouseThursday, 7 PM
The opening
The House moves like a door: content opens from the center outward, the way the rules open in the logo. Use it for transitions in video, slides and the website. Click the panel to see it.
Iconography
Thin-line icons from the same family as the Atlanta Home Concierge set, in navy, one weight, rounded ends. They name spaces and amenities and never replace words.
Photography
The spaces, the events and image treatment
The rooms as a guest first sees them, and the moments that happen inside.
Interiors are calm, symmetrical and full of daylight, with the skyline in the windows. Details are close and quiet. Events are real: people listening, talking and gathering, the LED wall alive behind them.
The House in use
Event photography from real gatherings at the House.
Look for
- Daylight, the skyline visible in the windows
- Symmetry and straight verticals
- Navy and neutral tones; true whites
- Real guests, natural moments, faces lit
- Quiet details: flowers, books, a set table
Avoid
- Wide-angle distortion and tilted horizons
- Clutter, cables or bags in view
- Warm or colored filters
- Guests photographed without consent
- Empty rooms with the lights off
Applications
Stationery, events and digital
The House on the objects guests touch: navy and white, the frame, Marcellus for the occasion. Official artwork applied in perspective onto each photo.
You are invited to
An evening at the House
Thursday, 7 PM1000 Parkwood Circle, Suite 940, Atlanta
Welcome
Evening reception, 7 PM
SUITE 940
RESERVATION CONFIRMEDMeeting RoomUp to 8 peopleTuesday, 10 AM to 12 PMAdd to calendar
Mockup photographs are illustrative and AI-generated; the logo and type are the official artwork.
Files and deliverables
Formats, organization and usage
Websites, apps and any screen. Vector, sharp at every size.
Print, signage and invitations. Vector; send this one to printers.
Office documents, slides and quick use. Transparent background, 3000 px wide.