Brand book
BAFA identity.
Institutional. American. The motto is the soul. The product is apartments.
Mark
- Wordmark: BAFA in classical capitals. Always letterspaced.
- Motto always spelled under the mark: Building America, for Americans.
- Seal: keystone, house frame, ring type. Navy and brick on cream.
- Say it B-A-F-A. Operating name: BAFA Communities.
Color
Navy
#1B2A4A
Brick
#8C3B2F
Cream
#F3EEE4
Steel
#6D7380
Oak
#B08D57
Type
Cinzel — display
Source Sans 3 — body
Voice
Short sentences. Proud without a speech. American, lender-safe. Never a PAC. Never a nonprofit grant site. Never luxury copy.
Do
- Lead with the product: beds, baths, capex, management.
- Show trades with dignity.
- Use one modest flag in photography, never a field of them.
- Keep capital and operating affiliates off this preview.
Don’t
- Don’t use the motto as a tenant-eligibility rule.
- Don’t write immigration policy or foreclosure copy.
- Don’t present a capital affiliate as sponsor of the mark.
- Don’t look like campaign merch. A cap is fine. A rally is not.
