Brand Identity and guide for an SMA. an architecture firm in South Florida. Founded in 1976, SMA is an architectural firm providing a full range of architectural and planning services. Our commitment to quality design, professionalism, and strong project management has allowed us to play a key role in the development of public and private projects throughout Florida. ​ A prominent local firm with large firm capabilities. For Small, large, or projects in-between, our proven best practices and proactive interaction with all involved parties deliver results that impress on every level. SMA delivers a locally aware community partner that has earned a place on the national stage. Award-Winning. Industry Advanced. Innovation Embracing. The proof is in our project portfolio — past, present and glorious future. Build Brands. Create Magic. Think Architecture.

2. This document defines and describes the usage of
visual and verbal elements to consistently represent the
SALTZ MICHELSON ARCHITECTS corporate identity.

3. HOW WE WORK
Collaborative
Innovative
Relationship
Strategic
Trust
Involved
Passion
WHO WE ARE
Teamwork
Community
Integrity
Driven
Regional Powerhouse
Experienced
Award Winning
Published
WHAT WE BRING
Talent
Quality
Expertise
Craftsmanship
Focus
Business Reality
Sustainability
Credentialed
WHAT WE DELIVER
Success
Design
Functionality
Diverse
Distinct
Longevity
Connective
Sophisticated
Meaningful

4. Florida Reigns
Since 1976, we’ve treated each project…each client…
each day, like we were working for a close member of our
family. Your house is our house. Budget is not an abstract.
By virtue of our vision, we established client relationships
spanning decades and a richly experienced team that
has blossomed into a force to be reckoned with.
The SALTZ MICHELSON ARCHITECTS brand is well known in Florida,
and knows Florida well, proudly dotting the landscape with
project initiatives across retail, healthcare, education, business
and public institutions. We know the unique character of our
local sandbox and how it translates onto the national stage.
THE HISTORY

5. Divining the Future
Success breeds growth. SALTZ MICHELSON ARCHITECTS, due to
both local market and industry expertise, is situated to lead the
next phase of Florida’s architectural history. We welcome and
join with partners to see this mission through — advancing the
standards of buildings thru talent, experience and integrity.
THE WAY FORW
ARD

6. Spreading the Good Word
We have a great deal of story behind us, and a rich
narrative ahead. The pieces are in place. Presenting
a modern unified look, feel, tone and voice for
SALTZ MICHELSON ARCHITECTS will reinforce its current
stature and invite the next phase promoting future
opportunity, while establishing the firms place as the
Nationally Scaled, Locally Minded Architectural Firm.
THE PATH

7. GLOBAL THINKING, LOCAL MINDED.
THE TAGLINE

8. Thoughtful Architecture
THE ESSENCE

9. SMA is a mid-sized architecture and planning firm with large firm capabilities.
For Small, large or projects in-between, we enact best practices and flawless
interaction with all involved parties to create results that satisfy on every level.
BIO
Founded in 1976, Saltz Michelson Architects (SMA) is an architectural
firm providing a full range of architectural and planning services. Our
commitment to quality design, professionalism, and strong project
management have allowed us to play a key role in the development
of public and private projects throughout South Florida.
Mark L. Saltz established SMA as a firm known for excellence in
developing an extensive list of diversified projects throughout South
Florida and being a prominent legacy firm in our community.
Charles A. Michelson joined the firm in 1980. Today, as President,
he leads the firm into a new era investing in technological
advancements and creating thoughtful architectural design that
embraces the firm’s culture while honoring its traditions.
POSITIONING
SMA delivers a locally aware community partner that has earned a place on
the national stage. Award Winning. Industry Advanced. Innovation Embracing.
The proof is in our project portfolio — past, present and glorious future.
THE COMPANY

10. MISSION
Design thoughtful architecture that improves our community.
VISION
We are part of something bigger. Collaborating as a team, in service of
our client designing thoughtful architecture for our living community.
VALUES
TEAMWORK
We believe in the power of collaboration.
INTEGRITY
“Always do right. This will gratify some people
and astonish the rest.” Mark Twain.
CREATIVE PROBLEM SOLVING
We explore the boundaries of architecture and the
evolution of the connection between form and function.
SERVICE
Our clients and our community are our priority.
As part of our local community, we embrace our
duty to serve and strive to be an active participant
by creating spaces that connect with people.
THE COMPANY

11. SALTZ MICHELSON ARCHITECTS
Consistent and controlled messaging is essential to
projecting a strong, unified company image that reflects
the firm’s commitment to quality, consistency and style.
Brand elements are a valuable company asset, to be cherished,
utilized and defended. Each member of the SALTZ MICHELSON
ARCHITECTS team is responsible for protecting the company’s
interests and preventing unauthorized or incorrect usage.
THE GUIDE

12. SALTZ MICHELSON ARCHITECTS logo is the key building block of our identity, the primary visual element that
identifies us. The signature is a combination of the the symbol itself and our company name – they have a
fixed relationship that should never be changed in any way.
RECOMMENDED FORMATS:
.eps | .ai | .png | .jpg | .tiff
ICON
POSITIVE
NEGATIVE
WORDMARK
WORDMARK + ICON
ATTENTION:
Use of any stylized, animated, hand drawn or other versions of a inofficial logo is not permitted.
This undermines the logo system and brand consistency. Please consult with TAMZ if you have any
questions or need further help.
1
3
3
2
It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion
zone has been established around the corporate mark. This exclusion zone indicates the closest any other
graphic element or message can be positioned in relation to the mark.of the the symbol itself and our
company name – they have a fixed relationship that should never be changed in any way.
CLEARSPACE

13. MEDIUM
Bold
LIGHT
Regular
FIGURES
FIGURES
CHARACTERS
CHARACTERS
Typography plays an important role in communicating an overall tone and quality. Careful use of
typography reinforces our personality and ensures clarity and harmony in all TAMZ communications. We
have selected Ace Sans and Century Gothic, which helps inject energy and enthusiasm into the entire
SALTZ MICHELSON ARCHITECTS communications, as the primary and secondary corporate typefaces.
Color plays an important role in the SALTZ MICHELSON ARCHITECTS corporate identity program. The colors
below are recommendations for various media. A palette of primary colors has been developed, which
comprise the “One Voice” color scheme.
CORPORATE FONT CORPORATE COLOR
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
01234567890
01234567890
!$%&/()=?`;:¡¶¢[]|{}≠¿ «∑€®Ωø
π± æœ@∆©∂å¥≈ç√~µ∞≤<>≥◊
!$%&/()=?`;:¡¶¢[]|{}≠¿ «∑€®Ωø
π± æœ@∆©∂å¥≈ç√~µ∞≤<>≥◊
CORPORATE FONT
ACE SANS
DESIGNER:
FACTORY 738
THE FONT
Ace Sans is a modern and minimalist sans
serif font family. The combination of minimal
and geometric elements renders a modern
design. Ace Sans family includes 8 fonts,
clean and modern caps, thereby creating
more variability. This is irreproachable sans
serif to diversify your headlines, branding
visual identity, poster, logo, magazines and
etc.
SECONDARY FONT
CENTURY GOTHIC
DESIGNER:
MONOTYPE IMAGING
THE FONT
Century Gothic is a sans-serif typeface in
the geometric style, released by Monotype
Imaging in 1991. It is strongly influenced by
the font Futura, but with a larger x-height. Its
design also derives from two other typefaces
that were designed to compete with
PRIMARY COLOR
PANTONE X BLUE
100 % 60 % Blue Gradient
80 % 40 % 20 %
THE GRADIENT
COLOR TONES
Pantone 534C
uncoated
Pantone Cool Gray
8Cuncoated
Greyscale
uncoated
PRIMARY COLOR
PANTONE X GREY
GREYSCALE
100 %
100 %
60 %
60 %
Grey Gradient
Grey Gradient
80 %
80 %
40 %
40 %
20 %
20 %
THE GRADIENT
THE GRADIENT
COLOR TONES
GREY TONES

14. 3501 Griffin Rd
Fort Lauderdale, FL 33312
Phone: 954.266.2700
Direct: 305.764.3138
cmichelson@saltzmichelson.com
saltzmichelson.com
3501 Griffin Rd, Fort Lauderdale, FL 33312
Phone: 954.266.2700 | Direct: 305.764.3138
cmichelson@saltzmichelson.com | saltzmichelson.com
Charles A. Michelson
AIA ACHA LEED AP
President
Charles A. Michelson AIA ACHA LEED AP
President
BRAND PATTERN
EMAIL SIGNATURE FONT
Century Gothic Family.
BODY COPY:
12pt Century Gothic Family.
VERTICAL:
VERTICAL USAE
HORIZONTAL:
VERTICAL USAGE
EMAIL SIGNATURE
SOCIAL STANDARDS

15. CORPORATE IDENTITY BUSINESS CARD
FT LAUDERDALE
3501 Griffin Rd
Fort Lauderdale, FL 33312
954.266.2700
MIAMI
8400 NW 36th St, Suite 450
Doral, FL 33166
305.764.3138
sma@saltzmichelson.com
saltzmichelson.com
AA-0002897
FT LAUDERDALE
3501 Griffin Rd
Fort Lauderdale, FL 33312
954.266.2700
MIAMI
8400 NW 36th St, Suite 450
Doral, FL 33166
305.764.3138
sma@saltzmichelson.com
saltzmichelson.com
AA-0002897
AA-0002897
GLOBAL THINKING, LOCAL MINDED.
GLOBAL THINKING, LOCAL MINDED.
Charles A. Michelson
President
3501 Griffin Rd, Fort Lauderdale, FL 33312
Phone: 954.266.2700 | Direct: 305.764.3138
cmichelson@saltzmichelson.com | saltzmichelson.com
AA-0002897

16. BRAND EXTENSION

21. BRAND GUIDELINES
This document provides an overview of the
SALTZ MICHELSON ARCHITECTS Brand Identity Guidelines
and explains each of the identity elements and how
they should be applied consistently across all
communication channels.
These guidelines apply to anyone wishing to use
the brand identity, including employees, licensees,
owners and vendors. It includes guides for print
and other relevant applications.

22. SMA brand logo lock up is the core of our brand and the heart of our visual identity: it is how
SALTZ MICHELSON ARCHITECTS is universally recognized. Set rules will ensure our logo maintains its
integrity whenever it is used.
The logo lock up can only be placed in top left, top center for icon and center vertical for divider. Lock up
sizes should follow three proportion rules to ensure consistency. Keep the logo of certain groups of printed
collateral the same, or proportionate to each other. Set rules will ensure our logo maintains itsintegrity
whenever it is used.
LOGO LOCK UP LOGO POSITION
• Always use the high resolution vector file provided.
• Do not alter the lock up.
• The logo should only be used left aligned.
• The logo is custom drawn and should never be recreated by typesetting.
• The logo lock up is used horizontally for all applications. The logo is never used vertically.
• Never move or alter the three sections of the logo lock up.
• Do not use the Word Mark by itself, always use in combination with the ‘SMA’ Icon.
• The primary placement of the logo is left.
• The clear space rules when placing the logo at the top centre is calculated by 125%, or 1.25 of
the height of I in the icon.
• Adjust the centre of the logo optically with the guidelines shown on this page.
SMA Icon Word Mark

23. TYPOGRAPHY
HEADER
Header is used as a descriptive
header that gives weight and
definition to the words.
Large to Extra Large -
UPPER CASE
Style: Ace Sans
Size: Varies, 200% or more of
Body Copy
Tracking: +100-150
Alignment: Left
Case: UPPER CASE
Maximum 10 words
BODY COPY
Body Copy is always set in Century
Gothic, and uses the same tracking
and leading throughout.
Use four main sizes, however the
type size can be optically adjusted
slightly when necessary.
The smallest size for Body Copy set
in Century Gothic is 7 points.
When setting and designing copy, please adhere to the following detailed rules and examples for
hyphenations, widows, orphans, and ragging.
When setting and designing copy, please adhere to the following detailed rules and examples for
hyphenations, widows, orphans, and ragging.
STYLE GUIDE
HYPHENATION
• Do not hyphenate capitalised words.
• Do not hyphenate SALTZ MICHELSON ARCHITECTS or other names.
• Do not hyphenate “Saltz Michelson”.
• Do not hyphenate across columns.
• Do not have two or more hyphenations above each other, limit to one only.
Widows and Orphans
Try to avoid Widows and Orphans by optically adjusting paragraph line breaks or
column widths. A Widow is a very short line, usually one word, or the end of a hyphenated
word at the end of a paragraph or column.
An Orphan is a single word, part of a word or very short line, it appears at the beginning
of a column or a page.
RAGGING
When setting blocks of text, pay attention to the shape that the ragged line endings make.
RULES
• A good rag goes in and out from line to line in small increments.
• A poor rag creates white space in the margin or lets one word stick out from the rest.
Do not rely on automatically set margins to determine the ragging.
Adjust paragraph line breaks or let the copywriter edit the copy to correct poor rags.
CREATIVE PROBLEM SOLVING
Our clients and our community
are our priority. As part of our
local community, we embrace
our duty to serve and strive to be
an active participant by creating
spaces that connect with people.

24. GRID SYSTEM LETTERHEAD
FT LAUDERDALE
3501 Griffin Rd
Fort Lauderdale, FL 33312
954.266.2700
MIAMI
8400 NW 36th St, Suite 450
Doral, FL 33166
305.764.3138
sma@saltzmichelson.com
saltzmichelson.com
AA-0002897
May 28, 2020
SkY 230
1800 West. Broward Blvd.
Fort Lauderdale, FL 33312
Attn: Goran Dragoslavic, President
RE: Mini Lofts Apartment and 9,000 SF of Structured Parking
Fort Lauderdale, FL.
Dear Goran,
Thank you for the opportunity to provide this proposal for our services.
Founded in 1976, SALTZ MICHELSON ARCHITECTS (SMA) is a prominent architectural and
planning firm that enjoys the reputation as a leading provider of design services in
South Florida. Through careful listening and creative thinking, our team of professionals
provides engaging designs that maximize efficiency while minimizing cost.
The enclosed package provides more detailed information about SMA. If you have
questions or would like additional information, please feel free to contact me directly
at 954.266.2700 or cmichelson@saltzmichelson.com.
I look forward to speaking to you in the near future.
Very truly yours,
Saltz Michelson Architects, Inc.
Charles A. Michelson, AIA, ACHA, LEED AP
President

25. SECOND SHEET IMAGE MODULE GRID
General AHCA Experience
Our 25 year, open-ended contract with the South Broward Hospital District and
nine years at St. Mary’s Medical Center includes an extensive portfolio of AHCA projects.
Our AHCA projects have included (but are not limited to) the original rehabilitation
hospital at Memorial Regional Hospital South, a 20,000 square foot telemetry and
cardiac floor, pre and post-partum facilities, outpatient diagnostic facilities,
a cardiac catheterization lab, family birth place, women’s breast center renovation,
generator replacement projects, and numerous miscellaneous projects throughout
multiple hospitals, all of which were approved by AHCA for permit and inspections.
SALTZ MICHELSON ARCHITECTS has a good working relationship with our local AHCA teams.
The success of our AHCA projects is by virtue of the checklist we give the contractors for
reference and project completeness; our architectural and engineering pre-AHCA
inspections; our calls for 80% AHCA inspections (not just finals); and our preparedness at
the final inspections. In addition, SALTZ MICHELSON ARCHITECT has excellent working
relationships with state level AHCA representatives. We keep an open dialogue with
all AHCA personnel, as do our engineers, in order to successfully complete our projects
on behalf of our Clients to the high standards of the state AHCA agency.
ADA Guidelines
In addition to their obligations for code review on every project, including ADA
requirements, all project managers at SALTZ MICHELSON ARCHITECTS have completed
continuing education credits in ADA compliance. Over the years we have prepared
reports on ADA upgrades of existing facilities and have been successful in complying with
ADA standards in all projects we design. We have also developed excellent working
relationships with many of the communities within the State of Florida.
HIPAA Requirements
The confidentiality of patient information is the law. As architects, we understand
the necessity for patient privacy through our designs, whether visual, sound or technical,
and incorporate those important standards into each and every one of our medical
projects. We recognize the need for confidentiality in all of our work, and our projects
adhere to these requirements.
GLOBAL THINKING, LOCAL MINDED.

26. DESIGN EXAMPLES DESIGN EXAMPLES
DOCUMENT TITLE
DOCUMENT TITLE
DOCUMENT TITLE
HEADLINE GOES HERE
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five centuries, but also the leap into electronic typesetting, remaining essentially unchanged.
It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages,
and more recently with desktop publishing software like Aldus PageMaker including versions of
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and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since
the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
It has survived not only five centuries, but also the leap into electronic typesetting, remaining unchanged.

27. DESIGN EXAMPLES DESIGN EXAMPLES
HEADLINE GOES HERE
Lorem Ipsum is simply dummy text of the printing and typesetting
industry. Lorem Ipsum has been the industry’s standard dummy
text ever since the 1500s, when an unknown printer took a
galley of type and scrambled it to make a type specimen book.
It has survived not only five centuries, but also the leap into
electronic typesetting, remaining essentially unchanged.
It was popularised in the 1960s with the release of Letraset sheets
containing Lorem Ipsum passages, and more recently with desktop
publishing software like Aldus PageMaker including versions of
Lorem Ipsum. Lorem Ipsum is simply dummy text of the printing.
It has survived not only five centuries, but also the leap into
electronic typesetting, remaining essentially unchanged.
It was popularised in the 1960s with the release of Letraset sheets
containing Lorem Ipsum passages, and more recently with desktop
publishing software like Aldus PageMaker including versions of
Lorem Ipsum. Lorem Ipsum is simply dummy text of the printing.
Lorem Ipsum is simply dummy text of the printing and typesetting
industry. Lorem Ipsum has been the industry’s standard dummy
text ever since the 1500s, when an unknown printer took.
HEADLINE GOES HERE
Lorem Ipsum is simply dummy text
of the printing and typesetting industry.
Lorem Ipsum has been the industry’s
1500s, when an unknown printer took
galley of type and scrambled it to make
It has survived not only five centuries,
but also the leap into electronic
typesetting, remaining essentially
publishing software like Aldus Page
including versions of Lorem Ipsum
It has survived not only five centuries,
but also the leap into electronic
typesetting, remaining essentially It
has survived not only five centuries,

28. GLOBAL THINKING, LOCAL MINDED.