BRAND GUIDELINES BOOK STYLE c21nathangracefinehomes.com

Size: px

Start display at page:

Download "BRAND GUIDELINES BOOK STYLE c21nathangracefinehomes.com"

Rodger Wilkerson
6 years ago
Views:

1 BRAND GUIDELINES BOOK STYLE 2018 c21nathangracefinehomes.com

2 TABLE OF CONTENTS Introduction, Name Usage & Legal Disclaimer Playing by the Rules & Social Media Guidelines Brand Values, Tagline & Personality Logo Specification, Usage, Ownership & Color Variations Brand Colors, Color Ratio & Patterns Typography & Font Hierarchy Stationery Business Card & Letterhead Property Flyers, Cards & Brochures Head Shots & Imagery Signage

3 WELCOME TO OUR GUIDELINES This is a reference guide for using the Fine Homes & Estates CENTURY 21 Nathan Grace brand and identity. The guidelines in this book are meant to maintain the integrity of the brand and create consistent use of our logo, colors, typography, photography and other matters that affect FHE identity. These guidelines will also help you understand how and when to use the FHE logo and how to apply the brand elements across a wide range of communication materials used in marketing. The major objective of setting brand standards is to display a clear and consistent message across all forms of communication. If you have further questions, please contact our marketing team at marketing@nathan-grace.com. NAME USAGE There are common variations of the brokerage s brand name. Below are the variations and where you will see them used: 01 Fine Homes & Estates CENTURY 21 Nathan Grace The technical and full name of the brokerage. This is commonly used in advertising, marketing and external communications. 02 Fine Homes & Estates (FHE) The abbreviated name. This is commonly used when speaking and in internal communications. 03 Fine Homes Nathan Grace The MLS-recognized name. This is used on MLS and websites that your listing is syndicated to. LEGAL DISCLAIMER Every piece of printed literature given directly to consumers to advertise your business, a listing or real estate as a whole must contain the legal disclaimer below. The disclaimer must be legible and can be no smaller than 5pt font using Proxima Nova typeface: Each office is independently owned and operated. We are an equal opportunity company and equal housing opportunity. Brokerage does not guarantee the accuracy of the information provided by seller or obtained from public records or other sources, and the buyer is advised to independently verify accuracy of that information. If you are currently in an exclusive agreement with a licensed broker, this is not intended as a solicitation. Licensed in Texas. For stationery, business cards, promotional advertisements, listing ads, classified ads and all signage, the following disclaimer must be used by all affiliates of the brokerage: 02

4 PLAYING BY THE GUIDELINES 01 all marketing/branding/advertising/websites must be approved by the brokerage 02 all marketing/branding/advertising/websites must follow the Texas Real Estate License Act and the NAR Code of Ethics 03 Fine Homes & Estates CENTURY 21 Nathan Grace logo must always be at least 50 percent of the size of your personal logo 04 only approved logos may be used; FHE logo cannot be altered 05 place more significance on your personal brand than your head shot 06 your head shot will not be used on business cards 07 keep the logos straight and free of filters and effects 08 write out our URL as c21nathangracefinehomes.com and omit www. 09 when listing a phone number use dots 10 all marketing pieces should be unique to FHE; you should never be able to put the logo of another brokerage vendor on any of our advertising; it should never be generic; approved vendors may be used on a case by case basis 11 printed pieces should be printed on at least 14pt card stock and have a matte finish; avoid finishes that are shiny/glossy 12 if in branding and marketing you want to use a business name that is different than your personal name (for example Smith & Partners instead of John Smith), you must file a DBA with TREC SOCIAL MEDIA GUIDELINES 01 if your brand is on social media, the FHE approved logo must be present 02 if your brand has a social media page, FHE must be listed in the page description 03

5 BRAND CORE VALUES As a business and as individuals, we strive to act with integrity and personal excellence in all we do. Our core values inspire our actions and decisions, and we live these values every day. 01 honesty and integrity to always do the right thing 02 dedication to our clients, profession and community 03 world-class service 04 commitment to be goal-focused & results-driven 05 disciplined to do our job at its best BRAND TAGLINE We use the following tagline as a way to communicate a pithy brand message and create a memorable image in our consumers mind. UNIQUE LISTINGS EXCLUSIVE SERVICES EXCEPTIONAL RESULTS BRAND PERSONALITY Our brand personality is defined by three core words: REFINED, CONFIDENT & CLEAN. They help to create consistent and powerful expression of the brand throughout all of our communications. All FHE logos, messages, images, colors, and typography must compose a consistent image that is refined, confident and clean. REFINED CONFIDENT CLEAN 04

6 LOGO SPECIFICATION The Fine Homes & Estates CENTURY 21 Nathan Grace logo is the most significant feature of the brand and corporate identity and should be used on all aspects of branded communication. The logo should never be altered, tilted, distorted, manipulated or disassembled on any application. The logo must stand alone and should always be used prominently. It cannot be used as part of, or in conjunction with, the CENTURY 21 Core Logo Design. Below are two approved styles of the FHE logo. 05

7 LOGO USAGE & OWNERSHIP The following is the clear space rule for the Fine Homes & Estates CENTURY 21 Nathan Grace logo. In order to gain maximum visibility, the FHE logo should always appear with a minimum area of clear space around the logo. This area should be free of any type or graphic elements. The height of the letter s used in the logo should be referenced for the clear space, and the clear space should be around every area of the logo and applied to all versions of the FHE logo on all mediums. The clear space rule makes sure the logo is not crowded against other design elements, protecting the logo s modern and clean look. THE LOGO CREATED FOR YOU AND YOUR BRAND BY FHE IS PROPERTY OF THE BROKERAGE. SAID LOGO AND MODIFIED VERSIONS CONTAINING SAME COLOR, FONT, ICONS AND SYMBOLS CANNOT BE USED BY THOSE UNAFFILIATED WITH THE BROKERAGE. 100% SPACE CLEAR PAIRING WITH YOUR PERSONAL LOGO MINIMUM SIZE 0.5 (36px) for web or print 0.35 (26px) for web or print 06

8 COLOR VARIATIONS Across all applications, every effort should be made to use the full-color logo on a white or black background. However, in instances where only one color is available for printing, use the one-color option. These color variations are applicable to both the stacked and horizontal logo versions. 07

9 BRAND COLORS Color is a powerful mean of identification. Consistent use of Fine Homes & Estates CENTURY 21 Nathan Grace colors helps build visibility and recognition for our brand and sets us apart from our competitors. The spot colors used as primary are Pantone 7407 C and Pantone Process Black C. When it is not feasible or cost-effective to print the spot color, it can be converted to its CMYK equivalent for process color printing. The RGB colors are used for all desktop and on-screen applications. PRIMARY COLOR GOLD COLOR CODES CMYK: C06 M36 Y79 K12 PANTONE: 7407 C RGB: R203 G160 B082 WEB: #CBA052 PRIMARY COLOR BLACK COLOR CODES CMYK: C000 M000 Y000 K100 PANTONE: PROCESS BLACK C RGB: R000 G000 B000 WEB: # When printing in CMYK, black should be built as Rich Black (C60 M40 Y40 K100) when applied to solid fields. Rich Black should never be applied to text. 08

10 COLOR RATIO Please follow the ratio of color that is given below to maintain the visual identity of the FHE brand. With the majority black, the ratio of blue should be 75 percent or less of the black with a proportional amount of white and hint of gold. With the majority white, the ratio of blue should be 75 percent or less of the white with a proportional amount of black and hint gold. 09

11 PATTERNS Use the following patterns to further diversify visual identity and maintain integrity of the brand. One hundred percent opacity patterns should be used as separating blocks between content, and 50, 25 and 10 percent opacity patterns should be used as background overlay. Please use patterns deliberately and don t overcrowd the white space. OVERLAY EXAMPLES: 25% GOLD ON BLACK 25% GREY ON GOLD 25% BLUE ON COOL GREY PROCESS BLACK+ 7407C 7407C+ COOL GREY 1C COOL GREY 1C+ 7451C 10

12 TYPOGRAPHY The Fine Homes & Estates CENTURY 21 Nathan Grace primary typeface is Proxima Nova. As a modern, flexible and easy-to-read font, Proxima Nova is uniquely suited for a wide range of visual communications. Multiple levels of typographic hierarchy are defined both for impact and clarity of communications. Use Proxima Nova for all FHE communications where possible. For visual variety, use it in combination with Minion Pro typeface. The weights shown for both Proxima Nova and Minion Pro are preferred, but all other weights are acceptable. PRIMARY FONT Proxima Nova Light ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz !@$% Proxima Nova Semibold ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz !@$% Proxima Nova Bold ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz !@$% SECONDARY FONT Minion Pro Regular ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz !@$% Minion Pro Semibold Italic ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz !@$% Minion Pro Bold ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz !@$% 08 11

13 FONT HIERARCHY Use the following type hierarchy as a guide to set type in your layout. Adhering to these styles will ensure a consistent style across all FHE communications. Big Headlines and Titles Proxima Nova Bold Caps Black 40pt Type/ 48pt Leading/ 100pt Tracking Subline Proxima Nova Bold Caps Black 30pt Type/ 38pt Leading/ 100pt Tracking Header 1 Proxima Nova Semibold Black 28pt Type/ 36pt Leading/ 50pt Tracking Header 2 Proxima Nova Semibold Black 24pt Type/ 32pt Leading/ 50pt Tracking Sub-Head Minion Pro Semibold Italic Gold 20pt Type/ 28pt Leading/ 25pt Tracking Body Copy & List Text Proxima Nova Light Black 12pt Type/ 16pt Leading/ 25pt Tracking TITLE TYPE SUBLINE TYPE Header 1 Type Header 2 Type Subheading font. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit amet, consectetuer Ed diam nonummy nibh euismod tincidunt Magna aliquam erat volutpat. Ut wisi enim Quis nostrud exerci tation ullamcorper 12

14 TITLE TYPE SUBLINE TYPE Header 1 Type Header 2 Type TITLE TYPE SUBLINE TYPE Header 1 Type Header 2 Type Subheading font. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit amet, consectetuer Ed diam nonummy nibh euismod tincidunt Magna aliquam erat volutpat. Ut wisi enim Quis nostrud exerci tation ullamcorper Subheading font. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorem ipsum dolor sit amet, consectetuer Ed diam nonummy nibh euismod tincidunt Magna aliquam erat volutpat. Ut wisi enim Quis nostrud exerci tation ullamcorper 13

15 STATIONERY Below is an example of FHE stationery items such as the 8.5 x 11 Contract Folder, 8.5 x 8 About Cards, and 5.5 x 4.25 flat and folded Note Cards. All items are created in conformity with the brand standards and are available for all real estate professionals to use. CONTACT FOLDER ABOUT CARDS NOTE CARDS 14

16 BUSINESS CARD & LETTERHEAD FHE business card dimensions are 3.5 x 2 and are printed on 16pt card stock with a matte finish. An option to purchase soft velvet lamination is available. The design of the business card is a brand standard that cannot be altered. The layout depends on the size of the real estate professional s personal logo. A real estate professional may add a personal website URL and personal address to the card if desired John Smith REALTOR licensed in Texas C John Smith REALTOR licensed in Texas C jsmith@nathan-grace.com C21nathangracefinehomes.com jsmith@nathan-grace.com johnsmith.com C21nathangracefinehomes.com

17 BUSINESS CARD & LETTERHEAD Subject Line 0.25 Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi Audelia Road Suite 338 Dallas, TX C c21nathangracefinehomes.com

18 P R O P E R T Y F LY E R S, C A R D S & B R O C H U R E S Below are examples of Property Flyers and Just Listed/Just Sold Cards available to all real estate professionals in BackAgent marketplace. The designs created vary in color, number of photos and amount of text. 17

HEAD SHOT USAGE & OWNERSHIP The head shot taken for you by FHE is

Said head shot cannot be used by those unaffiliated with the

The head shots are to be taken in an FHE office in front of or in

19 HEAD SHOT USAGE & OWNERSHIP The head shot taken for you by FHE is property of the brokerage. Said head shot cannot be used by those unaffiliated with the brokerage. Approved head shot sizes and styles are shown below. The head shots are to be taken in an FHE office in front of or in near vicinity of any artwork available in the office, and the background is to be slightly blurred. PRINT HEAD SHOT: 2000X1970 PX, CMYK WEB HEAD SHOT: 300X300 PX, RGB PRINT HEAD SHOT: 4470X1650 PX, CMYK WEB HEAD SHOT: 1200X425 PX, RGB 18

IMAGERY Photography is a powerful tool of

20 IMAGERY Photography is a powerful tool of communication. The imagery choice should convey brand personality that is refined, confident and clean. When creating print or web materials, choose images that complement the FHE color palette, have abundance of white space, and have hints of gold, blue or black. Below are examples of preferred imagery styles. 19

21 SIGNAGE Below are examples of approved FHE signage. RIDER (36 X8 ) OPEN HOUSE DIRECTIONAL (24 X18 ) YARD SIGN (36 X24 ) SWINGER (33 X6 ) WELCOME HOME SIGN (24 X24 ) 20

22 QUESTIONS The marketing team is here to help. Contact us at

Executive Resume Guide

Executive Resume Guide 1 Part One: Resume Content 2 Resume Content Header / Contact Information Your header should contain your: - Name and any important honorifics (for example, John Jones, MD, MBA) -