More Related Content
Similar to Brand Guidelines (20)
More from ssuser1cd0ea (13)
Recently uploaded (20)
Brand Guidelines
- 1. 1 Real Estate One Brand Guidelines
- 2. 2 About Real Estate One Clients receive quality, family-grown service when working with our family of companies. Serving our state for almost 90 years, Michigan is more than our market. Its our home. We are a Michigan-based company and the largest real estate broker in the state. On a national scale, we rank 8th in the country. Our fourth generation family business consists of five real estate brands, Real Estate One, Max Broock, Johnstone & Johnstone, Charles Reinhart Company and Advantage Realty, as well as our one-stop-shop of real estate services including John Adams Mortgage Company, Ann Arbor Mortgage Company, Front Street Mortgage Company, Capital Title Insurance Agency, Insurance One Agency, Relocation America International and Rental Management One. As a member of our family, your business is built on the core values of excellence, caring, integrity, teamwork and empowerment. You are an agent for a Michigan Top Workplace, a title our family of companies has earned for the past seven years through cultivating a positive and motivating culture. Together, we strive daily to fulfill our mission of creating the best real estate experience through our family of services.
- 3. 3 Excellence Going above and beyond exceeding expectations in all we do. We establish expectations, recognize success, provide the best customer service, and practice and embrace continuous improvement. Caring Valuing relationships and demonstrating concern and respect for others. We give back to our community, show empathy and flexibility, listen and respect diverse opinions, and celebrate success. Integrity Aligning our values and behaviors in an honest, ethical, and responsible manner. We honor our commitments, communicate honestly and constructively, comply with laws and regulations, assume responsibility for our actions, and do the right thing. Teamwork Having exceptional people working together throughout our family of companies. We rely on each other, work toward common goals, respect one another, and collaborate with each other. Core Values Empowerment Making independent decisions that support our mission, vision and values. We own the decisions we make, engage fully in our work, question the status quo, and find solutions.
- 4. 4 The Real Estate One Brand Great brands build strong bonds with their audience by being consistent. They are instantly recognizable and immediately stand for something. They speak a common language, despite the fact that they may be speaking to very different people from very different places. From business cards to listing presentations to websites, adhering to these guidelines ensures that the look and feel of Real Estate One remains consistent across all mediums. While we always encourage creativity and out-of-the-box thinking, we want to stay true to our roots when representing our brand.
- 5. 5
- 6. 6 Primary Logo The Real Estate One Blue Circle is the primary graphic element that identifies our brand. This trademark makes Real Estate Ones storefronts, products, websites, and other visual communications easily identifiable, enhancing our brand presence and professionalism. Since our logo plays a key role in making our brand recognizable and memorable, it is required to appear on all marketing and communication pieces. Clear Space To ensure legibility, allow enough space around the logo to keep it clear and uncluttered. This space isolates the mark from any other competing graphic elements that may conflict with, overcrowd, and ultimately lessen the impact of the mark. Minimum Size The smallest the logo should be represented is .75 high. Exceptions There are some instances, such as novelty items, where these dimensions will be too large. In such cases, please use your own discretion to determine proper size and clear space.
- 7. 7 Secondary Logos Though it doesnt happen often, there are certain instances where the use of a secondary logo may be necessary. Black and White Use this version when you are printing a black and white document, or if this logo would fit on your design piece better than the standard blue logo. Black and Gold Specific use on signs in communities where sign ordinances are such that only the colors black (PMS 3C or 6C) and gold (PMS 871C-874C) are allowed (Bloomfield Hills, etc). This logo should not be used in any advertising.
- 8. 8 Logo Donts A few rules are necessary for maintaining the integrity of the brand. A Dont rotate the logo. B Dont stretch or skew the logo. C Dont enclose the logo. D Dont add a drop shadow to the logo. E Dont use the Family of Companies logo unless you are an executive or employee of REO Corporate creating internal marketing pieces. F Dont alter the color of the logo. G Dont crowd the logo. Always leave white space around the logo. H Agent logos should not be included on any signage. I The size of the name of the firm must be greater than or equal to the size of the name of the Licensee. For details, watch Letter of the Law | Real Estate Advertising: www.mirealtors.com/Legal-Resources.
- 9. 9 J o h n D oe I CONTACT US A D E G B H J F C JOHN DOE
- 10. 10
- 11. 11 Typography & Tone We have a lot of important things to say. When we all say them in the same way, our story has more impact and our audience can better connect with our brand. Real Estate One demonstrates that its entirely possible to be professional and approachable at the same time. We are reliable without being boring. Confident yet humble. We are optimistic and always looking for the next game-changing solution. Our tone is conversational, polished, and in alignment with both our standards and identity. We take great pride in our core values and strive to exhibit those characteristics in everything we say and do.
- 12. 12 Typography Overview Used correctly, typography can evoke emotion or fit a certain style. Careful selection and consistent use of a typeface can be just as important as color and imagery when creating and solidifying a professional brand. Real Estate One uses two main typefaces, Lato and Baskerville. Lato is stylish, light and airy, while Baskerville is elegant and refined. Combined, the two fonts convey the professional, yet laid-back culture of our company. In addition to having many style variations, these two fonts are interchangeable for header and body copy, depending on the mood of the project.
- 13. 13 Primary Typeface Primary Font Regular Heavy Light LATO A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0
- 14. 14 Secondary Font Regular Bold Semibold Baskerville A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Secondary Typeface
- 15. 15 Text Heirarchy 48pt 36pt 24pt 18pt 14pt 12pt Body 10pt Body Real Estate One Real Estate One Real Estate One Real Estate One Real Estate One Et et, sae porernam illatus. Exped molora parcil min res aspedi odisitatqui rectum velis di am et fugiti sita quam et experci reperferchil exernat iustrum andis ipsapis eum endelis sunt eum et voluptur? Qui odiati optat ad ut esti. Et et, sae porernam illatus. Exped molora parcil min res aspedi odisitatqui rectum velis di am et fugiti sita quam et experci reperferchil exernat iustrum andis ipsapis eum endelis sunt eum et voluptur? Qui odiati optat ad ut esti debit lam quam que natur, ut aperum in nobit es nis.
- 16. 16
- 17. 17 Color Palettes When it comes to branding, the main backbone of an easily recognizable identity is the use of color. Color offers an instantaneous method for conveying meaning and message without words. Perhaps one of the most important aspects of the Real Estate One brand is the use of color. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, it also serves a psychological purpose by communicating a certain feeling to your audience.
- 18. 18 Hex: #0079C1 4-Color Print (CMYK): C:100 M:44 Y:0 K:0 Primary Brand Color The primary color used throughout Real Estate One is blue. It is thought to put people at ease, as it is reminiscent of the sky and ocean. The color blue conveys trust, dependability, security, and responsibility. Pantone Coated: 300 C Pantone Uncoated: 300 U RGB: R:0 G:121 B:193
- 19. 19 4-Color Print (CMYK): C:50 M:50 Y:50 K:100 Secondary Brand Color The secondary color in the Real Estate One brand identity is black. Used by companies to boast a classic sophistication, the color black conveys prestige, value, timelessness, and elegance. Hex: #000000 Pantone Uncoated: Black U RGB: R:0 G:0 B:0 Pantone Coated: Black C
- 20. 20 Alternative Color Palettes Young & Trendy While the brands overall message must remain consistent, the tone may vary somewhat according to the target audience. The color palette below will convey a youthful, energetic mood for our younger audience. Coral CMYK: C=0 M=80 Y=60 K=0 RGB: R=222 G=102 B=95 Hex: #DE665F Pantone Coated: 178 C Pantone Uncoated: Warm Red U Light Grey CMYK: C=10 M=10 Y=15 K=15 RGB: R=189 G=183 B=175 Hex: #BDB7AF Pantone Coated: Warm Grey 6 C Pantone Uncoated: Warm Grey 4 U Green CMYK: C=29 M=1 Y=100 K=18 RGB: R=155 G=170 B=39 Hex: #9BAA27 Pantone Coated: 383 C Pantone Uncoated: 397 U Yellow CMYK: C=0 M=15 Y=75 K=0 RGB: R=247 G=208 B=130 Hex: #F7D082 Pantone Coated: 123 C Pantone Uncoated: 114 U
- 21. 21 Alternative Color Palettes Elegant & Muted There are certain times the Real Estate One brand will need to speak to an older audience. Soft, sophisticated, historic colors generally work best in this case. Dark Grey CMYK: C=30 M=35 Y=40 K=15 RGB: R=150 G=134 B=115 Hex: #968673 Pantone Coated: 7531 C Pantone Uncoated: Warm Grey 8 U Cream CMYK: C=5 M=6 Y=30 K=4 RGB: R=234 G=223 B=187 Hex: #EADFBB Pantone Coated: 7500 C Pantone Uncoated: 4745 U Light Blue CMYK: C=59 M=17 Y=0 K=0 RGB: R=119 G=169 B=206 Hex: #77A9CE Pantone Coated: 542 C Pantone Uncoated: 291 U Dark Blue CMYK: C=95 M=72 Y=15 K=67 RGB: R=25 G=33 B=62 Hex: #19213E Pantone Coated: 289 C Pantone Uncoated: 289 U
- 22. 22
- 23. 23 Photography Overview Photography is one of the most vital elements of Real Estate Ones brand identity. High-quality visuals are paramount in both digital and traditional marketing. A good photograph is clear, crisp, and purposeful. Images should provide consumers with useful information about a property such as features, amenities, room scale, and surrounding landscape. Additionally, every photo should tell the homes unique story, not only through the image depicted, but also in the order the photos are viewed. The first photo should always be the most intriguing.
- 24. 24 Clear, Crisp Photography Correct Clear, crisp image highlighting the exterior of the house Correct Clear, legible details Incorrect Blurry, pixelated image with illegible details Incorrect Busy, stretched, over- exaggerated image All images should be easily identifiable and not distorted, stretched, blurry, or pixelated.
- 25. 25 Purposeful photography provides consumers with useful information about the property details including the propertys features and amenities, the rooms scale and proportions and the surrounding landscape. The first photo should always be your most intriguing image. Purposeful Photography Correct Highlights the exterior and the pool Correct Calls attention to cozy breakfast nook Incorrect Unappealing view of brick wall Incorrect Messy kitchen that doesnt highlight the usable space
- 26. 26
- 27. 27 Social Media As an active member of the business community, Real Estate One Family of Companies realizes the value and importance of social media for business promotion and practices. We recommend agents using a company-branded Business Page, for most of you that is Facebook. Use this site to showcase your listings, promote an open house or just connect with clients. This site should not be used for personal, non-real estate-related posts or business posts that can be perceived as negative against other agents or companies. If you use your social media profiles for personal use, please keep it as such. Youre encouraged to state that you are a proud member of our Family when completing the About section, but we do not recommend the use of company logos in your Profile Picture or Cover Photo. Showcasing your success is a powerful tool but be aware that when you present your professional business on your personal page, you must be conscientious of what you post, share, like and comment. Rule of thumb: keep your personal social media sites, personal and your business sites, business.
- 28. 28