STREAM REALTY PARTNERS. Brand Guidelines A VISUAL GUIDE TO COMMUNICATING THE STREAM BRAND

Transcription

1 Brand Guidelines A VISUAL GUIDE TO COMMUNICATING THE STREAM BRAND

2 SECTION 1 BRAND COMMUNICATION GUIDELINES PAGE 1 BRAND MARK

3 SECTION 1 BRAND COMMUNICATION GUIDELINES PAGE 2 OUR BRANDMARK The Primary Brandmark for Stream Realty Partners (Stream) is used on first point-of-contact marketing pieces, such as company collateral and internal stationery. It should be represented in Stream Navy [PMS 2955] and used on a white background or wellcontrasting black-and-white images. In instances when color is not an option, the brandmark should be black. The Grayscale Brandmark can be utilized in instances where the brand is not the primary focus, as in advertising, sponsorships, digital marketing, property branding, follow-up pieces, etc. In these situations, the brandmark should be represented in PMS Cool Grey 3. PRIMARY BRANDMARK GRAYSCALE BRANDMARK REVERSED BRANDMARK The Reversed Brandmark is represented in white against any dark background that provides sufficient contrast for the brandmark to retain legibility.

4 SECTION 1 BRAND COMMUNICATION GUIDELINES PAGE 3 HOW TO USE IT Clear Space Whenever the brandmark is used, it requires a clear space surrounding it. Nothing should intrude upon this clear space including other logos, type, images, or the edge of the page. CLEAR SPACE 5 MM The only exception to this is when incorporating the URL to the Stream website with the brandmark. This pairing is an acceptable use, but should be used as specified. Brandmark Size Under no circumstances should the Stream brandmark be reproduced under 10 millimeters in height. This minimum size restriction ensures that the brandmark is always clearly visible. Similarly, it is important not to overpower a document or object with the Stream brandmark. While there are no maximum size restrictions, always consider context to the overall project scale when using. BRANDMARK SIZE 10 MM brandmark and URL colors should match? WHERE CAN I FIND IT? All logomarks can be accessed at the following link.

5 SECTION 1 BRAND COMMUNICATION GUIDELINES PAGE 4 HOW NOT TO USE IT When utilizing the Stream brandmark, it is important to always follow the aforementioned guidelines to ensure that the Stream brand is being communicated correctly. Consistency from each office and within our service lines is an important factor in always appearing outwardly to clients, competitors, and others as a strong, cohesive, national brand. INCORRECT VARIATIONS D A L L A S I N D U S T R I A L When in doubt, always contact National Marketing before proceeding with a design. The National team can be contacted at: nationalmarketing@streamrealty.com BROADWAY, SUITE 250 DENVER, COLORADO Why its incorrect: With the exception of the Stream website URL, no additional text should be paired with the Stream brandmark. Why its incorrect: When used in tandem, the logomark and URL should always be the same color. Why its incorrect: The Stream brandmark should only be reversed in white.

6 SECTION 1 BRAND COMMUNICATION GUIDELINES PAGE 7 TAGLINE INTEGRATION Stream s trademarked tagline is Changing the Landscape of Commercial Real Estate. It can be incorporated into marketing materials that promote the Stream brand, but is at the discretion of the Designer. The two approved tagline layouts are horizontal and stacked. The horizontal arrangement is recommended for usage in documents with text or images. The stacked arrangement is recommended for promotional pieces, direct mailers, etc. HORIZONTAL Brand colors Greyscale Reveresed on navy When in doubt, always contact National Marketing before proceeding with a design. The National team can be contacted at: nationalmarketing@streamrealty.com. STACKED Brand colors Greyscale Reversed on navy? WHERE CAN I FIND IT? Tagline artwork can be accessed at the following link.

7 SECTION 2 BRAND COMMUNICATION GUIDELINES PAGE 8 COLOR & TYPE

8 SECTION 2 BRAND COMMUNICATION GUIDELINES PAGE 9 TYPOGRAPHY Stream utilizes Avenir as its approved font family. Avenir has four weights: light, medium, heavy, and black. Each weight also has an oblique variation. All weights and variations are approved for use in circumstances when Stream is being marketed. The recommendations at right should be considered when designing. Avenir 35 Light and Oblique Avenir 65 Medium and Oblique As cusam velendi tiiscia tiissinime cullaccab ium volenderum essin eostio est harum iunt voluptame volestis nat. Arcil et rat restio vendaerferum quia nus. Recommended as body copy. [Font size 9, Leading 14, Tracking 5] As cusam velendi tiiscia tiissinime cullaccab ium volenderum essin eostio est harum iunt voluptame volestis nat. Arcil et rat restio Recommended to call attention in a paragaph of text. [Font size 9, Leading 14, Tracking 5] Avenir 65 Heavy and Oblique HEADER As cusam velendi tiiscia tiissinime cullaccab ium volenderum essin eostio est harum iunt voluptame volestis nat. Arcil et rat restio Recommended as a header. [Font size 10, Tracking 5] Avenir 65 Black and Oblique LARGE TAGLINE OR HEADER Recommended as a large tagline. [Font size to vary, Tracking -10]

9 SECTION 2 BRAND COMMUNICATION GUIDELINES PAGE 10 TYPOGRAPHY Additional Font Use The utilization of additional fonts should be limited when marketing Stream. If an additional font is absolutely necessary, the Archer family can be incorporated into the design, but should be used sparingly. Archer should never be utilized for body text. The Archer font family has a wide variety of weights, however any thickness lighter than Archer Light is not recommended for use. Archer Light and Italic Archer Book and Italic Archer Medium and Italic Archer Semibold and Italic Archer Semibold and Italic

10 SECTION 2 BRAND COMMUNICATION GUIDELINES PAGE 11 COLOR PALETTE Stream s Primary Color Palette consists of three main colors: Stream Navy (PMS 2955), Stream Teal (PMS 314), and White. The main brand color is Stream Navy and should be the primary color of use with Stream Teal acting as an accent. White should be used as a contrast to keep design clean and legible. PRIMARY COLOR PALETTE SUPPORTING COLOR PALETTE The Supporting Color Palette should be used when a more neutral palette or gray scale palette is needed. Stream Navy Stream Teal White Light Grey Black PMS 2955 C 100 M 78 Y 36 K 28 R 0 G 56 B 100 PMS 314 C 100 M 33 Y 27 K 2 R 0 G 126 B 165 C 0 M 0 Y 0 K 0 R 0 G 0 B 0 COOL GREY 3 C 21 M 17 Y 17 K 0 R 202 G 201 B 200 BLACK 6 C 81 M 71 Y 59 K 76 R 17 G 24 B 32

11 SECTION 2 BRAND COMMUNICATION GUIDELINES PAGE 12 COLOR PALETTE Stream s Secondary Color Palette consists of four colors: Red (PMS Rubine Red), Yellow (PMS 1225), Green (PMS 376), and Purple (PMS 2613). SECONDARY COLOR PALETTE The Secondary Color Palette should be used to compliment and should never overpower the Primary Color Palette. The Secondary Color Palette should always be used with the Stream Navy (PMS 2955) and should never be used as a primary representation of the Stream brand. Red Yellow Green Purple Rubine Red PMS 1225 PMS 376 PMS 2613 C 11 M 100 Y 47 K 1 C 0 M 22 Y 83 K 0 C 55 M 3 Y 100 K 0 C 70 M 100 Y 20 K 7 R 215 G 0 B 87 R 255 G 200 B 67 R 130 G 188 B 0 R 105 G 29 B 115

12 SECTION 2 BRAND COMMUNICATION GUIDELINES PAGE 13 USING COLOR PALETTES When using Stream s Primary Color Palette, the correct color ratio should be applied. As a general rule of thumb, the Stream Navy should have the most prominence in a design, followed by white, and then Stream Teal as an accent color. A recommended ratio is shown to the right. PRIMARY COLOR PALETTE PRIMARY & SECONDARY COLOR PALETTE INTEGRATION When utilizing Stream s Secondary Color Palette, each secondary color should be used solely as an accent. A recommended ratio is also shown to the right. Ensure that all designs appear clean and polished. All important text should have appropriate contrast to maintain legibility. When in doubt, always contact National Marketing before proceeding with a design. The National team can be contacted at: nationalmarketing@streamrealty.com. 65% INCORRECT VARIATIONS 5% 30% 55% 5% 5% 5% 5% 5% Why its incorrect: Does not use the correct ratio of colors. Stream Navy should not be overpowered by another color. STREAM STREAM STREAM STREAM Why its incorrect: The secondary colors should never be used by themselves to represent Stream. 20% LARGE TAGLINE OR HEADER Why its incorrect: Important text should be contrasted clearly. Avoid color combinations that decrease legibility.

13 SECTION 3 BRAND COMMUNICATION GUIDELINES PAGE 14 COMMUNICATING STREAM

14 SECTION 3 BRAND COMMUNICATION GUIDELINES PAGE 15 MEDIA & PR When communicating the Stream brand to outside sources, such as media contacts and in press releases, it is important to maintain consistency from market to market and service line to service line. To ensure this, the following guidelines should always be adhered to: city contact information DO: Always use Stream Realty Partners (Stream) when first referencing the press release. Use Stream throughout the remainder of the press release Use the approved press release boiler plate verbiage [below] on all press releases Include the city contact information on the press release DO NOT: Use Stream Realty in press releases or in relation to media communication Re-write the press release boiler plate verbiage under any circumstances Approved Boiler Plate Verbiage Long Form Stream is a commercial real estate firm with full-service offerings in leasing, property management, development, construction management and investment sales services across the industry. In addition, Stream is dedicated to sourcing acquisition and development opportunities for the firm and its clients. Since 1996, Stream has grown to a staff of more than 750 real estate professionals with regional offices in Atlanta, Austin, Charlotte, Chicago, Dallas, Denver, Fort Worth, Houston, Orange County, San Antonio, San Diego and Washington, D.C. Stream completes more than $2.4 billion in real estate transactions annually, and is considered one of the most active investors and developers in real estate. Visit approved boiler plate verbiage Press Release Example Short Form Stream is a national commercial real estate firm with full-service offerings in leasing, property management, development, construction management and investment sales services across the industry. In addition, Stream is dedicated to sourcing acquisition and development opportunities for the firm and its clients. Founded in 1996, Stream has grown to a staff of more than 750 real estate professionals with regional offices in 12 major markets across the nation. Visit

15 SECTION 3 BRAND COMMUNICATION GUIDELINES PAGE 16 MARKETING & COLLATERAL When using the Stream name for marketing purposes and in collateral, Stream Realty Partners should always be used upon first mention and simply Stream may be used thereafter, up to the discretion of the market. Stream Realty should never be used. COVER PAGES: Stream Realty Partners is to be used on all cover pages for overviews and pitches PROPERTY MARKETING: (flyers, brochures, fact sheets, blasts, etc.) use Stream Realty Partners or Stream on property-specific collateral Use either Stream or Stream Realty Partners based on market preference. Both are correct. MARKETING: Use either Stream or Stream Realty Partners as the from name based on market preference. Both are correct. NOTE: Stream Realty Partners or Stream should never be followed by only a city or service line in formal communications. ARCH SQUARE PRESENTATION OF PROPERTY MANAGEMENT & PROJECT ACCOUNTING SERVICES NOVEMBER 17, 2014 I I use Stream Realty Partners on all covers ATLANTA I AUSTIN I CHARLOTTE I DALLAS / FT. WORTH I DENVER I HOUSTON I SAN ANTONIO I SOUTHERN CALIFORNIA I WASHINGTON, DC

16 SECTION 3 BRAND COMMUNICATION GUIDELINES PAGE 17 LEGAL Stream s legal names do not follow the same marketing guidelines. All legal documents should show the full entity name as Stream Realty Partners, LLC or the market-specific entity name (Stream Realty Partners Denver, L.P.). If you are unsure of your market s entity name, consult your local Managing Partner or Director. OUTLOOK AND MOBILE SIGNATURES The approved Outlook signature utilizes the Stream logo for brand recognition. signatures on mobile devices should utilize Stream Realty Partners in place of the Stream logo. Examples below. Candice Ransbarger Vice President of Marketing 2001 Ross Avenue Suite 400 Dallas, TX Phone Mobile candice.ransbarger@streamrealty.com Outlook signature example Candice Ransbarger Vice President of Marketing 2001 Ross Avenue Suite 400 Dallas, TX Phone Mobile candice.ransbarger@streamrealty.com Mobile signature example

17 Questions? Please direct all questions, comments or concerns to Stream s National Marketing team: nationalmarketing@streamrealty.com