The ERA Identity Standards Manual

Transcription

1 The ERA Identity Standards Manual Version 1: August 2010

2 Protecting the ERA Brand The ERA Identity Standards Manual provides you with an opportunity to bring the ERA brand to life. By using and abiding by these guidelines, you contribute to and maintain a strong brand with a distinctive personality and visual identity. The standards laid out in this document are designed to protect the equity of the ERA brand so that all brokers and agents can take full advantage of their affiliation with ERA Franchise Systems LLC. Whether you are creating a print ad or writing an , the standards remain consistent throughout all media in order to protect and maintain our brand integrity. Consistency is the secret weapon of successful brands. Without consistency, brands lose impact and become indistinguishable from the competition. Following these required guidelines makes the ERA brand more powerful and sets the standard for everyone within the ERA system. Contact If you have a question that this guide does not answer, please contact the ERA Marketing department for assistance at: 1 Campus Drive Parsippany, NJ Fax: (866) address: marketing@era.com The ERA Mark The visual representation of the ERA name is a registered trademark, protected for use by ERA Franchise Systems LLC and its member brokers. You have specific rights and obligations regarding the use of these marks and names. Specifically, you agree to use the ERA name and/or logo in accordance with the guidelines laid out in this document. Consistent use of the ERA logo and adhering to our guidelines is required. Logo usage guidelines reflect a strong brand that places value on what ERA Real Estate has established over time. Basic rules: Always spell "ERA" using all capital letters and without periods between the letters. Always use the Adobe Univers Std Bold Condensed for ERA and ERA Real Estate used in conjunction with ERA house graphic. For other typefaces, please refer to page 6. The first time "ERA" appears as an adjective (that is, as a descriptor in front of another word) on any page or document, use the registered trademark symbol for example: ERA logo, ERA office, ERA services. Any subsequent time "ERA" appears as an adjective on a page, bold ERA or italicize ERA for example, ERA logo, ERA office, ERA services or ERA logo, ERA office, ERA services. Either the bold or italicize style should be used in the document, not both. Include the phrase "Each ERA Office is Independently Owned and Operated" in all your advertising, yard signs, stationery, business cards and other promotional materials that use the ERA name. The registration mark and bold ERA or italicize ERA do not apply to ERA Franchise Systems LLC or ERA Real Estate. The ERA House Logo The ERA logo consists of two elements: the house symbol and the ERA brand name. It is a registered trademark, protected for use by ERA Franchise Systems LLC, and its member brokers. Along with the right to use the logo you also have the responsibility to use it correctly in order to protect and realize the full value of the brand: The ERA logo must always have the registered trademark symbol as shown. (Figure 1) Use the complete logo exactly as it is provided to you by ERA Real Estate. The house symbol and the ERA lettering may never be used separately. (See Figure 2) Page 1

3 The space surrounding the logo must never be less than the equivalent to 1/2 the width of a single red square around every side of the ERA logo, so that it clearly stands out. (Figure 3) The strength of the ERA logo lies in its distinctive identity never incorporate it as part of another design or logo, or use patterns, shading or textures with it. When using your company name with the ERA logo, there are two acceptable representations: Using Adobe Univers Std Bold, align the ERA logo to the left and horizontally. "ERA should precede your company name exactly as shown. (Figure 3) Your company name appears in upper and lower case letters. This presentation of your company name must be used for building and yard signs and can be used for other collateral marketing materials. When using the ERA Ribbon logo your company name is always in white Condensed No. 20 and a white line is positioned halfway between your company name and the ERA logo. Your company name appears in all upper case letters. The white line that separates the company name from the ERA House logo is always placed equidistant between the logo and the company name and should be no less than the equivalent to the width of a single red square and no greater than the equivalent to the width of two red squares. (Figure 4). This iteration cannot be used on building and yard signs. If the words REAL ESTATE are not contained in your company name, you must use the ERA logo with the words REAL ESTATE underneath ERA. (Figure 5) If the words REAL ESTATE are contained in your company name, you must use the ERA logo without the words REAL ESTATE underneath ERA. (Figure 6) You must have your company name on one line if your company name is 30 characters or less (with spaces). If your company name is longer than 30 characters (with spaces), you must use two lines, as pictured in (Figure 6). The ERA yard sign can be represented as a drawing or photograph in advertising and brochures but never used for stationery, building, or event signage. When using the ERA yard sign for advertising or brochures, it must appear to the left of your company name as shown. (Figure 7) Do not stretch, compress or skew the logo in any way. Please always maintain proper proportions. (Tip: Always hold down the shift key and drag the graphic by a corner.) Figure 1 Figure 2 Figure 3 Figure 4 Figure 5 Figure 6 Page 2

4 Figure 7 The ERA Logo Font ERA should always appear in Adobe Univers Std Bold Condensed in all capital letters with no periods. The Adobe Univers family of typefaces is available through Adobe, Inc. at Always There For You Tagline When using the ERA tagline "Always There For You " you must adhere to the following guidelines: "Always There For You " must always have the registration mark symbol, as shown, and should print in the ERA Blue (Refer to the ERA Colors). The ERA tagline, "Always There For You " should appear in Adobe Univers Std Extended Bold. The Adobe Univers family of typefaces is available through Adobe, Inc. at ERA Colors and Color Treatments There are three ERA logo options with regard to color. These guidelines allow flexibility for use with various backgrounds including color, black and white and photography. ERA Red and Blue Logo On a white background: The red and blue logo with a white background is required for yard signs, building signs, Web sites, social media sites, marketing materials, including printed brochures and magazine advertising. (Figure 8) Figure 8 On a colored background: Figure 9 The ERA red and blue logo can be placed in a white box and used on all colored backgrounds except when the background color is red or color photography is used (Figure 9). The ERA red and blue logo can be placed on a colored background without a white box except when the background colors are red or blue. Please note guidelines for use of the ERA House logo section of this guide (page 1). Page 3

5 On a photographic background: Figure 10 Use the red and blue logo without a white box when the background of a brochure, billboard, PowerPoint slide or other marketing materials is a color photograph (Figure 10). ERA White logo Figure 11 Figure 12 The white logo is presented on a red or gray background only (Figure 11 and 12). This logo is intended to be used to emphasize content in documents and advertisements to give a modern look to communications. Examples: PowerPoint presentations, advertising brochures, property flyers. This logo should not be used for building and/or yard signage, Web sites, social media sites. These are primary assets of the brand and the red and blue logo should always be used. ERA Black logo Figure 13 The ERA logo is presented in black when used in black and white printed materials, including brochures and paid advertising (Figure 13). Page 4

6 ERA Red 2 Color Process - Coated Stocks Pantone 186C 2 Color Process - Uncoated Stocks Pantone 186U 4-Color Process (CMYK) Printing C M Y K Coated 0% 100% 81% 4% 4-Color Process (CMYK) Printing C M Y K Uncoated 0% 100% 81% 4% RGB (Screen/Internet) R G B Web #E31937 ERA Blue 2 Color Process - Coated Stocks Pantone 2735C 2 Color Process - Uncoated Stocks Pantone 072U 4-Color Process (CMYK) Printing C M Y K Coated % 0% 3% 4-Color Process (CMYK) Printing Uncoated % C M Y K 100 % 79% 0% 0% RGB (Screen/Internet) R G B Web # ERA 25% Gray 2 Color Process All Stocks 25% Black 4-Color Process (CMYK) Printing C M Y K 25% RGB (Screen/Internet) R G B Web #C7C8CA ERA 80% Gray 2 Color Process All Stocks 80% Black 4-Color Process (CMYK) Printing C Y M K 80% RGB (Screen/Internet) R G B Web #58595B ERA 90% Gray 2 Color Process All Stocks 80% Black 4-Color Process (CMYK) Printing C Y M K 90% RGB (Screen/Internet) R G B Web #414042

7 Rules for ERA Clothing and Fabric When printing on apparel there are five ERA approved logo uses: The logo can be presented on a white box with the house portion of the logo appearing in ERA red and ERA REAL ESTATE appearing in ERA blue. (Figure 14) The logo can be presented with a red house and white lettering. (Figure 15) The logo can be presented with a white house and white lettering. (Figure 16) The logo can be presented with the house portion of the logo appearing in ERA red and ERA REAL ESTATE appearing in ERA blue. (Figure 17) The logo can be embroidered in the same color as the background fabric. (Not Shown) Figure 14 Figure 15 Figure 16 Figure 17 ERA Fonts Our fonts are streamlined and modern, easy to read and can be bold depending on their size and thickness. Some fonts, such as Arial, are readily available with most computer-software packages and some fonts, such as Trade Gothic and Helvetica, may require purchase. Arial may be substituted when Trade Gothic and Helvetica are required but not available free of charge. All of your marketing materials must use the ERA approved family of typefaces: & Bold No. 20 For headlines in print advertisements, posters, flyers, etc Helvetica Neue Bold; Helvetica Neue Light; Helvetica Neue Medium; Helvetica Neue Roman for text and body copy. Arial Regular and Arial Bold PowerPoint headlines and body copy, for online use (Web sites, templates and online advertising.) ERA Approved Suppliers ERA Real Estate strongly recommends its member brokers and agents work with its approved suppliers who have already been provided with the relevant specification provisions of the ERA Identity Standards Manual. If a member broker or agent chooses to use non-approved suppliers, the member broker or agent must provide the logos, specifications and corporate guidelines set forth in this ERA Identity Standards Manual to that non-approved supplier and act as that supplier s sole point of contact. It is also the responsibility of the member broker or agent to ensure that the non-approved supplier strictly complies with the specifications and corporate guidelines set forth in the ERA Identity Standards Manual. ERA Real Estate will not provide the ERA Identity Standards Manual to non-approved suppliers on behalf of member brokers or agents and such non-approved suppliers should not contact ERA Real Estate directly to obtain it. For questions, please ERA Select Services at Select.Services@ERA.com. Page 6

8 ERA Stationery ERA stationery is now available in two distinctive styles, ERA Traditional and ERA Ribbon. These styles were designed to capture the personality of the ERA brand, and its affiliates. The ERA Ribbon stationery set has a strong distinctive look that reflects the ERA brand personality: bold, energetic, modern, dynamic and innovative. This set has a band of red at the top with a white logo and contact information is highlighted in red. The ERA Traditional stationery set has a contemporary and clean design that is timeless. This set features the ERA red and blue logo with a punch of red text to highlight your important information. The ERA Ribbon Stationery The ERA Ribbon stationery incorporates your company name into the red banner. The only color logo for use on the ribbon is white, and you must adhere to the logo sizing guidelines indicated throughout this manual. When you use the ERA logo with your company name, position the logo to the left. Your company name is always in white Condensed No. 20 and is the only approved font for the Ribbon stationary family (point size corresponds with stationery type). The white line that separates the company name from the ERA House logo is always placed equidistant between the logo and the company name. "ERA should precede your company name exactly as shown. (Figure 18 and 19) If the words REAL ESTATE are not contained in your company name, you must use the ERA logo with the words REAL ESTATE underneath ERA. (Figure 18) If the words REAL ESTATE are contained in your company name, you must use the ERA logo without the words REAL ESTATE underneath ERA. (Figure 19) If your company name exceeds 30 characters (including spaces), you must put your name on two lines. (Figure 20) Figure 18 Figure 19 Figure 20 Page 7

9 The ERA Traditional Stationery The ERA Traditional stationery incorporates your company name with the traditional red and blue house logo. Figure 21 When you use the ERA logo with your company name, position the logo to the left and horizontally align it with your company name. Your company name is always in red PMS 186 Adobe Univers Std Bold (point size corresponds with stationery type). It is acceptable to use your company s standard font for the Traditional stationery family only. "ERA should precede your company name exactly as shown. (Figure 21 and 22) If the words REAL ESTATE are contained in your company name, you must use the ERA logo without the words REAL ESTATE underneath ERA. (Figure 21) If the words REAL ESTATE are not contained in your company name, you must use the ERA logo with the words REAL ESTATE underneath ERA. (Figure 22) If your company name exceeds 30 characters (including spaces), you must put your name on two lines. (Figure 23) Figure 22 Figure 23 Page 8

10 ERA Business Cards As a real estate professional, your business card is one of the most important tools you use. Your ERA business cards are designed to enhance your professional image and help you capitalize on the ERA brand equity. To ensure that all identity standards are met, ERA Real Estate recommends that you order stationery materials from Xpressdocs, an ERA Preferred Alliance vendor. For an Xpressdocs catalog, call (866) Or, shop Xpressdocs online 24 hours a day through the website and navigating to the Select Services page. However, if you choose to use another vendor, you must follow these guidelines in creating your business cards in order to protect the ERA name and your professional image. Your business cards should strictly follow ERA standards for approved typefaces, content, colors and layout. If you are a sales associate who works from home, your ERA business cards must include your affiliated ERA company name and office address and phone number and NOT your home office information. If you choose to use a photo on your business card, it should be a head-and-shoulder shot of yourself in business attire. We recommend that you wear dark, solid colors avoid bold prints and have your picture taken against a subtle background. Clothing, jewelry and makeup should also be subtle. No cartoons, costumes or candid photos. Do not use unofficial taglines or slogans on your business cards or other printed material. If applicable, the word REALTOR must appear in all capital letters on business cards and must include a mark. There is a limit of four approved designation symbols permitted on business cards. Non-approved symbols are strictly prohibited on business cards. It is the responsibility of affiliates to make sure that the contact information that appears on their business cards matches the information in the CREST EDG system. Bilingual business cards are permitted. Paper specifications for all business cards: Recommended Neenah Classic Crest Size: 3.5 x x 2 Color: Avalanche White White with 99+Brightness Weight: 110 C 110 lb. Cover (card) stock Finish: Super Smooth Smooth/ matte finish Alternative options must follow these specifications: Page 9

11 ERA Business Card Design Specifications Ribbon Business Card Front (Figure 24) Ribbon Business Card Front (Figure 24) Font Size Leading Color 1 Red Ribbon The red ribbon is inches wide and inches high. It is inches from the top, right and left sides of the business card. 2 ERA House Logo If the words REAL ESTATE are not contained in your company name, you must use the ERA House logo with the words REAL ESTATE underneath ERA". The ERA House logo is inches wide and inches high and is placed inches from top, bottom and left edges of the red ribbon. 3 White Line The white line is 0.5 pt. and is placed inches from the ERA House logo and from the company name. It is inches high. 4 Company Name Your company name appears on one line if it is 30 characters or less including spaces. Your company name is placed from the top of the business card. 5 Space The space between the red ribbon and your name is inches. 6 Your Name and Official Designations (e.g. GRI, CRS, CRB) Your name is placed inches from the left edge of the business card. 7 Your Real Estate Title Limit 3 titles (i.e. Broker/Owner, Sales Associate, Member Broker, Realtor, Sales Executive etc.) Titles are placed inches from the left edge of the business card. N/A N/A N/A PMS 186 Adobe Univers Std Bold Condensed N/A N/A White N/A 0.5 pt N/A White Condensed No. 20; all upper case letters pt. White N/A N/A N/A N/A Condensed No. 20; upper case letters Trade Gothic No. 18 Oblique; upper and lower case letters in italics 9 pt pt. 80% Black 7.5 pt. 10 pt. 80% Black 8 One Space N/A N/A 4.0 pt. N/A 9 Company Office Address The address is limited to two lines and is placed inches from the left edge of the business card. 10 Contact Headers ( ; cell; tel; fax) Headers are limited to two lines; three headers per line and four headers total. The first header on each line is placed inches from the left edge of the business card. 11 Variable Text There is one space between the header and the variable text associated with that header. There are three spaces between the last digit of variable text and the next header on a line. 12 Web Site The website is placed inches from the left edge of the business card. 13 Disclaimer The disclaimer must appear on the lower right corner of the business card: Each ERA Office is Independently Owned and Operated. The disclaimer is placed inches from the bottom of the business card and inches from the right edge of the business card. HelveticaNeue 45 Roman; upper and lower case letters Helvetica Neue 65 Medium; upper and lower case letters Helvetica Neue 55 Roman; upper and lower case letters Condensed No. 20; upper and lower case letters Helvetica Neue 55 Roman; upper and lower case letters 7.5 pt. 10 pt. 80% Black 7.5 pt. 10 pt. PMS pt. 10 pt. 80% Black 7.5pt 10.pt PMS pt 6 pt. 80% Black Page 10

12 Traditional Business Card Front (Figure 25) Traditional Business Card Front (Figure 25) Font Size Leading Color 1 ERA House Logo If the words REAL ESTATE are not contained in your company name, you must use the ERA House logo with the words REAL ESTATE underneath ERA". The ERA House logo is inches wide and inches high and is placed inches from the top edge of the business card and inches from the left edge of the business card. Adobe Univers Std Bold N/A N/A PMS 186 and Company Name Your company name appears on one line if it is 30 characters or less including spaces. Your company name is placed inches from the ERA House logo and inches from the top of the business card. Adobe Univers Bold Condensed; upper and lower case letters 9.0 pt. 10 pt. PMS Space The space between the ERA House logo and your name is inches. 4 Your Name and Official Designations (e.g. GRI, CRS, CRB) Your name is placed inches from the left edge of the business card. 5 Your Real Estate Title Limit 3 titles (i.e. Broker/Owner, Sales Associate, Member Broker, Realtor, Sales Executive etc.) Your titles are placed inches from the left edge of the business card. Condensed No. 20; all upper case letters Condensed No. 20;upper case letters Trade Gothic No. 18 Oblique; upper and lower case letters 8.25 N/A N/A 9 pt. 10 pt. 80% Black 7.5 pt. 10 pt. 80% Black 6 One Space N/A N/A 4.0 pt. N/A 7 Company Office Address The address is limited to two lines and is placed inches from the left edge of the business card. Helvetica Neue 55 Roman; upper and lower case letters 7.5 pt. 10 pt. 80% Black 8 Contact Headers ( ; cell; tel; fax) Headers are limited to two lines; three headers per line and four headers total. The first header on each line is placed inches from the left edge of the business card. Helvetica Neue 55 Medium; upper and lower case letters 7.5 pt. 10 pt. PMS Variable Text There is one space between the header and the variable text associated with that header. There are three spaces between the last digit of variable text and the next header on a line. Helvetica Neue 55 Medium; upper and lower case letters 7.5 pt. 10 pt. 80% Black 10 Web Site The website is placed inches from the left edge of the business card. 11 Disclaimer The disclaimer must appear on the lower right corner of the business card: Each ERA Office is Independently Owned and Operated. The disclaimer is placed inches from the bottom of the business card and inches from the right edge of the card. Condensed No. 20; upper and lower case letters Helvetica Neue 55 Roman; upper and lower case letters 7.5pt 10.pt PMS pt. 6.0 pt. 80% Black Page 11

13 Ribbon Business Card Photo Front (Figure 26) Ribbon Business Card- Photo-Front (Figure 26) Font Size Leading Color 1 Photo The photo is inches wide and 2.0 inches high and follows the photo guidelines on page 9. 2 White Line The white line width is inches and separates the photo from the red background area. N/A N/A N/A N/A N/A N/A N/A White 3 Red Background The red background is 2.20 inches wide and 2.0 inches high. 4 ERA House Logo If the words REAL ESTATE are not contained in your company name, you must use the ERA House logo with the words REAL ESTATE underneath ERA". The ERA House logo is inches wide and inches high and is placed inch from top of the business card and inches from the white line between the photo and the red background. 5 White Line The white line that separates the ERA House logo from your company name is 0.5 pt. The white line is placed inch from the ERA House logo and from the company name. It is.3672 inches high. N/A N/A N/A PMS 186 Adobe Univers Std Bold Condensed N/A N/A White N/A 0.5 pt. N/A White 6 Company Name Your company name appears on one line if it is 30 characters or less including spaces. Your company name is placed from the top of the business card. Condensed No. 20; Upper case letters 7.5 pt pt. White 7 Space The space between the ERA House logo and your name is inches. Condensed No. 20 N/A N/A N/A 8 Your Name and Official Designations (e.g. GRI, CRS, CRB) Your name is placed inches from the white line that separates the photo from the red background. Condensed No. 20;upper case letters 7.5 pt. 8.0 pt. White 9 Your Real Estate Title Limit 3 titles (i.e. Broker/Owner, Sales Associate, Member Broker, Realtor, Sales Executive etc.). The first title is placed inches from the white line that separates the photo from the red background. Trade Gothic No. 18 Oblique; upper and lower case letters in Italics 7.5 pt. 8.0 pt. White 10 One Space N/A N/A N/A N/A 11 Company Office Address The address is limited to two lines and is placed inches from the white line that separates the photo form the red background. Helvetica Neue 5 Roman; upper and lower case 7.0 pt. 7.5 pt. White 12 One Space N/A N/A N/A N/A Page 12

14 Ribbon Business Card- Photo-Front (Figure 26) Font Size Leading Color 13 Contact Headers ( ; cell; tel; fax) Headers are limited to four headers total; one per line; and are placed inches from the left edge of the business card. 14 Variable Text There is one space between the header and the variable text. Helvetica Neue 65 Medium; upper and lower case Helvetica Neue 55 Roman; upper and lower case 7.0 pt pt. White 7.0 pt. 7.5 pt. White 15 Space N/A N/A N/A N/A 16 Web Site The website is place inches from the white line that separates the photo from red background. 17 Space The space between the web site address and the disclaimer is equal to inches. 18 Disclaimer The disclaimer must appear on the business card: Each ERA Office is Independently Owned and Operated. The disclaimer is placed inches from the bottom of the business card and inches white line. Condensed No. 20; upper and lower case 7.0 pt pt. White N/A N/A N/A N/A Helvetica Neue 55 Roman; upper and lower case 5 pt. 6.0 pt. White Traditional Business Card Photo Front (Figure 27) Traditional Business Card Photo-Front (Figure 27) Font Size Leading Color 1 Photo The photo is inches wide and 1.75 inches high and follows the photo guidelines on page 9. There is 1/4 inch between the edge of the photo and the top, bottom and left edge of the business card. 2 ERA House Logo If the words REAL ESTATE are not contained in your company name, you must use the ERA House logo with the words REAL ESTATE underneath ERA". The ERA House logo is inches wide and inches high and is placed inch from top of the business card and inches from the photo. N/A N/A N/A N/A Adobe Univers Std Bold Condensed N/A N/A PMS 186 and Company Name Your company name appears on one line if it is 30 characters or less including spaces. Your company name is placed inches from the ERA House logo and inches from the top of the business card. 4 Space The space between the ERA House logo and your name is inches. 5 Your Name and Official Designations (e.g. GRI, CRS, CRB). Your name is placed inches from your photo. 6 Your Real Estate Title Limit 3 titles (i.e. Broker/Owner, Sales Associate, Member Broker, Realtor, Sales Executive etc.). Your titles are placed inches from your photo. Adobe Univers Std Bold; upper and lower case letters Condensed No. 20 Condensed No. 20;upper case letters Trade Gothic No. 18 Oblique; upper and lower case letters in italics 7.5 pt pt. PMS 186 N/A N/A N/A 7.0 pt. 8.0 pt. PMS pt. 8.0 pt. 80% Black Page 13

15 Traditional Business Card Photo-Front (Figure 27) Font Size Leading Color 5 Your Name and Official Designations (e.g. GRI, CRS, CRB). Your name is placed inches from your photo. 6 Your Real Estate Title Limit 3 titles (i.e. Broker/Owner, Sales Associate, Member Broker, Realtor, Sales Executive etc.). Your titles are placed inches from your photo. Condensed No. 20;upper case letters Trade Gothic No. 18 Oblique; upper and lower case letters in italics 7.0 pt. 8.0 pt. PMS pt. 8.0 pt. 80% Black 7 One Space N/A N/A N/A N/A 8 Company Office Address The address is limited to two lines. The address is placed inches from your photo. Helvetica Neue 55 Roman; upper and lower case 7.0 pt. 7.5 pt. 80% Black 9 One Space N/A N/A N/A N/A 10 Contact Headers ( ; cell; tel; fax) Headers are limited to four headers total and one per line. The contact headers are placed inches from your photo. Helvetica Neue 65 Medium; upper and lower case 7.0 pt pt. PMS Variable Text There is one space between the header and the variable text. Helvetica Neue 55 Roman; upper and lower case 7.0 pt. 7.5 pt. 80% Black 12 One Space N/A N/A N/A N/A 13 Web Site The web site is placed inches from your photo. 14 Disclaimer The disclaimer must appear on the business card: Each ERA Office is Independently Owned and Operated. The disclaimer is placed 1/4 inch from the bottom of the business card and inches from photo. There is one space between the web site information and the disclaimer. Condensed No. 20; upper and lower case Helvetica Neue 55 Roman; upper and lower case 7.0 pt pt. PMS pt. 6.0 pt. White Ribbon and Traditional Business Card Back (Figure 28) Ribbon and Traditional Business Card Back (Figure 28) Font Size Leading Color 1 Official Designation Symbols Limit of four symbols per business card. Symbols are placed in a line, inches from bottom of card and inches from right edge of card. N/A N/A N/A 80% Black Page 14

16 ERA Letterhead and Envelopes Your ERA letterhead enhances your professional image and helps you capitalize on the ERA brand equity. To ensure that all identity standards are met, ERA Real Estate recommends that you order stationery materials from Xpressdocs, an ERA Preferred Alliance vendor. For an Xpressdocs catalog, call (866) Or, shop Xpressdocs online 24 hours a day through the website and navigating to the Select Services page. However, if you choose to use another vendor, you must follow these guidelines in creating your business cards in order to protect the ERA name and your professional image. Always use the approved typefaces, official ERA colors and approved dimensions and layout for your letterhead and envelopes. If you are a sales associate, who works from home, your ERA letterhead and envelopes must include your affiliated ERA company name and office address and phone number and NOT your home office information. Photos are not permitted on your letterhead or envelopes. Do not use unofficial taglines or slogans on your letterhead, envelopes or other printed material. If applicable, the word REALTOR must appear in all capital letters on letterhead and must include a mark. ERA Letterhead and Envelope Design Specifications Paper specifications for letterhead and envelopes: Letterhead Recommended Neenah Classic Crest Alternative options must follow these specifications: Size: 8.5 x x 11 Color: Avalanche White White with 99+Brightness Weight: 24 lb. 24 lb. Finish: Super Smooth Smooth/ matte finish Envelopes Recommended Neenah Classic Crest Alternative options must follow these specifications: Size: #10-9.5" x 4.125" or 9 X 12 #10-9.5" x 4.125" or 9 X 12 Color: Avalanche White White with 99+Brightness Weight: 24 lb. 24 lb. Page 15

17 Ribbon Letterhead (Figure 29) Ribbon Letterhead (Figure 29) Font Size Leading Color 1 Red Ribbon The red ribbon is 1.0 inches high and inches wide. There is inches between the red ribbon and the top and sides of the page. N/A N/A N/A PMS ERA House Logo If the words REAL ESTATE are not contained in your company name, you must use the ERA House logo with the words REAL ESTATE underneath ERA". The ERA House logo is placed 1/4 inches from left edge of red ribbon and inches from top and sides of red ribbon. The ERA House logo is inches high and inches wide. Adobe Univers Std Bold Condensed N/A N/A White 3 White Line The white line width is 0.75 thick. The white line is placed 1/4" inch from the ERA House logo and from the company name. It is inches high. N/A 0.75 N/A White 4 Company Name in Red Ribbon If your company name is longer than 30 characters (with spaces), you must use two lines. The company name is placed inches from the top of the red ribbon. Bottom of Page 5 Company Name The company name is placed inches from the left edge of page. 6 Company Address The company address is place inches from the left edge of the page and appears on one line. Two spaces separate street address from city and state information. Two spaces separate state name and zip code. 7 Contact Headers ( ; cell; tel; fax) Limit four-contact headers total. Maximum of two per line. 8 Variable Text There is one space between the header and the variable text associated with that header. There are three spaces between the last digit of variable text and the next header on a line. Condensed No. 20; all upper case letters Condensed No. 20; upper and lower case letters Helvetica Neue 45 Light; upper and lower case Helvetica Neue 65 Medium; upper and lower case Helvetica Neue 45 Light; upper and lower case 13.0 pt pt. White pt pt. PMS pt pt. 80% Black pt pt. PMS pt pt. 80% Black Page 16

18 Ribbon Letterhead (Figure 29) Font Size Leading Color 9 Web Site There are four spaces between the last digit of variable text and the web site. 10 Disclaimer The disclaimer must appear on the lower left corner of the page: Each ERA Office is Independently Owned and Operated. The disclaimer is placed 1/4 inches from the bottom of the page. The disclaimer is placed inches from the left edge of the page. Condensed No. 20; upper and lower case letters Helvetica Neue 55 Roman; upper and lower case pt pt. PMS pt 6.0 pt. 80% Black Traditional Letterhead (Figure 30) Traditional Letterhead (Figure 30) Font Size Leading Color 1 ERA House Logo If the words REAL ESTATE are not contained in your company name, you must use the ERA House logo with the words REAL ESTATE underneath ERA". The ERA House logo is placed inches inch from top of the page and inches from left edge of the page. The ERA House logo is inches wide and inches high. 2 Company Name The company name is placed 1/4 inches from the ERA logo and from the top of the page. If your company name is longer than 30 characters (with spaces), you must use two lines. 3 Company Name Your company name is placed inches from edge of page. 4 Company Address The address appears on one line. Two spaces separate street address from city and state information. Two spaces separate state name and zip code. Adobe Univers Std Bold Condensed Adobe Univers Std Bold Condensed Condensed No. 20; upper and lower case letters Helvetica Neue 45 Light; upper and lower case. The address is placed inches from left edge of the page. N/A N/A PMS 186 and pt pt. PMS pt pt. PMS pt pt. 80% Black Page 17

19 Traditional Letterhead (Figure 30) Font Size Leading Color 5 Contact Headers ( ; cell; tel; fax) Limit four-contact headers total. Maximum of two per line. 6 Variable Text There is one space between the header and the variable text associated with that header. There are three spaces between the last digit of variable text and the next header on a line. 7 Web Site There are four spaces between the last digit of variable text and the web site. 8 Disclaimer The disclaimer must appear on the lower left corner of the page: Each ERA Office is Independently Owned and Operated. The disclaimer is placed 1/4 inches from the bottom of the page. The disclaimer is placed inches from the left edge of the page. Helvetica Neue 65 Medium; upper and lower case Helvetica Neue 45 Light; upper and lower case Condensed No. 20; upper and lower case letters Helvetica Neue 55 Roman; upper and lower case pt pt. PMS pt pt. 80% Black pt pt. PMS pt 6.0 pt. 80% Black Ribbon Envelope (Figure 31) Ribbon Envelope (Figure 31) Font Size Leading Color 1 Red Ribbon The red ribbon is inches high and 3.0 inches wide. The red ribbon is placed inches from the top and left edge of the envelope. 2 ERA House Logo If the words REAL ESTATE are not contained in your company name, you must use the ERA House logo with the words REAL ESTATE underneath ERA". The ERA House logo is placed inches inch from top and bottom of the red ribbon and inches from the left edge of red ribbon. The ERA House logo is 0.464inches high and inches wide. 3 White Line The white line width is The white line is placed inches from the ERA House logo and from the company name. It is 11/16 inches high. N/A N/A N/A PMS 186 Adobe Univers Std Bold Condensed N/A N/A White N/A 0.75 N/A White 4 Company Name in Red Ribbon If your company name is longer than 30 characters (with spaces), you must use two lines. Your company name is placed inches from the top of the red ribbon. Condensed No. 20; all upper case letters 11.5 pt pt. White 5 Space There is inches between the bottom of the red box and the company address. 6 Company Address Your company address is placed inches from the edge of the envelope and may appear on up to two lines. N/A N/A N/A N/A Helvetica Neue 55 Roman; upper and lower case letters 7.5 pt. 9.0 pt. 80% Black Page 18

20 Traditional Envelope (Figure 32) Traditional Envelope (Figure 32) Font Size Leading Color 1 ERA House Logo If the words REAL ESTATE are not contained in your company name, you must use the ERA logo with the words REAL ESTATE underneath ERA". The ERA House logo is placed inches inch from top and left edge of the envelope. The logo is inches high and inches wide. 2 Company Name Your company name is placed inches from the ERA House logo and inches from the top of the envelope. If your company name is longer than 30 characters (with spaces), you must use two lines. Adobe Univers Std Bold Condensed Adobe Univers Bold Condensed; upper and lower case letters N/A N/A PMS 186 and pt pt. PMS Space There is inches between the ERA House logo and your company address. N/A N/A N/A N/A 4 Company Address Your company address is placed inches from the left edge of the envelope. Use two lines for address information. Helvetica Neue 55 Roman; upper and lower case 7.5 pt. 9.0 pt. 80% Black Ribbon Catalogue Envelope (Figure 33) Ribbon Catalogue Envelope (Figure 33) Font Size Leading Color 1 Red Ribbon The red ribbon is 1.0 inches high and 3.0 inches wide. The red ribbon is inches from the top and left edge of the envelope. N/A N/A N/A PMS ERA House Logo If the words REAL ESTATE are not contained in your company name, you must use the ERA logo with the words REAL ESTATE underneath ERA". The ERA House logo is placed inches inch from top, bottom and left edge of red ribbon. The logo is inches high and inches wide. Adobe Univers Std Bold Condensed N/A N/A White Page 19

21 Ribbon Catalogue Envelope (Figure 33) Font Size Leading Color 3 White Line The white line width is The white line is placed inch from the house logo and from the company name. It is inches high. 4 Company Name in Red Ribbon If your company name is longer than 30 characters (with spaces), you must use two lines. Your company name is placed inches from the top of the red ribbon. 5 Space There is inches between the bottom of the red ribbon and your company address. N/A 0.75 N/A White Condensed No. 20; all upper case letters 13.0 pt pt. White N/A N/A N/A N/A 6 Company Address Your company address is placed inches from the edge of the envelope and may use up to two lines for address information. Helvetica Neue 55 Roman; upper and lower case 8.75 pt. 9.0 pt. 80% Black Traditional Catalogue Envelope (Figure 34) Traditional Catalogue Envelope (Figure 34) Font Size Leading Color 1 ERA House Logo If the words REAL ESTATE are not contained in your company name, you must use the ERA House logo with the words REAL ESTATE underneath ERA". The ERA House logo is placed 1/2 inches inch from top and left edge of the envelope. The logo is inches high and inches wide. Adobe Univers Std Bold Condensed N/A N/A PMS 186 and Company Name The company name is placed inches from the ERA logo and inches from the top of the envelope. If your company name is longer than 30 characters (with spaces), you must use two lines. 3 Space There is inches between the bottom of the ERA House logo and the address. Adobe Univers Bold Condensed; upper and lower case letters 12.0 pt pt. PMS 186 N/A N/A N/A N/A 4 Company Address Your company address is placed 1/2 inches from the edge of the envelope. Use two lines for address information. 5 Web Site The web site is placed 1/2 inches from the left edge of the envelope. Helvetica Neue 55 Roman; upper and lower case Condensed No. 20; upper and lower case letters 7.5 pt. 9.0 pt. 80% Black 7.5 pt. 9.0 pt. PMS 186 Page 20

22 ERA Signage Yard Signs The ERA images most visible to consumers are the various signs we use to draw attention to available properties. The yard sign is a recognized fixture in the industry and the ERA logo provides additional impact wherever it is used. Maximize the value of your association with the ERA brand by following these guidelines for yard, commercial, directional and building signs. Because consumers see it so often, the ERA yard sign is one of the most widely recognized symbols in real estate. The ERA sign on the lawns of your listed properties makes the public aware of your company and its association with the ERA brand. Consistency in sign appearance and in the use of the ERA logo helps maximize the value of your association with ERA Franchise Systems LLC. You can order ERA yard signs from several approved vendors and must follow these general guidelines. Use the ERA name and logo correctly. Use ERA Red, ERA Blue and white. Use Adobe Univers Std Bold Condensed for all type, in sizes that are clearly legible. Include "Each ERA Office Independently Owned and Operated" on every sign. Your local office name should be in upper and lower case letters (not all capital letters). Your local office name may not be of larger text than the ERA letters in the ERA logo. The sales associate's name cannot be larger than your local office name. Cross-Arm Post The ERA yard sign with the cross-arm post features an ERA Red painted cross-arm with a vertical hanging panel of 20 or 24-gauge steel, polyethylene or aluminum in ERA Blue and ERA Red. This 36" x 18" sign features the ERA logo on white in the top half and the local office information in white type on ERA Blue in the bottom half. The top riders are on a white background with ERA Red letters, or red background with white letters. Step-In Signs Where some local ordinances prohibit the use of the cross-arm signpost, step-in sign frames offer an alternative. For the vertical or horizontal step-in signs, top riders may be red or white. All bottom riders (for sales associate name and number) are white with ERA Red letters. For a complete list of available riders contact any of the approved sign vendors or refer to teamera.com in the Select Services- section. For complete dimensions and instructions for sign and post construction, please click here. Page 21

23 Figure 35 ERA Signage Yard Sign Specifications Vertical Sign When using a local vendor to produce the vertical ERA yard sign use the following dimensions and specifications. Please note that there is no border around the sign; the color extends ("bleeds") to all three edges of the sign panel. The sign panel hangs from two 3 or 4-inch S-hooks. Grommets on both the top and the bottom of the sign panel are recommended for high-wind areas. Upon special request, smaller versions of the ERA yard sign are available to conform to local zoning requirements: 14" x 28", 15" x 30", 16" x 32" and 17" x 34". For more information, please contact the ERA Marketing department by ing Marketing@ERA.com or sending a fax to (866) ERA Sign Colors: ERA Yard signs should match the following Pantone color specifications to achieve ERA Red and ERA Blue. ERA Red Coated Stocks: Pantone 186C Uncoated Stocks: Pantone 186U ERA Blue Coated Stocks: Pantone 2735C Uncoated Stocks: Pantone 072U Page 22

24 Figure 36 Page 23

25 Figure 37 Vertical Sign with Optional Agent Information and Photo Page 24

26 Figure 38 Optional Yard Sign Riders Page 25

27 ERA Signage Yard Sign Specifications Horizontal Sign Figure 39 Horizontal Sign Figure 40 Horizontal Sign with Optional Agent Information and Photo Yard Sign Specifications Cross-Arm Post The cross-arm signpost can be constructed as shown in the following diagrams (Figure 37) using 4"x4" lumber. For cross-arm signposts made of other materials, refer to the ERA Select Services Web site. ERA Sign Colors ERA Yard signs should match the following Pantone color specifications to achieve ERA Red and ERA Blue. ERA Red Coated Stocks: Pantone 186C Uncoated Stocks: Pantone 186U ERA Blue Coated Stocks: Pantone 2735C Uncoated Stocks: Pantone 072U Page 26

28 ERA Signage Commercial Signs Commercial Signs are 36" x 48" and printed on corrugated plastic. Commercial signs are lightweight and outdoor durable and can be mounted on 4" x 4" wooden posts. They can also be attached to a building or used indoors. ERA Real Estate offers a Commercial Investment Network (CIN), an independent network of ERA member brokers dedicated to serving clients and customers in the leasing, management, auction, sale and acquisition of commercial and investment real estate and business opportunities on a national and international basis. For information regarding the network, please click here. For a complete list of available commercial signs contact any of the approved sign vendors or refer to the ERA Select Services Web site. Page 27

29 Figure 41 ERA Signage Directional Signs In addition to yard signs, a full line of ERA directional signs are available from the approved sign vendors to help enhance open houses and other sales efforts. Varying in size, message, arrow, direction, etc., these signs and are mounted on single posts, tents or other supports. All of the signs feature the red and blue ERA House logo on white and have white lettering and/or arrows on ERA Blue. For a complete list of available directional signs contact any of the approved sign vendors or refer to the ERA Select Services Web site. Page 28

30 Figure 42 Building Signs Building signs are an important part of establishing your identity and image as an ERA member broker. They call attention to your business and your association with the ERA brand. All building signage must follow ERA standards for logo, colors, dimensions, proportions and usage. Please refer to the ERA brand section on page 1. Here are some examples of acceptable building signs that can be constructed by your local sign vendor. PLEASE NOTE: All building signs must be approved by the ERA Marketing department before printing. Please send your proof for approval by ing or sending it via fax to (866) Vertical signs (Figure 43) can be mounted to your building or to a freestanding pole. Since these signs resemble the familiar ERA yard sign, they can create a lot of instant recognition for your business site. Page 29

31 The vertical sign features the ERA logo in the top half and the local office information in the bottom half. Horizontal signs (Figure 44) come in a variety of sizes and proportions and are ideal for offices located in shopping centers and similar sites. Figure 43 Figure 44 Any signs to be projected from a building or pole should be in a double-faced format. Use the ERA name and logo correctly. Use Adobe Univers Std Bold Condensed for all type, in sizes that are clearly legible. Your office name should be in upper and lower case letters (not all capital letters), and be no larger than the ERA letters in the ERA logo. We do not recommend including your telephone number on building signs; market research shows that passers-by will remember your name and consult a phone directory for your number. However, you can include designations such as Residential, Commercial or Farm, as long as the type size is no larger than the height of the letters "ERA." Your proposed sign must first be submitted in writing and approved by the ERA Marketing department. Please send the Request for Approval form along with a detailed proof of the proposed sign (including all size and color specifications) for approval by ing Marketing@ERA.com or sending it via fax to (866) ERA Real Estate will contact you with approval and/or any modifications required. Page 30

32 Special Restrictions State or local law or ordinances may require you to include the phrase "Each ERA Office Independently Owned and Operated" on all your outdoor signage. In some municipalities, local codes place limits on sign color use, size or illumination. When building sign shapes cannot be rectangular due to your building's specifications, you should strive to meet ERA brand standards the best you can given any unique shapes. If building or town regulations prevent conforming to standards, proof must be shown as to how such regulations affect compliance. The words "Real Estate" or "Realty" should appear on building signs (either under the ERA logo or within the DBA). Some building exteriors require channel lettering for tenants' signage. In those cases, all capital letters for your office name are permitted to fit the channels. Glass doors and window signs should follow the same ERA brand standards, with the exception that the white box around the ERA logo is not necessary. In unusual instances, a local ordinance or building code may prohibit the use of ERA approved signage. In this case, you must have prior written approval from the ERA Marketing department before installing an alternate sign. Your written request must include the ordinance. Please send the Request for Approval form (See page 32) along with a detailed proof of the proposed sign (including all size and color specifications) for approval by ing Marketing@ERA.com or sending it via fax to (973) Click here to download form Page 31

33 ERA Network on the Internet The Internet provides brokers and sales associates with a unique opportunity for marketing the ERA network. With that unique opportunity comes a unique set of rules for brand presentation. Designed to protect the integrity of the ERA brand, the following guidelines ensure proper usage of our brand identity on the Internet. It is important to present information on your Web site that is correct and not misleading. As an ERA member broker, you are represented on ERA.com. In all individual office sites, sales associate sites and domain names, it is important that you do not represent yourself as the national site. Clearly identify your office or sales associate name, and observe ERA guidelines for URL selection presented later in this section, so as not to create confusion between your site and the national ERA.com site. ERA.com Frame ERA offices that are in good standing are allowed to use the ERA.com frame set (Figure 45) which lets you capitalize on the identity of the ERA brand on the Internet (Figure 46). However, it's still important that the sales associate or office be identified plainly on the site, so that users will not think they are on the national site. The frame set is available by e- mailing interactive.marketing@era.com. When using the ERA.com frame set, do not use the same order and verbiage for links in the left or top frame. You can use images from ERA commercials or print pieces in the body of your home page. When using ERA.com as a resource for your site, it is important that you are using these pages within your frame set. In this frame set, you should clearly identify your office name or sales associate name along with contact information. Figure 45 Artwork on the Web Figure 46 Page 32

34 ERA Franchise Systems LLC makes logos and artwork available for use by all offices and sales associates. All rules relating to logo usage off-line apply to online use as well. Additionally, the ERA logo cannot be animated in any way when used as a corporate identifier. Logos and images for print and Internet use are available on teamera.com in the marketing section, under Logos and Images. Addresses All ERA franchise owners, sales associates and their office staff are entitled to a free "@ERA.com" address (firstname.lastname@era.com). address allows you to take advantage of ERA Marketing programs. To receive address, have your Office Coordinator add your personal Internet Service Provider (ISP) address into the CREST EDG system. (An example of a personal ISP address would be salesassociatename@aol.com.) For help in setting up address, contact your ERA Business Consultant or call the Help Desk at (877) Your Own Domain Name It is simple to obtain an individual domain name or home page address on the Internet from an Internet Service Provider. Please follow these guidelines when selecting your name: Use your fictitious business name from your ERA Membership Agreement. For example, if you are doing business as ERA Red Team Realty, your domain name should be: However, since the same fictitious business name may be used by other franchises in different locations, we strongly recommend that you indicate the city and state as well for example: As mentioned previously regarding the appearance and presentation of your site, be sure that your domain name/web address is clearly identified with you or your office, not confused with the national corporate ERA site. For example: Don't create an Internet address in which "ERA" is followed by a dot and additional characters. Do not create a screen name or Internet address that is confusingly similar to any of the ERA trademarks, service marks or slogans. Do not create a screen name or Internet address that may be confused with other real estate brokerage offices, other brands or independent companies. Have your office coordinator or manager enter the information into CREST EDG. This applies for offices or sales associate URLS. General Content Tips In Web advertising, present the ERA name and all ERA marks and slogans consistent with guidelines and restrictions. For example, the ERA logo must conform to the identity standards including size, placement and colors. Each franchisee is solely responsible for the information and other content you choose to make available on ERA.com, or any home page or other online service. All Web sites must contain these two disclaimers on the home page: 1. Each ERA Office is Independently Owned and Operated. 2. Equal Housing Opportunity logo. (Figure 48) When additional brand marks are used the Web site must contain the following disclaimer: " and SM are trademarks of ERA Franchise Systems LLC" Any other slogans or logos used, must include applicable disclaimers, including: "Neither ERA Franchise Systems LLC, nor any of its franchises or other affiliated companies, including REALOGY Corporation, provide any product Page 33

35 or service in conjunction with this program." If you have any questions please contact your business consultant or ERA Interactive Marketing ERA International Collection The ERA International Collection offers sales associates an opportunity to set aside special properties to receive special marketing attention. These properties represent the luxury side of our business and therefore need their own special rules to ensure brand integrity. By following the ERA International Collection usage guidelines provided to members, ensures the benefits of this distinctive brand. THE ITEMS IN THIS SECTION ARE ONLY AVAILABLE TO "INTERNATIONAL COLLECTION" MEMBERS. TO FIND OUT HOW YOU CAN BECOME AN INTERNATIONAL COLLECTION MEMBER, VISIT TeamERA.com. ERA Legal Disclaimers ERA Franchise Systems LLC requires that the following legal disclaimers be used with all your advertising, yard signs, stationery, business cards and other promotional materials that include the ERA Real Estate name and/or identity. "The Equal Housing Opportunity" logo should be included in all of your ERA printed materials. (Figure 48 below) Include the phrase "Each ERA Office is Independently Owned and Operated" in all your printed materials that use the ERA name. Use the following disclaimer when a registered ERA mark is used within the printed material: 2010 ERA Franchise Systems LLC. Each ERA Office is Independently Owned and Operated. is a registered mark of ERA Franchise Systems LLC. PLEASE NOTE: If a registered mark owned by another company is also used in the printed material, the disclaimer needs to be modified. For example, "ERA is a trademark registered to ERA Franchise Systems LLC; GM is a registered mark of General Motors Corporation." 2010 ERA Franchise Systems LLC. A Realogy Company. All Rights Reserved. ERA Franchise Systems LLC supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each Office is Independently Owned and Operated. ERA, the ERA logo, and ERA Select Services are registered service marks licensed to ERA Franchise Systems LLC. Figure 48 Page 34