2015 Visual Identity Program

Transcription

1 2015 Visual Identity Program

2 Table of Contents Introduction 3 Glossary 4 1 GMREB logo Acceptable variations of logo Protection zone 7 4 Choice of images 20 5 Centris.ca logo Acceptable variations of logo Protection zone Examples of unacceptable changes to logo Examples of unacceptable changes to logo 8 2 Typography Official font Official font (cont.) Official font (cont.) Screen font 13 3 Colours Official colour and accent colour composition Recommended examples for use of colour and logo Examples of unacceptable changes to colour and logo Use of colour Use of colour (cont.) 19 Page 2

3 Introduction The Greater Montréal Real Estate Board (GMREB) has established a brand architecture in order to meet its visual identity needs. The Visual Identity Program The visual identity program, which includes usage standards for the names, visuals and logos of the GMREB and Centris.ca, was developed to provide you with the basic rules for maintaining a constant and strong image of our trademarks. We recommend that you refer to this program whenever you plan an ad or promotion. Because the GMREB and Centris.ca names and logos are registered and are the property of the GMREB, we must establish usage standards in order to protect their use. The promotion of the GMREB and Centris.ca is important, but must be done in compliance with these rules. The GMREB provides its members with access to the GMREB and Centris.ca logos and visuals on its extranet. This visual identity program is for real estate brokers who are members of a real estate board in Québec, real estate boards that are members of the QFREB, and master franchisors in Québec. Anyone else wishing to use the GMREB or Centris.ca logo and name must first obtain written permission from the GMREB. This request can be made at communications@cigm.qc.ca and must include a description of its planned usage and duration. All advertising and promotions must respect the rules contained in this document. If you have any doubts or if your usage situation was not addressed in this document, you can always contact the GMREB s Communications and Public Relations Department at communications@cigm.qc.ca. Our specialists will help you find a solution. Real estate brokers current advertising tools, such as business cards, websites, brochures, calendars, newspaper ads, pamphlets and signs, do not require approval from the GMREB, provided they comply with the rules of this visual identity program. Any other form of advertising, such as television, radio, web, print, outdoor (roadside billboards, commercial signs, etc.), automobile, etc., must respect the rules of the GMREB and Centris.ca, as well as those of the trademark owner such as the agency, the banner or the franchisor. Basic rules for all forms of advertising and promotion At no time can advertising and promotion suggest that the GMREB or Centris.ca is a real estate brokerage companies or banners. Any communication containing the GMREB or Centris.ca logo or name cannot go against the interests of the GMREB and its members. The GMREB can request the removal of any advertising or communication that uses the GMREB or Centris.ca logo and name inappropriately. In this case, the GMREB cannot be held responsible for any related monetary losses. Logos must be used as provided in this visual identity program, without modification. The GMREB and Centris.ca logos cannot be dominant and cannot occupy more than 15% of the visible space of a communication piece and should not be larger than 50% of the space occupied by the broker s name, office and banner. Page 3

4 Glossary Align To vertically align the ends of the lines of a paragraph Bleed Part of an image (photograph or background colour) which, when printed, exceeds the page limits or cut marks Brand (brand image) Collective representation of a company Character Typography used for printing Font Complete set of characters from the same family Four-colour (process) Printing layer upon layer of four standardized colours - yellow, magenta (red), cyan (blue) and black. This technique enables the production of a broad range of shades and colours based on these four colours. Logo Set of graphics comprising a company brand. (Symbol and name Greater Montréal Real Estate Board) Pantone Trade name of a multinational graphic arts company that has established standards for print ink colours PMS Pantone Matching System Points Unit of measurement of the height of typographic characters Abbreviation: pts Symbol A drawing, identifying the institution, (circle and stylized roofs in the case of the GMREB) Page 4

5 1 GMREB logo The GMREB visual identity comprises a circle into which is integrated a set of five angled lines symbolizing a row of roofs. The name, Chambre immobilière du Grand Montréal - Greater Montréal Real Estate Board, is juxtaposed to the left. The preferred colour for these two elements is the GMREB blue. There are variations of the logo, but the official version should be used whenever possible. Page 5

6 1.1 GMREB logo Acceptable variations of the logo Although preference should be given to the official version of the logo, there are a set of variations of the logo that can be used in exceptional situations. For example, when the available space is unsuitable for the official logo or when a unilingual version is required, a variation can be used. Official version of the logo As part of the launch of the centris.ca website, a series of composite logos has been created. They should be used on all promotional and advertising pieces. Another series of logos was developed using the words Member of which can be used by members on their own promotional materials. Other possible versions Chambre immobilière du Grand Montréal Greater Montreal Real Estate Board Versions with the centris.ca logo Versions intended for members Membre de / Member of Chambre immobilière du Grand Montréal Membre de Chambre immobilière du Grand Montréal Member of Greater Montreal Real Estate Board Membre de Chambre immobilière du Grand Montréal Member of Membre de Chambre immobilière du Grand Montréal Member of Greater Montreal Real Estate Board Alignment with top of symbol Page 6

7 1.2 GMREB logo Protection zone To enable the GMREB signature to have full impact, a minimum protection zone must be maintained, in which no other distracting elements, such as text, graphics, illustrations or photographs can be placed. The protection is equal to half the width of the circle, i.e. distance A. Note: This rule applies to all versions of the logo. A A A A A Page 7

8 1.3 GMREB logo Examples of unacceptable changes to logo It is strictly prohibited to change all or part of the elements that make up the GMREB logo, such as the typography, symbol or other elements. Note: These rules apply to all versions of the logo. Too much space between the symbol and the name In two colours Not enough space between the symbol and the name Proportions changed between the symbol and the name Chambre immobilière du Grand Montréal Greater Montreal Real Estate Board Change of character for the name Change or repetition of the symbol Page 8

9 2 Typography The names "Chambre immobilière du Grand Montréal" and "Greater Montréal Real Estate Board" are composed in Univers 67 Condensed and Univers 57 Condensed bold font, respectively. The use of this font family is recommended for all communications by the Board. IMPORTANT: It is strictly prohibited to change the typography of the logo. Page 9

10 2.1 Typography Official font For its legibility, purity, modernity and significant diversity, the Univers font family has been selected as the official font of the GMREB. The use of this font family must be given preference in promotional and advertising pieces. It is mandatory for everything related to stationery, as well as forms and other official GMREB documents. Univers 45 Light Univers 55 Roman Univers 45 Light Oblique Univers 55 Roman Oblique Univers 65 Bold Univers 65 Bold Oblique Univers 75 Black Univers 75 Black Oblique Page 10

11 2.1.1 Typography Official font (cont.) Univers 47 Light Condensed Univers 47 Light Condensed Oblique Univers 57 Condensed Univers 57 Condensed Oblique Univers 67 Bold Condensed Univers 67 Bold Condensed Oblique Page 11

12 2.1.2 Typography Official font (cont.) Univers 53 Extended Univers 53 Extended Oblique Univers 63 Extended Univers 63 Extended Oblique Univers 73 Black Extended Univers 73 Black Extended Oblique Univers 93 Extra Black Extended Univers 93 Extra Black Extended Oblique Page 12

13 2.2 Typography Screen font For the production of HTML documents, Univers must be replaced by the Arial font family, since the latter is available to the vast majority of Internet users. Arial Regular Arial Italic Arial Bold Arial Bold Italic Arial Narrow Arial Narrow Italic Arial Black Page 13

14 3 Colours To promote and/or maintain the distinctiveness of the GMREB signature, it is important to use the GMREB blue and the GMREB green accent colours as often as possible for reproduction purposes. The colours corresponding to the GMREB blue and the GMREB green accent colour for various reproduction processes are provided to ensure the institutional brand is as uniform as possible. These rules apply to everything that concerns documents upon which the GMREB signature appears. Official colour GMREB blue PANTONE 286 C 100 M 70 Y 0 K 0 R 0 G 57 B 166 Accent colour GMREB green PANTONE 376 C 50 M 0 Y 100 K 0 R 122 G 184 B 0 Page 14

15 3.1 Colours Official colour and accent colour composition When reproducing the GMREB brand, it is strictly forbidden to use colour other than GMREB blue or black. First and foremost, the logo must have good visibility. In all cases, a contrast must be found between the colour used for the background and the elements copied. If the paper shade threatens to significantly clash with the official colour, it is recommended to use black as the print colour. But when it is possible to use the brand with GMREB blue, this option must be given preference. The use of accent colour GMREB green is preferred for promotional and advertising items. The colour requirements apply to all print techniques. There are, however, some exceptions that apply solely for prestige items. In these exceptional cases, the use of metallic colours, hot stamping or embossing is permitted, but must be approved in advance by the GMREB Communications, Industry Relations and Legal Affairs Department. Official colour GMREB blue COMPOSITION Offset printing in one colour: Pantone 286 Printing in four colours (4-colour process): C (cyan): 100% M (magenta): 70% Y (yellow): 0% K (black): 0% Colour composition on a screen (RGB): R: 0 G: 57 B: 166 Accent colour GMREB green COMPOSITION Offset printing in one colour: Pantone 376 Printing in four colours (4-colour process): C (cyan): 50 % M (magenta): 0 % Y (yellow): 100 % K (black): 0 % Colour composition on a screen (RGB): R: 122 G: 184 B: 0 It is important to conform to these compositions rather than those in desktop publishing software. Page 15

16 3.2 Colours Recommended examples for use of colour and logo Here are a few examples of the use of colour that respect the GMREB signature. The contrast must always emphasize the GMREB logo. Reversing out is accepted. When necessary, reversing out must be done carefully so as not to create an image that deforms the logo. Special attention must be given to the colour of the paper and the block colour in which the signature appears in reverse. Reversing out may only be used on GMREB blue, GMREB green or black. Preferred colour 1. GMREB blue on a pale or white background Other colour possibilities 2. Black on a pale or white background 3. Reversing out on a GMREB blue background 4. Reversing out on a GMREB green background 5. Reversing out on a black background Page 16

17 3.3 Colours Examples of unacceptable changes to colour and logo Use of unauthorized colours Insufficient contrast Use of the logo on a background that does not highlight it Reversing out of colours other than GMREB blue, GMREB green or black is prohibited Page 17

18 3.4 Colours Use of colour The colours are very important in the GMREB brand image. With the logo, they are even a main subject and this is why it is so important to use them correctly. The GMREB blue represents tradition and continuity. It is the official colour and should be used on all official documents that permit colour printing. The GMREB green, accent colour, has been selected to represent the dynamic nature and innovative spirit of the GMREB. Use of the GMREB green is preferred choice for promotional and advertising items. Official colour GMREB blue PANTONE 286 C 100 M 70 Y 0 K 0 R 0 G 57 B 166 PANTONE 376 C 50 M 0 Y 100 K 0 R 122 G 184 B 0 Accent colour GMREB green Since these two colours are very bright, in most cases, care must be taken to ensure they do not touch so as to avoid a visual clash. Although it is preferable to print the colours in flat tint (no border, no shading), it is nonetheless possible, with moderation, to create volume with colour. Page 18

19 3.4.1 Colours Use of colour (cont.) A series of neutral companion colours can be used. These colours are complementary, using white and graphic spaces, and have the goal of lightening the formatting, as well as providing a sense of clarity, transparency and professionalism. GMREB blue Example of an item that respects the visual identity program The GMREB blue and green suitably match the qualities that drive the GMREB. However, in certain more serious documents, the overuse and combination of these colours could also be viewed as a lack of gravity, even a certain lack of maturity. GMREB green Mars 2010 Vol. 8 n o 1 Par Martin Fortier, avocat En vertu de la Loi sur le courtage immobilier, des règlements qui y sont reliés et de votre code Contrat de courtage exclusif Vente d'un immeuble principalement résidentiel» réfère spécifiquement à plusieurs endroits à cette obligation de vérification, notamment aux articles 8.2(7), 8.2(8) et 10(4). Accordingly, the use of gray and white and the adoption of a clean, modern graphic structure are necessary to offset any negative perceptions that might occur with the choice of such bright colours. Dark gray Medium gray Vous devez consulter les documents disponibles auprès de votre client, tels que le certificat de taxes, le compte du renseignements transmis. Quel est le contenu de cette obligation de vérification? bâtiment et des pièces, le montant des taxes municipales, etc. Vous devez également vous -à-dire que vous devez effectuer la vérification comme un professionnel prudent et diligent. Pour ce faire, vous devez prendre renseignements transmis. Pale gray vérification diligente, que dois-je faire? vous ne pouvez saisir votre inscription dans le système MLS. White Me Martin Fortier est associé au sein Fortier, s.e.n.c.r.l. Il est avocat et Dans le cadre de sa pratique, il représente plusieurs agents et courtiers immobiliers. Cet article a été rédigé avec la collaboration de Me Sophie Desnoyers. non vérifiée» ou «non vérifiable». défaut de vérification diligente? Cela peut parfois représenter plusieurs milliers de dollars. Page 19

20 4 Choice of images An illustration is preferred over a photograph because it is practical, timeless and has the ability to transmit more complex notions. The style of illustration is not fixed, but picking-up of the official colours and/or the accent colour in the illustration is desirable. Examples of possible illustrations This illustration is presented as an example only. User rights have not been acquired. Page 20

21 5 Centris.ca logo The visual identity of the centris.ca site consists of three superimposed circles and the name centris.ca. This logo should appear on all promotional and advertising pieces produced by the GMREB. Versions of this logo coupled with the GMREB logo have also been developed in order to facilitate its integration. Examples are provided on page 6. IMPORTANT: it is strictly forbidden to modify the different components of the logo or reproduce it, including the TM symbol after centris.ca. Page 21

22 5.1 Centris.ca logo Acceptable variations of logo Here are a few examples of the accepted use of the centris.ca logo. The contrast must always emphasize the logo. Reversing out is acceptable. When necessary, reversing out must be done carefully so as not to create an image that modifies the logo. Special attention must be given to the colour of the paper and the block colour in which the signature appears in reverse. Preferred colour 1. 4-colour process on a pale or white background Other colour possibilities *It is possible to use another colour in order to match it with an existing logo. However, this practice must first be approved by the Communications, Industry Relations and Legal Affairs Department of the GMREB. 2. Black on a pale or white background 3. centris.ca TM blue (PMS 548) on a pale or white background 4. In exceptional cases, it is possible to use another colour.* 5. Reversing out on a black background 6. Reversing out on a centris.ca TM blue background 7. Reversing out on a colour background* Page 22

23 5.2 Centris.ca logo Protection zone To enable the centris.ca signature to retain its full impact, a minimum protection zone must be maintained, in which no other distracting elements, such as text, graphics, illustrations or photographs can be placed. The protection zone is equal to the width of the letter C in the word centris, i.e. distance A. A A A A A Page 23

24 5.3 Centris.ca logo Examples of unacceptable changes to logo It is strictly prohibited to change all or part of the elements that make up the centris.ca logo, such as the typography, the circles or other elements, including TM. 1. Too much space between the symbol and the name 2. Not enough space between the symbol and the name 3. Proportions changed between the symbol and the name 4. Change of character for the name 5. Change or repetition of the circles 6. Use of unauthorized colours 7. Insufficient contrast 8. Reversing out in a colour that is too pale. 9. Use of the logo on a background that does not highlight it Page 24

25 6 Quality of Life logo This symbol comprises five people surrounding a house. It symbolizes a community as well as the five principles that guide the Quality of Life program. The i in the word Life is stylized in a manner that represents people and their communities. The name Quality of Life can be used by itself, but it should ideally be used with the symbol. This logo should be used on all promotional and advertising pieces produced by the GMREB. IMPORTANT: it is strictly forbidden to modify the different components of the logo or reproduce it. Page 25

26 6.1 Quality of Life logo Acceptable variations of logo The Quality of Life logo can be represented in different ways. There are several bilingual and unilingual variations, as well as many colour options. Preferred colour Note: When the Quality of Life logo is being used on a GMREB piece, preference for the colour of the Quality of Life logo should be given to GMREB colours. Here are a few examples of the accepted use of the Quality of Life logo. The contrast must always emphasize the logo. 1. Official colours of the program on a pale or white background. 2. For GMREB publications, in GMREB blue on a pale or white background. 3. For GMREB publications, in GMREB green on a pale or white background. Reversing out is acceptable. When necessary, reversing out must be done carefully so as not to create an image that modifies the logo. Special attention must be given to the colour of the paper and the block colour in which the signature appears in reverse. Other colour possibilities PMS 639 C: 100 M: 0 Y: 5 K: 5 R: 0 G: 152 B: 205 PMS 648 C: 100 M: 62 Y : 0 K: 52 R: 0 G: 40 B: 89 The logo can be reproduced in 100% black. The logo can be reversed out on black or a dark colour that allows sufficient contrast. Official colours of the logo Page 26

27 6.2 Quality of Life logo Examples of unacceptable changes to logo It is strictly prohibited to change all or part of the elements that make up the Quality of Life logo, such as the typography, the people or other elements. 1. Too much space between the symbol and the name 2. Not enough space between the symbol and the name 3. Proportions changed between the symbol and the name 4. Change of character for the name 5. Change or repetition of the symbol. 6. Use of unauthorized colours 7. Insufficient contrast 8. Reversing out in a colour that is too pale. 9. Use of the logo on a background that does not highlight it Page 27