BRAND STANDARDS AGENT

Transcription

1 BRAND STANDARDS AGENT

2 TABLE OF CONTENTS PREFACE Welcome to our brand. This guide is a culmination of the thought and reasoning behind everything in the ReeceNichols brand identity from the colors to the fonts to the logo. The rules set forth here are not suggestions. They are the ways we need to represent ourselves to make sure the integrity of our brand is upheld. It s important that people see us the same way at every point of contact. So they ll recognize they re at a ReeceNichols location or on our website or are looking at a piece of ReeceNichols communication. These brand standards, and how closely you follow them, is critical to the integrity of our brand. BRAND STORY PREFERRED LOGO FORMAT LOGO CONSIDERATIONS MISUSE OF LOGO SECONDARY ELEMENTS COLOR SCHEME BRAND FONTS LEGAL FONTS For additional information marketing@reecenichols.com BRAND VOICE THE CORRECT USE OF BRAND FONTS PHOTOGRAPHY STYLE 24

3 BRAND STORY IT STARTS WITH OUR STORY ReeceNichols has a remarkable history, one with historical ties to Kansas City dating back to 1905 with the formation of J.C. Nichols Real Estate and again in 1987 with the creation of the J.D. Reece Company. In 2001, these two iconic brands saw an opportunity to better serve the people of Kansas City and provide them with unparalleled stability and strength right at home. They joined forces, and Reece & Nichols became the undisputed market leader in Kansas City real estate. In 2014, the brand took it a step further and removed the & from its name. As ReeceNichols, the name no longer conveys two companies but instead one united brand standing together as the leader in real estate. Every member of ReeceNichols embodies our brand personas of Expertise, Loyalty and Motivation. Because ReeceNichols is a brand that goes above and beyond to deliver an experience that is fulfilling for both agents and consumers. We realize our business is one of relationships and that every individual interaction makes a difference. Therefore, we provide a platform for success that puts agents and consumers in control and creates opportunities to motivate and emotionally connect with every single person we serve. So we crafted our brand story around our unique skillset, our motivations and our dedication to the people of KC. Around the fact that we aren t just selling four walls and a roof, but a place where people retreat from the world. That s why ReeceNichols diligently works with the people they serve, to guide them to the life they always wanted. Because they re people first and clients second. ReeceNichols is all about Rewarding Lives the lives of our agents, our employees and all the families who put their trust in our hands. And this guide is the first step in sharing our story and further unifying the group of people that is ReeceNichols. It establishes and protects our identity. And moves us to an even brighter future. 01

4 PREFERRED LOGO FORMAT HORIZONTAL LOGO When given the choice, the 2-Color Treatment Horizontal and 2-Color Reversed Horizontal Logo is the preferred logo. This logo is the most graphically balanced, providing the greatest attention to visual hierarchy. It should be used whenever possible. However, due to budget, printing or other restrictions, the 2-Color Treatment Horizontal Logo is not always a viable option. If only one color may be used, the 1-Color Treatment Horizontal or Reversed Horizontal are appropriate. 2-COLOR TREATMENT (116C, 440C) 2-COLOR REVERSED (116C) 1-COLOR TREATMENT (440C) REVERSED 02

5 LOGO CONSIDERATIONS STACKED LOGO As stated on the previous page, whenever possible, the 2-Color Treatment horizontal and 2-Color Reversed horizontal logo should be used. However, when the space provided is not adequate to maintain the integrity of a horizontal logo, it is appropriate to use the stacked versions. Similar to the series of horizontal logos, the 2-Color Treatment Stacked Logo should be the first choice if a stacked logo must be used, followed by the 2-Color Reversed Stacked Logo, 1-Color Treatment Stacked and Reversed Stacked Logo. 2-COLOR TREATMENT (116C, 440C) 1-COLOR TREATMENT (440C) 2-COLOR REVERSED (116C) REVERSED 03

6 LOGO CONSIDERATIONS SAFE AREA & SIZING In order to maintain the integrity of the ReeceNichols logo, it needs its own space. The space surrounding the logo allows it to be clearly read in a layout and gives it due respect in the visual hierarchy. Therefore, each stacked and horizontal logo must be cushioned with empty space. Use the length of the large, capitalized R in ReeceNichols as a measured length for the empty space required on all four sides of each logo. MINIMUM SIZE ALLOWED The ReeceNichols logo should never be smaller than the dimensions listed below. If the logo, either stacked or horizontal, becomes smaller than these dimensions, the real estate element of the logo can become lost or unreadable and the integrity of the logo compromised. Therefore, it should always be at or larger than the listed dimensions px px px px 04

7 MISUSE OF LOGO CORRECT LOGO USAGE Since the logo is a critical and identifiable part of the ReeceNichols brand, it should always be used and treated consistently. It should not be placed or altered in any way that could compromise the logo s integrity. Only the logos provided in the Brand Standard Guide should be used and scaled. DO NOT: CHANGE COLORS The ReeceNichols logo utilizes the brand s primary colors; therefore, it could be confusing or misleading to change or alter the colors used in the logo. It also makes the logo less identifiable. DO NOT: SKEW OR TILT Skewing or tilting the logo warps or disfigures its proportions and makes the logo less identifiable and consistent. DO NOT: RESIZE ELEMENTS Do not make one element of the logo larger or smaller in relation to its intended proportions, to do so alters the visual weight and hierarchy of the logo. ReeceNichols DO NOT: REARRANGE LOCK-UP Only use the approved horizontal and stacked logos provided. Do not rearrange the elements, as this makes the logo less identifiable. DO NOT: ALTER FONTS The chosen fonts were purposely selected to communicate particular aspects of the brand, changing them alters the integrity of the logo and what the brand represents. DO NOT: PLACE ON BUSY BACKGROUND Placing the logo over a busy pattern or background distracts from the logo and compromises its readability. 05

8 SECONDARY ELEMENTS Horizontal MASTER BRAND LOGO The logo is a critical and identifiable part of the ReeceNichols brand that should always be used and treated consistently. The logo should never be placed or altered in a way that could compromise its integrity. Only the logos provided in this guide should be used and scaled for use through any and all mediums. A logo standard to be used for corporate designation. Safe Area Requirements Minimum Size Allowed px px 06

9 SECONDARY ELEMENTS Stacked MASTER BRAND LOGO Safe Area Requirements Minimum Size Allowed px px 07

10 SECONDARY ELEMENTS Horizontal MASTER BRAND WITH BUSINESS UNITS ReeceNichols offers a multitude of real estate and home solutions outside of its immediate affiliation with real estate. They are members of the ReeceNichols Family of Services. When working with or referencing one of them, this logo should be used. The business units are to be treated as a graphic solution, not as a part of the logo standard. The family of services should be solved as necessary by communication. Safe Area Requirements Minimum Size Allowed px px 08

11 SECONDARY ELEMENTS Stacked MASTER BRAND WITH BUSINESS UNITS Safe Area Requirements Minimum Size Allowed px px 09

12 SECONDARY ELEMENTS Horizontal REECENICHOLS ALLIANCE OFFICES ReeceNichols offers many services to the people of Kansas City, far beyond real estate. These franchise offices specialize in other areas and while they belong to the ReeceNichols Family of Services, each has its own distinct logo. Each logo should be used with its respective brand, and the ReeceNichols Master Brand Logo is not appropriate to use in place of that specified logo. ALLIANCE COMMUNICATION CONFIGURATION These are the real estate teams associated with the ReeceNichols brand. They are essentially operated and are identified via their team or alliance name. Safe Area Requirements Minimum Size Allowed px px 10

13 SECONDARY ELEMENTS Stacked REECENICHOLS ALLIANCE OFFICES Safe Area Requirements Minimum Size Allowed px px 11

14 Lorem ipsum sit dolor de amet. Sit de amet ipsum lorem. Ipsum sit de dolor amet lorem. Sit de amet ipsum lorem. Ipsum sit de dolor amet lorem. Lorem ipsum sit dolor de amet. Ipsum sit de dolor amet lorem. Lorem ipsum sit dolor de amet. Sit de amet ipsum lorem. SECONDARY ELEMENTS USING THE ICON Whenever possible, use the logo in its entirety; however, when sizing or formatting makes this impossible, it can be appropriate to use just the icon. As with the other logos, the 1-Color Treatment (116C) should be used whenever possible, followed by the Black or Reversed. The icon is to be used sparingly and should be used in the same context as if it were the entire logo. It should never be used to create a pattern but should be treated as if it were the signature of the company. 1-COLOR TREATMENT (116C, Black or Reversed) The corners for the icon should always have the same radius of They should never be square. Note: When in doubt, default to the Horizontal and Stacked Logos. These lock-ups are never wrong. MONTHLY Quarterly REPORT Report Summary SUMMARY Mar JUN Lorem ipsum dolor sit amet, consectetur adipisicing elit. June JUL Lorem ipsum dolor sit amet, consectetur adipisicing elit ipsum dolor sit amet. Sept AUG Lorem ipsum dolor sit amet, consectetur adipisicing elit, tur adipisicing elit. < EXAMPLE: DIGITAL PRESENTATIONS Digital presentations are appropriate instances to utilize the icon. The cover page of the presentation would use the Horizontal Logo in its entirety; however, to continue using this mark throughout the presentation may become monotonous. So once the brand and its logo are established within the presentation, the icon provides a good way to extend the brand recognition without exhausting the logo. REECENICHOLS: LendNation: FINANCIAL BREAKDOWNS LOGOTYPE ONLY The logotype, by itself, should not be used in most instances. The entire logo or even the icon is preferred to this graphic element. However, if it must be used, only a skilled designer should place it in the necessary collateral so the brand s identity remains balanced and clear. < EXAMPLE: APPAREL Apparel is another place where the icon is appropriate to use. 12

15 COLOR SCHEME DEFINING THE COLOR PALETTE PRIMARY COLOR PALETTE The Primary Color Palette for ReeceNichols is RN Yellow (Pantone 116C) and RN Black (Pantone 440C). Both of these colors play an equal role in the color theory behind the brand that builds a sense of expertise and approachability. For the majority of logo usages, both colors must be present. When a limited number of colors are available, the brand may be represented by Black. Since the brand has two impactful colors, it is important that the accent colors support the Primary Color Palette as accent only. The Yellow and Black should always be the main colors in any piece, but the RN Blue (Pantone 318C) and RN Gray (Pantone 400C) can be used as accents to support the primary brand colors. These colors also provide additional depth to design work and break up the monotony that would result in using only the Primary Color Palette. PANTONE 116C CMYK: RGB: HEX: FCCE01 PANTONE 440C CMYK: RGB: HEX: 382E2C USING TINTS OF A COLOR ACCENT COLOR PALETTE The Yellow and Black should appear at 100% opacity for all primary design elements. However, tints will be allowed for the Blue (Pantone 318C) in the Accent Color Palette. All tints of Gray (Pantone 400C) are available for usage, if a lighter gray is needed. PANTONE 318C PANTONE 400C CMYK: RGB: HEX: 87DADF CMYK: RGB: HEX: C7BEB4 These colors should be used for more temporary/seasonal pieces but should not be included in more permanent elements like yard signs. 13

16 COLOR SCHEME COLOR RATIO To achieve the appropriate color balance, the Yellow (Pantone 116C) and Black (Pantone 440C) have been established as the primary colors. Their ratios should take up the majority of any color used. This will help reinforce the brand identity. Gray (Pantone 400C) and Blue (Pantone 318C) are accent colors that should be used at a much smaller ratio. 14

17 BRAND FONTS UTILIZING BRAND FONTS Listed on the right are the ReeceNichols Brand Fonts. These fonts have been strategically selected to embody the brand s personality and what it represents. Therefore, it is critical each font be used consistently and appropriately. For headlines with low character counts, like names on signs or phone numbers, Pluto Medium, Regular, Light & Condensed Regular should be used. Gotham Book & Italic, Medium & Italic and Bold & Italic should be used for body copy or subheads. Agenda Bold and Medium may be used as alternate headline fonts when the character count is larger. The mentioned Pluto and Agenda fonts are both appropriate for headlines and can be selected with the designer s discretion. Note: The same fonts and guidelines apply for all mediums, including web. HEADLINES Pluto should be used for all brand-related headlines with a low character count (especially phone numbers & names on signage). PLUTO: Bold PLUTO: Medium PLUTO: Regular PLUTO: Condensed Regular ALTERNATE HEADLINES Agenda should be used for all other headline lengths with a higher character count. All Caps preferred. AGENDA: Bold Subhead & Body Copy Gotham should be used for subhead and body copy. GOTHAM: Book & Book Italic GOTHAM: Medium & Medium Italic GOTHAM: Bold & Bold Italic SYSTEM FONT Arial should be used when the brand fonts are not accessible. (i.e. for a presentation using an agent s personal computer) ARIAL: Regular ARIAL: Bold AGENDA: Medium 15

18 LEGAL FONTS ADDING LEGAL COPY Legal copy serves a distinct purpose, which varies from all other forms of copy. Therefore, it has its own brand guidelines. Legal copy on the whole is smaller and more condensed, making it easier to fit large amounts of copy into a limited space. The ReeceNichols legal fonts are Helvetica Neue 37 Thin Condensed, 57 Condensed and 77 Bold Condensed. Note: For the exact legal language necessary by element, please contact the ReeceNichols marketing department. Legal Fonts HELVETICA NEUE: 37 Thin Condensed HELVETICA NEUE: 57 Condensed (To Highlight, or if reversing out of color) HELVETICA NEUE: 77 Bold Condensed (To Highlight, or if reversing out of color) This information is deemed reliable but not guaranteed. It is not meant to solicit a property that is listed with another agent. LEGAL STATEMENT ON WHITE > Helvetica Neue: 37 Thin Condensed, Point Size: 7.5 pt, Leading: 8.5 pt > Copy should be Justified with last line aligned left. > For emphasis, use Helvetica Neue: 57 Condensed when necessary. This information is deemed reliable but not guaranteed. It is not meant to solicit a property that is listed with another agent. LEGAL STATEMENT REVERSED > Helvetica Neue: 57 Condensed, Point Size: 8 pt, Leading: 9 pt > Copy should be Justified with last line aligned left. > For emphasis, use Helvetica Neue: 77 Condensed when necessary. 16

19 BRAND VOICE WRITING IN THE BRAND VOICE What we do is very exciting, as well as personal, and there s a lot on the line. And in order to truly connect with our audiences, an emotional bond must be established. So it s important we instill confidence and trust in the people we serve by speaking like the real, passionate and confident professionals we are. So we re conversational yet confident. We know what we re doing and are enthusiastic about all we do. We are genuine and selfassuring; respectful and thoughtful in whatever we say. We treat the people we serve the way we would want to be treated and talk to them the exact same way. > OUR VOICE IS: Down-to-Earth Genuine Friendly Real Human Passionate Enthusiastic Energetic Inspiring Confident Professional Proficient > OUR VOICE IS NEVER: Unapproachable Salesy Distant Insincere Transactional Routine One-Dimensional Dull Indifferent Egotistical Mediocre Inept 17

20 BRAND VOICE WRITING IN THE BRAND VOICE OUTDATED CORRECT CONSUMER-FACING BRAND VOICE Why Work With a REALTOR? REALTORS are trained in all aspects of the real estate transaction, from pricing and marketing, to closing and legal documents. Working with a REALTOR can save you time and frustration throughout the buying and selling process. A REALTOR brings valuable expertise to the table, ensuring a smooth and successful transaction. whyworkwitharealtor Why Work With a ReeceNichols Agent? ReeceNichols Agents are more than real estate gurus, they re passionate individuals who want to bring you the best possible scenario for you and your goals. With their extensive training and expertise in real estate transactions, legal documentation and market interpretation, a ReeceNichols agent ensures smooth, stress-free transactions that will ultimately save you time, money and a whole lot of hassle. 18

21 THE CORRECT USE OF BRAND FONTS SIGNATURES SIGNATURE Option 1 FROM THE LEGAL DEPARTMENT Required information on signatures should include: Agent Name Company Name Company-provided telephone number if the agent s number is also included and such other information as the broker considers necessary. Additional Requirements: Your direct dial number (DID) is considered a companyprovided phone number. You may also include any additional phone numbers you would like as long as the company provided number is included. If you are sending to people outside of he states) where you are licensed you have to put something stating where you are licensed. If you are sending to people you don t know then you come under spam laws and have to put your office address and have an opt-out Affiliation, address & phone numbers: Gotham Book Name: Pluto, Bold, All Capitals Title: Pluto, Condensed Regular, All Capitals SANDRA MARTIN SENIOR SALES EXECUTIVE ReeceNichols Realtors, a Berkshire Hathaway affiliate Granada Leawood, KS reecenichols.com Direct: Option 2 Note: San Serif or Arial should be used when the brand fonts are not accessible. SANDRA MARTIN SENIOR SALES EXECUTIVE ReeceNichols Realtors, a Berkshire Hathaway affi liate Granada Leawood, KS reecenichols.com Direct:

22 THE CORRECT USE OF BRAND FONTS BUSINESS CARD DESIGN For specific questions on business card templates, contact BACK - GENERAL AGENT BUSINESS CARDS Name: Pluto, Bold Title: Pluto, Condensed Regular SANDRA MARTIN DESIGNATIONS TEAM NAME TITLE LINE 1234 Main Street City, ST FRONT - AGENT GENERAL sandra.martin@reecenichols.com direct office cell fax Signifiers: Gotham, Medium Address: Gotham, Light reecenichols.com Gotham, Book URL: Gotham, Book Phone Numbers: Gotham, Book FRONT - AGENT / TEAM FRONT - AGENT PHOTO WITH TEAM LOGO FRONT - AGENT WITH TEAM LOGO SANDRA MARTIN DESIGNATIONS TEAM NAME TITLE LINE 1234 Main Street City, ST sandra.martin@reecenichols.com direct office cell fax SANDRA MARTIN DESIGNATIONS TEAM NAME TITLE LINE ReeceNichols Real Estate 1234 Main Street City, ST sandra.martin@reecenichols.com direct office cell fax SANDRA MARTIN DESIGNATIONS TEAM NAME TITLE LINE ReeceNichols Real Estate 1234 Main Street City, ST sandra.martin@reecenichols.com direct office cell fax reecenichols.com reecenichols.com reecenichols.com FONTS SAME AS ABOVE FONTS SAME AS ABOVE FONTS SAME AS ABOVE 20

23 THE CORRECT USE OF BRAND FONTS PROPERTY SIGN TEMPLATES YARD SIGNS & RIDER For specific questions on sign templates, contact Phone #: Pluto, Condensed Regular Agent Name: Pluto, Medium, All Caps Rider (SOLD, OPEN, FOR SALE, etc.): Pluto, Bold, All Caps URL: Gotham, Medium Agent Name: Pluto, Bold, All Caps Title: Gotham, Medium Phone Numbers: Pluto, Condensed Regular 21

24 THE CORRECT USE OF BRAND FONTS PROPERTY SIGN TEMPLATES YARD SIGNS & RIDER For specific questions on sign templates, contact Phone #: Pluto, Condensed Regular Agent Name: Pluto, Medium, All Caps Rider (SOLD, OPEN, FOR SALE, etc.): Pluto, Bold, All Caps URL: Gotham, Medium Agent Name: Pluto, Bold, All Caps Title: Gotham, Medium Phone Numbers: Pluto, Condensed Regular 22

25 THE CORRECT USE OF BRAND FONTS PROPERTY SIGN TEMPLATES DIRECTIONAL SIGNS Agent/Team Name: Gotham, Book Directional Text (SOLD, OPEN, FOR SALE, etc.): Pluto, Bold, All Caps 23

26 PHOTOGRAPHY STYLE LIFESTYLE PHOTOGRAPHY LIFESTYLE PHOTOGRAPHY ReeceNichols is an enthusiastic, encouraging brand, and its photography style should encompass theses distinct brand traits. This is why it s critical the photography style be consistent with the brand and its message through all mediums. Photography is a powerful brand tool that can evoke emotion without saying a word. ReeceNichols photography should embrace emotional connections with photos that feel candid and authentic. They should not look staged but rather like moments of real-life captured by an unseen photographer. Therefore, perfection isn t necessary. A little boy with sloppy hair at the breakfast table or a living room that looks lived-in is completely appropriate, because it s real life. These sincere moments show families and homes, rather than clients and real estate. This authentic style of photography uses natural lighting. Only dynamic, contrasting and organic lighting should be used. Flat, sterile or studio-lit lighting should not be used as it looks staged. The photography should also avoid dated styling. Even though a particular photo may have the right look and feel, it may not be appropriate for representing ReeceNichols if it has dated technology or clothing. (No flip phones or leg warmers, please!) 24

27 PHOTOGRAPHY STYLE AGENT PHOTOGRAPHY AGENT PHOTOGRAPHY Photography showcasing ReeceNichols agents should utilize the same approach as the lifestyle photography. The agents should look approachable and be shown in real-life situations: hard at work, socializing with a client and interested in the task before them. The photography should never show agents looking distant, sterile or corporate. They should always look friendly and welcoming. The agents work with their clients as a team, and we want to show them that way. And while ReeceNichols agents are friendly, that does not mean they are unorganized. They are still professional and put together. The same applies to all agent portrait photography. For agent portraits or headshots, the photography should still show the agents as friendly and genuine, not too corporate or staged. These photos should maintain welcoming yet relaxed expressions and styling, nothing too systematic or pose-y. 25