Member co-branding guidelines, August 2014. V1 OnTheMarket.com These guidelines are designed to help you introduce and manage co-branding with OnTheMarket.com across all your relevant communications material. OnTheMarket.com and its logo are registered trade marks of Agents Mutual Limited, a wholly owned subsidiary of OnTheMarket plc. 1
1 Introduction P 3, 4 2 The logo selection 2.1 The logo P 5 2.2 The logo selection in full colour P 6 2.3 Examples of the logo selection in full colour in a white panel on colour backgrounds P 7 2.4 The logo selection in mono P 8 2.5 The logo selection in black and white P 9, 10 3 The logo s application in print 3.5 The application of the logo on property particulars P 15 3.6 The application of the logo on For Sale and To Let boards P 16 4 The logo s application within online environments 4.1 The application of the logo on a website P 17 4.2 The application of the logo on a web banner P 18 4.3 The application of the logo on an app screen P 19 3.1 The application of the logo in press advertising P 11 3.2 The application of the logo on posters P 12 3.3 The application of the logo in direct mail, press inserts and door drops P 13 3.4 The application of the logo to stationery P 14 2
1 Introduction The importance of a strong brand A strong visual identity, consistently presented, is critical to the success of any venture particularly for an internetbased business. But a strong visual identity doesn t just happen by accident. It must be carefully created and managed vigilantly if it is to provide the desired relevance and quality to partner businesses and communicate the right messages to the consumer. Together we re stronger A unique advantage of OnTheMarket is that all agents advertising their properties with us have contractually agreed to feature the OnTheMarket.com logo in their communications: print advertising, websites, stationery and window displays. If we are to reap the full benefits of co-branding, we must ensure that OnTheMarket.com s identity, represented by the logo, is applied consistently and effectively. This is who we are Our portal is called OnTheMarket.com and that s how it should be typed in running copy, complete with capital O, T and M and the.com The logo design is based around a map marker, which we believe resonates strongly with the property-seeking public as a memorable symbol for their property search and indeed its solution. The design is also suggestive of a target and reflects the values of a fresh, vibrant, relevant and mainstream brand. This co-branding commitment creates a valuable and strategic source of competitor advantage in the marketplace. As well as leveraging OnTheMarket.com s marketing budget at little or no incremental cost, it establishes a link in consumers minds between the portal and the offline presence of the member agents offices, For Sale and To Let signs and property particulars. 3
The shape of the map marker becomes the initial O of our brand name. The logotype and the map marker form a strong single element which is a crucial part of the visual identity. The three colour design helps us achieve powerful differentiation from our competitors and serves to underline the UK-ness of our primary offering. The marker element should never be used on its own (except on the OnTheMarket.com portal, where it serves as a marker to locate properties on the map). Artwork for the logo variations can be found at https://expert.onthemarket.com/marketing/ The artwork available includes versions and treatments for use in specific applications. These versions must never be used except in the environments for which they have been specified. If you cannot find a solution in the guidelines for a specific application in your marketing materials, please email marketing@onthemarket.com. Guidelines, not a straitjacket Please interpret these guidelines to suit your own brand design and creative environments. These guidelines are intended to: Outline the components of the OnTheMarket.com logo. Demonstrate how the logo should be applied to agents marketing communications. Indicate the prominence of the OnTheMarket.com logo on your materials. 4
2. The logo selection The OnTheMarket.com logo can be used in co-branding situations on its own, or with the additional copy modifiers as shown on the following pages. The elements and their relationship to each other should never be altered. All logo files can be downloaded from https://expert.onthemarket.com/marketing/ Colour breakdowns These are the colour breakdowns for the colours used to create the logo. 2.1 The logo The standard OnTheMarket.com logo is shown below to support the colour breakdown information on the right. Pantone C302 Pantone C542 Pantone C185 CMYK C100 M71 Y39 K34 CMYK C62 M22 Y0 K3 CMYK C0 M100 Y81 K0 RGB R2 G59 B90 RGB R86 G160 B211 RGB R227 G3 B44 #023B5A #56A0D3 #E3032C 5
2.2 The logo selection in full colour Stacked versions in full colour The full colour logos are provided with a white background. They can be placed straight onto white or in the white panel if appearing on a colour or tint background. Standard version in full colour Long versions in full colour Minimum size The minimum size that the logo should be reproduced at remains constant regardless of which copy modifiers appear alongside or above it. 30mm 30mm 6
2.3 Examples of the logo selection in full colour in a white panel on colour backgrounds If the logo has to appear on a colour or tint background please use the logo in a white panel. Some don ts Please do not change the colour of any part of the logo. The logo files provided by us should not be altered in any way. 7
2.4 The logo selection in mono Stacked versions in mono The mono logos are provided with a white background. They can be placed straight onto white or in the white panel if appearing on a colour or tint background. Standard version in mono Long versions in mono Colour breakdowns These are the grey tonal breakdowns for the mono logo. CMYK K100 RGB R35 G31 B32 CMYK K70 RGB R109 G110 B113 #231f20 #6d6e71 CMYK K60 RGB R128 G130 B133 #808285 8
2.5 The logo selection in black and white The co-branded logo is sometimes required in a single colour format, or a white version which can be reversed out of a dark background. Stacked black versions Standard black version Long black versions 9
2.5 The logo selection in black and white (continued) Stacked white versions Standard white version Long white versions 10
3. The logo s application in print Please select the version of the logo most appropriate for the space available on your print material. Page advertisement - type area You should interpret these guidelines to suit your own brand design and creative environments. 1/2 page advertisement - type area 3.1 The application of the logo in press advertising The logo should be applied to press advertising using the following guidelines: Wherever possible, the logo should be executed in colour on a white background. If the logo has to appear on a colour or tint background, please use the logo in a white panel. If a mono version of the logo has to be used, please use one of the logos from the mono selection. A single colour logo is also available in black and white versions. Ideally the logo should reproduce at a size of at least 30mm in width and larger whenever possible. Ideally the logo should be positioned in the bottom right hand corner of the advertisement, with an space between the logo and the bottom and right hand edges of the type area. 11
3.2 The application of the logo on posters The logo should be applied to poster advertising using the following guidelines: 6 sheet poster Wherever possible, the logo should be executed in colour on a white background. If the logo has to appear on a colour or tint background, please use the logo in a white panel. If a mono version of the logo has to be used, please use one of the logos from the mono selection. A single colour logo is also available in black and white versions. On a 6 sheet poster, the logo should reproduce at approx. 200mm in width and larger whenever possible. On a 16 sheet poster, the logo should reproduce at approx. 340mm in width and larger whenever possible. Ideally the logo should be positioned in the bottom right hand corner of the poster - with a 50mm space between the logo and the bottom and right hand edges of the print area for 6 sheet posters and a 100mm space between the logo and the bottom and right hand edges of the print area for 16 sheet posters. 50mm 50mm 16 sheet poster 100mm 100mm 12
3.3 The application of the logo in direct mail, press inserts and door drops Landscape mail piece, door drop or insert. The logo should be applied to direct mail, press insert and door drop material using the following guidelines: Wherever possible, the logo should be executed in colour on a white background. If the logo has to appear on a colour or tint background, please use the logo in a white panel. If a mono version of the logo has to be used, please use one of the logos from the mono selection. A single colour logo is also available in black and white versions. Portrait mail piece, door drop or insert. Ideally the logo should reproduce at a size of at least 30mm in width and larger whenever possible. Ideally the logo should be positioned in the bottom right hand corner of the material, with an space between the logo and the bottom and right hand edges of the type area. 13
3.4 The application of the logo to stationery The logo should be applied to stationery using the following guidelines: Wherever possible, the logo should be executed in colour on a white background. If the logo has to appear on a colour or tint background, please use the logo in a white panel. If a mono version of the logo has to be used, please use one of the logos from the mono selection. A single colour logo is also available in black and white versions. Ideally the logo should reproduce at a size of at least 30mm in width and larger whenever possible. Ideally the logo should be positioned in the bottom right hand corner of the material, with an space between the logo and the bottom and right hand edges of the type area. For business cards the space can be reduced to 5mm. Letterhead Comps slip Reverse envelope Business card 5mm 5mm 14
3.5 The application of the logo on property particulars The logo should be applied to property particulars using the following guidelines: Particulars portrait Wherever possible, the logo should be executed in colour on a white background. If the logo has to appear on a colour or tint background, please use the logo in a white panel. If a mono version of the logo has to be used, please use one of the logos from the mono selection. A single colour logo is also available in black and white versions. Ideally the logo should reproduce at a size of at least 30mm in width and larger whenever possible. Ideally the logo should be positioned in the bottom right hand corner of the material, with an space between the logo and the bottom and right hand edges of the type area. Particulars landscape 15
3.6 The application of the logo on For Sale and To Let boards The logo should be applied to For Sale and To Let boards using the following guidelines: Wherever possible, the logo should be executed in colour on a white background. If the logo has to appear on a colour or tint background, please use the logo in a white panel. If a mono version of the logo has to be used, please use one of the logos from the mono selection. A single colour logo is also available in black and white versions. Ideally the logo should reproduce at a size of at least 100mm in width and larger whenever possible. Ideally the logo should be positioned in the bottom right hand corner of the material, with a 35mm space between the logo and the bottom and right hand edges of the type area. HOME FOR SALE 35mm 35mm 16
4. The logo s application within online environments Website - logo on a white background Please select the version of the logo most appropriate for the space available in your online environments. The full colour version of the logo should always be used online. You should interpret these guidelines to suit your own brand design and creative environments. Please see our Linking Guidelines for further information. 4.1 The application of the logo on a website Website - logo on a colour background The logo should be applied to websites using the following guidelines: The logo can be executed in colour on a white background or in a white panel on a colour or tint background. Ideally the logo should be positioned in the top right hand corner of the web page, with a 25 pixel safety area around it. 17
4.2 The application of the logo in banner advertisements The logo should be applied to banner advertisements using the following guidelines: The logo can be executed in colour on a white background or in a white panel on a colour or tint background. Ideally the logo should reproduce at a size of at least 56 pixels in width and larger whenever possible. Ideally the logo should be positioned to the right of the banner advertisement and centred in the depth. Banner advert (468 x 60 pixels) Centred 18
4.3 The application of the logo on an app screen The logo should be applied to app screens using the following guidelines: App screen The logo can be executed in colour on a white background or in a white panel on a colour or tint background. Ideally the logo should be positioned in the top right hand corner of the app screen. 19