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BRAND GUIDELINES

C&D Rural Brand Guidelines

Contents

The Brand

Brand Overview

Vision, Mission & Purpose

Logo

22 Social Media 24 Signage 30 Print 32 Brochure

Primary Logo

Logo variations

34 Clothing

Logo sizing and clear space

21 Website

29 Stationery

10 Logo Positioning

Application

Logo incorrect use

Brand Assets 13

Colour Palette

15 Typography 17

Graphic Elements

Photography Style

Email signature

C&D Rural Brand Guidelines

The Brand

C&D Rural Brand Guidelines

Brand Overview

C&D Rural is built on trust, expertise, and a genuine understanding of Property, Land and estates and client relations. From estate management and valuations to sales, lettings, and strategic planning, we deliver a high standard of service with professionalism and care. Our reputation is built on how we present ourselves, communicate, and support our clients. As employees, each of us plays a vital role in upholding the C&D Rural brand. That means being consistent in how we speak, write, and represent the business - whether in the office, out on-site, or online. These guidelines exist to help you understand our brand values, tone of voice, and visual identity - so that together, we maintain a clear, confident presence that reflects who we are and what we stand for.

C&D Rural Brand Guidelines

Vision, Mission & Purpose

Vision To be the trusted partner of choice for property and rural services across Cumbria, Dumfries, and the Borders.

Mission To deliver expert, professional property services with a personal approach that supports our clients and strengthens local communities. As well as growing and strengthening our brand presence.

Purpose Helping people and places thrive through trusted property and land expertise.

C&D Rural Brand Guidelines

Logo

C&D Rural Brand Guidelines

Primary Logo The C&D Rural logo should be reproduced using the supplied artwork with no changes to tone or texture. When using the logo on a dark background a white-out version should be used. The logos are available as a range of digital artwork files for use across both on and off screen media. To make sure presentations are consistent, it is important to use the logo and corresponding artwork file that suits your particular application.

C&D Rural Brand Guidelines

Logo variations The C&D Rural logo is available in linear and stacked forms and can be used in any of the brand colours but the contrast between the logo and background MUST be high. The white colour-way can also be used if one of the brand colours is used as a backdrop. Black should always be avoided in any logo representation unless absolutely necessary. The logo can also be displayed as opposite with the series of darker and lighter green curves. (For larger scale print)

C&D Rural Brand Guidelines

Logo sizing and clear space To ensure our logo is easily Identifiable and completely legible we have a minimum size in place and it should not be used any smaller than the size specified.

40mm(w) Minimum size

20mm(w) Minimum size

All spacing within the logo should also be adhered to at all times.

Clear Space The C&D in the logo defines the minimum clear space which is half the height of the caps within the logo. This should be observed when scaling up and down.

C&D Rural Brand Guidelines

Logo positioning A general reference for application: — Top right corner for Social Media graphics — Top right corner for letters — Bottom right corner for advertising collateral — Top left corner for web use There may be some instances where this positioning of the logo is not possible due to space, legibility, context, background imagery etc. In these instances, place the logo in one of the other positions as shown.

C&D Rural Brand Guidelines

Logo incorrect use Do not distort the logo

Do not recolour the logo

Only use the official master logo artwork files. Never alter, re-draw or re-create the logo in any way.

Rural

The C&D Rural logo must always be applied correctly and consistently. The logo must appear only in the specified configurations and in the correct brand colours, as defined in these guidelines.

Do not change the layout of the logo

Do not rotate the logo

Do not place the logo on a similar coloured background

Do not change the font of the logo

Do not drop shadow the logo or add any other effects

Do not change the scale of the logo

Do not outline the logo

C&D Rural Brand Guidelines

Brand Assets 12

C&D Rural Brand Guidelines

Colour Palette C&D Rural’s brand colour palette blends earthy oranges, warm neutrals, and a rich spectrum of greens, reflecting the natural landscapes and rural heritage of the Borders. These tones convey trust, stability, and a deep connection to land and community. For print collateral Warm Taupe should be used as the background colour as opposed to brilliant white, to ensure the colours maintain their warmth and richness

WARM TAUPE

CMYK - C: 9 M: 9 Y: 13 K: 0 RGB - R: 226 G: 222 B: 215 HEX: #E2DED7

BURNT ORANGE

CMYK - C: 19 M: 77 Y: 100 K: 7 RGB - R: 169 G: 87 B: 47 HEX: #A9572F

ORANGE POMELO

CMYK - C: 5 M: 60 Y: 87 K: 0 RGB - R: 209 G: 127 B: 66 HEX: #D17F42

OLIVE GREEN

CMYK - C: 61 M: 40 Y: 100 K: 25 RGB - R: 100 G: 108 B: 54 HEX: #646C36

PINE GREEN

CMYK - C: 78 M: 37 Y: 99 K: 29 RGB - R: 75 G: 102 B: 56 HEX: #4B6638

FOREST GREEN

CMYK - C: 89 M: 42 Y: 98 K: 48 RGB - R: 45 G: 75 B: 44 HEX: #2D4B2C

CADMIUM GREEN

CMYK - C: 89 M: 43 Y: 76 K: 45 RGB - R: 46 G: 78 B: 62 HEX: #2E4E3E

C&D Rural Brand Guidelines

Colour Palette Gradients are created using the lighter and darker shades of the colour palette to create depth and interest. An example of this is one of the brand’s graphic elements - the topographic landscape which demonstrates the way the gradients are layered to create a sense of depth and dimension.

C&D Rural Brand Guidelines

Typography

Begum Sans - Primary

C&D Rural selected Begum Sans and Contralto to embody the brand’s core values of quality, professionalism, and personal service. These typefaces were carefully chosen to strike a balance between modern sophistication and timeless elegance, ensuring that all brand communications reflect the high standards clients can expect.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz

Together, these typefaces create a harmonious typographic system that communicates both substance and style. They help position C&D Rural as a premium, trusted brand in the rural property sector - one that combines deep local expertise with a polished, professional edge.

Contralto - Secondary

Begum Sans is a clean, versatile typeface that offers clarity and readability across all platforms. Its refined letter-forms and subtle warmth make it ideal for conveying trust, reliability, and approachability—key qualities in a company that offers professional yet personable service. It brings a modern sensibility to C&D Rural’s visual identity, reinforcing the brand’s forward-thinking approach while maintaining a respectful nod to tradition.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvxyz Contralto, is the font used in our logo-mark, by contrast, adds a distinctive character with its high-contrast strokes and elegant curves. Used primarily for headings and emphasis, it evokes a sense of luxury and attention to detail. Its classical influences and stylised forms signal sophistication and exclusivity, aligning perfectly with C&D Rural’s bespoke, client-focused service.

C&D Rural Brand Guidelines

Typography hierarchy

Feature headlines (less than 6 words) Typeface: Contralto Demi Bold Case: Upper and lower Leading: 100% Tracking: -20

About C&D Rural

Regular headlines (more than 6 words) Typeface: Begum Sans Bold Case: Upper and lower case Leading: 100% Tracking: 0

C&D Rural was established in 1988 to provide a Land and Estate Agency service for customers of the Longtown Auction Mart and the rural community.

Subheading Typeface: Begum Sans Semibold Case: Upper and lower case Leading: 100% Tracking: 0 Body text Typeface: Begum Sans Regular Case: Upper and lower case Leading: 130% Tracking: 0

Captions Typeface: Begum Sans Light Case: Upper and Lower case Leading: 130% Tracking: 0

Aims for the future and beyond

Over recent years the business has continued to expand, particularly in the sale and valuation of farms and country property in Cumbria and the South of Scotland, as well as advising rural owners and farmers on a broad range of property issues. In 2001 Thomson Roddick & Laurie merged with C&D Rural, further strengthening the business.

Longtown mart is one of Europe’s busiest auction marts, bringing a large footfall past the property office displays and creating a dynamic, active social media presence.

C&D Rural Brand Guidelines

Graphic Elements

Topographic Landscape

Texture, pattern and form play an important role in the C&D Rural brand. To truly reflect the relationship between the business and the landscapes in which it operates flowing, organic elements can be used. These elements can serve as a way of lifting the design and creating depth, or act as a highlight within a piece of design. The landscape element plays a significant part in the For Sale/To Let boards and provides a unique and striking visual. The topographic landscape can be edited and incorporated either fully, or enlarged to use the subtle curves to create a block feature to highlight text or a framing visual for social media use and print collateral.

C&D Rural Brand Guidelines

Graphic Elements These forms and patterns have been created to imitate and reflect the natural forms and contours of the landscape C&D Rural operates in. These should be used subtly as either a backdrop or as a decorative border to create interest and texture. The logo-mark can be used as illustrated to provide a subtle and elegant nod directly to the brand. This should be applied as a transparency of 20%.

Photography Style Our photography should be bright, clean, and aspirational, showcasing properties at their very best. Images must be well-lit with natural light where possible, composed thoughtfully to highlight space, character, and lifestyle appeal. Interior shots should feel welcoming and uncluttered, while exterior photos must present kerb appeal. Avoid heavy filters or artificial effects – authenticity and clarity are key. Consistency across all visuals is essential to build trust and recognition. Every image should tell a story and help potential buyers imagine themselves living in the home.

C&D Rural Brand Guidelines

Application

Website

Social Media

Signage

Signage - Day time

Signage - Night time

Signage - Day time

Signage - Night time

Signage - Day time

Signage - Night time

Stationery

Brochure

Email Signature

Louisa Thomson MRICS RICS Registered Valuer Managing Director

louisa@cdrural.co.uk 01228 792299 | 07709 488197 www.cdrural.co.uk Lakeside, Townfoot, Longtown, Carlisle CA6 5LY

Clothing

Clothing - Gilet

Embroidered left chest and middle upper back

Clothing Men’s Shirts

Embroidered left chest 36

Clothing Ladies Shirts

Embroidered left chest 37

Clothing - Beanie

Clothing - Jumper

Embroidered left chest

It’s your turn... You're now ready to bring our brand to life through consistent, value-driven creative work. If you have any further questions about the guidelines or require any of the brand assets please get in touch with matt@32west.co.uk

Lakeside, Townfoot, Longtown, Carlisle CA6 5LY