bluebird real estate graphic standards
colors
blue gray
pantone PMS 7684
4 color C87 M68 Y10 K0
RGB R55 G95 B159
pantone PMS Warm Gray 10
4 color C50 M50 Y50 K15
RGB R125 G112 B109
The PMS 7684 is our primary color. The PMS Warm Gray 10 is an accent color and is primarily used in type. When printing 4-color process, 80% black should be in place of PMS Warm Gray 10. This will prevent any register problems.
dark gray
4 color C0 M0 Y0 K80
RGB R88 G89 B91
light gray
4 color C0 M0 Y0 K23
RGB R203 G204 B206
Alternative Greys. Use of Bluebird dark grey, Bluebird light grey, Bluebird blue, white or black for text, graphic shapes/elements, and property lot outlines.
lightest gray
font
Univers 47 lighter for body copy, this should be the majority of type in a document
4 color C0 M0 Y0 K7
RGB R237 G237 B237
Universe 47 Light Condensed Oblique can be used to subtly emphasize key points in a lighter weight
Univers 57 bolder when you want to emphasize something or bring attention to it
Universe 57 Condensed Oblique can be used to bring a slight boldness to an emphasized point
Univers 67 boldest. use sparingly. very quickly becomes the equivalent of yelling on the page
*if you need something bolded, put the text in black using Univers 57 , instead of gray. When using Univers 47, add a tracking of 20 to the text.
Preferred Copy Size: 8pt to 12pt (9pt or larger is ideal for print advertising)
microsoft word and other programs
Use Arial Regular on all Word templates. It is a system font that is readily accessible and should be used whenever Univers 57 is not available. In letters and in all correspondence, use Arial Regular 10 point with standard spacing. Please do not use extended kerning or wider spacing, leading, between lines as this would be inconsistent with the brand.
logos
logo files
Primary Logo
It should be used no smaller than 1” square so “real estate” does not get too small. We want to establish the blue square as our primary logo because of visibility. It acts like a bullseye when viewed. The first item to be seen in a field of clutter.
We want to use this as our primary logo so our brand will quickly be recognized and no more than one logo is being presented to the audience, which causes confusion.
Drop Shadow
When the logo is laid over photography, a drop shadow should be applied with the following settings:
20% opacity, 0.125” distance, 135˚ angle, 0.1875” size, and 10% spread.
Secondary Logo
The Bluebird Real Estate logo without a background, the positive version. This version of the logo is reserved for situations where the blue square primary logo would not be visible or the space required is truly horizontal or would make the square less than 1”. Use of this logo requires approval by the marketing department.
Logo files are designed for print or digital use, with primary and secondary versions and several file types for different form s of media.
Print most often requires a 4-color printing process, which is what magazines and newspapers use. This is most commonly known as CMY K, cyan, magenta, yellow, and black. These files are further divided into 4-color and PMS versions. The PMS version should only be used when printing with solid PMS inks.
Digital pertains to use on a computer, tablet, or phone. These use a different color space known as RGB color, or red, green, and blue. It uses these three colors to make colors in electronic media.
File type varies depending on application. The file you use has everything to do with how well your images, ads, and communications look.
Print logo file examples:
bluebird_square 4C_logo_01 .ai is a proprietary file to Adobe Illustrator and can only be used with Adobe products
bluebird_square 4C_logo_01 .eps is considered the best format for print and is vector based
bluebird_square 4C_logo_01 .jpg is the most common used in print, but has more compression than an eps, so has less quality
Online logo file examples:
bluebird_square RGB_logo_01 .jpg is the most common for use on the internet and PC based software
bluebird_square RGB_logo_01 .png is raster based and is the most widely used image compression format on the Internet
So, for print, eps is preferred, use a jpeg if an alternative is needed. For online, jpeg is preferred. If a smaller file size is needed like an email signature use a png.
lines and dividers
Bluebirds
Bluebirds should be no smaller than 1/4” in print. It should always be flying to the right, and never be mirrored to fly to the left.
Blue
The blue bluebirds should be displayed over a white or light grey background.
White
The white bluebird should always be displayed over a blue or grey background or overlaid on top a photo.
To divide aspects of a document, use a .25 weight grey line. (Below examples reflects Bluebird’s alernative grays)
Bluebird exists to be a light, modern, clean, and inclusive brand that expresses our brand identity.
Ideal paper choice for print materials: uncoated or matte paper. Presentation related documents should be printed on higher quality and heavier stock paper. graphic guidelines Drop Shadow Without Drop Shadow
Photography is bright, light, welcoming, colorful, vibrant, has positive energy, and is locally shot. All photography should be high resolution and professionally shot.
Drop shadow on images layered between white and a shape.
90-degree squared corners on objects.
When photography features a person, it’s preferable to capture them in a profile view or have them face the camera.
White, black or Bluebird dark grey at 90% opacity banner as background for text over a photo.
Use rarely. Text is preferred outside of the photo. Open House
bluebird icon
Less is more , keep it simple, white space, one central message, non-conflicting messages. Fill a space with valuable text or graphics only.
Ways to display property information:
10 Butte Avenue, Town of Crested Butte, 5 Beds, 3.5 Baths, 3,320 SF, 1 Car Detached Garage, Built in 2019, Luxury home in town, Steps from Peanut Lake Drive, Sold furnished, Offered for $5,300,000, John Smith, 970.209.1234
Or
117 White Avenue | Town of Crested Butte
5 Beds | 4 Baths | 2,160 SF | Walk to Elk Avenue Offered for $2,295,000
Ways to display agent information:
Jane Smith | Broker Associate 970.123.456 | jane@bbre1.com | bbre1.com
This is the headline
This is the sub-heading
This is the body copy where details will go.
Open House
Wednesday | 3.20.24 | 11am - 1pm
Just Sold just sold
JUST SOLD
0 Beds | 0 Baths | 0,000 SF | 00 Acres | $0,000,000
Jane Smith Broker Associate
c 970.123.456 jane@bbre1.com bbre1.com
Hierarchy of text example.
Blue is used sparingly to highlight text.
Lower case and Sentence Case is preferred. No use of all caps.
Use of the pipe symbol | to divide information. Be wary of overuse.
Arial Regular or similar Sans-Serif
Serif (not to be used): R
San-Serif: R
If Univers is not available, use Arial or similar sans-serif font.