Table of Contents INTRODUCTION TO THE BRAND AND BASIC BRAND GUIDELINES............................................................................. 4 Referencing Mr. Buffett in Marketing Collateral............................................................................................................................. 5 Brand Identity Compliance................................................................................................................................................................... 6 The Use of “Berkshire Hathaway HomeServices”....................................................................................................................... 7 The Brand Background.......................................................................................................................................................................... 8 The Brand Voice....................................................................................................................................................................................... 9 Good to know®: The Idea....................................................................................................................................................................10 Good to know®: Usage........................................................................................................................................................................ 11 LOGO AND BRANDING ELEMENTS...................................................................................................................................... 12 The Brand Style Guide.........................................................................................................................................................................13 The BHHS Corporate Logo................................................................................................................................................................14 The Vertical Stack Affiliate Logo.......................................................................................................................................................16 The Horizontal Stack Affiliate Logo..................................................................................................................................................17 The Vertical Stack (Side by Side) Affiliate Logo..........................................................................................................................18 The Horizontal Stack (Side by Side) Affiliate Logo.....................................................................................................................19 The Horizontal Stack (Side by Side) Affiliate Logo, 2 Line Example................................................................................... 20 Examples of Incorrect Use of Affiliate Logo..................................................................................................................................21 The BHHS Affiliate Logo for Commercial Division.....................................................................................................................23 The Quality Seal.....................................................................................................................................................................................24 Separating The Quality Seal from the Affiliate Logo.................................................................................................................25 Clear Space..............................................................................................................................................................................................27 Typography..............................................................................................................................................................................................28 General Rules for Application........................................................................................................................................................... 29 Additional Color Options.................................................................................................................................................................... 30 MARKETING AND ADVERTISING GUIDELINES AND DISCLAIMERS............................................................................ 31 Marketing and Advertising – Telephone Directory...................................................................................................................32 Yellow Pages Advertising – In-Column Advertising ................................................................................................................ 33 Yellow Pages Advertising – Display Advertising....................................................................................................................... 34 Marketing and Advertising – Disclaimers.....................................................................................................................................35 Marketing and Advertising – Advertising Internationally....................................................................................................... 36 CO-BRANDING GUIDELINES.................................................................................................................................................37 Co-Branding Guidelines..................................................................................................................................................................... 38 INTERNET GUIDELINES...........................................................................................................................................................39 Internet – Guidelines Introduction.................................................................................................................................................. 40 Internet – Common Errors...................................................................................................................................................................41 Internet – Design Concepts...............................................................................................................................................................42 Internet – Domain Names...................................................................................................................................................................43 Internet – Miscellaneous.....................................................................................................................................................................45 STATIONERY GUIDELINES...................................................................................................................................................... 47 Business Card......................................................................................................................................................................................... 48 Residential Business Card..................................................................................................................................................................49 Commercial Business Card............................................................................................................................................................... 50 Personal Logos and Slogans.............................................................................................................................................................51 Letterhead.................................................................................................................................................................................................52 Letterhead Examples........................................................................................................................................................................... 53 A10 Envelope.......................................................................................................................................................................................... 58 A2 Note Card and Envelope..............................................................................................................................................................59
Berkshire Hathaway HomeServices Brand Guidelines. Updated: April 2017
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