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BRAND IDENTITY STYLE GUIDE

BRAND IDENTITY STYLE GUIDE

BRAND IDENTITY STYLE GUIDE

BRAND IDENTITY STYLE GUIDE + Marketing Process

Revised January 2021


TABLE OF CONTENTS

02

03 - Introduction 04 - Using This Manual 05 - What is a Style Guide?

06 - Logo Standards 07 - Logo Variations 08 - Logo Dos & Don’ts 09 - Main Colors 10 - Typography

11 - Main Marketing 12 - Brochures 13 - Social Media (Part 1) 14 - Social Media (Part 2) 15 - Signage

16 - Marketing Process 17 - After listings are signed 18 - Email Signatures (Part 1) 19 - Email Signatures (Part 2) 20 - Email Signatures (Part 3)

Chariff Realty Group • Brand Identity Style Guide + Marketing Process

January 2021


INTRODUCTION

03

Introduction The Chariff Realty Group Brand has always been about being bold, direct, forward but above all, approachable and friendly. Under the direct guidance of CEOs: Lyle Chariff and Mauricio Zapata, this Brand Identity Style Guide has been developed and applied. It is imperative that all the guides and instruction herein are followed accurately to ensure brand consistency across all platforms. Please note that this guide is subject to revisions, should the brokers or designer decide to do so. The logo + variations has been provided to the designer who created this guide and remains intact as of the time of writing this content.

Chariff Realty Group • Brand Identity Style Guide + Marketing Process

January 2021


USING THIS MANUAL

04

Using This Manual This manual contains approved standard graphic elements of the Chariff Realty Group Visual Identity. This manual takes the form of an Adobe Acrobat PDF file for viewing on Windows PC or Macintosh platforms. The file can be printed on 8.5” x 11” paper, preferably with a color printer. No custom or purchased fonts have been acquired; the only font being used is Avenir, which comes pre-installed in most computers already, if not, it can be easily downloaded online as it is free for commercial use. The main software utilized by this company is the Adobe Creative Cloud Applications (Photoshop, Illustrator, InDesign, Lightroom), all programs should already be installed on the marketing computer, otherwise, please

Chariff Realty Group • Brand Identity Style Guide + Marketing Process

speak to the brokers if you need additional access to these programs. Should you have any additional questions or concerns, please communicate directly with the brokers in the office. It is important to remember that while Chariff Green is the main color, in the logo, it is not the main color of the marketing material, as it is advised to use the other neutral colors to help the images of the properties stand out more. In the color section of this guide, you will be shown the only applications where green is acceptable, unless otherwise instructed by the brokers; at the end, they have the final say in all marketing efforts and outputs of the Chariff Brand.

January 2021


WHAT IS A STYLE GUIDE?

05

But...What is a Style Guide? A well-developed style guide is an essential tool for establishing a brand’s identity. It acts as a key document that helps designers and content creators communicate consistently with our audiences, so it’s a great asset for creating the most effective, on-brand content. This brand style guide outlines Chariff Realty Group’s standards for design and marketing applications. It includes our logo, color palettes, typography (font families, sizes, kerning and line height/spacing) and photography. This guide is to be used for in-house marketing purposes, as well as, to collaborate with other firms or for miscellaneous marketing uses.

Chariff Realty Group • Brand Identity Style Guide + Marketing Process

January 2021


LOGO STANDARDS

06

Logo Standards The Chariff Realty Group’s iconic logo is characterized by the usage of 6 squares creating a grid. 5 of the squares are colored Chariff Green, while the last square is colored black. This logo was conceived years before the development of this Brand Style Guide, and thus, remains intact throughout all branding efforts. Under no circumstances will it be altered, recolored, cropped, blurred out, etc. This Brand Style Guide was created for all elements surrounding/based on the logo.

( Main logotype + logomark, to be used in all official material, last page of brochures, email signatures, social media profile photos, etc.)

Chariff Realty Group • Brand Identity Style Guide + Marketing Process

(Horizontal logotype + logomark, to be used in footers, headers or brochures and email blasts, letterheads, envelopes, unless otherwise noted.)

January 2021


LOGO VARIATIONS

07

( Main logotype + logomark, to be used in all official material, last page of brochures, email signatures, social media profile photos, etc.)

(Horizontal logotype + logomark, to be used in footers, headers or brochures and email blasts, letterheads, envelopes, unless otherwise noted.)

While rarely applicable, this is the only instance where a white variation of the logo can be used. On a colored background to create full contrast

Chariff Realty Group • Brand Identity Style Guide + Marketing Process

January 2021


LOGO DOs & DON’Ts

08

Acceptable These are the ONLY approved applications of the company logo. Please request the svg, jpg, or png files to the designer if you need to use them.

Unacceptable Under NO circumstances will the Chariff logo be disrespected and misused in these or similar ways.

- or -

Chariff Realty Group • Brand Identity Style Guide + Marketing Process

January 2021


MAIN COLORS

09

Primary Colors Chariff Green

Chariff Gray

Chariff Dark Gray

Chariff Light Gray

C=84,M=13, Y=93, K=2 R=5, G=155, B=80 CSS= #059B50

C=47,M=39, Y=93, K=4 R=140, G=140, B=140 CSS= #8C8C8C

C=57,M=48, Y=93, K=15 R=112, G=112, B=112 CSS= #707070

C=4, M=2, Y=2, K=0 R=241, G=243, B=244 CSS= #F2F2F2

True Black PMS Black C CSS= #000000

True White PMS White C CSS= #FFFFFF

These are the colors used in all marketing outlets: black and marketing gray are used for headlines, subheaders, text content, etc. Lite gray is used as the backdrop of all the brochures where the white textboxes sit on, it should never be used for text content on a white color as it would be ilegible.

Secondary Colors Chariff Red

C=10,M=100, Y=100, K=3 R=212, G=0, B=0

Chariff Yellow C=2,M=9, Y=100, K=0 R=253, G=221, B=0

CSS= #D40000

CSS= #FDDD00

Used mainly for attention getting headers in email blasts, social media posts (listing stories, another done deal posts, signage etc.) They are NEVER used inside the marketing brochures, only in outside contexts.

Used to highlight properties on photos, or aerials (can be used in brochures, social media posts, etc. NEVER can be used on signage, unless otherwise noted by the brokers.

Chariff Realty Group • Brand Identity Style Guide + Marketing Process

January 2021


TYPOGRAPHY

10

The ONLY font we use is Avenir

Avenir Black

Headers (40 - 60pts)

Avenir Book

Text Content (10-12pts)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()<>?/{}[]|\ Depending on different factors such as: is it for Web or print? Depending on context, but should always be CAPITAL BOLD/HEAVY

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()<>?/{}[]|\

Always use bullet points ( • ) instead of dashes ( - ). It is simply more professional. Text size depends on context of brochure, etc. Could be either Avenir Book/Medium, and black or gray.

Chariff Realty Group • Brand Identity Style Guide + Marketing Process

Avenir Medium

Text Content (10-12pts) Sudheaders (18-22pts)

Avenir Light

Text Content (10-12pts) Footer Elements (8-10pts)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()<>?/{}[]|\ Depending on different factors such as: is it for Web or print? Depending on context, but should always be CAPITAL BOLD/HEAVY

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()<>?/{}[]|\

Always use bullet points ( • ) instead of dashes ( - ). It is simply more professional. Text size depends on context of brochure, etc. Could be either Avenir Book/Medium, and black or gray.

January 2021


MAIN MARKETING

11

Main Marketing The following brochure templates have all been approved by the CEOs to be used interchangeably. We understand some agents like to have a certain style of cover pages, and summary pages than others, and as a result, weâ&#x20AC;&#x2122;ve developed several templates that the designer can use with different layouts while maintaining our company brand intact and consistent. Please be advised that at any given moment, the brokers can override any decision made by the designer/agent, and they have the last say in everything.

Chariff Realty Group â&#x20AC;˘ Brand Identity Style Guide + Marketing Process

January 2021


BROCHURES

12

Brochure Templates/Layouts COVER PAGE MIAMI AREA

OVERVIEW PAGE MIAMI AREA

COMMERCIAL OR INVESTMENT OR RETAIL/OFFICE

MIAMI, FLORIDA

ADDRESS HERE

COMMERCIAL OR INVESTMENT OR RETAIL/OFFICE

MIAMI, FLORIDA

FOR LEASE

MIAMI AREA

FOR LEASE

PROPERTY OVERVIEW

ADDRESS HERE

PROPERTY OVERVIEW

ADDRESS HERE

PROPERTY OVERVIEW

INVESTMENT OPPORTUNITY

MIAMI, FLORIDA

PHOTO

FOR SALE PHOTO

ADDRESS HERE

- or PHOTO

ADDRESS HERE

- or PHOTO

ADDRESS HERE

- or PHOTO

- or -

PHOTO

PHOTO OR MAP

PHOTO

PHOTO

LAST PAGE ADDRESS HERE

These layouts are used in no specific order, they all complement the Chariff brand and aesthetic so they can be used as agent/designer wishes. The important thing is make sure the colors are used consistently throughout the composition to create a unified look that viewers/readings can familiarize us with. For PHOTOS, FLOORPLANS, and other CUSTOM PAGES, there is no exact guidelines as every property has different needs for photos, special info, surrounding areas,etc.

Chariff Realty Group â&#x20AC;¢ Brand Identity Style Guide + Marketing Process

January 2021


SOCIAL MEDIA (PART 1)

13

FOR SALE/LEASE LABELS [SOCIAL MEDIA/BROCHURES/SIGNAGE]

FOR SALE FOR SALE FOR SALE

ANOTHER DONE DEAL POSTS INSTAGRAM STORY SPECS

INSTAGRAM SQUARE POST

SIZE: 1080px by 1920px (as of 2019)

SIZE: 1080px by 1920px (as of 2019)

1080px

CSS= #D40000

1080px

These two are used for the marketing brochures/special brochures.

This one is used for social media, special signage. Until further notice

CHARIFF RED

BCKGRND GRAY CSS= #F2F2F2

1080px

1920px

DARK GRAY CSS= #707070

CHARIFF YELLOW** CSS= #FDDD00

FOR LEASE FOR LEASE FOR LEASE

**Yellow is the color most commonly used to highlight areas in photos maps, as it goes well with red, green nd black, BUT it’s not a must. if another color is chosen is fine as long as it doesn’t ruin the composition and goes well with other colors.**

These two are used for the marketing brochures/special brochures.

This one is used for social media, special signage. Until further notice

FONT STYLE FOR POSTS AVENIR BOLD LEASED/SOLD

Always big and Bold, no exact size, although the designer can measure the existing posts and templates used. Sometimes outlines, sometimes not outlined, depending on Lyle/Mauricio.

AVENIR MEDIUM ANOTHER DONE DEAL

This will always be the same and be placed in the same area, right on top of the big “LEASED/ SOLD” word. it goes inside the gray (#f2f2f2) frame with dark gray border (#707070), Until advised to change.

AVENIR BOLD/HEAVY ADDRESS CITY

The address and city go under the photo, the exact placement depends on the elements below it (suite number, building no., agent name, etc). Font point size varies but it should be big enough (maybe 18-30 points). Current look until further notice.

AVENIR MED/HEAVY TENANT/SUITE SF/NAME/OTHER

Chariff Realty Group • Brand Identity Style Guide + Marketing Process

The elements on the left can be: suite number, tenant, and agent. The elements on the right can be: actual SF, tenant name, agent name, etc.

January 2021


SOCIAL MEDIA (PART 2)

14

POSTING ON INSTAGRAM (SPECS) FOR LEASE STORY

FOR SALE STORY

SIZE: 1080px by 1920px (as of 2021)

SIZE: 1080px by 1920px (as of 2021)

1080px

1080px JUST LISTED POST (SALE)

JUST LISTED POST (LEASE)

SIZE: 1080px by 1080px (as of 2021)

SIZE: 1080px by 1080px (as of 2021)

1080px

1920px

1080px

1920px 1080px

1080px

“JUST LISTED” POSTS STYLE

FOR SALE AVENIR MEDIUM TYPE OF LISTING AVENIR BOLD/HEAVY ADDRESS CITY

FOR LEASE This is self explanatory, this goes right above the green or black label, so if FOR LEASE (office/retail/commercial/etc.) and if FOR SALE

In these posts, the address and city/area go at the top of the photo. Notice the empty space left in the header, it’s very important to leave this empty space.

Chariff Realty Group • Brand Identity Style Guide + Marketing Process

January 2021


SIGNAGE

15

Current Sizes

Horizontal

Every property is different, that is why it’s best to speak to Mauricio about signage proposals, because we want to assure to use the most optimal size that will capture the attention of the audience from close by or from afar.

Square Vertical

Examples

Chariff Realty Group • Brand Identity Style Guide + Marketing Process

ANOTHER DONE DEAL STICKERS VERY IMPORTANT!!! everytime someone leases or sells a property, we want to make sure that the agents order a red “Another Done Deal” sticker and place it on the existing signs at the property since this creates an image of success for us and it catches the attention of viewers.

January 2021


MARKETING PROCESS

16

Marketing Process

Chariff Realty Group â&#x20AC;¢ Brand Identity Style Guide + Marketing Process

January 2021


AFTER LISTINGS ARE SIGNED

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After Listings Are Signed AFTER LISTING AGREEMENT SIGNED [LYLE/MAU] Once listing agreement has been signed, one of the first things the designer should do is to gather the price/leasing rate, square footage, lot size, zoning of the property, followed by a brief from Mauricio on how the property is intended to be marketed. Depending on the property, Mauricio or Lyle will dictate whether or not a professional photographer is to be hired, and if so, the designer must arrange the best time and date for the aerial photography to be taken. If outsourcing a photographer is not needed, the designer will then have to schedule a time to go to the property and take ground level photos themselves (always coordinating with Mauricio). After the photography has been scheduled, the designer must begin research on the particular area where the listing is located, ask Mauricio for any required floorplan, rent roll, or other useful information and begin working on the marketing package. The marketing usually takes within 1 week to be completed or at least have a draft • Information changes all the time so all marketing brochures are considered works in progress until Mauricio or Lyle requests a change • Coordinate signage with Mauricio, and remind him about it since he needs to speak to landlords, etc. Once sign proposals are approved, send them to sign connections so they can send proofs until final signage is approved • Once the brochure has been approved it is then sent to all marketing websites to be uploaded (usually takes 1-3 days to be posted depending on website, crexi being the fastest) • Create social media posts and send to Lyle/Mauricio for approval before posting, then post • It is crucial to mainting social media listings updated as spaces get leased out or sold, some listings may need to be revised or removed from social media • Even after having the websites create the listings for us, it is advised to manually go into the websites and monitor each listing’s information for accuracy, photos, typos • All listing websites must be checked everyday on your downtime (if not working on any due assignment) this ensures that viewers/readers/users get accurate information and see that we care to update our listings

AFTER LISTING AGREEMENT SIGNED [AGENTS] Basically same procedure as above, agents must provide a brief on the direction they want to take with the marketing material, they take care of ordering the signage and simply copy you in the emails to oversee the signs align with our brand guidelines and colors, etc. Agents will also advise if professional photography will be needed, if not they will coordinate with you on the time and date to go shoot photos of the properties. Usually the designer will work on the copywrite or the agent may give you an exact text content to use, after that. all same procedures will be used as in the above bullet points, the goal is having the marketing material/signage ready and up as soon as possible so people can start calling and get the ball rolling.

Chariff Realty Group • Brand Identity Style Guide + Marketing Process

January 2021


EMAIL SIGNATURES (PART 1)

Name of Sofware: ESC (Email Signature Creator)

18

The settings used are as followed (you can also see them on the screenshot above): Color Theme: Text Color: Font: Size: Link Style: Spacing Name-Title: Images Quality:

Black Black Arial (closest/same family as Avenir since this plugin donâ&#x20AC;&#x2122;t have Avenir) 11pt Underline +5.0 (Bottom) Retina Quality

This software is alrady installed on the martketing iMac and ready to use. All the existing agents in the office alreayd have their email set up, both on their iphones and outlook platforms.

Chariff Realty Group â&#x20AC;˘ Brand Identity Style Guide + Marketing Process

January 2021


EMAIL SIGNATURES (PART 2)

19

Step 1: Edit Contact Info and similar fields Every agent will have their cell phone and chariff email account appear in their personalized signatures. Other elements such as: Address, Office Phone Number, Website, and Company social media remains unchanged unless otherwise noted.

Very straightforward input fields, you click on each tab and fill out ONLY the necessary information as stated above

Other layouts available but don’t worry about them

Step 2: Importating icons and logo from imgur.com This plugin REQUIRES that you import the necessary icons and logo from a third party imagehosting sever, such as Flicker or imgur (the one we used), they DO NOT support google drive, dropbox, onedrive, etc. It is what it is. go to imgur.com and login using the apple id marketing@chariff.com, it should already be saved but just in case, ask lyle to give you password and access.

YOU GOTTA USE DIRECT LINK copy and paste it in the correct field on the ESC app

Don’t worry if you see this black squares, they are NOT empty but rather, they are black PNG icons so the are transparent. you can see the example on the right thumbnail. here you can update or remove any icons as you need.

Chariff Realty Group • Brand Identity Style Guide + Marketing Process

January 2021


EMAIL SIGNATURES (PART 3)

20

Step 3: inputting the DIRECT image links into the correct field

as shown in the previous page, COPY and please DO NOT, DO NOT EVER click on “Your Server”

this app has a glitch that if you click on that section it will freeze

forever and you will have to start ehe signature from scratch. NOT something you want to experience, trust me...

and PASTE the link into the correct fields below.

Other layouts available but don’t worry about them

Step 4: copy and paste email signature into OUTLOOK, etc.

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January 2021


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