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Corporate Identity and Brand Standards Manual Last Updated 6 | 17 | 10


Century 21

Table of ContentsWhat is a Brand ?

Brand Components

The Brand Mission, Vision, Values History What we stand for The role of brand Idenity How to use this manual

The Brandmark Alignment and spacing The “C” mark “C” mark color variations Color family Typography Brandmark misuses

2 3 4 5 6

Signage Store Fronts Door Displays Store Signs Monuments Multi - Buisness Tennant signs Tennant sign inserts For sale signs A frame open house signs Car magnets

Standard Communication 8 9 10 11 12 13 14

Buisness card and letterhead Buisness Envelopes Corporate Faxes

16 17 18

Online Communications 20 21 22 23 24 25 26 27 28

Web Mobile phones

30 31

Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529


The Brand

Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529

PAGE 1


The Brand

Mission, Vision and Values

Mission Century 21is a global real estate company that is committed to being number one in customer service, sales, technology and associated professional growth in the United States as well as internationally. Quality and service. It’s what Century 21 is dedicated to. Our goal at Century 21 is to provide our clients and customers with the best service in the world.

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Vision The real estate industry of the new millennium will be driven by a “consumer service culture” and Century 21 will lead this evolutionary process. The Century 21 system, in all of its operations, will epitomize not only professional real estate knowledge, but a dedication to honesty, integrity and responsiveness to every customer whom we have the privilege of servicing. This “service culture” will be promoted, integrated and expected throughout every level of our system and no deviation from this high ideal will be accepted. Our customers deserve, and will receive, the finest service ever offered by any real estate organization.

Values The Century 21 brand values giving great proffesional council to its clients in the are of commercial, residential and Industrial real estate. The brand values its position as one of America’s most well recognized real estate agencies and will continue to use it’s vast experience in the field to help all clients find the right home.

Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529


The Brand

“We were brainstorming at lunch one day my former VP and I and I said the name had to sound like it had been around for a long time.” - Art Bartlett

History

Century 21 was founded in 1971 by Art Bartlett and Marsh Fisher, two real estate agents in Orange County, California. Here Bartlett talks about how they decided on the name: “We were brainstorming at lunch one day my former VP and I, and I said the name had to sound like it had been around for a long time. My former VP suggested 20th Century Realty. I thought it would be impossible to get the name registered. He said 21st Realty, but I didn’t like that. He then said, “How about Century 21?” I liked it, thought it sounded futuristic. I called Marsh and told him, but he thought it was too futuristic. He wanted Green Valley. Well, we finally agreed on Century 21, and we

incorporated the company. The company went public in 1977, and was bought out by Metropolitan Life Insurance in 1984. In 1995, the company became part of HFS, the precursor of Cendant, under the leadership of Robert W. Pittman, creator of MTV. Cendant spun off in 2006, and Century 21 Real Estate LLC now operates under its real estate franchise branch, Realogy. In 2009 Century 21 Real Estate LLC announced its decision to transition its television advertising to additional online advertising, including media spend in the following categories in 2009 (Century 21 real estate p2).

Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529

PAGE 3


The Brand

What we stand for

Company Attributes: • Knowledgable • Reliable • Approachbale • Modern • Experienced • Elite • Succesful • Reputable • Efficient • Personal

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Brand As a Century 21 client you’ll benefit from the gold standard of global brand recognition. The Century 21 brand is the most recalled brand in the real estate industry, with a 97% awareness among consumers. The Century 21marketing programs are an effective combination of earned media/PR,television, print, online, and outdoor advertising, bringing our brand message to millions of consumers - and to your door. Our strategic advertising placement is designed to reach the widest spectrum of homebuyers and sellers (Century21.com).

The Gold Standard The Gold standard represents: • Strong Reputation • Great Market Knowledge, • Community Involvement. Century 21 Agent represents a Comany with a reputable, strong history of longevity in the market place.

Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529


The Brand

The role of brand idenity

Brand Idenity Brand idenity is everything that you see, touch, hear or hold that brings recognition of a brand. It takes many different elements and applications and unites them into a singular cohesive system. So what role does brand idenity play for a large corporation like Century 21? The purpose of this brand Idenity system is to easily and clearly bring recognition of the Century 21 brand through all the various touch points associated with the corporation. It is to translate all their key attributes into a visual language that anyone can understand. When clients interact

with these touch points, they will be able to have a good idea of what the companys values and attributes are. The Mission Through this branding process, the newly designed Century 21 brandmark will be applied to all of the following touchpoints , taking careful aim to making sure their overall applications will lead to a succesfully unified Idenity system. This manual will cover all of these applications and will serve as a guide on how to put the Brandmark, color scheme and typography to proper use.

Key Century 21 touchpoints: • Store front signs • Multi tennant buisness signs • Door entrance graphics • Open House signs • For sale signs • Car Magnets • Corporate Stationary • Website • Mobile Applications

Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529

PAGE 5


The Brand

How to use this manual

Using the brand effectively The Century 21 brandmark should only appear on the various applications mentioned inside of this manul. It is not necsessary to display the brandmark anywhere else. Since a company’s brandmark is a reflection of the company and it’s values, It is important that it is protected and iregulated for only these preaproved uses.

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Following the Guidelines It is important to follow the guidelines in this manul exactly and to not deter from them. Following the guidelines all the way down to the smallest details will insure that Century 21 will have a cohesive, unified Idenity system that will aid them in becomeing a more recognizable brand . Failure to comply with these guidelines will result in a broken idenity system that will relflect poorly on Century 21 and become a stumbling block for its success. If you see any abuses or misuses of the Century 21 brandmark Idenity, please contact the Century 21 Corporate Communications department.

Century 21 Corporate Communications Dept.

Phone: 866. 732. 6139 Address: International HQ 1 Campus Drive Parsipanny, New Jersey 07054 (877) 221 - 2765

Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529


Brand Components

Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529

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Brand Components

Artwork The new Century 21 Brandmark is a messgae of the service the brand expects to deliver to it’s clients. It

The Brandmark

in the form of a letter “C” which is completed by the chimeny of the house.

solidifies the companie’s position as

Colors

one of the most recognizable real

Two different shades of yellow

estate brands of the 21st Century.

were utilized in order to keep with

The brandmark depicts the image

Century 21’s promise of maintaining

of a sun rising behind the roof of a

a gold standard. The cool grey

house. This represents the dawning

color was chosen to represent the

of a new day and the change that a

wisdom they have aquired through

client will experience when buying

many years.

a new home. The rising sun is also

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PMS 103 C CMYK 26 26 100 1 RGB 195 172 47 HEX C4AD2F PMS 601 C CMYK 13 17 78 0

RGB 226 199 88

HEX E2C758

PMS 103 C CMYK 0 0 0 75

RGB 99 100 102

HEX 636446

Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529


Brand Components

Artwork

Alignment and Spacing

Whenever the Century 21

Logo Properties and Limits

brandmark is to be applied to print

Always Maintain a generous

format, the file should be sent to

amount of white space around the

the printer in eps format. Jpeg

brandmark. The space surrounding

format should only be applied when

the brandmark should be equal to

viewing on screen.

the cap height of the wordmark.

Color Options The Century 21 brandmark should only be used in its original color scheme or as black on white or white on black.

Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529

PAGE 9


Brand Components

“C” Mark logo

The “C” mark

Properties

The Century “C” mark was designed

Always maintian a generous amount

to be able to stand alone as a design

of white space around the mark

of itself for only a limited number of

which will be equal to a quarter of

applications. These applications are

the height of the total mark.

restricted to the following:

The “C” mark and the official

• Buisness Cards

Century 21 brandmark are never to

• Corporate Letterheads

be used within close proximity of

• Corporate Envelopes

each other on any application.

• Software usage and icons.

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Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529


Brand Components

The “C” Mark color variations

Colors

Uses

Whenever the “C” mark is

To aquire the “C” mark icon you

being used alone on one of the

must gain approval from Century

preapproved applications (see

21’s corporate communications

opposite page) it can only be

office.

applied in one of the following color variations: • 2 tone on white • black on white • white on black • white on yellow

Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529

PAGE 11


Brand Components

Color Family

Color Family

Uses

The Century 21 brandmark was

The Century 21 brandmark in it’s

designed to be primarily used on

originally designed three toned

it’s own with it’s original three tone

color scheme will be used for,

color scheme. However, this scheme

for sale signs, multiple buisness

may not work in all instances.

tennant signs, car magnets and on all online applications. Three tone with white alternate logo type for building signage, black on white for fax documents and white on yellow for bottom right hand corner of buisness cards.

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Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529


Brand Components

Typography is a Brand ?

Calibri Regular

Georgia Regular

Calibri Italics

Georgia Italics

Calibri Bold

Georgia Bold

Calibri Bold Italics

Georgia Bold Italics

Typography As an integral part of Century 21’s Brand, The following typefaces should be used. These Typefaces were chosen to reinforce Century 21’s core values and beliefs. The Calibri font family will serve as the brands primary font family. This font should be used for any application associated with the Century 21 brand. The secondary font family, Georgia, will be used for Century 21 literature where large bodies of type are utilized.

Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529

PAGE 13


Brand Components

Brandmark Misusesa Brand ?

Do Not: • Attempt to create your own Century 21 Brand Mark • Never produce Brandmark in non approved colors • Never strecth or alter the brandmarks proportions • Never Use just part of the logo, it is an integral unit so use as a whole. • Never print on top of the brandmark • Never use as a watermark.

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Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529


Standard Communication

Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529

PAGE 15


Communication Standards

Buisness Card and LetterheadWhat is a Brand ?

3.5 in

Buisness Card

Letterhead

The “C” mark, and not the full

On all letterhead applications

Century 21 brand mark are to

the “C” mark will rest three

be used on all color corporate

quarters of an inch down

stationary. On the buisness cards,

from the top vs. a quarter of

the “C” mark must sit on the left

an inch from the top on the

side of the card about a quarter of

buisness card. It will also sit

the mak height from the left edge.

three quarters of an inch from

The Name of the employee and

the left edge and the company

their job title will rest one inch to

name and addres will sit half an

the right of the mark. All Contact

inch to the left of that. Please

information will rest in a Century 21

note that the full name of the

gold field located an inch and a half

company will be in view on

from the top.

both the buisness card and the

.25 in .88 in

John Doe realtor 2 in

1.5 in

1 in

.25 in

2008 We s t Hesperides, T ampa Fl. 333614 T 813 .494.4529 F 813.494.5566 E Jdoe@Century21.com

.5in

8.5 in

.75 in 1.6 in

2 in

Century 21 LLC

.75 in

.5 in

4505 W. Burke Suite B Tampa Fl.

letterhead.

PAGE 16

Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529


Communication Standards

Buisness Envelopeshat is a Brand ?

Envelopes Just like the corporate buisness cards and letterheads, the Century

.14 in

21 “C” mark is to be used in the

.5 in

top left hand corner of all buisness

Century 21 LLC

envelopes, half an inch from the left and half an inch from the top.

.5 in

.25 in

1.15 in

4505 W. Burke Suite B Tampa Fl.

The company name and address will rest a quarter of an inch to the left of the “C” mark. The only other element left on the envelope is a gold bar which runs butting up against the top edge of the envelope.

Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529

PAGE 17


Communication Standards

Corporate FaxesWhat is a Brand ?

Faxes

The Mark

Century 21 fax forms serve an

One very noticable difference

important part of the companies

between the mark on this page and

communication stationary. On

the marks on the other stationary is

these forms there are to be no

that the fax documents utilize the full

color elements. These forms

Century 21 brandmark as opposed to

will strictly serve as a means of

the “C” mark. This reason is because

Date:

From:

communications are a very transient

nowhere else on this document is the

To:

Phone:

in their lifespan. It is not worth it

Century 21 name displayed. The “C”

Company:

Fax:

to have color on a document that

mark is used on the other documents

will serve a one time use, then be

because placing the full brandmark

Phone:

pages to follow this sheet:

discarded.

next to the typed“Century 21” name and address would make the

Corporate Communications

Fax: Subject:

document too redundant.

PAGE 18

Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529


Signage

Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529

PAGE 19


Signage

Store Frontshat is a Brand ?

Store Front

Color Variations

The following is an example of what

The Color variations that can be

a Century 21 store front should look

used on Century 21 store fronts are

like. Although Century 21 offices

limited to the following:

will come in many shapes and sizes,

• Original three tone on white

the following must always apply

• Two tone on cool grey

when setting a Century 21 sign on a

• white on yellow

building. There must always be an

• black on white

appropriate amount of white space around the brandmark. The amount of white space needed is the cap height of the logo type.

PAGE 20

Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529


Signage

Door Displays Brand ?

Door Display

Double doors

The original Century 21 brandmark

Whenever a Century 21 office

should be displayed on company

has a double door entrance, the

doors instead of the “C” mark which Century 21 brandmark should be doesn’t include the Century 21

overlapping where the two doors

name. However the brandmark will

meet, one x from the top of the

never appear in its original color

frame and a minimum of one x

scheme. Instead it will appear in

surrounding it.

either all black or all white. The

Single Doors

brandmark should always have

Single doors should have the brand

the right amount of white space

mark centered on the door, and

surrounding it which is equal to the

4x from the top of the door frame.

cap height of the type.

There should be a minimum spacing one one x surrounding the mark.

Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529

PAGE 21


Signage

Store Signsat is a Brand ?

Store Signs

Color Variations

There will be many times when

Century 21 signs will be permited

Century 21 offices will have thier

to have different color variations.

own store sign to display the new

These include:

brandmark rather than fight for

• Original three tone on white

visual space with other companies

• Two tone on cool grey

on a multi- buisness tennant sign.

• white on yellow

When this is the case, the preffered

• black on white

treatment for the sign is illustrated

Please also insure that the

in the example to the right, with the

brandmark has the proper amount

primary Century 21 three tone color

of white space surrounding it which

scheme on a white background.

is one x from the top and two x on the sides.

PAGE 22

Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529


Signage

Monumentsis a Brand ?

Monuments

Color Variations

In many cases, the larger corporate

• Original three tone on white

offices of Century 21 may have a

• Two tone on cool grey

monument on their grouds proudly

• white on yellow

displaying the Century 21 name. In

• black on white

such cases the preffered monument treatment is to have the original Century 21 brandmark in the original three tone color scheme displayed. Please be aware in this instance to have the width of the brandmark be equal to seven times the cap height of the type, and one x amount of surrounding space.

Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529

PAGE 23


Signage

Multi-Buisness Tennant SignsWhat is a Brand ?

Tennant Signs

Panel Sizes

In a majority of the cases, Century

Regardless of the size of the panels

21 will not have it’s own isolated

available in the tennant board, the

property sign and will have to share

spaceing requirements will hold

sign space with other buisnesses on

true. No matter the width or the

a multi - tennant buisness board.

height there shoud always be one x

While competeing for visual space

amount of spacing from the top and

on a tennant board is not an ideal

the bottom of the panel. This will

situation to be in, rules for spacing

also then determine the actual size

and alignment still apply. There will

of the brandmark as well.

still be a requirment of two and a half x spacing on the sides and one x from the top of the panel.

PAGE 24

Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529


Signage

Tennant Panel Insertss a Brand ?

Color Variations

Color Variations

When dealing with a majority of

• Original three tone on white

the signage utilized within the

• Two tone on cool grey

Century 21 brand idenity system,

• white on yellow

these four color schemes will

• black on white

be the options to choose from

Signage

by the owners of that particular

• Store front signs

Century 21 franchise. No other

• Store signs

color combination is ever to be

• Monument signs

used on any type of signage. For

• Muti - buisenss tennant signs

further assistance on which of the four pre-approved to use, please contact the Century 21 Corporate communications office.

Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529

PAGE 25


Signage

For Sale SignsWhat is a Brand ?

For Sale Signs

Alignment

The for sale sign, is one of the most

The originally designed three tone

prominent ways that the Century

Century 21 brandmark is to be

21 brandmark is displayed within

displayed on a white field with one

society. They are always to look

x amount of space surrounding it.

exactly the same. That only things

The “T� post for the sign is always

that will differ are the phone

to be painted Century 21 gold.

number of the franchise that placed

There are no color variations on the

the signs, and the slogan of that

posts either.

Agents of Change

particular franchise. There are no color variations them.

PAGE 26

Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529


Signage

A - frame open house sign is a Brand ?

Open House

Artwork

Whenever a property within

Like the for sale signs, there are no

Century 21’s homes listing is

color variations for the open house

being listed as “open”, an open

signs. There should always be one

house sign should be displayed

x amount of space on the sides and

either on the house property or

two x amount of space from the top

somewhere near the property.

of the sign. See the example to the

The sign should bear the original

left for more dimensional rules.

three tone brandmark on a white field, along with a gold arrow on a cool grey field indicating the direction where the house is, and the words “Open House” in Calibri bold title case font.

Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529

PAGE 27


Signage

Car Magnets

Magnets

Alignment

Century 21 Car magnets are

There should always be a one x

not required for all Century 21

amount of space from the top of

employees to use, but the ones

the magnet and from the sides as

that do want one will have to

well. The gold bar at the bottom

adhere to these guidelines when

which holds the contact information

displaying the brand on a car

should be one and a half x in

magent. The magnet should simply

heighth and be seven x down from

have the original Century 21 three

the top of the magnet.

tone brandmark on it along with a contact number for the franchise that employee works for.

PAGE 28

Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529


Online Communication

Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529

PAGE 29


Online Communication

Web

Web

Layout

In this new age of online media,

The grid structure for Century 21’s

Century 21’s website will proudly

website is very simple and makes it

display it’s brand to the world and

easy for the consumer to navigate

help consumers connect with the

the site. It is composed of a Header,

brand from the comfort of their

two navigation bars and the main

own homes. The new website

body. The Century 21 brandmark

will prominently feature the new

and a supporting graphic will sit in

Century 21 brandmark in the upper

the header while all information

left hand corner, and the website

pertaining to the page the user is

as a whole will help consumers

on, will sit in the main body.

research and familiarize themselves with the brand before making a trip to their local office.

PAGE 30

Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529


Online Communication

Mobile Phones

Mobile

Apps

Mobile phones are being used

The Century 21 application will

more and more today to help

currently only be available for

Corporations expand their brand

apple’s iphone. To the right is an

presence to more consumers. For

example of what the app icon will

Century 21 this will be no different.

look like. It is the “C” mark on a

The Century 21 mobile application

yellow field which should allow for

will allow users to search for house

it to be easily distinguishable on a

listings within their area, chart them

crowded iphone screen.

on a map, and view pictures and virtual tours of them.

Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529

PAGE 31


Century 21

ReferencesWhat is a Brand ?

Online Century 21.com March 5th, 2010 Century 21 May 31, 2010 http://www.century21.com Century 21 Real Estate. May 21, 2010.wikipedia.May 30, 2010. http://en.wikipedia.org/wiki/Century_21_Real_Estate Mission Statement. June 5th, 2010. Century 21 Schilare realty. May 30, 2010. http://www.century21rutherford.com/

Print Wheeler, Alina. Designing Brand Idenity. Canada : John Wiky and Sons. 2009

Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529


Century 21 Incorporated 2010 | For any more questions regardung Century 21 rebranding please contact the Corporate Communicatiosnn Department at 813 - 494 - 4529


Corporate Brand Idenity