BRAND GUIDELINES
BRAND GUIDELINES
WELCOME
Our brand style is designed to communicate to the world k) ke aEe N kaQ !ae I VI d e Ee "Q N a"d Q) aBBea Q) the clients who are most likely to love working with us. Beyond just the logos and the colors, our brand includes )VE IQqe N )VE QqB)gEaBqN )VE jIVa e !e"QI N a"d )VE !age Eq M We je c Ee aQe d QI gVd e Q) e B )VE age"QI N )VE Qe a! N a"d )VE BaEQ"e EI Q) eaIq aBBq )VE bEa"d standards so that we can convey a strong and consistent message to the communities we serve.
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BRAND GUIDELINES
TABLE OF CONTENTS
SECTION O1
LOGOS & MARKS
SECTION O5
ELEMENTS & GRAPHICS
SECTION O2
TYPOGRAPHY
SECTION O6
OUR VOICE
SECTION O3
COLOR SYSTEM
SECTION O7
ASSETS & TEMPLATES
SECTION O4
PHOTOGRAPHY & STOCK
SECTION O8
FINAL NOTES
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BRAND GUIDELINES
STAY AWESOME
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BRAND GUIDELINES
01
LOGOS / MARKS OUR MARKS AND HOW TO USE THEM
Our logo has a nod to the old fashioned southern tradition of the business we’re in and the !aEe QI ke Ie Eje N kQ Qe b )d !)d e E"Qq )f )VE V"HVe aBBE)ac M IQ IBe aI Q) Qe facQ QaQ ") !aQQe E )k faE ke d Eje "")jaQ)" N ke k "e je E Iac ES c e )VE jaVe I )E "Qe gEQqM
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BRAND GUIDELINES
VARIANTS OUR NAME IN WRITING
PRIMARY STACKED LOGO
ART
PRIMARY VERTICAL LOGO
PRIMARY HYBRID LOGO
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BRAND GUIDELINES
USE CASES HOW TO USE THE LOGO
LET IT BREATHE
OTHER PLACEMENTS
LAYERING
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LOGO DON’TS ERROR TO AVOID IN USING THE LOGO
Don’t squish it, or squash it.
Don’t turn or rotate it.
Don’t rearrange it or its parts.
Don’t use off-brand colors.
Don’t add drop shadows.
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BRAND GUIDELINES
02
TYPOGRAPHY TYPOGRAPHY SECTION
OVE QqB)gEaBq IQqe I aEe a" !B)EQa"Q e !e "Q )f )VE b Ea"d a"d I)Vd b e c )"IIQe"Q in all of the branded materials and content that we use, whether it is client, agent, or c )!!V"Qq fac "g M We VIe a c )!b "aQ)" )f a Ie Ef f)"Q N P aqfaE DIBaq N a"d a Ia"I IeEf f)"Q N P)BB"I N Q) Ee e c Q a" "Qe ge "Q aBBE)ac Q) a" )d "d VIQEq aI ke aI a !)deE" a"d b )d IQqe M e kaqI QaQ ke VIe Qe QqB)gEaBq N I VIQ aI !B)EQa"Q M B )d e ad "e I N c ea" IVb e ad IN a"d Qac b )d q Qe pQ a c )!b "e Q) c )!!V"c aQe )VE b Ea"d Be EI)"aQq a"d Q) IVBB)EQ )VE j)c e M
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BRAND GUIDELINES
BRANDED FONTS P
a q f a E D I B a q I Q a c A B C D E F G H I J K L M N O P a b c d e f g ! " ) B H E I Q V j k p q y 01234567891!%&
Aa
Playfair Display Regular ABCDEFGHIJKLMNOP abcdefghijklmnopqrstuvwxyz 01234567891!%& POPPINS BOLD ABCDEFGHIJKLMNOP ABCDEFGHIJKLMNOPQRSTUVWXYZ 01234567891!%& Poppins Regualr ABCDEFGHIJKLMNOP abcdefghijklmnopqrstuvwxyz 01234567891!%& 11
BRAND GUIDELINES
HEADLINE: POPPINS BOLD UPPERCASE VA 50
PaqfaEDIBaqIQacSe"Qe"ceCaIe SUBHEAD OR ACCENT TEXT POPPINS UPPERCASE VA 25 B )d q Qe pQ P aqfaE DIBaq IQac N MD "e IBac "g Me !B)E) T "Ie HVaQ c )!"!a ad HVae e EV! aEQ HV) !ap!e Q )BQaQVI c e" e"Q j)) ! VBQIQ N e aQ)"Ie HV) e IIVI IVI ab !)VBQaI e pBe d c a j))E aQ"Q) "Ie HVIQ fVga M Ne HVIQ) d e a Be e IQ N e Q j)aQ"V! fVgaM EQ e Q N HVe "aQe c Qe !B)E I"je "d BI Ee EE) Q) d VI I Ia"Q ! a! VVBQa Qe!B)EEV! HVa"d ae BVd a c )!" c !e Q e Q je e c aQVE N j))Ea! VQaQVE N Ia! aVQe Q e Q BE) )d I e Ic a! N "aQVE Ee d )) Q) d )VBQI ad !) beE) bla aut audae veni ab iusdae sus.
Alternate body text Playfair Display Italic, 1.5 line spacing. Temporio nsequati comnima ad quae erum arit quo maximet optatus cienihillent volo mil illuptist, eationsequo essus sus ab imoluptas expedicia volor atintio nsequist fuga.
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BRAND GUIDELINES
PRIMARY FONTS
PLAYFAIR DISPLAY ITALIC
POPPINS
Aa
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BRAND GUIDELINES
03
COLOR SYSTEM OUR BRAND COLORS
OVE b Ea"d c ))EI Ee BEe Ie "Q )VE d e B I)VQe E" E))QI N )VE b Eaje aBBE)ac N a"d )VE de caQ)" Q) Qe ab I)VQe ge IQ e je )f Ie Ejc e M e q aEe d e Ig"e d Q) e !b )d q )VE jaVe I a"d )VE e HVa d Eje I f)E "")jaQ)" a"d e pBEe II)" M OVE )b Id a" gEe e " I I)d N QEVIQk)EQqN and an ever-so-slightly unconventional shift from the black that many other brands use. S V!!e E S q I fEe I a"d VBb e aQ N I)k"g )VE c Ee aQje c I M P VEe kQe kQ a!Be c e aE IBac e Ee e c QI )VE !)d e E"Qq a"d c )"je qI )VE e Qc I M MIQ GEe q b E"gI b aa"c e a"d aE!)"q aI ke aI Ee e c QI Qe QEVIQ QaQ )VE c e "QI Bac e " VI M
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BRAND GUIDELINES
DOMINANT COLORS
OBSIDIAN Rich dark gre n, nearly black
PURE WHITE Light, clean, and modern.
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BRAND GUIDELINES
THE COLOR SYSTEM
OBSIDIAN HEX 082E38 RGB 8 46 56 CMYK 92 67 56 58 SUMMER BLUE HEX 21B5E0 RGB 33 181 224 CMYK 69 7 5 0 MIST GREY HEX B2B2B2 RGB 178 178 178 CMYK 31 24 25 0
100
80
60
40
20
100
80
60
40
20
100
80
60
40
20
PURE WHITE HEX FFFFFF RGB 255 255 255 CMYK 0 0 0 0
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BRAND GUIDELINES
COLOR USAGE Examples of appropriate color usage are below. oY u’ll see that either white on obsidian or obsidian on white are )VE g) Q) BaE"gIM MIQ gEe q aQ c a" aI) b e VIe d kQ )b Id a" M I aBBe I Q) a b Ea"d e d !aQe EaI N ke Qe E )""e N " BE"Q N )" I)c a N )E )Qe E VIe IM I" c aIe I IVc aI BE"Q ad je EQI"g ke Ee c ))E I ")Q ajaab e N b ac a"d kQe I aBBE)je d M
WHITE ON OBSIDIAN
OBSIDIAN ON WHITE
OBSIDIAN 20% GREY
U ! aV d e I QE a E d Q c ) " ) c VQ L M Em auctusul
U ! a Vd e I QE a E d Q c ) " ) c VQ L M Em auctusul
U ! a Vd e I QE a E d Q c ) " ) c VQ L M Em auctusul
PRIMARY
PRIMARY
OPTIONAL
WHITE ON SUMMER SKY
SUMMER SKY OBSIDIAN
SUMMER SKY MIST GREY
U ! aV d e I QE a E d Q c ) " ) c VQ L M Em auctusul
U ! a Vd e I QE a E d Q c ) " ) c VQ L M Em auctusul
U ! a Vd e I QE a E d Q c ) " ) c VQ L M Em auctusul
Sum er sky and mist grey are for use in ac ents, but ons, graphics, div ers, and other secondary use . They should nev r be used in place of the prima y brand col rs.
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BRAND GUIDELINES
PHOTOGRAPHY & STOCK IMAGE SECTION
We aEe a Ee a e IQaQe b Ea"d QaQ )e EI a c e "Q e pBe Ee "c e QaQ I V" e a"qQ"g QaQ Be )Be c a" e pBe Ee "c e kQ )VE c )!Be QQ)EI M R e !e !b e E QaQ Qe )!e I QaQ ke e B )VE c e "QI Q) BVEc aIe aEe c )"Qa"e EI )f Qe fe IQqe Qe q aIBEe Q) je M We VIe "Qe E)E B)Q)I keEejeE B)IIb e Q) e B Qe ! Q) e "jI)" QaQ fe N ac E)II IQqe I N b Vd ge QI a"d )!e QqBe I M OVE B)Q)I a"d IQ)c !age IQqe I c EafQe d Q) BV )VE b Ea"d fe e Q)ge Qe E Q) Ee e c Q a b e IB)e b VQ aBBE)ac ab e fe e QaQ Ee e c QI )k V"HVe ke aEe M Y)V S "d a c VEaQe d Ia!Be c )e c Q)" )f E)qaQq fEe e IQ)c f)E I)c a a"d )Qe E VIe I )" U "IBaI M C c Qe b VQQ)" b e )k Q) S "d Q M
STOCK COLLECTION 18
e B)Q)gEaBc IQqe )f )VE bEa"d I)kI a" aBBEec aQ)" )f IQqe EegaEd eII )f ge"EeM IQ deBcQI a Ea"ge fE)! g e"d Q) acceIIb q BEcedN fE)! c)"Qe!B)EaEq Q) QEad Q)"a M e c)!!)" QEead I QaQ )VE !ageI aEe a" epBEeII)" )f )VE cVIQ)!eE I aBBEec aQ)" f)E aEQfV"eII N c)!f)EQ N and beautiful design.
BRAND GUIDELINES
PHOTOGRAPHY & STOCK A WELCOMING STYLE WITH DESIGN APPEAL
HEADSHOTS
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LOOKBOOK LIFESTYLE IMAGES
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BRAND GUIDELINES
ELEMENTS & GRAPHICS ELEMENTS
OVE gEaBc IQqe I c EIB N aEQfV N a"d !)d e E" M OVE c e a" "e I a"d b aa"c e d Iq!!e QEq Ee e c Q )VE d Ic B"e d a"d e c e "Q aBBE)ac Q) Qe k)E QaQ ke d ) M We " " d )Vb Q N VIe )VE I)c a !e d a Qe !BaQe I aI a IQaEQ"g B)"Q f)E "IBEaQ)" M
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BRAND GUIDELINES
ELEMENTS & STYLING HOW TO REPLICATE THE BRAND LOOK
Our brand look is clean with a blend of modern and traditional styling elements.
CALL TO ACTION
S HVaEe I a"d Ee c Qa"ge I kQ IaEB N ")Q rounded, corners, circles can be used very IBaE"gq " "f)gEaB c IQqe e e !e "QI sIe e e pa!Be N EgQ t M
I!age fEa!e I aEe Ie Q internally with light line weights. Objects or images inside of frames have “breathing room”
CALL TO ACTION Call to actions and buttons are solid obsidian or white kQ Ee je EIe Qe pQ " P )BB"I M Buttons can be either solid or stroke outlined.
L"e I a"d fEa!e I aEe I"ge a"d gQ kQ squared corners.
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ICONS & GRAPHICS ICONS
OVERLAYS
TEXT OVERLAY
CHARTS & CUSTOM GRAPHICS
AVERAGE DEALS PER AGENT 20 18 16 14 12 10 8 6 4 2 Exit
EXP
803
United
ERA
Jpar
Home Ad
KW
Fanthom
CBU
Next Home
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BHG
The ART of RE
0
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BRAND GUIDELINES
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OUR VOICE COMMUNICATION STYLE
e Ia!e kaq QaQ ke c a" Ee c )g"ye fEe "d I b q Qe I)V"d )f Qe E j)c e a"d Qe kaq QaQ ke IBe a N )VE b Ea"d Be EI)"aQq aI) aI a V"HVe c )!!V"c aQ)" IQqe M OVE Q)"e )f j)ce I"Q VIQ kaQ ke Iaq N b VQ aI) )k ke Iaq Q M IQI Qe k)Ed I QaQ ke VIe N Qe Q)"e N Qe EqQ! N a"d Qe QQ M OVE j)c e I aBBE)ac ab e N I!Be N a"d c e aE M We )k" )VE e pBe EQIe a"d ke Ee "e je E afEad Q) Qae a B)IQ)" QaQ ke b e je " N b VQ ke "e je E Qa d )k" Q) Be )Be M We Ee I!aEQ b VQ "e je E VBBQq N b )d b VQ ke "e je E f)Ege Q )VE !a""e EI N a"d ke Ee aBBq " Qe k)E QaQ we do.
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BRAND GUIDELINES
TONE & STYLE
VOLUME
WHISPER
SOFT
CASUAL
LOUD
IN YOUR FACE
ENERGY
CHILL
EASY
SWITCHED ON
EFFERVESCENT
MANIC
SOCIAL
1 ON 1
THE IN CLUB
COLLEAGUE
COMMUNITY
UNIVERSAL
ATTITUDE
SAFE
CONFORMIST
POLITE
PROVOCATIVE
CHALLENGING
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BRAND GUIDELINES
ASSETS & TEMPLATES BRANDED MATERIALS
L)g) S e IN b VI"e II c aEd I N Ig"I N e !a Ig"aQVEe I N a"d b Ea"d aIIe QI c a" b e f)V"d " Qe IaEe d g))ge d Eje f)d e E M B Ea"d e d aq)VQI a"d Qe !BaQe I f)E I)c a !e d a N BE)Be EQq b E)c VEe IN a"d )Qe EI aEe aI) " d Eje N kQ "I Q) q)VE c VIQ)! C a"ja Qe !BaQe I " a d )c V!e "Q Q) !ae Qe ! e aIq Q) S "d M IQI !B)EQa"Q f)E a b Ea"d aIIe Q a"d Qe !BaQe S eI QaQ q)V d )k")ad a"d Iaje c )Be I I)!e ke Ee Iafe f)E b ac VB BVEB)Ie I M IQI aI) a g))d d e a Q) Iaje c )Be I )f c a"ja Qe !BaQe I Q) q)VE )k" ac c )V"Q M
BRAND DRIVE 24
FILES & TEMPLATES Social media post, stories, and header templates in Canva Property brochures for home listings in Canva Recruiting print PDF and presentation files (slides & PDF) Business Cards, Yard Signs, and Rider files (Illustrator & EPS) Email Signatures (doc file, add to gmail) Logo files (multiple formats & layouts)
BRAND GUIDELINES
08 FINAL NOTE SUMMARY
I gVd e I "Qe "d e d Q) b e a IVBB)EQje Q)) EaQe E Qa" a Ee IQEc Qje )"e M UIe q)VE c Ee aQjQq "ge "VQq Q) )"e q)VE IQqe M If q)V Ee e je E " d )Vb Q N Ee fe E b ac Q) QI gVde )E feel free to connect with me at stacystateham@gmail.com. As your business evolves, a brand !aq "e e d Q) b e VBd aQe d M I ! e Ee Q) gVd e N Q) e B c Ee aQe ad d Q)"a aIIe QI )E d e Ig"I N )E Q) answer questions you may have as your brokerage grows.
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BRANDING & DESIGN BY STACY STATEHAM w .stacy teham.co stacy teham@g il.com
LINK TO FILES
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2022