For questions, please contact corporate@vicprop.com.au
Typical business hours are 9AM-5:30PM AEDT.
Non-urgent requests will receive responses within 24 hours.
1 WHO WE ARE 2 OUR BRAND
Chapter One introduces the concept of branding, as well as providing a brief history of VICPROP as seen through the prism of brand.
Chapter Two establishes the brand foundation, which explores what a brand is, where VICPROP has been, our position, voice, attributes and design.
3 VISUAL EXPRESSION
Chapter Three talks about the visual expression of the brand, including colour, space and sizing, and other ways in which the brand is seen.
4 EXECUTION
Chapter Four establishes rules for execution across all corporate communications, from brochures, advertising, and signage, to digital applications including social media.
5 IMAGERY
Chapter Five includes the guidelines around imagery for property, lifestyle and headshots.
Who we are describes the fundamental philosophy of VICPROP and the core purpose that underpins our brand.
Our brand embodies the essence of who we are. It is the narrative that defines how we are perceived, and every interaction that clients have with our brand helps shape it.
This Brand Guide serves as the blueprint for the way our brand is presented across all touchpoints. By outlining the rules and standards in which the brand is presented, we can maintain consistency and control, which enables us to deliver a positive brand experience.
Adhering to these guidelines will ensure that every interaction with our brand is a reflection of our core values, vision, and identity.
Our goal is to continue to enhance perception of VICPROP through impactful and consistent brand experiences.
VICPROP’s vision and mission are the driving forces behind our brand and everything we do.
By empowering our team to consistently deliver exceptional outcomes for our clients, they forge strong connections which amplify our brand’s impact.
We understand that our brand extends far beyond our visual identity - it encompasses the entirety of every experience, interaction, and perception, shaping the VICPROP narrative and resonating with our audiences.
We
leverage innovative sales and marketing strategies to create a new approach to property while delivering a first-class level of service.
VICPROP aspires to set a new standard for real estate services.
Guided by a visionary leadership team, delivering a premium level of service is at the core of everything we do.
Creating an environment which fosters strong relationships between our team and our clients is the cornerstone of our success and our ongoing vision for the future.
VICPROP has established itself as an industry-leading real estate business.
The vision of VICPROP is to create the best place for real estate online and offline, directed by the shared values we represent as an organisation and as individuals.
Established in 2013, VICPROP’s collective experience, strategic approach and exclusive access to global purchaser networks positions us an industry-leading real estate business, driven by an unwavering commitment to excellence.
VICPROP offers specialist property services across residential sales, leasing, property management, and project sales and marketing.
VICPROP is committed to setting a new standard for real estate services.
Guided by a visionary leadership team, delivering a premium level of service is at the core of everything we do. We value relationships and endeavour to become the go-to property advisor for all our clients.
Our team is diverse, hailing from fields such as education, trade and customer service, with many team members speaking both English and Mandarin fluently. Creating an environment which fosters strong relationships between our team and clients is the cornerstone of our success and ongoing vision for the future.
VISUAL EXPRESSION
3.0 Brandmark
3.1 Brandmark Style and Usage
3.2 Brandmark Incorrect Usage
3.3 Colour Palette
3.4 Typography
3.5 Supportive Visual Equities
3.6 Iconography
Visual expression addresses the graphic vocabulary of the VICPROP brand, including colour, and the various ways our brand is seen.
The VICPROP brandmark extends the brand and reflects the character and promise of our organisation. It supports our attributes and communicates the importance of who we are. VICPROP reference this as ‘Very Important Clients’ Properties’ as well.
Victoria Properties
Please do not alter, modify or recreate the logo in any situation.
Adhering to the guidelines is crucial to helping us execute consistently and build an enduring asset.
PRIMARY BRANDMARK USAGE
The preferred version of the VICPROP brandmark is a white logo on a black background.
The VICPROP brandmark with a black logo on a white background may be used in appropriate applications.
The integrity of the VICPROP brandmark must be maintained at all times.
Do not stretch, tighten, or otherwise morph or manipulate the logo.
Any modification to the brandmark confuses its meaning and diminishes its impact.
*Unless approvals are provided by VICPROP Coporate.
Do not rearrange the elements of our brandmark.
Do not add text. No other text should be displayed next to the brandmark. Do not mix and match parts of our brandmark.
Do not skew, distort or alter our brandmark in any way. Do not change the colour of our brandmark.
VIC PROP
Do not place our brandmark on a busy background or a background with insufficient contrast. Do not change the type of our brandmark.
Do not add effects to our brandmark.
Do not put a white brandmark on colours that are not in the VICPROP colour palette.*
PRIMARY COLOURS
Colour is a powerful means of visual identification. Consistent and correct use of our brand colours will build visibility and recognition for the VICPROP brand and its personality.
These two colour combinations should be used as the primary colours and appear on all collateral and marketing pieces for VICPROP, therefore the colour should never be altered to different shades of black or white.
Note: In general, the formulas for our colours are in place so that they reproduce as the same visible colour, respective to their printed or digital environments.
SECONDARY COLOURS
These three colours should be used as the secondary colours and only appear on approved collateral and marketing pieces from VICPROP Corporate. The colours should never be altered.
Note: In general, the formulas for our colours are in place so that they reproduce as the same visible colour, respective to their printed or digital environments.
Typography plays an important role in establishing and communicating the VICPROP voice, look and feel.
Typography is an integral component in our visual toolkit. What we say is delivered by the font families we have chosen, keeping our message as consistent as it is informative.
It is important to not substitute any other typeface for these approved VICPROP equity elements.
Touche is a geometric sans by Indian Type Foundry, built with a special touch. It is not made up of the standard geometric forms found in many other typefaces of that genre.
Currently, VICPROP holds the license to Touche Semibold and Light, to purchase an additional license, please visit the link: myfonts.com/fonts/indian-typefoundry/touche/
The typography has been carefully selected and considered. The typography specified here should be used and appear on all collateral and marketing pieces for VICPROP.
If a system font is required, Helvetica is used in place of Touche.
Helvetica is one of the most famous and popular typefaces in the world. It lends an air of lucid efficiency to any typographic message with its clean, nononsense shapes. The original typeface was called Neue Haas Grotesk, and was designed in 1957 by Max Miedinger for the Haas’sche Schriftgiesserei (Haas Type Foundry) in Switzerland.
To purchase an additional license, please visit the link: myfonts.com/collections/helvetica-font-linotype
The typography has been carefully selected and considered. The typography specified here should be used and appear on all collateral and marketing pieces for VICPROP when Touche cannot be used.
If a Google font is required, Poppins is used in place of Helvetica.
GOOGLE FONT
Geometric sans serif typefaces have been a popular design tool ever since these actors took to the world’s stage. Poppins is one of the new comers to this long tradition. With support for the Devanagari and Latin writing systems, it is an internationalist take on the genre.
To download Poppins, please visit the link: fonts.google.com/specimen/Poppins fonts.adobe.com/fonts/poppins
The typography has been carefully selected and considered. The typography specified here should be used and appear on all collateral and marketing pieces for VICPROP when Touche or Helvetica cannot be used.
The VICPROP brand is unique through its distinct use of the brand logo with supportive visual equities. These equities include high-quality imagery and content that showcases VICPROP properties and services, providing insight into the real estate market and the VICPROP approach.
The VICPROP logo should sit on the bottom left-hand side of static digital content, centred for video content if the exisiting text is centred (left-hand for all other instances) and locked to its set location on signboard templates.
Iconography is the icons created to bring clarity to and draw attention to specific messaging and navigation. All icons provided by VICPROP Corporate align with a clear brand design, making our content easily scannable and providing simplicity over detail.
When working with icons we want to use a minimal color palette that consists of only our primary colors. Icons should be flat with little to no depth and include simple identifiable shapes that represent our services.
Icons are used on social media and promotional material to highlight and draw attention to key elements about our services or a property. They can also be used to complete a layout that has photograph, desciptive text and a call to action (contact details).
EXECUTION
4.0 Templates & Proposals
4.1 Partner Content
For all collateral, utilise the provided VICPROP templates within RealHub and Engage Digital platforms.
Brochure
Signboard
Social Media
For social media execution credit the photographers, the locations, ie. @ makercoffeemelbourne etc., architects, interior designers and landscape if applicable.
Social Media Guidelines:
Refer to social media guidelines for more accurate details.
Contact corporate if you’re unable to locate the social media guideline document.
The use of eDMs allows VICPROP to share longer form content on stock, projects and property insights.
eDMs are sent through Mailchimp using existing templates.
Overlap
Letterhead:
The following is an example of how the brand is communicated across a Word document.
We
5.
To note:
1. Don’t amend tne VICPROP logo
2. Use black backgrounds with the white logo
3. Don’t place image in circles
4. Don’t keep the VICPROP logo at the bottom of each image - keep to header or footer for collateral
5. Use rectangle imagery for property and square for headshots
6. Use EPS versions of QR codes and logos
7. Use trackable QR code for campaign tracking
All partner content should be reviewed and approved by VICPROP Corporate.
Any partnership proposals should also be filtered through VICPROP Corporate.
The VICPROP brandmark must align to the style and usage stipulated in 3.1 Brandmark Style and Usage.
IMAGERY
5.0 Property Photography
5.1 Lifestyle Photography
5.2 Headshots & Portraits
PROPERTY IMAGERY
The imagery we use is not solely for advertising and buidling profiles. We use imagery to build an emotional connection, so that clients see themselves owning, selling or leasing property with VICPROP. This is an important factor in the relationship between the VICPROP brand and our consumers.
We hope to encapsulate a sense of community and inform clients on their property journey. VICPRop photography should not use harsh filters, instead keeping to natural tones.
Blue skies and full property in view
Use renders if completed photography isn’t available
Minimise decor and people
LIFESTYLE IMAGERY
Connectivity and proximity to transport
i.e. trains, motorways, buses
Amenities i.e. cafes, restaurants, shopping centres
Leisure i.e. parks, sporting clubs or associations
Property photography is used for more than just advertising properties for sale or lease. We use it to build a connection, so that clients can see themselves owning, selling or leasing their own property with VICPROP.
This is why it’s important to adhere to these guidelines for all property photography, allowing each space to be showcased in the best possible way, and creating a consistent photography style which forms part of our visual language.
As a crucial point of introduction to our team members, corporate team photos set the standard for professionalism.
The images that we use to introduce our team are not merely for advertising and profiles. Our consumers build an emotional connection with the images we use, and the right headshot is an important factor in building the relationship between brand and consumer.
For corporate photography, the overall feel of the imagery is corporate, clean, and professional, with a plain background.
Only professional headshots are to be used for listed and account profile images.
INCORRECT ANGLES
Minimise head tilting. Clothing should be corporate and professional
CORRECT ANGLE
Note: angled and front on portrait images are permitted.
Minimise full-teeth smile
Minimise background noise
When using portraits in printed collateral, a square or rectangle frame is required.
Circles are permitted for platforms where the profile image format is default i.e. Instagram, Facebook.
INCORRECT USE
CORRECT USE
Note: contact corporate if you are unsure on how to use a portrait
To ensure that our corporate photography reflects our professionalism, all team members are required to follow these guidelines.
VICPROP enjoys a strong reputation within the community and as such, the company’s image should be reflected as professional at all times. Staff members are required to dress in Corporate Business attire for all corporate photography for VICPROP marketing purposes.
Attire:
Men should wear a dark suit with the jacket buttoned, white shirt and should have a cleanshaven face. Ladies should wear a dark suit or dress with a blazer jacket and have hair in a neat and tidy fashion.
No bright colours, brand logos or bold patterns permitted.
Appearance:
• Hair should be neatly groomed
• No bright makeup
• Tattoos should be hidden
• Any visible body piercings (other than earrings) must be removed
