The most flexible brand in Real Estate
ERA Live Moore brings a vision and set of values that differentiate us in today's market. It brings us purpose and fulfillment to say we are proud to Empower Dreams Through Real Estate
We empower you by helping you to earn more on every transaction so you can invest more in your business and live the life of your dreams.
We celebrate excellence by being the best at what we do-striving for excellence and leading by example.
We promote a sense of belonging that accepts and values you for who you are.
At ERA Live Moore, you belong here!
WELCOME
This style guide has been designed to help you better understand the guidelines and procedures used by ERA Live Moore Real Estate. These guidelines were created to convey a consistent design language across all our materials.
You should gain a feel for our typography, logo usage, and other helpful guidelines that will act as a reference as you produce and create your own content. Always ensure your content is reviewed by the appropriate Marketing personnel prior to moving into production.
Marketing plays a vital role in promoting the business and mission of ERA Live Moore Real Estate. It is responsible for creating an overarching image that represents ERA Live Moore's company identity.
Secondary - Sky blue is used heavily in branded applications
Neutral -Used as accents and in powered branding, 1 warm and 1 cool tone can be used together Can be used as tints of 50%, 30% & 10%
Grayscale -Used for typography as well as background and supporting color in presentations
RGB: 255, 255, 255
HEX FFFFFF
CMYK: 0/0/0/0
RGB: 230, 231,2 32
HEX:E6E7E8
CMYK: 0/0/0/1 0
RGB: 188, 190 192
HEX:BCBECO
CMYK 0/0/0/30
RGB: 109 110,113
HEX: 6D6E71
CMYK 0/0/0/70
RGB 65, 64,6 6 HEX 414042
C MYK: 0/0/0/90
!
Primary -These are our core colors, they are used across all branded elements
LOGO APPLICATIONS
The proper application of the ERA Distinctive Properties logo is vital to ensuring its impact The logo should be used in black on a white or light background. When placing the logo on a dark or black background, the reverse- color version should be used.
The ERA Distinctive Properties logo conveys the strength and reputation of the program. The program logo can be displayed in a vertical or horizontal format to allow for use across applications and platforms.
Logos for ERA Live Moore Distinctive Properties can be found on our Drive at:
https://bit.ly/
ERALiveMooreLogoAssetFolder
An appropriately selected typeface is a vital ingredient in representing who we are as a company.
The Red Hat typeface family has been selected for its clarity, legibility and modern look.
DBA names in ERA® font
Red Hat Medium is the typeface used for DBA names. It makes a smooth visual transition from the letters "ERA" to the DBA name.
Other applications
The Red Hat type family has a variety of weights that may be used for stationery, printed marketing materials and signage. Alternately, Gotham, Trade Gothic and Helvetica are also acceptable typefaces to use in marketing materials. Refer to the ERA Brand Style Guide available in the Branding Center on teamERA.com for more information.
System font
For applications where custom fonts may not be available, Arial has been selected to replace Red Hat. This does not apply to the DBA name
Use Red Hat, Arial for digital applications such as PowerPoint, Word correspondence, online and mobile apps.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Red Hat Medium
ABCDEFG H IJ KLM NOPQRSTUVWXYZ
abcdefg hijkl mnopq rstuvwxyz 0123456789
Red Hat Display
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefg hij kl mnopq rstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcxlefghijklmnopqrstuvwxyz 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
Red Hat Light Arial Bold Arial Regular Gotham Bold
Logo files can be found at:
http://bit.ly/ERALiveMooreLogoAssetFolder
Logos should not be altered in any waY, other than resizing. When resizing make sure logo is proportioned correctly.
Constrain Proportions by holding down Shift on the keyboard when resizing.
Use the ERA Live Moore Real Estate combined logo ensuring all text is clearly visible*.
*Vertical stacked logo is only to be used on yard signs or as approved in advance by marketing.
All ERA Live Moore Real Estate logos and sign logos can be found on the TEAM! ERA Live Moore Facebook group or: https://bit.ly/ERALiveMooreLogoAssetFolder Logos should not be altered in any other way other than resizing. When resizing make sure logo is proportioned correctly and always legible.
ERA Live Moore Real Estate logo folder:
https://bit.ly/ERALiveMooreLogoAssetFolder
ERA Live Moore Google Email Template instructions & how to:
https://bit.ly/ERALiveMooreGoogleSignature
Email Disclaimer for Agents (cut and paste) :
Email Disclaimer for Staff (cut and paste):
If you are an ERA Live Moore Real Estate Employee: This message contains confidential information and is intended only for the individual named. If you are not the named addressee you should not disseminate, distribute or copy this e-mail. Please notify the sender immediately by e-mail if you have received this e-mail by mistake and delete this e-mail from your system. E-mail transmission cannot be guaranteed to be secure or error-free as information could be intercepted, corrupted, lost, destroyed, arrive late or incomplete, or contain viruses. The sender therefore does not accept liability for any errors or omissions in the contents of this message, which arise as a result of e-mail transmission. If verification is required please request a hard-copy version from the sender. Information presented is collected, organized and provided for the convenience of the user and is intended solely for informational purposes. ANY USE THEREOF OR RELIANCE THEREON IS AT THE SOLE DISCRETION, RISK AND RESPONSIBILITY OF THE RECIPIENT. ERA LIVE MOORE REAL ESTATE HEREBY DISCLAIM ANY AND ALL WARRANTIES, EXPRESS OR IMPLIED, AS TO ITS ACCURACY, COMPLETENESS OR FITNESS FOR ANY PARTICULAR PURPOSE.
Each ERA franchise is independently owned and operated This message contains confidential information and is intended only for the individual named If you are not the named addressee you should not disseminate, distribute or copy this e-mail. Please notify the sender immediatelyby e-mail if you have received this e-mail by mistake and delete this e-mail from your system. E-mail transmission cannot be guaranteed to be secure or error-free as information could be intercepted, corrupted, lost, destroyed, arrive late or incomplete, or contain viruses. The sender therefore does not accept liability for any errors or omissions in the contents of this message, which arise as a result of e-mail transmission. If verification is required please request a hard-copy version from the sender.
Information presented is collected, organized and provided for the convenience of the user and is intended solely for informational purposes. ANY USE THEREOF OR RELIANCE THEREON IS AT THE SOLE DISCRETION, RISK AND RESPONSIBILITY OF THE RECIPIENT. ERA LIVE MOORE REAL ESTATE HEREBY DISCLAIM ANY AND ALL WARRANTIES, EXPRESS OR IMPLIED, AS TO ITS ACCURACY, COMPLETENESS OR FITNESS FOR ANY PARTICULAR PURPOSE
Business cards use ERA® brand elements to display our new identity.
Affiliation logos
Association, endorsement or other affiliation logos may be used, provided they adhere to the standards, as shown here
•
No more than three affiliation logos may be used
Inclusion of affiliation logos are optional
Agent photograph
There are two approaches to showing business cards; one with photo and one without.
Order information
Business cards are available for purchase from your Office Manager.
Please place reorders with your Office Manager
Clockwise from top right:
Business Card with Agent
Image Business Card without
Agent Image Reverse Business
Card
• FIRST NAME LAST NAME Broker I REALTOR® FIRST NAME LAST NAME Broker I REALTOR®
0
The ERA yard signs, used to draw attention to available properties, are the most visible representation of our brand. Leverage your association with the ERA brand by consistently following these standards for yard, commercial, directional and building signs Always use the approved DBA lock up on signage
Specifications
ERA DBA lock up: Vertical format Stylized DBA: ERA
Navy Blue with optional ERA Red or ERA Dark Red for accents
Agent information: Gotham Bold, title case, white Broker number: Gotham Bold, , ERA Red or ERA Navy
Blue Legal information: Gotham Book, title case, ERA Navy Blue
ERA Live Moore agents in Charlotte have a choice between two sign designs (as shown left top and left bottom) and two frames, as shown below: one with space for double sign riders and one with a single, bottom sign rider.
ERA Live Moore Disclaimer & Order Information: Contact your Office Manager for signs. If you would like personalized signs or name riders, contact Curated Strategies, ERA Live Moore's inhouse marketing agency, at: InYourCorner@ERALiveMoore.com or CuratedStrategies@ERALiveMoorecom
Order information
To order yard signage, contact your Office Manager.
FAIR HOUSING GUIDELINES
FAIR HOUSING MARKETING GUIDE FOR ERA LIVE MOORE AGENTS
Ensuring Compliance & Inclusive Language in Real Estate Marketing
1. Fair Housing Principles
North Carolina real estate agents must adhere to federal and state Fair Housing Laws, ensuring marketing materials do not discriminate based on:
Race
Color
Religion
National Origin
Sex
Disability
Familial Status
Discriminatory advertising includes language or imagery that implies a preference, limitation, or exclusion of any protected class. Agents should market properties, not people.
For additional legal guidelines, refer to:
NCREC Fair Housing & Fair Housing Brochure
Canopy MLS Fair Housing & Code of Ethics
2. Acceptable Language vs. Words & Phrases to Avoid
Use These Acceptable Terms:
Descriptive & Neutral Language – Focus on tangible property features and amenities.
Community-Oriented Terms – Use factual, non-preferential phrases like "vibrant community" instead of "family-friendly."
Inclusive Accessibility Terms – Use "accessible entry" instead of "handicapped entrance."
Avoid These Words & Phrases:
The following terms could imply preferences or exclusions:
Using these preferred alternatives ensures compliance with Fair Housing laws and best practices while making marketing more inclusive and appealing to a broad audience.
FAIR HOUSING GUIDELINES
✅ Guidelines for Stock Photos & Videos of People:
✔ Diverse Representation – Ensure marketing materials include people of different ages, races, abilities, and family compositions to reflect inclusivity.
✔ Avoid Stereotypes – Do not use images that imply exclusivity or target a particular demographic.
✔ Licensed & Approved Images – Use stock photos with proper licensing and model releases.
✔ Neighborhood & Property-Focused – Highlight features of the home or area rather than focusing on specific groups of people.
✔ ADA Compliance – When marketing accessibility features, use images that accurately depict them, ensuring fair representation.
4. Compliance Checklist for ERA Live Moore Agents:
✅ Review All Marketing Materials – Ensure no language, descriptions, or images imply a preference, limitation, or exclusion.
✅ Focus on Property Features – Promote the home’s amenities and location benefits rather than making assumptions about buyers.
✅ Use Inclusive Language – Avoid age, family, or ability-based descriptions.
✅ Audit Your Images & Videos – Maintain diversity and accessibility awareness.
✅ Stay Updated on Fair Housing Laws – Attend training sessions and review NCREC & Canopy MLS guidelines regularly.
5. Need Further Assistance?
❌ Avoid These Common Image Mistakes:
�� Over-representing a single demographic group (e.g., only showing young families in suburban listings).
�� Using photos that imply who "should" live there instead of showing the property itself.
�� Excluding or avoiding people with disabilities in visuals where accessibility is a selling point.
�� Editing images to misrepresent accessibility features or amenities.
�� Contact ERA Live Moore’s Compliance Team for a marketing review at: InYourCorner@ERALiveMoore.com
�� Reference NCREC’s Fair Housing Resources for legal updates.
�� Consult Canopy MLS Fair Housing Guidelines for listing compliance.
By following these guidelines, ERA Live Moore agents ensure ethical, compliant, and inclusive marketing that aligns with Fair Housing laws.
This guide is based on the NCREC Fair Housing brochure, Canopy MLS Fair Housing & Code of Ethics, and ERA Live Moore's commitment to fair housing compliance.
3. Best Practices for Using Images & Videos in Marketing:
