CONCIERGE AUCTIONS BRAND GUIDE BRAND
THE BRAND IS MORE THAN MARKETING While this guide will present elements, such as logos, type, and color, these are only outward, visual representations of the Concierge Auctions™ brand. Our true brand is how the market feels about us. It is the culmination of all experiences someone has had with our organization. Every touchpoint, interaction, relationship, and message, inform how people percieve us. Our brand is a vital strategic asset. A strong brand builds loyalty and therefore ultimately supports company profitability. Building and maintaining the brand is everyone’s responsibility—every day. CONSISTENCY IS KEY Our brand identity is how we present the company visually, in writing, in person, and via our services. We strive for consistency because our brand is the foundation through which we differentiate ourselves from the competition. THE GUIDE This guide has been created to document the guidelines and principles that define the Concierge Auctions brand. This is a living document. Refer back often for updates and additions as we further define the Concierge Auctions brand identity.
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CONCIERGE AUCTIONS BRAND GUIDE P R I M A RY LO G O
P R I M A RY LO G O The Concierge Auctions logo is the primary visual representation of our brand. It is a unique trademark that identifies all of our services and communications. Apply the white logo to black backgrounds and the Luxury Black logo to white backgrounds. IN COPY Our company should always be referred to as “Concierge Auctions”. Never refer to the organization as “Concierge” or “Concierge Auction”. The first mention of Concierge Auctions in copy should include a trademark symbol after our name. Press the Option and 2 keys to create the trademark symbol. In text, Concierge Auctions should be written in the same style, font, letter case, and color as the surrounding copy. All attempts should be made to avoid using the possessive form of our name. Example: [NO] Concierge Auction’s platform reaches high-net-worth buyers. [YES] The Concierge Auctions platform reaches high-net-worth buyers. LO G O F I L E S Electronic versions of our logos can be downloaded from the Training and Resource Center or requested from the Marketing Department.
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CONCIERGE AUCTIONS BRAND GUIDE S E C O N DA RY LO G O
S E C O N DA RY LO G O The secondary logo is used when there is not enough horizontal space (under 3″ width) for the primary logo. Preference is given to using the primary logo in all applications. Apply the white logo to black backgrounds and the Luxury Black logo to white backgrounds.
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CONCIERGE AUCTIONS BRAND GUIDE LO G O A P P L I C AT I O N
M I N I M U M W I DT H For legibility and consistency, it is important to keep the primary and secondary logo at or above the minimum width. When the document requires a logo under 3″ width, use the secondary logo at no less than 1.5″ width.
3”
Please consult with Marketing for any applications smaller than the minimum width. M A X I M U M W I DT H For legibility and consistency, it is important to keep the primary and secondary logo size under 50% width of the document.
1.5”
MINIMUM CUSHION It is important to maintain a cushion around the primary and secondary logo at all times. The minimum cushion allowed is the width and height of the “C” in Concierge.
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CONCIERGE AUCTIONS BRAND GUIDE I N C O R R E C T LO G O A P P L I C AT I O N
Do not change the letter spacing:
Do not place over busy background or photo:
Do not use colors other than Luxury Black or white:
Do not add a word or phrase to the logo:
CLUB
Do not place on a curve:
Do not use the logo as part of a sentence:
is agent friendly.
Do not place at an angle:
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Do not place upside–down:
CONCIERGE AUCTIONS BRAND GUIDE I N C O R R E C T LO G O A P P L I C AT I O N
Do not stretch:
Do not distort:
Logos no longer in use:
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CONCIERGE AUCTIONS BRAND GUIDE FONTS
F O N T FA M I LY
L ATO B O L D
Lato is the primary font family for all company materials.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
For legibility and consistency, it is important to use Lato Bold or Lato Light in all caps for headlines, Lato Light in sentence case for body copy, Lato Regular in sentence case for bold words in body copy, and Lato Light Italic in sentence case for distiguishing words in body copy. FONT FILES Electronic versions of Lato can be requested from the Marketing Department.
L ATO R E G U L A R ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 L ATO L I G H T ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 L ATO L I G H T I TA L I C ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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CONCIERGE AUCTIONS BRAND GUIDE PA R AG R A P H S T Y L E
Headline 300%
Headline 300%
NON RERRO NON RERRO
Sub–Head 200%
ELLABORE VENIMUSAMUS
Sub–Head 200%
ELLABORE VENIMUSAMUS
Pull–Quote 150%
Utempos secupti sinventest in plant.
Body Copy 100%
Utempos secupti sinventest in plant verovid ellabore venimusamus as esciatur autamendae nonsedis eari corerspidus eaquasped maximi, to diosant velit quiducia sustiatur, cuptias raepudi ciusandunt Secupti sinventest in plant verovid ellabore venimusamus esciatur autamendae nonsedis eari corerspidus eaquasped maximi, to diosant velit quiducia.
Bold/Distinguish 100%
Eaquasped maximi diosant.
Rule .25 pt
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CONCIERGE AUCTIONS BRAND GUIDE C O LO R
O U R B L AC K I S L U X U RY
L U X U RY B L AC K
Our corporate color is a rich, custom black, refered to as “Luxury Black”. Luxury Black should be used in all applications instead of regular black or registration.
CMYK RGB HEX PANTONE
When using grays derived from Luxury Black, use only the percentages listed on this page. This aides on visual consistency across all brand pieces. CMYK is used for print. RGB is used for digital. HEX is used for web. PANTONE (PMS) is used in special, print applications.
62,46,42,100 0,0,0 #000000 Black C
62% 46% 42% 100% 95% 85% 75% 65% 55% 45% 35% 25% 15% 05%
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CONCIERGE AUCTIONS BRAND GUIDE CO–BRANDING
PA R T N E R LO G O S Our company logo should always be presented as top of the visual heirarchy when partnering with other brands. The partner logo should line up with the left edge or center with our company logo. It should be placed underneath the body content and above the footer and disclaimer.
PA R T N E R B R A N D G U I D E S Reference the partner brand guides when applying their logos to ensure that the application meets their standards. Partner brand guides can be requested from the Marketing Department.
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CONCIERGE AUCTIONS BRAND GUIDE U P D AT E D 0 5 / 1 9
ConciergeAuctions.com
+1 212.202.2940
Concierge Auctions, LLC is a provider of auction marketing services, is not a brokerage, and is not directly involved in selling real property. The services referred to herein are not available to residents of any state where prohibited by applicable state law. Concierge Auctions, LLC, its agents and affiliates, broker partners, auctioneers, and Sellers do not warrant or guaranty the accuracy or completeness of any information contained herein and shall have no liability for errors or omissions or inaccuracies under any circumstances in this or any other property listings or advertising, promotional or publicity statements and materials. This is not meant as a solicitation for listings. Brokers are fully protected and encouraged to participate. Concierge Auctions. Equal Housing Opportunity. All rights reserved.