DGSIR Brand Equity Guidelines by Daniel Gale Sotheby's International Realty

Brand Equity Guidelines

BRAND GUIDELINES This Identity Standards Manual has been designed to guide you in the correct and consistent use of our brand. This manual will help you understand how to use the Daniel Gale Sothebyâ&#x20AC;&#x2122;s International Realty (DGSIR) logo, as well as how to apply the brand elements across a wide range of communication materials. Used properly and followed closely, this guide will provide the necessary tools to continue to create a consistent look throughout Daniel Gale Sothebyâ&#x20AC;&#x2122;s International Realty.

THE LOGO The DGSIR Logo Lock-up has been created in a horizontal and vertical configuration. Visually there is a 50/50 size relationship between the Sotheby’s International

Vertical Logo Lock-up

Realty’s® and Daniel Gale’s logo. You may never attempt to alter, replicate or create your own version, you must never alter this relationship.

Horizontal Logo Lock-up

MINIMUM SIZE AND C L E A R S PA C E O F L O G O

The DGSIR Logo must be clearly visible wherever it appears. The logo should not appear in smaller sizes than 1 inch in height for the Vertical Logo and 1.25 inches in length for the Horizontal Logo Lock-up.

Vertical Logo Lock-up

The Logo Lock-up must never be obstructed from view by distracting graphics or images. Always maintain a minimum clear space around the logo as exhibited on the right page. When presented online, the DGSIR Logo should never be smaller than 40 pixels high from the endpoints of the center rule. Horizontal Logo Lock-up

A. Don’t rotate the logo B. Don’t squash or stretch C. Don’t place elements in the logo clear space

U N A C C E P TA B L E U S A G E D. Don’t resize any part of the logo. A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall look of the logo by rotating, skewing, or

E. Don’t rearrange parts or create compositions that are not already provided.

distorting in any way – that includes adding unnecessary and unattractive text decorations

F. Don’t add unofficial graphics to the logo.

like drop shadows and outlines. Here are a few examples of some ways you should never consider using the logo.

G. Don’t use off-brand colors. Reference the Color Usage section. H. Don’t add drop shadows or other text styles. I. Don’t contain the logo in a box when used on a background.

Daniel

Gale

Do not change the font

Do not change the scale of Logo elements

Do not rearrange the Logo elements

Do not use Daniel Gale Logo by itself

Do not add anything to the Logo

Do not change the Logo color

Do not remove the rule

Do not rotate the logo

Do not scale the Logo disproportionately 9

COLOR Color is an integral part of brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but color also serves a psychological purpose by communicating a certain feeling to your audience.

The primary color of the Daniel Gale Logo is Navy or Black (or white on dark-colored backgrounds). The primary color for any headlines is Navy or Black (or white on dark-colored backgrounds). The primary color for any copy is Text Gray or Black (or white on dark-colored backgrounds).

Daniel Gale Sotheby’s

International Realty Blue

International Realty

Accent Gray

Text Gray

PANTONE: 289

PANTONE: 422

PANTONE: 431

CMYK: 100 64 0 60

CMYK: 0 0 0 34

CMYK: 11 0 0 65

RGB: 0 35 73

RGB: 173 173 173

RGB: 204 204 204

HEX: #002349

HEX: #999999

HEX: #666666

TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represent the bold and modern feel of the brand and should be used across all print and web applications.

Freight Display Pro Use for Large Headlines Tracking: 15 (Sentence Case)

Freight Display Pro Semibold

Tracking: 100 (All Caps)

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Color: DGSIR Navy

a b c d e f g h i j k l m n o p q r s t u v w x y z

or 100% Black

1 2 3 4 5 6 7 8 9 0

BentonSans Medium Use for Sub-Headlines

Benton Sans Medium Medium

Tracking: 30 (Sentence Case) Tracking: 180 (All Caps) Color: DGSIR Navy

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z

or 100% Black 1

BentonSans Regular Use for body copy

Benton Sans Regular Regular

Tracking: 30 Color: DGSIR Text Gray

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

or 100% Black

a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0

ADVERTISING Proper usage of the Daniel Gale Sotheby’s International Realty logo lock-up and all other elements in our print advertisements is critical to our success and consistent, powerful message.

M U S T- H AV E I T E M S O N A D V E R T I S I N G • Logo • Slogan (Your Way Forward) • SD, MLS, Price on all Available listings (see below) • Office Number OR Office Address • Website: danielgale.com (unless agent site provided) • Agent License: Real Estate Salesperson OR Associate Real Estate Broker •Disclaimer (see page 16)

E X A M P L E S O F F O R M AT T I N G Please note the formatting and spacing: Regular Headline: Roslyn, NY – Sprawling Ranch Open House Headline: Open House: October 1st, 3:00 – 5:00pm | Address, Town, NY The following must appear on all available listings: SD #XX. MLS# XXXXXXX. $XXX,XXX.

Logo*

Slogan*

Main Image

Sub Photos

Headline Copy SD, MLS, Price*

Town, NY â&#x20AC;&#x201C; Headline Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. SD #XX. MLS# XXXXXXX. $X,XXX,XXX.

Agent Name, Designations

Agent Info Stack *License Office Address or Phone Number *

License Global Real Estate Advisor (if applicable) Gold/Silver/Sterling (if applicable) Office Name Office Address XXX.XXX.XXXX ext.XXX, c.XXX.XXX.XXXX agentname@danielgale.com agentname.danielgale.com

danielgale.com Each office is independently owned and operated. We are pledged to provide equal opportunity for housing to any prospective customer or client, without regard to race, color, religion, sex, handicap, familial status or national origin.

Website* Disclaimer*

*Denotes mandatory items 15

HARD POINTS DANIEL GALE WEB ADDRESS

danielgale.com | Notice the “D” and “G” are NOT capitalized and we have removed the “www”.

OUTLINE ON PRINT ADS

Surrounding all placements that are not full pages will be a .5 point inner rule surrounding the advertisement in the DGSIR Blue or 100% Black.

COPY BLOCKS

Copy will be left aligned/rag right. Headlines will be title case, bolder and one point larger than the copy description beneath. Agent information will be either the same size as copy or .5 pt larger whenever possible, with the agent name in the Benton Sans Medium font and DGSIR Navy wherever possible. No copy may appear smaller than 8 point type.

DISCLAIMER

The disclaimer MUST appear on all advertising. The disclaimer should appear in BentonSans Book, at a minimum size of 5pt. Each office is independently owned and operated. We are pledged to provide equal opportunity for housing to any prospective customer or client, without regard to race, color, religion, sex, handicap, familial status or national origin.

Agent Name, Designations License Global Real Estate Advisor (if applicable) Gold/Silver/Sterling (if applicable) Office Name Office Address XXX.XXX.XXXX ext.XXX, c.XXX.XXX.XXXX agentname@danielgale.com agentname.danielgale.com

For office ads with multiple listings, please format the agent information as shown below (below the listing copy).

Town, NY â&#x20AC;&#x201C; Headline Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. SD #XX. MLS# XXXXXX. $X,XXX,XXX. Agent Name, XXX.XXX.XXXX ext.XXX, c.XXX.XXX.XXXX

PHOTOGRAPHY We do not accept sketches unless the property is under construction. We also require “High Quality” or “High Resolution” photos on all advertising (300 dpi). No MLS pictures, no houses with cars, no people and animals. Images should correspond with the season in which you are advertising.

US I N G P H OTOS AS BAC KG ROU N D I M AG ES :

There are a few ways the logo can be used on photographic backgrounds, but each option could be executed with care, making sure the logo and type aren’t obstructed by the image. In most cases, use either a solid white or solid black logo on top of a background image.

TIPS

Avoid busy images with too much detail. Applying a darker transparent overlay on an image helps make the text more legible.