Brand Equity Guidelines
A Style Guide for Presenting Exceptional Homes
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 Sotheby’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 Sotheby’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 Realty® and Daniel Gale logo.
You may never attempt to alter, replicate or create your own version, you must never alter this relationship.
Horizontal Logo Lock-up
Vertical Logo Lock-up
Minimum Size and Clear Space of Logo
The DGSIR logo must be clearly visible wherever it appears. In print, 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.
The logo lock-up must never be obstructed from view by distracting graphics or images. Always maintain a minimum clear space around the logo.
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
Vertical Logo Lock-up
A. Don’t rotate the logo
B. Don’t squash or stretch
Unacceptable Usage
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 distorting in any way – that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways the logo must never be used.
C. Don’t place elements in the logo clear space
D. Don’t resize any part of the logo.
E. Don’t rearrange parts or create compositions that are not already provided.
F. Don’t add unofficial graphics to 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.
EXAMPLES OF UNACCEPTABLE LOGO USAGE
Do not change the font
Do not use Daniel Gale logo by itself
Do not remove the rule
Do not change the scale of logo elements
Do not add anything to the logo
Do not rotate the logo
Do not rearrange the logo elements
Do not change the logo color
Do not scale the logo disproportionately
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 visceral purpose by communicating a certain feeling to the 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 Navy
PANTONE: 289
CMYK: 100 64 0 60
RGB: 0 35 73
HEX: #002a5c
Daniel Gale Sotheby’s International Realty Accent Gray
PANTONE: 422
CMYK: 0 0 0 34
RGB: 173 173 173
HEX: #999999
Daniel Gale Sotheby’s International Realty Text Gray
PANTONE: 431
CMYK: 11 0 0 65
RGB: 204 204 204
HEX: #666666
Daniel Gale Sotheby’s International Realty Gold
CMYK: 25 37 91 2
RGB: 193 154 61
HEX: #C29B40
Typography
Typography is a powerful brand tool when used strategically, tactically, and 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)
Tracking: 100 (All Caps)
Color: DGSIR Navy or 100% Black
Benton Sans Medium
Use for Sub-Headlines
Tracking: 30 (Sentence Case)
Tracking: 180 (All Caps)
Color: DGSIR Navy or 100% Black
Benton Sans Regular
Use for body copy
Tracking: 30
Color: DGSIR Text Gray or 100% Black
Freight Display Pro
Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Benton Sans Medium
Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Benton Sans Regular Regular
Iconography & Illustration
While beautiful 4-color imagery is widely used in Daniel Gale communication, iconography and illustration also play an important role in conveying complex information. The following set of descriptive icons are approved for use across marketing materials.
While illustration is not commonly used, suggestions will be evaluated on a case-by-case basis.
Listing 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 for a consistent, powerful message.
EXAMPLES OF FORMATTING
Please note the formatting and spacing:
MUST
- HAVE ITEMS ON ADVERTISING
• Logo lock-up
• A version of the subhead line “Whatever home means to you, we’ll help you realize your vision.”
• 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
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: MLS# XXXXXXX. $XXX,XXX.
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. MLS# XXXXXXX. $X,XXX,XXX. *Denotes mandatory
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 FOR LISTINGS
Surrounding all placements that are not full pages will be a .5 point inner rule surrounding the advertisement in the DGSIR Navy 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 Benton Sans Book, at a minimum size of 5pt.
CLIENT TESTIMONIAL DISCLAIMER
The disclaimer MUST appear on advertising when using a client testimonial. The disclaimer should appear in Benton Sans Book, at a minimum size of 5pt.
EQUAL HOUSING LOGO
The logo MUST appear on all advertising.
Town, NY – 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. MLS# XXXXXX. $X,XXX,XXX.
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 – Headline
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. 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, no animals, no garbage cans, construction debris or chain link fence. 1st image should be the most aesthetically pleasing.
Images should correspond with the season in which you are advertising.
USING PHOTOS AS BACKGROUND IMAGES:
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 transparent overlay on an image helps make the text more legible.