BRAND GUIDELINES 2019
CONTENTS
INTRODUCTION COLOUR PALETTE LOGO LOGO FORMATS EXCLUSION ZONE INCORRECT USE TYPOGRAPHY PHOTOGRAPHY LAYOUT
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INTRODUCTION
These guidelines define the basic elements of the Dart Real Estate brand identity. There are very few rules but please take the time to read and understand how they work and how they can be used together to ensure a fresh and vital brand identity. It’s crucial that our brand identity appears correctly and consistently in every form of internal and external communication.
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PANTONE
CMYK
RGB
HEX
PRIMARY COLOUR DARK BLUE
287C
100/75/0/0
0/80/158
#0059E
SECONDARY COLOUR LIGHT BLUE
299C
70/15/0/0
39/170/255
#27AAE1
SUPPORT COLOUR DARK GREY
431C
0/0/0/65
119/120/123
#77787B
SUPPORT COLOUR MID GREY
429C
0/0/0/40
167/169/172
#A7A9AC
COLOUR PALETTE Colour plays an important role in the brand. The numbers indicated refer to the PANTONE® Matching colour system, CMYK, RGB and WebSafe conversions. PANTONE® Matching System and PMS are Pantone Inc’s standard trademark for colour reproduction and colour reproduction materials.
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LOGO The Dart Real Estate logo
PRIMARY LOGO
stands for professional, conservative clean, simple, friendly and Casual Corporate.
SECONDARY LOGO
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LOGO FORMATS The Dart Real Estate logo has four
PRIMARY LOGO DARK BLUE
permitted logo formats using the Dart Real Estate colours, primary and secondary, both can be reversed. The colour formats are full colour,
SECONDARY LOGO BLACK
spot colour and black & white. The background should always provide contrast for legibility.
REVERSED LOGO DARK BLUE
REVERSED LOGO BLACK
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EXCLUSION ZONE For maximum impact and instant recognition, the Dart Real Estate logo should not be crowded by
PRIMARY EXCLUSION ZONE
other visual elements. Adequate white space should be left around the logo so that its prominence is not compromised. The illustration explains how much clear space should be provided around the logo. The primary exclusion zone should always be used unless restricted by size or format, then the minimum exclusion zone can be used. No graphic element
SECONDARY EXCLUSION ZONE
should encroach within the exclusion zones.
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INCORRECT LOGO USE
X
X
VERTICAL & HORIZONTAL STRETCH
X
X
LEFT & RIGHT ROTATION
X
X
X
X
X
X
INCORRECT COLOURS
With the breadth and complexity of today’s media, consistent application of the Dart Real Estate logo is vital. The illustrations represent misuses that could occur. Above all, do not alter the logo in any manner.
INCORRECT WORD ORIENTATION
INCORRECT BACKGROUND CONTRAST
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TYPOGRAPHY MARKETING FONT AVENIR LIGHT
Avenir is the approved marketing
ABCDEFGHIJKLMNOPQRSTUVWXZY abcdefghijklmnopqrstuvwxyz
font. To create contrast, light and
0123456789
bold weights should be used. These fonts should bet used on all marketing material, print, electronic and web.
MARKETING FONT AVENIR HEAVY
ABCDEFGHIJKLMNOPQRSTUVWXZY abcdefghijklmnopqrstuvwxyz
Helvetica is the approved internal and digital font. To create contrast,
0123456789
regular and bold weights should be used. These fonts should be used on all internal or in-house prepared materials that may be shared between users. INTERNAL/DIGITAL FONT HELVETICA REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXZY abcdefghijklmnopqrstuvwxyz 0123456789
INTERNAL/DIGITAL FONT HELVETICA BOLD
ABCDEFGHIJKLMNOPQRSTUVWXZY abcdefghijklmnopqrstuvwxyz 0123456789
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LOGO ON PHOTOGRAPHY The background should always provide contrast for legibility.
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For guidance on application of the logo or approval of collateral please contact studio@dartrealestate.com