Harcourts Brand Standards by HarcourtsCanada

BRAND STANDARDS Version 1.10

Welcome to the Harcourts brand standards. Our brand is built on a rich history of expertise, trust and determination to achieve success for our team, our business partners and our clients. We continue to transform our brand and business to ensure we remain relevant today and into the future. It is crucial that everything we do throughout the network has a consistent look and feel, aiding us in achieving our goal of building our brand and delivering for all those we work for, and that work with us. Our brand guidelines are designed to provide you with a framework to ensure consistency in delivering impactful brand communications that amplify our collective passion, ambition and growth. Steve Caradoc-Davies Chief Executive Officer Harcourts International

Harcourts Brand Standards

Contents Brand - Purpose and vision Brand - Values and pillars Brand - Promise Brand - Positioning Brand - Tone of voice

05 06 07 08 09

1.0 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11

Brand marks Logo Logo - Clearspace Logo - Colour Logo - Don’ts H mark H mark - Colour H mark - Don’ts H mark - Conditions of use Franchise extensions Franchise extensions - Stacked Franchise extensions - Don'ts

10 11 12 13 14 15 16 17 18 19 20 21

2.0 2.1 2.2 2.3 2.4 2.5 2.6 2.7

Typography Fonts Primary font Source Sans Pro - Usage Source Sans Pro - Examples Secondary font Harcourts Script - Usage Harcourts Script - Examples

22 23 24 25 26 27 28 29

3.0 3.1 3.2 3.3 3.4 3.5

Colour Colour palette Primary colours Colour usage - White Colour usage - Cyan Colour usage - Navy

30 31 32 33 34 35

Harcourts Brand Standards

4.0 4.1 4.2 4.3 4.4 4.5 4.6

Visual language Introduction Super crops - Theory Super crops - Portrait Super crops - Landscape Underline - Theory Underline - Usage

36 37 38 39 40 41 42

6.1.14 6.1.15 6.1.16 6.1.17 6.1.18 6.1.19 6.1.20

5.0 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11

Photography Introduction Team Corporate Attire Team - Examples Team - Composition Property Property - Examples Lifestyle Lifestyle - Examples Brand photography Iconography

43 44 45 46 47 48 49 50 51 52 53 55

6.1.21 6.1.22 6.1.23 6.1.24 6.2

6.0

Best practice Introduction Property marketing Publications - Introduction Publications - Full page Publications - Half page Mail cards - Introduction Mail cards - Covers and backs Brochures - Introduction Brochures - Covers and backs Brochures - Landscape covers Brochures - Spreads Window cards Text signboard - Introduction Text signboard Image signboard - Introduction

56 57 58 60 61 62 63 64 65 66 67 68 69 70 71 73

6.2.7

6.1 6.1.1 6.1.2 6.1.3 6.1.4 6.1.5 6.1.6 6.1.7 6.1.8 6.1.9 6.1.10 6.1.11 6.1.12 6.1.13

6.2.8 6.2.9 6.2.10 6.2.11 6.3 6.3.1 6.3.2 6.3.3 6.3.4 6.3.5

Image signboard Stickers Directional signage Signage flags Digital advertising - Introduction Digital advertising Social community posting - Introduction Social community posting eDM - Primary eDM - Secondary Suite Agent and Property Manager marketing Bi-fold brochure - Introduction Bi-fold brochure - Options Flyer - Introduction Flyer - Options Mail cards Digital advertising and social community posting – Introduction Digital advertising and social community posting eDM - Primary eDM - Secondary Outdoor marketing Suite Brand comms Guides - Covers Guides - Spreads eDM - Primary eDM - Secondary Suite

96 97 98 99 100 102 103 104 105 106

7.0

Contact

107

6.2.1 6.2.2 6.2.3 6.2.4 6.2.5 6.2.6

74 76 77 78 79 80 81 82 84 85 86 87 89 90 91 92 93 94 95

1.0 BRAND MARKS

Document navigation

Harcourts Brand Standards

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Logo Logo - Clearspace Logo - Colour Logo - Don’ts H mark H mark - Colour H mark - Don’ts H mark - Conditions of use Franchise extensions Franchise extensions - Stacked Franchise extensions - Don'ts

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Hyperlinks to corresponding document chapters

Brand Purpose

Helping others achieve success. Brand Vision

To provide the finest experience in real estate for our team, our business partners and our clients. 5

Harcourts Brand Standards

Brand Values and pillars

There are many attributes and qualities to the Harcourts brand, embodied by the brand values that guide our behaviours and actions.

These values are articulated below and have been expanded upon with the creation of an associated brand pillar and support for this pillar.

Value: People first

Value: Doing the right thing

Value: Being courageous

Value: Fun & laughter

Brand pillar: Empathetic confidante

Brand Pillar: Responsibly accountable

Brand Pillar: Ambitiously driven

Brand Pillar: Approachable experts

For over 130 years Harcourts have been working to help others achieve success, building strong networks, locally and across the globe. We recognise this couldn’t be achieved without the support of our team, our partners and our clients. That’s why we invest in getting to know people, their dreams and aspirations, and always put people first.

Real estate is underpinned by developing trust. We are proud of the relationships we have nurtured over the years, and being recognised as ‘most trusted’ by clients within the industry. At every point our team is guided by the principles of doing the right thing, by our team, our business partners and our clients.

Real estate is a tough industry, requiring a fortitude of character to withstand the daily challenges and demands. To thrive we need to embrace risk, to adapt to the market demands, stakeholder expectations and retain and recruit exceptional talent. We are unapologetically ambitious in our desire to be the market leader, elevating ourselves and the industry in the process.

We pride ourselves on our professionalism and level of service at every touch point. While this is a serious business, we can also have fun! So no matter who you deal with in the team, everyone is made to feel welcome and supported along their journey, making it as enjoyable and memorable as possible.

Harcourts Brand Standards

Brand Promise

This is supported by our ‘elevator pitch’: a brief, succinct articulation of the promise that we make to those who we engage with:

“At Harcourts, we have an unshakeable desire to help those we work for and that work with us, achieve success. We understand that it is more than property, so we identify the moments that matter to help you find where you belong. Your city. Your town. Your suburb. Your business. Your asset. Your place to rent or buy. Where you belong in our network, as a partner. How you belong in our company. Where you belong in the world”. 7

Harcourts Brand Standards

Brand Positioning

Our brand is more than an icon, a name, a slogan. It is a collection of projected and experienced elements delivered through our people and culture, our

We acquire, discover, identify, locate, obtain, search, spot, uncover

Prioritising the success of others, not our own

Find where you belong. Locations, places, properties, suburbs, businesses, companies, networks, communities

Harcourts Brand Standards

Enabling others to be part of something meaningful, connected

products and services, the environments we operate in and our communications. This is embodied by our brand proposition:

Brand Tone of voice The power of our voice is its authenticity, honesty and human connection.

We must always sound like ourselves. We should talk in a voice that feels human opposed to corporate. Speak to acute insights instead of broad generalisations. Feel free to use colloquialisms and unique phrasing. Even when we may not use a particular spokesperson, the Harcourts voice should feel personable and speak to human truths.

By defining our brand voice, we allow our personality to shine through and we ensure that no matter where we’re seen or heard, our stakeholders know they’re dealing with Harcourts.

Our tone of voice is:

Our personality type is:

‫ ټ‬Encouraging by inspiring others with our courage, spirit and confidence

‫ ټ‬Caring by putting the needs of others first, and prioritising their success

‫ ټ‬Honest in our principles, intentions and behaviors

‫ ټ‬Principled and always behaving in an honest and moral way

‫ ټ‬Bold in our actions - challenging, imaginative and conspicuous

‫ ټ‬Enterprising being characterised by our great initiative and imagination

‫ ټ‬Upbeat with our demeanour, being optimistic, cheerful and refreshing

‫ ټ‬Real with an authentic, genuine, down-toearth approach

Harcourts Brand Standards

1.0 BRAND MARKS 10

Harcourts Brand Standards

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1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11

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1.1

Our Harcourts mark is a handcrafted solution which has been registered in all countries we operate.

Logo

Please note the registered mark ® is not required to appear on our logo.

Capital H retains the brand equity we have built upon since 1888.

Sentence case maintains the legacy of our former logos.

Curved edges on selected letters gives a softer, more approachable feel.

Underscore - This reinforces the stability of the brand, its heritage, as well as being a cursor to the start of things to come.

Harcourts Navy provides us with a premium look and feel.

Reduced crossbar on the ‘t’ is a feature that carries over equity from our former logomarks.

Harcourts Brand Standards

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1.2

Logo Clearspace Clear space around our logo is incredibly important. It allows our logo to stand out and maintain legibility across all of our communications. The clearspace X is based on the width of the ‘H’ underscore, so that it is easy to calculate, no matter where the logo is positioned. These rules should be maintained wherever the logo is used.

Please note the clear space is measured from the baseline, mean line, and left and right edges of the logo, not the outside points.

X Equal to the width of the H underscore

Harcourts Brand Standards

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White BG logo - Navy wordmark / Cyan Underline

1.3

Logo Colour Full colour versions of our logo are for use across all communications, with mono versions only available when the product is in black and white. Each logo colour variation is designed to be used with its corresponding background tone - white, navy or cyan, as demonstrated in the adjacent diagram. The logo is available via your in country marketing resources/platforms, in a number of formats depending on its usage. EPS file Vector that can be resized without losing quality. To be used on all print products where possible.

Navy BG logo - White wordmark / Cyan Underline

Mono White logo - 100% White

Cyan BG logo - White wordmark / Navy Underline

Mono Black logo - 100% Black

SVG file Web vector RGB file, maintains quality when scaled across different devices. JPEG file Due to the nature of jpeg files, it is only to be used on a white background.

Harcourts Brand Standards

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1.4

Logo Don’ts We have provided a number of incorrect usage examples for our logo mark. If you are uncertain as to whether your usage is appropriate, please contact your marketing team.

Do not rotate or change the axis of the logo mark

Do not skew, warp or distort the logo in any way

Do not outline or apply a stroke to the logo mark

Real estate agents

Harcourts Brand Standards

BRAND MARKS

Do not change the colour profile or adjust the tonal combinations within the logo mark

Do not alter the logo lockup or position of the elements within the logo mark

Do not add additional elements or text to the logo mark

Do not place the logo mark over gradient backgrounds

Do not position the logo mark over busy or low contrast imagery

Do not use the logo mark on colours outside of the Harcourts primary palette

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COLOUR

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1.5

H mark 1/2 X

While the Harcourts logo should be used wherever possible, our H brand mark is an additional branding solution that can be used under certain specific circumstances.

1/2 X

Clear space around our H mark is incredibly important. It allows our H to stand out and maintain legibility across all of our communications. The clearspace X is based on the width of the ‘H’ underscore, so that it is easy to calculate, no matter where the logo is positioned. These rules should be maintained wherever the H is used. Please note the H brand mark has been registered in the main countries we operate. The registered mark ® is not required to appear on our H brand mark.

1/2 X

X Equal to the width of the H underscore

Harcourts Brand Standards

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Navy BG H - White H / Cyan Underline

White BG H - Navy H / Cyan Underline

Cyan BG H - White H / Navy Underline

Mono White - 100% White

1.6

H mark Colour Full colour versions of our H mark are for use across all communications, with mono versions only available when the product is in black and white. Each H mark colour variation is designed to be used with its corresponding background tone - white, navy or cyan, as demonstrated in the adjacent diagram. The H mark is available via your in country marketing resources/platforms, in a number of formats depending on its usage. Exceptions The only permitted exception to this is when the H brand mark is made from a material of a different colour, such as a solid metal cufflink for example. EPS file Vector that can be resized without losing quality. To be used on all print products where possible. SVG file Web vector RGB file, maintains quality when scaled across different devices.

Mono Black - 100% Black

JPEG file Due to the nature of jpeg files, it is only to be used on a white background.

Harcourts Brand Standards

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1.7

H mark Don’ts We have provided a number of incorrect usage examples for our H mark. If you are uncertain as to whether your usage is appropriate, please contact your marketing team.

Do not rotate or change the axis of the H mark

Do not skew, warp, distort or alter the lockup/position of the H in any way

Do not outline or apply a stroke to the H mark

Real estate agents

Harcourts Brand Standards

BRAND MARKS

Do not change the colour profile or adjust the tonal combinations within the H mark

Do not remove the underscore from the H mark

Do not add additional elements or text to the H mark

Do not transform the H mark into another brand/product/service e.g. H11 lock-up

Do not position the H mark over busy or low contrast imagery

Do not use the H mark on colours outside of the Harcourts primary palette

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COLOUR

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1.8

H mark Conditions of use

Product / area

Can use

Can use as specified

Cannot use

Merchandise / apparel / novelty items Digital (social media, apps, favicon)

The H brand mark needs to be used thoughtfully and consistently. It is not a logo and should never be used as a replacement for the Harcourts logo, rather is a brand element that can be used in addition to the broader Harcourts brand, where usage is allowed. The table opposite provides some general guidelines around the use of the H brand mark. If you are unsure whether your intended usage is permissible or if you have any questions regarding its use, then contact your in country marketing resources/platforms for clarification. Please note, that when used without the broader context of the full brand name, many people won’t know what the H brand mark represents when they see it. As such, it should be used in conjunction with either “Harcourts” displayed prominently in plain text or with the Harcourts logo wherever possible, taking all care to ensure they do not clash or interfere with each other.

Only where full logo is not able to be viewed clearly

Office interior (back office) Internal communications Office exterior Vehicle graphics / wraps Personal / profile marketing Office or personal stationery Property marketing Property signage Publications / advertising Client presentations Office interior (customer facing) Training / academy materials

Harcourts Brand Standards

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1.9

Franchise extensions Clearspace

X Equal to the width of the H underscore

Our franchise extension structure allows our franchises to build a local connection to their market. The franchise extension structure adds cohesion and is an extension of the core values that we share. This is not a marriage of two brands, it is an extension of our own brand.

3/4 X

We allow franchise extensions in either stacked or landscape orientation, however the stacked logo should be used wherever possible.

Clear space around our franchise extension is incredibly important. It allows our franchise extension to stand out and maintain maximum legibility across all of our communications. The clearspace X is based on the width of the ‘H’ underscore, so that it is easy to calculate, no matter where the logo is positioned. These rules should be maintained wherever the franchise extension is used.

3/4 X

Name

Franchise extension left aligned and set in Source Sans Pro light, Tracking 0, Cyan

Cap height of Franchise aligns with Harcourts ‘t’

Name

Please note the clear space is measured from the baseline, mean line, and left and right edges of the logo, not the outside points. X

3/4 X

X Equal to the width of the H underscore

Harcourts Brand Standards

BRAND MARKS

Cap height of Franchise aligns with Harcourts ‘t’

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Franchise extension set in Source Sans Pro light, Tracking 0, Cyan

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1.10

Franchise extensions Stacked Stacked franchise extensions never overpower the Harcourts logo. For that reason, the franchise extension is scaled down when the line length exceeds that of the Harcourts logo.

3/4 X

The adjacent examples demonstrate how the franchise extensions are scaled relative to their length. Irrespective of the franchise extension length, the clearspace X is maintained around the franchise extension with a margin of 3/4 X between the Harcourts logo mark and franchise name.

Name

3/4 X

Name here

Harcourts Brand Standards

BRAND MARKS

Standard franchise extensions Franchise extension stops short of the Harcourts logo mark. Cap height equal to the height of the Harcourts ‘t’ set in Source Sans Pro light, Tracking 0, Cyan X

3/4 X

Name of office here

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Short franchise extensions Franchise extension shorter than Harcourts logo mark. Cap height equal to the height of the Harcourts ‘t’ set in Source Sans Pro light, Tracking 0, Cyan

COLOUR

VISUAL LANGUAGE

Long franchise extensions Franchise extension scaled to length of Harcourts logo mark. Cap height is not equal to the height of the Harcourts ‘t’ set in Source Sans Pro light, Tracking 0, Cyan

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1.11

Franchise extensions Don’ts

We have provided a number of incorrect usage examples for franchise extensions. If you are uncertain as to whether your usage is appropriate, please contact your in country marketing resources/platforms.

Do not rotate or change the axis of the franchise extension

Name

Do not skew, warp or distort the franchise extension in any way

Do not outline or change the font weight of the franchise extension

Name

Do not change the colour profile or adjust the tonal combinations within the franchise extension

Real estate agents

Do not alter the logo lockup or position of the elements within the franchise extension

Name

Do not place the franchise extension over gradient backgrounds

Harcourts Brand Standards

BRAND MARKS

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Do not add additional elements or text to the franchise extension

Name

Do not position the franchise extension over busy or low contrast imagery

COLOUR

VISUAL LANGUAGE

Do not use the franchise extension on colours outside of the Harcourts primary palette

PHOTOGRAPHY

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2.0 TYPOGRAPHY 2.1 2.2 2.3 2.4 2.5 2.6 2.7

Harcourts Brand Standards

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Fonts Primary font Source Sans Pro - Usage Source Sans Pro - Examples Secondary font Harcourts Script - Usage Harcourts Script - Examples

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2.1

We use two fonts within our brand palette, Source Sans Pro and Harcourts Script. Each is designed to add the reassurance, confidence and personality of Harcourts to our communications.

Fonts

YOUR Source Sans Pro is our primary font for use across all brand communications

Harcourts Brand Standards

m a te Harcourts Script is our expressive font that adds a personal and human touch to our communications

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2.2

Source Sans Pro is our primary typeface. It’s a functional font that is both legible and reassuring, informing our clients and team about the qualities and benefits of Harcourts.

Primary font

Source Sans Pro 24

Harcourts Brand Standards

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2.3

Source Sans Pro Usage Source Sans Pro can be used in a variety of weights and cases depending on the communication and its desired tone of voice. Body and header copy We primarily use Source Sans Pro in light and bold weights for body and header copy, with the bold weight designed to add emphasis to our message or highlight details. Our tracking is consistently set to -25, with the font size to leading relationship calibrated to feel both comfortable and sit on a 4pt baseline grid. Headline copy When we want to draw attention to our communications and dial up our tone of voice we can convert Source Sans Pro to uppercase black weight. This is designed for use with short, concise and impactful brand or campaign messaging. Our tracking is consistently set to -75, with the leading relationship equal to 70% of the font size. Typographic colour There are three primary font colours to pick from - Harcourts navy, cyan and white. We use navy across all communications with a white background and white on dark, navy or cyan backgrounds. A word or words can be highlighted in a contrasting tone within a sentence. Black is only used when the communication is supplied in black and white.

Harcourts Brand Standards

Body and header copy Case: Sentence Tracking: -25 Weights: Light + Bold Leading: 4pt baseline grid

Headline copy Case: Upper Tracking: -75 Weights: Black Leading: Equal to 70% of the font size

BRAND MARKS

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Source Sans Pro light or bold to add emphasis

BLACK UPPERCASE DRAWS ATTENTION COLOUR

VISUAL LANGUAGE

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2.4

Source Sans Pro Examples The adjacent examples demonstrate how Source Sans Pro can be adapted to suit the communication tone of voice and deliver a harmonious typographic brand message. Please note the use of a contrasting font colour is designed to highlight a key component within the brand message and should be kept to a minimum.

Harcourts Brand Standards

Use light lowercase typography to tell our audience that we can be trusted to deliver you the best possible service

WE ARE INNOVATORS WE ARE COLLABORATORS WE ARE EXPLORERS WE ARE CREATORS WE ARE PIONEERS WE ARE ACHIEVERS WE ARE HARCOURTS

Value Trust Friendship Integrity

YES!

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2.5

Our secondary font Harcourts Script is a complimentary cursive typeface that exhibits the personality and passion of Harcourts within our brand communications.

Secondary font

s t r u o c r a H

Script

Harcourts Brand Standards

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2.6

m a te

Harcourts Script Usage

Harcourts Script Use: Single word Case: Sentence Tracking: -25 Kerning: Independent

Harcourts Script is only used on a single word within a communication. It is always scaled to ensure legibility and clarity, whilst not overpowering the core brand message. It is available in a single weight with tracking set to -25 and is used in sentence case with the text box set to a 5O rotation angle. The characters within the words can be independently kerned to provide a more natural and compact flow to the lettering. Typographic colour There are three primary font colours to pick from - Harcourts navy, cyan and white. We use navy across all communications on light e.g. white or grey backgrounds. We use white on dark, navy or cyan backgrounds. Black is only used when the communication is supplied in black and white.

Notice of copywrite infringement For the purposes of use by any third party, e.g. Business Partners, suppliers or contractors employed by Harcourts Franchisor and/or Franchisee must follow standard font license acquisition processes ensuring royalties are paid to original font creator. License to be purchased for USD$49.50 via Harcourts International Studio. Note: font licencing is covered by Copyright law, as such no sharing of the Harcourts Script font is permitted. For further information please contact your Corporate Marketing team.

Harcourts Brand Standards

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2.7

Harcourts Script Examples The adjacent examples demonstrate how Harcourts Script can be applied within a communication. It complements the tone of voice and delivers a human and ownable typographic brand message that exemplifies the personality and passion of Harcourts.

Talk to us today to discover how we can help you sell your

Home

Please note the use of a contrasting font colour is designed to highlight a key component within the brand message and should be kept to a minimum.

YOUR 29

Harcourts Brand Standards

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e f i L

et am VISUAL LANGUAGE

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3.0 COLOUR 3.1 3.2 3.3 3.4 3.5

Harcourts Brand Standards

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Our colour palette Primary colours Colour usage - White Colour usage - Cyan Colour usage - Navy

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30 31 32 33 34

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3.1

Our colour palette Our colour palette features 2 unique tones navy and cyan. These are complimented by black, white and two shades of grey - for use across digital applications.

Harcourts Navy Harcourts Cyan Pantone CMYK RGB HEX

7463C 100/57/0/75 0/31/73 #001f49

Pantone CMYK RGB HEX

For paint and vinyl specifications, please contact your marketing team

Harcourts Black Pantone CMYK RGB HEX

Black 0/0/0/100 0/0/0 #000000

Harcourts Brand Standards

For paint and vinyl specifications, please contact your marketing team

Harcourts Mid Grey Digital use only

Harcourts Light Grey Digital use only

Pantone CMYK RGB HEX

Cool Grey 3C 0/0/0/28 200/200/200 #c8c8c8

BRAND MARKS

Process Cyan C 100/0/0/0 0/173/239 #00adef

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Harcourts White Pantone CMYK RGB HEX

Cool Grey 1C 0/0/0/10 237/237/237 #ececec

COLOUR

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White 0/0/0/0 255/255/255 #ffffff

BEST PRACTICE

3.2

Primary colours The Harcourts primary tones are white, cyan and navy. Our communications prioritise a single colour based on its tone of voice, direction and application. These elements should be taken into account when selecting a colour, to ensure we are not biased towards a specific tone and there is an even spread of colour when auditing our internal and external brand communications. The adjacent points demonstrate when a specific colour should be selected. However if you are uncertain as to whether your usage is appropriate, please contact your in country marketing resources/platforms.

We use white when we want to: ‫ ټ‬Be calm ‫ ټ‬Be clear and concise ‫ ټ‬Deliver a longer message ‫ ټ‬Showcase product

We use cyan when we want to: ‫ ټ‬Stand out ‫ ټ‬Grab people’s attention ‫ ټ‬Make a point ‫ ټ‬Look vibrant ‫ ټ‬Cut through the noise

We use navy when we want to: ‫ ټ‬Reassure ‫ ټ‬Amplify professionalism ‫ ټ‬Feel more authoritative ‫ ټ‬Project a more ‘luxury’ sense ‫ ټ‬Reflect our heritage

Harcourts Brand Standards

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3.3

Colour usage White

Headline message goes here as required. (36/44px)

The adjacent examples demonstrate how white is utilised as the primary tone within our communications. Delivering a message that is calm, clear and showcases product.

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Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest aut odio inist sequo omnissi cum oluptataepra quiatem sequo cori veria di. (16/22px)

Discover more (16px)

Cyan box pull out of quote Quissim ut volorae res ius, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px) Discover more (16px)

Two column element (24/30px)

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest. (16/22px)

Discover more (13pt)

Footer & contact element Address line 01 Address line 02 Area code State harcourts.com.au Disclaimer and legal text (9/10pt) Onserfer rumendit fugiani endist, odit del eosaped igendus sed ma dolupti untisin tiorerumqui ditia velest fuga. Nem. Ut fuga. Nemossit hil et aut expla perio quid magnit veliquaecti beat qui iur, voluptin prate et ex ent untis vit intia quis renet ea id quatese quidero iunt ent dolupit laboruptati cum quo tem eum dolorit lab imporio disimaio voluptior ab in rempos quam fugitatur Harcien dellabo repudi voluptae ad que voleseq uaspis sum incim qui delibuscil el enem. Itasitam voluptae nullicia pratur, soloribus si.

Harcourts Brand Standards

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COLOUR

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3.4

Colour usage Cyan

The adjacent examples demonstrate how Cyan is utilised as the primary tone within our communications. Delivering a message that stands out, looks vibrant and grabs the audiences attention.

h a r a S

n a i t s a b Se

Harcourts Brand Standards

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COLOUR

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Sarah

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3.5

Colour usage Navy

The adjacent examples demonstrate how Navy is utilised as the primary tone within our communications. Delivering a message that is both reassuring, authoritative, professional and reflecting the heritage of Harcourts.

h a r Sa

Office Verylongname

h a r a S

Headline message goes here as required. (36/44px)

Intro copy starts here, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px)

Discover more (16px)

n a i t s a b Se

Cyan box pull out of quote Quissim ut volorae res ius, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px) Discover more (16px)

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest aut odio

COLOUR

VISUAL LANGUAGE

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4.0 VISUAL LANGUAGE 4.1 4.2 4.3 4.4 4.5 4.6

Harcourts Brand Standards

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COLOUR

Introduction Super crops - Theory Super crops - Portrait Super crops - Landscape Underline - Theory Underline - Usage

VISUAL LANGUAGE

PHOTOGRAPHY

36 37 38 39 40 41

BEST PRACTICE

4.1

Visual language Introduction

Our visual language is built around two unique components - Super crops of our H mark and the underscore/underline that sits below.

H super crops

Underline

Harcourts Brand Standards

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4.2

Super crops Theory

Our H mark is the window into our world and the world of our clients. We use super crops to create a unique, impactful, ownable look that visually speaks Harcourts and opens up our communications.

Divide H height by 6

Divide H width by 5

For portrait documents we recommend a crop that is 2x3 and landscape 3x2. Once the rectangle has been created is can be moved around the H for best fit and scaled if required. 38

Harcourts Brand Standards

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4.3

Super crops Portrait We have provided a visual language that can be incorporated into communications when required, but is not used at every opportunity. Super crops are generally reserved for a single page within a document, campaign elements or digital assets. The adjacent examples demonstrate how our portrait format super crops can be utilised as both flat colour graphics, text frames and as holding devices for our photography. Super crops are always selected to provide the best environment for an image or text window.

Portrait super crop - Example A

Portrait super crop - Example B

Please note our super crops are soft and abstract. We never overtly show our H mark, instead borrowing elements like the curved edge of the 'H' to subtly suggest Harcourts to our clients within the communication.

Portrait super crop - Example C

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

Portrait super crop - Example D

COLOUR

VISUAL LANGUAGE

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BEST PRACTICE

4.4

Super crops Landscape We have provided a visual language that can be incorporated into communications when required, but is not used at every opportunity. Super crops are generally reserved for a single page within a document, campaign elements or digital assets.

The adjacent examples demonstrate how our landscape format super crops can be utilised as both flat colour graphics, text frames and as holding devices for our photography. Super crops are always selected to provide the best environment for an image or text window.

Landscape super crop - Example A

Landscape super crop - Example B

Office Verylongname

Landscape super crop - Example C

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

Sarah

Landscape super crop - Example D

COLOUR

VISUAL LANGUAGE

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BEST PRACTICE

4.5

The underline not only adds emphasis to a word within our communications, but highlights its parallel with the benefits of Harcourts. Our underline is equal to the word length and cap height 'X', offset 1/3X from the top of the word and is always cyan.

Underline Theory

1/3X

LET’S CELEBRATE

1/3X

Underline height X = Cap height X Offset = 1/3X from the top of the word Colour = Cyan

Harcourts Brand Standards

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4.6

Underline Usage

WE ARE INNOVATORS WE ARE EXPLORERS WE ARE CREATORS WE ARE COLLABORATORS WE ARE PIONEERS WE ARE ACHIEVERS WE ARE LEADERS

We have provided a visual language that can be incorporated into communications when required, but is not used at every opportunity. Underlines are generally reserved for a single page within a document, campaign elements or digital media. They are only used on headline messages and never feature in body copy elements.

MOVE!

The adjacent examples demonstrate how our underlines can be utilised on both flat colour graphics and photography. Underlines are always applied to the final or single word headline within a communication piece. This maintains the relationship between the 'H' within the logo mark and our core campaign/communication message. Please note our underlines are for use in cyan only, preferably with white typography and a full colour or navy background. They are not designed for used in navy on cyan backgrounds.

Harcourts Brand Standards

YOUR FUTURE OUR COMMITMENT

BRAND MARKS

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COLOUR

VISUAL LANGUAGE

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5.0 PHOTOGRAPHY 43

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11

COLOUR

Introduction Team Corporate Attire Team - Examples Team - Composition Property Property - Examples Lifestyle Lifestyle - Examples Brand photography Iconography

VISUAL LANGUAGE

PHOTOGRAPHY

44 45 46 47 48 49 50 51 52 53 55

BEST PRACTICE

5.1

Photography Introduction

Our photography features three key categories - team, property and lifestyle. They are a visual representation of the moments that matter to our team, partners and clients. Engaging, real and alive with personality they amplify our communications and express the true passion of Harcourts.

Harcourts Brand Standards

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BEST PRACTICE

5.2

Team Introduction Harcourts are the approachable experts. Our team are warm, inviting, unique people. We bring our team to life in real environments that offer an insight into their personality, genuine human interaction and a warm smile.

Harcourts Brand Standards

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5.3

Corporate Attire Harcourts team members pride themselves on their appearance and professionalism. Our guidelines around corporate attire ensures we are looking our best when representing our brand. We recommend black, navy and/or white corporate attire complemented by a Harcourts branded tie, scarf or rosette. Also shown is our corporate name badge. Please contact your marketing team.for more information on where to obtain these products.

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

Scarf (available in silk and polyester)

Rosette

Tie (available in silk and polyester)

Name badge

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

5.4

Team Examples The adjacent examples demonstrate how we can build a story around each of our team members. We don't have to look to camera at a certain angle in a fixed environment. Instead we populate the frame with personality and relaxed moments that express each individual. • Choose bright, warm, inviting, naturally lit internal or external environments • Team members should feel naturally posed. If seating or a table available, this can be used as a prop. Standing poses are predominately reserved for exterior photography. • Backgrounds are never too busy. Separate team members from their environment through lens blur and depth of field. • Provide adequate clearspace/negative space around our team for multi-format, multi container use - print/digital. • Crop into the images. Never isolated team members within the frame or space. • Along with environmental poses, team members should be photographed in the same environment (lighting) with a drop in white background. This allows for deep etching when required. • Maintain consistency. Where possible, shoot multiple office portraits with the same photographer on the same day/setting.

Harcourts Brand Standards

BRAND MARKS

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COLOUR

VISUAL LANGUAGE

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BEST PRACTICE

5.5

Team Composition We have re-engineered the way we take our photos. The tone, the warmth, and the environment our photos are taken in add a sense of friendliness to our imagery, make our agents more approachable and reflect our brand image.

• Provide adequate clearspace/negative space around our team for multi-format, multi container use - print/digital.

By creating an element of consistency in how our profiles are shot, our agents become recognisable in a subconscious way to the marketplace with a familiar look and feel.

Circular crop

• Crop into the images. Never isolated team members within the frame or space. • Create a natural looking light using soft boxes • Photographer to be at same level or slightly higher than the subject • Form a relaxed pose with shoulders angled square or at three quarters to the camera • No hands in pockets • Your profile photo is your brand. Invest in a professional portrait photographer.

Sarah

h a r a S

Portrait/square crop

Harcourts Brand Standards

BRAND MARKS

Landscape crop

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

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Sarah

Portrait crop

BEST PRACTICE

5.6

Property Introduction Our property photography is an opportunity to showcase our client portfolio and offer an insight into its unique benefits. We mix traditional wide angle imagery with details and symmetry. Layering our scenes to create a dynamic suite of assets that reflect the properties key features.

Harcourts Brand Standards

BRAND MARKS

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COLOUR

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BEST PRACTICE

5.7

Property Examples The adjacent examples demonstrate how we can mix photographic techniques to build a rich story around our clients properties. • Use symmetry • Discover moments of clarity by isolating objects or features • Layer our scenes by looking through apertures or beyond objects in the foreground • Choose the appropriate time of day to capture a moment - sunrise, day, sunset, night • Use a wide angle lens when you need to highlight the breadth of opportunity • Consider creating negative space in the upper corners of the image as a device to contain text in our communications Please note our property photography maintains a consistent look and feel through its art direction and framing choice. Our photography is never too busy and we highlight key elements within the environment through layering and symmetry.

Harcourts Brand Standards

BRAND MARKS

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COLOUR

VISUAL LANGUAGE

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BEST PRACTICE

5.8

Lifestyle Introduction Our lifestyle imagery tells a story beyond the home. It tells our clients we are accessible, successful, fun and have the courage to write our own story. It captures the moments that matter, the genuine emotions we share and the unique ways we live our lives.

Harcourts Brand Standards

BRAND MARKS

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COLOUR

VISUAL LANGUAGE

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BEST PRACTICE

5.9

Lifestyle Examples The adjacent examples demonstrate how we can build a relatable story into our lifestyle imagery. Vibrancy saturates our photography through colour, motion, tone, real human connections and diversity of our client base. • Create moments that matter. A story behind the image. Fun, laughter, human connection and celebration. • Use a variety of lenses to capture intimate moments, group portraits and wide angle environmental perspectives • Consider creating negative space in the upper corners of the image as a device to contain text in our communications • Art direct/introduce or choose photography that incorporates navy and cyan within the image through props, clothing or environmental elements • Where original photography is unavailable, we recommend selecting complimentary images from the Stocksy (purchased) and Unsplash (free) libraries. Please note our lifestyle photography maintains a consistent look and feel through its art direction and framing choice. Our backgrounds are never too busy and we ensure there is a core focus to our photography through depth of field.

Harcourts Brand Standards

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5.10

Brand photography Harcourts International have purchased a number of images for you to use within the files provided, but due to licensing, these photos are not able to be distributed to you to use in other marketing products, or supplied in working files. You are however able to purchase these images for your local use. The images on this page are all from unsplash.com which is a free stock photography website. If you wish to download any of these images, click on the image to link directly to that image on the website. Note that images can be removed from websites without notice. If you need further assistance please contact your marketing manager. Please note purchasing images for local use is inexpensive, but is vital to ensure you are using images that you have legal rights to use. Illegal use of images can be extremely costly so please ensure you have the right to use ANY images you use in any parts of your marketing, both online and in printed material.

Harcourts Brand Standards

BRAND MARKS

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COLOUR

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BEST PRACTICE

5.10

Brand photography Harcourts International have purchased a number of images for you to use within the files provided, but due to licensing, these photos are not able to be distributed to you to use in other marketing products, or supplied in working files. You are however able to purchase these images for your local use. The images on this page are all from stocksy.com which is a premium royalty free stock photography website. If you wish to purchase any of these images, click on the image to link directly to that particular image on the website or type in the image number in the search field on the website. Note that images can be removed from websites without notice. If you need further assistance please contact your marketing manager.

28592

455552

2296581

1379879

3015593

2033413

1959303

2044938

2572134

Please note purchasing images for local use is inexpensive, but is vital to ensure you are using images that you have legal rights to use. Illegal use of images can be extremely costly so please ensure you have the right to use ANY images you use in any parts of your marketing, both online and in printed material.

1735748

Harcourts Brand Standards

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BEST PRACTICE

5.11

Iconography Our suite of icons are clear, concise and legible. They inform our clients of the property specifications and are always displayed in a consistent hierarchy.

Land size

Bedroom

Bathroom

Lounge

Dining

Toilet

Shower

Study

Garage

Carport

Icon use & numbers Icons are displayed with a number (in Source Sans Pro Light). A maximum of 5 may be displayed on any one product. There is no minimum number.

Car pad

Boat pad

Swimming pool

Tennis court

Icon scale Icons should be scaled to ensure adequate visibility across all digital and print applications. The minimum size for icons is 3mm or 25px height/width.

Icon order All icons must always appear is the order shown above, regardless of how many are used. For example, the garage icon must never appear before the bedroom icon. If icons are not used then the following move up in priority.

Icon order The adjacent diagram illustrates the order in which icons appear, regardless of how many are used. Icon colour Icons can be displayed in Harcourts Navy or white. The colour is selected to ensure adequate contrast against the background tone. Cyan must not be used in any situation.

850m2 Colours Icons can be displayed in Harcourts Navy or white on contrasting background colours.

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

2.5

Icons & numbers Icons are displayed with a number (in Source Sans Pro Light). A maximum of 5 may be displayed on any one product. There is no minimum number.

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.0 BEST PRACTICE 6.1 6.2 6.3

Harcourts Brand Standards

BRAND MARKS

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COLOUR

Property Marketing Agent & Property Manager Marketing Brand Comms

VISUAL LANGUAGE

PHOTOGRAPHY

58 87 100

BEST PRACTICE

The following sections demonstrate how we can combine our brand suite to create dynamic, vibrant and engaging content across our property, agent, property manager and corporate marketing communications.

Harcourts Brand Standards

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6.1 Property marketing 58

Harcourts Brand Standards

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6.1.1 6.1.2 6.1.3 6.1.4 6.1.5 6.1.6 6.1.7 6.1.8 6.6.9 6.6.10 6.6.11 6.6.12 6.6.13 6.6.14 6.6.15 6.6.16 6.6.17 6.6.18 6.6.19 6.6.20 6.6.21 6.6.22 6.6.23 6.6.24

COLOUR

Publications - Introduction Publications - Full page Publications - Half page Mail cards - Introduction Mail cards - Covers and backs Brochures - Introduction Brochures - Covers and backs Brochures - Landscape covers Brochures - Spreads Window cards Text signboard - Introduction Text signboard Image signboard - Introduction Image signboard Stickers Directional signage Signage flags Digital advertising - Introduction Digital advertising Social community posting - Introduction Social community posting eDM - Primary eDM - Secondary Suite

VISUAL LANGUAGE

PHOTOGRAPHY

60 61 62 63 64 65 66 67 68 69 70 71 73 74 76 77 78 79 80 81 82 84 85 86

BEST PRACTICE

6.1

Our property marketing utilises the core Harcourts brand assets with limited use of the secondary font or super crops. This is to ensure the property is the primary focus within the communication and that Harcourts acts as the foundation, not the hero. The layouts are clean, clear and concise for easy reproduction, remembering that they will often be shown adjacent to or accompanied by other brand assets. 59

Harcourts Brand Standards

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BEST PRACTICE

6.1.1

Property marketing Publication Introduction Our property publications are designed to achieve the following: • Elevate the property as the primary focus and provide a clean and clear visual layout.

Header Harcourts logo or Harcourts franchise extension logo scaled to 30% of page width, aligned to the inner margin (6% of page width)

Photography Maximum number of photos is: full page – four; half and quarter page – two; eighth page – one and sixteenth – one. All photos have the option of rider text on all templates

Sold sticker Our Harcourts cyan/navy sold sticker is permitted for use in publications, centred, scaled to 25% of the main photograph width and rotated to 30o

Icons Maximum of five icons to appear in the Harcourts navy. Icons are available on full, half, quarter, third and eighth page modules and fit column width proportionately

• Provide a consistent framework that can be broken into 1,2,4,8,16 layouts.

View Made up of two sections: open home times and the web address Times Please format details in full where room permits, with days followed by time. Times should have a full stop between hours and minutes. Always use a 12 hour clock and have the am or pm after the number with no space. Web address All property web addresses must be displayed as the country portal (i.e.. harcourts. co.nz – no company or other web addresses allowed)

• Use the Harcourts brand as the foundation for the communication. This ensures the property remains as the main component within the communication. • Create easily editable documents with image and text holders for ‘everyday’ elements across offices and franchises. (For example landscape photography) • Allow for easy digestion of the information through short form, impactful copy and provide adequate clear space between the elements. • Our circular ‘sold’ and ‘just listed’ stickers can be applied with consideration to our communications in cyan or navy. The sold sticker sits in the centre of the primary image at a 30° angle, whilst the ‘just listed’ sticker is applied to the top right of the primary image. Our sold stickers are always larger than our just listed variation.

Harcourts Brand Standards

Suburb & street address Left aligned to inner margin (6% of page width) Body copy & bullets Single block of copy Left aligned to inner margin (6% of page width). All templates have the ability to bullet point their text

Footer Displays the Harcourts national website and franchise or office name must appear in line with legal requirements/license details

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

Agent details The contact details should only include: • Agent name • Two phone numbers, mobile first (M), office second (P) • Email address (available for two agents on DPS, full, half and quarter page layouts)

PHOTOGRAPHY

BEST PRACTICE

6.1.2

Property marketing Publications Full page Press advertising and newspapers are a very powerful medium to showcase the consistency and power of our brand. The focus for our group where multiple franchise and offices operate is to take a coordinated approach and place all advertising together in the same section.

The adjacent examples demonstrate how our publication listings can be adapted to feature a single property. These principles can be built on to include 2, 4, 8 and 16 properties per page.

White tab - 4 image FP publication

No adjustment to size of modules or layout is to be undertaken without written approval from the corporate marketing team.

Harcourts Brand Standards

White office tab - 3 image FP publication

White tab - Single image FP publication

Our full page publication layouts are always white with the Harcourts logo sitting on a navy or white tab on the top left corner. Your franchise extension is available as an option in the header of publications where franchise or office groups are paginated together (e.g. No mixed office/franchises on a single page otherwise this reverts to the standard Harcourts logo). The full page publications can feature 1, 3 or 4 images per page.

Navy tab - 4 image FP publication

BRAND MARKS

TYPOGRAPHY

Navy office tab - 3 image FP publication

COLOUR

VISUAL LANGUAGE

Navy tab - Single image FP publication

PHOTOGRAPHY

BEST PRACTICE

6.1.3

Property marketing Publications Half page

Press advertising and newspapers are a very powerful medium to showcase the consistency and power of our brand. The focus for our group where multiple franchise and offices operate is to take a coordinated approach and place all advertising together in the same section.

White office header - Horizontal

White header - Vertical

Our half page publication layouts are always white and the Harcourts logo sitting on a navy or white banner on the top left corner. Your franchise extension is available as an option in the header of publications where franchise or office groups are paginated together (e.g. No mixed office/franchises on a single page otherwise this reverts to the standard Harcourts logo).

Navy office header - Horizontal

TYPOGRAPHY

BRAND MARKS

No adjustment to size of modules or layout is to be undertaken without written approval from the corporate marketing team.

The half page publications can feature 2 images per property in horizontal or vertical stacked orientation.

Harcourts Brand Standards

The adjacent examples demonstrate how our publication listings can be adapted to feature a 2 properties. These principles can be built on to include 4, 8 and 16 properties per page.

Navy header - Vertical

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.1.4

Property marketing Mail cards Introduction Our property mail cards offer a range of front and back cover layouts to cater to all of your property marketing requirements. When designing property mail cards consider the following: • Elevate the property as the primary focus and provide a clean and clear visual layout.

DL Cover

• Allow for easy digestion of the information through short form, impactful copy and provide adequate clearspace between the elements.

• Do not overpopulate the communication, it’s designed as a ‘hook’ to contact Harcourts. • Only use white as a background colour this will increase its visibility on surfaces and work harmoniously with images. We recommend these are professionally printed through our preferred business partners on a minimum 170gsm paper.

DL Back

Harcourts Brand Standards

BRAND MARKS

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COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.1.5

Property marketing Mail cards Covers and backs

DL cover A - Super crop tab

Our back cover layouts offer the opportunity to include icons, sale method, viewing details, body copy and photography.

DL back A - Copy

We recommend these are professionally printed through our preferred business partners on a minimum 170gsm paper. Please note whilst there is space to include a wide variety of property information, we recommend that the layout remains clear and concise, allowing our clients to easily absorb the communication.

DL cover B - Vertical tab

We have supplied a range of cover options that allow the Harcourts logo to sit in a super crop, horizontally or with the suburb and street address.

DL back B - Copy + image

DL cover C - Horizontal tab

Harcourts Brand Standards

BRAND MARKS

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COLOUR

VISUAL LANGUAGE

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BEST PRACTICE

6.1.6

Property marketing Brochures Introduction

Our four page property brochures have been designed to highlight the key features of the property as well as providing a good balance of photography, information and agent details. The design also allows for additional property information such as LIM details and floor plans.

All templates offer:

Brochure cover

• One and two agent details with and without photos

Brochure back cover

• Optional franchise extension

• Up to five icons displayed • Multiple inside spread options

• Multiple back print options allow you to upload floor plan / photos plus additional property specs for all versions. We offer a range of flexible photo options catering to different property features. Photographs must fit within the constraints of the space provided. Please consult the property photography section of the guidelines for image choice and creation. We recommend these are professionally printed through our preferred business partners on a minimum 170gsm paper.

Harcourts Brand Standards

Brochure spreads - Photography and property listing information

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.1.7

Property marketing Brochures Covers and backs

Our portrait image brochure covers are always white and offer a range of flexible layouts. The suburb, street address and Harcourts logo can sit horizontally or vertically on the page with the key photograph suitably cropped and scaled to sit within the constraints of the space provided.

Cover A

Cover B

No adjustment to size of modules or layout is to be undertaken without written approval from the corporate marketing team.

Harcourts Brand Standards

Back cover A - Floor plan

Cover C

BRAND MARKS

TYPOGRAPHY

Our brochure back covers are always white and offer a range of flexible layouts that incorporate photography, floor plans, property information and agent details. Photograph is always suitably cropped and scaled to sit within the constraints of the space provided.

Back cover B - Details

COLOUR

Back cover C - Image

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.1.8

Property marketing Brochures Landscape covers Our landscape image brochure covers are always white and offer a range of flexible layouts. The suburb, street address and Harcourts logo can sit horizontally or vertically on the page with the key photograph suitably cropped and scaled to sit within the constraints of the space provided.

No adjustment to size of modules or layout is to be undertaken without written approval from the corporate marketing team.

Landscape image cover A

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

Landscape image cover B - Lay-flat cover & back

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.1.9

Property marketing Brochures Spreads

Our property brochure spreads are designed to incorporate a wide variety of information around the property, its key features, iconography and photography. They are clean, concise and professional to ensure a complimentary experience when our clients view the respective property. When designing property brochure spreads consider the following:

• Elevate the property as the primary focus and provide a clean and clear visual layout. • Allow for easy digestion of the information. • Do not overpopulate the communication, it’s designed to deliver complimentary information during and after the property has been viewed. • Only use white as a background colour this will increase the saturation and visibility of photography and provide a better viewing experience.

Photography must fit within the constraints of the space provided. No adjustment to size of modules or layout is to be undertaken without written approval from the corporate marketing team.

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.1.10

Property marketing Window cards

Our window cards are designed to highlight the key features of the property through photography as well as providing a good balance of information, branding and agent details. The design is clean and professional to ensure a powerful display when clients walk past our offices.

All templates offer: • 1, 3 or 4 image layouts catering to different property features

3 image window card

• Up to five icons displayed • Property information paragraph or bullet point text box • One and two agent details with and without photos • Optional franchise extension

Photography must fit within the constraints of the space provided.

These templates are available in A4 portrait and can be adapted to fit custom displays. We recommend these are professionally printed through our preferred business partners on a minimum 150gsm paper.

Harcourts Brand Standards

BRAND MARKS

4 image window card

Single image window card

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

1800 x 600 Wrap

6.1.11

Header Harcourts franchise extension or Harcourts logo with clear space within super crop. Placed at the top of the board to ensure high profile of our business.

Property marketing Text signboard – Introduction Our text signboards have been designed to be visible and recognisable when installed in the marketplace. We have taken a best practice approach to outdoor advertising to ensure legibility, impact and key messages are received and understood by the reader. All templates offer:

SALE

• Hero of the Harcourts franchise extension or option without franchise extension • Clean, contemporary design application • Both portrait and landscape designs • A clear, bold headline stating the purpose of the signboard e.g. ‘SALE’ • Large one and two option agent call-to-action panel with options for image, name and contact details. • An acknowledgement of the new Harcourts brand tagline ‘Your Harcourts’ reminding current and future clients our brands point of difference.

Agent/Office details There is provision for flexibility in application.

Harcourts Brand Standards

0415 123 456 harcourts.com.au

For single agent: • Single agent image • Single agent mobile number • Office URL+Property ID number For double agent/team: • Double agent/team image • Both agent/team mobile number • Office URL

BRAND MARKS

TYPOGRAPHY

Headline The headline or purpose of the signboard is very clear with single word application ‘SALE’, ‘AUCTION’, ‘RENT’, ‘LEASE’ ensuring clear legibility. There are various options available.

Agent Verylongname

For office only details include: • Office name • Office telephone number • Office URL+Property ID number

Size and message limitations may be applicable in your local council area. Please ensure you make yourself and your team aware of council policies and laws.

Office Verylongname

Super crop The head of the signboard features the new super crop graphic element, the super crop featured is taken from the base of the H mark.

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

COLOUR

VISUAL LANGUAGE

Footer The Your Harcourts tagline provides a subtle acknowledgement in reminding current and future clients the Harcourts point of difference. The Harcourts office name must appear in line with legal requirements/ license details.

PHOTOGRAPHY

BEST PRACTICE

6.1.12

Property marketing Text signboard – Suite Our text signboards are a very powerful medium to showcase the consistency and power of our brand. The focus for our group where multiple franchise and offices operate is to take a coordinated approach. The adjacent examples showcase a selection of the range of text signboards available to our network, including signboard sticker applications.

1800 x 600 Wrap

Office Verylongname

SALE

AUCTION

Agent Verylongname

harcourts.com.au

0415 123 456

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

0415 123 456

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

COLOUR

RENT LEASE 0415 123 456

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

VISUAL LANGUAGE

0415 123 456

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

PHOTOGRAPHY

BEST PRACTICE

6.1.12

Property marketing Text signboard - Colours Our text signboards are a very powerful medium to showcase the consistency and power of our brand. The focus for our group where multiple franchise and offices operate is to take a coordinated approach.

1800 x 600 Wrap

Office Verylongname

D D D SALE SALE SALE SOL SOL SOL

The adjacent examples showcase a selection of the range of colours our text signboards are available to our network, including signboard sticker applications.

Agent Verylongname

harcourts.com.au

0415 123 456

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

COLOUR

VISUAL LANGUAGE

0415 123 456

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

PHOTOGRAPHY

BEST PRACTICE

CP Wrap

Harcourts Brand Standards

Back Fold

Wrap

37mm

25mm

25mm 1076mm Face

1800mm Sheet

Intro text here con excepra eptiusd nidaecupta spienda ndionsed et la

Auction Saturday X Month 11.15am, on site View Wednesday 6.00 – 6.30pm, harcourts.co.nz/xxx

• Nectatur, nonsequia nis as magnas • Aligenimus, qui beaquibusdae pre aut lauium • Dunt utUscimillupit mo beaqua

Agent Verylongname M 012 345 6789

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

Bottom of Board

12344555_STATE 10

Wrap

Sale

Super crop The top left corner of the signboard features the new super crop graphic element, the super crop featured is taken from the base of the H mark. The crop is approx. half with width of the board. Image There are multiple image layouts from single full-bleed, triple portrait and triple landscape versions available. Icons You can have up to five icons featured on the board within the given space. These must be displayed in the order specified in our Iconography section of the style guide.

1200mm Sheet

Sale Info, Viewing times & Office URL + Property ID number Additional sales details, viewing times and office URL + Property ID number are to be displayed below icons. This may include a price. All items must only appear on one line in the order displayed.

Agent/Office details There is provision for flexibility in application. For office only details include: • Office name • Office telephone number • Office URL+Property ID number

For double agent/team: • Double agent/team image • Both agent/team mobile number • Office URL

For single agent: • Single agent image • Single agent mobile number • Office URL+Property ID number

Size and message limitations may be applicable in your local council area. Please ensure you make yourself and your team aware of council policies and laws. 73

62mm

Wrap

Heading and Copy The heading for the property is displayed in bold to differentiate it from the body copy and lead the reader into the key selling proposition of the property. The copy is limited to three bullet points and serve to support the heading with further proof points as to the value of the property. You may use the use the heading and copy area without bullet points if you choose.

CP Wrap 1800mm x 1200mm

62mm 37mm

Back Fold

• Hero of the Harcourts franchise extension or option without franchise extension • Clean, contemporary design application • Both portrait and landscape designs • A clear, bold headline stating the purpose of the signboard e.g. ‘SALE’ • Limited text area to display eye catching headline and three proof points • Three call-to-action variations • Office only call-to-action panel featuring office name, office telephone number, URL • Large ‘circle’ one and two agent option call-to-action panels featuring image (with/ without), name and mobile number. • Large ‘script’ single agent option call-toaction panel with image, name, mobile number. Please note agent image is required to be professionally shot and 300 dpi A4 size. • An acknowledgement of the new Harcourts brand tagline ‘Your Harcourts’ reminding current and future clients our brands point of difference.

Wrap

Our image signboards have been designed to be visible and recognisable when installed in the marketplace. We have taken a best practice approach to outdoor advertising to ensure legibility, impact and key messages are received and understood by the reader. All templates offer:

Office Very-Long-name Back Fold

Property marketing Image signboard – Introduction

Header Harcourts franchise extension or Harcourts logo with clear space within super crop. Placed at the top of the board to ensure high profile of our business.

Back Fold

6.1.13

Top of Board

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

AL Top of Board

Frame

Office Very-Long-name

AL 900mm x 1200mm

CP Wrap

Top of Board

35mm

Sale

35mm

1130mm Face

Auction Saturday X Month 11.15am, on site View Wednesday 6.00 – 6.30pm, harcourts.co.nz/xxx

1200mm Sheet

Intro text here con excepra eptiusd nidaecupta spienda ndionsed et la • Nectatur, nonsequia nis as magnas • Aligenimus, qui beaquibusdae pre aut • Dunt utUscimillupit mo beaqua

900mm Sheet

Wrap

Back Fold

Office Very-Long-name Back Fold

Agent Verylongname Frame

M 012 345 6789

Frame

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

AL Frame

Frame

35mm 35mm

Bottom Board Top ofof Board

CP Wrap 1800mm x 1200mm

62mm 37mm

Frame

The adjacent examples showcase a selection of the range of image signboards available to our network, including signboard sticker applications.

Frame

Property marketing Image signboard – Suite Our image signboards are a very powerful medium to showcase the consistency and power of our brand. The focus for our group where multiple franchise and offices operate is to take a coordinated approach.

35mm

Frame

6.1.14

Office Very-Long-name

62mm 37mm

25mm

AL 900mm x 1200mm

25mm 35mm

1076mm Face

1130mm Face

1200mm Sheet

35mm

Auction Saturday X Month 11.15am, on site View Wednesday 6.00 – 6.30pm, harcourts.co.nz/xxx

900mm Sheet

Intro text here con excepra eptiusd nidaecupta spienda ndionsed et la • Nectatur, nonsequia nis as magnas • Aligenimus, qui beaquibusdae pre aut • Dunt utUscimillupit mo beaqua

Frame

Sebastian

Frame

1800mm Sheet

Sale

Call Sebastian Longname

012 345 6789

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

35mm

Frame

Bottom of Board

Agent Verylongname

Wrap

Back Fold

Wrap

• Nectatur, nonsequia nis as magnas • Aligenimus, qui beaquibusdae pre aut lauium • Dunt utUscimillupit mo beaqua

Office Very-Long-name

CL Wrap 1200mm x 1800mm

62mm

M 012 345 6789

37mm

Back Fold

Intro text here con excepra eptiusd nidaecupta spienda ndionsed et la

Auction Saturday X Month 11.15am, on site View Wednesday 6.00 – 6.30pm, harcourts.co.nz/xxx

Wrap

Sale

Top of Board

Back Fold

CL Wrap

62mm 37mm

25mm

25mm 1676mm Face

1200mm Sheet Wrap

Wrap

Sale

Back Fold

Bottom of Board

12344555_STATE 10

1800mm Sheet

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

Agent Verylongname Auction Saturday X Month 11.15am, on site View Wednesday 6.00 – 6.30pm, harcourts.co.nz/xxx

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

M 012 345 6789

Agent Verylongname M 012 345 6789

Bottom of Board

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.1.14

Property marketing Image signboard – Colours CP Wrap

Top of Board

37mm

25mm

LD O S

CP Wrap 1800mm x 1200mm

25mm

1076mm Face

Wrap 62mm

37mm

25mm

LD SO

1800mm Sheet

Wrap

Back Fold

1800mm Sheet

Back Fold

Agent Verylongname

Sale Intro text here con excepra eptiusd nidaecupta spienda ndionsed et la

Auction Saturday X Month 11.15am, on site View Wednesday 6.00 – 6.30pm, harcourts.co.nz/xxx

• Nectatur, nonsequia nis as magnas • Aligenimus, qui beaquibusdae pre aut lauium • Dunt utUscimillupit mo beaqua

M 012 345 6789

Agent Verylongname

Wrap

Auction Saturday X Month 11.15am, on site View Wednesday 6.00 – 6.30pm, harcourts.co.nz/xxx

• Nectatur, nonsequia nis as magnas • Aligenimus, qui beaquibusdae pre aut lauium • Dunt utUscimillupit mo beaqua

M 012 345 6789

25mm

Back Fold

Intro text here con excepra eptiusd nidaecupta spienda ndionsed et la

37mm

1200mm Sheet

Wrap

Agent Verylongname

• Nectatur, nonsequia nis as magnas • Aligenimus, qui beaquibusdae pre aut lauium • Dunt utUscimillupit mo beaqua

Auction

62mm

1076mm Face

Back Fold

Auction Saturday X Month 11.15am, on site View Wednesday 6.00 – 6.30pm, harcourts.co.nz/xxx

Wrap

Intro text here con excepra eptiusd nidaecupta spienda ndionsed et la

CP Wrap 1800mm x 1200mm

1200mm Sheet

Back Fold

Sale Wrap

62mm

1076mm Face

1200mm Sheet

Back Fold

Wrap

Wrap 62mm

37mm

Wrap

62mm

Back Fold

25mm

Office Very-Long-name Wrap

LD SO

CP Wrap 1800mm x 1200mm

62mm 37mm

Back Fold

Office Very-Long-name Back Fold

Back Fold

Office Very-Long-name Wrap

The adjacent examples showcase a selection of the range of colours our image signboards are available to our network, including signboard sticker applications.

CP Wrap

Top of Board

Back Fold

Our image signboards are a very powerful medium to showcase the consistency and power of our brand. The focus for our group where multiple franchise and offices operate is to take a coordinated approach.

CP Wrap

Top of Board

M 012 345 6789

Agent Verylongname

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

Bottom of Board

PHOTOGRAPHY

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

12344555_STATE 10

Bottom of Board

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

12344555_STATE 10

Bottom of Board

12344555_STATE 10

M 012 345 6789 Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

BEST PRACTICE

Pre-sale options:

UNDER OFFER

Can use

CL Wrap

Wrap

Office Very-Long-name

25mm 1676mm Face

Harcourts Brand Standards

62mm 37mm 25mm

1800mm Sheet

1200mm Sheet

Pre-sale/rent – when used on print ad and property marketing prior to property being sold, the sticker is placed in the top left or top right of the image area with no angle applied to sticker. Note: We do not apply pre-sale/rent stickers to signboards.

Wrap

Sale

Agent Verylongname Auction Saturday X Month 11.15am, on site View Wednesday 6.00 – 6.30pm, harcourts.co.nz/xxx

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

M 012 345 6789

Agent Verylongname

Post-sale/rent – when used on signboards, publications and property marketing post property being sold, the sticker is placed in the centre of the image area with a 30-degree angle rotation applied. Note: the word is required to read from the bottom upward.

M 012 345 6789

Bottom of Board

SOLD

SOL D

Size and message limitations may be applicable in your local council area. Please ensure you make yourself and your team aware of council policies and laws.

CL Wrap 1200mm x 1800mm

62mm 37mm

• Pre-sale/rent e.g. ‘JUST LISTED’, ‘UNDER OFFER’ • Post-sale/rent e.g. ‘SOLD’, ‘RENTED’, ‘LEASED’

Can use

Back Fold

• We have two themes:

Can use

Wrap

• We have two colour variants of stickers – navy and cyan to which their application pairs with the respective advertising format. Note we do not permit the Harcourts stickers in any other colour.

Can use

LEASED

Back Fold

• Clear bold application of the Source Sans Pro font

RENTED

Top of Board

• Clean, contemporary design application

SOLD

Back Fold

To complement our range of signboards, print and digital assets we have supporting sticker applications for pre and post-sale/lease notification. We have taken a best practice approach to advertising standard to ensure legibility, impact and key messages are received and understood by the reader. All templates offer:

JUST LISTED

Back Fold

Property marketing Stickers

Post-sale options:

Wrap

6.1.15

Do not any other colour.

BRAND MARKS

Do not make any other angle.

TYPOGRAPHY

SOLD

SOLD BY JOHN SMITH

COLOUR

Do not change the wording.

SOLD

Do not add head shot.

VISUAL LANGUAGE

Do not add any logos.

PHOTOGRAPHY

BEST PRACTICE

6.1.16

Property marketing Directional signage We have a wide variety of directional signage and sizes to suit. The signage is available in various templates for both standard, office and agent variations. All templates offer: • • • •

Clean, contemporary design application Clear bold application of the Source Sans Pro font Application of Harcourts franchise extension A clear, bold headline stating the purpose of the signboard e.g. ‘OPEN HOME’ • Three call-to-action variations • Office only call-to-action • Large ‘circle’ single agent option callto-action panel featuring image (with/ without), name and mobile number. • Double agent option call-to-action panels featuring name and mobile number. • Message options: • Open Home • Auction • Three colour variations • Navy • Cyan • White

OPEN HOME

Agent Very-long-name M 012 345 6789

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

AUCTION Agent Very-long-name M 012 345 6789 Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

Harcourts Brand Standards

Office Verylongname

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

Office Verylongname

AUCTION Agent Very-long-name M 012 345 6789 Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

Office Verylongname

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

Office Verylongname

AUCTION Agent Very-long-name M 012 345 6789 Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

Office Verylongname

OPEN OPEN HOME HOME Agent Very-long-name M 012 345 6789

Office Verylongname

BRAND MARKS

Office Verylongname

TYPOGRAPHY

Agent Very-long-name M 012 345 6789 Agent Very-long-name M 012 345 6789

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

COLOUR

Office Verylongname

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.1.17

Property marketing Signage flags

Office Verylongname

OPEN HOME

harcourts.com.au

0415 123 456

BRAND MARKS

TYPOGRAPHY

COLOUR

harcourts.com.au

VISUAL LANGUAGE

PHOTOGRAPHY

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

Harcourts Brand Standards

0415 123 456

Office Verylongname

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

Contact your Corporate Marketing team for further details.

Agent Verylongname

AUCTION

Agent Verylongname

0415 123 456

harcourts.com.au

OPEN HOME

OPEN HOME Agent Verylongname

0415 123 456

Office Verylongname

Formats include, but are not limited to: • Standard corporate flag • Bunting • Shop front flag • Rota pole • Teardrop • Swooper pole

Agent Verylongname

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

0415 123 456

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

Agent Verylongname

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

We have a wide variety of signage flags and sizes to suit. The signage is available in various templates for both standard, office and agent variations. All templates offer: • Clean, contemporary design application • Clear bold application of the Source Sans Pro font • Application of Harcourts franchise extension • A clear, bold headline stating the purpose of the signboard e.g. ‘OPEN HOME’ • Three call-to-action variations • Office only call-to-action • Large ‘circle’ single agent option callto-action panel featuring image (with/ without), name and mobile number. • Double agent option call-to-action panels featuring name and mobile number. • Message options: • Open Home • Auction • Available in white, cyan and navy

Office Verylongname

BEST PRACTICE

6.1.18

Property marketing Digital advertising - Introduction Digital advertising is at the cornerstone of our multi-channel approach to our client’s property marketing. Successfully delivering results for our clients, we have developed a wide variety of advertising templates that are intended to optimise goal conversion and ensure your property marketing looks as engaging as possible.

Page Profile Picture & Page Name (Sponsored) The Harcourts logo sits within the Page Profile Picture accompanied by the franchise/office extension as Page Name, under which ‘Sponsored’ features. For those working with BPs this may be auto-populated.

Your message: Primary Text The primary text is the location for a great ad line that supports the image and entices the reader to want to discover more. For those working with BPs this may be autopopulated. Image Within the digital ad templates we have taken a simple single hero image approach for each frame. For those working with BPs this may be autopopulated.

Your Headline Write a descriptive headline for your URL. For those working with BPs this may be auto-populated.

Call to action Encourage people to click with an explicit call-to-action (CTA) button. Suggested CTA depending in ad type: • Learn more • Contact us • Book now e.g. for viewing • Download e.g. property sale/rent information For those working with BPs this may be auto-populated.

The ad templates are available for various pre and post-sale/rent messages. All templates offer: • • • •

Clean, contemporary design application Clear bold application of the brand design Providing flexibility for image application There are four macro design variations: • Headline/Super crop • Single headline word/Underline • Sticker/Super crop • Script/Super crop • We have two themes, available for both prospecting and re-targeting: • Pre-sale/rent e.g. ‘JUST LISTED’, ‘UNDER OFFER’ • Post-sale/rent e.g. ‘SOLD’, ‘RENTED’, ‘LEASED’ • There are a number of brand colour options • Formats include, but are not limited to: • Image • Carousel

Harcourts Brand Standards

Link description Write a description for your URL. For those working with BPs this may be auto-populated.

Page shares Set the number of page shares for your page. Numeric input only. For those working with BPs this may be auto-populated.

Link caption Write a caption for your URL. For those working with BPs this may be auto-populated.

Reactions Set the types of reactions for your post and the total number of reactions. Numeric input only. Suggested reactions depending on ad type: • Like • Love • Wow For those working with BPs this may be auto-populated.

Note: different publishers (e.g. Facebook) have different specifications, dimensions, file sizes and character limits. Each of these variables changes often, as such we encourage you to work with our a Business Partners (BPs) who have the resource and capability. For further details please contact your Corporate Marketing team.

BRAND MARKS

TYPOGRAPHY

COLOUR

Page comments Set the number of page comments for your page. Numeric input only. For those working with BPs this may be auto-populated.

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.1.19

Property marketing Digital advertising - image suite

YOUR FUTURE HOME IS IN NEWSTEAD

Our digital advertising is a very powerful medium to showcase the consistency and power of our brand. The focus for our group where multiple agents operating out of a single office/location is to take a coordinated approach.

SOLD

The adjacent examples showcase a selection of the range of image templates available to our network, including sticker applications. The digital advertising formats are available for display within Facebook/Instagram, Google Responsive Ads, and Google Banner Ads. Note: the templates alone is not the compete ad unit, it is supported by the ad frame which details further information e.g. Harcourts franchise extension, Headline, Body copy, Call-to-action etc. Note: For those working with Business Partners our templates will be loaded into their systems, images may be auto-populated into templates and you can edit as required.

YOUR FUTURE HOME IS IN NEWSTEAD

JUST SOLD

JUST LISTED

Sold Listed JUST

JUST

Harcourts Brand Standards

LISTED

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

Account Profile Picture & Page Name The Harcourts logo sits within the Account Profile Picture accompanied by the franchise/ office extension/agent name. For those working with BPs this may be auto-populated.

6.1.20

Property marketing Social community posting - Introduction

Headline Made up of two sections: The headline within the template is fto grab the reader's attention and support the image, enticing the reader to want to discover more. For those working with BPs this may be auto-populated.

Social community posting differs from advertising as it sees the posting of content into our earned channels such as Facebook and Instagram. We have developed a wide variety of social posting templates that are intended to optimise goal conversion and ensure your property marketing looks as engaging as possible. The social posting templates are available for Facebook and Instagram across pre and postsale/rent messages. All templates offer: • Clean, contemporary design application • Clear bold application of the brand design • Flexibility for single and multi-image application • Four design variations: • Headline/Super crop • Single headline word/Underline/ transparent • Sticker/Super crop • Headline/List/Super crop • Themes, available: • Pre-sale/rent e.g. ‘OPENS’, ‘JUST LISTED’, ‘UNDER OFFER’ • Post-sale/rent e.g. ‘SOLD’, ‘RENTED’, ‘LEASED’ • Real estate expertise e.g. ‘RESULTS’, ‘MARKET STATS’ • Formats include, but are not limited to: • Image • Carousel

Harcourts Brand Standards

Image Within the social posting templates is a simple single hero image and multiimage template. For those working with BPs this may be auto-populated.

Sub-headline Write a descriptive sub-headline for your post. For those working with BPs this may be auto-populated.

Reactions Remember when you post within your account people can Love - Comment - Share. Be sure to periodically check-in on your posts and respond to any engagement. Please refer to our PR and Communications policy for any further information. Hashtag A Hashtag ‘#’ is a type of metadata allowing you to apply dynamic, user-generated tagging that helps other users easily find your posts with specific themes or content. For those working with BPs this may be auto-populated.

JUST LISTED

SELLING IN NEWSTEAD

Call to action Ensure you have a clear call-to-action (CTA) within the image or final image (for carousel). Encourage people to click with an explicit CTA. Suggested CTA depending in post: • Learn more • Contact us • Book now e.g. for viewing • Download e.g. property sale/rent information For those working with BPs this may be auto-populated.

OPEN FOR VIEWING NOW Agent Very-long-name M 012 345 6789

Unique Architecture

Suburb Street name 22/24pt

BRAND MARKS

850m2

TYPOGRAPHY

COLOUR

2.5

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.1.21

JUST LISTED

Suburb Street name 22/24pt

Note: For those working with Business Partners our templates will be loaded into their systems, images may be auto populated into templates and you can edit as required.

Agent Very-long-name M 012 345 6789

Headline/Underline/Super crop

The adjacent image examples showcase a selection of the range of image templates available to our network, including sticker applications. The social posting templates are available for Facebook and Instagram. Note: the image templates are not the complete post, it is supported by the post frame which details further information e.g. Logo, franchise extension/agent name, image etc.

RENTAL OPENS THIS WEEKEND

Sticker/Super crop

32 PROPERTIES LEASED IN JUNE

LARGE HEADLINE CAN GO HERE Agent Very-long-name M 012 345 6789 Agent Very-long-name M 012 345 6789

Headline/Underline/transparent

RESULTS FOR JUNE • 1134 Tenant enquiries • 24 Properties leased • 98.8% Rent paid on time • 98.8% Rent paid on time

Headline/List/Super crop

Harcourts Brand Standards

Sticker/Super crop

Saturday, 11 July 2020

• 99.8% Occupancy rate

LD SO

JUST LISTED

BRAND MARKS

TYPOGRAPHY

Headline/Underline/transparent

LEASED THIS WEEKEND 11.00am Street name 22/24pt, Suburb 11.00am Street name 22/24pt, Suburb 11.00am Street name 22/24pt, Suburb 11.00am Street name 22/24pt, Suburb 11.00am Street name 22/24pt, Suburb 11.00am Street name 22/24pt, Suburb 11.00am Street name 22/24pt, Suburb 11.00am Street name 22/24pt, Suburb 11.00am Street name 22/24pt, Suburb

Headline/List/Super crop

COLOUR

Headline/Underline/transparent

LARGISH HEADLINE CAN GO HERE CAN GO HERE Abori nos doluptas doluptae nit, tem illorumque venda veremquamet et volorunt, suntiis et eossinv eligende nimendae sandicias quamet aceatin prestionem aut remporepra conse moditatur, cuptaest.

Headline/List/Super crop

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.1.21

Property marketing Social community posting - Image suite Our social community posting is a powerful medium to showcase the consistency and power of our brand. The focus for our group where multiple agents operating out of a single office/location is to take a coordinated approach. The adjacent carousel examples showcase a selection of the 3 and 5 image templates available to our network, including sticker applications.

JUST LISTED

Suburb Street name 22/24pt

Unique Architecture 850m2

2.5

Agent Very-long-name M 012 345 6789

Three image carousel

JUST LISTED

Note: For those working with Business Partners our templates will be loaded into their systems, images may be auto populated into templates and you can edit as required.

SELLING IN NEWSTEAD

OPEN FOR VIEWING NOW Agent Very-long-name M 012 345 6789

Unique Architecture

Suburb Street name 22/24pt

850m2

2.5

Five image carousel

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.1.22

Property marketing eDM - Primary

Headline message goes here as required. (36/44px)

Our property eDMs incorporate a variety of photographic and text modules that can be combined to form bespoke communications.

Intro copy starts here, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px) Discover more (16px)

The primary eDM features the Harcourts logo within a super crop in the top left corner. When creating the eDM, the super crop/logo must be embedded into the headline image/ graphic. For universal compatibility across browsers, Arial is used as the substitute for Open Sans as the primary digital font.

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest aut odio inist sequo omnissi cum oluptataepra quiatem sequo cori veria di. (16/22px) Discover more (16px)

Headline message goes here as required. (36/44px)

Please note whilst there is space to include a wide variety of property information, we recommend that the layout remains clear and concise, allowing our customers and clients to easily absorb the communication.

Intro copy starts here, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px)

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest aut odio inist sequo omnissi cum oluptataepra quiatem sequo cori veria di. (16/22px) Discover more (16px)

Cyan box pull out of quote Quissim ut volorae res ius, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px) Discover more (16px)

Two column element (24/30px)

Discover more (16px) Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest. (16/22px)

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest. (16/22px)

Discover more (13pt)

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.1.23

Property marketing eDM - Secondary

Our property eDMs incorporate a variety of photographic and text modules that can be combined to form bespoke communications.

Headline message goes here as required. (36/44px) Intro copy starts here, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px) Discover more (16px)

The secondary eDM features the Harcourts logo within a banner at the top of the page. The banner forms part of the eDM irrespective of the image choice and therefore does not require the logo to be embedded into the headline graphic.

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest aut odio inist sequo omnissi cum oluptataepra quiatem sequo cori veria di. (16/22px)

For universal compatibility across browsers, Arial is used as the substitute for Open Sans as the primary digital font.

Discover more (16px)

Headline message goes here as required. (36/44px)

Intro copy starts here, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px)

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest aut odio inist sequo omnissi cum oluptataepra quiatem sequo cori veria di. (16/22px) Discover more (16px)

Cyan box pull out of quote Quissim ut volorae res ius, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px) Discover more (16px)

Two column element (24/30px)

Discover more (16px) Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest. (16/22px)

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest. (16/22px)

Discover more (13pt)

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.1.24

Property marketing Suite

Headline message goes here as required. (36/44px)

The adjacent examples demonstrate how our Property marketing suite applications sit alongside each other. Delivering a message that is powerful, clear and harmonious across all of our property communications.

Intro copy starts here, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px) Discover more (16px)

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest aut odio inist sequo omnissi cum oluptataepra quiatem sequo cori veria di. (16/22px)

Publication

Discover more (16px)

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest aut odio inist sequo omnissi cum oluptataepra quiatem sequo cori veria di. (16/22px)

Discover more (16px)

Cyan box pull out of quote Quissim ut volorae res ius, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px) Discover more (16px)

Brochure

Two column element (24/30px)

eDM

Harcourts Brand Standards

BRAND MARKS

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest. (16/22px)

Discover more (13pt) Discover more (13pt)

Footer & contact element Address line 01 Address line 02 Area code State harcourts.com.au

Window card

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest. (16/22px)

Disclaimer and legal text (9/10pt) Onserfer rumendit fugiani endist, odit del eosaped igendus sed ma dolupti untisin tiorerumqui ditia velest fuga. Nem. Ut fuga. Nemossit hil et aut expla perio quid magnit veliquaecti beat qui iur, voluptin prate et ex ent untis vit

intia quis renet ea id quatese quidero iunt ent dolupit laboruptati cum quo tem eum dolorit lab imporio disimaio voluptior ab in rempos quam fugitatur Harcien dellabo repudi voluptae ad que voleseq uaspis sum incim qui delibuscil el enem. Itasitam voluptae nullicia

pratur, soloribus si.

Mail card

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.2 Agent & Property Manager marketing 6.2.1 6.2.2 6.2.3 6.2.4 6.2.5 6.2.6 6.2.7

6.2.8 6.2.9 6.2.10 6.2.11

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

Bi-fold brochure - Introduction Bi-fold brochure - Options Flyer - Introduction Flyer - Options Mail cards Digital advertising and social community posting – Introduction Digital advertising and social community posting eDM - Primary eDM - Secondary Outdoor marketing Suite

VISUAL LANGUAGE

PHOTOGRAPHY

89 90 91 92 93 94 95 96 97 98 99

BEST PRACTICE

6.2

Our Agent and Property Manager marketing utilises the full suite of Harcourts brand assets. They are designed to amplify the Harcourts message and sell the brand to our customers, clients and future talent. We enhance our brand language with super crops and secondary fonts, but always ensure it reads clear, concise and complimentary to our core message.

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.2.1

Agent and Property Manager marketing Bi-fold brochure - Introduction

Creating powerful profile marketing for our Agents and Property Managers is a core element to the success of our brand. Templates have been designed to promote the power of our brand whilst allowing flexibility for our Agents and Property Managers to add their own personality and flair to their marketing. When designing bi-fold brochures consider the following: • Elevate the agents profile and provide a warm and approachable introduction. • Use the complete suite of Harcourts brand assets. • Allow for easy digestion of the information through short form, impactful copy and provide adequate clearspace between the elements. • Do not overpopulate the communication, it’s designed as an overview of the agent prior to the client meeting them.

Harcourts Brand Standards

h a r a S

BRAND MARKS

Inside spread

TYPOGRAPHY

Cover

Back

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.2.2

Agent and Property Manager marketing Bi-fold brochure Options Core elements have been designed to be consistent. The use of our recognisable agent photography, fonts, logos and colours set the foundation of the pieces, whilst space has been allowed for personalisation and localisation through powerful imagery and text. The bi-fold brochure is available in navy or cyan and folds to 105x297mm. It is a professional piece for promoting yourself; use at listing presentations or open homes.

Sarah

Agent - Navy

Sebastian

BRAND MARKS

TYPOGRAPHY

Property Manager - Navy

Harcourts Brand Standards

Sarah

Agent - Cyan

Available to be printed professionally on quality 256gsm gloss card through your preferred corporate business partner. Please note whilst there is space to include a wide variety of agent information, we recommend that the layout remains clear and concise, allowing our clients to easily absorb the communication.

Sebastian

Property Manager - Cyan

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.2.3

Agent and Property Manager marketing Flyer - Introduction Creating powerful profile marketing for our Agents and Property Managers is a core element to the success of our brand. Templates have been designed to promote the power of our brand whilst allowing flexibility for our Agents and Property Manager to add their own personality and flair to their marketing. When designing flyers consider the following:

h a r Sa

Office Verylongname

A4 flyer cover

• Elevate the agents profile and provide a warm and approachable introduction.

• Use the complete suite of Harcourts brand assets. • Allow for easy digestion of the information through short form, impactful copy and provide adequate clearspace between the elements.

• Do not overpopulate the communication, it’s designed as an overview of the agent prior to the client meeting them.

A4 flyer back

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.2.4

Agent and Property Manager marketing Flyer Options The Agent and Property Manager flyer is available in navy or cyan formats and can also be edited to profile an office. A great option is to bind your profile into your presentation brochures. Core elements have been designed to be consistent. The use of our recognisable agent photography, fonts, logos and colours set the foundation of the pieces whilst space has been allowed for personalisation and localisation through powerful imagery and text.

h a r a S

n a i t s a b e S

¦ §

Available to be printed professionally on quality 170gsm gloss paper through your preferred corporate business partner, or print in-house. Please note whilst there is space to include a wide variety of agent information, we recommend that the layout remains clear and concise, allowing our clients to easily absorb the communication.

h a r a S

Agent flyer

Harcourts Brand Standards

BRAND MARKS

n a i t s a b e S

Property Manager flyer

TYPOGRAPHY

COLOUR

A4 flyer back

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.2.5

Agent and Property Manager marketing Mail cards

Sarah

n a i t s a b Se

The DL cards are a professional piece for promoting yourself; use at listing presentations or open homes. The reverse pages have multiple options, allowing you to choose between your preferred biographical sections. When designing property mail cards consider the following:

Agent DL cover - Navy

h a r a S

n a i t s a b e S

Agent DL cover - Cyan

• Allow for easy digestion of the information through short form, impactful copy and provide adequate clearspace between the elements.

• Do not overpopulate the communication, it’s designed as a ‘hook’ to contact Harcourts.

Available to be printed professionally on quality 256gsm gloss card through your preferred corporate business partner.

Please note whilst there is space to include a wide variety of agent information, we recommend that the layout remains clear and concise, allowing our clients to easily absorb the communication.

Property Manager DL cover - Cyan

• Only use white as a background colour on the reverse side - this will increase its visibility on surfaces and maintain a clear and calm aesthetic.

Harcourts Brand Standards

Property Manager DL cover - Navy

• Elevate the agents profile and provide a warm and approachable introduction.

Agent DL back

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.2.6

Agent and Property Manager marketing Digital advertising and social community posting - Introduction Digital advertising is at the cornerstone of our multi-channel approach to our team's profile marketing. We have developed a wide variety of ad and posting templates that are intended to optimise goal conversion and ensure your profile and lead generation marketing looks as engaging as possible. The templates are flexible for various prospecting messages. All templates offer: • • • •

Clean, contemporary design application Clear bold application of the brand design Providing flexibility for image application There are a range of design variations in both landscape and square • We have provided flexibility for both prospecting and retargeting e.g. ‘Click for free market appraisal’ etc. • There are a number of brand colour options • Formats include, but are not limited to: • Image • Carousel

Harcourts Brand Standards

Your message: Primar y Text The primary text is the location for a great ad line that supports the image and entices the reader to want to discover more. For those working with BPs this may be auto-populated. Page Profile Picture & Page Name (Sponsored) The Harcourts logo sits within the Page Profile Picture accompanied by the franchise/office extension as Page Name, under which ‘Sponsored’ features. For those working with BPs this may be auto-populated.

Image Within the digital ad templates we have taken a simple single hero image approach for each frame. For those working with BPs this may be auto-populated.

Your Headline Write a descriptive headline for your URL. For those working with BPs this may be auto-populated. Link description Write a description for your URL. For those working with BPs this may be auto-populated.

Page shares Set the number of page shares for your page. Numeric input only. For those working with BPs this may be auto-populated.

Link caption Write a caption for your URL. For those working with BPs this may be auto-populated.

Note: different publishers (e.g. Facebook) have different specifications, dimensions, file sizes and character limits. Each of these variables changes often, as such we encourage you to work with our Business Partners (BPs) who have the resource and capability. For further details please contact your Corporate Marketing team.

BRAND MARKS

TYPOGRAPHY

COLOUR

Page comments Set the number of page comments for your page. Numeric input only. For those working with BPs this may be auto-populated.

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.2.7

Agent and Property Manager marketing Digital advertising & social community posting - Image suite Our digital advertising and social posting is a very powerful medium to showcase the consistency and power of your brand. The focus for our group where multiple agents operating out of a single office/location is to take a coordinated approach. The digital advertising formats are available for display within Facebook/Instagram, Google Responsive Ads, and Google Banner Ads. Note: the templates alone are not the complete ad unit, it is supported by the ad frame which details further information e.g. Harcourts logo, team/office details, Headline, Body copy, Call-to-action etc The adjacent examples showcase a selection of the range of image templates available to our team. Note: For those working with Business Partners our templates will be loaded into their systems, images may be auto populated into templates and you can edit as required.

Harcourts Brand Standards

Digital Advertising

SEBASTIAN WAS A GREAT AGENT! Testimonial. Ratem fuga. Equam quodit et accullesciis dic to vent expliquost eum rest, vellis doluptas et untem siminve litiorum aliquid que et lab incium di odionse ceribus antibus soluptae nis sae. Nem. Nam harum rehenitatias dere cus res dolupta sitisci mpores. VENDOR IN WYNNUM

Suburb Street name 22/24pt Testimonial. Ratem fuga. Equam quodit et accullesciis dic to vent expliquost eum rest, vellis doluptas et untem siminve litiorum aliquid que et lab incium di odionse ceribus antibus soluptae nis sae. Nem. Nam harum rehenitatias dere cus res dolupta sitisci mpores.

Sold

Exceptional service. Testimonial. Ratem fuga. Equam quodit et accullesciis dic to vent expliquost eum rest, vellis doluptas et untem siminve litiorum aliquid que et lab incium di odionse ceribus antibus soluptae nis sae. Nem. Nam harum rehenitatias dere cus res dolupta sitisci mpores. Vendor in Wynnum

SOLD FOR 1,200,000

Sebastian

Sarah

Agent Very-long-name M 012 345 6789 Agent Very-long-name M 012 345 6789

Agent Very-long-name M 012 345 6789

Sarah

Sold

Smith

TEAM

Social community posting

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.2.8

Agent and Property Manager marketing eDM - Primary

Headline message goes here as required. (36/44px) Intro copy starts here, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px)

Our agent eDMs incorporate a variety of photographic and text modules that can be combined to form bespoke communications.

Discover more (16px)

The primary eDM features the Harcourts logo within a super crop in the top left corner. When creating the eDM, the super crop/logo must be embedded into the headline image/ graphic.

Cyan box pull out of quote Quissim ut volorae res ius, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px)

For universal compatibility across browsers, Arial is used as the substitute for Open Sans as the primary digital font.

Discover more (16px)

Headline message goes here as required. (36/44px)

Please note whilst there is space to include a wide variety of agent information, we recommend that the layout remains clear and concise, allowing our customers and clients to easily absorb the communication.

Intro copy starts here, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px)

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest aut odio inist sequo omnissi cum oluptataepra quiatem sequo cori veria di. (16/22px)

Discover more (16px)

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest aut odio inist sequo omnissi cum oluptataepra quiatem sequo cori veria di. (16/22px) Discover more (16px)

Two column element (24/30px)

Discover more (16px) Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest. (16/22px)

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest. (16/22px)

Discover more (13pt)

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.2.9

Agent and Property Manager marketing eDM - Secondary

Headline message goes here as required. (36/44px) Intro copy starts here, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px)

Our agent eDMs incorporate a variety of photographic and text modules that can be combined to form bespoke communications.

Discover more (16px)

Cyan box pull out of quote Quissim ut volorae res ius, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px) Discover more (16px)

For universal compatibility across browsers, Arial is used as the substitute for Open Sans as the primary digital font.

Headline message goes here as required. (36/44px)

Intro copy starts here, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px)

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest aut odio inist sequo omnissi cum oluptataepra quiatem sequo cori veria di. (16/22px)

Discover more (16px)

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest aut odio inist sequo omnissi cum oluptataepra quiatem sequo cori veria di. (16/22px) Discover more (16px)

Two column element (24/30px)

Discover more (16px) Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest. (16/22px)

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest. (16/22px)

Discover more (13pt)

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.2.10

Agent and Property Manager marketing Outdoor advertising

YOUR PROPERTY MANAGER AGENT LONG-NAME

Call XXXX XXX XXX

Sarah

To aid in local profile marketing we have developed a selection of outdoor advertising templates for our team. All templates offer: • • • •

Clean, contemporary design application Both portrait and landscape designs A clear, bold headline and call-to-action Hero image of team member

YOUR AGENTS FIRSTNAME & FIRSTNAME Call XXXX XXX XXX

Smith

TEAM

Office Very-Long-name

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

Billboard

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

NAVY/LIGHT photo Cyan Name + Office logo

PM CYAN/DARK photo White Text

YOUR AGENT

YOUR PROPERTY MANAGER

Size and message limitations may be applicable in your local council area. Please ensure you make yourself and your team aware of council policies and laws.

Sarah Sebastian AGENT LONG-NAME

Call XXXX XXX XXX

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

AGENT LONG-NAME

Call XXXX XXX XXX

Harcourts Office Very-long-name Real Estate Ltd ABCDE 2020

Bus shelter

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.2.11

Agent and Property Manager marketing Suite The adjacent examples demonstrate how our Agent & Property Manager marketing suite applications sit alongside each other. Delivering a message that is warm, approachable and harmonious across all of our communications.

Sarah

Headline message goes here as required. (36/44px)

Intro copy starts here, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px) Discover more (16px)

Bi-fold brochure

h a r a S

¦ §

eDM

Cyan box pull out of quote Quissim ut volorae res ius, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px) Discover more (16px)

¦ Discover more (16px)

A4 Flyer

Sebastian

eDM

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest aut odio inist sequo omnissi cum oluptataepra quiatem sequo cori veria di. (16/22px)

Mail card

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest aut odio inist sequo omnissi cum oluptataepra quiatem sequo cori veria di. (16/22px) Discover more (16px)

Two column element (24/30px)

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.3 Brand comms 6.3.1 6.3.2 6.3.3 6.3.4 6.3.5

100

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

Guides - Covers Guides - Spreads eDM - Primary eDM - Secondary Suite

VISUAL LANGUAGE

PHOTOGRAPHY

102 103 104 105 106

BEST PRACTICE

6.3

Our brand comms are ‘educational’ internal and client facing assets. Their purpose is to provide information about Harcourts products and services. They feature light usage of the entire Harcourts brand suite, to ensure the content sits above the graphic layout and is easily absorbed within the communication.

101

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.3.1

Brand comms Guides - Covers

The guide covers are always white and offer a range of flexible layouts. The title features navy and cyan copy with the key photograph suitably cropped and scaled to sit within the constraints of the space provided. Cover B features a full bleed image with the Harcourts logo sitting on a super crop in the lower right corner and title in the top left. In this instance, the photography should be appropriately selected to allow for a white cross fade gradient in the top left corner to ensure the title is both legible and the image looks natural.

Buying & selling - Cover A

Buying & selling - Cover B

Buying & selling - Cover C

Property management - Cover A

102

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

Property management - Cover B

COLOUR

VISUAL LANGUAGE

Property management - Cover C

PHOTOGRAPHY

BEST PRACTICE

6.3.2

Brand comms Guides - Spreads

Our guide spreads are designed to incorporate a wide variety of information and photography. They are clean, concise and professional, to ensure a complimentary experience when our clients engage with our business. When designing guide spreads consider the following:

• Elevate the information as the primary focus and provide a clean and clear visual layout.

« ¨

£ © £ ©

¨ ©

¨ £ ¨ £

• Use the Harcourts brand with a light touch across the communication.

• Allow for easy digestion of the information through short form, impactful copy and provide adequate clearspace between the elements.

¨ © £ ©

¨ © £ © £

• Only use white as a background colour - this will position the document as an informative piece, rather than a sales device for the Harcourts brand.

£ ©

£ £ ©

§ © ¨ ©

Photography must fit within the constraints of the space provided.

No adjustment to size of modules or layout is to be undertaken without written approval from the corporate marketing team.

BRAND MARKS

TYPOGRAPHY

Guide spread B

Harcourts Brand Standards

Guide spread A

• Create easily editable documents with image and text holders.

103

§ © § §

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.3.3

Brand comms eDM - Primary Headline message goes here as required. (36/44px)

Our brand eDMs incorporate a variety of photographic and text modules that can be combined to form bespoke communications.

Intro copy starts here, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px) Discover more (16px)

Cyan box pull out of quote Quissim ut volorae res ius, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px) Discover more (16px)

Headline message goes here as required. (36/44px)

Please note whilst there is space to include a wide variety of agent information, we recommend that the layout remains clear and concise, allowing our clients to easily absorb the communication.

Intro copy starts here, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px)

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest aut odio inist sequo omnissi cum oluptataepra quiatem sequo cori veria di. (16/22px) Discover more (16px)

Two column element (24/30px)

Discover more (16px) Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest. (16/22px)

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest. (16/22px)

Discover more (13pt)

104

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.3.4

Brand comms eDM - Secondary Headline message goes here as required. (36/44px)

Our brand eDMs incorporate a variety of photographic and text modules that can be combined to form bespoke communications.

Intro copy starts here, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px) Discover more (16px)

For universal compatibility across browsers, Arial is used as the substitute for Open Sans as the primary digital font. The secondary eDM features the Harcourts logo within a banner at the top of the page. The banner forms part of the eDM irrespective of the image choice and therefore does not require the logo to be embedded into the headline graphic.

Cyan box pull out of quote Quissim ut volorae res ius, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px) Discover more (16px)

Headline message goes here as required. (36/44px)

Please note whilst there is space to include a wide variety of agent information, we recommend that the layout remains clear and concise, allowing our clients to easily absorb the communication.

Intro copy starts here, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px)

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest aut odio inist sequo omnissi cum oluptataepra quiatem sequo cori veria di. (16/22px) Discover more (16px)

Two column element (24/30px)

Discover more (16px) Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest. (16/22px)

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest. (16/22px)

Discover more (13pt)

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Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

BEST PRACTICE

6.2.5

Brand comms Suite

The adjacent examples demonstrate how our brand comms marketing suite applications sit alongside each other. Delivering a message that is clean, informative and harmonious across all of our communications.

Headline message goes here as required. (36/44px)

Intro copy starts here, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px) Discover more (16px)

Guide - covers

¨ © £ ©

¨ © £ © £

Cyan box pull out of quote Quissim ut volorae res ius, sendis nos et maion reicimpos eumentenis aquiae nis dundus os et. Faccum aliciendae ea eum dolupit. (24/30px)

£ ©

£ £ ©

§ © ¨ ©

Discover more (16px)

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest aut odio inist sequo omnissi cum oluptataepra quiatem sequo cori veria di. (16/22px)

Guide - spread

Discover more (16px)

eDM

Tem doles dolorum sum reped quidunt audis re qui corehendenis diatatia nis magnit facest aut odio inist sequo omnissi cum oluptataepra quiatem sequo cori veria di. (16/22px) Discover more (16px)

106

Harcourts Brand Standards

BRAND MARKS

TYPOGRAPHY

COLOUR

VISUAL LANGUAGE

PHOTOGRAPHY

Two column element (24/30px)

BEST PRACTICE

7.0 CONTACT Your corporate marketing team

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Harcourts Brand Standards