Fox Brand Guidelines

B RA N D GU I D ELINE S

I M AG E RY FO N T S CO LO R S TO N E & ST Y LE

W H AT W E DO

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Our experienced and dynamic team sell, design, remodel or build a hom

m can help you buy, me of your dreams.

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BRA ND GU I D ELINE S

Fox Homes Brand & Style Guidelines

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FOX H O M E S

BRAND & STYLE GUIDELINES TABLE OF CONTENTS

INTRODUCTION

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SECTION 1 | THE LOGO

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SECTION 2 | LOGO BADGE

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SECTION 3 | FONTS

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SECTION 4 | COLORS

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SECTION 5 | OUR LINES

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SECTION 6 | PHOTOGRAPHY

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SECTION 7 | VIDEO

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SECTION 8 | STYLE VIBES

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SECTION 9 | TEAM HEADSHOTS

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SECTION 10 | AGENT BRANDS

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ABOUT US / INTRO

We are Brad and Heather Fox and we’re so glad your a part of our story.

For nearly a decade, we’ve been fortunate enough to work with clients all over the Twin Cities metro area, helping them find their perfect home! We’ve been working for a long time, building a brand that we’re proud of. These guidelines help us all get on the same page. Thanks for being a part of it all!

The Brand Guidelines These guidelines help guide the visual and verbal elements that represent the Fox Homes identity throughout all our materials. These guidelines reflect our commitment to quality and style— creating a consistent and controlled message. Each of us is responsible for following closely to our brand guidelines.

Personality & Tone H OW W E S P E A K A N D AC T

Authentic: down-to-earth, we’re ourselves!

Creative: idea generators and supporters Insightful: we want to be a place of inspiration Engaging: welcoming, inviting and fun to be with, approachable in business and as individuals

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TH E LOG O 01

OUR BRAND LOGO / PRIMARY SOLID

CLASSIC & PALM SPRINGS COOL

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Our logo is comprised of 2 elements. Our primary component is our custom “Fox” type treatment. It’s styling captures our blend of mid-century, retro spirit—with a refined modern twist.

It’s bold and recognizable.

The secondary wording helps support the work areas we do: Homes, Design & Realty and should always be treated as shown.

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PRIMARY SOLID LOGO

1) Logo Type Primary This custom type should always be used as shown in the specific ways listed.

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2) Logo Type Secondary

These secondary words are always set as shown—thoughtfully spaced and in Neautraface (100-150pt kearning).

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HOMES DESIGN R E ALT Y

PRIMARY SOLID LOGO / VARIATIONS

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PRIMARY OUTLINE LOGO

1) Logo Type Primary This custom type should always be used as shown in the specific ways listed.

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2) Logo Type Secondary

These secondary words are always set as shown—thoughtfully spaced and in Neautraface (100-150pt kearning).

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PRIMARY OUTLINE LOGO / VARIATIONS

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HOMES DESIGN R E ALT Y

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PRIMARY WORD LOGO

1) Logo Type Primary This custom type should always be used as shown in the specific ways listed.

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2) Logo Type Secondary

These secondary words are always set as shown—thoughtfully spaced and in Neautraface (100-150pt kearning).

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HOMES DESIGN R E ALT Y

PRIMARY WORD LOGO / VARIATIONS

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TH E LOGO BA D G E 02

OUR BRAND BADGE

COMPLIMENTARY TO ALL WE DO Our badge is meant to be used in a stylistic way. It can compliment imagery, and is great used for our brand appearal where we want our full offerings displayed.

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It can be used in the two versions show: outlined and solid reversed.

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FO N TS 03

OUR BRAND FONT / PRIMARY

SIMPLE & CLASSIC We love how are typeface captures the tone and spirit of all we do.

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It’s clean, stylish and bold.

Careful use of our typeface reinforces our personality and ensures clarity and harmony in all Fox Homes communications. Neautraface Text is to be used in all print communications and in digital/video graphics.

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PRIMARY FOX HOMES FONT

PRIMARY FONT NEAUTRAFACE TEXT

THE FONT

NEAUTRAFACE TEXT Bold

This font is our primary brand font and should be used whenever possible in all communications.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m

Special licenses may need to be purchase for this fonts use. We do not currently own the web version of this font.

n o p q r s t u v w x y z Book

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

TYPE EXAMPLES

Figures

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Special Characters

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FO N TS 03

OUR BRAND FONT / SECONDARY

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On our website, we use Brandon Grotesque. This is a great option that mimicks our primary font—but does not require the more expensive licensing.

We do NOT use this font anywhere else.

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SECONDARY FOX HOMES FONT

PRIMARY FONT NEAUTRAFACE TEXT

THE FONT

BRANDON GROTESQUE Bold

This font is offered free to us through our Squarespace website.

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

Book

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

TYPE EXAMPLES

Figures

0

Special Characters

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3

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CO LO R 04

OUR BRAND COLOR

Color plays an important role in our brand. Our “dusty fox” color should be used primarily.

PRIMARY COLOR SYSTEM

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Our overall color tone is muted, bold.

Fox Homes has four official colors. These colors are a recognizable identifier for us.

We should always aim to find a good balance between blending our imagery and color in all communications. Neither should over-power the other.

Usage: “Dusty fox” is our primary color in all spaces and communications—the Deep Green should be used sparingly.

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Our Dark Gray and Light tone are used to compliment our primary color.

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PRIMARY COLOR: DUSTY FOX

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CMYK RGB Web

: : :

C20 M67 Y87 K6 R191 G105 B59 #bf693b

PRIMARY COLOR: DEEP GREEN

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CMYK RGB Web

: : :

C70 M53 Y67 K44 R61 G73 B63 #3d493f

PRIMARY COLOR: DARK GRAY

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CMYK RGB Web

: : :

C68 M62 Y58 K46 R65 G64 B66 #414042

PRIMARY COLOR: LIGHT

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CMYK RGB Web

: : :

C8 M7 Y8 K0 R232 G229 B226 #e8e5e2

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OU R LIN E S 05

GEOMETRIC LINE SUPPORT

The use of clean lines throughout our brand is a distinct style we want to use tastefully. The lines will always support text or imagery, and in a lot of cases—our logo.

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The line styling should be in on of our primary brand colors or whenever possible gold.

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DON’T USE LINES:

1. In a free-form type shape or pattern.

(Don’t make it look too busy or cluttered!)

2. On top of faces or people photos.

3. In any color other than our chosen brand colors.

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PH OTO G RAPH Y 06

PHOTOGRAPHY STYLE & TONE

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Our photography captures the spaces we design and the personality of who we are.

We prefer “in-the-moment” type shots— and well staged home interiors.

Gold & antique brass accents are nice to capture throughout—with a bright & light overall tone.

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EXAMPLES FOR FOX HOMES PHOTO STYLING AND TONE

Requirements: - Light and bright - Photojournalism/In-the-moment - Sharp imagery, crisp, clean - Well stages interiors - No special photo filters or treatments - Show clean style detail

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Brand Guidelines

V I D EO 07 STYLING CONSIDERATIONS

PERSONALITY Our tone of voice and script for video is always friendly and inviting.

We want viewers to feel like they are truely invited into our home, office or space.

DESIGN + GRAPHICS Backgrounds and settings should be thoughtfully clean and appropriate for our overall style sense Use our brand font, Neautraface When titling people or products—use simple, ALL CAPS styling A clean line can point to items Closing should include our signtaure gold geometric lines and solid version of our logo

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Include web address as needed

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Brand Guidelines

ST YL E VIBES 08 KEEP IT CLEAN When producing digital, print or other communication items—our style should always be clean and to-the-point.

Our primary “dusty fox” color should stand out, but not overwhelm.

Primary messaging should be clear.

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Gold accents can be used (tastefully!) when and where needed.

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TE A M H EA DS HOTS 09

PROFESSIONAL, CONSISTENT HEADSHOTS

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We value great photography—and that holds true for our team headshots.

When new members join our team, or as needed, we’ll cordinate with our photographer to schedule your shoot.

We ask that team members and agents use only our Fox Homes cordinated headshots for consistency.

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AG E N T BRA N DS 10

WORKING WITH OUR BRAND

AGENT GUIDELINES FOR “SUB-BRANDING” We understand the desire to indivualize branding. Whenever possible—we ask that you use our Fox brand assets (logos, colors, fonts, etc), but here are a few guildelines if you choose to create something more specialized to the work you do.

1. Share this brand guide with your designer to help better match colors, fonts and overall styling.

2. Remember: the Fox homes logo must always be present and larger than any personal branding.

Example of clean title treatment that compliments, but does not distract from the Fox branding

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Buy, sell or renovate the home of your dreams.

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Find your dream home.

CONTACT

DIGITAL COPY

10590 Wayzata Blvd #150 Minnetonka, MN 55305

Email us: Online:

info@foxhomes.com foxhomes.com/brand