Long Realty Brand Guide

SMART MOVE.

LONG REALTY BRAND IDENTITY GUIDE

In addition to following the Long Realty brand standards, you are also required to follow ADRE advertising rules and guidance.

More information can be found at AZRE.gov/forms, under licensing.

THE LONG REALTY BRAND AND SMART MOVE

Smart Move is a bold brand movement that communicates our brand meaning, tells our story, and features our amazing agents. It is more than a onetime marketing campaign; it is a movement that takes us to 100 years—and beyond. Smart Move exemplifies the confidence of our agents and features aphorism messages with cheeky punchlines to set Long Realty and you apart.

Smart Move intends to provide you with a whole suite of marketing pieces and templates you can use in your own personal marketing with your photo. Business cards, social media posts, direct mail pieces, and email signatures are just a few of the many pieces now available. And yes, you can use Smart Move in your custom marketing pieces, too; just make sure you follow the stated brand guidelines in this document and do not deviate from the approved usage of the Long Realty logo or Smart Move design elements. Creating brand consistency in the marketplace is critical for Long Realty and you, especially as we count down our approach to celebrating 100 years.

Inspired by Smart Move, the new Long Realty signage design is clean, contemporary, and more flexible for agents—as well as keeping you ADRE compliant with your signs. Yard sign panels come in three options: 1) name and phone number, 2) agent photo, name, and phone number, or 3) agent customization on the top half of the sign with your graphics. Also available are matching sign riders, open house signs and directionals, and matching new commercial sign designs. The only other approved Long Realty sign is the existing Luxury sign, which is to be used only on residential listings priced $1 million and above. All previous sign designs, including Premier Properties, are now retired. New signage is available from Sign Up. We know that you may need some time to change to the new signs, and our goal is to have all signage consistent with the new approved designs by the end of 2024.

If you have any questions about logo usage or brand identity guidelines, please feel free to contact the marketing department. We are happy to review any materials for you, help you, or brainstorm fun, “smart” marketing ideas.

Kevin Kaplan Chief Operating Officer Long Realty Company

LONG REALTY, A BERKSHIRE HATHAWAY AFFILIATE BRANDING

USING THE LOGO ON CUSTOM MATERIAL

The Long Realty, a Berkshire Hathaway affiliate logo may be used on custom marketing materials if these brand guidelines are followed. Any custom materials must be submitted for approval by the Long Realty marketing department at marketing@longrealty.com.

Long Realty, a Berkshire Hathaway affiliate logo: This logo may be used in an approved format using specific guidelines as stated in this booklet.

Long Companies, a Berkshire Hathaway affiliate logo: This logo is used when referring to all of Long’s services.

NOTE: The Long Realty, a Berkshire Hathaway affiliate logo is not available for use by Long Realty franchises who are independently owned and operated.

This logo MUST NOT be modified outside of the appropriate fonts, color and sizes as stated in this guide. The Long Realty, a Berkshire Hathaway affiliate logo may appear in yellow (as specified here) black or white.

If the Long Realty, a Berkshire Hathaway affiliate logo is used improperly and without prior authorization from the Long Realty marketing department, the agent will be asked to stop using the logo immediately and will have to replace any and all marketing materials using the improper logo at their own expense.

Affiliate Disclaimer Trajan Font Justified to width of the logo

Affiliate Disclaimer Trajan Font Justified to width of the logo

LONG REALTY, A BERKSHIRE HATHAWAY AFFILIATE BRANDING

LOGO SIZING

To ensure readability, the minimum size requirements are as follows: For business cards and all printed materials, the logo must be a minimum size of 1.157" x 0.767" tall and 1% of the total area — whichever is greater.

NOTE: Usage on custom materials is allowed as long as these brand guidelines are followed. Any custom materials must be submitted for approval by the Long Realty marketing department at marketing@longrealty.com.

If the Long Realty, a Berkshire Hathaway affiliate logo is used improperly and without prior authorization from the Long Realty marketing department, the agent will be asked to stop using the logo immediately and will have to replace any and all marketing materials using the improper logo at their own expense.

The Long Realty, a Berkshire Hathaway affiliate logo is not available for use to independently owned franchise offices.

size for other printed material: 1.157"

Logo size for business cards: 1.157" wide x 0.767" tall and 14.6% of the total area - whichever is greater

Logo

wide x 0.767" tall and 1% of the total area — whichever is greater

LONG REALTY, A BERKSHIRE HATHAWAY AFFILIATE BRANDING

IMPROPER LOGO USES

Using both the Long Realty Company logo and the Long Realty, a Berkshire Hathaway affiliate logo improperly damages its value as a recognizable visual symbol. Following are a number of improper uses of the Long Realty logo that must be avoided to help maintain the strength of the brand.

Do not rotate the logo.

Do not alter color within the logo.

Do not alter the logo color. Do not outline the logo.

Do not bevel, emboss or add an inner shadow to the logo.

Do not skew the logo from it’s original shape.

Do not move or “stack” the “Berkshire Hathaway Affiliate” tagline.

LONG REALTY, A BERKSHIRE HATHAWAY AFFILIATE BRANDING

TEMPLATE GUIDELINES

The Long Realty, A Berkshire Hathaway Affiliate logo is available in the following materials:

• Long Realty Agent Websites

• Long Realty Designed Agent Business Cards

• Longnet Property Flyers

• Long Realty Yard Signs

• Long Realty Designed Direct Mail Postcards

• Long Realty Designed Property Brochures

• Long Realty Stationery/Envelopes

• Long Realty Designed Marketing emails

• Long Realty Buyer/Seller Presentations

• Long Realty Housing Reports

• Long Realty Market Share Reports

• Long Realty Company Advertising

TAGLINE USAGE

In addition to the approved logo, Tagline Usage is as follows:

TAGLINE USAGE WITHIN PRESS RELEASES:

Long Realty Company is a Berkshire Hathaway affiliate and a whollyowned subsidiary of HomeServices of America, Inc.

TAGLINE USAGE WITHIN COPYRIGHT NOTIFICATION:

© [Insert Year] Long Realty, a Berkshire Hathaway affiliate and a wholly-owned subsidiary of HomeServices of America, Inc. All rights reserved.

TAGLINE USAGE WITHIN EMAIL SIGNATURE:

Tagline can be used as part of your email signature providing this accompanies your real estate brand name in the following format:

• [Insert name]

• [Insert title]

• Long Realty, a Berkshire Hathaway affiliate

• [Insert company address, phone number(s)]

IDENTITY AND COPY USAGE

• Berkshire Hathaway must be used in its entirety. Abbreviations are not allowed.

• Capitalize the B and H in Berkshire Hathaway.

• The tagline can appear as either “a Berkshire Hathaway affiliate” or “A Berkshire Hathaway Affiliate”

• Use the full name of HomeServices of America, Inc. within the tagline. Shortening to HomeServices or abbreviating to HS or HSoA is not allowed.

• The words “Berkshire Hathaway” cannot be linked or redirected to any web page, image(s), photos or other content unless link is specifically provided by HomeServices.

• Images of or quotes attributed to Warren Buffett are specifically and unilaterally NOT permitted.

LONG REALTY COMPANY LOGO

MAKING YOUR MARK

There may be applications in which you prefer to use the Long Realty Company logo, without the “a Berkshire Hathaway affiliate” tagline. These logos are still available for your use when following the guidelines listed.

The Long Realty Company Logo: For corporate applications including stationery, signage, ads, brochures, newsletters and presentations.

Logo with “Since 1926”:

This logo may be used, with discretion, in lieu of the standard logo, when the history of the company may influence the intended audience.

Companies Logo:

This logo is used when referring to all of Long’s services.

Franchise Logos:

Similar to standard logo, franchise logos substitute only the company designation for the franchise office location. Franchise logos must include the franchise disclaimer centered beneath the logo and scaled to 75% of the width of the logo.

NOTE: This logo MUST NOT be modified outside of the appropriate fonts, color and sizes as stated in this guide. The Long Realty Company logo may appear in yellow (as specified here), black or white.

LONG REALTY SMART MOVE GUIDELINES

SMART MOVE LAYOUT OPTIONS

NOTE: Only the all black version is permitted to be used with out the gold bar. The colored versions of Smart Move are to be used only with a corresponding gradient.

HORIZONTAL LAYOUT (PREFERRED)

VERTICAL LAYOUT (AS NEEDED)

LONG REALTY SMART MOVE GUIDELINES

IMPROPER LOCKUP USAGE

Avoid backgrounds that don’t sufficiently contrast with logo elements.

Don’t rotate the logo.

Don’t disproportionately scale the logo.

Don’t skew the logo.

Don’t used unapproved colors.

Don’t crowd the logo. See Clear Space requirements

LONG REALTY SMART MOVE GUIDELINES

COLORS & BLENDS

Red

Magenta

Magenta / Red

Magenta / Blue

Magenta / Blue 2

Magenta / Yellow

LONG REALTY SMART MOVE GUIDELINES

TYPOGRAPHY

SMART MOVE.

Lorem ipsum dolor consectetur

sit amet…

Eque porro est.

Jane Smith Green Valley Agent

CAMPAIGN TAGLINE

Open Sans Extra Bold

HEADLINES

Miller Display Roman

SUBHEADS

Georgia Italic

AGENT NAME

OPEN SANS BOLD

AGENT LOCATION

OPEN SANS ITALIC

LONG REALTY SMART MOVE GUIDELINES

AD LAYOUT

LONG REALTY SMART MOVE GUIDELINES

APPROVED APHORISMS

The following aphorism and tagline combinations have been approved for use in Long Realty and Long Realty agent marketing.

If you have aphorism and tagline ideas, please forward on the Long Realty marketing department at marketing@longrealty.com.

Life is full of surprises. Buying or selling a home shouldn’t be.

Actions speak louder than words.

Our agents win. or Our agents get results.

Location, Location, Location. Where you hang your license matters.

Will you pay too much for a home?

Depends who your agent is.

What’s in a name? Everything.

Will you get the most for your home?

Depends who your agent is.

What’s your sign? [Insert Long Realty or Long Gone Sign]

You can’t judge a book by its cover.

But you can judge a brokerage by its name.

Home is where the heart is.

Love your home buying experience.

You can’t have your cake and eat it too. Yes, you can. We have the recipe.

Opportunity knocks... Loudest at Long Realty. Birds of a feather flock together.

We have more top agents.

LONG REALTY SMART MOVE GUIDELINES

APPROVED APHORISMS

(continued)

Every journey starts with a single step. Let us be your expert guides.

From a little spark may burst a mighty flame. What’s fueling your fire?

If at first you don’t succeed... Try Long Realty. or Join Long Realty.

Not all things in life are guaranteed. We are.

Two heads are better than one.

1,000+ Long Realty agents!? Unstoppable.

Home is not a place…it’s a feeling.

Come experience [insert_office_ name].

You don’t need a great broker... Until you do.

The grass isn’t always greener on the other side. Ours is.

LONG REALTY SMART MOVE GUIDELINES

APPROVED APHORISMS - EN ESPAÑOL

The following SPANISH aphorism and tagline combinations have been approved for use in Long Realty and Long Realty agent marketing.

If you have aphorism and tagline ideas, please forward on the Long Realty marketing department at marketing@longrealty.com.

La vida está llena de sorpresas.

Comprar o vender un hogar no debe serlo.

Las acciones dicen más que mil palabras.

Aquí nuestros agentes triunfan. or Aquí obtienes resultados.

Casa nueva, vida nueva. La excepción hace la regla.

¡Contratame!

¿Obtendrás lo máximo por tu casa?

Depende quién sea tu agente.

¿Pagarás demasiado por una casa?

Depende quién sea tu agente.

Mi casa es tu casa.

Donde estas importa, trabaja con nosotros.

Dime con quién andas y te diré quién eres.

“Soy agente de Long Realty.”

¡Detras del nombre de una compañía, esta todo!

Nunca juzgues un libro por su portada.

Pero puedes juzgar la compañía por su nombre.

¡La práctica hace al maestro, con casi 100 años de experiencia!

LONG REALTY, A BERKSHIRE HATHAWAY AFFILIATE BRANDING

APPROVED BUSINESS CARD DESIGNS

To Order

From LongNet on MOM, click on “Business Cards” under the Market Supplies link to access the Cirrus Visual Communications online ordering system.

Additional designations may be added to the back of the card for an additional fee.

Any custom materials must be submitted for approval by the Long Realty marketing department at marketing@longrealty.com.

NOTE: If the Long Realty, a Berkshire Hathaway affiliate logo is used improperly and without prior authorization from the Long Realty marketing department, the agent will be asked to stop using the logo immediately and will have to replace any and all marketing materials using the improper logo at their own expense.

(For Luxury business cards, please refer to the Luxury section of this booklet.)

With Agent Photo

Without Agent Photo

LONG REALTY SIGNAGE

APPROVED YARD SIGN DESIGNS

The Long Realty, a Berkshire Hathaway affiliate logo is available for use on the standard Long Realty property signs.

Long Realty agents have three options for yard signage:

1. Standard: Includes agent name and phone number.

2. Photo: Includes agent photo, name and phone number.

3. Half Custom: Allows the agent to customize the top half of the design with the branding and features of their choice. The bottom half is to remain the same.

NOTE: If the Long Realty, a Berkshire Hathaway affiliate logo is used improperly and without prior authorization from the Long Realty marketing department, the agent will be asked to stop using the logo immediately and will have to replace any and all marketing materials using the improper logo at their own expense.

(For Luxury property signage, please refer to Luxury section of this booklet.)

LONG REALTY SIGNAGE

APPROVED OPEN HOUSE SIGN DESIGNS

The Long Realty, a Berkshire Hathaway affiliate logo is available for use on the standard Long Realty Open House signs, which are coordinated to match the available yard signage.

Long Realty agents have two options for open house signage:

1. Standard: Includes agent name and phone number.

2. Partial Custom: Allows the agent to customize the top portion of the design with the branding and features of their choice. The bottom portion is to remain the same.

Open House signs are available through Sign Up as metal plates with detached stands or tent style. Directional options include arrow or straight ahead.

NOTE: If the Long Realty, a Berkshire Hathaway affiliate logo is used improperly and without prior authorization from the Long Realty marketing department, the agent will be asked to stop using the logo immediately and will have to replace any and all marketing materials using the improper logo at their own expense.

Partial Custom Open House Signs

JANE SMITH OPEN HOUSE

JANE SMITH OPEN HOUSE

Standard Open House Signs

LONG REALTY SIGNAGE

SUPPORTING SIGNAGE

Coordinated sign riders and directionals are available to coordinate with your listing signage. As well as car magnets in the same style for consistent branding.

Sign Riders

Additional custom riders must have a yellow background with black text in the Open Sans Bold font — no exceptions. Contact Sign-Up to order.

Car Magnet

Magnets for your car are available with or without your photo and also include your name and phone number.

LONG REALTY LUXURY BRANDING

LOGO USAGE

A consistent luxury brand across all mediums includes yard signage, print advertising, business cards, website pages and presentation materials effectively communicating the collective strength of Long Realty’s dominant market share within luxury.

The logo must be a minimum size of 2. 264" wide x 0.767" tall and 2% of the total area — whichever is greater. Any custom materials must be submitted for prior approval to the Long Realty marketing department at marketing@longrealty.com.

Long Realty Luxury logo

The Long Realty Luxury, A Berkshire Hathaway Affiliate logo is available to use for your marketing when promoting properties over $1,000,000.

Approved Logo Variations

LONG REALTY LUXURY BRANDING

SIGNAGE

Long Realty’s luxury themed sign has been designed for exclusive use on your luxury residential and land listings $1,000,000 and above. The 24"x24" metal panels can be purchased from Sign-Up.

The logo must be a minimum size of 19.4" wide x 6.3" tall and 25% of the total area — whichever is greater. Any custom signage must be submitted to the marketing department for approval at marketing@longrealty.com.

Long Realty Luxury Signage

There is one version of the Long Realty Luxury sign. The sign includes the logo and two lines of agent information: name and phone number. Aside from personalizing the sign with your name and phone number no other modifications should be made to the sign design.

Long Realty Luxury signage should always be displayed with a black post.

Approved Sign Riders:

LONG REALTY LUXURY BRANDING

BUSINESS CARD

A consistent luxury brand across all mediums, includes yard signage, print advertising, business cards, website pages, and presentation materials. Effectively communicating the collective strength of Long Realty’s dominant market share within luxury.

Long Realty Luxury Business Card

Luxury business cards are available with the Long Realty Luxury, A Berkshire Hathaway affiliate logo. The editable portion of the card includes agent name, team name as applicable, web address, email, and phone number.

Agent photo option business card available.

Font used for the editable portion of the card must be ITC Avant Garde Gothic. Luxury Portfolio logo cannot be removed or replaced with another logo.

Logo size for business cards: 2.25" wide x .897" tall and 25% of the total area — whichever is greater.

520.000.0000

JaneSmith@LongRealty.com JaneSmith.com

520.000.0000

JaneSmith@LongRealty.com JaneSmith.com

JANE SMITH

The Smith-Smith Real Estate Professionals Long Realty Company

JANE SMITH

The Smith-Smith Real Estate Professionals Long Realty Company

LONG REALTY COMMERCIAL BRANDING

LOGO AND SIGNAGE

Only authorized Long Realty Company designated Commercial agents will have access to the Long Realty Commercial, a Berkshire Hathaway Affiliate logo for use on signage, business cards, and various collateral material.

LONG REALTY RECOGNITION

Each year Long Realty is proud to recognize the sales achievements of our agents in a variety of ways.

NOTE: Should you want to use it in your own marketing, please note that you can only use the category under which you qualified at the end of the full sales year, not based on the monthly On Track reporting.

Recognition Logo Usage

Logos can be used as a designation logo along with the Long Really logo. Be sure to size appropriately to ensure legibility.

ONLY the 1926 Circle of Excellence logos can be used as the main brokerage logo. (Please refer to the next page of this booklet.)

Both have to follow brand guidelines and must be used to size.

Any custom materials must be submitted for approval by the Long Realty marketing department at marketing@longrealty.com.

NOTE: Approved colors are black, white, or yellow.

LONG REALTY RECOGNITION

1926 CIRCLE OF EXCELLENCE

Requirements for the 1926 Circle of Excellence logo usage applies to all 1926 categories, including Platinum and Gold.

1926 Circle of Excellence Logo Usage

There are two different ways to use the 1926 Circle of Excellence logo. 1) To be used as a designation logo along with the Long Realty logo. 2) To use as the main brokerage logo. Both have to follow brand guidelines and must be used to size.

To ensure readability, and comply with ADRE prominence requirements, the minimum size requirements are as follows:

For print marketing, the logo must be a minimum size of 1.637"x1.637" or 2.25% of the total area — whichever is greater.

Any custom materials must be submitted for approval by the Long Realty marketing department at marketing@longrealty.com.

NOTE: The 1926 Circle of Excellence logo is NOT to be used on a business card as the logo that represents the brokerage due to size restrictions.

1926 Circle of Excellence logo used as a designation:

When the 1926 logo is being used as a designation the size of that logo can be any size there is no min or max.

The Long Realty logo must be to size according to brand standards. The size of the Long Realty Logo must be 1.157"x 0.767" or 1% of the total area.

1926 Circle of Excellence logo as the Brokerage Logo

When the 1926 logo is being used as the main brokerage logo (the one Long Realty logo on the ad) the size of the logo must be a minimum of 1.637"x 1.637" and 2.25% of the total area — whichever is greater

LONG REALTY RECOGNITION

VICE PRESIDENT MEMBER OF THE EXECUTIVE COUNCIL

Members who are five (5) years or more in the 1926 Circle of Excellence are awarded the designation of “Vice President Member of the Executive Council.” When this honorary designation is used, Executive Council members must display the full designation beside their name — “Vice President Member of the Executive Council”— and never just the words “Vice President” or “Vice President, Long Realty” which may be misleading to the public.

Using Approved Text Logo:

Logo must read Vice President Member of the Executive Council. Long Corporate fonts are News Gothic and Bodoni. News Gothic is used for titles, headlines, subheadlines, body text, address details, internet address and other general reference. Bodoni is used sparingly for headlines, captions, quotes and short areas of emphasis.

Approved Business Card Design:

The logo must be a minimum size of 1.25" wide x 0.38" tall and 14.6% of the total area — whichever is greater. Logo must be displayed on backside of business card. Additional fees apply.

Printed Materials:

The logo must be a minimum of 1.25" wide x 0.38" tall and 1% of the total area — whichever is greater.

Incorrect Usage:

John Smith, Vice President

John Smith, VP of Long Realty Company

John Smith, Vice President, Long Realty Company

John Smith, Vice President, Long Realty Company

Vice President Member

Do not skew the logo from it’s original shape

Do not alter color within the logo

Correct Usage:

Business Card (Back Side)

Printed Materials

For questions, please reach out to marketing@longrealty.com