Davis Tate - Brand Guidelines by LSLi

Brand Guidelines

Contents Core Values

The URL

The Logo

Typography

The Motif

Colour Palette

Logo Variations

Imagery

11-16

The Brand in Action

19-21

Keeping the Logo Consistent

08-09 10

DAVIS TATE BRAND GUIDELINES

Core Values Team

Local

We provide better service to consumers by working together, sharing information and having the consumers’ objective above individual or company objectives, our teams include our customers.

We want all front line staff to be able to deal with consumers locally. We want them to know enough about their locality to help consumers make good property decisions, be involved in the local community and whenever possible live close to where they work.

Trusted Consumers can trust us because we are trained to a professional standard, we will give them what we believe to be the best advice, we will alert them to any potential conflicts of interest and we will be truthful.

Evolving We like adopting new ideas and ways of working because they improve the service we give to consumers and make us more efficient.

Recommended Our best measure of success is the amount of repeat and recommended customers we have, this includes length of staff service and staff recommendation to new recruits. DAVIS TATE BRAND GUIDELINES

The Logo Colour on white background

The logo is the cornerstone of our identity and must be used on all communication material.

Colour on purple background

Where possible the full colour version of the logo should be used. White and black versions of the logo are available. These can be used if the colour version is not appropriate or special print finishes are required.

White on dark background

N.B. Ensure the logo is legible on the background.

Black on white background

Grayscale

A stacked version of the logo, with the shield above the brand name, can be used in certain applications, such as the Davis Tate Sale/Let boards.

DAVIS TATE BRAND GUIDELINES

The Davis Tate Coat of Arms The shield motif is an established and useful device which reinforces the brand and its heritage. The shield motif may also be used as a graphic element in its own right - either in its full colour form, or using the outline version as a feint/ghost image. In all instances, it should appear in addition to the main logo, not instead of it.

DAVIS TATE BRAND GUIDELINES

Logo Variations

Logo on photo

Purple block on solid colour

Logo on Purple background

Colour on light background

Where possible the full colour version of the logo should be used. If the logo is not legible on the background, the purple boxed, colour version should be used, with the box bleeding off the edge of the page.

Social Media

Logo on busy background

DAVIS TATE BRAND GUIDELINES

Keeping the logo consistent It is important that all our collateral has a clean and crisp look. It is always a good practice to leave an area of ‘breathing space’ around the logo to ensure that the brand is clearly visible in the surrounding design or text areas.

Do NOT add effects

Do NOT rotate

Do NOT distort

Do NOT use just the shield icon

Do NOT change the colours

Do NOT change the shield to word ratio

Isolation Area The Isolation Area is the space around the logo in which no other text, graphic or photographic elements may encroach. The size of the isolation area is the height of the letter “d” in the logo. When using the un-boxed versions of the logo, the isolation area should be the same as if the box were there.

DAVIS TATE BRAND GUIDELINES

The Davis Tate URL Black against white

Purple against white

The URL should be written in its simplest form, in lower case and without any preceding www.

davistate.com

White against purple

davistate.com

White against grey

davistate.com

DAVIS TATE BRAND GUIDELINES

Dexa Pro Thin

Dexa Pro Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 // !@#$%^&*()

Dexa Pro Extra Light

Dexa Pro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 // !@#$%^&*()

Typography and a consistent use of typeface is a key

Dexa Pro Light

Dexa Pro Extra Bold

element in creating a cohesive look across all the Davis

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Tate identity.

abcdefghijklmnopqrstuvwxyz

1234567890 // !@#$%^&*()

Dexa Pro Regular

Dexa Pro Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 // !@#$%^&*()

Typography The brand typeface is Dexa Pro, this has been chosen because it is clean, legible and classic.

Arial should be used for transactional items such as standard forms and letters created in-branch, where staff generating the items do not have access to Dexa Pro. Arial should also used for email signatures to avoid issues

Dexa Pro with typeface rendering on the recipient’s computer.

DAVIS TATE BRAND GUIDELINES

Typography The brand typeface is Argent, this has been chosen as a heading font.

Argent Thin

Argent Demi Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 // !@#$%^&*()

Argent Light

Argent Extra Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 // !@#$%^&*()

Argent Regular

Argent Super

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890 // !@#$%^&*()

Argent Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Argent

1234567890 // !@#$%^&*()

DAVIS TATE BRAND GUIDELINES

Colour Palette

PRIMARY COLOURS

Colour is an essential part of our brand and marketing collateral.

C:49 M:87 Y:0 K:0

C:42 M:74 Y:0 K:0

C:18 M:13 Y:14 K:0

C:34 M:27 Y:27 K:0

R:132 G:62 B:139

R:146 G:90 B:156

R:215 G:215 B:215

R:180 G:178 B:178

#843E8B

#925A9C

#D7D7D7

#B4B2B2

There are primary colours, plus secondary colours to provide designers with a broader working palette. Try to refrain from using too many colours on the same piece of work.

SECONDARY COLOURS

HIGHLIGHTED COLOURS

C:70 M:87 Y:0 K:47

C:45 M:90 Y:0 K:0

C:66 M:90 Y:0 K:22

C:71 M:94 Y:35 K:39

C:0 M:80 Y:21 K:0

C:0 M:53 Y:75 K:0

R:66 G:40 B:91

R:137 G:57 B:136

R:89 G:49 B:115

R:70 G:40 B:75

R:188 G:78 B:119

R:219 G:142 B:79

#42285B

#893988

#593173

#46284B

#BC4E77

#DB8E4F

C:0 M:75 Y:24 K:43

C:64 M:16 Y:0 K:45

C:90 M:58 Y:37 K:37

C:60 M:50 Y:48 K:42

C:62 M:14 Y:19 K:7

C:71 M:10 Y:42 K:1

R:138 G:68 B:90

R:81 G:115 B:145

R:49 G:73 B:95

R:88 G:87 B:87

R:120 G:166 B:187

R:108 G:167 B:159

#8A445A

#517391

#31495F

#585757

#78A6BB

#6CA79F

DAVIS TATE BRAND GUIDELINES

Imagery In its core evergreen materials and content Davis Tate uses photography of People, Locations, Property and Interiors which reflect the brand’s personality: - Friendly, local, people-focussed. - Grounded in our heritage, with a modern approach. - Trustworthy and recommended.

Aspirational images of idyllic moments are used to connect people, location and emotion. Cropping a photograph well can have a dramatic effect on its impact, drawing the viewer’s eye and excluding visual clutter.

DAVIS TATE BRAND GUIDELINES

Imagery People Davis Tate portrays people enjoying home style, country living, simple pleasures, outdoor leisure activities and quality time with others.

Images should be lifestyle shots of diverse ‘real’ people in natural settings, rather than posed portraits of models.

DAVIS TATE BRAND GUIDELINES

Imagery Property Davis Tate portrays properties which reflect their customer base. In the countryside and villages around Sonning Common, Twyford, Shinfield and Burghfield this tends to be charming period cottages and established family homes through to larger individual houses set in their own grounds. In the larger villages and market towns of Pangbourne, Goring, Henley-onThames, Abingdon and Wantage they sell a blend of styles and sizes - from central period townhouses, smaller modern developments through to premium riverside homes. In the towns of Reading and Didcot, typical properties listed range from newly built apartments with doorstep amenities, to Victorian and Edwardian terraced houses, as well as large modern developments with schooling and leisure facilities.

DAVIS TATE BRAND GUIDELINES

Imagery Interiors Interiors portrayed on Davis Tate evergreen materials should be engaging, uncluttered and light.

Where possible, images should feature elements such as furniture, curtains, cushions and objects should reflect the colour palette, but should not dominate the image.

DAVIS TATE BRAND GUIDELINES

Imagery Locations: Davis Tate uses bespoke commissioned photography depicting local landscapes, easily recognisable landmarks and architectural features to reinforce the local focus and expertise of the brand.

Emotion: The brand also uses imagery which crosses sits across the categories of people/ properties/interiors/locations and which evoke aspirational emotions attached to the experiences depicted, for example:

Standing in a field of barley, wheat or sunflowers, running hands over corn or grass on a riverside walk, a glass of wine and a book in a garden at sunset.

DAVIS TATE BRAND GUIDELINES

Imagery Staff photography Portrait photography of Davis Tate staff should be in colour without excessive filters or processing, portraying the friendly, approachable and professional service that we provide for our customers.

Where possible, backgrounds should be plain and not distract from the individual portrayed in the foreground.

Where appropriate, images of staff at work are acceptable, but should preferably not look staged or unnatural. Images of colleagues on the phone often look staged, so should be avoided.

DAVIS TATE BRAND GUIDELINES

For more information, or any usage queries please contact: Thom Craigen Brand Manager thom.craigen@lslps.co.uk 07817 820436

Davis Tate is a trading name of Davis Tate Limited whose registered number is 04405992 and registered office is Howard House, 3 St Mary’s Court, Blossom Street, York, YO24 1AH.