Goodfellows - Brand Guidelines by LSLi

Brand Guidelines

Contents Brand Values

The Logo

Logo Variations

Keeping the Logo Consistent

URL

Typography

Colour Palette

Imagery

The Brand in Action

Email Signature

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Brand Values Nurturing Determined

We put the customer first, understand their needs and support them through their journey.

We are dedicated and see things through to the end.

Sincere We are open, honest and give straightforward advice, delivering on our promise.

Successful We are effective in our work and show commitment to our customers.

Proud We take pride in our diverse workforce and satisfaction in our achievements.

Knowledgeable We continuously develop, keeping up to date to remain experts in our field.

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The Logo Colour on blue background

Black on white background

White on dark background

Grayscale

The logo is the cornerstone of our identity and must be used on all communication material. 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. N.B. Ensure the logo is legible on the background.

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The Logo Horizontal Logo In some situations, using the normal logo would

Colour on blue background

result in the brand name being too small and even illegible. Examples might include small print adverts, online banners and branch shop fascia. In all instances, the tree icon and the goodfellows

White on dark background

name must appear together as shown here. They must never be separated or presented alone.

Black on white background

Grayscale

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Logo Variations The Goodfellows logo is normally boxed.

Blue block on photo

Blue block on solid colour background

Logo on light blue background

White on dark background

Exceptions include: •

The logo appears on a light blue background

• The black logo can be used where only solid black print is available. • The white logo can also be used on a dark photo or solid background. Social Media

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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 tree icon

Do NOT change the colours

Do NOT change the tree 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 “g” in the logo. When using the black or white un-boxed versions of the logo, the isolation area should be the same as if the box were there.

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The Goodfellows URL The URL should be written in its simplest form,

Black against white

Dark blue against white

in lower case and without any preceding www.

goodfellows.co.uk

White against light blue

goodfellows.co.uk

White against dark blue

goodfellows.co.uk

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Typography

TT Norms Thin

TT Norms Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

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

TT Norms Extra Light

TT Norms Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

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

Typography and a consistent use of typeface is a key

TT Norms Light

TT Norms Extra Bold

element in creating a cohesive look across all the

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Goodfellows identity.

abcdefghijklmnopqrstuvwxyz

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

TT Norms Regular

TT Norms Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

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

The brand typeface is TT Norms, this has been chosen because it is clean, legible and classic.

Calibri 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 TT Norms. Calibri should also used for email signatures to avoid issues with typeface rendering on the recipient’s computer.

TT Norms

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Colour Palette

Primary Colour

CMYK: 76% 24% 0% 0% RGB: R:0 G:155 B:223

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

Pantone 2925 CP

There are primary colours, plus secondary colours to provide

HEX: 009bdf

designers with a broader working palette. Try to refrain from using too many colours on the same piece of work.

Secondary Colours

CMYK: 58% 5% 0% 0%

CMYK: 28% 1% 39% 0%

CMYK: 80% 43% 9% 17%

CMYK: 0% 30% 42% 0%

RGB: R:136 G:192 B:236

RGB: R:203 G:220 B:176

RGB: R:72 G:109 B:157

RGB: R:235 G:193 B:154

HEX: 88c0ec

HEX: cbdcb0

HEX: 486d9d

HEX: ebc19a

Primary Colour

CMYK: 100% 90% 13% 68% RGB: R:26 G:26 B:60

CMYK: 0% 76% 17% 0%

CMYK: 40% 15% 0% 68%

CMYK: 8% 100% 53% 0%

CMYK: 5% 8% 20% 0%

Pantone 282 CP

RGB: R:232 G:95 B:139

RGB: R:81 G:91 B:105

RGB: R:186 G:17 B:78

RGB: R:242 G:233 B:212

HEX: e85f8b

HEX: 515b69

HEX: ba114e

HEX: f2e9d4

HEX: 1a193c

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Imagery In its core evergreen materials and content Goodfellows uses photography of People, Property and Interiors. Hands play a central role in Goodfellows imagery, reinforcing the notion that the brand is “with you every step of the way”. In both sales and lettings – we are hands on; we give a helping hand; we are prepared to roll up our sleeves and get on with it. Cropping a photograph well can have a dramatic effect on its impact drawing the viewers eye and excluding visual clutter.

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Imagery People Goodfellows takes pride in portraying diversity and inclusivity. Goodfellows is a brand with energy. People in photos are always doing something.

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Imagery Property Goodfellows portrays property reflecting their customer base. For sales, this is 2 to 5 bed, terraced/semi-detached/detached family homes in the £450,000 - £1,000,000+ range, appealing to couples and families looking to move up the property ladder.

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Imagery Interiors Interiors portrayed on Goodfellows 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.

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Imagery Campaign materials and social media: In its campaign materials and in social media content Goodfellows is modern, cheeky, clever and slightly humorous (but not silly), using unexpected imagery to pique interest.

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Imagery Staff photography Photography of Goodfellows staff should be bright, colourful and portray the friendly, approachable and professional service that we provide for our customers.

Images of staff on the phone are acceptable, but should preferably not look staged or unnatural.

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

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The Brand In Action Sale/Let Boards

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The Brand In Action Stationery

Bernadette Keating DIRECTOR

00000 000000 Berni.Keating@goodfellows.co.uk 44 Coombe Lane Raynes Park, SW20 0LA

44 Coombe Lane, Raynes Park, London, SW20 0LD

Sales: 020 8016 7087 newhomes@goodfellows.co.uk

goodfellows.co.uk @GoodfellowsEstateAgent

Business Card

You may be surprised to discover what your property is worth • An expert valuation from Goodfellows will help generate the optimum interest in your property and ensure you achieve the best price. • We have many potential customers looking to buy or rent properties like yours. • Goodfellows has a network of branches across this area. We know the houses and the people. We are local experts.

Book your FREE sales or lettings valuation today. Call 020 8154 3775, visit goodfellows.co.uk/invitation or scan the QR code on your smartphone.

• We only charge our fee when your property is SOLD, which means we work closely with you all the way through to completion.

Please note that if you have already instructed another agent you should check any agreement you may have to ensure that you are not liable for more than one commission by instructing us as your agent.

Canvassing Cards

goodfellows.co.uk Goodfellows is a trading name of GFEA Limited registered in England at Howard House, 3 St Marys Court, Blossom Street, York, YO24 1AH. Company number 07223255.

Letterhead

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The Brand In Action On Market, Other Agent cards

Time to consider listing your property with a new agent?

Are you sure you’re with the right agent?

Wish your property sale would move a bit faster?

YES NO

Has your agent come up with a plan to get you moving?

★★★★★

Maybe it’s time to give us a call?

★★★★★

“the most informed of any of the agents I spoke to”

“extremely professional and efficient”

“encouraged by their proactive, can-do attitude”

★★★★★

“one of the best agents I’ve worked with”

“communication was first class”

“really impressed with the service”

★★★★★

“extensive local knowledge and marketing skills were impressive”

We’re sorry you’ve withdrawn your property from the market.

How is your property sale going?

We’re famous for our 5 star service.

“house was sold so quickly at the price we wanted”

Does your agent offer professional photography as standard? Is your estate agent calling you with regular feedback? Are you confident that your property is priced correctly? Is your agent giving you guidance on what to do next? Have you found a suitable home to move to?

“courteous, attentive and helpful throughout”

If you can’t answer YES to all of the above, you need to give us a call.

Looking for a new agent? If you are still thinking of selling, we can get you moving again.

If you are still thinking of selling, we can get you moving again.

Are you sure you want to drop your price? To get the best price for your property, you need to be with the right agent.

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The Brand In Action Brochures

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The Brand In Action Online Communication

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The Brand In Action Online At the time of writing these guidelines, the new website is in development. This section will be updated once that work is completed.

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Email Signature Contact Details Text size = 12 point Font = CALIBRI User name and “Goodfellows Estate Agents” in BOLD DO NOT USE “T:” or “M:” for phone numbers, or “E:” for email address. WEB URL = BOLD, Calibri, 16 point

Images and Links: Facebook (0.8cm x 0.8cm) = https://www. facebook.com/GoodfellowsEstateAgent/ LinkedIn (0.8cm x 0.8cm) = https://www.linkedin. com/company/goodfellows-estate-agents/ Twitter (0.8cm x 0.8cm) = https://mobile.twitter. com/goodfellowsuk Report a maintenance issue = https://goodfellows. fixflo.com/Auth/HomeIssueCreate Google Reviews = https://www.google.co.uk/ search?q=Goodfellows+Estate+Agents AllAgents = https://www.allagents.co.uk/ goodfellows.co.uk/ Privacy Notice = https://www.goodfellows.co.uk/ privacy-notice GOODFELLOWS BRAND GUIDELINES

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

Goodfellows is a trading name of GFEA Limited registered in England at Howard House, 3 St Marys Court, Blossom Street, York, YO24 1AH. Company number 07223255.