JNP - Brand Guidelines by LSLi

Brand Guidelines

Contents Our Vision and Values

The Logo

Logo Variations

Keeping the Logo Consistent

The JNP URL

Typography

Colour Pallette

Imagery

The Brand in Action

Compliance wording

Online

JNP BRAND GUIDELINES

Our Vision and Values Our Vision:

To deliver excellent service and knowledge to our clients. To offer Complete Property Solutions across all sectors of our business. 02

JNP BRAND GUIDELINES

Our Values : Customer Satisfaction Excellence Innovation Integrity Teamwork Complete Confidence

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

Full colour on yellow

Full colour on white

Grayscale

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

JNP BRAND GUIDELINES

Logo Variations The JNP logo is normally boxed.

Yellow block on photo

Yellow block on solid colour background

White on dark photo

White on solid colour background

Exceptions include: •

The Full colour on white logo is used (for example letterhead and business cards)

•

The logo appears on a yellow background

•

The white/yellow logo is used on a dark photo or solid background.

Social Media

JNP 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 put full stops in JNP

Do NOT change the colours

Do NOT use the old logo

Isolation Area The Isolation Area is the space around the lettering element of the logo in which no other text, graphic or photographic elements may encroach. The size of the isolation area is the distance of the horizontal stroke of the letter J. When using the boxed version of the logo, the box acts as the Isolation Area.

JNP BRAND GUIDELINES

The JNP URL The URL should be written in its

Black on yellow background

Black on white background

simplest form, in lower case and without any preceding www.

jnp.co.uk Yellow on dark background

jnp.co.uk

JNP BRAND GUIDELINES

jnp.co.uk White on dark background

jnp.co.uk

Typography The brand typeface is Isidora Sans, this has been chosen because it is clean, legible and classic. Typography and a consistent use of typeface is a key element in creating a cohesive look across all the JNP identity. It is importatnt that only Isidora Sans font is used. DO NOT use any of the other Isidora family fonts, including: Isidora Sans Alt, Isidora Soft, Isidora Soft Alt.

Isidora Sans Thin

Isidora Sans Semi Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

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

Isidora Sans Light

Isidora Sans Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

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

Isidora Sans Regular

Isidora Sans Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

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

Arial should be used for transactional items such as standard

Isidora Sans Medium

forms and letters created in-branch, where staff generating

ABCDEFGHIJKLMNOPQRSTUVWXYZ

the items do not have access to Isidora Sans.

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

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

Isidora Sans

07 JNP BRAND GUIDELINES

Colour Palette

Primary Colour

CMYK: 0% 11% 78% 0%

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

RBG: R:248 G:221 B:88 Pantone 129CP

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

CMYK: 0% 95% 94% 28%

CMYK: 0% 0% 0% 90%

CMYK: 0% 0% 0% 54%

CMYK: 0% 24% 76% 5%

RBG: R:153 G:37 B:26

RBG: R:63 G:63 B:62

RBG: R:147 G:147 B:146

RBG: R:229 G:192 B:87

Pantone 7620 CP

Pantone Cool Gray 11 CP

Pantone Cool Gray 7 CP

Pantone 142 CP

Primary Colour

CMYK: 0% 0% 0% 100% RBG: R:0 G:0 B:0

CMYK: 41% 0% 14% 0%

CMYK: 0% 30% 6% 0%

CMYK: 42% 0% 31% 0%

CMYK: 0% 7% 47% 0%

RBG: R:177 G:214 B:223

RBG: R:235 G:198 B:213

RBG: R:176 G:210 B:192

RBG: R:251 G:235 B:162

Pantone 318 CP

Pantone 182 CP

Pantone 3385 CP

Pantone 7402 CP

JNP BRAND GUIDELINES

Pantone Process Black

Imagery In its core evergreen materials and content JNP uses photography of People, Property and Interiors. The chosen photography should be engaging and aspirational. Avoid the obvious and clichéd. Cropping a photograph well can have a dramatic effect on its impact drawing the viewers eye and excluding visual clutter. People: JNP takes pride in portraying diversity and inclusivity. JNP is a sociable brand and uses images of people together and in social situations, rather than depicted on their own.

JNP BRAND GUIDELINES

Imagery Property: JNP chooses to portray property that is “typical” of its Buckinghamshire location and its customer base. This property is 3-4 bed detached/semi-detached family homes £400,000 - 800,000 range, appealing to couples and families.

JNP BRAND GUIDELINES

Imagery Interiors: interiors portrayed on JNP evergreen materials should be modern and simple. Where possible, feature elements such as furniture, curtains, cushions and objects should reflect the colour palette, but should not dominate the image.

JNP BRAND GUIDELINES

Imagery Evergreen Materials: When evergreen materials are functional (for example a tenant handbook), functional photography can be used to illustrate products and services.

Staff photography: Imagery of staff should be in full colour against a relatively plain background, preferably smiling and taken with the individual in 3/4 portrait, with their face turned to the camera.

JNP BRAND GUIDELINES

Imagery Campaign materials and social media: In its campaign materials and in social media content JNP is modern, cheeky, clever and slightly humorous, using unexpected imagery to pique interest.

JNP BRAND GUIDELINES

The Brand In Action Sale/Let Boards

For Sale

JNP BRAND GUIDELINES

Sold

To Let

Let Agreed

The Brand In Action Shop Fascia

JNP BRAND GUIDELINES

The Brand In Action Stationery

27 Crendon Street, High Wycombe, Buckinghamshire, HP13 6LJ 01494 528000 wyc@jnp.co.uk

Kane Hennessey m a n ag i n g d i r ec to r

07731338205 kh@jnp.co.uk 27a Crendon Street, High Wycombe, Buckinghamshire, HP13 6LJ jnp.co.uk @jnpestateagents

Business Card

jnp.co.uk HIGH WYCOMBE | HAZLEMERE | GREAT MISSENDEN | PRINCES RISBOROUGH | AMERSHAM

@jnpestateagents

JNP is a trading name of JNP Estate Agents Ltd registered in England at 2nd Floor, Gateway 2, Holgate Park Drive, York YO26 4GB. Company number 03764697.

Letterhead

JNP BRAND GUIDELINES

Reapit Letterhead

The Brand In Action Canvassing Cards

Canvassing Cards

OMOA Cards

JNP BRAND GUIDELINES

Personalised Canvassing Card

The Brand In Action Brochures

Lettings Brochure

JNP BRAND GUIDELINES

The Brand In Action Sales Presenter

JNP BRAND GUIDELINES

Compliance Wording Compliance wording should be added when appropriate. It should be located at the foot of the relevant page, close to the body copy to which it relates. It should be set in a font size large enough to be legible at the intended print size. Canvassing materials, including On Market, Other Agent: JNP respects any Sole Agent or Sole Selling Rights Agreement currently in place. We will not market your property until this has expired or has been terminated. The terms and conditions of any previous Agency Agreement must be considered to avoid the possible liability to pay two commission fees. or 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. Materials which promote mortgages through EFS: JNP Estate Agents Ltd. trading as JNP is an Introducer Appointed Representative of PRIMIS Mortgage Network, a trading name of First Complete Limited which is authorised and regulated by the Financial Conduct Authority for mortgages, protection insurance and general insurance products. JNP is a trading name of JNP Estate Agents Ltd. Registered Office: Howard House, 3 St Marys Court, Blossom Street, York, YO24 1AH. Company Registration Number 03764697. Mortgage and protection advice is provided by Embrace Financial Services Ltd., an Appointed Representative of PRIMIS Mortgage Network (PRIMIS) a trading name of First Complete Limited which is authorised and regulated by the Financial Conduct Authority for mortgages, protection insurance and general insurance products only. Exclusive deals are made available to Embrace Financial Services by PRIMIS Mortgage Network, to which Embrace Financial Services are an Appointed Representative. Embrace Financial Services usually charges a fee for mortgage advice. The amount of the fee will depend upon your circumstances and will be discussed and agreed with you at the earliest opportunity. YOUR PROPERTY MAY BE REPOSSESSED IF YOU DO NOT KEEP UP REPAYMENTS ON YOUR MORTGAGE.

JNP BRAND GUIDELINES

Online Website Header images of people or interiors should be used on all level 1

Staff photos are cropped within a circle and presented with

and level 2 content pages. These should be selected in line with the

name and job title – on a scrolling carousel if there are more

imagery requirements detailed on pages 9, 10 and 11.

than 4 members of staff within a branch.

Example 1

Example 2

JNP BRAND GUIDELINES

Online Website Branch details are displayed online with full-colour photography showcasing on-brand, clean fascia and signage, in dry or sunny weather. The senior member of staff’s photo is also displayed along with relevant contact details, opening times and location.

JNP BRAND GUIDELINES

Online Website Banners using dark overlays and solid block colours are used to separate

CTA boxes at the foot of each page feature people, interiors

out important content and create contrast and visual interest.

and product images utilising the secondary colour palette.

JNP BRAND GUIDELINES

Online Website The website uses Isidora Sans typeface with colour reference Hex #3f3f3f throughout.

Grey icons (RBG: R:147 G:147 B:146) provide links to guide users to key steps of their online journey.

JNP BRAND GUIDELINES

Online Email Footer • JNP logo – must have a hyperlink to www.jnp.co.uk

Example

• Facebook logo – must have a hyperlink to www.facebook.com/JNPestateagents • Propertymark logo should reflect the qualification/ accreditation of the named individual. • Campaign footer asset should have clearly defined, coloured edges as white gets lost against email background. • All email campaign footer assets must have a hyperlink to the appropriate landing page and campaign tracking, which can be set up using https://ga-dev-tools.web.app/campaign-url-builder

JNP BRAND GUIDELINES

Incorrect campaign footer asset

Online Email Footer Layout/Specification

CAMPAIGN FOOTER ASSET PLACEHOLDER

JNP BRAND GUIDELINES

Online Social Media JNP’s social media posts are a mixture of property details using multiple images or video, competitions, and good news stories from colleagues at the various JNP branches – awards, good reviews and customer feedback. Property detail posts should ensure that the main image is the best interior/exterior photo available. Photos of team members should be in full colour and show a smiling, positive social interaction reflecting JNP’s reputation for excellent service and friendly staff.

JNP BRAND GUIDELINES

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

JNP is a trading name of JNP Estate Agents Ltd. Registered Office: Howard House, 3 St Marys Court, Blossom Street, York, YO24 1AH. Company Registration Number 03764697.