JLL Square Ad Guidelines by Lukasz Kulakowski

Advertising guidelines Edition 1 â&#x20AC;&#x201C; March 2012

Contents 1

Campaign platform 2

How to create an advert

Format options

The square 4

Adapting a template to suit your format

Bringing the idea of the square to life 5

Digital/online advertising

Examples

Corporate advertising

Service line, sector and geographic advertising

Templates

Available templates

Advertising catalog

Anything else?

A campaign checklist

About these guidelines 3

Advertising system 6 System overview 7

Components of the system 8 Signature square 9

Using the signature square

Image container

Image container grid

Image container elements

Imagery

Style A: Photographic

Selecting photographs

Style B: Typographic

Style C: Graphic

Combining images

Red square

Red square usage

Typography

Copy area

Typeface usage

Type detail

Footer

Footer types

Copywriting

Tone of voice

Words and pictures working together

Contents

Section 1

Campaign platform ▪ About these guidelines ▪ The square ▪ Bringing the idea of the square to life

Around the world Jones Lang LaSalle uses advertising to promote a wide variety of client propositions. To make sure our effort (and money) is well-spent on advertising that is consistent and coherent, we have developed a flexible platform for campaigns that will help you create a variety of advertisements that connect with your target audiences.

Section 1 – Campaign platform

About these guidelines Advertising is a highly visible expression of our corporate brand. It can be more efficient and powerful when united by a single strong idea. All our advertisements should communicate what we offer: valueÂ and results. We have created a flexible system to meet the needs of various business lines and geographies. This document explains the idea at the centre of the campaign, details the graphic system, and shows examples of advertisements. Note that the principles and illustrations are for advertising only. Other collateral should still follow the respective, existing brand standards.

Section 1 â&#x20AC;&#x201C; Campaign platform

The square

The square is a graphic device we use in our advertising to illustrate real value. A square has multiple meanings: ▪ It is a basic shape (carre, quadrat) ▪ It is a unit of measure (square foot, square metre) ▪ In cities it can be a place: the town square (plaza, piazza, platz) ▪ It is also a way of looking at the world, measuring it out in clearly defined segments ▪ More figuratively, it represents fairness and honesty (square deal, on the square) The square is common ground. Across any market it is a way to measure, find and deliver value. It also can be seen as our ethical stance.

Section 1 – Campaign platform

Bringing the idea of the square to life In real estate, a square is more than a geometric shape. It’s the common unit of measure. Offices, warehouses and shops – no matter the asset type – are all measured the same way: by the square foot or square metre. The square is a building block of places and spaces. On a local scale, it’s the grid of the city. Mapping the globe, it traces the meridians of latitude and longitude. The square is basic yet universal. Equidistant on all sides. Straightforward. Solid. Fair. For communities it’s the place to meet: an urban plaza, marketplace, or town common. At the personal level, it’s a table around which meals are shared, stories are swapped, trust is built. In the cities and towns where we live and work, our business is built square by square, from the ground up. We are local first. But as a global company we all share a set of values and a commitment to the highest ethical standards. No matter where in the world you go, the square is a sign for how we work and what we deliver to clients: real value.

These are stills from an animated video that introduces the idea of the square. The animation can be viewed at: http://brandhub.jll.com Section 1 – Campaign platform

Section 2

Advertising system ▪ System overview ▪ Components of the system

The Jones Lang LaSalle advertising system is a framework designed to create a consistent look while allowing for a variety of imagery and tailored messages.

Section 2 – Advertising system

System overview

The new Jones Lang LaSalle advertising system consists of specific design elements that you will need to understand to create adverts.

Signature square

Imagery

Red square

The headline should be set in Times New Roman Italic. Satellite images by GeoEye

The body copy should be set in Arial Narrow Regular.

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Typography

Grid system and layouts

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Advert example showing key elements in place

Section 2 – Advertising system

Components of the system

Image container

Red square

To help ensure our ads are easily recognisable as being from Jones Lang LaSalle we have created a structured but flexible grid. The grid positions protect our logo, give maximum legibility for the copy and make our imagery and messages appear as prominent as possible. Signature square Placing our logo in a black square on a white background gives our corporate signature more prominence. The signature square signs off the advert and anchors the whole piece. Image container Split into equal size squares, on a square grid with white keylines. The size of the squares within the grid should always match the size of the signature square. Red square At least one of the squares on the image container grid should be red. This highlight connects with the headline.

Satellite images by GeoEye

Copy area A clear, white space outside of the image container grid should be saved for copy. This space should always be adjacent to the signature box, either to the left or above, depending on the advertising format.

Copy area

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Footer The appropriate web address concludes the copy. For corporate advertising, a standard list of services may be included. Signature square

The following pages in this section give specific guidelines on how to use these elements.

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Footer

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Section 2 – Advertising system

Signature square

Signature square The new advertising system includes a signature square – our corporate signature (logo + Worldmark + strapline) in white in the lower half of a black square. The signature square is a bold expression of our brand and is a very prominent and consistent signoff to the ads.

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Section 2 – Advertising system

Using the signature square

The signature square contains the Jones Lang LaSalle logo and strapline in a fixed position. Plenty of clear space around the square gives our brand clarity and authority. The signature square, the red square and the image container grid squares are all the same size, which creates a recognisable framework for all Jones Lang LaSalle advertising. The signature square is present in the InDesign templates and is also available as a standalone file in eps vector format. The signature square is only to be used in advertising.

1. Corporate signature is placed within a perfect black square.

2. Corporate signature positioned with surrounding clear space equal to the height of the ‘L’ in Lang. It should always be locked to the bottom half of the signature square.

3. The signature square is positioned consistently in the right-hand corner of all advertisements.

Section 2 – Advertising system

Image container

Image container The image container is a grid that provides a great deal of flexibility. It will accommodate a range of image types and gives you lots of choice. You can show a single large image or a series of smaller ones. The grid is a visual representation of measurement and precision. It is how we look at any area or opportunity: with an analytical perspective that seeks to quantify and deliver value.

Section 2 – Advertising system

Image container grid Optimum image container formation

The image container is made up of a grid of squares. Each square is the same size as the signature square. The image container should always be a square (the width and height formed by an equal number of squares). However, in some circumstances – normally smaller, more restricted formats – a grid of squares may not be possible. In which case a vertical or horizontal rectangular grid of squares is a suitable alternative. The size of your ad will determine how many squares the grid contains. For larger ads, a 4 x 4 grid is preferred, whereas smaller ads work better with a 3 x 3 grid. This is driven by the size of the signature square. Images simply fit into the grid. Be sure to maintain the white keylines, which always sit above the images. The red square element should also be positioned on top of the grid (see page 20).

Alternative image container formation, when space is restricted

Section 2 – Advertising system

Image container elements

The advertising system accommodates three different image styles: photographic, typographic and graphic. The following pages contain more information on each of these styles.

Value

The red square is a key element of the advertising system. The red square should always be included as an overlay, highlighting a specific part of the image. Alternatively the red square can be used as a solid panel as a background for text or graphics. See page 21 on red square usage.

Photographic

Typographic

Graphic

The red square

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Section 2 – Advertising system

Imagery

Imagery Photography is the preferred option for the advertisements. However, when the use of photographs is not practical or possible, typographic or graphic images may be used.

The imagery we use falls into the following categories: ▪ Image style A: Photographic ▪ Image style B: Typographic ▪ Image style C: Graphic

Many of the images shown in these pages are available from the Jones Lang LaSalle brand hub.

Section 2 – Advertising system

Satellite/Aerial Corporate Perspective

Image style A: Photographic

Insight Global

People Jones Lang LaSalle staff Real environments Natural situations Red highlight where possible

Architectural Specific assets or iconic buildings

Aerial Overhead and satellite shots illustrate our perspective. They are particularly suitable for high-level, general-use corporate image ads. They suggest insight and expertise and how we bring global knowledge and experience to local opportunities. People Everyone likes to look at other people. Photos of people in natural situations add a human element to our communications, balancing out the more technical, impersonal shots of buildings. Architectural Acceptable when you want to feature specific assets or show iconic buildings that identify a city or market. Stock Stock photography can be used for business units or sectors or to portray local flavour. Consult the Brand Hub for inspiration and to download many of the examples shown here.

Stock Metaphors Local flavour Business unit e.g. Retail, Industrial & Logistics

Section 2 – Advertising system

Selecting photographs

A range of photos can be used to represent a single theme (e.g. sustainability) or for a specific business line or sector (e.g. industrial and logistics). Almost any image can be used, as long as it establishes a link to the core message of the advert. Geographic areas can be portrayed in imaginative ways and from many perspectives. A city portrait could be created from pictures of distinctive landmarks or places shot from different angles or varying distances.

✓ Use imagery which relates to a single

✓ Use imagery which assists with the

theme or sector

✓ Finding patterns within imagery can help

square theme

Jones Lang LaSalle World Winning Cities research series

to portray your subject in a new light

Combining an aerial or satellite view with photographs of people adds a human perspective to otherwise wide-scale projects. Abstract patterns can show familiar things in a new light – for example representing the retail sector in a visually interesting way. Colour and tonal variations can also be used to interesting effect. The image container is designed to give you the flexibility to use multiple images and images in different styles. It accommodates various shapes (squares and rectangles) and orientations (portrait or landscape) – from horizontal shopping centres to vertical skyscrapers.

Find value in every square For more than 20 years, our Real Estate Workout team has worked with banks, loan servicers, insolvency practitioners and restructuring professionals. We help them maximise value in every square foot, square metre and square deal.

See page 19 for guidance on combining images.

To see how we do it, visit joneslanglasalle.co.uk/workout

BRICS cities compete for places on world stage Over the next two decades, more than 500 million people (greater than the current population of either North America or Western Europe) will migrate to cities in the BRICS.

▪ To accommodate the new work

force, Grade A ofﬁce stock is projected to grow by more than 10 percent per year over the next decade, from 90 million sq m today to more than 220 million sq m.

▪ Consumer demand will reshape the

Satellite image by GeoEye

retail landscape. While there are now 1,000 modern shopping malls across the BRICS, by 2020 there could be well over 2,500. That’s a new mall opening every two days.

For BRICS cities to take up the mantle of ‘world winning,’ they will have to show skills in innovative and intelligent ﬁnancing; put signiﬁcant resilience and sustainability strategies in place; and demonstrate improving transparency around legal systems, commercial codes and business practices.

Competing for ﬁnance or ﬁnancing for competitiveness? Across the BRICS markets, successful municipalities will be those that manage the demands on their infrastructure while cultivating their appearance to the outside world as attractive investment destinations. Investors are extending their horizons to a range of more than 300 global cities. Robust economic growth rates, deepening real estate transparency, and improved quality of real estate stock in emerging and middle-weight cities will be compelling pull factors. At the same time, investors will track the real estate demands of international corporate occupiers, who are pushing further into new geographies.

destinations since 2008, while the BRICS’ overall contribution to global real estate investment volumes has increased from less than one percent in 2004 to nearly 10 percent in 2011. In India alone, the market value of investment-grade real estate assets under construction across the office, retail and residential sectors is more than US$160 billion, over 60 percent of which is residential. Building beyond sustainability to resilience Alongside this massive building programme India is making strides on the sustainability of its real estate, which has progressed from two certified projects in 2004 to 292 in 2011. The quality of office stock is also improving and is increasingly being built to internationally recognised standards.

that can both absorb growth and meet carbon reduction commitments. It needs to look at the social impact of development as well as its location and design. Finally, it needs to work with city authorities to deliver the sustainable physical and social infrastructure that will best match the needs of residents and businesses. Urbanisation on this scale happens only once. The legacy of today’s real estate development will last for many decades to come.

Bringing sustainable value to cities. One T square a time.on specific landmarks and ry to atfocus

✓ Try to capture interesting perspectives Only thirty cities account for half the world’s total real estate investment volumes. The top ﬁve cities alone— London, Tokyo, New York, Hong Kong and Paris—account for nearly one-quarter of volumes.

and ways in which to combine the red square The race for recognition will accelerate as many more cities seek a place on regional and world stages.

Rosemary Feenan Director, Global Research Jones Lang LaSalle

Shanghai, Beijing, Moscow, São Paulo and Rio de Janeiro have all become top-30 investment

Jeremy Kelly Director, Global Research Jones Lang LaSalle

The property sector recognises it has an important part to play in creating the conditions to accommodate this shift in economic power and city growth patterns. To fulﬁl this role, it needs to design spatial footprints

Anuj Puri Chairman and Country Head Jones Lang LaSalle India

Satellite images by GeoEye

City building on the fast track The magnitude of the task facing the built environment in absorbing this wave is extraordinary:

✓

interesting subjects for easy recognition

From São Paolo to St. Petersburg, Chennai to Chengdu, all cities have one thing in common. Jones Lang LaSalle (NYSE: JLL) is a ﬁnancial and professional services ﬁrm specialising in real estate.

Governments, developers and investors understand the value of creating places that are sustainable, resilient and competitive.

To deliver exceptional value, we look at your real estate needs from every angle.

Combining a global perspective on real estate with insight into what makes a location unique, Jones Lang LaSalle works with clients to make the connection between opportunity and real value—in every square foot, metre and deal.

Combining in-depth local knowledge with far-reaching global insights our teams find the real estate opportunity that's right for you. Down to the last square meter.

joneslanglasalle.com ▪ Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

JLL_BRICS_Advertorial+A4ad_FINAL.indd 1-2

✓

Use the grid to A world of value in your advantage and think about your subject and audience every square

Consulting, Finance, Leasing, Management, Outsourcing, Sales joneslanglasalle.com.cn

07/03/2012 15:26

Section 2 – Advertising system

Image style B: Typographic Value

Value

Square foot

Assets Transactions Portfolios

One square at a time

39%

£3.6m

Sometimes the message you are trying to communicate may not be possible with photographs. Instead, words or numbers might work better. Thus the grid can accommodate text. Do not overpopulate the grid. Keep your messages short and concise. Don’t confuse the message you use in the image container with the headline of the ad; they should be linked, but not the same. The size, positioning and use of red can all help convey your message. Use red to highlight the key aspect of your message – but don’t overuse it.

€

Section 2 – Advertising system

Image style C: Graphic Graphics should only be used when photographic and typographic options have been exhausted. Icons, symbols and illustrations can be created out of small squares – positioned precisely on the image container grid. Overlaying a grid on a familiar shape or image shows our analytical perspective. Transforming it into a set of square elements, like pixels, breaks down every opportunity or problem into component parts that can easily be measured. To get a perfect fit the small red squares should be positioned one square apart vertically and horizontally. For example, each grid square of the image container can be sub-divided into 20, allowing for 10 small red squares per grid square. Using this simple method, familiar objects can be transformed into graphic elements created in vector format using simple block shapes. The subject of your image is key. It needs to tie in with the headline and message of the ad. This style allows great flexibility, just make sure what you create is relevant to the advert and your audience. See pages 35 to 38 for further examples.

Section 2 – Advertising system

Combining images 2

A single image can take up the whole image container. You can even fill the grid with a unique image in every square.

1 3

✓ Use just one image within the container for simplicity

1 5

2 6

The image container is very flexible and lets you be creative – within reason of course!

3 7

overlapping on the image container grid

✓ Use up to 16 images on a 4x4 grid and 9 images on a 3x3 grid

✓ Equally divide the image container grid using multiple images all equal in size

1 4

shapes creates clutter

✗ J uxtaposing multiple image sizes or

See page 16 for guidance on selecting photos.

Furthermore, different types of imagery (e.g., aerial, people or buildings can be combined to tell a story.

✓ Use two different image sizes

You can mix sizes and shapes of images. Some configurations are more appropriate, depending on the theme and the message.

✗ Don’t create patterns out of the images on the grid

Section 2 – Advertising system

Red square

Red square The red square represents the measure of real value. It is a highlight in our corporate colour that connects the words and pictures, and its size is equal to the signature square.

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Section 2 – Advertising system

Red square usage

✓Single image – 1 or 2 red squares

Because it is a highlight, the red square should only be used once or twice in any advertisement, although the size may vary. The red is translucent, allowing the underlying image to show through. This is achieved by choosing “Multiply” in the Effects panel of Adobe InDesign. Opacity is at 100%. It should never occupy the whole of the image container, and should be placed over a clear, uncluttered section of an image to enable the red to stand out. If there is no clear area, the red square can be in solid Jones Lang LaSalle red.

✓Multiple images – only 1 red square

In some instances, text or graphical elements may be added (see pages 17 & 18).

City building takes the fast track Over the next two decades, more than 500 million people (greater than the current population of either North America or Western Europe) will migrate to cities in the BRICS.

The magnitude of the task facing the

competitiveness?

to global real estate investment

efficient and effective spatial footprints

built environment in absorbing this

Across the BRICS markets, successful

volumes has increased from less than

that can both absorb growth and meet

wave is extraordinary:

municipalities will be those that

one percent in 2004 to approaching 10

carbon reduction commitments. It

manage the demands on their

percent in 2011.

needs to look at the social impact of

▪ To accommodate the new work force, Grade A office stock is projected to grow by more than 10 percent per year over the next decade, from 90

infrastructure while cultivating their appearance to the outside world as attractive investment destinations.

In India alone, the market value of investment-grade real estate assets under construction across the office,

million sq m today to more than 220

In the next decade investors will extend

retail and residential sectors is more

million sq m.

their horizons to a range of more than

than US$160 billion, over 60 percent of

300 global cities. Robust economic

which is residential.

▪ Consumer demand will reshape the retail landscape. While there are now 1,000 modern shopping malls across the BRICS, by 2020 there

growth rates, deepening real estate transparency and improved quality of real estate stock in emerging and middle-weight cities will be compelling

Alongside this massive building programme India is making strides on the sustainability of its real

development as well as its location and design. Finally, it needs to work with city authorities to deliver the sustainable physical and social infrastructure that will best match the needs of residents and businesses. Urbanisation on this scale happens only once. The legacy of today’s real estate development will last for many decades to come.

Bringing sustainable value to cities. One square at a time.

✗ Avoid placing the red square over dark areas of an image or overusing it could be well over 2,500. That’s a

new mall opening every two days.

For BRICS cities to take up the

pull factors. At the same time, investors will track the real estate demands of international corporate occupiers,

mantle of ‘world winning,’ they will

who are pushing further into new

have to show skills in innovative and

geographies.

intelligent financing; put significant resilience and sustainability strategies in place; and demonstrate improving transparency around legal systems, commercial codes and business practices. The race for recognition will accelerate as many more cities seek a place on regional and world stages. Competing for finance or financing for

estate, which has progressed from

two certified projects in 2004 to 292

certified projects in 2011 (IGBC Annual Review 2010-11, Indian Green Building Council. www.igbc.in). The quality

of the office stock is also improving

Only thirty cities account for half the

and is increasingly being built to

world’s total real estate investment

internationally recognised standards.

volumes. The top five cities alone— London, Tokyo, New York, Hong Kong and Paris—account for nearly onequarter of volumes.

Jeremy Kelly Director, Jones Lang LaSalle Global Research

Building beyond sustainability to resilience The property sector recognises it has

Rosemary Feenan Director, Jones Lang LaSalle Global Research

an important part to play in creating

Shanghai, Beijing, Moscow, São Paulo

the conditions to accommodate this

and Rio de Janeiro have all become top

major shift in economic power and

30 investment destinations since 2008,

city growth patterns. To fulfil this

while the BRICS’ overall contribution

role, it needs to think about designing

Anuj Puri Chairman and Country Head Jones Lang LaSalle India

Jones Lang LaSalle has a global perspective on real estate trends and their impact on cities. From Sao Paolo to St Petersburg, Gurgaon to Guangzhou our local teams use their specialised experience of property markets to help governments, developers and investors make their cities resilient for the future. A world of experience combined with first-hand knowledge of what makes each place unique gives your city a partner to face to future. joneslanglasalle.com

Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

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Section 2 – Advertising system

Typography

Typography This section contains information relating to the headlines and body copy of Jones Lang LaSalle advertising.

Section 2 – Advertising system

Copy area

The clear, white space outside of the image container grid is reserved for the headline and copy. This space should be adjacent to the signature box, either to the left or above, depending on the advertising format.

ld stage

han the current population of either S.

e, the market value of grade real estate assets ruction across the office, sidential sectors is more 0 billion, over 60 percent esidential.

yond sustainability e is massive building India is making strides inability of its real estate, rogressed from two ects in 2004 to 292 in uality of office stock is ng and is increasingly o internationally standards.

y sector recognises it has t part to play in creating ns to accommodate this omic power and city rns. To fulfil this role, esign spatial footprints

nuj Puri hairman and Country Head ones Lang LaSalle India

Satellite images by GeoEye

since 2008, while the all contribution to global nvestment volumes has om less than one percent early 10 percent in 2011.

Bringing sustainable value to cities. One square at a time. From São Paolo to St. Petersburg, Chennai to Chengdu, all cities have one thing in common. Jones Lang LaSalle (NYSE: JLL) is a financial and professional services firm specialising in real estate.

Governments, developers and investors understand the value of creating places that are sustainable, resilient and competitive. Combining a global perspective on real estate with insight into what makes a location unique, Jones Lang LaSalle works with clients to make the connection between opportunity and real value—in every square foot, metre and deal. Lorem ipsum dolor sit amet consectetur.

joneslanglasalle.com ▪ Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

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16/03/2012 17:39

Section 2 – Advertising system

Typeface usage Print

Set headlines in Times New Roman Italic. Set body copy in Arial Narrow Regular. Use Bold for highlighting and sub-titles.

Print advertising headlines and copy use our two standard corporate typefaces: Times New Roman and Arial Narrow, respectively. For digital applications use default system fonts instead: Times and Arial. Headlines are in sentence case. If the headline is made up of more than one sentence or phrase, separate them with full stops (periods). See the BRICS Summit corporate ad on page 36 for an example.

Digital

Set headlines in Times Italic.

Set body copy in Arial Regular. Use Bold for highlighting and sub-titles.

Section 2 – Advertising system

Text alignment Text should always be left aligned, not justified.

Headline font size Headline text on an A4 advert should be 26pt with 28pt line spacing. This size can scale proportionally up or down according to the actual size of the advert.

Type detail

Follow the rules on the left when setting type to give your message clarity and impact. The type and line spacing sizes below are based on standard advert page sizes. These are intended as a guide only – you will need to resize them in proportion according to the actual size of your ad format.

Spacing Consider spacing. Do not cram as much text into a space as possible.

Page size

Heading

Body copy

A5 or ½ page

18pt/20pt

8pt/11pt

A4 or US letter

26pt/28pt

12pt/15pt

A3 landscape

36pt/38pt

16pt/21pt

Key: text size (pt)/line spacing (pt)

Satellite images by GeoEye

Body copy font size Body copy on an A4 ad will be 12pt Arial Narrow Regular with 15pt line spacing. This size can scale proportionally up or down according to the actual size of the advert.

Bringing sustainable value to cities. One square at a time. From São Paolo to St. Petersburg, Chennai to Chengdu, all cities have one thing in common. Governments, developers and investors understand the value of creating places that are sustainable, resilient and competitive. Combining a global perspective on real estate with insight into what makes a location unique, Jones Lang LaSalle works with clients to make the connection between opportunity and real value—in every square foot, metre and deal.

joneslanglasalle.com ▪ Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

Section 2 – Advertising system

Footer

Footer The footer of our advertising acts as a sign-off, identifying what we do and providing a call to action (either to contact us or visit our website). The footer on corporate adverts includes a standard list of our services.

Section 2 – Advertising system

Footer types 1a. Corporate footer – global URL locked up with standard list of services

joneslanglasalle.com Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales 1b. Services – without URL (when the URL is in copy area as call to action)

Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales 2. Call to action within copy area – URL can be highlighted in bold and JLL red

To see how we do it visit joneslanglasalle.com/shortcut

There are two types of footer for use within Jones Lang LaSalle advertising. 1C orporate image ads, which appear in major media or are targeted at broader audiences than property professionals, should include the global URL and standard list of services (shown left). The services are separated by square bullets and should not be altered. No other type of ad should include a list of services. 2G ood advertising includes a call to action. The call to action should appear within the copy area, as illustrated at the left. 3S ometimes the message is very high-level without a call to action. In that case, the URL can appear in the footer. The name of the shortcut (jll.com/shortcut), can reflect the headline. Make sure that the landing page of the shortcut references the content and theme of the ad. 4E ffective ads have a single call to action, whether it’s a phone number, email address, or URL. If you want to include contacts, limit the number of names to one or two maximum.

3. URL footer with campaign shortcut

joneslanglasalle.com/shortcut 4. Alternative contact footer – phone number, email address etc.

joneslanglasalle.com/shortcut ▪ +44 (0)207 000 0000 ▪ First.Last@jll.com

Section 2 – Advertising system

Copywriting

Copywriting Crafting compelling headlines and copy is not easy. But when combined with powerful images, the right words can really make our brand stand out.

Section 2 – Advertising system

Tone of voice

Unlike most of the other types of content we produce, advertising is very promotional. An ad should contain a sales pitch because that’s what it’s for!

The way we talk is just as important as the way we look.

In a good ad, a picture may be worth a thousand words – it’s the first thing that attracts someone’s eye. But for the text, less is more. Shorter headlines and brief copy can be easily digested. Consequently, it’s often a challenge to write clear and concise copy. That’s why it’s a good idea to employ professional writers. The headline and supporting copy should be concise, interesting, and written in our tone of voice, which is: ▪ Intelligent ▪ Bold ▪ Engaging Use strong, active words and phrases in body copy: ▪ See, find, seek, measure, deliver value ▪ Connect, link opportunity to value ▪ Your perspective, viewpoint For more on our brand voice, consult section 2 of the brand standards.

Section 2 – Advertising system

See the world of property from every angle

Words and pictures working together Sometimes it’s easier to write a headline than to find just the right image to illustrate it. Spend as much time on selecting images as editing the text. Images, even stock photos, contain an idea. The visual idea and the verbal idea need to be in harmony. Too many competing ideas in the image container might be confusing. The pictures, the red square(s), the headline and the body copy all work together to create ads that: ▪ Communicate that we have a distinctive point of view ▪ Emphasise how value is the common measure in the changing world of real estate

Make every square foot count

▪ Illuminate our expertise, insight and focus ▪ Exemplify how we recognise/identify value – wherever and whatever it may be for a particular client or industry ▪ Connect insight to opportunity

Because your world is not round

Section 2 – Advertising system

Section 3

How to create an advert ▪ Format options ▪ Adapting a template to suit your format ▪ Digital/online advertising

This section shows the grid system our key elements will fit into. The templates provided (in the Brand Hub) should help you to produce advertisements in a clear, consistent and simple way.

Section 3 – How to create an advert

Format options Print

In order to maintain a consistent structure and set of elements across the range of advertising shapes and sizes we use a set of standard templates to create each advertisement. The system has been developed to accommodate standard ISOÂ sizes, US formats and non-standard sizesÂ and orientations. The following page explains how to use the templates to create a new advertisement. The imagery and typography pages in Section 2 give more detailed information. The template layouts are available as InDesign files from the Jones Lang LaSalle Brand Hub.

Digital

Section 3 â&#x20AC;&#x201C; How to create an advert

Adapting a template to suit your format There is no standard size for advertising in publications. For our advertising system we have created a set of templates in Adobe InDesign. The following steps will speed up the process of creating base artwork, allowing more time to concentrate on the copy and imagery. 1 Determine the advertisement size and orientation (portrait or landscape). 2 Identify which template most closely matches the size and proportions of your advertisement. 3 Open the template. The system elements are grouped together, with appropriate spacer boxes. Pink spacer boxes indicate margins which must stay in proportion. The blue spacer box indicates a flexible space. This is initially set to the minimum clear space required between the image container and the signature square. There is a 1pt black keyline box around the entire group. 4 Keeping the proportions equal, scale the group up or down until one edge reaches the correct dimension for your advertisement. Ungroup the elements. 5 Increase the flexible space between the signature square and the image container until the pink margin spacer reaches the correct width or depth dimension of your advertisement. Delete the spacer boxes. 6 Extend the keyline box to the correct width or depth dimension. If the ad is full page, delete the keyline box. Reset the weight of all remaining keylines to 1pt. Margin spacer – must stay in proportion

7 Populate the image container according to the image guidelines in Section 2. Add the copy for the advertisement, following the typographic and content guidelines in Section 2.

Flexible spacer

8 For the footer usage refer to page 26.

Section 3 – How to create an advert

Digital/online advertising

Medium Rectangle (300 x 250 pixels)

Because Because your your world world isis not not round round Because Because your your world world isis not not round round India

Find Findout outhow howJones JonesLang LangLaSalle LaSallecan canfind find you youreal realvalue. value. www.joneslanglasalle.com www.joneslanglasalle.com

Like newspapers and magazines the shape and size of adverts online will vary. Three typical styles are Leaderboard (728 x 90 pixels), Wide Skyscraper (160 x 600 pixels) and Medium Rectangle (300 x 250 pixels). The content and behaviour of the advert will depend on the idea. The next edition of these guidelines will address these scenarios showing more detail and examples.

Leaderboard (728 x 90 pixels)

India India India India China China China China Russia Russia Russia Russia Brazil Brazil Brazil Brazil Bringing Bringing sustainable sustainable value value to to cities. cities. Bringing sustainable to cities. One square at One square at aa time. time.value Bringing sustainable value One square at a time.value to Bringing sustainable to cities. cities. One square at a time. One square at a time.

Find out how Jones Lang LaSalle can find you real value. Find out how Jones Lang LaSalle can find you real value. www.joneslanglasalle.com Find out how Jones Lang LaSalle can find you real value. www.joneslanglasalle.com Find out how Jones Lang LaSalle can find you real value. www.joneslanglasalle.com Find out out how how Jones Jones Lang Lang LaSalle LaSalle can can find find you you real real value. value. Find www.joneslanglasalle.com www.joneslanglasalle.com www.joneslanglasalle.com

Section 3 â&#x20AC;&#x201C; How to create an advert

Section 4

Examples ▪ Corporate advertising ▪ Service line, sector and geographic advertising

This section gives some recent examples of adverts created using this advertising system.

Section 4 – Examples

BRICS Summit 2012 (India), March 2012

Corporate advertising

Economist/RICS (China), March 2012

The examples on this page are actual corporate ads that appeared this year, beginning in March. They were created while this advertising system was being developed and should be referenced to inspire your own ads. Such high-level corporate ads can be used to communicate how we have global perspective combined with local, on-the-ground expertise; how we bring a world of expereince to every city, transaction, and opportunty. They show multiple perspectives on markets and issues.

n of either

n both absorb growth and arbon reduction commitments. s to look at the social impact elopment as well as its location sign. Finally, it needs to work y authorities to deliver the nable physical and social ucture that will best match the of residents and businesses.

Lang LaSalle (NYSE: JLL) is cial and professional services ecialising in real estate.

All corporate image ads and ads appearing in major media or general business publications need to be approved by regional or global marketing.

Satellite images by GeoEye

sation on this scale happens nce. The legacy of today’s real development will last for many es to come.

Bringing sustainable value to cities. One square at a time.

A world of value in every square

From São Paolo to St. Petersburg, Chennai to Chengdu, all cities have one thing in common. Governments, developers and investors understand the value of creating places that are sustainable, resilient and competitive.

To deliver exceptional value, we look at your real estate needs from every angle.

Combining in-depth local knowledge with far-reaching global insights the last square meter. Consulting, Finance, Leasing, Management, Outsourcing, Sales joneslanglasalle.com.cn

joneslanglasalle.com ▪ Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

07/03/2012 15:26

FT Global Property Insight, March 2012

Because your world is not round Square foot, square metre or square deal. Whatever your perspective on property, we can help you find the value in every square. Find us at MIPIM stand LR4.14

joneslanglasalle.com/FT

Section 4 – Examples

Service line, sector and geographic advertising

Proposed retail ad, March 2012

Satellite image © Google

The top ad was commissioned by our retail business to run in a trade body’s annual conference magazine, but was not actually publshed. It shows three levels of perspective for investors, owners and users of retail property, all being connected by their pursuit of value. The bottom ad, for Real Estate Workout, appeared in a specialised trade magazine targeting professionals in the recovery business. The red square is meant to highlight the need for the target audience to be able to identify and isolate troubled assets. The inclusion of people suggests our teams working face-to-face over the years with people in the business.

Seeing opportunity in every square It takes perspective and expertise to stay ahead. Jones Lang LaSalle combines in-depth local knowledge with far-reaching global insights to help you get the most of your investment. From the high street to out of town, from pop-up to big box, from mini-mart to mega-mall, we measure value the same way: one square at a time. To find out how we apply our Retail Intelligence visit www.joneslanglasalle.com/retail

R13730 JLL Retail Ad.indd 1

Recovery magazine (UK), March 2012

08/03/2012 16:56

Satellite image by GeoEye

Section 4 – Examples

Service line, sector and geographic advertising

FT and CEEQA awards programme (Poland), March 2012 Poland

Czech Republic

Slovakia Romania

Hungary

Croatia

The top ad appeared in both a trade industry awards programme and in the Financial Times. The challenge was to communicate how only Jones Lang LaSalle can see the commonalities across disparate markets in the Central and South Eastern European countries. The common currency is value. The pixellation effect of a standard map suggests digital. The bottom ad is part of the ongoing series in Asia Property magazine. It demonstrates how the popular “tombstone” format, which highlights specific assets or deals, works within the grid.

Serbia Bulgaria

Opportunities in CEE and SEE come in many shapes No matter which country you are focused on, all real estate markets have one thing in common. Across assets, transactions, and portfolios, value is measured the same way: by the square metre. Jones Lang LaSalle helps you find value in every square. www.joneslanglasalle.eu/cee-see

Retail ad (Japan), March 2012

Cairns, Australia

Ho Chi Minh City, Vietnam

Retail USD 504 million

Singapore

Hotel USD 204 million

Taipei, Taiwan

Industrial USD 231 million

Shanghai, China

Office USD 293 million

Brisbane, Australia

Office USD 59 million

Mix use USD 509 million

Japan

Seoul, South Korea

Industrial USD 1.6 billion

Office USD 78 million

Finding opportunity in every square In the world of commercial property the most important measure is value. Every day at Jones Lang LaSalle in 1,000 locations worldwide, we analyse the value of our clients’ assets, monitoring market movements and tracking trends to access the best opportunities. Down to the last square meter.

ap.joneslanglasalle.com

Section 4 – Examples

Section 5

Templates

An overview of the templates provided and where to find them.

Section 5 â&#x20AC;&#x201C; Templates

Available templates ISO (A-size) and US letter sizes, based on a 3x3 or 4x4 grid Heading goes here. On two lines if necessary.

Heading goes here. On more than one line if necessary.

Body copy goes here. Body copy goes here. Body copy goes here.

joneslanglasalle.com Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

Heading goes here. On two lines if necessary.

Credit here. DELETE IF NOT REQUIRED

joneslanglasalle.com Consulting ▪ Finance ▪ Leasing Management ▪ Outsourcing ▪ Sales

Heading goes here. On two lines if necessary.

Body copy goes here.

joneslanglasalle.com Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

joneslanglasalle.com Consulting Finance Leasing Management Outsourcing Sales

A4 portrait 3x3.indd

joneslanglasalle.com Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

A4 portrait 4x4.indd

A4 landscape 4x4.indd

US Letter portrait 4x4.indd US Letter landscape 4x4.indd

Template files for print advertising have been created and can be found on the Brand Hub. A4 and US Letter sizes The A4 and US Letter templates contain each element with the correct margins and proportions and are ready to be populated with image and copy. Bespoke formats The bespoke format templates contain each element in the correct proportions with a minimum clear space between the image container and the signature square. They contain margin and flexible spacer blocks grouped together to assist in proportionally scaling an advert to the required size. See Section 3 for full details.

Bespoke formats Heading goes here. On more than one line if necessary. Body copy goes here. Body copy goes here. Body copy goes here.

Heading goes here. On two lines if necessary.

Body copy goes here.

Heading goes here. On two lines if necessary.

Body copy goes here.

Body copy goes here. Credit here. DELETE IF NOT REQUIRED

Heading goes here. On two lines if necessary.

Landscape perfect 4x2.indd

Body copy goes here. Body copy goes here.

Body copy goes here.

joneslanglasalle.com Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

Landscape perfect 3x3.indd

Heading goes here. On two lines if necessary.

Credit here. DELETE IF NOT REQUIRED

joneslanglasalle.com Consulting Finance Leasing Management Outsourcing Sales

Portrait perfect 3x3.indd

joneslanglasalle.com Consulting Finance Leasing Management Outsourcing Sales

Portrait perfect 4x4.indd

Heading goes here. On more than one line if necessary.

Body copy goes here.

joneslanglasalle.com Consulting ▪ Finance ▪ Leasing Management ▪ Outsourcing ▪ Sales

joneslanglasalle.com Consulting Finance Leasing Management Outsourcing Sales

Portrait perfect 2x2.indd

Body copy goes here.

Credit here. DELETE IF NOT REQUIRED

joneslanglasalle.com Consulting ▪ Finance ▪ Leasing Management ▪ Outsourcing ▪ Sales

Heading goes here. On two lines if necessary. Credit here. DELETE IF NOT REQUIRED

Body copy goes here. Body copy goes here. Body copy goes here. joneslanglasalle.com Consulting Finance Leasing Management Outsourcing Sales Credit here. DELETE IF NOT REQUIRED

Landscape perfect 4x3.indd

Landscape perfect 5x2.indd

Landscape perfect 4x4.indd

Section 5 – Templates

Appendix contents

Advertising catalog

Appendix to "Advertising guidelines, Edition One"

Media planning

Image rights

Press ads

Corporate image

Client testimonial

Services - Capital Markets - Corporate Solutions

55 60

Digital ads

Media planning Media

Titles

General press Dailies in Tier One markets read by business people, decision makers

Ad type

Level of detail

New York Times, ▪ We have never ▪ Investors London Times, appeared here ▪ Clients and prospects Frankfurter Allgemeine ▪ Governments ▪ Audience may not Zeitung, South China have heard of us Morning Post, Straits Times, Times of India, Reuters

▪ Corporate image ▪ Client testimonial

Low

National business Dailies and weeklies

Financial Times, Les ▪ Often relegated to ▪ Investors Echos, Business Week, ▪ Clients and prospects classified sections Australia Financial ▪ Not sustainable ▪ Large metro Review, The Wall investment influencers Street Journal (Asia, US and Europe editions)

▪ Corporate image

Low

Trade press

GlobeSt.com, Property Week, Estates Gazette, Asia Property, Property Investor Europe, National Real Estate Investor, Commercial Property Executive, Real Estate Forum

▪ We are well known ▪ Competitors ▪ Clients and prospects ▪ Tension between standing out and - Recruits blending in ▪ Reactive

▪ Corporate image ▪ Deals ▪ Service line ▪ Client testimonial

High

▪ Competitors ▪ Transaction-specific ▪ Clients and prospects ▪ Personality-driven ▪ Sales focused

▪ Corporate image ▪ Deals ▪ Service line ▪ Client testimonial

Medium

Local business press Crain’s, Washington Business Journal (e.g., city journals)

Audience

Context

Our advertising will appear in a range of publications with different reader profiles. When choosing an ad, consider the medium and the context. In some cases our brand may not be well known, so the message should be simple and straightforward. In other instances, such as in the trade press where we are more familiar to readers, our ads can contain more detail.

Advertising catalog

Image rights Throughout this document we have identified the source of the photos shown to help you put together ads. Shutterstock Images from Shutterstock have been purchased centrally for use under their standard license and will be available on the Brand Hub. Photos from Shutterstock may be used in editorial or advertising copy in magazines, newspapers, books, book covers, textbooks, editorials and directories.Â Standard licence - print run may not exceed 250,000 copies in the aggregate.* www.shutterstock.com/license_comparison. mhtml?hsb=1 iStock photo Advertisements in newspapers, magazines, or other printed material, up to 499,999 impressions Unlimited reproduction/print run license required for 500,000 or more impressions. www.istockphoto.com/help/licenses Getty All images shown herein that have been sourced from Getty Images are not purchased or licensed under an agreement and require individual licensing prior to usage. www.gettyimages.com Jones Lang LaSalle For further information on imagery, usage and licensing visit the Brand Hub. http://brandhub.jll.com/BMS/ GeoEye This document contains some aerial satellite shots from GeoEye, which may be used for free; however, they must be credited accordingly. http://www.geoeye.com/CorpSite/ * Enhanced - no limit on print run. Copyright notice, credit attribution required

Press ads We have created a set of Press ads to be used within various publications. You can modify these for your own campaigns.

Advertising catalog

Corporate image

Visual Asset-specific aerial shot, striving for geometric shapes that form patterns, suggesting recognition and foresight. Not people, not satellite imagery. Alternative copy At Jones Lang LaSalle our teams are always monitoring local markets and tracking global trends to bring you the best intelligence for decisions that impact your business. One square at a time. Image rights The images shown here are owned by us and can be found on The Jones Lang LaSalle Brand Hub. A building_complex_aerial_photo.jpg Alternative image A allotment_aerial_photo.jpg Please see the image rights information on page 2

A world of value in every square Whether you own, rent or invest in commercial real estate, we have the people, knowledge and insight, locally and around the world, to help you get real value from every square metre/foot. A world of value in every square At Jones Lang LaSalle our teams are always monitoring local markets and tracking global trends to bring you the best intelligence for decisions that impact your business. One square at a time. joneslanglasalle.com Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

joneslanglasalle.com Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

Reference number 001 Advertising catalog

Corporate image

Visual This page shows two alternative versions of the same advert, using different images. Asset-specific aerial shot, striving for geometric shapes that form patterns, suggesting recognition and foresight. Not people, not satellite imagery.

Image rights The images shown here are owned by us and can be found on The Jones Lang LaSalle Brand Hub. A car_park_aerial_photo.jpg Alternative image A lorries_aerial_photo.jpg Please see the image rights information on page 2

Make every square foot count Whatever your perspective on property, we help you maximise the value of every square.

joneslanglasalle.com Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

Reference number 002 Advertising catalog

Corporate image

Visual Asset-specific aerial shot, striving for geometric shapes that form patterns, suggesting recognition and foresight. Not people, not satellite imagery.

Image rights The images shown here are owned by us and can be found on The Jones Lang LaSalle Brand Hub. A building_construction_site_aerial_photo.jpg Alternative image A solar_roof_aerial_photo.psd Please see the image rights information on page 2

The measure of value Perceptions of real estate value may vary, but the way it is measured does not. Whether you own, rent or invest in commercial real estate, we have the people, knowledge and insight, locally and around the world, to help you get real value from every square metre/foot. The measure of value Perceptions of real estate value may vary, but the way it is measured does not. Whether you own, rent or invest in commercial real estate, we have the people, knowledge and insight, locally and around the world, to help you get real value from every square metre/foot. joneslanglasalle.com Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

joneslanglasalle.com Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

Reference number 003 Advertising catalog

Corporate image

Visual Focusing exclusively on people is unusual for a real estate business, but it supports the headline by showing our experts – our people and teams. It also suggests collaboration and literally shows the human face of our business. It’s important that these are candid photographs, not formal portraits, as we are trying convey what it’s like to work with Jones Lang LaSalle, our professionalism and focus delivered with a human touch.

C D E

Alternative headline A world of property expertise built around you

Image rights The images shown here are owned by us and can be found on The Jones Lang LaSalle Brand Hub. A people-images-2010_(25).jpg B people-images-2010_(08).jpg C people-images-2010_(14).jpg D people-images-2010_(10).jpg E people-images-2010_(20).jpg Please see the image rights information on page 2

A world of expertise built around you Whatever your assets, needs or aspirations, our in-depth local knowledge and far-reaching global insight will help you succeed with the real estate opportunities that are perfect for you.

joneslanglasalle.com Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

Reference number 004 Advertising catalog

Corporate image – global

Visual A Multiple perspectives of buildings/cities. Offices, hotels, shopping centres, etc - shot in color or black and white. People are not the focus, but many appear within the image selection to include a human element.

The images should be chosen so that the contrast between their scale, perspective and texture is strong.

Note how some images sit within just one square and others spread over several adjacent grid squares. The highlighted red square works best when it covers a single square on an image that itself forms a square

Image rights The selection of images shown here are primarily taken from stock image libraries: A shutterstock_8123134.jpg B shutterstock_35585563.jpg C shutterstock_96063254.jpg D shutterstock_32596969.jpg E athens_greece.jpg (GeoEye) F shutterstock_1628538.jpg G shutterstock_26257639.jpg H shutterstock_107888765.jpg Please see the image rights information on page 2

See the world of property from every angle We continually track global trends, monitor market movements, and gather local knowledge, to identify the next big growth opportunities. And we can bring together the people and funding you need to make the most of them.

joneslanglasalle.com Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

Reference number 005 Advertising catalog

Corporate image – global

Visual B Multiple perspectives of buildings/cities. Offices, hotels, shopping centres, etc. - shot in color or black and white. People are not the focus, but many appear within the image selection to include a human element.

D E F

The images should be chosen so that the contrast between their scale, perspective and texture is strong.

Note how some images sit within just one square and others spread over several adjacent grid squares.

Image rights These images are sourced from Getty and can only be used if usage rights are purchased. A EiffelTower_004.jpg (Christopher Hauser) B shutterstock_94285972.jpg C shutterstock_94664197.jpg D shutterstock_108894839.jpg E shutterstock_105933791.jpg F shutterstock_18549322.jpg G shutterstock_89504482.jpg H shutterstock_30961513.jpg I shutterstock_89499853.jpg Please see the image rights information on page 2

joneslanglasalle.com Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

Reference number 006 Advertising catalog

Corporate image – local

Visual A (Singapore) This approach offers multiple views on a single market: satellite/skyline/panorama; specific, wellknown district (CBD); high-profile façade or tourist feature. Try to create contrast between each image. These photographs are sourced from stock image libraries but high quality alternatives may be available locally.

Copy notes Can include a relevant fact or statistic, inserted by local markets, to support the headline. Usually a “brag” number about size of teams, market share, number of transactions, etc., such as: a: In 2011 XX of our professionals attained LEED accreditation… b: Last year our team closed XX deals in 45 days…. c: We manage 25% of all the offices in CITY…

Image rights The selection of images shown here are taken from stock image libraries - these can be found on The Jones Lang LaSalle Brand Hub. A shutterstock_87405500.jpg B shutterstock_94243993.jpg C shutterstock_69792640.jpg

But each fact must always link to a real client benefit a: …giving us unrivalled expertise in sustainability. b: …so we know where the smart money goes in CITY. c: …sharpening our focus on facilities

Please see the image rights information on page 2

Fact can appear in the red square (see following page) or as supporting point for headline.

See the world of property from every angle Last year in Singapore we handled $5.61 billion of investment sales instructions and leased 4.1 million sq ft of office space.

joneslanglasalle.com Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

Reference number 007 Advertising catalog

Corporate image – local

Visual B (Los Angeles) See visual A on previous page for additional comments.

Alternative headline A world of value in every square

Image rights The selection of images shown here are taken from stock image libraries - these can be found on The Jones Lang LaSalle Brand Hub.

Use this if your medium or close view features a recognizable square in the city.

2011 Los Angeles highlights: • $2 billion capital market transactions • 261 investor leases • 734 tenant leases

Red square text This example follows the example given on the previous page but uses a text caption within the highlighted red square.

A iStock_000015992941Large_shopped.jpg B shutterstock_17035018.jpg C iStock_000020830031Medium.jpg Please see the image rights information on page 2

joneslanglasalle.com Consulting ▪ Finance ▪ Leasing ▪ Management ▪ Outsourcing ▪ Sales

Reference number 008 Advertising catalog

Client testimonial

Image rights Jones Lang LaSalle only own images C and E, which can be found on the Jones Lang LaSalle Brand Hub. All other images are for guidance only and not for actual use. Please see the image rights information on page 2

PU RP OS ES

“Jones Lang LaSalle really spoke our language. They quickly understood our business requirements and helped me appreciate the implications of our real estate choices.“ Alan Jarman, CEO HSBC Poland

VI SU AL

FO R

ON LY

The idea Client testimonials are very powerful. They are also very flexible, ranging from simple endorsement (directing reader to more info on a web site) to more detailed project information with a client quote. This type of ad explains how Jones Lang LaSalle identifies or creates value: - By measuring important things - Through a unique perspective or insight - By applying specialized expertise Quote A short, direct client quote can appear within the red square format, either using a transparent or solid red square. Visual A This montage is a visual only for guidance on photographic style and overall composition. (it shows some images from a 2010 campaign, which should not be used without approval) Each client testimonial warrants the commissioning of a series of photographs in and around the client's business, portraying both the main client as well as depicting him or her with staff and the context of the property.

HSBC finds value in every square HSBC is positioned as the local bank for around 100 million customers worldwide. So, when they needed a new head office in Warsaw it was vital to choose a highprofile location to put the bank on the map for visitors from both Poland and the rest of the world. Jones Lang LaSalle’s global perspective and local knowledge bring real value to HSBC, so they can get on with what they do best: serving clients and growing their business.

joneslanglasalle.com

Reference number 009 Advertising catalog

ON LY

D F

PU RP OS ES

Client testimonial

â&#x20AC;&#x153;Quote.â&#x20AC;&#x153; Name Surname, Title Company Location.

FO R

Please see the image rights information on page 2

VI SU AL

Image rights All images are for guidance only and not for actual use.

The idea Client testimonials are very powerful. They are also very flexible, ranging from simple endorsement (directing reader to more info on a web site) to more detailed project information with a client quote. This type of ad explains how Jones Lang LaSalle identifies or creates value: - By measuring important things - Through a unique perspective or insight - By applying specialized expertise Quote A short, direct client quote can appear within the red square format, either using a transparent or solid red square. Visual B This montage is a visual only for guidance on photographic style and overall composition. Each client testimonial warrants the commissioning of a series of photographs illustrating both the main subject as well as them with their team and the context of the property.

Client X finds value in every square See how our global perspective and local knowledge brought real value to Client X: Add statement here.

joneslanglasalle.com

Reference number 010 Advertising catalog

Capital Markets

Visual The presentation of three photos allows for the inclusion of buildings, even specific assets. But the focus is on people and the service they provide. Multiple perspectives of buildings/cities including people/teams. The red square is positioned towards the centre of the collage – at the centre of the deal. Be careful not to position it over people’s faces.

Image rights The images shown here are owned by us and can be found on The Jones Lang LaSalle Brand Hub. A 20090706_RTW_00439_edit.psd B people-images-2010_(22).jpg C people-images-2010_(20).jpg Alternative image Large venice_italy.jpg Small people-images-2010_(14).jpg Please see the image rights information on page 2

A world of experience in every deal We see every square foot of real estate as a unique opportunity. Whether you’re looking to own, rent or invest, our people on the ground, and around the world, have the insight and expertise to get you real value. A world of experience in every deal We see every square foot of real estate as a unique opportunity. Whether you’re looking to own, rent or invest, our people on the ground, and around the world, have the insight and expertise to get you real value.

joneslanglasalle.com

Reference number 011 Advertising catalog

Capital Markets

Visual Torn headlines of deals and projects. This visual is available for use, translations and other adaptations are possible, however due to font licensing please contact Brant Long to assemble the file. Note the empty space creates the red square. Alternative headline A The most important deal is the next one Alternative headline B Our most important deal is the next one Image rights The image shown here is owned by us and can be found on The Jones Lang LaSalle Brand Hub.

Alternative copy - version A That’s why our Capital Markets team focus all of their energy and experience to ensure that any deal we put together for you will be right up there with the best of them.

A JLL_deal_cuttings_type_rasterized.jpg Please see the image rights information on page 2

Alternative copy - version B As impressive as our track record is, we know we’re only as good as our next deal. Our Capital Markets teams focus their energy and experience on the future, because we’d like the ‘next big thing’ to be the deal we’re putting together for you.

Our most important deal is yours Despite our impressive track record, we prefer to look, not to our past, but to your future. Our Capital Markets team focus all their energy and experience on ensuring that your deal is right up there with the best of them.

joneslanglasalle.com

Reference number 012 Advertising catalog

Capital Markets

Visual This series of close-up cropped signatures has been created specially for the Jones Lang LaSalle image library. Where required in some markets, they can be replaced by signatures in corresponding alphabets.

Image rights The image shown here is owned by us and can be found on The Jones Lang LaSalle Brand Hub. A signatures.jpg Please see the image rights information on page 2

The next signature deal? Yours We want to make sure you get the best results for your business. Thatâ&#x20AC;&#x2122;s why we work hard to understand your needs. So you can have a deal worth putting your name on.

joneslanglasalle.com

Reference number 013 Advertising catalog

Capital Markets

Visual A Multiple images of numbers taken from a variety of real world settings. This version shows the red square set over one of the numbers. Alternative copy We set ourselves a challenge on every property deal: to find real value for our clients. Our teams take careful measure of an opportunity, scrutinizing the transaction from all angles so you can make the right decision.

Image rights The selection of images shown here are primarily taken from stock image libraries. A metropolis_ZVR_9952-bw ™ÆØ®Ô.tif B shutterstock_82394530.jpg C shutterstock_66805894.jpg D shutterstock_54795001.eps E shutterstock_65620105.jpg F shutterstock_80167477.jpg G iStock_000004152579Small.jpg H shutterstock_82329136.jpg I iStock_000018577446Large.jpg J shutterstock_68287294.jpg K shutterstock_50663608.jpg L shutterstock_103536575.jpg M shutterstock_89306557.jpg N shutterstock_42449089.jpg O shutterstock_81458275.jpg P shutterstock_45896800.jpg Please see the image rights information on page 2

The measure of value We see every property deal as a chance to add real value for our clients. Our teams take careful measure of every opportunity, scrutinising a transaction from all angles so you can make the right decision.

joneslanglasalle.com

Reference number 014 Advertising catalog

Capital Markets

D G

Visual B Alternative version to visual on the previous page, with solid red square

Alternative headline Looking beyond the figures

Image rights The selection of images shown here are primarily taken from stock image libraries. A metropolis_ZVR_9952-bw ™ÆØ®Ô.tif B shutterstock_82394530.jpg C shutterstock_66805894.jpg D shutterstock_54795001.eps E shutterstock_65620105.jpg F shutterstock_80167477.jpg G shutterstock_82329136.jpg H iStock_000018577446Large.jpg I shutterstock_68287294.jpg J shutterstock_50663608.jpg K shutterstock_103536575.jpg L shutterstock_103536575.jpg M shutterstock_42449089.jpg N shutterstock_81458275.jpg O shutterstock_45896800.jpg Please see the image rights information on page 2

Looking beyond the figures We see every property deal as a chance to add real value for our clients, this requires us to look beyond the numbers. Our team take careful measure of the opportunities, scrutinising the transaction from all angles so you can make the right decision whatever the figures.

joneslanglasalle.com

Reference number 015 Advertising catalog

Corporate Solutions

Visual How our people and processes help increase productivity for clients. Therefore photography is closer in, taken within an office, overhead shots of desks with people at work or even a single carpet tile (square foot). Images could be split: half photographic, half blueprint drawing. Screenshots from JLL tools (chart/dashboard, GIS/mapping visual) could also be used.

Alternative headline Make every square count Image rights The photographic images shown here are owned by us and can be found on The Jones Lang LaSalle Brand Hub. The screenshot are from JLL tools (chart/dashboard, GIS/mapping visual). A Contact Brant Long B shutterstock_66573607.jpg C people-images-2010_(13).jpg D Contact Brant Long Please see the image rights information on page 2

The measure of value We take the time to understand your people and places, your assets and aspirations, so you can see the true value of your real estate. And we have the tools and management expertise to help you make the most of it. Today and in the future.

joneslanglasalle.com

Reference number 016 Advertising catalog

Digital ads We have created some actual ads to be deployed on our own home pages in masonry blocks. You can use these or modify them for you own campaigns. A second set of ads, only in storyboard form, illustrate examples of campaigns you might create.

Advertising catalog

Banner sizes joneslanglasalle.com (global site) Digital ads on the global website can either be 445 pixels wide or 210 pixels wide. The height is flexible, but, due to the nature of the 'square' concept, you should match the width with the height. Where possible work to the larger dimension for maximum value and exposure. Global site: 210 x 210 pixels

Country specific site (e.g. US/UK/France) Digital ads on the country specific websites can either be 330 pixels wide or 160 pixels wide. The height is flexible, but, due to the nature of the 'square' concept, you should match the width with the height. Where possible work to the larger dimension for maximum value and exposure. Possible banner ad sizes On external Web sites banner ads exist in a variety of shapes and sizes. For this specific campaign, where possible, it is recommended to select a squarefriendly banner size to further assist with the visual.

Global site: 445 x 445 pixels

Below are some possible sizes you may find. Avoid very small sizes where there is little more room than space for a logo.

Country site: 160 x 160 pixels

Leaderboard 728 x 90 pixels Full banner 468 x 60 pixels Pop-under 720 x 300 pixels Medium rectangle 300 x 250 pixels Wide skyscraper 160 x 600 pixels Skyscraper 120 x 600 pixels Square pop-up 250 x 250 pixels Verticle rectangle 240 x 400 pixels

Country site: 330 x 330 pixels Advertising catalog

Golden ratio Visual (Animated sequence available) The swirl, often found in the shape of seashells, shows how even nature is sometimes mathematical. The golden ratio or golden square demonstrates how the square forms the ideal proportions found in architecture and math. Our concept of the square ties in nicely here with the variety of projects we work on. Ultimately what we do as a business all comes down to the square foot/metre in which the space is measured. The swirl of the golden ratio first appears in stages, followed by a sequence of overlaying red squares which grow larger in proportion to the previous. The corporate signature square then appears at the end of the golden ratio. Alternative headline The world isn't round. The world comes in many shapes. All opportunities start with a square. It all starts with the square. Format and files Square 445 x 445 pixels, 330 x 330 pixels. .GIF animated file and .PSD layered artwork (N.B. editing the layered file is no easy task and it is recommended that substantial changes would be better carried out in the creation of a new file). Animation transition Simple switching on and off of frames or minimal fades can be used to transition between content.

Reference number 017 Advertising catalog

Wordplay Visual (Animated sequence available) Using the world of digital and pixels, this concept is similar to that of a digital counter/board you might see at an airport or clock face. Using a play on words to relay messages about how we help our clients. Small squares (like pixels) are switched on and off to create letters and words. A word or a line, highlighted in white, is changed to alter the meaning of the sentence.

GET MORE SPACE

GET MORE OUT OF YOUR SPACE

The typeface is made of symmetrical squares and sits on a perfect grid of grey squares. This visual is available for use, translations and other adaptations are possible, however due to font licensing please contact Brant Long to assemble the file. Three options are shown here but further lines could be created specific to your brief. This ad type does not have to exist in a square format (thought it helps); it could work horizontally both large and small. Alternative headline Count every square – Make every square count Get more space – Get more out of your space More work experience – Better work experience Format and files Square 445 x 445 pixels, 330 x 330 pixels.

MORE WORK EXPERIENCE

BETTER WORK EXPERIENCE

Option 1 – .GIF animated file and .PSD layered artwork Option 2: Square 330 x 330 pixels – storyboard only. Option 3: Square 330 x 330 pixels – storyboard only. (N.B. editing the layered file is no easy task and it is recommended that substantial changes would be better carried out in the creation of a new file). Animation transition Simple switching on and off of frames or minimal fades can be used to transition between content. Reference number 018 Advertising catalog

Shape of the market

Visual If you wish to use specific locations as your subject this animation allows you to drop in aerial imagery and include a location caption so that you can show breadth, knowledge and understanding. No more than three different locations should be used at once â&#x20AC;&#x201C; each image should animate and appear using the grid of squares which reveal the square worldmark at the end sequence before looping back to the beginning. Alternative headline We help global opportunities take shape. Where growth opportunities take shape. Where opportunities take shape. Format and files Square 445 x 445 pixels â&#x20AC;&#x201C; storyboard only.

Imagery rights The images shown here are from GeoEye

Animation transition Simple switching on and off of frames or minimal fades can be used to transition between content.

A Taj Mahal, Agra, India B Beijing South Railway Station, Beijing, China Please see the image rights information on page 2

Reference number 019 Advertising catalog

The measure of the market Visual (Animated sequence available) In order to show how markets are measured in different currencies a simple growing square is used with currency symbols and dimension indicators. Alternative headline The difference between...knowing the price... and the value..... Format and files Square 445 x 445 pixels, 330 x 330 pixels. .GIF and layered .PSD files plus storyboard. (N.B. editing the layered file is no easy task and it is recommended that substantial changes would be better carried out in the creation of a new file). Animation transition Simple switching on and off of frames or minimal fades can be used to transition between content.

Reference number 020 Advertising catalog

Option 9 - part 1 A

Imagery rights The selection of images shown here are taken from stock image libraries - these can be found on The Jones Lang LaSalle Brand Hub. A shutterstock_105057401.jpg B shutterstock_104439155.jpg C shutterstock_68217571.jpg D shutterstock_74557987.jpg E shutterstock_82706830.jpg F shutterstock_102939029.jpg G shutterstock_105673016.jpg H shutterstock_95107264.jpg Please see the image rights information on page 2

Horizontal 728 x 90

Three words

Visual Using a sequence of images which includes square elements, this ad is easy to create and allows three simple words to be inserted every other square. The final square reveals the corporate signature square. In this particular horizontal format whereby the logo appears very small (due to width constrictions) the logo has been animated to grow (in steps) to appear larger on the end frame where the strapline is revealed. This is only required for small ads like this where the square concept is key to the visual.

Experience

Expertise

Experience

Expertise

Value

Alternative headline Recognize, Realize, Capitalize. (For development campaigns)

Experience

Expertise

Value

Format and files Leaderboard 728 x 90 â&#x20AC;&#x201C;storyboard only.

Experience

Expertise

Value

Animation transition Simple switching on and off of frames or minimal fades can be used to transition between content.

Experience

Expertise

Value

Real value in a changing world Reference number 021 Advertising catalog

Developments

Visual Highlighting squares within images of cities and buildings helps us communicate our concept of the square and how we work: our knowledge of the market and intercepting opportunities to add value to our clients. This works best when the first square contains an interesting image itself. The animation begins with only the first square revealed. Then the remainder of the squares appear building the entire image within the grid. Multiple versions/images will help to communicate this idea â&#x20AC;&#x201C; it helps when the images themselves vary in color, content and detail and the subject itself can dramatically differ from image to image (e.g. city, small village, close in of CBD etc.) The corporate signature completes the sequence. Alternative headline Even the boldest developments in real estate start with a square.

Imagery rights Photographic image A is owned by us and can be found on The Jones Lang LaSalle Brand Hub. A spanish_town_aerial_photo.jpg Photographic image B is from GeoEye. B Boston_bigdig_ma_20MAY2009.jpg Please see the image rights information on page 2

Even the most valuable developments in real estate start with a square. Even the most important developments in real estate start with a square. Format and files Storyboard only. Animation transition Simple switching on and off of frames or minimal fades can be used to transition between content.

Reference number 022 Advertising catalog

Next big opportunity

A C

B E

Visual The example shown demonstrates that the next big opportunity can come in any size or shape. But we can relate all of these back to the square foot or metre. Alternative headline See the next big growth opportunities take shape The shape of things to come Format and files Square 445 x 445 pixels â&#x20AC;&#x201C; storyboard only.

Imagery rights The selection of images shown here are taken from stock image libraries - these can be found on The Jones Lang LaSalle Brand Hub.

Animation transition Simple switching on and off of frames or minimal fades can be used to transition between content.

A shutterstock_95107264.jpg B town_square_aerial_photo_(02).jpg C shutterstock_102939029.jpg D iStock_000019357817Large.jpg E shutterstock_105057401.jpg Please see the image rights information on page 2

Reference number 023 Advertising catalog

Solid investment

B C

Visual This more advanced animation would work after the concept of the square is well established. It works for two audiences: investor clients and investors in Jones Lang LaSalle. We know how to recognise potential value for the former and our stock is a solid investment for the latter. Alternative headline In a changing world some of the smartest investments are square Discerning investors see value in every square

Imagery rights The selection of images shown here are taken from stock image libraries - these can be found on The Jones Lang LaSalle Brand Hub. A art_investment.jpg B shutterstock_95409790.jpg C vintagewine.jpg

Format and files Square 445 x 445 pixels â&#x20AC;&#x201C; storyboard only. Animation transition Simple switching on and off of frames or minimal fades can be used to transition between content.

Please see the image rights information on page 2

Reference number 024 Advertising catalog

Section 6

Anything else?

Who to contact with questions and a checklist for good campaigns.

These people can help you if you have any questions about the advertising system or our corporate brand. Brant Long, Global – Brant.Long@jll.com Sandy Nordahl, Americas – Sandy.Nordahl@jll.com Kwang Inn Kwa, Asia Pacific – KwangInn.Kwa@jll.com Alastair Lawson, EMEA – Alastair.Lawson@jll.com You can also find your local Brand Champion on the Brand Hub.

Section 6 – Anything else?

A campaign checklist

Target Know your audience.

All Jones Lang LaSalle advertising should conform to these five campaign principles. Before starting and completing an advertisement use these as a checklist to make sure it is campaign-oriented and on-brand.

Explain

Talk about benefits, not features.

Interpret

Make the meaning of value relevant.

Connect

Advertising is always part of an integrated marketing program.

Quality

Use professional copywriters and art directors.

Section 6 â&#x20AC;&#x201C; Anything else?