Parks Brand Guidelines by Parks Compass

Brand Guidelines USAGE MANUAL & BEST PRACTICE TIPS FOR THE PARKS BRAND

Parks Brand Guidelines You may be wondering: why is a compelling corporate identity important to Parks? Simply put, it provides a unified and consistent image which will visibly distinguish and strengthen the value of our brand to the public. These guidelines are designed to improve the creative process rather than inhibit it. Please take time to read and understand them; the design principles have been carefully considered and developed to ensure that our visual identity is consistent. Our identity is an integral aspect of our

brand image. It is the consistent use of our logos, core visual elements, advertisements, signs, brochures/flyers, and presentations. By following the identity standards provided through this guide, together we provide the structure necessary to create the best possible Parks brand going forward. We have established these easy-tofollow guidelines to provide you with the tools that you need. Should questions arise, please contact Parks Marketing at marketing@parks-realty.com.

Thank you for following these guidelines.

PARKS BRAND GUIDELINES | UPDATED 2023-10

Table of Contents 4

Corporate Messaging

Brand Assets

Logo Usage

Materials

Images

Rules & Best Practices

PARKS BRAND GUIDELINES | 3

Corporate Messaging

4 | CORPORATE MESSAGING

Company Name Parks Real Estate is our official firm name. Parks is an acceptable variation. Please note: Parks Realty is no longer our firm name.

Formal Boilerplate Paragraph on Parks

BEST PRACTICE TIPS The word “Parks” should not be in all capital letters. Parks should be treated as title case, with a capital letter P and the rest lowercase.

Parks Real Estate is home to more than 1,400 agents in 13 offices across five counties, making it the largest locally owned real estate company in Middle Tennessee. Parks frequently earns the top ranking in annual market share with home sales totaling in the billions. Parks is the Nashville Business Journal’s top-ranked residential brokerage firm and highly ranked as a top real estate brokerage in the U.S by the RealTrends Top 500 Report. With a focus on staff and agents, Parks has been recognized as a Top Workplace by The Tennessean for nine years. More information is available at parksathome.com.

Informal Short Paragraph on Parks Parks Real Estate has been in business for over 45 years and is honored to consistently be recognized for excellence. We’re one of the Nashville Business Journal’s top-ranked residential brokerage firms, at the top of the charts for national independent firms, and we’re highly ranked in the RealTrends Top 500 Report. We’re also recognized as a Top Workplace by The Tennessean because of our focus on our staff and agents.

CORPORATE MESSAGING | 5

Brand Assets

6 | BRAND ASSETS

Logos There are two versions of the Parks logo: vertical and horizontal. Parks marketing has multiple formats of each to fit your print and web needs. If you have any questions about the appropriate logo to use, please contact Parks Marketing.

HORIZONTAL (PREFERRED)

VERTICAL

COLOR

Horizontal Logo (Preferred) The horizontal logo is preferred as Parks’ primary logo and suits all applications.

BLACK

Vertical Logo The vertical logo can be used when paired with agent branding or partner logos.

WHITE

BRAND ASSETS | 7

Colors

PRIMARY COLORS

The color palette is a key element in the Parks identity. Consistent use of the palette helps build recognition for all marketing materials. For on-screen applications, such as websites, social media, and PowerPoint presentations, RGB and HEX are the appropriate colors to use.

PMS 654 RGB 0 | 58 | 112 CMYK 100 | 84 | 31 | 16 HEX 003A70

PMS 423 RGB 140 | 144 | 145 CMYK 0 | 0 | 0 | 53 HEX 8C9091

BLACK RGB 0 | 0 | 0 CMYK 0 | 0 | 0 | 100 HEX 000000

WHITE RGB 255 | 255 | 255 CMYK 0 | 0 | 0 | 0 HEX FFFFFF

PMS 651 RGB 150 | 187 | 214 CMYK 33 | 19 | 6 | 0 HEX 96BBD6

PMS 650 RGB 205 | 216 | 230 CMYK 17 | 7 | 3 | 3 HEX CDD8E6

CMYK or PMS (Pantone) colors are best for printed pieces.

SECONDARY COLORS Note: Yard Sign color codes may vary from the colors listed in this palette. Please contact Parks Marketing for further information if needed.

PMS 653 RGB 49 | 96 | 148 CMYK 78 | 52 | 5 | 18 HEX 316094

8 | BRAND ASSETS

PMS 652 RGB 124 | 154 | 192 CMYK 46 | 25 | 1 | 10 HEX 7C9AC0

Typography

GOTHAM BOOK

ADOBE GARAMOND ITALIC

Parks’ corporate typeface is Gotham, which includes a variety of weights and styles: Light, Book, Medium, Bold, and Black. When in doubt, use Book.

AaBbCcDdEeFfGgHhIi

JjKkLlMmNnOoPpQq

RrSsTtUuVvWwXxYyZz

1234567890!@#$%^&*()

Adobe Garamond Italic serves as an accent typeface used for sidebars, headlines, small captions, or to offer some other visual variety. Montserrat is a Google Font that is available for free to download for those not interested in purchasing Gotham. It is visually similar to Gotham and has many styles and weights available.

MONTSERRAT

ARIAL

AaBbCcDdEeFfGgHhIi

JjKkLlMmNnOoPpQq

Arial is an acceptable web safe typeface.

RrSsTtUuVvWwXxYyZz

1234567890!@#$%^&*()

BEST PRACTICE TIPS Avoid decorative or script fonts to keep the look clean and professional. Any type style that compromises legibility is discouraged. BRAND ASSETS | 9

Logo Usage

10 | LOGO USAGE

Clear Space To ensure the logo’s legibility and integrity, always keep a minimum clear space around all sides. The clear space is relative to the size of the logo and should be assessed each time the size of the logo changes. This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd, or lessen the impact of the logo.

HORIZONTAL VERSION

VERTICAL VERSION

Clear space is determined by using the height of the letters in PARKS.

Clear space is determined by using the width of the “foot” of the letter P.

Horizontal Logo For the horizontal logo, the minimum clear space can be found by using the height of the letters in the logo.

Vertical Logo

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Clear space for the vertical logo can be determined by using the width of the foot of the Parks “P.” Dolendist, eati cus, occupta ssint, quam vendis excepud.

LOGO USAGE | 11

Unacceptable Use of Logo

STRETCHED

COMPRESSED

A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall look of the logo by rotating, skewing, or distorting it in any way. This includes adding unnecessary text decorations like drop shadows and outlines.

PIXELATED

ROTATED

DROP SHADOW

IN A SHAPE

3-D EFFECTS

COLOR

Here are a few examples of ways you should never consider using the logo: Stretched Compressed Pixelated Rotated Shadows Shapes/Outlines 3-D Effects Color

12 | LOGO USAGE

Background There are a couple of ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and type aren’t obstructed by the image. In most cases, you can use either a solid white or color logo on top of background image.

BEST PRACTICE TIPS Avoid busy images with too much detail. Applying a darker transparent overlay on an image helps make text more readable. PNG file types usually contain a transparent background to avoid the white background that can appear around a logo file.

LOGO USAGE | 13

Personal Branding Personal branding can be defined as any logo, design, font, or color used for selfpromotion that is distinct from the Parks brand. To create a mutually beneficial relationship and to protect the integrity of the Parks brand, the relationship between the agent and brokerage should be clearly communicated to consumers when using a personal logo and the Parks logo together (co-branding). Parks, as well as the Tennessee Real Estate Commission, has certain guidelines for how your name and/or logo is to be displayed in certain media.

Branding in Advertising When using your personal branding in advertising (see page 29 for TREC’s definition of advertising), the Parks firm name or logo must be larger than or equal in size to your name or logo. The Parks logo should always accompany your personal logo either by being clearly displayed somewhere on the page or as a co-branded lockup.

14 | LOGO USAGE

AG E N T LO G O Agent branding is sized optically, rather than mathematically (same height or width), to have a similar visual footprint as the Parks logo.

HEADLINE

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AG E N T LO G O

In this example print ad, the Parks logo is clearly displayed, and the agent logo is sized to have a similar visual footprint. The relationship between the agent and brokerage is clear.

AG E N T LO G O

In this example, the agent logo is larger than the Parks logo, making the relationship between the agent and brokerage unclear.

Co-branding Lockups A co-branding lockup is the paired arrangement of the Parks logo with an agent logo that links the two brands together. The lockup system allows agents to develop their personal identity while demonstrating their affiliation with the Parks brand. The Parks lockup system has two possible configurations based on the shape and orientation of your logo.

AG E N T LO G O

LOCKUP 1: HORIZONTAL

LOCKUP 2: VERTICAL

Agent logos that are more horizontal in orientation look visually balanced when paired with the horizontal Parks logo. For the horizontal lockup, the agent logo should be placed on the left side of the horizontal Parks logo.

Square, stacked, round, or otherwise vertically oriented agent logos look visually balanced when paired with the vertical Parks logo. For the vertical lockup, the agent logo should be placed on the right side of the vertical Parks logo (recommended styling with 1pt gray divider line).

AG E N T LO G O AG E N T LO G O

BEST PRACTICE TIPS Logos can vary in size and shape. Choose the version of the Parks logo that best complements the form of your logo. Contact Parks Marketing if you are unsure about how to create a lockup with your logo.

Do not stack your logo on top of or below either version of the Parks logo. Stacking can create a sense of imbalance.

Do not use a divider line when using the horizontal Parks logo. Because a divider line is already in use in the horizontal logo, additional dividers can make the Parks logo appear “boxed in.”

AG E N T LO G O Do not place your logo on the left side of the vertical Parks logo. The word “Parks” can potentially become compromised if it falls in between logo marks. LOGO USAGE | 15

Materials

16 | MATERIALS

Stationery Parks has a variety of easily accessible, streamlined, and cohesive brand materials to meet your business needs. Some materials available to agents are company note cards, envelopes, pocket folders, and more.

NA ME | T ITL E

Visit myparksmarketing.com to browse the options of customizable template items. All template items are available 24/7 for your convenience. Some items have a free download option, if you prefer to print yourself.

555.555.5555 | email@parksathome.com

Agent Name 557 Sam Ridley Parkway West Smyrna, TN 37167 557 SAM R I DLE Y PA RKWAY W EST | SM YRN A , TN 37 1 67 615.4 59. 4 04 0 | PA RKSATH O M E.CO M

MATERIALS | 17

Business Cards Two versions of Parks business cards are available on myparksmarketing.com.

Jennifer Reynolds AFFILIATE BROKER | REALTOR®

M 615.483.2725 O 615.370.8669

If you decide not to use the business card template, there are a few guidelines to use to maintain brand consistency.

jennifer@parksathome.com jennifer.parksathome.com

8119 Isabella Lane, Ste. 105 | Brentwood, TN 37027 615.370.8669 | parksathome.com

Agents must use their Parks office address, and office phone number. The Parks logo should be included on the front, back, or both sides of the card. Business cards should be printed on white paper stock of good quality.

8119 Isabella Lane, Ste. 105 | Brentwood, TN 37027 615.370.8669 | parksathome.com

Jennifer Reynolds AFFILIATE BROKER | REALTOR®

M 615.483.2725 O 615.370.8669 jennifer@parksathome.com jennifer.parksathome.com

18 | MATERIALS

CO-BRANDING Agents with personal branding may include their logo on the front of their business card. The Parks logo should be larger or equal in size to any personal branding or other logos on all materials. Contact Parks Marketing for questions.

John Smith REALTOR® | TN LIC# 123456 M 555.555.5555 O 555.555.5555 parksathome.com 123 Parks Oﬃce Address | Nashville, TN 55555

4025 Hillsboro Pike, 4025 Ste Hillsboro 601 Pike, Ste 601 Nashville, TN 37215Nashville, TN 37215 615.383.6600 615.383.6600 www.parksathome.com www.parksathome.com FIRM# 261044 FIRM# 261044

Magna Aliquam MagnaErat Aliquam Volutpat Erat Volutpat Three story townhouse Three story Gendae. townhouse Nam abo. Gendae. Et quiNam voluptas abo. aut Et qui voluptas aut

Email Signature Email signatures should include the following per TREC (see Rules & Best Practices on page 29): •

The firm name in letters the same size or larger than the licensee, team, or group name (this includes text or logo)

•

The firm’s main office phone number

•

It is best practice to also include the licensee’s TN license number

Print Materials All printed materials should have the following disclaimer:

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Not intended to solicit buyers and sellers currently under contract with a brokerage.

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Jennifer Reynolds Jennifer Reynolds AFFILIATE BROKER AFFILIATE | REALTOR BROKER | REALTOR

123.456.7890 123.456.7890 jreynolds@realtracs.com jreynolds@realtracs.com www.JenniferReynolds.com www.JenniferReynolds.com TNLIC# 123456 TNLIC# 123456 Not intended to solicit buyers Not intended and sellers to solicit currently buyers under andcontract sellers currently with a brokerage. under contract with a brokerage.

If your piece includes data or statistics, consider adding the phrase: Information deemed reliable but not guaranteed. The Equal Housing Opportunity logo should be used where possible.

MATERIALS | 19

Collateral Materials Creating your materials through myparksmarketing.com gives you professional, well-designed pieces that show your clients that you are backed by the powerful Parks brand.

POSTCARDS can be created to announce new or recently sold listings and can be sent to your personal mailing list or to a list of nearby addresses compiled by our template site’s mail service.

You have options—create items yourself for free through the site, download a digital file or print professionally through our service, or have our in-house designers create your items for a $50/hr custom design fee.

AN EMAIL, sometimes referred to as an Emma or an Email Blast, is a digital file used to market listings, open houses, price reductions, or other timely events. These can be created on the template site and downloaded to be sent by you, Parks Marketing, or by your Office Administrator.

If you want to bypass the “do-it-yourself” option, fill out a project request form at marketing.parksathome.com for a head start with our Parks Marketing design team. This helps us gather information on the front end to more quickly and easily get you what you need. All template site items have options to include 2 agents and headshots.

20 | MATERIALS

SOCIAL MEDIA GRAPHICS can be used to market listings on social media platforms including Facebook, Instagram, LinkedIn, and X (formerly Twitter).

A FLYER is a print marketing piece commonly used as a handout for a listing. Flyers can be 1 page, 2 page (a front and back), or 4-page folded. These can be created on the template site and printed in office or professionally. BROCHURES are print marketing pieces used when an agent would like to have a printed handout with a more in-depth look into a listing. Brochures can be tri-fold, top-fold, or side-fold, and have space for more photos and information than a flyer. Brochures can be created and ordered through the template site and are only available through our professional printer.

MATERIALS | 21

Yard Signs Parks yard signs are an important part of our brand consistency and recognition across Middle Tennessee. Our standard 24x24” yard sign includes the Parks logo, your office number, agent name, and agent cell number. Additional sizes come in 24x30”, 24x18”, and 36x24”. These signs cannot be modified from this format. An optional 6” rider below and/or above the Parks sign can be used to feature the listing status, agent branding or additional property details.

OUR PREFERRED VENDORS Signs First Nashville | 615.297.5681 2461 Bransford Ave. | Nashville, TN 37204 The Very Idea | 615.893.7665 626 W College St. | Murfreesboro, TN 37130

24X24” SIGN WITH 6” BOTTOM RIDER 22 | MATERIALS

24X30” SIGN WITH 6” TOP RIDER

Please contact your office administrator for information regarding ordering signs through additional Preferred Vendors.

Pointers / Directionals

COMING SOON

In addition to our standard yard signs and riders, you can get our 24x18” plastic corrugated pointer signs with thin metal stakes that can be placed into the ground.

FOR SALE

There are many options and custom capabilities when working with our preferred vendors listed below.

UNDER CONTRACT

Many agents find these convenient for open houses, listing events, directionals, or simply to catch the eye of those passing.

6” LISTING STATUS RIDER OUR PREFERRED VENDORS

FOR SALE

Signs First Nashville | 615.297.5681 2461 Bransford Ave. | Nashville, TN 37204 The Very Idea | 615.893.7665 626 W College St. | Murfreesboro, TN 37130

SOLD 6” AGENT LOGO RIDER

24X18” POINTER

Please contact your office administrator for information regarding ordering pointers through additional Preferred Vendors.

MATERIALS | 23

Images

24 | IMAGES

Headshots Keep it simple and professional. The focus should be on your beautiful face!

BEST PRACTICE TIPS Update your headshot every few years. You want to represent yourself honestly and accurately. It is best practice not to include pets or props in your headshot. A cropped personal photo is not a headshot. Make the time and investment in your business by having a quality photo of yourself taken. Parks offers headshot photo sessions once a month for free, or ask a fellow agent for their recommendation for a professional photographer.

IMAGES | 25

Image Quality High-quality, professional photography is one of the best ways to market a listing and serves as the first impression of the home. Cell phone photos don’t offer a high enough resolution to serve as a high-quality photo. Do not take images indiscriminately from the internet or from Google searches for use on your business materials without express permission from the creator or photographer. These images are most likely low quality (pixelated) and the property of someone else which makes them subject to copyright laws. Many websites offer high-quality copyright-free images for download at small or no cost. Search “royalty free images” to find online resources for imagery. You can also find graphic resources in the Parks Media Center.

26 | IMAGES

Image Style The Parks brand strives for simple, clean, professional, and sophisticated imagery to represent our agents and clients. Clarity, color, angles, crops, and composition are all important parts to consider when using photos for your business. Lots of white space, natural light, and neutral colors can never go wrong!

BEST PRACTICE TIPS Don’t overcrowd flyers or brochures with too many photos. A balanced, well-spaced layout makes good use of white space to showcase key spaces in the home. The template site has 1 page, 2 page, and 4 page layouts that are clean and streamlined. More templates are always being added!

IMAGES | 27

Rules & Best Practices

28 | RULES & BEST PRACTICES

TREC Advertising Rules & Best Practices The Tennessee Real Estate Commission (TREC) has very strict rules as it relates to real estate agents and advertising. The following TREC rules and best practices should be adhered to in all advertising. If you are in doubt of how the rules apply to advertising on print, website, or social media, please contact Parks Marketing at marketing@parks-realty.com.

What Does TREC Consider Advertising? TREC Rule 1260-02.12 states that all advertising that promotes either a licensee or the sale or lease of real property shall conform to the requirements of this rule. The term “advertising” includes traditional print, radio, television, signs, flyers, letterheads, email signatures, websites, social media communications, and video or audio recordings transmitted through Internet or broadcast streaming. Advertising does not include promotional materials that advertise a licensee such as hats, pens, notepads, t-shirts, name tags, and the sponsorship of charitable and community events.

TREC HOTLINE 615.244.3344

ALL ADVERTISING MUST CONTAIN THE FOLLOWING: The firm name must appear in letters the same size or larger than the licensee, team, or group name. This includes text or logo. The firm’s main office phone number. The licensee’s name as it is licensed with TREC. If you use a “nickname” and it is not licensed with TREC, you are violating TREC rules. It is best practice to also include the licensee’s TN license number.

RULES & BEST PRACTICES | 29

www.johnsmithrealtor.com

www.johnsmithrealestate.com

TREC Internet Advertising When advertising on the Internet, whether it’s through your personal website or social media accounts, what you say reflects upon you and Parks. In the interest of being upfront with the general public and not representing yourself in a way that isn’t true, it’s important that all your Internet advertising presents the public with an accurate picture of what they’ve come to find. All individual business URLs and domain names cannot be deceptive, manipulative or misleading. That extends to the content on your site, metatags, keywords, or other traffic-driven tools you use on your site. The use of terms such as “Real Estate,” “Real Estate Brokerage,” “Realty,” “Company,” “Corporation,” “LLC,” “Corp.,” “Inc.,” “Associates,” or other similar terms that would lead the public to believe that you are acting as a brokerage and not an individual licensee are not allowed. The firm name and firm telephone number must clearly appear on each page of the website.

30 | RULES & BEST PRACTICES

TERMS YOU SHOULD AVOID IN YOUR WEBSITE DOMAIN, EMAIL ADDRESS, OR SOCIAL MEDIA HANDLES: Real Estate (Ex: Jane Doe Real Estate) Real Estate Brokerage Realty Company Corporation LLC Corp. Inc. Associates Anything to lead the public to believe you are acting as a brokerage and not an individual licensee should be avoided.

John Smith Parks Real Estate O: 555.555.5555 M: 555.555.5555 123 Parks Oﬃce Nashville, TN 55555 www.parksathome.com TNLIC# 123456 FIRM# 123456

TREC Social Media

Sharing Listings On Social Media

Social media includes Internet-based applications or platforms such as Facebook, X (formerly Twitter), Instagram, and LinkedIn. Per TREC rules, all social media advertising shall have the firm name and firm telephone number no more than one click away from the viewable page.

Before sharing or advertising another agent’s listing (Parks or non-Parks) on social media, based on TREC rules, it is necessary to have written permission from the property owner. However, the exception to this rule is sharing a listing within your firm’s office. Each Parks office is a separate entity and as the firm owns the listing, the language already incorporated into the listing agreement is appropriate authorization to share or advertise a listing that is within your own branch office. But as a best practice, even if it’s a listing within your own office, be sure to ask the listing agent for permission before posting their listing.

Facebook Best Practices If you use Facebook for business, create a business page. You can still share information from your business page to your personal page, however, if you do not have the required info on your personal page you could be in violation of TREC rules. Make sure the licensee’s name as listed on their license, the firm name, and the firm office phone number immediately clear on all social media accounts. Parks encourages you to include your TN license number in plain view as well. Including this information on your Facebook Business Page cover photo (see above) makes this easy.

This even applies to posting a photo you took while at an open house or during a showing. If a social media account promotes a licensee, any type of communication is subject to the same rules. Unless you have written permission, do not post the listing of agents outside your branch office.

RULES & BEST PRACTICES | 31

Design Standards for REALTOR® Logo Marks The REALTOR® block “R” logo consists of a letter R set in Futura Typeface on a sharply contrasting rectangular background to form a block “R” with the term REALTOR® centered underneath. The rectangular block and the term REALTOR® centered under that block must be the same contrasting color.

PREFERRED FORM REALTOR® REALTORS® REALTOR-ASSOCIATE®

How to Display the REALTOR® Trademark

PERMITTED FORM IF ALL CAPS OR ® IS NOT POSSIBLE

When possible, the use of capital letters and the use of the registered trademark symbol is the preferred format for the REALTOR® trademark. If using the symbol isn’t possible, the next best form is all-caps: REALTOR.

Realtor Realtors Realtor-Associate

When not possible, members may use the marks with an initial capital letter “R.” Unless in a domain name or email address, members are prohibited from having a mark appear in all lowercase letters. Because domain names must be lowercase and cannot accommodate the ® symbol, the requirements to use capitalization and the registration symbol “R” with the REALTOR® marks are relaxed for usernames.

32 | RULES & BEST PRACTICES

POSSESSIVES WHEN NECESSARY REALTOR®’s REALTOR-ASSOCIATE®’s REALTORS®’ REALTOR-ASSOCIATES®’

Use of NAR/REALTOR® Marks The rules governing the use of the REALTOR® marks are the same regardless of the medium in which the marks are being used, i.e., print advertising, web advertising, URLs, email addresses, usernames, and more. These rules require the REALTOR® marks to be used with the name of the members or with the legal name of the member broker’s real estate business. A separate rule prohibits the use of REALTOR® with descriptive words or phrases.

ACCEPTABLE USERNAMES

UNACCEPTABLE USERNAMES

janesmithrealtor jsmithrealtor smithrealtor jane_smith_realtor realtorjanesmith realtorjsmith realtorsmith realtor_smith illinois_association_of_realtors jane_the_realtor jane_a_realtor realtorjanechicago chicagojanerealtor realtor_jane_number 1

chicagorealtor yourchicagorealtor your_chicago_realtor cyberrealtor virtualrealtor realtor_mom realtorsolution localrealtor top_chicago_realtor number1realtor hotshotrealtor residentialrealtor commercial_realtor janechicagorealtor RULES & BEST PRACTICES | 33

8119 Isabella Lane, Suite 105 Brentwood, TN 37027 615.370.8669 marketing@parks-realty.com