3 Steps to Become a Brand Expert. RE/MAX CD Summary | Update January 2012
www.remax.eu
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Intro
Corporate Design On the one hand the corporate design should strengthen RE/MAX‘ position as number 1 in Europe and, on the other, present offices as well as agents as being competent and professional associates. On the following pages you‘ll find some short instructions on how to properly handle the design elements of the most important communicative devices. This guide is meant to be an addition to the RE/MAX Marketing Tool Kit.
step 1:
BASICS
Focus of each and every corporate design is the logo. It is the unmistakeable badge of the brand RE/MAX and therefore unchangeable in shape and colour!
In addition to the logo there is the key-visual. It can be used on all printed forms preferably in combination with the logo. The key-visual is unchangeable in shape and colour!
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Alternative to the traditional use of the logo, the combination above can also be used.
Black/White
Only for communicative devices that are kept in black&white (i.e. fax).
c = 0 | m = 100 | y = 100 | k = 0
R = 206 | G = 0 | B = 0
Pantone: 186
c = 100 | m = 72 | y = 0 | k = 7
R = 0 | G = 84 | B = 160 Pantone: Reflex Blue
The colour values of the logo and key-visuals comply with the colours of the Corporate Design.
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Specials RE/MAX takes into consideration that different market segments sometimes require various appearances. This is why RE/MAX added 2 special brands whose visual aspects
stand out from the known trademark. You will find material on these RE/MAX brands at www.remax.net.
RE/MAX Collection
c = 60 | m = 0 | y = 0 | k = 100 The RE/MAX Collection logo is a combination of modified RE/MAX lettering along with a metallic looking balloon. It is also printed with 60% cyan so the black appears fuller.
Whenever possible, the logo should be placed against a white background. If the background is colored or textured or a picture is used, it is given a white border. The thickness of the border corresponds to the line thickness of the “®” in RE/MAX.
Fine Homes & Luxury Properties
Elegant, sweeping textures can also be used as a background.
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Fine Homes & Luxury Properties
In addition to the normal logo there are some variations of the logo, like the black/white-version.
RE/MAX Commercial
c = 5 | m = 0 | y = 0 | k = 45 The RE/MAX Commercial logo looks like a flag. The RE/MAX lettering is embedded in the CD colors, which are surrounded by a gray border. The border is wider underneath and also has the word “Commercial®” on it.
Whenever possible, the key visual should also be placed in all printed material.
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The gray bar is an important distinguishing feature. It replaces the red/blue bar and should be used in the defined commercial gray. The height precisely corresponds to the gray bar on the logo where the “Commercial” lettering is
x
found. Watch out for the distance between the bar and the logo! It corresponds to the thickness of the “®” from the RE/MAX lettering.
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CORPORATE FONT abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQR STUVWXYZ 0123456789 !?@&*()+-,./:;°¢¤£¥§•¶ ®©™¨«»–—“”‘’ H elvetica N eue LT S td
L I ght
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQR STUVWXYZ 0123456789 !?@&*()+-,./:;°¢¤£¥§•¶ ®©™¨«»–—“”‘’ H e lvetica N eue LT S td
75 Bold
For the corporate font the Helvetica Neue LT Std is used. The Helvetica Neue LT Std Light and the Helvetica Neue LT Std 75 bold are a particularly good match. Under no circumstances must “similar” fonts be selected!
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Example: Power Point Sheets
Letter
An exception is the office-communication (e-mail, letters, fax, PowerPoint,...). Here, the Arial Font is used, for it is supported by every operating system.
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The design is – fitting for a global brand – simple, memorable and clean. Without being importunate even the most simple communication devices clearly indicate the brand and its promise: first class associates offering first class service.
x
The Sign That Brings You HomeÂŽ
Height and width of the blue bar always comply with the height of the logo.
An important feature is the bar with the logo. While the red bar may vary in length, both the size of the blue square and of the logo are firmly defined.
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NO-GOS No contorting!
No rotating or tilting!
No single-colour red!
No single-colour blue!
The Sign That Brings You Home速
The Sign That Brings You Home速
The Sign That Brings You Home速
The corporate design elements must not be altered, contorted or reconstructed. Only master files must be applied.
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step 2:
Implementation
Post it
Business Card
Compliment Card
Business Card/Portrait
Envelope
Practical applications If you follow all the steps, your printed material should look like this. You can find the specific instructions in your marketing toolkit.
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Image-Advert Concerning your external representation, it is important that customers immediately recognize, they‘re looking at RE/MAX. This strengthens the brand as well as you!
Display
This also applies to the Point of Sale and the office! A corporate design that incorporates the smallest details evokes a sense of trust, professionalism and confidence.
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Specials
Business Card Front Side
Business Card Back Side
Letter
Compliment Card
For especially high quality printed business material, the logo can be produced in silver foil embossing (letters and border in silver, balloon in silver with embossing).
Image-Advert
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Real Estate Advert
Business Card Front Side
Business Card/Portrait
Letter
Compliment Card
Here you can see a few examples of basic application. The structural setup is the same as at the regular RE/MAX brand.
Image-Advert
Real Estate Advert
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step 3:
DOWNLOADS
www.theremaxadvantage.eu
Data & Downloads To make the designing as simple as possible, everything RE/MAX provides you with is ready-to-use. You only need to personalize your advertising material. Please visit www.theremaxadvantage.eu for downloads.
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Notes
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Please do not hesitate to contact us with all your PR and media inquiries: Peter Rossegg Marketing Director RE/MAX Europe Phone: +43 1 269 7372-229 E-mail: peter.rossegg@remax.eu
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PMSCS Regional Franchise Services GmbH RE/MAX Europe Donau-City Strasse 11 Ares Tower, 17th floor 1220 Vienna, Austria Tel.: +43 1 269 73 72 Fax: +43 1 269 73 72 - 200 E-Mail: info@remax.eu www.remax.eu Version January 2012
Each office independently owned and operated.