BRAND GUIDELINES
TABLE OF CONTENTS
Logo 1 Usage Incorrect Usage Clear Space Affiliates Digital Media Usage Color Palette
6
Typefaces 7 Brand System
8
Letterhead, Envelope and Business Card Notecard, Envelope and Mailing Label Real Estate Signage
11
A Frames Yard Signs Riders Marketing Materials
14
Flyers Postcards Compliance 28 Version 1.0 January 2020
Disclaimers Advertising Disclosures
Rockcliff / Logo / Usage
1
Usage The Rockcliff logo should be reproduced in t he corporate colors (Pantone 418, Pantone Warm Gray 7 and Pantone 124) whenever possible. Preferred color combinations for the Rockcliff logo are shown here. Inappropriate use of the logo will dilute the clarity of Rockcliff’s corporate image.
Full color / on white
Full color / reverse
Single color / reverse
Single color / on white
Rockcliff / Logo / Incorrect Usage
2
Incorrect Usage The Rockcliff logo should not be altered, recreated, or modified in any way. Under no circumstances should any of these examples be used.
DO NOT distort the logo by altering its appropriate proportions
DO NOT contain the logo in a border
DO NOT use the logo on patterns or busy images
DO NOT use old versions of the logo
Rockcliff / Logo / Clear Space
3
“X” Height The distance equal to the height of the “J. Rockcliff Realtors logo” logotype is the “x” height.
X
Clear Space The recommended clear space around the logo is “½x.” This measurement is always used to determine the clearance space around the logo and logotype. This space will proportionally increase or decrease relative to the chosen size of the logo.
Rockcliff / Logo / Digital Media Usage
4
Digital Media Logo Usage When using the logo in a video or social media post, place the Rockliciff logo over a semi-transparent black shape or bar to ensure it’s visible over the background. Use the reversed, full color, version of the logo.
Example 1
Example 2
Rockcliff / Logo / Affiliates
5
Affiliate Logos Affiliate logos should be used in all digital and print advertising.
On white
Reverse
On white
Reverse
Rockcliff / Color Palette
6
Color Palette The established color palette defines the Rockcliff brand with a distinct, recognizable image. The selected colors optimize consistency between various types of print and online mediums.
PANTONE 418 cmyk 63 54 63 36 rgb 81 82 74 hex# 51524a
PANTONE Warm Gray 7
PANTONE 124
cmyk 43 40 45 5 rgb 148 139 130 hex# 948b82
cmyk 7 35 100 0 rgb 275 171 33 hex# ebab21
White cmyk 0 0 0 0 rgb 255 255 255 hex# ffffff
Rockcliff / Typefaces
7
Primary Typeface
Secondary Typeface
Digital Media
Gotham Narrow is the primary font family for all Rockcliff communications materials.
Charter is a secondary font family and should be used as an accent only.
Arial can be used as a font substitute when Gotham Narrow is not available. All forms of Arial (regular & bold) are acceptable. Arial should always be used in power point presentations.
Gotham Narrow Light Gotham Narrow Book Gotham Narrow Bold Gotham Narrow Black
Charter Roman Charter Bold Charter Black
Rockcliff / Brand System / Letterhead, Envelope and Business Card
8
Business Card / Corporate
#10 Envelope
Letterhead
Business Card / Realtor or Broker Associate
Business Card / Realtor or Broker Associate + Photo Back side for all cards
Rockcliff / Brand System / Notecard, Envelope and Mailing Label
9
A7 Envelope
6x4.5 Mailing Label
5x7 Notecard
Rockcliff / Brand System / Pocket Folder
10
9x12 Folder
Rockcliff / Real Estate Signage / A Frames
11
20x20 & 24x24 A Frame / White / Vanity URL
20x20 & 24x24 A Frame / White / Vanity URL + Rockcliff URL
20x20 & 24x24 A Frame / White / Vanity URL + Photo
20x20 & 24x24 A Frame / Charcoal / Vanity URL
20x20 & 24x24 A Frame / Charcoal / Vanity URL + Rockcliff URL
20x20 & 24x24 A Frame / Charcoal / Vanity URL + Photo
Rockcliff / Real Estate Signage / Hanging Yard Signs
12
24x18 Rockcliff Sign / Charcoal
24x18 Rockcliff Sign / White
Yard Signs The charcoal and white signs can be used in a variety of combinations per the Agent. Charcoal + Charcoal White + White Charcoal + White (mix)
24x12 Agent Sign / Charcoal / Optional photo
24x12 Agent Sign / White / Optional photo
Rockcliff / Real Estate Signage / Riders
13
Riders
SALE PENDING
OPEN SATURDAY
SALE PENDING
OPEN SATURDAY
DO NOT DISTURB OCCUPANTS
COMING SOON
OPEN SUNDAY
DO NOT DISTURB OCCUPANTS
COMING SOON
OPEN SUNDAY
BY APPOINTMENT ONLY
SOLD
OPEN SAT & SUN
BY APPOINTMENT ONLY
SOLD
OPEN SAT & SUN
The charcoal and white signs can be used in a variety of combinations per the Agent. Charcoal + Charcoal White + White Charcoal + White (mix)
Rockcliff / Marketing Materials / Flyers
14
The Traditional
The Contemporary
8.5 x 11 vertical 4 photos
11 x 8.5 horizontal 5 photos
Rockcliff / Marketing Materials / Flyers
15
The Single / White
The Single / Charcoal
8.5 x 11 vertical 1 photo
8.5 x 11 vertical 1 photo
Rockcliff / Marketing Materials / Flyers
16
Vertical Views
The Team
8.5 x 11 vertical 9 photos
11 x 8.5 horizontal 3 photos
Rockcliff / Marketing Materials / Flyers
Landscape Double Sided 11 x 8.5 horizontal 7 photos
17
Rockcliff / Marketing Materials / Flyers
The Classic / Double Sided 8.5 x 11 vertical 5 photos
18
Rockcliff / Marketing Materials / Flyers
The Classic / Double Sided 8.5 x 11 vertical 9 photos
19
Rockcliff / Marketing Materials / Flyers
Booklet / 4 page 17 x 11 horizontal, folded in half 12 photos
20
Rockcliff / Marketing Materials / Postcards
21
Coming Soon / Offered in 3 sizes
6 x 4.25 horizontal
8.5 x 5.5 horizontal
11 x 8.5 horizontal
Rockcliff / Marketing Materials / Postcards
22
Just Listed / Offered in 3 sizes
6 x 4.25 horizontal
8.5 x 5.5 horizontal
11 x 8.5 horizontal
Rockcliff / Marketing Materials / Postcards
23
Just Sold / Offered in 2 sizes
6 x 4.25 horizontal
8.5 x 5.5 horizontal
Rockcliff / Marketing Materials / Postcards
24
EDDM Coming Soon / Offered in 2 sizes
9 x 6.25 horizontal
Back / 1 photo
Back / 3 photo
Back / 1 photo
Back / 3 photo
11 x 6.5 horizontal
Rockcliff / Marketing Materials / Postcards
25
EDDM Just Listed / Offered in 2 sizes
9 x 6.25 horizontal
Back / 1 photo
Back / 3 photo
Back / 1 photo
Back / 3 photo
11 x 6.5 horizontal
Rockcliff / Marketing Materials / Postcards
26
EDDM Just Sold / Offered in 2 sizes
9 x 6.25 horizontal
Back / 1 photo
Back / 3 photo
Back / 1 photo
Back / 3 photo
11 x 6.5 horizontal
Rockcliff / Compliance / Disclaimers
27
DISCLAIMERS
The following disclaimer should be on any printed material you distribute, along with your DRE#
If your property is currently listed for sale, this is not a solicitation of that listing. The facts, comments and numerical information contained in this marketing material have been obtained from third party sources by J. Rockcliff Realtors, Inc. The information has not been verified by J. Rockcliff Realtors and/or its agents. Interested purchasers are advised to thoroughly investigate all aspects of the information herein to determine if the property satisfies the requirements of the buyer for the buyer’s intended use of the property.
If you are including comps, the following must also be added
CCAR ©2020. Bay East ©2020. bridgeMLS ©2020. Information Deemed Reliable But Not Guaranteed. This information is being provided by the CCAR MLS, or Bay East MLS, or bridgeMLS. The listings presented here may or may not be listed by the Broker/ Agent operating this website. This information is intended for the personal use of consumers and may not be used for any purpose other than to identify prospective properties consumers may be interested in purchasing. Data last updated at (ADD DATE & TIME)
Rockcliff / Compliance / Advertising Disclosures
28
State of California Department of Real Estate
Advertising
LICENSE DISCLOSURE REQUIREMENTS FOR ADVERTISING
Ads and Solicitation Materials
Media
Name(s)/ Designation/ Phrasing
DRE License Number
Related to Government Lands
All*
Name of broker
8-digit license number of each licensee in the advertisement
Print Ads**
Newspapers, periodicals, mail
Broker, agent, Realtor, loan correspondent or abbreviations bro., agt., or other similar terms or abbreviations
Note: Please see “First Point of Contact Solicitation Materials” guidance below, as well as footnote ** below, re: additional required disclosures
B&P 10140.6(a); Regulation 2770.1
First Point of Contact Solicitation Materials (Including Print Ads)
Business cards, stationery, flyers, television ads, print ads (newspapers, periodicals, etc.), electronic media ads (internet, radio, cinema, video, audio, etc.), brochures, leaflets, etc., mail (regular & email), for sale, rent, lease, open house, and directional signs
Licensee name ***
8-digit license number of each licensee in the advertisement***
Font size of the license number must not be less than the smallest font size used in the advertisement and solicitation materials
B&P 10140.6(b); Regulation 2773
All*
Fictitious business name
Broker’s name (and license number, if included) must be equally as prominent as the DBA
B&P 10159.5, 10159.7
The following chart shows the required disclosures of licensure for real estate-related advertisements. For a chart showing the required disclosures of licensure for mortgage loan-related advertisements, please refer to License Disclosure Requirements for Mortgage Advertising, form RE 858. Pertinent Real Estate Law referred to includes Business and Professions Code (B&P) and Regulations of the Real Estate Commissioner (Regulation). Questions? If you have questions, please call the Enforcement section at (877) 373-4542.
Contain a Salesperson-Owned DBA
Required Disclosures
AND
state that the broker is licensed as a real estate broker by the State of California
*** Does not apply to “for sale”, rent, lease, “open house”, and directional signs that display the responsible broker’s identity only and does not identify or reference an associate broker or licensee. Note: This exception does not apply if using a team name or salesperson-owned dba or the advertising and solicitation materials are related to government lands.
broker’s name
8-digit license number of the broker (optional)
8-digit license number of the salesperson
AND
salesperson’s name AND
* Refers to any advertising and solicitation materials, including first point of contact materials. ** Print ads must contain a designation, pursuant to 10140.6(a) of the Business and Professions Code and Section 2770.1 of the Commissioner’s Regulations. Print ads are also first point of contact solicitation materials and must disclose, in addition to a designation, the licensee’s name and license number and the broker’s identity, pursuant to Section 10140.6(b) and Regulation 2773.
AND
All*
Team name AND
a licensed team member’s name AND
broker’s name
Pertinent Real Estate Law
Font size of the license number must not be less than the smallest font size used in the advertisement and solicitation materials
B&P 10140.5, 10140.6(b); Regulation 2773
8-digit license number of the broker (optional)
AND
8-digit license number of the salesperson
Team name and salesperson’s name and license number must be conspicuous and prominent
broker’s name Contain a Team Name
Display Requirements
8-digit license number of the broker (optional)
salesperson’s name and license number must be conspicuous B&P 10159.6, 10159.7
AND
broker’s name (and license number, if included) must be as prominent and conspicuous as the team name
RE 559 (Rev. 5/19)
Rockcliff / Compliance / Advertising Disclosures
29
PERTINENT CODES & REGULATIONS Business and Professions Code 10015.4. “Responsible broker’s identity” means the name under which the responsible broker is currently licensed by the department and conducts business in general or is a substantial division of the real estate firm, or both the name and the associated license identification number. “Responsible broker’s identity” does not include a fictitious business name obtained pursuant to paragraph (2) of subdivision (a) of Section 10159.5 or the use of a team name pursuant to Section 10159.6. Disclosure of Name 10140.5. Each advertisement or other statement which is published by a real estate broker or salesperson offering to assist persons to file applications for the purchase or lease of, or to locate or enter upon, lands owned by the State or Federal Government shall, when published, indicate the name of the broker for whom it is published and state that the broker is licensed as a real estate broker by the State of California. Disclosure of Licensed Status in Advertising 10140.6. (a) A real estate licensee shall not publish, circulate, distribute, or cause to be published, circulated, or distributed in any newspaper or periodical, or by mail, any matter pertaining to any activity for which a real estate license is required that does not contain a designation disclosing that he or she is performing acts for which a real estate license is required. (b) (1) A real estate licensee shall disclose his or her name, license identification number and unique identifier assigned to that licensee by the Nationwide Mortgage Licensing System and Registry, if that licensee is a mortgage loan originator, and responsible broker’s identity, as defined in Section 10015.4, on all solicitation materials intended to be the first point of contact with consumers and on real property purchase agreements when acting in a manner that requires a real estate license or mortgage loan originator license endorsement in those transactions. The commissioner may adopt regulations identifying the materials in which a licensee must disclose a license identification number and unique identifier assigned to that licensee by the Nationwide Mortgage Licensing System and Registry, and responsible broker’s identity.
(b) (2) For purposes of this section, “solicitation materials” include business cards, stationery, advertising flyers, advertisements on television, in print, or electronic media, “for sale,” rent, lease, “open house,” and directional signs, and other materials designed to solicit the creation of a professional relationship between the licensee and a consumer. (b) (3) Nothing in this section shall be construed to limit or change the requirement described in Section 10236.4 as applicable to real estate brokers. (c) This section shall not apply to “for sale,” rent, lease, “open house,” and directional signs that do either of the following: (c) (1) Display the responsible broker’s identity, as defined in Section 10015.4, without reference to an associate broker or licensee. (c) (2) Display no licensee identification information. (d) “Mortgage loan originator,” “unique identifier,” and “Nationwide Mortgage Licensing System and Registry” have the meanings set forth in Section 10166.01. (e) This section shall become operative on January 1, 2018. Fictitious Name 10159.5. (a) (1) Every person applying for a license under this chapter who desires to have the license issued under a fictitious business name shall file with his or her application a certified copy of his or her fictitious business name statement filed with the county clerk pursuant to Chapter 5 (commencing with Section 17900) of Part 3 of Division 7. (2) A responsible broker may, by contract, permit a salesperson to do all of the following: (A) File an application on behalf of a responsible broker with a county clerk to obtain a fictitious business name. (B) Deliver to the bureau an application, signed by the responsible broker, requesting the bureau’s approval to use a county approved fictitious business name that shall be identified with the responsible broker’s license number. (C) Pay for any fees associated with filing an application with a county or the bureau to obtain or use a fictitious business name.
(D) Maintain ownership of a fictitious business name, as defined in paragraph (2) of subdivision (a) of Section 10159.7, that may be used subject to the control of the responsible broker. (b) (1) A salesperson using a fictitious business name authorized by subdivision (a), shall use that name only as permitted by his or her responsible broker. (2) This section does not change a real estate broker’s duties under this division to supervise a salesperson. (c) A person applying to a county for a fictitious business name pursuant to subdivision (a) may file his or her application in the county or counties where the fictitious business name will be used. (d) Advertising and solicitation materials, including business cards, print or electronic media and “for sale” signage, using a fictitious business name obtained in accordance with paragraph (2) of subdivision (a) shall include the responsible broker’s identity, as defined in paragraph (1) of subdivision (a) of Section 10159.7, in a manner equally as prominent as the fictitious business name. (e) Notwithstanding subdivision (b) of Section 10140.6, advertising and solicitation materials, including print or electronic media and “for sale” signage, containing a fictitious business name obtained in accordance with paragraph (2) of subdivision (a) shall include the name and license number of the salesperson who is using the fictitious business name. (f) Notwithstanding Section 10185, a violation of this section is not a misdemeanor. Team Name – Requirements 10159.6. All of the following apply to use of a team name, as defined in paragraph (3) of subdivision (a) of Section 10159.7: (a) Notwithstanding subdivision (b) of Section 10140.6, advertising and solicitation materials that contain a team name, including print or electronic media and “for sale” signage, shall include, and display in a conspicuous and prominent manner, the team name and the name and license number of at least one of the licensed members of the team.
Rockcliff / Compliance / Advertising Disclosures
(b) The responsible broker’s identity shall be displayed as prominently and conspicuously as the team name in all advertising and solicitation materials. (c) The advertising and solicitation materials shall not contain terms that imply the existence of a real estate entity independent of the responsible broker. (d) Notwithstanding Section 10185, a violation of this section is not a misdemeanor. Fictitious and Team Names – Definitions 10159.7. (a) For the purposes of this article, the following definitions shall apply: (1) “Fictitious business name” means a professional identity or brand name under which activity requiring a real estate license is conducted and the use of which is subject to approval by the department pursuant to Section 10159.5. (2) “Ownership of a fictitious business name” means the right to use, renew, and control the use of a fictitious business name obtained in accordance with Section 10159.5. (3) “Team name” means a professional identity or brand name used by a salesperson, and one or more other real estate licensees, for the provision of real estate licensed services. Notwithstanding any other law, the use of a team name does not require that a separate license be issued for that name pursuant to Section 10159.5. A team name does not constitute a fictitious business name for purposes of this part or any other law or for purposes of filing a fictitious business name statement with an application as required by subdivision (a) of Section 10159.5 if all of the following apply: (A) The name is used by two or more real estate licensees who work together to provide licensed real estate services, or who represent themselves to the public as being a part of a team, group, or association to provide those services. (B) The name includes the surname of at least one of the licensee members of the team, group, or association in conjunction with the term “associates,” “group,” or “team.” (C) The name does not include any term or terms, such as “real estate broker,” “real estate brokerage,” “broker,” or “brokerage”
30
or any other term that would lead a member of the public to believe that the team is offering real estate brokerage services, that imply or suggest the existence of a real estate entity independent of a responsible broker. (b) Nothing in this section changes a real estate broker’s duties under this division to supervise a salesperson. Commissioner’s Regulations 2770.1. Advertising – License Designation. Use of the terms broker, agent, Realtor, loan correspondent or the abbreviations bro., agt., or other similar terms or abbreviations, is deemed sufficient identification to fulfill the designation requirements of Section 10140.6(a) and (c) of the Business and Professions Code. Use of the terms and abbreviations set forth above does not satisfy the requirements of Sections 10235.5 and 17539.4 of the Code. 2773. Disclosure of License Identification Number on Solicitation Materials – First Point of Contact with Consumers. (a) A real estate broker or salesperson, when engaging in acts for which a license is required, shall disclose its, his or her eight (8) digit real estate license identification number and responsible broker’s name as currently licensed, and may, but is not required to, also include the responsible broker’s license identification number, on all solicitation materials intended to be the first point of contact with consumers. If the name of more than one licensee appears in the solicitation, the license identification number of each licensee shall be disclosed. The license identification numbers of responsible brokers or corporate brokers whose names, logos or trademarks appear on solicitation materials along with the names and license numbers of salespersons or broker associates do not need to appear on those materials. If the advertising is in written form, the type size of the license identification number shall be no smaller than the smallest size type used in the solicitation material. Solicitation materials intended to be the first point of contact with consumers, and in which a licensee must disclose a license identification number, include the following:
(1) Business cards; (2) Stationery; (3) Websites owned, controlled, and/or maintained by the soliciting real estate licensee; (4) Promotional and advertising flyers, brochures, postal mail, leaflets, and any marketing or promotional materials designed to solicit the creation of a professional relationship between the licensee and a consumer, or which is intended to incentivize, induce or entice a consumer to contact the licensee about any service for which a license is required; (5) Advertisements in electronic media (including, without limitation, internet, email, radio, cinema, and television advertisements, and the opening section of streaming video and audio); (6) Print advertising in any newspaper or periodical; and (7) “For sale,” “for rent,” “for lease,” “open house,” and directional signs that display the name of the licensee. (b) No license identification number is required where a “for sale,” “for rent,” “for lease,” “open house,” or directional sign has no name, trademark, or other branding of a real estate licensee, or where the only licensee identified is a responsible broker as defined in Business and Professions Code Section 10015.4. (c) “Advertisements in electronic media” that constitute a first point of contact solicitation are those advertisements that a licensee purchases or directly places on an electronic platform, where the licensee controls the content and presentation of the advertisement, and which include information that is intended to enable consumers to directly contact the licensee. Instances where another party controls the content and visual presentation of the licensee’s information on a platform are excluded from “advertisements in electronic media,” except where the licensee subsequently adopts the content and presentation of the content by distributing or forwarding the advertisement to a consumer.
Version 1.0 January 2020