Corporate Identity and Brand Standards Manual Last Updated 6 | 17 | 10
Century 21
Table of ContentsWhat is a Brand ?
Brand Components
The Brand Mission, Vision, Values History What we stand for The role of brand Idenity How to use this manual
The Brandmark Alignment and spacing The “C” mark “C” mark color variations Color family Typography Brandmark misuses
2 3 4 5 6
Signage Store Fronts Door Displays Store Signs Monuments Multi - Buisness Tennant signs Tennant sign inserts For sale signs A frame open house signs Car magnets
Standard Communication 8 9 10 11 12 13 14
Buisness card and letterhead Buisness Envelopes Corporate Faxes
16 17 18
Online Communications 20 21 22 23 24 25 26 27 28
Web Mobile phones
30 31
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
The Brand
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529
PAGE 1
The Brand
Mission, Vision and Values
Mission Century 21is a global real estate company that is committed to being number one in customer service, sales, technology and associated professional growth in the United States as well as internationally. Quality and service. It’s what Century 21 is dedicated to. Our goal at Century 21 is to provide our clients and customers with the best service in the world.
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Vision The real estate industry of the new millennium will be driven by a “consumer service culture” and Century 21 will lead this evolutionary process. The Century 21 system, in all of its operations, will epitomize not only professional real estate knowledge, but a dedication to honesty, integrity and responsiveness to every customer whom we have the privilege of servicing. This “service culture” will be promoted, integrated and expected throughout every level of our system and no deviation from this high ideal will be accepted. Our customers deserve, and will receive, the finest service ever offered by any real estate organization.
Values The Century 21 brand values giving great proffesional council to its clients in the are of commercial, residential and Industrial real estate. The brand values its position as one of America’s most well recognized real estate agencies and will continue to use it’s vast experience in the field to help all clients find the right home.
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
The Brand
“We were brainstorming at lunch one day my former VP and I and I said the name had to sound like it had been around for a long time.” - Art Bartlett
History
Century 21 was founded in 1971 by Art Bartlett and Marsh Fisher, two real estate agents in Orange County, California. Here Bartlett talks about how they decided on the name: “We were brainstorming at lunch one day my former VP and I, and I said the name had to sound like it had been around for a long time. My former VP suggested 20th Century Realty. I thought it would be impossible to get the name registered. He said 21st Realty, but I didn’t like that. He then said, “How about Century 21?” I liked it, thought it sounded futuristic. I called Marsh and told him, but he thought it was too futuristic. He wanted Green Valley. Well, we finally agreed on Century 21, and we
incorporated the company. The company went public in 1977, and was bought out by Metropolitan Life Insurance in 1984. In 1995, the company became part of HFS, the precursor of Cendant, under the leadership of Robert W. Pittman, creator of MTV. Cendant spun off in 2006, and Century 21 Real Estate LLC now operates under its real estate franchise branch, Realogy. In 2009 Century 21 Real Estate LLC announced its decision to transition its television advertising to additional online advertising, including media spend in the following categories in 2009 (Century 21 real estate p2).
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529
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The Brand
What we stand for
Company Attributes: • Knowledgable • Reliable • Approachbale • Modern • Experienced • Elite • Succesful • Reputable • Efficient • Personal
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Brand As a Century 21 client you’ll benefit from the gold standard of global brand recognition. The Century 21 brand is the most recalled brand in the real estate industry, with a 97% awareness among consumers. The Century 21marketing programs are an effective combination of earned media/PR,television, print, online, and outdoor advertising, bringing our brand message to millions of consumers - and to your door. Our strategic advertising placement is designed to reach the widest spectrum of homebuyers and sellers (Century21.com).
The Gold Standard The Gold standard represents: • Strong Reputation • Great Market Knowledge, • Community Involvement. Century 21 Agent represents a Comany with a reputable, strong history of longevity in the market place.
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
The Brand
The role of brand idenity
Brand Idenity Brand idenity is everything that you see, touch, hear or hold that brings recognition of a brand. It takes many different elements and applications and unites them into a singular cohesive system. So what role does brand idenity play for a large corporation like Century 21? The purpose of this brand Idenity system is to easily and clearly bring recognition of the Century 21 brand through all the various touch points associated with the corporation. It is to translate all their key attributes into a visual language that anyone can understand. When clients interact
with these touch points, they will be able to have a good idea of what the companys values and attributes are. The Mission Through this branding process, the newly designed Century 21 brandmark will be applied to all of the following touchpoints , taking careful aim to making sure their overall applications will lead to a succesfully unified Idenity system. This manual will cover all of these applications and will serve as a guide on how to put the Brandmark, color scheme and typography to proper use.
Key Century 21 touchpoints: • Store front signs • Multi tennant buisness signs • Door entrance graphics • Open House signs • For sale signs • Car Magnets • Corporate Stationary • Website • Mobile Applications
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529
PAGE 5
The Brand
How to use this manual
Using the brand effectively The Century 21 brandmark should only appear on the various applications mentioned inside of this manul. It is not necsessary to display the brandmark anywhere else. Since a company’s brandmark is a reflection of the company and it’s values, It is important that it is protected and iregulated for only these preaproved uses.
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Following the Guidelines It is important to follow the guidelines in this manul exactly and to not deter from them. Following the guidelines all the way down to the smallest details will insure that Century 21 will have a cohesive, unified Idenity system that will aid them in becomeing a more recognizable brand . Failure to comply with these guidelines will result in a broken idenity system that will relflect poorly on Century 21 and become a stumbling block for its success. If you see any abuses or misuses of the Century 21 brandmark Idenity, please contact the Century 21 Corporate Communications department.
Century 21 Corporate Communications Dept.
Phone: 866. 732. 6139 Address: International HQ 1 Campus Drive Parsipanny, New Jersey 07054 (877) 221 - 2765
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
Brand Components
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529
PAGE 7
Brand Components
Artwork The new Century 21 Brandmark is a messgae of the service the brand expects to deliver to it’s clients. It
The Brandmark
in the form of a letter “C” which is completed by the chimeny of the house.
solidifies the companie’s position as
Colors
one of the most recognizable real
Two different shades of yellow
estate brands of the 21st Century.
were utilized in order to keep with
The brandmark depicts the image
Century 21’s promise of maintaining
of a sun rising behind the roof of a
a gold standard. The cool grey
house. This represents the dawning
color was chosen to represent the
of a new day and the change that a
wisdom they have aquired through
client will experience when buying
many years.
a new home. The rising sun is also
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PMS 103 C CMYK 26 26 100 1 RGB 195 172 47 HEX C4AD2F PMS 601 C CMYK 13 17 78 0
RGB 226 199 88
HEX E2C758
PMS 103 C CMYK 0 0 0 75
RGB 99 100 102
HEX 636446
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
Brand Components
Artwork
Alignment and Spacing
Whenever the Century 21
Logo Properties and Limits
brandmark is to be applied to print
Always Maintain a generous
format, the file should be sent to
amount of white space around the
the printer in eps format. Jpeg
brandmark. The space surrounding
format should only be applied when
the brandmark should be equal to
viewing on screen.
the cap height of the wordmark.
Color Options The Century 21 brandmark should only be used in its original color scheme or as black on white or white on black.
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529
PAGE 9
Brand Components
“C” Mark logo
The “C” mark
Properties
The Century “C” mark was designed
Always maintian a generous amount
to be able to stand alone as a design
of white space around the mark
of itself for only a limited number of
which will be equal to a quarter of
applications. These applications are
the height of the total mark.
restricted to the following:
The “C” mark and the official
• Buisness Cards
Century 21 brandmark are never to
• Corporate Letterheads
be used within close proximity of
• Corporate Envelopes
each other on any application.
• Software usage and icons.
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Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
Brand Components
The “C” Mark color variations
Colors
Uses
Whenever the “C” mark is
To aquire the “C” mark icon you
being used alone on one of the
must gain approval from Century
preapproved applications (see
21’s corporate communications
opposite page) it can only be
office.
applied in one of the following color variations: • 2 tone on white • black on white • white on black • white on yellow
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529
PAGE 11
Brand Components
Color Family
Color Family
Uses
The Century 21 brandmark was
The Century 21 brandmark in it’s
designed to be primarily used on
originally designed three toned
it’s own with it’s original three tone
color scheme will be used for,
color scheme. However, this scheme
for sale signs, multiple buisness
may not work in all instances.
tennant signs, car magnets and on all online applications. Three tone with white alternate logo type for building signage, black on white for fax documents and white on yellow for bottom right hand corner of buisness cards.
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Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
Brand Components
Typography is a Brand ?
Calibri Regular
Georgia Regular
Calibri Italics
Georgia Italics
Calibri Bold
Georgia Bold
Calibri Bold Italics
Georgia Bold Italics
Typography As an integral part of Century 21’s Brand, The following typefaces should be used. These Typefaces were chosen to reinforce Century 21’s core values and beliefs. The Calibri font family will serve as the brands primary font family. This font should be used for any application associated with the Century 21 brand. The secondary font family, Georgia, will be used for Century 21 literature where large bodies of type are utilized.
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529
PAGE 13
Brand Components
Brandmark Misusesa Brand ?
Do Not: • Attempt to create your own Century 21 Brand Mark • Never produce Brandmark in non approved colors • Never strecth or alter the brandmarks proportions • Never Use just part of the logo, it is an integral unit so use as a whole. • Never print on top of the brandmark • Never use as a watermark.
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Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
Standard Communication
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529
PAGE 15
Communication Standards
Buisness Card and LetterheadWhat is a Brand ?
3.5 in
Buisness Card
Letterhead
The “C” mark, and not the full
On all letterhead applications
Century 21 brand mark are to
the “C” mark will rest three
be used on all color corporate
quarters of an inch down
stationary. On the buisness cards,
from the top vs. a quarter of
the “C” mark must sit on the left
an inch from the top on the
side of the card about a quarter of
buisness card. It will also sit
the mak height from the left edge.
three quarters of an inch from
The Name of the employee and
the left edge and the company
their job title will rest one inch to
name and addres will sit half an
the right of the mark. All Contact
inch to the left of that. Please
information will rest in a Century 21
note that the full name of the
gold field located an inch and a half
company will be in view on
from the top.
both the buisness card and the
.25 in .88 in
John Doe realtor 2 in
1.5 in
1 in
.25 in
2008 We s t Hesperides, T ampa Fl. 333614 T 813 .494.4529 F 813.494.5566 E Jdoe@Century21.com
.5in
8.5 in
.75 in 1.6 in
2 in
Century 21 LLC
.75 in
.5 in
4505 W. Burke Suite B Tampa Fl.
letterhead.
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Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
Communication Standards
Buisness Envelopeshat is a Brand ?
Envelopes Just like the corporate buisness cards and letterheads, the Century
.14 in
21 “C” mark is to be used in the
.5 in
top left hand corner of all buisness
Century 21 LLC
envelopes, half an inch from the left and half an inch from the top.
.5 in
.25 in
1.15 in
4505 W. Burke Suite B Tampa Fl.
The company name and address will rest a quarter of an inch to the left of the “C” mark. The only other element left on the envelope is a gold bar which runs butting up against the top edge of the envelope.
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529
PAGE 17
Communication Standards
Corporate FaxesWhat is a Brand ?
Faxes
The Mark
Century 21 fax forms serve an
One very noticable difference
important part of the companies
between the mark on this page and
communication stationary. On
the marks on the other stationary is
these forms there are to be no
that the fax documents utilize the full
color elements. These forms
Century 21 brandmark as opposed to
will strictly serve as a means of
the “C” mark. This reason is because
Date:
From:
communications are a very transient
nowhere else on this document is the
To:
Phone:
in their lifespan. It is not worth it
Century 21 name displayed. The “C”
Company:
Fax:
to have color on a document that
mark is used on the other documents
will serve a one time use, then be
because placing the full brandmark
Phone:
pages to follow this sheet:
discarded.
next to the typed“Century 21” name and address would make the
Corporate Communications
Fax: Subject:
document too redundant.
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Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
Signage
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529
PAGE 19
Signage
Store Frontshat is a Brand ?
Store Front
Color Variations
The following is an example of what
The Color variations that can be
a Century 21 store front should look
used on Century 21 store fronts are
like. Although Century 21 offices
limited to the following:
will come in many shapes and sizes,
• Original three tone on white
the following must always apply
• Two tone on cool grey
when setting a Century 21 sign on a
• white on yellow
building. There must always be an
• black on white
appropriate amount of white space around the brandmark. The amount of white space needed is the cap height of the logo type.
PAGE 20
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
Signage
Door Displays Brand ?
Door Display
Double doors
The original Century 21 brandmark
Whenever a Century 21 office
should be displayed on company
has a double door entrance, the
doors instead of the “C” mark which Century 21 brandmark should be doesn’t include the Century 21
overlapping where the two doors
name. However the brandmark will
meet, one x from the top of the
never appear in its original color
frame and a minimum of one x
scheme. Instead it will appear in
surrounding it.
either all black or all white. The
Single Doors
brandmark should always have
Single doors should have the brand
the right amount of white space
mark centered on the door, and
surrounding it which is equal to the
4x from the top of the door frame.
cap height of the type.
There should be a minimum spacing one one x surrounding the mark.
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529
PAGE 21
Signage
Store Signsat is a Brand ?
Store Signs
Color Variations
There will be many times when
Century 21 signs will be permited
Century 21 offices will have thier
to have different color variations.
own store sign to display the new
These include:
brandmark rather than fight for
• Original three tone on white
visual space with other companies
• Two tone on cool grey
on a multi- buisness tennant sign.
• white on yellow
When this is the case, the preffered
• black on white
treatment for the sign is illustrated
Please also insure that the
in the example to the right, with the
brandmark has the proper amount
primary Century 21 three tone color
of white space surrounding it which
scheme on a white background.
is one x from the top and two x on the sides.
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Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
Signage
Monumentsis a Brand ?
Monuments
Color Variations
In many cases, the larger corporate
• Original three tone on white
offices of Century 21 may have a
• Two tone on cool grey
monument on their grouds proudly
• white on yellow
displaying the Century 21 name. In
• black on white
such cases the preffered monument treatment is to have the original Century 21 brandmark in the original three tone color scheme displayed. Please be aware in this instance to have the width of the brandmark be equal to seven times the cap height of the type, and one x amount of surrounding space.
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529
PAGE 23
Signage
Multi-Buisness Tennant SignsWhat is a Brand ?
Tennant Signs
Panel Sizes
In a majority of the cases, Century
Regardless of the size of the panels
21 will not have it’s own isolated
available in the tennant board, the
property sign and will have to share
spaceing requirements will hold
sign space with other buisnesses on
true. No matter the width or the
a multi - tennant buisness board.
height there shoud always be one x
While competeing for visual space
amount of spacing from the top and
on a tennant board is not an ideal
the bottom of the panel. This will
situation to be in, rules for spacing
also then determine the actual size
and alignment still apply. There will
of the brandmark as well.
still be a requirment of two and a half x spacing on the sides and one x from the top of the panel.
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Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
Signage
Tennant Panel Insertss a Brand ?
Color Variations
Color Variations
When dealing with a majority of
• Original three tone on white
the signage utilized within the
• Two tone on cool grey
Century 21 brand idenity system,
• white on yellow
these four color schemes will
• black on white
be the options to choose from
Signage
by the owners of that particular
• Store front signs
Century 21 franchise. No other
• Store signs
color combination is ever to be
• Monument signs
used on any type of signage. For
• Muti - buisenss tennant signs
further assistance on which of the four pre-approved to use, please contact the Century 21 Corporate communications office.
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529
PAGE 25
Signage
For Sale SignsWhat is a Brand ?
For Sale Signs
Alignment
The for sale sign, is one of the most
The originally designed three tone
prominent ways that the Century
Century 21 brandmark is to be
21 brandmark is displayed within
displayed on a white field with one
society. They are always to look
x amount of space surrounding it.
exactly the same. That only things
The “T� post for the sign is always
that will differ are the phone
to be painted Century 21 gold.
number of the franchise that placed
There are no color variations on the
the signs, and the slogan of that
posts either.
Agents of Change
particular franchise. There are no color variations them.
PAGE 26
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
Signage
A - frame open house sign is a Brand ?
Open House
Artwork
Whenever a property within
Like the for sale signs, there are no
Century 21’s homes listing is
color variations for the open house
being listed as “open”, an open
signs. There should always be one
house sign should be displayed
x amount of space on the sides and
either on the house property or
two x amount of space from the top
somewhere near the property.
of the sign. See the example to the
The sign should bear the original
left for more dimensional rules.
three tone brandmark on a white field, along with a gold arrow on a cool grey field indicating the direction where the house is, and the words “Open House” in Calibri bold title case font.
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529
PAGE 27
Signage
Car Magnets
Magnets
Alignment
Century 21 Car magnets are
There should always be a one x
not required for all Century 21
amount of space from the top of
employees to use, but the ones
the magnet and from the sides as
that do want one will have to
well. The gold bar at the bottom
adhere to these guidelines when
which holds the contact information
displaying the brand on a car
should be one and a half x in
magent. The magnet should simply
heighth and be seven x down from
have the original Century 21 three
the top of the magnet.
tone brandmark on it along with a contact number for the franchise that employee works for.
PAGE 28
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
Online Communication
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529
PAGE 29
Online Communication
Web
Web
Layout
In this new age of online media,
The grid structure for Century 21’s
Century 21’s website will proudly
website is very simple and makes it
display it’s brand to the world and
easy for the consumer to navigate
help consumers connect with the
the site. It is composed of a Header,
brand from the comfort of their
two navigation bars and the main
own homes. The new website
body. The Century 21 brandmark
will prominently feature the new
and a supporting graphic will sit in
Century 21 brandmark in the upper
the header while all information
left hand corner, and the website
pertaining to the page the user is
as a whole will help consumers
on, will sit in the main body.
research and familiarize themselves with the brand before making a trip to their local office.
PAGE 30
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
Online Communication
Mobile Phones
Mobile
Apps
Mobile phones are being used
The Century 21 application will
more and more today to help
currently only be available for
Corporations expand their brand
apple’s iphone. To the right is an
presence to more consumers. For
example of what the app icon will
Century 21 this will be no different.
look like. It is the “C” mark on a
The Century 21 mobile application
yellow field which should allow for
will allow users to search for house
it to be easily distinguishable on a
listings within their area, chart them
crowded iphone screen.
on a map, and view pictures and virtual tours of them.
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529
PAGE 31
Century 21
ReferencesWhat is a Brand ?
Online Century 21.com March 5th, 2010 Century 21 May 31, 2010 http://www.century21.com Century 21 Real Estate. May 21, 2010.wikipedia.May 30, 2010. http://en.wikipedia.org/wiki/Century_21_Real_Estate Mission Statement. June 5th, 2010. Century 21 Schilare realty. May 30, 2010. http://www.century21rutherford.com/
Print Wheeler, Alina. Designing Brand Idenity. Canada : John Wiky and Sons. 2009
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
Century 21 Incorporated 2010 | For any more questions regardung Century 21 rebranding please contact the Corporate Communicatiosnn Department at 813 - 494 - 4529