DESCHUTES COUNTY TITLE MESSAGING FRAMEWORK
Authored and designed for Deschutes County Title by Z’Onion Creative Group
TOPICS WE WILL COVER 3 CONTEXT 4 OUR AUDIENCE SEGMENTS 10 VISION, MISSION, PURPOSE AND STORY 15 VALUE PROPOSITIONS 23 WHO WE ARE: BRAND ARCHETYPE 30 WHO WE ARE: BRAND PERSONALITY 34 KEY MESSAGING FRAMEWORK
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DESCHUTES COUNTY TITLE
THE CON TEXT
THE STORY Our company was created to resurrect and bring new life back to the local rural communities we serve. Locally owned and operated, we’re passionate about helping people and businesses thrive in Central Oregon. Nostalgic yet modern, and now in our fourth generation of operation, we continue to provide exceptional customer service and expertise to our clients and the real estate community. Our parent company in central Washington gives us the strength, support, resources, and resolve to help the local community while still being part of a larger community. Shrouded in mystery, the title and escrow industry is often and easily misunderstood but we exist to champion a sense of transparency, clarity, and understanding. We shine through the confusing clouds in a heavily-regulated industry to help every client understand the whole picture when it comes to home ownership or a land/property purchase. In an industry filled with title brands and toxic reputations, our culture, team, and climate is vibrant, healthy, and here to genuinely help our valued clients.
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WH O WE EX I ST F O R
BUILDER/DEVELOPER
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DESCHUTES COUNTY TITLE
WHO WE EXIST FOR: BU ILDER/DEVELOPER
PROFILE
WHO THEY ARE
Our builders and developers are immensely larger than they
The audience here is comprised mostly of men who have a
were 15 years ago. Nowadays, they’re 80 to 90 percent larger
passion for innovation and taking initiative with enthusiasm and
and there are only a handful of companies.
drive. They strive to be groundbreakers who have a true zest for
Price-conscious and male-dominated, they’re looking for solid teams and departments to partner with to find land and provide the resources to support big projects. This audience segment
life and exude energy, faith, and creative potential.
WHAT THEY CARE ABOUT
knows the content hasn’t changed, but realizes the delivery needs to evolve. When faced with factors like competition, ego, and pride, elevated confidence levels are also important.
• Confidence and success. • Teamwork and collaboration. • Capable departments to find and support large projects. • High quality work and high volume of work. •
Community recognition and leaving a legacy.
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WH O WE EX I ST FOR
REALTOR
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DESCHUTES COUNTY TITLE
WHO WE EXIST FOR: REALTOR
PROFILE
WHO THEY ARE
Our realtors are relationship-driven and the local community
The audience segment is comprised of people who know the
is very important to them. As builders of their own personal
business and can be relied on for help and assistance. Detail-
brand, they value being aligned with their definition of success
oriented and determined, they respect each client’s value and
and being the best at what they do. They want to feel like they’re
worth and will patiently listen to all concerns.
the most important people in our cohort and we want to be an extension of their team too.
WHAT THEY CARE ABOUT
Since they tend to work in a very competitive environment, inviting them into a collaborative culture is a welcome breath of fresh air. These realtors appreciate that we offer bilingual services and love our proactive communication versus being surprised by new information later down the road. They also tend to stay with the escrow officers they’ve worked with in the past.
• Building relationships. • Flexibility and autonomy. • Helping families find new homes. • Impressive design and visual elements. • Recognition and referrals.
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WH O WE EX I ST FO R
LENDER
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DESCHUTES COUNTY TITLE
WHO WE EXIST FOR: LEN DER
PROFILE
WHO THEY ARE
Our lenders have similar traits as our realtors with the extra
The audience segment is comprised of those with a talent for
knowledge of being more fluent in the specifics and granular
community building. With the ability to take on a spectrum of
components of each transaction. They understand the
roles, they are dedicated to helping others enhance their lives.
competitive nature of our work and are relationship-driven. They have the authority to choose who to work with when
WHAT THEY CARE ABOUT
it comes to the pre-qualifications they do. The existing relationships they have with our officers contribute to the referrals that come along with the pre-qualifications. These lenders value the certification classes we offer since it promotes and strengthens their relationships with realtors. They also tend to stay with the escrow officers they’ve worked with in the past.
• Building relationships. • Helping clients reach their dream of home ownership. • Developing mastery in their work. • Brand and name recognition. • Growth and a good reputation in the community.
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OU R V I S I ON
HOW THE WORLD WILL CHANGE BECAUSE OF US We will change our industry. We envision a world where the quality of work is far more important than the quantity. We see our commitment to working better and constantly reimagining how our deliveries can be innovated and improved. Instead of obliging to how it was always done in the past, we want to change the way the title and escrow industry operates for the better. We believe the industry should be transparent and comfortable for every single consumer. We know our industry is highly misunderstood and the silver lining is that we believe it can and should change. At Deschutes County Title, we are committed to sparking and leading this change.
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DESCHUTES COUNTY TITLE
OU R MISSION
THE STANCE WE TAKE IN THE CROWD We guide our clients towards a clear, fulfilling, and positive experience. We aim to be a niche provider and we cater our work based on the needs of our people. We deeply care about every client’s concerns and each step of our process is driven by proactive, advanced communication. Our clients walk through our door greeted, treated to concierge-level services, and leave feeling this was the best experience they’ve ever had. We make realtors shine, and we create consistent, clear experiences for everyone in our branches.
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OU R P UR POS E
WHY WHAT WE DO MATTERS We exist to bring clarity and understanding to the surface. At Deschutes County Title, we recognize there are many questions or concerns about the process and next steps. Rest assured, our goal is to show you a clear path forward and to help you accomplish what you envision in your life. You can trust that we’re here for you every step of the way. Our purpose is to help you overcome any challenges by paying attention to the details, proactively communicating, and walking with you along your home buying journey.
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DESCHUTES COUNTY TITLE
OU R STORY
THE ELEVATOR PITCH Our industry can be confusing. We’re here to personalize the process with clarity instead of confusion. With generations of experience at Deschutes County Title, we help our clients feel safe and confident when buying or selling a home. Our highly professional and compassionate team works together to meet the needs of our people no matter what they seek. We personalize and care about your experience and are committed to showing you the way with clarity instead of confusion. Think of us as your guiding light, patiently walking alongside you during the process so everything is clear and understood as you work towards owning a home. We treat you with the care and respect you deserve and deliver results with your best interests at heart. For us, it’s always about people and purpose first.
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VALUE PROPOSITION OUR VALUE PROPOSITION CANVAS The goal of the Value Proposition Canvas is to aid in the design and definition of great value propositions that match the need of our audience segments and their respective jobs-to-be-done and helps them solve their problems. This is what the start-up scene calls productmarket fit or problem-solution fit. The Value Proposition Canvas helps us work towards this fit in a more systematic way.*
*Source: Strategyzer.com
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V AL UE PR OP O S IT I O N
FOR BUILDER/DEVELOPER
WHAT THEY WANT • • • • • • • • • • • • • • • • • • •
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Find properties/land Win awards Reputation Brand prestige/recognition Quantity and quality of work Finish process to platt project Dominate their niche Easing processes Reputation among builders Get through county process Community recognition Power in community Create neighborhoods Make money Fulfill ego Identify liens, zoning, etc. Give back to community Make their family proud Leave a legacy
T H E P R O D U C T & SERVICES THAT HELP • Researching/finding available land • Title policies • Mapping/GIS • • • • • • • •
Platt records assistance Builder rates on escrow & title Industry knowledge Service quality Customer service products Escrow services Homebook Closers with subdivision experience • Availability • Lien searches
VALU E PROPOSITION
THE PAINS THEY ENCOUNTER
HOW WE RELIEVE THEIR PAIN
HOW WE DELIVER MORE VALUE
HOW BUILDERS & DEVELOPERS BENEFIT
• High costs and fees • Tarnished reputation • Complications, setbacks, or delays
• Utility location • Identify problems prepurchase • Reduce costs by transferring to Title Co. • Identify platted land • Minimize costs and save time • CCR’s available • Do the research • Identify title matters • Do the leg work • Issue correct policies/ reports • Provide builder rates on title/escrow
• Subdivision transaction spreadsheets • Master escrow documents and presign WD’s • Proactively identify land • Scout “not-readilyavailable” information from local municipalities • Deliver with urgency • Bulk signing of deeds • Create partnerships • After hours communication • Quick replies/responses • Proaction and prompt turnaround times • Urgency and empathy • Transparency and clear communication regarding files • Knowledge of coming legislation
• • • •
• • • • • •
Overpay for land Employee issues Homes on market too long Market slowdowns Foreclosure Speculation
• • • • • • • • • • •
Time limits Poor construction quality Failure Lawsuits Unhappy clients Lack of laborers Rate hikes Price increases Unavailable land Failure of structures Anything that’s “unexpected”
Sought out for their work Make more money/profit Be a leader in their space Steady work flow
• • • • • • • • •
Market reputation Market control New innovations Personal wealth Status as the top builder Fame/recognition Create lasting communities Respect of peers Business and reputation growth • Family legacy • Win awards at Tour of Homes • Quick sales
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V AL UE PR OP O S IT I O N
FOR REALTOR
WHAT THEY WANT • • • • • • • • • • • • • • • • • • • • • • • •
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Referrals Get new buyers Find properties Close deals More family time Good commission Win awards More listings Flexibility and autonomy Name recognition Convert FSBO’s Help families find new homes Status and reputation To be the #1 realtor Find tools to help them advance Learn to use social media for work Fulfill their ego Help them market themselves Make money Be in good standing with builders Happy clients Best possible deals for clients Become an expert in the industry Get others to pay for supplies
T H E P R O D U C T & SERVICES THAT HELP • • • •
Prospect lists Training Trio/list kits/net sheets Homebooks
• Escrow services • Delivery/courier services • Title/Escrow contact for asking questions • Title policies • Free stuff • • • • • • • •
Booties/signs for open house Networking Maps to target sales done Prelims Title insurance Market knowledge Marketing tools Comps and labels
VALUSETO PROPOSITION REASON CHOOSE U S
THE PAINS THEY ENCOUNTER
H O W W E R E L I E V E THEIR PAIN
H O W W E D E L I V E R MORE VALUE
• • • •
Long transactions Delayed closings Additional costs Unrealistic clients
• • • •
• • • •
Dry markets Drains on time Missing information Making mistakes or being caught in a mistake Losing clients to another realtor Problems in title Unexpected problems, obstacles, fees, or issues Downturns Losses Unhappy clients Loss of referral Reduced commission Looking incompetent
• Competent in our work • Timeliness in all requests • Quality signing experience for their clients • Correct title searches • Provide solutions to problems
• After-hour/weekend signings or availability • Clear instructions accommodate documents • Net sheets w/homebooks • Doing work on non-active files • Catch and notify on commission errors • Order HOA docs • Superior conflict resolution • Identify red flags before they become issues • Flexible facilitation of signings • Catch their errors • Empathy • Good news and prelim updates • Referrals • Accessibility to management • Proactive communication • Value delivery interviews • Professional/high-quality closings • Help their clients feel comfortable with closing • Quick commission checks • Clarity in expectations/signings/ understanding of docs • Acknowledge first time home buyers • Follow-up calls/meetings • Great and proactive communication • Provide updates on files
• • • • • • • • •
Quick turnaround Accurate commission details Prompt responses They look good to their clients
• E-signing services • Courtesy calls with updates • Accommodate out-of-market signings • Secure email • Acknowledgement for closed deals • Managing addendums • Same day commissions • Smooth closings • Close on time • Proactive when problems arise
HOW REALTORS BENEFIT • Close early • Power, status, ego, recognition, or reputation • Loyal customers and referral base • • • • • • • • • • •
High margins Referrals and stability Peace of mind Sense of belonging at their RE office Look like a superstar Great relationship with escrow officer Limit marketing spend Give back to community Keep them informed Create a legacy Large commissions and wealth
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V AL UE PR OP O S IT I O N
FOR LENDER
WHAT THEY WANT • • • • • • • • • • • • • • •
Offer wide variety of loans Good reputation Make money More referrals Be known as an expert Status in community Make realtors happy Accurate fees Be #1 mortgage broker Close more loans Client approval Build a team with realtors Build their own office Lead the market Help clients reach dream of home ownership • Assist people in rehabilitating their credit • Give back to community • New business
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DESCHUTES COUNTY TITLE
THE PRODUCT & SERVICES THAT HELP • • • •
Customer service stuff Estimated fee quote Connections to agents Title and escrow services
• Prospect lists • Networking events
REASON CHOOSE U S VALUSETO PROPOSITION
THE PAINS THEY ENCOUNTER
HOW WE RELIEVE THEIR PAIN
HOW WE DELIVER MORE VALUE
• • • •
Lack of communication Look lazy and non-responsive Rate hikes Unhappy realtors
• • • • • • • • • • • •
Issues with agents Fees outside of 10% tolerance Difficult loans Delays on loan process Delays or problems in closings Unexpected fees Missing credits Upset clients Poor processing Clerical errors Unqualified borrowers Confusion and miscommunication Not enough information from clients Frustrations with underwriting guidelines Big money Stability Successful closings Consistency Repeat business with existing customers Fill the pipeline with deals
• Advance communication • Clear explanation of financial details for their clients • Early issue approval • Flash drive containing closing docs • List fees on website • Work with them to clear title • Training or continuing education • Deliveries • Help them network • Arrange same day signing/ funding • Prompt responses • Quick turnaround times • Generate filtered prospect lists • Provide addendums when appropriate
• Include utility list and 1st payment info with closing docs • Quality signing experience • Answer clients questions so they understand what they’re signing • Year end closed report • Positive Google/Yelp! reviews • Year end closing statements to buyers for taxes • Put in good word to their supervisor • Thank you card • Put in good word to Realtors about them • Inform of good signing if they weren’t present • Post closing follow-up
• • • • • • • •
HOW LENDERS BENEFIT • Develop mastery in their work • Big growth, hire team to handle paperwork • Brand/name recognition • Referral base • Good reputation, status, recognition in community. • Find a business niche • Simplification of loan process • Good lead source
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WHO WE ARE THE CHARACTER ARCHETYPE To give us a deeper understanding of how our brand is relevant to our audiences, we mine archetypes found in literature, psychology and story. By identifying the archetypes that reflect us, we can better understand the role our brand plays in the life and customer journey of our audience segments.
An archetype is a character-type that recurs in different times and places so frequently or prominently as to suggest that it embodies some essential element of ‘universal’ human experience. (Adapted from The Concise Oxford Dictionary of Literary Terms)
“An archetype is a universally familiar character that transcends time, place, gender, and age. It represents an eternal truth.” Jon Howard-Spink, Planning Director at Mustoe Merriman Levy
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WHO WE A R E: C HA RA C T E R
DESCHUTES COUNTY TITLE IS A
PIONEER We believe in and value our clients’ dreams for home ownership. Through initiative and proactivity, we help them champion their dreams by overcoming obstacles along the way. We are committed towards reinventing how our industry operates so our clients benefit from an easy, clear, and enjoyable experience.
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DESCHUTES COUNTY TITLE
WE ARE PION EERS
PIONEER
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Trailblazer and takes initiative
Helps clients achieve dreams through initiative and proactivity
Exudes energy, faith, and creative potential
Employs passion and creative thinking to overcome obstacles
Courageously looks to the future
Here to change the industry so it experiences more innovation
Innovative and creative
Committed to pioneering new ways of work
Creates and shares new discoveries
Passion for reimaging how the industry operates and will proudly share the results with the world
Examples: Sigmund Freud, Van Jones (Green For All and Rebuild the Dream), NASA and Mission Markets (impact investing)
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WHO WE A R E: C HA RA C T E R
DESCHUTES COUNTY TITLE IS A
COMPANION We believe in patiently and empathetically guiding our clients through our processes. We believe they deserve clarity and so we ensure that every detail is covered and explained. For us, all people matter and we’ll pave the way for a clear and simple experience every time.
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DESCHUTES COUNTY TITLE
A COMPAN ION
COMPANION
DESCHUTES COUNTY TITLE
Trustworthy and deeply loyal
Committed to guiding clients through our processes
Values the actual doing or use of something, rather than with the theory or idea
Believes clients deserve clarity in an industry that often causes confusion
Detail oriented and determined
Attends to every single detail so clients can experience an unforgettable closing
Believes deeply in the value of all people
All people matter so we strive to make the title and escrow process simple and clear for everyone
Empowers others to experience greater freedom
We grant people a clear path forward towards realizing their dream of home ownership
Examples: Lassie, Thelma & Louise, Anne Sullivan, Guide Dogs of America, Kiva.org, Zagat
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WHO WE A R E: C HA RA C T E R
DESCHUTES COUNTY TITLE IS A
SERVANT We believe in meeting the needs of our clients with empathy, awareness, and openness. We’re willing to go above and beyond for them and wear many different hats to serve a variety of people. We’re committed to helping them see the clear path towards home ownership and their side every step of the way.
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DESCHUTES COUNTY TITLE
A SERVAN T
SERVANT
DESCHUTES COUNTY TITLE
Service, humility, and the ability to listen
Committed to meeting the needs of our clients with humility and consideration
Serve to benefit multiple levels of the community
Operate to service many including clients and their customers
Focuses on removing obstacles and assisting others in reaching their objectives
Work to keep the path clear on the way to home ownership
Diligent and dedicated helper, freely choosing to serve and satisfy the needs of others
We champion the dreams of our clients and commit to doing what’s asked of us and more
Feels a responsibility to contribute positively to the world in a way that may be currently unmet
We strive to make a clear process that has been misunderstood for far too long in our industry
Examples: Ram Dass, Ray Anderson (Interface), Morgan Freeman in Driving Miss Daisy, Dobby (Harry Potter series)
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WHO WE A R E: P E RS O N A L I T Y
YOU ARE
YOU ARE NOT
Welcoming
Formal
WHAT THIS MEANS
WHY IT MATTERS
Every client is welcome through our doors and every question
Change is on the horizon as we work towards dissolving
is met with understanding, respect and detail. Our clients
complicated and confusing ways so our clients receive clear,
are treated to focused, one-of-a-kind services with proactive
fulfilling and positive experiences. We aim to shift the outdated
communication every step of the way.
ways of how our industry operates to make way for the new and improved.
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DESCHUTES COUNTY TITLE
WHO WE ARE: PERSON ALITY
YOU ARE
YOU ARE NOT
Crafted
Basic
WHAT THIS MEANS
WHY IT MATTERS
Our industry is often confusing for people, so we’re here to
We don’t stick to the same ways day in and day out, we’re here
personalize the process. Clients feel safe and confident when
to transform what we do for the better. Our clients value our
working with us because we’re committed to delivering results
transparency, clarity, and understanding which is often a second
with their best interests at heart.
thought in our industry.
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WHO WE A R E: P E RS O N A L I T Y
YOU ARE
YOU ARE NOT
Niche
Ordinary
WHAT THIS MEANS
WHY IT MATTERS
We strive to be a niche provider in our industry by reimagining
Our clients turn to us for more than just a transaction. They seek
how our work can be innovated and improved. The needs of our
guidance, trust and compassion. We stand out from the rest
people and clients always come first. Our customers are unique
in our industry, we’re extraordinary, and we value anyone who
so we cater our plan of action to best fit their situations and
reaches out to us no matter what.
lifestyles. 32
DESCHUTES COUNTY TITLE
WHO WE ARE: PERSON ALITY
YOU ARE
YOU ARE NOT
Accomplished
Exclusive
WHAT THIS MEANS
WHY IT MATTERS
With decades of experience in what we do, we know the work
Open-minded and relatable, we always go the extra mile to
better than the backs of our hands. Our clients recognize our
provide our clients with professional and quality services.
expertise and appreciate our passion to help them build a legacy
Nothing about us is exclusive since we’re here to guide them
while also serving the greater community.
in the right direction and to provide a clear and comfortable journey from start to finish. DESCHUTES COUNTY TITLE
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K E Y MES S A G I N G F R A M E WO RK
INTERNAL ELEMENTS VISION
CHARACTER
We guide our clients towards a clear, fulfilling, and positive experience.
Pioneer: We believe in and value our clients’ dreams for home ownership through initiative and proactivity.
We envision a world where the quality of work is far more
Companion: We believe in patiently and empathetically guiding our clients through our processes.
important than the quantity. We see our commitment to
Servant: We believe in meeting the needs of our clients with empathy, awareness, and openness.
working better and constantly reimagining how our deliveries can be innovated and improved. Instead of obliging to how it was always done in the past, we want to change the way the title and escrow industry operates for the better. We believe
PERSONALITY
the industry should be transparent and comfortable for every
We are Welcoming Never Formal
single consumer. We know our industry is highly misunderstood and the silver lining is that we believe it can and should change. At Deschutes County Title, we are committed to sparking and leading this change.
We are Crafted Never Basic We are Niche Never Ordinary We are Accomplished Never Exclusive
AUDIENCE SEGMENTS
Builders/Developers
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DESCHUTES COUNTY TITLE
Realtors
Lenders
KEY MESSAGIN G FRAMEWORK
EXTERNAL ELEMENTS POSITION
OUR STORY
We exist to bring clarity and understanding to the surface.
Let’s shine through the clouds and find clarity.
At Deschutes County Title, we recognize there are many questions or concerns about the process and next steps. Rest assured, our goal is to show you a clear path forward and to help you accomplish what you envision in your life. You can trust that we’re here for you every step of the way. Our purpose is to help you overcome any challenges by paying attention to the details, proactively communicating, and walking with you along your home buying journey.
With generations of experience at Deschutes County Title, we help our clients feel safe and confident when buying or selling a home. Our highly professional team works together to meet the needs of our people no matter what they seek. We personalize and care about your experience and are committed to showing you the way with clarity instead of confusion. Think of us are your guiding light, walking alongside you during the process. We ensure everything is crystal clear and easily understandable. We treat you with the care and respect you deserve and deliver results with your best interests at heart. For us, we always put people and purpose first.
Builders/Developers
Realtors
Lenders
•
Get accurate and timely information on plat records, liens, mapping and CC&Rs.
•
•
•
Our experienced agents are your partners. We do the legwork to research and identify issues that impact your project.
We are here as your resource. We can answer any questions on title and escrow contracts, market trends, prelims and more.
•
We support your business with marketing tools, comps, and labels, and networking opportunities.
We support your growth by connecting you with agents and potential clients through prospect lists and networking events, and also offering training and continuing education.
•
We make sure your clients have total clarity by providing clear explanations of financial details.
•
We help you make your mark in the community by helping you find available land for building.
•
We save you money with special rates on escrow and title services.
•
We understand time is money. Count on us to get information and answers to you quickly.
•
We help you look good by issuing correct policies and reports and ensuring the title process goes smoothly for your buyers.
•
We protect your margins and help you close early by streamlining the title and escrow process and offering quick turnarounds.
•
Our experienced agents ensure title and escrow information is accurate, complete and there are no surprises waiting - so you have total peace of mind.
•
We offer a quality signing experience for your clients, so you look like the hero.
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B R A ND R EFER E N C E G U IDE
COLOR PALETTE
PEARL
SAGE
STEEL
RGB: 247 245 242
RGB: 153 157 121
RGB: 144 154 164
HEX (#): F7F5F2
HEX (#): 999D79
HEX (#): 909AA4
CMYK: 2% 2% 3% 0%
CMYK: 42% 29% 59% 3%
CMYK: 47% 33% 29% 0%
PMS: 179-1 U
PMS: 451 UP
PMS: 429 U
Use for text backgrounds and reversed text and logo.
Use for web buttons and bolded headers.
A primary brand color.
SLATE
OCEAN
CHOCOLATE
RGB: 82 92 108
RGB: 59 87 93
RGB: 52 44 37
HEX (#): 525C6C
HEX (#): 3B575D
HEX (#): 342C25
CMYK: 71% 58% 43% 20%
CMYK: 78% 53% 52% 29%
CMYK: 62% 63% 70% 66%
PMS: 539 UP
PMS: 316 U
PMS: Black 2 C
A primary brand color. Use for thin headers and header bars.
Use for graphics, bolded headers, and backgrounds with light text.
A dark color you can opt to apply to text.
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DESCHUTES COUNTY TITLE
BRAN D REFEREN CE GU IDE
LOGO
LOGO USE
Maintain white space.
Use the proper format.
Do not stretch or modify.
Your logo should always be surrounded with an ample buffer of white space. As a general rule of thumb, the buffer should be roughly half of your logo’s height.
Use CMYK versions for anything you print. Use RGB versions for screens (emails, web, social media). Vector file formats (.eps, .pdf) are scalable and will maintain clarity at larger sizes; vector files are preferred for signage, billboards, and other oversized applications
The quickest way to undermine your brand is altering your logo—either intentionally by adding to or changing the art, or unintentionally by improperly squeezing or stretching the logo as you scale it larger or smaller.
When printing small, keep it simple. For instances where your logo will appear small, switch to a one-color version and use a highcontrast color or black and white.
Keep your logo unique. Part of how your logo stands out in layouts is by using fonts that do not appear elsewhere in your designs. Don’t be tempted to use your unique logo fonts as headers or text in layouts..
Preserve the integrity of your brand. Do not change any aspects of your logo. Learn how to scale graphics while preserving the original proportions (the aspect ratio). In many programs, holding down the Shift key while retain the proportions as you scale with a pointer tool.
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B R A ND R EFER E N C E G U IDE
TYPOGRAPHY
PROXIMA NOVA THIN 32 pt / BARK PROMIMA NOVA BOLD 17 pt / PINE
PROXIMA NOVA LIGHT 12 pt / 14 pt Leading BARK or BLACK
PROXIMA NOVA CONDENSED MEDIUM 12 pt / 15 pt Leading
HELVETICA BOLD 15 pt HELVETICA REGULAR 10.5 pt / 15 pt Leading / 110% Width
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Example of a Header Example of large intro copy. Example of body copy. At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident. Example of condensed information.
A word on substitute fonts. In a pinch, you can substitute Helvetica for Proxima Nova. Helvetical will not have the same fine quality to the letters but is highly legible. If budget is an issue, consider purchasing one or two font styles of Proxima Nova (Thin for large headers and Light for body copy) and use Helvetica for everything else. You may also strategically purchase one or two licenses for workstations that produce the bulk of client-facing materials.
DESCHUTES COUNTY TITLE
BRAN D REFEREN CE GU IDE
IMAGERY
Selecting photos
Art and Icons
Photos should reflect your color palette with a mix of blues, grays, greens and browns. Like your colors, photos should feel slightly muted. Select images with a soft focus to communicate your brand’s emphasis on connection and customer service.
Icons should be flat and filled with a solid color, just like the art in your logo. Do not use cartoons or clip art, as they will erode your brand’s sophisticated and traditional look.
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z
creative group