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  1. Coldwell Banker ® Identity Standards Manual Confidential & Proprietary ©2008 Coldwell Banker Real Estate LLC. All Rights Reserved. This Manual Is Confidential And Proprietary And May Not Be Distributed, Copied Or Otherwise Disseminated Without The Prior Written Consent Of Coldwell Banker Real Estate LLC.
  2. c o l d w e l l b a n k e r w o r k s . c o m Individual Photography Specifications 42 Creative Requirements: Business Cards 42 Table of Contents Identity Requirements: Letterhead and Envelopes 43 Standard Letterhead 43 Minimum Disclaimer 43 Identity and Creative Standards: Overview 1 Standard Envelope 44 Identity Requirements: Introduction 1 Premium Letterhead 45 Premium Envelope 46 Creative Requirements: Introduction 1 Creative Requirements: Letterhead and Envelopes 46 Identity Requirements: Trademark 2 Disclaimers 2 Identity Requirements: Name Badges 47 Formatting 4 Standard Badge 47 Proper Trademark Notations and Use 5 Large Badge 47 Identity Requirements: Reproduction of Mark 7 Creative Requirements: Name Badges 47 Logo Specifications 7 Identity Requirements: Specialty Items 48 Color Specifications 8 Creative Requirements: Specialty Items 48 Embossing Specifications 9 Proper Usage 10 Identity Requirements: Internet Standards 49 Identity Requirements: Advertising 12 Creative Requirements: Internet Standards 51 Logo Specifications 12 Identity Requirements: Growth Markets 53 Equal Housing Opportunity Slogan, Logo and Statement Specifications 12 Logo Specifications 53 Positioning Statement and Style Guidelines 13 Formatting 54 Style Guidelines 14 Reproduction 54 Creative Requirements: Typography 15 Proper Usage 55 Standard Letterhead 56 Creative Requirements: Color System 16 Standard Envelope 57 Creative Requirements: Placement of the Mark in Advertising 17 Standard Business Card Without Photo 58 MASTER FORMAT: Positioning and Type Specs 58 Creative Requirements: Personal Retriever® 19 Coldwell Banker Personal Retriever® 19 Creative Requirements: Growth Markets 58 About Coldwell Banker Growth Markets 58 Identity Requirements: Coldwell Banker Concierge® Service Program 20 Coldwell Banker Concierge® Service Program Color Specifications 20 Identity Requirements: Coldwell Banker Previews International® 59 Coldwell Banker Concierge® Service Program Graphic Treatment Specifications 20 Logo Specifications 59 Microsoft® Applications 60 Creative Requirements: Coldwell Banker Concierge® Service Program 21 Trademark Use 61 Coldwell Banker Concierge® Service Program Logo 21 Area of Non-Interference and Minimum Size 61 About the Coldwell Banker Concierge® Service Program Brand 22 Horizontal Building Signage 62 Creative Requirements: Advertising the Coldwell Banker Concierge® Service Program 23 Square Building Signage 63 Coldwell Banker Concierge® Service Program 23 Yard Signs 64 Identity Requirements: Personal Promotions 24 Sign Riders 66 Standard Letterhead Page 1 (CBPI Legal) 67 Creative Requirements: Personal Promotions 25 Standard Letterhead Page 2 68 Identity Requirements: Yard Signs 26 No. 10 Policy Envelope 69 Standard Signs 26 A7 Envelope 69 Standard for Company Usage: 1-Line DBA 27 Large Mailing Envelope – Open Ended 70 Standard for Company Usage: 2-Line DBA (Recommended) 27 Business Card (CBPI Legal) 70 Standard for Company Usage: 2-Line DBA (Alternate Size) 27 Creative Requirements: Coldwell Banker Previews International® 71 Standard for Company Usage: Less than 8 Characters DBA 28 Listing Publication Cover Design Guidelines 71 Standard for Sales Associates: 1-Line DBA 28 Large Format Specifications 72 Standard for Sales Associates: 2-Line DBA (Recommended) 29 Small Format Specifications 73 Standard for Sales Associates: 2-Line DBA (Alternate Size) 29 Print Advertising Design Guidelines 74 Standard for Sales Associates: Less than 8 Characters DBA 30 Advertising Layout Specifications (8” x 10.5”) 76 Sign Riders, Open House 30 Advertising Layout Specifications (16”x 10.5”) 77 Yard Stakes and Posts 31 Alternate Key Visual Advertising Usage Examples 78 Creative Requirements: Yard Signs 31 Improper Advertising Usage Examples 79 Collateral Usage Examples 80 Identity Requirements: Exterior Building Signs 32 Logo and Typography 81 Format 32 Color System 82 Channel Lettering 34 Identity Requirements: Coldwell Banker® Mortgage 83 Identity Requirements: Business Cards 36 Logo Specifications 83 Standard Logo Business Card Without Photo 36 Reproduction 84 MASTER FORMAT: Positioning and Type Specs 36 Standard Logo Business Card With Photo: 3 Lines 37 Creative Requirements: Coldwell Banker® Mortgage 84 Premium Logo Business Card Without Photo 38 About Coldwell Banker Mortgage 84 MASTER FORMAT: Positioning and Type Specs 38 Identity Requirements: Coldwell Banker® Home Loans 85 Premium Logo Business Card With Photo 39 Logo Specifications 85 MASTER FORMAT: Positioning and Type Specs 39 Reproduction 86 Standard Logo Team Business Card with Photo 40 Creative Requirements: Coldwell Banker® Home Loans 86 Back Side of Business Card 41 About Coldwell Banker Home Loans 86
  3. c o l d w e l l b a n k e r w o r k s . c o m Identity and Creative Standards: Overview The purpose of this guide is to provide you with standards for maintaining the integrity and consistency of the Coldwell Banker ® brand across all communications both legally and creatively. If a situation should arise that requires any departure from the standards in this guide, or you need further clarification on any subject, please contact your Regional Office at the following: n Northern: 1-877-373-3829 n Southern: 1-800-998-7044 n Western: 1-800-767-2488 Outside of the United States, contact the International Services Director at the Corporate Office. Identity Requirements: Introduction The Coldwell Banker service marks, trademarks and logo types are collectively called the “Coldwell Banker Marks” throughout this Manual. The Coldwell Banker Marks serve as the basic building blocks for universal acceptance and identification for a single international graphic identity. The most important element of the Coldwell Banker System, symbolic of our premier reputation and image, is the corporate mark (herein called the “Corporate Mark”, “Trademark” or the “Mark”). It and all other Coldwell Banker Marks in the United States are owned by TM Acquisitions Corp., a subsidiary of Realogy Corporation which, in turn, licenses these Trademarks to Coldwell Banker Real Estate LLC. Coldwell Banker Real Estate LLC owns all Trademark registrations in countries other than the United States. Each Franchisee is authorized to use the Coldwell Banker Marks pursuant to their Franchise Agreements. Franchisees who have not been licensed the rights to use the Coldwell Banker Commercial® Marks may not use them. Every company granted permission to use the Trademark is required to protect it by adhering to the standards and regulations delineated in this Manual. Care in protecting the Trademark and all of the Coldwell Banker Marks work to the benefit of everyone. Exact and correct use of the Trademark by Coldwell Banker Franchisees is crucial to maintain a powerful international graphic entity. This Identity and Graphic Standards Manual is part of the Policy and Procedures Manual. Also, Franchisees who executed their Franchise Agreements prior to January 1, 1999, and who executed the Commercial Addendum or a separate Coldwell Banker Commercial® Real Estate Franchise Agreement, should refer to the Commercial Identity Standards Manual for commercial brokerage applications. The standards throughout this Manual must be adhered to without variation. Forms for ordering materials from Preferred and Approved Suppliers have been provided in a separate Coldwell Banker SourceBook. You are encouraged to use these Preferred and Approved Suppliers for all your materials (including stationery, business cards, yard signs, telephone directory listings, etc.). They are familiar with the standards for using the Trademarks and will afford you optimum purchasing efficiencies. Creative Requirements: Introduction To reinforce the voice and image of the Coldwell Banker brand, creative guidelines have been provided for your reference. As you will find, these guidelines address the use of various creative elements such as color, typography, imagery and copy for both printed and digital materials. 1
  4. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Trademark The Corporate Mark is the primary Coldwell Banker ® Mark. It must be used exactly as indicated in this Identity Standards Manual. The Coldwell Banker Mark is authorized for use with your approved company tradename (called “your company tradename” or “DBA”) as described on building signs, yard signs, stationery, business cards, classified advertising, personal promotion literature and all other advertising materials and external communications. The Mark consists of a rectangular field with the words “Coldwell Banker” in white letters, in a custom-designed type style stacked on two lines and the Coldwell Banker “bug” design. Note: The Mark always appears in blue on signage and stationery. It is essential the correct color of blue be used. The color blue is always the same (PMS 280 or the appropriate CMYK match – 100% Cyan; 72% Magenta; 0% Yellow; 18% Black). The shape, or aspect ratio (the relationship of height to width) of the blue field is always the same. The size, spacing and placement of the words “Coldwell Banker” and the Coldwell Banker “bug” design are always in the same relationship within the blue field. The color, the aspect ratio of the Mark and the relationships within the Mark shall not be altered regardless of the application or the size of the Mark within the application. It is the uniqueness of each of these elements and the way they have been assembled into a unit that give the Coldwell Banker Corporate Mark its distinctive character. In virtually all applications a minimum of two grid units of white space surrounds the blue field of the Mark and shall always be maintained. The letters “CB” or the Coldwell Banker “bug” design shall never be used outside of the Mark, as the letters “CB” are the Trademark of another company. Advertising of any property or services, which is not within the definition of the Business, as that term is defined in the Franchise Agreement, is not permitted with the use of any of the Coldwell Banker Marks or the Coldwell Banker name. The advertising or general solicitation of certain kinds of commercial business is specifically prohibited. However, Franchisees who have been licensed the Coldwell Banker Commercial® Marks should refer to the Coldwell Banker Commercial Identity Standards Manual for further information. Disclaimers Minimum Required Disclaimers: Every piece of printed literature given directly to consumers (i.e., brochures, postcards, etc.), excluding stationery and classified ads, must contain the following legal disclaimer (set in approximately 6-point type using Scala Sans typeface): ©2008 Coldwell Banker Real Estate LLC. All Rights Reserved. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity . Each Office Is Independently Owned And Operated. The following illustrates other specific requirements: Stationery: For stationery and business cards, the following Minimum Required Disclaimer must be used: Each Office Is Independently Owned And Operated. NRT offices must substitute the disclaimer line: Owned And Operated By NRT LLC. Signage: For all signage, the following Minimum Required Disclaimer must be used: Each Office Is Independently Owned And Operated. NRT offices must substitute the disclaimer line: Owned And Operated By NRT LLC. NRT: Every piece of NRT printed literature, in North America must contain the following legal disclaimer (set in approximately 6-point Scala Sans typeface): ©2008 Coldwell Banker Real Estate LLC. All Rights Reserved. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity . Each Coldwell Banker [insert DBA] Office Is Owned And Operated by NRT LLC. Franchisees outside of the U.S. may omit “Equal Housing” and “Equal Opportunity” references, if appropriate. Printed Promotional Materials: If a piece such as a flyer, door hanger or postcard is to be distributed to consumers, precede the previously mentioned legal disclaimers with: If your property is listed with a real estate broker, please disregard. It is not our intention to solicit the offerings of other real estate brokers. We are happy to work with them and cooperate fully. 2
  5. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements (Canada): Trademark The Corporate Mark is the primary Coldwell Banker ® Mark. It must be used exactly as indicated in this Identity Standards Manual. The Coldwell Banker Mark is authorized for use with your approved company tradename (called “your company tradename” or “DBA”) as described on building signs, yard signs, stationery, business cards, classified advertising, personal promotion literature and all other advertising materials and external communications. The Mark consists of a rectangular field with the words “Coldwell Banker” in white letters, in a custom-designed type style stacked on two lines and the Coldwell Banker “bug” design. Note: The Mark always appears in blue on signage and stationery. It is essential the correct color of blue be used. The color blue is always the same (PMS 280 or the appropriate CMYK match – 100% Cyan; 72% Magenta; 0% Yellow; 18% Black). The shape, or aspect ratio (the relationship of height to width) of the blue field is always the same. The size, spacing and placement of the words “Coldwell Banker” and the Coldwell Banker “bug” design are always in the same relationship within the blue field. The color, the aspect ratio of the Mark and the relationships within the Mark shall not be altered regardless of the application or the size of the Mark within the application. It is the uniqueness of each of these elements and the way they have been assembled into a unit that give the Coldwell Banker Corporate Mark its distinctive character. In virtually all applications a minimum of two grid units of white space surrounds the blue field of the Mark and shall always be maintained. The letters “CB” or the Coldwell Banker “bug” design shall never be used outside of the Mark, as the letters “CB” are the Trademark of another company. Advertising of any property or services, which is not within the definition of the Business, as that term is defined in the Franchise Agreement, is not permitted with the use of any of the Coldwell Banker Marks or the Coldwell Banker name. The advertising or general solicitation of certain kinds of commercial business is specifically prohibited. However, Franchisees who have been licensed the Coldwell Banker Commercial® Marks should refer to the Coldwell Banker Commercial Identity Standards Manual for further information. Disclaimers Minimum Required Disclaimers: Every piece of printed literature given directly to consumers (i.e., brochures, postcards, etc.), excluding stationery and classified ads, must contain the following legal disclaimer (set in approximately 6-point type using Scala Sans typeface): ®, and ™ are trademarks licensed to Coldwell Banker Real Estate LLC. Each Office Is Independently Owned And Operated. The following illustrates other specific requirements: Stationery: For stationery and business cards, the following Minimum Required Disclaimer must be used: Each Office Is Independently Owned And Operated. Signage: For all signage, the following Minimum Required Disclaimer must be used: Each Office Is Independently Owned And Operated. Printed Promotional Materials: If a piece such as a flyer, door hanger or postcard is to be distributed to consumers, precede the previously mentioned legal disclaimers with: If your property is listed with a real estate broker, please disregard. It is not our intention to solicit the offerings of other real estate brokers. We are happy to work with them and cooperate fully. 3
  6. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Trademark Broadcast Communications: Every broadcast communication (i.e., radio and TV commercials, locally produced TV shows, etc.) used by affiliate offices must contain: n Coldwell Banker (Affiliate DBA Name). Each Office Is Independently Owned And Operated. Coldwell Banker ® is a registered trademark licensed to Coldwell Banker Real Estate LLC. n Coldwell Banker Concierge® Service Program Printed Materials: Every piece of printed literature, excluding stationery that is used in connection with the Coldwell Banker Concierge Service Program must contain the following legal disclaimer: Note: Disclaimer must be set in approximately 6-point type using Scala Sans typeface. Affiliate Disclaimer: If your property is listed with a real estate broker, please disregard. It is not our intention to solicit the offerings of other real estate brokers. We are happy to work and cooperate with them fully. ©(year) Coldwell Banker Real Estate LLC. ®, ™ and SM are registered trademarks licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity . Each Coldwell Banker Office Is Independently Owned And Operated. This program is available through participating Coldwell Banker offices and does not require the listing or purchase of real estate through a Coldwell Banker office as a condition of participation. This program is void where prohibited by law. A consumer purchase of a product or service mayresult in the seller or service provider paying a fee or commission to the Coldwell Banker Broker or Sales Associates who obtained the sale. Neither Coldwell Banker Real Estate LLC nor any of its Franchisees or other affiliated companies, including Realogy Corporation, provides any product or service in connection with the Coldwell Banker Concierge® Service Program. Not all products or services are available in all states. NRT Disclaimer: If your property is listed with a real estate broker, please disregard. It is not our intention to solicit the offerings of other real estate brokers. We are happy to work and cooperate with them fully. ©2007 Coldwell Banker Real Estate LLC. Coldwell Banker is a registered trademark licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity . Owned and Operated by NRT LLC. This program is available through participating Coldwell Banker offices and does not require the listing or purchase of real estate through a Coldwell Banker office as a condition of participation. This program is void where prohibited by law. A consumer purchase of a product or service may result in the seller or service provider paying a fee or commission to the Coldwell Banker Broker or Sales Associates who obtained the sale. Neither Coldwell Banker Real Estate LLC nor any of its Franchisees or other affiliated companies, including Realogy Corporation, provides any product or service in connection with the Coldwell Banker Concierge® Service Program. Not all products or services are available in all states. Formatting Trademark Use with Your Company Tradename: The Coldwell Banker Trademark is never to be used alone without your company tradename. Your company tradename should be centered directly under the logo with a rule underneath as shown.Your company tradename or “doing business as” name (often referred to as a “DBA”) is always typeset in Berkeley Oldstyle Bold in all caps. Times New Roman Bold may be substituted if Berkeley Oldstyle Bold is not available. The length of each line cannot exceed the width of the logo, and the complete company tradename cannot be more than three lines.Many common items such as stationery, yard signs and personal promotion literature can only be purchased with company-specific, imprinted information. Certain other items such as postcards, mailers or ad shells must be self-imprinted by the user. When utilizing brochures or preprinted presentation materials that offer a die cut feature for insertion of a business card, you must avail yourself of this feature to ensure that your company tradename is displayed in the document. Your company tradename or DBA must be pre-approved by Coldwell Banker Real Estate LLC, should provide clear identity and should never cause confusion with other offices or firms, or imply national scope. For example: n National Real Estate, Colorado Realty or United States Real Estate Associates would be inappropriate and confusing when used as your company tradename along with the Coldwell Banker Trademark. n Depending on the item, the full or Minimum Required Disclaimer line must always appear in upper and lower case Helvetica Regular type style each time your company tradename appears in conjunction with the Coldwell Banker name or the Corporate Mark. n Outside of the United States it is suggested that your company tradename or DBA should always include the words “Real Estate” or “Realty.” For exterior building signs a 60/40 format is authorized. The top 60% contains the Coldwell Banker name in white reversed out of a blue field, and the bottom 40% contains your company tradename in white upper case Berkeley Oldstyle Black letters custom cut out of a blue field and centered under the Mark in one, two or three lines. The point size of the letters in your company tradename are to be no higher than 60% of the height of the letters in the Coldwell Banker name, except for one-word names that are less than eight characters, whereby a maximum of 70% is allowed. The Minimum Required Disclaimer is in black, upper and lower case Helvetica centered under the lower blue field. This format is to be used only on outside building signs, and must always be maintained in that application. For all other applications a 50/50 format must be maintained. The top half contains the Coldwell Banker logo in PMS 280 and the Coldwell Banker “bug” design in white as illustrated. The bottom half contains your company tradename in black upper case Berkeley Oldstyle Bold letters with a ruled black line (the width of the blue field in the logo) underneath. The letters in your company tradename or DBA can be equal to, but not greater than, the point size of the letters in the Coldwell Banker name whenever possible. The Minimum Required Disclaimer must be printed in black, upper and lower case Helvetica. 4
  7. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Trademark No slogans, symbols, marks or words other than your company tradename or DBA (except a phone number or photograph on yard signs) are permitted within these prescribed formats. The use of the Coldwell Banker ® name or Mark is not permitted on checks or purchase orders without the Minimum Required Disclaimer. The 50/50 format must be maintained. To present a consistent and unified image for our company, we have provided guidelines to follow when using the Coldwell Banker name in body copy intended for external use. The Coldwell Banker Trademark must be set in all caps or boldface when used as an adjective to modify a noun. Do not use ALL CAPS or boldface when referring to Coldwell Banker Real Estate LLC, or in combination with your name or DBA (Coldwell Banker Smith & Smith Realty). The following examples demonstrate the correct use of our name in copy: n Our impressive reputation makes the COLDWELL BANKER® brand a premier real estate system. n Our impressive reputation makes the Coldwell Banker ® brand a premier real estate system. n The Coldwell Banker ® System has 100 years of experience and expertise. n Coldwell Banker Smith & Smith Realty has highly trained Sales Associates. n Coldwell Banker Real Estate LLC maintains its international headquarters in Parsippany, New Jersey. n When referencing coldwellbanker.com, it must always appear in lower case bold with no spaces n The Coldwell Banker name can never be abbreviated or pluralized in any way, shape or form. Proper Trademark Notations and Use Many of the products, services and programs offered by Coldwell Banker companies are identified by our Trademarks. When a Trademark identifies a program, the appropriate symbol should be used immediately after the program’s name or design. Listed below are instructions for using different Trademarks, as well as the appropriate symbol for each: Trademark: Any word, name, design, device or any combination thereof, adopted and used by the manufacturer or merchant to identify its goods and distinguish them from those manufactured or sold by others. Any Trademark that is not registered should be followed by the TM symbol. Registered Trademark: This is a Trademark that has become the subject of a United States Patent and Trademark Office registration. These are the only Trademarks that can be followed by the ® symbol. Service Mark: Any word, name, design, device or any combination thereof, adopted and used in the sale or advertising of services provided by a business to identify its services and distinguish them from those of others. Any service mark that is not registered should be followed by the SM symbol. Registered Service Mark: This is a service mark that has become the subject of a United States Patent and Trademark Office registration. These are the only service marks that can be followed by the ® symbol. Copyright: The exclusive right granted by the United States government to the author or other owner of a work, investing the author or other owner for a specific period of time with the sole and exclusive privilege of publishing or distributing that work. Among the most common items subject to copyright in the business world are video, audio and written advertising and promotional materials, individual graphic designs, photographs, brochures, bulletins and flyers, manuals, books and computer software. The © symbol is used for copyrighted materials. Use of the Coldwell Banker Registered Mark: If the Coldwell Banker Mark is used in the headline of a piece, the registered symbol ® must be used the first time the name appears. The registered symbol should also be used the first time Coldwell Banker appears in the subhead or the body copy of that piece. The maximum number of times the registered symbol should appear next to Coldwell Banker on a given page is two. n If Coldwell Banker is not used in the headline, the registered symbol must be used the first time Coldwell Banker appears in the subhead and next to the first mention in body copy on the page. n If Coldwell Banker is not used in the headline or subhead, the registered symbol only needs to appear next to Coldwell Banker the first time it is mentioned in the body copy of a page. This is the only situation when two Coldwell Banker registered marks are not necessary. 5
  8. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Trademark Do not use the registered symbol when using your company tradename or DBA (i.e., Coldwell Banker Smith and Smith Realty) or Coldwell Banker Real Estate LLC. If a printed piece is longer than one page, the Coldwell Banker ® registered symbol must be inserted according to the above guidelines on every page of that piece. The following lists show the proper Trademark use for all Coldwell Banker programs, materials and theme lines: Buyer Services Programs and Materials: n Coldwell Banker ® HomeBuyer Guidebook (® only if 1st mention of Coldwell Banker on that page) n Coldwell Banker ® HomeBuyer Appreciation Program (® only if 1st mention of Coldwell Banker on that page) n Coldwell Banker ® Home Protection Plan (® only if 1st mention of Coldwell Banker on that page) Electronic Programs: n Coldwell Banker Works n coldwellbanker.com (Note: Never shorten coldwellbanker.com to CB.com) n coldwellbankerpreviews.com n Personal Retriever ® n Coldwell Banker LeadRouterSM Growth Markets Programs: n Coldwell Banker ® New Homes n Coldwell Banker ® Vacation Homes n Coldwell Banker ® Military Markets n Coldwell Banker ® Farms and Ranches Local Theme Promotions: n Celebrate America with Coldwell Banker ® n Be Fire Safe! Educational Programs: n Coldwell Banker University® n FastStart™ Other Programs and Materials: n Coldwell Banker Concierge® Service Program n Coldwell Banker Previews International® n Previews® International Property Specialist n CHMS (Certified Home Marketing Specialist) n CNS (Certified Negotiation Specialist) n CEMS (Certified e-Marketing Specialist) Failure to use a service mark in the correct manner may lead to the loss of its status as a protected mark. If you use the same mark more than once in a promotional piece, you need to use the appropriate symbol only at the first mention, on each page, except as noted in this guide. Please note that the ® symbol should only be used for registered marks, and then only for those goods or services for which the mark is registered. 6
  9. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Reproduction of the Mark Logo Specifications The Coldwell Banker ® logo shall always be reproduced photographically from a high-quality, reproduction proof designed for that purpose. It shall never be drawn freehand. Downloadable versions of approved Coldwell Banker logos can be accessed at coldwellbankerworks.com. For large-scale reproductions of the Coldwell Banker logo (such as office building signs), strict adherence to proportionally sized enlargements is required. The blue field must maintain a 1.0 to 2.3928 ratio of height to width. The scaling grid below provides the correct space relationships for all elements of the Mark. This scaling grid should be used as a guide for scaling the Mark up or down in size and for verifying the correctness of reproductions. In general, a minimum of two (2) grid units of space or air shall be maintained around all four sides of the Mark except when specifically noted otherwise in this Identity Standards Manual. When the Mark is used against a tinted background, a margin of white space (a minimum of two grid units) is required around all four sides. No copy or graphic element shall be contained within this space. Aspect Ratio 1.0 to 2.3928 (28 grid units to 67 grid units). A correct Mark is 28 grid units in height and 67 grid units in width. 28 The correctness of the aspect ratio may be verified by measuring the Grid height of the field and multiplying it by 2.3928. The result should Units equal the width. Letter height is 7 grid units, except the K, which is 8.5 grid units. All measurements are in grid units. 67 The Scaling Grid provides the correct size and spacing relationships for all elements of the Mark. Note: These displays are for demonstration only. The scaling grid should never be reproduced as part of the Mark. 7 8-1/2 7 7
  10. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Reproduction of the Mark Color Specifications It is always preferable to show the Coldwell Banker ® Mark in blue, and always in the correct shade of blue. For Coldwell Banker Blue, generally PANTONE®* or PMS 280 will be specified. Four-Color Process Printing: When specifying four-color printed work (i.e., advertising or brochures, etc.), it may be desirable, for cost reasons, to use standard CMYK process colors rather than a matched Coldwell Banker Blue for the Mark. When printing on enamel or uncoated/coated paper stocks, Coldwell Banker Blue can be approximated by specifying 100% Cyan; 72% Magenta; 0% Yellow; and 18% black. The Coldwell Banker Blue color shall always be matched as closely as possible. When specifying Coldwell Banker Blue for applications other than print, an acceptable match may be obtained by following these specifications when ordering: Paint: Specify that paint be mixed to match PANTONE or PMS 280 precisely. Plastic Signage: Specify Lexan with 3M®** #3630-8544, vinyl applied, second surface. 3M® Film: Specify 3M film #3630-8544 for production of building signs that are externally illuminated, as well as signs that are illuminated from the inside. On a very limited basis, when the use of the color gold is permitted (specialty items, the Chairman’s Circle logo, etc.) specify PANTONE 8640 or gold foil. For the Coldwell Banker Concierge® Mark, specify PANTONE 874 or 1255. In those applications where rules (i.e., flying borders) are a part of the format, they shall appear in the color in which the Mark appears. Specialty Items Printing: When printing on fabric, leather or vinyl products, the words “Coldwell Banker” should be in white against a printed Coldwell Banker Blue or black background, or the words in gold against a blue background. The words in blue against a blue background are permitted, but not recommended. When manufacturing Awards and Recognition Products or Promotional items***, the words “Coldwell Banker” may be printed in white letters against a blue or clear glass background, gold against a black or gold background, clear glass against a white background, black against a gold background or blue against a gold background. It is not necessary to include the black rule and minimum required disclaimer on these types of items. The correct color for the Coldwell Banker Mark is PMS 280 or the appropriate CMYK match – 100% Cyan; 72% Magenta; 0% Yellow; and 18% Black. Note: The color blue shown on this page and throughout this guide is not intended to match the PANTONE Color Standard. Note: For the PANTONE Color Standard, refer to the current editions of the PANTONE Color Publications. *PANTONE® is a registered Trademark of PANTONE, Inc. **3M® is a registered Trademark of Minnesota Mining and Manufacturing Company. ***When manufacturing specialty items printed on paper products, the Corporate Mark should always be in the correct color blue, PMS 280. 8
  11. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Reproduction of the Mark Embossing Specifications The Coldwell Banker ® Mark also may be reproduced through a printing process known as embossing, where the words “Coldwell Banker” are raised in relief from the surface of the paper or fabric. Two types of embossed Marks are acceptable. The first has the words “Coldwell Banker” in raised relief letters against a printed field which defines the background of the Mark (illustration #1). The second has the words “Coldwell Banker” in raised relief letters against the field, using an embossed frame to define the field of the Mark. The lines that make up the frame are one grid unit in width. No ink is used. This is called a Blind Emboss (Illustration #2). In either instance, the words “Coldwell Banker” are raised from the surface of the paper or fabric. When the background field is printed in Coldwell Banker Blue, a one-level die is used. When embossing is blind, a two-level die is used with the frame being raised from the paper’s surface, but one half the depth or distance as that of the words “Coldwell Banker” (Illustration #3). Illustration #1 Illustration #2 28 Grid Units 1 Grid Unit 67 The Mark shall be reproduced photographically in making the embossing dies. The size of the words “Coldwell Banker,” their placement and the spacing in relationship to the background field or the frame that defines the field shall be consistent with all Mark specifications. The aspect ratio (height to width) of the blue field to the outside of the frame shall be 1.0 to 2.3928. The size of the embossed Mark shall be sufficient to enable the embossing to be crisp and sharp and the words legible. The prescribed space (generally two grid units) shall be maintained around all four sides of the Mark whether or not the field is printed in color or is defined by an embossed frame. When embossing the Mark, the words “Coldwell Banker” and the “Coldwell Banker” Coldwell Banker “bug” design element are always in raised relief Letters Raised Frame against the background. Illustration #1 depicts raised embossed Level 2 Level 1 letters against a printed Coldwell Banker Blue field. Illustration #2 depicts a “Blind Embossed” Mark with raised letters against a white field. The embossed frame, which defines the field, is in raised relief, one half the height of the raised letters and one (1) grid unit The above illustrates a cross-section view of a two-level “blind” in width (illustration #3). embossing die for reproduction of the Coldwell Banker Mark. 9
  12. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Reproduction of the Mark Proper Usage By adhering to the proper usage, you will project a consistent image of the Coldwell Banker ® Mark, building our brand and a higher level of awareness that will bring more customers through your door. Specifically: n The Mark should be 100% PMS 280 blue or black for the background with the letters in white, not textured, highlighted, shaded or in some color or effect n The Mark should be white type knocked out of PMS 280 blue or black n Never stretch or condense the Mark. The width should equal 2.3928 times the height n The Mark should be no smaller than 1” in width n The Mark should not be cropped. There should be more “blue field” below the characters than above them n Do not decorate the Mark n The Mark should not be placed on an angle n Copy should not be superimposed over the Mark n Do not use any other copy within the Mark n The Coldwell Banker “bug” design must be contained in the approved Mark n Your company tradename or DBA must be placed directly under the Mark, centered and not extended past either edge of the blue field n Your name or DBA should be set in all caps in Berkeley Oldstyle Bold or Times New Roman Bold typeface. Your name or DBA and the Minimum Required Disclaimer should not exceed the width of the Mark n Your company tradename or DBA is the only copy permitted directly under the Mark and no copy may appear directly over the Mark except the tagline n Do not use the Coldwell Banker custom typeface for any words other than “Coldwell Banker” n The tagline must appear with the Trademark n The tagline must be aligned with the edge of the mark, centered and above n The tagline must be accompanied by the symbol SM. The tagline should always be in black or white type, unless it is being used in a video/broadcast medium. For video/broadcast use, the approved color is grey. The color values for producing the correct color grey are as follows: R=51, G=51, B=51. n Use a white rule when putting the Mark against a colored or textured background. Always maintain the specified margin (2 grid units) of space around all sides of the Mark 10
  13. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Reproduction of the Mark n When the Mark is used on a piece of advertising such as a print ad, billboard, postcard, flyer, or brochure, it is not necessary to include the black rule or the minimum disclaimer beneath the company name or DBA n However, all of the advertising materials listed above must include the following complete legal disclaimer set in 6-point type using the Scala Sans typeface: Affiliate Disclaimer: ©2008 Coldwell Banker Real Estate LLC. All Rights Reserved. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity . Each Office Is Independently Owned And Operated. NRT Disclaimer: ©2008 Coldwell Banker Real Estate LLC. All Rights Reserved. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity . Each Coldwell Banker [insert DBA] Office Is Owned And Operated by NRT LLC. n Always maintain 10 grid units of space between the mark/tagline and any other text or image. n Your company tradename must be preceded by “Coldwell Banker” Call Coldwell Banker Smith & Smith Realty at (000) 123-4567 n The Coldwell Banker custom typeface should not be used in headlines or body copy WRONG CORRECT SEE THESE 40 Coldwell Banker ® OPEN HOUSES n Do not use the Coldwell Banker Mark as a copy element 11
  14. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Advertising Logo Specifications It is easy to make sure you are using the Coldwell Banker® brand identity to your best advantage. The Mark should be produced according to the specifications listed below on all advertising materials (print ads, billboards, flyers, brochures, postcards): The Coldwell Banker Mark NRT or Affiliate DBA When advertising or communicating with the public, usage of the Mark must meet the following requirements: 1. All logo formats in this identity section must be used as they are shown. No logo may be less than 5/8” wide. 2. The Mark should be reproduced for external use in only Coldwell Banker blue (100% PMS 280). If this is not possible, the entire Mark should be reproduced in black with white knocked out type. 3. Use a white rule when putting the Mark against a colored or textured background. Always maintain the specified margin (2 grid units) of space around all sides of the Mark. 4. The Mark should always appear in the bottom right-hand corner of a printed piece or ad. 5. When advertising or communicating with the public, the following legal disclaimer must be included. Affiliate Disclaimer: ©2008 Coldwell Banker Real Estate LLC. All Rights Reserved. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity . Each Office Is Independently Owned And Operated. NRT Disclaimer: ©2008 Coldwell Banker Real Estate LLC. All Rights Reserved. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity . Each Coldwell Banker [insert DBA] Office Is Owned And Operated by NRT LLC. 6. If a piece such as a flyer, door hanger or postcard is to be distributed directly to a consumer, precede the previously stated legal disclaimer with the follow- ing: If your property is listed with a real estate broker, please disregard. It is not our intention to solicit the offerings of other real estate brokers. We are happy to work with them and cooperate fully. Equal Housing Opportunity Slogan, Logo and Statement Specifications Please note that all advertising for the sale, rental or financing of residential real estate should contain the Equal Housing slogan, logo or statement.** These indicate to the public that the property is available to anyone, regardless of race, color, religion, sex, familial status, handicap or national origin. To convey a clear message of Equal Housing Opportunity and to ensure compliance with the law, the slogan, logo or statement must be included in all advertising and marketing materials, brochures, billboards, etc. The slogan, logo or statement should also be used in all materials promoting and announcing the achievements of an individual Sales Associate or Coldwell Banker office. Slogan: Equal Housing Opportunity. The slogan is used in ads under four column inches. The slogan may never be abbreviated to EHO. Ads under four column inches are not required to use the slogan if they are grouped with other ads under a Publisher’s notice, as in the classified section of your newspaper. This also applies for use in Buyer’s Guides. Logo: House Symbol The logo consists of the symbol and the slogan. The symbol may not be used alone. The logo is used in ads of four column inches or more. The logo should be clearly visible and legible. When other logos are used in display ads, federal regulations suggest that the Equal Housing Opportunity logo be of a size at least equal to the largest of the other logos. Federal Regulations: Regulations suggest the following guidelines for including the logo in ads of four column inches or more: Size of Ad Size of Logo 1/2 page or larger 2” x 2” 1/8 page to 1/2 page 1” x 1” 4 column inches to 1/8 page .5” x .5” The full Equal Housing Opportunity statement should read as follows: An Equal Opportunity Company . Equal Housing Opportunity. **Franchisees outside of the U.S. are not required to use the slogan or logo. 12
  15. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Advertising Positioning Statement and Style Guidelines Refer to the statement below when creating advertising materials. Our goal is to convey a uniform brand image by conveying this philosophy in all of our com- munications. Always the New Way: Coldwell Banker® is the oldest national real estate organization in the United States, and the first to introduce a number of innovative online tools. So it makes sense that Coldwell Banker would be the first to recognize that a new breed of home buyers and sellers wants to be empowered and is therefore pioneering a “New Way” that blends innovation and tradition. Coldwell Banker offers the most sophisticated, user-friendly online tools, and when you’re ready for real world, local expertise, their network of top brokers and Sales Associates are ready to fully support you. It’s the New Way from a company that’s been innovating for more than 100 years. Style Guidelines: One word or two? Coldwell Banker ascribes to guidelines outlined in Elements of Style and the industry-specific usage below to determine whether two words become one, are hyphenated or remain two separate words: n HomeBuyer when describing Coldwell Banker Buyer Services products or elements (i.e., HomeBuyer Guidebook). n Home buyer n Home seller n Homeowner n Homeownership n Downpayment Sell a house, buy a home: Example headlines: Thinking of selling your house? Thinking of buying a home? Sales Associates or Agents: We prefer to use the words Sales Associates, not agents. However, in Canada, the term Sales Representative is more appropriate. The words “Sales Associates” or “Sales Representatives” should always be in initial caps. Open House: The words “Open House” should always be in initial caps. Correct Style for REALTOR®: The following guidelines have been established by the NAR. For more information, please see the NAR Membership Marks Manual. The ® symbol should always follow the word “REALTOR or REALTORS” when used in the name of a company, such as Golden State, REALTORS.® A comma should always precede these words in a company name. A real estate company can use these marks in its name only if it is a member of NAR and subscribes to its Code of Ethics. If REALTOR is used in ad copy, the ® symbol should be used when REALTOR follows a person’s name. According to AP style, a ® should not be used after REALTOR when it follows a person’s name in body copy. In all usages, the first letter “R” of REALTOR is uppercase. This upper/lowercase style is preferred by Coldwell Banker Real Estate LLC. However, if the ® symbol is not available in your software, use the all-capital form, REALTOR. When the terms REALTOR, REALTORS and REALTOR-Associate are used in pamphlets, newsletters or other written text, the ® symbol should be used in connec- tion with each appearance, to the extent it is practical. The following definition should appear at the bottom of the page on which the term REALTOR or REALTORS, as the case might be, is first used: REALTOR is a federally registered collective membership mark that identifies a real estate professional who is a member of the National Association of REALTORS and subscribes to its strict Code of Ethics. The National Association of REALTORS is the owner of the registered trademarks, REALTOR® and REALTORS®, respectively. 13
  16. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Advertising Other Guidelines: n Use the terms Realtor or Realtors in connection with, rather than as part of, your firm name. It’s “John Doe, Inc., Realtor,” not “John Doe, Realtor, Inc.” n Punctuation should be used to separate your firm name from the words “Realtor” or “Realtors,” even when they appear on separate lines: For example: John Jones and Company, Realtor n Use nonmember, instead of non-Realtor, when referring to a real estate broker who is not a member of NAR n When speaking of more than one member, use Realtors n Avoid possessives whenever possible. But if you can’t, use Realtor’s (singular possessive) or Realtors’ (plural possessive) n While Realtor-Associate® is acceptable, it is unacceptable to combine the term “Realtor” or the registered mark with other terms. It is also unacceptable to hyphenate (Real-tor), abbreviate (Rltr) or expand (Realtorific) n Do not use descriptive words to modify the term, such as Professional Realtor, Commercial Realtor or Twin Cities Realtor Style Guidelines To present a consistent and unified image for the Coldwell Banker ® System, we provided guidelines to follow when using the Coldwell Banker name in body copy. The following examples demonstrate the correct use of the brand name in the body copy: Never use the possessive form of Coldwell Banker (i.e., Coldwell Banker’s). The Coldwell Banker name must always be set in all caps or boldface when you are referring to the brand, or when you do not use your DBA. Below is an example demonstrating the correct use of the franchisor’s name is body copy: n Consumers turn to affiliates of Coldwell Banker Real Estate LLC to make buying or selling a home simple n Our impressive reputation makes the COLDWELL BANKER® System a premier real estate brand n Our impressive reputation makes the Coldwell Banker ® System a premier real estate brand When you use Coldwell Banker with your company tradename, do not place any punctuation between Coldwell Banker and the name/market, and do not cap or boldface the “Coldwell Banker” name. The following example demonstrates the proper use of Coldwell Banker with a company tradename: n Coldwell Banker Smith & Smith Realty has highly trained Sales Associates When referring to coldwellbanker.com, it must always appear in lowercase and bold with no spaces, as demonstrated in the following example: n A premier real estate Web site, coldwellbanker.com, lets you search for a home 24 hours a day 14
  17. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Typography Typography Specifications Typefaces, like companies, have personalities. The Scala Sans, Berkeley and the Helvetica Condensed fonts have been selected to communicate the personality and distinct attributes of the Coldwell Banker® brand for all printed and broadcast materials. Scala Sans Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 This typeface should be used for all text and legal disclaimers in printed advertising materials (print ads, flyers, brochures, billboards, postcards). This typeface should also be used in all broadcast advertising and communications (television commercials, videos, home shows). If the Scala Sans typeface is not available, Arial is an acceptable, approved alternative. Berkeley Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 This typeface should be used on printed stationery, business cards and name badges. If the Berkeley typeface is not available, Times New Roman is an accept- able, approved alternative. Helvetica Condensed Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Helvetica Condensed should be used for the legal disclaimers on stationery, business cards, building signs, yard signs and all other non-advertising materials. 15
  18. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Color System Color System: Color is perhaps the strongest visual identity tool. It can support and build upon the brand’s positioning and personality. The Coldwell Banker ® color palette consists of Coldwell Banker Blue, Coldwell Banker Gray and Coldwell Banker Gold. The palette is focused and has been created to build recognition and memorability in a variety of applications. Coldwell Banker Blue signifies quality and class that is synonymous with the brand. Coldwell Banker Gray represents strength while adding a level of sophistication. Coldwell Banker Gold is an insightful color that illuminates the brand and honors the rich heritage that has been built over decades. PANTONE® Color System* PRIMARY SECONDARY TERTIARY PMS 280 C† PMS 536 C† PMS 1255 C† NOTE: Colors are representative of a coated stock. When using uncoated stocks, matching uncoated colors should always be selected. 4/C Process PRIMARY SECONDARY TERTIARY C: 100 C: 0 C: 0 M: 72 M: 0 M: 27 Y: 0 Y: 0 Y: 100 K: 18 K: 30 K: 34 As presented, the Coldwell Banker color palette consists of three colors – Coldwell Banker Blue, Coldwell Banker Gray and Coldwell Banker Gold. While these are the only colors that can be used, they may appear in various shades or gradations in printed materials. The following illustrates the gradation of each color. PANTONE® Color System* PRIMARY † SECONDARY † TERTIARY † 100% –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– 50% –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– 0% –––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– Please note only solid colors may be used in digital applications. *PANTONE® is a registered Trademark of PANTONE, Inc. † PMS swatches are shown in their 4/C process equivalent. Please refer to a PANTONE Matching System book for actual color. 16
  19. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Placement of the Mark in Advertising Signature Placement: Consistent placement of the Coldwell Banker ® signature will enhance the brand. As such, always place the Coldwell Banker signature in the bottom right corner of printed materials for consistency and recognition. In addition to placement, the signature must remain consistent in its appearance. As such, it may never be altered in shape, size and spacing in relation to other elements. 17
  20. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Placement of the Mark in Advertising coldwellbankersmithandsmith.com From Virtual to Reality: The Open House Event Search for homes online. Come to our Open House Event. Search online at www.coldwellbankersmithandsmith.com for listings of all of our homes in [Huntington] and other areas. Then come shop in person at our Open House Event. No appointment is necessary. Bring a friend or bring your family. Let us help you find your next home. Don’t miss your chance to see our featured homes in Huntington. March 6–18 Name/Office Street Address City, ST Zip Code Phone email SMITH & SMITH Web Address ASSOCIATES ©2008 Coldwell Banker Real Estate LLC. All Rights Reserved. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity . Each Office Is Independently Owned And Operated. 18
  21. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Personal Retriever® Coldwell Banker Personal Retriever® To heighten awareness of the Coldwell Banker ® brand in a fun and memorable manner, the image of “Russell”, the Coldwell Banker Personal Retriever ®, may be used in both printed and digital media. When using the image of “Russell”, the following guidelines must be adhered to: n The image cannot be enhanced or altered in any shape or form n The image cannot be combined or integrated with the Coldwell Banker Signature n The image can only appear once on each printed or digital “page” n The use or representation of other dogs in lieu of “Russell” is prohibited Note: Images can be downloaded on coldwellbankerworks.com. 19
  22. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Coldwell Banker Concierge® Service Program Coldwell Banker Concierge® Service Program Color Specifications It is always preferable to show the mark in color, as it was designed to be used in a two-color format. “Coldwell Banker®” should always be printed in PANTONE ®* 280. Where possible, “Concierge” and the ® symbol should be printed in PANTONE 874 Metallic. When metallic ink is not available, use PANTONE 1255. Four-Color Process Printing: When printing in a four-color process, based on the standard CMYK process colors, PANTONE 280 blue can be approximated by specifying 100% Cyan; 72% Magenta; 0% Yellow; and 18% black. PANTONE 1255 bronze can be approximated by specifying 0% Cyan; 27% Magenta; 100% Yellow; and 34% Black. Paint: Specify that paint be mixed to match PANTONE 280 blue and PANTONE 1255 bronze precisely. One-Color Printing: When printing in one-color, for print media or internal documents, the logo can be printed in 100% black. Shooting Art: The logo art on this page is camera-ready. If you require a different size, have your publication or printer reduce or enlarge the mark. Whenever possible, use a two-color format printed in PANTONE 280 for “Coldwell Banker” and PANTONE 874 for “Concierge®.” Note: Two-color process: PANTONE 874 Metallic or PANTONE 1255. PANTONE 280 PANTONE 280 Process Black PANTONE 1255 Coldwell Banker Concierge Service Program Graphic Treatment Specifications The Coldwell Banker Concierge Service Program graphic treatment must be used exactly as indicated in these guidelines. It is the uniqueness of each element, and the way it has been assembled into a unit, that gives the treatment its distinctive character. The correct Coldwell Banker Concierge Service Program graphic treatment consists of “Coldwell Banker” in blue, with the word “Concierge” and the ® in bronze. Each element is positioned within a white rectangular box, angled at 10°, with a bronze border and a black drop shadow. The relationship of height to width of the graphic treatment is always the same. The size, spacing and placement of “Coldwell Banker ” and “Concierge” within the border are always the same. The colors and relationships shall not be altered regardless of the application or the size of the treatment within the application. Reproduction: The Coldwell Banker Concierge Service Program graphic treatment shall always be reproduced photographically from a high-quality, reproduction proof, an approved computer disk or film designed for that purpose. It shall never be drawn freehand or recreated via any computer graphics programs. Do not reverse the treatment out of a colored background. Size: To protect visual clarity, the treatment should never be reproduced smaller than 1.25” in width. *PANTONE® is a registered Trademark of PANTONE, Inc. 20
  23. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Coldwell Banker Concierge® Service Program Coldwell Banker Concierge® Service Program Logo The Coldwell Banker Concierge Service Program logo is the single most important statement that Coldwell Banker Concierge Service Program makes to consumers, vendors and agents. It is the signature, the official stamp, and the face of the program. It also allows for the latest identification of the Coldwell Banker Concierge Service Program. For these reasons, it is imperative that the logo be treated with care and respect. The following are graphic guidelines for the application of the Coldwell Banker Concierge Service Program logo. This includes instructions on correct usage of the logo, name usage, color system and typography. These elements are critical to the Coldwell Banker Concierge program identity. Therefore, correct and consistent applications are essential. Conversely, inconsistent use jeopardizes our legal right to exclusive use of the Trademark. The Coldwell Banker Concierge Service Program Name Usage: When referring to the Coldwell Banker Concierge Service Program in written text, the service must always be titled “Coldwell Banker Concierge® Service Program.” Shortened versions are not acceptable. Correct usage in text is, Coldwell Banker Concierge® Service Program, for the first time mentioned on each page of the document. All subsequent uses in the same document should reflect “Coldwell Banker Concierge” as bolded and “Service Program” as unbolded. The Coldwell Banker Concierge Service Program Color System: The colors of the Coldwell Banker Concierge Service Program are blue and gold. The blue matches the Coldwell Banker ® Trademark while the gold symbolizes a high standard of quality and service. There may be some instances it is recommended that light blue and black be used to compliment the primary palette. To guide the use of colors, please adhere to these simple rules: PANTONE® Color System* PRIMARY SECONDARY TERTIARY PMS 280 C† PMS 536 C† PMS 1255 C† NOTE: Colors are representative of a coated stock. When using uncoated stocks, matching uncoated colors should always be selected. 4/C Process PRIMARY SECONDARY TERTIARY C: 100 C: 0 C: 0 M: 72 M: 0 M: 27 Y: 0 Y: 0 Y: 100 K: 18 K: 30 K: 34 The Coldwell Banker Concierge Service Program Typography: Visual continuity for identity requires consistent typography. For the Coldwell Banker Concierge Service Program Helvetica Neue has been selected for its simple, understated elegance and ease of reproduction. Use of any typeface in the Helvetica Neue family is acceptable, however, the following typefaces and uses are recommended. Helvetica Neue Medium Condensed To be used only for headlines Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Helvetica Neue Roman To be used for main body text, DBA, company address, and legal copy. Be sure white, or knocked out type is legible and clear Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 *PANTONE® is a registered Trademark of PANTONE, Inc. † PMS swatches are shown in their 4/C process equivalent. Please refer to a PANTONE Matching System book for actual color. 21
  24. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Coldwell Banker Concierge® Service Program About the Coldwell Banker Concierge® Service Program Brand Similar to the Coldwell Banker brand, the Coldwell Banker Concierge Service Program stands for service excellence. To gain a deeper understanding of the program, the following depicts the essence of Coldwell Banker Concierge. Personality Attributes: n Service n Hand-holding n “It just happens” n There when you need it n The invisible hand of real estate n True blue n Gatekeepers of information (keeper of the keys) n All the answers n Someone you go to when you need something done n The personal assistant of the Sales Associate n Complete the buying/selling continuum Style Attributes: n Up-market appearance (like Coldwell Banker) n Classy, elegant, understated n Simple n Clean Emotional Appeal: n Peace of mind n Ease n Accessibility 22
  25. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Advertising the Coldwell Banker Concierge® Service Program Coldwell Banker Concierge® Service Program Logo Like the Coldwell Banker Concierge ® Service Program logo, the Coldwell Banker Concierge Service Helping Hands image represents the unparalleled customer service that providers of the Coldwell Banker Concierge Service Program supply. There are a wide variety of images available for use across a number of applications. All are available on Coldwell Banker Works, but here are some simple rules to help guide the use of these images. Guidelines: Do not color correct, crop or change the proportions of the images – only scale proportionally to fit. Do not use the image if the image will not reproduce correctly due to size or printing. Only use hi-resolution, 300 DPI photo for use in print applications. Messaging: All Coldwell Banker Concierge Service Program advertising, no matter how small, Secondary Advertisement: should always adequately represent the program attributes. To this end Coldwell Banker Real Estate LLC has developed message text that can be used in conjunction with approved imagery, or on its own, to create localized campaigns. Approved Headlines for Primary Images: n “These are the hands of a painter, a plumber, a carpenter and the cable man” n “These are the hands of an electrician, a babysitter, a landscaper and the garbage man” n “These are the hands of a chimney sweep, a maid, a handyman and the post office” Approved Body Copy: From cable to contractors, redecorating to renovating, Coldwell Banker Concierge Service Program is the extra set of hands you need to make your house a home. Whether you are new to the area, getting ready to sell or just need a hand, an experienced Coldwell Banker Concierge Service Program provider can help you locate local home service professionals who are licensed, insured and trusted. Now isn’t that handy? 23
  26. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Personal Promotions The Coldwell Banker ® image is a powerful and positive one, and it can be a vital ingredient in the personal promotion and marketing efforts of Sales Associates. One reason for the effectiveness of the Coldwell Banker brand name is its consistent and appropriate usage throughout the Coldwell Banker System. The following “Personal Promotion Requirements” address additional questions Sales Associates frequently ask as they incorporate the Coldwell Banker identity into their personal promotion marketing materials. By following these guidelines, you reinforce the effectiveness of the Coldwell Banker brand name and enhance your personal promotion efforts. Personal Promotion Required Use of Disclaimers: Sales Associates who create and utilize personal promotion literature must incorporate the Minimum Required Disclaimer, as shown in this guide, in their literature. The Coldwell Banker Personal Promotion Requirements: The Coldwell Banker name and reputation are the most valuable in the real estate industry and are vital to the professional identity of our affiliates. It is essential for that identity to be preserved in all materials presented to potential customers, including materials created by Sales Associates as part of their personal promotion campaigns. To help maintain the Coldwell Banker identity, Sales Associates who use personal promotion materials must follow these guidelines: 1. The Coldwell Banker Mark, associated Trademarks and service marks are always to be used according to the specification in this guide. 2. The Coldwell Banker Mark, (or, for Previews® Property Specialist designation, the approved Coldwell Banker Previews International® logo) must always appear on personal promotion literature in a prominent location and size. Affiliates must also include their complete company tradename, regardless of whether they are utilizing the Coldwell Banker or the Coldwell Banker Previews International Mark. In the case of the Previews Mark, the complete company tradename need not appear in close proximity to the Mark itself. 3. A personal mark (i.e., individual Sales Associate logo, stylized name treatment, personal slogan or tag line) should not be used in close proximity to the Coldwell Banker Mark or other approved Coldwell Banker identifier; each must stand alone. In no case is the Coldwell Banker Mark or other approved Coldwell Banker identifier to be incorporated into the design or wording of a personal mark. 4. A personal mark is not to be used in a way that might confuse and mislead the public regarding the identity of the Responsible Broker. Local laws and regulations prescribing the relationship of Broker and Sales Associate identification must be followed. 5. The Sales Associate should identify the source for any claims (e.g., #1 in Sales) in a footnote within the ad and be prepared to substantiate the claim with underlying data. Promised services must always fall within the approved bundle of Coldwell Banker services; no service may be offered outside this menu without prior approval by Coldwell Banker Real Estate LLC. 6. Use of a personal mark may risk claims of Trademark infringement by third parties, and a Sales Associate contemplating use of a personal mark should first obtain a Trademark search (at his or her expense) to ascertain availability of the mark. The Sales Associate assumes full risk for such claims, and he or she must inform Coldwell Banker Real Estate LLC immediately of any such claim of infringement and must indemnify Coldwell Banker Real Estate LLC in connection with such claims. 7. Coldwell Banker Real Estate LLC reserves the right of prior approval of personal marks (including service and performance claims) as well as the materials in which they are used. Note: Some state laws require the type or size or prominence of the Sales Associate’s name in advertising must be smaller than that type of the office name. In those states, franchisees should work with their Affiliate Service Manager and approved suppliers to adopt the specifications related to the size of these two elements in order to comply with those laws. 24
  27. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Personal Promotions Through personal promotions, you will quickly establish yourself (and be recognized) as your community’s local real estate expert. When creating your Coldwell Banker ® personal promotion you must adhere to the following guidelines: n Ensure the Minimum Required Disclaimer is featured n Maintain proper usage of all Trademarks, service marks, typography and color specifications as depicted in the Legal Requirements Section n Do not encroach the Coldwell Banker Mark with personal marks n Be prepared to “footnote” sources when appropriate n Check with your Affiliate Service Manager and suppliers to comply with state laws and regulations before producing any materials As a Coldwell Banker Sales Associate, you will find personal promotions are a wonderful way to create long-lasting relationships with prospects and current customers. 25
  28. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Yard Signs Standard Signs The examples shown illustrate the approved formats for standard residential yard signs. Correct use of Riders during marketing period The standard sign consists of a 24 inches wide by 22 inches high (76.4 x 70 grid units) white panel with radius corners. Should local ordinances require, an alternate size panel is permitted; however, requests must be made in writing and be accompanied by documentation. Service Mark: The Coldwell Banker® Mark is positioned in the upper portion of the sign with white letters reversed out of the Coldwell Banker Blue background. Your Company Tradename or DBA: Your company tradename or DBA is to appear in Berkeley Oldstyle Black typeface as shown, reproduced in black and positioned in the lower portion of the sign as illustrated. No other typeface may be substituted for yard signs. Telephone Number: Telephone numbers are to be reproduced in black Berkeley Oldstyle Black numerals. The exact size will vary according to the length of your company trade- name, but is to be proportioned as illustrated. Web Site Address: Web site is to be set in black, Berkeley Oldstyle Black typeface to be proportioned as illustrated. If you choose not to place your local company Web site on the yard sign, the coldwellbanker.com address will appear as a default in its place. No other Web site address can be used. Note: No symbols, slogans or other ver- biage is to appear on yard signs except Minimum Required Disclaimer: For all signage, the following Minimum Required Disclaimer where required by local laws. must be used: Each Office Is Independently Owned And Operated. Optional Disclaimer: If desired, the Equal Housing Opportunity disclaimer may be included preceding the Minimum Required Disclaimer. NRT offices must substitute the disclaimer line: Owned And Operated By NRT LLC. The Minimum Required Disclaimer line must always appear in upper and lower case Helvetica Regular typestyle on all yard signs. Message Riders: All riders are 6” high white panels with radius corners, except those with Sales Associate photos. When a photo is printed on a rider, 8” height is permitted. Message riders are to be reproduced in black Berkeley Oldstyle Black upper case letters and preferably suspended below the main panel. Name riders can be printed with black letters against a white background (preferred approach), white letters against a blue background or red letters against a white background. “Sold,” “For Sale,” “Under Contract” or “Sale Pending” riders can be reproduced in either black or red Helvetica Black typeface, upper case letters, and should be placed above the main panel as shown. For red, PANTONE®* 186 should be specified. Please note that red can only be used on sign riders. Correct use of “Sold” or “For Sale” Riders Approved design for the OPEN HOUSE / HOUSE FOR SALE directional signs. PANTONE 186 *PANTONE® is a registered Trademark of PANTONE, Inc. 26
  29. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Yard Signs Standard for Company Usage: 1-Line DBA Company Tradename: Your company tradename is to be set in black, Berkeley Oldstyle Black typeface all caps at 185 pt., tracking at -25. Company tradename is centered horizontally under the logo. Phone Number: The company phone number is to be set in black, Berkeley Oldstyle Black typeface at 321 pt. and tracking at -25. Area code is to be set in black, Berkeley Oldstyle Black typeface at 149 pt. horizontally scaled to 80% and tracking at -25. Area code is centered vertically within the phone number. Phone number and area code are centered horizontally within the sign. Web Site: The company Web site is to be set in black, Berkeley Oldstyle Black typeface at 125 pt., tracking at -25 and centered horizontally within the sign. Minimum Required Disclaimer: The disclaimer is to be set in black, Helvetica Regular at 32 pt. and centered horizontally within the sign. Standard for Company Usage: 2-Line DBA (Recommended) Company Tradename: Your company tradename is to be set in black, Berkeley Oldstyle Black typeface all caps at 215 pt. tracking at -25. Leading is to be set at 186 pt. Company tradename is centered horizontally under the logo. Phone Number: The company phone number is to be set in black, Berkeley Oldstyle Black typeface at 321 pt. and tracking at -25. Area code is to be set in black, Berkeley Oldstyle Black typeface at 149 pt. horizontally scaled to 80% and tracking at -25. Area code is centered vertically within the phone number. Phone number and area code are centered horizontally within the sign. Web Site: The company Web site is to be set in black, Berkeley Oldstyle Black typeface at 125 pt., tracking at -25 and centered horizontally within the sign. Minimum Required Disclaimer: The disclaimer is to be set in black, Helvetica Regular at 32 pt. and centered horizontally within the sign. Standard for Company Usage: 2-Line DBA (Alternate Size) Company Tradename: Your company tradename is to be set in black, Berkeley Oldstyle Black typeface all caps at 185 pt., tracking at -25. Leading is to be set at 170 pt. Company tradename is centered horizontally under the logo. Phone Number: The company phone number is to be set in black, Berkeley Oldstyle Black typeface at 258 pt. and tracking at -25. Area code is to be set in black, Berkeley Oldstyle Black typeface at 110 pt. horizontally scaled to 80% and tracking at -25. Area code is centered vertically within the phone number. Phone number and area code are centered horizontally within the sign. Web Site: The company Web site is to be set in black, Berkeley Oldstyle Black typeface at 110 pt., tracking at -25 and centered horizontally within the sign. Minimum Required Disclaimer: The disclaimer is to be set in black, Helvetica Regular at 32 pt. and centered horizontally within the sign. 27
  30. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Yard Signs Standard for Company Usage: Less than 8 Characters DBA Company Tradename: Your company tradename is to be set in black, Berkeley Oldstyle Black typeface all caps at 215 pt. tracking at -25. Company tradename is centered horizontally under the logo. Phone Number: The company phone number is to be set in black, Berkeley Oldstyle Black typeface at 327 pt. and tracking at -25. Area code is to be set in Berkeley Oldstyle Black typeface at 149 pt. horizontally scaled to 80% and tracking at -25. Area code is centered vertically within the phone number. Phone number and area code are centered horizontally within the sign. Web Site: The company Web site is to be set in black, Berkeley Oldstyle Black typeface at 121 pt., tracking at -25 and centered horizontally within the sign. Minimum Required Disclaimer: The disclaimer is to be set in black, Helvetica Regular at 32 pt. and centered horizontally within the sign. Standard for Sales Associates: 1-Line DBA Company Tradename: The company tradename is to be set in black, Berkeley Oldstyle Black typeface all caps at 192 pt., tracking at -25. Company tradename is centered horizontally under the logo. Phone Number: The company phone number is to be set in black, Berkeley Oldstyle Black typeface at 321 pt. and tracking at -25. Area code is to be set in Berkeley Oldstyle Black typeface at 150 pt. horizontally scaled to 80% and tracking at -25. Area code is centered vertically within the phone number. Phone number and area code are centered horizontally within the sign. Web Site: The company Web site is to be set in black, Berkeley Oldstyle Black typeface at 121 pt., tracking at -25 and centered horizontally within the sign. Minimum Required Disclaimer: The disclaimer is to be set in black, Helvetica Regular at 32 pt. and centered horizontally within the sign. Sales Associate Photo: The photo is 5” x 7” with a 4 pt. blue border. Photo may be black and white or four-color. Sales Associate Name: The Sales Associate’s name is to be set in black, Berkeley Oldstyle Black typeface all caps at 165 pt. Leading is to be set at 135 pt. Call Direct is to be set in Berkeley Oldstyle Black typeface all caps at 90 pt. Phone number is to be set in Berkeley Oldstyle Black all caps at 160 pt. Leading is to be set at 150 pt. 28
  31. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Yard Signs Standard for Sales Associates: 2-Line DBA (Recommended) Company Tradename: Your company tradename is to be set in black, Berkeley Oldstyle Black typeface all caps at 192 pt., tracking at -25. Leading is to be set at 186 pt. Company tradename is centered horizontally under the logo. Phone Number: The company phone number is to be set in black, Berkeley Oldstyle Black typeface at 320 pt. and tracking at -25. Area code is to be set in Berkeley Oldstyle Black typeface at 150 pt. horizontally scaled to 80% and tracking at -25. Area code is centered vertically within the phone number. Phone number and area code are centered horizontally within the sign. Web Site: The company Web site is to be set in black, Berkeley Oldstyle Black typeface at 121 pt., tracking at -25 and centered horizontally within the sign. Minimum Required Disclaimer: The disclaimer is to be set in black, Helvetica Regular at 32 pt. and centered horizontally within the sign. Sales Associate Photo: Photo is 5” x 7” with a 4 pt. blue border. Photo may be black and white or four-color. Sales Associate Name: The Sales Associate’s name is to be set in black, Berkeley Oldstyle Black typeface all caps at 165 pt. Leading is to be set at 135 pt. Call Direct is to be set in Berkeley Oldstyle Black typeface all caps at 90 pt. Phone number is to be set in Berkeley Oldstyle Black all caps at 160 pt. Leading is to be set at 150 pt. Standard for Sales Associates: 2-Line DBA (Alternate Size) Company Tradename: Your company tradename is to be set in black; Berkeley Oldstyle Black typeface all caps 192 pt., tracking at -25. Leading is to be set at 160 pt. Company tradename is centered horizontally under the logo. Phone Number: The company phone number is to be set in black, Berkeley Oldstyle Black typeface at 266 pt. and tracking at -25. Area code is to be set in Berkeley Oldstyle Black typeface at 120 pt. horizontally scaled to 80% and tracking at -25. Area code is centered vertically within the phone number. Phone number and area code are centered horizontally within the sign. Web Site: The company Web site is to be set in black, Berkeley Oldstyle Black typeface at 100 pt., tracking at -25 and centered horizontally within the sign. Minimum Required Disclaimer: The disclaimer is to be set in black, Helvetica Regular at 32 pt. and centered horizontally within the sign. Sales Associate Photo: The Photo is 5” x 7”. Photo may be black and white or four-color. Sales Associate Name: The Sales Associate’s name is to be set in black, Berkeley Oldstyle Black typeface all caps at 165 pt. Leading is to be set at 135 pt. Call Direct is to be set in Berkeley Oldstyle Black typeface all caps at 90 pt. Phone number is to be set in Berkeley Oldstyle Black all caps at 160 pt. Leading is to be set at 150 pt. 29
  32. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Yard Signs Standard for Sales Associates: Less than 8 Characters DBA Company Tradename: Your company tradename is to be set in black, Berkeley Oldstyle Black typeface all caps at 202 pt., tracking at -25. Leading is to be set at 186 pt. Company tradename is centered horizontally under the logo. Phone Number: The company phone number is to be set in black, Berkeley Oldstyle Black typeface at 320 pt. and tracking at -25. Area code is to be set in Berkeley Oldstyle Black typeface at 150 pt. horizontally scaled to 80% and tracking at -25. Area code is centered vertically within the phone number. Phone number and area code are centered horizontally within the sign. Web Site: The company Web site is to be set in black, Berkeley Oldstyle Black typeface at 121 pt., tracking at -25 and centered horizontally within the sign. Minimum Required Disclaimer is to be set in black, Helvetica Regular at 32 pt. and centered horizontally within the sign. Sales Associate Photo: Photo is 2.812” x 3.75” with a 4 pt. blue border. Photo may be black and white or four-color. Sales Associate Name: The Sales Associate’s name is to be set in black, Berkeley Oldstyle Black typeface all caps at 165 pt. Leading is to be set at 135 pt. Call Direct is to be set in Berkeley Oldstyle Black typeface all caps at 90 pt. Phone number is to be set in Berkeley Oldstyle Black all caps at 160 pt. Leading is to be set at 150 pt. Sign Riders, Open House Sign Riders* Open House* 60 11 18 “Russell Retriever” * Dimensions are in Grid Units to facilitate scaling when required by local ordinances. 30
  33. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Yard Signs Yard Stakes and Posts 12 42 Four types are approved: (1) a cross-arm Colonial-style post, (2) a tubular steel post-type stake, (3) the metal frame stake or (4) a traditional single metal stake. 6 6 19 7 When ordering yard signs from your Approved Supplier, you must specify which post style you will be using to facilitate proper preparation of the sign for mounting. White Cross-Arm (Colonial Style) Post Construction: Colonial Style 6 FT n Material: 4” x 4” special grade lumber n 4” x 4” x 42” and (1) 4” x 4” x 8’ n White exterior paint n .5” x 4” carriage bolt washer and nut GROUND n All post tops cut at 45-degree angles n Slot where posts join notched at each post 1.75” deep and 3.5” wide 24 n .375” x 4.5” lag screw eyes attach hanging yard sign with .25” anchor shackles n .125” slot for riders – .5” deep Metal Frame Stake Tubular Steel Post-Type Stake Single Metal Stake Creative Requirements: Yard Signs The purpose of your yard sign is to stimulate activity around the home. By making people stop, look and think about this home, you are expanding your customer base. Curious neighbors and Sunday drivers could be your next clients. To enhance your selling efforts, while maintaining the consistency and integrity of the Coldwell Banker ® brand, the following guidelines should be followed. n Determine the content of your yard sign – such as company name, phone number, Web site address, etc. n Confirm the style and size of your sign n Adhere to all color and typography specifications as depicted in the Legal Requirements Section Other things to consider: n Position yard signs where they can clearly be seen in either direction by pedestrians and passers-by n Periodically check on your yard signs to ensure their proper appearance n Remove any debris which may obstruct the view of the yard sign With these suggestions, your yard sign can more than pay for its place on your seller’s lawn. 31
  34. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Exterior Building Signs Format All measurements for the stacked and extended versions are given in grid units. This is to simplify the process of scaling up or scaling down the building signs. Building signs are to be internally illuminated using fluorescent lighting. Whether your building sign is freestanding, protruding or a fascia installation, it must conform to the following requirements. Your vendor will conduct a survey of your property and forward a formal proposal, including pricing for product, freight, taxes and installation. Sign Face Requirements: The building signs must maintain a 60/40 configuration ratio between the Coldwell Banker ® Mark and your company tradename regardless of the outside dimensions of the sign. The top 60% contains the Coldwell Banker name in white reversed out of a blue field, and the bottom 40% contains your company tradename in white upper case Berkeley Oldstyle Black letters custom cut out of a blue field, and centered under the Mark, in no more than three lines. Service Mark: The Coldwell Banker Service mark (top 60%) is to appear only as authorized with the corporate alphabet typeface letters appearing in white, cut out of a Coldwell Banker Blue translucent vinyl background laminated to Lexan. Company Tradename: Your company tradename is to appear in white Berkeley Oldstyle Black letters cut out of a Coldwell Banker Blue translucent vinyl background laminated to Lexan. The point size of your company tradename is to be 60% of the point size of the Coldwell Banker letters, with the exception of one-word company names of eight characters or less which should use 70% of the Coldwell Banker letters for the stacked logo format and 80% for the extended logo format. Your company tradename is to be centered under the Trademark and is to be positioned as shown in these examples. Minimum Required Disclaimer: The Minimum Required Disclaimer line must appear on the building sign, centered in the white bottom border under the lower Coldwell Banker Blue field and displayed in Helvetica Regular upper and lower case letters in black type face. Note: No symbols, slogans, telephone numbers, marks or words may appear on a building sign. Plastic Signage: Specify Lexan with 3M #3630-36 vinyl applied, second surface. 3M®** Film: Specify 3M film #3630-36 for produc- tion of building signs that are externally illuminated, as well as signs that are illuminated from the inside. 28 Electrical Requirements: Electrical wiring is Grid another vital factor in planning the construc- Units tion of your sign, which should adhere to national industry standards. For example, there are great differences in cost and quality of ballast, which must be Underwriters Laboratories (U/L) approved with U/L approved waterproofing and pure aluminum weatherproof 67 raceways. All wiring, and wiring systems, must be pure U/L approved copper. Where this conflicts with state or local ordinances, default to local regulations. 7 8-1/2 7 **3M® is a registered Trademark of Minnesota Mining and Manufacturing Company. 32
  35. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Exterior Building Signs Please note that x = the size of the letter “C” in Coldwell. *Dimensions in grid units to facilitate scaling. 33
  36. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Exterior Building Signs – Channel Lettering This Building Sign format has been specifically designed the point size of the Coldwell Banker letters, with the excep- to accommodate situations where installation of a CAN is impracti- tion of one word company names of eight characters or less, cal or where local ordinances require use of individual letters. which should use 70% of the Coldwell Banker letters for the stacked logo format and 80% for the extended logo format. Your If your landlord requires channel letters for exterior building sig- company name should be centered and is to be positioned as nage, you will be required to produce proof of that policy in writing shown. Due to U/L guidelines, 13” is the smallest size allowed for indi- on your landlord’s official letterhead. This written proof will need to vidual channel letters. If the DBA (company name) portion of the sign be supplied to your Director, Regional Marketing. is less than 13 inches in height when following the brand’s exterior sign letter size to trademark formula, then the DBA letters are not required All measurements for the alternate stacked and extended formats to be lit internally. are given in percentages to provide a simplified mathematical process for scaling building signs. (See page 24-25 for sample Required Disclaimer. The Minimum Required Disclaimer drawings.) line, (see page four), must appear centered below the company name and be displayed in Helvetica Regular upper and These are the recommended designs; however, if restrictive local lower case letters in black typeface. ordinances must be met, some variation of these designs may be permitted at the discretion of Coldwell Banker Real Estate LLC. Note: No symbols, slogans, telephone numbers, marks or words may appear on a building sign. Any variation Requirements: The building signs must maintain a 60/40 from the above specifications must be submitted to configuration ratio between the words “Coldwell Banker” and your Regional Office for approval by the Director of Regional your company name regardless of the final size of the indi- Marketing. Outside of the United States, contact the International vidual letters. The words “Coldwell Banker” must be in corporate Services Director at the Corporate Office. alphabet typeface letters in Coldwell Banker® Blue. * Your Company Name. Your company name is to appear in Coldwell Banker Blue* Berkeley Oldstyle Black upper case letters. The point size of your company name is to be 60% of 34
  37. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Exterior Building Signs – Channel Lettering* *Dimensions in grid units to facilitate scaling. 35
  38. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Business Cards Standard Logo Business Card Without Photo The examples shown illustrate the approved format for business cards. These items may be ordered through Preferred Alliance members or Approved Suppliers. Master Format: A master format is provided for those items that are consistent for all non-photo business cards. Printing may only appear on one side of the card. Trademark: Use exactly as shown on Master Format. Size: 3.5” x 2”. Paper: Productolith Cover, 100 lb. or the equivalent in finish, color and weight. As an alternative, Kromecote 12 pt. cover stock may be substituted. Individual Name: 9 pt. Berkeley Oldstyle Black, all upper case. Individual Title: 7.5 pt. Berkeley Oldstyle Medium, upper and lower case. Professional Designation: 9 pt. Berkeley Oldstyle Bold, all upper case following the individual name and separated from the name by a comma and a space. The following designations may be used by those persons entitled to use them: GRI, CPM, CCIM, CRS, CCPS, CRB, MAI, CRP and AMO. Individual Phone Numbers: 8 pt. Berkeley Oldstyle Black, all upper case. Individual Email Address: 8 pt. Berkeley Oldstyle Black, lower case. Individual Web Site Address: 8 pt. Berkeley Oldstyle Black, lower case. Your Company Tradename or DBA: 10 pt. Berkeley Oldstyle Bold, all upper case. Name should be centered under the logo using up to three lines of type and not to extend beyond either edge of the Mark. Your Company Address: 7 pt. Berkeley Oldstyle Medium, all upper case. Position below and flush with the left edge of the lower ruled line as illustrated. Your Company Web Site Address: 7.5 pt. Berkeley Oldstyle Black, lower case. Position below and flush with the left edge of the Company Address. Approved Marks of Others: The REALTOR ® trademark, MLS trademark, or a combination of them may be positioned in the lower left corner. An award symbol is optional for those who qualify. Symbols, insignias or trademarks that are unrelated to the real estate profession are prohibited. There is a limit of three symbols on non-photo cards. Minimum Required Disclaimer: The Minimum Required Disclaimer must appear at the bottom of the card, positioned flush left with the left edge of the ruling in 5 pt. Helvetica, upper and lower case. Ink Colors: Print Coldwell Banker ® PMS 280 Blue and black. Coldwell Banker Blue is used for the Coldwell Banker Mark and the two ruled lines running horizontally across the length of the business card. All else prints black. MASTER FORMAT: Positioning and Type Specs Individual’s Name: 9 pt. BerkOldsty Blk Professional Designation: 9 pt. BerkOldsty Bd 2 Titles: 7.5 pt. BerkOldsty Md Phones: 8 pt. BerkOldsty Blk Individual’s Email: 8 pt. BerkOldsty Blk Company Name: 10 pt. BerkOldsty Bd Company Address: 7 pt. BerkOldsty Md Company Web Site (individual or company): 7.5 pt. BerkOldsty Blk Disclaimer: 5 pt. Helvetica 36
  39. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Business Cards Standard Logo Business Card With Photo: 3 Lines Master Format: A master format is provided for those items that are consistent for all photo business cards. Individual Photograph: Photograph must be supplied to the printer in accordance to this guide. Trademark: The Trademark should be used as shown on Master Format. Size: 3.5” x 2”. Paper: Productolith Cover, 100 lb. or the equivalent in finish, color and weight. As an alternative, Kromecote 12 pt. cover stock may be substituted. Individual Name: 9.5 pt. Berkeley Oldstyle Black, all upper case. Individual Title: 7 pt. Berkeley Oldstyle Medium, upper and lower case. Professional Designation: 8 pt. Berkeley Oldstyle Black, all upper case following the individual name and separated from the name by a comma and a space. The following designations may be used by those persons entitled to use them: GRI, CPM, CCIM, CRS, CCPS, CRB, MAI, CRP and AMO. Individual Phone Numbers: 8.5 pt. Berkeley Oldstyle Black all upper case. Individual Email Address: 8.5 pt. Berkeley Oldstyle Black, lower case. Individual Web Site Address: 8.5 pt. Berkeley Oldstyle Black, lower case. Your Company Tradename or DBA: 10 pt. Berkeley Oldstyle Bold, upper case. Name should be centered under the logo using up to three lines of type and not to extend beyond either edge of the Mark. Your Company Address: 8 pt. Berkeley Oldstyle Medium, all upper case. Your company address always follows your company tradename and is positioned below and flushes with the left edge of the upper ruled line as illustrated. Your Company Web Site Address: 8 pt. Berkeley Oldstyle Black, lower case. Position below and flush with the left edge of the Company Address. Approved Marks of Others: The REALTOR® trademark, MLS trademark, combination of them or local Board symbol may be positioned alongside of the Coldwell Banker ® Mark. An award symbol is optional for those who qualify. Symbols, insignias or marks that are unrelated to the real estate profession are prohibited. There is a limit of three symbols on photo cards. Minimum Required Disclaimer: The Minimum Required Disclaimer must appear at the bottom of the card, centered under the photo, in 5 pt. Helvetica, upper and lower case. Ink Colors: Print Coldwell Banker PMS 280 Blue and black. Coldwell Banker Blue is used for the Coldwell Banker Mark, the photo box and the two ruled lines to the right of the photo box. All else prints black. Your Name, deS Title Title (000) 000-0000 Business (000) 000-0000 FAx (000) 000-0000 PAger SmITH reaLTY 123 Main street suite 12548 City, sT 12345-6789 Each Office Is Independently Owned And Operated. coldwellbankersmith.com 37
  40. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Business Cards Premium Logo Business Card Without Photo Master Format: A master format is provided for those items that are consistent for all non-photo business cards. Printing may only appear on one side of the card. Trademark: Use exactly as shown on Master Format. Size: 3.5” x 2”. Paper: Linen 100 lb. cover stock. Individual Name: 9 pt. Berkeley Oldstyle Black, upper case. Individual Title: 7.5 pt. Berkeley Oldstyle Medium Italic, upper and lower case. Professional Designation: 9 pt. Berkeley Oldstyle Bold, all upper case following the individual name and separated from the name by a comma and a space. The following designations may be used by those persons entitled to use them: GRI, CPM, CCIM, CRS, CCPS, CRB, MAI, CRP and AMO. Individual Phone Numbers: 8 pt. Berkeley Oldstyle Black, upper and lower case. Individual Email Addresses: 8 pt. Berkeley Oldstyle Black, lower case. Individual Web Site Address: 8 pt. Berkeley Oldstyle Black, lower case. Your Company Tradename or DBA: 10 pt. Berkeley Oldstyle Bold, all upper case. Name centered under the logo using up to three lines of type and not to extend beyond either edge of the Mark. Your Company Address: 7 pt. Berkeley Oldstyle Medium Italic, all upper and lower case. Position below and flush with the left edge of the embossed line as illustrated. Your Company Web Site Address: 7.5 pt. Berkeley Oldstyle Black, lower case. Position below and flush with the left edge of the Company Address. Approved Marks of Others: The REALTOR® trademark, MLS trademark, combination of them or local Board symbol may be positioned in the lower left corner of the card. An award symbol is optional for those who qualify. Symbols, insignias or marks that are unrelated to the real estate profession are prohibited. There is a limit of three symbols on non-photo cards Minimum Required Disclaimer: The Minimum Required Disclaimer, must appear at the bottom of the card, positioned flush left with the left edge of the address, in 5 pt. Berkeley Medium Italic, upper and lower case. Ink Colors: Print Coldwell Banker ® PMS 280 Blue and black. Coldwell Banker Blue is used for the Coldwell Banker Mark. All else prints black. Embossing: The rule extending to the right of the logo is blind embossed. MASTER FORMAT: Positioning and Type Specs Individual’s Name: 9 pt. BerkOldsty Blk Professional Designation: 9 pt. BerkOldsty Bd 2 Titles: 7.5 pt. BerkOldsty MdIt Phones: 8 pt. BerkOldsty Blk Individual’s Email: 8 pt. BerkOldsty Blk Company Name: 10 pt. BerkOldsty Bd Address: 7 pt. BerkOldsty MdIt Web Site (company or individual): 7.5 pt. BerkOldsty Blk Disclaimer: 5 pt. BerkOldsty MdIt 38
  41. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Business Cards Premium Logo Business Card With Photo Master Format: A master format is provided for those items that are consistent for all photo business cards. Photograph: Photograph must be supplied to printer. Trademark: Use exactly as shown on Master Format. Size: 3.5” x 2”. Paper: Linen 100 lb. cover stock. Individual Name: 9 pt. Berkeley Oldstyle Black, upper and lower case. Individual Title: 6.5/5.5 pt. Berkeley Oldstyle Medium Italic, upper and lower case. Professional Designation: 9 pt. Berkeley Oldstyle Bold, all upper case following the individual name and separated from the name by a comma and a space. The following designations may be used by those persons entitled to use them: GRI, CPM, CCIM, CRS, CCPS, CRB, MAI, CRP and AMO. Individual Phone Numbers: 8.5 pt. Berkeley Oldstyle Black, upper & lower case. Individual Email Addresses: 8.5 pt. Berkeley Oldstyle Black, lower case. Your Company Tradename: 10 pt. Berkeley Oldstyle Bold, upper case. Centered under the logo using up to three lines of type and not to extend beyond either edge of the Mark. Your Company Address: 7 pt. Berkeley Oldstyle Medium italic, upper and lower case. Your company address always follows your company tradename and is positioned below and flush with the left edge of the logo as illustrated. Your Company Web Site Address: 6.5 pt. Berkeley Oldstyle Black Italic, lower case. Position below and flush with the left edge of the Company Address. Approved Marks of Others: The REALTOR® trademark, MLS trademark, combination of them or local Board symbol may be positioned alongside the Coldwell Banker ® Mark. An award symbol is optional for those who qualify. Symbols, insignias or marks that are unrelated to the real estate profession are prohibited. There is a limit of three symbols on photo cards. Minimum Required Disclaimer: The Minimum Required Disclaimer must appear at the bottom of the card, centered under the photo, in 5 pt. Berkeley Oldstyle Medium italic, upper and lower case. Ink Colors: Print Coldwell Banker PMS 280 Blue and black. Coldwell Banker Blue is used for the Coldwell Banker Mark. All else prints black. Embossing: The rule above the logo is blind embossed. The border on the photo is also blind embossed. MASTER FORMAT: Positioning and Type Specs Individual’s Name: 9 pt. BerkOldsty Blk Professional Designation: 9 pt. BerkOldsty Bd 2 Titles: 6.5 pt. BerkOldsty MdIt 3 Titles: 5.5 pt. BerkOldsty MdIt Phones: 8.5 pt. BerkOldsty Blk Individual’s Email: 8.5 pt. BerkOldsty Blk Company Name: 10 pt. BerkOldsty Bd Address: 7 pt. BerkOldsty MdIt Web Site (company or individual): 6.5 pt. BerkOldsty BlkIt Disclaimer: 5 pt. BerkOldsty MdIt 39
  42. h t t p : / / c b n e t . c o l d w e l l b a n k e r . c o m c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Business Cards Identity Requirements: Business Cards Standard Logo Business Card With Photo Standard Logo Team Business Card With Photo Master Format: A master format is provided for those items that are consistent for all photo business cards. Master Format: A master format is provided for those items that are consistent for all photo business cards. Individual Photograph: Photograph must be supplied to the printer in accordance guide. Individual Photograph: Photograph must be supplied to the printer in accordance to thisto this guide. Trademark: The Trademark should be used as shown on Master Format. Trademark: The Trademark should be used as shown on Master Format. Size: 3.5” x 2”. Size: 3.5” x 2”. Paper: Kromecote pt. cover stock. Paper: Kromecote 12 12 pt. cover stock. Team Name: 8 Berkeley Oldstyle Black, all upper case. Team Name: 8 pt.pt. Berkeley Oldstyle Black, all upper case. Individual Name: 8 Berkeley Oldstyle Black, all upper case, 70% 70% horizontal Individual Name: 8 pt.pt. Berkeley Oldstyle Black, all upper case, horizontal scale. scale. Individual Title: 7 Berkeley Oldstyle Medium, upper and lower case, 70% 70% horizontal Individual Title: 7 pt.pt. Berkeley Oldstyle Medium, upper and lower case, horizontal scale. scale. Professional Designation: 8 Berkeley Oldstyle Bold all upper case, 70% horizontal scale, following the individual Professional Designation: 8 pt. pt. Berkeley Oldstyle Bold all upper case, 70% horizontal scale, followingthe individual name and separated from the name by a separated the name by a comma and a space. The following designations may be used by those persons entitled to use them: GRI, CPM, CCIM, CRS, CCPS, CRB, MAI, CRP and AMO. comma and a space. The following designations may be used by those persons entitled to use them: GRI, CPM, CCIM, CRS, CCPS, CRB, MAI, CRP and AMO. Individual Phone Numbers: pt. Berkeley Oldstyle Black Black all upper case, 90% horizontal Individual Phone Numbers: 7.257.25 pt. Berkeley Oldstyle all upper case, 90% horizontal scale. scale. Individual Email Address: pt. Berkeley Oldstyle Black, lower lower Individual Email Address: 7.25 7.25 pt. Berkeley Oldstyle Black,case. case. Individual Web Site Address: 7.25 pt. Berkeley Oldstyle Black, lower Individual Web Site Address: 7.25 pt. Berkeley Oldstyle Black, lower case. case. Your Company Tradename or DBA: DBA: 10 pt. Berkeley Oldstyle Bold, upper case. Name should be centered underusing up to three linesthree lines of type Your Company Tradename or 10 pt. Berkeley Oldstyle Bold, upper case. Name should be centered under the logo the logo using up to of type and not to extend beyond either edge of the Mark. of the Mark. and not to extend beyond either edge Your Company Address: 6.5 pt. Berkeley Oldstyle Medium, upper and lower case. Your company address always follows your company and is positioned Your Company Address: 6.5 pt. Berkeley Oldstyle Medium, upper and lower case. Your company address always follows your company tradenametradename and is below and flushes and flushes with the the upper of the line as illustrated. illustrated. positioned below with the left edge of left edge ruled upper ruled line as Your Company Web Site Site Address: 6.5 pt. Berkeley Oldstyle Black, lower case.below andbelow with the left edge of left edge of the Company Address. Your Company Web Address: 6.5 pt. Berkeley Oldstyle Black, lower case. Position Position flush and flush with the the Company Address. Approved Marks of Others: REALTOR® trademark, MLS trademark, combination of them or local Board symbol may be positioned in the in the lower right Approved Marks of Others: The The REALTOR® trademark, MLS trademark, combination of them or local Board symbol may be positioned lower right corner of the card. An card. An award symbol is optional for qualify.who qualify. Symbols,marks that or marks that to the real estate profession are prohibited. There corner of the award symbol is optional for those who those Symbols, insignias or insignias are unrelated are unrelated to the real estate profession are is a limit of two symbols on of two cards. prohibited. There is a limit photo symbols on photo cards. Minimum Required Disclaimer: The Minimum Required Disclaimer must at the at the of the card, left justified justified company company 5 pt. Hel- Minimum Required Disclaimer: The Minimum Required Disclaimer must appearappearbottom bottom of the card, leftunder the under theaddress, in address, vetica, upper and lower case. lower case. in 5 pt. Helvetica, upper and Ink Colors: Print Coldwell Banker® PMS 280 280 Blue black. Coldwell BankerBankerused for used for the Banker Mark and the photo box. All else prints. black. Ink Colors: Print Coldwell Banker PMS Blue and and black. Coldwell Blue is Blue is the Coldwell Coldwell Banker Mark and the photo box All else prints black. COMPANY COMPANY NAME NAME TEAM NAME (000) 000-0000 EXT. 125 BUSINESS (000) 000-0000 EXT. 125 BUSINESS (000) 000-0000 FAX (000) 000-0000 FAX (000) 000-0000 DIRECT (000) 000-0000 DIRECT (000) 000-0000 CELL (000) 000-0000 CELL JENNIFER SULLIVAN, ABR, CRS, GRI TeamName@coldwellbanker.com TEAM NAME TeamName@coldwellbanker.com REALTOR® 123 Main Street SUZANNE ROYCE, ABR, CRS, GRI 123 Main Street ROBERT MORRISON, ABR, CRS, GRI City, ST 12345-6789 REALTOR® City, ST 12345-6789 Sales Agent www.coldwellbanker.com KEITH SANSBOROUGH, ABR, CRS, GRI www.coldwellbanker.com Each Office Is Independently Owned And Operated. Sales Agent Each Office Is Independently Owned And Operated. 40
  43. h t t p : / / c b n e t . c o l d w e l l b a n k e r . c o m c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Business Cards Identity Requirements: Business Cards Back Side of Business Card Back Side of Business Card Standard Backs: Market Analysis, Calendar, Mortgage Payment Schedule, Tip Thank You with Bullets, Thank Thank You-Referral. Standard Backs: Market Analysis, Calendar, Mortgage Payment Schedule, Tip Chart, Chart, Thank You with Bullets, You-Referral. Size: 3.5” x 2”. Size: 3.5” x 2”. Ink Color: prints black. Ink Color: All All prints black. 2008 Calender 2008 CALENDAR JANUARY FEBRUARY MARCH APRIL S M T W Th F S S M T W Th F S S M T W Th F S S M T W Th F S 1 2 3 4 5 1 2 1 1 2 3 4 5 6 7 8 9 10 11 12 3 4 5 6 7 8 9 2 3 4 5 6 7 8 6 7 8 9 10 11 12 13 14 15 16 17 18 19 10 11 12 13 14 15 16 9 10 11 12 13 14 15 13 14 15 16 17 18 19 20 21 22 23 24 25 26 17 18 19 20 21 22 23 16 17 18 19 20 21 22 20 21 22 23 22 23 24 27 28 29 30 31 24 25 26 27 28 29 23 24 25 26 27 28 29 27 28 29 30 30 31 MAY JUNE JULY AUGUST S M T W Th F S S M T W Th F S S M T W Th F S S M T W Th F S 1 2 3 1 2 3 4 5 6 7 1 2 3 4 5 1 2 4 5 6 7 8 9 10 8 9 10 11 12 13 14 6 7 8 9 10 11 12 3 4 5 6 7 8 9 11 12 13 14 15 16 17 15 16 17 18 19 20 21 13 14 15 16 17 18 19 10 11 12 13 14 15 16 18 19 20 21 22 23 22 22 23 22 25 26 27 28 20 21 22 23 24 25 26 17 18 19 20 21 22 23 25 26 27 28 29 30 31 29 30 27 28 29 30 31 24 25 26 27 28 29 30 31 SEPTEMBER OCTOBER NOVEMBER DECEMBER S M T W Th F S S M T W Th F S S M T W Th F S S M T W Th F S 1 2 3 4 5 6 1 2 3 4 1 1 2 3 4 5 6 7 8 9 10 11 12 13 5 6 7 8 9 10 11 2 3 4 5 6 7 8 7 8 9 10 11 12 13 14 15 16 17 18 19 20 12 13 14 15 16 17 18 9 10 11 12 13 14 15 14 15 16 17 18 19 20 21 22 23 22 25 26 27 19 20 21 22 23 22 25 16 17 18 19 20 21 22 21 22 23 22 25 26 27 28 29 30 26 27 28 29 30 31 23 24 25 26 27 28 29 28 29 30 31 30 Custom Backs Custom Backs Card Backs: No logos for like here?company. No mortgage Backs??? John What would you any other Guidlines for Custom unless affili- ated with P.H.H. Must have the approval of Broker/Owner/Manager. Size: 3.5” x 2”. Size: 3.5” x 2”. Ink Color: All prints black. Ink color: All prints black. 41
  44. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Business Cards Individual Photography Specifications For You: You want to look good when you have your picture taken. We want you to look good, too. That is why we developed this photography specifications sheet for you to take to your professional photography session. Please keep in mind that only your individual photo can appear on a business card in a head and shoulder format. To insure the professionalism of photo business cards, photos of other people (unless the other person is a business partner or spouse), animals, birds, reptiles, buildings, scenery, slogans, symbols or posters cannot appear in the photo. Your pictures will be an important business tool, and should reflect your professional image as a member of one of the premier real estate organizations in the world, so clothing is an important consideration. Wearing of costumes is not permitted. Your pictures should be taken against a subtle background that will not clash with the Coldwell Banker ® Blue logo. White or light-colored clothing may be a poor choice. Men are advised to select a solid-colored, medium or dark suit of conservative cut, paired with a white shirt and a tasteful tie. If you are having a hard time deciding between two combinations, take them both and ask your photographer’s opinion. A jacket is desirable, but not required, for women. Women’s dresses or blouses should not have a busy print. Many designs do not reproduce well and tend to detract attention from the subject’s face. It is suggested that women play down jewelry and makeup for a more subtle, professional image. To smile or not to smile, that’s your choice. If you’re not comfortable having your picture taken, it will only look worse if you try to force yourself to do something you are uncomfortable doing – like smiling broadly, or in some cases, suppressing one. For Your Photographer: Ask your photographer to follow the guidelines listed below. This will ensure that your pictures will reproduce effectively. n The main light is camera right. It should be 45° from camera, 45° above the subject for short lighting n The subject should be turned toward main light slightly, with the far ear not showing and the head tipped slightly toward the main light n The broad fill just off camera left, level to camera, -1 stop from the main light for 1:3 ratio n The background light should be approximately half the distance between the subject and the white seamless background,-1 stop from the main light, (incident measurement at background) n A 150 mm portrait lens on a 2.25” format camera is preferred for proper perspective n Provide the Sales Associate with three 5” x 7” black and white or color glossy prints, respectively Black and White Photography: n Use a fine grain black and white negative film such as Kodak® Plus X or T-Max 100 Color Photography: n Use a gloss finish Creative Requirements: Business Cards One of the most powerful, yet overlooked, marketing tools is your business card. When designed properly this little 3” x 2.5” piece of paper will not only let people know how to contact you, it will also tell them why they should contact you. To be effective and get you more business, your business card must stand out, and get noticed. And there is clearly no easier way to get noticed than having a high quality Coldwell Banker business card. When producing your Coldwell Banker business card the following guidelines should be adhered to: n Lay out the content of your card n Determine if you will include a photograph n Confirm typography reflects specifications as depicted in the Legal Requirements Section n Clearly communicate paper stock selection and ink colors with your printer n Ensure Minimum Required Disclaimers are included n Determine how many cards you will need to have printed Remember, your Coldwell Banker business card is a valuable marketing key which has the power to open several doors for business opportunities. *Kodak and T-Max are registered Trademarks of the Eastman Kodak Company. 42
  45. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Letterhead and Envelopes Standard Letterhead Size: 8.5” x 11”. Paper: Neenah Bond 25% cotton fiber, cockle finish White, Sub. 20 or the equivalent in finish, color and weight. Trademark Size: 11.03125” x .5625”, lithographed in Coldwell Banker ® Blue ink (PMS 280). Your Company Tradename or DBA: 13 pt. Berkeley Bold, all upper case, position below and centered under the logo using one to three lines not extending past right side of mark. Lithographed in black ink. The .5 pt black rule is black and is .046875” from the baseline of your company tradename or DBA. Your Name: 9 pt. Berkeley Bold, 9 pt. leading, all upper case, lithographed in black ink, positioned flush right above the rule. Your Title: 8 pt. Berkeley Medium, 9 pt. leading, upper and lower case, lithographed in black ink, positioned flush right above the rule. Your Company Address: 8 pt. Berkeley Medium, 8.7 pt. leading, all upper case, lithographed in black ink. Position the address flush right, with the right edge of the horizontal rule. Your Phone Number: 8 pt. Berkeley Medium, 8.7 pt. leading, all upper case, lithographed in black ink. Position the phone number flush right, with the right edge of the horizontal rule. Your Email Address: 8 pt. Berkeley Medium, 8.7 pt. leading, all lower case, lithographed in black ink. Position the address flush right, with the right edge of the horizontal rule. Your Web Site Address: 8 pt. Berkeley Medium, 8.7 pt. leading, all lower case, lithographed in black ink. Position the address flush right, with the right edge of the horizontal rule. Minimum Disclaimer The Minimum Required Disclaimer must be positioned at the bottom of the letterhead, centered, in 9 pt. Helvetica Light Condensed, upper and lower case, lithographed in black ink. Approved Symbols: The REALTOR ® trademark, MLS trademark, or a combination of them may be positioned in the lower right corner, lithographed in black ink. An award symbol is optional for those who qualify. 1” Your Name Title Title 1” 123 MAin sTreeT 1” CiTy, sT 12345 Bus (000) 123-4567 .09375 ” FAx (000) 123-4567 SmITH & SmITH DireCT (000) 123-4567 SmITH reaLTY Cell (000) 123-4567 yourname@smithrealty.com Each Office Is Independently Owned And Operated. .375” 43
  46. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Letterhead and Envelopes Standard Envelope Size: No. 10. 4.125” x 9.5” Paper: Neenah Bond 25% cotton fiber, cockle finish, white, sub. 20 or the equivalent in finish, color and weight. Trademark Size: 1” x .40625”, lithographed in Coldwell Banker ® PMS 280. Your Company Tradename or DBA: 10 pt. Berkeley Bold, all upper case, position below and centered with logo using one to three lines not extending past right side of the Mark. Lithographed in black ink. The .5 pt ruled line is black and is .046875” from the baseline of your DBA. Your Name: 6.5 pt. Berkeley Bold, all upper case, lithographed in black ink, positioned flush left below the logo. Your Company Address: 6.5 pt. Berkeley Medium, all upper case, lithographed in black ink, positioned flush left below the logo. .125” .5” .046875” SmITH & SmITH SmITH reaLTY .046875” Your Name 123 MAin sTreeT CiTy, sT 12345 44
  47. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Letterhead and Envelopes Premium Letterhead Size: 8.5” x 11” Paper: 24 lb. Ultimate White Linen Bond. Trademark Size: 11.03125” x .5625”, embossed in Coldwell Banker ® Blue ink (PMS 280). Your Company Tradename or DBA: 13 pt. Berkeley Bold, all upper case, position below and centered under the logo using one to three lines not extending past right side of the Mark. Lithographed in black ink. The .5 pt black rule is black and is .09375” from the baseline of your DBA. Your Name: 9 pt. Berkeley Bold, 9 pt. leading, upper and lower case, lithographed in black ink, positioned flush right above the rule. Your Title: 8 pt. Berkeley Medium, 9 pt. leading, upper and lower case, lithographed in black ink, positioned flush right above the rule. Your Company Address: 8 pt. Berkeley Medium, 8.7 pt. leading, upper and lower case, lithographed in black ink. Position the address flush right, with the right edge of the horizontal rule, as shown in the illustration. Your Phone Number: 8 pt. Berkeley Medium, 8.7 pt. leading, upper and lower case, lithographed in black ink. Position the number flush right, with the right edge of the horizontal rule, as shown in the illustration. Your Email Address: 8 pt. Berkeley Medium, 8.7 pt. leading, all lower case, lithographed in black ink. Position the address flush right, with the right edge of the horizontal rule, as shown in the illustration. Your Web Site Address: 8 pt. Berkeley Medium, 8.7 pt. leading, all lower case, lithographed in black ink. Position the address flush right, with the right edge of the horizontal rule, as shown in the illustration. Minimum Disclaimer: The Minimum Required Disclaimer, as shown on page four, must be positioned at the bottom of the letterhead, centered, in 9 pt. Helvetica Light Condensed, upper and lower case, lithographed in black ink. Approved Symbols: The REALTOR® trademark, MLS trademark, or a combination of them may be positioned in the lower right corner, lithographed in black ink. An award symbol is optional for those who qualify. Embossing: The rule extending to the right of the logo is blind embossed. 1” Your Name Title Title 1” 123 Main street 1” City, sT 12345 Bus (000) 123-4567 .09375” Fax (000) 123-4567 SMITH & SMITH Direct (000) 123-4567 Cell (000) 123-4567 .09375” SMITH REALTY yourname@smithrealty.com Each Office Is Independently Owned And Operated. .375” 45
  48. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Letterhead and Envelopes Premium Envelope Size:Paper:Trademark Size:Coldwell Banker ®Your Company Tradename or DBA:Your Company Address: .3125” 123 MAin sTreeT .375” CiTy, sT 12345 .046875” SmITH & SmITH .046875” SmITH reaLTY Creative Requirements: Letterhead and Envelopes Letterhead and envelopes may be the first encounter a customer has with your business, and first impressions are obviously important. But even if customers have done business with you for some time, the look and feel of your stationery has a subtle but powerful impact on their attitude toward you. Good letterhead can help retain a customer or stimulate a referral. So, as with business cards, letterhead is a surprisingly important marketing investment. To maximize your investment, make sure you adhere to the following guidelines when producing your Coldwell Banker ® letterhead and envelopes. n Lay out the content of your letterhead and envelopes n Determine style – standard or premium n Confirm typography reflects specifications as depicted in the Legal Requirements Section n Clearly communicate paper stock selection and ink colors with your printer n Ensure Minimum Required Disclaimers are included n Remember to order blank sheets for second pages because a regular piece of white paper will not match your letterhead or envelope Keep in mind extra care and a little extra investment here go alot further than most people realize to help make sales and marketing successful. 46
  49. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Name Badges Standard Badge Size: 2.5” x 1.625”. Your Company Tradename or DBA: Minimum type size is 9 pt. up to a maximum of 12 pt. Horizontal scaling is 85% (depending on length of name). Berkeley Oldstyle Black. All caps. Position to the right of logo. Individual Name*: 100% 18 pt. Berkeley Oldstyle Black. All caps. Individual Title: 100% 10 pt. Berkeley Oldstyle Black. All caps. Symbols: Million dollar or multi-million dollar club symbols are permitted. Minimum Required Disclaimer: Not required. Large Badge Size: 3” x 1.1875”. Your Company Tradename or DBA: Minimum type size is 9 pt. up to a maximum of 12 pt. Horizontal scaling is 85% (depending on length of name). Berkeley Oldstyle Black. All caps. Position to the right of logo. Individual Name*: 100% 18 pt. Berkeley Oldstyle Black. All caps. Individual Title: 100% 10 pt. Berkeley Oldstyle Black. All caps. Symbols: Million dollar or multi-million dollar club symbols are permitted. Minimum Required Disclaimer: Not required. Standard Badge Large Badge YOUR APPROVED YOUR APPROVED COMPANY NAME HERE COMPANY NAME HERE YOUR NAME YOUR NAME YOUR TITLE YOUR TITLE Creative Requirements: Name Badges Whether for an open house, company meeting, or conference gathering, Coldwell Banker ® name badges will leave a lasting impression on your clients and fellow colleagues. When producing your Coldwell Banker name badges, make sure you adhere to the following guidelines: n Layout the content of your badge n Determine size – standard or large n Confirm typography reflects specifications as depicted in the Legal Requirements Section Name badges are not only an excellent way of promoting your company but also to promote yourself. *Note: In the U.S., certain state regulations may require a reduction in point size such that the individual name is no larger than your company tradename. 47
  50. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Specialty Items The following are additional guidelines for use of the Coldwell Banker ® Mark in connection with specialty products. These additional guidelines are intended to further clarify the specifications outlined in this guide when applied to this broad category of products including, but not limited to, apparel, magnets, jewelry, calendars, awards, desk accessories, doormats, gift items and all other promotional products. Trademark: Use exactly as specified in this Manual. Logo Color Specifications: Must adhere to requirements as stated in this Manual. Embossing: Specialty items with the Coldwell Banker Mark also may be reproduced through a printing process known as embossing, where the words “Coldwell Banker” are raised in relief from the surface of the paper or fabric. Two types of embossed Marks are acceptable. The first has the words “Coldwell Banker” in raised relief letters against a printed field, which defines the background of the Mark. The second has the words “Coldwell Banker” in raised relief letters against the field, using an embossed frame to define the field of the Mark. The lines that make up the frame are one grid unit in width. No ink is used. This is called a blind emboss. In either instance, the words “Coldwell Banker” are raised (not recessed) from the surface of the paper or fabric. When the background field is printed in Coldwell Banker Blue, a one-level die is used. When embossing is blind, a two-level die is used with the frame being raised from the paper’s surface but one half the depth or distance as that of the words “Coldwell Banker”. The Mark shall be reproduced photographically in making the embossing dies. The size of the words “Coldwell Banker,” their placement and the spacing in relationship to the background field or the frame that defines the field shall be consistent with all Mark specifications. The aspect ratio (height to width) of the blue field or to the outside of the frame shall be 1.0 to 2.3928. Minimum Required Disclaimer: The Minimum Required Disclaimer must appear when the item is intended for distribution to the public as a promotional item or for mass distribution and should be printed in Helvetica Light upper and lower case. The disclaimer need not print directly under the company tradename or DBA; however, this is the preferred approach. The disclaimer may only print PMS 280 or black. Your Company Tradename or DBA: Printed in Berkeley Oldstyle (black or bold optional), all upper case and centered under the logo. The company tradename or DBA cannot extend beyond the edge of the logo and may be up to three lines. The company tradename or DBA must appear when the item is intended for distribution to the public as a promotional item. The company tradename or DBA may be omitted on decorations, party favors, apparel, and office supplies, moving boxes, jewelry or other items not intended for mass distribution to the public except for award plaques and statues where it is required. The company tradename may only print PMS 280 or black. Individual Name: A Sales Associate’s personal name may be added to any specialty item and should print PMS 280 or black in Berkeley Oldstyle (black or bold optional) upper and lower case. When printing the individual name, use care to ensure that the name is far enough away from the company tradename or DBA or disclaimer so as not to be confused as part of that copy. The individual name type size should not exceed the size of the company tradename or DBA if prohibited by state regulation. General Guidelines: You can reproduce a Coldwell Banker yard sign graphic or business card design as a magnetized product or a label, however, if this specialized format is embedded into a larger graphic image or embossed, it must be reproduced exactly as shown in this Manual. Creative Requirements: Specialty Items It is vital to do little things to constantly tell your customers that they are very important to you, that you value their business, and that you want to maintain a long-term relationship. Specialty items do just that. The Correct Mark Whether it is a refrigerator magnet, calendar, free pen or other giveaway, it will be received with a smile of gratitude, and each time they are used, they strengthen the bonds of loyalty between you and your customer. DBA When producing Coldwell Banker specialty items you must maintain consistent use of the Coldwell Banker signature (i.e., Trademark and tagline). Disclaimer For additional information on how to purchase these or other items, please refer to the Approved Supplier List at the end of this manual or visit coldwellbankerworks.com. Robert Smith Individual Name 48
  51. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Internet Standards In addition to following requirements in your franchise agreement regarding obtaining your Web site address, you must also represent the Coldwell Banker ® brand correctly in the content of your Web site. Take some time to review samples of correct usage on coldwellbankerworks.com and adhere to the following rules: The Coldwell Banker Mark and “bug” logo with your DBA must appear on your local Web site. The Coldwell Banker Mark and “bug” logo must never stand alone. Your approved company tradename or DBA must always be used below the Coldwell Banker mark and “bug” logo as specified in this Manual. The words “Coldwell Banker” must never stand alone. The Coldwell Banker Mark must be used as an adjective modifying or describing a noun, but never as a noun itself. Therefore, it must always be followed by a noun. For reference, the following examples are acceptable: “As part of the Coldwell Banker ® System” “Come join the Coldwell Banker ® System” “Coldwell Banker” should not be allowed to break across lines. Use the non-breaking space character (“&nbsp” in HTML) to make sure the brand name remains intact. Anytime you refer to the “Coldwell Banker System,” you must use the approved spelling (i.e., Coldwell Banker), never CB. Also, the “S” in “System” must be capitalized, and the registered Trademark symbol “®” must appear after the word “Banker” and before the word “System.” On each page, the first time it appears outside your approved name, the Coldwell Banker brand name must contain the registered Trademark symbol “®”. The symbol should appear immediately after the Mark (i.e., Coldwell Banker ® System). Your approved company tradename must always begin with the words “Coldwell Banker” and should never be bolded or capitalized when used in this context. Your company tradename should follow the brand name (i.e., Coldwell Banker Blue Realty). Do not include the registered Trademark symbol “®” in your approved name. All awards must be identified with a date. When noting achievements, you must be sure to note the corresponding year in which each award was received (i.e., 2005 Premier Office Award). All Trademarks, service marks, and slogans must be used correctly. Whenever you use the Trademarks and service marks, including references to your awards and programs, be sure to use the approved symbols such as “®”, ™ or SM. The “®” symbol is used for registered marks, while the ™ (for Trademarks) and SM (for service marks) symbols are used for marks that are not registered. Corporate Trademark List: Coldwell Banker Real Estate LLC is a licensee of many Trademarks and service marks around the world that must be protected. Make sure that your Web site displays the various Coldwell Banker marks correctly, as set forth at coldwellbankerworks.com. Artwork and Graphic Images: Artwork and graphic images help make your site attractive and engaging, but there are a few rules you need to keep in mind when using them. A large selection of logos and other Coldwell Banker graphic images is available at coldwellbankerworks.com. The Coldwell Banker artwork is approved for your unlimited use, but it may not be altered or modified or disseminated in any way or distributed to third parties. You may also use other artwork or graphic images to enhance your Web Site. However, images that you did not create may be subject to Trademark, copyright or other laws. You are responsible for securing any necessary permission to use images or artwork on your site. Since your Web Site promotes your business, it is also subject to online advertising regulations. Make sure you present information accurately and follow local, state and federal laws. 45 49
  52. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Internet Standards Establishing Web Site Addresses: To connect a particular Web site address to your Web site, you must: n Register that Web Site address n Pay a registration fee n Provide certain administrative and technical contact information See http://www.internic.net/regist.html for a complete list of accredited registrars. Registering a Web Site address is easy, but picking a good one can be tricky. For optimal usability, a Web Site address should be short, meaningful, easy to spell, and easy to remember. Also, since many people will guess at a Web site address, it should also reflect your business identity – a DBA for a company or office site, (such as Coldwell Banker Blue Realty), or a personal name for an individual site (such as Jane Smith). This is true both for unique Web addresses (i.e., www.coldwellbankerbluerealty.com or www.coldwellbankerjanesmith.com) and for subdirectory Web Site addresses (i.e., http://www.webx.com/coldwellbankerbluerealty or http://www.webx.com/coldwellbankerjanesmith). If you are establishing a Web site address for a company or office site, and intend to use the Coldwell Banker ® brand name in that address, make sure you do so correctly. In your Web site address, you may use: 1. Your full approved company tradename: www.coldwellbankerbluerealty.com or http://www.webx.com/coldwellbankerbluerealty 2. A modification of your approved company name: www.bluerealty.com or www.bluer.com, http://www.webx.com/bluerealty or http://www.webx.com/bluer *Note that #2 is acceptable in a Web Site address only, not in the content of a Web Site. All other references to the brand name must always spell out Coldwell Banker correctly, and must use the full approved company tradename (i.e., Coldwell Banker Blue Realty). Never use “CB.” Online Advertising: Any Web Site is considered online advertising. This means that your content is subject to many regulations, and should be carefully considered before being made public. You are solely responsible for the information and other content that you make available anywhere on the Web. This includes coldwellbanker.com and your own business Web Sites. Make sure you comply with the following: n Your site must use Coldwell Banker Marks and slogans correctly and consistently at all times n Make sure you have permission to reproduce and display content, as well as artwork and graphics, in accordance with applicable Trademark, copyright, patent and other laws n Follow all regulations governing the accuracy and presentation of advertising and the promotion of your business on the Web As a Coldwell Banker Franchisee, you may request a link from coldwellbanker.com to your company or office Web Site. Coldwell Banker Real Estate LLC reserves the right to disapprove and deny access to any franchisee whose Web Site contains content which violates the Coldwell Banker identity standards, Trademarks or service marks, or otherwise threatens to damage the Coldwell Banker System. Violations may result in suspension from any awards program and any other relief as specified in your Franchise Agreement. Mandatory Disclaimers: Office, company, team and individual Web Sites must contain disclaimers on every page. Disclaimers can be placed at the bottom of the page. Make sure each of your pages includes the following: Affiliate Disclaimer: ©2008 Coldwell Banker Real Estate LLC. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity . Each Office Is Independently Owned And Operated. NRT Disclaimer: ©2008 Coldwell Banker Real Estate LLC. Coldwell Banker® is a registered trademark licensed to Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity . Owned And Operated by NRT LLC. Also note your local and state laws and regulations may require additional disclaimers. 50
  53. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Internet Standards Establishing a Web Site: The Internet is a great medium that should be an integral part of your marketing effort. Four guidelines for successful Web Site communication are: n Clear - clarity and design of messages are inviting and sought after n Relevant - give users what they are looking for and interested in n Concise - give clear information and brief direction/instruction n Compelling - be visual where you can, good design imparts a feeling When creating your Web Site, try to build a user experience that maintains interest throughout: n Put the most-used features (Property Search, etc.) in the most prominent positions n Make easy connections between related areas of content (Property Search & Mortgage) n Provide supporting content - either directly or through linking to your services, such as a link to the local newspaper site, etc. n Persistent navigation must be obvious and placed in a constant location n Seven primary navigation options are ideal; more than 10 may cause an overload effect on your visitors n Try to avoid navigation paths that are deeper than 3 clicks n Language needs to be clear and direct n Text needs to be kept short - “cut it in half” is the rule n Use a limited number of interesting and compelling images to avoid clutter n Use white space - eyes, like people, need room to breath n Constantly review and refine your Web Site to ensure a compelling user experience is maintained n Make sure you present information accurately and follow local, state and federal laws regarding online advertising regulations Typography: Typefaces, like companies, have personalities. The fonts selected for Coldwell Banker ® digital marketing convey the personality and distinct attributes of the Coldwell Banker brand, as well as conform to digital design limitations. Use only the following fonts in your digital marketing materials: Berkeley To be used only for titles Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Times New Roman Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Arial To be used only for body copy Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Helvetica Bold To be used only for legal disclaimers Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Helvetica Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 51
  54. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Internet Standards Photography: Photography is essential to communicating the spirit of the Coldwell Banker ® brand. Our photography has been developed to illustrate and amplify a concept in an emotional, literal or metaphoric way. In addition to evoking an emotional response, the photography should reflect the upscale look of the Coldwell Banker brand. Be aware that photographic images can sometimes affect the speed and functionality of digital marketing materials. Test the time that it takes for your pages to load to keep it within a reasonable and acceptable level. Also: n Images should be RGB (red, green, blue) n Resolution of images should be 72 DPI (dots per inch) Images you do not create yourself may be subject to Trademark, copyright and other laws. You are responsible for securing any necessary rights for using images in your digital work. A library of approved images is available from Coldwell Banker Real Estate LLC on coldwellbankerworks.com. Avoiding Confusion: It is important to avoid confusion between Coldwell Banker Real Estate LLC, its Franchisees and their Sales Associates, and to distinguish the Coldwell Banker brand from other real estate brands. You should also be careful not to use Web Site addresses that are similar to any Trademarks, service marks or slogans which are licensed to Coldwell Banker Real Estate LLC. Finally, to keep your brand identity distinct, avoid including marks or slogans of other companies in your Web Site address. 52
  55. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Growth Markets Logo Specifications The following are basic guidelines for the application of the Coldwell Banker ® Growth Markets logos. This includes instructions on correct usage of the logo and color specifications. The Coldwell Banker Growth Markets consist of the following: n New Homes n University Markets n Military Markets n Vacation Homes n Farm and Ranch All of the Trademarks in the Coldwell Banker Growth Markets section of this guide have the same specifications, treatments and usage rules. To illustrate the various uses of all of these logos within specific applications, the Coldwell Banker New Homes logo will be shown. The Coldwell Banker Growth Markets logo must be used exactly as indicated in these guidelines. The proper logo consists of a PMS 280 rectangular field with the words “Coldwell Banker,” the Coldwell Banker “bug” design, the ruled line and the Growth Markets category in a custom-designed typestyle, in white letters. The logo may be represented in blue or in black on white. The color blue is always the same. The shape, or aspect ratio (relationship of height to width), of the blue field is always the same. The spacing and placement of the words “Coldwell Banker,” Growth Markets category and the Coldwell Banker “bug” design are always the same within the blue field. The color, the aspect ratio of the logo and the relationships within the Mark shall not be altered regardless of the application or the size of the Mark within the application. It is the uniqueness of each of these elements and the way they have been assembled into a unit that give the Coldwell Banker Growth Markets logos their distinctive character. In virtually all applications a minimum of 2 grid units of white space surrounds the blue field of the logo and shall always be maintained. The “CB” design or “bug” shall never be used by itself outside of the logo, as another company Trademarks those letters. Note: Whenever using one of these logos, the Coldwell Banker name must precede your company tradename as illustrated. 53
  56. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Growth Markets Formatting The Coldwell Banker ® Growth Markets Trademarks are never to be used alone without your company tradename. Your company tradename should be centered directly under the logo with a rule underneath as shown. Downloadable versions of approved Coldwell Banker logos can be accessed through the Links/ Downloads section of Coldwell Banker Works at coldwellbankerworks.com. The words “Coldwell Banker” must precede your company tradename when using any Growth Markets logo. Your company tradename or DBA is always typeset in Berkeley Oldstyle Bold in all caps. Although it is recommended that Berkeley Oldstyle Bold is used for printed materials, Times New Roman Bold may be substituted if Berkeley Oldstyle Bold is not available. The length of each line cannot exceed the width of the logo, and the complete company tradename cannot be more than three lines. Many common items such as stationery, yard signs and personal promotion literature can only be purchased with company-specific, imprinted informa- tion. Certain other items such as postcards, mailers or ad shells must be self-imprinted by the user or, when utilizing brochures or preprinted presentation materials that offer a die cut feature for insertion of a business card, you must avail yourself of this feature to ensure that your company tradename is displayed in the document. Your Company Tradename or DBA: Your company tradename must be pre-approved by Coldwell Banker Real Estate LLC, should provide clear identity and should never cause confusion with other offices or firms, or imply national scope. For example: National Real Estate, Colorado Realty or United States Real Estate Associates would be inappropriate and confusing when used as your company tradename along with a Coldwell Banker Growth Markets Trademark. Minimum Required Disclaimer: The minimum required disclaimer line must always appear in upper and lower case Helvetica Condensed type style each time your company tradename appears in conjunction with the Coldwell Banker name or the Corporate Mark. Outside of the United States: It is suggested that your company tradename or DBA should always include the words “Real Estate” or “Realty.” Exterior Building Signs: For specifications contact your Director of Regional Marketing. The Coldwell Banker New Homes logo is shown here as an example of a Coldwell Banker Growth Markets logo. Any of the Growth Markets logos can be substituted for the Coldwell Banker New Homes logo shown here. COLDWELL BANKER SMITH & SMITH Reproduction The Coldwell Banker Growth Markets Marks shall always be reproduced photographically from a high-quality, reproduction proof designed for that purpose. It shall never be drawn freehand. Downloadable versions of approved Coldwell Banker logos can be accessed through the Links/Downloads section of Coldwell Banker Works at coldwellbankerworks.com. For large-scale reproductions of a Coldwell Banker Growth Markets Trademark (such as office building signs), strict adherence to proportionally-sized enlargements is required. The blue field must maintain a 1.0 to 2.233 ratio of height to width. The scaling grid below provides the correct space relationships for all elements of the logo. This scaling grid should be used as a guide for scaling the logo up or down in size and for verifying the correctness of reproductions. In general, a minimum of two grid units of space or air shall be maintained around all four sides of the Mark except when specifically noted otherwise in this Identity Standards Manual. When the logo is used against a tinted background, a margin of white space (a minimum of two grid units) is required around all four sides. No copy or graphic element shall be contained within this space. 54
  57. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Growth Markets Aspect Ratio: 1.0 to 2.233 (30 grid units to 67 grid units). A correct Mark is 30 grid units in height and 67 grid units in width. Measuring the height of the field and multiplying it by 2.233 may verify the correctness of the aspect ratio. The result should equal the width. 30 Letter height is 7 grid units, except the K, which is 8.5 grid units. Grid Units Growth Markets type height is a maximum of 4 grid units. All measurements are in grid units. The scaling grid provides the correct size and spacing relationships for all elements of the logo. 67 Note: These displays are for demonstration only. The scaling grid should never be reproduced as part of the Mark! 7 7 7 7 8-1/2 8-1/2 44 Proper Usage By adhering to the proper usage, you can project a consistent image of the Coldwell Banker ® Growth Markets Marks, building our brand and a higher level of awareness that will bring more customers through your door. Please note the correct treatment of our logo. n The Coldwell Banker “bug” design must be contained in the approved Mark n When using any of the Coldwell Banker Growth Markets logos, your DBA must be preceded by the words “Coldwell Banker” and placed directly under the Mark, centered and not extended past either edge of the blue field n Your DBA should be set in all caps in Berkeley Oldstyle Bold or Times New Roman Bold typeface DBA and disclaimer should not exceed width of Mark n Your DBA is the only copy permitted directly under the Mark and no copy may appear directly over the Mark n The company tradename must be preceded by “Coldwell Banker” (applies to both Mark and text usage) n The Coldwell Banker custom typeface and the Growth Markets custom typeface should not be used in headlines or body copy n Do not use the Coldwell Banker Growth Markets Marks as a copy element n NRT does not need to include disclaimer below the rule line for Growth Markets logo 55
  58. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Growth Markets Standard Letterhead Size: 8.5” x 11” Paper: Neenah Bond 25% cotton fiber, cockle finish White, Sub. 20 or the equivalent in finish, color and weight. Trademark Size: 1.737” x .794”, lithographed in Coldwell Banker ® PMS 280 (blue ink). Your Company Tradename or DBA: 13 pt. Berkeley Bold, all upper case, positioned below and centered under the logo using one to three lines not extending past right side of mark. Lithographed in black ink. The .5 pt. ruled line is black and is .046875” from the baseline of your DBA. Your Name: 9 pt. Berkeley Bold, 9 pt. leading, all upper case, lithographed in black ink, positioned flush right above the rule. Your Title: 8 pt. Berkeley Medium, 9 pt. leading, upper and lower case, lithographed in black ink, positioned flush right above the rule. Your Company Address: 8 pt. Berkeley Medium, 8.7 pt. leading, all upper case, lithographed in black ink. Position the address flush right, with the right edge of the horizontal rule, as shown in the illustration. Your Phone Number: 8 pt. Berkeley Medium, 8.7 pt. leading, all upper case, lithographed in black ink. Position the number flush right, with the right edge of the horizontal rule, as shown in the illustration. Your Email Address: 8 pt. Berkeley Medium, 8.7 pt. leading, all lower case, lithographed in black ink. Position the address flush right, with the right edge of the horizontal rule, as shown in the illustration. Your Web Site Address: 8 pt. Berkeley Medium, 8.7 pt. leading, all lower case, lithographed in black ink. Position the address flush right, with the right edge of the horizontal rule, as shown in the illustration. Minimum Required Disclaimer: The Minimum Required Disclaimer must be positioned at the bottom of the letterhead, centered, in 9 pt. Helvetica Light Condensed, upper and lower case, lithographed in black ink. Approved Symbols: The REALTOR® trademark, MLS trademark, or a combination of them may be positioned in the lower right corner, lithographed in black ink. An award symbol is optional for those who qualify. 1” Your Name Title Title 1” 123 MAin sTreeT 1” CiTy, sT 12345-6789 Bus (000) 123-4567 FAx (000) 123-4567 DireCT (000) 123-4567 .09375” Cell (000) 123-4567 CoLdweLL baNker yourname@coldwellbanker.com SmITH & SmITH & .09375” SmITH reaLTY Each Office Is Independently Owned And Operated. .375” 56
  59. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Growth Markets Standard Envelope Size: No. 10. 4.125” x 9.5”. Paper: Neenah Bond 25% cotton fiber, cockle finish, White, Sub. 20 or the equivalent in finish, color and weight. Trademark Size: 1.371” x .618”, lithographed in Coldwell Banker ® PMS 280 (blue ink). Your Company Tradename or DBA: 10 pt. Berkeley Bold, all upper case, position below and centered with logo using one to three lines not extending past right side of the Mark. Lithographed in black ink. The .5 pt. ruled line is black and is .046875” from the baseline of your DBA. Your Name: 6.5 pt. Berkeley Bold, all upper case, lithographed in black ink, and positioned flush left below the logo. Your Company Address: 6.5 pt. Berkeley Medium, all upper case, lithographed in black ink, and positioned flush left below the logo. .125” .5” .046875 CoLdweLL baNker SmITH & SmITH SmITH reaLTY .046875 Your Name 123 MAin sTreeT CiTy, sT 12345 57
  60. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Growth Markets Standard Business Card Without Photo The example shown illustrates the approved format for business cards. These items may be ordered from Merrill Corporation. Master Format: A master format is provided for those items that are consistent for all non-photo business cards. Printing may only appear on one side of the card. Trademark: Use exactly as shown on Master Format. Size: 3.5” x 2”. Paper: Productolith Cover, 100 lb. or the equivalent in finish, color and weight. Individual Name: 9 pt. Berkeley Oldstyle Black, all upper case. Individual Title: 7.5 pt. Berkeley Oldstyle Medium, upper and lower case. Professional Designation: 9 pt. Berkeley Oldstyle Bold, all upper case following the individual name and separated from the name by a comma and a space. The following designations may be used by those persons entitled to use them: GRI, CPM, CCIM, CRS, CCPS, CRB, MAI, CRP and AMO. Individual Phone Numbers: 8 pt. Berkeley Oldstyle Black, all upper case. Individual Email Addresses: 8 pt. Berkeley Oldstyle Medium, lower case. Your Company Tradename or DBA: 10 pt. Berkeley Oldstyle Bold, all upper case. Centered under the logo using up to three lines of type and not to extend beyond either edge of the Mark. Your Company Address or DBA: 7 pt. Berkeley Oldstyle Medium, all upper case. Position below and flush with the left edge of the lower ruled line as illustrated. Your Company Web Site Address: 7.5 pt. Berkeley Oldstyle Black, lower case. Position below and flush with the left edge of the Company Address. Approved Marks of Others: The REALTOR® trademark, MLS trademark, or a combination of them may be positioned in the lower left corner. An award symbol is optional for those who qualify. Symbols, insignias or marks that are unrelated to the real estate profession are prohibited. There is a limit of three symbols on non-photo cards. Minimum Required Disclaimer: The Minimum Required Disclaimer must appear at the bottom of the card, positioned flush left with the left edge of the ruling in 5 pt. Helvetica Regular, upper and lower case. Ink Colors: Print Coldwell Banker ® PMS 280 Blue and black. Coldwell Banker Blue is used for the Coldwell Banker Mark and the two ruled lines running horizontally across the length of the business card. All else prints black. MASTER FORMAT: Positioning and Type Specs Individual’s Name: 9 pt. BerkOldsty Blk Individual’s Email: 8 pt. BerkOldsty Md Professional Designation: 9 pt. BerkOldsty Bd Company Name: 10 pt. BerkOldsty Bd 2 Titles: 7.5 pt. BerkOldsty Md Address: (Company or Individual): 7 pt. BerkOldsty Md 3 Titles: 5.5 pt. BerkOldsty MdIt Web Site: 7.5 pt. BerkOldsty Blk Phones: 8 pt. BerkOldsty Blk Disclaimer: 5 pt. Helvetica Creative Requirements: Growth Markets About Coldwell Banker Growth Markets As an extension of the Coldwell Banker brand, Growth Markets stands for service excellence and market specialization. The following presents additional attributes that depict Growth Markets: Integrity Diversified Leadership True Blue Specialized 58
  61. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Coldwell Banker Previews International® Logo Specifications These guidelines include instructions on correct usage of the Coldwell Banker Previews International® logo and specifications for the color, size and are of non-interference. Four-Color Process logo Reproduction: This page shows the four approved color variations for the Coldwell Banker Previews International logo. Four-Color Process Printing: The Coldwell Banker Previews International four- color logo is the preferred vision of the Coldwell Banker Previews International mark. It has been designed for applications that allow for four-color reproduction using process colors, such as magazine advertising and brochures. Production Note: File name: CBPI_logo_4colors.eps Color: Uses process colors (cyan, magenta, yellow and black) Two-Color Process Printing: The Coldwell Banker Previews International two-color logo has been designed for application where two or more spot colors are available. Production Note: File name: CBPI_logo_2color.eps Color: Uses PANTONE®* 295 and PANTONE 117 Production Note: Electronic artwork file is set up to allow inks to “overprint” on press One-Color Printing: The Coldwell Banker Previews International one-color logo has been designed for use in one-color print applications, such as large format newspaper ads. Production Note: File name: CBPI_logo_1color.eps Color: Uses either black or PANTONE 295 Black and White Printing: The Coldwell Banker Previews International black and white logo has been designed for times when the logo needs to appear at small sizes or appears on materials where reproduction quality is poor. These applications may include promotional items such as cufflinks or golf balls, or small-sized newspaper listing ads. Production Note: File name: CBPI_logo_blackwhite.eps Color: Uses either black or PANTONE 295 *PANTONE® is a registered Trademark of PANTONE, Inc. 59
  62. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Coldwell Banker Previews International® Microsoft® Applications This page shows the approved logo variation for use in Microsoft applications such as PowerPoint® and Word®. Microsoft Compatible Trademarks: The Coldwell Banker Previews International® full-color logo has been saved in formats that are compatible with Microsoft appli- cations such as PowerPoint and Word. This logo variation has been saved in both large (4” wide) and small (2” wide) sizes, and both .jpeg and .tif formats. Production Note: File names: CBPI_logo_Large_RGB.jpg; CBPI_logo_Large_RGB.tif; CBPI_logo_Small_RGB.jpg; CBPI_logo_Small_RGB.tif PowerPoint ® and Word® are registered Trademarks of Microsoft Corporation. 60
  63. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Coldwell Banker Previews International® Trademark Use Protecting our Logo: Inset in the Coldwell Banker Previews International® logo is a registered trademark symbol or “®.” It is critical that an “®” symbol not be removed or altered in any way. Protecting our Name: Coldwell Banker Real Estate LLC is the licensee authorized to use the registered trademark “Coldwell Banker Previews International.” It is critical that an “®” symbol be used after the first mention of this name in all marketing and sales materials. These materials include, but are not limited to advertising, brochures, direct mail and Web Sites. It is not necessary to place this registration on non-trade materials such as business cards, stationery, promotional items, decorative items, mailing labels, signage, vehicles, contracts and forms. Protecting our Image: Our look in the market is protected through copyright notification. All marketing and sales materials should include mention of copyright notification, set in 6-point type, informing the public that the content of Coldwell Banker Previews International materials is property of Coldwell Banker Real Estate LLC. For Affiliates: Copyright notification is indicated through the phrase “©2008 Coldwell Banker Real Estate LLC. Coldwell Banker®, Coldwell Banker Previews International®, And Previews® Are Registered Trademarks Licensed To Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity . All Offices Are Independently Owned and Operated.” For NRT Companies: Copyright notification is indicated through the phrase “©2008 Coldwell Banker Real Estate LLC. Coldwell Banker®, Coldwell Banker Previews International®, And Previews® Are Registered Trademarks Licensed To Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity . All Offices Are Independently Owned and Operated.” The registered trademark symbol or “®” is located at the bottom right of the Coldwell Banker Previews International logo. A ® symbol must appear after the first mention of the trademark in all marketing and sales materials. Area of Non-Interference and Minimum Size Non-Interference: The Coldwell Banker Previews International logo is always surrounded by a clear space equal to or greater than the cap height of the letter “P” in the word “Previews”. This space is known as the area of non-interference. No other pictures or typographic elements should appear within this space. Minimum Size: To protect the legibility of the Coldwell Banker Previews International logo, never reduce the logo smaller than the size recommended for each variation. The black and white variation reproduces better at smaller sizes than the full-color, 2-color and 1-color logo variations. It is important to choose the logo variation that will reproduce clearly on your chosen application. The full-color, 2-color, and 1-color logo variations should not be reduced to a width smaller than .625”. The black and white logo variations should not be reduced to a width smaller than .5”. Minimum size for the Coldwell Banker Previews International full-color logo is .625” width Minimum size for the Coldwell Banker Previews International 2-color logo is .625” width Minimum size for the Coldwell Banker Previews International 1-color logo is .625” width Minimum size for the Coldwell Banker Previews International black and white logo is .5” width 61
  64. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Coldwell Banker Previews International® Horizontal Building Signage X= “PREVIEWS” height The words “Coldwell Banker ®” should be tracked out to 25. The DBA should be centered under Coldwell Banker. If the DBA (your company name) is longer than the length of Coldwell Banker, it should be reduced in order to fit underneath it without extending past the C in Coldwell and the R in Banker. The legal copy is centered underneath the large type. The space between the logo and the DBA should be 2 1/3x. The distance from the side edge of the awning should never be less The distance from the top, than the distance equal to height of the bottom and side edges of the Previews logotype (x-height). awning to the logo should never be less than the distance equal to height of the Previews® logotype (x-height). 2-1/3x 1x 1x 2-1/3x COLDWELL BANKER S MITH & S MITH REALTY E ACH O FFICE I S I NDEPENDENTLY O WNED AND O PERATED . 2-1/3x 1x The logo and DBA, as one unit, should always be centered in the middle of the awning. The space between the words “Coldwell Use Upper and Lower Caps for the words Coldwell Banker and the DBA in Minion Bold. Banker” and “Smith and Smith Realty” Legal copy is 1/3 the size of the Previews logotype and in the Minion Bold and should be should be 1/2x. 1x below the DBA. All type is in PMS 295. Minimum Required Disclaimer for Affiliate Offices: Each Office is Independently Owned And Operated. Minimum Required Disclaimer for NRT Offices: Owned And Operated By NRT LLC. Important Note: State laws may vary and require modifications to the size, type, color or prominence of elements outlined here. In those states, offices should contact their Director of Regional Marketing for approval to adapt signage specifications in order to comply with those state laws. Logo prints 4 PMS color silkscreen, 40 line screen. PANTONE® Color System* PMS 295 C PMS 2935 C PMS 131 C PMS 7401 C *PANTONE® is a registered Trademark of PANTONE, Inc. 62
  65. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Coldwell Banker Previews International® Square Building Signage X= small cap height approx.2-1/4x 20x 1-1/4x C OLDWELL B ANKER 1x(small caps) S MITH & S MITH REALTY 1/2x 1x(small caps) 1-1/5x E ACH O FFICE I S I NDEPENDENT LY O WNED A ND O PE R ATE D. 1x DBA is Minion Bold. Large cap to small cap ratio is Legal line is Minion Bold and is approx. 1/4x (one-fourth of large cap height). Prints PMS 295. 8 to 7. Prints PMS 295 Minimum Required Disclaimer for Affiliate Offices: Each Office is Independently Owned And Operated. Minimum Required Disclaimer for NRT Offices: Owned And Operated By NRT LLC. Important Note: State laws may vary and require modifications to the size, type, color or prominence of elements outlined here. In those states, offices should contact their Director of Regional Marketing for approval to adapt signage specifications in order to comply with those state laws. Logo prints 4 PMS color silkscreen, 40 line screen. PANTONE® Color System* PMS 295 C PMS 2935 C PMS 131 C PMS 7401 C *PANTONE® is a registered Trademark of PANTONE, Inc. 63
  66. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Coldwell Banker Previews International® Yard Signs 19.5" Yard Sign – Agent 24" 1" (molding margin) 1" 30" .5" (to small caps) COLDWELL BANKER 1" (small caps) .375" (to small caps) SMITH & SMITH REALTY 1" (small caps) .625" J ENNIFER S ULLIVAN .75" 888.123.5555 .375" 1.5" .375" E ACH O FFICE I NDEPENDENTLY O WNED AND O PERATED. .8" 1" (molding margin) 2nd line of title POINT SIZE: must be same width 22pt. large caps as above logo (19.5") 20pt. small caps Logo prints 4 PMS color silkscreen, 40 line screen. Typeface is Minion Regular. Type and print 100% Black PANTONE® Color System* PMS 295 C PMS 2935 C PMS 131 C PMS 7401 C Black *PANTONE® is a registered Trademark of PANTONE, Inc. 64
  67. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Coldwell Banker Previews International® Yard Signs 19.5" 24" 1" (molding margin) 1" Yard Sign – No Web Site Logo prints 4 PMS color silkscreen, 40 line screen. PANTONE® Color System* 30" PMS 295 C .5" (to small caps) C OLDWELL BANKER 1" (small caps) .375" (to small caps) SMITH & SMITH REALTY 1" (small caps) PMS 2935 C 888.123.5555 .75" 2" .7" E ACH O FFICE I NDEPENDENTLY O WNED AND O PERATED. 1" 1" (molding margin) 2nd line of title POINT SIZE: must be same width 22pt. large caps PMS 131 C as above logo (19.5") 20pt. small caps 19.5" 24" 1" (molding margin) 1" Yard Sign – Web Site PMS 7401 C Typeface is Minion Regular. Type and print 100% Black 30" Black .5" (to small caps) COLDWELL BANKER 1" (small caps) .375" (to small caps) SMITH & SMITH REALTY 1" (small caps) .5" 888.123.5555 COLDWELLBANKERPREVIEWS.COM 1.5" .5" .625" .25" E ACH O FFICE I NDEPENDENTLY O WNED AND O PERATED. 1" 1" (molding margin) 2nd line of title POINT SIZE: must be same width 22pt. large caps as above logo (19.5") 20pt. small caps *PANTONE® is a registered Trademark of PANTONE, Inc. 65
  68. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Coldwell Banker Previews International® Sign Riders 6” Rider – No Web Site 24" Holes are Space between rule and 9/16" diameter 9.5" from center character should be .625" .5" .625" Y O UR N AM E .1 " (sm a ll .875" ca p s) 6" 000.123.4567 1.625" .75" 1.25" 1.25" 1.25" Rule is 1.25" from edge 6” Rider – Web Site 24" Holes are Space between rule and 9/16" diameter 9.5" from center character should be .625" .5" .625" Y O UR N AM E .1" (sm a ll .875" ca p s) 6" 000.123.4567COLDWELLBANKERSMITHANDSMITH.COM 1.625" .75" 1.25" 1.25" 1.25" URL is 44 point Space between rule and Minion Regular character should be .625" R ule is 1.25" from edge Typeface is Minion Regular. Type and rules print 100% Black Black 66
  69. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Coldwell Banker Previews International® Standard Letterhead Page 1 Coldwell Banker Previews International® Legal Size: 8.5” x 11” Paper: Uncoated, white, 80 lb TEXT Cougar Opaque or Fox River Paper Co., STARWHITE – Tiara, Vellum Colors: Logo prints CMYK (please use proper logo for UNCOATED or COATED stock) Typeface prints Black Address: If address exceeds 40 characters, CITY, STATE and ZIP CODE fall to the second line. Leading between Street Address and City, State and Zip is 8 pts. Minimum Required Disclaimer: (must appear at bottom, centered) Minion Regular, upper/lower case, 5 pt. Single Line Company Name_V1 Initial Capital Letter: 9 pt. .625” .625” COLDWELL BANKER RESIDENTIAL BROKERAGE Remaining Capital Letters: 8 pt. .625” .625” Tracking: 15 2” MARGIN (40 maximum character count per line) Double Line Company Name_V2** June 10, 2005 Initial Capital Letter: 9 pt. Remaining Capital Letters: 8 pt. Leading: 8 pt. Dear Mr. Joseph Smith, Tracking: 15 (40 maximum character count per line) I am looking forward to meeting with you on Thursday, June 16 at 1:00 regarding the marketing of your property. Coldwell Banker Previews International® is recognized as a Address: 8 pt. Worldwide Leader in Luxury Home Sales, and our Marketing Program is designed to T TE R create the greatest exposure for your property in the luxury marketplace. Leading: 8 pt. Tracking: 15 E LE Coldwell Banker Previews International® global reach and impressive track record enable us to set your M PL home apart from other luxury properties currently on the market in your community (40 maximum character count per line) and beyond. 1.5” SA If you have the opportunity prior to our meeting, please review the enclosed Previews® materials. Again, I look forward to seeing you on Thursday, June 16 to discuss the details MARGIN of your sale and also answer any questions you may have. Sincerely, Jane Doe Broker Sales Associate Enclosures 2” MARGIN .5” AGENT NAME Title 1.25” MARGIN 123 Main Street, City, ST 1234 5 Business: 000.123.4567 Fax: 000.123.4567 Cell: 000.123.4567 name@email.com www.coldwellbankerpreviews.co m Each Office Is Independently Owned And Operated. .34375” .375” *PANTONE® is a registered Trademark of PANTONE, Inc. **Use V2 if company name exceeds 40 characters. 67
  70. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Coldwell Banker Previews International® Standard Letterhead Page 2 Size: 8.5” x 11” Paper: Uncoated, white, 80 lb TEXT Cougar Opaque or Fox River Paper Co., STARWHITE – Tiara, Vellum Colors: Logo prints CMYK (please use proper logo for UNCOATED or COATED stock) Typeface prints Black Address: If address exceeds 40 characters, CITY, STATE and ZIP CODE fall to the second line. Leading between Street Address and City, State and Zip is 8 pts. .625” .625” .625” 2” NOTE: For letter copy, recommended typeface is Minion Regular. In Microsoft, Minion can be replaced with Times. *PANTONE® is a registered Trademark of PANTONE, Inc. 68
  71. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Coldwell Banker Previews International® No. 10 Policy Envelope Legal Size: 4.125” x 9.5” Paper: Uncoated, white, 80 lb TEXT Cougar Opaque or Fox River Paper Co., STARWHITE – Tiara, Vellum Colors: Logo prints CMYK (please use proper logo for UNCOATED or COATED stock) Typeface prints Black Typeface: Minion regular Address: If address exceeds 40 characters, CITY, STATE and ZIP CODE fall to the second line. Leading: 8 pts. for Company Name. Leading between Company Name and address is 12 pts. Style: Company name is all UPPER CASE. Address info is Upper/Lower case .375” .625” .625” 123 Main Street, City, ST 12345-6789 COLDWELL BANKER SMITH&SMITH .375” .375” .625” A7 Envelope 123 Main Street, City, ST 12345-6789 Size: 5.25” x 7.25” COLDWELL BANKER SMITH&SMITH Paper: Uncoated, white, 80 lb TEXT Cougar Opaque or Fox River Paper Co., STARWHITE – Tiara, Vellum .625” Colors: Logo prints CMYK (please use proper logo for UNCOATED or COATED stock) Typeface prints Black .625” Typeface: Minion regular Address: If address exceeds 40 characters, CITY, STATE and ZIP CODE fall to the second line. Leading: 8 pts. for Company Name. Leading between Company Name and address is 12 pts. Style: Company name is all UPPER CASE. Address info is Upper/Lower case *PANTONE® is a registered Trademark of PANTONE, Inc. 69
  72. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Coldwell Banker Previews International® Large Mailing Envelope – Open Ended Size: 9.5” x 12.625” Paper: Uncoated, white, 80 lb TEXT Cougar Opaque or 1” Fox River Paper Co., STARWHITE – Tiara, Vellum Colors: Logo prints CMYK (please use proper logo for 1” UNCOATED or COATED stock) Typeface prints Black Typeface: Minion regular Address: If address exceeds 40 characters, CITY, STATE and ZIP CODE fall to the second line. Leading: 8 pts. for Company Name. Leading between Company Name and address is 12 pts. .625” Style: Company name is all UPPER CASE. Address info is Upper/Lower case 123 Main Street, City, ST 12345-6789 COLDWELL BANKER SMITH&SMITH .625” Business Card (Coldwell Banker Previews International® Legal) Size: 3.5” x 2” Paper: Uncoated, white, 80 lb TEXT Cougar Opaque or Fox River Paper Co., STARWHITE – Tiara, Vellum Colors: Logo prints CMYK (please use proper logo for UNCOATED or COATED stock) Typeface prints Black Logo: 4 color, outside square only embossed. 40 maximum character count per line. Tracking for all type – 15 Your Name: Minion Semibold Initial Cap: 10 pt. Upper Cap: 9 pt. Leading: 8 pt. .25” Your Title: Minion Regular (2 lines maximum**) Initial Cap: 7 pt. 25/32” .25” 1.15625” Leading: 8 pt. YOUR NAME Title(s) always line up with bottom of logo Your Title 1 **Note: May substitute award in 2nd title line Your Title 2 COLDWELL BANKER SMITH&SMITH 1” 123 Main Street, City, ST 12345-6789 7 lines allotted for the following information Business: 000.123.4567 (which share the same type specs, except where noted): Fax: 000.123.4567 Cell: 000.123.4567 Typeface: Minion Regular 1.25” YourName@coldwellbanker.com Each Office Is Independently Owned And Operated. Initial Cap: 7 pt. Upper Cap: 6 pt. Leading: 8 pt. .15625” (no print area) Tracking: 15 pt. Cell Phone: Use Minion Bold Company Name: (All CAPS) E-Mail: 10 pt. from line above Address Web Site: 8 pt. lead under email address, 10 pt. lead from bottom required disclaimer info Office Phone Required Disclaimer: Must appear at bottom, Minion Regular, upper/lower case, 5 pt. Fax *PANTONE® is a registered Trademark of PANTONE, Inc. 70
  73. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Coldwell Banker Previews International® Listing Publication Cover Design Guidelines If you produce your own listing publication dedicated to luxury homes, you can extend the Previews® branded look to this marketing vehicle by following these simple design guidelines. LARGE FORMAT COVER (9” x 10.875”) Masthead: placed EPS artwork for the masthead should be used, scaled to fit the format and centered at the top of the cover. The masthead should maintain a minimum .5” clearance from the top, right and left edges of the cover. Visual Grid: to add to the character of large format covers, a visual grid is used to show different facets of the same exceptional home. It includes a main visual, a vertical support visual and a small support visual. The ideal proportions of the grid visuals are used in the example below, but may need to be slightly adjusted to fit varying cover dimensions. The width of the assembled grid should always be less than the width of the masthead. Main Visual: the centerpiece of each ad should be a home interior, exterior or view photo of exceptional quality. The image should: n Be contained within a 1 pt. gold rule (PMS 8642 C); no bleed n Maintain a minimum .875” clearance from the left edge of the page Vertical Support Visual: typically a home interior or detail photo of exceptional quality. The image should: n Be contained within a 1 pt. gold rule (PMS 8642 C); no bleed n Maintain a minimum .875” clearance from the right edge of the page Small Support Visual: a home interior, exterior or view photo of exceptional quality. The image should: n Be contained within a 1 pt. gold rule (PMS 8642 C); no bleed n Maintain a minimum .875” clearance from the right edge of the page Magazine Title: using the font Minion, the title should: n Be composed of initial capitals and upper capitals n Ideally fit on one line n Be center justified, tastefully sized, and located below the key visual and above the logo with an appropriate amount of clearance maintained (see sample) Logo: the Previews logo should: n Appear center justified and at least .375” from the bottom of the layout n Maintain an appropriate amount of clearance (see logo guidelines) from the title without violating minimum size requirements Left Customization Area: using the Minion font, the area to the left of the logo can be used for custom information like the publication edition (e.g. Spring, Summer, Fall, Winter) or volume number. Whatever information is included in this area should be left justified. Left justification should be aligned with the left edge of the visual and aligned with the bottom of the logo. Right Customization Area: using the Minion font, the area to the right of the logo can be used for additional custom information. Whatever information is includ- ed in this area should be right justified. Right justification should be aligned with the right edge of the visual and aligned with the bottom of the logo. SMALL FORMAT COVER (5.5” x 8.25”) Masthead: placed EPS artwork for the masthead should be used, scaled to fit the format and centered at the top of thecover. The masthead should maintain a minimum .375” clearance from the top, right and left edges of the cover. Main Visual: the centerpiece of each ad should be a home interior, exterior or view photo of exceptional quality. The image should: n Be contained within a 1 pt. gold rule (PMS 8642 C); no bleed n Maintain a minimum .5” clearance from the left and right edge of the page Magazine Title: using the font Minion, the title should: n Be composed of initial capitals and upper capitals n Ideally fit on one line n Be center justified, tastefully sized, and located below the key visual and above the logo with an appropriate amount of clearance maintained (see sample) Logo: the Previews logo should: n Appear center justified and at least .375” from the bottom of the layout n Maintain an appropriate amount of clearance (see logo guidelines) from the title without violating minimum size requirements Left Customization Area: using the Minion font, the area to the left of the logo can be used for custom information like the publication edition (e.g. Spring, Summer, Fall, Winter) or volume number. Whatever information is included in this area should be left justified. Left justification should be aligned with the left edge of the main visual and aligned with the bottom of the logo. Right Customization Area: using the Minion font, the area to the right of the logo can be used for additional custom information. Whatever information is included in this area should be right justified. Right justification should be aligned with the right edge of the main visual and aligned with the bottom of the logo. 71
  74. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Coldwell Banker Previews International® Large Format Specifications Size: 9” x 10.875” Typeface: Minion Regular—Pantone Cool Gray #10 or Black abcdefghijklmnopqrstuvwxyz0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZ 72
  75. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Coldwell Banker Previews International® Small Format Specifications Size: 5.5” x 8.25” Typeface: Minion Regular—Pantone Cool Gray #10 or Black abcdefghijklmnopqrstuvwxyz0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZ 73
  76. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Coldwell Banker Previews International® The high-end look of the Previews® branded collateral has also been adapted to a variety of full-page print advertising layouts for use in magazines, programs and other local publications. While the objective and messaging of these ads may vary, you can preserve the feelings of sophistication and luxury they communicate through the consistent use of some common elements: Print Advertising Design Guidelines Key Visual: the centerpiece of each ad should be a home interior, exterior or view photo of exceptional quality. The image should: n Be contained within a 1 pt. gold rule (PMS 8642 C); no bleed n Maintain a minimum .75” clearance from the edge of the page n Occupy a dominant position on the page. Image must be more than 1/2 the page but no more than 2/3 the page in size. Try to create an image as close to a square as possible. Alternate Key Visual Grid: in print advertising, a visual grid can be used to show different facets of the same exceptional home. It includes a main visual and two or three equally weighted support visuals separated by a 1/16” white border on the visuals’ adjacent edges. The ideal proportions of the grid visuals are used in the examples to follow, but may need to be slightly adjusted to fit varying ad dimensions. Main Visual: the centerpiece of each ad should be a home interior, exterior or view photo of exceptional quality. The image should: n Be at least 2/3rds the height of the overall visual grid n Have its outer edges contained within a 1 pt. gold rule (PMS 8642 C); no bleed n Maintain a minimum .75” clearance from the edge of the page Support Visuals: either two or three equal-sized images of a home interior, exterior or view photo of exceptional quality. The images should: n Have outer edges contained within a 1 pt. gold rule (PMS 8642 C); no bleed n Maintain a minimum .75” clearance from the edges of the page Typeface Selection Preferred typefaces: The preferred typefaces for all Coldwell Banker Previews International® communications are Minion and Helvetica. The classic qualities of Minion are suitable for headlines and body copy in marketing and sales materials. The clean legible forms of Helvetica make it appropriate for legal copy that require exceptional legibility. n Acceptable alternatives In Microsoft PowerPoint or Word, Minion and Helvetica can be replaced with Times and Arial. Headline: using the font Minion, the headline should: n Be composed of initial capitals and upper capitals n Ideally fit on one or two lines n Be center justified, tastefully sized, and can be located either above or below the key visual so long as an appropriate amount of clearance is maintained (see sample ad) Accent Rule: a .75 pt. gold accent rule (PMS 8642 C) can be used to create separation between the headline and the body copy. When used, the length of the rule should exceed the length of the headline (see sample ad) Body Copy: using the font Minion Display Italic, the body copy should: n Appear center justified within the outside edges of the key visual n Maintain an appropriate amount of clearance (see sample ad) between itself and the headline, key visual, Previews logo or any accent rule in use 74
  77. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Coldwell Banker Previews International® Logo: the Previews® logo should: n Appear center justified in the bottom third of the layout n Maintain an appropriate amount of clearance (see logo guidelines) from headlines, body copy, accent rules or other ad elements without violating minimum size requirements n The Previews logo should always stand alone in advertising and marketing collateral. It should not be used in conjunction with the Coldwell Banker® logo. Using both logos in an advertisement or marketing piece is not necessary and may confuse the consumer. Company Name: Since the Previews logo does not provide a place for your company name, it should be included in the Agent Personalization Information area after the agent’s name and should use initial caps and lower caps at a size of 9 pt. and 8 pt. respectively. Please be sure to use the entire company name includ- ing “Coldwell Banker” URL: the local market URL can appear in body copy or as its own element. When alone, it should: n Use the Minion font and appear center justified under the Previews logo n Not contain the “www.” prefix to improve the URL’s legibility Agent Personalization Information: using the Minion font, an agent’s personalized information can be included in the ad and should: n Appear center justified beneath the logo and URL but above the legal footer if no local service information is being included n Appear left justified (to the left edge of the key visual) above the legal footer when local service information is being included n Not exceed the body copy or URL in pt. size Local Service Numbers: using the Minion font, local service numbers can be included in the ad and should: n Appear center justified beneath the logo and URL but above the legal footer if no agent personalization information is being included n Appear right justified (to the right edge of the key visual) above the legal footer when agent personalization information is being included n Not exceed the body copy or URL in pt. size Legal Copy: using the 65 Helvetica Medium and 75 Helvetica Bold fonts, the appropriate legal disclaimer must be included in every ad and should: n Appear center justified within the outside edges of the key visual and at the base of the ad layout Full Legal Disclaimer to be used: ©2007 Coldwell Banker Real Estate Corporation. All Rights Reserved. Coldwell Banker®, Previews® and Coldwell Banker Previews International® Are Registered Trademarks Licensed To Coldwell Banker Real Estate Corporation. An Equal Opportunity Company. Equal Housing Opportunity . Each Office is Independently Owned and Operated. Full Legal for NRT Offices: ©2007 Coldwell Banker Real Estate Corporation. All Rights Reserved. Coldwell Banker®, Previews® and Coldwell Banker Previews International® Are Registered Trademarks Licensed To Coldwell Banker Real Estate Corporation. An Equal Opportunity Company. Equal Housing Opportunity . Each Office is Owned and Operated By NRT Incorporated. 75
  78. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Coldwell Banker Previews International® Ad Layout Specifications Size: 8” x 10.5” Typeface: Minion Regular—Pantone Cool Gray #10 or 70% Black* abcdefghijklmnopqrstuvwxyz0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZ AD 1 Sample Layout (8” x 10.5”) Key Visual: 1 pt. Gold Rule, PMS 8642 C Healine: Minion Initial Cap =16 pt Upper Cap = 14 pt Accent Rule Center justified, 20 pt tracking .75 pt Gold rule Body Copy: Must be longer than Minion Display Italic, 11pt the headline, placed Centered between edge of image between headline and Leading = 16 pt body copy URL: Minion, 11pt Agent Center justified under logo Personalization Local Service Numbers Information: Minion, 9pt Right justified to right edge Minion, 9 pt of image above Left justified to the Legal Copy: Leading = 11 pt left edge of the image 65 Helvetica Medium & 75 Helvetica Bold, 5 pt. above Leading = 11 pt Center justified between edge of image above Leading = 6 pt 76
  79. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Coldwell Banker Previews International® Ad Layout Specifications Size: 16” x 10.5” Typeface: Minion Regular—Pantone Cool Gray #10 or 70% Black* abcdefghijklmnopqrstuvwxyz0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZ AD 2 Sample Spread Layout (16” x 10.5”) Accent Image: 1 pt. Gold Rule Square accent box centered above headline Headline: Minion Initial Cap =16 pt Upper Cap = 14 pt Center justified, 20 pt tracking Accent Rule: .75 pt Gold rule Must be longer than the headline, placed between headline and body copy Body Copy: Minion Display Italic, 11 pt Center justified between live area Leading = 13 pt URL: Minion, 9 pt Agent Center justified under logo Personalization Local Service Numbers: Information: Minion, 8 pt Minion, 9 pt Right justified, .5” from right edge Left justified to Leading = 10 pt the left edge of the image above Leading = 11 pt Legal Copy: 65 Helvetica Medium & 75 Helvetica Bold, 5 pt. Center justified between live area, Leading = 6 pt 77
  80. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Coldwell Banker Previews International® Alternate Key Visual Advertising Usage Examples Sample Single Page Advertising Layout Size: 8” x 10.5” n 3 image sample layout Sample Single Page Advertising Layout Size: 8” x 10.5” n 4 image sample layout 78
  81. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Coldwell Banker Previews International® Improper Advertising Usage EXAMPLE 1 Guidelines Examples Size: 8” x 10.5” n Do not bleed the image Tempted as you might be to break from convention in the development of your own Previews® branded n Do not extend rule unnecessarily across ads, deviation from the guidelines will dilute the entire page impact of our advertising. The following examples n Do not right justify the headline show just some of the improper uses of design ele- n Do not significantly enlarge or decrease ments, and how they can compromise the integrity point size the text of the Previews look and feel. n Do not move positioning of CBPI logo n Do not move positioning of Agent Personalization info or Local Service Numbers EXAMPLE 2 Guidelines Size: 8” x 10.5” n Do not move legal copy positioning n Do not flop positioning of logo/website with Agent Personalization info & Local Service Numbers n Do not move positioning of headline & rule n Do not superimpose image on top of main visual n Do not left justify body copy n Do not use upper/lowercase for headline n Do not track/out headline more than 20 pts. EXAMPLE 3 Guidelines Size: 8” x 10.5” n Do not lead out body copy n Do not place headline over image n Do not stack or lead out Agent Personalization info & Local Service Numbers n Do not disproportionately enlarge logo n Do not right justify logo and website address n Do not enlarge rule point size n Do not place rule anywhere other than between the headline and body copy n Do not move image to a position where there is not equal distance from the edges of the ad to the top, left and right side of the image 79
  82. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Coldwell Banker Previews International® Collateral Usage Examples Sample Collateral Piece Front Size: 5.5” x 11” Headline: Minion Initial Cap Upper Cap Center justified Image(s): 1 pt. Gold Rule (PMS 8642 C), Centered Logo Bottom, Centered Sample Collateral Piece Back Size: 5.5” x 11” n Image bleed with white space (1/16”) separating images n Agent photo always in B/W with 1.5 pt white border n Brown Bar (PMS 439) at bottom n Agent photo overlaps image & brown bar n Text box always as accent color n Text is centered justified Minion, upper/ lower case n Legal at bottom of text box, 65 Helvetica, 75 Helvetica Bold n The logo is located in the upper left-hand corner of the address panel and maintains appropriate clearance from the image panel and top edge n The first line of the address block aligns with the bottom edge of the logo 80
  83. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Coldwell Banker Previews International® Logo: The Coldwell Banker Previews International® logo must be used exactly as indicated in this Manual. It is the uniqueness of each part of the Trademark, and the way it has been assembled into a unit, that gives the Mark its distinctive character. The logo is the heart of the Coldwell Banker Previews International identity, and correct and consistent application is essential. Inconsistent use jeopardizes our right to exclusive use of the logo. The Coldwell Banker Previews International logo should never be altered in any way regardless of the application or the size of the logo within an application. Use only Coldwell Banker Previews International approved electronic logo artwork. Typography: The primary typefaces for all Coldwell Banker Previews International materials are Minion and Avenir. The classic qualities of Minion are suitable for headlines and body copy in marketing and sales materials. The clean legible forms of Avenir make it appropriate for small-size text or areas of copy that require exceptional legibility. In PowerPoint® or Word®, Minion or Avenir can be replaced with Times and Arial. Minion Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Minion Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Minion Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Minion Bold Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Avenir Roman Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 Avenir Heavy Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 81
  84. c o l d w e l l b a n k e r w o r k s . c o m Creative Requirements: Coldwell Banker Previews International® Color System: The Coldwell Banker Previews International program’s signature color is Previews® Blue. The correct use of this color is important to ensure a consistent representation of the Coldwell Banker Previews International logo and brand identity. This color may be created by matching PANTONE® ink 295C. Additional colors have been selected as accent colors in communications. These colors can either be used at their full value or as tints. Together, this color palette will give Coldwell Banker Previews International a distinctive look in the market and help to differentiate us from competitors. Previews Signature Color PANTONE® Color System* 4/C Process PMS 295 C† PMS 8642 C† C: 100 C: 3 M: 60 M: 25 NOTE: Colors are representative of a coated stock. Y: 0 Y: 77 When using uncoated stocks, matching uncoated K: 55 K: 25 colors should always be selected. Previews Dark Accent Colors PANTONE® Color System* 4/C Process PMS 439 C PMS 405 C C: 80 C: 0 M: 75 M: 10 Y: 100 Y: 30 K: 25 K: 70 Previews Light Accent Colors PANTONE® Color System* 4/C Process PMS 877 PMS 402 C PMS 5803 C C: 0 C: 0 C: 3 Metallic Silver M: 0 M: 6 M: 0 Y: 0 Y: 14 Y: 12 K: 10 K: 31 K: 12 PMS 614 C PMS 461 C PMS 5245 C C: 0 C: 3 C: 6 M: 0 M: 3 M: 8 Y: 20 Y: 30 Y: 7 K: 4 K: 0 K: 0 PMS 434 C PMS 5455 C PMS 5527 C C: 0 C: 5 C: 6 M: 6 M: 0 M: 0 Y: 5 Y: 1 Y: 6 K: 15 K: 9 K: 10 PowerPoint® and Word® are registered Trademarks of Microsoft Corporation. *PANTONE® is a registered Trademark of PANTONE, Inc. † PMS swatches are shown in their 4/C process equivalent. Please refer to a PANTONE Matching System book for actual color. The colors shown on this page and throughout this Manual have not been evaluated by PANTONE, Inc. for accurate PANTONE Color Standards, and may not match the PANTONE Color Standards. For accurate PANTONE Color Standards, refer to the current edition of the PANTONE Color Formula Guide. PANTONE is a registered Trademark of PANTONE, Inc. 82
  85. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Coldwell Banker® Mortgage Logo Specifications The following are requirements for the application of the Coldwell Banker ® Mortgage Mark. This includes instructions on correct usage of the Mark and color specifications. The Coldwell Banker Mortgage logo must be used exactly as indicated in these requirements. The proper logo consists of a PMS 280 rectangular field with the words “Coldwell Banker”. The Coldwell Banker “bug” design, and the word “Mortgage” in a custom-designed typestyle, in white letters. The logo may be repre- sented in blue or in black on white. It is essential the correct color blue be used. The color blue (PMS 280) is always the same. The shape, or aspect ratio (relationship of height to width), of the blue field is always the same. The spacing and placement of the words “Coldwell Banker Mortgage” and the Coldwell Banker “bug” are always the same within the blue field. The color, the aspect ratio of the logo and the relationships within the Mark shall not be altered regardless of the application or the size of the logo within the application. In virtually all applications a minimum of white space surrounds the blue field of the logo and shall always be maintained. The Coldwell Banker “bug” design shall never be used by itself outside of the Mark, as those letters are the Trademark of another company. Your Company Tradename or DBA: The Coldwell Banker Mortgage logo is intended for use by those affiliates who have formed a relationship with PHH Mortgage to offer and promote residential mortgage services to consumers. Since these services are, in fact, provided by PHH Mortgage and not the Coldwell Banker Affiliate, the positioning of an affiliate company tradename or DBA directly under the logo is not permitted. The Coldwell Banker Mortgage logo must stand alone in all advertising and promotional materials. However, it is permitted (and recommended) to use the standard Coldwell Banker logo together with an affiliate company tradename or DBA elsewhere in the document or advertisement. Minimum Required Disclaimer: PHH Mortgage utilizes a standard disclaimer in all of its promotional materials and it is automatically included. When creating new materials that include the Coldwell Banker Mortgage logo at the local level, you must include the required disclaimer. Contact PHH Mortgage for exact disclaimer language and prior copy approval. Logo usage is not permitted without prior approval of the marketing piece from PHH Mortgage’s Marketing and Legal Departments. Mortgage Logo 83
  86. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Coldwell Banker® Mortgage Reproduction The Coldwell Banker ® Mortgage logo shall always be reproduced photographically from a high-quality reproduction proof designed for that purpose. It shall never be drawn freehand. For large scale reproductions of a Coldwell Banker Mortgage Trademark (such as office building signs), strict adherence to proportionally sized enlargements is required. The blue field must maintain a 1.0 to 2.233 ratio of height to width. The scaling grid below provides the correct space relationships for all elements of the logo. This scaling grid should be used as a guide for scaling the logo up or down in size and for verifying the correctness of reproductions. In general, a minimum of two grid units of space or air shall be maintained around all four sides of the logo except when specifically noted otherwise in this guide. When the logo is used against a tinted background, a margin of white space (a minimum two grid units) is required around all four sides. No copy or graphic element shall be contained within this space. Aspect Ratio: 1.0 to 2.233 (30 grid units to 67 grid units). A correct logo is 30 grid units in height and 67 grid units in width. The correctness of the aspect ratio may be verified by measuring the height of the field and multiplying it by 2.233. The result 30 should equal the width. Grid Units Letter height is 7 grid units, except the K, which is 8.5 grid units. Mortgage Type height is 4 grid units. All measurements are in grid units. The scaling grid provides the correct size and spacing 67 relationships for all elements of the Mark. Note: These displays are for demonstration only. The scaling grid should never be reproduced as part of the logo. 7 7 7 7 8-1/2 8-1/2 4 Creative Requirements: Coldwell Banker® Mortgage About Coldwell Banker Mortgage As a compliment to the Coldwell Banker brand, Coldwell Banker Mortgage stands for service excellence. The following illustrate the essence of the brand: n Integrity n Leadership n Specialized n Vision n Performance 84
  87. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Coldwell Banker® Home Loans Logo Specifications The following are requirements for the application of the Coldwell Banker ® Home Loans Mark. This includes instructions on correct usage of the Mark and color specifications. The Coldwell Banker Home Loans logo must be used exactly as indicated in these requirements. The proper logo consists of a PMS 280 rectangular field with the words “Coldwell Banker”. The Coldwell Banker “bug” design, and the word “Home Loans” in a custom-designed typestyle, in white letters. The logo may be represented in blue or in black on white. It is essential the correct color blue be used. The color blue (PMS 280) is always the same. The shape, or aspect ratio (relationship of height to width), of the blue field is always the same. The spacing and placement of the words “Coldwell Banker Home Loans” and the Coldwell Banker “bug” are always the same within the blue field. The color, the aspect ratio of the logo and the relationships within the Mark shall not be altered regardless of the application or the size of the logo within the application. In virtually all applications a minimum of white space surrounds the blue field of the logo and shall always be maintained. The Coldwell Banker “bug” design shall never be used by itself outside of the Mark, as those letters are the Trademark of another company. Your Company Tradename or DBA: The Coldwell Banker Home Loans logo is intended for use by those affiliates who have formed a relationship with PHH Mortgage to offer and promote residential mortgage services to consumers. Since these services are, in fact, provided by PHH Mortgage and not the Coldwell Banker Affiliate, the positioning of an affiliate company tradename or DBA directly under the logo is not permitted. The Coldwell Banker Home Loans logo must stand alone in all advertising and promotional materials. However, it is permitted (and recommended) to use the stan- dard Coldwell Banker logo together with an affiliate company tradename or DBA elsewhere in the document or advertisement. Minimum Required Disclaimer: PHH Mortgage utilizes a standard disclaimer in all of its promotional materials and it is automatically included. When creating new materials that include the Coldwell Banker Home Loans logo at the local level, you must include the required disclaimer. Contact PHH Mortgage for exact disclaimer language and prior copy approval. Logo usage is not permitted without prior approval of the marketing piece from PHH Mortgage’s Marketing and Legal Departments. Home Loans Logo 85
  88. c o l d w e l l b a n k e r w o r k s . c o m Identity Requirements: Coldwell Banker® Home Loans Reproduction The Coldwell Banker ® Home Loans logo shall always be reproduced photographically from a high-quality reproduction proof designed for that purpose. It shall never be drawn freehand. For large scale reproductions of a Coldwell Banker Home Loans Trademark (such as office building signs), strict adherence to proportionally sized enlargements is required. The blue field must maintain a 1.0 to 2.233 ratio of height to width. The scaling grid below provides the correct space relationships for all elements of the logo. This scaling grid should be used as a guide for scaling the logo up or down in size and for verifying the correctness of reproductions. In general, a minimum of two grid units of space or air shall be maintained around all four sides of the logo except when specifically noted otherwise in this guide. When the logo is used against a tinted background, a margin of white space (a minimum two grid units) is required around all four sides. No copy or graphic element shall be contained within this space. Aspect Ratio: 1.0 to 2.233 (30 grid units to 67 grid units). A correct logo is 30 grid units in height and 67 grid units in width. The correctness of the aspect ratio may be verified by measuring the height of the field and multiplying it by 2.233. The result should equal the width. Letter height is 7 grid units, except the K, which is 8.5 grid units. 30 Grid Home loans Type height is 4 grid units. Units All measurements are in grid units. The scaling grid provides the correct size and spacing relationships for all elements of the Mark. Note: These displays are for demonstration only. The scaling grid should 67 never be reproduced as part of the logo. 7 7 7 7 8-1/2 8-1/2 4 Creative Requirements: Coldwell Banker® Home Loans About Coldwell Banker Home Loans As a compliment to the Coldwell Banker brand, Coldwell Banker Home Loans stands for service excellence. The following illustrate the essence of the brand: Integrity Leadership Specialized Vision Performance 86
  89. Coldwell Banker ® Identity Standards Manual Confidential and Proprietary ©2008 Coldwell Banker Real Estate LLC. All Rights Reserved. Coldwell Banker ® Is A Registered Trademark Licensed To Coldwell Banker Real Estate LLC. An Equal Opportunity Company. Equal Housing Opportunity . Each Office Is Independently Owned And Operated Except Offices Owned And Operated By NRT LLC. This Manual Is Confidential And Proprietary And May Not Be Distributed, Copied Or Otherwise Disseminated Without The Prior Written Consent Of Coldwell Banker Real Estate LLC.

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