Brand Guidelines for eXp Realty

1. BRAND DESIGN
SYSTEM
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2. Over the course of this document, you will be
introduced to all of the elements that make up the
eXp Realty brand – including our logo, typography,
color palettes and image styles. Together, these
elements will help us create a strong and consistent
brand identity in everything we do. If you have any
questions about these guidelines, please contact
marketing@exprealty.net.
Welcome to our brand
guidelines.
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3. TABLE OF
CONTENTS
COMPANY
LOGO
BEHIND THE
LOGO
LOGO
VARIATIONS
LEGIBILIT
Y
CLEAR
SPACE
INCORRECT
USAGE
IMAGE
STYLE
PROFESSIONAL HEADSHOT
GUIDELINES
VIDEO
GUIDELINES
IMAGERY & LOGO
PLACEMENT
COLOR
PALETTE
BRAND
PATTERN
TYPOGRAPH
Y
BUSINESS
CARD
STATIONARY AND
SWAG
YARD
SIGN
PRINT
MATERIALS
EMAIL
SIGNATURE
WEBSIT
E
POWERPOINT
TEMPLATE
04
05
06
07
08
09
10
11
12
16
22
23
24
25
26
27
28
29
30
31
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4. COMPANY LOGO
Our logo is a unique, easily recognizable
mark of who we are as a brand. A clean
and modern design, it was developed in
conjunction with our agents, delivering a
strong graphic statement that emphasizes
our brand values.
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5. BEHIND THE LOGO
The eXp name comes from eXp
World Holdings Founder and CEO
Glenn Sanford and other eXp leaders
when they started the company in
2009.
It was selected as a prefix for words
that signal success and represent
the experience we create for our
agents. These positive words support
eXp Realty’s core values of integrity,
community, service, sustainability,
collaboration, innovation, being agile
and lastly, fun! The bold, thick typography conveys our strength and resilience as a
business and the solidity of our platform for the success of our people.
The X mark with the ascending line represents our rapid and exponential
growth as a global organization, the trajectory of our company and our agents.
At the same time, the disconnected piece of the X looks as if it is a
packet of data flowing into our brand, representing our digital platform.
Lastly, the X can also be seen as a celebratory person, with
the disconnected piece forming a head and the extending
line becoming an arm raised in triumph.
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Words such
as:
Expert
Experienced
Exploration
Expansion
Expeditiousl
y
Expectation
Exponential
The logo similarly represents
our values and promises to our
agents:

6. LOGO
VARIATION
S
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7. LEGIBILITY
Our logo should never be too small to
read. We’ve set a minimum size of 0.8
inches or 60 pixels. Based on the standard
range, the recommended sizes are shown
here. There should be enough clear space
at the top of the logo to allow for this in
print or online applications. It is not
recommended to use
the logo at less than 0.8 inches in width.
Take into account that the icon is not the
brand logo and should never replace the
main eXp logo.
32 x 32px
7
App Icon / Social
Media
2.7 in 1.7 in
1.18 in 0.8 in | 60px
Minimum
Size

8. CLEAR SPACE
We’ve defined a minimum exclusion
zone that stops other graphic elements
interfering with the eXp logotype and
ensures that our logo is easy to read.
The size of the exclusion zone should
be at the height and width of the letter
“e” as shown on the right.
Proportions, space and size
relationships of all blocks must not
be altered, redrawn, embellished or
recreated in any way. An important
part of maintaining a consistent
presentation is keeping a clear
space around the logo from other
text, graphics or illustrations.
1.14 in | 40%
1.18
in
|
40%
2
in
|
100%
3.7 in
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9. INCORRECT USAGE
The logo must be used as is and not be
altered in any way. This means that you
MUST NOT:
Change the logo’s orientation or rotation.
Disproportionately scale the logo.
Change the logo’s colors.
Display the logo in a configuration
not previously specified.
Attempt to recreate the logo.
Make alterations to the logo’s text.
Add special effects to the logo.
Display the logo as an outline.
Display other elements within the
logo’s designated clear space.
Crop or stretch the logo in any way.
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10. Satisfaction
Dynamism
Precision
Neutral
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Professional
Corporate
IMAGE STYLE
Photography is a key part of our identity.
We should use simple, clean imagery
with natural lighting. When showing
people, we should always strive to
represent diversity and inclusiveness
in our images. Our use of color must
always complement the chosen image.

11. PROFESSIONAL
HEADSHOT
GUIDELINES
Recommendation
s
Please follow these recommendations for a professional headshot that will be
consistent with our brand and other eXp headshots.
• Business casual recommended (tie is not necessary)
• Dress in dark, solid colors
• Avoid busy patterns, large logos, bright clothing, and hats
• Take the photo in an area with natural light
• Have the photographer take many iterations but we request your a headshot is
forward-facing, rather than angled
If your photographer is editing your photos, request they
use:
• Gray Background
• Pantone Cool Gray | 1C C0 M0 Y0 K15 | R226 G227 B228 | Hex #e2e3e4
Forward facing pose, with good posture and lighting.
Appropriate clothing.
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Blurry photo, sun exposure on the
face. Unprofessional clothing.

12. VIDEO
GUIDELINES
Recording
tips
Preparation
• Make sure you are in a well-lit area. For lighting purposes, please stay away from the window
or any TV/computer screens
• Make sure you are free of distractions such as external noise (including wind) and movement
• Refrain from eating or drinking while on camera
• Restrict movement of other household members or pets from view of the camera
• Standing when speaking on camera looks great. However, if you prefer to sit, a non-swivel
chair is best. Tip: You really don’t need more than your head and torso in the frame.
• Make sure to sit up straight to where you feel almost awkward (it will look good on camera,
we promise)
• Feel free to have someone shoot the video for you
Production (We recommend doing a test first)
• Ensure the phone is close enough to hear you clearly
• Make sure your phone is on a steady and flat surface
• Film the video horizontally for a widescreen effect
• Finally, have fun!
• Pro tip: Leave a little headroom in the video
What to include in the bio detail
• Current job title
• Previous job and relevant experience and qualifications
• Industry awards/accolades/achievements or accomplishments
• Personal information is fine, but do not overpower the main professional content
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13. IMAGERY &
LOGO
PLACEMENT
Care must be taken to create well-balanced
and considered compositions. When placing
the logo over photography, choose a light- or
solid-colored area to ensure the logo does not
get lost in the background.
Use pattern to make the imagery more ownable
Ensure the logo is legible and has a clean
background
Place the logo over a uniform background
Don’t overlay the brand pattern over people
Don’t place the logo on busy backgrounds
Don’t place the logo in random places within the layout 13

14. PRIMARY
COLOR
PALETTE
—
Pantone 7687
C C99 M84 Y2
K0 R25 G70
B157 Hex
#19469D
Brand Blue
—
Loyalty
Ownership
Corporate
—
Pantone 1505 C
C0 M60 Y100
K0 R245 G130
B31 Hex
#f5821F
Brand
Orange
—
Dynamic
Inviting
Growing
C0 M00 Y0 K0
R255 G255
B255
Hex #ffffff
C0 M0 Y0
K100 R0 G0
B0
Hex #000000
White
—
Black
—
The primary color palette is a very important
brand element as it helps to tie in all the
elements, assets and templates.
All eXp assets should feel part of the same
identity and therefore must have a coherent color
treatment.
Brand Blue
Clear and reassuring, this is our main color. It
can be seen in the logo and in all eXp assets,
and drives brand recognition and cohesion.
Brand Orange
Vibrant and dynamic, the new brand orange is
our action color. It is meant to draw attention to
the most important UI elements, such as buttons,
as well as tasteful accents in the brand pattern.
Black
For optimum text legibility and contrast on white
and light backgrounds we use black.
White
In the same way, on full color or
dark backgrounds we use white text.
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15. SECONDARY
COLOR
PALETTE
—
Pantone Cool Gray
1C C0 M0 Y0 K15
R226 G227 B228
Hex #e2e3e4
Light Gray
—
—
Pantone Cool Gray
11C C0 M0 Y0 K80
R88 G89 B90
Hex #58595a
Dark
Gray
—
—
Pantone 1375 C
C1 M38 Y100
K0 R249 G168
B26
Hex #f9a81a
—
Pantone 7459 C
C70 M25 Y13 K0
R105 G154
B189
Hex #699abd
Bright Yellow
—
—
Pantone 3597 C
C100 M91 Y28 K14
R18 G50 B113
Hex #123271
Light Blue
—
Dark
Blue
—
Expanding on the primary color palette, we
added a few more options, Bright Yellow,
Light Blue, Dark Blue, Light Gray and Dark
Gray.
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16. CORE VALUES
COLOR
PALETTE
—
Pantone 1375 C
C1 M38 Y100
K0 R249 G168
B26
Hex #f9a81a
Integrity
—
—
Pantone 1365
C C1 M29 Y81
K0 R250 G186
B75
Hex #faba4b
Transparency
—
—
Pantone 4010 C
C8 M68 Y100
K1 R225 G111
B11 Hex
#E16F0B
—
Pantone 716 C
C0 M65 Y100
K0 R244 G120
B12 Hex
#F4780C
Fu
n
—
—
Pantone 715 C
C0 M55 Y93 K0
R245 G139
B47 Hex
#F58B2F
Agile
—
Innovation
—
This color palette reserved only for when
being used to display our core values. It uses
shading and tints of the Brand’s Blue, Orange
along with the secondary colors Bright Yellow
and Light Blue.
—
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Pantone 7459 C
C70 M25 Y13 K0
R105 G154
B189
Hex #699abd
Collaboration
—
—
Pantone 3597 C
C100 M91 Y28 K14
R18 G50 B113
Hex #123271
—
Pantone 2133
C C92 M77 Y0
K0 R28 G78
B179 Hex
#1C4EB3
Community
—
—
Pantone 2386
C C83 M65 Y0
K0 R34 G96
B219 Hex
#2260DB
Service
—
Sustainability
—

17. SECONDARY
COLOR
PALETTE
These additions help to further diversify
and enrich the user experience by
assigning them to content sections of a
web page or the footer, for example, or
chapters on a PowerPoint deck, or
sections in a brochure. Just remember:
they can only be assigned to elements that
hold secondary or tertiary orders of
importance.
We always lead with the Brand Blue and
trigger action using the Brand Orange.
Color coding chapters in PowerPoint
17
Website accents
Website footer

18. BRAND
PATTER
N
The brand pattern is the mark of our brand. It has the
sole purpose of making our assets and imagery more
ownable, sophisticated and polished. It is comprised
of different sections of the “X” in the logo and is
meant to convey growth, positivity and a forward-
looking mindset by extending the upper right “arm.”
For flexibility, we have the choice of a “single X
pattern” as well as a “multiple X pattern.” Only
one pattern should be used on any created asset
at a time — never a combination of both.
Download the brand patterns here.
single X pattern multiple X pattern
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19. BRAND
PATTER
N
Spacing
Single X Pattern: There must be clear space
between the pattern and text to keep the text
legible. On the single X pattern, this is measured by
taking 50% of the width of one X arm, as defined in
the diagram to the right. When full color is used, the
pattern should never overlap text.
Multiple X Pattern: On the multiple X pattern,
clear space is measured by taking 50% of one full
X width. When full color is used, the pattern
should never overlap text. The spacing between
each ‘X’ within the pattern should not be altered
from the files provided.
Lorem Ipsum
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adipiscing elit. Curabitur fermentum lectus vel
sagittis lobortis. Aenean iaculis, magna vitae
ornare tempus, odio ligula ornare lectus, eu
egestas velit nulla ac orci. Proin consectetur
at elit at commodo. Curabitur sed nisl in tortor
malesuada vestibulum sed a orci.
Lorem Ipsum
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Curabitur fermentum lectus vel
sagittis lobortis. Aenean iaculis, magna vitae
ornare tempus, odio ligula ornare lectus, eu
egestas velit nulla ac orci. Proin consectetur
at elit at commodo. Curabitur sed nisl in tortor
malesuada vestibulum sed a orci.
clear
space
clear
space
50% of X width
X width
X width
50% of X width
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20. Sizing
Single X Pattern: Approximately 20% of the
'X' should be cropped off the edge of the
asset, ensuring the full ‘X’ is not visible.
Multiple X Pattern: The multiple X pattern
should take up approximately 20–30% of the total
design template, and should be approximately
the same size as the ‘X’ in the eXp logo being
utilized in the design. This pattern should have at
least two full visible ‘X’s’ with the rest of the
pattern cropped off the edge of the design.
BRAND
PATTER
N
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21. Color
Acceptable colors are all white, all black, all
blue, or blue with one orange X.
On print assets (i.e., flyers, yard signs), full
color should be used with no transparency.
When using digital assets over imagery, always
make sure to use less than 20% transparency in
order to allow the background to be seen through
it. Optionally, different blending modes can be
used (Screen, Overlay, Multiply) depending on
context. If in doubt, please seek guidance and
approval from our creative team at:
marketing@exprealty.net.
BRAND
PATTER
N
Agent
Name
o: 123-456-7890
c: 123-456-7890
Agent
Name
o: 123-456-7890
c: 123-456-7890
Agent
Name
o: 123-456-7890
c: 123-456-7890
Agent Name
o: 123-456-7890
c: 123-456-7890
Agent Name
o: 123-456-7890
c: 123-456-7890
Agent
Name
o: 123-456-7890
c: 123-456-7890
Pattern at 10% opacity
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22. Application: Single X Pattern
Avoid altering the pattern in any way that hasn’t
been approved in this document. The single X
pattern should never be combined with the multiple
X pattern, they should always be used separately.
Only use files as provided and do not try to
recreate the pattern in any way. To the right are
examples of incorrect applications of the single X
pattern.
BRAND
PATTER
N
Do not flip the X pattern. The X arm must always extend upwards to
the right
Do not stretch the brand pattern disproportionately
Do not rotate, use at an angle or use upside
down
Do not add any effects such as outlines or drop shadows
Do not alter the brand pattern color with an unapproved color palette
The full ‘X’ should not be visible
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23. Application: Multiple X Pattern
Avoid altering the pattern in any way that hasn’t
been approved in this document. The single X
pattern should never be combined with the multiple
X pattern, they should always be used separately.
Only use files as provided and do not try to
recreate the pattern in any way. To the right are
examples of incorrect applications of the multiple
X pattern.
BRAND
PATTER
N
Do not change individual sizing of the X pattern
Do not stretch the brand pattern disproportionately
Do not add additional colors to the pattern or apply other special effects
Do not alter the brand pattern color with an unapproved color palette
Do not change the brand pattern ‘X’ offset positioning
Do not flip, rotate, use at an angle or use upside
down
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24. Download the font here.
Roboto font family
thin light regular medium bold black
Aa
ABCDEFGHIJKLMNOPQRSTUVWX
YZ
abcdefghijklmnopqrsutvwxyz
0123456789 !”$%&/()=?
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
BRAND
TYPOGRAPHY
Typography is an essential tool in
the development of a brand identity
and is a key element to create a
distinct and cohesive look across all
communications. Our chosen font,
Roboto, is clean, modern and well
suited to a wide range of applications,
particularly digital.
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25. eXp branding Agent and eXp
branding
BUSINESS
CARD
Dimensions:
88x55 mm / 3.5x2 inches
Font:
Roboto
Colors:
Text in Black and
Orange
Logo:
Top Left Corner
Distances:
5 mm from all borders
Imagery use and placement:
On business cards, the right side of the
business card is meant to accommodate an
image. We should always use good quality
and well-lit shots as shown in the example.
Optionally, we can accommodate the agent
branding as the main logo on the front and
keep the eXp logo on the back.
5mm
5mm
5mm
5mm
3.5 in
2 in
Amy Lee
Real Estate Agent
(123) 456 7890
AmyLee@exprealty.com
exprealty.com
Amy Lee
Real Estate Agent
(123) 456 7890
AmyLee@exprealty.com
exprealty.com
25

26. STATIONARY
& SWAG
EXAMPLES
26

27. YARD
SIGN
EXAMPLE
S
27

28. PRINT
MATERIALS
EXAMPLES
Contact Amy Lee at:
Amy.Lee@exprealty.com
www.exprealty.com
Contact Amy Lee at:
Amy.Lee@exprealty.com
www.exprealty.com
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29. Download the email signature templates here.
EMAIL SIGNATURE
For a strong corporate image, all email
messages should identify the sender in a
standard and clear manner. Please follow the
examples shown.
Amy Lee | Real Estate
Agent eXp Realty
Office (123) 456 7890 | Cell (123) 456 7890
AmyLee@exprealty.com
www.exprealty.com
Amy Lee | Real Estate
Agent eXp Realty
Office (123) 456 7890 | Cell (123) 456 7890
AmyLee@exprealty.com
www.exprealty.com
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30. WEBSITE
EXAMPLE
S
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31. POWERPOIN
T
TEMPLATE
As part of the brand, we also created a new
PowerPoint template to help agents have
a common internal tool for sharing and
collaborating.
Download the PowerPoint template here.
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