cir realty brand standards

CIR REALTY
BRAND STANDARDS
2.0
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Contents
Our brand is special --------------------------------------------------- 2
The spirit of CIR REALTY -------------------------------------------- 3
The CIR REALTY corporate logo----------------------------------- 4
Minimum size requirement------------------------------------------- 5
Clear space requirement --------------------------------------------- 6
DOs & DON'Ts for our logo ------------------------------------------ 7
Our tagline --------------------------------------------------------------- 8
Colour -------------------------------------------------------------------- 10
CIR REALTY field of dreams (FOD) ------------------------------ 11
Typography ------------------------------------------------------------- 12
RECA and CREA advertising guidelines ------------------------ 14
Leading Real Estate Companies of the World™ and
Luxury Portfolio™ ------------------------------------------------------ 15
Marketing checklist --------------------------------------------------- 16
Our brand is special
Embrace the power of the CIR REALTY brand.
Since 1983 CIR REALTY has been strengthening and empowering our brand. As a result,
we have grown and matured to become one of Canada’s largest and most successful real
estate companies. Our unique and attractive brand represents our Great Agents and the
Great Experiences that they continually provide, therefore it is extremely important that
we do our best to uphold that image and expectation.
From creating feature sheets, business cards and websites to how we greet our
clients and host our events, everything affects our brand. At CIR REALTY our goal is
to protect the image of you, our REALTORS®, by ensuring that you are represented as
professionally and consistently as possible.
These brand standards are designed to help you create a winning edge. When we put
forth a unified company identity it lets everyone know that our commitment to them is
real. You have at your fingertips a detailed and relevant information package on our logo,
tagline and other graphic elements. They are also on our website at cirrealty.ca.
The answers to most of your brand questions are here. In case you have unanswered
questions we invite you to contact us directly at marketing@cirrealty.ca.
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CIR REALTY BRAND STANDARDS
The spirit of CIR REALTY
Our brand continues to grow and strengthen because we
choose to focus on what matters most–people.
Our focus on creating genuine relationships explains why people want to
work with us and continually refer us to their friends and families. We pay
attention to the small details because they add up to make a big difference.
CIR REALTY embodies a combination of innovation and experience, and as
a result, people are able to trust and confide in us. We are true to our clients
and we believe in educating them every step of the way.
Our Agents know that real estate is important to everyone’s quality of life. Not
only are they passionate about what they do but more importantly, they are
passionate about who they do it for. Building upon CIR REALTY's rock solid
foundation, a CIR REALTOR® has the full support they need to ensure they
deliver a great experience every time.
CIR REALTY BRAND STANDARDS
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3
The CIR REALTY corporate logo
This is the official CIR REALTY logo.
To be used exactly as it appears.
The blue box is considered to be as vital to the logo and brand as any of the
letters, therefore the CIR REALTY logo is not considered the logo without it.
The CIR REALTY logo will never appear in another colour or be shown in the
reverse colours of blue letters on a white background.
For your convienence, you can download our logo and our tagline at:
cirrealty.ca/virtualoffice/logostandards/terms.aspx
cirrealty.ca > about CIR REALTY
> Logos & Brand Standards
Scroll to the bottom of the CIR REALTY Brand Standards page, enter your
name and company information, click the radial button next to ‘I Accept’, and
click the ‘Submit’ button.
To ONLY USE in
VERY RARE occasions
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CIR REALTY BRAND STANDARDS
When reproducing your material in black and white the offical blue logo will not be suitable
because the blue will convert to a shade of gray which is unacceptible. The black version of our
logo will only be appropriate for strictly black and white collateral (for example: a newspaper ad).
Minimum size requirement
15 mm / 0.59 inches
64 pixels
The CIR REALTY logo has a minimum size requirement to ensure legibility
and secure the company identity. There are minimum width sizes for the
following formats:
printed material: 15 mm / 0.59 inches
digital material (web/email):
Minimum Size
64 pixels
(actual size)
Sizing the Logo
If the CIR REALTY logo cannot be used due to size restrictions, opt out of
using the logo. Instead, include our company name as text. For example in
a newspaper advertisement: “LARGE 1,200 square foot home with three
bedrooms and recent renovations. Call Jim or Joanne Smith at CIR REALTY.”
“
A logo is the
point of entry to the brand.
- MILTON GLASER Designer
”
CIR REALTY BRAND STANDARDS
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Clear space requirement
The CIR REALTY logo must maintain clear space surrounding all sides,
including the corners. This space is equal to one 6th the width of the logo. For
example, if the logo width is the minimum (15 mm), the space surrounding is
no less than 2.5 mm.
No objects or graphic elements can invade the clear space, nor can the logo
be positioned too close to the edge of any object or element. Placing the logo
on a solid colour or textured background is acceptable, provided the clear
space is relatively unified overall or has a neutral contrast.
6 units
1 unit 1 unit
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CIR REALTY BRAND STANDARDS
6th the width of the
CIR REALTY logo
(or 16.667% the width)
DOs & DON'Ts for our logo
DO
Below are guidelines for the correct use of our logo and samples of incorrect uses.
All uses of our logo must include:
1) the blue box (Pantone 3005 or C=100, M=34, Y=0, K=2)
2) the clear space requirements (see page 6)
3) our registered trademark symbol
4) white lettering with the crisp black drop shadow
DON'T
A helpful tip for resizing our logo. In most software applications
you can hold down the 'Shift' key on your keyboard while clicking
on a corner node and dragging diagonally, to constrain the logo
proportions horizontally and vertically.
Don't STRETCH or SQUISH the
logo horizontally or vertically.
Don't PLACE A BORDER of any size,
colour or texture around the logo.
Don't place objects or
pictures OVER the logo.
CIR REALTY BRAND STANDARDS
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Our tagline
Use our CIR REALTY tagline to compliment your marketing materials.
The tagline can be placed anywhere within your marketing material provided it is sized
appropriately and there is sufficient space surrounding it.
The graphic files of our tagline are accessable on our website. There are two layout
options: horizontal and stacked, and three colour options: CIR REALTY’s blue, black,
and white.
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CIR REALTY BRAND STANDARDS
Our tagline
The minimum clear space requirement surrounding the CIR REALTY tagline
always equals the height of the letter ‘B’ in Because. Always insert the
graphic/image file supplied on our website and do not type it out as text.**
For your convienence, you can download our tagline and our logo at:
cirrealty.ca/virtualoffice/logostandards/terms.aspx
cirrealty.ca > about CIR REALTY
> Logos & Brand Standards
Scroll to the bottom of the CIR REALTY Brand Standards page, enter your
name and company information, click the radial button next to ‘I Accept’, and
click the ‘Submit’ button.
“
Our tagline is now officially and legally registered
and trademarked. We truly have a great tagline...
Maybe one day our tagline will join the ranks of
[other unforgettable taglines], like Nike’s ‘Just do it’.
- RON STADER, PRESIDENT CIR REALTY
** There may be very rare occasions when you need to refer to the tagline in a non-graphic
document, see Typography, page 12 for usage guidelines.
CIR REALTY BRAND STANDARDS
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”
Colour
Pantone colour inks should be used whenever possible to
accurately reproduce the logo. If the Pantone or ‘spot’ colour
reproduction is not available, a four colour printing or a digital
printing process may be used, see details below.
CIR REALTY corporate colour scheme
Pantone3005
CMYKC=100, M=34, Y=0, K=2
For four colour or digital printing convert Pantone 3005 to CMYK
CMYK values: C=100, M=34, Y=0, K=2
Web or MS Office applications use these colour values
RGB values: R=0, G=129, B=198
or
Web HEX values: #0081c6
RGBR=0, G=129, B=198
Web #0081c6
Neutrals
Pantone 3005 at 8%
CMYK C=8, M=3, Y=0, K=0
RGB R=237, G=241, B=249
Web #ebf1fa
Pantone 877 at 30%
CMYK C=0, M=0, Y=0, K=9
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CIR REALTY BRAND STANDARDS
RGB R=235, G=236, B=236
Web #ebecec
CIR REALTY’s field of dreams (FOD)
Our field of dreams image is a dynamic element of our marketing.
It is a strong image to use when accompanied by the CIR REALTY logo
and tagline on materials like title pages, door knockers, bus bench
advertisements, flyers, etc.
This image is available for download only through logging into our
virtual office at:
cirrealty.ca > REALTOR® login
> Marketing & Business Development
> Company Tools > Branding Images
Follow the above section header bread-crumbs to find the
‘Branding Images’ link on CIR REALTY’s virtual office.
CIR REALTY blue in sky of ‘field of dreams’
Adjust the blue in the sky to match the CIR REALTY blue
(see previous page for appropriate colour coordinates).
CIR REALTY BRAND STANDARDS
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Typography
Being professional means being consistent, and at CIR REALTY that is exactly what we
strive for in all our communications.
A vital part of our branding is the typographical use of our name and our tagline (in emails, word
documents, etc). Whenever CIR REALTY is referred to, it must be typed as all capitals–as per every
instance in this brand standards booklet.
The tagline must always be used as the graphic/image file supplied on our website, however you may
need to refer to it in a non-graphic document. For this the tagline must be used as follows: Because
a Great Experience Begins with a Great Agent.™ All capitalization and puncuation must be exactly as
shown here regardless of its placement within the sentence, and it must always be accompanied by
the ™ symbol.
A helpful tip for inserting Trademark and Registered Trademark symbols into documents: open a
left bracket, type ‘tm’ or ‘r’, and then close it with a right bracket, for example (tm) or (r).
When using: CIR REALTY
When using: Because a Great Experience Begins with a Great Agent.™
In a sentence use CIR REALTY in all
capitals, not Cir Realty, CIR Realty, CIR,
or any derivative.
In a sentence use Because a Great Experience Begins with a
Great Agent.™ punctuated exactly as is regardless of placement
in the sentence.
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CIR REALTY BRAND STANDARDS
Typography
An important and often forgotten form of branding is the
textual style in which you deliver your message or rather, the
conscientious use of the font: style, colour, size, and placement.
The font family used by CIR REALTY is Helvetica. Although your
marketing media can use many different fonts we recommend
you use CIR REALTY’s preferred font, Helvetica, whenever
possible (use Arial if Helvetica is not available).
Placing text elements on images requires careful thought
and consideration.
Like all the elements in your message, nothing should be fighting
for attention, so everything should have breathing-room or clear
space around it. The space makes everything easy to see, read
and understand–it also creates a more appealing piece that will
entice people to read further into your message.
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RECA and CREA advertising guidelines
In addition to meeting CIR REALTY’s brand standards, you must also adhere to all advertising and trademark rules set forth
by the Real Estate Council of Alberta (RECA) and the Canadian Real Estate Association (CREA).
When referring to a REALTOR®, to REALTORS®, or the MLS® use full capitalization and always include the registered
trademark symbol for all instances throughout your document.
You can find links to the following documents on CIR REALTY’s public website:
cirrealty.ca/virtualoffice/logostandards/terms.aspx
cirrealty.ca > about CIR REALTY
> Logos & Brand Standards
1 RECA Advertising Guide Document
2 Trademark Manual (A REALTOR®’s Guide to the Proper Use of CREA’s Trademarks)
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CIR REALTY BRAND STANDARDS
Leading Real Estate Companies of the World™ and Luxury Portfolio™
CIR REALTY is a proud Partner of the Leading Real Estate Companies of the World™.
®
As partners of this prestigious and exclusive network of great independant companies, CIR REALTY
proudly displays their logo and the Luxury Portfolio™ logo within our marketing material. We encourage
you to do the same.
®
Download the LeadingRE™ and the Luxury Portfolio™ logos at:
cirrealty.ca/virtualoffice/logostandards/terms.aspx
cirrealty.ca > about CIR REALTY
> Logos & Brand Standards
Scroll to the bottom of the CIR REALTY Brand Standards page, enter your name and company
information, click the radial button next to ‘I Accept’, and click the ‘Submit’ button.
ReloDirect
Our association with other fine firms that carry the LeadingRE™ logo of excellence result in instant credibility with out-of-town
consumers. RELO Home Search offers us strong listing exposure in their global property network (relohomesearch.com),
and outstanding marketing support materials to capture those listings.
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Marketing checklist
The following highlights the criteria by which all our marketing is measured. These criteria are crucial for maintaining the
consistency and success of the CIR REALTY brand. How does your personal marketing score?
Clear and Recognizable
Trustworthy
• Has a clean and orderly layout
• Avoids the hard sell
• Uses clear and concise language
• Has thoughtful information in a logical design hierarchy
• Uses a generous amount of white space to give the eye
‘room to breathe’
Beautiful
• It’s visually appealing to entice customers to read more
• Will stand out amongst the clutter
Insightful
• Highlights an understanding and provides solutions
to customers’ needs
• Provides the best experience for the customer
• Inspires a solid trust in you and CIR REALTY
• Demonstrates humility and genuine customer empathy
Friendly and Professional
• Exudes friendly optimism
• Is genuine and confident in tone
Relevant
• Uses meaningful elements like words, images, examples
and quotes that are targeted to your customers
Branding Compliant
• Complies with all aspects of the CIR REALTY branding
guide–logo, clear space, size, tagline, typography, colour
scheme
• Complies with RECA and CREA guidelines
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CIR REALTY BRAND STANDARDS
Our CIR REALTY logo has the power to:
Positively Symbolize the Company
•
Convey Credibility
Communicate Our Integrity
•
Instill Trust
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“
cirrealty.ca
...CIR REALTY’s founding qualities of caring, integrity
and trust continue to motivate us to achieve the highest
quality result in everything we do...
- excerpt from CIR REALTY’s Vision Statement
”