Guidelines-FNL-2014-copy

Royal LePage Estate Realty Brand Guide

Title
Table of Contents
Page
Our Brand......................................................................................................................................................................... 1
Design Principles.............................................................................................................................................................. 2
Business Charter............................................................................................................................................................... 3
RLP Estate Logos - Logo rules.......................................................................................................................................... 4-5
Fonts and Colours.............................................................................................................................................................. 6
Swoosh............................................................................................................................................................................... 7
Tagline............................................................................................................................................................................... 8
Business Cards - Options - Exceptions ............................................................................................................................ 9-11
Lawn Signs......................................................................................................................................................................... 12
Corporate Samples 1-2...................................................................................................................................................... 13-14
Presentation Slides............................................................................................................................................................ 15
The Royal LePage Estate Realty Brand Guidelines has been designed to help you
prosper by providing you with the tools to make your marketing materials more attractive to
clients. By leveraging our new designing principles, you will have consistent, attractive design
and a modern look and feel which will ultimately differentiate you from the competition.

Our Brand
A new refreshed modern look and feel was designed specifically for the
Royal LePage Estate Brand:
Our Design Attributes:
- Modern, simple and classy
- Exciting, dynamic and leading edge
- Inspiring and engaging
Our Brand Attributes:
- Helpful and trustworthy
- Professional and personal
- Canadian-owned and led
- Experienced, adaptable, disciplined and strategic
- Increasingly youthful and diverse
- Run with a family business attitude
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Design Principals
The design principles adhered to in The Royal LePage Estate Realty Guidelines comprise clean lines,
consistent use of Royal LePage corporate colours and an organized, modern look and feel.
When clients sort through the various marketing messages they receive on a daily basis, they will be
attracted to those that are the easiest to comprehend, have the most consistent messaging and
present a professional, composed image.
Ensure marketing materials are effective and aligned with the powerful
Royal LePage Brand:
- Keep communication simple and brief
- Ensure clarity in message
- Select the appropriate medium (postcard, e-mail, feature sheet) for your message
- Take a “user friendly” approach
- Use the approperiate RLP Estate logo, Helvetica font and brand colours
- Prioritize copy - Headline (bold), subhead (bold, medium), body copy (roman)
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Business Charter
Royal LePage Estate Realty
Business Charter
Our Mission:
Putting You First.
Our Purpose… Our Passion… Our Pledge.
Our Purpose
To provide YOU with the training, mentoring, full service
support and strong values system to build successful and
sustainable businesses.
Our Passion
Like you we love what we do! Supporting your success in
building your business is not just our job it’s our passion.
Our Pledge
To Put YOU first. To provide you with innovative, expert and
caring service. To give you the tools and support you need
to be the very best.
Our Values
As a company our mission is driven by our
core values. We are committed to
recruiting, employing, supporting and
training professionals who share these
values and want to work in a professional,
dedicated and caring environment.
We Value Honesty
We Value Integrity
We Value Profitability
We Value Professionalism
We Value Financial Responsibility
We Value a Balanced Life
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RLP Estate Logos
Black Logo
RLPE-logo-white.jpg
Colour Logo with Border
RLPE-logo-border.jpg
White Logo
RLPE-logo-black.jpg
Colour Logo No Border
Please contact marketing department
for this logo or any large size logo.
- To achieve maximum impact, the Brand Identity should appear in full colour wherever possible.
- Logo files are located under the Marketing Drive - Corporate/Logos.
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Logo Rules
89 pixels
3.25 pt
Font: Helvetica Neue Regular
Size: Min. 51x89 pixels
Space between border and
logo is always 2 bars, as
indicated.
- Use this Royal LePage Estate Realty Logo on all materials.
- Do not attempt to recreate or modify the logo.
- When the logo is applied into a small space (eg: Business Card), do not re-size the logo below 3.25 pt font size
. and esnure that the white surrounding box is a minimum 51x89 pixels.
- If the logo is placed on a coloured background - Ensure the surrounding white box is visible and the size must
not go below 51x89 pixels.
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Fonts and colours
Royal LePage Font:
The highly legible Helvetica Neue was chosen to be Royal
LePage’s corporate typeface for its modern appearance and
authoritative feel. Helvetica Neue is available in a variety of
weights in order to give you flexibility. Helvetica is among
the most widely used sans-serif typefaces.
Helvetica Regular
Helvetica Bold
Helvetica Bold Oblique
Helvetica Light
Helvetica Light Oblique
Helvetica Neue
Helvetica Neue Light
Helvetica Neue UltraLight
Helvetica Neue UltraLight Italic
RLP Estate Colours:
#ef3f42 #000000 #ffffff
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Swoosh
The Swoosh is an essential part of the RLP Estate Branding,
and should be included in corporate designs.
The Swoosh is placed as shown above.
Swoosh always fades at the end of any
piece.
- Set Swoosh at 20% opacity on black or white backgrounds.
- When saving ensure that transparency is flattened or rasterized and Swoosh is on the correct layer.
- Printouts differ from on-screen. Professional printing is preferred.
- PNG or Ai file of Swoosh is located in the Marketing-Drive under marketing/elements.
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Tagline
"Putting you First" is literally the essence of Royal LePage Estate Realty. It was created to describe
our unique value proposition to buyers and sellers. Every action we take, starts with the question,
"How do we put YOU first?" It incorporates everyone from the agents to their clients and even
the office staff. It is not a simple slogan and should not be tossed around lightly.
- Only to be used in RLP Estate red, white and black colours.
- Font used: VialogLTCom - Regular.
- Try to include in as many marketing materials as possible.
- An outlines version is located in the Marketing Drive under
. Corporate/Logos.
#ffffff
#ef3f42 #000000
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Business Cards
Make sure swoosh is in correct place.
Use same clipping mask in template.
Helvetica Bold
Helvetica Light
Make sure file is print ready
before sending to printer.
Jennifer Burton
Broker of Record/Owner
jenburton@royallepage.ca
EstateRealty.ca
o 416.690.5100
RLP is always red in email address.
Logo no smaller than template size.
Use Corporate or agent Social media address.
- Space between “o” and the “#” is 2 space bars.
- The “o” is Bolded.
- Always use corporate TEMPLATE (do not adjust the Swoosh or front spacing).
- Ensure agent photo is high-resolution (300 dpi or better).
- For the back, there are two options available.
- If agent requests custom design, management must approve before proceeding.
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Business Card Exceptions
Short name and long email
Long name and long email
- Only use business card exceptions when necessary to fit contact information.
- Check the name and the email and see which format fits best.
- Main rules remain, only placement changes.
- Logo size must not go lower than stated in the guide - 51x89 pixels.
- Must include title (Registered RECO title e.g. Sales Representative) under the agent name.
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For Sale & Open House Lawn Signs
Open House Front 19”x29”
Sandwich Board
OPEN HOUSE
Open House Back 19”x29”
Sandwich Board
OPEN HOUSE
For Sale without Photo W: 32” H: 30”
For Sale with Photo W: 32” H: 30”
FOR SALE
FOR SALE
Agent Name
Sales Representative
416.690.5100
Agent Name
Sales Representative
416.690.5100
Agent Name
Sales Representative
416.690.5100
Agent Name
Sales Representative
416.690.5100
The Royal LePage Estate Realty lawn sign is our most
powerful advertising tool, simply because it appears in most places!
It is important when consumers see it, the design is consistent so the sign is
always associated with Royal LePage. The more consistantly the sign is used the more
Royal LePage Estate Realty Realtors will be top of mind with potential homebuyers and sellers.
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Corporate Templates
Brochure: 2 pages - 4 sided.
(MLS and floor plans can be replaced with photos).
Feature Sheet: 1 page - 2 sided
(agent photo is optional)
Just-Listed/Sold postcard:
1 card - 2 sided.
- The Royal LePage Estate Realty Corporate templates are available for new agents.
- Existing agents are encouraged to use these templates and consistent style elements.
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Corporate Templates - 2
Letterhead
Customized Letterhead
Title and Standard
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Presentation Slides - Ideas
Royal
LePage
Estate
Realty
Welcome
to the
Family
Kiley
Bollenberghe
There is only one boss. The customer. And he can
fire everybody in the company from the chairman on
down, simply by spending his money somewhere
else.
These are examples of slides that could be
created for presentations. The faded, cropped
images and the simple design in these slides
is modern and elegant, and includes the
Royal LePage Estate Realty Swoosh that is
consistent with the brand design.
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