QUICK REFERENCE GUIDE - Keller Williams Realty

2y ago
42 Views
2 Downloads
2.73 MB
33 Pages
Last View : Today
Last Download : 2m ago
Upload by : Julia Hutchens
Transcription

QUICK REFERENCE GUIDEKeller Williams Quick Refer

1.0 Purpose of This Quick Reference GuideThese guidelines are part of a toolkit that aides Keller Williams Franchises, ApprovedVendors and Agency Partners easily and quickly create a unified visual experience for yourassociates and clients.Because we believe, above all else, that real estate is a local business, the Keller Williamsidentity is designed to be used in conjunction with localized branding from both our officesand associates.At the same time, we believe that in order to attract top talent to your market centers, youmust have a strong brand identity within your local real estate community.When used with other resources available to you as a KW franchise, including ourmarketing campaigns and graphic brand assets, we should be able to help simplify your life!INTENTION1. Help us effectively express our industry-leading,disruptive, innovative positioning2. Tell our story more effectively and consistently – savingyou time and effort3. Simplify and clarify our brand4. P rotect the value of the Keller Williams name andtrademarks across the globeThe information in this Identity Guide is part of your Franchise Agreement and should betreated as such. Policies as described in this Guide should be reviewed carefully by MasterFranchisees, Franchisees and Market Centers, as they are applicable for all forms of usage.While we have suggested guidelines, there is still plenty of room for you to be creative andto develop a brand that works in your local marketplace. We invite you to use this guide,along with your imagination, to truly bring the Keller Williams brand to life for your officeand your market.If we can be of service to you, please reach out to the Keller Williams MarketingDepartment at marketing@kw.com.Keller Williams Quick Reference Guide 10.13v1

2.0 Primary Logo Standards2.1 Primary Logo & Informal Logos2.2 Structure2.3 Surrounding Space Restrictions2.4 Size Restrictions2.5 Unacceptable ExecutionsKeller Williams Quick Reference Guide 10.13v1

2.0 Primary Logo Standards2.1PRIMARYLOGOThe primary Keller Williams signature is the mostbasic and commonly used element of the KellerWilliams visual identity.Customized signatures for individual marketcenters and regions are created by integrating thename of the market center identity with the KellerWilliams signature using specific unit templates.INFORMALLOGOSInformal Logo MarkThe informal signature is used in digital formats,watermarks and on casual internal applications,such as merchandise.Informal Logo LinearKeller Williams Quick Reference Guide 10.13v1

2.0 Primary Logo Standards2.2STRUCTUREThe primary Keller Williamssignature is structured as shown tothe right. Colors and acceptableiterations of the signature aredescribed on subsequent pages.The x-height of the‘KW’ is double theheight of the ‘K’ in‘KELLER WILLIAMS’.The space between the ‘KW’and ‘KELLER WILLIAMS’ is1/2 the height of the ‘K’ in‘KELLER WILLIAMS’.The outer points of thevertex of the ‘w’ alignwith the insides of thestem and leg of the ‘R’.2.3SURROUNDING SPACERESTRICTIONSThere must be at least the widthof the “W” all the way aroundthe logo.Keller Williams Quick Reference Guide 10.13v1

2.0 Primary Logo Standards2.4SIZE RESTRICTIONSMinimum size specifications havebeen established to ensure thelegibility of Keller Williams logos.PRINTWEBMinimum Size - Formal Logo1”‘KELLER WILLIAMS’ must not besmaller than 1 inch.150 px‘KELLER WILLIAMS’ must not besmaller than 150 pixels.Minimum Size - Informal Logos0.375”30 px‘KW’ must not be smaller than0.375 inches.1”‘KELLER WILLIAMS’ must not besmaller than 1 inch.‘KW’ must not be smaller than30 pixels.150 px‘KELLER WILLIAMS’ must not besmaller than 150 pixels.Keller Williams Quick Reference Guide 10.13v1

2.0 Primary Logo Standards2.5UNACCEPTABLEEXECUTIONSGuidelines for acceptabletreatment of the signature arefound throughout this manual.Keller Williams logos shouldonly be reproduced using the filesprovided by Keller Williams.Several examples of unacceptablevariations are shown to the right.This list is not exhaustive.Do not reconfigure.Components of the signature shouldnever be reconfigured. Spacerelationships among elements arenot to be manipulated.Do not use the old ‘bug’.The old bug should not be used byitself or in replacement of the new‘KW’ mark.Do not resize individual elements.Size relationships among elementsare not to be manipulated.Only the primary configurationof the signature is depicted in theexamples, but these principlesapply to the master brand andaffiliate logos as well.KELLER WILLIAMSDo not add embellishments.Do not add drop shadows, embossingor any other effect to the logo.Do not use other fonts.Do not use any font to type outKeller Williams.Do not use the old ‘bug’ with pipette.The configuration of the old bug andthe pipette should not be used.Keller Williams Quick Reference Guide 10.13v1

3.0 Affiliate Naming/Logo Standards3.1 Designing Your Affiliate/Licensee Logo3.1a Affiliate Logo Structure - DBA Name Less Than 12 Characters3.1b Affiliate Logo Structure - DBA Name More Than 12 Characters3.1c Affiliate Logo Structure - DBA Name Includes ‘Keller Williams Realty’3.1d Affiliate Logo Examples3.1e Affiliate Logo Surrounding Space Restrictions3.1f Affiliate Logo Size Restrictions3.1g Affiliate Logo Unacceptable ExecutionsKeller Williams Quick Reference Guide 10.13v1

3.0 AFFILIATE NAMING/LOGO STANDARDS3.1Designing yourAffiliate/LicenseeLogoOnly the DBA name can appear in conjunction with the primary logo.No additional words or design features may appear between the logo and the DBA name. Whenthe DBA name includes “KELLER WILLIAMS REALTY,” use the appropiate logo provided, asoutlined in section 3.1c.ExamplesDBA NAMEDBA NAMEDBA NAME MORE THANTWELVE CHARACTERSDBA NAME MORE THANTWELVE CHARACTERSKeller Williams Quick Reference Guide 10.13v1

3.0 AFFILIATE NAMING/LOGO STANDARDS3.1aAffiliate LogoStructureDBA NAME Less than12 charactersKeller Williams Primary Logo(Do not alter)This unit maintains the same proportionand spacing. The DBA name is added tothe primary logo.DBA Name (Editable):The type size of your DBA name is thesame height as the x-height of the ‘KW’.The DBA Name is on the same baselineas the ‘KW’.The space between the ‘KW’ and theDBA name is the width of the stemof the ‘K’ in ‘KW’.DBA NAME (Editable)Keller Williams Primary Logo (Do not alter)DBA NAMESee section 5.0 for more details abouttypography.Keller Williams Quick Reference Guide 10.13v1

3.0 AFFILIATE NAMING/LOGO STANDARDS3.1bAffiliate LogoStructureDBA NAME MORE THAN12 CHaractersKeller Williams Primary Logo(Do not alter)This unit maintains the sameproportion and spacing. The DBAname is added to the primary logo.DBA Name (Editable):Line 1 and line 2 of your DBA Nameare the type size which equals theheight of the x-height of ‘KW’ whileallowing space in between both lines.Please see diagram to the right tomeasure where they align. The line1cap height aligns with the x-heightof the ‘KW’. The line 2 baseline alignswith the baseline of the ‘KW’.The space between the ‘KW’ and theDBA name is the width of the stemof the ‘K’ in ‘KW’.DBA NAME (Editable)DBA NAME MORE THANTWELVE CHARACTERSKeller Williams Primary Logo (Do not alter)See section 5.0 for more details abouttypography.Keller Williams Quick Reference Guide 10.13v1

3.0 AFFILIATE NAMING/LOGO STANDARDS3.1cAffiliate LogoStructureDBA NAMEINCLUDES ‘KELLERWILLIAMS REALTY’Adding REALTY to Keller Williams:‘Realty’ is created using a custom fontand should not be typed out in any otherfont. Use the provided template to createyour DBA Name.Keller Williams Primary Logo(Do not alter)This unit maintains the same proportionand spacing. The DBA name is added tothe primary logo.DBA Name (Editable):Follow the same guidelines for editingDBA Names in sections 3.1a and 3.1bThe space between the ‘KW’ and theDBA Name is the width of the stemof the ‘K’ in ‘KW’.DBA NAME (Editable)Keller Williams Primary Logo (Do not alter)DBA NAMEThe space between the ‘KELLER WILLIAMS’and ‘REALTY’ is the width of the stem of the‘K’ in ‘KW’.The space between the ‘KW’ and theDBA Name is the width of the stemof the ‘K’ in ‘KW’.DBA NAME (Editable)DBA NAME MORE THANTWELVE CHARACTERSKeller Williams Primary Logo (Do not alter)The space between the ‘KELLER WILLIAMS’and ‘REALTY’ is the width of the stem of the‘K’ in ‘KW’.Keller Williams Quick Reference Guide 10.13v1

3.0 AFFILIATE NAMING/LOGO STANDARDSKIRKLANDALASKA GROUP3.1dAffiliate LogoALASKA GROUPEXAMPLESKIRKLANDCOEUR d’ALENECOEUR d’ALENEFEDERAL WAYFEDERAL WAYARIZONA LIVINGARIZONA LIVINGDBA NAMEDBA NAMEDBA NAMEDBA NAMEDBA NAMEDBA NAMEKIRKLANDKIRKLANDCRESCENT CITYWESTBANK PARTNERSCRESCENT CITYWESTBANK PARTNERSSUN VALLEY &SOUTHERN IDAHOALASKA GROUPALASKA GROUPSUN VALLEY &SOUTHERN IDAHOEUGENE &SPRINGFIELDCOEUR d’ALENECOEUR d’ALENEEUGENE &SPRINGFIELDSUNSETCORRIDORFEDERAL WAYFEDERAL WAYSUNSETCORRIDORRIVER CITYSPECIALISTSPALM BEACH PALM BEACHRIVER CITYSPECIALISTSDTCELITE REALTYIRVINEDTCELITE REALTYIRVINEMOUNTAINPROPERTIESCHAIN of LAKESCHAIN of LAKESMOUNTAINPROPERTIESLA MESACALIFORNIAFAYETTEVILLEFAYETTEVILLELA MESACALIFORNIAKeller Williams Quick Reference Guide 10.13v1

3.0 AFFILIATE NAMING/LOGO STANDARDS3.1eAFFILIATE LOGOSURROUNDING SPACERESTRICTIONSThere must be at least thewidth of the “W” all the wayaround the logo.DBA NAMEDBA NAME MORE THANTWELVE CHARACTERSKeller Williams Quick Reference Guide 10.13v1

3.0 AFFILIATE NAMING/LOGO STANDARDS3.1fAFFILIATE LOGOSIZE RESTRICTIONSMinimum size specificationshave been established toensure legibility of the KellerWilliams logos.PRINTWEBDBA NAME1”‘KELLER WILLIAMS’ must not besmaller than 1 inch.DBA NAME MORE THANTWELVE CHARACTERS1”‘KELLER WILLIAMS’ must not besmaller than 1 inch.DBA NAME150 px‘KELLER WILLIAMS’ must not besmaller than 150 pixels.DBA NAME MORE THANTWELVE CHARACTERS150 px‘KELLER WILLIAMS’ must not besmaller than 150 pixels.Keller Williams Quick Reference Guide 10.13v1

3.0 AFFILIATE NAMING/LOGO STANDARDS3.1gAFFILIATE LOGOUNACCEPTABLEEXECUTIONSThe guidelines for acceptabletreatment of the primarylogo also apply to the affiliatelogos; see section 2.5.Additional examples ofunacceptable variations areshown to the right. This list isnot exhaustive.VietnamDo not use other fonts.Do not use any font to type outDBA name.VIETNAMDo not reconfigure.Components of the signature shouldnever be reconfigured. Spacerelationships among elements arenot to be manipulated.Keller Williams Quick Reference Guide 10.13v1

4.0 Colors4.1 Color Palette4.2 Full-color Reproduction4.3 One-color Reproduction4.4 Affiliate Logo - Full-color Reproduction4.5 Affiliate Logo - One-color ReproductionKeller Williams Quick Reference Guide 10.13v1

4.0 ColorS4.1Color PaletteThe primary colors for the KellerWilliams visual identity systemare KW Red (Pantone 200) andKW Main Gray (Pantone 424).Equivalent color formulas forfour-color process printing anddigital media are provided here.KW RedKW Main GrayPantone 200CMYK 0 100 66 13RGB 180 1 1#B40101Pantone 424CMYK 0 0 0 60RGB 130 130 130#999Light GrayMedium GrayCMYK 0 0 0 25RGB 204 204 204#CCCCMYK 0 0 0 85RGB 77 77 77#666The preferred color treatment forthe Keller Williams signature isshown to the right.BlackCMYK 40 20 20 100RGB 0 0 0#000Keller Williams Quick Reference Guide 10.13v1

4.0 ColorS4.2Full-colorReproductionFull-ColorReversed Full-ColorKeller Williams Quick Reference Guide 10.13v1

4.0 ColorS4.3ONE-colorReproductionGrayscaleReversed GrayscaleOne-Color, Black, SolidReversed White, SolidKeller Williams Quick Reference Guide 10.13v1

4.0 ColorS4.4AFFILIATE LOGOFull-colorReproductionDBA NAMEFull-ColorDBA NAMEReserved Full-ColorKeller Williams Quick Reference Guide 10.13v1

4.0 ColorS4.5AFFILIATE LOGOONE-colorReproductionDBA NAMEDBA NAMEGrayscaleReversed GrayscaleDBA NAMEReversed White, SolidKeller Williams Quick Reference Guide 10.13v1

5.0 Typography5.1 Primary Typefaces5.2 Typesetting for Affiliate LogosKeller Williams Quick Reference Guide 10.13v1

5.0 TYPOGRAPHY5.1PRIMARYTYPEFACESPrimary Sans Serif TypefaceThe primary sans serif typeface forKeller Williams printed applicationsis Helvetica Neue, which is used inthe Keller Williams Affiliate logos.This font is to be used in collateralmaterials and headlines.Primary Serif TypefaceThe primary serif typeface for KellerWilliams printed applications isAdobe Garamond.This font is to be used in longerbody copy.HELVETICA NEUE47 Light pqrstuvwxyz123456789057 pqrstuvwxyz123456789067 Medium pqrstuvwxyz1234567890Adobe Garamond45 abcdefghijklmnopqrstuvwxyz123456789055 bcdefghijklmnopqrstuvwxyz123456789065 YZabcdefghijklmnopqrstuvwxyz123456789075 BoldSemibold ghijklmnopqrstuvwxyz1234567890Keller Williams Quick Reference Guide 10.13v1

5.0 TYPOGRAPHY5.2TYPESettingFOR Affiliate LogosDBA NAME (Editable)Typeface:Helvetica Neue 67 Medium CondensedALL CapsKerning: -20, OpticalColor: 85% KKeller Williams Primary Logo(Do not alter)This unit remains the same proportionand spacing. The DBA is added to thePrimary Logo.DBA Name (Editable):The type size of your DBA Name is thesame height as the x-height of ‘KW’. TheDBA is on the same baseline as the ‘KW’.Keller Williams Primary Logo (Do not alter)DBA Name includes‘KELLER WILLIAMS REALTY’:‘Realty’ is created using a custom fontand should not be typed out in any otherfont. Use the provided template to createyour DBA Name. See section 3.1c formore details.DBA NAMETypeface of Articles:Helvetica Neue 57 Condensed,lower caseKerning: -20, OpticalColor: 85% BlackSize: same as DBA NameDBA NAME (Editable)Keller Williams Primary Logo (Do not alter)CHAIN of LAKESKeller Williams Quick Reference Guide 10.13v1

6.0 Print Collateral6.1 Yard Signs - Examples6.2 Yard Signs - Structure6.3 Business Cards - Examples6.4 Business Cards - Structure6.5 Letterhead/Envelope - Example6.6 Letterhead - StructureKeller Williams Quick Reference Guide 10.13v1

6.0 Print Collateral6.1YARD SIGNSEXAMPLESGeneric KW SignGeneric Market Center SignGeneric Market Center SignGeneric Market Center SignAgent Branded SignAgent Branded Sign with PhotoKeller Williams Quick Reference Guide 10.13v1

6.0 Print Collateral6.2YARD SIGNSStructureFONTS: Helvetica Neue Font Family Primary fonts for signs:Helvetica Neue 57 Condensed,77 Bold CondensedSigns must include the sentence,“Each office is independentlyowned and operated.”ALIGNMENT:Typography must be left aligned to match theconfiguration of the logo.Generic KW SignCOLOR: Prefer 50% KW Red, no less than 33% red. The end result of the printing should matchKW Red - PMS 200.STYLING: Do use color blocking to create a moderngraphic look. Preferred no embellishments. No drop shadows. No gradients.Keller Williams Quick Reference Guide 10.13v1

6.0 Print Collateral6.3Business CardsEXAMPLESMarket Center BrandedGeneral BrandedAgent Branded with PhotoKeller Williams Quick Reference Guide 10.13v1

6.0 Print Collateral6.3 (cont.)Business CardsEXAMPLESMarket Center BrandedAGENT NAMEkwnyc.comChief Operating Officer808 Park Avenue, 3th FloorNew York, NY 10022212.737.2727 directagent@kwnyc.com212.818.5757 tel212.818.6956 faxAGENT NAMEkwnyc.comEach office is independently owned and operatedChief Operating Officer808 Park Avenue, 3th FloorNew York, NY 10022212.737.2727 directagent@kwnyc.com212.818.5757 tel212.818.6956 faxEach office is independently owned and operatedAgent Branded with Photokwnyc.comkwnyc.comKeller Williams Quick Reference Guide 10.13v1

6.0 Print Collateral6.4Business CardsStructureFONTS: Helvetica Neue Font Family Primary fonts for business cards:Helvetica Neue 57 Condensed,47 Light CondensedBusiness cards must includethe sentence, “Each office isindependently owned andoperated.”AGENT NAMEkwnyc.comChief Operating Officer808 Park Avenue, 3th FloorNew York, NY 10022212.737.2727 directagent@kwnyc.com212.818.5757 tel212.818.6956 faxEach office is independently owned and operatedALIGNMENT:Typography must be either left or rightaligned to match the configuration of thelogo.COLOR: Prefer KW Red, gray, black and whiteSTYLING: Do use color blocking to create a moderngraphic look. Preferred no embellishments. No drop shadows. No gradients.kwnyc.comKeller Williams Quick Reference Guide 10.13v1

6.0 Print Collateral6.5Letterhead/EnvelopeEXAMPLEKeller Williams Realty International1221 S. Mopac Expy., Ste. 400Austin, TX 78746kw.comEach Office is Independently Owned and Operatedt 512.327.3070 Keller Williams Realty Internationalf 512.328.1433 1221 S. Mopac Expy., Ste. 400kw.com Austin, TX 78746Keller Williams Quick Reference Guide 10.13v1

6.0 Print Collateraltly Owned and Operated6.6letterheadStructureFONTS: Helvetica Neue Font Family Primary fonts for letterhead:Helvetica Neue 47 Light CondensedALIGNMENT:Typography must be either left or right tomatch the configuration of the logo.COLOR: Prefer KW Red, gray, black and whitet 512.327.3070 Keller Williams Realty Internationalf 512.328.1433 1221 S. Mopac Expy., Ste. 400kw.com Austin, TX 78746Each Office is Independently Owned and OperatedSTYLING: Do use color blocking to create a moderngraphic look. Preferred no embellishments. No drop shadows. No gradients.t 512.327.3070 Keller Williams Realty Internationalf 512.328.1433 1221 S. Mopac Expy., Ste. 400kw.com Austin, TX 78746Keller Williams Quick Reference Guide 10.13v1

No additional words or design features may appear between the logo and the DBA name. When the DBA name includes “KELLER WILLIAMS REALTY,” use the appropiate logo provided, as outlined in section 3.1c. DBA NAME DBA NAME DBA NAME MORE THAN TWELVE CHARACTERS DBA NAME MORE THAN TWELV

Related Documents:

Keller Williams calculates profit sharing contributions and distributions under the MORE System, how Keller Williams determines agents’ compensation under the Keller Williams Compensation System, and how other aspects of a Keller Williams Market Center’s financial results are determined and evaluated. Any exercises are entirely hypothetical.

designed to help you understand how Keller Williams calculates profi t sharing contributions and distributions under the MORE System, how Keller Williams determines agents compensation under the Keller Williams Compensation System, and how other aspects of a Keller Williams Market Center's fi nancial results are determined and evaluated.

are designed to help you understand how Keller Williams calculates profit sharing contributions and distributions under the MORE System, how Keller Williams determines agents' compensation under the Keller Williams Compensation System, and how other aspects of a Keller Williams Market Center's financial results are determined and evaluated.

Bastian with Keller Williams at 772-291-8851. Again 291-8851. And hope to hear from you soon." 25. The agent that made the call is John Bastian, a Keller Williams agent and owner of the phone number (772) 291-8851. 26. Plaintiff has received numerous other calls to her cell phone from Keller Williams agents over the last year. 27.

Keller Williams Realty 615.416.0410 Todd Breske – Keller Williams Realty CHECKLIST The information in this For Sale By Owner Help Kit is designed to "assure" a quick and successful sale of your home. There is no cost or obligation to you. The recommendations and checklists in the program

market makers. (See interview, page 62) Ashley Keller, managing director, Gerchen Keller Capital Ashley Keller is undoubtedly one to watch. A co-founder of litigation funder Gerchen Keller Capital, Keller is establishing himself as one of the best-backed financiers of disputes, with a growing pro

expect as a Keller Williams Licensee and not to consider or rely on the results of the exercises in deciding whether to invest in a Keller Williams Market Center. If any part of this notice is unclear, please contact Keller Williams' legal department. Materials based on the Recruit-Select-Train-Manage-Motivate (RSTMM ) system and the

Keller Williams therefore cautions you not to assume that the results of the exercises bear any relation to the financial performance you can expect as a Keller Williams Licensee and not to consider or rely on the results of the exercises in deciding whether to invest in a Keller Williams Market Center. If any part of this notice is unclear .