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Corporate Identity and Brand Standards Manual Last Updated 6 | 17 | 10
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
Century 21 Table of ContentsWhat is a Brand ?
The Brand
Mission, Vision, ValuesHistoryWhat we stand forThe role of brand IdenityHow to use this manual
Brand Components
The BrandmarkAlignment and spacingThe “C” mark“C” mark color variationsColor familyTypographyBrandmark misuses
Standard Communication
Buisness card and letterheadBuisness EnvelopesCorporate Faxes
Signage
Store FrontsDoor DisplaysStore SignsMonumentsMulti - Buisness Tennant signsTennant sign insertsFor sale signsA frame open house signsCar magnets
Online Communications
WebMobile phones
23456
202122232425262728
891011121314
161718
3031
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529
The Brand
PAGE 1
Mission
Century 21is a global real estate company that
is committed to being number one in customer
service, sales, technology and associated
professional growth in the United States as well
as internationally.
Quality and service. It’s what Century 21 is
dedicated to. Our goal at Century 21 is to provide
our clients and customers with the best service in
the world.
Vision
The real estate industry of the new millennium
will be driven by a “consumer service culture”
and Century 21 will lead this evolutionary
process.
The Century 21 system, in all of its operations,
will epitomize not only professional real estate
knowledge, but a dedication to honesty, integrity
and responsiveness to every customer whom
we have the privilege of servicing. This “service
culture” will be promoted, integrated and
expected throughout every level of our system
and no deviation from this high ideal will be
accepted.
Our customers deserve, and will receive, the
finest service ever offered by any real estate
organization.
Values
The Century 21 brand values giving great
proffesional council to its clients in the are of
commercial, residential and Industrial real estate.
The brand values its position as one of America’s
most well recognized real estate agencies and
will continue to use it’s vast experience in the
field to help all clients find the right home.
The Brand Mission, Vision and ValuesThe Brand
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529PAGE 2
Century 21 was founded in 1971 by Art Bartlett and
Marsh Fisher, two real estate agents in Orange County,
California. Here Bartlett talks about how they decided
on the name:
“We were brainstorming at lunch one day my former
VP and I, and I said the name had to sound like it had
been around for a long time. My former VP suggested
20th Century Realty. I thought it would be impossible
to get the name registered. He said 21st Realty, but
I didn’t like that. He then said, “How about Century
21?” I liked it, thought it sounded futuristic. I called
Marsh and told him, but he thought it was too
futuristic. He wanted Green Valley.
Well, we finally agreed on Century 21, and we
incorporated the company.
The company went public in 1977, and was bought
out by Metropolitan Life Insurance in 1984. In 1995,
the company became part of HFS, the precursor of
Cendant, under the leadership of Robert W. Pittman,
creator of MTV. Cendant spun off in 2006, and Century
21 Real Estate LLC now operates under its real estate
franchise branch, Realogy. In 2009 Century 21 Real
Estate LLC announced its decision to transition its
television advertising to additional online advertising,
including media spend in the following categories in
2009 (Century 21 real estate p2).
“We were brainstorming
at lunch one day my former VP
and I and I said the name had to sound like it had
been around for a long time.”
- Art Bartlett
The Brand History
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529 PAGE 3
Brand
As a Century 21 client you’ll benefit from the
gold standard of global brand recognition. The
Century 21 brand is the most recalled brand in
the real estate industry, with a 97% awareness
among consumers. The Century 21marketing
programs are an effective combination of earned
media/PR,television, print, online, and outdoor
advertising, bringing our brand message to
millions of consumers - and to your door. Our
strategic advertising placement is designed to
reach the widest spectrum of homebuyers and
sellers (Century21.com).
The Gold Standard
The Gold standard represents:
• Strong Reputation
• Great Market Knowledge,
• Community Involvement.
Century 21 Agent represents a Comany
with a reputable, strong history
of longevity in the market place.
The Brand What we stand for
Company Attributes:• Knowledgable• Reliable • Approachbale• Modern• Experienced• Elite• Succesful• Reputable• Efficient• Personal
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529PAGE 4
Brand Idenity
Brand idenity is everything that you see, touch,
hear or hold that brings recognition of a brand. It
takes many different elements and applications and
unites them into a singular cohesive system.
So what role does brand idenity play for a large
corporation like Century 21?
The purpose of this brand Idenity system is to
easily and clearly bring recognition of the Century
21 brand through all the various touch points
associated with the corporation. It is to translate
all their key attributes into a visual language that
anyone can understand. When clients interact
with these touch points, they will be able to have
a good idea of what the companys values and
attributes are.
The Mission
Through this branding process, the newly designed
Century 21 brandmark will be applied to all of
the following touchpoints , taking careful aim to
making sure their overall applications will lead to a
succesfully unified Idenity system. This manual will
cover all of these applications and will serve as a
guide on how to put the Brandmark, color scheme
and typography to proper use.
Key Century 21 touchpoints:
• Store front signs
• Multi tennant buisness signs
• Door entrance graphics
• Open House signs
• For sale signs
• Car Magnets
• Corporate Stationary
• Website
• Mobile Applications
The Brand The role of brand idenity
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529 PAGE 5
Using the brand effectively
The Century 21 brandmark should only appear
on the various applications mentioned inside
of this manul. It is not necsessary to display the
brandmark anywhere else. Since a company’s
brandmark is a reflection of the company and
it’s values, It is important that it is protected and
iregulated for only these preaproved uses.
Following the Guidelines
It is important to follow the guidelines in this manul
exactly and to not deter from them. Following the
guidelines all the way down to the smallest details
will insure that Century 21 will have a cohesive,
unified Idenity system that will aid them in
becomeing a more recognizable brand . Failure to
comply with these guidelines will result in a broken
idenity system that will relflect poorly on Century
21 and become a stumbling block for its success.
If you see any abuses or misuses of the Century 21
brandmark Idenity, please contact the Century 21
Corporate Communications department.
Century 21 Corporate Communications Dept.
Phone: 866. 732. 6139
Address: International HQ
1 Campus Drive
Parsipanny, New Jersey 07054
(877) 221 - 2765
The Brand How to use this manual
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529PAGE 6
Brand Components
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529 PAGE 7
Brand Components The Brandmark
PMS 103 C CMYK 26 26 100 1 RGB 195 172 47 HEX C4AD2F
PMS 601 C CMYK 13 17 78 0 RGB 226 199 88 HEX E2C758
PMS 103 C CMYK 0 0 0 75 RGB 99 100 102 HEX 636446
ArtworkThe new Century 21 Brandmark is
a messgae of the service the brand
expects to deliver to it’s clients. It
solidifies the companie’s position as
one of the most recognizable real
estate brands of the 21st Century.
The brandmark depicts the image
of a sun rising behind the roof of a
house. This represents the dawning
of a new day and the change that a
client will experience when buying
a new home. The rising sun is also
in the form of a letter “C” which is
completed by the chimeny of the
house.
ColorsTwo different shades of yellow
were utilized in order to keep with
Century 21’s promise of maintaining
a gold standard. The cool grey
color was chosen to represent the
wisdom they have aquired through
many years.
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529PAGE 8
ArtworkWhenever the Century 21
brandmark is to be applied to print
format, the file should be sent to
the printer in eps format. Jpeg
format should only be applied when
viewing on screen.
Logo Properties andLimitsAlways Maintain a generous
amount of white space around the
brandmark. The space surrounding
the brandmark should be equal to
the cap height of the wordmark.
Color OptionsThe Century 21 brandmark should
only be used in its original color
scheme or as black on white or
white on black.
Brand Components Alignment and Spacing
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529 PAGE 9
Brand Components “C” Mark logo
The “C” markThe Century “C” mark was designed
to be able to stand alone as a design
of itself for only a limited number of
applications. These applications are
restricted to the following:
• Buisness Cards
• Corporate Letterheads
• Corporate Envelopes
• Software usage and icons.
PropertiesAlways maintian a generous amount
of white space around the mark
which will be equal to a quarter of
the height of the total mark.
The “C” mark and the official
Century 21 brandmark are never to
be used within close proximity of
each other on any application.
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529PAGE 10
ColorsWhenever the “C” mark is
being used alone on one of the
preapproved applications (see
opposite page) it can only be
applied in one of the following color
variations:
• 2 tone on white
• black on white
• white on black
• white on yellow
Brand Components The “C” Mark color variations
UsesTo aquire the “C” mark icon you
must gain approval from Century
21’s corporate communications
office.
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529 PAGE 11
Brand Components Color Family
Color Family
The Century 21 brandmark was
designed to be primarily used on
it’s own with it’s original three tone
color scheme. However, this scheme
may not work in all instances.
Uses
The Century 21 brandmark in it’s
originally designed three toned
color scheme will be used for,
for sale signs, multiple buisness
tennant signs, car magnets and on
all online applications.
Three tone with white alternate
logo type for building signage, black
on white for fax documents and
white on yellow for bottom right
hand corner of buisness cards.
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529PAGE 12
TypographyAs an integral part of Century 21’s Brand,
The following typefaces should be used.
These Typefaces were chosen to reinforce
Century 21’s core values and beliefs.
The Calibri font family will serve as the
brands primary font family. This font
should be used for any application
associated with the Century 21 brand. The
secondary font family, Georgia, will be
used for Century 21 literature where large
bodies of type are utilized.
Calibri Regular Georgia Regular
Calibri Italics Georgia Italics
Calibri Bold Georgia Bold
Calibri Bold Italics Georgia Bold Italics
Typography is a Brand ? Brand Components
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529 PAGE 13
Do Not:• Attempt to create your own
Century 21 Brand Mark
• Never produce Brandmark in
non approved colors
• Never strecth or alter the
brandmarks proportions
• Never Use just part of the logo,
it is an integral unit so use as a
whole.
• Never print on top of the
brandmark
• Never use as a watermark.
Brandmark Misusesa Brand ? Brand Components
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529PAGE 14
Standard Communication
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529 PAGE 15
Buisness Card and LetterheadWhat is a Brand ? Communication Standards
Century 21 LLC4505 W. BurkeSuite BTampa Fl.
.75 in
8.5 in
1.6 in 2 in
.5 in.75 in
2008 We s t Hesperides, T ampa Fl. 333614
T 813 .494.4529
F 813.494.5566 E [email protected]
John Doerealtor
3.5 in
.88 in
1 in
.25 in
.25 in2 in
.5in
1.5 in
Buisness CardThe “C” mark, and not the full
Century 21 brand mark are to
be used on all color corporate
stationary. On the buisness cards,
the “C” mark must sit on the left
side of the card about a quarter of
the mak height from the left edge.
The Name of the employee and
their job title will rest one inch to
the right of the mark. All Contact
information will rest in a Century 21
gold field located an inch and a half
from the top.
LetterheadOn all letterhead applications
the “C” mark will rest three
quarters of an inch down
from the top vs. a quarter of
an inch from the top on the
buisness card. It will also sit
three quarters of an inch from
the left edge and the company
name and addres will sit half an
inch to the left of that. Please
note that the full name of the
company will be in view on
both the buisness card and the
letterhead.
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529PAGE 16
Buisness Envelopeshat is a Brand ? Communication Standards
Century 21 LLC4505 W. BurkeSuite BTampa Fl.
.5 in
1.15 in
.14 in
.25 in.5 in
EnvelopesJust like the corporate buisness
cards and letterheads, the Century
21 “C” mark is to be used in the
top left hand corner of all buisness
envelopes, half an inch from the
left and half an inch from the top.
The company name and address
will rest a quarter of an inch to
the left of the “C” mark. The only
other element left on the envelope
is a gold bar which runs butting
up against the top edge of the
envelope.
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529 PAGE 17
Corporate Communications
Date:
To:
Company:
Phone:
Fax:
Subject:
From:
Phone:
Fax:
pages to follow this sheet:
Corporate FaxesWhat is a Brand ? Communication Standards
FaxesCentury 21 fax forms serve an
important part of the companies
communication stationary. On
these forms there are to be no
color elements. These forms
will strictly serve as a means of
communications are a very transient
in their lifespan. It is not worth it
to have color on a document that
will serve a one time use, then be
discarded.
The MarkOne very noticable difference
between the mark on this page and
the marks on the other stationary is
that the fax documents utilize the full
Century 21 brandmark as opposed to
the “C” mark. This reason is because
nowhere else on this document is the
Century 21 name displayed. The “C”
mark is used on the other documents
because placing the full brandmark
next to the typed“Century 21”
name and address would make the
document too redundant.
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529PAGE 18
Signage
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529 PAGE 19
Signage Store Frontshat is a Brand ?
Store FrontThe following is an example of what
a Century 21 store front should look
like. Although Century 21 offices
will come in many shapes and sizes,
the following must always apply
when setting a Century 21 sign on a
building. There must always be an
appropriate amount of white space
around the brandmark. The amount
of white space needed is the cap
height of the logo type.
Color VariationsThe Color variations that can be
used on Century 21 store fronts are
limited to the following:
• Original three tone on white
• Two tone on cool grey
• white on yellow
• black on white
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529PAGE 20
Door Displays Brand ? Signage
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529 PAGE 21
Door DisplayThe original Century 21 brandmark
should be displayed on company
doors instead of the “C” mark which
doesn’t include the Century 21
name. However the brandmark will
never appear in its original color
scheme. Instead it will appear in
either all black or all white. The
brandmark should always have
the right amount of white space
surrounding it which is equal to the
cap height of the type.
Double doorsWhenever a Century 21 office
has a double door entrance, the
Century 21 brandmark should be
overlapping where the two doors
meet, one x from the top of the
frame and a minimum of one x
surrounding it.
Single DoorsSingle doors should have the brand
mark centered on the door, and
4x from the top of the door frame.
There should be a minimum spacing
one one x surrounding the mark.
Signage Store Signsat is a Brand ?
Store SignsThere will be many times when
Century 21 offices will have thier
own store sign to display the new
brandmark rather than fight for
visual space with other companies
on a multi- buisness tennant sign.
When this is the case, the preffered
treatment for the sign is illustrated
in the example to the right, with the
primary Century 21 three tone color
scheme on a white background.
Color VariationsCentury 21 signs will be permited
to have different color variations.
These include:
• Original three tone on white
• Two tone on cool grey
• white on yellow
• black on white
Please also insure that the
brandmark has the proper amount
of white space surrounding it which
is one x from the top and two x on
the sides.
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529PAGE 22
Monumentsis a Brand ? Signage
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529 PAGE 23
MonumentsIn many cases, the larger corporate
offices of Century 21 may have a
monument on their grouds proudly
displaying the Century 21 name. In
such cases the preffered monument
treatment is to have the original
Century 21 brandmark in the
original three tone color scheme
displayed. Please be aware in this
instance to have the width of the
brandmark be equal to seven times
the cap height of the type, and one
x amount of surrounding space.
Color Variations• Original three tone on white
• Two tone on cool grey
• white on yellow
• black on white
Multi-Buisness Tennant SignsWhat is a Brand ? Signage
Tennant SignsIn a majority of the cases, Century
21 will not have it’s own isolated
property sign and will have to share
sign space with other buisnesses on
a multi - tennant buisness board.
While competeing for visual space
on a tennant board is not an ideal
situation to be in, rules for spacing
and alignment still apply. There will
still be a requirment of two and a
half x spacing on the sides and one
x from the top of the panel.
Panel SizesRegardless of the size of the panels
available in the tennant board, the
spaceing requirements will hold
true. No matter the width or the
height there shoud always be one x
amount of spacing from the top and
the bottom of the panel. This will
also then determine the actual size
of the brandmark as well.
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529PAGE 24
Tennant Panel Insertss a Brand ? Signage
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529 PAGE 25
Color VariationsWhen dealing with a majority of
the signage utilized within the
Century 21 brand idenity system,
these four color schemes will
be the options to choose from
by the owners of that particular
Century 21 franchise. No other
color combination is ever to be
used on any type of signage. For
further assistance on which of
the four pre-approved to use,
please contact the Century 21
Corporate communications office.
Color Variations• Original three tone on white
• Two tone on cool grey
• white on yellow
• black on white
Signage• Store front signs
• Store signs
• Monument signs
• Muti - buisenss tennant signs
For Sale SignsWhat is a Brand ? Signage
Agents of Change
For Sale SignsThe for sale sign, is one of the most
prominent ways that the Century
21 brandmark is displayed within
society. They are always to look
exactly the same. That only things
that will differ are the phone
number of the franchise that placed
the signs, and the slogan of that
particular franchise. There are no
color variations them.
AlignmentThe originally designed three tone
Century 21 brandmark is to be
displayed on a white field with one
x amount of space surrounding it.
The “T” post for the sign is always
to be painted Century 21 gold.
There are no color variations on the
posts either.
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529PAGE 26
A - frame open house sign is a Brand ? Signage
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529 PAGE 27
Open House Whenever a property within
Century 21’s homes listing is
being listed as “open”, an open
house sign should be displayed
either on the house property or
somewhere near the property.
The sign should bear the original
three tone brandmark on a white
field, along with a gold arrow on
a cool grey field indicating the
direction where the house is,
and the words “Open House” in
Calibri bold title case font.
ArtworkLike the for sale signs, there are no
color variations for the open house
signs. There should always be one
x amount of space on the sides and
two x amount of space from the top
of the sign. See the example to the
left for more dimensional rules.
MagnetsCentury 21 Car magnets are
not required for all Century 21
employees to use, but the ones
that do want one will have to
adhere to these guidelines when
displaying the brand on a car
magent. The magnet should simply
have the original Century 21 three
tone brandmark on it along with a
contact number for the franchise
that employee works for.
AlignmentThere should always be a one x
amount of space from the top of
the magnet and from the sides as
well. The gold bar at the bottom
which holds the contact information
should be one and a half x in
heighth and be seven x down from
the top of the magnet.
Car Magnets Signage
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529PAGE 28
Online Communication
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529 PAGE 29
Web Online Communication
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529PAGE 30
WebIn this new age of online media,
Century 21’s website will proudly
display it’s brand to the world and
help consumers connect with the
brand from the comfort of their
own homes. The new website
will prominently feature the new
Century 21 brandmark in the upper
left hand corner, and the website
as a whole will help consumers
research and familiarize themselves
with the brand before making a trip
to their local office.
LayoutThe grid structure for Century 21’s
website is very simple and makes it
easy for the consumer to navigate
the site. It is composed of a Header,
two navigation bars and the main
body. The Century 21 brandmark
and a supporting graphic will sit in
the header while all information
pertaining to the page the user is
on, will sit in the main body.
Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529 PAGE 31
Mobile PhonesOnline Communication
MobileMobile phones are being used
more and more today to help
Corporations expand their brand
presence to more consumers. For
Century 21 this will be no different.
The Century 21 mobile application
will allow users to search for house
listings within their area, chart them
on a map, and view pictures and
virtual tours of them.
AppsThe Century 21 application will
currently only be available for
apple’s iphone. To the right is an
example of what the app icon will
look like. It is the “C” mark on a
yellow field which should allow for
it to be easily distinguishable on a
crowded iphone screen.
Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529
Century 21 ReferencesWhat is a Brand ?
Online
Century 21.com March 5th, 2010 Century 21 May 31, 2010 http://www.century21.com
Century 21 Real Estate. May 21, 2010.wikipedia.May 30, 2010. http://en.wikipedia.org/wiki/Century_21_Real_Estate
Mission Statement. June 5th, 2010. Century 21 Schilare realty. May 30, 2010. http://www.century21rutherford.com/
Wheeler, Alina. Designing Brand Idenity. Canada : John Wiky and Sons. 2009
Century 21 Incorporated 2010 | For any more questions regardung Century 21 rebranding please contact the Corporate Communicatiosnn Department at 813 - 494 - 4529