BRAND MANUAL

BRAND MANUAL
HARCOURTS GRENADIER
HARCOURTS GRENADIER | BRAND IDENTITY MANUAL
BRAND MANUAL
HARCOURTS GRENADIER
W H AT I S A B R A N D I D E N T I T Y M A N U A L ?
PAG E 3
B R A N D P L AT F O R M F O R H A R C O U R T S G R E N A D I E R
PAG E 4
V I S U A L I D E N T I T Y S TA N D A R D S , D V D C O N T E N T
PAG E 5
LOGO
PAG E 6
COLOUR USAGE
PAG E 7
O F F- B R A N D E X A M P L E S
PAG E 8
OVERVIEW
PAG E 9
S I Z E A N D C L E A R S PAC E
PAG E 1 0
COLOUR & GREY SCALE
PAG E 1 1
T Y P O G R A P H Y/ B R A N D F O N T S
PAG E 1 2
T R A F F 1 K C O N TA C T
PAG E 1 3
PAG E 2
HARCOURTS GRENADIER | CONTENT
BRAND MANUAL
HARCOURTS GRENADIER
AN EXERCISE IN CONSISTENT BRANDING
This Brand Identity Manual provides Harcourts Grenadier’s marketing and graphic
personnel with a central reference to virtually any branding situation, or marketing
and promotional opportunity.
The Brand Identity Manual sets out the two key components needed to consistently
communicate the visual identity and brand for Harcourts Grenadier - Its Brand
Platform and Visual Identity Standards.
The Brand Platform sets out the competitive advantages of Harcourts Grenadier,
identifying the position Harcourts Grenadier seeks to own in the marketplace and
defines the key concepts Harcourts Grenadier wants its audiences to remember.
The Brand Platform includes Harcourts Grenadier’s Brand Position statement,
Brand Promise, Brand Drivers, and Brand Personality.
ALISON AITKEN
ALISON AITKEN
L I C E N C E D S A L E S C O N S U LTA N T
HARCOURTSGRENADIER.CO.NZ
Alison Aitken's name is synonymous with success in real estate.
She is consistently Harcourt's highest achieving sales
consultant in New Zealand and since starting her career in 1991,
she has produced outstanding results in real estate sales. After
successively holding the position of No. 1 Female Salesperson
V I S U A L I D E N T I T Y S TA N D A R D S
P: 03 379 6596
E: ALISON . [email protected]. NZ
charts and held the coveted title of No. 1 Salesperson for
W: ALISONAITKEN . HARCOURTS.CO. NZ
Harcourts in Christchurch for 13 consecutive years and was No.
1 Salesperson Nationally 1999-2003 and 2011/2012.
The Visual Identity Standards (VIS) are a set of specific rules that reinforce the
projection of a consistently strong and compelling brand identity and image for
Grenadier.
C : 0 2 74 3 3 2 3 2 7
for Harcourts for several years, she rapidly climbed the success
Alison's achievements are the result of passion for the
CH RISTCH U RCH CIT Y O FFICE
4 9 2 M O O R H O U S E AV E
CH RISTCH U RCH
H A R C O U R T S C H R I S T C H U R C H C I T Y. C O . N Z
business, hard work and a deep understanding of the industry
and the wants and needs of the many individual clients she
deals with.
"Success in real estate comes through good communication,
The VIS includes specific instructions for the use of the Grenadier logo in various
media formats. It sets out the visual cues needed to positively maintain the
message and image integrity of the company at a glance.
the basis of which is listening to and understanding your client
and tailoring with them the solution for their particular
situation."
Innovative and effective marketing has also helped Alison in her
quest for outstanding results, her prowess in the field of
auction has produced extraordinary results for many of her
clients. Alison derives enormous satisfaction from the many
referrals and recommendations from past clients and enjoys a
very high percentage of repeat business.
Fitness and balance have contributed to enduring success. With
her two adult children now fully independent, Alison has more
time to pursue the sports and leisure interests she so much
G R E N A D I E R R E A L E S TAT E LT D M R E I N Z I S A L I C E N S E D A G E N T U N D E R T H E R E A L E S TAT E A G E N T S A C T 2 0 0 8
Example Piece - Agent Profile
PAG E 3
HARCOURTS GRENADIER | BRAND IDENTITY MANUAL
HARCOURTSGRENADIER.CO.NZ
BRAND MANUAL
HARCOURTS GRENADIER
BRAND POSITION
BRAND DRIVERS
The Brand Position Statement serves as the core defining statement for Harcourts
Grenadier in the marketplace. All of Harcourts Grenadier’s marketing activities
should always support the statement of Harcourts Grenadier’s Brand Position. This
Brand Position typically remains unchanged over long periods of time to ensure
consistency of message.
To ensure that your customer messages always support the Brand Promise, 5 Brand Drivers
have been identified that should serve as recurring themes in communications.
HARCOURTS GRENADIER’S BRAND POSITION IS:
Harcourts Grenadier is the outstanding choice for all your Real Estate needs. Our
Superstar real estate professionals will exceed your expectations.
HARCOURTS GRENADIER’S BRAND DRIVERS ARE:
Superstar People,
Outstanding Performance,
Outstanding Exposure,
The Best Results in Christchurch & Canterbury,
Fresh, Smart, Innovative Thinking
BRAND PROMISE
BRAND DRIVERS
The Brand Promise represents the short-hand method of describing the Brand
Position. The brand promise is created to be memorable in the minds of all
Harcourts Grenadier’s stakeholders and target audiences.
The Brand Personality describes the characteristics and adjectives that should be reflected
in the presentation of the Harcourts Grenadier brand. Whatever the marketing material or
promotional opportunity considered, if the work reflects these terms, then you’re reflecting
the Harcourts Grenadier brand accurately.
HARCOURTS GRENADIER - OUR THREE BRAND PROMISES
Awesome People - Widest Exposure Possible - The Best Results in Christchurch &
Canterbury
The Harcourts Grenadier brand consistently seeks to promote a modern, professional,
caring, open, innovative market perception.
1 . AWE SO M E PEO PLE PLED G E :
You will always receive a friendly welcome and sound advice at Harcourts
Grenadier. Harcourts Grenadier People are on your side, all the way through the
process.
2. WIDEST EXPOSURE PLEDGE:
Harcourts Grenadier boasts outstanding marketing tools, online dominance,
super-competitive auctions, & great client follow-up systems.
3 . T H E B E S T R E S U LT S I N C H R I S T C H U R C H & C A N T E R B U R Y P L E D G E :
Year in, year out Harcourts Grenadier sells more homes than anyone else … period.
PAG E 4
H A R CO U R T S G R EN A D I ER | B R A N D P L AT FO R M
BRAND MANUAL
HARCOURTS GRENADIER
V I S U A L I D E N T I T Y S TA N D A R D S
To guarantee visual consistency always insist on people using your precise brand
colours when your logo is being displayed.
When discussing colour with e.g. printers, signwriters, advertising personnel,
interior/exterior decorators etc, always use the set Pantone Codes or for offset
printing the CMYK values.
Logo sizing and placement is also important to consider in every application of your
brand. Incorrect sizing and wrong placement on the page or within any marketing
material will devalue your brand and convey confused inconsistent message.
Please use only industry standard colour change-outs for your brand, when it is
necessary to place your brand onto backgrounds that conflict with its colours.
Please use the correct resolution and the appropriate brand files for each brand
application depending upon the medium used.
PAG E 5
HAR CO U R T S G R EN A D I ER | VI SUAL I D EN TIT Y S TAN DAR DS
BRAND MANUAL
HARCOURTS GRENADIER
PRIMARY LOGO VERTICAL
P R I M A RY LO G O H O R IZO N TA L
PAG E 6
HARCOURTS GRENADIER | LOGO
BRAND MANUAL
HARCOURTS GRENADIER
INVERSE LOGO ON HARCOURTS PANTONE 355C | FOR SINGLE SPOT COLOUR PRINTING
INVERSE GREY SCALE LOGO | USE AGAINST BASE COLOURS OR DARK BACKGROUND
GREY SCALE LOGO | FOR NEWS PRINT AND WHERE COLOUR PRINTING IS NOT AVAILABLE
PRIMARY LOGO CMYK | USED ON WHITE BACKGROUNDS
PAG E 7
HARCOURTS GRENADIER | COLOUR IN USE
BRAND MANUAL
HARCOURTS GRENADIER
LOGO APPEARANCE
The examples on this page
illustrate incorrect usage of the
Harcourts Grenadier logo.
The byline is never to exceed the
word mark, never just gray scale
the colour logo - use the one
supplied for black & white and on
solid colour the logo should be
broken down into shades of that
colour.
Never separate the Grenadier logo from the
Harcourts logo unless approved by brand.
Never use Star as a standalone icon unless approved
by brand.
Never change the font used within the logo.
Star Icon is not to be Grey Scaled.
Never use the coloured logo on an accent colour.
Never disrupt the logo clear space.
Byline is never to exceed the word mark.
Never rearrange, or resize logo components.
Never use unapproved colours, or special effects.
Never separate the star from
logotype and vise versa, unless
approved by brand.
Never alter the appearance of the
logo.
PAG E 8
HARCOURTS GRENADIER | LOGO OFF-BRAND EXAMPLES
BRAND MANUAL
HARCOURTS GRENADIER
LOGO OVERVIEW
The logo is comprised of two main
elements: Harcourts and
Grenadier star and logo type. The
order of these two main elements
is concrete and should never be
applied separately or rearranged.
Seen here are three designated
logos created for specific
purposes for use within the
Grenadier establishment.
PAG E 9
Horizontal Harcourts Grenadier Logo
Vertical Harcourts Grenadier logo.
Horizontal Harcourts Grenadier Accommodation Centre logo. Reserved for Accommodation office only.
Vertical Accommodation Centre Logo.
NAI with Harcourts Grenadier logo. Reserved for business and commercial offices only.
No vertical version.
HARCOURTS GRENADIER | LOGO OVER VIEW
BRAND MANUAL
HARCOURTS GRENADIER
LOGO SIZING
Logo used as a whole should not
used smaller than the size shown
here (the bottom byline no smaller
that 4pt)
Horizontal Harcourts Grenadier Logo (4pt byline).
Vertical Harcourts Grenadier logo (4pt byline).
Horizontal minimum clear space indicator.
Vertical minimum clear space indicator.
LO G O CLE AR SPACE
Where ever the logo is positioned
a minimum clear space must be
kept at all times to guarantee
legibility. This clear space should
be equal to the “R” within the
logotype.
PAG E 1 0
HARCOURTS GRENADIER | SIZE AND CLEAR SPACE
BRAND MANUAL
HARCOURTS GRENADIER
LOGO OVERVIEW
CMYK
W/100%
The Grenadier logo colours of
yellow, red and blue uses primary
real estate colours to enhance the
business like navy blue of the
Harcourts brand in order to give it
a distinct sense of liveliness and a
modern feel, while also conveying
its real estate roots through its
use of roofs set out as a six
pointed star.
CMYK
W/80%
CMYK
W/50%
CMYK
K/100%
CMYK
K /80%
CMYK
K/50%
CMYK
HEX
SPOT
C/100 M/56 Y/0 K/40
#00457C
PANTONE 355C
CMYK
HEX
SPOT
C/0 M/27 Y/100 K/0
#FEBE10
PANTONE 124C
CMYK
HEX
SPOT
C/16 M/100 Y/99 K/6
#C52128
PANTONE 1797C
CMYK
HEX
SPOT
C/79 M/35 Y/0 K/0
#228BCB
PANTONE 2727C
Transparency upon coloured backgrounds.
GREY SCALE
If no full colour printing is possible
e.g with newsprint, the grey
version of the logo can be used.
Three shades of grey are needed:
For print on a solid colour:
the shading has to be a grade of
the colour below, to keep with the
illusion of transparency. Three
shades of colour are needed.
Grey Scale
Primary Logo
PAG E 1 1
HARCOURTS GRENADIER | COLOUR & GREY SCALE
BRAND MANUAL
HARCOURTS GRENADIER
TYPOGRAPHY
PRIMARY FONT
INTERSTATE LIGHT - REGULAR
Headlines, Subheads, Body Text
To be used within all designated templates
and pieces.
A B C D E FG H I J K L M N O P Q R S T U V W X Y Z
a b c d e fg h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 78 9 0
PRIMARY FONT
INTERSTATE Regular - Regular
Highlighted Text
To bold and highlight certain informative
text.
A B C D E FG H I J K L M N O P Q R S T U V W X Y Z
abcdefghijklmnopqrstuv wxyz
1 2 3 4 5 678 9 0
SECONDARY FONT
HELVETICA LT STD - LIGHT
Headlines, Subheads, Body Text
To be used in place of the primary font only
if not available.
ABCDEFGHIJKLMNOPQRSTUV W X YZ
a b c d e fg h ij k l m n o p q r s t u v w x y z
12 3 4 5 6 7 8 9 0
WEB FONT
KARLA - REGULAR
Email, Website body text
Used within web based pieces if primary is
not available.
A BC DEF GHI J K L MN O P QRS T U V W X Y Z
ab c defg hijklmn op qr s t u v w x y z
123 4 5 6 7 8 9 0
DEFAULT FONT
ARIAL - REGULAR
Standard desktop application
For use in MS Word Documentation where
primary font is not available.
A B C D E FG H I J K L M N O P Q R S T U V W X Y Z
abcdefghijklmnopqrstuv w x yz
12 3 4 5 6 78 9 0
PAG E 1 2
HARCOURTS GRENADIER | TYPOGRAPHY BRAND FONTS
BRAND MANUAL
HARCOURTS GRENADIER
LOGO DISK CONTENT
On the disk you will find folders with your logos for your different requirements:
Grenadier_Logos_Print: - Process (CMYK) colour, high resolution
Grenadier_Logos_Vector: - Illustrator EPS files (eg. for signage & high res print)
Grenadier_Logos_Web: - RGB high res (300dpi) & low res (72dpi) JPGs & PNGs
14Grenadier_Brand Manual High res PDF of this document.
Traff1k can quickly assist and advise you with any questions about your branding,
including logo usage, advertising, email templates or any other production of
marketing material.
TRAFF1K WEBSITE
W W W.T R A F F 1 K . CO M
TRAFF 1K AUCKL AND
+64 9 448 5710
T R A F F 1 K TA U P O
+ 6 4 7 3 78 8 0 0 9
TRAFF1K SYDNEY
+ 61 2 8 3 1 0 4 7 9 5
PAG E 1 3
HARCOURTS GRENADIER | TRAFF1K