How To Use This Brand Standards ... Universal Standards

Universal Standards
How To Use This Brand Standards Guide
Our brand standards program is a reflection of our management philosophy: While Colliers seeks to decentralize authority
and responsibility to the local level, our collective interests are only served if we work in an orchestrated manner.
The following materials serve as a reference guide that will help us, collectively, build the Colliers International brand.
These standards were developed after careful review of our brand design systems and consultation with our colleagues
around the globe.
While these materials are intended to provide a comprehensive overview, it is impractical for us to anticipate every possible
application of design for Colliers.
In the end, design is about making good choices. With your authority for making design choices comes the responsibility to
manage our brand design with the consistency and the quality of these standards. These materials will significantly help you
to understand the overall look and feel, tone and manner of Colliers International — and make good decisions. This resource,
coupled with ongoing communications between your partners on the global marketing team, will help us jointly make the best
decisions for the development of a clear and consistent image for Colliers International.
Colliers Around the World
Colliers International is a global organization and, therefore, a global brand. While the reach and scale of our organization
offers us unique advantages, it also presents some unique challenges to brand management.
We recognize that individual markets need to communicate to different audiences in different ways. Sydney is not San Diego.
Budapest is not Beijing. However the 100+ markets we serve does not give us the license to be 100 different Colliers.
Like any large organization, there will be a natural tendency for service lines, brokerage groups or markets to express themselves as
being “different” within Colliers. While this may meet a narrow need or satisfy an individual creative interest, it does not serve the
overall interests of the company.
Most questions about brand standards surface during a specific design assignment, i.e. the need to develop a brochure or
newsletter. Design decisions must respect the ability to create a relevant, high-performance communications device. At the
same time, we have a responsibility of stewardship to assure that each communications piece positively contributes to the net
market impression of Colliers.
These brand standards have been developed to provide local flexibility within a global framework.
The Colliers International Name
There is incredible power in a name. Over time, our name becomes shorthand for the reputation and goodwill we’ve earned
in our communities. The Colliers International brand name is an asset that must be protected.
In each communications piece, the full name of “Colliers International” should be used in the following ways:
• As the first use in headlines/subheads, and
• With the first mention of the brand name in all written copy.
In subsequent mentions you may use the full “Colliers International” name or, at your discretion, the abbreviated name
of “Colliers.”
No other derivative names of “Colliers” are permitted.
Universal Standards
The Colliers Tagline
Our position must be reinforced at every point of contact —— internally and externally. An important element in supporting
our position is what we say about ourselves in our communications. To further enhance the position we have chosen the
following tagline, which will be used for Colliers International worldwide.
Our Knowledge is your Property
We believe this provides a strong link to the Colliers International offer: to accelerate your success by making our knowledge
your property.
Colliers Brand Personality and Tone
Companies have personalities, just as people do. Some are stuffy, some casual. Some are exciting, some reassuring. In order
for the marketplace to have a clear impression of Colliers, we must not only stand for certain values, we must have consistent
personality traits that reflect our position. These traits are expressed in everything we do. They show up in our presentations,
our staff development, our marketing, and our service delivery. They must be expressed at every point we touch the client
market. The more consistency, the clearer the message. The Colliers International position should reflect these attributes:
Creative, Young-minded, International, Dynamic, Inventive, Successful, Forward-thinking, Sharp, Enterprising and Insightful
Typography, Color and Imagery
The visual identity for Colliers International includes many elements, beginning with the logo. Like a piece of symphony
music, our design system has been composed so that each of the instruments play a role, reflecting and complementing each
other. In visual design, these instruments include the careful selection of typography, color and imagery. The orchestration
of our design system relies on the use of these elements — and limiting the intrusion of additional, extraneous visual queues.
These visual standards are not a starting-point to be used in addition to other color systems, image styles and typography.
Because the impression we are trying to make is specific, the very nature of our design standards is to be narrow and precise.
There is sufficient range in this system for your creativity. Only consistent execution of this image will increase the
effectiveness of our brand design system.
Image Resolution
Refer to the wireframe in the back of the book for printing recommendations (e.g. digital or off-set). When printing off-set,
image resolution should be at least 300 ppi (pixels per inch). When printing digitally, image resolution should be at least
150 ppi. 72 ppi is not acceptable for any print medium; However, 72 ppi is acceptable for interactive and web usage.
Universal Standards4 Logo
THE COLLIERS LOGOMARK
Like most people, our clients and prospects face the challenge of too much information and not enough time. As their ability
to absorb information is limited, they try to more efficiently sort and filter information. As a result, visual design — and
specifically a logo — can become a very effective communications tool. The Colliers International logo is a simple, visual icon
by which the public can immediately identify and associate the goodwill and image of our company.
With each experience a customer has with Colliers, an impression is recorded and filed-away in the customer’s mind. Our
logo serves as a visual prompt, enabling customers to quickly associate and recall that impression.
Standard/Suggested Size
28 mm
Our Knowledge is your Property
2 mm
Typeface: 12.5 pt Gill Sans Light Italic,
tracking 0, (“Knowledge”)
Typeface: 12.5 pt Gill Sans Light,
tracking 0, (all else in tagline)
TAGLINE
The logo may be used with or without the tagline, however the tagline should be used whenever possible, formatted
as shown above.
Our Knowledge is your Property
✓Logo with tagline, formatted correctly.
✓Logo without tagline.
Universal Standards4 Logo
INAPPROPRIATE USAGE OF THE LOGO
Below are examples of unacceptable usages of the identity. These should be avoided as they undermine the strength and
clarity of the brand.
✗ Do not place the identity over a distracting pattern.
✗ Do not stretch the identity horizontally.
COLLIERS
INTERNATIONAL
✗ Do not stretch the identity vertically.
✗ Do not use alternative typography in place of the logotype.
✗ Do not alter the pre-configured identity elements.
✗ Do not place on a colored background unless the logo
has a 2 pt white border.
Universal Standards4 Logo
LOGO PLACEMENT
Optimal placement of the logo is at the bottom right, used in conjunction with the blue footer bar. For this usage use
a 2 pt white border around the logo to set it apart from the blue footer bar. No other colors or weights of borders are
ever to be used as borders on the logo.
✓Logo on white with blue footer bar.
.375 inch
.375 inch
Shown actual size. Logo is not allowed
closer than .375 inch to the edge of
the page vertically and horizontally.
Universal Standards4 Color
Core Colors
USING COLOR CORRECTLY IN THE COLLIERS LOGO
The Colliers logo may be reproduced in full color (CMYK or PMS spot color), Colliers Blue only, or black. No other colors or
combinations of colors are permitted. Full color is preferred. One-color logos should be used only when budget or technical
factors limit the use of color. Examples are given below.
✓Full color (preferred)
✓Colliers Blue 100%
✓Black 100%
REPRODUCING COLOR ACCURATELY IN PRINT
The following color values will aid you in reproducing the Colliers color palette faithfully in print. Build your digital
files to these specifications and express them to your print service provider to ensure that the colors of the Colliers
brand are consistent.
COLOR VALUES WHEN REPRODUCED IN PANTONE© SPOT COLOR:
and
PANTONE®
541
and
PANTONE®
485
and
PANTONE®
Process Blue
PANTONE®
123
Colliers Blue
COLOR VALUES WHEN REPRODUCED IN CMYK PROCESS COLOR:
and
and
CMYK
100/55/0/35
CMYK
0/100/100/0
and
CMYK
100/10/0/10
CMYK
0/16/100/0
Colliers Blue
PANTONE® and other Pantone, Inc. trademarks are the property of Pantone, Inc.
Universal Standards4 Fonts
Core Fonts
FONTS
Colliers uses variations of two fonts for all company related marketing and communication materials (examples below).
HEADLINES
BODY COPY
Font: Gill Sans Regular
Font: Goudy Oldstyle Regular
Alternative Font: Arial Regular
Alternative Font: Times New Roman Regular
Size: 18 pt - 22 pt
Size: 10 pt - 12 pt
Style: All caps or upper and lowercase
Style: Upper and lowercase
Color: Colliers blue, white or Colliers Blue
Color: Black or white
SUBHEADS
SIDE BARS/TABLE OF CONTENTS
Font: Gill Sans Regular
Font: Gill Sans Regular
Alternative Font: Arial Regular
Alternative Font: Arial Regular
Size: 10 pt -12 pt
Size: 10 pt
Style: All caps or upper and lowercase
Style: Upper and lowercase
Color: Colliers blue, black or white
Color: Black or white
PULL-OUT QUOTES
CAPTIONS
Font: Goudy Oldstyle Italic
Font: Goudy Oldstyle Regular
Alternative Font: Times New Roman Italic
Alternative Font: Times New Roman Italic
Size: 10 pt
Size: 9.5 pt - 12 pt
Style: Upper and lowercase
Style: Upper and lowercase
Color: Black or white
Color: Black or white
FONT FAMILY
ALTERNATIVE FONT FAMILY
Gill Sans
Arial
Gill Sans Light
Arial Regular
Gill Sans Light Italic
Arial Italic
Gill Sans Regular
Arial Bold
Gill Sans Italic
Arial Bold Italic
(Captions should be smaller than body copy.)
Gill Sans Bold
Goudy Oldstyle
Times New Roman
Goudy Oldstyle Italic
Times New Roman
Goudy Oldstyle Regular
Times New Roman Italic
Goudy Oldstyle Bold
Times New Roman Semibold
Times New Roman Bold
Times New Roman Bold Italic
Times New Roman Extra Bold
Universal Standards4 Color and Fonts
Expanded Palette for Project Marketing
We have expanded our color palette and alternative font set to offer greater flexibility when creating brochures, portfolios and
newsletters on behalf of clients. The core Colliers colors are highlighted in grey below. The expanded color palette and font
options may be used for Project Marketing purposes only.
COLOR PALETTE
Pantone
CMYK
RGB
Web
100/51/0/80.5
1/16/31
1101F
Core Colors
100/51/0/57.5
3/33/68
32144
Pantone
CMYK
RGB
Web
541
100/55/0/35
7/56/114
173871
70% 541
70/35.7/0/21
64/96/144
406090
40% 541
47/27/7/.78
134/152/185
8698B9
123
0/16/100/0
248/178/17
FFB310
70% 123
0/21/65.8/0
254/201/178
FEC94E
40% 123
0/12/27.6/0
254/224/149
FEE095
70%
PROCESS
100/169/200
4BA9CB
40% PROCESS
40/3.6/0/2.4
150/204/223
96CCDF
Pantone
CMYK
RGB
Web
100/9/0/56
0/64/84
04054
100/9/0/23
1/98/128
16280
PROCESS
100/10/0/10
0/130/209
189B4
Pantone
CMYK
RGB
Web
0/100/91/50
126/0/50
7E05
0/100/91/27
185/0/9
B909
485
0/100/100/0
238/50/36
FF0000
EXPANDED FONT FAMILY
(usage for headlines only)
Rotis Semi Sans
Goudy
Albertus
Futura
Rotis Sans Serif Light
Goudy Italic
Albertus Light
Futura Book
Rotis Sans Serif Light Italic
Goudy Regular
Albertus Regular
Future Book Oblique
Rotis Sans Serif Italic
Goudy Bold
Albertus Italic
Futura Bold
Rotis Sans Serif Extra Bold
Eurostile
Bauhaus
Eurostile Regular
Bauhaus Light
Stone Sans
Trade Gothic
Eurostile Bold
Bauhaus Medium
Stone Sans Medium
Bauhaus Bold
Stone Sans Italic
Futura Bold Oblique
Rotis Sans Serif Bold
Trade Gothic Light
Trade Gothic Medium
Avant Garde Gothic
Trade Gothic Oblique
Avant Garde Book
Amazone
Trade Gothic Bold
Avant Garde Book Oblique
Amazone Regular
Avant Garde Medium
Avante Garde Bold
Stone Sans Bold
Universal Standards4 Acceleration Line
COLLIERS ACCELERATION LINE
The Colliers Acceleration Line is a stand-alone iconic
element — a visual manifestation of our promise to
“accelerate success.” Like the Nike “swoosh,” it is a surrogate
identity for the Colliers logo, not a border, frame or
underline for other elements.
• The Line should be used as reinforcement of the Colliers
logo identity where large amounts of copy or imagery can
diminish the visual impact of the Colliers brand;
• The Line is an opportunity to reinforce the brand and
should be included on all corporate marketing and
communication materials. It is not required on project
marketing materials;
• The Line should be used with good judgment and should
be consistent with other uses of the Acceleration Line;
• The Line should always be positioned near the top right
corner of the page, right flush, so that it appears to be
racing off the page. It should not bleed off the top of
the page;
• The Line should have at minimum .25 inches of
clear (empty) space above and below, without image,
type or other elements. A clear space of .75 inches is
recommended whenever possible;
• The Line should never be re-sized, stretched, rotated,
skewed or distorted from its original height-to-width ratio
and horizontal orientation;
• The Line should only be used on white or Colliers Blue
(PMS 541) backgrounds. The Line should never be placed
on any other color background, photo or texture/pattern;
• For oversized documents, banners etc., the Line will
have to be enlarged for visibility. For banners that are
oriented horizontally (landscape) the bar may be sized up
to approximately 25% of the entire length of the banner.
For vertically oriented banners (portrait) the bar may be
enlarged to approximately 40% of the width of the entire
banner. The height-to-width ratio of the bar should never
be altered;
• The left edge of the Acceleration Line fades to white when
using white backgrounds, and blue when using blue
backgrounds. These elements are not interchangeable. Be
sure to use the proper Acceleration Line on the proper
background. An Acceleration Line that fades to white will
look unsatisfactory on a blue background;
• The CD at the back of this book contains several versions
of the Acceleration Line.
• The dimensions of the Line are standardized and not to
be changed from their original size which is 2.125 x 0.169
inches;
Suggested .75
inches/19.05 mm
below edge of
page or other
elements.
✓Acceleration Line positioned in upper right of page or spread, with
proper empty space above and below.
Minimum .25
inches/6.35 mm
from edge of
page or other
elements.
Universal Standards4 Acceleration Line
USAGE OF THE ACCELERATION LINE
Below are examples of acceptable and unacceptable usages of the Acceleration Line. Unacceptable uses should be avoided as
they undermine the strength and clarity of the brand.
✓Correct size, not stretched (2.125 x 0.169).
✗ Do not stretch the Line horizontally or vertically.
✓Colliers blue 100% is the only acceptable background
✗ Make sure the left edge of the Line fades into the
color other than white.
✗ Do not use the Line on top of photographs or patterns.
background color. There are separate files for blue
and white backgrounds.
✗ Do not place the Line on a background other than white
or Colliers blue (PMS 541).
Universal Standards4 Acceleration Line
USAGE OF THE ACCELERATION LINE
For oversized documents, trade show banners, posters, etc., the Acceleration Line will have to be enlarged for visibility.
For vertically oriented banners (portrait) the Line may be enlarged to approximately 40% of the width of the entire
banner (measured from the right edge).
40% width of banner, from right edge.
For banners that are oriented horizontally (landscape) the Line may be sized up to approximately 25% of the entire length
of the banner (measured from the right edge). The height-to-width ratio of the Line should never be altered.
25% width of banner, from right edge.