oody knos canadian real estate like royal lepage. · 2019-09-27 · with 2017 being canada’s 150...

1Canada’s Real Estate Company: Supplementary Guidelines | April 2017my.rlpNetwork.com/canada

Nobody knows Canadian real estate like Royal LePage.

Table of Contents

Introduction 3Wordmark 4

Wordmark Usage 5Colour 6

Visual Elements 7Brand Bars 8

Brand Assets 9Headings & Text 11

Iconic Canadian Imagery 12Helpful Contacts 13

my.rlpNetwork.com/canada

3

Canada’s Real Estate Company

IntroductionWith 2017 being Canada’s 150 birthday, Royal LePage has an unique opportunity to showcase our roots as a 100% Canadian company.

Using the combination of striking symbols of our Canadian heritage, an array of images that reflect the warmth and diversity of modern Canadian life, this guide will help you create your own marketing materials, advertisements and other visuals that are consistent with the visual theme and reinforce the brand.

Royal LePage is Canada’s Real Estate Company.

royallepage.ca

#Canada150Celebrating Over 100 Years in Real Estate

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For over 100 years, Royal LePage Realtors®

have helped Canadians fi nd their perfect home.

We guide you every step of the way –

from determining what is affordable, to showing

you homes that match your needs and wants,

to presenting the best offer and closing the sale.

Let us help you fi nd your perfect home.

Contact a Royal LePage Realtor® todayroyallepage.ca

WE’LL GUIDE YOU HOME YOU HOME

Helping You Is What We Do™

4


WordmarksThe Canada’s Real Estate Company wordmark recognizes Royal LePage for its role in Canadian real estate for over a century.

The wordmark typically appears next to the Royal LePage logo, but in some cases can be used elsewhere in the layout away from the Royal LePage logo. However, the Royal LePage logo should always appear somewhere in the layout whenever the wordmark is used.

Combined Logo and Wordmark

To download files, visit my.rlpNetwork.com/canada.

5


Wordmark UsageThe Royal LePage logo should appear on the bottom right corner of your layout, with the Canada’s Real Estate Company wordmark on its left. For instances when the layout will appear in a magazine, newspaper or bound media, the Royal LePage logo should always appear on the outside edge of the layout (opposite the spine). In those cases, the Canada’s Real Estate Company wordmark will appear to the right of the Royal LePage logo.

Right-oriented Logo & Wordmark

Examples of Improper Usage Logo Lockups

Left-oriented Logo & WordmarkCropped Distorted Rotated Recoloured

Size and Clearance

Maintain a minimum clearance, the width of the letter “C” in Canada, around all sides of the Canada’s Real Estate Company wordmark. The wordmark should never be sized smaller than 7/8 of an inch (0.875”) wide.

Minimum Width: 7/8”

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ColourThe primary Canada’s Real Estate Company colour palette consists of Royal LePage red, black and white. The secondary colour palette includes light grey and a dark grey.

Layouts should have a white background, with text in black and call to action text in Royal LePage red. The large brand bar and headline should be in light grey, with the top and bottom brand bars in Royal LePage red. The social media icons should always appear in dark grey.

Primary Colours

Secondary Colours

Royal LePage Red C: 1 M: 100 Y: 92 K: 0R: 234 G: 0 B: 42HEX #EA002APMS 185 C

Light Grey C: 0 M: 0 Y: 0 K: 15R: 231 G: 231 B: 231HEX #E7E7E7

Dark Grey C: 0 M: 0 Y: 0 K: 85R: 77 G: 77 B: 77HEX #4D4D4D

Black C: 0 M: 0 Y: 0 K: 100R: 0 G: 0 B: 0HEX #000000

White C: 0 M: 0 Y: 0 K: 0R: 255 G: 255 B: 255HEX #FFFFFF

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Iconic Canadian imagery


Visual ElementsTo the right is an example layout of a flyer designed using the “Canada’s Real Estate Company” guidelines. The theme consists of four key visual elements:

1. Canada’s Real Estate Company wordmark and Royal LePage logo

2. Brand bars

3. Headlines

4. Iconic Canadian imagery

These elements are designed to work together on all of our materials to ensure that everything looks and feels consistent. The only element that must appear on all materials is the brand bars.

In creating your layouts, keep as much white space as possible around all text and images and limit your colour use to white, light grey and black, with Royal LePage red used as an accent colour. Any other colours in your layout should be part of the Iconic Canadian Imagery.

Reference the Royal LePage Brand Guidelines for rules and usage of the Royal LePage logo.

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Canada’s Real Estate Company wordmark and Royal LePage logo

Headlines

Brand bars

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Brand BarsThe Canada’s Real Estate Company brand bars frame and anchor the design of each marketing piece. This element consists of a top-framing red bar with a set of bottom-anchored grey-red bars, and is applied on each layout. The brand bars should run the full width of the layout and bleed off the page edges. No image or text should appear below the bottom brand bars. The brand bars dimensions for other layouts should be proportional to the size of the layout.

The main grey brand bar houses the Royal LePage logo, the Canada’s Real Estate Company wordmark, and any other elements it contains, i.e Canada 150 logo. The height of the two red bars should always be equal, and relative to the height of the grey brand bar. The bottom red bar should touch the bottom edge of the grey brand bar.

The brand bars are a prominent element but, should not distract from the rest of the layout.

Light Grey (15% Black); Height: 1.15”Royal LePage Red; Height: 0.2”

9


Brand Assets

Over 100 Years of Success Wordmarks

The Over 100 Years of Success wordmarks should be used as elements in the upper area of your layout, either as the main focus, or layered on top of the imagery in a way that’s clear and legible.

Canada 150 Logo

The Canada 150 logo was created to mark the 150th anniversary of Canada and is licensed to the Government of Canada. Inclusion of the Canada 150 logo is optional. To learn more, visit canada.pch.gc.ca/eng/1468262573081

Brand assets can be downloaded from rlpNetwork, visit my.rlpNetwork.com/canada.

10

Social Media Icons

The social media icons are displayed to the right of the Canada 150 logo. If there’s no Canada 150 logo present, then they should move to the outer margin of the layout. Only the icons that lead to active, relevant accounts should be displayed. The icons should appear in dark grey (85% black) and should not be recreated, or altered in any way.

Leaf Line

The divider line which appears between the headings and the body text. Use sparingly to break up content. Never use more than once on a layout.

The line is black, 0.35pt thick, and can vary in length, but should always be equal length on both sides of the leaf. The maple leaf should always be in Royal LePage Red.


Brand Assets (Continued)

Brand assets can be downloaded from rlpNetwork, visit my.rlpNetwork.com/canada.

11


Headings & TextTo the right is an example of how to organize your content within a layout. Using brief and concise messaging is important to the overall visual theme. This mix of fonts will help to emphasize and clarify your message.

The Headline should never be longer than 5-7 words, but can vary in size and alignment to fit the space available. This text is intended to be used only for non-essential content.

Primary Heading is the core message of your layout.

Secondary Heading is used for sub-headings, supporting text and calls to action.

The Body Text style is used for the main messaging of your layout.

The Call to Action style is used for the primary mode of contact. That could be a URL, email address or phone number. It should always be in Helvetica Neue Regular, and in Royal LePage Red.

The purchase the Didot LP font, visit fonts.com/font/letterperfect/didot-lp/regular.

Arial should be used only when the Helveltica Neue font is not available.

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Body TextHelvetica Neue Thin, Sentence Case, 11pt, Black, Leading: 16pt, Tracking: 0

HeadlineDidot LP Regular, All Caps, 60-80pt, 15% Black, Leading: 60-80pt, Tracking: -25

Primary HeadingDidot LP Regular, All Caps, 36pt, Black Leading: 42pt, Tracking: -25

Call to ActionHelvetica Neue Regular, Sentence Case,

13pt, Red, Leading: 18pt, Tracking: -20

Secondary Heading Helvetica Neue Thin, Sentence Case, 18pt, Black Leading: 22pt, Tracking: 0

12


Iconic Canadian ImageryImagery used in the marketing pieces should celebrate the beauty of Canada’s majestic landscapes, as well as the diversity of Canadian families and their homes.

Also, when selecting imagery, keep in mind that it should be relevant to the message of the overall marketing piece.

A selection of images has been created to support the visual theme. These images feature a multi-exposure technique that combines the outer mask or silhouette of a symbol of Canada (such as an Inukshuk) and an image that represents life in Canada from a more human perspective, such as families or real estate professionals at work.

A growing library of original images can be downloaded from rlpNetwork at my.rlpNetwork.com/canada.

13

Questions? Contact Marketing for assistance, feedback or help with marketing needs.

Royal LePage Marketing [email protected] 416-510-5800

For more information on Royal LePage, visit royallepage.ca.

oody knos canadian real estate like royal lepage. · 2019-09-27 · with 2017 being canada’s 150...

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