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

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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.

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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

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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.

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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.

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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

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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

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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.

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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.

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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.

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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

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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

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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.

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HARCOURTS GRENADIER | TRAFF1K