Identity Standards Manual. Identity Standards For Franchisees Of Coldwell Banker Commercial Affiliates and Franchisees Outside Of The United States

Transcription

1 Identity Standards Manual Identity Standards For Franchisees Of Coldwell Banker Commercial Affiliates and Franchisees Outside Of The United States Revision Date: 08/2017

2 Table of Contents Page(s) Introduction Trademark The Correct Mark Disclaimers Proper Trademark Notations and Use Trademark Format with Your Approved Company Name (DBA) Trademark Format with Property Sector Specialty Groups...9 Reproduction of the Mark Logo Guidelines...10 Using with a Colored Background...11 Color Specifications Embossing D Version of the Mark Improper Uses Property Signs Property Signs...19 Standard Standard, Additional Text (For Sale, etc) Window Sign Posts Extended Vertical Extended Horizontal...26 Extended Horizontal Larger Logo Banners Reproduction of the Property Signage Property Management Signage Office Signage Reproduction of the Office Signage Individual Channel Letters (cut-out)...34 Request Form for Non-Standard Signs...35

3 Table of Contents Office Identity Stationery Business Cards Letterhead...38 Envelopes...39 Telephone Policy Telephone Policy...40 Internet Standards Internet Standards Social Media Representing the Brand...45 Profile Pictures Custom URLs or Groups...45 Online Regulations...46 Advertising Television Advertisements, Multimedia and Video Radio Display Ads, Classified Scatter Ads Telephone Directory Listings...49 National Advertising Campaign Template...50 Collateral Brochures Property Flyers...51 Public Relations Internal Communications Press Release...53 Interoffice Memorandum...54 Specialty Items General Guidelines and Printed Products...55 Promotional Merchandise

4 Introduction The most current version of The Identity Standards manual can be found on Blueprint ( The version found on Blueprint supercedes any printed or earlier version. The Coldwell Banker Commercial service marks, trademarks, and logo types are collectively called the Coldwell Banker Commercial Marks throughout this Identity Standards Manual. The Marks serve as the basic building block for universal acceptance and identification for a single international graphic identity. The most important element of the Coldwell Banker Commercial organization, symbolic of our premier reputation and image, is the Commercial Mark (sometimes called the Trademark or the Mark in this Manual). Coldwell Banker Commercial Affiliates has exclusive rights to the Coldwell Banker Commercial Marks and has licensed these Marks to its franchisees. Every company granted permission to use the Trademark is required to protect it by adhering to the standards and regulations delineated in this Manual. Care in protecting the Trademark and all of the Coldwell Banker Commercial Marks works to the benefit of everyone. A powerful international identity is directly related to the exact and correct use of the Trademark by every Coldwell Banker Commercial affiliate. This Identity Standards Manual is a section of the Policy & Procedure Manual and replaces any earlier versions. The standards on the following pages must be adhered to without variation. Information for ordering materials from Preferred and Approved Suppliers is provided by Coldwell Banker Commercial Corporate Headquarters. You are encouraged to use these Preferred and Approved Suppliers for all your materials (including stationery, business cards, property signs, office identity signs, telephone directory listings, etc.). They are familiar with the standards for using the Trademark and will afford you optimum purchasing efficiencies. If a situation should arise that requires any departure from the standards in this Manual, prior approval in writing must be obtained from Coldwell Banker Commercial Affiliates. Please contact the Corporate Office at Every franchisee is granted limited authority to use the Coldwell Banker Commercial Marks pursuant to the Franchise Agreement. As a result, each franchisee not only has the right to use the Coldwell Banker Commercial Marks, but also the responsibility to protect the Coldwell Banker Commercial Marks by adhering carefully to the Franchise Agreement and the Policy & Procedure Manual. 3

5 Trademark The Correct Mark This is the Coldwell Banker Commercial Mark. The Commercial Mark is the primary Coldwell Banker Commercial Trademark. It must be used exactly as indicated in this Manual. The Coldwell Banker Commercial Trademark is authorized for use with your approved company name (called DBA in this Identity Standards Manual) as described on office identity signs, property signs, stationery, business cards, classified advertising, personal promotion literature and all other advertising materials and external communications. The Mark consists of a blue PMS 286C, rectangular field with the words COLDWELL BANKER COMMERCIAL, stacked on three lines in white letters, and the CB bug in white letters called out to the left in a box. The Mark may be represented in black or blue on white. It is essential that the correct color blue be used. See the Color Specifications section of this Manual, for more information. The color blue is always the same. The shape, or aspect ratio (the relationship of height to width), of the blue field is always the same. The size, spacing and placement of the words Coldwell Banker Commercial and the CB bug are always in the same relationship within the blue field. The color, the aspect ratio of the Mark, and the relationships within the Mark shall not be altered regardless of the application or the size of the Mark within the application. It is the uniqueness of each of these elements and the way they have been assembled into a unit that gives the Coldwell Banker Commercial Mark its distinctive character. In virtually all applications a minimum of white space surrounds the blue field of the Mark and shall always be maintained. The letters CB shall never be used outside of the Mark, as the letters CB are the trademark of another company. Residential use of commercial. It is not permitted to use the Coldwell Banker Commercial Marks or name to advertise anything other than the Coldwell Banker Commercial Organization. The advertising or general solicitation of certain kinds of residential property is specifically prohibited. However, Franchisees who have been licensed to use the Coldwell Banker Marks for residential properties should refer to the Coldwell Banker Identity Standards Manual for further information. Also, please see your Franchise Agreement. Trademark Disclaimers MINIMUM REQUIRED DISCLAIMER. Every piece of printed literature given directly to consumers (i.e., brochures, postcards, etc.), excluding business cards and stationery, must contain the following legal disclaimer, set in approximately 6-point type, Book Antiqua font; the year should be updated to reflect the current year: 2017 Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates. All Rights Reserved. Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates fully supports the principles of the Equal Opportunity Act. Each Office is Independently Owned and Operated. Coldwell Banker Commercial and the Coldwell Banker Commercial Logo are registered service marks owned by Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates. Affiliate Disclaimer for Canada Only 2017 Coldwell Banker LLC. All Rights Reserved. Each Office is Independently Owned and Operated. Coldwell Banker Commercial and the Coldwell Banker Commercial Logo are registered service marks owned by Coldwell Banker LLC. FOR STATIONERY, BUSINESS CARDS AND ALL SIGNAGE, THE FOLLOWING MINIMUM REQUIRED DISCLAIMER MUST BE USED: Each Office is Independently Owned and Operated NRT offices are permitted to substitute the disclaimer line: Operated by a subsidiary of NRT LLC except in 4 California where it is Owned by a subsidiary of NRT LLC

6 Trademark Proper Trademark Notations and Use Many of the products, services and programs offered by Coldwell Banker Commercial are identified by our Trademarks. When a program is identified by a trademark, the appropriate symbol should be used immediately after the program s name or design. You may find these definitions helpful: TRADEMARK. Any word, name, design, device or any combination thereof, adopted and used by the manufacturer or merchant to identify its goods and distinguish them from those manufactured or sold by others. Any trademarks that are not registered may be followed by the symbol. REGISTERED TRADEMARK. A trademark that has become the subject of a United States Patent and Trademark Office registration. These are the only trademarks that can be followed by the symbol. SERVICE MARK. Any word, name, design, device or any combination thereof, adopted and used in the sale or advertising of services provided by a business to identify its services and distinguish them from those of others. Service marks that are not registered may be followed by the SM symbol. REGISTERED SERVICE MARK. A service mark that has become the subject of a United States Patent and Trademark Office registration. These are the only service marks that can be followed by the symbol. COPYRIGHT. The exclusive right granted by the United States government to the author or other owner of a work, investing the author or other owner for a specific period of time with the sole and exclusive privilege of publishing, copying, performing, displaying, and distributing that work. Among the most common items subject to copyright in the business world are video, audio and written advertising and promotional materials, individual graphic designs, photographs, brochures, bulletins and flyers, manuals, books and computer software. The symbol is used for copyrighted materials. 5

7 Trademark Proper Trademark Notations and Use USE OF THE COLDWELL BANKER COMMERCIAL REGISTERED MARK ( ). If the Coldwell Banker Commercial Mark is used in the headline of a piece, the registered symbol, must be used the first time the Mark appears. The registered symbol should also be used the first time Coldwell Banker Commercial appears in the subhead or the body copy of that piece. The maximum number of times the registered symbol should appear next to Coldwell Banker Commercial on a given page is two. If Coldwell Banker Commercial is not used in the headline, the registered symbol must be used the first time Coldwell Banker Commercial appears in the subhead and next to the first mention in body copy on the page. If Coldwell Banker Commercial is not used in the headline or subhead, the registered symbol only needs to appear next to Coldwell Banker Commercial the first time that it is mentioned in the body copy of a page. This is the only situation when two registered symbols are not necessary. Do not use the registered symbol when using your DBA (i.e. Coldwell Banker Commercial Smith and Smith Realty) or Coldwell Banker Commercial Affiliates. If the printed piece is longer than one page, the Coldwell Banker Commercial registered symbol must be inserted according to the above guidelines on every page of the piece. The following list shows the proper trademark use for all Coldwell Banker Commercial programs, materials and theme lines ELECTRONIC PROGRAMS. Blueprint CREST EDG Coldwell Banker Commercial Coldwell Banker Commercial Lead Router tm Commercial University ABBREVIATION. The words Coldwell Banker Commercial may be abbreviated to the acronym CBC when referencing the Coldwell Banker Commercial organization after spelling out the first use of the Trademark. Coldwell Banker Commercial (CBC) should be used the first time when referring to Coldwell Banker Commercial on each page. CBC can then be used the subsequent times on that page. Please note, you need to follow the above rule on each page. Do not use the CBC acronym when referencing your DBA. INCORRECT: CB Commercial CB CBC Smith Realty ADJECTIVE. The words Coldwell Banker Commercial must never stand alone. The Coldwell Banker Commercial name must be used as an adjective modifying or describing a noun, but never as a noun itself. It must also never be in the possessive or plural form. CORRECT: The Coldwell Banker Commercial organization INCORRECT: Coldwell Banker Commercial is international Coldwell Banker Commercial s offices are international 6

8 Trademark Trademark Format with Your Approved Company Name (DBA) USE OF NAME IN BODY COPY. To present a consistent and unified image for our company, utilize these guidelines when using the Coldwell Banker Commercial name in body copy. The Coldwell Banker Commercial name must be in bold face when Coldwell Banker Commercial stands alone the first time it appears on the page. It is not necessary to bold Coldwell Banker Commercial every time. The name must never be in bold face when used in combination with your DBA (Smith Realty) or the term Coldwell Banker Commercial Affiliates. The following examples demonstrate the correct use of the Coldwell Banker Commercial name in body copy: CORRECT: Investors turn to a Coldwell Banker Commercial office when buying or selling an office complex Coldwell Banker Commercial Smith Realty has highly trained professionals INCORRECT: Coldwell Banker Commercial Smith Realty Coldwell Banker Commercial Affiliates TRADEMARK USE WITH YOUR APPROVED COMPANY NAME. The Coldwell Banker Commercial Trademark is never to be used alone without your company name. Your company name must be pre-approved by Coldwell Banker Commercial and should provide clear identity and should never cause confusion with other offices or firms or imply national scope or services: All of these examples are inappropriate and confusing when used as your company name along with the Coldwell Banker Commercial Trademark: INCORRECT: National Real Estate New York City United States Real Estate Associates YOUR DBA MUST NOT EXCEED TWO LINES, ONE LINE IS PREFERRED. CORRECT: Coldwell Banker Commercial Smith & Smith Associates INCORRECT: Coldwell Banker Commercial Smith, Smith & Associates YOUR DBA MUST ALSO NOT CONTAIN ANY GEOGRAPHIC REFERENCES NOR INCLUDE CORPORATE ABBREVIATIONS OF ANY NATURE. FOR EXAMPLE, THE FOLLOWING DBAS ARE IMPROPER: Coldwell Banker Commercial Denver Realty Coldwell Banker Commercial Supreme, Inc. OUTSIDE OF NORTH AMERICA. It is suggested that your company name or DBA always include the words Real Estate. CORRECT: Coldwell Banker Commercial Smith International Real Estate 7

9 Trademark Trademark Format with Your Approved Company Name (DBA) TRADEMARK USE WITH ALL APPLICATIONS. A 60/40 format is authorized. The top 60% contains the Coldwell Banker Commercial blue field with the Coldwell Banker Commercial name in white letters as illustrated. YOUR COMPANY NAME. The bottom 40% contains your company name in black upper case Book Antiqua Bold in a point size equal to two point sizes smaller than the Coldwell Banker Commercial name. In certain instances where your company name is against a background color other than white, it may be appropriate to use white reversed type containing your company name. In such cases, the 60/40 format must be adhered to. If the length of your DBA goes past the left edge of the C in the CB bug and the left edge of the L in COMMERCIAL when displayed with the trademark, then your company name should be on two lines. No slogans, symbols, emblems, marks or words other than your company name and a phone number are permitted within these prescribed formats. Advertising of anything other than the Coldwell Banker Commercial organization is not permitted with the use of any of the Coldwell Banker Commercial Marks or the Coldwell Banker Commercial name. See your Franchise Agreement. The use of the Coldwell Banker Commercial name or Trademark is not permitted on checks or purchase orders without the required disclaimer as shown in this manual. The 60/40 format must be maintained. PUNCTUATION. There is no punctuation between the words Coldwell Banker Commercial and the company name (DBA). CORRECT: Coldwell Banker Commercial Smith and Smith Associates INCORRECT: Coldwell Banker Commercial, Smith and Smith Associates Coldwell Banker Commercial Smith and Smith Associates ACQUIRING YOUR COMPANY S LOGO. The Servicing Department sends a logo sample to the company owner for approval or you can contact the servicing department for additional logo request. 8

10 Trademark Trademark Format with Property Sector Specific Group TRADEMARK USE WITH PROPERTY SECTOR SPECIFIC GROUPS. The Property Sector Specific Groups (PSSG) is designed to allow a group of Affiliate Members of Coldwell Banker Commercial to market the group together under a common name using the Coldwell Banker Commercial name and/or mark. The PSSG is to be used as a descriptive name for the collective members of the group, but the group as an entity is not recognized as a franchisee of Coldwell Banker Commercial. The reporting of any transactions to Coldwell Banker Commercial or Realogy must still be submitted by each individual Affiliate Member as per their franchise agreement, and may not be reported under the name of the PSSG. Any and all listings secured by Affiliate Members of Coldwell Banker Commercial must still be submitted to cbcworldwide.com and must be done under the DBA of the individual affiliate; listings may not be submitted under the name of the PSSG. The PSSG name that is chosen by the group must be approved by the Marketing Department of Coldwell Banker Commercial. marketing@cbcworldwide.com. Separate and apart from any approval of a group PSSG by Coldwell Banker Commercial, it is the responsibility of each member of the PSSG group to obey any rules, ordinances, or regulations of any local governing authorities and/or real estate boards as it pertains to the use of the PSSG in their respective local marketplace(s). IDENTITY REQUIREMENTS Use of the traditional Coldwell Banker Commercial logo (2D) or the 3D logo is permissible for use with the group PSSG. The PSSG versions of the logo should never be reproduced, they should be downloaded from the CBC Intranet site. The PSSG Coldwell Banker Commercial Trademark is never to be used alone without your company tradename. Your company tradename should be centered directly under the logo (beneath the PSSG). It should not be contained in the blue box surrounding the PSSG, rather at least 2 grid units below). Your DBA is always typeset in Book Antiqua Bold in all caps. The length of each line cannot exceed the width of the logo, and the complete DBA cannot be more than three lines. Examples of each acceptable and suggested medium for use are as follows: Print and Trade Ads Postcards and Flyers Collateral Pieces and Brochures Online Banner Advertising Cooperative Group Websites Business Cards - the accepted PSSG are available on business card templates from Xpressdocs. Acceptable uses of the PSSG version of the trademark would follow the established standards set forth in this manual for the standard and 3D trademark. SAMPLE PROPERTY SECTOR SPECIFIC GROUPS The PSSG include, but are not limited to: Office Services Retail Services Industrial Services Land Services Property Management Investment Services Healthcare Real Estate Services Multi-family Services Corporate Services Correct Format Incorrect Format - must include your company name 9

11 Reproduction of the Mark Coldwell Bankers Commercial Logo Guidelines For large scale reproductions of the Coldwell Banker Commercial Trademark (such as office building signs) strict adherence to proportional size enlargements is required. The blue field must maintain a 1 to ratio of height to width. 18 Grid Unit Reproduction of the Mark is not recommended as it can be downloaded in many formats such as.eps,.jpeg, Color, & B&W from Blueprint ( 70 The Mark to the right with scaling grid provides the correct space relationships for all elements. This grid should be used as a guide for scaling the Mark up or down in size and for verifying the correctness of reproductions. ASPECT RATIO 1.0 to (18 Grid Units to 70 Grid Units). A correct Mark is 18 Grid Units in height and 70 Grid Units in width. The correctness of the aspect ratio may be verified by measuring the height of the field and multiplying it by The result should equal the width. Letter height is 3.5 Grid Units, except the initial capitals, C, B, C, which are 4 Grid Units. IMPORTANT NOTE: These displays are for demonstration only. All measurements are in Grid Units. The Scaling Grid provides the correct size and spacing relationships for all elements of the Mark. Disclaimer height is 2 Grid Units. The grid should never be reproduced as part of the signage or the Mark! Reproduction of the Mark Using the Mark without the Blue Box There are certain instances where the mark can be utilized without the blue box. While it is not recommended to use this version of the logo, it can be used with proper approval from the marketing department by ing marketing@cbcworldwide.com. This version of the mark follows the guidelines provided this document for the standard logo. The only difference is that it does not have the typical blue box around the outside. It should not be reproduced and should be downloaded from the CBC intranet site. The mark without the blue box can only be used in these colors and as one solid color. There is no mixing of colors allowed: Pantone 286 (or color match) Black Silver Grey White Note: Only the silver, white or grey versions are permitted when using the mark without the blue box on any colored background. The standard or 3D version of the logo can be used with the proper white border around it. You should at all times display the mark with the Registered ( ) symbol. 10

12 Reproduction of the Mark Using the Mark against a colored background USING THE MARK AGAINST A COLORED BACKGROUND. When the Mark is used against any background color other than white, a margin of white space (two (2) Grid Units) is required around all four sides, except when specifically noted otherwise in some applications. This margin of space shall contain the Mark only. No other copy or graphic element shall also be contained within this space. SMITH REALTY Correct Format 2 Grid Units, Company Name in White YOUR COMPANY NAME. Against any darker colored background, your company name should be White upper case Book Antiqua Bold letters centered under the Mark in one or two lines. The point size of the letters in your company name are to be 85% of the point size of the letters in the Coldwell Banker Commercial name. Incorrect Format Too small.5 Grid Units Incorrect Format Too large 4 Grid Units Incorrect Format Too large 6 Grid Units Incorrect Format Too large 8 Grid Units SMITH REALTY Incorrect Format Too small.5 Grid Units, Company Name 11 written in black (or other color), not white

13 Reproduction of the Mark Color Specifications Here are the color standards of the Coldwell Banker Commercial logo. Coldwell Banker Commercial blue color shall always be matched as closely as possible. Pantone match is the preferred method. Pantone: CMYK: Pantone 1 286C blue2 100% Cyan, 60% Magenta and 10% Black. RGB: R:0 G:51 B:153 Web: H:220 S:100 B:60; or HTML # When specifying Coldwell Banker Commercial blue for applications other than print, an acceptable match may be obtained by following these specifications when ordering: PAINT. Specify that paint be mixed to match Pantone 286C precisely. PLASTIC SIGNAGE. Rohm & Haas Blue Plex #2114. ILLUMINATED SIGNAGE. For building signs that are illuminated from the inside specify 3-M 3 Translucent Scotchcal Vinyl, Color EXTERNALLY ILLUMINATED SIGNAGE. For externally illuminated sign applications specify 3-M Scotchcal Vinyl Color Sapphire Blue. OTHER ITEMS. When printing in one color on documents, brochures, and advertisements including classified ads, the Mark may appear in that color, provided the one color is Coldwell Banker Commercial blue or black. In this instance your company name (DBA) may appear in white. When using the Coldwell Banker Commercial Mark in black, the black color must appear at 100%. Shaded/ screened versions of the Mark are not acceptable (80% black, 50% black, etc.). Gold or Silver are acceptable colors as an alternative when producing an interior office sign or channel letter office signs. In those applications where rules (flying borders) are a part of the format, they shall appear in the color in which the Mark appears. When limited use of the color gold / silver is permitted on specialty items, specify PMS (Example: jewelry or name badges.) AWARDS. When manufacturing Awards and Recognition Products, the words Coldwell Banker Commercial may be printed: White letters against a blue or clear glass background Gold against a black or gold background Clear glass against a white background Black against a gold background Be aware that the color outcome must be Pantone 286C regardless of the material, i.e. plastic, banners, paper, coated material, etc. Printers may have to be adjusted to match Pantone 286C. The correct color for the Coldwell Banker Commercial Mark is Pantone 286C or the appropriate CMYK match. 1. Pantone is a registered trademark of Pantone, Inc. 2. The color blue shown on this page and throughout this Manual is not intended to match the Pantone Color Standard. For the Pantone Color Standard, refer to the current editions of the Pantone Color Publications. 3. 3M. All rights reserved. 12

14 Reproduction of the Mark Embossing The Coldwell Banker Commercial Mark may be reproduced through a printing process known as Embossing where the words Coldwell Banker Commercial and the CB bug are raised in relief from the surface of the paper or fabric. Two types of embossed Marks are acceptable. The first has the words Coldwell Banker Commercial and the CB bug in relief against a printed field, which defines the background of the Mark (Illustration #1). The second has the words Coldwell Banker Commercial and the CB bug in relief against the field, using an embossed frame to define the field of the Mark. The lines that make up the frame are one Grid Unit in width. No ink is used. This is called a Blind Emboss (Illustration #2). In either instance the words Coldwell Banker Commercial and the CB bug are raised (not recessed) from the surface of the paper or fabric. When the background field is printed in Coldwell Banker Commercial blue, a one-level die is used. When embossing is blind, a two-level die is used with the frame being raised from the paper s surface but one half the depth or distance as that of the words Coldwell Banker Commercial (Illustration #3). The Mark shall be reproduced photographically in making the embossing dies. The size of the words Coldwell Banker Commercial, their placement and the spacing in relationship to the background field or the frame that defines the field shall be consistent with all Mark specifications. The aspect ratio (height to width) of the blue field or to the outside of the frame shall be 1.0 to The size of the embossed Mark shall be sufficient to enable the embossing to be crisp and sharp and the words legible. The prescribed space (generally two Grid Units) shall be maintained around all four sides of the Mark whether or not the field is printed in color or defined by an embossed frame. When embossing on fabric, the words Coldwell Banker Commercial should be in relief printed in white against a Coldwell Banker Commercial blue, black or white background. Or, the words may be embossed in gold against a blue background. Embossing the words in blue against a blue background is permitted, but NOT recommended. Illustration #1 Illustration #2 BLIND EMBOSS 18 Grid Unit 70 GridUnits 1 Grid Unit Illustration #3 COLDWELL BANKER COMMERCIAL LETTERS WITH RAISED FRAME 3D Version of the Mark The Coldwell Banker Commercial logo has a 3D version available for use. The 3D logo must never be reproduced from scratch. High resolution.eps,.jpg &.png files are available on the Coldwell Banker Commercial intranet site for affiliate use. This is not a replacement of the traditional logo, rather an additional option to use on various marketing materials such as: Property Signage Electronic Marketing Materials Printed Marketing Materials Complex applications such as embroidery, screen printing or engraving will demand the simplicity of the 2D logo. The use of the 3D logo follows the same identity standards as the original logo. There is no mandatory use of this logo. It is merely an option to use at your leisure. 13

15 Reproduction of the Mark Improper Uses WRONG The following are examples of improper uses and techniques that shall be avoided when reproducing the Mark. DO NOT do any of the following! Do Not trim or alter the Mark s background field or block. RIGHT Do Not reduce the Mark smaller than 1 1/16 in width. It will not reproduce satisfactorily. Do Not convert the Mark to lines or other screen patterns. Always print the Mark in solid ink. (The only exception is in Classified Advertising where the publication refuses to print any Mark in solid ink.) Do Not reverse the Mark using dark letters on a light field. 14

16 Reproduction of the Mark Improper Uses WRONG RIGHT Do Not allow the mark to touch a background color or other elements (rules, stripes, etc.) without the proper white border around all four sides of the Mark. No other copy or graphic elements shall appear within this margin of space, except when using the special combined Mark in Display Media. Do Not superimpose on or affix anything to the Mark which will cover up any portion of it or the prescribed margin of space surrounding the Mark. Do Not reproduce the scaling grid as part of the Mark. Do Not place the Mark at an angle. 15

17 Reproduction of the Mark Improper Uses The typeface in which the words Coldwell Banker Commercial are displayed in is a custom typeface to be used exclusively within the context of the logo. This typeface should never appear outside of the logo. The acceptable typeface to be used in headlines, body copy, etc. is Book Antiqua. WRONG RIGHT Do Not use the Coldwell Banker Commercial custom typeface in headlines or body copy. SEE THESE FORTY COLDWELL BANKER COMMERCIAL LISTINGS Do Not use the Mark as an element of copy in headlines or elsewhere. Instead, set the words Coldwell Banker Commercial in the typeface contained in the balance of the headline or body copy. PROMOTION AND SALES TOOLS FOR COLDWELL BANKER COMMERCIAL SMITH AND SMITH ASSOCIATES Do Not use any copy under the logo except your approved DBA, and no copy may appear directly above the mark. SMITH REALTY Do Not extend the length of your DBA past the left edge of the C in the CB bug and the left edge of the L in COMMERCIAL. SMITH & SMITH REALTORS 16

18 Reproduction of the Mark Improper Uses WRONG RIGHT Do not use the Coldwell Banker bug design outside of the Mark. Do not use the Coldwell Banker CB bug outside of the Mark. Do not use the Coldwell Banker Commercial logotype or CB bug in body copy. Instead, typeset Coldwell Banker Commercial in the same typeface as used for the text. Do not alter the Coldwell Banker Commercial logotype. Separating the elements of the logo compromises the integrity of the Coldwell Banker Commercial organization. Do not crowd the logo with other graphic elements including typography illustration and photography. Provide the minimum white space to all sides of the signature for maximum visibility and impact. Do not use two or more logos for identification on the same page. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam vosu nonumy eirmod et tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum. dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscin g elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est t amet. Do not use the logo in repetition as a pattern. 17

19 Reproduction of the Mark Improper Uses WRONG RIGHT Do not replace the Coldwell Banker Commercial logotype with another typeface. The logotype has been carefully drawn and letter spaced. Do not alter the proportions or relationship between the CB bug and the Coldwell Banker Commercial name. Do not stretch, condense, or distort the logo in any way. Do not place photography, instructions, text, graphics, or other secondary identification symbols or images over the logo. The Mark should not be cropped or trimmed. The Mark should be 100% PMS 286C, not textured, highlighted, shaded, or in some color effect except black. 18

20 Property Signs PROPERTY SIGNS. The example to the right illustrates the approved format for standard commercial property signs. If an office requires specific modifications to the approved property sign layout, the Request for use of non-approved office or property identity sign form included in this manual must be submitted to the Coldwell Banker Commercial Corporate office for its advance written consent. STANDARD SIGN. The standard sign consists of a 48 inches wide by 48 inches high (76 x 76 Grid Units) white panel. Should local ordinances require a deviation, an alternate size panel is permitted; however, requests must be made in advance in writing by using the Request for use of non-approved office or property identity sign included in this manual. TRADEMARK. The Coldwell Banker Commercial Trademark is positioned in the upper portion of the sign with white letters reversed out of the Coldwell Banker Commercial blue background. (See Color Specifications section for more information.) YOUR COMPANY NAME. Your company name is to appear in Book Antiqua Bold UPPERCASE type style in black and positioned below the Coldwell Banker Commercial logo as 48 X48 PROPERTY SIGN COLORS: Coldwell Banker Commercial Blue & Black on White Background. Commercial signs are available in 24 gauge steel,.090 Polyethylene and 10 mil corex plastic. Scale 1/8 illustrated below. The maximum length of your company name should not extend beyond the left edge of the C in the CB bug and the left edge of the L in COMMERCIAL. If it does, your company name should be on two lines. No sales professional names are to be referenced on the sign. TELEPHONE NUMBER. Telephone numbers are to be displayed in black Book Antiqua Bold numerals. The exact size is proportioned as illustrated above. If your company also deals in residential brokerage, a separate commercial telephone number must be displayed on your commercial property signs. No personal residence phone number is to be referenced on the sign. REQUIRED DISCLAIMER. Each Office is Independently Owned and Operated. The disclaimer line, as shown in this Manual, MUST always appear in upper and lower case Helvetica type style on all property signs. NRT offices are permitted to substitute the disclaimer line: Operated by a subsidiary of NRT LLC except in California where it is Owned by a subsidiary of NRT LLC *NOTE: No symbols, emblems, slogans or other verbiage are to appear on property signs except where required by local laws. Any variations from the above specifications must be submitted in advance in writing for approval to the Coldwell Banker Corporate Office by using the request form on page 32. WEB SITE ADDRESSES. The Coldwell Banker Commercial Web site or your own Web site address must be printed in black. Web site addresses are strongly recommended, but not mandatory. MESSAGE RIDERS. All riders are 1 high white panels. Message or name riders are to be reproduced in black or red Book Antiqua upper case letters and should be suspended below the main panel. Riders are limited to no more than four riders under each sign. EXAMPLE RIDERS: FOR LEASE FOR SALE AVAILABLE SUB-LEASE BUILD TO SUIT FOR SALE/LEASE SALES ASSOCIATE SALES ASSOCIATE TELEPHONE NUMBER X48 RIDER EXAMPLE COLORS: Coldwell Banker Commercial Black on White Background. Scale 1/8 NAME Riders can only be used with 4 x 4 panels and are limited to no more than four riders under each sign.

21 Property Signs Standard ONE-LINE COMPANY DBA TWO-LINE COMPANY DBA 48 X48 PROPERTY SIGN COLORS: Coldwell Banker Commercial Blue & Black on White Background. Commercial signs are available in 24 gauge steel,.090 Polyethylene and 10 mil corex plastic. Scale 1/8 48 X48 PROPERTY SIGN COLORS: Coldwell Banker Commercial Blue & Black on White Background. Commercial signs are available in 24 gauge steel,.090 Polyethylene and 10 mil corex plastic. Scale 1/8 WINDOW SIGN: Property Signs Window Sign ONE-LINE COMPANY DBA TWO-LINE COMPANY DBA SMITH REALTY For Lease (972) Each Office is Independently Owned and Operated SMITH AND SMITH REALTY For Lease (972) Each Office is Independently Owned and Operated X24 WINDOW SIGN COLORS: Coldwell Banker Commercial Blue & Black on White Background. 24 X24 WINDOW SIGN COLORS: Coldwell Banker Commercial Blue & Black on White Background. Commercial signs are available in 24 gauge steel,.090 Polyethylene and 10 mil corex plastic. Scale 1/8 20 Commercial signs are available in 24 gauge steel,.090 Polyethylene and 10 mil corex plastic. Scale 1/8

22 Property Signs Reproduction of the Property Signage - Standard TRADEMARK REPRODUCTION. The Coldwell Banker Commercial Mark should never be drawn free hand. The proper version should be downloaded from the CBC intranet site. For large scale reproductions of the Coldwell Banker Commercial Trademark (such as office building signs) strict adherence to proportional size enlargements is required. The blue field must maintain a 1 to ratio of height to width. The illustrations, below, provide the correct space relationships for all elements. The scaling grid should be used as a guide for scaling the Mark up or down in size and for verifying the correctness of reproductions. All measurements are given in Grid Units (GU). This is to simplify the process of scaling up or scaling down the signs. In general a minimum of two (2) Grid Units of space or air shall be maintained around all four sides of the Mark except when specifically noted otherwise in some applications. When the Mark is used against a dark background other than white, a margin of white space (minimum two (2) Grid Units) is required around all four sides. This margin of space shall contain the Mark only. No other copy or graphic element shall also be contained within this space. ASPECT RATIO SIGNAGE SIZE: 48 x 48 (76 Grid Units by 76 Grid Units) GRID UNITS: 1.0 to ratio (18 Grid Units to 70 Grid Units) A correct Mark is 18 Grid Units in height and 70 Grid Units in width. The correctness of the aspect ratio may be verified by measuring the height of the field and multiplying it by The result should equal the width. DBA letter height is 3 Grid Units Phone number height is 9 Grid Units Web site address height is 3 Grid Units Disclaimer height is 2 Grid Units IMPORTANT NOTE: These displays are for demonstration only. The Scaling Grid provides the correct size and spacing relationships for all elements of the Mark. All measurements are in Grid Units. The grid should never be reproduced as part of the signage or the Mark! 21

23 Property Signs Reproduction of the Property Signage - Standard, Additional Text ADDITIONAL TEXT It is permitted to have a line of additional text on the standard 48 x 48 sign. The additional text can be black or red (this text line only). SUGGESTED ADDITIONAL TEXT HEADLINES INCLUDE BUT ARE NOT LIMITED TO: FOR LEASE FOR SALE AVAILABLE SUB-LEASE BUILD TO SUIT FOR SALE/LEASE REPRODUCTION. The illustrations, below, provide the correct space relationships for all elements. The scaling grid should be used as a guide for scaling the Mark up or down in size and for verifying the correctness of reproductions. All measurements are given in Grid Units (GU). This is to simplify the process of scaling up or scaling down the signs. In general a minimum of two (2) Grid Units of space or air shall be maintained all four sides of the Mark except when specifically noted otherwise in some applications. When the Mark is used against a dark background other than white, a margin of white space (minimum two (2) Grid Units) is required around all four sides. This margin of space shall contain the Mark only. No other copy or graphic element shall also be contained within this space. SMITH REALTY For Lease (972) For Lease Each Office is Independently Owned and Operated. ASPECT RATIO SIGNAGE SIZE: 48 x 48 (76 Grid Units by 76 Grid Units) GRID UNITS: 1.0 to ratio (18 Grid Units to 70 Grid Units) A correct Mark is 18 Grid Units in height and 70 Grid Units in width. The correctness of the aspect ratio may be verified by measuring the height of the field and multiplying it by The result should equal the width. DBA letter height is 3 Grid Units Additional text height is 6 Grid Units Phone number height is 9 Grid Units Web site address height is 3 Grid Units Disclaimer height is 2 Grid Units IMPORTANT NOTE: These displays are for demonstration only. The Scaling Grid provides the correct size and spacing relationships for all elements of the Mark. All measurements are in Grid Units. The grid should never be reproduced as part of the signage or the Mark! 22

24 Property Signs Reproduction of the Property Signage - Window Sign SIGN USAGE. This version of the property sign is meant to accommodate those instances where outdoor signs are not permitted. This sign template can be used to display the information in the window of the property. This sign has exactly half the dimensions of the Standard Sign. TRADEMARK REPRODUCTION. The Coldwell Banker Commercial Mark shall always be reproduced photographically from a high quality reproduction proof designed for that purpose. It shall never be drawn free hand. For large scale reproductions of the Coldwell Banker Commercial Trademark (such as office building signs) strict adherence to proportional size enlargements is required. The blue field must maintain a 1 to ratio of height to width. The illustrations, below, provide the correct space relationships for all elements. The scaling grid should be used as a guide for scaling the Mark up or down in size and for verifying the correctness of reproductions. All measurements are given in Grid Units (GU). This is to simplify the process of scaling up or scaling down the signs. In general a minimum of two (2) Grid Units of space or air shall be maintained around all four sides of the Mark except when specifically noted otherwise in some applications. When the Mark is used against a dark background other than white, a margin of white space (minimum two (2) Grid Units) is required around all four sides. This margin of space shall contain the Mark only. No other copy or graphic element shall also be contained within this space. 2 SMITH REALTY For Lease (972) Each Office is Independently Owned and Operated. 38 Grid Units SMITH REALTY For Lease 4.5 (972) Each Office is Independently Owned 1and Operated. 38 Grid Units 38 Grid Units ASPECT RATIO SIGNAGE SIZE: 24 x 24 (38 Grid Units by 38 Grid Units) 38 Grid Units GRID UNITS: 1.0 to ratio (9 Grid Units to 35 Grid Units) A correct Mark is 8 Grid Units in height and 35 Grid Units in width. The correctness of the aspect ratio may be verified by measuring the height of the field and multiplying it by The result should equal the width. DBA letter height is 1.5 Grid Units Alternative text line is 3 Grid Units (For Sale, For Lease, etc.) Phone number height is 4.5 Grid Units Web site address height is 1.5 Grid Units Disclaimer height is 1 Grid Unit IMPORTANT NOTE: These displays are for demonstration only. The Scaling Grid provides the correct size and spacing relationships for all elements of the Mark. All measurements are in Grid Units. The grid should never be reproduced as part of the signage or the Mark! 23

25 PROPERTY SIGNS Sign Posts Property Signs Sign Posts PROPERTY SIGN POSTS. All signs must be installed on white wood posts or steel frame, white Property or black. Sign Posts. All signs must be installed on 4" x 4" white wood posts, as illustrated below. 48" 2.75" 18" 3.9" 2.25" 1" 2.25" 3.75" 4.7" 2.94" 2" 2".96" 1.5" Coldwell Banker Commercial 48" x96" Colors: Coldwell Commercial Banker Blue & Black on White Bkg. Scale 1/16" 96 X48 PROPERTY SIGN LARGER LOGO COLORS: 48"x48" Coldwell Colors: Banker Coldwell Commercial Banker Blue Commercial & Black on White Blue Background. & Black 48"x48" Commercial on White Background. Colors: Coldwell signs are Banker available Commercial in 24 gauge Commercial signs are available in Blue steel, & Black.090 Polyethylene 24 gauge steel, and on White Background..090 Polyethylene and 10 mil corex plastic. 10 Commercial mil corex plastic. signs are available in 24 gauge steel, Scale 1/8" Scale.090 Polyethylene 1/16 and 10 mil corex plastic. Scale 1/8" 5.1" 2.34" 1.42" 2.34" 5.72" 2.34" 1.42" 2.34" 5.72" 2.34" 5.72" 2.34" 1.42" 2.34" 5.1" 48 X96 48"x96" PROPERTY SIGN Colors: Coldwell Banker Commercial 48"x96" COLORS: Blue & Black on White Background. Colors: Coldwell Coldwell Banker Banker Commercial Blue & Black on Commercial signs are available in 24 gauge steel, Blue & White Black on Background. White Background..090 Polyethylene and 10 mil corex plastic. Commercial Commercial signs are available in 24 gauge steel, Scale 1/16" signs are available in 24 gauge steel,.090 Polyethylene.090 Polyethylene and 10 mil and corex 10 mil plastic. corex plastic. Scale 1/16" Scale 1/16 96"x48" Colors: Coldwell Banker Commercial Blue & Black on White Background. 96"x48" 96 X48 Commercial PROPERTY signs SIGN are available in 24 gauge steel,.090 Polyethylene and 10 mil corex plastic. Colors: Coldwell Banker Commercial Blue & Black on White Background. COLORS: Scale 1/16" Commercial signs are available in 24 gauge steel,.090 Polyethylene and 10 mil corex plastic. Coldwell Banker Commercial Blue & Black on White Background. Scale 1/16" Commercial signs are available in 24 gauge steel,.090 Polyethylene and 10 mil corex plastic. Scale 1/ /

26 Property Signs Reproduction of the Property Signage Extended Vertical ASPECT RATIO SIGNAGE SIZE: 48 x 96 (76 Grid Units to 152 Grid Units). GRID UNITS: 1.0 to (18 Grid Units to 70 Grid Units). A correct Mark is 18 Grid Units in height and 70 Grid Units in width. The correctness of the aspect ratio may be verified by measuring the height of the field and multiplying it by The result should equal the width. DBA Letter height is 3 Grid Units Phone Number height is 9 Grid Units Web site Address height is 3 Grid Units Disclaimer height is 2 Grid Units IMPORTANT NOTE: These displays are for demonstration only. The Scaling Grid provides the correct size and spacing relationships for all elements of the Mark. All measurements are in Grid Units. The grid should never be reproduced as part of the signage or the Mark! 25

27 Property Signs Reproduction of the Property Signage Extended Horizontal ASPECT RATIO SIGNAGE SIZE: 96 x 48 (152 Grid Units to 76 Grid Units). GRID UNITS: 1.0 to (18 Grid Units to 70 Grid Units). A correct Mark is 18 Grid Units in height and 70 Grid Units in width. The correctness of the aspect ratio may be verified by measuring the height of the field and multiplying it by The result should equal the width. DBA Letter height is 3 Grid Units Phone Number height is 9 Grid Units Web site Address height is 3 Grid Units Disclaimer height is 2 Grid Units IMPORTANT NOTE: These displays are for demonstration only. The Scaling Grid provides the correct size and spacing relationships for all elements of the Mark. All measurements are in Grid Units. The grid should never be reproduced as part of the signage or the Mark! 26

28 Property Signs Reproduction of the Property Signage Extended Horizontal - Larger Logo Grid Units ASPECT RATIO SIGNAGE SIZE: 96 x 48 (152 Grid Units to 76 Grid Units). GRID UNITS: 2.17 to 8.36 (28 Grid Units to 105 Grid Units). A correct Mark is 28 Grid Units in height and 105 Grid Units in width. The correctness of the aspect ratio may be verified by measuring the height of the field and multiplying it by The result should equal the width. DBA Letter height is 4 Grid Units Message Letter height is 4 Grid Units Message Area is 61 Grid Units high, by 36 Grid Units wide Phone Number height is 9 Grid Units Web site Address height is 3 Grid Units Disclaimer height is 2 Grid Units IMPORTANT NOTE: These displays are for demonstration only. The Scaling Grid provides the correct size and spacing relationships for all elements of the Mark. All measurements are in Grid Units. The grid should never be reproduced as part of the signage or the Mark! 27

29 Property Signs Banners 96 X48 BANNER COLORS: Coldwell Banker Commercial Blue & Black on White Background. Commercial signs are available in 24 gauge steel,.090 Polyethylene and 10 mil corex plastic. Scale 1/16 SUGGESTED BANNER HEADLINES INCLUDE BUT ARE NOT LIMITED TO: FOR LEASE FOR SALE AVAILABLE SUB-LEASE BUILD TO SUIT FOR SALE/LEASE NOTE: Personalization not required. Overall dimensions are illustrated in inches as the above example. 28

30 Property Signs Reproduction of the Property Signage - Banners ASPECT RATIO SIGNAGE SIZE: 96 x 48 (152 Grid Units to 76 Grid Units). GRID UNITS: 1.0 to (10.75 Grid Units to 42 Grid Units). A correct Mark is Grid Units in height and 42 Grid Units in width. The correctness of the aspect ratio may be verified by measuring the height of the field and multiplying it by The result should equal the width. Agent Name Letter height is 4 Grid Units Message height is 11 Grid Units Phone Number height is 10 Grid Units Web site Address height is 3 Grid Units Disclaimer height is 2 Grid Units IMPORTANT NOTE: These displays are for demonstration only. The Scaling Grid provides the correct size and spacing relationships for all elements of the Mark. All measurements are in Grid Units. The grid should never be reproduced as part of the signage or the Mark! 29

31 Property Management Signs Reproduction of the Property Management Sign SIGN USAGE. This version of the sign is meant to accommodate the management of properties. This sign can be re-sized depending on the specifications of the property owner. Typically, there isn t a standard size for this type of sign. The type of sign may vary, it can be a window sticker, a plaque or small sign. Please use the following specifications as a guideline when creating your sign. Requests for all property management signs must be made in advance in writing by using the Request for use of non-approved office or property identity sign included in this manual. TRADEMARK REPRODUCTION. The Coldwell Banker Commercial Mark shall always be reproduced photographically from a high quality reproduction proof designed for that purpose. It shall never be drawn free hand. For reproductions of the Coldwell Banker Commercial Trademark, strict adherence to proportional size enlargements is required. The blue field must maintain a 1 to ratio of height to width. The illustrations, below, provide the correct space relationships for all elements. The scaling grid should be used as a guide for scaling the Mark up or down in size and for verifying the correctness of reproductions. All measurements are given in Grid Units (GU). This is to simplify the process of scaling up or scaling down the signs. In general a minimum of two (2) Grid Units of space or air shall be maintained around all four sides of the Mark except when specifically noted otherwise in some applications. When the Mark is used against a dark background other than white, a margin of white space (minimum two (2) Grid Units) is required around all four sides. This margin of space shall contain the Mark only. No other copy or graphic element shall also be contained within this space. Property Professionally Managed by: Property Professionally 1.5 Managed by: 9.0 SMITH REALTY (972) Each Office is Independently Owned and Operated. SMITH REALTY (972) Each Office is Independently Owned 1 and Operated. 25 Grid Units 38 Grid Units GRID UNITS: 1.0 to ratio (9 Grid Units to 35 Grid Units) A correct Mark is 8 Grid Units in height and 35 Grid Units in width. The correctness of the aspect ratio may be verified by measuring the height of the field and multiplying it by The result should equal the width. Property Professionally Managed by is 1.5 Grid Units DBA letter height is 1.5 Grid Units Phone number height is 4.5 Grid Units Disclaimer height is 1 Grid Unit IMPORTANT NOTE: These displays are for demonstration only. The Scaling Grid provides the correct size and spacing relationships for all elements of the Mark. All measurements are in Grid Units. The grid should never be reproduced as part of the signage or the Mark! 30

32 Office Identity - Office Signage Reproduction of the Office Signage All measurements are given in Grid Units (GU). This is to simplify the process of scaling up or scaling down the office identity signs. Office identity signs are to be internally illuminated using fluorescent lighting. Whether your office identity sign is free-standing, protruding, or a fascia installation, it must conform to the following guidelines. These signs may be ordered from a local vendor, who should conduct a survey of your property and forward a formal proposal, including pricing for product, freight, tax and installation. REQUIREMENTS. The office identity signs must maintain a 60/40 configuration ratio between the Commercial Mark and your company name regardless of the outside dimensions of the sign. The top 60% contains the Coldwell Banker Commercial name in white reversed out of a blue field, and the bottom 40% contains your company name in black upper case Book Antiqua Bold letters and centered under the Mark on a white field in one or two lines. TRADEMARK. The Coldwell Banker Commercial Trademark (top 60%) is to appear only as authorized with the corporate type style letters in white, cut out of a Coldwell Banker Commercial blue translucent vinyl background and laminated to virgin white plexiglas. REQUIRED DISCLAIMER. The required disclaimer line, as shown in this Manual, must appear on the office identity sign, centered under the Coldwell Banker Commercial blue field and displayed in Helvetica Condensed as shown, upper and lower case letters in black letters. Additionally, signs or decals indicating that your company is an independently owned and operated affiliate must be prominently displayed in an appropriate place, such as a front window or conspicuous area inside the office. NOTE: No other symbols, emblems, slogans, telephone numbers, marks or words may appear on an office identity sign. Any variations from the above specifications must be submitted via request form to the Coldwell Banker Commercial Corporate Office for its advance written consent. PLASTIC SIGNAGE. Specify Rohm & Haas Blue Plex #2114. ILLUMINATED SIGNS. For building signs that are illuminated from the inside specify 3-M Translucent Scotchcal Vinyl, Color ILLUMINATED SIGNS. For externally illuminated sign applications specify 3-M Scotchcal Vinyl Color Sapphire Blue. ELECTRICAL REQUIREMENTS. Electrical wiring is another vital factor in planning the construction of your sign, which should adhere to national industry standards. For example, there are great differences in cost and quality of ballast, which must be U/L approved with U/L approved waterproofing and pure aluminum weatherproof raceways. All wiring and wiring systems must be pure U/L approved copper. ** 3-M All rights reserved. Preferred Standard Format (see page 29 for specifications) Alternate Extended Format (see page 32 for specifications) 31

33 Office Identity - Office Signage Reproduction of the Office Signage PREFERRED STANDARD FORMAT ASPECT RATIO SIGNAGE SIZE: 48 x 24 (76 Grid Units to 38 Grid Units) LOGO SIZE: 1.0 to ratio (18 Grid Units to 70 Grid Units) A correct Mark is 18 Grid Units in height and 70 Grid Units in width. The correctness of the aspect ratio may be verified by measuring the height of the field and multiplying it by The result should equal the width. DBA letter height is 3 Grid Units. Disclaimer height is 2 Grid Units. IMPORTANT NOTE: These displays are for demonstration only. The Scaling Grid provides the correct size and spacing relationships for all elements of the Mark. All measurements are in Grid Units. The grid should never be reproduced as part of the signage or the Mark! Scale 1/8 32

34 Office Identity - Office Signage Reproduction of the Office Signage ALTERNATE EXTENDED FORMAT ASPECT RATIO SIGNAGE SIZE: 60 x 8.75 (142 Grid Units to 21 Grid Units) A correct Mark is 21 Grid Units in height and 142 Grid Units in width. The correctness of the aspect ratio may be verified by measuring the height of the field and multiplying it by The result should equal the width. DBA Letter height is 2 Grid Units. Disclaimer height is 1 Grid Units. IMPORTANT NOTE: These displays are for demonstration only. The Scaling Grid provides the correct size and spacing relationships for all elements of the Mark. All measurements are in Grid Units. The grid should never be reproduced as part of the signage or the Mark! Scale 1/8 33

35 Office Identity - Office Signage Individual Channel Letters (cut-out) ASPECT RATIO SIGNAGE SIZE: 41.7 x 19 (66 Grid Units to 30 Grid Units) LOGO SIZE: 1.0 to ratio (18 Grid Units to 70 Grid Units) A correct Mark is 18 Grid Units in height and 70 Grid Units in width. The correctness of the aspect ratio may be verified by measuring the height of the field and multiplying it by The result should equal the width. CB bug is 14 Grid Units high by 16 Grid Units wide. Coldwell Banker Commercial letter height is 4 Grid Units. DBA Letter height is 3 Grid Units. Disclaimer height is 2 Grid Units. NOTE: If letters of Your Company Name are smaller than , suppliers may not be able to use neon lighting Grid Units IMPORTANT NOTE: These displays are for demonstration only. The Scaling Grid provides the correct size and spacing relationships for all elements of the Mark. All measurements are in Grid Units. The grid should never be reproduced as part of the signage or the Mark! Maximum DBA 58 Grid Units Each Office is Independently 2Owned and Operated. 66 Grid Units Scale 1/8 Individual Channel Letters may be produced in either PMS 286C or gold/silver. 34

36 Office Identity - Office Signage Request For Use REQUEST FOR USE OF NON-APPROVED OFFICE OR PROPERTY IDENTITY SIGN, or MARKETING MATERIAL The office and property signs found in this Identity Standards Manual show the approved format for the Coldwell Banker Commercial organization. If, however, a situation should arise that requires the use of a non-conforming office or property sign, this form must be completed and returned to the Coldwell Banker Commercial corporate office. This is to ensure that your sign meets the Coldwell Banker Commercial identity standards. You must receive approval of this request in writing from the Coldwell Banker Commercial Corporate Office BEFORE any work is begun on the sign. Please note that there are no guarantees for approval. Date: _ From: Coldwell Banker Commercial (Approved Company Name): _ Address: City:_ST:_ Zip: Telephone:_ Fax:_ Contact:_ Return this form along with a fully dimensioned scaled drawing of the proposed sign to: Coldwell Banker Commercial Affiliates Coldwell Banker Commercial Attn: Marketing Department 175 Park Avenue Madison, NJ Phone (800) Fax (973) I acknowledge no work is to begin until I receive written approval of the full dimensioned scale drawing. Signature _ Printed Name Title Date 35

37 Office Identity - Stationery Business Cards COLDWELL BANKER COMMERCIAL LOGO BUSINESS CARD. The examples on the following pages illustrate the approved format for business cards and stationery, which may be ordered through Approved Suppliers. All business cards should be printed one-sided (except for optional alternate business card format). Photos are not permitted on Coldwell Banker Commercial business cards. CARD SIZE. 3.5 x 2 TRADEMARK SIZE. Use exactly as shown on page x.352, in Coldwell Banker Commercial blue ink. (See the Color Specifications page for details.) Note: Your company DBA is not to be used below logo on business cards. PAPER. Starwhite Vicksburg, 100 lb. Tiara Medium Plate Bristol or the equivalent in finish, color and weight. INDIVIDUAL NAME. 8 pt. Book Antiqua Bold, all upper case. In certain U.S. states, regulations may require a reduction to a point size of 7.5. INDIVIDUAL TITLE. 8 pt. Book Antiqua, may be set all upper case or upper and lower case. Limit of two titles/specialties per business card. PROFESSIONAL DESIGNATION & MEMBERSHIPS. 8 pt. Book Antiqua, all upper case. The following designations may be used by those persons entitled to use them: ACRONYM TITLE ORGANIZATION ACoM Accredited Commercial Manager IREM ALC Accredited Land Consultant RLI AMO Accredited Management Organization IREM BOMA Building Owners and Managers Association BOMA CAM Certified Apartment Manager NAA CCIM Certified Commercial Investment Member CCIM CCRA Certified Commercial Real Estate Appraiser NAREA CIPS Certified International Property Specialists NAR CLP Certified Leasing Specialist Multi Family CMD Certified Marketing Director ICSC CPM Certified Property Manager IREM CRB Certified Real Estate Brokerage Manager CRB CRE Counselor of Real Estate NAR CREA Certified Real Estate Appraiser NAREA CREP Commercial RE Professional REPS CREW Commercial Real Estate Women CREW CSM Certified Shopping Center Manager ICSC E-pro Internet Professionals NAR GAA General Accredited Appraiser NAR PHONE NUMBERS, FAX, E-FAX 7 pt. Book Antiqua, all upper case, except for the address itself. ADDRESSES, WEB ADDRESS OR SOCIAL MEDIA URL (NOT REQUIRED). 7 pt. Book Antiqua YOUR APPROVED COMPANY NAME. 6.5 pt. Book Antiqua Bold, all upper case. ACRONYM TITLE ORGANIZATION GRI Graduate REALTOR Institute NAR ICREW Industrial Commercial Real Estate Women ICREW ICSC International Council of Shopping Centers ICSC IREM Institute of Real Estate Management IREM LEED AP LEED Accredited Professional GBCI LEED GA LEED Green Associate GBCI LTG Leadership Training Graduate WCR MAI Master Appraiser Appraiser s Institute MCR Master of Corporate Real Estate CORENET NAR National Association of REALTORS NAR PMN Performance Management Network WCR RCE Realtor Association Certified Executive NAR REPA Real Estate Professional Assistant NAR RPA Real Property Administrator BOMI SIOR Society of Industrial and Office Realtors SIOR SLCR Senior Leader in Corporate Real Estate CORENET SRES Senior Real Estate Specialist NAR SRPA Senior Real Property Appraiser Appraiser s Inst TRC Transnational Referral Certification NAR ULI Urban Land Institute ULI YOUR APPROVED COMPANY ADDRESS. 6 pt. Book Antiqua, all upper case. On stationery products your company address always follows your company name. Place your company name and address flush left with the edge of the lower rule, as shown in the illustration. 36

38 s3¼16 Office Identity - Stationery Business Cards SYMBOLS. The designations listed above are recognized and approved for inclusion on your business card in the lower left corner. Please contact CBC if you have a designation that you would like to request for inclusion on your business card. Symbols can be printed black and white (preferred) or color. Up to three symbols are permitted per card. REQUIRED DISCLAIMER. The required disclaimer, as shown in this Manual, must appear at the bottom of the card, positioned flush left with the left edge of the lower rule, in 5 pt. Helvetica Regular, upper and lower case. NRT Disclaimer: Owned and Operated by NRT LLC. INK COLORS. Print Coldwell Banker Commercial blue and black. Coldwell Banker Commercial blue is used for the Coldwell Banker Commercial Trademark and the two rule lines running horizontally across the right side of the business card. All else prints black. (See Color Specifications page for details.) MASTER FORMAT POSITIONING AND TYPE SPECS t s 9 ¼16 t YOUR NAME Title Specialization 8 PT. BOOK ANTIQUA BOLD 8 PT. BOOK ANTIQUA (000) BUSINESS (000) FAX finitallastname@cbcworldwide.com 7 PT. BOOK ANTIQUA t3¼16 s COLDWELL BANKER COMMERCIAL SMITH REALTY STREET ADDRESS CITY, ST PT. BOOK ANTIQUA BOLD 6 PT. BOOK ANTIQUA t 1 ¼16 s Each Office is Independently Owned and Operated. 5 PT. HELVETICA CONDENSED 0.599" ALTERNATIVE BUSINESS CARD FORMAT, PRINTED ON TWO SIDES The business card can be created with an optional imprint on the back consisting of solid blue Pantone 286C with the Coldwell Banker Commercial Trademark or 3D Trademark centered with a margin of white space (two (2) Grid Units) required around all four sides " 0.673" 2" ELECTRONIC BUSINESS CARD AND SIGNATURE If you are creating an electronic business card or signature, you must adhere to the business card standards. EXAMPLE: 2.302" 3.5" The size of the Trademark including the white border is exactly: wide x high. Jane Smith,Office Manager Coldwell Banker Commercial Smith Realty 321 Main Street Anytown, NJ Direct Fax Mobile finitallastname@cbcworldwide.com The front side follows the format of the standard business card as previously mentioned or with the use of the 3D logo replacing the 2D logo on the front left. 37

39 Office Identity - Stationery Letterhead 1 SIZE. 8.5 x ¼16 YOUR NAME, DESIGNATIONS Individual Title Specialization COLDWELL BANKER COMMERCIAL SMITH REALTY STREET ADDRESS CITY, ST BUS (000) FAX (000) finitallastname@cbcworldwide.com 1 PAPER. Neenah Bond 25% cotton fiber, cockle finish White, Sub. 20 or the equivalent in finish, color and weight. TRADEMARK SIZE. 2 x.514, in Coldwell Banker Commercial blue ink. (See Color Specifications section for more information.) NOTE: Your company DBA is not to be used below the logo on stationery. YOUR NAME. 8 pt. Book Antiqua Bold, all upper case, followed by your designations, as shown above right in black ink. YOUR DESIGNATIONS. 8 pt. Book Antiqua, all upper case position flush right with the right edge of the horizontal rule, as shown above right in black ink. NOTE: Designation symbols are not permitted. INDIVIDUAL TITLE. 8 pt. Book Antiqua, may be set all upper case or upper case and lower case. SPECIALIZATION. 8 pt. Book Antiqua, may be set all upper case or upper case and lower case. YOUR APPROVED COMPANY NAME. 9 pt. Book Antiqua Bold, all upper case, flush right with the right edge of the horizontal rule, as shown above in black ink. YOUR APPROVED COMPANY ADDRESS. 7 pt. Book Antiqua, all upper case, in black ink. Position flush right with the right edge of the horizontal rule, as shown above. YOUR COMPANY PHONE NUMBERS, & WEB ADDRESS (NOT REQUIRED). 7 pt. Book Antiqua, in black ink. Position as shown above. REQUIRED DISCLAIMER. The required disclaimer, as shown in this Manual, must be centered at the bottom of the letterhead in 9 pt. Book Antiqua, upper and lower case and in black ink. SYMBOLS. No symbols are permitted on letterhead. BODY COPY. 12 pt., Times New Roman, suggested. ELECTRONIC LETTERHEAD. If you are creating electronic letterhead, you must adhere to the letterhead standards and electronic color standards set forth in this Manual. Each Office is Independently Owned and Operated. 38

40 SMITH REALTY Office Identity - Stationery Envelopes NO. 10 ENVELOPES x 9.5 PAPER. Neenah Bond 25% cotton fiber, cockle finish, White, Sub. 20 or the equivalent in finish, color and weight. TRADEMARK SIZE x.437, in Coldwell Banker Commercial blue ink. (See Color Specifications section for more information.) Note: Your company DBA IS REQUIRED on all envelopes. YOUR APPROVED COMPANY NAME. 7.5 pt. Book Antiqua Bold, all upper case, black ink, positioned below and center under logo using one or two lines. Do not extend the length of the DBA past the left edge of the C in the CB bug or the left edge of the L in COMMERCIAL. BODY COPY. 12 pt., Times New Roman, suggested. YOUR APPROVED COMPANY ADDRESS. 7 pt. Book Antiqua, all upper case, black ink. Position flush left with the left side of the logo as shown below. LARGE MAILING ENVELOPES. 9 x PAPER. 24 Sub. Paper, 25% cotton fiber, cockle finish, White, Sub. 20 or the equivalent in finish, color and weight. TRADEMARK SIZE x.437, in Coldwell Banker Commercial blue ink. (See Color Specifications Section for more information.) NOTE: Your company DBA IS REQUIRED on all envelopes. BODY COPY. 12 pt., Times New Roman, suggested. YOUR APPROVED COMPANY NAME (DBA). 7.5 pt. Book Antiqua Bold, all upper case, black ink, positioned below and center under logo using one or two lines. Do not extend the length of the DBA past the left edge of the C in the CB bug or the left edge of the L in COMMERCIAL. YOUR APPROVED COMPANY ADDRESS. 7 pt. Book Antiqua, all upper case, black ink. Position flush left with the left side of the logo as shown below. STREET ADDRESS CITY, STATE ZIP EXAMPLES: Large Mailing Envelope, left No. 10 Envelope, below STREET ADDRESS CITY, STATE ZIP SMITH REALTY 39

41 Office Identity Telephone Policy When answering the telephone, office personnel must always use the Franchisee s full, approved Coldwell Banker Commercial company name (DBA), never just Coldwell Banker Commercial, and never just the individual company name. To maintain this strong recognition, it is rucial that the correct mark always be represented consistently. CORRECT: Good morning, Coldwell Banker Commercial Smith and Smith Associates INCORRECT: Good morning, Coldwell Banker Commercial Good morning, Smith and Smith Associates Good morning, CBC Smith and Smith Associates Good morning, Coldwell Banker Smith and Smith Associates TELEPHONE NUMBER. A separate commercial telephone number must be utilized if the company also deals in residential brokerage or any other nonfranchised business services. Internet Standards INTRODUCTION/OVERVIEW The Coldwell Banker Commercial Mark enjoys tremendous recognition amongst consumers. To maintain this strong recognition, it is crucial that it always be represented correctly and consistently. WEB ADDRESSES. A Web address (also known as a domain name or uniform resource locator (URL)) is used to direct Internet users to your Web site. For the purposes of these guidelines, we will use only the term Web address. Whether you are acquiring a Web address for your Web site to be used by your company, your team or yourself, you must follow corporate name and trademark guidelines. In addition, your company and office Web sites must comply with the Coldwell Banker Commercial Policy & Procedures Manual and this Identity Standards Manual, which can be found at This section uses a fictional Franchisee ( Coldwell Banker Commercial Smith Associates ), a fictional Sales Associate ( Jane Smith ) and a fictional Internet Service Provider ( ISP ) to show you how all these guidelines apply on the Web. ESTABLISHING WEB ADDRESSES In order to connect a particular Web address to your Web site, you must first register that Web address, pay a registration fee, and provide certain administrative and technical contact information. See for a complete list of accredited registrars. Registering a Web address is easy, but picking a good one can be tricky. For optimal usability, a Web site address should be short, meaningful, easy to spell, and easy to remember. A Web address should reflect your business identity: a DBA for a company or office site, (such as Coldwell Banker Commercial Smith Associates), or a personal name for an individual site (such as Jane Smith). This is true both for unique Web addresses (e.g., or For subdirectory Web addresses (e.g., associates or 40

42 Internet Standards Once you obtain an Internet address, please inform Coldwell Banker Commercial of the exact configuration of the Internet address you have selected by sending a copy of your address to marketing@cbcworldwide.com: If you are establishing a Web address for a company or office site, and intend to use the Coldwell Banker Commercial organization name in that address, make sure you do so correctly. In your Web address, you may use: 1. Your full approved company name (e.g., or 2. cbc as three consecutive characters* (e.g., or 3. A modification of your approved company name* (e.g., or or or *Note that #2 and #3 are acceptable in a Web Address only, NOT in the content of a Web site! All other references to the brand name with your DBA must always spell out Coldwell Banker Commercial correctly (never abbreviate it to CBC ), and must use the full, approved company name (i.e. Coldwell Banker Commercial Smith Associates). Never use CBC other than in a Web Address. In addition to the above, your Web site must not contain any geographic references, nor include corporate abbreviations of any kind. FOR EXAMPLE THE FOLLOWING WEB SITES ARE IMPROPER: * * AVOIDING CONFUSION It is important to avoid confusion between Coldwell Banker Commercial Affiliates and its Franchisees and their sales associates, and to distinguish the Coldwell Banker Commercial organization from other real estate brands. You should also be careful not to use Web addresses that are similar to any of the Coldwell Banker Commercial trademarks, service marks or slogans. The following are not acceptable: To avoid confusion and to state that your Franchise does not represent the brand as a whole, you may NOT register any domain name under any circumstances that uses the name Coldwell Banker Commercial alone. For example, these domain names are NOT acceptable: Finally, to keep your brand identity distinct, avoid including marks or slogans of other companies in your Web address. FOR EXAMPLE, DO NOT CREATE AN ADDRESS LIKE THE FOLLOWING: BRAND USAGE GUIDELINES ON YOUR WEB SITES In addition to following corporate guidelines in creating your Web Address, you must also represent the Coldwell Banker Commercial organization correctly in the actual content of your site. 41

43 Internet Standards MAKE SURE YOU ADHERE TO THESE MANDATORY IDENTITY STANDARDS: The Coldwell Banker Commercial blue rectangular box and bug logo must never stand alone. Your approved company name must always be used below the Coldwell Banker Commercial Mark as per this Manual. The words Coldwell Banker Commercial must never stand alone. The Coldwell Banker Commercial name must be used as an adjective modifying or describing a noun, but never as a noun itself. Therefore, it must always be followed by a noun: CORRECT: as part of the Coldwell Banker Commercial organization INCORRECT: as part of Coldwell Banker Commercial CORRECT: come join the Coldwell Banker Commercial organization INCORRECT: come join Coldwell Banker Commercial Coldwell Banker Commercial should not be allowed to break across lines. Use the non-breaking space character ( &nbsp in HTML) to make sure the brand name stays together. Anytime you refer to the Coldwell Banker Commercial organization, you must use the approved spelling for Coldwell Banker Commercial, i.e.,coldwell Banker Commercial never CBC. On each page, the first time it appears outside your approved name, the Coldwell Banker Commercial organization name must contain the registered trademark symbol. The symbol should appear immediately after the mark (e.g., Coldwell Banker Commercial Organization). Your approved name must always begin with the words Coldwell Banker Commercial. Your company name should follow the brand name (e.g., Coldwell Banker Commercial Smith Associates). DO NOT include the registered trademark symbol when Coldwell Banker Commercial is used with your approved company name. ALL AWARDS MUST BE IDENTIFIED WITH A DATE. When noting achievements on the web, be sure to note the corresponding year in which each award was received (e.g., 2007 Commercial Elite Award). All trademarks, service marks and slogans must be used correctly. Whenever you use the trademarks and service marks, including any references to awards and programs, be sure to use the approved symbols such as, or SM. The symbol is used for registered marks, while the (for trademarks) and SM (for service marks) symbols are used for marks that are not registered. CORPORATE TRADEMARK LIST Coldwell Banker Commercial Affiliates owns many trademarks and service marks that must be protected. Make sure that your Web site displays the various Coldwell Banker Commercial Marks correctly, as set forth in the trademark section of this Manual. 42

44 Internet Standards ARTWORK / GRAPHIC IMAGES Artwork and graphic images help make your site attractive and engaging, but there are a few rules you need to keep in mind when using them. You may use artwork or graphic images to enhance your Web site. However, images that you did not create may be subject to trademark, copyright or other laws. You are responsible for securing any necessary permissions to use images or artwork on your site in accordance with applicable trademark, copyright, patent and other laws. MANDATORY DISCLAIMERS Office, company, team and Individual Web sites must contain disclaimers on every page. Disclaimers may be placed at the bottom of the page. MAKE SURE EACH OF YOUR PAGES INCLUDES THE FOLLOWING: Affiliate Disclaimer for US only 2017 Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates. All Rights Reserved. Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates fully supports the principles of the Equal Opportunity Act. Each Office is Independently Owned and Operated. Coldwell Banker Commercial and the Coldwell Banker Commercial Logo are registered service marks owned by Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates. Affiliate Disclaimer for Canada Only 2017 Coldwell Banker LLC. All Rights Reserved. Each Office is Independently Owned and Operated. Coldwell Banker Commercial and the Coldwell Banker Commercial Logo are registered service marks owned by Coldwell Banker LLC. Also note that your local and state laws and regulations may require additional disclaimers. ONLINE ADVERTISING Any Web site is considered online advertising. This means that your content is subject to many regulations, and should be carefully considered before being made public. You are solely responsible for the information and other content that you make available anywhere on the Web. This includes content on (profile pages and listings) and your own business Web sites. Make sure you comply with the following: Your site must use Coldwell Banker Commercial marks and slogans correctly and consistently at all times. Because your Web site promotes your business, it is also subject to online advertising regulations. Make sure you present information accurately and follow local, state and federal laws. As a Coldwell Banker Commercial Franchisee, will automatically display a link to the Company or Office Web site listed in Blueprint through the Office Search. Coldwell Banker Commercial Affiliates reserves the right to disapprove and deny access to any franchisee or sales associate whose Web site contains content which violates the Coldwell Banker Commercial franchise identity system or otherwise threatens to damage the Coldwell Banker Commercial service mark, and may include suspension from any awards program. If any affiliate Web site or URL is found not to be in compliance with the Identity Standards set forth, then Coldwell Banker Commercial has the right to remove the affiliate or sales professional Web site and URL from 43

45 Internet Standards Affiliate Websites AFFILIATE WEB SITE TEMPLATE Coldwell Banker Commercial provides a Web site template that you should use to easily create a Web site customized to your company. This template employs the same striking look as the Coldwell Banker Commercial site, emphasizing brand consistency while still providing plenty of room for you to customize the site to speak to your particular market. The affiliate Web site template can be obtained on the Coldwell Banker Commercial intranet Web site Blueprint ( The templates are set up so affiliates can create their website with ease; and training is available. To maintain affiliate website standards, if you don t utilize the Coldwell Banker Commercial website template provided, please your website for approval to marketing@cbcworldwide.com, Attention Marketing Dept. AFFILIATE WEB SITE GUIDELINES IMAGES Coldwell Banker Commercial affiliates can choose their homepage image either from stock photography provided, or by searching for for their own image. If you choose to upload your own image, you are responsible for securing any necessary permissions to use images or artwork on your site in accordance with applicable trademark, copyright, patent and other laws. Coldwell Banker Commercial reserves the right to disapprove and deny access to any Franchisee or sales associate Web site which contains content that violates the Coldwell Banker Commercial Identity Standards Manual or otherwise threatens to damage the Coldwell Banker Commercial Mark, name or image. Coldwell Banker Commercial sales associates must adhere to affiliate Web site guidelines set forth in this Manual. It is the affiliate s responsibility to monitor compliance by its sales professionals. AFFILIATE WEBSITE URL An automatically generated URL is provided with the customizable web site. The URL will be in the format: companyname-city-st.cbcworldwide.com. If you would like to use your existing URL, or a purchase a new URL, instructions on how to purchase and re-direct that URL to your local affiliate website can be found on Blueprint ( Internet Standards Addresses Every Coldwell Banker Commercial professional that is entered into Blueprint has been provided with their own address. The structure of that account is first initial last name (at) cbcworldwide.com. i.e. John Smith would be assigned the account of jsmith@cbcworldwide.com. In the instance that there is another jsmith already in the system, a numeric character will be added suffixing the account i.e. jsmith2@cbcworldwide.com. All messages sent to account will forward to the address listed in the Blueprint intranet system. Using the example above, John Smith has a personal Yahoo account (smith@yahoo.com) entered into the Blueprint database. Therefore, messages sent to jsmith@cbcworldwide.com are automatically forwarded to smith@yahoo.com. If you are interested in additional features, such as upgrading account to receive/send through a program like Microsoft Outlook, or use the available web mailbox functionality of system to manage the receipt/sending of your , these options are available as a paid service. You can view these options at mail.cbcworldwide.com. All Coldwell Banker Commercial affiliates and their associates are entitled to a address. 44

46 Social Media REPRESENTING THE BRAND In addition to following requirements in your franchise agreement regarding obtaining your Web site address, you must also represent the Coldwell Banker Commercial Commercial brand correctly within social media sites like Facebook, Twitter, YouTube, Digg, and others. These standards apply to any and all social media websites. The Coldwell Banker Commercial Mark must never stand alone within your social media page or be used as your profile picture. Your approved company tradename or DBA must always be used below the Coldwell Banker Commercial mark as specified in the Identity Standards Manual. The Coldwell Banker Commercial name and/or mark should not be used by itself within social media sites as your: Profile name User name Profile picture Profile URL Within Profile copy Here are some examples: CORRECT: Coldwell Banker Commercial Smith Realty Twitter.com/coldwellbankercommercialsmithrealty Twitter.com/cbcsmithrealty INCORRECT: Coldwell Banker Commercial Real Estate Coldwell Banker Commercial West Philadelphia Twitter.com/cbc Youtube.com/coldwellbankercommercial PROFILE PICTURES When creating a profile on a social media site, it is common practice that a profile picture or image be added to enhance your online profile. If you are going to add a profile picture to your account and intend to use the Coldwell Banker Commercial logo, it must include your tradename or DBA in addition to the Coldwell Banker Commercial mark. Using the logo with your DBA will help brand yourself to customers on these social media sites while also establishing yourself as a part of the Coldwell Banker Commercial brand. Professionals are encouraged to use their own photos as their profile pictures. CUSTOM URLS OR GROUPS FOR SOCIAL MEDIA SITES If you are establishing a custom URL or Group for a company or office social media site, and intend to use the Coldwell Banker Commercial brand name in that address or title, make sure you do so correctly. In your custom URL or Group, you may use: 1. Your full approved company tradename: 2. A modification of your approved company name: or cbcsmithrealty 3. You must not use the brand name Realogy for any of your custom URLs or Groups. While the Coldwell Banker Commercial organization is owned by Realogy, affiliates do not have the right to utilize the Realogy name. Incorrect: 4. Avoid creating custom URLs that would create confusion to consumers or ones which don t properly represent you: INCORRECT Coldwell Banker Commercial Northeast Cbcbusiness.com CBCrealestate *Note that #2 is acceptable in a URL only, not in the content of your social media profile. All other references to the brand name must always spell out Coldwell Banker Commercial correctly, and must use the full approved company tradename (i.e., Coldwell Banker Commercial Smith Realty). Never use CBC. 45

47 Social Media ONLINE REGULATIONS: Any social media profile is considered online advertising. This means that your content is subject to many regulations, and should be carefully considered before being made public. You are solely responsible for the information and other content that you make available anywhere on the Web. This includes all your social media profiles and your own business Web Sites. Make sure you comply with the following: Your social media profiles must use Coldwell Banker Commercial Marks and slogans correctly and consistently at all times Make sure you have permission to reproduce and display content, as well as artwork and graphics, in accordance with applicable Trademark, copyright, patent and other laws Follow all regulations governing the accuracy and presentation of advertising and the promotion of your business on the Web Coldwell Banker Commercial Affiliates reserves the right to disapprove and deny access to any franchisee whose profile on social media sites contains content which violates the Coldwell Banker Commercial identity standards, Trademarks or service marks, or otherwise threatens to damage the Coldwell Banker Commercial System. Violations may result in suspension from any awards program and any other relief as specified in your Franchise Agreement. Advertising Television Advertisements, Multimedia and Video USING THE MARK ELECTRONICALLY Although it is possible to create the Coldwell Banker Commercial logo on a video screen or computer, improper coding and/or inadequate dots-per-inch (dpi) matrixes frequently result in distorted images. Approved Coldwell Banker Commercial logos are available on the Intranet site, on Blueprint ( as.eps and.jpeg files. The electronic piece must conform to all of the guidelines set forth in this Manual, including: COLOR. The Coldwell Banker Commercial logo is PMS 286C blue. When specifying Internet or monitored displayed work, Coldwell Banker Commercial blue must be specified by the web-safe color: Hexadecimal Model: H:220 S:100 B:60; RGB Model: R:0 G:51 B:153. HTML # As a secondary option in cases where Coldwell Banker Commercial blue is incompatible with the objectives of the electronic document, a black Coldwell Banker Commercial logo is acceptable. COMPANY NAME. Your company name (DBA) should accompany the Coldwell Banker Commercial name and logo. When the logo is featured the top 60% should contain the Coldwell Banker Commercial blue field with the Coldwell Banker Commercial name in white letters. The bottom 40% contains your company name in black upper case Book Antiqua Bold in a point size equal to two point sizes smaller than the Coldwell Banker Commercial name. In certain instances it may be appropriate to feature your company name in white, reversed type. BACKGROUND COLOR. Any background treatments used in interactive presentations should place the Coldwell Banker Commercial logo in position of clarity and a white border should be around all sides of the logo. Do not place the Coldwell Banker Commercial logo on a visually competitive patterned backgrounds solid colors are to be used. SIZE. The Coldwell Banker Commercial logo should never dominate the screen, but should serve as an identifier. The logo should not exceed 15% of the visible monitor image. POSITION. The preferred position for the Coldwell Banker Commercial logo is the bottom right corner. However, in order to further capture attention a secondary option (only for multimedia) is available in cases where bottom placement is not possible, 1. Top Right, 2. Top Left. 46

48 Advertising Television Advertisements, Multimedia and Video SPECIAL EFFECTS. Animation may be necessary as motion can provide visual cues that are more effective than static words and images. Effects may be applied to the Coldwell Banker Commercial logo as long as the following criteria is met: 1. The CB bug, the words Coldwell, Banker, Commercial and your company name (DBA) must be displayed together as specified in this Manual. 2. The colors remain constant. USE OF THE COLDWELL BANKER COMMERCIAL LOGO AS A HYPERLINK. The Coldwell Banker Commercial logo may become a direct link to the Coldwell Banker Commercial Web site If the words Coldwell Banker Commercial are used in conjunction with your company name (DBA), the hyperlink must lead to your company Web site, which must follow the Identity Standards outlined in this Manual. LEGAL DISCLAIMER. The follow disclaimer must be used: 2017 Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates. All Rights Reserved. Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates fully supports the principles of the Equal Opportunity Act. Each Office is Independently Owned and Operated. Coldwell Banker Commercial and the Coldwell Banker Commercial Logo are registered service marks owned by Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates. Advertising RADIO ADVERTISING. When promoting your company on the radio, the piece must conform to all of the guidelines set forth in this Manual, including: 1. Your company is clearly identified as the advertiser or sponsor of the program. CORRECT: This program is brought to you by Coldwell Banker Commercial Smith and Smith Associates. INCORRECT: This program is brought to you by Coldwell Banker Commercial.. This program is brought to you by Smith and Smith Associates. Radio 2. Your Coldwell Banker Commercial company name should be communicated at the end of the message. CORRECT: With services ranging from sales and leasing to property management Coldwell Banker Commercial Smith and Smith Associates is here for you. 3. You use the proper legal disclaimer. CORRECT: Listed above 4. If you are hosting a radio show you must clearly identify your company and your position within the context of the show. CORRECT: Welcome to the economic development program for Anytown, USA sponsored by Coldwell Banker Commercial Smith and Smith Associates. I am your host, John Smith, a professional from Coldwell Banker Commercial Smith and Smith Associates. INCORRECT: Welcome to the Coldwell Banker Commercial economic development program for Anytown, USA. 47

49 Advertising Display Ads, Classified Scatter Ads DISPLAY ADS The Coldwell Banker Commercial Trademark may be printed in black in newspaper advertising, but when used, must be in conjunction with your company name (in Book Antiqua Bold upper case typeface) also printed in black. In certain instances it may be appropriate to print your company name in white reversed type. In such cases, the 60/40 format (see page 10) must be adhered to. The required disclaimer, as shown in this Manual, must always appear to give your office the correct identification. The disclaimer shown with the graphics on this page illustrates proper positioning and layout. The Mark should never be less than 1 inch in width. This format may not be altered or modified in any way. Please see the back of this manual for camera-ready artwork. ONE LINE DBA SMITH REALTY Each Office is Independently Owned and Operated In this example, the logo is wide x.5 high, and the DBA is 8 point type. SCATTER ADS TRADEMARK PERMITTED. In all classified advertising where the publication permits company trademarks, the appropriate format shall be used. Classified ad costs may be contained by putting more than one property targeted to the same audience in each ad. The required disclaimer, as shown in this Manual, must always appear to give your office the proper identification. The Mark should never be less than.625 wide. ONE COLUMN TWO COLUMN ONE COLUMN TWO COLUMN qp oma drfdo si ame codin cnt laprel Loram ldfm dort ef aml conpe seclduler adpotina SMITH REALTY Each Office is Independently Owned and Operated. jklkef kl wrlm moch dusjk qm aron volgy, busmod indunifi. Ljwiom jjfl lkd pqll DONBECTE equimd DOLOR IN HENDFIT in vuloe pudmut (secrt) kp tjw kpqo ot veid jkle a Lodrff lpfum colr SMITH REALTY Each Office is Independently Owned and Operated. quop oma rfdo si ame codin cnt laprel Loram ldfum dort ef amel conpe seclduler adpotina COLDWELL BANKER COMMERCIAL SMITH REALTY Each Office is Independently Owned and Operated. lkef rtpmbx to qrip rtp ji aron volgy puoq sufpt dor dunifi. Ljwiom jjfl joq d pqll bectapw equimd DOLOR IN HENDFIT in vuloe pudmut (secrt) kp tjw kpqo ot veid jkle a Lodrff lpfum colr Lorwi op jjiowkj lkuw jioelk MOWIJQ ji liipqu poiu wuiejiol jieliwj op appyqi jjii kwiil jipqquip pd COLDWELL BANKER COMMERCIAL SMITH REALTY Each Office is Independently Owned and Operated. TRADEMARKS NOT PERMITTED. In a classified section which prohibits company trademarks, the name Coldwell Banker Commercial should be set in a typeface as close to Book Antiqua Bold as possible. The required disclaimer, as shown in this Manual, must always appear, giving your office proper identification. 48

50 Advertising - Printed Literature Display Ads USE OF THE MARK. The Mark must always appear with your company name in the proper 60/40 relationship. The appropriate disclaimer, as shown in this Manual, must always be used. The Mark is to be photographically reproduced and cannot be altered in any way. Advertising anything other than Coldwell Banker Commercial services is strictly prohibited when using the Coldwell Banker Commercial Marks or the Coldwell Banker Commercial name. See your Franchise Agreement for details. The Commercial Mark may not be used in conjunction with any other logo, mark or symbol. GENERAL INFORMATION The use of the Coldwell Banker Commercial Mark and your Approved Company Name without the disclaimer is allowed only in the White Pages of the telephone directory. You may cross reference your former company name with your new DBA in the White or Yellow Pages for a period of one year after affiliation with the Coldwell Banker Commercial organization. A CORRECT EXAMPLE IS: Smith Realty (See Coldwell Banker Commercial Smith Realty) NOTE: The below examples are approved by Coldwell Banker Commercial Affiliates. State or telephone company regulations may prevent the use of these formats. Should this occur, please contact the Coldwell Banker Commercial corporate office. Advertising - Printed Literature Telephone Directory Listings WHITE OR YELLOW PAGES ONE OFFICE LISTING: Coldwell Banker Commercial Smith Realty 123 Main St YELLOW PAGES IN-COLUMN ADS UNITED STATES: Coldwell Banker Commercial _ CAPTION LISTING AND MULTIPLE OFFICES: Coldwell Banker Commercial Smith Realty 123 Main St Elm St Center St SMITH REALTY Coldwell Banker Commercial Smith Realty 123 Main Street Each Office Is Independently Owned And Operated. ONLINE PHONE BOOK LISTINGS DIRECTORY LISTINGS COLDWELL BANKER COMMERCIAL SMITH REALTY 123 MAIN STREET, ANYTOWN, NJ Phone: (800)

51 In commercial real estate, competition is fierce. Today, more than ever, it s the agile who excel, the cunning who Advertising National Advertising Campaign Template NATIONAL ADVERTISING CAMPAIGN TEMPLATE To the right is a sample of the Coldwell Banker Commercial organization national advertising. National ads are available in a variety of formats in the Library of Blueprint. Maintaining these standards will ensure quick communication to the consumer and build better brand awareness, which in turn, will generate more sales leads for you. FORMATTING When using the ad templates, the images and text can be altered, but the placement should remain consistent. All text / image changes are subject to approval by the corporate Marketing Department. REQUIRED DISCLAIMER. The disclaimer line, as shown in this manual, MUST always appear in upper and lower case Book Antiqua type style 6 pt on all property flyers. DISCLAIMER LINE SHOULD READ: 2017 Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates. All Rights Reserved. Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates fully supports the principles of the Equal Opportunity Act. Each Office is Independently Owned and Operated. Coldwell Banker Commercial and the Coldwell Banker Commercial Logo are registered service marks owned by Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates. instinct IT S WHAT SEPARATES US FROM THE PACK reign supreme. Whoever has the tenacity to deliver. Coldwell Banker Commercial affiliated agents were born for this. They ll be your champion, your warrior, your greatest ally and strongest advocate, until the deal gets done. And nothing can stand in their way. COMMERCIAL TO THE CORE TM CBCWORLDWIDE.COM 2017 Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates. All Rights Reserved. Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates fully supports the principles of the Equal Opportunity Act. Each Office is Independently Owned and Operated. Coldwell Banker Commercial and the Coldwell Banker Commercial Logo are registered service marks owned by Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates. Each sales representative and broker is responsible for complying with any consumer disclosure laws or regulations. Advertising - Collateral Brochures Templates for creating various types of customized printable collateral are available in the Library on Blueprint ( The templates were created and approved by Corporate for use by all affiliates. The example shown on the next page is an acceptable property brochure. BODY COPY. 12 pt. Arial, suggested. YOUR APPROVED COMPANY NAME (DBA). Your company name is to appear in Book Antiqua Bold type style reproduced in black, and positioned below the logo on the brochure as illustrated. The length of your name cannot extend beyond the left edge of the C in the CB bug and the left edge of the L in Commercial. TELEPHONE NUMBER. A separate commercial telephone number must be displayed if the company also deals in residential brokerage. No personal residence phone number may be referenced on the brochure. REQUIRED DISCLAIMER. The disclaimer line, as shown in this Manual, MUST always appear in upper and lower case Book Antiqua type style on all property brochures. 50

52 Advertising - Collateral Brochures DISCLAIMER LINE SHOULD READ: Each Office Is Independently Owned and Operated. NRT OFFICES MAY SUBSTITUTE THE DISCLAIMER LINE: Owned and Operated by NRT LLC. *NOTE: No symbols, emblems, slogans, or other verbiage are to appear on property brochures except where required by local laws. Any variations from the above specification must be submitted in writing for advance written approval by the Coldwell Banker Commercial corporate office, using the request form on page 32. Advertising - Collateral Property Flyers To create flyers that comply with Coldwell Banker Commercial Identity Standards, use the flyer templates can be downloaded from BODY COPY. 12 pt. Arial, suggested. YOUR COMPANY NAME. Your company name is to appear in Book Antiqua Bold type style, reproduced in black, and positioned below the logo on the flyer as illustrated. The length of your name may not extend beyond the left edge of the C in the CB bug and the left edge of the L in Commercial. REQUIRED DISCLAIMER. The disclaimer line, as shown in this manual, MUST always appear in Book Antiqua type style 6 pt on all property flyers. DISCLAIMER LINE SHOULD READ: Affiliate Disclaimer for US only 2017 Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates. All Rights Reserved. Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates fully supports the principles of the Equal Opportunity Act. Each Office is Independently Owned and Operated. Coldwell Banker Commercial and the Coldwell Banker Commercial Logo are registered service marks owned by Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates. Affiliate Disclaimer for Canada Only 2017 Coldwell Banker LLC. All Rights Reserved. Each Office is Independently Owned and Operated. Coldwell Banker Commercial and the Coldwell Banker Commercial Logo are registered service marks owned by Coldwell Banker LLC. *NOTE: No symbols, slogans, or other verbiage are to appear on property flyers except where required by local laws. Any variations from the above specification must be submitted in writing for approval by Coldwell Banker Commercial Corporate Office using the request form on page