The Canadian Real Estate Association (CREA) owns a number of trademarks. Some of these marks including REALTOR, Multiple Listing Service and MLS are exclusively licensed to members of CREA to use in the course of their business. All of these trademarks are valuable assets of organized real estate and must be carefully protected. They can be used only in accordance with the conditions and rules for use. As a member of CREA, you have an interest in protecting the proper use of these marks. Use the REALTOR logo on your business card! The graphic presentation rules described in this trademark manual apply. The "R" must be the same color as the background of the business card, and it must be large enough so you can read the word "REALTOR" associated with the trademark. The REALTOR logo must be separated from any other logo by a distance equivalent to half the width of the block "R". If the block "R" is one inch wide, it must be a half inch away from any other logo. Franchise or office logo Crestview Realty John Doe, Salesperson REALTOR 555-1212 Using the REALTOR logo shows you are a member of organized real estate governed by professional standards and a strict Code of Ethics. 1
Know CREA s trademarks and logos Please note that this publication features guidelines only, and not a complete list of all rules or regulations that apply to trademarks. If you have further questions, you can submit a specific request for policy clarification by contacting info@crea.ca. 2
The REALTOR trademark "family" There are four trademarks in this category - the words REALTOR and REALTORS, the block or design mark incorporating the word REALTOR, and the block "R" without the word (for use in Quebec only). The specific design for each of these trademarks is included in this manual. REALTOR REALTORS The term REALTOR and associated marks refer to real estate professionals in Canada who are members of The Canadian Real Estate Association and, as such, subscribe to a high standard of professional service and a strict Code of Ethics. There are specific limitations on the use of the REALTOR trademark including membership, real estate business, geography, and context. Only licensed members of The Canadian Real Estate Association are allowed to use the REALTOR marks in reference to themselves or their real estate business. The trademark may be used by Brokers or salespeople only to refer to membership in CREA and not as synonyms for Broker, salesperson or any other real estate professional calling. If the phrase "member of The Canadian Real Estate Association" cannot be logically substituted for the term REALTOR, then the term REALTOR should not be used. Your licence to use the REALTOR marks terminates automatically in the event you for any reason are no longer a member in good standing of a real estate Board, of an Association, or a member in good standing of CREA. The term REALTOR is never a substitute for a licensed status. 3
How many ways can you say REALTOR? Members are licensed to use the terms REALTOR and the REALTOR logos only in forms that will emphasize the status, significance and special meaning of the trademarks for the consumer, and distinguish them from words of ordinary use. When you are using the word in text form, you are required to display it all in capital letters - REALTOR or REALTORS. The mark must appear immediately after the word. The only exception to this rule is that initial capitals and stylized print (Realtor) is permitted in connection with the member's firm name, when the name of the firm appears in the same stylized print. Bob Smith Realty, Realtor The trademark application is different in the United States, which is why you may see the word used as Realtor. In Canada, the correct application is all capitals. REALTOR is correct Realtor is a U.S. presentation If you are using the REALTOR word or logo, you cannot: Hyphenate (REAL-TOR), abbreviate (RLTR), expand (REALTORIFIC) or combine the terms with any other terms (REALTOR-Assistant). Use descriptive words to modify the term, e.g., "Professional REALTORS ". Use the term non-realtor when referring to someone who is not a member. Use the term non-member instead. Include the term REALTOR or REALTORS as part of a firm name or business logo. Incorporate under or register a business name which includes either of the terms REALTOR or REALTORS. You can use the term REALTOR in connection with your company name: John Doe Inc., REALTOR is correct John Doe Realtor Inc. is not correct You can use the term REALTOR in domain names and email addresses, but only in conjunction with your name or your firm's name. The detailed policy for the electronic use of the terms in this manner is on page 6 of this manual. Punctuation should also be used to separate your name or company name from the REALTOR term, even if they appear on separate lines. The correct application is: Jane Doe, Jane Doe, REALTOR REALTOR 4
Using the REALTOR logo Members are licensed to use the terms REALTOR and REALTORS and the REALTOR logo only in graphic applications that will highlight the status, significance and special meaning of those marks in the eyes of the public. The official REALTOR logo consists of an "R" in the Futura font, or typeface, on a contrasting rectangular background to form a block "R". The word REALTOR is then centered under the rectangle. Only members in Quebec are permitted to use the REALTOR "R" logo without the term REALTOR below the "R" block. This logo should never be used as a watermark or diminished graphic element in any presentation. It should not appear screened, or used as a background in a multi-media production. It is intended for prominent display. These guidelines apply for print and multi-media production, including web sites, videos, television commercials, newspaper ads and business cards. Page 6 of this manual has a detailed display of the proper use of the REALTOR trademark. The REALTOR logo can also be displayed on member web sites, subject to rules of use. No CREA trademark, including this logo, can be used as a hypertext link. Size The dimensions of the rectangle, the size of the Futura "R" in relation to the rectangle's dimensions, and the length and font size of the word REALTOR are important design features of the REALTOR logo. So is the space between the rectangle and the word REALTOR. You can reduce the size of the overall logo to meet the needs of the intended application, but it must never be reduced to the point where the word REALTOR cannot be read. Contrast The color contrast for the three major elements of the REALTOR logo - the block, the "R" and the word REALTOR - must be consistent. The rectangle around the "R" and the word REALTOR must always be the same color, and must have a sharp or clearly defined contrast with the "R" and the paper stock. If you are using the logo on a dark background and intend to reverse the logo elements, make sure you reverse ALL of the elements. The usual colors must be reversed so both the rectangle and the word REALTOR appear in a light color on the dark background. Color There is no official color for the presentation of the REALTOR logo, but the contrast guidelines must be followed. You can print it in any color on any color of paper or card stock, or use it in a multi-media or web presentation, as long as the paper or background is a single sharplycontrasting color. The color of the paper or background then forms the "R" in the rectangle. For example, if your paper or business card is printed on grey paper, the rectangle and the word REALTOR can be any color, but the "R" inside the rectangle must be the same color as the paper. In a web site application, the rectangle and the word REALTOR can be any single color, but the "R" must be a reverse of the background. 5
Using the REALTOR logo Spacing The REALTOR logo must be separated from other logos or lettering, designs or emblems by a minimum distance of one-half the width of the rectangle, or "block R". The logo must never be framed or outlined. These are the correct displays of the REALTOR logo: Quebec ONLY Please note that electronic versions of the correct REALTOR logos are available for your authorized use on the CREA page on www.realtorlink.ca. Please refer to the Resources folder, or box, on that specific page. Use of REALTOR in Internet domain names and email addresses As a limited exception to CREA's rules regarding the use of the REALTOR mark, the term can appear in lower case letters in domain names and email addresses. The REALTOR term can only be used in domain names or email addresses in conjunction with the name of the member or the member's firm. It can never be used alone or with geographical, descriptive or other modifiers. Punctuation, while preferred, is not mandatory. The REALTOR term can never be used with descriptive words or phrases. For example, "professionalrealtor.ca" or "vancouverrealtor.com" or "realtorlistings.ca" are all improper uses of the term. The www.realtor.ca web site is operated by CREA. The site is intended to incorporate detailed information about the services a REALTOR provides, and associated topics such as Pledge of Competition, REALTOR Code of Ethics and REALTOR training. This site is designed so any Board, Association or member can link to it directly, or to any section of it. The REALTOR logo may be used as a hyperlink or button, but only if the link is to any part of the www.realtor.ca web site. Examples of proper use for domain names: johnjonesrealtor.ca johnjones-realtor.ca remaxseasiderealtor.ca remaxseaside-realtor.ca Examples of improper use in domain names: calgaryrealtor.ca professionalrealtor.ca Examples of proper use as an email address: johnjones-realtor@sympatico.ca johnjonesrealtor@sympatico.ca Examples of improper use as an email address: superrealtor@shaw.ca realtor4@rogers.com 6
The MLS trademark "family" There are four trademarks in this category - the initials MLS, the term Multiple Listing Service and two MLS design marks (logos). These marks are exclusively licensed by CREA to local real estate Boards and Associations to identify their real estate database systems, and to Brokers and salespeople who are members of such Boards to indicate they have access to those MLS systems. The MLS logos may be displayed by members on their letterhead, business and promotional materials, business cards and web sites. CREA is responsible for maintaining the proper and authorized use of these trademarks, and will take whatever action is necessary to protect them from unauthorized or improper use. Members of the Association are required to monitor the public use of the trademarks, and report promptly to CREA any improper or unauthorized use of these trademarks, with documentation or evidence available that relates to the unauthorized use. Design The MLS design is generally described as three identical shaped boxes designed to look like a house, rising to a point at the top. The letters "M", "L" and "S" are each located in one box in that order, in bold block letters. If the full designation of "Multiple Listing Service" is used, the words must be printed all capitals in block to fit exactly below the three "houses", followed by the superscript. Colors Of the three boxes in the design, the left and right ones are solid red, with the letters "M" and "S" in white. The centre box is outlined in black, with the letter "L" also in black. If the full designation of "Multiple Listing Service" is used, the words must be printed in block in black, as described for the design. Licensees are encouraged to use this original black, white and red design (graphically referred to as black and one color) A display using black only is also permitted. The use of other colors in the reproduction of the MLS logo is not permitted. 7
MLS, Multiple Listing Service and MLS design marks Multiple Listing Service in texts When you are using the term Multiple Listing Service in a written text or copy, the first letter in each of the words (as underlined) must be in capital letters, and there must be only one character space between each word. The mark must appear after the word, and immediately adjacent to Service. If you are using the abberviation or initials, all three letters must be in capitals MLS. There must be no punctuation between the letters, and no special font. The mark must appear after, and immediately adjacent to, the S. Multiple Listing Service is correct Multiple LISTING Service is not correct MLS is correct M.L.S. is not correct The term Multiple Listing Service must only be used to refer to the real estate database system operated by a member real estate Board. You cannot say: "Bob's Multiple Listing Service" "My company has developed an alternate multiple listing service" Multiple Listing Service logos These are the authorized versions of the MLS logo. Please note that electronic versions of the correct MLS logos are available for your authorized use on the CREA page on www.realtorlink.ca. Please refer to the Resources folder, or box, on that specific page. The MLS logos must never be altered, reshaped, distorted or combined with any other logos in any way. These are illustrations of improper use of the trademark because it is altered. The MLS initials The MLS initials must never be used to create a "new" MLS logo, and never be used to create a new term or design. These are illustrations of improper use of the trademark as a logo in this type of presentation: 8
The www.realtor.ca web site contains a section labeled What is MLS?. This is designed so any Board, Association or member can link to it for display on their own public web site. This material has been developed to address the concern over consumer confusion over the differences between mls.ca and MLS. You can use the MLS logo as a hyperlink or button only if the link is to your Board s MLS system (for members) or to this What is MLS? section. You CANNOT use an MLS logo as a button, or a hyperlink to the mls.ca web site or any other site. High-resolution copies of the correct logos and the URL for the What is MLS? section are available from The Canadian Real Estate Association at info@crea.ca. Web site logos This is the correct logo for the mls.ca web site. Please note if you are including this web site in a text, it must be written all lower case, all in bold, and all italicized mls.ca or www.mls.ca. Arial bold is the preferred font, or typeface. Please ensure these logos, and these logos only, are used as a hyperlink button. For trademark reasons, your web sites must not use an MLS logo to link to the mls.ca and sia.ca web sites. You also must not use any graphic that combines both the MLS and mls.ca logos. The following logos cannot not be used. High-resolution copies of the correct logos are available from The Canadian Real Estate Association at info@crea.ca. Please note that electronic versions of the correct logo are available for your authorized use on the CREA page on www.realtorlink.ca. Please refer to the Resources folder, or box, on that specific page. Use of MLS in Internet domain names and email addresses Trademark problems exist from a legal point of view in many web or Internet applications. Two of the basic rules for use of the MLS trademark are that the term must always be capitalized and the initials can never be combined with any other text or design. Both of these rules cannot be respected if MLS is used in either a web site domain (URL) or in an email address. The registered owner of a trademark can use the mark in its domain name without fear of weakening it because it is the sole owner and user of the mark. But once others are allowed to do the same, the mark starts to lose its distinctiveness. 9 Therefore the initials MLS and the term Multiple Listing Service must never be used as part of an individual member's web site domain name (URL) or email address.
A limited exemption to this rule has been granted to Boards and Associations only. They have a limited right to use the marks in their domain names, subject to certain conditions. The initials MLS or Multiple Listing Service cannot be used in the name of any web site computer directory. In all print advertising where the domain name is displayed, there must be an acknowledgment that MLS and related logos are trademarks of The Canadian Real Estate Association. Service inter-agences, S.I.A and S.I.A. design marks The Service inter-agences trademarks are French equivalents of the English Multiple Listing Service trademarks. The service for which these marks apply are the same as those for the Multiple Listing Service trademarks. Standard rules for use of these marks are the same as those outlined above in regard to the MLS, Multiple Listing Service and MLS design marks. These same rules also govern Internet use. Unlike the corresponding MLS trademark, the S.I.A. trademark must be reproduced with periods between the letters. Correct use in text: S.I.A. Incorrect use in text: SIA or SIA Design The S.I.A. design is generally described as three identical shaped boxes designed to look like a house, rising to a point at the top. The letters "S", "I" and "A" are each located in one box in that order, in bold block letters. If the full designation of "Service Inter-Agences" is used, the words must be printed all capitals in block to fit exactly below the three "houses", followed by the superscript. Please note that while periods are required after each letter when the S.I.A. trademark appears in text, the periods are NOT required in the graphic logo presentation. Colors Of the three boxes in the design, the left and right ones are solid red, with the letters "S" and "A" in white. The centre box is outlined in black, with the letter "I" also in black. If the full designation of "Service Inter-Agences" is used, the words must be printed in block in black, as described for the design. Licensees are encouraged to use this original black, white and red design (graphically referred to as black and one color) a display using black only is also permitted. The use of other colors in the reproduction of the S.I.A. logo is not permitted. These are the authorized versions of the S.I.A. logo: Please note that electronic versions of the correct S.I.A. logos are available for your authorized use on the CREA page on www.realtorlink.ca. Please refer to the Resources folder, or box, on that specific page. 10
Service inter-agences, S.I.A and S.I.A. design marks These are the correct versions of the logo for the S.I.A. web site. If you include the address for the S.I.A. web site in a text, it must appear all lower case, all in bold and all italicized sia.ca or www.sia.ca. Arial rounded is the preferred font or typeface. Please note that electronic versions of this logo are available for your authorized use on the CREA page on www.realtorlink.ca. Please refer to the Resources folder, or box, on that specific page. The S.I.A. logos must never be altered, reshaped or distorted in any way. The S.I.A. logos must never be combined with any other pattern, design, symbol, logo or word. The S.I.A. initials must never be used to create a "new" S.I.A.. Use of S.I.A. in Internet domain names and email addresses The rules for the use of this registered trademark in Internet applications are the same as those stated for MLS. Boards or Associations have a limited right to use the S.I.A. trademarks in their domain names, subject to certain conditions. The initials S.I.A. and Service Inter-Agences must never be used as part of an individual member's web site domain name (URL) or email address. The initials S.I.A. cannot be used in the name of any web site computer directory. In all print advertising where the domain name is displayed, there must be an acknowledgment that S.I.A. and related logos are trademarks of The Canadian Real Estate Association. 11
Other design marks or logos you should know CREA has filed a trademark application for ICX, the identification used for the Association's commercial information exchange. The ICX is a web-based information management service for non-residential properties, and for market-related data or news. This includes access to nonresidential properties or listings. Members voluntarily post information about properties for sale or lease, and mandates without requiring any offer of compensation or cooperation. If you are using ICX in any text presentation, it must appear as the three letters, all in capitals, without any abbreviation - "ICX" - followed by the superscript trademark identification. The ICX logo is a specific graphic presentation that can be used in the designated two color or black & white presentation If you are referring to the commercial properties web site that is part of the ICX service, it should also appear as all capital letters - "ICX.CA". These are the correct ICX.CA logos. For specific color references, please contact us at info@crea.ca. This logo can be used by members of The Canadian Real Estate Association in the promotion of the commercial properties web site. The specific artwork is available on the NCC page www.realtorlink.ca. 12
Other design marks or logos you should know These trademarks are not licensed for use by members. They are included to ensure awareness, but they cannot be used or displayed as part of REALTOR business or promotional material. CREA CREA is a registered trademark owned by The Canadian Real Estate Association, used to distinguish the activities of the association and its members from those of other persons and organizations. The CREA trademark may be used only when referring to The Canadian Real Estate Association or in connection with its activities, initiatives, products, publications and services. The mark may not be used in connection with any person or private business or activities, or in any manner that falsely suggests that the activities of other individuals or groups are associated with or endorsed by The Canadian Real Estate Association. The trademark CREA must only be used with capital letters without periods or gaps. It may not be used by anyone as part of their corporate name or trade name, or in connection with or as part of any other trademark, terminology, or designation. The French language equivalent, ACI or l'association canadienne de l immeuble, is not a registered trademark. REALTOR Link /Lien immobilier MC REALTOR Link is a registered trademark owned by The Canadian Real Estate Association to identify the member-only password-protected Intranet site www.realtorlink.ca. It is used to describe or denote the Internet-based communications and document storage platform that CREA operates and maintains on behalf of all REALTORS and member Boards and Associations across Canada. In text form, the trademark should appear as two words. The word REALTOR must be all capitals, to follow the guidelines of the use of that specific trademark. The second word "Link" should have a single space from the first word "REALTOR" and be immediately followed by the superscript trademark identification. If you are identifying the web site in text, it can be written without the application as follows: www.realtorlink.ca. The logo is a specific graphic presentation that members cannot display, but Boards and Associations can. 13 The French language equivalent, Lien immobilier MC, is an unregistered trademark.
Other design marks or logos you should know IXN IXN is the Information Exchange Network, a secure area on www.realtorlink.ca that provides supplementary property listing information. It is only available to members of The Canadian Real Estate Association who have been issued security clearance and passwords from their local real estate Board or Association. The logo application is design specific, but not color specific. This means the approved logo presentation must be used, but there is no "official" color. The logo is a specific graphic presentation that members cannot display, but Boards and Associations can. If you are including IXN in any text presentation, it must appear as the three letters all in capitals - "IXN" - followed by the superscript designation. WEBForms This is the service that provides electronic forms for various real estate transactions. The service is available to members through the www.realtorlink.ca web site. The logo use or application is design specific, but not color specific. This means the approved logo presentation must be used, but there is no "official" color. The logo is a specific graphic presentation that members cannot display, but Boards and Associations can. If you are including WEBForms in any text presentation, it must appear as one word. The first part - "WEB" must be all capital letters. The second part - "Forms" - should have a capital "F", then lower case "orms". This must be immediately followed by the superscript trademark identification. 14
Any questions or comments about the services or products CREA provides? You can contact us at info@crea.ca. CREA THE CANADIAN REAL ESTATE ASSOCIATION 344 SLATER STREET, SUITE 1600, OTTAWA, ONTARIO, K1R 7Y3, TEL: (613) 237-7111, FAX: (613) 234-2567