Corporate Brand Idenity

Corporate Identity and Brand Standards Manual Last Updated 6 | 17 | 10

Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529

Century 21 Table of ContentsWhat is a Brand ?

The Brand

Mission, Vision, ValuesHistoryWhat we stand forThe role of brand IdenityHow to use this manual

Brand Components

The BrandmarkAlignment and spacingThe “C” mark“C” mark color variationsColor familyTypographyBrandmark misuses

Standard Communication

Buisness card and letterheadBuisness EnvelopesCorporate Faxes

Signage

Store FrontsDoor DisplaysStore SignsMonumentsMulti - Buisness Tennant signsTennant sign insertsFor sale signsA frame open house signsCar magnets

Online Communications

WebMobile phones

23456

202122232425262728

891011121314

161718

3031

Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529

The Brand

PAGE 1

Mission

Century 21is a global real estate company that

is committed to being number one in customer

service, sales, technology and associated

professional growth in the United States as well

as internationally.

Quality and service. It’s what Century 21 is

dedicated to. Our goal at Century 21 is to provide

our clients and customers with the best service in

the world.

Vision

The real estate industry of the new millennium

will be driven by a “consumer service culture”

and Century 21 will lead this evolutionary

process.

The Century 21 system, in all of its operations,

will epitomize not only professional real estate

knowledge, but a dedication to honesty, integrity

and responsiveness to every customer whom

we have the privilege of servicing. This “service

culture” will be promoted, integrated and

expected throughout every level of our system

and no deviation from this high ideal will be

accepted.

Our customers deserve, and will receive, the

finest service ever offered by any real estate

organization.

Values

The Century 21 brand values giving great

proffesional council to its clients in the are of

commercial, residential and Industrial real estate.

The brand values its position as one of America’s

most well recognized real estate agencies and

will continue to use it’s vast experience in the

field to help all clients find the right home.

The Brand Mission, Vision and ValuesThe Brand

Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529PAGE 2

Century 21 was founded in 1971 by Art Bartlett and

Marsh Fisher, two real estate agents in Orange County,

California. Here Bartlett talks about how they decided

on the name:

“We were brainstorming at lunch one day my former

VP and I, and I said the name had to sound like it had

been around for a long time. My former VP suggested

20th Century Realty. I thought it would be impossible

to get the name registered. He said 21st Realty, but

I didn’t like that. He then said, “How about Century

21?” I liked it, thought it sounded futuristic. I called

Marsh and told him, but he thought it was too

futuristic. He wanted Green Valley.

Well, we finally agreed on Century 21, and we

incorporated the company.

The company went public in 1977, and was bought

out by Metropolitan Life Insurance in 1984. In 1995,

the company became part of HFS, the precursor of

Cendant, under the leadership of Robert W. Pittman,

creator of MTV. Cendant spun off in 2006, and Century

21 Real Estate LLC now operates under its real estate

franchise branch, Realogy. In 2009 Century 21 Real

Estate LLC announced its decision to transition its

television advertising to additional online advertising,

including media spend in the following categories in

2009 (Century 21 real estate p2).

“We were brainstorming

at lunch one day my former VP

and I and I said the name had to sound like it had

been around for a long time.”

- Art Bartlett

The Brand History

Century 21 all rights reserved 2010 | For any more questions regarding the Century 21 brand please contact the Corporate Communications Department at (813) - 494 - 4529 PAGE 3

Brand

As a Century 21 client you’ll benefit from the

gold standard of global brand recognition. The

Century 21 brand is the most recalled brand in

the real estate industry, with a 97% awareness

among consumers. The Century 21marketing

programs are an effective combination of earned

media/PR,television, print, online, and outdoor

advertising, bringing our brand message to

millions of consumers - and to your door. Our

strategic advertising placement is designed to

reach the widest spectrum of homebuyers and

sellers (Century21.com).

The Gold Standard

The Gold standard represents:

• Strong Reputation

• Great Market Knowledge,

• Community Involvement.

Century 21 Agent represents a Comany

with a reputable, strong history

of longevity in the market place.

The Brand What we stand for

Company Attributes:• Knowledgable• Reliable • Approachbale• Modern• Experienced• Elite• Succesful• Reputable• Efficient• Personal


Brand Idenity

Brand idenity is everything that you see, touch,

hear or hold that brings recognition of a brand. It

takes many different elements and applications and

unites them into a singular cohesive system.

So what role does brand idenity play for a large

corporation like Century 21?

The purpose of this brand Idenity system is to

easily and clearly bring recognition of the Century

21 brand through all the various touch points

associated with the corporation. It is to translate

all their key attributes into a visual language that

anyone can understand. When clients interact

with these touch points, they will be able to have

a good idea of what the companys values and

attributes are.

The Mission

Through this branding process, the newly designed

Century 21 brandmark will be applied to all of

the following touchpoints , taking careful aim to

making sure their overall applications will lead to a

succesfully unified Idenity system. This manual will

cover all of these applications and will serve as a

guide on how to put the Brandmark, color scheme

and typography to proper use.

Key Century 21 touchpoints:

• Store front signs

• Multi tennant buisness signs

• Door entrance graphics

• Open House signs

• For sale signs

• Car Magnets

• Corporate Stationary

• Website

• Mobile Applications

The Brand The role of brand idenity


Using the brand effectively

The Century 21 brandmark should only appear

on the various applications mentioned inside

of this manul. It is not necsessary to display the

brandmark anywhere else. Since a company’s

brandmark is a reflection of the company and

it’s values, It is important that it is protected and

iregulated for only these preaproved uses.

Following the Guidelines

It is important to follow the guidelines in this manul

exactly and to not deter from them. Following the

guidelines all the way down to the smallest details

will insure that Century 21 will have a cohesive,

unified Idenity system that will aid them in

becomeing a more recognizable brand . Failure to

comply with these guidelines will result in a broken

idenity system that will relflect poorly on Century

21 and become a stumbling block for its success.

If you see any abuses or misuses of the Century 21

brandmark Idenity, please contact the Century 21

Corporate Communications department.

Century 21 Corporate Communications Dept.

Phone: 866. 732. 6139

Address: International HQ

1 Campus Drive

Parsipanny, New Jersey 07054

(877) 221 - 2765

The Brand How to use this manual


Brand Components


Brand Components The Brandmark

PMS 103 C CMYK 26 26 100 1 RGB 195 172 47 HEX C4AD2F

PMS 601 C CMYK 13 17 78 0 RGB 226 199 88 HEX E2C758

PMS 103 C CMYK 0 0 0 75 RGB 99 100 102 HEX 636446

ArtworkThe new Century 21 Brandmark is

a messgae of the service the brand

expects to deliver to it’s clients. It

solidifies the companie’s position as

one of the most recognizable real

estate brands of the 21st Century.

The brandmark depicts the image

of a sun rising behind the roof of a

house. This represents the dawning

of a new day and the change that a

client will experience when buying

a new home. The rising sun is also

in the form of a letter “C” which is

completed by the chimeny of the

house.

ColorsTwo different shades of yellow

were utilized in order to keep with

Century 21’s promise of maintaining

a gold standard. The cool grey

color was chosen to represent the

wisdom they have aquired through

many years.


ArtworkWhenever the Century 21

brandmark is to be applied to print

format, the file should be sent to

the printer in eps format. Jpeg

format should only be applied when

viewing on screen.

Logo Properties andLimitsAlways Maintain a generous

amount of white space around the

brandmark. The space surrounding

the brandmark should be equal to

the cap height of the wordmark.

Color OptionsThe Century 21 brandmark should

only be used in its original color

scheme or as black on white or

white on black.

Brand Components Alignment and Spacing


Brand Components “C” Mark logo

The “C” markThe Century “C” mark was designed

to be able to stand alone as a design

of itself for only a limited number of

applications. These applications are

restricted to the following:

• Buisness Cards

• Corporate Letterheads

• Corporate Envelopes

• Software usage and icons.

PropertiesAlways maintian a generous amount

of white space around the mark

which will be equal to a quarter of

the height of the total mark.

The “C” mark and the official

Century 21 brandmark are never to

be used within close proximity of

each other on any application.


ColorsWhenever the “C” mark is

being used alone on one of the

preapproved applications (see

opposite page) it can only be

applied in one of the following color

variations:

• 2 tone on white

• black on white

• white on black

• white on yellow

Brand Components The “C” Mark color variations

UsesTo aquire the “C” mark icon you

must gain approval from Century

21’s corporate communications

office.


Brand Components Color Family

Color Family

The Century 21 brandmark was

designed to be primarily used on

it’s own with it’s original three tone

color scheme. However, this scheme

may not work in all instances.

Uses

The Century 21 brandmark in it’s

originally designed three toned

color scheme will be used for,

for sale signs, multiple buisness

tennant signs, car magnets and on

all online applications.

Three tone with white alternate

logo type for building signage, black

on white for fax documents and

white on yellow for bottom right

hand corner of buisness cards.


TypographyAs an integral part of Century 21’s Brand,

The following typefaces should be used.

These Typefaces were chosen to reinforce

Century 21’s core values and beliefs.

The Calibri font family will serve as the

brands primary font family. This font

should be used for any application

associated with the Century 21 brand. The

secondary font family, Georgia, will be

used for Century 21 literature where large

bodies of type are utilized.

Calibri Regular Georgia Regular

Calibri Italics Georgia Italics

Calibri Bold Georgia Bold

Calibri Bold Italics Georgia Bold Italics

Typography is a Brand ? Brand Components


Do Not:• Attempt to create your own

Century 21 Brand Mark

• Never produce Brandmark in

non approved colors

• Never strecth or alter the

brandmarks proportions

• Never Use just part of the logo,

it is an integral unit so use as a

whole.

• Never print on top of the

brandmark

• Never use as a watermark.

Brandmark Misusesa Brand ? Brand Components


Standard Communication


Buisness Card and LetterheadWhat is a Brand ? Communication Standards

Century 21 LLC4505 W. BurkeSuite BTampa Fl.

.75 in

8.5 in

1.6 in 2 in

.5 in.75 in

2008 We s t Hesperides, T ampa Fl. 333614

T 813 .494.4529

F 813.494.5566 E [email protected]

John Doerealtor

3.5 in

.88 in

1 in

.25 in

.25 in2 in

.5in

1.5 in

Buisness CardThe “C” mark, and not the full

Century 21 brand mark are to

be used on all color corporate

stationary. On the buisness cards,

the “C” mark must sit on the left

side of the card about a quarter of

the mak height from the left edge.

The Name of the employee and

their job title will rest one inch to

the right of the mark. All Contact

information will rest in a Century 21

gold field located an inch and a half

from the top.

LetterheadOn all letterhead applications

the “C” mark will rest three

quarters of an inch down

from the top vs. a quarter of

an inch from the top on the

buisness card. It will also sit

three quarters of an inch from

the left edge and the company

name and addres will sit half an

inch to the left of that. Please

note that the full name of the

company will be in view on

both the buisness card and the

letterhead.


Buisness Envelopeshat is a Brand ? Communication Standards

Century 21 LLC4505 W. BurkeSuite BTampa Fl.

.5 in

1.15 in

.14 in

.25 in.5 in

EnvelopesJust like the corporate buisness

cards and letterheads, the Century

21 “C” mark is to be used in the

top left hand corner of all buisness

envelopes, half an inch from the

left and half an inch from the top.

The company name and address

will rest a quarter of an inch to

the left of the “C” mark. The only

other element left on the envelope

is a gold bar which runs butting

up against the top edge of the

envelope.


Corporate Communications

Date:

To:

Company:

Phone:

Fax:

Subject:

From:

Phone:

Fax:

pages to follow this sheet:

Corporate FaxesWhat is a Brand ? Communication Standards

FaxesCentury 21 fax forms serve an

important part of the companies

communication stationary. On

these forms there are to be no

color elements. These forms

will strictly serve as a means of

communications are a very transient

in their lifespan. It is not worth it

to have color on a document that

will serve a one time use, then be

discarded.

The MarkOne very noticable difference

between the mark on this page and

the marks on the other stationary is

that the fax documents utilize the full

Century 21 brandmark as opposed to

the “C” mark. This reason is because

nowhere else on this document is the

Century 21 name displayed. The “C”

mark is used on the other documents

because placing the full brandmark

next to the typed“Century 21”

name and address would make the

document too redundant.


Signage


Signage Store Frontshat is a Brand ?

Store FrontThe following is an example of what

a Century 21 store front should look

like. Although Century 21 offices

will come in many shapes and sizes,

the following must always apply

when setting a Century 21 sign on a

building. There must always be an

appropriate amount of white space

around the brandmark. The amount

of white space needed is the cap

height of the logo type.

Color VariationsThe Color variations that can be

used on Century 21 store fronts are

limited to the following:

• Original three tone on white

• Two tone on cool grey

• white on yellow

• black on white


Door Displays Brand ? Signage


Door DisplayThe original Century 21 brandmark

should be displayed on company

doors instead of the “C” mark which

doesn’t include the Century 21

name. However the brandmark will

never appear in its original color

scheme. Instead it will appear in

either all black or all white. The

brandmark should always have

the right amount of white space

surrounding it which is equal to the

cap height of the type.

Double doorsWhenever a Century 21 office

has a double door entrance, the

Century 21 brandmark should be

overlapping where the two doors

meet, one x from the top of the

frame and a minimum of one x

surrounding it.

Single DoorsSingle doors should have the brand

mark centered on the door, and

4x from the top of the door frame.

There should be a minimum spacing

one one x surrounding the mark.

Signage Store Signsat is a Brand ?

Store SignsThere will be many times when

Century 21 offices will have thier

own store sign to display the new

brandmark rather than fight for

visual space with other companies

on a multi- buisness tennant sign.

When this is the case, the preffered

treatment for the sign is illustrated

in the example to the right, with the

primary Century 21 three tone color

scheme on a white background.

Color VariationsCentury 21 signs will be permited

to have different color variations.

These include:

• Original three tone on white


• white on yellow

• black on white

Please also insure that the

brandmark has the proper amount

of white space surrounding it which

is one x from the top and two x on

the sides.


Monumentsis a Brand ? Signage


MonumentsIn many cases, the larger corporate

offices of Century 21 may have a

monument on their grouds proudly

displaying the Century 21 name. In

such cases the preffered monument

treatment is to have the original

Century 21 brandmark in the

original three tone color scheme

displayed. Please be aware in this

instance to have the width of the

brandmark be equal to seven times

the cap height of the type, and one

x amount of surrounding space.

Color Variations• Original three tone on white


• white on yellow

• black on white

Multi-Buisness Tennant SignsWhat is a Brand ? Signage

Tennant SignsIn a majority of the cases, Century

21 will not have it’s own isolated

property sign and will have to share

sign space with other buisnesses on

a multi - tennant buisness board.

While competeing for visual space

on a tennant board is not an ideal

situation to be in, rules for spacing

and alignment still apply. There will

still be a requirment of two and a

half x spacing on the sides and one

x from the top of the panel.

Panel SizesRegardless of the size of the panels

available in the tennant board, the

spaceing requirements will hold

true. No matter the width or the

height there shoud always be one x

amount of spacing from the top and

the bottom of the panel. This will

also then determine the actual size

of the brandmark as well.


Tennant Panel Insertss a Brand ? Signage


Color VariationsWhen dealing with a majority of

the signage utilized within the

Century 21 brand idenity system,

these four color schemes will

be the options to choose from

by the owners of that particular

Century 21 franchise. No other

color combination is ever to be

used on any type of signage. For

further assistance on which of

the four pre-approved to use,

please contact the Century 21

Corporate communications office.

Color Variations• Original three tone on white


• white on yellow

• black on white

Signage• Store front signs

• Store signs

• Monument signs

• Muti - buisenss tennant signs

For Sale SignsWhat is a Brand ? Signage

Agents of Change

For Sale SignsThe for sale sign, is one of the most

prominent ways that the Century

21 brandmark is displayed within

society. They are always to look

exactly the same. That only things

that will differ are the phone

number of the franchise that placed

the signs, and the slogan of that

particular franchise. There are no

color variations them.

AlignmentThe originally designed three tone

Century 21 brandmark is to be

displayed on a white field with one

x amount of space surrounding it.

The “T” post for the sign is always

to be painted Century 21 gold.

There are no color variations on the

posts either.


A - frame open house sign is a Brand ? Signage


Open House Whenever a property within

Century 21’s homes listing is

being listed as “open”, an open

house sign should be displayed

either on the house property or

somewhere near the property.

The sign should bear the original

three tone brandmark on a white

field, along with a gold arrow on

a cool grey field indicating the

direction where the house is,

and the words “Open House” in

Calibri bold title case font.

ArtworkLike the for sale signs, there are no

color variations for the open house

signs. There should always be one

x amount of space on the sides and

two x amount of space from the top

of the sign. See the example to the

left for more dimensional rules.

MagnetsCentury 21 Car magnets are

not required for all Century 21

employees to use, but the ones

that do want one will have to

adhere to these guidelines when

displaying the brand on a car

magent. The magnet should simply

have the original Century 21 three

tone brandmark on it along with a

contact number for the franchise

that employee works for.

AlignmentThere should always be a one x

amount of space from the top of

the magnet and from the sides as

well. The gold bar at the bottom

which holds the contact information

should be one and a half x in

heighth and be seven x down from

the top of the magnet.

Car Magnets Signage


Online Communication


Web Online Communication


WebIn this new age of online media,

Century 21’s website will proudly

display it’s brand to the world and

help consumers connect with the

brand from the comfort of their

own homes. The new website

will prominently feature the new

Century 21 brandmark in the upper

left hand corner, and the website

as a whole will help consumers

research and familiarize themselves

with the brand before making a trip

to their local office.

LayoutThe grid structure for Century 21’s

website is very simple and makes it

easy for the consumer to navigate

the site. It is composed of a Header,

two navigation bars and the main

body. The Century 21 brandmark

and a supporting graphic will sit in

the header while all information

pertaining to the page the user is

on, will sit in the main body.


Mobile PhonesOnline Communication

MobileMobile phones are being used

more and more today to help

Corporations expand their brand

presence to more consumers. For

Century 21 this will be no different.

The Century 21 mobile application

will allow users to search for house

listings within their area, chart them

on a map, and view pictures and

virtual tours of them.

AppsThe Century 21 application will

currently only be available for

apple’s iphone. To the right is an

example of what the app icon will

look like. It is the “C” mark on a

yellow field which should allow for

it to be easily distinguishable on a

crowded iphone screen.

Century 21 Incorporated 2010 | For any more questions regarding Century 21 rebranding please contact the Corporate Communications Department at (813) - 494 - 4529

Century 21 ReferencesWhat is a Brand ?

Online

Century 21.com March 5th, 2010 Century 21 May 31, 2010 http://www.century21.com

Century 21 Real Estate. May 21, 2010.wikipedia.May 30, 2010. http://en.wikipedia.org/wiki/Century_21_Real_Estate

Mission Statement. June 5th, 2010. Century 21 Schilare realty. May 30, 2010. http://www.century21rutherford.com/

Print

Wheeler, Alina. Designing Brand Idenity. Canada : John Wiky and Sons. 2009

Century 21 Incorporated 2010 | For any more questions regardung Century 21 rebranding please contact the Corporate Communicatiosnn Department at 813 - 494 - 4529

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