OnTheMarket - Amazon S3...3.1 The application of the logo in press advertising The logo should be applied to press advertising using the following guidelines: · Wherever possible,

OnTheMarket.com Member co-branding guidelines, August 2014. V1

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OnTheMarket.com Member co-branding guidelines, January 2015. V3

These guidelines are designed to help you introduce and manage co-branding with OnTheMarket.com across all your relevant communications material.

OnTheMarket.com and the associated logos are the registered trademarks of Agents’ Mutual Limited.

OnTheMarket_Co_Branding_Guidelines_CORRS.indd 1 02/02/2015 11:44


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1 Introduction P 3, 4

2 The logo selection

2.1 The logo P 5

2.2 The logo selection in full colour P 6

2.3 Examples of the logo selection in full colour in a

white panel on colour backgrounds P 7

2.4 The logo selection in mono P 8

2.5 The logo selection in black and white P 9, 10

3 The logo’s application in print

3.1 The application of the logo in

press advertising P 11

3.2 The application of the logo on posters P 12

3.3 The application of the logo in direct mail,

press inserts and door drops P 13

3.4 The application of the logo to stationery P 14

3.5 The application of the logo

on property particulars P 15

3.6 The application of the logo on

‘For Sale’ and ‘To Let’ boards P 16

4 The logo’s application within online environments


on a website P 17


on a web banner P 18


on an app screen P 19



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1 Introduction

The importance of a strong brand

A strong visual identity, consistently presented, is critical to the success of any new venture – particularly for an internet-based business, and doubly so for a new challenger in a market dominated by one or two huge players.

But a strong visual identity doesn’t just happen by accident. It must be carefully created and managed vigilantly if it is to provide the desired relevance and quality to partner businesses – and communicate the right messages to the consumer.

Together we’re stronger

A unique advantage of Agents’ Mutual is that all member agents have contractually agreed to feature the OnTheMarket.com logo in their communications: print advertising, websites, stationery and window displays. Member agents have also agreed to stop featuring any other competing property portal on any of their marketing material.

This co-branding commitment creates a valuable and strategic source of competitor advantage in the marketplace. As well as leveraging OnTheMarket.com’s marketing budget at little or

no incremental cost, it establishes a link in consumers’ minds between the portal and the offline presence of the member agents – offices, ‘For Sale’ and ‘To Let’ signs and property particulars.

Co-branding reinforces OnTheMarket.com’s positioning in the market and, as the new portal becomes established, will have a reciprocal benefit to the member agents, acting as an endorsement.

If we are to reap the full, mutual benefits of co-branding, we must ensure that OnTheMarket.com’s identity, represented by the logo, is applied consistently and effectively.

This is who we are

Our name is ‘OnTheMarket.com’ – and that’s how it should be typed in running copy, complete with capital ‘O’, ‘T’ and ‘M’ and the ‘.com’

The logo design is based around a map marker, which we believe will resonate strongly with the property-seeking public as a memorable symbol for their property search and indeed its solution. The design is also suggestive of a target and creates the impression of a fresh, vibrant, relevant and mainstream brand.



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The shape of the map marker becomes the initial “O” of our brand name. The logotype and the map marker form a strong single element which is a crucial part of the visual identity. The three colour design will help us achieve powerful differentiation from our competitors and serves to underline the “UK-ness” of our primary offering.

The marker element should never be used on its own (except on the OnTheMarket.com portal, where it serves as a marker to locate properties on the map).

Guidelines, not a straitjacket

Please interpret these guidelines to suit your own brand design and creative environments. These guidelines are intended to:

• Outline the components of the OnTheMarket.com logo.

• Demonstrate how the logo should be applied to member agents’ marketing communications.

• Indicate the prominence of the OnTheMarket.com logo on your materials.

Artwork for the logo variations can be found on the Agents’ Mutual website at www.agentsmutual.co.uk/marketing.html.

The artwork available includes versions and treatments for use in specific applications. These versions must never be used except in the environments for which they have been specified.

If you cannot find a solution in the guidelines for a specific application in your marketing materials, please email [email protected].



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2. The logo selection

The OnTheMarket.com logo can be used in co-branding situations on its own, or with the additional copy modifiers as shown on the following pages. The elements and their relationship to each other should never be altered.All logo files can be downloaded from www.agentsmutual.co.uk/marketing.html.

2.1 The logo

The standard ‘OnTheMarket.com’ logo is shown below to support the colour breakdown information on the right.

Pantone C302

Pantone C542

Pantone C185

CMYK C100M71Y39K34

CMYK C62M22Y0K3

CMYK C0M100Y81K0

RGB R2G59B90

RGB R86 G160B211

RGB R227G3B44

#023B5A #56A0D3 #E3032C

Colour breakdowns

These are the colour breakdowns for the colours used to create the logo.



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2.2 The logo selection in full colour

The full colour logos are provided with a white background. They can be placed straight onto white or in the white panel if appearing on a colour or tint background.

Standard version in full colour

Long versions in full colour

30mm 30mm

Stacked versions in full colour

Minimum size

The minimum size that the logo should be reproduced at remains constant regardless of which copy modifiers appear alongside or above it.



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2.3 Examples of the logo selection in full colour in a white panel on colour backgrounds

If the logo has to appear on a colour or tint background please use the logo in a white panel.

Some ‘don’ts’

Please do not change the colour of any part of the logo. The logo files provided by us should not be altered in any way.



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CMYK K70

RGB R109G110B113

CMYK K100

RGB R35G31B32

#231f20 #6d6e71

CMYK K60

RGB R128G130B133

#808285

2.4 The logo selection in mono

The mono logos are provided with a white background. They can be placed straight onto white or in the white panel if appearing on a colour or tint background.

Standard version in mono

Long versions in mono

Stacked versions in mono

Colour breakdowns

These are the grey tonal breakdowns for the mono logo.



2.5 The logo selection in black and white

The co-branded logo is sometimes required in a single colour format, or a white version which can be reversed out of a dark background.

Standard black version

Long black versions

Stacked black versions

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Stacked white versions

Long white versions

2.5 The logo selection in black and white (continued)

Standard white version



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Page advertisement - type area

1/2 page advertisement - type area

3.1 The application of the logo in press advertising

The logo should be applied to press advertising using the following guidelines:

· Wherever possible, the logo should be executed in colour on a white background.

· If the logo has to appear on a colour or tint background, please use the logo in a white panel.

· If a mono version of the logo has to be used, please use one of the logos from the mono selection.

· A single colour logo is also available in black and white versions.

· Ideally the logo should reproduce at a size of at least 30mm in width and larger whenever possible.

· Ideally the logo should be positioned in the bottom right hand corner of the advertisement, with an 8mm space between the logo and the bottom and right hand edges of the type area.

8mm

8mm

8mm

8mm

3. The logo’s application in print

Please select the version of the logo most appropriate for the space available on your print material.

You should interpret these guidelines to suit your own brand design and creative environments.



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3.2 The application of the logo on posters

The logo should be applied to poster advertising using the following guidelines:





· On a 6 sheet poster, the logo should reproduce at approx. 200mm in width and larger whenever possible.

· On a 16 sheet poster, the logo should reproduce at approx. 340mm in width and larger whenever possible.

· Ideally the logo should be positioned in the bottom right hand corner of the poster - with a 50mm space between the logo and the bottom and right hand edges of the print area for 6 sheet posters and a 100mm space between the logo and the bottom and right hand edges of the print area for 16 sheet posters.

100mm

100mm

50mm

50mm

6 sheet poster

16 sheet poster



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8mm

8mm

Portrait mail piece, door drop or insert.

8mm

8mm

Landscape mail piece, door drop or insert.3.3 The application of the logo in direct mail, press

inserts and door drops

The logo should be applied to direct mail, press insert and door drop material using the following guidelines:






· Ideally the logo should be positioned in the bottom right hand corner of the material, with an 8mm space between the logo and the bottom and right hand edges of the type area.



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3.4 The application of the logo to stationery

The logo should be applied to stationery using the following guidelines:






· Ideally the logo should be positioned in the bottom right hand corner of the material, with an 8mm space between the logo and the bottom and right hand edges of the type area. For business cards the space can be reduced to 5mm.

8mm

8mm

Letterhead

8mm

8mm

Reverse envelope

Business card

5mm

5mm

8mm

8mm

Comps slip



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3.5 The application of the logo on property particulars

The logo should be applied to property particulars using the following guidelines:






· Ideally the logo should be positioned in the bottom right hand corner of the material, with an 8mm space between the logo and the bottom and right hand edges of the type area.

Particulars landscape

8mm

8mm

Particulars portrait

8mm

8mm



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3.6 The application of the logo on ‘For Sale’ and ‘To Let’ boards

The logo should be applied to ‘For Sale’ and ‘To Let’ boards using the following guidelines:






· Ideally the logo should be positioned in the bottom right hand corner of the material, with a 35mm space between the logo and the bottom and right hand edges of the type area.

HOME FOR SALE

35mm

35mm



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4.1 The application of the logo on a website

The logo should be applied to websites using the following guidelines:

· The logo can be executed in colour on a white background or in a white panel on a colour or tint background.

· Ideally the logo should be positioned in the top right hand corner of the web page, with a 25 pixel safety area around it.

Website - logo on a white background

Website - logo on a colour background

4. The logo’s application within online environments

Please select the version of the logo most appropriate for the space available in your online environments. The full colour version of the logo should always be used online.

You should interpret these guidelines to suit your own brand design and creative environments.

Please see our Linking Guidelines for further information.



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4.2 The application of the logo in banner advertisements

The logo should be applied to banner advertisements using the following guidelines:


· Ideally the logo should reproduce at a size of at least 56 pixels in width and larger whenever possible.

· Ideally the logo should be positioned to the right of the banner advertisement and centred in the depth.

Centred

Banner advert (468 x 60 pixels)



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4.3 The application of the logo on an app screen

The logo should be applied to app screens using the following guidelines:


· Ideally the logo should be positioned in the top right hand corner of the app screen.

App screen


Documents

OnTheMarket - Amazon S3...3.1 The application of the logo in press advertising The logo should be applied to press advertising using the following guidelines: · Wherever possible,