Professional Documents
Culture Documents
HARCOURTS GRENADIER
W H AT I S A B R A N D I D E N T I T Y M A N U A L ?
PAG E 3
B R A N D P L AT F O R M F O R H A R C O U R T S G R E N A D I E R
PAG E 4
V I S U A L I D E N T I T Y S TA N D A R D S , D V D C O N T E N T
PAG E 5
LOGO
PAG E 6
COLOUR USAGE
PAG E 7
O F F- B R A N D E X A M P L E S
PAG E 8
OVERVIEW
PAG E 9
S I Z E A N D C L E A R S PAC E
PAG E 1 0
T Y P O G R A P H Y/ B R A N D F O N T S
PAG E 1 2
T R A F F 1 K C O N TA C T
PAG E 1 3
This Brand Identity Manual provides Harcourts Grenadier’s marketing and graphic
personnel with a central reference to virtually any branding situation, or marketing
and promotional opportunity.
The Brand Identity Manual sets out the two key components needed to consistently ALISON AITKEN
communicate the visual identity and brand for Harcourts Grenadier - Its Brand
Platform and Visual Identity Standards.
ALISON AITKEN
The Brand Platform sets out the competitive advantages of Harcourts Grenadier, L I C E N C E D S A L E S C O N S U LTA N T
identifying the position Harcourts Grenadier seeks to own in the marketplace and
HARCOURTSGRENADIER.CO.NZ
defines the key concepts Harcourts Grenadier wants its audiences to remember.
The Brand Platform includes Harcourts Grenadier’s Brand Position statement, Alison Aitken's name is synonymous with success in real estate.
Brand Promise, Brand Drivers, and Brand Personality. She is consistently Harcourt's highest achieving sales
consultant in New Zealand and since starting her career in 1991,
she has produced outstanding results in real estate sales. After C : 0 2 74 3 3 2 3 2 7
successively holding the position of No. 1 Female Salesperson P: 03 379 6596
V I S U A L I D E N T I T Y S TA N D A R D S for Harcourts for several years, she rapidly climbed the success
charts and held the coveted title of No. 1 Salesperson for
E: ALISON . AITKEN@HARCOURTS.CO. NZ
W: ALISONAITKEN . HARCOURTS.CO. NZ
The Visual Identity Standards (VIS) are a set of specific rules that reinforce the Alison's achievements are the result of passion for the
CH RISTCH U RCH
H A R C O U R T S C H R I S T C H U R C H C I T Y. C O . N Z
business, hard work and a deep understanding of the industry
projection of a consistently strong and compelling brand identity and image for and the wants and needs of the many individual clients she
The Brand Position Statement serves as the core defining statement for Harcourts To ensure that your customer messages always support the Brand Promise, 5 Brand Drivers
Grenadier in the marketplace. All of Harcourts Grenadier’s marketing activities have been identified that should serve as recurring themes in communications.
should always support the statement of Harcourts Grenadier’s Brand Position. This
Brand Position typically remains unchanged over long periods of time to ensure HARCOURTS GRENADIER’S BRAND DRIVERS ARE:
consistency of message. Superstar People,
Outstanding Performance,
HARCOURTS GRENADIER’S BRAND POSITION IS: Outstanding Exposure,
Harcourts Grenadier is the outstanding choice for all your Real Estate needs. Our The Best Results in Christchurch & Canterbury,
Superstar real estate professionals will exceed your expectations. Fresh, Smart, Innovative Thinking
The Brand Promise represents the short-hand method of describing the Brand The Brand Personality describes the characteristics and adjectives that should be reflected
Position. The brand promise is created to be memorable in the minds of all in the presentation of the Harcourts Grenadier brand. Whatever the marketing material or
Harcourts Grenadier’s stakeholders and target audiences. promotional opportunity considered, if the work reflects these terms, then you’re reflecting
the Harcourts Grenadier brand accurately.
HARCOURTS GRENADIER - OUR THREE BRAND PROMISES
Awesome People - Widest Exposure Possible - The Best Results in Christchurch & The Harcourts Grenadier brand consistently seeks to promote a modern, professional,
Canterbury caring, open, innovative market perception.
3 . T H E B E S T R E S U LT S I N C H R I S T C H U R C H & C A N T E R B U R Y P L E D G E :
Year in, year out Harcourts Grenadier sells more homes than anyone else … period.
PAG E 4 H A R CO U R T S G R EN A D I ER | B R A N D P L AT FO R M
BRAND MANUAL
HARCOURTS GRENADIER
V I S U A L I D E N T I T Y S TA N D A R D S
To guarantee visual consistency always insist on people using your precise brand
colours when your logo is being displayed.
Logo sizing and placement is also important to consider in every application of your
brand. Incorrect sizing and wrong placement on the page or within any marketing
material will devalue your brand and convey confused inconsistent message.
Please use only industry standard colour change-outs for your brand, when it is
necessary to place your brand onto backgrounds that conflict with its colours.
Please use the correct resolution and the appropriate brand files for each brand
application depending upon the medium used.
P R I M A RY LO G O H O R IZO N TA L
INVERSE LOGO ON HARCOURTS PANTONE 355C | FOR SINGLE SPOT COLOUR PRINTING
INVERSE GREY SCALE LOGO | USE AGAINST BASE COLOURS OR DARK BACKGROUND
GREY SCALE LOGO | FOR NEWS PRINT AND WHERE COLOUR PRINTING IS NOT AVAILABLE
LOGO APPEARANCE
Star Icon is not to be Grey Scaled. Never use the coloured logo on an accent colour. Never disrupt the logo clear space.
Byline is never to exceed the word mark. Never rearrange, or resize logo components. Never use unapproved colours, or special effects.
LOGO OVERVIEW
Seen here are three designated Horizontal Harcourts Grenadier Logo Vertical Harcourts Grenadier logo.
logos created for specific
purposes for use within the
Grenadier establishment.
Horizontal Harcourts Grenadier Accommodation Centre logo. Reserved for Accommodation office only. Vertical Accommodation Centre Logo.
NAI with Harcourts Grenadier logo. Reserved for business and commercial offices only. No vertical version.
LOGO SIZING
Horizontal Harcourts Grenadier Logo (4pt byline). Vertical Harcourts Grenadier logo (4pt byline).
LO G O CLE AR SPACE
Horizontal minimum clear space indicator. Vertical minimum clear space indicator.
TYPOGRAPHY
WEB FONT Used within web based pieces if primary is A BC DEF GHI J K L MN O P QRS T U V W X Y Z
KARLA - REGULAR not available. ab c defg hijklmn op qr s t u v w x y z
Email, Website body text 123 4 5 6 7 8 9 0
On the disk you will find folders with your logos for your different requirements:
Traff1k can quickly assist and advise you with any questions about your branding,
including logo usage, advertising, email templates or any other production of
marketing material.
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