BRANDING GUIDELINES V4_0.2
NextHome, Inc. 2 Welcome Colors & Fonts Logo Usage Registered Trademark Placement Franchise Disclaimer NextHome Mascot “Luke” Photographic Style NextHome Wallpaper NextHome Illustrations Signs Stationery Folders, Presentations & Brochures Domain Names Advertising & Marketing Appendix Table of Contents 3 5 6 10 11 12 13 14 15 18 22 29 30 32 33
NextHome, Inc. 3 Welcome to NextHome Things Our Attorneys Make Us Tell You Welcome We are excited to have you as a part of our family and look forward to helping you grow your business. NextHome has spent considerable time and resources working with some of the most prestigious design firms in the world to create the NextHome logo and brand identity. In order to ensure brand consistency for all members, it’s important you follow each guideline accurately. The purpose of this manual is to ensure the consistent use and application of the NextHome identity system. It will provide you guidance on the purchase and use of marketing materials, products, and services in your daily business. It will also familiarize you with the identity and use of our brand through examples. All advertising and promotion you undertake, whether through conventional media, the Internet or by any other means, must be completely truthful, conform to the highest standard of ethical advertising, meet the specifications for use of the NextHome Marks as to artwork, lettering, colors, size, construction and overall appearance as stated below and comply with any applicable laws and regulations. NextHome reserves the exclusive right to conduct or control Internet promotion and marketing, including the right to control the use of our Trade Name or Marks in any social media and any other existing media whether it now exists or is developed in the future. You may not use our Marks in any manner that may mislead or deceive the public regarding your office location, the scope of the geographic area your office services, your relationship to NextHome or any purpose other than the promotion of the services provided by your office. Except for marketing artwork we supply, the approved guidelines below, and material created through our proprietary software or ordered through our designated suppliers, you must submit copies of all other custom promotional and advertising materials to
[email protected] at least 14 days before the proof approval deadline. We will review the materials within a reasonable time and will promptly notify of their approval or denial. If we approve or have provided specified materials, we reserve the right to later withdraw our approval if we reasonably believe it is necessary to make the advertising conform to changes in the System, to correct unacceptable features of the advertising or for any other reason. You must include the name and address of your office on all marketing and advertising materials. We will not approve materials that publicize fees or commission rates for your services. You must include the disclaimer “Each office is independently owned and operated” on all consumer-facing marketing or advertising. All advertising, marketing, public relations and promotional activities you undertake must comply with the criteria specified below.
NextHome, Inc. 4 Our “Designated Suppliers” A “Designated Supplier” means a supplier of specified Proprietary Products that we have designated as the sole source of those products. All “Designated Supplier” products conform to our branding guidelines, use high quality material and create consistency in the materials used across offices, and markets. When our guidelines state something must be ordered through a Designated Supplier, you cannot use or order that product through any other vendor or supplier. If we do not state you must order a product through a Designated Supplier below, then you can have that product made through another vendor, but all proofs must be submitted to
[email protected] for review before ordering. The NextHome branding guidelines were created in partnership with Pentagram, one of the most prestigious design firms in the world. They have helped create some of the most widely known consumer brands we use today. When we designed the NextHome brand, the goals were to create something consumer-centric, have a set of standards to use across the whole franchise, and to raise the bar in our industry by creating a stronger consumer understanding of our company value and what we as agents do as a profession. Through our consumer research, we found the perception of real estate brands varied extensively from market to market due to the inconsistency of branding by each local office, and more significantly, by each agent within an office. Without a level of branding consistency, the value, perception and reputation of that brand and all agents within it is compromised. NextHome wanted to create a balance between standardizing our branding throughout each city and state and custom marketing to highlight our members and their local businesses. Through our development efforts, we have created a strong consumer perception of our brand by standardizing the key elements of our marketing, while allowing offices and agents to keep the local branding and name recognition they have developed over the years. Our minimum standards will benefit every NextHome member, and more importantly, will help each NextHome office become the premier local real estate company. If for any reason you do not follow our branding guidelines, you will be required to discard the material and incur the expense of replacing it with compliant material. If you are ever concerned about something meeting our required specifications, please email the proof to
[email protected] at least 14 days prior to the approval deadline. We will respond within 2 business days as to whether it is approved, or what corrections need to be made. If you have not heard from us, please re-submit the material. If we send you corrections, you will need to resubmit the material for review and approval after they have been made. The Reason For Our Branding Guidelines Please Remember Welcome
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