Brand Guidelines
The Brand Guide & Required Company Compliance
Click the links or scroll down the page to review each section:
- Required Marketing & Advertising Compliance
- Logo Colors & Layout Variations
- Approved Logo Usage & Violations
- Color Palette: Color Codes for Your Designs
- Color Variations: Your Own Brand Flexibility
- Company Tagline: The Right Way Home
- Primary Typeface: Approved Font Styles
- Type Hierarchy
- Marketing Compliance Help & Proof Approvals
- Retired Logo: Update Immediately & FAQ's
View, download and print a digital booklet version of this page and download logos:
Required Marketing & Advertising Compliance
This Real Estate Advertising Guidelines document comes from the Washington real estate department of licensing, however the policies are standard to most states.
- Kelly Right Real Estate must be on all marketing and advertising in a prominent and easy to identify location.
- Do not shorten "Kelly Right Real Estate" to "Kelly Right Realty".
- Kelly Right Real Estate must appear on the main body of your signs, it cannot be unattached from the sign (ex: the company name may not be on a rider sign below.)
- Always get dual agency disclosed and signed.
- You must have your phone number and your name on your listings and advertising. Ex: Showing Time, Zillow, MLS syndicated listings, virtual tours, etc. If you only put the company contact information and not your own on your listings, you will miss out on leads, especially over weekends when we are not in the office to direct the calls.
- TEXAS AGENTS: You must include the IABS, Consuner Protection Notice and Broker information. Click here to see specific Texas compliance details.
Required Company Compliance
- Do not create any social media accounts, websites, google map locations, marketing materials and similar with only the company name. The domain name, page title, etc... must be easily identifiable as your own and not belonging to the company.
- If creating a team or branded name for your business, you must check with your local licensing and real estate commission to see if the name is compliant. Regulations vary by location. Ex: Using the name "Sunnyside Realty" may or may not be compliant depending on your local policies. Many states usually don't allow terms such as "Realty", "Group" etc. for single agents as it implies a group. You must contact the real estate commission first for their approval. If you are advertising with the registered business name, the state's real estate licensing department requires a DBA/Assumed Name/ FBN. Once that is approved and if you need to be paid under the business name, then let us know since you’ll need to submit another w9 with the business name info and EIN.
- GEORGIA AGENTS: Per Georgia's Real Estate Commission rules, the company office phone number needs to be displayed on all advertising in a slightly larger font than your agent phone number.
- If you have the name "Soliel" anywhere, it must be updated to Kelly Right Real Estate.
Multiple Layout and Color Options
The Kelly Right logo is available in different color variations with 4 different layouts.
The Horizontal and Stacked logos are the primary logos to be used.
The Icon and Offset logos are the secondary logos to be used if the primary options do not fit the design layout of your marketing needs.
In addition to the brand name, the logo employs a logomark that combines the company initials, KR.
Classic Orange & Grey Logo
The classic orange and grey color logos are preferred and should be used whenever possible.
Neutral Color Logos
In certain circumstances it may be necessary to use a single color and/or neutral logo. Anytime the background contrasts with the two color logo, a one color white, black, or grey logo will be used. Neutral logos are also for agents who have different branding colors. See the “Color Variations: Your Own Brand Flexibility” section for details.
About the Files
- EPS Files: Vector file format used for high-quality printing of marketing materials.
- PNG Files: Use for web graphics, social media etc. It can be printed, but may not be as great quality as the EPS file logos, especially on larger projects.
- Dropbox Account: The files are located in a Dropbox file. Click below to get a free, basic account if you do not have one.
Do Not Alter Examples:
Using Our Logo
Our visual brand integrity depends on the consistency of our materials, and our logo must be presented in specific ways.
The company name must be present in a prominent and easy to find location in your marketing, ex: email signature, flyers, postcards, business cards, website, social media business related profiles, printed marketing materials, and digital marketing materials.
Do not distort or alter the logo—logo text must be legible at all sizes.
Do not shorten or remove the company name from the logo.
Do not recolor or add effects to the logo. Use only the options provided in our logo file.
The “Do No Alter” examples show common issues to avoid, but are not limited to only these examples.
Size Restrictions
Minimum size specifications have been established to ensure the legibility of Kelly Right logos. Your jurisdiction may have policies regarding logo sizing and placement. Check with your local real estate bureau or commission to ensure compliance.
Our color palette reflects our brand identity at Kelly Right. The Kelly Right orange is accompanied by medium grey and a deep blue accent. Blue and Grey are primarily used for text and accents. Black may also be used for text. Kelly Right orange is not to be altered.
Please use our brand colors when creating graphics, social posts, signage, ect. If using your own branding and team colors that do not match the Kelly Right orange and/or blue colors, you may use the greys, black and white logos and accent colors.
Orange
RGB: 247/148/29
CMYK: 0/50/100/0
Hex: F7941D
Deep Blue
RGB: 0/96/152
CMYK:100/63/18/2
Hex: 006098
Light Grey
RGB: 177/179/182
CMYK: 0/0/0/35
Hex: B1B3B6
Medium Grey
RGB: 113/112/115
CMYK: 0/2/0/68
Hex: 717173
Dark Grey
RGB: 77/75/78
CMYK: 0/2/0/85
Hex: 4D4B4E
White
RGB: 255/255/255
CMYK: 0/0/0
Hex: FFFFFF
Get Creative!
Kelly Right encourages our agents to be creative with your branding and to use it to build your business and brand awareness.
We understand that many agents have spent time perfecting personal branding or belong to teams with logo color requirements. In these cases, it is not required that you use the orange and blue Kelly Right colors. When you use team and/or personal logos in your marketing that may clash with the Kelly Right orange and blue colors, you may use our neutral logos instead of our orange ones. The Kelly Right neutral logos are available in: white, black and grey.
Kelly Right logos must still be prominently displayed in your marketing, even when using your own branding. By providing our neutral color options, you can still achieve compliant Kelly Right brand cohesion while boosting your own creative marketing for your personal brand. For questions and assistance regarding your custom colors and branding, and for proof approvals, contact marketing@kellyright.com.
The Right Usage
The tagline, “The Right Way Home.”, must be written in our approved fonts and colors, and may be bolded or italicized. If you have your own custom colors (covered in the section above), then you may use your own colors if you are using our neutral logos.
The tagline must be written in either all capital letters, or the first letter of each word capitalized.
Correct usage and additional requirements when the tagline is used in close proximity to our logo is shown to the right.
Clean, Sans-Serif Font Styles
Avenir
- Using a versatile, clean, sans-serif font with a variety of weights, allows for different levels of information hierarchy and stylization, in an easy to read format.
Other acceptable font examples if not using Avenir:
- Raleway
- Gotham
- Arimo
- Lorin
- Nunito
- Arial
- Lato
Marketing Compliance Help & Proof Approvals
If you have questions about your specific branding, rules, possible exceptions and marketing proof approvals, please contact us.
If you are using our templates or ordering from our store with our colors and logos, you are not required to send proofs, though you are welcome to send them for ideas, to catch typos etc. If you are using different colors or logos than Kelly Right’s standard policies, you are required to send proofs.
Send proofs for approval to marketing@kellyright.com
For Agents Using the Retired Logo
QUESTION: Do agents have to immediately replace their signs and printed materials with the new logo?
ANSWER: DIGITAL ITEMS: Update Immediately
ANSWER: PRINTED ITEMS: Update when you can and when you need to re-order.
We encourage you to update your signage when you can, but there is no rush for older printed signs to have the new logo. When you need to order new signs, they need to be updated. The sign store frequently offers 40% off signs, so ordering new signs with a refreshed logo and style can be more affordable when using this option. When you run low on business cards and other printed materials, you will need to update your marketing with the new logo and review the Brand Guide to ensure it is compliant when you place a new order. If you have other items with the old logo: hats, bags, folders, mugs, pens, etc. those are still acceptable to use. When ordering or replacing these and other items, always use the new logo.