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Brand Guidelines

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.

Required Company Compliance

Logo Color & Layout Variations

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

Approved Logo Usage & Violations

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.

Color Palette: Color Codes for Your Designs

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

Color Variations: Your Own Brand Flexibility

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.

Company Tagline

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.

Primary Typeface

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

Type Hierarchy

Example of font and color usage.

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

Digital images will need to be updated immediately. We understand there are a lot of places to update, so start with the most common locations first (ex: your Facebook business page, website,  email signature, Zillow, Realtor.com, and any marketing websites and social media you use the most). The rest should be done before the end of 2021. It is advisable to Google your name and add "realtor" or "real estate agent" and your location to see where you appear online. You may have forgotten about other places you may appear when clients research you. Ex: HomeSnap, YouTube channel, Ylopo, Alignable, Homes and Land, Lands of America, A Greater Town, Real Estate Book, HomeLight, ActiveRain, Zurple, Real Geeks, TourFactory, Listing Booster, Farms USA, etc...Some agents still have their former brokerage's information in these places, these will always need to be updated immediately per state and MLS rules.

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.

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