For those who manage to make a difference.™ Brand identity guidelines July 2019 1 Table of contents How to use this document 3 Brand attributes 4 Our brand voice 5 Trademark and terminology usage 7 Our tagline 9 Our logo 10 Logo spacing and size 11 Incorrect logo usage 12 Logo variations 13 Certification logos 16 Ancillary logos 17 Color palette 18 Typography 21 Imagery 24 Application examples 28 2 How to use this document These guidelines help us create a unified IREM® brand. Building a strong brand identity requires consistency and time. This document is your reference manual for developing IREM (Institute of Real Estate Management) marketing and communication materials that embody the true essence of our institute, every time. You’ll learn about the elements of our visual expression—from our logo and color palette to typography and photography style. You’ll discover our verbal expression—including our brand voice and sample copywriting. And, you’ll see how to bring it all together with directions and examples. This document and other related brand tools like templates and logos are available on the Marketing Resources page on the Chapter Services section at irem.org. Just click “Brand Guidelines, Logos, and Fonts” or “Templates” to find them. For additional questions about implementing the IREM brand, please contact the IREM Headquarters marketing department at
[email protected]. Note: Only the first written mention of the IREM name in this document (above) is accompanied by the superscripted registration mark. More about our new “first mention” policy on page 7. 3 Brand attributes What guides our brand expression The IREM brand attributes are descriptors that guide every visual/verbal expression and behavior of our brand.