Brand Identity Guidelines

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. Think of them as criteria to evaluate and measure our communications by: “Is this on-brand for IREM?”

Accessible Dynamic Energetic Forward-thinking Knowledgeable Trusted

4 Our brand voice

Our institute provides managers the knowledge to take on real estate management’s most dynamic challenges. Characteristics of our writing Our learning and certifications prepare all types of managers to • Gives most of the credit to speak owner, tenant, resident, and investor. And our powerful member our members, not ourselves network puts answers and advice at their fingertips. So when we • Short body copy. Even speak, we try to sound inviting and knowledgeable at the same time. shorter headlines Use the rules of thumb below to help you write for our brand. • Avoids hyperbole and reaching claims Be inviting Not • Clear and upfront with benefits; We thrive because people from all • Cold don’t hide or bury the point walks of real estate management call • Exclusive • Avoids listing everything we do and IREM home. Our communications • Elitist everyone we serve in one sentence should always feel approachable and • Uses sentence fragments (but welcoming. not in a robotic way) • Uses contractions to soften Be straightforward Not our tone Real estate managers are busy • Complicated • Incorporates industry language like people. They don’t have time for • Verbose “asset class” and “analyzing market jargon. So we’re very simple and • Overwrought conditions”— just be sure to keep direct when we speak. By saying these sentences short and clear to less, we actually say more. avoid sounding elitist

Be knowledgeable Not A note about our certifications We often say that IREM® is an We’re seen as the voice of real • Self-important inclusive organization with exclusive estate management. So we use • Arrogant certifications. And that’s true. Our real industry language to • Intimidating CPM,® ARM,® ACoM and AMO® are underscore our understanding, each internationally recognized but in a way that balances symbols in their own right. It knowledge and approachability. takes real dedication to earn one. So, when you’re writing about our Sample headlines: certifications it’s OK to hold them in high esteem. Don’t let our usual If you know real estate management, come get to know IREM. modesty hold you back. You can even brag a little. Hi, we’re IREM.

Knowledge is power.

Learning that fits you, and where you’re going.

Where will you go as a CPM? Anywhere you want. Note: Sample headlines may be Manage anywhere, with a CPM. used in real copy. All other copy on It’s simple. Teach the job, learn the job. this page is for illustration purposes only and should not be used in any Every day is different. Let IREM be your constant. other materials. 5 Our brand voice

Here are a few before-and-after examples of how to write using our voice. These are approved for use in marketing materials:

Writing about IREM Before After

IREM is an international force of nearly 20,000 Hi, we’re IREM. For over 85 years, our members individuals united to advance the profession of real have made us the world’s strongest voice for all things estate management. Through training, professional real estate management. Almost 20,000 leaders in development and collaboration, IREM supports commercial and residential management call this home our members and others in the industry through for learning, certifications, and networking. every stage of their career. We believe in our people, and we provide the tools they need to succeed. We open doors, we forge connections, and we help show the way forward.

Writing about certifications Before After

Earning our certifications, including the CPM, ARM, Our CPM, ARM, ACoM, and AMO certifications are ACoM, and AMO, demonstrates a commitment to, and internationally recognized symbols of ethical leadership passion for, good management. These certifications, and a well-managed property. along with our courses and array of resources, all exist with one goal in mind. To make a difference in the careers of those who manage.

Writing about member benefits Before After

Tools, resources and discounts for all member types IREM will be your home for learning, certifications, and and career stages. Members receive complimentary or networking – just choose the path that fits your career. discounted pricing on all programs and services.

Writing about education Before After

We have the experience and ability to help you reach For 85 years IREM members have been sharing all your full potential. 20,000 IREM members know our they know about property and asset management with secret: we teach the job—it’s not just theory. Our each other—and it’s available for you. Our classroom training is designed to be instantly useful, to allow you training, live webinars, and on-demand courses aren’t to tackle real-world problems and drive business. We’ve based on theory, they’re based on real-world problems been setting best practices and helping professionals encountered during real business hours (and after). like you take the next step in their careers for 85 years.

6 Trademark and terminology usage

To protect our brand, we’ve established trademark, registration, and terminology standards for all brand users. Always be sure to follow the rules below to help us keep the IREM brand, certifications, and other intellectual property distinctive and credible in the marketplace.

IREM The first mention of IREM in written copy should always: • Contain the superscripted registration mark • Include the IREM acronym followed immediately by the full written name in parenthesis After that, you do not need to include the registration mark or write out the full IREM name within the same document or web page unless you feel it’s helpful to your audience. For example “IREM® (Institute of Real Estate Management) offers learning, certifications, and networking. There are over 20,000 IREM members…” Notes • If the first mention of IREM is in a title, headline or subhead you should include the registration mark, but do not need to write out “Institute of Real Estate Management”—just be sure to include it later in body copy • When IREM appears as part of a personnel title, always use the registration mark (e.g., “John Doe, IREM® President”)

IREM Certifications Use “certifications” as the umbrella term because it is intuitive and optimal for search engines. Anywhere you would have previously used “credentials” use “certifications” now instead. For example Was: “All IREM credentials require completion of rigorous coursework.” Now: “All IREM certifications require completion of rigorous coursework.” Our certifications include the IREM CPM,® ARM,® ACoM, and AMO.® Like the IREM name, the first mention of each individual certification in written copy should: • Contain the superscripted registration mark* (this rule applies to the CPM, ARM and AMO only, as the ACoM is not a registered trademark and should never get a superscripted registration mark) • Include the certification acronym followed immediately by the full spelled out certification name in parenthesis • Be preceded by “IREM” so that our institute and our certifications are associated together

7 Trademark and terminology usage

After that, you do not need to include the registration mark, the IREM name, or write out the full certification names within Other rules the same document or web page unless you feel it’s helpful to your audience. • When advertising courses, use the course name followed by the For example acronym in parenthesis—for ® The IREM CPM (IREM Certified Property Manager) is an example Managing Commercial internationally recognized symbol of ethical leadership and a Properties (CML201) well-managed property. It takes real dedication to earn the CPM…” • When preceded by “IREM”, the When spelling out IREM certifications individually in text word “membership” or “members” use the following: should not be capitalized (e.g., • IREM CPM (Certified Property Manager) “IREM membership.”) • IREM ARM (Accredited Residential Manager) • When referencing IREM • IREM ACoM (Accredited Commercial Manager) Headquarters, always capitalize the “H” in “Headquarters” because • IREM ARM (Accredited Management Organization) it is a proper noun in this case When referring to individual certifications by type, • Always reference our website as use the following:** “irem.org” in all lower case letters • IREM CPM designation without the “www.” prefix • IREM ARM certification • Phone numbers, wherever they • IREM ACoM certification appear in communications, should be written with parenthesis • IREM AMO accreditation around the area code and a dash When using certifications in personnel titles they should always after the next three digits e.g., contain the registration mark. Only active certifications members (800) 837-0706 and firms may use the certifications in conjunction with their names. • John Doe, CPM® • Jane Doe, ARM® • Bob Smith, ACoM • Realty Corporation, AMO® *Registration marks included on this page for illustrative purposes. Actual first mentions of these certifications occurs on page 5 ** Note that the umbrella term has changed to “certifications” but the individual certification types remain (i.e. the CPM is still individually classified as a designation)

8 Our Tagline

Our tagline helps communicate who we are and what we do. It’s a call to arms for any real estate manager looking to hold themselves to a higher standard: For those who manage to make a difference.™

Just like our visual identity has rules to promote consistency—so does our tagline. Always keep these standards in mind when including the tagline in writing.

Do Do not • Use the tagline to enhance • Use the tagline logo, now high-profile materials like ads, discontinued. brochures, web page, etc. • Use the tagline within written • Allow the tagline to stand alone sentences or paragraphs and apart from other words on a page. This gives it emphasis, drama • Use on everyday communications • Incorporate it into communication • Change the words or phrasing materials that represent important of the tagline initiatives • Highlight, underline, color or bold • Be sure the IREM logo is still any words in the tagline present somewhere on the • Use magenta, blue, yellow or same page nearby any colors from the extended • Always include a period palette for type • Always use IREM text black, gray, or white type

9 Our logo

The primary logo This logo consists of the full color graphical icon, IREM lettermark, and “Institute of Real Estate Management”. This is the primary identity and should be used in all The primary logo IREM produced materials where the logo is needed. Examples of materials include, but are not limited to, presentations, signage, collateral, brochures, etc. The primary logo is only available for chapters and IREM Headquarters, not members.

The acronym logo The acronym logo This logo is the graphical icon and IREM lettermark only. The acronym logo should only be used in cases where space is an issue, and minimizing the primary logo would render the words “Institute of Real Estate Management” unreadable.

The grayscale logo The grayscale logo Always default to the full color logo. Use this version in instances such as black and white printing.

The reversed logo Use this version of the primary logo when reversing out of a solid background color or photo. Use judgement on full color photo placement. If the reversed logo is difficult to see, select a different corner for placement, select a different pho- The reversed logo to, or use the primary logo placed in a white space around the photo instead.

Placement As a general rule, a good starting point for logo placement would be the upper left or right hand corner. The bottom left or right hand corner, or logically aligned with grid or margin lines is also be acceptable. Do not center the logo on a page.

Note: Files can be found on the Marketing Resources page in the Chapter Services section at irem.org. 10 Logo spacing and size

Clear space 1/2 1/2 Clear space frames the logo, separating it from other elements such as headlines, text, imagery, and the outside edge of printed materials. Our logo must always be surrounded 1/2 1/2 on all sides by the appropriate clear space. No type or other graphic Clear space = 1/2 height elements may enter this space. of the graphical icon The minimum required clear space for most print and web usage is based on a square that is one half the height of the graphical icon. Allow for additional clear space whenever possible.

Print min. size = 1.5 inches Minimum size The recommended minimum size for the logo is 1.5” W. If you must make the logo smaller than the minimum, such as pens or collateral material, ensure that the elements of the logo remain readable and default to the acronym logo version if necessary.

11 Incorrect logo usage

Proper use of the logo is essential to maintaining a clear and consistent brand. The logo must be used in its original form and not manipulated in any way.

Do not use the symbol or Do not change the colors logotype on their own.

Do not use another font Do not add drop shadows/effects

Do not change the orientation or relationship of the logotype or symbol

Do not place the primary logo over any photography. Use the reversed logo placed in a legible spot, or choose a new photo.

12 Logo variations

Address block For instances when you need to add contact information, use the logo below. Such instances include envelopes, business cards, letterhead, brochures, publications, etc.

IREM® Headquarters 430 North Michigan Avenue, Chicago, IL 60611 (800) 837-0706 irem.org [email protected]

Do Do not • Always left align the address to • Use all caps in contact information boundaries of the logo lockup • Use where too small to read • Address in Source Sans Pro Regular, PMS Gray 424 C • Only use title caps in address • Direction (north, etc.) and street type (avenue, etc.) are spelled out – no abbreviations

Note: Files can be found on the Marketing Resources page in the Chapter Services section at irem.org. 13 Logo variations

Chapter logos For instances when you need to add a chapter name, use the logo below. Such instances include envelopes, business cards, letterhead, brochures, publications, etc.

Greater Los Angeles Chapter

Do Do not • Chapter name positioned • Use unapproved fonts and colors below the logo • Align chapter name right • Always left align to boundaries • Use chapter number in of the logo lockup logo signature • Chapter name in Source Sans • Add any other graphic Pro Bold, PMS Gray 424 C elements or borders • Only use Title Caps in • Use all caps in chapter name chapter name • Note that chapter numbers should not be used

Note: Files can be found on the Marketing Resources page in the Chapter Services section at irem.org. 14 Logo variations

Chapter address block For instances when you need to add contact information to a chapter logo use logo below. Such instances include envelopes, business cards, letterhead, brochures, publications, etc.

Greater Los Angeles Chapter 3950 Eagle Rock Boulevard, Suite 65235, Los Angeles, CA 90065 (213) 633-1990 iremla.org [email protected]

Do Do not • Chapter name and address • Use chapter number in positioned below the logo logo signature • Always left align to boundaries • Use all caps in contact information of the logo lockup • Use where too small to read • Only use Title Caps in chapter name and address • Chapter name in Source Sans Pro Bold, PMS Gray 424 C • Address in Source Sans Pro Regular, PMS Gray 424 C • Note that chapter numbers should not be used • Direction (north, south, etc.) and street type (avenue, lane, etc.) are spelled out – no abbreviations

Note: Files can be found on the Marketing Resources page in the Chapter Services section at irem.org. 15 Certification logos

Certification logos ® To ensure the integrity of the IREM brand, do not alter these CPM ACoM identities in any way. When using IREM certification logos, always use the original files provided by ® ® IREM Headquarters. Only active certified members and firms may ARM AMO use the CPM, ARM, ACoM or AMO logos in conjunction with Full color logo their names. Always default to full color certification logos, but in instances ® such as black and white printing CPM ACoM follow the recommendations below. In preferred order: 1. Full color logo ® ® White text on blue ARM AMO PMS 2757 C 2. Reversed color logo Reversed color logo Blue text and frame on white PMS 2757 C 3. Gray tone logo ® White text on gray PMS 424 C CPM ACoM 4. Reversed gray tone logo Gray text and frame on white PMS 424 C ARM® AMO® Gray tone logo CPM® ACoM ARM® AMO® Reversed gray tone logo

Note: Files can be found on the Marketing Resources page in the Chapter Services section at irem.org. 16 Ancillary logos

Ancillary logos To ensure the integrity of the IREM brand, do not alter these identities in any way. It is important to protect the IREM identity by being aware of logo violations. When using these logos, always use the original files IREM® Foundation logo provided by IREM Headquarters. These logos should only be used by IREM, its chapters, and participants who meet program qualifications.

IREM® Industry Partner(s) logo

CERTIFIED ® SUSTAINABLE IREM PROPERTY

IREM® Certified Sustainable Property logo

Note: Files can be found on the Marketing Resources page in the Chapter Services section at irem.org. 17 Color palette

Primary color palette IREM Blue Color plays a prominent role in all of our communications and is one PMS 2757 U CMYK 83 | 75 | 25 | 9 RGB 67 | 78 | 126 Hex #434e7e of the cornerstones of our graphic vocabulary. It is a visual element that quickly identifies our brand. The colors in our palette are the only colors that may be used. Our colors can be used in a variety of IREM Magenta ways to create impactful visuals and layouts. Restraint and visual balance PMS 241 C CMYK 30 | 100 | 9 | 0 RGB 179 | 25 | 131 Hex #b31983 are key. Try to avoid a rainbow color effect. See the applications section for examples and visual guidance.

General guidelines IREM Blue IREM Yellow • Present in logo • Headlines, titles, headers, call-outs PMS 123 C CMYK 0 | 22 | 93 | 0 RGB 255 | 198 | 41 Hex #ffc629 • Body copy • Background color floods • Colorizing photography IREM Magenta • Present in logo • Headlines, titles, headers, call-outs Text Black • Background color floods • Colorizing photography PMS Black 7 C CMYK 0 | 0 | 0 | 90 RGB 65 | 64 | 66 Hex #414042 IREM Yellow • Present in logo • Headlines (limited use) IREM Light Blue • Background color floods • Colorizing photography PMS 7455 U CMYK 63 | 50 | 3 | 0 RGB 105 | 124 | 183 Hex #697cb7 Text Black • Body copy IREM Light Blue IREM Gray • Present in logo PMS 424 C CMYK 57 | 47 | 48 | 14 RGB 111 | 114 | 113 Hex #6f7271 IREM Gray • Present in logo • Headlines (limited use)

Colors are used at 100% opacity. There are no tints or shades. White space The exception is when using a color to tint a photo. White space is also an important component of our brand look and All colors can be used in charts, tables, and infographics. feel. It provides contrast and a visual break from floods of color giving our layouts an open appearance. See the applications section for examples.

18 Color palette

Extended color palette PMS 549 C CMYK 61 |24 | 20 | 0 RGB 104 | 162 | 185 Hex #68a2b9 For the majority of color usage, use the colors from the primary color palette. But in instances where an additional accent color is needed, the tones of the secondary colors chosen PMS 715 C CMYK 0 | 54 | 94 | 0 RGB 248 | 141 | 43 Hex #f88d2b are meant to work with the primary colors of the logo.

Rules Use these colors when you need additional colors for illustrations, PMS 7416 C CMYK 3 | 73 | 70 | 0 RGB 234 | 104 | 82 Hex #ea6852 charts, graphs, or infographics. Do not use this color palette for typography, large color floods, or for colorizing photography.

PMS 3258 C CMYK 61 | 0 | 96 | 0 RGB 107 | 193 | 76 Hex #6bc14c

Example

19 Color palette

Using color in layouts Color can be used for flooding large areas, colorizing photography, or as accents in typography.

Color floods Always leave a 1/8” white border.

Page title

Harum non nulpa que maiores edignie ndebitis inclusive Comnis et ma conecte magnisi si od qui audae pere conseditamus ut et ut quas ex eaquisse ro tes experi ut ea a nonse- et venest eium rehendu quam dolorib erferro ducit la consequatur? ntoremo que cus et la Ut od enimi, nonseque eum sedi cu sdam, organization dolore lac cusandit aut exero et, omnis venihitas int om nim et fuga. Ugit pliandae volores et fuga. Optat ur aperion emporum vel ipsam. sequate mpo rum que derunt, quaeces inulpar chillac cus daecusam, ilia venitae cusci undam Harum non nulpa que maiores edignie ndebitis nob itiam pliandae. magnisi si od qui audae pere conseditamus ut et ut quas ex eaquisse ro tes experi ut ea a nonse- Minustin cus suntio cus, natate ver ibus maxi- quam dolorib erferro ducit la consequatur? mo bea inctatet dolupti dunt in pores to repelia consect urerum, to quia volup tatur, vel incta Ut od enimi, nonseque eum sedi cu sdam, voluptam, con cum quo voles aliquiam volorerae exero et, omnis venihitas int om nim et fuga. non peri bereped quam, sincti officipsunt ad Ugit pliandae volores et fuga. Optat ur aperion que ium vella bo rerfersped ullacepe. sequate mpo rum que derunt, quaeces inulpar chillac cus daecusam, ilia venitae cusci undam nob itiam pliandae.

Colorizing photos in Adobe applications Opacity: 70 – 100%, blend method: Color

Page title

Paragraph header Comnis et ma conecte et venest eium rehendu Comnis et ma conecte et venest eium rehendu ntoremo que cus et la dolore lac cusandit aute- ntoremo que cus et la dolore lac cusandit aute- mporum vel ipsam, ullis ipsa sit qui reptatur aut mporum vel ipsam, ullis ipsa sit qui reptatur aut et auta sus et et que doluptur mollaborae nus et auta sus et et que doluptur mollaborae nus doluptas dolori andam expedignis as sit exceser. doluptas dolori andam expedignis as sit exceser. Paragraph header Chicias dolupta tibeaquaero berspel ip sam, Chicias dolupta tibeaquaero berspel ip sam, vendi dolorpo rehent doluptae vendi genda non vendi dolorpo rehent doluptae vendi genda non nulparc hiliquam idis ut eicaeri taeptat quibus nulparc hiliquam idis ut eicaeri taeptat quibus reium es et quo in pla bo. Pa dem et hiciamus et reium es et quo in pla bo. Pa dem et hiciamus et ulpa voluptat quaspisquis nonse eatec usda de ulpa voluptat quaspisquis nonse eatec usda de volore heni hiliquam ullat. volore heni hiliquam ullat. Harum non nulpa que maiores edignie ndebitis Example of Effects settings Comnis et ma conecte magnisi si od qui audae pere conseditamus ut et ut quas ex eaquisse ro tes experi ut ea a nonse- et venest eium rehendu quam dolorib erferro ducit la consequatur? in Adobe InDesign for ntoremo que cus et la Ut od enimi, nonseque eum sedi cu sdam, colorizing photography dolore lac cusandit aut exero et, omnis venihitas int om nim et fuga. Ugit pliandae volores et fuga. Optat ur aperion emporum vel ipsam. sequate mpo rum que derunt, quaeces inulpar chillac cus daecusam, ilia venitae cusci undam Harum non nulpa que maiores edignie ndebitis nob itiam pliandae. magnisi si od qui audae pere conseditamus ut et ut quas ex eaquisse ro tes experi ut ea a nonse- Minustin cus suntio cus, natate ver ibus maxi- quam dolorib erferro ducit la consequatur? mo bea inctatet dolupti dunt in pores to repelia consect urerum, to quia volup tatur, vel incta Ut od enimi, nonseque eum sedi cu sdam, voluptam, con cum quo voles aliquiam volorerae exero et, omnis venihitas int om nim et fuga. non peri bereped quam, sincti officipsunt ad Ugit pliandae volores et fuga. Optat ur aperion que ium vella bo rerfersped ullacepe. sequate mpo rum que derunt, quaeces inulpar chillac cus daecusam, ilia venitae cusci undam nob itiam pliandae.

20 Typography

Zilla Slab Light Primary typface: Zilla Slab Zilla Slab is our primary typeface ABCDEFGHIJKLMNOPQRSTUVWXYZ and should be used in the majority of abcdefghijklmnopqrstuvwxyz cases in all of our branded materials. Zilla Slab is a contemporary slab 1234567890 serif constructed with smooth Use: Body copy, call-outs curves and true italics, which gives text an unexpectedly sophisticated industrial look and a friendly Zilla Slab Regular approachability. ABCDEFGHIJKLMNOPQRSTUVWXYZ We use it in three weights: Zilla Slab Light, Zilla Slab Regular and Zilla abcdefghijklmnopqrstuvwxyz Slab SemiBold. There is a true italic 1234567890 for each weight. Zilla Slab is an open source and Use: Headlines, page/section titles, reversing type out of photos web-safe Google Font. Zilla Slab SemiBold It is available here: fonts.google.com ABCDEFGHIJKLMNOPQRSTUVWXYZ Secondary typface: Source Sans Pro Source Sans Pro is our secondary abcdefghijklmnopqrstuvwxyz typeface and is used less frequently 1234567890 and as a contrast to Zilla Slab. Source Sans Pro is a sans serif Use: Paragraph heads and sub-heads typeface and we use it in two weights: Source Sans Pro Light and Source Sans Pro Bold. There is a true Source Sans Pro Light italic for each weight. Source Sans Pro is an open source ABCDEFGHIJKLMNOPQRSTUVWXYZ and web-safe Google Font. abcdefghijklmnopqrstuvwxyz It is available here: fonts.google.com

1234567890 Substitute font Use: Primarily used for small text and captions In instances when Zilla Slab and Source Sans Pro are not available and default fonts must be used (Ex., Source Sans Pro Bold sending a document to someone who ABCDEFGHIJKLMNOPQRSTUVWXYZ does not have our fonts installed on their machine) choose Cambria and abcdefghijklmnopqrstuvwxyz Arial respectively (Ex., Microsoft Word, PowerPoint and Outlook).* All 1234567890 other guidelines around type size Use: Primarily used for headers and titles in small text and captions and color still apply (see next page). *Final Word, PowerPoint and Excel files converted to PDF will display our fonts correctly regardless of whether recipients have our fonts installed or not. When in doubt, always convert to PDF. 21 Typography

Typesetting Zilla Slab Regular: 24 pt and above Type can lend clarity to your Headlines Color: Blue, Magenta or Gray message. By employing a consistent type hierarchy, the readability of your communication becomes more Headlines clear and meaningful. The example on this page gives some guidance on Headlines type hierarchy. General guidelines Leading (the distance between each Page or section title Zilla Slab Light: 12 – 24 pt line of text) should be set between Page or section title Color: Blue, Magenta or 90% black 100 to 140% of the point size. As a general rule of thumb: the smaller Page or section title the point size, the larger the leading. Left-align all copy. Do not center-set Paragraph header Zilla Slab SemiBold: 10 – 12 pt or right-align type. Paragraph header Color: Blue, Magenta or 90% black Body copy can be set in IREM® Blue Paragraph header or black at 90% (for a softer look). Use one or the other but not both in Body copy the same layout. Harum non nulpa que maiores Zilla Slab Light: 10 – 12 pt Use your best judgment in using edignie ndebitis magnisi si od qui Color: Blue or 90% black color for typography. Restraint audae pere conseditamus ut et and consistency are key. Try to ut quas ex eaquisse ro tes experiut avoid a rainbow color effect by using ea a nonsequam dolorib erferro. consistent colors for headlines, Harum non nulpa que maiores subheads and body copy within the edignie ndebitis magnisi si od qui same document. audae pere conseditamus ut et These guidelines around color, ut quas ex eaquisse ro tes experiut sizing, and alignment apply to all ea a nonsequam dolorib erferro. IREM communications, including everyday emails.

Call-outs or quotes Zilla Slab Light: 14 – 24 pt Use sentence case only. Color: Blue or Magenta eium rehendu toremo Do not use ALL CAPS for headlines que cus et la dolore or sub-heads, body copy, etc. Do not use indents. Use “space after” Call-outs or quotes in between paragraphs. eium rehendu toremo Do not use italics as body copy unless you are referencing que cus et la dolore a publication or title. Do not use the “www.” URL prefix Captions: non nulpa que maiores Source Sans Pro: 8 – 10 pt in front of our irem.org website edignie ndebitis magnisi. Color: Blue or 90% black address.

Captions: non nulpa que maiores Do not bold or underline type except edignie ndebitis magnisi. where using Zilla Slab SemiBold per the typography guidelines. 22 Typography

Using type on a color background Using type over a field of color can add visual interest, energy, and impact. Our color palette gives us a wide variety of options, but not every combination provides legibility. Use only the combinations below.

Headline Headline in white in white Headline Headline in yellow in yellow

Headline Headline in white in magenta Headline Headline in blue in gray

Note: use your best judgment when using white text reversed out of yellow. It works best in print applications and when the text is large. In applications such as video or projection you may have readability issues.

23 Imagery

Imagery style Photography is an integral part of our brand and is unified by certain characteristics derived from the IREM brand attributes:

Accessible Dynamic Energetic Forward-thinking Knowledgeable Trusted

People portraits • Feels authentic and not staged • Portrays an optimistic mood • Natural lighting • Can be looking at the camera or looking away—strive for a mix

24 Imagery

People in environments: • A feeling of energy and movement • People in motion—in the moment • Architectural elements that reflect the angles in our logo • Natural lighting

25 Imagery

Buildings and cityscapes: • Avoid shots that focus solely on one building—a mix is best for our audience • Look for unusual vantage points i.e., bird’s eye view • Imagery can be used as texture or background for other graphic elements

26 Imagery

Signature angle photo treatment Colorizing photography with our brand colors is a way to create a more ownable visual style. We can take that a step further by reflecting the angles of our logo in the way we treat photos. This creates an architectural element that is unique to our brand.

Photography is divided using a 29° angle—the longest horizontal angle from our logo. It should not be stretched from corner to corner Angle is situated over subject’s shoulder, rather than cutting across her face. Color overlay stops at edges of the photo without bleeding into white space or margins Photography is colorized using the effects settings in an Adobe application

Example of Effects settings in Adobe InDesign for colorizing photography: Opacity: 20 – 100% Blend method: Color In some instances, with yellow for example, you can try setting the blend method to Multiply.

27 Application examples

Brochure covers Colorized photo with How our visual brand is applied signature angle The prototypical applications on the next few pages are examples of how the brand can come to life. These are not templates or final design recommendations, but sample illustrations of how to apply our visual brand elements.

General guidelines All visual elements should be organized by an underlying grid structure. White space is an important design element. Practice restraint in design and keep layouts simple and uncluttered. Be tasteful when using our brand colors. Do not use all our colors at once. But also don’t create monochromatic designs. All typography should be set left-aligned. Do not center any copy. Limit the number of sizes you use. Maintain a clear hierarchy of information. Incorporate a 1/8” white border in all designs.

28 Application examples

Brochure interior spread

Colorized photo with Color used as Generous use of signature angle accents in type white space

29 Application examples

Brochure interior spread

White border instead Photo composition contains Colorized Large type reversed of full bleed architectural elements and angles photography out of photo for impact

30 Application examples

Magazine interior spread

Visual elements aligned Mix of colorized and Color accents in on underlying grid structure full-color photos typography

31 Application examples

Colorized photo with White border instead signature angle of full bleed