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Brand Identity Guidelines

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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 marketing@irem.org. 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
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