Visual Identity Guidelines Copyright © San Mateo County Association of REALTORS®. All Rights Reserved.
The SAMCAR Visual Identity Guidelines are a publication of the San Mateo County Association of REALTORS® (SAMCAR) intended as instructions for proper use of the SAMCAR logo and related marks, and consistent identity throughout promotional and marketing collateral. This guide was created by SAMCAR Lead Visual Designer, Dalen Gilbrech. All type is set in Myriad Pro, Chaparral Pro, Century Gothic, and Segoe Print. Layout was produced in Adobe InDesign using the Adobe Creative Cloud (CC) software. Copyright © San Mateo County Association of REALTORS® All Rights Reserved.
SAMCAR Visual Identity Guidelines
Introduction
The logo and visual identity system for the San Mateo County Association of REALTORS® (SAMCAR) is designed for adaptability to a variety of media (web, print, social, mobile) for cohesive brand identification. The Association acronym, SAMCAR, in the logo block references the all-caps, sanserif typography from city signage throughout San Mateo County (see photos above). The family of colors and typefaces employed in the SAMCAR visual brand is intended to convey the key voices of the Association’s brand—Trust, Responsiveness, and Familarity. By employing these voices to communicate to key audiences such as members, city officials, and homeowners, buyers and sellers, these visual brand components pair with effective copywriting to enforce the “4 R’s” of the Associations value proposition—Resources, Relationships, Responsibility, and Representation. As use of the SAMCAR logo and related marks may convey apparent authority to speak on behalf of the Association, use of these marks must be approved by SAMCAR. Only in cases where the Association has authorized use of the logo or related marks for the purposes of a partnership or sponsorship recognition, do third parties have the authorization for the limited and specific use of the SAMCAR logo or related marks on relevant collateral. Any such uses must always conform to the guidelines set forth in this publication.
SAMCAR Visual Identity Guidelines
The Primary Logo
www.samcar.org
The primary SAMCAR logo consists of the square “block” portion displaying the SAMCAR acronym, with the full association name in three lines of type set in Chaparral Pro on the right. The space between the block and type is equal to the minimum “white space” around the logo required for any placement.
Block
3-Line Type
In any placement, the minimum space around the logo on all sides should be equal to the space between the block and 3-line type sections.
Reversed / Outlined Block
Minimum Size
50 pixels
When placed on solid color backgrounds or, in some cases, images, the SAMCAR logo should be reversed (e.g. in white) using the version with the block portion outlined rather than solid. This same rule applies to the alternative lockups if placed on solid color or image backgrounds.
SAMCAR Visual Identity Guidelines
½”
The primary SAMCAR logo should never be placed smaller than half an inch tall (in print), or 50 pixels tall (on web and devices), relative to the block portion. For placement spaces that cannot accommodate this minimum size, alternative lockups should be used.
The Primary Logo
Alternative Lockups To meet the variety of logo placement needs, the SAMCAR logo has several alternate lockups intended to accommodate unique layouts such as small marketing collateral, document headers, social media, and large banners.
2-Line + Block
2-Line with vision statement
The 2-line + Block lockup is intended for use in a few limited collateral placements where vertical space is tight, such as staff and board name badges.
The 2-line lockup with the vision statement tag can be used in similar spaces as the “2-line + Block” lockup, but is particularly suited for public-facing placements such as the Association’s vinyl banner.
1-line logotype
The 1-line logotype is ideal for document headers and program recognition when paired with a program identity.
In-line Display logotype
SAMCAR
For in-line displays such as copy callouts or document headers, the “SAMCAR” wordmark is set in Century Gothic Bold with optical kerning and -25 tracking.
Department/Committee Identity
SAMCAR Department
For department or committee specific identification, the term “SAMCAR” is set identical to the in-line display, followed by the department or committee name in Chaparral Pro Italic. This use is intended for identifying department or committee specific programs and publications.
Social Media For brevity and quick identification on small screens, the standard social media profile image for SAMCAR contains the wordmark “SAMCAR” set in Century Gothic Bold surrounded by a white stroke outline (shown left). For SAMCAR committee or department social media blocks, when needed, the group name is set in Chaparral Pro Italic (shown right).
Alternative Lockups
SAMCAR Department
SAMCAR Visual Identity Guidelines
Incorrect Logo Use The SAMCAR logo, its alternative lockups, and marks for sub-brands, including the SAMCAR Foundation and SAMCAR YPN, should never be distorted, re-created, or placed in any of the following incorrect ways.
Don’t create a white background
Don’t place at an angle or bias
Don’t use non-brand colors
Don’t distort the proportions or axes (“squish,” “squeeze” or “shear”)
Don’t change the configuration
Don’t re-set typography or pair the block element with any other type
SAMCAR Affiliates
Don’t outline any part of the logographic
SAMCAR Visual Identity Guidelines
Don’t place on backgrounds which obscure the logo
Incorrect Logo Use
Correct Logo Use The SAMCAR logo should be placed on light color backgrounds with adequate contrast and padding, using the reversed version where necessarry for darker backgrounds or images. Following are some examples of correct placement of the SAMCAR logo on marketing collateral and documents.
On light color backgrounds
Reversed on dark color backgrounds and images provided adequate contrast
2-Line version ideal for footer in promotional graphics or flyers
1-line logotype ideal for public-facing identities and document headers Marketing, Communications & Brand Report Board of Directors Meeting on Wednesday, July 28, 2021 Submitted by Dalen Gilbrech, Director of Brand & Communications
In-line display logotype wordmark ideal for member-facing identities
COVID-19 Updates • 7/6/21: SAMCAR Office Open to Visitors Starting July 6 (Masks Required) • 7/16/21: County of San Mateo Joins Bay Area Counties in Recommending Masking Indoors as Precaution Against COVID-19 • Updates are continually shared on SAMCAR’s COVID-19 Updates webpage. Virtual Marketing Meetings • Meetings expected to continue via Zoom through remainder of 2021. • 6/22/21: Open forum revealed member preference for virtual weekly meetings with desire to augment with in-person activities (e.g. member picnic, happy hours, speaker series); as a weekly meeting, Zoom offers convenience and ease of access (can be attended from listing by mobile device, e.g.; and speakers can remote in from virtually anywhere in the world, expanding opportunities for unique and dynamic presentations) • Proposal to update Tour Sheet deadline to 12 noon on Monday (currently 11 AM); see Management Report. Committees & Programs
• •
Incorrect Logo Use
7/30/21: Director candidate application deadline extended to July 30 8/5/21: SAMCAR Member Appreciation Picnic o Boxed lunches will be catered by Esposto’s Catering; beverages provided by SAMCAR (supported by 2021 Corporate Sponsors); Games (cornhole, giant Jenga®, etc.) provided by Special Events Committee volunteers. “SAMCAR Gives Back” online fundraiser has raised $29,735 toward $35,000 goal as of report submission date o Raffle winners will be drawn live at member appreciation picnic on August 5 o Donate online at https://charity.gofundme.com/samcargivesback2021 o Online fundraising slated to end by 9/30/21
SAMCAR Visual Identity Guidelines •
The Foundation Logo
www.samcarfoundation.org
The San Mateo County REALTORS® Foundation, a separate 501(c)(3) nonprofit, has its own logo consisting of the two-line type segment of SAMCAR’s logo in between a house roof illustration and sanserif type block “Foundation” with rounded corners and slightly more angled elements compared to the primary SAMCAR lockups.
In any placement, the minimum space around the logo on all sides should be equal to the width of the window element.
Reversed
Minimum Size
50 pixels
When placed on solid color backgrounds or, in some cases, images, the SAMCAR Foundation logo should be reversed (e.g. in white) using the version with the block portion outlined rather than solid. This same rule applies to the alternative lockups if placed on solid color or image backgrounds.
SAMCAR Visual Identity Guidelines
½”
The SAMCAR Foundation logo should never be placed smaller than half an inch tall (in print), or 50 pixels tall (on web and devices), as measured from the baseline of the “Foundation” block to the highest point of the roof element. For placement spaces that cannot accommodate this minimum size, alternative lockups should be used.
The Foundation Logo
Alternative Foundation Lockups To meet some unique logo placement needs, the SAMCAR Foundation logo has a few alternate lockups intended to accommodate some marketing collateral, document headers, social media, and large banners.
3-Line Type-Only The 3-line type-only lockup can be used in limited circumstances where the proportions of the full house-shaped lockup cannot be accomodated, but is generally not a replacement for the complete logo.
1-line logotype
The 1-line logotype is ideal for document headers and program recognition when paired with a program identity.
In-line Display logotype
SAMCAR Foundation
For in-line displays such as copy callouts or document headers, the “SAMCAR” wordmark is set in Century Gothic Bold with optical kerning and -25 tracking, and the term “Foundation” is set in Chaparral Pro Italic. This use is intended for identifying the Foundation in documents only and is not a replacement for the complete logo on marketing collateral.
Social Media For brevity and quick identification on small screens, the standard social media profile image for the SAMCAR Foundation contains the wordmark “SAMCAR” set in Century Gothic Bold in place of the full association name (shown left).
Small Glyph For identifying website content with the Foundation; not for use on external facing collateral.
Alternative Foundation Lockups
SAMCAR Visual Identity Guidelines
Incorrect Logo Use The SAMCAR Foundation logo should never be distorted, re-created, or placed in any of the following incorrect ways.
Don’t create a white background
Don’t outline any part of the logo
Don’t use non-brand colors
Don’t distort the proportions or axes (“squish,” “squeeze” or “shear”)
Don’t place on backgrounds which obscure the logo
SAMCAR Visual Identity Guidelines
Incorrect Logo Use
Correct Logo Use The SAMCAR Foundation logo should be placed on light color backgrounds with adequate contrast and padding, using the reversed version where necessarry for darker backgrounds or images. There is some additional flexibility with the Foundation logo with regard to placing at an angle and in alternate brand colors. Following are some examples of correct placement of the SAMCAR Foundation logo on marketing collateral and documents.
On light color backgrounds
Reversed on dark color backgrounds and images provided adequate contrast
— 2018 — CORPORATE SPONSORS PLATINUM SPONSOR
DIAMOND SPONSORS
GOLD SPONSORS
Correct Logo Use
Copyright © San Mateo County Association of REALTORS® Foundation. All rights reserved.
Acceptable placement at an angle / in other brand colors
REALTORS® Giving Back to our Communities Thursday, March 8, 2018
Peninsula Italian American Social Club
SAMCAR Visual Identity Guidelines Emcees
The YPN Logo
www.samcar.org/YPN
The SAMCAR Young Professionals Network (YPN) group has its own logo consisting of the SAMCAR wordmark and the letters in individual blocks.
Full version
Short version & Alternates
In any placement, the minimum space around the logo on all sides should be equal to the space between the block elements and stacked type.
The square “SAMCAR YPN” lockup should be used for most member-facing placements and promotional graphics.
Reversed
Minimum Size
50 pixels
When placed on solid color backgrounds or, in some cases, images, the SAMCAR YPN logo should be reversed (e.g. in white).
½”
The SAMCAR YPN logo should never be placed smaller than half an inch tall (in print), or 50 pixels tall (on web and devices) relative to the block height.
In-line / Stacked Display logotype
SAMCAR
Young Professionals Network The In-line Display logotype is ideal for document headers and public-facing program identity. It can be stacked and abbreviated to the “SAMCAR YPN” portion only.
Social Media The standard social media profile image for SAMCAR YPN is nearly identical to the square short version of the logo, with an added stroke and background to accomodate cropping into square are round profile image spaces (shown left).
SAMCAR Visual Identity Guidelines
The YPN Logo
Incorrect YPN Logo Use The SAMCAR Foundation logo should never be distorted, re-created, or placed in any of the following incorrect ways.
Don’t create a white background
Don’t place on backgrounds which obscure the logo
Don’t use non-brand colors
Don’t distort the proportions or axes (“squish,” “squeeze” or “shear”) or rotate
Correct YPN Logo Use Following are some examples of correct placement of the SAMCAR YPN logo, or alternate marks on marketing collateral.
Incorrect / Correct YPN Logo Use
SAMCAR Visual Identity Guidelines
SAMCAR Color Palette The palette of SAMCAR brand colors offfers a range of hues and tints to communicate brand voices and convey program identities. In rare cases of co-branding, it may be acceptable to use a non-brand color on collateral. Brand colors are identified primarily by hex code as the majority of collateral is on screens and web. Only in the case of the main blue swatch for SAMCAR and the teal swatch for the SAMCAR Foundation, is there a Pantone® equivalent for cases where required by a non-digital printer. In the case of SAMCAR’s main blue swatch, there is also a cmyk equivalent specifically for digital printers such as VistaPrint.
C 100 M 90 Y 15 K3 R 37 G 62 B 134
Digital Print Vendor Alternate
C 92 M 48 Y0 K 10
Flat Blue #77a3bb
Bright Blue #14 6 cad
SAMCAR Blue # 253e86
Pantone 300 U
C 89 M 57 Y7 K0 R 20 G 108 B 173
Flat Gray #b cb 0ab C5 M 12 Y 12 K 25
# ccc2be
R 188 G 176 B 121
# f4f1f0
# ddd7d5 # e9e5e4
# fbfafa
SAMCAR Visual Identity Guidelines
Bright Blue 75% 94,133,189
# 5e85bd # 8da5d0 # c1cce6 # e5e9f4
C 55 M 25 Y 18 K0
# 97b6c9
R 119 G 164 B 188
# eff4f7
Happy Green #6 8 ad45 C 65 M 10 Y 100 K0
# 8ebd6c
R 103 G 173 B 69
# edf4e7
# b1d098 # d6e6c8
# f6faf3
# b7cad9 # d8e3ec
# f7f9fb
Pink-Orange #ef4123 C0 M 90 Y 100 K0
# f3744c
R 239 G 65 B 35
# feeade
# f89f7c # fcccb6
# fef4ee
Brand Color
SAMCAR Color Palette
This teal swatch is the primary brand color for the San Mateo County REALTORS® Foundation.
Orange is also the brand color for the young professionals network group— SAMCAR YPN.
C 71 M3 Y 57 K0
# 77c5a7
R 54 G 182 B 144
Pantone 3272 U
# a4d5c1
C0 M 10 Y 30 K 20
# ddcdb1
R 210 G 190 B 155
# faf8f3
Golden # f 6 c113 C4 M 24 Y 100 K0
# f7ce5d
R 246 G 193 B 19
# fef8e6
Brand Color
# fadc92 # fcedc6
# fefbf3
YPN Orange # f 6 8629
Cream #d3b e9b
Foundation # 3f b 4 8f
# e7dcc7 # f3eee3
# fcfbf9
C0 M 58 Y 95 K0
# f9a15b
R 246 G 134 B 42
# fef1e4
# fcbe8b # fedcbf
# fff8f2
Black & tints #0 0 0 0 0 0 C0 M0 Y0 K 100
# 4f4f4f
R0 G0 B0
# ebecec
# 808080 # dcdbda
# f4f4f4
SAMCAR Visual Identity Guidelines
Brand Typography Typography communicates brand values through consistent use across collateral. SAMCAR’s typography options consists primarily of two typefaces—sanserif Myriad Pro and serif Chapparal Pro. Both these type faces offer a variety of weights and set-widths as well as open type features for excellent legibility and a diversity of voices.
Available for Web through
Google Typekit
Myriad Pro
Chapparal Pro
A humanist sanserif with immense range of weights and styles including Bold and Condensed.
An adaptable slabserif, excellent for titles and copy conveying authority or flourish without being stale.
Calibri Default in
Microsoft Office
Only for Outlook Emails and Word Doc templates. Specified for ease of staff adoption.
SAMCAR Visual Identity Guidelines
Available for Web through
Google Typekit
For collaborative documents, the use of Calibri is an acceptable alternative and should be used consistently throughout. Such documents include board and committee agendas and minutes.
Brand Typography
Type Voices & Web Typography Brand type conveys specific meaning, hierarchy and character of messaging based on the style, weight and set-width. Typography should remain consistent across all platforms and touchpoints including the Assocaition and Foundation web sites. Below are the H-tag and paragraph settings employed throughout samcar.org and samcarfoundation.org using the Chapparal Pro and Myriad Pro typefaces via Google Typekit.
samcar.org
samcarfoundation.org
TOP TIER <H1>
<H1>
DOCUMENT SUBHEAD Article Headlines
<H2> <H3>
<H2> <H3>
ALERTS / Subheads / Dates & Times
<H4>
<H4>
hyperlinks
<H5>
<H5>
captions
<H6>
<H6>
<p>
<p>
Paragraph / Body Copy
Type Voices & Web Typography
SAMCAR Visual Identity Guidelines
San Mateo County Association of REALTORS® • 850 Woodside Way, San Mateo, California 94401 • (650) 696-8200 • www.samcar.org