Identity Standards Manual - Coldwell Banker Commercial

1 Identity StandardsManualIdentity Standards For Franchisees Of Coldwell Banker Commercial Affiliates and Franchisees Outside Of The United StatesRevision Date: 08/2017 Table of Contents Page(s) Introduction .. 3 Trademark The Correct Mark .. 4 Disclaimers .. 4 Proper Trademark Notations and Use ..5-6 Trademark Format with Your Approved Company Name (DBA)..7-8 Trademark Format with Property Sector Specialty Groups ..9 Reproduction of the Mark Logo Using with a Colored Background ..11 Color Embossing ..13 3D Version of the Improper Uses .. 14-18 Property Signs Property Signs ..19 Standard ..20-21 Standard, Additional Text (For Sale, etc).

2 22 Window..23 Sign Extended Extended Horizontal ..26 Extended Horizontal Larger Reproduction of the Property Signage ..24-30 Property Management Office Signage Reproduction of the Office Signage ..31-33 Individual Channel Letters (cut-out) ..34 Request Form for Non-Standard Identity Stationery Business Cards .. 36-37 Letterhead ..38 Envelopes ..39 Telephone policy Telephone policy ..40 Internet Standards Internet Standards ..40-44 Social Media Representing the Brand ..45 Profile Custom URLs or Groups ..45 Online Regulations ..46 Advertising Television Advertisements, Multimedia and Display Ads, Classified Scatter Telephone Directory Listings.

3 49 National Advertising Campaign Template ..50 Collateral Property Public Relations Internal Press Release ..53 Interoffice Specialty Items General Guidelines and Printed Products ..55 Promotional Merchandise ..56-57 Table of Contents__ 3 __The most current version of The Identity Standards Manual can be found on Blueprint ( ). The version found on Blueprint supercedes any printed or earlier Coldwell Banker Commercial service marks, trademarks, and logo types are collectively called the Coldwell Banker Commercial Marks throughout this Identity Standards Manual . The Marks serve as the basic building block for universal acceptance and identification for a single international graphic most important element of the Coldwell Banker Commercial organization, symbolic of our premier reputation and image, is the Commercial Mark (sometimes called the Trademark or the Mark in this Manual ).

4 Coldwell Banker Commercial Affiliates has exclusive rights to the Coldwell Banker Commercial Marks and has licensed these Marks to its franchisees. Every company granted permission to use the Trademark is required to protect it by adhering to the Standards and regulations delineated in this Manual . Care in protecting the Trademark and all of the Coldwell Banker Commercial Marks works to the benefit of powerful international Identity is directly related to the exact and correct use of the Trademark by every Coldwell Banker Commercial affiliate. This Identity Standards Manual is a section of the policy & Procedure Manual and replaces any earlier Standards on the following pages must be adhered to without variation.

5 Information for ordering materials from Preferred and Approved Suppliers is provided by Coldwell Banker Commercial Corporate Headquarters. You are encouraged to use these Preferred and Approved Suppliers for all your materials (including stationery, business cards, property signs, office Identity signs, telephone directory listings, etc.). They are familiar with the Standards for using the Trademark and will afford you optimum purchasing a situation should arise that requires any departure from the Standards in this Manual , prior approval in writing must be obtained from Coldwell Banker Commercial Affiliates. Please contact the Corporate Office at 1-800-222-2162.

6 Every franchisee is granted limited authority to use the Coldwell Banker Commercial Marks pursuant to the Franchise Agreement. As a result, each franchisee not only has the right to use the Coldwell Banker Commercial Marks, but also the responsibility to protect the Coldwell Banker Commercial Marks by adhering carefully to the Franchise Agreement and the policy & Procedure 4 __This is the Coldwell Banker Commercial Commercial Mark is the primary Coldwell Banker Commercial must be used exactly as indicated in this Manual . The Coldwell Banker Commercial Trademark is authorized for use with your approved company name (called DBA in this Identity Standards Manual ) as described on office Identity signs, property signs, stationery, business cards, classified advertising, personal promotion literature and all other advertising materials and external Mark consists of a blue PMS 286C, rectangular field with the words Coldwell Banker Commercial , stacked on three lines in white letters, and the CB bug in white letters called out to the left in a box.

7 The Mark may be represented in black or blue on white. It is essential that the correct color blue be used. See the Color Specifications section of this Manual , for more color blue is always the same. The shape, or aspect ratio (the relationship of height to width), of the blue field is always the same. The size, spacing and placement of the words Coldwell Banker Commercial and the CB bug are always in the same relationship within the blue field. The color, the aspect ratio of the Mark, and the relationships within the Mark shall not be altered regardless of the application or the size of the Mark within the is the uniqueness of each of these elements and the way they have been assembled into a unit that gives the Coldwell Banker Commercial Mark its distinctive virtually all applications a minimum of white space surrounds the blue field of the Mark and shall always be letters CB shall never be used outside of the Mark, as the letters CB are the trademark of another use of Commercial .

8 It is not permitted to use the Coldwell Banker Commercial Marks or name to advertise anything other than the Coldwell Banker Commercial Organization. The advertising or general solicitation of certain kinds of residential property is specifically prohibited. However, Franchisees who have been licensed to use the Coldwell Banker Marks for residential properties should refer to the Coldwell Banker Identity Standards Manual for further information. Also, please see your Franchise REQUIRED DISCLAIMER. Every piece of printed literature given directly to consumers ( , brochures, postcards, etc.), excluding business cards and stationery, must contain the following legal disclaimer, set in approximately 6-point type, Book Antiqua font; the year should be updated to reflect the current year: 2017 Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates.

9 All Rights Reserved. Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates fully supports the principles of the Equal Opportunity Act. Each Office is Independently Owned and Operated. Coldwell Banker Commercial and the Coldwell Banker Commercial Logo are registered service marks owned by Coldwell Banker Real Estate LLC, dba Coldwell Banker Commercial Affiliates. Affiliate Disclaimer for Canada Only 2017 Coldwell Banker LLC. All Rights Reserved. Each Office is Independently Owned and Operated. Coldwell Banker Commercial and the Coldwell Banker Commercial Logo are registered service marks owned by Coldwell Banker LLC.

10 FOR STATIONERY, BUSINESS CARDS AND ALL SIGNAGE, THE FOLLOWING MINIMUM REQUIRED DISCLAIMER MUST BE USED:Each Office is Independently Owned and OperatedNRT offices are permitted to substitute the disclaimer line:Operated by a subsidiary of NRT LLC except in California where it is Owned by a subsidiary of NRT LLCT rademarkTrademarkThe Correct MarkDisclaimers__ 5 __Many of the products, services and programs offered by Coldwell Banker Commercial are identified by our Trademarks. When a program is identified by a trademark, the appropriate symbol should be used immediately after the program s name or may find these definitions word, name, design, device or any combination thereof, adopted and used by the manufacturer or merchant to identify its goods and distinguish them from those manufactured or sold by others.