BRAND

BOOK
Rules and guides for the design
elements of the brand PorthWest
Index.

index 02 Clear Space 17

Manifesto 03 LIgability 18
introduction 04 Incorrect Usage 19
Brand Positioning 05 Iconography 20
Core Values 06 Typography 21
Ideal Clients 07 Presentation 22
Company Logo 09 Print 28
Concept Storytelling 14 Digital 29
Brand Color Palette 15 inspiration 34
Logo Grid 16

PAGE 2
Manifesto.

“ To be successful in real estate, you must always and

consistently put your clients’ best interests first.
When you do, your personal needs will be realized
beyond your greatest expectations. ”
-
Anthony Hitt

PAGE 3
Introduction.

One of the key priorities for a successful brand is a consistent presentation which everybody recognizes straight away.
Irrespective of where and when someone encounters the brand, be it a consumer or business partner, in print, mailing or catalogue, he/she must always feel
the same way:

“it can only be Porthwest Properties.”

It will take discipline and consistency, but it will pay out.

The brand – as idea, promise and experience – must fulfill 5 standards:

1. It must be relevant to a real or projected need.

2. It must be deliverable.
3. It must be credible.
4. It must be differentiating.
5. It must be both inspired and inspiring.

The identity comprises of a very simple kit of parts which used together carefully with the correct relationships will form the distinctive visual expression of
the Porthwest Propoerties brand. This document outlines the components, their structure and their relationships which will help you to apply the Porthwest
Propoerties brand consistently across all communications. Every detail of the Porthwest Propoerties brand identity has been created to ensure that it is
expressive of the brand and its values. The identity is designed to meet the future challenges of a competitive consulting business, and to connect naturally
with our customers.

If you have any questions along the way, please e-mail the Brand Team at info@porthwest-properties.com
or call +(123) 456 7890

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Brand Positioning.

Our Brand Our Mission Our Vision

Working within the national and
WE GUIDE A DEMANDING international property market, To be the only TRUE real estate
INTERNATIONAL CLIENTELE IN THEIR Porthwest Properties was created franchise that provides an EXCELLENT
SEARCH FOR THE EXTRAORDINARY. solely to specialise in the luxury & CONSISTENT customer experience
We are the most innovative company in real estate segment. The careful 100% of the time.
the luxury real estate sector. selection of properties carried out by We base every decision on what’s best
We speacialize in brokering the sales professionals at Porthwest Properties for our clients, our company as a whole
of the most prestigious properties is finalised towards the most proficient and individual team members.
and operate according to a highly placement of properties within the We commit to help our clients build
technological business model that selected target audience. Our mission wealth through quality advisory,
allows maximum efficiency in managing is to modernize and progress the consulting and management of their
the sales process. experience of buying and selling real estate assets.
real estate by cultivating a spirit of
collaboration, innovation, and integrity.

PAGE 5
Core Values.

Our brand values reflect our core ideologies and drive the decisions we make. They act as a reality-check which helps us to ensure
that design, photographic and written communications express the unique character of Porthwest Properties. Every piece of work
needs to encapsulate and express something of each value, and should not contradict these values under any circumstances.
These values statements reflect what we must live, breathe and reflect in all our daily activities. They are the guidelines for driving
every associates’ day-to-day decision making and are the tools to help bring the brand to life.

We exist to keep our clients satisfied; our colleagues & collaborators happy; our staffs fulfilled and motivated; our management
proud and celebrated; our brand competitive and progressive.

To achieve the above, we pride ourselves on these Values:

Integrity Competence Quality Client

We keep our promises: we are honest, We are research driven: we give Our clients are the driving force of our
trustworthy and ethical in our all reliable information that help our existence; keeping them satisfied is the
actions. clients make the right decisions. fundamental reason for our existence.

Team Work Prompt delivery Versatility

We work together to achieve more. We are quick to act and respond to We are professional and adaptable
We commit to achieving common goals. clients needs and we perform our to the varied needs of our clients: we
We support one another. duties without delay. provide exceptional services.

PAGE 6
Ideal Clients.

Between the ages of 30 and 55 They are willing to price it right

The home they are selling They are selling this home
was built after 1990 and buying another with us

They are willing to do the They have an email

recommended repairs address and are willing to
sign electronic documents

PAGE 7
PAGE 8
Company Logo.

PAGE 9
PAGE 10
PAGE 11
PAGE 12
PAGE 13
Concept Storytelling.

PORTHWEST
PROPERTIES
+ + + 1997

Business Name Real Estate Landmark Heritage

PAGE 14
Brand Color Palette.

Dark Blue Orange

— — Light Grey
Sophistication Preciousness —
Elegance History Minimal
Confidence Exclusivity Balanced
Corporate Dynamism Honesty
PANTONE 101-16 C
PANTONE 663 C
— PANTONE 34-6 C
—
C85 M75 Y45 K50 —
C00 M00 Y00 K05
R45 G50 B67 C05 M55 Y75 K05
R242 G242 B242
Hex #2D3243 R222 G131 B77
Hex #F2F2F2
Hex #DE834D

Baltic Sea Shell Coral Cool Grey

PANTONE 14-4320 Baltic Sea PANTONE 15-1334 Shell Coral PANTONE Cool Grey 2
— — —
C64 M10 Y00 K00 C00 M45 Y65 K00 C00 M00 Y00 K25
R121 G179 B224 R242 G242 B242 R207 G207 B209 PAGE 15
Hex #79B3E0 Hex #F89F65 Hex #CFCFD1
Logo Grid.

5X

1,5X

3X

2X

3X

2X

2X

30X

Designing a logo and a visual identity goes way beyond the free form and artistic side of what most people think. There is all the
rational part including proportions, scaleability optical adjustments and reproduction that has to be thought in order to create an
efficient and well design logo. The visual design guidelines will provide this information to ensure that the brand is used correctly.
Here we want to illustrate the construction or guidelines of our logo.

PAGE 16
Clear Space.

We’ve defined an exclusion zone that stops other graphic elements interfering with the Porthwest Properties logotype and make
sure the logo is easy to read. Proportions, space and size relationships of all blocks have been carefully developed and must not be
altered, redrawn, embellished or recreated in any way. An important part of maintaining a consistent presentation is keeping a clear
space around the logo from other text, graphics or illustrations. Crowding the logo detracts from its legibility and impact.

PAGE 17
Legibility.

App Icon / Favicon

Minimum Size

70mm | A2 45mm | A3 30mm | A4/A5 20mm | 60px 32 x 32px

The logo should never be too small to read.

It is not recommended to use the logo at less than 20mm or 60 pixels in width.
The Porthwest Properties favicon graphic is linked with the website: it is a smaller representation of the brand for the browser and
for the mobile interfaces. Take into account that the favicon is not the brand logo and should never replace the logo.

PAGE 18
Incorrect Usage.

The logo must be used as is and not be altered in any way; this means that you MUST NOT:

- Change the logo’s orientation or rotation. - Display the logo in a configuration not - Add an outline to the logo or display the
- Disproportionately scale the logo. previously specified. logo as an outline.
- Change the logo’s colors. - Attempt to recreate the logo. - Display other elements within the logo’s
- Display the logo with colour combinations - Make alterations to the logo’s text. designated clear space.
not previously specified. - Add special effects to the logo. - Crop the logo in any way.

PAGE 19
Iconography

Page 20
Typography

Primary Typeface.

PROXIMA NOVA by Mark Simonson

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Secondary Typeface.

Playfair Display by Claus Eggers Sørensen

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Print

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Print

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Digital

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Digital

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Digital

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Digital

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Digital

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Inspiration

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DREAM
DESIGNS

Thank you !
Hope you
enjoyed !

Rivka Kaminsky
058-770-5764
dreamdesigns_rk
dreamdesignsrmk@gmail.com