Logo Quick Reference Guide

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QUICK REFERENCE GUIDE

Keller Williams Quick Refer

1.0 Purpose of This Quick Reference Guide
These guidelines are part of a toolkit that aides Keller Williams Franchises, Approved
Vendors and Agency Partners easily and quickly create a unified visual experience for your
associates and clients.
Because we believe, above all else, that real estate is a local business, the Keller Williams
identity is designed to be used in conjunction with localized branding from both our offices
and associates.
At the same time, we believe that in order to attract top talent to your market centers, you
must have a strong brand identity within your local real estate community.
When used with other resources available to you as a KW franchise, including our
marketing campaigns and graphic brand assets, we should be able to help simplify your life!
INTENTION
1. Help us effectively express our industry-leading,
disruptive, innovative positioning
2. Tell our story more effectively and consistently – saving
you time and effort

3. Simplify and clarify our brand
4. P rotect the value of the Keller Williams name and
trademarks across the globe

The information in this Identity Guide is part of your Franchise Agreement and should be
treated as such. Policies as described in this Guide should be reviewed carefully by Master
Franchisees, Franchisees and Market Centers, as they are applicable for all forms of usage.
While we have suggested guidelines, there is still plenty of room for you to be creative and
to develop a brand that works in your local marketplace. We invite you to use this guide,
along with your imagination, to truly bring the Keller Williams brand to life for your office
and your market.
If we can be of service to you, please reach out to the Keller Williams Marketing
Department at marketing@kw.com.
Keller Williams Quick Reference Guide 10.13v1

2.0 Primary Logo Standards
2.1 Primary Logo & Informal Logos
2.2 Structure
2.3 Surrounding Space Restrictions
2.4 Size Restrictions
2.5 Unacceptable Executions

Keller Williams Quick Reference Guide 10.13v1

2.0 Primary Logo Standards

2.1
PRIMARY
LOGO

The primary Keller Williams signature is the most
basic and commonly used element of the Keller
Williams visual identity.
Customized signatures for individual market
centers and regions are created by integrating the
name of the market center identity with the Keller
Williams signature using specific unit templates.

INFORMAL
LOGOS

Informal Logo Mark
The informal signature is used in digital formats,
watermarks and on casual internal applications,
such as merchandise.

Informal Logo Linear

Keller Williams Quick Reference Guide 10.13v1

2.0 Primary Logo Standards

2.2
STRUCTURE
The primary Keller Williams
signature is structured as shown to
the right. Colors and acceptable
iterations of the signature are
described on subsequent pages.

The x-height of the
‘KW’ is double the
height of the ‘K’ in
‘KELLER WILLIAMS’.

The space between the ‘KW’
and ‘KELLER WILLIAMS’ is
1/2 the height of the ‘K’ in
‘KELLER WILLIAMS’.

The outer points of the
vertex of the ‘w’ align
with the insides of the
stem and leg of the ‘R’.

2.3
SURROUNDING SPACE
RESTRICTIONS
There must be at least the width
of the “W” all the way around
the logo.

Keller Williams Quick Reference Guide 10.13v1

2.0 Primary Logo Standards

2.4
SIZE RESTRICTIONS
Minimum size specifications have
been established to ensure the
legibility of Keller Williams logos.

WEB

Minimum Size - Formal Logo

1”

‘KELLER WILLIAMS’ must not be
smaller than 1 inch.

150 px

‘KELLER WILLIAMS’ must not be
smaller than 150 pixels.

Minimum Size - Informal Logos
0.375”

30 px

‘KW’ must not be smaller than
0.375 inches.

1”
‘KELLER WILLIAMS’ must not be
smaller than 1 inch.

‘KW’ must not be smaller than
30 pixels.

150 px
‘KELLER WILLIAMS’ must not be
smaller than 150 pixels.

Keller Williams Quick Reference Guide 10.13v1

2.0 Primary Logo Standards

2.5
UNACCEPTABLE
EXECUTIONS
Guidelines for acceptable
treatment of the signature are
found throughout this manual.
Keller Williams logos should
only be reproduced using the files
provided by Keller Williams.
Several examples of unacceptable
variations are shown to the right.
This list is not exhaustive.

Do not reconfigure.
Components of the signature should
never be reconfigured. Space
relationships among elements are
not to be manipulated.

Do not use the old ‘bug’.
The old bug should not be used by
itself or in replacement of the new
‘KW’ mark.

Do not resize individual elements.
Size relationships among elements
are not to be manipulated.

Only the primary configuration
of the signature is depicted in the
examples, but these principles
apply to the master brand and
affiliate logos as well.

KELLER WILLIAMS
Do not add embellishments.
Do not add drop shadows, embossing
or any other effect to the logo.

Do not use other fonts.
Do not use any font to type out
Keller Williams.

Do not use the old ‘bug’ with pipette.
The configuration of the old bug and
the pipette should not be used.

Keller Williams Quick Reference Guide 10.13v1

3.0 Affiliate Naming/Logo Standards
3.1 Designing Your Affiliate/Licensee Logo
3.1a Affiliate Logo Structure - DBA Name Less Than 12 Characters
3.1b Affiliate Logo Structure - DBA Name More Than 12 Characters
3.1c Affiliate Logo Structure - DBA Name Includes ‘Keller Williams Realty’
3.1d Affiliate Logo Examples
3.1e Affiliate Logo Surrounding Space Restrictions
3.1f Affiliate Logo Size Restrictions
3.1g Affiliate Logo Unacceptable Executions

Keller Williams Quick Reference Guide 10.13v1

3.0 AFFILIATE NAMING/LOGO STANDARDS

3.1
Designing your
Affiliate/Licensee
Logo
Only the DBA name can appear in conjunction with the primary logo.
No additional words or design features may appear between the logo and the DBA name. When
the DBA name includes “KELLER WILLIAMS® REALTY,” use the appropiate logo provided, as
outlined in section 3.1c.

Examples

DBA NAME

DBA NAME MORE THAN
TWELVE CHARACTERS

Keller Williams Quick Reference Guide 10.13v1

3.0 AFFILIATE NAMING/LOGO STANDARDS

3.1a
Affiliate Logo
Structure
DBA NAME Less than
12 characters
Keller Williams Primary Logo
(Do not alter)
This unit maintains the same proportion
and spacing. The DBA name is added to
the primary logo.
DBA Name (Editable):
The type size of your DBA name is the
same height as the x-height of the ‘KW’.
The DBA Name is on the same baseline
as the ‘KW’.

The space between the ‘KW’ and the
DBA name is the width of the stem
of the ‘K’ in ‘KW’.

DBA NAME (Editable)

Keller Williams Primary Logo (Do not alter)

DBA NAME

See section 5.0 for more details about
typography.

Keller Williams Quick Reference Guide 10.13v1

3.0 AFFILIATE NAMING/LOGO STANDARDS

3.1b
Affiliate Logo
Structure
DBA NAME MORE THAN
12 CHaracters
Keller Williams Primary Logo
(Do not alter)
This unit maintains the same
proportion and spacing. The DBA
name is added to the primary logo.
DBA Name (Editable):
Line 1 and line 2 of your DBA Name
are the type size which equals the
height of the x-height of ‘KW’ while
allowing space in between both lines.
Please see diagram to the right to
measure where they align. The line
1cap height aligns with the x-height
of the ‘KW’. The line 2 baseline aligns
with the baseline of the ‘KW’.

The space between the ‘KW’ and the
DBA name is the width of the stem
of the ‘K’ in ‘KW’.

DBA NAME (Editable)

DBA NAME MORE THAN
TWELVE CHARACTERS

Keller Williams Primary Logo (Do not alter)

See section 5.0 for more details about
typography.

Keller Williams Quick Reference Guide 10.13v1

3.0 AFFILIATE NAMING/LOGO STANDARDS

3.1c
Affiliate Logo
Structure
DBA NAME
INCLUDES ‘KELLER
WILLIAMS REALTY’
Adding REALTY to Keller Williams:
‘Realty’ is created using a custom font
and should not be typed out in any other
font. Use the provided template to create
your DBA Name.
Keller Williams Primary Logo
(Do not alter)
This unit maintains the same proportion
and spacing. The DBA name is added to
the primary logo.
DBA Name (Editable):
Follow the same guidelines for editing
DBA Names in sections 3.1a and 3.1b

The space between the ‘KW’ and the
DBA Name is the width of the stem
of the ‘K’ in ‘KW’.

DBA NAME (Editable)

Keller Williams Primary Logo (Do not alter)

DBA NAME

The space between the ‘KELLER WILLIAMS’
and ‘REALTY’ is the width of the stem of the
‘K’ in ‘KW’.

The space between the ‘KW’ and the
DBA Name is the width of the stem
of the ‘K’ in ‘KW’.

DBA NAME (Editable)

DBA NAME MORE THAN
TWELVE CHARACTERS

Keller Williams Primary Logo (Do not alter)

The space between the ‘KELLER WILLIAMS’
and ‘REALTY’ is the width of the stem of the
‘K’ in ‘KW’.

Keller Williams Quick Reference Guide 10.13v1

3.0 AFFILIATE NAMING/LOGO STANDARDS

KIRKLAND
ALASKA GROUP

3.1d
Affiliate Logo
ALASKA GROUP
EXAMPLES
KIRKLAND

COEUR d’ALENE

FEDERAL WAY

ARIZONA LIVING

DBA NAME

KIRKLAND

CRESCENT CITY
WESTBANK PARTNERS

SUN VALLEY &
SOUTHERN IDAHO
ALASKA GROUP
ALASKA GROUP

SUN VALLEY &
SOUTHERN IDAHO

EUGENE &
SPRINGFIELD
COEUR d’ALENE
COEUR d’ALENE

EUGENE &
SPRINGFIELD

SUNSET
CORRIDOR
FEDERAL WAYFEDERAL WAY

SUNSET
CORRIDOR

RIVER CITY
SPECIALISTS
PALM BEACH PALM BEACH

RIVER CITY
SPECIALISTS

DTC

ELITE REALTY
IRVINE

DTC

ELITE REALTY
IRVINE

MOUNTAIN
PROPERTIES
CHAIN of LAKES
CHAIN of LAKES

MOUNTAIN
PROPERTIES

LA MESA
CALIFORNIA
FAYETTEVILLEFAYETTEVILLE

LA MESA
CALIFORNIA

Keller Williams Quick Reference Guide 10.13v1

3.0 AFFILIATE NAMING/LOGO STANDARDS

3.1e
AFFILIATE LOGO
SURROUNDING SPACE
RESTRICTIONS
There must be at least the
width of the “W” all the way
around the logo.

DBA NAME

DBA NAME MORE THAN
TWELVE CHARACTERS

Keller Williams Quick Reference Guide 10.13v1

3.0 AFFILIATE NAMING/LOGO STANDARDS

3.1f
AFFILIATE LOGO
SIZE RESTRICTIONS
Minimum size specifications
have been established to
ensure legibility of the Keller
Williams logos.

WEB

DBA NAME
1”
‘KELLER WILLIAMS’ must not be
smaller than 1 inch.

DBA NAME MORE THAN
TWELVE CHARACTERS

1”
‘KELLER WILLIAMS’ must not be
smaller than 1 inch.

DBA NAME
150 px
‘KELLER WILLIAMS’ must not be
smaller than 150 pixels.

DBA NAME MORE THAN
TWELVE CHARACTERS

150 px
‘KELLER WILLIAMS’ must not be
smaller than 150 pixels.

Keller Williams Quick Reference Guide 10.13v1

3.0 AFFILIATE NAMING/LOGO STANDARDS

3.1g
AFFILIATE LOGO
UNACCEPTABLE
EXECUTIONS
The guidelines for acceptable
treatment of the primary
logo also apply to the affiliate
logos; see section 2.5.
Additional examples of
unacceptable variations are
shown to the right. This list is
not exhaustive.

Vietnam
Do not use other fonts.
Do not use any font to type out
DBA name.

VIETNAM
Do not reconfigure.
Components of the signature should
never be reconfigured. Space
relationships among elements are
not to be manipulated.

Keller Williams Quick Reference Guide 10.13v1

4.0 Colors
4.1 Color Palette
4.2 Full-color Reproduction
4.3 One-color Reproduction
4.4 Affiliate Logo - Full-color Reproduction
4.5 Affiliate Logo - One-color Reproduction

Keller Williams Quick Reference Guide 10.13v1

4.0 ColorS

4.1
Color Palette
The primary colors for the Keller
Williams visual identity system
are KW Red (Pantone® 200) and
KW Main Gray (Pantone® 424).
Equivalent color formulas for
four-color process printing and
digital media are provided here.

KW Red

KW Main Gray

Pantone 200
CMYK 0 100 66 13
RGB 180 1 1
#B40101

Pantone 424
CMYK 0 0 0 60
RGB 130 130 130
#999

Light Gray

Medium Gray

CMYK 0 0 0 25
RGB 204 204 204
#CCC

CMYK 0 0 0 85
RGB 77 77 77
#666

The preferred color treatment for
the Keller Williams signature is
shown to the right.

Black
CMYK 40 20 20 100
RGB 0 0 0
#000

Keller Williams Quick Reference Guide 10.13v1

4.0 ColorS

4.2
Full-color
Reproduction

Full-Color

Reversed Full-Color

Keller Williams Quick Reference Guide 10.13v1

4.0 ColorS

4.3
ONE-color
Reproduction

Grayscale

Reversed Grayscale

One-Color, Black, Solid

Reversed White, Solid

Keller Williams Quick Reference Guide 10.13v1

4.0 ColorS

4.4
AFFILIATE LOGO
Full-color
Reproduction

DBA NAME
Full-Color

DBA NAME
Reserved Full-Color

Keller Williams Quick Reference Guide 10.13v1

4.0 ColorS

4.5
AFFILIATE LOGO
ONE-color
Reproduction

DBA NAME
DBA NAME
Grayscale

Reversed Grayscale

DBA NAME
Reversed White, Solid

Keller Williams Quick Reference Guide 10.13v1

5.0 Typography
5.1 Primary Typefaces
5.2 Typesetting for Affiliate Logos

Keller Williams Quick Reference Guide 10.13v1

5.0 TYPOGRAPHY

5.1
PRIMARY
TYPEFACES
Primary Sans Serif Typeface
The primary sans serif typeface for
Keller Williams printed applications
is Helvetica Neue, which is used in
the Keller Williams Affiliate logos.
This font is to be used in collateral
materials and headlines.
Primary Serif Typeface
The primary serif typeface for Keller
Williams printed applications is
Adobe Garamond.
This font is to be used in longer
body copy.

HELVETICA NEUE
47 Light Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

57 Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

67 Medium Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Adobe Garamond
45 Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

55 Roman

Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

65 Medium

Semibold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

75 Bold

Semibold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Keller Williams Quick Reference Guide 10.13v1

5.0 TYPOGRAPHY

5.2
TYPESetting
FOR Affiliate Logos

DBA NAME (Editable)
Typeface:
Helvetica Neue 67 Medium Condensed
ALL Caps
Kerning: -20, Optical
Color: 85% K

Keller Williams Primary Logo
(Do not alter)
This unit remains the same proportion
and spacing. The DBA is added to the
Primary Logo.
DBA Name (Editable):
The type size of your DBA Name is the
same height as the x-height of ‘KW’. The
DBA is on the same baseline as the ‘KW’.

Keller Williams Primary Logo (Do not alter)

DBA Name includes
‘KELLER WILLIAMS REALTY’:
‘Realty’ is created using a custom font
and should not be typed out in any other
font. Use the provided template to create
your DBA Name. See section 3.1c for
more details.

DBA NAME
Typeface of Articles:
Helvetica Neue 57 Condensed,
lower case
Kerning: -20, Optical
Color: 85% Black
Size: same as DBA Name

DBA NAME (Editable)

Keller Williams Primary Logo (Do not alter)

CHAIN of LAKES
Keller Williams Quick Reference Guide 10.13v1

6.0 Print Collateral
6.1 Yard Signs - Examples
6.2 Yard Signs - Structure
6.3 Business Cards - Examples
6.4 Business Cards - Structure
6.5 Letterhead/Envelope - Example
6.6 Letterhead - Structure

Keller Williams Quick Reference Guide 10.13v1

6.0 Print Collateral

6.1
YARD SIGNS
EXAMPLES

Generic KW Sign

Generic Market Center Sign

Agent Branded Sign

Agent Branded Sign with Photo

Keller Williams Quick Reference Guide 10.13v1

6.0 Print Collateral

6.2
YARD SIGNS
Structure

FONTS:
• Helvetica Neue Font Family
• Primary fonts for signs:
Helvetica Neue 57 Condensed,
77 Bold Condensed

Signs must include the sentence,
“Each office is independently
owned and operated.”

ALIGNMENT:
Typography must be left aligned to match the
configuration of the logo.

Generic KW Sign

COLOR:
• Prefer 50% KW Red, no less than 33% red.
• The end result of the printing should match
KW Red - PMS 200.
STYLING:
• Do use color blocking to create a modern
graphic look.
• Preferred no embellishments.
• No drop shadows.
• No gradients.

Keller Williams Quick Reference Guide 10.13v1

6.0 Print Collateral

6.3
Business Cards
EXAMPLES

Market Center Branded

General Branded

Agent Branded with Photo

Keller Williams Quick Reference Guide 10.13v1

6.0 Print Collateral

6.3 (cont.)
Business Cards
EXAMPLES

Market Center Branded

AGENT NAME

kwnyc.com

Chief Operating Officer

808 Park Avenue, 3th Floor
New York, NY 10022

212.737.2727 direct
agent@kwnyc.com

212.818.5757 tel
212.818.6956 fax

AGENT NAME

kwnyc.com

Each office is independently owned and operated

Chief Operating Officer

808 Park Avenue, 3th Floor
New York, NY 10022

212.737.2727 direct
agent@kwnyc.com

212.818.5757 tel
212.818.6956 fax

Each office is independently owned and operated

Agent Branded with Photo

kwnyc.com

Keller Williams Quick Reference Guide 10.13v1

6.0 Print Collateral

6.4
Business Cards
Structure

FONTS:
• Helvetica Neue Font Family
• Primary fonts for business cards:
Helvetica Neue 57 Condensed,
47 Light Condensed

Business cards must include
the sentence, “Each office is
independently owned and
operated.”
AGENT NAME

kwnyc.com

Chief Operating Officer

808 Park Avenue, 3th Floor
New York, NY 10022

212.737.2727 direct
agent@kwnyc.com

212.818.5757 tel
212.818.6956 fax

Each office is independently owned and operated

ALIGNMENT:
Typography must be either left or right
aligned to match the configuration of the
logo.
COLOR:
• Prefer KW Red, gray, black and white
STYLING:
• Do use color blocking to create a modern
graphic look.
• Preferred no embellishments.
• No drop shadows.
• No gradients.

kwnyc.com

Keller Williams Quick Reference Guide 10.13v1

6.0 Print Collateral

6.5
Letterhead/Envelope
EXAMPLE

Keller Williams Realty International
1221 S. Mopac Expy., Ste. 400
Austin, TX 78746
kw.com

Each Office is Independently Owned and Operated

t 512.327.3070 Keller Williams Realty International
f 512.328.1433 1221 S. Mopac Expy., Ste. 400
kw.com Austin, TX 78746

Keller Williams Quick Reference Guide 10.13v1

6.0 Print Collateral

tly Owned and Operated

6.6
letterhead
Structure
FONTS:
• Helvetica Neue Font Family
• Primary fonts for letterhead:
Helvetica Neue 47 Light Condensed
ALIGNMENT:
Typography must be either left or right to
match the configuration of the logo.
COLOR:
• Prefer KW Red, gray, black and white

t 512.327.3070 Keller Williams Realty International
f 512.328.1433 1221 S. Mopac Expy., Ste. 400
kw.com Austin, TX 78746

Each Office is Independently Owned and Operated

STYLING:
• Do use color blocking to create a modern
graphic look.
• Preferred no embellishments.
• No drop shadows.
• No gradients.

t 512.327.3070 Keller Williams Realty International
f 512.328.1433 1221 S. Mopac Expy., Ste. 400
kw.com Austin, TX 78746

Keller Williams Quick Reference Guide 10.13v1

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