Logo Quick Reference Guide

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Keller Williams Quick Reference Guide 10.13v1

QUICK REFERENCE GUIDE

Keller Williams Quick Reference Guide 10.13v1

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!

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.

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. Protect the value of the Keller Williams name and

trademarks across the globe

INTENTION

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

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.

2.1

PRIMARY

LOGO

INFORMAL

LOGOS

The informal signature is used in digital formats,

watermarks and on casual internal applications,

such as merchandise.

2.0 PRIMARY LOGO STANDARDS

Informal Logo Mark

Informal Logo Linear

Keller Williams Quick Reference Guide 10.13v1

2.2

STRUCTURE

2.3

SURROUNDING SPACE

RESTRICTIONS

The space between the ‘KW’

and ‘KELLER WILLIAMS’ is

1/2 the height of the ‘K’ in

‘KELLER WILLIAMS’.

he x-height of the

‘K

W’ is double 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’.

The primary Keller Williams

signature is structured as shown to

the right. Colors and acceptable

iterations of the signature are

described on subsequent pages.

There must be at least the width

of the “W” all the way around

the logo.

2.0 PRIMARY LOGO STANDARDS

Keller Williams Quick Reference Guide 10.13v1

2.0 PRIMARY LOGO STANDARDS

2.4

SIZE RESTRICTIONS

‘KELLER WILLIAMS’ must not be

smaller than 1 inch.

‘KELLER WILLIAMS’ must not be

smaller than 150 pixels.

‘KELLER WILLIAMS’ must not be

smaller than 150 pixels.

‘KELLER WILLIAMS’ must not be

smaller than 1 inch.

‘KW’ must not be smaller than

0.375 inches.

‘KW’ must not be smaller than

30 pixels.

1” 150 px

150 px

1”

0.375” 30 px

Minimum size speciﬁcations have

been established to ensure the

legibility of Keller Williams logos.

Minimum Size - Formal Logo

PRINT WEB

Minimum Size - Informal Logos

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.

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 reconﬁgure.

Components of the signature should

never be reconﬁgured. Space

relationships among elements are

not to be manipulated.

Do not resize individual elements.

Size relationships among elements

are not to be manipulated.

Do not use other fonts.

Do not use any font to type out

Keller Williams.

Do not add embellishments.

Do not add drop shadows, embossing

or any other effect to the logo.

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 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

3.1 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

3.0 Afﬁliate Naming/Logo Standards

Keller Williams Quick Reference Guide 10.13v1

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.

DBA NAME DBA NAME

DBA NAME MORE THAN

TWELVE CHARACTERS

DBA NAME MORE THAN

TWELVE CHARACTERS

3.0 AFFILIATE NAMING/LOGO STANDARDS

Examples

Keller Williams Quick Reference Guide 10.13v1

DBA NAME (Editable)

Keller Williams Primary Logo (Do not alter)

he space between the ‘KW’ and the

DBA name is the width of the stem

of the ‘K’ in ‘KW’.

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):

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’.

See section 5.0 for more details about

typography.

3.0 AFFILIATE NAMING/LOGO STANDARDS

3.1a

AFFILIATE LOGO

STRUCTURE

DBA NAME LESS THAN

12 CHARACTERS

Keller Williams Quick Reference Guide 10.13v1

DBA NAME (Editable)

Keller Williams Primary Logo (Do not alter)

he space between the ‘KW’ and the

DBA name is the width of the stem

of the ‘K’ in ‘KW’.

DBA NAME MORE THAN

TWELVE 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’.

See section 5.0 for more details about

typography.

3.0 AFFILIATE NAMING/LOGO STANDARDS

3.1b

AFFILIATE LOGO

STRUCTURE

DBA NAME MORE THAN

12 CHARACTERS

Keller Williams Quick Reference Guide 10.13v1

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

3.1c

AFFILIATE LOGO

STRUCTURE

DBA NAME

INCLUDES ‘KELLER

WILLIAMS REALTY’

3.0 AFFILIATE NAMING/LOGO STANDARDS

DBA NAME (Editable)

Keller Williams Primary Logo (Do not alter)

he space between the ‘KW’ and the

DBA Name is the width of the stem

of the ‘K’ in ‘KW’.

The space between the ‘KELLER WILLIAMS’

and ‘REALTY’ is the width of the stem of the

‘K’ in ‘KW’.

DBA NAME

DBA NAME (Editable)

Keller Williams Primary Logo (Do not alter)

he space between the ‘KW’ and the

DBA Name is the width of the stem

of the ‘K’ in ‘KW’.

DBA NAME MORE THAN

TWELVE CHARACTERS

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

3.1d

AFFILIATE LOGO

EXAMPLES

CRESCENT CITY

WESTBANK PARTNERS

KIRKLAND

SUN VALLEY &

SOUTHERN IDAHO

ALASKA GROUP

EUGENE &

SPRINGFIELD

COEUR d’ALENE

SUNSET

CORRIDOR

FEDERAL WAY

RIVER CITY

SPECIALISTS

PALM BEACH

ELITE REALTY

IRVINE

DTC

MOUNTAIN

PROPERTIES

CHAIN of LAKES

LA MESA

CALIFORNIA

FAYETTEVILLE

KIRKLAND

ALASKA GROUP

COEUR d’ALENE

FEDERAL WAY

ARIZONA LIVING

DBA NAME

CRESCENT CITY

WESTBANK PARTNERS

KIRKLAND

SUN VALLEY &

SOUTHERN IDAHO

ALASKA GROUP

EUGENE &

SPRINGFIELD

COEUR d’ALENE

SUNSET

CORRIDOR

FEDERAL WAY

RIVER CITY

SPECIALISTS

PALM BEACH

ELITE REALTY

IRVINE

DTC

MOUNTAIN

PROPERTIES

CHAIN of LAKES

LA MESA

CALIFORNIA

FAYETTEVILLE

KIRKLAND

ALASKA GROUP

COEUR d’ALENE

FEDERAL WAY

ARIZONA LIVING

DBA NAME

Keller Williams Quick Reference Guide 10.13v1

DBA NAME

DBA NAME MORE THAN

TWELVE CHARACTERS

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.

Keller Williams Quick Reference Guide 10.13v1

3.1f

AFFILIATE LOGO

SIZE RESTRICTIONS

‘KELLER WILLIAMS’ must not be

smaller than 1 inch.

‘KELLER WILLIAMS’ must not be

smaller than 150 pixels.

‘KELLER WILLIAMS’ must not be

smaller than 1 inch.

‘KELLER WILLIAMS’ must not be

smaller than 150 pixels.

1” 150 px

150 px1”

Minimum size speciﬁcations

have been established to

ensure legibility of the Keller

Williams logos.

3.0 AFFILIATE NAMING/LOGO STANDARDS

DBA NAME DBA NAME

DBA NAME MORE THAN

TWELVE CHARACTERS

DBA NAME MORE THAN

TWELVE CHARACTERS

PRINT WEB

Keller Williams Quick Reference Guide 10.13v1

3.1g

AFFILIATE LOGO

UNACCEPTABLE

EXECUTIONS

3.0 AFFILIATE NAMING/LOGO STANDARDS

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 VIETNAM

Do not use other fonts.

Do not use any font to type out

DBA name.

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

4.1 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

4.0 Colors

Keller Williams Quick Reference Guide 10.13v1

4.1

COLOR PALETTE

4.0 COLORS

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.

The preferred color treatment for

the Keller Williams signature is

shown to the right.

KW Red

Pantone 200

CMYK 0 100 66 13

RGB 180 1 1

#B40101

KW Main Gray

Pantone 424

CMYK 0 0 0 60

RGB 130 130 130

#999

Medium Gray

CMYK 0 0 0 85

RGB 77 77 77

#666

Light Gray

CMYK 0 0 0 25

RGB 204 204 204

#CCC

Black

CMYK 40 20 20 100

RGB 0 0 0

#000

Keller Williams Quick Reference Guide 10.13v1

4.2

FULL-COLOR

REPRODUCTION

4.0 COLORS

Reversed Full-Color

Full-Color

Keller Williams Quick Reference Guide 10.13v1

4.3

ONE-COLOR

REPRODUCTION

4.0 COLORS

Reversed White, Solid

Reversed Grayscale

Grayscale

One-Color, Black, Solid

Keller Williams Quick Reference Guide 10.13v1

4.4

AFFILIATE LOGO

FULL-COLOR

REPRODUCTION

4.0 COLORS

DBA NAME DBA NAME

Full-Color Reserved Full-Color

Keller Williams Quick Reference Guide 10.13v1

4.5

AFFILIATE LOGO

ONE-COLOR

REPRODUCTION

4.0 COLORS

DBA NAME Reversed Grayscale

Reversed White, Solid

Grayscale

DBA NAME

Keller Williams Quick Reference Guide 10.13v1

5.1 Primary Typefaces

5.2 Typesetting for Afﬁliate Logos

5.0 Typography

Keller Williams Quick Reference Guide 10.13v1

5.1

PRIMARY

TYPEFACES

5.0 TYPOGRAPHY

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

Regular

ABCDEFGHIJKLMNOPQRSTU-

VWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Italic

ABCDEFGHIJKLMNOPQRSTU-

VWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Semibold

ABCDEFGHIJKLMNOPQRSTU-

VWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Semibold Italic

ABCDEFGHIJKLMNOPQRSTU-

VWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

45 Light

ABCDEFGHIJKLMNOPQRSTU-

VWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

55 Roman

ABCDEFGHIJKLMNOPQRSTU-

VWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

65 Medium

ABCDEFGHIJKLMNOPQRSTU-

VWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

75 Bold

ABCDEFGHIJKLMNOPQRSTU-

VWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Keller Williams Quick Reference Guide 10.13v1

5.0 TYPOGRAPHY

DBA NAME (Editable)

Keller Williams Primary Logo (Do not alter)

ypeface:

Helvetica Neue 67 Medium Condensed

ALL Caps

Kerning: -20, Optical

Color: 85% K

DBA NAME

DBA NAME (Editable)

Keller Williams Primary Logo (Do not alter)

Typeface of Articles:

Helvetica Neue 57 Condensed,

lower case

Kerning: -20, Optical

Color: 85% Black

Size: same as DBA Name

CHAIN of LAKES

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’.

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.

5.2

TYPESETTING

FOR AFFILIATE LOGOS

Keller Williams Quick Reference Guide 10.13v1

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

6.0 Print Collateral

Keller Williams Quick Reference Guide 10.13v1

6.1

YARD SIGNS

EXAMPLES

6.0 PRINT COLLATERAL

Generic KW Sign Generic Market Center Sign

Generic Market Center Sign Agent Branded Sign Agent Branded Sign with Photo

Generic Market Center Sign

Keller Williams Quick Reference Guide 10.13v1

6.2

YARD SIGNS

STRUCTURE

6.0 PRINT COLLATERAL

Generic KW Sign

FONTS:

• Helvetica Neue Font Family

• Primary fonts for signs:

Helvetica Neue 57 Condensed,

77 Bold Condensed

ALIGNMENT:

Typography must be left aligned to match the

conﬁguration of the logo.

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.

Signs must include the sentence,

“Each ofﬁce is independently

owned and operated.”

Keller Williams Quick Reference Guide 10.13v1

6.3

BUSINESS CARDS

EXAMPLES

6.0 PRINT COLLATERAL

Market Center Branded General Branded

Agent Branded with Photo

Keller Williams Quick Reference Guide 10.13v1

6.3 (cont.)

BUSINESS CARDS

EXAMPLES

6.0 PRINT COLLATERAL

212.737.2727 direct

agent@kwnyc.com

AGENT NAME

Chief Operating Officer

212.818.5757 tel

212.818.6956 fax

kwnyc.com

808 Park Avenue, 3th Floor

New York, NY 10022

Each office is independently owned and operated

212.737.2727 direct

agent@kwnyc.com

AGENT NAME

Chief Operating Officer

212.818.5757 tel

212.818.6956 fax

kwnyc.com

808 Park Avenue, 3th Floor

New York, NY 10022

Each office is independently owned and operated

Market Center Branded

Agent Branded with Photo

Keller Williams Quick Reference Guide 10.13v1

6.4

BUSINESS CARDS

STRUCTURE

6.0 PRINT COLLATERAL

FONTS:

• Helvetica Neue Font Family

• Primary fonts for business cards:

Helvetica Neue 57 Condensed,

47 Light Condensed

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.

Business cards must include

the sentence, “Each ofﬁce is

independently owned and

operated.”

212.737.2727 direct

agent@kwnyc.com

AGENT NAME

Chief Operating Officer

212.818.5757 tel

212.818.6956 fax

kwnyc.com

808 Park Avenue, 3th Floor

New York, NY 10022

Each office is independently owned and operated

Keller Williams Quick Reference Guide 10.13v1

6.5

LETTERHEAD/ENVELOPE

EXAMPLE

6.0 PRINT COLLATERAL

Each Office is Independently Owned and Operated

t 512.327.3070

f 512.328.1433

kw.com

Keller Williams Realty International

1221 S. Mopac Expy., Ste. 400

Austin, TX 78746

Keller Williams Realty International

1221 S. Mopac Expy., Ste. 400

Austin, TX 78746

kw.com

Keller Williams Quick Reference Guide 10.13v1

6.6

LETTERHEAD

STRUCTURE

6.0 PRINT COLLATERAL

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

STYLING:

• Do use color blocking to create a modern

graphic look.

• Preferred no embellishments.

• No drop shadows.

• No gradients.

Each Office is Independently Owned and Operated

t 512.327.3070

f 512.328.1433

kw.com

Keller Williams Realty International

1221 S. Mopac Expy., Ste. 400

Austin, TX 78746

Each Office is Independently Owned and Operated

t 512.327.3070

f 512.328.1433

kw.com

Keller Williams Realty International

1221 S. Mopac Expy., Ste. 400

Austin, TX 78746

Logo Quick Reference Guide

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