CANADIAN VERSION

BRAND GUIDE

B R A N DE S S E N C EDISCOVER THE RE/MAX COLLECTION

Our MISSION is to embrace the international luxury real

estate market with inspired resources and innovations

that empower our agents to connect with customers

and seek a world of possibilities together.

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B R A N DS TO R Y

BRINGING LUXURY HOME

A marriage of our expansive network, iconic

heritage, innovative marketing and

expertise, The RE/MAX Collection leads the

international luxury market with over

130,000 agents and 8,629 o�ces worldwide

in 110+ countries.

However, we know luxury means more than

numbers. We believe in creating thoughtful

connections and inspired services to guide

every journey we take with our buyers and

sellers. This includes curating our collection

with a truly personal touch: Every listing is

approved by our in-house team and always

2x the average market price where a

property is listed.

Powered by the limitless passion of the

global RE/MAX community, The RE/MAX

Collection goes beyond representing luxury

real estate. We define it.

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B R A N DVA L U E S

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WE ARE ICONIC

RE/MAX is the #1 real estate brand in

the world. Since 1973, our agents have

shared our success with our marketing

expertise, industry leadership and

limitless passion.

B R A N DVA L U E S

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B R A N DVA L U E SWE ARE CURATED

We maintain the highest standard in the luxury

market. The RE/MAX Collection selection process

requires every home is 2x the average market price

where a property is listed.*

*Once a listing price qualifies, the listing photography will be reviewed to ensure they project an elevated look and feel that reflects the luxurious DNA of The RE/MAX Collection. If approved, the listing will be uploaded to remax.ca/luxury. See page 17, 18 and 19 for listing photography guidelines.

2X

WE ARE CONNECTED

People, possibilities and a personal

touch power our search engine. With

over 8,629 o�ces worldwide, our

network can open the front door to

luxury in more than 110 countries.

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B R A N DVA L U E S

B R A N DVA L U E SWE ARE THOUGHTFUL

The RE/MAX Collection knows luxury lives in the

details. We are deeply committed to providing

personalized service that meets the expectations of

our international community.

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B R A N DVA L U E S

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WE ARE INSPIRED

We are redefining the luxury real estate

experience with leading technology and

marketing opportunities that are always

fresh and forward-thinking.

CONSISTENCY

The success of The RE/MAX

Collection not only relies on our

real strengths and achievements,

it also relies on consistency. From

logo usage, signage to listing

photography, buyers and sellers

will remember us when we’re

consistent. The following

guidelines tell a strong brand

story with a uniform visual impact

that communicates our core

values: Iconic, Curated,

Connected, Thoughtful

and Inspired.

THE NAME

When referring to “The RE/MAX

Collection” in text, always

capitalize all the words, including

the word “The,” which is part of

the proper name.

G U I D E L I N E S

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B R A N DVA L U E S

“G U I D E L I N E S

BRAND VOICE

Language reveals a brand’s personality

and authentic voice.

Always sound…

Chic

Welcoming

Bright

Expressive

Modern

Never be…

Dense

Cute

Stu�y

Repetitive

Stunted

Try this…

The real estate business is more than a transaction. It’s about creatingrelationships and for over 20 years, our team has shared their personal touch with clients who expect and deserve more. With our inspired marketing strategies and resources, we have opened the front door to luxury for hundreds of buyers and sellers in your neighbourhood.

Instead of this…

After 20 years combined years in real estate, we have the skills to

properly service our clients. As a local firm, we have time and

resources to give our clients the attention they deserve.

*Stunted

Or this…

Finding the right buyer for a luxury estate requires a qualified

specialist who is knowledgeable and experienced in marketing such

unique properties. Our luxury properties specialists are skilled and

accomplished sales associates who produce customized marketing

plans that extend beyond the boundaries of ordinary marketing

proposals. Their expertise, combined with our marketing power,

successfully markets unique properties.

*Repetitive and dense

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WE ARE ICONIC

RE/MAX is the #1 real estate brand in

the world. Since 1973, our agents have

shared our success with our marketing

expertise, industry leadership and

limitless passion.

G U I D E L I N E S THE LOGO

The RE/MAX Balloon and The

RE/MAX Collection logotype

marks form a single,

combined logo.

The RE/MAX Collection logo may

only be used in color and must

always be used with the color

RE/MAX Balloon.

No additional graphic elements or

type may be inserted into

the logos.

The phrase “Fine Homes & Luxury

Properties” may be used but it is

not required. Note, a specific logo

lock-up is not available.

*Pantone 1795 Red can only be applied in the iconic balloon in The RE/MAX Collection materials and applications

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WHAT NOT TO DO

WHAT TO DO

Horizontal format

3/4”Minimum

Stacked format

3/4”Minimum

Use navy type only on white or light backgroundsRespect clear space minimums*Border must be at least half the height of the letter “X” in RE/MAX

*No embellishments can be used such as embossing, metalic inks or foil stamping

Don’t delete the bars Don’t change fontsDon’t delete the balloon

RE/MAXCollection

Don’t use a black logo

Use white type and a white outline onRE/MAX balloon on black or dark backgrounds

3/4”Minimum

3/4”Minimum

O U R CO LO RS TO R Y The primary colors include a heritage navy and gray

palette that represents RE/MAX and it’s iconic and

trusted status as an industry leader.

The secondary palette adds the luxurious touch and

optimism of Sky Blue to express The RE/MAX

Collection’s position as an inspired global leader in

the luxury market.

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Primary Navy BlueCMYK - 98/85/36/27RGB - 31/53/94WEB - 1F355EPANTONE 534 C

Secondary Sky BlueCMYK – 33/3/0/0RGB – 164/215/244WEB – a4d7f4PANTONE 291

Primary Gray

RE/MAX Primary RedCMYK – 4/100/90/3RGB – 220/28/46WEB – dc1c2ePANTONE 1795

CMYK – 54/41/38/4RGB – 125/134/140 WEB – 7D868CPANTONE 430

Dark GrayCMYK – 0/0/0/90RGB – 65/64/66WEB – 414042No Pantone color

CMYK – 21/96/90/12RGB – 178/41/46WEB – b2292ePANTONE 1805

*The use of Pantone 1795 Red can only be applied within the iconic balloon

in all The RE/MAX Collection materials and applications

“

O U RP E R S O N A L I T Y T Y P E

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The primary typeface is Gotham.

Both modern and confident, use it for

headlines, subheads and body copy.

The secondary typeface is Miller Display.

The editorial design of this serif font adds a

stately visual finish. Use it for display copy such

as pull quotes, labels and titles.

The tertiary typeface is Arial.

Easy to read and flexible for a variety of

communications, use it as a secondary option

for body copy.

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LUXURY

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LABEL/TITLEMiller Display 8pt

HEADLINEGotham CondensedBook 80pt

BODY COPYGotham Narrow Book 8.5pt

PULL QUOTEMiller Display 16pt

H E A D L I N E

A S S O C I AT ES I G N

Material

Any appropriate material can be used, but A�liates

should select material for durability, appearance, ease of

handling and storage, flexibility of general use and

local climate.

Dimensions

Always maintain the 24x30 proportion of the standard

sign, even if circumstances dictate a smaller or larger

sign *Outside the United States, if your country’s

common standards for signage do not precisely convert

from the dimensions shown, use the closest commonly

used size available and maintain all proportions.

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BORDER1/2" thick

MARKETED BYGotham Narrow Medium45 pt. / 350 tracking

ASSOCIATE NAMEGotham Narrow Bold125 pt. / 125 tracking

ASSOCIATE PHONE NUMBERGotham Narrow Bold 125 pt. / 150 tracking

GRAY BARS5.43” wide and 0.11” tallPrimary gray colour

RE/MAX OFFICE NAMEGotham Narrow Medium45 pt. / 350 tracking

OFFICE PHONE NUMBERGotham Narrow Bold125 pt. / 150 tracking

WEBSITE OR “FINE HOMESAND LUXURY PROPERTIES”Gotham Narrow Medium60 pt. / 350 tracking

BALLOON LOGOInclude registration mark3.83” Height

BLUE BAR7.38” tall. Primary Blue

THE RE/MAX COLLECTIONLOGO4.4644” tall. White type

R E / M A X O F F I C E N A M E

5 5 5 .1 2 3 . 4 5 67

W E B S I T E I N F O R M A T I O N . C O M

M A R K E T E D B Y

A S SOCIATENAM E

41 5 . 5 5 5 . 5 5 5 5

* All copy in all caps and in dark gray type. Reduce tracking if necessary to fit a longer name.

BRAND VOICE

Language reveals a brand’s personality

and authentic voice.

Always sound…

Chic

Welcoming

Bright

Expressive

Modern

Never be…

Dense

Cute

Stu�y

Repetitive

Stunted

Try this…

The real estate business is more than a transaction. It’s about creatingrelationships and for over 20 years, our team has shared their personal touch with clients who expect and deserve more. With our inspired marketing strategies and resources, we have opened the front door to luxury for hundreds of buyers and sellers in your neighbourhood.

Instead of this…

After 20 years combined years in real estate, we have the skills to

properly service our clients. As a local firm, we have time and

resources to give our clients the attention they deserve.

*Stunted

Or this…

Finding the right buyer for a luxury estate requires a qualified

specialist who is knowledgeable and experienced in marketing such

unique properties. Our luxury properties specialists are skilled and

accomplished sales associates who produce customized marketing

plans that extend beyond the boundaries of ordinary marketing

proposals. Their expertise, combined with our marketing power,

successfully markets unique properties.

*Repetitive and dense

ASSOCIATE NAMEGotham Narrow Bold125 pt. / 125 tracking

ASSOCIATE PHONE NUMBERGotham Narrow Bold125 pt. / 150 tracking

RE/MAX O�ce NameGotham Narrow Bold115 pt. /100 tracking

OFFICE PHONE NUMBERGotham Narrow Bold115 pt. / 125 tracking

SCALLOP/SEMI-CIRCLE1.5” Knockout of the Blue BarUsing a 4.65” diameter circlearound the ballon logo

O F F I C E N A M ES I G N

Frame

The frame should be a white-post hanging

frame (preferred), or as an option, a full black

angle-iron frame.

*A�liates may use red-white-blue signage on properties that qualify for The RE/MAX Collection program, however, use of The RE/MAX Collection signage is strongly preferred.

*If a local law, rule, regulation, ordinance, code or covenant di�ers from these standards, the local requirements take precedence. In such cases, the A�liate should send the sign maker’s proof (mock-up) to the Standards and Quality Control Team at standards@remax.com for approval and help in preserving the RE/MAX standards as much as possible, within those requirements.

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* All copy in all caps and in dark gray type. Reduce tracking if necessary to fit a longer name.

M A R K E T E D B Y

W E B S I T E I N F O R M A T I O N . C O M

RE/MAXOFFICE NAME415 . 555 . 5555

A S SOCIATENAM E

415 . 555 . 5555

Make a high-end visual impact with these

photography recommendations. To capture a

luxurious look, we advise hiring a professional

photographer and editorial quality

post-production services.

The RE/MAX Collection also o�ers a refined

image library of curated photos for your use.

Visit the agent resource website,

myremaxcollection.com for complete access.

Exterior listing photography:

Shooting exteriors in the early morning or late

afternoon will optimize natural light and

capture flattering perspectives. Interior lights

add warm contrasts and an alluring glow.

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O U R L U X U R YP H OTO G R A P H YS TO R Y

L I S T I N GP H OTO G R A P H Y

Attract potential buyers with plenty of natural

light and no flash. Morning and late afternoon

light provide the perfect filter.

Stage an uncluttered environment that is

welcoming and avoid shooting empty, sparse

or dark spaces.

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Explore an editorial look and incorporate

foreground elements, such as the

pendant lights shown here, and back-

ground elements, such as the views into

the upper bedroom hallway and lower

level living room seen here, to add visual

depth and interest.

L I S T I N GP H OTO G R A P H Y CO N ’ T

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R E A LTO RP O R T R A I T SFor a modern and expressive portrait, choose

natural light in a clean and stylish interior.

Look both at and away from the camera to

capture a variety of poses and options.

Avoid backgrounds that are too busy and opt

for flattering morning or afternoon light

instead of the hard finish of a flash.

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R E A LTO RP O R T R A I T S CO N ’ T

To maintain brand consistency, we suggest all

photos be black and white. For variety, shoot

in color and ask your photographer to create

options in black and white during the

selection and editing process.

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L IFESTYLEPHOTOGRAPHYWhether you are showing an agent relaxing at

home or a family enjoying their new dining

room, keep it candid. The idea is to capture a

moment instead of staging a pose. Don’t be

afraid to include the people and pets you

love—they’ll help you relax in front of the

camera. Feature a clean and luxurious

surrounding and shoot with natural light

during the morning or late afternoon.

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