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17th EDITION 2016 RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS
17th EDITION  2016      RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS
RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17th Edition 2016 The RE MAX Brand Identity Trademark and Graphic Standards manual is periodically updated RE MAX Affiliates and RE MAX Approved Suppliers can access the most up to date version of this manual online on RE MAX Mainstreet remax net Click the Marketing tab on the home page or search the downloads using the keywords trademark manual If you have any questions regarding this manual contact the RE MAX Standards and Quality Control Team Any requests for exceptions to these rules and standards must be submitted to the Standards and Quality Control Team RE MAX LLC RE MAX LLC Standards and Quality Control Team P O Box 3907 Englewood CO 80155 3907 standards remax com RE MAX LLC is an Equal Opportunity Employer and supports the Fair Housing Act References to RE MAX World Headquarters refer to RE MAX LLC the owner of the RE MAX trademarks worldwide Each RE MAX office is independently owned and operated 1991 1995 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2008 2010 2013 2014 2015 2016 RE MAX LLC All rights reserved Version 17 0 15_46429 00 0
RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17th Edition     2016  The RE MAX Brand Identity  Trademark and Grap...
Contents Part 1 The RE MAX Brand p 6 Part 3 Visual Language Why is a Brand Important RE MAX Logos Five Personality Traits that Guide Our Brand The RE MAX Logotype How to Use These Standards Office Signage Standards Reporting Trademark Misuse and Violations RE MAX Balloon Logos Top 5 Trademark Tips The 1 Balloon Logo History p 15 Typography sm Part 2 Basic Rules of RE MAX Marketing Information Required in RE MAX Affiliate Marketing Using the RE MAX Trademarks in Writing Limits on Use of the RE MAX Marks p 11 2016 Advertising Campaign That s the Sign of a RE MAX Agent Color Palette Photography Part 4 RE MAX Red White Blue Signage General Design Sign Riders Additional Sign Examples Sign with Agent Photo Sign with QR Code Directional and Open House Signs Property Signs in Other Alphabets 4 RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION p 27
Contents  Part 1     The RE MAX Brand       p. 6   Part 3     Visual Language         Why is a Brand Important   RE MAX Lo...
Part 5 Specific Applications Offices and Teams Office Names Teams and Team Names p 36 Digital Marketing Internet Content Rules Social Media Email Addresses and Other Internet Identifiers Domain Names that Contain remax Office domains generic top level domains gTLDs Office domains country code top level domains ccTLDs or city top level domains city TLDs Office domains for locations with duplicate office names Associate or team web addresses Part 6 Specialty Brands The RE MAX Collection Graphic Standards RE MAX Commercial Graphic Standards Part 7 Business Practices and Advertising Standards p 46 p 54 RE MAX Premier Quality Service Business Practices that Fail to Meet RE MAX Trademark Standards Honesty and Professionalism in Advertising Complying with Legal and Regulatory Requirements for Truthful Advertising Domain name strategy Mobile Applications Business Cards and Phone Listings Give Back Children s Miracle Network Hospitals and Susan G Komen Programs 5
Part 5     Specific Applications      Offices and Teams      Office Names      Teams and Team Names     p. 36  Digital Mar...
Part 1 THE RE MAX BRAND 7 7 8 8 9 10 6 Why is a Brand Important Five Personality Traits that Guide Our Brand How to Use These Standards Reporting Trademark Misuse and Violations Top 5 Trademark Tips History RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
Part 1  THE RE MAX BRAND  7 7 8 8 9 10 6  Why is a Brand Important   Five Personality Traits that Guide Our Brand  How to ...
FIVE PERSONALITY TRAITS THAT GUIDE OUR BRAND A brand is more than a name a logo or a collection of products and services It s how people think and feel about an organization as a whole and it s the essence of what makes a business unique Professional We re a network of high producers going beyond what is expected We understand that meeting customers needs is the cornerstone of a successful business A strong brand tells an organization s story in a unified voice through advertising on the web in collateral on signage in offices in presentations and at events Toward this end RE MAX Affiliates messaging must resonate as one RE MAX relies on the power of simple clear and consistent visual and verbal communications that distinguish the network in the marketplace connect with consumers and further build the strength and value of the brand THE RE MAX BRAND WHY IS A BRAND IMPORTANT Bold Our identity is strong and confident It helps RE MAX stand out above the competition Entrepreneurial RE MAX was founded upon the entrepreneurial spirit of agents and owners This spirit embodies many other qualities that define us including courageous enterprising self reliant decisive and optimistic Engaged We care about the communities in which we live and work We are dedicated to helping people Knowledgeable We are the real estate experts in our communities We know our markets and care enough to get to know our clients as well Part 1 7
FIVE PERSONALITY TRAITS THAT GUIDE OUR BRAND  A brand is more than a name, a logo or a collection of products and services...
HOW TO USE THESE STANDARDS REPORTING TRADEMARK MISUSE AND VIOLATIONS The information in this manual will help you present every aspect of the RE MAX brand in a manner that ultimately benefits every RE MAX Affiliate Communicating the brand in a consistent dynamic and engaging way helps attract consumers and helps the brand stand out in the marketplace Except where indicated otherwise the standards in this manual are mandatory and require strict compliance Failure to comply with the mandatory standards included in this manual violates the franchise agreement The misuse of the RE MAX brand negatively impacts everyone in the RE MAX network As a RE MAX Associate you stand on the front line of its protection Please note Although this manual contains extensive guidance it is not intended to address every conceivable use of the brand If you have any questions about compliance with RE MAX brand standards please contact the RE MAX Standards and Quality Control Team at standards remax com Treat these standards with care attention to detail and in the spirit of building the best brand experience possible 8 A major part of protecting the RE MAX marks is stopping others who without authorization try to use or imitate the brand to help sell their services or products When another company uses our marks without authorization this deceives consumers unjustly enriches the other company at our expense and dilutes the RE MAX brand RE MAX World Headquarters relies on the help of all RE MAX Affiliates in defending the marks against infringement and dilution If you see outside organizations or individuals using RE MAX trademarks or marks similar to them immediately report their actions to RE MAX World Headquarters Our centralized infringement reporting address is trademark remax com RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
HOW TO USE THESE STANDARDS  REPORTING TRADEMARK MISUSE AND VIOLATIONS  The information in this manual will help you presen...
THE RE MAX BRAND TOP 5 TRADEMARK TIPS Are you new to RE MAX or do you have a few questions about trademarks Here are the top trademark tips to point you in the right direction 1 Familiarize yourself This manual was designed as a resource to consult not necessarily a document to read cover to cover As a start check out Part 2 for the information you must include in all RE MAX marketing and Part 3 for the basics on using RE MAX logos Before registering a domain name containing remax review the standards beginning on page 41 2 Details count At RE MAX creativity in personal marketing is valued and appreciated But when that creativity is taken too far such as through use of unusual colors and fonts it weakens the brand for everyone There is some flexibility for certain standards set forth in this manual for others there s zero tolerance for deviation Stay on the safe side by consulting this manual when producing your materials 3 Mind your signs Collectively RE MAX property signs are the most visible display of the brand They are also the area where the most compliance issues and trademark violations arise See Part 4 to make sure your signs protect the integrity of the brand and your business 4 Use a RE MAX Approved Supplier Whether they re offering a coffee mug business card or bus wrap RE MAX Approved Suppliers have gone through the work of ensuring their product offerings are compliant with these standards Using RE MAX Approved Suppliers saves you time money and effort Visit RE MAX Mainstreet and click the Shop tab for all your marketing needs 5 Unsure Just ask The first step in protecting the strength of the RE MAX marks is to ensure we use them correctly ourselves After all if we don t treat them with respect why should anyone else be required to do so If you are unsure whether something is compliant or have a question that falls outside the scope of this manual send us an email at RE MAX World Headquarters standards remax com We re happy to help Part 1 9
THE RE MAX BRAND  TOP 5 TRADEMARK TIPS Are you new to RE MAX, or do you have a few questions about trademarks  Here are th...
HISTORY Embodied in every RE MAX logo and mark is more than 40 years of brand equity and billions of collective dollars spent on advertising and marketing The value of the RE MAX brand cannot be overstated and as we all reap the benefits it offers it s important that we do our utmost in protecting its integrity In 1973 founders Dave and Gail Liniger invented the name RE MAX from the concept Real Estate Maximums and adopted the distinctive red over white over blue property sign design now seen in front of hundreds of thousands of properties worldwide In 1978 the RE MAX Hot Air Balloon made its maiden flight at the Albuquerque International Balloon Fiesta The flight was a resounding success and the following year the balloon became the network s official logo A global brand was born The word spread RE MAX offered the maximum compensation concept designed to help top producing agents keep more of what they earned along with advanced support and education Today the RE MAX network includes more than 100 000 agents in nearly 100 countries And Dave and Gail Liniger still lead the organization from RE MAX World Headquarters in Denver Colorado As RE MAX has expanded around the globe so has recognition of the brand and the balloon logo All RE MAX Affiliates contribute to the power of the RE MAX brand and its connection with the most productive real estate network in the world 10 RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
HISTORY Embodied in every RE MAX logo and mark is more than 40 years of brand equity and billions of collective dollars sp...
12 13 14 Part 2 BASIC RULES OF RE MAX MARKETING Information Required in RE MAX Affiliate Marketing Using the RE MAX Trademarks in Writing Limits on Use of the RE MAX Marks 11
12 13 14  Part 2  BASIC RULES OF RE MAX MARKETING  Information Required in RE MAX Affiliate Marketing  Using the RE MAX Tr...
INFORMATION REQUIRED IN RE MAX AFFILIATE MARKETING Unless media specific rules apply as with property signs mobile apps or phone book listings the following information must appear prominently on each piece of promotional material and all Internet content according to these rules C Contact information Office address Ordinarily the postal address of the RE MAX office should be included on all RE MAX marketing The office address may be omitted for example from billboards bus benches and other items where the practical ability to include more information may be limited although the item may be large in size It must be included however on all long form marketing such as brochures listing presentations websites social media etc and on all marketing outside the brokerage s local market area A The full name of the RE MAX office Every RE MAX franchise operates under a trade name that contains the word RE MAX such as RE MAX Premier etc While RE MAX is part of a franchise s trade name it cannot be used as part of a legal corporate name The full RE MAX office name must appear prominently on all forms of communication and advertising materials e g property signs business cards newspaper ads etc Also office personnel and Sales Associates must not answer the phone with simply RE MAX but with the office s full trade name such as RE MAX Premier Associate or team contact information Associate or team contact information can be included only if contact information for the brokerage office is also included This includes phone number website address or social media page or email or social media identifier Because it may not be clear that directline or off site telephone numbers reach the Associate rather than the office such numbers must be clearly identified as a direct line residence or mobile phone as the case may be Only the office address not a home or any other address is permitted to appear in Affiliate marketing materials NOTE Do not use a symbol after RE MAX in the context of an office name B Each Office Independently Owned and Operated Every marketing piece that includes Affiliate information must include the statement Each Office Independently Owned and Operated The only exception is that on extremely small items a customized pen or keychain for example where there is space for no other text contact information may accompany the office name or the office and Associate name without displaying Each Office Independently Owned and Operated Examples DOING MORE FROM TO FOR SALE A RE MAX Office Name C B B RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION 415 555 5555 2016 RE MAX LLC Each office is independently owned and operated 16_69254 A NOTE Associates and offices should check with their state s Real Estate Commission to see if it has specific guidelines or additional requirements related to advertising For example some require that the office address or license number appear on materials or that off site numbers always be answered with the full RE MAX office name 12 SOLD JAMIE S ILV ERTH O R NE
INFORMATION REQUIRED IN RE MAX AFFILIATE MARKETING Unless media-specific rules apply  as with property signs, mobile apps,...
USING THE RE MAX TRADEMARKS IN WRITING Advertising that references only the overall RE MAX organization and not your office team or personal business falls into the category of brand only advertising Marketing that promotes your office team or personal business is Affiliate marketing While Affiliate marketing must comply with the rules on page 12 brandonly advertising is not subject to those rules However RE MAX World Headquarters reserves the right to disallow any brand only advertising that does not serve the best interests of the RE MAX organization Affiliates are encouraged to seek prior approval before pursuing any nonconventional brand only advertising Sponsorships or endorsements must use the full office name and may not be brand only advertising see Part 7 There are a few general rules that apply to all uses of the RE MAX trademarks in written materials 1 Do not alter the RE MAX marks RE MAX trademarks should be used in their exact form They should not be abbreviated or used with any prefix or suffix In particular even when using the RE MAX mark in text Always capitalize every letter in RE MAX Never delete the slash Avoid breaking up the RE MAX mark for example at the end of a line break i e RE MAX Examples RE MAX Mark Incorrect Correct Remax Re max Re Max RE SULTS REMAX R M RE MAX NOTE See Part 3 for detailed guidance on how to properly display the various RE MAX marks A 2 Use a trademark notice symbol In most countries it is proper to use the symbol with the RE MAX mark Check with your region if you are unsure which symbol should be used with a RE MAX trademark C RULES OF RE MAX MARKETING Implications of brand only advertising vs Affiliate marketing The symbols should appear after the mark and at a minimum should appear once in each marketing piece preferably the first or most prominent time the trademark appears B 13 Part 2 When the RE MAX mark is used as part of the company s trade name such as an office name do not use any trademark notice See page 17 for details
USING THE RE MAX TRADEMARKS IN WRITING  Advertising that references only the overall RE MAX organization     and not your ...
3 Use proper grammar when using trademarks Trademarks should be used as adjectives rather than nouns or verbs In many areas RE MAX is so widely known that it may not be essential to state that it is a real estate brokerage However it is still preferable to use RE MAX as an adjective Do not use the RE MAX name in a plural or possessive form Do not abbreviate trademarks or add prefixes or suffixes Examples Proper Grammar Acceptable Preferred Reason When you need to sell your home contact RE MAX When you need to sell your home contact your nearest RE MAX real estate office Use of RE MAX as an adjective is preferred Incorrect Correct Reason REMAX s new commercials look great The new RE MAX commercials look great No use of RE MAX in possessive form How many RE MAXs are there in the Chicago area How many RE MAX offices are there in the Chicago area No use of RE MAX in plural form That broker said he intends to RE MAX his office That broker said he intends to convert his office to a RE MAX office No use of RE MAX as a verb RE MAXers are top producers RE MAX Sales Associates are top producers No use of suffix with RE MAX mark Do not sublicense RE MAX marks or names RE MAX offices are not allowed to sublicense the RE MAX marks It is not permissible to establish a separate RE MAX company to handle portions of the franchise s business such as property management relocation or other real estate services The correct use in the example below would ensure that the public understands that the relocation or commercial services are being provided by the independently owned RE MAX office as one of the many real estate services it offers not as a separate company Examples NOTE If you remove the trademark from the sentence and the sentence becomes meaningless you are probably not using the mark correctly LIMITS ON USE OF THE RE MAX MARKS Use RE MAX marks only with permitted services RE MAX Affiliates are permitted to use the various RE MAX marks only in connection with promoting RE MAX real estate services authorized under the franchise agreement Any other business or activity must be operated as a separate company or concern at a different address website telephone number etc and under a name 14 that contains no reference or similarity to the RE MAX marks That entity cannot use the term RE MAX or any RE MAX mark to promote its products or services Incorrect Correct RE MAX Premier Relocation Services RE MAX Premier Commercial RE MAX Premier Relocation Department RE MAX Premier Commercial Division In addition when engaging in joint marketing with other companies such as lenders title insurance companies and others it is important to avoid any perception that the other company is part of or affiliated with the RE MAX organization when no national affiliation exists Do not combine the marks names designs or logos of other companies with the RE MAX marks RE MAX prohibits such combinations of marks unless such use has prior written approval from the appropriate regional office for strictly local uses or from RE MAX World Headquarters if the use will extend outside the market area served by the office or Affiliate Using the RE MAX marks to promote competitors is prohibited so joint marketing with other real estate brokerages is also prohibited RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
3. Use proper grammar when using trademarks     Trademarks should be used as adjectives, rather than nouns or verbs.   In ...
16 22 23 24 26 Part 3 VISUAL LANGUAGE RE MAX Logos Typography 2016 Advertising Campaign That s the sign of a RE MAX agentsm Color Palette Photography 15
16 22 23 24 26  Part 3  VISUAL LANGUAGE  RE MAX Logos  Typography  2016 Advertising Campaign     That   s the sign of a RE...
RE MAX Logos INCORRECT LOGO USE THE RE MAX LOGOTYPE The logotypes shown here are the ones you ll use most often REMAX Don t substitute a font text to look like the logo Full Color All Black All White The RE MAX logo is the face of the brand It provides a common link across all communications and establishes instant recognition among consumers clients and customers It is one of our most valuable assets and therefore cannot be altered under any circumstances The RE MAX logo can be used in two different forms The first and the preferred form is the RE MAX Hot Air Balloon the second form is the RE MAX logotype Both forms express our name and brand image The RE MAX logotype preferably runs in RE MAX Red letters with the slash in RE MAX Blue see RE MAX Color Palette pages 24 25 When it would be beneficial to increase legibility at extreme distance such as on the RE MAX Hot Air Balloon or billboards the colors may be switched to blue letters with a red slash All balloon logos and illustrations must always be RE MAX Blue letters with the red slash Like all RE MAX logos and logotypes the RE MAX logotype can also be used as a one color logo such as all white or all black In such applications all the letters and the slash must be the same color For information on using the RE MAX logotype in the context of an office name see page 17 16 Don t distort Don t use incorrect colors or alter approved existing logos Smallest Scalable Size The smallest allowable size in width for the RE MAX logotype is 3 4 For situations when RE MAX must be rendered smaller than minimum size either use plain text or contact the RE MAX Standards and Quality Control Team at standards remax com for further assistance 3 4 Clear Space The RE MAX logotype always appears with space around it except in the context of an office name When the RE MAX logotype is accompanied by any graphic element or type the bordering space on all four sides must be at least half the height of the letter X in RE MAX The illustration below explains the measurements of the elements that make up the RE MAX logotype RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
RE MAX Logos  INCORRECT LOGO USE  THE RE MAX LOGOTYPE The logotypes shown here are the ones you   ll use most often.  REMA...
VISUAL LANGUAGE OFFICE SIGNAGE STANDARDS INCORRECT LOGO USE When displaying RE MAX office signage it must include the full office name not just RE MAX and must follow the rules for displaying the RE MAX logotype in the context of an office name as outlined below It is recommended to use the RE MAX logotype when displaying an office name When using the RE MAX logotype in this context any font or color may be used for the rest of the office name for example Premier in RE MAX Premier except on items such as property signs that have uniform design rules The rest of the office name should be between 50 percent and 100 percent of the height of the RE MAX logotype as measured in the height of the capital letters and may not overlap the RE MAX logotype OFFICE NAME Don t use the in an office name OFFICE NAME An office name must always appear with space around it Additionally There must be a clear space between the RE MAX logotype and the office name of at least the width of the vertical stroke in the letter A in RE MAX see below illustrations Don t substitute the balloon for RE MAX in an office name The symbol must be removed from the logotype OFFICE NAME 50 50 Minimum 100 Maximum NOTE There are no specific standards regarding the types of material or display used wooden backlit metallic etc for RE MAX office signage The Broker Owner must ensure office signage adheres to local regulations For questions contact your RE MAX region 17 Part 3 OFFICE NAME
VISUAL LANGUAGE  OFFICE SIGNAGE STANDARDS  INCORRECT LOGO USE  When displaying RE MAX office signage, it must include the ...
RE MAX BALLOON LOGOS The logos shown here are the ones you ll use most often The RE MAX Balloon logo appears in either a graphic image or photo image form RE MAX Balloon logos must not be altered Do not alter the proportions or substitute the photo balloon for the logo balloon or vice versa The logos should run against a neutral background There can be no overlapping text or graphics on the balloon logos and no cluttered design elements behind or around them Use of other balloon photos and images The RE MAX Balloon logo cannot be altered or customized However photos or other artwork that depict a RE MAX Balloon but are distinct from the RE MAX Balloon logos may be produced for advertising purposes provided that a sample of the proposed representation is sent to and approved by the RE MAX Standards and Quality Control Team standards remax com INCORRECT LOGO USE OFFICE NAME Properties Don t tilt Don t add or remove text Don t skew or distort Don t invert Don t substitute the balloon for RE MAX in an office name NOTE The tilted RE MAX Balloon logo may no longer be used by Affiliates for materials created after Jan 1 2005 Older tilted balloon items may continue to be used for the life of the items so long as all applicable RE MAX trademark standards were met including correct depiction of the balloon RE MAX World Headquarters may continue to use the tilted balloon logo in some settings 18 RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
RE MAX BALLOON LOGOS The logos shown here are the ones you   ll use most often.                 The RE MAX Balloon logo ap...
VISUAL LANGUAGE Clear Space The RE MAX Balloon logo always appears with space around it The RE MAX logo forms must always be surrounded on all four sides by a clear space of at least the height of the letter X in RE MAX This is the minimum space needed between the logo and any other graphic element or type The illustrations below explain the key measurements of the elements that make up the RE MAX Balloon logo form Smallest Scalable Size The smallest allowable size for the RE MAX Balloon logo is 3 4 high For situations when the RE MAX Balloon logo must be rendered smaller than minimum size please contact the RE MAX Standards and Quality Control Team at standards remax com NOTE The registration mark will need to be sized separately so it is legible at a reduced size but not so big that it is distracting when enlarged 19 Part 3 3 4
VISUAL LANGUAGE  Clear Space The RE MAX Balloon logo always appears with space around it. The RE MAX logo forms must alway...
THE 1 BALLOON LOGO The 1 Balloon logos shown here are the only approved versions Canada Based on closed transactions Source CREA RE MAX NOTE The Nobody in the world sells more real estate than RE MAX text is optional when using the 1 Balloon logo The RE MAX 1 Balloon logo appears in either a photo image preferred or graphic form RE MAX 1 Balloon logos must not be altered The logos should run against a neutral background There can be no overlapping text or graphics on the RE MAX 1 Balloon logos and no cluttered design elements behind or around them INCORRECT LOGO USE 1 Don t tilt Don t change colors Don t create a unique version or resize elements In Canada the 1 Balloon requires a disclaimer substantiating 1 status Use the U S logo graphic but add a legible footnote with the text shown above Affiliates may substitute substantiation of local market leadership but will be responsible for substantiating such claims OFFICE NAME Don t combine with an office name NOTE The 1 Balloon logo cannot replace the standard RE MAX Balloon on any property sign Depending on local laws and real estate advertising regulations this logo may not be available for use in all locales Please contact Global Development at RE MAX World Headquarters if you have any questions about use outside of the U S or Canada 20 RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
THE  1 BALLOON LOGO The  1 Balloon logos shown here are the only approved versions.  Canada                        Based o...
VISUAL LANGUAGE Clear Space The RE MAX 1 Balloon logo always appears with space around it The RE MAX logo forms must always be surrounded on all four sides by a clear space of at least the height of the symbol This is the minimum space needed between the logo and any other graphic element or type The illustrations below explain the key measurements of the elements that make up the RE MAX logo form NOTE The Nobody in the world sells more real estate than RE MAX text is optional when using the 1 Balloon logo Smallest Scalable Size The smallest allowable size for the RE MAX 1 Balloon logo is 1 high This maintains the standard minimum 3 4 balloon height For situations when the RE MAX logo must be rendered smaller than minimum size please contact the RE MAX Standards and Quality Control Team at standards remax com 3 4 1 3 4 1 3 4 1 21 Part 3 NOTE The registration mark will need to be sized separately so it is legible at a reduced size but not so big that it is distracting when enlarged
VISUAL LANGUAGE  Clear Space The RE MAX  1 Balloon logo always appears with space around it. The RE MAX logo forms must al...
RE MAX Typography A powerful brand tool the right typeface reflects and protects the integrity of the brand while remaining flexible across different communication channels This suggested RE MAX typography for advertisements and communications is modern and confident reflecting the core values of the brand Main Typeface Example Gotham Gotham is recommended as the primary typeface Use it for headlines subheads and body copy Gotham BOOK Secondary Typeface Gotham MEDIUM Gotham MEDIUM ITALIC Gotham LIGHT Arial Arial is recommended as a secondary typeface Gotham BOLD NOTE Helvetica Bold is used on RE MAX property signs and sign riders See Part 4 22 RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
RE MAX Typography A powerful brand tool, the right typeface reflects     and protects     the integrity of the brand, whil...
VISUAL LANGUAGE 2016 Advertising Campaign That s the sign of a RE MAX agentsm For RE MAX Affiliates interested in using the logos from the RE MAX 2016 advertising campaign the approved versions are shown here Primary Logo Secondary Logo This logo has a transparent background This logo has a transparent background the blue background as displayed is not part of the logo In cases of a white background use this logo option This logo should not appear against a white or lighter background INCORRECT LOGO USE Don t place a border of any kind around the logos NOTE The RE MAX logos must always be surrounded on all four sides by a clear space of at least the height of the letter X in RE MAX Part 3 23
VISUAL LANGUAGE  2016 Advertising Campaign     That   s the sign of a RE MAX agentsm For RE MAX Affiliates interested in u...
RE MAX Color Palette The timeless red white and blue color palette of RE MAX helps consumers identify RE MAX at a glance This section also provides secondary colors that may be used to complement the main colors with lighter variations to add liveliness or darker hues to connote a more serious tone available to accentuate the message of any particular communication RE MAX Primary Colors PANTONE 186 CMYK 0 100 100 5 RGB 225 27 34 WEB e11b22 24 RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION REFLEX BLUE CMYK 100 73 0 2 RGB 0 84 164 WEB 0054a4
RE MAX Color Palette  The timeless red, white and blue color palette of RE MAX helps consumers identify RE MAX at a glance...
VISUAL LANGUAGE RE MAX Secondary Colors Secondary RE MAX colors are used in headlines support graphics and background colors They must never replace the main colors in the RE MAX logotype Balloon logo or property signs PANTONE 201 CMYK 0 100 73 29 RGB 179 11 48 WEB b30b30 PANTONE 285 CMYK 89 43 0 0 RGB 0 125 195 WEB 007dc3 PANTONE 291 CMYK 33 3 0 0 RGB 164 215 244 WEB a4d7f4 PANTONE 424 CMYK 0 0 0 61 RGB 126 128 131 WEB 7e8083 PANTONE 430 CMYK 5 0 0 45 RGB 148 156 161 WEB 949ca1 PANTONE 421 CMYK 0 0 0 26 RGB 196 198 200 WEB c4c6c8 25 Part 3 PANTONE 425 CMYK 0 0 0 77 RGB 95 96 98 WEB 5f6062 PANTONE 289 CMYK 100 64 0 60 RGB 0 43 92 WEB 002b5c
VISUAL LANGUAGE  RE MAX Secondary Colors Secondary RE MAX colors are used in headlines, support graphics and background co...
RE MAX Photography The RE MAX brand s visual language is often captured through photography The RE MAX use of photography is flexible and enables the network to craft stories that engage consumers Photographs depicting RE MAX agents brokers or the brand itself should be used thoughtfully as they are a powerful means to connect with broad audiences in a wide array of market segments Using great photographs in your marketing engages viewers and communicates volumes about your business Here are some best practices to help ensure your photography properly reflects your professionalism while protecting the integrity of the RE MAX brand Lighting Be wary of shadows and harsh lighting glare on the subject or in the background Composition Keep your photos in balance and crop out extra or distracting elements Perspective Don t be afraid to move in close Zooming in on the subject helps viewers engage with the photo Keep it Simple Don t try to squeeze too much into the frame Simple clean photos communicate most effectively OPEN YOUR EYES TO A BETTER WAY IN COMMERCIAL REAL ESTATE DOING MORE FROM FOR SALE When you work with a RE MAX Commercial Practitioner you gain the services of a seasoned local specialist plus the unrivaled brand recognition of a global real estate powerhouse Go ahead say it Wow SOLD That s the sig n of a RE M A X a gent SM 2015 RE MAX LLC Each RE MAX office is independently owned and operated 150031 TO remaxcommercial com 2016 RE MAX LLC Each office is independently owned and operated 16_68405 Note It s your responsibility to ensure you have the proper permission and licensing when using photographs 26 RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION Retail Multi family Office Industrial Land Commercial Development Hospitality
RE MAX Photography  The RE MAX brand   s visual language is often captured through photography. The RE MAX use of photogra...
28 30 31 32 33 34 35 Part 4 RE MAX RED WHITEBLUE SIGNAGE General Design Sign Riders Additional Sign Examples Sign with Agent Photo Sign with QR Code Directional and Open House Signs Property Signs in Other Alphabets 27
28 30 31 32 33 34 35  Part 4  RE MAX RED-WHITEBLUE SIGNAGE General Design  Sign Riders  Additional Sign Examples  Sign wit...
General Design 30 4 8 x10 official trademark upright balloon including registration mark and 25 white border 18 Property Information For Sale REALTOR Associate Name 555 1212 Mobile 555 1211 4 1 875 tall RE MAX logotype NO registration mark 1 875 tall Helvetica Bold 4 303 Office Name 2 75 tall Helvetica Bold 1 tall Helvetica Bold 4 125 tall Helvetica Bold area code 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold Property Information 1 875 tall Helvetica Bold For Sale 8 x10 the official Note Outside United trademark States if your country s common standards for signage do not precisely convert from the dimensions shown use the including closest commonly used size available and maintain all proportions upright balloon 28 1 875 tall Helvetica Bold Contact Information For additional property sign variations see page 31 registration mark and 25 white border 1 875 tall Helvetica Bold Associate Name Mobile 555 1211 RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION 1 875 tall Helvetica Bold PANTONE 186 2 75 tall Helvetica Bold 1 tall Helvetica Bold REFLEX BLUE
General Design  30     4     8 x10  official trademark upright balloon including registration mark and .25  white border 1...
INTRODUCTION 48 Placed in front of properties around the globe the iconic RE MAX 8 x10 official trademark red white blue signage is perhaps the most visible display ofupright the balloon with 25 white border RE MAX brand In fact the red white blue horizontal bar design is its own trademark It may not be used for any signage that is used like a 18 official trademark property sign other than For Sale open house or directional signs 8 x10 upright balloon with 25 white border 12 For Sale REALTOR Associate Name Property Information 1 875 tall Helvetica Bold 555 1212 REALTOR 1 875 tall Helvetica Bold Associate 303 Name 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold For Sale Mobile 555 1211 Property Information 1 875 tall Helvetica Bold RE MAX SIGNAGE Property Information 2 75 tall Helvetica Bold 1 tall Helvetica Bold Standards are strict for the RE MAX property sign and deviation is For Sale 1 875 tall RE MAX logotype 1 tall Helvetica Bold 555 1211 4 125 tall Helvetica Bold permitted only in specific limited situations Associates may 4 not use AssociateMobile Name 1 875 tall RE MAX logotype area code 1 875 tall Helve 303 1 875 tall4 Helvetica Bold 4 125 tall Helvetica Bold 303 real estate For Sale signs other than the RE MAX Red White Blue area code 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold Office Name Office Name Property Sign or the RE MAX Commercial or The RE MAX Collection 80 30 1 875 tall Helvetica Bold Contact Information20 Contact Information signs where appropriate see Part 6 Associates may not use the Property Information 1 875 tall Helvetica Bold red white blue horizontal bar design on a flag pole as a flag The The standard RE MAX property sign is1 875 18 tall by 30 wide tall Helvetica Bold Property For Sale Information standards cannot be modified except as outlined in this manual 45cm by 75 cm Use this size unless local regulation or practice 8 x10 official trademark upright balloon with 25 white border REALTOR 1 875 tall Helvetica Bold 2 75 tall Helvetica Bold Office Name 555 1212 555 1212 2 75 tall Helvetica Bold Mobile 555 1211 4 1 875 tall RE MAX logotype 1 875 tall Helvetica Bold 1 tall Helvetica Bold 4 125 tall Helvetica Bold area code 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold Contact Information 1 875 tall Helvetica Bold 8 x10 official trademark upright balloon with 25 white border 1 875 tall Helvetica Bold Associate Name Property Information 2 75 tall Helvetica Bold is to use a differentFor size Sale but maintain the 1 875 three part to five part tall Helvetica Bold 1 875 tall Helvetica Bold 303 555 1212 Longer Office Name proportion no matter what the size An 18 x 24 sign is an approved 2 75 tall Helvetica Bold Contact Information variation but is discouraged 1 tall Helvetica Bold 8 x10 official trademark upright balloon with 25 1 875 tall RE MAX logotype 4 white border 1 875 tall Helvetica Bold GENERAL STANDARDS Mobile 555 1211 1 tall Helvetica Bold 1 875 tall Helvetica Bold Associate Name If a local law rule regulation ordinance code or covenant differs Mobile 555 1211 from these standards the local requirements take precedence In official trademark Property Information 8 x10 1 875 tall RE MAX logotype 1 875 tall Helvetica Bold 303 555 1212 4 Colors RE MAX Red PMS 186 and Reflex Blue Reflective 1 875 tall Helvetica Bold 1 875with tall Helvetica such cases the Affiliate should send the sign maker s proof mockupright balloon 25 Bold Longer Office Name For Sale materials may be used as long as the colors approximate white border up to the Standards and Quality Control Team at standards Associate or Team Name 1 875 tall Helvetica Bold PMS 186 andContact Reflex Blue Information remax com for approval and help in preserving the RE MAX 303 555 1212 2 75 tall Helvetica Bold Longer Office Name standards as much as possible within those requirements Type Lettering is Helvetica Bold except where the RE MAX 1 875 tall Helvetica Bold Property Information Contact Information 1 tall Helvetica Bold 555 1211 logotype appears Lettering inMobile all three bars may use either initial Property Information NOTE Affiliates may use a compliant red white blue sign for commercial 8 x10 official trademark 1 875 tall Helveticadoe Bold 1 875 tall RE MAX logotype John Doe or all lowercase john but not 1 875 all tall Helvetica Bold For Sale uprightcapitalization balloon with 25 listings including For Lease or another commercial term in the red bar white border 4 For Sale capitals Initial capitalization is preferred 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold For Sale 1 875 tall Helvetica Bold 8 x10 official trademark upright balloon with 25 white border REALTOR 1 875 tall Helvetica Bold Associate Name 2 75 tall Helvetica Bold Associate or Team Name 4 1 tall Helvetica Bold 1 875 tall Helvetica Bold 1 875 tall RE MAX logotype 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold 303 555 1212 Longer Associate Office or Team Name Name 1 875 tall Helvetica Bold 8 x10 official trademark upright balloon with 25 white border Material Any appropriate material can be used but Affiliates should select material for durability appearance ease of handling and 4 storage flexibility of general use and local climate Frame A full black angle iron frame or a white post frame is preferred REALTOR 1 875 tall Helvetica Bold 6 75 x 9 25 photo with Associate 2 75 tall Helvetica Bold 1 875 tall Helvetica Bold Name 1 tall Helvetica Bold Associate or Team Name THE RED BAR 303 LISTING area 4 125INFORMATION tall Helvetica Bold 4 code 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold Office Name 1 875 tall Helvetica Bold 1 875 tall RE MAX logotype 303 555 1212 25 white border 555 1212 REALTOR 1 875 tall RE MAX logotype Contact Information The centerLonger section of theName red bar announces the real estate offering Office 1 875 tall Helvetica Bold Contact Information It may include such terms as For Sale For Rent For Lease 1 875 tall Helvetica Bold Contact Information Available or Managed By 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold Property Information 1 875 tall Helvetica Bold The right side of the red bar may contain Property Information 1 875 tall Helvetica Bold NOTE No other logos except as specified in this manual may be used on any RE MAX property sign including riders and directional signs 4 For Sale 555 1212 REALTOR REALTOR 303 4 125 tall Helvetica Bold area code 1 875 tall Bold 1 875 tall Helvetica Bold Outside the U S another compliant logo ofHelvetica an appropriate Office Name 1 875 tall RE MAX logotype Associate or Team Name national association or multiple listing service Contact Information Associate or Team Name 1 875 tall Helvetica Bold 4 1 875 tall RE MAX logotype 1 875 tall Helvetica Bold 303 555 1212 Part 4 Dimensions RE MAX property signs should always be rectangular The Equal Housing Opportunity logo 8 x10 official trademark 1 875 tall Helvetica Bold For Sale upright balloon with 25 horizontal signs with a proportion of three vertical parts to five white border The appropriate compliant symbol of photo thewithNational Association 6 75 x 9 25 25 white border 8 x10 official trademarkof Realtors Associate horizontal parts such as the Realtor1 875 R logo orBoldthe combined tall Helvetica 1 875 tall Helvetica Bold upright balloon with 25 Name REALTOR MLS logo white border 2 75 tall Helvetica Bold 1 tall Helvetica Bold 29 1 875 tall Helvetica Bold
INTRODUCTION  48    Placed in front of properties around the globe, the iconic RE MAX 8 x10  official trademark red-white-...
THE WHITE BAR ASSOCIATE TEAM INFORMATION This bar identifies the name of the RE MAX Sales Associate most knowledgeable about the listing A compliant team name see page 38 may be used instead or added above or below the Associate name To further the RE MAX agent centric focus the Associate or team name may not be excluded from this bar or replaced with contact information for the RE MAX office If two lines of text are used the top line must be at least as tall as the bottom line In some states and provinces the Associate or team name may not be taller than the office name Two or more Associate names may be used if they are affiliated with the same RE MAX office A professional designation may be included after an Associate s name preferably separated from the name by a comma as long as the designation pertains to real estate The Associate s cell phone number The Associate s direct dial telephone number that is owned and controlled by the brokerage Local laws may require this system to allow for easy access to a Broker of Record such as by pressing 0 in an office wide multi line system and or prohibit the directdial number from being forwarded to an external number The blue bar is the only place the office phone may appear on a sign It may not be placed in a different area of the sign or on a rider Sign Riders Alone in the white bar All riders for red white blue property signage should be printed in Helvetica Bold A team name or Associate name may be used on either a top or bottom rider All riders must be rectangular With an Associate name in the white bar Top rider Associates have numerous options for placing the team name With compliant contact information in the white bar On a rider above or below the sign If not prohibited by law a single line of compliant off site contact information such as a cell phone number email address or website address may accompany but not replace the Associate or team name in the white bar with Broker Owner approval Phone numbers must be labeled such as Cell Mobile or Text Cell THE BLUE BAR BROKERAGE AND CONTACT INFORMATION This bar identifies the RE MAX office and must include a compliant phone number The entire local RE MAX trade name must appear in two lines with RE MAX in logotype NOTE RE MAX standards as well as many states and provinces require that off site phone numbers always be answered with the name of the office with which the Associate is affiliated 30 This bar must include the office phone number unless the Broker Owner requires or approves one of the following options instead and the selected option is allowed by law Color RE MAX Red letters on a white background consistent with the red color of the sign s top bar Content An Associate name or team name or descriptive property information such as Sold Just Listed Will Build to Suit Horse Property Impeccable or Price Reduced Bottom rider Color RE MAX Blue letters on a white background consistent with the blue color of the sign s bottom bar Content An Associate name or team name or Associate contact information such as additional phone numbers or a compliant website or email address The office phone number may not be used on a rider RE MAX World Headquarters has approved Children s Miracle Network Hospitals Miracle Home and Miracle Property riders and a Susan G Komen Home for the Cure rider which participating Associates can obtain through RE MAX Approved Suppliers see page 45 RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
THE WHITE BAR     ASSOCIATE TEAM INFORMATION  This bar identifies the name of the RE MAX Sales Associate most knowledgeabl...
Associate Name Mobile 555 1211 1 875 tall RE MAX logotype 1 875 tall Helvetica Bold 303 555 1212 Longer Office Name Contact Information 1 875 tall Helvetica Bold Property Information 1 875 tall Helvetica Bold Associate Team Names in White Bar Associate Name on Rider s 1 875 tall Helvetica Bold 8 x10 official trademark upright balloon with 25 white border 8 x10 official trademark 8 x10 official trademark upright balloon with 25 upright with 25 white balloon border white border 1 875 tall official trademark typestyle 4 1 875 tall Helvetica Bold 8 x10 official trademark Associate NameSale optional or For For Sale upright balloon with 25 1 875 tall Helvetica Bold Property Information Property Information white border Associate or Team Name Team Name 1 875 tall Helvetica Bold For Sale For ForSale Sale Mobile 303 555 1211 Associate or Team Name 303 4 303 555 1212 2 75 tall Helvetica Bold 1 875 tall Helvetica Bold Team Name Associate Name Team Name Office Name Longer Office Name 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold 8 x10 official trademark upright balloon with 25 white border 555 1212 303 303 Office 555 1212 Office Name Name 555 1212 REALTOR 1 875 tall RE MAX logotype Mobile 555 1211 4 trademark typestyle 1 8751 875 RE MAX logotype talltall official 4 1 875 tallHelvetica Helvetica BoldBold 1 875 tall 1 875 tall official trademark typestyle 4 1 875 tall Helvetica Bold Team Name optional or Property Information Associate Name Contact Information With Longer Office Name optional 8 x10 official trademark upright balloon with 25 white border 8 x10 official trademark 8 x10 official trademark upright balloon with 25 upright with 25 white balloon border white border 1 875 tall official trademark typestyle 4 trademark typestyle 1 8751 875 talltall official RE MAX logotype 4 1 875 tallHelvetica Helvetica BoldBold 1 875 tall 8 x10 official trademark upright balloon with 25 white border 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold 1 tall Helvetica Bold 1 875 Helvetica Bold 1 875 talltallHelvetica Bold 4 125 tall Helvetica Bold 2 75 Helvetica areatall code 1 875 Bold tall Helvetica Bold 1 tallHelvetica Helvetica Bold 1 tall Bold Mobile 303 555 1211 555 1212 Contact 303 Information Office Name Property Information 1 875 tall Helvetica Bold 4 125 tall Bold 1 875 tallHelvetica Helvetica Bold Bold 4 125 tall Helvetica areacode code 1 875 tall Helvetica Bold area 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold Team Name on Rider s 2 75 tall Helvetica Bold 1 875 tall Helvetica Bold 1 tall Helvetica Bold 1 875 tall RE MAX logotype 1 875 tall Helvetica Bold 2 75 tall Helvetica Bold 1 875 tall official trademark typestyle 4 1 875 tall Helvetica Bold 1 tall Helvetica Bold 555 1212 1 875 tall Helvetica Helvetica BoldBold 1 875 tall Sale Property Information PropertyFor Information 1 875 tall Helvetica Helvetica BoldBold 1 875 tall 1 875 tall Helvetica Bold Property Information 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold 2 75 tall Helvetica Bold 1 tall Helvetica Bold 1 875 talltallHelvetica Bold 4 125 Helvetica Bold area code 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold 1 875 talltallHelvetica Bold 1 875 Helvetica Bold 6 75 x 9 25 photo with 25 white border 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold REALTOR 303 555 1212 Contact Information Longer Office Name 1 875 tall Helvetica Helvetica BoldBold 1 875 tall 1 875 tall Helvetica Bold Property Information Team Name optional Contact Information REALTOR 1 875 tall Helvetica Bold 2 75 tall Helvetica Bold 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold 303 555 1212 303 555 1212 Longer Longer Office Office Name Name 1 875 tall Helvetica Bold 4 125 tall Helvetica Bold 2 75 tall Helvetica Bold area code 1 875 tall Helvetica Bold 1 tall Helvetica Bold 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold 31 1 875 tall Helvetica Bold Part 4 4 1 875 tall Helvetica Bold REALTOR 8 x10 Team Name optional or official trademark Team Name optional or 1 875 tall Helvetica Bold For Sale For Sale upright balloon with 25 Property PropertyInformation Information Property Information white border Associate Associate Name 1 875 tall Helvetica Bold ForSale Sale For For Sale Name 303 555 1212 303 4 2 75 tall Helvetica Bold Associate Name Associate Name Associate Name 1 875 tall Helvetica Bold Longer Office Name Office Name 1 tall Helvetica Bold Mobile 555 1211 8 x10 official trademark upright balloon with 25 white border 1 875 tall Helvetica Bold RE MAX SIGNAGE Additional Sign Examples 4 1 tall Helvetica Bold
Associate Name Mobile   555-1211  1.875  tall RE MAX logotype  1.875  tall Helvetica Bold  303-555-1212 Longer Office Name...
4 4 Associate or Team Name Team or Associate Name 4 Sign with Agent Photo303 555 1212 1 875 tall official trademark typestyle 1 875 tall Helvetica Bold 8 x10 official trademark upright balloon with 25 white border 18 1 875 tall official trademark typestyle Longer Office Name 1 tall Helvetica Bold 1 875 tall Helvetica Bold 1 875 tall RE MAX logotype 1 875 tall Helvetica Bold 303 555 1212 Longer Office Name 1 tall Helvetica Bold 1 875 tall Helvetica B 1 875 tall Helvetica Bold Contact Information 1 875 tall Helvetica B Associate Name optional or Property Information 1 875 tall Helvetica Bold Property Information 1 875 tall Helvetica B For Sale 1 875 tall Helvetica B For Sale Team Name 303 Office Name 8 x10 official trademark tall Helvetica Bold upright1 875 balloon with 25 white border Team Photo 6 75 x 9 25 photo with 25 white border 555 1212 4 1 875 tall Helvetica Bold 1 875 tall RE MAX logotype 4 125 tall Helvetica Bold Associate Name 303 Office Name 1 875 Bold tall Helvetica Bold 1 875 area tall code Helvetica Associate Name optional 1 875 tall Helvetica Bold The specifications for the red white blue photo sign are identical to the specifications for the RE MAX Red White Blue Property Sign except as noted Due to size constraints 18 x 24 signs may not be used for photo signs Photo The background color in the photo cannot be white Professional attire is strongly recommended NOTE Caricatures personal logos and other similar designs cannot be used in place of an Associate or team photo 32 Associate or Team Name 2 75 tall Helvetica Bo 30 Contact Information REALTOR 1 875 tall Helvetica Bold Associate or Team Name 2 75 tall Helvetica Cond Bold Associate Photo 555 1212 6 75 x 9 25 photo w 25 white border 1 875 tall Helvetica B REALTOR Contact Information 4 125 tall Helvetica B area code 1 875 ta 1 875 tall Helvetica B Layout Center the words of the offering For Sale For Rent etc in the red bar between the balloon logo and the photograph Likewise center the team name or first and last names of the Associate in the white bar stacked in two lines Only if the Associate s name is short enough to fit on a single line may the Associate include a line of off site contact information under the name The REALTOR symbol or the Equal Housing Opportunity logo may be displayed to the left of the bottom left corner of the photo Or it may be reversed out in the blue bar so long as it is clearly separated from the RE MAX logotype A photograph of the Associate or team is the only content that may be placed in the photo area of the property sign RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
4   4   Associate  or Team  Name Team  or Associate  Name  4  Sign with Agent Photo303-555-1212  1.875  tall official trad...
Residential Yard Sign RE MAX Associates may display a square two dimensional barcode such as a Quick Response QR code either on a rider or on the RE MAX Red White Blue Property Sign All QR codes on RE MAX property signs must lead to information that is optimized for mobile devices Due to size constraints 18 x 24 signs may not include a QR code Individual Associate with QR Code Best practices for QR codes on signs and riders 30 Design and layout of QR code signs 8 x10 official trademark upright balloon with 25 white border 1 Consider whether using a QR code or a web address is the 18 best way to get consumers to visit your site Placing your web address under your name in the white bar or on a rider 1 875 tall RE MAX logotype 4 rather than using a QR code is often more effective if 1 875 tall Helvetica Bold 30 you just want to lead them to your home page If you own a short domain for the property listing 1234AnywhereSt com place the web address on the rider For Sale 2 If you do use a QR code it should lead to property specific information A buyer standing in front of your listing QR Code 4 square with scanning the code wants to access information about 1 white border that 1 875 tall Helvetica Bold property not your website home page x10 official trademark pright balloon with 25 hite border 875 tall RE MAX logotype 1 875 tall Helvetica Bold 1 875 tall Helvetica Bold Associate Residential NameYard Sign 3 Preferably place theon QR code on Rider a rider not the yard QR Code Sign 303 sign so that you will not have to discard the sign when Office the listingName sells 555 1212 6 white border For Sale Associate QR Code 4 square with 1 white border 1 875 tall Helvetica Bold no closer than 1 from code 4 125 tall Helvetica Bold area code 1 875 tall Helvetica Bold The specifications for the red white blue sign with a twodimensional barcode such as a Quick Response QR code are identical to the specifications for the RE MAX Red White Blue Property sign 30 format Associates providing their own QR codes tall Helvetica Bold to sign printers should provide a vector art EPS1 875 or PDF QR Code 4 square with graphic of the code so the printer can change it1 to Reflex white border Blue and size it appropriately JPG graphics are not recommended 18 1 875 tall Helvetica Bold 1 875 tall RE MAX logotype 4 QR Code 4 square with 1 875 tall Helvetica Bold 1 white border Property Information For Sale Using other elements with a QR code To accommodate Helvetica Bold the QR code center the team name or first and 1 875 last tall names of the Associate stacked in two lines between the balloon logo and the code Only if the Associate s name is short 1 875 tall Helvetica Bold enough to fit on a single line may the Associate include a line of off site contact information under the name Preserve tall Helvetica Bold a 1 margin between the name and the QR code 4 125 or some area code 1 875 tall Helvetica Bold devices may have trouble recognizing the code Associates must choose between a QR code and a photograph a QR code cannot be placed on a photo sign Associate Name 303 Office Name REALTOR 555 1212 1 875 tall Helvetica Bold 33 1 875 tall Helvetica Bold Part 4 x10 official trademark pright balloon with 25 hite border Property Information 555 1212 1 875 tall Helvetica Bold Artwork 4 125 tall Helvetica Bold area code 1 875 tall Helvetica Bold QR code riders should conform to the standards for RE MAX sign riders see page 30 including that RE MAX Red PMS 186 8 x10 official trademark upright balloon with 25 should be used for a top rider or Reflex Blue for a bottom rider 6 Associate Name 303 Office Name Color Reflex Blue no closer than 1 from code Design and layout of QR code rider 30 For Sale RE MAX SIGNAGE Tips Customers using a QR code will know what to do with it so text like Scan with your smartphone for more info is probably not necessary Instead consider providing other property information or a property specific website for those who cannot scan the code Sign with QR Code
Residential Yard Sign  RE MAX Associates may display a square two-dimensional barcode such as a Quick Response  QR  code e...
Directional and Open House Signs OPEN HOUSE HOUSE Signs used to direct consumers to a RE MAX listing other than RE MAX Commercial or The RE MAX Collection listings must use the trademarked red white blue horizontal bars Several specialshape directional signs in which the horizontal bars are elongated or formed into the outline of an arrow or house have been approved and are available through RE MAX Approved Suppliers Approval must be obtained for any other variation Approved Examples OPEN HOUSE OPEN HOUSE OPEN For Sale or SaleHOUSE The general integrity of the horizontal bars must be maintained in such special shape signs to protect the bars distinctive recognizable identity Specifically eam NameTeam Name OPEN HOUSE Mobile 303 555 1211 For Sale OPEN HOUSE For Sale The bars must extend the full length of the sign Mobile 303 555 1211 555 1212 555 1212 303 03 Team Name Name me Office Mobile 303 555 1211 For Sale The average height of each of the three horizontal bars red white and blue must be approximately equal If portions of a bar are narrow such as where the red bar is shaped like a For Sale roof this means that the thickest portion of the bar might be a lot thicker than the other bars 555 1212 303 ice Name The borders between the red and white portions and For Sale For Sale For Salemust be parallel between the white and blue portions horizontal lines For example the lines cannot be angled to mimic the exterior shape of the sign 2 For Sale The sign must also include the RE MAX graphic image balloon logo and preferably the RE MAX logotype or the local RE MAX trade name with RE MAX in logotype All other design and font standards including the standards for using the horizontal bars or any other RE MAX mark must be maintained Content may relate only to a listing s sale or lease status or agent contact information Associate Name 303 555 1212 Associate Name FOR SALE 303 555 1212 FOR SALE 34 Associate Name RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION 303 555 1212 Associate Name 303 555 1212 FOR SALE
Directional and Open House Signs  OPEN HOUSE HOUSE  Signs used to direct consumers to a RE MAX listing  other than RE MAX ...
This section provides basic parameters for adapting RE MAX property signs into other alphabets in order to better promote recognition of the RE MAX brand Precise specifications for every country are beyond the scope of this manual but these general principles should apply in the vast majority of areas The remainder of the RE MAX office name may appear in the local language even if RE MAX is not 7 In languages that read from right to left the RE MAX region will determine whether to swap the placement of the RE MAX office name and the office phone number 1 Except as noted the specifications for the RE MAX Red WhiteBlue Property sign should still apply even when used with non Latin alphabets In particular a the overall 3x5 proportion of the sign b the equal proportions of the red white and blue bars c the colors used and d the placement of the RE MAX Balloon on the sign should be maintained precisely 8 Substitute Arial Unicode MS Bold for Helvetica Bold if necessary Here are RE MAX regions rules for a few non Latin languages Language 2 The RE MAX Balloon cannot be modified RE MAX on the balloon will always be in English only Do not add a local transliteration or office name to the balloon RE MAX in Office Name RE MAX Office Name Position in Blue Bar Thai Latin Hebrew Latin Arabic Arabic logo 3 The property offering text in the red bar most commonly For Sale or For Rent is translated RE MAX SIGNAGE Property Signs in Other Alphabets Left Left Right Se Vende 4 Omit the Realtor or MLS logos unless authorized RE MAX regions may approve the use of logos of certain national associations Check with your region Nombre del Asociado 506 8 234 5678 5 The Associate or team name may appear in the local language 506 234 5678 Nombre de la Oficina 6 For the RE MAX office name in the blue bar each region will decide whether to display RE MAX in the traditional RE MAX logotype or in the local language Other Latin Alphabets 050 4567890 Arabic 08 4567890 Hebrew Thai 35 Part 4
This section provides basic parameters for adapting RE MAX property signs into other alphabets in order to better promote ...
Part 5 SPECIFIC APPLICATIONS 37 40 44 45 36 Offices and Teams Digital Marketing Business Cards and Phone Listings Give Back Children s Miracle Network Hospitals and Susan G Komen Programs RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
Part 5  SPECIFIC APPLICATIONS  37 40 44 45  36  Offices and Teams Digital Marketing Business Cards and Phone Listings Give...
SPECIFIC APPLICATIONS Offices and Teams OFFICE NAMES Office name must accompany all uses of RE MAX marks Each individual RE MAX franchise office does business under a trade name also called a dba for doing business as that contains RE MAX While RE MAX is part of a franchise s trade name it cannot be part of the franchise s legal corporate name RE MAX Premier used in examples throughout this manual would be a dba or trade name for the brokerage s registered corporate name which might be Premier Inc Using a local office trade name like RE MAX Premier helps the public know that the office is separate from RE MAX World Headquarters and from every other independently owned RE MAX office Regulatory agencies generally require the office to use its full local trade name not just RE MAX in all dealings with the public Accordingly the full trade name must appear prominently on all forms of communication and advertising materials property signs websites business cards newspaper ads online directories social media pages etc Also office personnel and Sales Associates should answer the phone with the local trade name or an appropriate shortened version of that name not simply RE MAX Requirements for RE MAX office names Examples Office Names Incorrect Correct RE MAX RE MAX Premier RE MAX Realty RE MAX Premier Realty RE MAX Real Estate RE MAX Premier Real Estate RE MAX Las Vegas RE MAX Premier located in Las Vegas RE MAX of Aspen RE MAX Mountain Executives RE MAX Outstanding Agents RE MAX Excellence RE MAX Smith Inc RE MAX Real Estate Pros NOTE For requirements concerning the display of RE MAX office names see Office Signage Standards on page 17 In choosing a RE MAX office name keep in mind that a company s trade name can simultaneously function as a trademark or a brand even if not registered as a trademark 37 Part 5 New RE MAX office names cannot include names of cities geographic areas personal names or terms from RE MAX trademarks Office names must be approved by your region to ensure that no office names are the same within a geographic or market area or region Consult your region for more information Search RE MAX Mainstreet using approved names for the full office name rules and guidelines and a list of previously approved office names Unlike a trademark registration registering a trade name does not entitle a company to prevent others from using a similar name Registering a trade name or company name also provides no guarantee that if used as a brand or mark it would not infringe another s trademark rights So it is the broker s responsibility to ensure that the portion of the office name after RE MAX does not infringe on a third party s rights This may include consulting with qualified legal counsel and or conducting a name search with state and federal agencies
SPECIFIC APPLICATIONS  Offices and Teams OFFICE NAMES Office name must accompany all uses of RE MAX marks Each individual ...
TEAMS AND TEAM NAMES Team names may be used on the Red White Blue property signs RE MAX Commercial signs and The RE MAX Collection signs They may also be used on sign riders see sample signs in Part 4 and on other marketing materials as long as the team s name and makeup comply with all applicable laws and regulations and the following standards Selecting a team name 1 Associates may not select team names that suggest the team is a brokerage entity or other business entity separate from the RE MAX office If an Associate nevertheless structures a team as a legal business entity and all applicable legal and licensing requirements can be met see Business practices associated with the team structure on page 39 Associates are encouraged to register the team name as a dba to avoid having to use endings such as Inc Corp or LLC 2 The team name cannot contain the term RE MAX any RE MAX trademark or any variation thereof For example no team name may use the prefix RE or the suffix MAX as in Team Max 3 Real estate terms typically used in the names of real estate brokerages such as realty real estate properties etc must not be used in a team name 4 Team names must be approved by the Broker Owner 5 A team name must not mislead or confuse consumers This includes exaggerating the size of the team or the geographic area in which the team s full services are available 6 A team name cannot be confusingly similar to the name of a RE MAX office operating in the team s market except that team may be used even if a local office name includes the word Associates should check with their RE MAX region and neighboring regions to avoid conflict Also a team cannot use its name to stop other Affiliates from using the name of a local town city neighborhood or geographic feature mountain range body of water etc as a team name 7 These team name guidelines do not permit an Affiliate to use a nickname marketing moniker or other such promotional tagline or descriptive phrase on a RE MAX property sign Rules for marketing team names Upon selecting a team name the following additional rules and guidelines apply to displaying it in marketing materials 1 All marketing materials that list a team name must also include the name of the brokerage and other required identifying information 2 The name of the team leader or another Associate team member should be included on all marketing materials Individual brokerages are allowed to require that either the team name or Associate name be the more prominent of the two 3 All RE MAX trademark and graphic standards applicable to the use of individual Affiliate names apply to the use of team names as well A team for marketing purposes is different from the definition of a team used for RE MAX awards which is based solely on how commission earnings are recorded For marketing purposes teams include Associates working for the same RE MAX office who hold themselves out as a team even if neither is an employee of the other and no bonus or commission income is shared with other team members 38 RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
TEAMS AND TEAM NAMES Team  names may be used on the Red-White-Blue property signs, RE MAX Commercial signs and The RE MAX ...
SPECIFIC APPLICATIONS 4 As outlined in Part 4 no symbols or other graphic images can be part of a team name used on a property sign property sign rider or directional sign 5 In all marketing or promotional material a team name must be clearly distinguished from the RE MAX office s name and the two must be positioned to communicate clearly to consumers that the business entity holding the listing is the brokerage not the team Business practices associated with the team structure Every team member must meet the same standards of quality service required of all RE MAX Affiliates In order for Broker Owners to adequately supervise team members and their uses of the RE MAX trademarks 1 An office must be able to identify all its teams by the names under which the teams operate 2 A team must meet all applicable real estate and business licensing regulations and all other applicable local state or provincial laws and regulations 3 All licensed team members must be affiliated with the same RE MAX office 4 If a team is independently licensed to engage in the real estate business where allowed by law that license must be subordinate to the RE MAX office so that the team remains under the direction and control of the RE MAX office 39 Part 5 RE MAX LLC reserves the right to prohibit the use of and require removal of any team name on a RE MAX property sign or other marketing or promotional material
SPECIFIC APPLICATIONS  4. As outlined in Part 4, no symbols or other graphic images can be part of a team name used on a p...
Digital Marketing The rules for Internet marketing reflect the same basic rules that apply with all RE MAX advertising This section covers rules for Internet and website content provides helpful advice for developing your Internet marketing efforts and covers the special considerations and rules that apply to email addresses and social media identifiers mobile applications and domain names INTERNET CONTENT RULES The rules for traditional advertising see Part 2 also apply to Internet advertising including Affiliates social media webpages A RE MAX branded website or webpage may not be used to promote a competitor to advertise agent locator services to sell non real estate related advertising on the site or to offer services or products of an Affiliate s other businesses such as mortgage software or agent locator ventures In addition a couple of special considerations exist when Affiliates advertise on the Internet Affiliates must ensure that they and any web service providers they use comply with these guidelines The first page home page of any RE MAX branded website and RE MAX branded webpages on third party websites must display and it s recommended that sub pages also display The authorized RE MAX franchise name positioned prominently so that customers will know that it and not the team name or site name is the name of the brokerage with which they are dealing Contact information for the franchise such as the franchise s address telephone number and email address The notice Each Office Independently Owned and Operated Domain names that include the RE MAX mark and are associated with a website that is under construction or inactive should bring up www remax com or bring up no content at all Parked pages like a registrar s Coming Soon or Under Construction pages are discouraged because they often feature paid advertising for competitors 40 Create and maintain updated professional Internet marketing Presenting yourself and your office in a professional manner is as important online as it is in the real world Establish a strong visual image that customers will recognize and identify with by using RE MAX branding on your site including official RE MAX colors and graphics Make your home page simple neat and easily navigable Consider using a responsive website design which adjusts the layout for use on mobile devices Use discretion when considering flashy introductory pages or graphics or the use of sound Provide helpful tools like property searches or mortgage calculators or information to help clarify the home buying or home selling process Keep your online content updated and make sure it adds to customers impression of you For further guidance on marketing using social media platforms search RE MAX Mainstreet for social media best practices SOCIAL MEDIA EMAIL ADDRESSES AND OTHER INTERNET IDENTIFIERS There is no particular required format for email addresses or other Internet pseudonyms or identifiers such as social networking screen names or messaging user names But keep the general rules in mind For instance an email address or other identifier must not mislead by suggesting that the Affiliate represents more of the RE MAX organization than the specific office such as by using merely remax or conceal the identity of the office with which the Affiliate is associated Avoid the following unsubstantiated or vague claims such as remax_toprealtor yahoo com broad geographic terms such as a Facebook page named RE MAX Ohio or a Twitter handle remaxcostarica that inaccurately represent your service area slang and other non professional terms such as remaxhomz gmail com RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
Digital Marketing The rules for Internet marketing reflect the same basic rules that apply with all RE MAX advertising. Th...
When posting web links in tweets or status updates remember that the rem ax URL shortener available on Mainstreet is a great branded alternative to other URL shortening services NOTE RE MAX World Headquarters reserves the right to require a change of any misleading or inappropriate email address or identifier DOMAIN NAMES THAT CONTAIN REMAX Standards are strict for domain names that contain remax Only RE MAX offices may register domains containing remax The following standards govern all such domain registrations including generic top level domain names gTLDs for example com net and newer gTLDs such as realtor homes etc country code toplevel domains ccTLDs for example de za co ws etc and city specific top level domains city TLDs for example berlin london nyc etc Of course Affiliates are free to use domain names that do not include remax Office domains gTLDs If the RE MAX mark is used by brokerages in gTLD names the domain must contain the following elements separated by hyphens remax officename state province country com 1 2 3 4 If the RE MAX mark is used by brokerages in ccTLD names or city TLD names the domain name must contain the following elements separated by hyphens remax officename de 1 2 3 1 the RE MAX mark 2 the self standing local office name and 3 the ccTLD or city TLD de at ws tv berlin nyc london etc For this purpose the term ccTLD also includes the second level domain in ccTLDs that do not allow second level registrations as in for example com au The country designation may be omitted since the domain extension indicates the country location European offices may register eu domains just as any other ccTLD domain It is not necessary to include the country with eu domains Office domains for locations with duplicate office names gTLDs If more than one brokerage in a state or province has the same office name the domain must include the city or town in which the office is located to distinguish the brokerage from those other offices remax officename city state province com ccTLDs If there is more than one brokerage with the same office name located in the country or area covered by the ccTLD the domain must include the city or town in which the office is located either in English or the national language to distinguish the brokerage from those other offices remax officename city de NOTE No other variations on RE MAX trademarks in a domain name are allowed RE MAX LLC reserves the right to require the transfer of any noncompliant domain name from Affiliates upon request and without reimbursement 41 Part 5 1 the RE MAX mark 2 the local office name 3 the applicable state or province or the name of the country in English or the national language where there is no political division similar to a state or province and 4 the gTLD com net homes etc Office domains ccTLDs or city TLDs SPECIFIC APPLICATIONS The most concise and efficient way to use the RE MAX mark in an email address is with the remax net email address you receive as a RE MAX Mainstreet member Any email sent to your remax net email address is automatically forwarded to the email address you specify
When posting web links in tweets or status updates, remember that the rem.ax URL shortener, available on Mainstreet, is a ...
Associate or team web addresses Domain name strategy Sales Associates are prohibited from registering domain names that include remax or any other RE MAX trademark If a Sales Associate wants to include remax in a web address here are two options that do not involve registering a domain Domain names are important in digital marketing but they play only a small role in the way search engines find and rank websites Domain names may be more useful when displayed in other forms of advertising such as billboards magazine inserts or promotional items that consumers will read to type an address Therefore an office s online marketing strategy might include at least two domain names and feed traffic to the same website 1 Ask the Broker Owner or coordinator of your office s web presence if a post domain directory or path such as remax premier co com agentname or a subdomain such as agentname remax premier co com might be available 2 Use a LeadStreet address and website Individual agent website packages are provided as part of the LeadStreet initiative in the United States These addresses are considered compliant The packages include a compliant web address and most use your Mainstreet user ID the same as your remax net email address as a subdomain of remaxagent com although the format varies in some regions Sales Associates are also free to register domain names that do not include RE MAX trademarks a short catchy domain name that does not include the RE MAX mark to display in your local marketing efforts such as homesin location com and a domain name that includes the RE MAX mark and complies with the standards outlined in this section By configuring the short domain to feed all traffic to the compliant remax domain the RE MAX office can achieve three benefits 1 a short domain that consumers can type 2 the compliant domain containing remax is more likely to be the one that appears in search engine results and 3 savvy consumers may recognize an appropriate remax domain name and trust that you are a legitimate RE MAX office Examples Office Domains Office Incorrect Compliant Domain RE MAX Premier Denver Colorado remaxdenver com remax premier co com RE MAX Excellence Rome Italy remaxexcellence com remax excellence it com RE MAX Seaside Cape Town South Africa capetownremax com remax seaside za RE MAX Seaside Nanaimo British Columbia remax seaside com remax seaside bc com RE MAX First Vienna Austria remaxfirst com remax first at RE MAX Fiesta Malaga Spain fiestaderemax com remax fiesta eu From 1997 2012 the only compliant format for a Sales Associate to register a domain containing remax was to add the Affiliate or team name into a compliant office domain as in remax premier denver co johndoe com Any Sales Associate who registered a compliant domain in this rarely used format in 2012 or earlier may continue to own and use it 42 RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
Associate or team web addresses  Domain-name strategy  Sales Associates are prohibited from registering domain names that ...
SPECIFIC APPLICATIONS MOBILE APPLICATIONS Mobile applications help you reach customers accessing real estate information with smartphones or tablets But small screens and limited space for text make it a challenge to be clear about your identity your RE MAX brokerage information and the geographic areas that you serve as required by RE MAX brand standards Make this information clear to help consumers determine if your app will suit them and save your app some potentially negative reviews NOTE As an alternative to a mobile app consider creating a mobileresponsive website that has been optimized for use on mobile devices App Name and Description Rule In the app store or marketplace your app must identify the full RE MAX office name and the name of the individual Affiliate if it is an agent s app and the geographic area served The app description or full application information page must also include your RE MAX office name address and Each office independently owned and operated There are three main places to do this although the fields may be labeled differently in different app stores 1 The primary application name that identifies the app 2 The developer name that identifies the source of the app 3 The app description The information must not misidentify the office Affiliate or area served or mislead in any way Best Practices App primary name Be as specific as space allows but let consumers know whether this is the app for them For example Boston Real Estate Anne Kelly or RE MAX Premier Boston Home Search If you have identified yourself and your office in the developer name you might want a more descriptive app name like Boston HomeFinder or Boston Real Estate Search that is likely to come up when people search for apps Developer secondary name Use this space to identify the full RE MAX brokerage name and Affiliate name if applicable such as RE MAX Premier Anne Kelly Stefan Fisher with RE MAX First or simply RE MAX Premier Description Set a clear expectation for potential customers about what services your application can provide Be specific about the geographic areas you serve 1 App Name 2 Developer Name 43 Part 5 3 App Description
SPECIFIC APPLICATIONS  MOBILE APPLICATIONS Mobile applications help you reach customers accessing real estate information ...
Business Cards and Phone Listings App Icon and Display Name Rule The requirements for the icon and display name used in the app store or marketplace are simple a if you use RE MAX or any RE MAX logo in the display name or icon then you must include the RE MAX office name or a reasonable abbreviation of it and b considering the small space available for icons the RE MAX Hot Air Balloon logo may be cropped when used in an icon but it may not be distorted stretched or modified in any other manner BUSINESS CARDS Using a standard RE MAX business card whether residential The RE MAX Collection or RE MAX Commercial is an effective way to reinforce and benefit from RE MAX imagery These designs represent best practices and templates are available on RE MAX Mainstreet Affiliates also may use other designs but whatever design is used it must meet all standards for use of the RE MAX name and marks Associate Name Office Name Each Office Independently Owned and Operated Associate Name Designation s RE MAX Title Achievements or Team Name Best Practices Display Name A RE MAX Affiliate s name is a suitable display name though your display name may get truncated if it contains too many characters Almost all RE MAX office names would be truncated For this reason you may use simply RE MAX as your display name but only if your icon includes the RE MAX office name or an abbreviation of it like RE MAX Pros for RE MAX Professionals 7 pt Helvetica Bold Icon Standard RE MAX graphics and logos are encouraged in your icon Adding your name team name or RE MAX brokerage name to the icon is recommended App Content Rule The application must have an About or similar screen that provides all the information required in Part 2 Information Required in RE MAX Affiliate Marketing on page 12 RE MAX World Headquarters reserves the right to require a change to any application s presentation name description or content that is misleading or inappropriate 44 Address City State Province Postal Code Office Telephone Residence Telephone Other Contact Information 16 pt RE MAX logotype 9 pt Helvetica Each Office Independently Owned and Operated 12 16 pt Helvetica Bold 8 pt Helvetica REALTOR 24 pt RE MAX logotype Office Name 7 pt Helvetica REALTOR Associate Name Designation s RE MAX Title Achievement Achievement Address City State Province Postal Code Office Telephone Other Contact Information Other Contact Information 11 pt Helvetica Bold 7 pt Helvetica 9 pt Helvetica Bold to 14 pt Helvetica Bold 7 pt Helvetica Bold 7 pt Helvetica Bold 7 pt Helvetica PHONE LISTINGS All phone directory listings or advertising of a phone number that includes the term RE MAX or any other RE MAX mark must meet these requirements A The address must be for the RE MAX office with which the listed Associates are affiliated and the full office name must be listed B Phone number and listing entries must have an area code that corresponds to the RE MAX office s local market area and must be approved by the RE MAX Broker Owner C Only areas actively and routinely served in the Associates marketing efforts may be listed D Display ads regardless of size must include the information required in Part 2 Information Required in RE MAX Affiliate Marketing on page 12 RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
Business Cards and Phone Listings  App Icon and Display Name Rule  The requirements for the icon and display name used in ...
The Miracle Home and Home for the Cure programs enable RE MAX Associates to show customers their dedication to their communities by committing to make donations to Children s Miracle Network Hospitals in the United States Children s Miracle Network in Canada and Susan G Komen after every real estate transaction RE MAX World Headquarters has approved Children s Miracle Network Hospitals Miracle Home and Miracle Property riders in the United States Children s Miracle Network Miracle Home sign riders in Canada and a Susan G Komen Home for the Cure rider which participating Associates can obtain through RE MAX Approved Suppliers Children s Miracle Network and Susan G Komen have granted RE MAX LLC the right to include their marks as part of the RE MAX trademark use rights generally granted under the RE MAX franchise agreement These marks including the Miracle Home Miracle Property and the Home for the Cure sign riders must not be varied in any manner and may be used only in connection with charitable fundraising activities carried on in connection with real estate brokerage services In addition all uses of these Children s Miracle Network and Susan G Komen marks remain subject to the limitations and quality controls established by Children s Miracle Network and Susan G Komen respectively Miracle Home Children s Miracle Network Hospitals in the United States Children s Miracle Network in Canada and the Children s Miracle Network graphic balloon designs are registered trademarks of Children s Miracle Network Home for the Cure and Susan G Komen are registered trademarks of Susan G Komen SPECIFIC APPLICATIONS Give Back Children s Miracle Network Hospitals and Susan G Komen Programs Co Branded Logo U S Version Sign Rider U S Version MIRACLE HOME Helping kids at Sign Rider Canadian Version MIRACLE HOME Helping kids at NOTE Canadian logo does NOT include Hospitals Co Branded Logo Sign Rider 45 Part 5 NOTE See Part 6 for The RE MAX Collection and RE MAX Commercial co branded property sign riders
The Miracle Home   and Home for the Cure   programs enable RE MAX Associates to show customers their dedication to their c...
Part 6 SPECIALTY BRANDS 47 50 46 The RE MAX Collection Graphic Standards RE MAX Commercial Graphic Standards RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
Part 6  SPECIALTY BRANDS  47 50  46  The RE MAX Collection       Graphic Standards  RE MAX Commercial       Graphic Standa...
The RE MAX Collection program assists Sales Associates working with high end residential properties The RE MAX Collection materials including trademarks logos and designs may only be used with an Affiliate s marketing of eligible listings Clear Space The logos for The RE MAX Collection always appear with space around them The logo forms must always be surrounded on all four sides by a clear space of at least the height of the letter X in RE MAX This is the minimum space needed between the logo and any other graphic element or type To be eligible a property must be listed for twice the average sale price in your local market Use of The RE MAX Collection with non eligible properties violates the franchise agreement Affiliates 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 The illustrations below explain the key measurements of the elements that make up the logo forms for The RE MAX Collection THE RE MAX COLLECTION MARKS AND LOGO When referring to The RE MAX Collection in text always capitalize all the words including the word The as this is part of the proper name In other languages Affiliates may use a local translation of The RE MAX Collection and the phrase Fine Homes Luxury Properties upon approval of RE MAX World Headquarters La Colecci n RE MAX Spanish and La Collection RE MAX French are approved There are two logo forms approved for The RE MAX Collection a vertical stacked form and a horizontal non stacked version For each the RE MAX Balloon and The RE MAX Collection logotype marks form a single combined logo The phrase Fine Homes Luxury Properties must always appear directly below The RE MAX Collection For both logo forms the RE MAX Balloon can be either in color or black and white An embossed silver foil balloon available on printed marketing materials through RE MAX Approved Suppliers may not be simulated or used on signage or in digital form Fine Homes Luxury Properties THE RE MAX COLLECTION The RE MAX Collection Graphic Standards Fine Homes Luxury Properties Minimum 3 4 balloon height 3 4 47 Part 6 The RE MAX Collection logotype must always be used with the balloon No additional graphic elements or type may be inserted into these logo forms
The RE MAX Collection   program assists Sales Associates working with high-end residential properties. The RE MAX Collecti...
THE RE MAX COLLECTION PROPERTY SIGNS 22 specialcurved curvedtop top bottom 22 wide wide special bottom 24 wide The RE MAX Collection Property Sign Specifications Dimensions 22 wide by 30 tall black area is 21 x 29 Border 5 half inch white border to sign edge Colors Black White and Color Dimensions 24 wide by 30 tall Colors Black white and color Official Logo Mark Color or Black White 13 0833 tall Top of balloon to bottom of p in Properties Fine Homes Luxury Properties Fine Homes Luxury Properties Marketed By Font Helvetica Neue 77 Bold Condensed 92 pt Inch Size 91 Capital height Associate Team Name Office Name Font Helvetica Neue 77 Bold Condensed 132 pt Inch Size 1 31 Capital height RE MAX Logotype No Registration Mark 1 5 tall top to bottom of slash Phone Number Font Helvetica Neue 97 Black Condensed 180 pt Inch Size 1 74 Capital height Website Font Helvetica Neue 77 Bold Condensed 92 pt Inch Size 91 Capital height Frame The frame should be a white post hanging frame preferred or as an option for the rectangular sign only a full black angle iron frame Content Standards are strict for The RE MAX Collection property sign and deviation is permitted only in specific limited situations Use of a compliant team name is permissible The phrase Marketed By is preferred but it may be replaced with For Sale or an other similar phrase appropriate to the market If allowed by law and approved by the Broker Owner the office phone number may be replaced with the Associate s direct line if the number 48 is owned and controlled by the brokerage or the Associate s cell phone number If either of those options is selected the office number may not be relocated on the sign to a different area or placed on a rider In place of but not in addition to the website an Associate may display his or her cell phone number as long as the font requirements set forth above are followed the phone number is preceded by an appropriate label such as Cell or Mobile and the use of the cell phone number is allowed by law and approved by the Broker Owner RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION 30 tall 30 tall Fine Homes Luxury Properties Font Cochin Bold Italic 56 pt Inch Size 75 Capital height
THE RE MAX COLLECTION PROPERTY SIGNS 22    specialcurved curvedtop top bottom 22  wide  wide  special    bottom  24  wide ...
THE RE MAX COLLECTION THE RE MAX COLLECTION SIGN RIDERS The rider for The RE MAX Collection standard sign must be printed in blackRider on white The special shape rider is appropriate The RE MAX Collection Special Note Sign file is provided in ai format and built at 25 of actual size for use only with the special shape sign and must be printed in Dimensions 24 wide by 6 tall Colors Black White white on black 6 6 tall SOLD Co Branded Sign Riders U S Versions MIRACLE HOME Helping kids at Rider Text Single Line Rider Text Helvetica Single Line Neue 77 Bold Font Font Helvetica Neue 77 Bold Condensed 500 pt 500 Inch Size pt 4 96 Capital height Condensed Inch Size 4 96 Capital height 24 24 wide 6 UNDER CONTRACT The RE MAX Collection Special Shape Rider Text Double Line Special Note Sign file is provided in ai format and built at 25 of actual size Rider Font Helvetica Neue 77 Bold Condensed 250 pt Inch Size 2 48 Capital height The RE MAX Collection Special Shape Rider Co Branded Logo U S Version Dimensions 22 7 7 talltall Dimensions 22 wide widebyby Colors Black White Colors Black White 24 Curved TopTop Exact Special Shape Curved ExactSame Same as as Special Shape SignSign Flourish Flourish Flourish 8 75 wide by talltall 8 75 wide by 1 52 tall 8 75 wide by1 52 1 52 7 tall 7 tall Historic Home RiderText Text Rider Font Helvetica Helvetica Neue 77 Bold 180 pt Font Neue 77 Condensed Bold Capital Inch Size 1 78 Condensed 180 pt height wide 5 whiteaborder on all border sides on all sides 22 wide 22 which includes 5 white RE MAX World Headquarters has approved special riders for the Children s Miracle Network Hospitals Miracle Home program for use exclusively with The RE MAX Collection property signs A Susan G Komen Home for the Cure rider also is available see page 45 Participating Associates can obtain these riders through RE MAX Approved Suppliers BUSINESS CARDS AND OTHER MATERIALS Marketing materials in The RE MAX Collection program are available from RE MAX Approved Suppliers Visit Shop RE MAX at shop remax net and click the Shop tab The RE MAX Collection 49 Part 6 NOTE The RE MAX Collection program replaced the RE MAX Renowned Properties program in March 2007 RE MAX Affiliates must replace all RE MAX Renowned Properties property signs and other marketing materials and early merlot colored The RE MAX Collection signs with current The RE MAX Collection materials
THE RE MAX COLLECTION    THE RE MAX COLLECTION SIGN RIDERS The rider for The RE MAX Collection standard sign must be print...
RE MAX Commercial Graphic Standards RE MAX COMMERCIAL COLORS Specialized RE MAX Commercial designs are available to all qualified RE MAX Affiliates with commercial listings RE MAX offices with approved commercial divisions or groups may indicate that status in the ways illustrated in the example box below Group may be substituted for Division as appropriate The standards for the RE MAX Commercial logo and property sign are mandatory Anytime a RE MAX Commercial logo is used regardless of media or material the logo must comply with the standards outlined here PANTONE 186 CMYK 0 100 100 5 RGB 225 27 34 WEB e11b22 REFLEX BLUE CMYK 100 73 0 2 RGB 0 80 1564 WEB 0054a4 PANTONE 430 gray CMYK 5 0 0 45 RGB 148 156 161 WEB 949ca1 The RE MAX Commercial property sign design may only be used with commercial listings The red white blue property sign see Part 4 may be used as an alternative Remember all general standards for use of the RE MAX trademarks also apply to RE MAX Commercial materials such as including the phrase Each Office Independently Owned and Operated and complete office contact information see Part 2 BUSINESS CARDS AND OTHER MATERIALS Marketing materials in the RE MAX Commercial program are available from RE MAX Approved Suppliers Visit Shop RE MAX at shop remax net and click the Shop tab RE MAX Commercial Examples Examples Correct Format RE MAX Office Name Commercial Division RE MAX Office Name Commercial Division Associate Name DSGs RE MAX Office Name Commercial Division Title Helvetica Neue 97 Black Cond Helvetica Neue 77 Bold Conde Correct Examples RE MAX Premier Commercial Division RE MAX Premier Commercial Division 1 wide RE MAX logotype NO mark RE MAX Premier Commercial Division Incorrect Example RE MAX Premier Commercial 50 Helvetica Neue 75 Bold 9pt Helvetica Neue 55 Roman 6pt Helvetica Neue 77 Bold Condensed 8pt 9pt leading This example is incorrect because the office name is not clear or the office has formed a separate company for its commercial business see page 14 RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION Office Name For designation holders a logo in the RE MAX Web Roster is p Each Office Independently Owned and Operated Address City ST Province Postal Code Office Telephone Fax or Alternate Telephone E mail or other contact information Web site or other contact information Associate Name DSGs Title
RE MAX Commercial   Graphic Standards  RE MAX COMMERCIAL COLORS  Specialized RE MAX Commercial designs are available to al...
RE MAX COMMERCIAL RE MAX COMMERCIAL LOGO INCORRECT LOGO USE There are two approved versions of the RE MAX Commercial logo Use the version with a gray outline when it appears against lighter backgrounds such as on white or in an email signature Use the version with a white outline when it appears against a dark background such as on the commercial property sign In languages other than English the local word for commercial real estate such as comercial in Spanish may be substituted in the same font Don t delete the gray bar Premier Premier Don t place Commercial in the blue bar Premier This logo should appear against a light or white background This logo should appear against a dark background Premier Clear Space The RE MAX Commercial logos always appear with space around them The logo forms must always be surrounded on all four sides by a clear space of at least the height of the letter X in RE MAX This is the minimum space needed between the logo and any other graphic element or type Don t place the office name in the logo Don t use the white outline version on a white background 51 Part 6 The illustration above explains the measurements of the elements that make up the RE MAX Commercial logo forms
RE MAX COMMERCIAL    RE MAX COMMERCIAL LOGO  INCORRECT LOGO USE  There are two approved versions of the RE MAX Commercial ...
Gray Pantone 430 White RE MAX COMMERCIAL PROPERTY SIGN Rectangular Sign dimensions 48 4 ft tall x 96 8 ft wide Helvetica Neue 97 Black Condensed 720 800 pt 7 14 7 93 Capital height BUILD TO SUIT RE MAX logotype NO registration mark 8 tall top of slash to bottom of slash Helvetica Neue 75 Bold 320 400 pt 3 17 3 97 Capital height Commercial Division is optional Helvetica Neue 75 Bold 400 pt 3 97 Capital height Name and phone may move up slightly to accommodate second contact info line Top margin 3 5 White bar 27 tall Office Name Commercial Division Blue line 1 tall Associate Name or Team 374 589 1062 Gray bar 20 tall RE MAX COMMERCIAL 4 X 4 SIGN SPECS Bottom margin 3 1 16thRE MAX scale Commercial logo 15 tall includes 375 white border Helvetica Neue 97 Black Condensed 760 pt 7 62 Capital height Separate EPSLeft artwork for Signmaker available quarter scale rightfile margins approx 3 5 Square Sign dimensions 48 4 ft tall x 48 4 ft wide AVAILABLE 374 589 1062 Office Name Associate Name or Team White bar 33 75 tall Top margin approx 2 5 Helvetica Neue 97 Black Cond 640 pt 6 60 Capital height Helvetica Neue 97 Black Cond 520 pt 5 11 Capital height INCORRECT PROPERTY SIGN For Lease RE MAX logotype NO registration mark 6 tall top of slash to bottom of slash Helvetica Neue 97 Black Cond 400 pt 3 97 Capital height Blue line 1 tall Helvetica Neue 97 Black Cond 360 pt 3 57 Capital height Gray bar 13 25 tall Bottom margin approx 2 25 374 589 1062 FOR SA 374 589 cell 374 562 Office Na Associate Name or Team RE MAX Commercial logo 10 tall includes 25 white border Left and right margins approx 1 5 52 RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION Note The Commercial logo cannot be altered for use as a property sign
Gray, Pantone 430 White  RE MAX COMMERCIAL PROPERTY SIGN    Rectangular  Sign dimensions  48     4 ft.  tall x 96     8 ft...
If a local law regulation ordinance or covenant requires specifications differing from those stated here those requirements take precedence over RE MAX standards In those cases the Affiliate must send the sign maker s proof mock up to the RE MAX Standards and Quality Control Team for approval A Material Type of sign material is optional Select material for durability appearance ease of handling and storage flexibility of general use and local climate G The Phone Number In the square sign the phone number appears in the white bar In the rectangular sign the phone number appears in the gray bar Either the brokerage number or a Broker Ownercontrolled direct dial number may be used If allowed by law and approved by the Broker Owner the brokerage number may be replaced with the Associate s cell phone number The type size of the phone number may be reduced so that two lines of type may fit to include a second phone number preceded by an appropriate label such as Cell or Mobile or other compliant contact information such as a website RE MAX COMMERCIAL SIGN RIDERS A top or bottom rider may be used to describe the listing including the name of the listing Associate or team or give additional compliant contact information such as email web address or cell number Both riders are white with blue match Pantone Reflex Blue or red match Pantone 186 lettering in Helvetica Neue typeface B Dimensions A proportion of 1 x 1 as in 48 x 48 or 1 x 2 as in 48 x 96 must be maintained In metropolitan areas 48 x 48 is optimum In remote areas or as conditions dictate 48 x 96 up to 72 x 144 and larger are acceptable as long as correct proportions are maintained both in overall dimension and among all of the sign s individual elements RE MAX World Headquarters has approved a special rider for the Children s Miracle Network Hospitals Miracle Property program for use exclusively with RE MAX Commercial property signs Participating Associates can obtain these riders through RE MAX Approved Suppliers C Colors Gray PMS 430 Red PMS 186 Blue Reflex Blue Co Branded Logo U S Version RE MAX COMMERCIAL The RE MAX Commercial property sign is available to any RE MAX Affiliates with commercial listings including residential rental properties of four units and larger Standards are strict for the RE MAX Commercial property sign and deviation is permitted only in specific limited situations For example the property sign may not include photographs such as Associate or team photos personal logos or the RE MAX Balloon logo D Type Helvetica Neue 97 Black Condensed Black refers to the font name not the color or Helvetica Neue 75 Bold 1 x 2 sign F The Gray Bar The RE MAX Commercial logo is in color with a white outline against PMS 430 Gray as a background All other lettering is white Either an Associate name or compliant team name may be used Co Branded Logo U S Version 53 Part 6 E The White Bar The top line in the white bar announces the real estate offering While the offering is most likely to be For Sale or For Lease it can include such terms as Available For Rent or property specific terms such as Zoned C 1 or Build to Suit The white bar includes the RE MAX office name in Reflex Blue with the RE MAX logotype in color All other lettering is Reflex Blue
If a local law, regulation, ordinance or covenant requires specifications differing from those stated here, those requirem...
Part 7 BUSINESS PRACTICES AND ADVERTISING 55 55 56 58 54 RE MAX Premier Quality Service Business Practices That Fail to Meet RE MAX Trademark Standards Honesty and Professionalism in Advertising Complying with Legal and Regulatory Requirements for Truthful Advertising RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
Part 7  BUSINESS PRACTICES AND ADVERTISING 55 55 56 58  54  RE MAX Premier Quality Service  Business Practices That Fail t...
RE MAX LLC licenses the right to use the RE MAX brand only to authorized RE MAX franchisees Sales Associate use of the marks is derived solely from the office s right to use the marks as a representative of the office The RE MAX franchisee cannot sublicense Sales Associates or others to use the RE MAX trademarks independently or authorize a third party to use business cards letterhead or any other materials that bear any of the marks The RE MAX marks must always be identified with the name of the specific RE MAX franchise and used only for the real estate brokerage business of that company Authorized use of RE MAX trademarks is limited to RE MAX Affiliates who a provide real estate service consistent with RE MAX standards of quality on a substantially full time basis b are properly licensed c operate from a RE MAX office facility that is sufficient in size design and location to appropriately serve its sales force d conduct their daily real estate activities close enough to their RE MAX office so there is opportunity for day to day face to face supervision and control of all Associates by the Broker Owner BUSINESS PRACTICES THAT FAIL TO MEET RE MAX TRADEMARK STANDARDS Use of the term RE MAX or any other RE MAX mark in connection with any service or activity that tends to take unfair advantage of fellow members of the RE MAX organization is prohibited This prohibition includes but is not limited to services or activities that a compete with or undermine services offered by RE MAX World Headquarters to the public or to RE MAX Affiliates b fragment the RE MAX organization into exclusionary or competing referral networks c create spurious referrals or otherwise add unnecessary layers of costs or expense to other RE MAX Affiliates d mislead consumers into believing that they are gaining access to the entire RE MAX network or are being referred to the RE MAX Associate best suited to their needs when this is not the case Private referral networks are expressly prohibited in the RE MAX franchise agreement Another example of such inappropriate services is office agent locator services by which a remote Affiliate intercepts leads away from local RE MAX Associates and then charges a fee to refer them back e maintain the highest ethical standards in the conduct of real estate activities f abide by all mandatory RE MAX policies and businesspractice standards g comply with all office policies of and or agreements with their Broker Owner h meet the local market s standards of quality and professionalism 55 BUSINESS PRACTICES AND ADVERTISING Part 7 RE MAX PREMIER QUALITY SERVICE
RE MAX, LLC licenses the right to use the RE MAX brand only to authorized RE MAX franchisees. Sales Associate use of the m...
HONESTY AND PROFESSIONALISM IN ADVERTISING 1 set commission rates or fees independently RE MAX Affiliates must share and honor a common commitment to honesty and professionalism The goal is not simply to meet the minimum requirements of applicable laws regulations and ethical codes but to aspire to levels of honesty and professionalism that exceed the rest of the industry RE MAX World Headquarters reserves the right to exercise its judgment in evaluating whether actions or advertisements violate RE MAX standards including the following 2 establish a commission rate or range of rates that all their Sales Associates must charge or conversely empower their Sales Associates to adjust commission rates or fees A Do not use any advertising that conceals or misrepresents the Affiliate s identity or office affiliation or that is misleading about geographic market area served number of transactions handled dollar volume closed number of listings taken any other representation of experience or markets served Be sure to clearly state the relevant information i e time frame geographic area markets served to place such details in context B Do not lead consumers to believe they are contacting a service that is provided endorsed or sponsored by RE MAX World Headquarters or a RE MAX region or a cost free or impartial locator service for RE MAX offices or Associates C Do not promote any phone number or Internet address that may lead consumers to assume that the Affiliate is with a RE MAX office in the geographic area generally associated with the area code or address when that is not the case D Do not lead consumers to believe that commission rates or fees of RE MAX offices or Associates are uniform set at any specific level or are not negotiable In general RE MAX Broker Owners are free to 56 3 either allow or prohibit the advertising of commission rates or fees by their Sales Associates Affiliates who choose to advertise commission rates or fees must ensure that potential clients fully understand the listing and marketing services that will be provided for the advertised commission rate To avoid consumer confusion if a RE MAX Broker Owner elects to advertise the office s commission rates or fees or permits Sales Associates to do so the advertisement must include the following notice in prominent letters no smaller than one half the size of the font used for advertising the commission rates or fees Different commission rates fees and listing and marketing services may be offered by other RE MAX franchisees and Sales Associates serving this market area E Do not take advantage of consumer naivet about the real estate business For example do not advertise full MLS exposure or full service if you intend to place listings in the MLS without offering competitive compensation to MLS participants or omit other services customarily included as part of a full service marketing package F Do not use the RE MAX name or other marks in a manner that is inconsistent with the letter and spirit of the code of ethics of the National Association of REALTORS in the United States the Canadian Real Estate Association or comparable professional organizations where your business is located RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
HONESTY AND PROFESSIONALISM IN ADVERTISING  1  set commission rates or fees independently  RE MAX Affiliates must share an...
to require that any Affiliate cease the use of any affinity group phrase or symbol J Respect the rights of others Do not 1 stereotypes or labels individuals neighborhoods or communities 1 use the name photo likeness musical score voice trademark slogan writings photographs or other material of any competitor or other third party without the required permission or authority 2 uses any derogatory embarrassing or inflammatory term or phrase when referring to a person business or property 2 infringe on the rights of privacy copyrights or other rights of any third party including any RE MAX Affiliate 3 uses pornography or profanity 4 disparages or creates ill will toward any individual group or organization H Observe limits on the use of the RE MAX marks in connection with endorsements and sponsorships All sponsorships or endorsements involving the RE MAX marks must use the full office name Do not use any RE MAX marks including RE MAX office names in sponsoring or endorsing organizations events publications or advertisements where the general public would perceive the primary purpose as promoting a political candidate or party a religion or an issue or cause that is offensive to or opposed by other groups RE MAX World Headquarters will determine in its sole discretion whether any endorsement or sponsorship violates this prohibition I Personal belief or affinity group phrases or symbols cannot appear on property signs or other materials with uniform design standards However they may appear in publications or advertisements primarily meant to market the Affiliate s business subject to the other requirements of this manual including items G and H above Please consider the inclusion of any such phrase or symbol with care in light of the ethical legal and business risks involved RE MAX World Headquarters reserves the right K Do not denigrate any competitor Do not engage in false comparisons or descriptions of competitors or their business practices This does not preclude factual comparative advertising L Use comparative advertising only if it has been substantiated in advance or verified as accurate is literally truthful and will not imply factual statements that are not truthful see discussion of regulatory requirements on the following page Comparative bar graphs and other comparative statements even though truthful are closely scrutinized and occasionally challenged by competitors regulators or consumers The law prohibits advertising that is false deceptive or misleading MLS bylaws commonly require that comparative advertising using MLS data include a clearly legible footnote that specifies the time period and geographic area to which the comparison applies Check state provincial laws and real estate commission regulations that might apply to comparative advertising 57 BUSINESS PRACTICES AND ADVERTISING Part 7 G Do not suggest that services offered by any RE MAX office or Affiliate are not available on equal terms to all persons irrespective of race creed color religion nationality disability gender family status or any other legally protected classification Do not advertise in a way that
to require that any Affiliate cease the use of any affinity group phrase or symbol. J. Respect the rights of others. Do no...
COMPLYING WITH LEGAL AND REGULATORY REQUIREMENTS FOR TRUTHFUL ADVERTISING The legal requirements for truthful advertising including real estate codes of ethics vary from any given state province or country to the next The goal in preparing communications involving the RE MAX brand should be to conform these guidelines to the requirements of applicable law regulations and ethical standards while assuring that advertising content and practices involving the RE MAX name and marks are consistent with the highest applicable standards of equal treatment honesty and fairness In the United States Federal Trade Commission advertising regulations require not only literal truthfulness but also the truth of any inferences consumers may be reasonably expected to draw from the advertising This means you must consider how consumers perceive the real estate brokerage business FTC regulations also require that all factual claims be substantiated before the ad is used Similar regulations may apply in many other countries where RE MAX offices conduct business NOTE To assist RE MAX Affiliates in their efforts to meet the highest standards of truthfulness in advertising the RE MAX Marketing Claims Committee at RE MAX World Headquarters maintains an up to date list of verified marketing claims The list includes claims about RE MAX agent productivity the power of the RE MAX brand and other RE MAX strengths Find the Marketing Claims page under the Marketing tab in the top navigation menu on RE MAX Mainstreet or search for marketing claims 58 RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17TH EDITION
COMPLYING WITH LEGAL AND REGULATORY REQUIREMENTS FOR TRUTHFUL ADVERTISING The legal requirements for truthful advertising ...
RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17th Edition 2016 The red white and blue bars are a trademark of RE MAX LLC
    RE MAX BRAND IDENTITY TRADEMARK AND GRAPHIC STANDARDS 17th Edition     2016     The red, white and blue bars are a tra...