Berkshire Hathaway Homeservices

Official Websites

• https://www.bhhs.com
• https://www.bhhs.com/contact-us
• https://www.bhhsresourcecenter.com

Brand Guidelines

2013

Brand Summary

Mission

• Berkshire Hathaway HomeServices brings to the real estate market a definitive mark of stability, strength, and quality. The brand aims to be refreshingly real, operating across high-end, commercial, and middle-market communities, and is committed to integrity, intelligence, and a straightforward approach [^1].

Core Values

• integrity
• intelligence
• straightforward approach
• quality
• stability
• strength

Target Audience

• Affiliates, customers, and communities in high-end residential, commercial, and middle-class, middle-market sectors [^2].

Personality Traits

• timeless
• dignified
• unpretentious
• refreshingly real

Visual Identity Overview

• The visual identity is defined by distinctive colors (Cabernet Pantone 7659 and Cream Pantone 9143), dignified and classic typography (Georgia or Georgia Pro), a consistent logo and Quality Seal, and strict rules for logo usage, clear space, and layout. The style emphasizes professionalism, clarity, and consistency across all branded materials [^3].

Categories

Brand Imagery

• Marketing materials and websites must always contain your customized wordmark logo with or without the Quality Seal. The Quality Seal should never be used alone without your logo being somewhere on the page.
• Do not use colors outside the approved palette.
• Do not combine color combinations.
• Do not scale horizontally or vertically.
• Do not add special effects.

Color Palette

• the approved colors for the Berkshire Hathaway HomeServices brand have been defined as Cabernet Pantone 7659 and Cream Pantone 9143. In order to truly match these Pantone colors, we have also defined a custom CMyK mix for process printing and a custom rGB mix for electronic deliveries. Below are these custom mixes for BHHS Cabernet and BHHS Cream. these mixes do vary from the standard mixes you will find in your graphics programs. Please override those numbers with the ones below to get a better match to the Pantone colors indicated above.
• Additionally, each office will be provided with a printed color swatch book which you can use as a visual reference to match to when producing branded materials.
• BHHS Cabernet CMyK: 48/90/10/55 rGB: 85/36/72 PowerPoint rGB: 67/23/58 Hex: 552448
• Black CMyK: 0/0/0/100 rGB: 0/0/0 PowerPoint rGB: 0/0/0
• BHHS Cream CMyK: 0/2/14/5 rGB: 234/227/212 PowerPoint rGB: 237/228/214 Hex: EAE3D4
• Do not use colors outside the approved palette.
• Do not combine color combinations.
• Do not scale horizontally or vertically.
• Do not add special effects.
• Black and white color options are for marketing/advertising materials only and are not to be used for yard signs.
• The exact colors to be used on the yard signs (cabernet and cream) have yet to be determined. BHHS will provide color information and visual reference swatches for yard signs once the colors have been calibrated.
• The Red/Green/Blue (“RGB”) value for BHHS cabernet Pantone 7659 is r:85, G:36, B:72.
• The Red/Green/Blue (“RGB”) value for BHHS cream 9143 is R:234, G:277, B:212.
• The Red/Green/Blue (“RGB”) value for BHHS cream Pantone 9143 is r:234, G:227, B:212.

Typography

• Georgia or Georgia Pro, our primary typeface, reflects the BHHS brand proposition. Its classic look speaks to trust; it is also a font designed for digital purposes.
• For all uses and variations of the BHHS logo with DBA name, we will be using Georgia or Georgia Pro, regular weight set with Optical Kerning and a tracking Value of 0.
• Georgia Pro, Regular Weight
• Optically Kerned
• Tracking Value = 0
• The size of the DBA must be no more than 85% of “X” and no less than 66% of “X.”
• The DBA must be same size on both lines (as needed).
• Affiliate DBAs are set in upper and lower case, with the exception of the word “REALTORS®” (where applicable).
• For side-by-side applications, the distance from the “E” in “Berkshire” to the vertical rule and the distance from the vertical rule to the first letter of the DBA is “Y,” while the width of the vertical rule itself is 5% of “Y.”
• DBA must be centered along with the Berkshire Hathaway logomark.
• DBA must not extend past the stacked Berkshire Hathaway by more than 2Y on each side.
• DBA must not extend beyond Z.
• DBA must be centered on itself, and line up as a unit to the vertical Line 1.
• Line 1 of DBA must be anchored along the baseline of “Berkshire.”
• Line 2 of DBA must be anchored along the baseline of “Hathaway” (as needed).
• The vertical rule line must be equal to the height of the stacked “Berkshire Hathaway.”
• DBA must be no more than 85% X and no less than 66% X.
• Line 1 of DBA must be anchored along the baseline of “Berkshire Hathaway.”
• Line 2 of DBA must be anchored along the baseline of “HomeServices” (as needed).
• For a 1-line DBA: The vertical rule line must be equal to the height of the horizontal “Berkshire Hathaway.”
• For a 2-line DBA: The vertical rule line must be equal to the height of the horizontal “Berkshire Hathaway” + “HomeServices” (not shown).
• Affiliates DBA may not be in all caps
• Business card is set in Georgia or Georgia Pro font, Regular weight, 8 points over 10 point leading, set with Optical Kerning and a tracking Value of 0.
• Address Line is Set in Georgia Pro Regular, 8 Point Over 10 Point Leading
• 6 point, Georgia Pro Regular
• Text is Set in 10 Point Over 14 Point Leading -Georgia Pro or Georgia Font, Regular Weight
• Fonts, other than those used in logos, are restricted to those choices offered by the publisher.
• Fonts are restricted to publisher specifications. All text, other than the corporate Signature and Affiliate Signature, are subject to publisher criteria.
• Do not use unapproved typefaces.

Logo Usage

• Marketing materials and websites must always contain your customized wordmark logo with or without the Quality Seal. The Quality Seal should never be used alone without your logo being somewhere on the page.
• Do not use colors outside the approved palette.
• Do not combine color combinations.
• Do not scale horizontally or vertically.
• Do not add special effects.

Tone And Messaging

• Berkshire Hathaway HomeServices (BHHS), brings to the real estate market a definitive mark of stability, strength, and, above all, quality. Our vision identity – from our distinctive colors and Quality Seal to our dignified, unpretentious typography – reflects our timeless character. We believe in being refreshingly real, whether we are operating in the high-end residential markets, in commercial real estate, or in the kind of middle-class, middle-market communities that are so integral to society.
• Wherever Berkshire Hathaway HomeServices is, our brand identity communicates our commitment to integrity, our intelligence, and our straightforward approach, inspiring the best in our affiliates, and delivering the best to our customers. Use these guidelines to ensure you are representing Berkshire Hathaway HomeServices to the best of your ability, every time you communicate on our behalf.
• references to Mr. Buffett, whether in electronic, print and social media, and including references made by third parties and outside sources, plus photos, illustrations and graphics, are not allowed unless specifically provided by HomeServices of America. Mention or references to Berkshire Hathaway Inc., outside of reference to Berkshire Hathaway HomeServicesSM, also are not allowed.
• Affiliates must not link to any webpage or website that refers to, describes or includes Berkshire Hathaway Inc. or Warren Buffett, unless the web address, text or graphics are provided by HomeServices of America.

Brand Values

• Berkshire Hathaway HomeServices (BHHS), brings to the real estate market a definitive mark of stability, strength, and, above all, quality. Our vision identity – from our distinctive colors and Quality Seal to our dignified, unpretentious typography – reflects our timeless character. We believe in being refreshingly real, whether we are operating in the high-end residential markets, in commercial real estate, or in the kind of middle-class, middle-market communities that are so integral to society.
• Wherever Berkshire Hathaway HomeServices is, our brand identity communicates our commitment to integrity, our intelligence, and our straightforward approach, inspiring the best in our affiliates, and delivering the best to our customers. Use these guidelines to ensure you are representing Berkshire Hathaway HomeServices to the best of your ability, every time you communicate on our behalf.

Visual Style

• the approved colors for the Berkshire Hathaway HomeServices brand have been defined as Cabernet Pantone 7659 and Cream Pantone 9143. In order to truly match these Pantone colors, we have also defined a custom CMyK mix for process printing and a custom rGB mix for electronic deliveries. Below are these custom mixes for BHHS Cabernet and BHHS Cream. these mixes do vary from the standard mixes you will find in your graphics programs. Please override those numbers with the ones below to get a better match to the Pantone colors indicated above.
• BHHS Cabernet CMyK: 48/90/10/55 rGB: 85/36/72 PowerPoint rGB: 67/23/58 Hex: 552448
• Black CMyK: 0/0/0/100 rGB: 0/0/0 PowerPoint rGB: 0/0/0
• BHHS Cream CMyK: 0/2/14/5 rGB: 234/227/212 PowerPoint rGB: 237/228/214 Hex: EAE3D4
• Marketing materials and websites must always contain your customized wordmark logo with or without the Quality Seal. The Quality Seal should never be used alone without your logo being somewhere on the page.
• Do not use colors outside the approved palette.
• Do not combine color combinations.
• Do not scale horizontally or vertically.
• Do not add special effects.
• Do not use as a watermark. Always use at 100% opacity.
• When the Quality Seal is separated from the lock up, it is to be placed a minimum of 5Q distance away from the wordmark, with “Q” being the height of the Quality Seal.
• In order to maintain consistency in usage, it is always important that the Berkshire Hathaway HomeServices logomark be used the same way everytime, and always given the proper amount of surrounding clear space in order to avoid it being lost on the page or in the layout. The following rules apply to the proper amount and usage of clear space to be left around the logomark at all times. At no such time is the clear space to be violated by copy or graphic elements of any kind.
• Georgia or Georgia Pro, our primary typeface, reflects the BHHS brand proposition. Its classic look speaks to trust; it is also a font designed for digital purposes.
• For all uses and variations of the BHHS logo with DBA name, we will be using Georgia or Georgia Pro, regular weight set with Optical Kerning and a tracking Value of 0.
• “X” height is equal to the height of the “B” in “Berkshire.”
• “Y” width is equal to the width of the “B” in “Berkshire.”
• “Z’ width is equal to the width of the words “Berkshire Hathaway” or the word “Berkshire.”
• The size of the DBA must be no more than 85% of “X” and no less than 66% of “X.”
• The DBA must be same size on both lines (as needed).
• Affiliate DBAs are set in upper and lower case, with the exception of the word “REALTORS®” (where applicable).
• For side-by-side applications, the distance from the “E” in “Berkshire” to the vertical rule and the distance from the vertical rule to the first letter of the DBA is “Y,” while the width of the vertical rule itself is 5% of “Y.”
• DBA must be centered along with the Berkshire Hathaway logomark.
• DBA must not extend past the stacked Berkshire Hathaway by more than 2Y on each side.
• DBA must not extend beyond Z.
• DBA must be centered on itself, and line up as a unit to the vertical Line 1.
• Line 1 of DBA must be anchored along the baseline of “Berkshire.”
• Line 2 of DBA must be anchored along the baseline of “Hathaway” (as needed).
• The vertical rule line must be equal to the height of the stacked “Berkshire Hathaway.”
• DBA must be no more than 85% X and no less than 66% X.
• Line 1 of DBA must be anchored along the baseline of “Berkshire Hathaway.”
• Line 2 of DBA must be anchored along the baseline of “HomeServices” (as needed).
• For a 1-line DBA: - The vertical rule line must be equal to the height of the horizontal “Berkshire Hathaway.”
• For a 2-line DBA: - The vertical rule line must be equal to the height of the horizontal “Berkshire Hathaway” + “HomeServices” (not shown).
• Black and white color options are for marketing/advertising materials only and are not to be used for yard signs.
• Do not use unapproved typefaces.
• Do not alter logos.
• Do not alter approved sizing and distance relationships.
• Do not alter alignment rules.
• Affiliates DBA may not be in all caps

Layout And Composition

• Marketing materials and websites must always contain your customized wordmark logo with or without the Quality Seal. The Quality Seal should never be used alone without your logo being somewhere on the page.
• Do not use colors outside the approved palette.
• Do not combine color combinations.
• Do not scale horizontally or vertically.
• Do not add special effects.

Additional Properties