Berkshire Hathaway Brand Book

BASIC LOGO, DBA GUIDELINES AND y A r D SIGN GUIDELINES Updated 8/12/13

Berkshire Hathaway HomeServices Basic Branding Guidelines 1 I N tr ODUC t ION 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. In regards to referencing Warren Buffett r eferences 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 HomeServices SM , 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.

Berkshire Hathaway HomeServices Basic Branding Guidelines 2 BHHS – t he abbreviation for Berkshire Hathaway HomeServices. Lock-up – Spacing of elements within BHHS Signatures. REsource Center – Private extranet site for affiliates, located at www.bhhs r Esourcecenter.com. Quality Seal – BHHS Signatures : Corporate Signature – t he Quality Seal and the words “Berkshire Hathaway HomeServices.” Affiliate Signature – t he corporate Signature with the affiliate DBA Name below or beside it. G LOSSA ry

Berkshire Hathaway HomeServices Basic Branding Guidelines 3 Br AND I DEN t I ty C OMPLIANCE Every affiliate is required to submit the following during the audit process: • Sample of the business card format endorsed by your company . • Sample of marketing materials, which could include your company approved brochure, radio or t V ads, flyers, listing presentation or magazine ads. • A list of all company , office and sales professional URLs. • A photo of the yard sign endorsed by your company . Once we receive the materials outlined above, all submissions, including the websites, will be reviewed for compliance relative to the established Brand Identity Standards (see Operations Manual or r Esource Center) and F air Housing laws. y ou will be contacted if there are any items that need to be modified or converted. We understand that in many cases non-compliant materials are a result of a misunderstanding of the Brand Identity Standards. W e trust that once we notify you of an outstanding issue, you will take care of it within a reasonable requested timeframe. Since adherence to the Brand Identity Standards is such an important issue for our Network, in those cases where efforts to resolve compliance problems are not evident, we will take stronger measures. When an affiliate does not comply with our requests for materials or will not work with us to address a compliance issue, we will be forced to take the following steps until the situation is resolved: • Affiliate will be considered not-in-good-standing. • Immediate de-linking from BHHS website. • Suspension of eligibility to receive additional Relocation business. • Loss of company and/or agent awards. • T erminate for cause. t he protection of the Brand and its consistent use in accordance with established standards is critical to maintaining the value of our Network and the Brand. W e appreciate your cooperation toward these efforts.

Berkshire Hathaway HomeServices Basic Logo, DBA and y ard Sign Guidelines 4 t HE B r AND COLO r PALE tt E t he approved colors for the Berkshire Hathaway HomeServices brand have been defined as Cabernet P antone 7659 and Cream Pantone 9143. In order to truly match these Pantone colors, we have also defined a custom CM y K mix for process printing and a custom r GB mix for electronic deliveries. Below are these custom mixes for BHHS Cabernet and BHHS Cream. t hese 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 BHHS Cream CMYK: 48/90/10/55 CMYK: 0/2/14/5 RGB: 85/36/72 RGB: 234/227/212 PowerPoint RGB: 67/23/58 PowerPoint RGB: 237/228/214 Hex: 552448 Hex: EAE3D4 Black CMYK: 0/0/0/100 RGB: 0/0/0 PowerPoint RGB: 0/0/0 4

Berkshire Hathaway HomeServices Basic Branding Guidelines 5 Marketing materials and websites must always contain your customized wordmark logo with or without the Quality Seal. t he Quality Seal should never be used alone without your logo being somewhere on the page. t he following examples show some of the possible misuses of the Quality Seal. t o ensure correct, consistent usage, always follow these examples. t HE QUALI ty SEAL Do not use colors outside the approved palette. Do not scale horizontally or vertically. Do not combine color combinations. Do not add special effects.

Berkshire Hathaway HomeServices Basic Branding Guidelines 6 Do not use as a watermark. Always use at 100% opacity.

Berkshire Hathaway HomeServices Basic Branding Guidelines 7 When not using the specified logo lock ups (the Quality Seal and the BHHS wordmark), the logo components may be used separately. When separated, the components should stand alone and work as individual elements. t herefore it is important to keep a healthy distance between components in order to differentiate the Quality Seal and the logo. 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. See example below and on the following page. SEPA r A t ING t HE QUALI ty SEAL F r OM t HE LOGOMA r K Allison & Doyle, REALTORS Q Q Q Q Q

Berkshire Hathaway HomeServices Basic Branding Guidelines 8

Berkshire Hathaway HomeServices Basic Branding Guidelines 9 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. t he 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. Berkshire Hathaway HomeServices logomark: Berkshire Hathaway HomeServices logomark and DBA: C LEA r S PACE Allison & Doyle, REALTORS X X X X X X X X X X X Allison & Doyle, REALTORS X X X X X X X X X X X

ty POG r APH y 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. Berkshire Hathaway HomeServices Basic Logo, DBA and y ard Sign Guidelines 10 Allison & Doyle, REALTORS Georgia Pro, Regular Weight Optically Kerned Tracking Value = 0

Berkshire Hathaway HomeServices Basic Logo, DBA and y ard Sign Guidelines 11 G ENE r AL r ULES FO r ALL APPLICA t IONS • “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.” X Y Allison & Doyle, REALTORS Z Allison & Doyle, REALTORS Z Z

Berkshire Hathaway HomeServices Basic Branding Guidelines 12 • 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 “ r EAL t O r S ® ” (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 .” Allison & Doyle, REALTORS Additional Line (as needed) X Between 66-85% X Same Size as First Line 50% X DBA Set in Georgia Pro Font, Regular Weight, 0 Tracking Allison & Doyle, REALTORS 5% Y Vertical Rule Line Y Y Y

Berkshire Hathaway HomeServices Basic Logo, DBA and y ard Sign Guidelines 13 • DBA must be centered along with the Berkshire Hathaway logomark. • DBA must not extend past the stacked Berkshire Hathaway by more than 2 y on each side. V E rt ICAL St ACK WI t H Q UALI ty S EAL Allison & Doyle, REALTORS X 25% X Y 2Y 2Y 75% X Between 66-85% X Allison & Doyle, REALTORS

Berkshire Hathaway HomeServices Basic Branding Guidelines 14 V E rt ICAL St ACK WI t HOU t Q UALI ty S EAL • DBA must be centered along with the Berkshire Hathaway logomark. • DBA must not extend past the stacked Berkshire Hathaway by more than 2 y on each side. Allison & Doyle, REALTORS X 25% X Y 2Y 2Y 75% X Between 66-85% X Allison & Doyle, REALTORS

Berkshire Hathaway HomeServices Basic Logo, DBA and y ard Sign Guidelines 15 • DBA must be centered along with the Berkshire Hathaway logomark. • DBA must not extend beyond Z. H ORIZO n TAL S TACK w ITH Q UALITY S EAL Allison & Doyle, REALTORS Z X 25% X 75% X Between 66-85% X Allison & Doyle, REALTORS

Berkshire Hathaway HomeServices Basic Branding Guidelines 16 H ORIZO n TAL S TACK w ITHOUT Q UALITY S EAL • DBA must be centered along with the Berkshire Hathaway logomark. • DBA must not extend beyond Z. Allison & Doyle, REALTORS Z X 25% X 75% X Between 66-85% X Allison & Doyle, REALTORS

Berkshire Hathaway HomeServices Basic Logo, DBA and y ard Sign Guidelines 17 • 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 .” V E rt ICAL St ACK (S IDE B y S IDE ) WI t H Q UALI ty S EAL Line 1 Center of DBA Name Allison & Doyle, REALTORS X 5% Y Vertical Rule Line Z Z 2nd Line must be same size Between 66-85% X Y Y Y Allison & Doyle, REALTORS

Berkshire Hathaway HomeServices Basic Branding Guidelines 18 V E rt ICAL St ACK (S IDE B y S IDE ) WI t HOU t Q UALI ty S EAL • 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 .” Line 1 Center of DBA Name Allison & Doyle, REALTORS X 5% Y Z Z 2nd Line must be same size Between 66-85% X Y Y Y Vertical Rule Line Allison & Doyle, REALTORS

Berkshire Hathaway HomeServices Basic Logo, DBA and y ard Sign Guidelines 19 • DBA must be no more than 85% X and no less than 66% X. • 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 Hathaway.” • Line 2 of DBA must be anchored along the baseline of “HomeServices” (as needed). • For a 1-line DBA: - t he vertical rule line must be equal to the height of the horizontal “Berkshire Hathaway.” • For a 2-line DBA: - t he vertical rule line must be equal to the height of the horizontal “Berkshire Hathaway” + “HomeServices” (not shown). HORIZO n TAL S TACK (S IDE BY S IDE ) w ITH Q UALITY S EAL Allison & Doyle, REALTORS X 5% Y Z Z Line 1 Center of DBA Name Y Y Y 85%X Vertical Rule Line Allison & Doyle, REALTORS

Berkshire Hathaway HomeServices Basic Branding Guidelines 20 HORIZO n TAL S TACK (S IDE BY S IDE ) w ITHOUT Q UALITY S EAL • DBA must be no more than 85% X and no less than 66% X. • 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 Hathaway.” • Line 2 of DBA must be anchored along the baseline of “HomeServices” (as needed). • For a 1-line DBA: - t he vertical rule line must be equal to the height of the horizontal “Berkshire Hathaway.” • For a 2-line DBA: - t he vertical rule line must be equal to the height of the horizontal “Berkshire Hathaway” + “HomeServices” (not shown). Allison & Doyle, REALTORS X 5% Y 85%X Z Z Line 1 Center of DBA Name Y Y Y Vertical Rule Line Allison & Doyle, REALTORS

Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Berkshire Hathaway HomeServices Basic Logo, DBA and y ard Sign Guidelines 21 Vertical stack with Quality Seal. Black and white color options are for marketing/advertising materials only and are not to be used for yard signs. A DDI t IONAL C OLO r O P t IONS

Berkshire Hathaway HomeServices Basic Branding Guidelines 22 A DDI t IONAL C OLO r O P t IONS Vertical stack without Quality Seal. Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Black and white color options are for marketing/advertising materials only and are not to be used for yard signs.

Berkshire Hathaway HomeServices Basic Logo, DBA and y ard Sign Guidelines 23 Horizontal stack with Quality Seal. A DDI t IONAL C OLO r O P t IONS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Black and white color options are for marketing/advertising materials only and are not to be used for yard signs.

Berkshire Hathaway HomeServices Basic Branding Guidelines 24 A DDI t IONAL C OLO r O P t IONS Horizontal stack without Quality Seal. Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Black and white color options are for marketing/advertising materials only and are not to be used for yard signs.

Berkshire Hathaway HomeServices Basic Logo, DBA and y ard Sign Guidelines 25 Vertical stack (side by side) with Quality Seal. A DDI t IONAL C OLO r O P t IONS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS

Berkshire Hathaway HomeServices Basic Branding Guidelines 26 A DDI t IONAL C OLO r O P t IONS Vertical stack (side by side) without Quality Seal. Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Black and white color options are for marketing/advertising materials only and are not to be used for yard signs.

Berkshire Hathaway HomeServices Basic Logo, DBA and y ard Sign Guidelines 27 Horizontal stack (side by side) with Quality Seal. A DDI t IONAL C OLO r O P t IONS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Black and white color options are for marketing/advertising materials only and are not to be used for yard signs.

Berkshire Hathaway HomeServices Basic Branding Guidelines 28 A DDI t IONAL C OLO r O P t IONS Horizontal stack (side by side) without Quality Seal. Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Black and white color options are for marketing/advertising materials only and are not to be used for yard signs.

Berkshire Hathaway HomeServices Basic Logo, DBA and y ard Sign Guidelines 29 29 Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS ® Allison & Doyle, REALTORS t he following examples show some of the possible misuses of the combined Berkshire Hathaway HomeServices and DBA Name logo. t o ensure correct, consistent usage, always follow the preceding rules. Do not use colors outside the approved palette. Do not scale horizontally or vertically . Do not combine color combinations. Do not use unapproved typefaces. I NCO rr EC t U S E

Berkshire Hathaway HomeServices Basic Logo, DBA and y ard Sign Guidelines 30 Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS Allison & Doyle, REALTORS ALLISON & DOYLE, REALTORS Do not alter approved sizing and distance relationships. Do not add special effects. Affiliates DBA may not be in all caps Do not alter logos. Do not alter alignment rules.

Berkshire Hathaway HomeServices Basic Branding Guidelines 34 Please use the following standard disclaimer for independently owned and operated affiliates: © “insert year” BHH Affiliates, LLC. An independently owned and operated franchisee of BHH Affiliates, LLC. Berkshire Hathaway HomeServices and the Berkshire Hathaway HomeServices symbol are registered service marks of HomeServices of America, Inc. ® Equal Housing Opportunity. Please use the following standard disclaimer for company owned and operated affiliates: © “insert year” BHH Affiliates, LLC. An independently operated subsidiary of HomeServices of America, Inc., a Berkshire Hathaway affiliate, and a franchisee of BHH Affiliates, LLC. Berkshire Hathaway HomeServices and the Berkshire Hathaway HomeServices symbol are registered service marks of HomeServices of America, Inc. ® Equal Housing Opportunity. Where space is available, always use the entire disclaimer. The one line disclaimer may be used for yard signs, business cards and materials where space is very limited. Full disclaimers should be used whenever possible. The one line disclaimer is for both independents and HSoA owned companies. One line disclaimer is as follows: An Independently owned and operated franchisee of BHH Affiliates, LLC MA r KE t ING AND ADVE rt ISING – DISCLAIME r S

Berkshire Hathaway HomeServices Basic Branding Guidelines 35 I N t E r NE t t he World Wide Web provides an exciting vehicle for businesses to communicate and interact with existing and potential customers. As Internet commerce grows, maintaining an effective brand image on the W eb has become an enormous logistical and technical challenge. Accordingly, it is essential that affiliates apply these graphic standards whenever using the Berkshire Hathaway HomeServices name, Quality Seal and Logomark on the Internet. BHHS urges all affiliates to immediately review their existing websites to assure compliance with these standards. Websites have the ability to reach more consumers than any other means of advertising and marketing. As such, the Internet is not an exception to these Identity Standards; in many ways, the Internet is the medium where the standards mean the most. Misuse of the BHHS brand on the Web can be the quickest way to tarnish the Brand’s image and strength. Proper use of the BHHS brand on the Web will enhance each affiliate’s business, as well as the value of the Brand as a whole. As part of our ongoing efforts to protect the strength of our brand, BHHS will be monitoring affiliate websites and will contact affiliates who require assistance in modifying their sites to comply with these standards. In addition, BHHS may issue revised sections to the Operations Manual and/or Identity Standards that set forth standards regarding the only permitted uses of BHHS Logomarks as domain names and other uses of these licensed marks on the Internet.

Berkshire Hathaway HomeServices Basic Branding Guidelines 36 I N t E r NE t – C OMMON Err O r S t he following are common errors we see repeatedly on affiliate and sales professional websites. Please note that these errors are often found in printed advertisements as well, so you may want to review your overall marketing and advertising components. 1. Not using your correct company Logomark. Compliant company Logomarks must always be used. t he most common errors with company Logomarks include: • Incorrect format. • Font, size and/or color are changed. • n ot having at least X -Height (Height of the B) of clear space around the BHHS Logomark or Quality Seal. • U sed as wallpaper, which is not permitted. Compliant logos can be found on the BHHS r Esource Center under Marketing. y our company Logomark must appear at least on the home page of your website. 2. Graphic Format: • The Red/Green/Blue (“R GB”) value for BHHS Cabernet P antone 7659 is r :85, G:36, B:72. • The Red/Green/Blue (“R GB”) value for BHHS Cream 9143 is R:234, G:277, B:212. 3. Using “Berkshire” or “HomeServices” in a generic reference. r eferences such as “Berkshire offices,” “Berkshire sales professional” or “ Why Choose HomeServices” becomes unclear as to whether you mean your company or one of the corporate entities. For that reason, use of the word Berkshire or HomeServices alone in prohibited. Be specific (Berkshire Hathaway HomeServices ABC r ealty sales professional....”). 4. Not including the company disclaimer. Often, the required disclaimer is not included in the site, or only part of the disclaimer is included. t he entire disclaimer, including the copyright notice, must be included, at minimum on the home page. The required disclaimers can be found in the Identity Standards Manual/Marketing and Advertising section (as well as BHHS r Esource Center). 5. Use of the Logomark or Quality Seal. Neither the Logomark nor the Quality Seal can be animated or used as wallpaper. t hey may not be incorporated into another logo or graphic.

Berkshire Hathaway HomeServices Basic Branding Guidelines 37 6. Banner advertising. Advertising other businesses under the BHHS Logomark or Quality Seal, as described in the Franchise Agreement, is not permitted on your website. If you choose to include banner advertisements on your website, they should be “generic” in nature and may not include the logos or brand identifiers for the other business. For example, your site may contain a banner ad for a bookstore that reads, “Looking for the latest best-seller?” rather than “Barnes & Noble has what you’re looking for.” 7. Advertising other businesses on your website. y our Franchise Agreement states that advertising any business that is not completely within the scope of the franchised business under the BHHS Logomark or Quality Seal is prohibited. y ou may, however, set up a link to a separate page displaying information about the other companies on the conditions that: a. Any references to your franchised business on this separate page is made by your company’s legal name as opposed to the DBA; b. t he BHHS Quality Seal or Logomark does not appear in that page; c. Any phone numbers on the new page are not answered with the company’ s DBA; d. y ou have disclosed your ownership in any real estate related business to the legal department. 8. On a technical note, all links should have working destinations, and all images should load properly. 9. References to Berkshire Hathaway. Affiliates are prohibited from quoting company statistics or making statements regarding Berkshire Hathaway Inc. or HomeServices of America.

Berkshire Hathaway HomeServices Basic Branding Guidelines 38 10. Use of word “REALTORS ® .” Keeping in mind that the name “ r EAL t O r ® ” is a registered mark of the National Association of r EAL t O r S ® , that name should not be used to generically refer to real estate professionals. y our use of the r EAL t O r ® mark must comply with the specifications of the National Association of r EAL t O r S ® . Compliant logos, disclaimers and Identity Standards can be found on the REsource Center. Brand Identity contacts: Monica Drenner (800) 999-1120 ext. 7910 Email: [email protected] Sara Flammang (800) 999-1120 ext. 9611 Email: [email protected]