KW Luxury Homes International | STYLE GUIDE

KW Luxury Homes International | OVERVIEW & BRAND PHILOSOPHY

BRAND GROUP:
KW Luxury Homes International
KW Luxury Homes International is an exclusive, elite and sophisticated group of real estate
consultants raising the bar for service in the upper-tier home market.
GOAL
1. Realign the KW Luxury Homes brand more closely to the Keller Williams Realty parent
brand.
2. Create a timeless look and feel for the KW Luxury division that resonates in any geographic
market from Vancouver to N.Y.C. to L.A. and beyond to a global audience.
BRAND PHILOSOPHY
The strength of the KW Luxury Homes International brand relies on maintaining a system of
clear and consistent communication. Perhaps more than any other, the luxury, or high-end client
considers brand an important factor in selectingwhich agent to work with in listing and selling
their property.
To that end, these brand guidelines and style guide have been created to provide consistent
verbal and visual messaging for all KW Luxury Homes International products, services and
solutions.
These guidelines define the standards for the KW Luxury Homes International primary visual
vocabulary, including color, typography and image philosophy.
Of course, at Keller Williams Realty, we remain steadfast in our belief that the agents brand
comes first. All the marketing and branding tools that we, along with our KW Approved Vendors,
provide should be customizable and flexible so that agents may brand themselves and market
themselves as they see fit for their market.
TONE
Featuring beautiful photography allows agents to target their specific region and market, while the
dynamic and classic color palette of black and white with a pop of red produces a strong neutral
canvas for the photos to shine. In addition, the use of the red line emphasizes the classical rule
of thirds proportion. Playing off of the logo, the use of clean thin rule lines creates a modern and
timeless aesthetic.
PURPOSE OF THIS STYLE GUIDE FOR KELLER WILLIAMS APPROVED VENDORS
An agent needs and preferences always come first; this style guide should never be used to
decline service or customization to an agent, but rather to provide clear examples of how
Keller Williams Realty International believes the KW Luxury Homes International brand is best
executed.
The materials outlined in this guide are not the ONLY products that you can offer! We
encourage you to use creativity to create branded product lines to give you a competitive
advantage in selling your products and services with our ever growing base of KW Luxury
Homes members.
KW LUXURY HOMES INTERNATIONAL STYLE GUIDE 11.14v2

KW Luxury Homes International | TRADEMARKS & LEGAL

AVOID MISTAKES
Do not alter the KW Luxury Homes International logo in any way. Do not stretch or rotate the
logo. Do not separate the elements or change the fonts or colors of the logo (except for reverse
options or B&W options). Do not add or remove trademark symbols. Please do not alter the
size, proportion or space between the letters and logo elements. Do not separate or use any
part of the logo as a decorative illustration, graphic element, background graphic or pattern.
If you need more information or have questions about these brand standards, please contact
marketing@kw.com.

KW LUXURY HOMES INTERNATIONAL STYLE GUIDE 11.14v2

KW Luxury Homes International | COLORS

Black

KW Red

RGB 0 0 0
CMYK 75 68 67 90
HEX # 000000

RGB 180 1 1
CMYK 0 100 66 13
HEX # B40101
PMS 200

White
RGB 255 255 255
CMYK 0 0 0 0
HEX # FFFFFF

Cream
RGB 255 246 220
CMYK 0 2 15 0
HEX # fff6dc
PMS 7499

Gray
RGB 217 217 217
CMYK 0 0 0 15
HEX # D9D9D9

KW LUXURY HOMES INTERNATIONAL STYLE GUIDE 11.14v2

KW Luxury Homes International | LOGO STANDARDS

1/2 KW

MINIMUM CLEAR SPACE

1/2 KW
1/2 KW

1/2 KW
1/2 KW
KW_Luxury_Homes_International_logo_Left_Justified_200c.eps*
1/2 KW
1/2 KW
1/2 KW

1/2 KW
bleed edge Left Justified;
Trim edge

Though some applications call for

more, always maintain a clear space
at least equal to half the height of the
KW, referred to throughout this site
as 1/2 KW around at least three sides
of the logo.
* The logo file will be specify right
or left justified in the name. These
files included a 1/8 inch bleed on the
respective bleed side.

1/2 KW

STANDARDS
On primarily copy heavy pieces,
such as inside spreads in a brochure,
the logo is red/black on a white
background.

KW_Luxury_Homes_International_logo_Right_Justified_200c.eps*
1/2 KW
1/2 KW
1/2 KW

1/2 KW
1/2 KW

In most situations the logo will bleed

off either the left or the right side of
the page* with adequate clear space
on the three exposed sides to ensure
maximum prominence and visual
impact.

Right Justified; bleed edge

Trim edge

On photography heavy pieces, such as

property fliers and brochure covers,
the logo is red/white reversed out on
black background.
Logo must be at least 1.5 inches wide

LOGO ON BLACK BACKGROUND

KW LUXURY HOMES INTERNATIONAL STYLE GUIDE 11.14v2

KW Luxury Homes International | TYPOGRAPHY

TYPOGRAPHY for STANDARD PRINT PIECES [Brochures, Fliers]:

H1

240 PINE STREET

H2

FINE LIVING AT ITS BEST.

Lorem ipsum dolor sit amet,
consectetur adipisicing elit, sed
do eiusmod tempor incididunt
ut in voluptate velit esse cillum
dolore eu fugiat wnulla pariatur.

Body Copy

odolore eu fugiatnulla pariatur.

Excepteur sint occaecat cupidatat on proident, sunt in cul

Price Highlight

$1,500,000

HEADLINES:
H1 O
 PTIMA Regular
Black

All Caps

Font Size: 14pt

Kearning: 75 (in thousandth of an em)

H2 - Gill Sans Light

75% Black
All Caps
Font Size: 10 pt

Price Highlight with in body copy

OPTIMA Regular
Black

Kearning: 0

Body Copy: Gill Sans Light

75% Black

Disclaimer:

Gill Sans Light Italic

75% Black
Font Size: 7 pt

KW LUXURY HOMES INTERNATIONAL STYLE GUIDE 11.14v2

KW Luxury Homes International | TYPOGRAPHY

TYPOGRAPHY for SIGNAGE:

FOR SALE

H1

512.555.4986
H2

Each office is independently owned and operated

Disclaimer

MICHAEL
BALISTRERI

HEADLINES:
H1 OPTIMA Regular

White on black background

All Caps

kearning: 75 (in thousandth of an em)

H2 - OPTIMA Regular

White on black background

All Caps

Disclaimer for Signs:

Gill Sans Regular Italic

75% Black [on light background] or
25% Black [on black background]

KW LUXURY HOMES INTERNATIONAL STYLE GUIDE 11.14v2

KW Luxury Homes International | YARD SIGNS | AGENT-BRANDED

AGENT-BRANDED SIGN OPT.1

STANDARDS
Black background 90%

FOR SALE

512.555.4986

Red line 10%

All typography must be white on the
black background ensure maximum
prominence and visual impact.

Each office is independently owned and operated

MICHAEL
BALISTRERI

AGENT-BRANDED SIGN OPT. 2

FOR SALE

MICHAEL
BALISTRERI

Each office is independently owned and operated

512.555.4986

KW LUXURY HOMES INTERNATIONAL STYLE GUIDE 11.14v2

KW Luxury Homes International | YARD SIGNS | CUSTOM-BRANDED

CUSTOM-BRANDED SIGN OPT.1

STANDARDS
Custom-branded logo can be featured
on the sign. The KW Luxury Homes
logo must be on the sign as well.

FOR SALE

Custom logo needs to be reserved out

on black. NO white box behind logo.

512.555.4986

Black background 90%

Red line 10%
Each office is independently owned and operated

All typography must be white on the

black background ensure maximum
prominence and visual impact.

CUSTOM-BRANDED SIGN OPT.2

KW LUXURY HOMES INTERNATIONAL STYLE GUIDE 11.14v2

KW Luxury Homes International | BUSINESS CARDS

OPTION 1

MICHAEL
BALISTRERI

Rule Line
H1

H2

Rule Line

Body Copy

Red Line

Disclaimer

MICHAEL
BALISTRERI
michael.balistreri@kw.com

Back:
Black background, full bleed
Front
Red line 10%
White 90%
KW Luxury Homes International logo, right bleed
Paper Stock:
Classic Crest, Solar White, smooth, 130DTC or higher

Red Line - 3 pt rule line

Pantone 200

michael.balistreri.com

Each office is independently owned and operated

STANDARDS

TYPOGRAPHY:
Rule Line - 0.5 pt rule line

on black: 75% Black

on white: 25% Black

512.555.8848

TYPOGRAPHY:
H1 OPTIMA Regular
B
 lack

All Caps

Font Size: 12pt

Leading: 10pt

Kearning: 75 (in thousandth of an em)

H2 OPTIMA Regular

B
 lack
All Caps
Font Size: 14pt
Leading: 13pt
Kearning: 75 (in thousandth of an em)

Body Copy - Gill Sans Light

75% Black
Font size 8pt

Disclaimer - Gill Sans Light Italic

75% Black
Font size 7pt

KW LUXURY HOMES INTERNATIONAL STYLE GUIDE 11.14v2

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KW Luxury Homes International | BUSINESS CARDS

OPTION 2

Rule Line
H2

MICHAEL
BALISTRERI

Red Line
Body Copy

michael.balistreri@kw.com

512.555.8848

michael.balistreri.com

Each office is independently owned and operated

STANDARDS
KW Luxury Homes International
white logo, right bleed
Red line 10%
White 20%
Black 80%; full bleed
Paper Stock:
Classic Crest, Solar White, smooth,
130DTC or higher

Rule Line - 0.5 pt rule line

on black: 75% Black

on white: 25% Black

TYPOGRAPHY:
H2 OPTIMA Regular
W
 hite

All Caps

Font Size: 12pt

Leading: 10pt

Kearning: 75 (in thousandth of an em)

Body Copy - Gill Sans Light

75% Black
Font size 8pt

Disclaimer - Gill Sans Light Italic

75% Black
Font size 7pt

Red Line - 3 pt rule line

Pantone 200

KW LUXURY HOMES INTERNATIONAL STYLE GUIDE 11.14v2

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KW Luxury Homes International | BUSINESS CARDS SQUARE

OPTION 3

MICHAEL
BALISTRERI

Rule Line
H1
Red Line

michael.balistreri@kw.com
512.555.8848
michael.balistreri.com

Body Copy

Each office is independently owned and operated

STANDARDS
Black background 90%, full bleed
Red line 10%
K
 W Luxury Homes International white
logo, right bleed
P
 aper Stock:
Classic Crest, Solar White, smooth,
130DTC or higher

TYPOGRAPHY:
H1 OPTIMA Regular
W
 hite

All Caps

Font Size: 17pt

Leading: 14pt

Kearning: 75 (in thousandth of an em)

Body Copy - Gill Sans Regular

Rule Line - 0.5 pt rule line

75% Black

25% Black
Font size 8pt

Disclaimer - Gill Sans Italic

25% Black
Font size 7pt

Red Line - 3 pt rule line

Pantone 200
KW LUXURY HOMES INTERNATIONAL STYLE GUIDE 11.14v2

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KW Luxury Homes International | BUSINESS CARDS | SQAURE

OPTION 4

Rule Line
H1

MICHAEL
BALISTRERI
michael.balistreri@kw.com
512.555.8848
michael.balistreri.com

Red Line
Body Copy

Disclaimer

Each office is independently owned and operated

STANDARDS
Back:
Black background, full bleed
KW Luxury Homes International
white logo, right bleed
Front
Red line 10%
White 40%
Cream 50%
Paper Stock:
Classic Crest, Solar White, smooth,
130DTC or higher

TYPOGRAPHY:
H1 OPTIMA Regular
B
 lack

All Caps

Font Size: 12pt

Leading: 10pt

Kearning: 75 (in thousandth of an em)

Body Copy - Gill Sans Light

75% Black
Font size 8pt

Disclaimer - Gill Sans Light Italic

75% Black
Font size 7pt

Rule Line - 0.5 pt rule line

Black

Red Line - 3 pt rule line

Pantone 200

KW LUXURY HOMES INTERNATIONAL STYLE GUIDE 11.14v2

13

KW | Luxury Homes International | LISTING SHEET

240 PINE STREET

FINE LIVING AT ITS BEST. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut

in voluptate velit esse cillum dolore eu

fugiat

nulla pariatur. Excepteur sint occaecat

cupidatat

MICHAEL
BALISTRERI

non proident, sunt in culpa qui officia

deserunt

agentname.com
agaent@emailaddress.com
512.555.8484
Office Name
Street Address 1 & 2
City, State Zip

STANDARDS
The cover should be 50% black to 50% photography. Use white logo bleed to the left or the right. Red line
should be 4 point and be on the bottom 1/3 of the page.
Inside spreads should be 80% white space with at least 1/2 inch margins. Photos should take up 20% of the
page. They can bleed off. Red should take up 5-10%.
Use typography standard.
Paper Stock:
Classic Crest, Solar White, smooth, 100C or higher
KW LUXURY HOMES INTERNATIONAL STYLE GUIDE 11.14v2

14

KW | Luxury Homes International | CLIENT PRESENTATIONS

CUSTOM MARKETING PLAN

Prepared for

Client Name 1 Client Name 2

Compliments of

Agent Name 1 Agent Name 2

agentname.com
agaent@emailaddress.com
512.555.8484
Office Name
Street Address 1 & 2
City, State Zip

STANDARDS
The cover should be 50% black to 50% photography. Use white logo bleed to the left or the right. Red line
should be 4 point and be on the bottom 1/3 of the page.
Inside spreads should be 80% white space with at least 1/2 inch margins. Photos should take up 20% of the
page. They can bleed off. Red should take up 5-10%.
Use typography standard.
Paper Stock:
Classic Crest, Solar White, smooth, 100C or higher

KW LUXURY HOMES INTERNATIONAL STYLE GUIDE 11.14v2

15

KW | Luxury Homes International | BROCHURE

240 PINE STREET

Lorem ipsum dolor sit amet,
elit, sed do eiusmod tempor

STANDARDS
The cover should be 50% black to 50% photography. Use white logo bleed to the left or the right. Red line
should be 4 point and be on the bottom 1/3 of the page.
Inside spreads should be 80% white space with at least 1/2 inch margins. Photos should take up 20% of the
page. They can bleed off. Red should take up 5-10%.
Use typography standard.
Paper Stock:
Classic Crest, Solar White, smooth, 100C or higher
KW LUXURY HOMES INTERNATIONAL STYLE GUIDE 11.14v2

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KW | Luxury Homes International | VIDEO STANDARDS

STANDARDS
All KW videos must be 16x9 at
1920x1080 or 1080x720 resolution,
when possible.
24fps must be used for all NTSC
formatted videos and 25fps for PAL
formatted videos.

COLOR:

Be sure all graphics are created in, or

converted to, RGB color. The default
KW Red hex color code is B40101.
For more color options, please refer
to the beginning of this color guide.

TYPOGRAPHY:
Text should be no smaller than 10pt. to assure
readability on screen.

KW LUXURY HOMES INTERNATIONAL STYLE GUIDE 11.14v2

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KW | Luxury Homes International | VIDEO STANDARDS

VIDEO EXPORT SETTINGS

Please adhere to the following export settings when creating video content for KWConnect, 3rd party video
hosting sites (YouTube, Vzaar, Vimeo), and any Keller Williams Event.

KWConnect
Video: File Format: mp4

Video Format: H.264

Data Rate: 500kbps

Optimized for download

Image size: Custom (then type in 853x480)
Keyframe: every 24 frames
Video Options: Main/Best Quality (multi-pass)

Audio: Format: AAC

Data Rate: 128 Kbps
Channels: Mono
Output Sample Rate: 44.1
Encoding Quality: Better

Other Online Media (YouTube,Vzaar)

Video: Video Format: H.264

(use full sequence setting for everything else)

Keller Williams Events:

Video: file Format: .mov

Video Format: ProRes 422
(use full sequence setting for everything else)

KW LUXURY HOMES INTERNATIONAL STYLE GUIDE 11.14v2

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KW | Luxury Homes International | VIDEO STANDARDS

KW LUXURY HOMES INTERNATIONAL STYLE GUIDE 11.14v2

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