STREAM REALTY PARTNERS Brand Guidelines · SECTION 1 BRAND COMMUNICATION GUIDELINES PAGE 2 OUR...

STREAM REALTY PARTNERS

BrandGuidelinesA VISUAL GUIDE TO COMMUNICATING THE STREAM BRAND

BRANDMARK

SECTION 1 BRAND COMMUNICATION GUIDELINES PAGE 1



OUR BRANDMARK


The Primary Brandmark for Stream Realty Partners

(Stream) is used on first point-of-contact marketing

pieces, such as company collateral and internal

stationery. It should be represented in ‘Stream Navy’

[PMS 2955] and used on a white background or well-

contrasting black-and-white images. In instances

when color is not an option, the brandmark should

be black.

The Grayscale Brandmark can be utilized in instances

where the brand is not the primary focus, as in

advertising, sponsorships, digital marketing, property

branding, follow-up pieces, etc. In these situations,

the brandmark should be represented in PMS Cool

Grey 3.

The Reversed Brandmark is represented in white

against any dark background that provides sufficient

contrast for the brandmark to retain legibility.

PRIMARY BRANDMARK

GRAYSCALE BRANDMARK

REVERSED BRANDMARK


HOW TO USE IT


Clear Space

Whenever the brandmark is used, it requires a clear

space surrounding it. Nothing should intrude upon

this clear space including other logos, type, images,

or the edge of the page.

The only exception to this is when incorporating the

URL to the Stream website with the brandmark. This

pairing is an acceptable use, but should be used as

specified.

Brandmark Size

Under no circumstances should the Stream brandmark

be reproduced under 10 millimeters in height. This

minimum size restriction ensures that the brandmark

is always clearly visible.

Similarly, it is important not to overpower a document

or object with the Stream brandmark. While there are

no maximum size restrictions, always consider context

to the overall project scale when using.

CLEAR SPACE

BRANDMARK SIZE

5 MM

brandmark and URL colors should match

10 MM

All logomarks can be accessed at the following link.

? WHERE CAN I FIND IT?

https://www.dropbox.com/sh/x409keqsv1kfm4q/AADnXzeJFFVCLLcjuxic7Tyla?dl=0


HOW NOT TO USE IT


When utilizing the Stream brandmark, it is important

to always follow the aforementioned guidelines to

ensure that the Stream brand is being communicated

correctly. Consistency from each office and within our

service lines is an important factor in always appearing

outwardly to clients, competitors, and others as a

strong, cohesive, national brand.

When in doubt, always contact National Marketing

before proceeding with a design. The National team can

be contacted at:

[email protected].

INCORRECT VARIATIONS

D A L L A S I N D U S T R I A L

1801 BROADWAY, SUITE 250DENVER, COLORADO 80202

4 0 4 . 9 6 2 . 8 6 0 0

Why its incorrect: With the exception of the Stream website URL, no additional text should be paired with the Stream brandmark.

Why its incorrect: When used in tandem, the logomark and URL should always be the same color.

Why its incorrect: The Stream brandmark should only be reversed in white.


TAGLINE INTEGRATION


Stream’s trademarked tagline is Changing the

Landscape of Commercial Real Estate. It can be

incorporated into marketing materials that promote

the Stream brand, but is at the discretion of the

Designer.

The two approved tagline layouts are horizontal

and stacked. The horizontal arrangement is

recommended for usage in documents with text or

images. The stacked arrangement is recommended

for promotional pieces, direct mailers, etc.



be contacted at:

[email protected].

HORIZONTAL

Brand colors

Greyscale

Reveresed on navy

STACKED

Brand colors Greyscale Reversed on navy

Tagline artwork can be accessed at the following link.

? WHERE CAN I FIND IT?

https://www.dropbox.com/sh/vaiowg3odvmvt92/AAD5oxoTyAysVY8AzEPLptaba?dl=0

COLOR & TYPE




TYPOGRAPHY


Stream utilizes Avenir as its approved font family.

Avenir has four weights: light, medium, heavy, and

black. Each weight also has an ‘oblique’ variation.

All weights and variations are approved for use in

circumstances when Stream is being marketed.

The recommendations at right should be considered

when designing.

Avenir 35 Light and Oblique

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890!@#$%&*

As cusam velendi tiiscia tiissinime cullaccab

ium volenderum essin eostio est harum iunt

voluptame volestis nat. Arcil et rat restio

vendaerferum quia nus.

Recommended as body copy. [Font size 9, Leading 14, Tracking 5]

Avenir 65 Medium and Oblique



1234567890!@#$%&*

As cusam velendi tiiscia tiissinime cullaccab


voluptame volestis nat. Arcil et rat restio

Recommended to call attention in a paragaph of text. [Font size 9, Leading 14, Tracking 5]

Avenir 65 Heavy and Oblique



1234567890!@#$%&*

HEADERAs cusam velendi tiiscia tiissinime cullaccab


voluptame volestis nat. Arcil et rat restioRecommended as a header. [Font size 10, Tracking 5]

Avenir 65 Black and Oblique



1234567890!@#$%&*

LARGE TAGLINEOR HEADERRecommended as a large tagline. [Font size to vary, Tracking -10]


TYPOGRAPHY


Additional Font Use

The utilization of additional fonts should be limited

when marketing Stream. If an additional font is

absolutely necessary, the Archer family can be

incorporated into the design, but should be used

sparingly. Archer should never be utilized for body text.

The Archer font family has a wide variety of weights,

however any thickness lighter than ‘Archer Light’ is

not recommended for use.

Archer Light and ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%&*

Archer Book and ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%&*

Archer Medium and ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%&*

Archer Semibold and ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%&*

Archer Semibold and ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%&*


COLOR PALETTE


Stream’s Primary Color Palette consists of three main

colors: Stream Navy (PMS 2955), Stream Teal (PMS

314), and White. The main brand color is Stream Navy

and should be the primary color of use with Stream

Teal acting as an accent. White should be used as a

contrast to keep design clean and legible.

The Supporting Color Palette should be used when a

more neutral palette or gray scale palette is needed.

PRIMARY COLOR PALETTE

Stream Navy

PMS 2955

C 100M 78Y 36K 28

R 0G 56B 100

SUPPORTING COLOR PALETTE

Stream Teal

PMS 314

C 100M 33Y 27K 2

R 0G 126B 165

White

C 0M 0Y 0K 0

R 0G 0B 0

Light Grey

COOL GREY 3

C 21M 17Y 17K 0

R 202G 201B 200

Black

BLACK 6

C 81M 71Y 59K 76

R 17G 24B 32


COLOR PALETTE


Stream’s Secondary Color Palette consists of four

colors: Red (PMS Rubine Red), Yellow (PMS 1225),

Green (PMS 376), and Purple (PMS 2613).

The Secondary Color Palette should be used to

compliment and should never overpower the Primary

Color Palette. The Secondary Color Palette should

always be used with the Stream Navy (PMS 2955) and

should never be used as a primary representation of

the Stream brand.

SECONDARY COLOR PALETTE

Red

Rubine Red

C 11M 100Y 47K 1

R 215G 0B 87

Yellow

PMS 1225

C 0M 22Y 83K 0

R 255G 200B 67

Green

PMS 376

C 55M 3Y 100K 0

R 130G 188B 0

Purple

PMS 2613

C 70M 100Y 20K 7

R 105G 29B 115


USING COLOR PALETTES


When using Stream’s Primary Color Palette, the

correct color ratio should be applied. As a general

rule of thumb, the Stream Navy should have the most

prominence in a design, followed by white, and then

Stream Teal as an accent color. A recommended ratio

is shown to the right.

When utilizing Stream’s Secondary Color Palette, each

secondary color should be used solely as an accent. A

recommended ratio is also shown to the right.

Ensure that all designs appear clean and polished. All

important text should have appropriate contrast to

maintain legibility.



be contacted at:

[email protected].

PRIMARY COLOR PALETTE

30%5%65%

PRIMARY & SECONDARY COLOR PALETTE INTEGRATION

20%5%55% 5%5%5%5%

INCORRECT VARIATIONS


Why its incorrect: Does not use the correct ratio of colors. Stream Navy should not be overpowered by another color.

STREAM STREAM STREAM STREAM


Why its incorrect: The secondary colors should never be used by themselves to represent Stream.

LARGE TAGLINEOR HEADER

Why its incorrect: Important text should be contrasted clearly. Avoid color combinations that decrease legibility.

COMMUNICATING STREAM




MEDIA & PR


When communicating the Stream brand to outside sources, such as media contacts and in press releases, it is important

to maintain consistency from market to market and service line to service line. To ensure this, the following guidelines

should always be adhered to:

DO:

• Always use Stream Realty Partners (Stream) when first referencing the press release. Use Stream throughout the

remainder of the press release

• Use the approved press release boiler plate verbiage [below] on all press releases

• Include the city contact information on the press release

DO NOT:

• Use ‘Stream Realty’ in press releases or in relation to media communication

• Re-write the press release boiler plate verbiage under any circumstances

Approved Boiler Plate Verbiage

Long Form

Stream is a commercial real estate firm with full-service offerings in leasing, property management, development, construction management

and investment sales services across the industry. In addition, Stream is dedicated to sourcing acquisition and development opportunities for

the firm and its clients. Since 1996, Stream has grown to a staff of more than 750 real estate professionals with regional offices in Atlanta, Austin,

Charlotte, Chicago, Dallas, Denver, Fort Worth, Houston, Orange County, San Antonio, San Diego and Washington, D.C. Stream completes

more than $2.4 billion in real estate transactions annually, and is considered one of the most active investors and developers in real estate. Visit

www.streamrealty.com.

Short Form

Stream is a national commercial real estate firm with full-service offerings in leasing, property management, development, construction

management and investment sales services across the industry. In addition, Stream is dedicated to sourcing acquisition and development

opportunities for the firm and its clients. Founded in 1996, Stream has grown to a staff of more than 750 real estate professionals with regional

offices in 12 major markets across the nation. Visit www.streamrealty.com.

city contact information

approved boiler plate verbiage

Press Release Example


MARKETING & COLLATERAL


When using the Stream name for marketing purposes

and in collateral, Stream Realty Partners should always

be used upon first mention and simply Stream may

be used thereafter, up to the discretion of the market.

Stream Realty should never be used.

COVER PAGES:

• Stream Realty Partners is to be used on all cover

pages for overviews and pitches

PROPERTY MARKETING:(flyers, brochures, fact sheets, blasts, etc.)

• Use either Stream or Stream Realty Partners

based on market preference. Both are correct.

E-MAIL MARKETING:

• Use either Stream or Stream Realty Partners as

the ‘from’ name based on market preference.

Both are correct.

NOTE: Stream Realty Partners or Stream should never be followed by only a city or service line in formal communications.

use Stream Realty Partners or Stream on property-specific collateral

S T R E A M R E A LT Y PA R T N E R S I 2 0 2 . 5 9 5 . 1 4 0 0 I W W W. S T R E A M R E A LT Y. C O M

ATLANTA I AUSTIN I CHARLOTTE I DALLAS / FT. WORTH I DENVER I HOUSTON I SAN ANTONIO I SOUTHERN CALIFORNIA I WASHINGTON, DC

ARCH SQUARE

P R E S E N T A T I O N O F

PROPERTY MANAGEMENT & PROJECT ACCOUNTING SERVICES

N O V E M B E R 1 7 , 2 0 1 4

use Stream Realty Partners on all covers


LEGAL


Stream’s legal names do not follow the same marketing guidelines. All legal documents should show the full entity name

as Stream Realty Partners, LLC or the market-specific entity name (Stream Realty Partners – Denver, L.P.).

If you are unsure of your market’s entity name, consult your local Managing Partner or Director.

OUTLOOK AND MOBILE SIGNATURESThe approved Outlook signature utilizes the Stream logo for brand recognition. Email signatures on mobile devices

should utilize Stream Realty Partners in place of the Stream logo. Examples below.

Candice RansbargerVice President of Marketing

2001 Ross Avenue | Suite 400Dallas, TX 75201

Phone 214-267-0448Mobile 817-228-8270candice.ransbarger@streamrealty.comwww.streamrealty.com

Candice RansbargerVice President of Marketing

STREAM REALTY PARTNERS2001 Ross Avenue | Suite 400Dallas, TX 75201

Phone 214-267-0448Mobile 817-228-8270candice.ransbarger@streamrealty.comwww.streamrealty.com

Outlook signature example

Mobile signature example


Questions?

Please direct all questions, comments or concerns to Stream’s National Marketing team:[email protected]

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