SETTING THE NEW STANDARD. ERA Real Estate

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1 SETTING THE NEW STANDARD ERA Real Estate

2 We are proud to introduce our dynamic new ERA logo. Dear Team ERA, From the fax machine to Facebook, the real estate industry has changed significantly. As an industry innovator, ERA Real Estate has always been at the forefront of that change. Over the last five years, we have undergone a comprehensive brand revitalization. It is a journey that has led to the introduction of our new ERA identity. Today, I am proud to introduce a fresh new look for the brand, one that reflects who we are today and where we are headed for the future. With a modern, dynamic feel that conveys moving forward and upward, our new logo is the visual representation of an energized brand that is positioned for the next generation. We ve built upon the powerful equities of our iconic brand mark and updated it to strengthen our connections to consumers and agents, showcasing our Smarter Community. This is an exciting time for the brand. Please join me as we move forward with the next evolution of ERA Real Estate. Together we will raise the bar, setting new standards for the brand and the industry. Sincerely, Charlie Young President and CEO ERA Franchise Systems LLC

3 Our New Logo Introducing the new ERA Real Estate logo. We ve strengthened and enhanced the ERA brand, and now our dynamic new identity reflects these changes and is positioned to capture the attention of buyers and sellers. Retains the positive equities of our recognizable brand mark The iconic roof symbol Familiar ERA red and blue color palette More modern and contemporary expression of our brand Simplified roof symbol integrates seamlessly with the ERA name Dynamic roofline provides a sense of moving forward and upward Bolder and easier to read from a distance Customized lettering is more approachable Updated, more elegant navy blue

4 DBA Relationship Two versions of the ERA and DBA signature have been developed horizontal and vertical. This allows for flexibility of use across a variety of formats. This signature lock up provides greater emphasis and visibility for the DBA name in relationship to the ERA logo. Visual Elements & Logo Usage DBA TYPOGRAPHY Gotham Medium is the selected typeface for DBA names. It s a modern and highly legible typeface derived from the ERA wordmark that makes a smooth visual transition from the letters ERA to the DBA name. HORIZONTAL FORMAT Horizontal Format Longer Names COLOR PALETTE The following are the approved colors for the ERA logo as specified for Pantone, CMYK, RGB and web safe reproduction. ERA Red Pantone 186c C2 M100 Y85 K6 R200 G16 B46 C8102E ERA Dark Red Pantone 1955c C9 M100 Y54 K40 R138 G21 B56 8A1538 ERA Navy Blue Pantone 2755c C100 M84 Y0 K30 R37 G14 B98 250E62 VERTICAL FORMAT Vertical Format with Longer Names MINIMUM SIZE To maintain legibility for the ERA logo, it should not be reproduced any smaller than the minimum size shown below. CLEAR SPACE To protect the impact of the logo, please maintain a minimum clear space around the ERA logo..5 wide

5 Stationery Business cards, letterhead and envelopes have been refreshed and are available for purchase through Xpressdocs. Visit teamera.com/branding to order. COMING THIS SUMMER: The complete suite of refreshed marketing collateral.

6 Roll Out Phases TODAY We ve unveiled the new ERA logo, setting a new standard for the brand. May 2014 Review the ERA Company Activation Kit. Each company will receive a kit that includes the following: 1. Guidelines and usage for the new ERA logo 2. Details about the ERA Signage Program 3. Local activation information The ERA Activation Kit will provide the essential tools and information to prepare for the official launch of the new ERA identity standards beginning in July. Start planning the roll out of new signs, stationery, apparel and collateral based on your business needs. Companies will also receive detailed information on available brand support to help introduce the new logo in your market. July 2014 and onward Introduce the new logo to your local market. July marks the official launch of ERA Real Estate s new look. As you begin to unveil the new ERA Real Estate brand to your community, capitalize on the excitement that change can bring. Now is the time to start updating your branded materials to reflect the new ERA look and feel. Make the most of the support provided by a national advertising and public relations campaign targeting consumers and the real estate industry. July 2014 Campaign launch of the brand re-imaging to consumers and trade. 1 Get Ready. 2 Get Set. 3 Get Going. March 2015 New ERA logo fully in use.

7 TO LEARN MORE ABOUT THE NEW ERA BRAND IDENTITY VISIT: teamera.com/branding ERA Real Estate 2014 ERA Franchise Systems LLC. A Realogy Company. All Rights Reserved. ERA Franchise Systems LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each Office is Independently Owned and Operated. ERA, and the ERA logo are registered service marks owned by ERA Franchise Systems LLC.

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