Brand
Guidelines
A comprehensive guide to maintaining brand consistency across all communications, marketing materials, and digital platforms.
Brand Identity
Color Palette
Our color palette is built on a foundation of bold red and sophisticated neutrals. These colors should be used consistently across all brand touchpoints.
KW Red
#C8102EPrimary brand color. Use for headlines, CTAs, accent elements, and the KW logo mark.
Charcoal Black
#1A1A1APrimary text color and dark backgrounds. Conveys authority and professionalism.
Dark Gray
#2F2F2FSecondary text, subtle backgrounds, and supporting UI elements.
White
#FFFFFFPrimary background color. Use for clean layouts, text on dark backgrounds, and breathing space.
Recommended Usage Ratio
Typography System
Fonts & Hierarchy
Our typography pairs a bold geometric sans-serif for headings with a clean, readable body font for maximum legibility and brand recognition.
Heading Font
Futura
(Josefin Sans — web equivalent)
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 !@#$%&
Body Font
Roboto
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 !@#$%&
Type Scale
Logo Usage
Logo Guidelines
The KW of Central PA logo must always be used exactly as provided. Never alter, distort, or recreate the logo.
Primary — Light Background
Reversed — Dark Background
Clear Space
Maintain a minimum clear space equal to the height of the "KW" mark around all sides of the logo. No other elements should intrude into this space.
Logo Rules
Use the logo exactly as provided — no modifications
Maintain proper clear space around the logo
Use on approved background colors only
Do not stretch, compress, or distort the logo
Do not change the logo colors
Do not add effects (shadows, outlines, gradients)
Do not place on busy or low-contrast backgrounds
Do not rotate or skew the logo
Communication
Brand Voice & Tone
Our voice reflects who we are — professional yet approachable, confident yet collaborative.
Professional
We communicate with expertise and authority. Our language is polished but never pretentious.
"Our market analysis reveals strong growth potential in the Central PA corridor."
Approachable
We're warm and welcoming. We make complex real estate concepts accessible to everyone.
"Let's walk through the process together — we're here to help every step of the way."
Confident
We speak with conviction about our values, our market knowledge, and our commitment to agents.
"With the largest agent network in Central PA, we deliver unmatched market coverage."
Collaborative
We emphasize teamwork and shared success. Our language is inclusive and community-oriented.
"Together, we're building something extraordinary for our agents and their clients."
Brand Compliance
Advertising Guidelines
Follow these guidelines to ensure all marketing materials comply with KW brand standards and legal requirements.
Do's
All advertising must include the Market Center name: Keller Williams of Central PA
Include your personal contact information on all materials
Use approved KW logos and branding elements
Submit all advertising for review before publication
Include Equal Housing Opportunity logo on all materials
Don'ts
Do not use the KW logo in a way that implies KW endorses a specific product or service
Do not alter the KW logo colors, proportions, or design
Do not create materials that could be misleading to consumers
Do not advertise properties without proper authorization
Do not use copyrighted material without permission
Important Reminder
All advertising materials must be submitted for review and approval before use. This includes print ads, digital ads, social media posts, flyers, postcards, and any other marketing materials. Contact the office for the submission process.
Brand Applications
Branded Templates
Use these templates as a reference for creating consistent branded materials across all touchpoints.
Business Card
Standard 3.5" x 2" — Dark theme with red accent
700 Bent Creek Blvd, Mechanicsburg, PA
Letterhead
8.5" x 11" — Clean white with red top accent
Email Signature
HTML email signature with photo placeholder
Your Dream Home
Awaits
Keller Williams of Central PA
Social Media Post
1080 x 1080px — Dark theme with brand elements
Resources
Downloads & Documents
Access official KW branding assets, templates, and important documents.