03.06.17
Brand Guidelines
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These guidelines were developed to help you get a better sense of Neighborly. The brand, the inspiration, the mission, the look and feel, the tone, and most important, the customers we serve.
Why?
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Because you are the storyteller of our brand.
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TABLE OF CONTENTS
Who We Are
How We Sound
Brand Ambassador
59
06
30
Neighborly as Brand Ambassador
We Are Neighborly
Tone
62
09
31
Service Brand Portfolio
Our History
Voice
63
11
Brand Ambassador: Print
Role of Neighborly
64
Brand Ambassador: Vehicle Graphics
How We Look
Why We Exist
34
The Neighborly Logo
13
Why We Exist
35
Our Tagline
Contact
17
What Makes Us “The Only”
36
Alternate Colors
65
Thank You & Contact
38
The Neighborly Logo Rules
39
Clearspace
HowWe Go to Market
41
Minimum Sizes
19
Cultural Positioning Statement
42
Logomark
20
Customer Segments
44
Additional Logos
21
How to Use Customer Segments
46
Logo Don’ts
47
Neighborly Typography
22
Customer Segments: Diane
49
Print Typography
23
Customer Segments: Elizabeth
50
Web Typography
24
Common Psychology
51
Color Palette
25 Decision-Making Journey
52
26
Photography Standards
GetNeighborly.com Experience
28
Neighborly Expert Advice
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Who We Are
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We are Neighborly.
A community of home service experts.
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And for our neighbors to the north…
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We are Neighbourly.
Same expertise, different spelling.
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OUR HISTORY
Designed to connect our best-in-class services with the people who need themmost: Consumers.
Neighborlywas born from the Dwyer Group — a longtime pillar of
the home service community. We’ve spent the last 35 years shaping
our offerings to provide high-quality service and professionalism.
And with times changing and demand changing, it’s never been more
important for consumers to have a trusted place to turn to for help.
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OUR HISTORY
Neighborly was created to be that trusted source and unite all of our brands into one, consumer-facing experience. A brand remarkable enough to become a household name.
Ahousehold name for all things household.
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ROLE OF NEIGHBORLY
Neighborly exists to drive your business forward.
It’s the core of our CRM program. The glue that binds our individual
brands and unites our many offerings into a single promise to
consumers — everything you need to take the best care of your home.
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Why We Exist
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WHY WE EXIST
Homeowners are ill-equipped.
People don’t have the time. And fewer and fewer have the skills. It’s getting increasingly harder for people to care for their own homes.
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WHY WE EXIST
Homeowners are more connected, yet more alone.
We all have hundreds of “friends” but we’re generally less friendly. As a society we communicate less, we isolate ourselves, and true service is in short supply.
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WHY WE EXIST
Help is becoming dehumanized.
Technology is rushing to fill the gap but the solutions are built on convenience — not care. It really is getting harder to find good help these days.
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WHY WE EXIST
Our difference is our people.
We know what it means to take care of someone’s home. It’s not just about the work, it’s about trust and making a human connection. Treating someone like you would want to be treated.
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WHAT MAKES US “THE ONLY”
Neighborly is the only Home Service Platform that makes expert help easy to find.
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HowWe Go To Market
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CULTURAL POSITIONING STATEMENT
For
Property Owners
(audience)
is a
Neighborly
Home Services Platform
(product/service)
(category name)
that provides
local experts who help you like a neighbor would
(main benefit)
because
they are driven by R.I.C.H. values
(reason to believe)
unlike
Home Services Aggregators (and Independents),
(primary competitors)
which provide
a convenient but inconsistent hand.
(competitor’s main benefit)
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CUSTOMER SEGMENTS
Diane (Adapter)
These are our two most valuable customers.
These personas were informed by extensive research
across all of our brands. Diane is our customer of today;
focus here first. Elizabeth is our customer of tomorrow.
These are the people we all aim to please.
Elizabeth (Optimizer)
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HOW TO USE CUSTOMER SEGMENTS
How should you utilize our personas?
Use these personas directionally. Or, blend themwith what
you know to be true of your established customer segments
and let them help informmarketing briefs, content creation,
design, partnerships and innovation. They are less of a rule
book and more of a cheat sheet.
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CUSTOMER SEGMENTS: DIANE
Diane (Adapter) 53, Suburban 1-5 maintenance/improvements per year. Purchased home 7+ years ago. Diane has found her place in her community and is actively engaged in work and life. She is transitioning from being a parent to parenting adult children. Her home is becoming a place for her to pursue personal passions and self- expression. Rather than downsize and move, her retirement plan is to pay off her mortgage and age (comfortably) in place. She has
owned the home through ups and downs and knows its bones inside and out. Thus, in addition to solving time-sensitive home repair issues — and staying on top of ongoing maintenance needs — she is focused on enhancements to future-proof her home and optimize for accessibility and safety.
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CUSTOMER SEGMENTS: ELIZABETH
Elizabeth (Optimizer) 36, Metropolitan 1-5 maintenance/improvements per year. Purchased within last 5 years. Elizabeth and her husband are in the prime years of laying the foundation for their future. They have two young children and recently purchased an older home with loads of charm. While they dreamed of doing years of DIY projects, they have done a few and quickly learned their limits. It’s not that they are against picking up a hammer, it’s simply that
they have discovered managing improvements is more efficient and just as fulfilling, especially given their schedule. They are juggling a lot of life responsibility: young children, aging parents, and careers.
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COMMON PSYCHOLOGY
While their motivations and mindsets are very different, they’re both looking for the same thing; to get the work done right and be spoken to as an equal.
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DECISION-MAKING JOURNEY
Neighborly’s services can almost always be classified into one of the three categories below.
Each one of these distinct categories elicits a very different range of emotions from our consumers. Thus, determining which one you are marketing into at any given time will help make your message sharper and even more relevant.
Repair
Maintain
Enhance
I have been thinking about it for years, collecting inspiration, and I am finally ready to tackle the project: remodeling the bathroom.
It’s time. I really need my home professionally cleaned. I have done it once before and had a horrible experience. Now I am looking for someone good, but no one can recommend a truly great service. My home will soon be clean! You’re in my home! Excited Security Distrustful Affordability Scheduling
I just purchased a 10-year-old home with dreams of living happily ever after. A month after I moved, a pipe burst in my kitchen while I was at work.
I want this done right! Why is it taking so long? Considered Involved Cost Quality Anticipation
Now what?! Can I fix this myself? Panic Overwhelmed Frustration
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GETNEIGHBORLY.COM EXPERIENCE
GetNeighborly.com connects you to a community of the highest-quality home experts.
Find a Pro Simply select a service and enter your ZIP code. Neighborly will instantly match you with a service professional in your area with the qualifications and skills to address your need. Central Vetting Process When you search for a plumber you don’t need 84,000,000 results. You need one expert you can trust. And that’s what we promise at Neighborly: the highest-quality experts on the Internet, complete with ratings, reviews, and licenses, all in one place. Make an Appointment In just a few clicks you can submit a request for an appointment with a Neighborly service professional. Or instantly contact a service professional via phone for emergency repairs.
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GETNEIGHBORLY.COM EXPERIENCE
GetNeighborly.com collects all of your home services in one convenient place.
Preferred Professionals Neighborly stores your service history under your customer profile and automatically updates it after every appointment. So you’re never more than one click from viewing your preferred professionals, service history, and past invoices. Service Reminders Whether it’s cleaning the gutters or winterizing your pipes, we can help make sure you never miss an important To-Do with Service Reminders from Neighborly.
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NEIGHBORLY EXPERT ADVICE
Expert know-how from the best in the business.
At the heart of our CRM Program is the content that lives on the Neighborly Blog. The content calendar is planned well in advance to ensure that very little content overlaps with our individual brand websites.
Our core content pillars:
Be Ready Five tips to protect your home from a flooding disaster.
Maintenance Your fall maintenance checklist.
Build Equity Curb Appeal: Increasing the real estate value of your home.
Pro Tips HV/AC tips and tricks.
Lifestyle New Year’s resolutions for your home.
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How We Sound
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TONE
In a category filled with software and hard-sellers we’re a friendly, familiar voice you can trust.
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VOICE
We are professionals first and foremost — experts who operate based on our R.I.C.H. values. Our kindness, honesty and familiarity are what leave an impression. And for all those reasons, we don’t treat people like leads or users or even customers. We just treat them like people.
Neighborly is…
“A Neighborly representative will call you. What’s the best way to reach you?” FRIENDLY
“Our experienced professionals will treat your home like it’s their own.” CONSIDERATE
“How long has it been since you saw the bottom of your gutters?” SAVVY
“We treat your home like it’s our own.” EXPERIENCED
“It’s not called ‘Stranger-ly’ for good reason.” WITTY
Neighborly is not…
“Give us your name, email and phone number and someone will get back to you with a quote.” SNEAKY
“Clogged gutters will cause major flooding in your home!” SCARY
“We only look to check every box on the list.” HASTY
“Thank you for creating an account.” ROBOTIC
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In other words, how would you talk with your neighbor?
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How We Look
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MARCH 2017
THE NEIGHBORLY LOGO
We needed to develop a name that was inherently human. The opportunity was to base it in a characteristic. It needed to be a name that didn't just say what we are but who we are. Neighborly: how we all should be to one another. The following pages represent how we bring that Neighborly ideal to life visually.
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OUR TAGLINE
Our tagline is meant to communicate our trusted, vetted professional franchisees and will do so in all lowercase F37 Ginger Regular, as displayed here. Our tagline also has rules on clearspace, which can be seen on page 39.
a community of home service experts
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ALTERNATE COLORS
There are two acceptable alternate colorations for our logo. If the design is simple, a black logo may be used if the full-color logo does not make sense. The logo may also be shown reversed, as seen on the next page.
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ALTERNATE COLORS
The logo can be used in white when
the background is a dark color.
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THE NEIGHBORLY LOGO RULES
When using the Neighborly logo, there are some rules to adhere by. It is important to make sure the correct color is used with backgrounds so that the logo is as clear as possible. By following this page of examples, you will ensure that the Neighborly logo will always be clearly seen.
USE THE FULL-COLOR LOGO FOR
USE THE BLACK LOGO FOR
USE THE REVERSED LOGO FOR
FULL-COLOR MATERIALS
GRAYSCALE MATERIALS
DARK BACKGROUNDS
USE THE REVERSED LOGO FOR
USE THE FULL-COLOR LOGO OVER
USE THE REVERSED LOGO OVER
BACKGROUNDS THAT ARE CLOSE TO, OR IN
LIGHT PHOTOGRAPHS
FULL-COLOR PHOTOGRAPHS AS LONG
THE NEIGHBORLY COLOR PALETTE
AS IT IS CLEARLY SEEN
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CLEARSPACE
Our logo requires breathing space, and should never feel crowded. In order to allow for this, the clearspace area should be equal to the width of our house logomark or letter “n” in the logotype. Do not position any text, graphic elements, or other visual marks inside the recommended clearspace.
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CLEARSPACE
Our logo with the tagline also requires breathing space, and should never feel crowded. The clearspace between logotype and tagline should equal the width of one stem of our “n” logomark.
a community of home service experts
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MINIMUM SIZES
Proper sizing helps us maintain the
BASIC LOGO
integrity of our logo and logomark.
By adhering to the minimum sizes,
.375” or 27px minimum height
legibility is ensured.
LOGO WITH TAGLINE
.5” or 36px minimum height
a community of home service experts
LOGOMARK
.375” or 27px minimum height
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LOGOMARK
The Neighborly house or “n” logomark
may be used by itself in certain
circumstances. The full-color version
of the logomark may be used in place
of the logo for very small settings,
such as an app icon or Web banner. It
can also be helpful when visually
showing our house of brand services
in place of the full logomark.
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LOGOMARK
The reversed logomark may be used in
circumstances that call for it against a
dark background. In addition, a black
logomark is available, but is not preferred.
The black logomark is used only when no
other options are feasible, such as
promotional items with limited space
and limited color options.
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ADDITIONAL LOGOS
These are the three acceptable logo alternatives. For our neighbors to the north in Canada, all technical logo requirements will apply to both spellings of the logotype.
USA COMMERCIAL LOGO
a community of commercial experts
CANADA-ONLY LOGO
a community of home service experts
CANADA-ONLY COMMERCIAL LOGO
a community of commercial service experts
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LOGO LOCKUPS
There are two acceptable logo lockups for Neighborly: the tagline and URL. Only when the URL is used in the tagline lockup should it be all lowercase, as shown on this page.
LOGO WITH TAGLINE
a community of home service experts
LOGO WITH URL
www.getneighborly.com
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LOGO DON’TS
Proper sizing helps us maintain the integrity of our logo and logomark. By adhering to the minimum sizes, legibility is ensured.
DO NOT resize without
maintaining the aspect ratio
DO NOT make any unauthorized
additions to the logo lockups
ENJOY COCA-COLA ®
DO NOT place the logomark
in an inappropriate position
a community of home service experts n eighborly
DO NOT change any of the
fonts used in the logo
Brand Service Your LOGO LOCKUP EXAMPLE
DO NOT make any unauthorized
revisions to franchise lockups
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NEIGHBORLY TYPOGRAPHY
Neighborly’s logotype is a modified version of Mark Bold, but tweaked to be more…neighborly.
F37 Ginger Regular is used for the tagline and is in all lowercase.
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LOGOTYPE
Rounded corners for a softer, more approachable look. Essentially keeping the aesthetic neighborly.
A heavier font weight for a more confident logotype at multiple scales.
Brought the “house” down closer to the x-height of the lowercase letters with a slight advantage for readability of the icon.
Revised “y” to match the descender of the “g.”
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PRINT TYPOGRAPHY
We use Mark Bold in white over Neighborly blue, sentence case, for headlines and the color yellow for emphasizing a point. F37 Ginger Regular is our primary typeface for body copy. This sample has been typeset at a height of 20pt, 26pt leading, tracking at 0 and metrics-based kerning. The sample headline above is set at a height of 62pt, 62pt leading, cozy tracking at -10 and kerning similarly metrics-based. When using our URL in body copy or calls-to-action it should be title case, as in “check us out online at GetNeighborly.com,” capitalizing the “G” and “N.”
F37 Ginger Bold is utilized to emphasize calls-to-action, links, etc.
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WEB TYPOGRAPHY
We use Montserrat on theWorldWide Web when Mark Bold is not available for use. Montserrat Bold for headlines. Arial Regular can be used on the Web for all body copy. Arial Bold can also be used for headlines when both Montserrat and Mark Bold are unavailable.
Arial Bold is utilized to emphasize calls-to-action, links, etc.
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COLOR PALETTE
Our colors are contemporary and inviting to reflect our mission. The main palette also gives a nod to our history as the Dwyer Group. Alongside our primary colors, we use accents of lighter primary shades to create separation and provide a more robust palette.
Primary
Neighborly Blue
Dark Gray
Light Gray
White
Neighborly Yellow
PMS 660C
PMS 11C
PMS 663C
PMS 128C
C: 81
C: 66
C: 05
C: 00
C: 02
M: 44
M: 56
M: 04
M: 00
M: 13
Y: 01
Y: 50
Y: 04
Y: 00
Y: 78
K: 00
K: 26
K: 00
K: 00
K: 00
HEX #267DBF
HEX #57595E
HEX #EDEDED
HEX #FFFFFF
HEX #FAD957
R: 37
R: 86
R: 238
R: 255
R: 251
G: 125
G: 89
G: 238
G: 255
G: 216
B: 192
B: 94
B: 238
B: 255
B: 86
Secondary
PMS 2915C
PMS 290C
PMS 938C
PMS 9060C
PMS 9380C
PMS 9280C
PMS 7463C
C: 57
C: 29
C: 03
C: 00
C: 05
C: 00
C: 85
M: 13
M: 03
M: 07
M: 03
M: 04
M: 08
M: 34
Y: 04
Y: 00
Y: 40
Y: 13
Y: 00
Y: 08
Y: 00
K: 00
K: 00
K: 00
K: 05
K: 05
K: 03
K: 73
#62B4DD
#AFDBF4
#F7E5A8
#F2EAD3
#E4E8F1
#F8E4E4
#0A2D44
R: 98
R: 175
R: 247
R: 242
R: 228
R: 248
R: 10
G: 180
G: 219
G: 229
G: 234
G: 232
G: 228
G: 45
B: 221
B: 244
B: 168
B: 211
B: 241
B: 228
B: 68
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PHOTOGRAPHY STANDARDS
Photography can be a great tool for expressing humanity and adding life to our Web platforms, our marketing, and our internal communications. But finding and creating beautiful imagery is easier said than done. For that reason, we’d suggest using graphic elements and illustration to articulate a point wherever possible. But for times when that’s not possible, we’ve developed the following guidelines to help create a unified look across platforms and teams — and, ultimately, help separate us from the stock-photo-heavy competition.
Photography Standards
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PHOTOGRAPHY STANDARDS: PEOPLE
There’s a tendency to want to show people when you’re trying to be human. But real people in authentic situations are tricky to find and hard to construct. Wherever possible, we should avoid cheap and easy stock. Not just because it’s inauthentic and uninspiring, but because it’s precisely what our competition does. Wherever possible, we should shine a light on real people. Imperfections and all. We want our customers to see themselves in everything we do. And using real people to illustrate our points is an easy first step.
People…
…not stock photo models.
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PHOTOGRAPHY STANDARDS: HOMES
No one lives in a spotless home with a perfect yard and a crack-free driveway. People live in homes that are...lived in. And if we find the need to show a home, let’s make every effort to show a beautiful home. But a beautiful home that’s also a realistic home. After all, we want to help customers build and maintain their dream home. Not an imaginary one.
Homes…
…not model homes.
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PHOTOGRAPHY STANDARDS: SCENARIOS
There is no shortage of events, big and small, that happen around the home. And the most amazing moments are the ones that can’t be scripted or set up. Yet again, herein lies the issue with most stock photography. It’s inherently staged, and inherently inauthentic. So if we’re leaning on any occasions to tell our story — a picnic, a birthday party, spring cleaning, etc. —we should aim to be a fly on the wall of a real scenario.
Scenarios…
…not setups.
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PHOTOGRAPHY STANDARDS: EXPERTS
It’s always tempting to put your logo on an aspirational character — Mr. Tall Dark and Handsome or Mrs. Perfect. But in reality, the Neighborly family is made of professional plumbers, professional cleaners, professional painters and professional electricians — not professional models. Our people are the thing that make us different, so if we find it necessary to show them in photography, let’s celebrate our real experts.
Our experts…
…not our aspirations.
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Brand Ambassador
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We know, “Brand Ambassador” is a mouthful but in reality it’s just a way for us to talk about how our individual service brands continue to interact with their customers as part of this new Neighborly community.
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NEIGHBORLY AS BRAND AMBASSADOR
Neighborly will also have to act as brand ambassador when individual service brands are communicating to their customers as they have for many years. The Neighborly ambassador tagline will adopt the service brand color palette and will be approximately 2/3 the width of the logo. Clearspace is important for this line and will utilize double the height of the house logomark, as pictured to the right. This same double house height will be used for minimum clearspace around the entire lockup. For specific franchise layouts please see page 62.
Service Brand Your LOGO LOCKUP EXAMPLE
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ALTERNATE COLORS
There are two acceptable alternate colorations for our brand ambassador lockup. If the design is simple, a black logo may be used if the full-color logo does not make sense. The logo may also be shown reversed, as seen on the next page.
Service Brand Your LOGO LOCKUP EXAMPLE
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ALTERNATE COLORS
The brand ambassador can be used
in white when the background is a
dark color.
Service Brand Your LOGO LOCKUP EXAMPLE
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SERVICE BRAND PORTFOLIO
This page represents our franchise portfolio to date and how the brand ambassador lockup of Neighborly works with each. These lockups should be distributed to each franchise to assure that they will be used consistently. As new brands are added to the portfolio, page 59 should be consulted for guidance in adding the brand ambassador tagline in the same fashion as these.
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BRAND AMBASSADOR: PRINT
Individual service brands will continue to communicate with their customers and can use the following as a template to add Neighborly as brand ambassador in print materials. The logo should always be accompanied with the brand ambassador tagline. This direct mail piece also has a footer that adapts a background color of the service brand and uses the Neighborly logomark along with concise copy and the family of service brand logos.
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BRAND AMBASSADOR: VEHICLE GRAPHICS
Service brand vehicles are another place to utilize our brand ambassador tagline. The dimensions and clearance of the tagline should be as close as possible per requirements stated in these Brand Guidelines. If the tagline cannot fit, try to find space for it on the vehicle as close to the service brand logo as possible, keeping in mind that legibility of the tagline is key.
000.000.0000 AireServ.com/Location GetNeighborly.com
000.000.0000 GroundsGuys.ca/Location GetNeighbourly.ca
000.000.0000 AireServ.com/Location GetNeighborly.com
000.000.0000 AireServ.com/Location GetNeighborly.com
GetNeighborly.com
000.000.0000 GroundsGuys.ca/Location GetNeighbourly.ca
000.000.0000 GroundsGuys.ca/Location GetNeighbourly.ca
000.000.0000 AireServ.com/Location GetNeighborly.com
000.000.0000 AireServ.com/Location GetNeighborly.com
LIC# 000000 000-0 -0000 MrRooter.com GetNeighborly.com
INDEPENDENTLY OWNED AND
000-000-0000 RainbowIntl.com GetNeighborly.com
GetNeighborly.com
000-000-0000 MrRooter.com GetNeighborly.com
000-000-0000 MrRooter.com GetNeighborly.com
000-000-0000 RainbowIntl.com GetNeighborly.com
RainbowIntl.com 000-000-0000
IndependentlyOwnedandOperatedFranchise
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Thanks, and welcome to the neighborhood.
For any questions or assistance, please reach out to info@getneighborly.com
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