Logos & Branding Guidelines

The eXp Realty logo represents us at the very highest level and is vitally important to our brand. It acts as a signature, an identifier and a stamp of quality. It is, and should always be, the most consistent component in our communications. In order to maintain this consistency, a few simple guidelines should be followed.

Compliance Notes

Download official eXp logo files and branding guidelines. Please download the full resolution versions from the websites linked above to ensure you get the best quality.
The eXp Realty logo as shown here will serve as the company’s primary logo and trademark.
Only official logo files should be used in communications.
The eXp Realty logo should never be recreated or typeset.
You cannot recolor or modify the eXp logos. For example, you can't turn the white eXp logo to pink to match your color scheme. You can choose to use either the color logo, black or white.

Below are examples of what the logos look like. These are the new logos effective November 9th, 2020.

Beyond our logo, color is the most recognizable aspect of our brand identity. Our brand colors reflect our bold, diverse community. Using color appropriately is one of the easiest ways to make sure our materials reflect a cohesive eXp Realty brand.

Please use the following color guide:

HEX colors should be used when designing for screens or desktop printing.
CMYK color should be used when designing for 4-color printing (C=Cyan, M=Magenta, Y=Yellow, K=Black).
RGB color is to be used on computer and television screens (R=Red, G=Green, B=Blue).
Pantone Uncoated is a single spot color created by Pantone formatted for matte finishes.
Pantone Coated is a single spot color created by Pantone formatted for glossy finishes.

Primary Color Palette

The primary color palette is a very important brand element as it helps to tie-in all the elements, assets and templates. All eXp assets should feel part of the same identity and therefore must have a coherent color treatment.

Brand Blue - Clear and reassuring, this is our main color. It can be seen in the logo and in all eXp assets, and drives brand recognition and cohesion.
Brand Orange - Vibrant and dynamic, the new brand orange is our action color. It is meant to draw attention to the most important UI elements, such as buttons, as well as tasteful accents in the brand pattern.
Black - For optimum text legibility and contrast on white and light backgrounds we use Black.
White - In the same way, on full color or dark backgrounds we use white text.

Brand Blue - Hex #19469D Brand Orange - Hex #f5821F White - Hex #fffffff Black - Hex #000000

Secondary Color Palette

Expanding on the primary color palette, we added a few more options, Light Blue, Dark Blue, Light Grey and Dark Grey.

Light Blue - Hex #699abd Dark Blue - Hex #1b1e2a Light Grey - Hex #e2e3e4 Dark Grey - Hex #58595a

Logo Variations

The logo can appear in Black only for black-and-white and gray-scale scenarios.

Our logo should never be too small to read. We’ve set a minimum size of 0.8 inches or 60 pixels. There should be enough clear space at the top of the logo to allow for this in print or online applications.

There is no maximum size limit, but use discretion when sizing the logo. It should never be the most dominant element on the page, but instead should live comfortably and clearly as an identifying mark.

Incorrect Usage

Change the logo’s orientation or rotation.
Disproportionately scale the logo.
Change the logo’s colors.
Display the logo in a configuration not previously specified.
Attempt to recreate the logo.
Make alterations to the logo’s text.
Add special effects to the logo.
Display the logo as an outline.
Display other elements within the logo’s designated clear space.
Crop or stretch the logo in any way.

Brand Pattern

The brand pattern is the mark of our brand, it has the sole purpose of making our assets and imagery more ownable, sophisticated and polished.

It is comprised of different sections of the “X” in the logo and is meant to convey growth, positivity and a forward-looking mindset by extending the upper right “arm”.

For flexibility, we have the choice of a “close view”, over to the right, as well as a “broad view” version, on the next page.

Usage:

Full color on print assets (ex. business cards), no transparency.
When using on web assets over imagery, always make sure to use at 10% transparency in order to allow the background to be seen through it.
Optionally, different blending modes can be used (Screen, Overlay, Multiply) depending on context. If in doubt please seek guidance from our creative team.

"X Close View" "X Broad View"

Brand Typography

Typography is an essential tool in the development of a brand identity and is a key element to create a distinct and cohesive look across all communications. Our chosen font, Roboto, is clean, modern and well-suited to a wide range of applications, particularly digital.

Imagery & Logo Placement

Care must be taken to create well-balanced and considered compositions. When placing the logo over photography, choose a light- or solid-colored area to ensure the logo does not get lost in the background.

For questions about local rules and regulations please contact your state administrative broker. For brand questions and approval please contact marketing@exprealty.com.