Brand Guidelines
Logos
The symbols of our brand
Colors
Reality Red
- Hex #C20000
- RGB 194, 0, 0
- CMYK 16, 100, 100, 8
- Pantone PMS 185 C
Based Black
- Hex #000000
- RGB 0, 0, 0
- CMYK 76, 68, 67, 90
- Pantone Pantone Black C
Group White
- Hex #FEFEFE
- RGB 254, 254, 254
- CMYK 0, 0, 0, 0
- Pantone Pantone White C
Typography
Headlines (h1, h2, h3, h4)
Neue Haas Grotesque Display 95 All Caps
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt 1 2 3 4 5 6 7 8 9 0 ! @ # $
Subheads (h5)
Neue Haas Grotesque Display 95
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt 1 2 3 4 5 6 7 8 9 0 ! @ # $
Body (p)
Neue Haas Grotesque Text 55
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt 1 2 3 4 5 6 7 8 9 0 ! @ # $
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Photography
Isolated Images
Isolated (cut out) images work well with our other branding elements
Usually with a pop of red, black, or white, they emphasize clearly defined visual themes
Collages
Collages mix real-life photography with vector elements
These types of elements are great for describing a product or process
Background images
These are useful as background elements behind text or logos
Their composition should always be dark so that lighter text or vector elements contrast dramatically against them
People images
Cutting out images of people cleanly creates possibilities for interaction with text and other brand elements
These isolated people images should be high-contrast and dramatic, and should always contain some red highlight component
Process Icons
Writing Style Details
General Tone
Reality Based Group deals in reality. We operate under the assumption that the real world is governed by a set of mutually agreed upon rules, and that understanding and enforcing those rules will lead to better business outcomes. Our writing tone should be unambiguous, confident, and direct. We are the authority in “reality-based” CX products and programs; we make the rules. All others just follow.
Oxford comma, em dashes, and percentage symbols
We’re big fans of the Oxford comma, as you can see demonstrated in the above headline, this sentence, and the rest of the content on the site.
Traditional use of the em dash—like this one here—is encouraged.
Please don’t write out the word “percentage” when the % symbol would do just fine.
Product Names
When written in plain text, all products should utilize title case capitalization, like this:
- GameFilm®
- Mystery Shopping
- Audits
- Virtual Reality
- Training
- Undefeated CX
When written as headlines, those same product names should assume the all-caps style of our regular headline text, like this: