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Logo Download
Below are downloadable versions of the logo:
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Logo Usage
A logo is the most powerful symbol of a company’s brand. Individuality and consistency of a logo identifies ServiceLink in the marketplace and provides brand recognition for audiences.
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White or Ligh-Colored Background
On a white or light-colored background, the ServiceLink logo must maintain a sufficient contrast between the logo and the background. Sufficient contrast means that the logo is very easy to read. |
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Dark-Colored Background
On a dark-colored background, the ServiceLink logo must maintain a sufficient contrast between the logo and the background. Sufficient contrast means that the logo is very easy to read. |
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Clear space is the specific amount of space that a logo must have on all sides, no matter where it is used. The reason for clear space is to ensure that a logo maximizes visibility and impact. |
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X Measurement
The X Measurement is the measurement of clear space required around the logo. The measurement of X is half of the house icon of the ServiceLink Auction Logo. |
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Color Palette
The official ServiceLink corporate colors are ServiceLink dark blue and ServiceLink light blue. Company colors are an important tool for building company pride and awareness. Our corporate color palette is designed to reflect the strength and stability of our logo and is intended to be used at the corporate level.
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Primary Colors |
PMS: 2757
R30 G35 B81
HEX #1E2351
C100 M94 Y38 K35
PMS: 2925
R40 G142 B205
HEX #288ECD
C86 M19 Y0 K0 |
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Secondary Colors |
PMS: 275
R17 G18 B54
HEX #111236
C92 M 82 Y38 K38
PMS: 7687
R36 G63 B120
HEX #243F78
C88 M60 Y20 K7
PMS: 2915
R74 G170 B223
HEX #4AAADF
C72 M10 Y1 K0 |
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Tertiary Colors |
PMS: 1655
R253 G44 B24
HEX #FD2C18
C0 M84 Y84 K0
PMS: 171
R255 G75 B49
HEX #FF4B31
C2 M71 Y70 K0
PMS: 136
R230 G171 B39
HEX #E6AB27
C8 M29 Y83 K1
PMS: 120
R254 G202 B68
HEX #FECA44
C2 M20 Y71 K0
PMS: 7738
R75 G147 B63
HEX #4B933F
C70 M13 Y82 K3
PMS: 7487
R143 G205 B69
HEX #8FCD45
C44 M3 Y79 K0 |
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Gray Colors |
PMS: Cool Gray 11
R66 G68 B72
HEX #424448
C61 M46 Y42 K35
PMS: Cool Gray 8
R117 G119 B123
HEX #75777B
C47 M33 Y29 K14
PMS: Cool Gray 6
R150 G151 B153
HEX #969799
C37 M26 Y22 K7
PMS: Cool Gray 4
R173 G173 B173
HEX #ADADAD
C29 M21 Y18 K4 | |
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Font Families
Consistent use of typography maintains a unified visual identity. Diligent use of type creates a strong impact across both print and digital media.
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Font Family: Arial
ServiceLink Auction’s font, Arial, is available in many weights, but avoid the “Ultra Light” and “Heavy” weights, as they are extremes that can be difficult for non-designers to use properly. |
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Arial Regular: AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
1234567890!@#$%^ |
Arial Bold: AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
1234567890!@#$%^ |
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Arial Italic: AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
1234567890!@#$%^ |
Arial Bold Italic: AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
1234567890!@#$%^ | |
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Icon Set
Icons are utilized in creatives throughout all different marketing channels, from digital to print graphics.
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View the below PDF of all icons available within our collection: |
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Our icons are in a flat 2D style with minimalistic outlines. |
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Basic Icons
Colors: Only primary blues from the color palette are used
Elements: Single focus element i.e: house, family, computer, etc.
Details: Minimal to no detail
Size: Usually small
Use: Supporting image for information or a quick point. Used mainly in our Newsletters, education emails, informational flyers, social posts, education videos, etc. |
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Detailed Icons
Usually with a scenery and multiple elements. Variations of the light ServiceLink Auction blue and simple icons is used to create a scenery with a depth of field. Detailed icons are used as hero images.
Colors: Primary blues with tertiary color highlights.
Elements: Multiple focus element, usually telling a story or setting the scene. i.e: house with money and cart for Black Friday, Super Tuesday bidding at a courthouse, Person on computer bidding, etc.
Details: Background and foreground images with small details setting the scene.
Size: Usually medium-large
Use: Hero images and infographics |
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Simple Icons
Used when a Basic Icon is too large, or when we need to have a quick call out, or keep the creative minimal/simple. |
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Photography
Stock images used for ads, social posts, email banners, educational videos, etc.
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Home Images
Bright, welcoming homes that feel like they can be found around the US and on our website. |
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Neighborhood Images
Bright welcoming neighborhoods, that are clean and neutral. Minimal vehicles, decorations, political statements, etc. |
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Seasonal
Summer: Sun focused images with some type of water feature like a swimming pool or lake
Fall: Colored leaves, warm colors, cozy
Winter: Snow, visible properties (no white home), blue sky.
Spring: Florals, lots of greenery
Holiday: Simple holiday decorations that are not cluttered. |
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Interior
Basic Interior: Bright interiors that are either empty or not too cluttered. Minimalistic, no dark walls or heavy decorations.
Holiday Interior: Tell a story and create a "feeling" while staying simple. |
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People
All images of people should feature a diverse and friendly image. No alcohol present.
Realtors: Shaking hands, offering keys, usually dressed in business attire
Buyers: Families, couples, single buyers, etc. Bidding in front of computer, reviewing documents, holding keys or moving boxes, smiling in front of homes, etc.
Holidays: Family centric, tells a story, etc. |
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Other
Inanimate objects with a single focus. Ie: model houses, laptops, keys, documents.
Avoid: Images featuring bills, or dollar bills (coins are okay) |
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Mock Ups
Mockups used to impose screenshots of the website into an image. Find imagery that clearly shows the screen to edit the website onto it. |
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Creative Photos
Primary Colors used as the background usually with a single cutout focal point. Ie: Hand with phone, keys and model home, person holding laptop, etc. |
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Social Posts
Bright imagery featuring a text overlay.
Speech bubbles or color blocks used for the text depend on the copy type: Question posed= speech bubble, Statement posed= color block. I.e., What is a Zombie foreclosure? (speech bubble), Buying a Vacation Home (color block)
No logo required. |
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Educational Carousel
Primary colors used for the text box. Text should be legible. Opening and ending slide both should feature our logo. |
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Holiday Posts
Style may vary based on the message we want to convey. Logo should be visible.
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Seasonal, holiday, or auction program specific.
Images: Based on the photography images showcased above ie: home images, neighborhoods, people, seasonal, etc.
Digital Requirements: Sized to format Instagram, Facebook and Google Ads. Always showcases the ServiceLink Auction logo.
Ad Copy Requirements: Header and subheader
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Social Ads - Color Block
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Size 1 (1080px x 1080px): | |
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Social Ads - Text Overlay
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Size 1 (1080px x 1080px): | | | |
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