Brand

book 2021
Introduction

CBRE GUIDELINES 2021

Our brand shows the world who we are, what
we do, and how we see things in a diversity of
fresh perspectives.
Our verbal and visual identities position us as
a distinctive leader in commercial real estate—
one that creates the real estate solutions of
tomorrow, so businesses and people thrive.
Familiarity with these guidelines will help you
to create compelling, clear communications for
CBRE that expand our brand reputation.

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Table of contents

CBRE GUIDELINES 2021

Strategic foundations 4 Visual system 9 Resources 147

Logo 13

Color 19

Typography 30

Photography 48

Line of Sight 84

Layouts and grids 105

Data visualization & iconography 127

CBRE brands 135

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Strategic

CBRE GUIDELINES 2021

foundations
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4
CBRE GUIDELINES 2021 5
Defining our brand

CBRE GUIDELINES 2021

Everything we do as a company is guided by our
North Star: to create the real estate solutions of
Creating the real

OUR NORTH STAR

tomorrow, so businesses and people thrive.
Keep our North Star in mind when producing
communications materials. It clarifies the unique estate solutions of
value we bring to our clients, directs how our
employees act, and enhances the way clients,
prospects, and the world view CBRE.
tomorrow, so businesses
Our North Star is anchored in four pillars of
differentiation, which articulate how we work in
and people thrive.
a way that uniquely creates unmatched value for
businesses and people, enabling them to thrive.

DATA AND INSIGHTS STRATEGIC INTEGRATED MULTIDIMENSIONAL

HOW WE DO IT

PARTNERING SOLUTIONING VIEW

Providing unmatched
intelligence and Collaborating to Building innovative Harnessing the most
differentiated access to anticipate our clients’ solutions that robust depth and
the data and analytics holistic needs and advance commercial breadth of capabilities
that power forward- enable them to capture real estate and deliver to deliver end-to-end
thinking ideas. the full spectrum transformational service for our clients.
of opportunities. outcomes for clients
and people.

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Brand vision and

CBRE GUIDELINES 2021

personality attributes
Our brand vision is the idea we want to
communicate to our clients, employees, and

Realizing

VISION
the world at large.
It articulates concisely how CBRE is differentiated

potential in
in commercial real estate.
Through investment, strategy, and management,
CBRE’s unmatched understanding of space

every dimension
enables us to give clients a multi-dimensional
picture of their real estate needs, and helps
them realize business (and human) potential
from every dimension.
While our brand vision statement should not be
used as a tagline or applied verbatim across our
communications, it’s here to inspire us as we
create many different experiences. Our brand
vision should never be attached to our logo and
ATTRIBUTES

the words in our brand vision should not be over- Clear Bold Connected
used in communications.
We are straightforward We take a stand, act with We are unified, globally, by
Our attributes are a shorthand for the personality and direct in how we talk confidence, and deliver our markets, relationships,
of CBRE. They articulate the image we wish about what we do. forward-looking guidance. products, and services.
to create with our audiences across all of our
communication touchpoints.

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Our new brand architecture

CBRE GUIDELINES 2021

CORPORATE
The corporate brand that represents our global organization and
creates clearer hierarchies embodies our company’s vision and global reach.

and greater consistency Implication: There is only one corporate brand—CBRE.

Our brand architecture is a framework to help Only CBRE Investment Management has its own name as the

BUSINESS SEGMENT
align segments and products in our portfolio. business needs to be seen as operating independently, addressing a
distinct audience, and emulating best practices in the category.
It is built on one strategic premise: that Implication: CBRE Investment Management’s logo is aligned with Advisory Services
CBRE is the corporate brand and our priority CBRE’s visual identity. Advisory Services and Global Workplace Global Workplace Solutions
is to build equity and audience relationship Solutions don’t have a logo. They’re referred to in copy.
with CBRE.
From the corporate brand all the way
CBRE is the leading brand and always precedes product names to
CBRE Office Ready

PRODUCT
to standalone brands, this architecture ensure maximum attribution to CBRE.
ensures overall consistency and efficiency Implication: Products don’t have their own logos to avoid diluting CBRE Deal Flow
while offering some flexibility as our the CBRE brand identity.
business expands.
To determine how future offerings (brand
acquisitions, new products, etc.) should be Endorsement is used when a brand’s offering is distinct from CBRE’s
ENDORSED

branded, contact the Brand Team. core capabilities and it needs to differentiate against competitors in
its market, while still benefiting from a halo effect from CBRE.
Implication: Endorsed brands retain their identity and get the
endorsement line “From CBRE” (when brand’s offering is provided
to CBRE’s competitors, the endorsement line is removed). Endorsed
brands are encouraged to borrow elements from CBRE’s visual
system so they can gain in stature and credibility.
STANDALONE

A standalone brand is not connected to the CBRE name because

it operates in a nontraditional market (such as B to C) and/or
associating the brand with CBRE would create reputational or
credibility risks.
Implication: The brand has its own identity distinct from CBRE. It
can leverage elements of the CBRE visual identity in order to gain in
stature and credibility.

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Visual

CBRE GUIDELINES 2021

system
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9
Visual system

CBRE GUIDELINES 2021

Our visual system helps us to show who we are and
reflects our North Star and our ambition to show
clients that We See More.
This section presents our visual system and
describes how to use its elements to bring our
North Star to life.

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Translating our brand

CBRE GUIDELINES 2021

strategy into a visual idea

Realizing potential
With its vast network of diverse professionals,

VISION
CBRE embraces different perspectives to create
unique potential, expanding what is possible for
building a connected, thriving community of people
and businesses. in every dimension
We See More is our visual theme, born from our
North Star - seeing more is suggested throughout
our visual branding system.

We See More
VISUAL IDEA

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An overview of our toolkit

CBRE GUIDELINES 2021

Financier
LOGO TYPE

Our visual toolkit is designed to provide flexibility

for our diverse branding needs, while creating a
strong, cohesive look.
Display
The components of our toolkit include our logo,
color palette, typography system, photography, and
Calibre Space Mono

our Line of Sight graphic language. PHOTOGRAPHY

COLOR
COLOR

LINE OF SIGHT GRAPHIC

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Logo

CBRE GUIDELINES 2021

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Logo

CBRE GUIDELINES 2021

Our logo lives at the heart of our corporate identity.
Its bold, clean, and strong forms represent who we
are: the industry’s leading global commercial real
estate services and investment firm.
As our brand evolves, the color of our logo has
changed to reflect our elevated professionalism.
With a new, deeper green applied to the same highly
recognizable letters, our logo visibly telegraphs our
brand, our values, and our differentiators.

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Logo overview

CBRE GUIDELINES 2021

The form of our logo has not changed, but
the color has. Our logo now uses our CBRE
Green. This particular deeper green was
selected for its sophisticated, professional,
and dignified energy.
We have two versions of our logo: color
(also referred to as the “positive” logo version)
and white (also referred to as the “reverse”
logo version).
The logo should appear in black only when
production conditions require it (such as in
black-and-white newspaper printing).
Our logo now uses our new CBRE Green.
It is deeper and richer than the green
previously used.
Apply our new, darker colored logo to collateral
going forward and replace the old logo
when possible.
Consistent presentation of the CBRE logo is
essential to building our brand recognizability. Limited use

Always use our logo artwork as provided; do not

alter it in any way. Never create a logo lockup
of any kind, including locking up business unit
names with the logo.

Wrong green

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Minimum size and

CBRE GUIDELINES 2021

clear space
Always apply our logo large enough so it is MINIMUM SIZE

easily legible and holds a distinctive presence.

In printed contexts, do not scale the logo
smaller than 1 inch (25 millimeters) in width. 1 inch / 25 millimeters
Whenever possible, set the logo larger than this
minimum size.
In digital contexts, the logo should never CLEAR SPACE
be sized so small that the letters become
difficult to discern. The logo should always be
prominent. For more details on sizing, refer to
the Layouts and Grids section.
To maximize the impact of the CBRE logo,
maintain ample clear space around it. This helps
to distinguish it visually; when other elements
come too close to our logo, they compete with it
for attention.
Our preferred minimum clear space for the logo
is equal to the height of the logo. Keep this area
free of text and other graphic elements.

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Background control

CBRE GUIDELINES 2021

The background on which our logo is placed Take care when using the logo over
affects its legibility. Choose the logo version photography. Avoid placing it on busy
that provides maximum contrast with backgrounds, which may compromise
the background. its legibility.

PRIMARY COLORS

CBRE Green Dark Green Dark Grey Light Grey White

SECONDARY COLORS

Midnight Sage Celadon Wheat Cement Darker Photography

Midnight Tint Sage Tint Celadon Tint Wheat Tint Cement Tint Lighter Photography

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Misuse

CBRE GUIDELINES 2021

Consistent use of our logo is essential for it Industrial Services
to be recognized. Avoid using our logo in the
following ways.

Do not use the old green logo. Do not create logo lockups. Do not use low-contrast combinations of background
color and logo.

Headline
Line Two
Body copy lorem ipsum dolor
sit amet, consectetur adipisci.
CBRE
Do not make the logo so small that the individual Do not allow other elements to be positioned too closely Do not type the logo yourself.
letterforms are not distinct. to the logo, violating the clear space that should always
surround the logo.

Do not place the logo over busy or illegible photographic Do not apply other colors to the logo. Do not add graphics or symbols to the logo.
backgrounds.

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Color

CBRE GUIDELINES 2021

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Color

CBRE GUIDELINES 2021

Our new color palette is grounded yet fresh, classic
yet modern, and professional yet human. It reflects
the way we position ourselves within the market and
to our audiences.
Our palette is built around a new CBRE Green.
This palette is composed of sophisticated tones that
signify our depth of wisdom and trustworthiness.
All of our colors are inspired by the spaces we create
in our business. They have depth and dimension, and
flexibly coordinate to form a wealth of possibilities.

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Color palette

CBRE GUIDELINES 2021

Our color palette is sophisticated, professional,
and human. Strategic use of color can direct
focus and modulate the tone of a piece. Some
of our colors are striking and bold, while others
are more muted and comforting. They exist in
conversation, with some talking and leading
while others are listening and partnering.
Our secondary colors offer additional flexibility
to our communications. They coordinate easily
with our primary colors, but should never
dominate across our media.
We have provided values for tints, but lighter
tints may be employed as needed.

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Color formulas

CBRE GUIDELINES 2021

When using our colors, always use the values as CMYK values are for certified GRACoL printing
provided. For digital work, always use the RGB on coated stock. Work with your vendor partner
values as provided to ensure the most accurate as needed to adjust for uncoated stock or
and consistent results; do not rely on computer- different printing processes, using Pantone
generated eyedropper values. chips as your color target.

PRIMARY COLORS

CBRE Green Accent Green Dark Green Dark Grey Light Grey
Pantone 3435 C Pantone 7479 C Pantone 627 C Pantone 431 C Pantone 428 C
CMYK: 90 / 46 / 80 / 55 CMYK: 62 / 0 / 65 / 0 CMYK: 91 / 62 / 62 / 65 CMYK: 73 / 55 / 55 / 33 CMYK: 20 / 12 / 13 / 0
RGB: 0 / 63 / 45 RGB: 23 / 232 / 143 RGB: 1 / 42 / 45 RGB: 67 / 82 / 84 RGB: 202 / 209 / 211
Hex #003F2D Hex #17E88F Hex #012A2D Hex #435254 Hex #CAD1D3

SECONDARY COLORS

Midnight Sage Celadon Wheat Cement

Pantone 2189 C Pantone 5483 C Pantone 558 C Pantone 615 C Pantone 7538 C
CMYK: 100 / 80 / 47 / 50 CMYK: 71 / 36 / 44 / 8 CMYK: 51 / 9 / 36 / 0 CMYK: 15 / 7 / 48 / 0 CMYK: 52 / 40 / 45 / 7
RGB: 3 / 40 / 66 RGB: 83 / 129 / 132 RGB: 128 / 187 / 173 RGB: 219 / 217 / 154 RGB: 127 / 132 / 128
Hex #032842 Hex #538184 Hex #80BBAD Hex #DBD99A Hex #7F8480

Midnight Tint Sage Tint Celadon Tint Wheat Tint Cement Tint
CMYK: 57 / 36 / 31 / 2 CMYK: 43 / 19 / 25 / 0 CMYK: 24 / 7 / 20 / 0 CMYK: 6 / 4 / 19 / 0 CMYK: 20 / 14 / 17 / 0
RGB: 119 / 143 / 156 RGB: 150 / 179 / 182 RGB: 192 / 212 / 203 RGB: 239 / 236 / 210 RGB: 203 / 205 / 203
Hex #778F9C Hex #96B3B6 Hex #C0D4CB Hex #EFECD2 Hex #CBCDCB

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Using our CBRE Green

CBRE GUIDELINES 2021

The use of

Perspective
and Accent Green flex space

2
has evolved
The way we use our colors suggests how
“We See More.” We don’t just apply one color
across our media; we use colors creatively
and with variety to add dimension and interest
to our communications.
While CBRE Green is our main color, it is not
Potential
meant to be used everywhere. Our brand should
not be overwhelmingly green.
Our primary and secondary palette offers a wide
range of options that coordinate with our CBRE
Green. When a communication is especially
meant to help establish our brand, allowing
CBRE Green to dominate is appropriate. Other
times, Primary Green can merely appear in the

Insights

%
logo, or not at all. For example, the cover of a
report could be in Primary Green but all interior
pages could use other colors from the palette.
Our Accent Green shines in digital applications.
It adds a vivid burst of energy to our rich and Global
Research
deep primary colors. Its electric neon quality
nods to our modern efficiency and the brilliant
insights we can derive from technology
and data. Make informed decisions
Accent Green should be used sparingly across based on our insight into the
latest real estate trends
our brand and only in small amounts.
While Accent Green will appear less vibrant
when printed, it may still be used in print Explore reports
communications.

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Data visualization

CBRE GUIDELINES 2021

color formulas
We think about data visualization in two ways -
charts & graphs and infographics & diagrams.
Please refer to the data visualization section of
these guidelines for more guidance on the topic.

CHARTS & GRAPHS

Celadon Dark Grey Accent Green Wheat Data Orange Data Purple Data Light Purple Data Blue Data Light Blue Light Grey
CMYK: 51 / 9 / 36 / 0 CMYK: 73 / 55 / 55 / 33 CMYK: 62 / 0 / 65 / 0 CMYK: 15 / 7 / 48 / 0 CMYK: 15 / 62 / 68 / 1 CMYK: 48 / 77 / 33 / 10 CMYK: : 37 / 49 / 0 / 0 CMYK: 99 / 86 / 33 / 22 CMYK: 78 / 44 / 19 / 1 CMYK: 20 / 12 / 13 / 0
RGB: 128 / 187 / 173 RGB: 67 / 82 / 84 RGB: 23 / 232 / 143 RGB: 219 / 217 / 154 RGB: 210 / 120 / 90 RGB: 136 / 80 / 115 RGB: 163 / 136 / 191 RGB: 31 / 55 / 101 RGB: 62 / 125 / 166 RGB: 202 / 209 / 211
Hex #80BBAD Hex #435254 Hex #17E88F Hex #DBD99A Hex #D2785A Hex #885073 Hex #A388BF Hex #1F3765 Hex #3E7CA6 Hex #CAD1D3

Negative Red*
CMYK: 22 / 97 / 93 / 14
RGB: 173 / 42 / 42
INFOGRAPHICS & DIAGRAMS Hex #AD2A2A

* DO NOT USE WITH CHARTS

& GRAPHS PALETTE UNLESS
INDICATING A NEGATIVE
VALUE.

Celadon Dark Grey Wheat Data Blue Data Light Blue Light Grey
CMYK: 51 / 9 / 36 / 0 CMYK: 73 / 55 / 55 / 33 CMYK: 15 / 7 / 48 / 0 CMYK: 99 / 86 / 33 / 22 CMYK: 78 / 44 / 19 / 1 CMYK: 20 / 12 / 13 / 0
RGB: 128 / 187 / 173 RGB: 67 / 82 / 84 RGB: 219 / 217 / 154 RGB: 31 / 55 / 101 RGB: 62 / 125 / 166 RGB: 202 / 209 / 211
Hex #80BBAD Hex #435254 Hex #DBD99A Hex #1F3765 Hex #3E7CA6 Hex #CAD1D3

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Color matching

CBRE GUIDELINES 2021

This table provides basic guidance on
identifying which color space to use and how to
Digital Print Non-print
match colors for different types of materials.
Always use RGB for digital materials. Screen usage Printing Pantone inks Printing 4-color process Printing with more than Matching brand
(CMYK) 4 inks, but not Pantone colors in materials
CMYK has a limited color range so it is best
reserved for production conditions that only
use cyan, magenta, yellow, and black inks. When Examples: PowerPoint, Examples: high-end Examples: ads, Examples: trade show Examples: branded
printing in CMYK, look for vendors that are websites, email, videos, offset printing brochures, other digital booth banners are often premium items;
digital displays or offset CMYK printing 6+ color printing matching a brand color
GRACoL certified. GRACoL is an international in thread, plastic, paint,
standard that ensures color consistency. or other non-ink material
When inks beyond CMYK are available, such Use RGB / Hex values Use Pantone values Use CMYK values Use Pantone values Use Pantone values
as when printing environmental graphics,
setting files up with Pantone colors may help
you achieve a broader color range—even when Vendor should use Vendor should use Vendor should use
your files won’t be printed with Pantone inks. a certified GRACoL physical Pantone coated physical Pantone coated
proof created with the color chips as their color color chips as their
Successful execution of this technique, however, guidelines’ CMYK values target to take advantage color target and work to
requires close coordination with your print as a color target, and of the larger available match that as closely as
vendor. Request print proofs and color tests work to match that as printing gamut, and possible.
to achieve best results. If you cannot review closely as possible. work to match the chips
proofs, simply use the CMYK formulas. as closely as possible.
If the vendor or job is
Pantone chips should be used to help match not GRACoL certified,
colors for consistent results. match to the Pantone
instead.

25
Accessibility

CBRE GUIDELINES 2021

AAA AAA AAA
We always aim to create communications
that are accessible. When setting type,
especially for digital reading, always use
combinations that have high contrast
between foreground and background.
At right are the most commonly used brand
CBRE Green with white Accent Green with CBRE Green Dark Grey with white
color pairings. These pairings work both ways;
CBRE Green and white, for instance, have the

AAA AAA
same contrast whether it is CBRE Green text
on a white background or white text on a
CBRE Green background.
The color combinations with an AAA rating
are highly accessible. The combinations rated
AA Large may only be used for text at large
sizes, and should not be used for body copy. Dark Green with white Midnight with white

Please refer to the Web Content Accessibility

Guidelines at www.w3.org for detailed guidance
on best practices for accessibility.
AA Large AA Large AA Large
Sage with white Cement with white Midnight Tint with white

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Pairing color with

CBRE GUIDELINES 2021

photography
Colors from our primary and secondary palettes
can be flexibly paired with our photography
to create distinctively branded designs.
Select colors that harmonize with those in

CBRE GREEN
the photograph.

CEMENT
DARK GREEN
WHEAT TINT

MIDNIGHT TINT
DARK GREY

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Using color

CBRE GUIDELINES 2021

Our colors can be used together to form diverse
combinations. Below are suggested color
pairings, including proportions on how much of
each to use. Expert designers may explore color
pairings further to achieve specific results.

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Color misuse

CBRE GUIDELINES 2021

The use of

Perspective
flex space

2
has evolved

Consistent use of our colors helps to build

our brand recognizability. Avoid using our
01-10
Potential
Lorem
colors in the ways shown here. Please also
see the Photography, Line of Sight, and Data
Do not use colors that are not part of our palette. Do not use data visualization colors outside of charts Do not set type in colors that do not provide enough
Visualization sections for further details. and graphs. contrast for clear legibility.

The use of

Perspective
flex space

2
EMEA real
has evolved

estate market Potential

outlook

Do not use Accent Green in large amounts. Do not overuse CBRE Green. Do not apply colors to Lines of Sight that weakly contrast
against the background colors.

29
Typography

CBRE GUIDELINES 2021

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Typography

CBRE GUIDELINES 2021

Our typography system offers a distinctive and
modern clarity to the words we share with our
diverse audiences.
Balancing flexibility and practicality, our
typography system helps unite our marketing
communications, editorial documents, websites,
and other written touchpoints under a cohesive
yet versatile visual voice.
Our We See More visual idea is apparent in the
way we handle typography. The variety in the
forms and styles of our brand typefaces, as well as
how they may be used, celebrates differences and
reflects our clear insights.

31
Typography overview

CBRE GUIDELINES 2021

Our CBRE brand typefaces give our words
a clear, distinctive look. Our typefaces are
sleek and contemporary, blending styles of
sophisticated elegance with hints of a data-
driven world. Financier
Display
Financier Display is our primary brand typeface
and Calibre is the supporting secondary font.
Using these typefaces together in layouts helps
to show how “We See More.”
We also have typefaces reserved for special
purposes. Space Mono Regular 400 is used to
bring attention to details. Barlow Condensed
Medium 500 is used in charts and graphs when
space is too limited to use Calibre. Noto is for

Calibre
Chinese, Japanese, and Korean (CJK) use.
Times and Tahoma are our default typefaces,
used when the preferred brand typefaces are
not available.
The following pages provide more detail on how Space Mono
and where to use each typeface so that our
written communications convey our brand.

FINANCIALS AND ASIAN CHARACTER SETS DEFAULT

Barlow Condensed Times

這句話後來演 Tahoma

32
Financier display

CBRE GUIDELINES 2021

Abcdefghij
Financier (pronounced fin-an-see-AY) Display
leads our brand with an elevated, editorial feel.
Originally designed for the Financial Times
in 2014, Financier Display conveys elegance,
professionalism, clarity, dignity, and authority.

klmnopqr
0123456789
Regular Regular Italic
Medium Medium Italic
Semibold Semibold Italic

33
Financier Display headlines

CBRE GUIDELINES 2021

and primary messaging

All Cuts of
There are two main headline treatments
used in CBRE’s written communications. Our
primary font, Financier Display, is used for
headlines across all mediums and touchpoints.

Financier Display
When Financier Display is already applied to a
headline and there are supporting headlines,
Calibre is used.
Headlines are predominantly left-aligned

are Encouraged
but can be right-aligned or centered when
typography is used as a more illustrative
element in the design.
When setting headlines, use title case;
capitalizing the first letters of words creates
a more professional look.

for Headlines
FINANCIER DISPLAY MEDIUM

Lighter cuts are Bolder cuts are AVOID SETTING

ideal when the ideal when you FINANCIER DISPLAY
layout is quiet and want a strong IN ALL CAPS
contains minimal look to stand out FOR PRIMARY
elements or make an impact HEADLINES

34
FINANCIER DISPLAY REGULAR FINANCIER DISPLAY SEMIBOLD FINANCIER DISPLAY REGULAR
Calibre

CBRE GUIDELINES 2021

Abcdefghij
Calibre (pronounced KAL-ih-bur) has crisp,
clean lines and gives our words a contemporary
and clear finish. Inspired by lettering on West
Berlin street signs, Calibre is highly legible
across a wide range of sizes.
Calibre is our preferred brand font for

klmnopqr
typesetting labels in data visualizations,
however for densely packed charts and graphs
you may elect to use Barlow Condensed instead.

0123456789
Light Semibold Light Italic
Regular Bold Regular Italic
Medium

35
Calibre for supporting

CBRE GUIDELINES 2021

headlines and messages
When Financier Display is already applied
to a headline and there are supporting
Calibre is used for FOR GRAPHIC
headlines, Calibre is used. Calibre is also
suitable as a strong contrast to text set in
supporting headlines or text VARIATION, USE
Financier Display. that should stand out from CALIBRE IN ALL
As with Financier Display, headlines set in
Calibre are predominantly left-aligned but can
text in Financier Display UPPERCASE
be right‑aligned or centered when typography
CALIBRE REGULAR CALIBRE MEDIUM
is used as a more illustrative element.
Use Calibre when setting numerals at
larger scale for graphic purposes. Although BOLDER WEIGHTS ARE IDEAL IN
Financier Display is our lead typeface, the SMALLER SIZES AND UPPERCASE

34%
minimal, sans serif lines of Calibre more
effectively convey a sense of data, CALIBRE SEMIBOLD
mathematics, and modern technology.

36
CALIBRE LIGHT
 Headline
Sizing headlines

CBRE GUIDELINES 2021

Financier Display is our typeface for all primary
headlines or messages. Its strong, dignified 150 px

personality is particularly eye-catching at

larger sizes.

Headline
Avoid using Financier Display at less than
20 points for a headline. If the design demands
that the headline must be smaller, use
Calibre instead.
When a supporting headline or subhead is
120 px
needed, try to adjust it to half the type point
size of the headline it is supporting.

90 px Headline
64 pt Headline
32 pt Supporting headline

37
Setting Financier Display

CBRE GUIDELINES 2021

headlines

Realizing
When setting headlines in Financier Display, set
the tracking and kerning to ensure the words
fit together seamlessly and don’t create visual
clutter or awkwardly spaced letters.
Please refer to the chart below for tracking

Potential
and leading guidance when setting type in
Financier Display.
Financier Display headlines are never set in
all caps. Avoid using Financier Display below
20 points.

in Every
To calculate 95% leading for type sizes over
100 pt, multiply your type size by 0.95. To
calculate 90% leading (see following page),
multiply by 0.9.
Apply manual kerning as needed.
NEVER SET

Dimension.
FINANCIER
DISPLAY
Ideal specs for setting headlines in HEADLINES
Financier Display
IN ALL CAPS.
POINT SIZE TRACKING LEADING
HEADLINE SETTING EXAMPLE

POINT SIZE WEIGHT TRACKING LEADING

<20 0 100%
100 pt MEDIUM -5 95%

20-60 0 100%

60-100 0 100%

>100 pt -5 95%

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Setting Calibre headlines

CBRE GUIDELINES 2021

We See
Calibre headlines are secondary to Financier
Display headlines. When you have already used
Financier Display in the layout, or when the type
is too small to read Financier Display easily,

More.
Calibre is suitable.
As with Financier Display, when setting
headlines in Calibre, set the tracking and
kerning to ensure the words fit together
seamlessly and don’t create visual clutter or
awkwardly spaced letters.
Unlike Financier Display, Calibre can be used in HEADLINE SETTING EXAMPLE

all caps when creating a hero moment. Avoid POINT SIZE WEIGHT TRACKING LEADING
100 pt MEDIUM -5 90%
overusing this effect across our brand.
Please refer to the chart below for tracking and
leading guidance when setting type in Calibre.

THOUGHT
See previous page for calculating leading.
Apply manual kerning as necessary.

Ideal specs for setting headlines in Calibre

LEADERSHIP
POINT SIZE TRACKING LEADING

<20 0 95%

20-60 0 95%

60-100 0 95% HEADLINE SETTING EXAMPLE

POINT SIZE WEIGHT TRACKING LEADING

>100 pt -5 90%

39
100 pt MEDIUM -5 90%
Body copy

CBRE GUIDELINES 2021

Calibre Regular is used for our body copy. Its CBRE’s 37,000 U.S. professionals in 200 offices provide
clean lines and well-proportioned letterforms
are highly legible at smaller sizes. When needed, exceptional outcomes for clients by combining local
other weights can be used to create hierarchy market insight, broad services, specialized expertise,
within the body copy, such as setting category
labels or paragraph subheads.
and premier technology tools and resources.
For titles and calls to action (CTAs), BODY SENTENCE EXAMPLE
apply different weights and capitalization Body copy is often set in Calibre Regular in Dark Gray for a less harsh effect

for functionality.
Use the table below as a guide to set highly
legible body copy.
To calculate 120% leading, multiply your type
size by 1.2.
Get to work—
join the team.
BODY SENTENCE EXAMPLE
A bolder weight may be used to emphasize CTAs

Ideal specs for setting body copy in Calibre

POINT SIZE TRACKING LEADING

Services for assets

Design
<20 0 120%

20-60 0 120%

60-100 0 120%
BODY SENTENCE EXAMPLE
Color and size may be used to help convey information

40
>100 pt -5 100% hierarchy even within the same font weight
Financier Display and Calibre

CBRE GUIDELINES 2021

01 02
CBRE’s 37,000 U.S.
professionals in 200
offices provide exceptional
outcomes for clients by
combining local market
insight, broad services,
specialized expertise,
and premier technology
tools and resources.

The transformation of The use of flex space

corporate real estate in 2020 and its evolution

Tech
7 min read 12 min read

What we do

Global
Talent
Insights

Research

41
Financier Display and Calibre

CBRE GUIDELINES 2021

The Use of
Global look
The transformation of
Natasha Field
corporate real estate in 2020

Flex Space
7 min read

The use of flex space

has Evolved and its evolution

12 min read

Curabitur aliquam orci at orci Mauris eu nisl ut ante euismod

Global
porta blandit. Quisque ut felis vestibulum in at est. Nam rutrum
sed massa iaculis tincidunt. eros a metus pellentesque
Mauris in diam sagittis nisl maximus. Orci varius natoque
Read more volutpat lobortis. Integer penatibus et magnis dis parturient
accumsan, felis vitae aliquam montes, nascetur ridiculus mus.
eleifend, nunc risus condimentum Suspendisse ac tempor est.
lorem, ac venenatis nibh eros Praesent tempus tempus posuere.
vel dolor. Donec pulvinar mi id Phasellus sit amet urna faucibus,

+8%
ligula sollicitudin feugiat. pulvinar quam in, condimentum.

Donec nibh nibh, hendrerit et Aliquam dictum faucibus tortor,

HONG KONG
nisl eget, dignissim elementum sed interdum justo pretium
tortor. Mauris eu nisl ut ante non. Morbi eu sagittis dolor, ut
euismod vestibulum in at est. Nam lobortis velit. Maecenas a orci
rutrum eros a metus pellentesque pellentesque massa congue
maximus. Orci varius natoque efficitur ut vel velit.
penatibus et magnis dis parturient
montes, nascetur ridiculus mus. Nulla fringilla porta eros ac
Suspendisse ac tempor est. efficitur. Curabitur ac erat et
lectus dictum facilisis. Donec
Praesent tempus tempus sed odio rhoncus, tempus purus
posuer posueree. Phasellus sit non, congue risus. Integer semper
amet urna faucibus, pulvinar mollis aliquam. Nam scelerisque
quam in, condimentum sem. efficitur ante quis porttitor.
Aliquam dictum faucibus tortor, Ut egestas lectus venenatis
Mauris eu sed interdum justo pretium mauris egestas, quis rhoncus
nisl ut ante non. Morbi eu sagittis dolor, ut diam eleifend. Nullam ligula
FOGO ISLAND

euismod lobortis velit. Maecenas a orci turpis, hendrerit eu nisi pulvinar,

vestibulum in pellentesque massa congue dignissim egestas nisl. Donec
at est. Nam efficitur ut vel velit. tempor rutrum libero id.
rutrum eros

42
Space Mono

CBRE GUIDELINES 2021

ABCDEFGHIJ
Space Mono Regular 400 is used for detail
copy and is seen alongside Financier Display
and Calibre. Space Mono adds a technical
feel to designs, but should not be used to
communicate dense statistical information.

KLMNOPQR
Use Space Mono sparingly to draw attention
to details such as location names, dates, and
other information that may already be stated
elsewhere in the copy. In most cases, Space
Mono is used in all caps and kept under
five words.
Professional designers may use Space

0123 456789
Mono more illustratively to achieve specific
graphic results.
In monospaced fonts like Space Mono, each
letter occupies the same width of space. Do not
alter the spacing between the letters.

REGULAR 400

43
Space Mono use

CBRE GUIDELINES 2021

Space Mono should be used only for short
Tech Dallas
headquarters

talent
amounts of copy. These detailed pieces of
copy should be anchored to a corner or gridline
for consistency.
The type may be turned vertically and set along
the edge of the layout to help distinguish it as a
separate element. When running copy along an
edge, the letters should face toward the center
of the layout.
When used on darker colors, Space Mono
commonly appears in Accent Green for
emphasis. On lightly colored backgrounds,
Space Mono should be set in a darker color like
gray or black. Scouting

ISSUE 1 FALL 2022

talent for
a new
economy (32.791670, -96.802400)

Q&A

TODAY - SUNDAY

44
Noto for Asian

CBRE GUIDELINES 2021

character sets
The Noto family of fonts comprehensively Financier Display Calibre
covers Simplified Chinese, Traditional Chinese, replacements replacements

這句話後來演 這句話後來演
Japanese, and Korean in a unified font family.
When setting type in these languages, use the
serif cuts instead of Financier Display, and the
sans serif cuts instead of Calibre.
Noto Serif Traditional Chinese Noto Sans Traditional Chinese

这句话后来演 这句话后来演
Noto Serif Simplified Chinese Noto Sans Simplified Chinese

新しい時代の 新しい時代の
Noto Serif Japanese Noto Sans Japanese

동해 물과 백두 동해 물과 백두
Noto Serif Korean Noto Sans Korean

45
Default fonts (updated)

CBRE GUIDELINES 2021

When our preferred brand typefaces cannot
be used, we use default typefaces that are
Abcdefghij
klmnopqr
included with nearly every operating system.
Times should be used when Financier Display is
unavailable, and Tahoma should be used when
Calibre is unavailable. Times and Tahoma were
selected for their overall similarities to Financier

0123456789
Display and Calibre.

Times

Abcdefghij
klmnopqr
0123456789

Tahoma

46
Misuse

CBRE GUIDELINES 2021

Our typography system is highly flexible, Headline Headline line one and
Line two Headline
but should be used carefully to provide high
legibility and a consistently branded look.
Line two Body copy lorem ipsum dolor
sit amet, consectetur adipiscing Line two
elit, sed do eiusmod tempor
Avoid setting type in these ways. Body copy lorem ipsum dolor Body copy lorem ipsum dolor sit
incididunt ut labore dolor sit
sit amet, consectetur adipiscing amet, consectetur adipiscing
amet, consectetur adipiscing
elit, sed do eiusmod tempor
elit, sed do eiusmod tempor elit, sed do eiusmod.
incididunt ut labore.
incididunt ut labore.

Do not set body copy in Financier Display. Do not use similarly sized headlines and body copy. Do not use Barlow Condensed for headlines or body copy.

Copy in Calibre HEADLINE

amet, consectetur
tempor incididunt
Body copy lorem
ipsum dolor sit
Should Not Use LINE TWO

ut labore.
Title Case Body copy lorem ipsum dolor
sit amet, consectetur adipiscing
elit, sed do eiusmod tempor
incididunt ut labore.

Do not use Space Mono for long lines of copy. Do not capitalize the first letters of words (“title case”) Do not use all caps with Financier Display.
when setting text, including headlines, in Calibre.

47
Photography

CBRE GUIDELINES 2021

48
>> BACK TO TABLE OF CONTENTS
Photography

CBRE GUIDELINES 2021

We See More—more potential, more
information, more dimensions. And our
photography reflects our theme.
The scope and depth of our expertise is
demonstrated in angles, scales, and crops. We
balance a fresh and innovative vision with a
close focus on people and details.
Our photography covers a wide array of
subject matter, representing the breadth of our
work as well as our agility and flexibility. We
also have styles for capturing human subjects
in ways that reinforce our brand attributes of
clear, bold, and connected.

49
CBRE GUIDELINES 2021 50
50
We See More
We See More

CBRE GUIDELINES 2021

Our visual idea of “We See More” is also
carried through in our photography. This
system consists of four categories built out
from each other in an exponential series of
scale, inspired by the famous “Powers of Ten”
videos by Charles and Ray Eames. Each level of
scale in our categories, from the macro view to AERIAL
the micro, extends from and contextualizes its
neighbors. “We See More” because we see
every level of detail.

BUILDING (SECTOR ONLY)

THRIVING SPACES

DETAIL

51
The whole picture

CBRE GUIDELINES 2021

We See More—more potential,
more information, more dimensions.
And our three levels of photography shows it.

AERIAL THRIVING SPACES

AERIAL

BUILDING (SECTOR ONLY)

THRIVING SPACES

52
DETAIL DETAIL
We See More as a filter for

CBRE GUIDELINES 2021

finding sector photography
OFFICE
When looking for sector-related images, select
and shoot photos that fit the characteristics
of our Aerial, Building, Thriving Spaces,
and Detail categories. This helps to ensure
that the photography both speaks to our
multidimensional perspective and cohesively
works with our brand.

AERIAL BUILDING

AERIAL

BUILDING (SECTOR ONLY)

THRIVING SPACES

53
DETAIL THRIVING SPACES DETAIL
Aerial

CBRE GUIDELINES 2021

Search for majestic scale.
We see the whole picture of real estate and
aerial photography is a representation of that
strength. This view represents the breadth
of our business and the expansive mindset of
our people.
We use horizontal aerial photography that is

AERIAL: HORIZONTAL
shot at an angle to show the horizon straight-
on. Vertical aerial photography should be
shot straight down, or at a steep angle - both
approaches emphasize our graphic Line of Sight
(see the Line of Sight section of
these guidelines).
Select images which cause the viewer to pause,
adjusting their eyes to the scale of the view—
be prepared to interrupt their scanning of
pages with a view which literally halts them
in their tracks.

AERIAL: VERTICAL

54
 CBRE GUIDELINES 2021 55
Aerial
Aerial Sector

CBRE GUIDELINES 2021

HEALTHCARE EDUCATION LIFE SCIENCES

ENERGY & FACILITIES INDUSTRIAL AND LOGISTICS AVIATION

56
Buildings (sector only)

CBRE GUIDELINES 2021

Buildings aren’t just constructions. We see them
as important features of our environments and
integral parts of thriving communities.
From their inner workings to their external
attributes, buildings are complex places that
bring people together. Our photography shows
our perspective that we can work together to
foster an ecosystem for diverse people to thrive.
By always showing three edges of the building
in a shot, our photos help to portray a building
in its entirety. Building photos are always clean,
modern, and inviting. Avoid zooming in too
tightly, which can create a cramped energy.
The color tonality is muted yet bright; it should
coordinate with our sophisticated color palette.

57
Building sector

CBRE GUIDELINES 2021

FPO

OFFICE AVIATION HOSPITALITY

HEALTHCARE CAPITAL MARKETS INDUSTRIAL & LOGISTICS

58
Thriving spaces

CBRE GUIDELINES 2021

Find movement and connection in
inspiring spaces.
Thriving spaces is photography that showcases
people using spaces—forming connections,
moving, collaborating, and living.
The photography style is never posed nor
contrived. All subjects should look natural,
dynamic, and candid. With beautiful interior and
exterior shots of people in action, these photos
provide a glimpse of thriving, productive spaces.
Select images which celebrate people in places,
with a sense of lives lived and energy.

59
 CBRE GUIDELINES 2021 60
Thriving spaces
Thriving Spaces sector

CBRE GUIDELINES 2021

HEALTHCARE DATA CENTERS DEBT & STRUCTURED FINANCE

AVIATION OFFICE RETAIL

61
Detail

CBRE GUIDELINES 2021

Seek refined, intimate focus.
Our detail photography is the most zoomed in
scale of our photographic style and is in stark
contrast to our aerial photography.
This demonstrates our depth of expertise,
focus, and attention to detail. This photography
category often evokes an intimate mood,
showing the details of buildings and objects,
and the beauty in the materials, the angles and
the curves.
Select images that demonstrate a moment of
calm – that give a viewer a chance to notice a
detail they might otherwise miss.

62
 CBRE GUIDELINES 2021 63
Detail
Detail sector

CBRE GUIDELINES 2021

HOTELS ARTS & CULTURE RETAIL

DATA CENTERS LIFE SCIENCES CAPITAL MARKETS

64
We See More First, can you use our “We See More” approach to

CBRE GUIDELINES 2021

principles checklist
photography, selecting from the Aerial, Building,
Reference this checklist when searching for
Sectors photography. Thriving Spaces, and Detail categories?
Can you find a photo that contains a strong
vertical or horizontal line? A prominently linear
characteristic can help to make the photo look
unified with our brand, especially with our Line
of Sight graphic language. (Tip: these photos are
easiest to find within our Aerial category.)
Can you find a photo that mostly features colors
from our palettes?
Can you find a photo that has green as a
dominant color, and that could be optimized to
match our CBRE Green?

65
Photography principles

CBRE GUIDELINES 2021

Just as our work encompasses a broad range
of environments and connects diverse lives, our
photography captures a wide range of subjects
and perspectives. In order for these images to
work cohesively as part of our brand, we follow
a set of photography principles. AERIAL HORIZONTAL SHOTS AERIAL VERTICAL SHOTS
All aerial horizontal shots should emphasize the horizontal line inherently within the shot. All aerial vertical shots should emphasize the vertical line inherently within the shot,
Our photographs always feel sophisticated and They should not be tilted or rotated. rather than a strong angle.
elegant. They are shot in natural lighting and
tone. By shooting and selecting photos with
these basic characteristics, we can maintain a
unified brand look while interchangeably using
custom photography and stock photography.
Whenever possible, shoot and select
photography that reflects our color palette
and contains strong horizontal or vertical
lines, which are a common feature in our visual
system. Avoid predominantly dark shots (such HORIZONTAL LINES VERTICAL LINES
as twilight and night shots), which can contrast Photos with strong inherent horizontal lines work best. Photos with strong inherent vertical lines work best.

too starkly with our color palette.

The compositions of our photos should feel well
balanced, but never contrived and staged. The
overall aesthetic is contemporary, professional,
and clean.

HORIZONTAL LINES VERTICAL LINES

66
Photos with strong inherent horizontal lines work best. Photos with strong inherent vertical lines work best.
Color editing IDEAL OFF-BRAND

CBRE GUIDELINES 2021

Adjusting the saturation, vibrancy, and
temperature of photos can help them to work
cohesively within our visual system.
Generally, highly saturated photography should
be avoided, or desaturated. This includes
outdoor shots, which can sometimes feature Many building shots have bright blue skies and glowing glass panels.
excessively bright blue skies. Avoid this over saturated look, which clashes with our color palette.

If a color that clashes with our palette is

dominant in a photo, desaturate or otherwise
adjust the color to coordinate better. Photos
with many colored items that do not coordinate
with our palette should also be desaturated so
they do not compete for attention and disrupt
our sophisticated tone.

Multiple colors that compete with our color palette should all be desaturated.

67
Color editing IDEAL OFF-BRAND

CBRE GUIDELINES 2021

These are additional examples to model the
overall color tone we want in our photographs.
The examples on the left have the correct
tonality and are on-brand. The examples
on the right are off-brand because they are
too saturated.

68
Post processing guidance

CBRE GUIDELINES 2021

Step 1 Step 2 Step 3
Select image Crop image Color correct image
CBRE photography should be consistently Source images that are modern, diverse, consis- Selectively crop each image in Photoshop to max- Analyze and balance the image for its use of color
sourced, color corrected and adjusted to align tent in tone, lighting, color saturation and have a imize quality. Focus on the action and/or key sub- across shadows, mid-tones and highlights. Finally,
balanced use of shadows, mid-tones and high- ject matter. Delete undesirable areas of the image, desaturate the image in accordance with our visual
with the overall tone of our brand. lights. such as lens flares or overly distracting items. system.

On this page you’ll find a rough outline for how

to achieve optimal results. Please note that
stock imagery is shot with a wide variety of
lighting and compositional approaches, so no
one size fits all.
This guidance is intended as a starting point,
but designers should use their trained eye,
expertise and experience to adjust as needed.

CBRE’s preferred vendor for image sourcing is

Adobe Stock.

Visit www.stock.adobe.com, or consult with your

local Marketing lead for more information.

Select the crop tool from the

main Photoshop task bar.
Adjust shadow, mid-tone and Click drop down to further
Pull corners and edges in for highlight sliders as needed control each color channel
desired results.

Desaturate images by pulling A good starting point for

the slider to the left most images is -30

69
Color palette

CBRE GUIDELINES 2021

in photography
Our color palette has deep and rich hues,
reflecting our expansive depth and breadth
of expertise, as well as lighter, more muted
neutrals, which highlight our modern
sophistication.
Whenever possible, our photography should
complement and reflect our color palette.
These examples show how photos can be
selected to coordinate with our color palette.

70
Photo pairing

CBRE GUIDELINES 2021

“We See More” extends to how we use photos
together. Photos can be paired to convey how
we perceive and embrace multiple perspectives
with our work.
There are a variety of ways we do this.
One way is to show a scene in different
perspectives. Another way is to pair a closer
shot, like a Thriving Spaces or Details photo,
with a wider shot. This can be referred to as
a macro/micro approach.
When focusing on a building, another technique
may be to use the same building photo twice Pairing a close-up image of a building with a wide-angle shot helps paint a fuller picture.
in one layout, or two photos of the same
building—one featuring details and one shot
farther away. This pairing combination does
not work between two Details photos or photos
spotlighting people.
Photo pairing should only be used for hero
images. Avoid overusing this technique.

The pairing rule can also apply to Building, Thriving Spaces, and Details photography.

71
Focus filter

CBRE GUIDELINES 2021

Focus filters are an extension of our “We
See More” concept. A slight blur effect is
strategically applied to a portion of an image
to create depth, direct attention, and evoke the
sense of things coming into reality with focus
and clarity.
The hard edge created where the filter
transitions to the original photo is a subtle
variation on our Line of Sight graphic language.
The linearity helps to emphasize the strong
construction and sense of expansiveness
inherent to much of our photography.
Focus filters may be applied to hero images,
especially those that are meant to tell the story
of a single building or specific topic.
Avoid overusing the focus filter effect; it should
only be used intentionally, sparingly, and
strategically. Do not apply it more than once in
any given touchpoint.

72
Creating the

CBRE GUIDELINES 2021

focus filter
A focus filter can be created in Photoshop with
the Gaussian Blur filter (Filter menu > Blur >
Gaussian Blur).
Exact settings will vary with photo size, but
the blur should always be set to obscure
fine details while keeping the image still
generally recognizable.
When the blurred portion of the photo is paired
with the unfiltered photo, the result should be
an obvious difference in clarity.
No blur Not enough blur

Right amount Too much blur

73
Photography misuse

CBRE GUIDELINES 2021

To ensure that the photography we use fits
within our visual branding, avoid shooting or
using photography with these characteristics.

Do not use obviously posed or staged photographs. Do not use photography with brightly colored interior Do not pair the same image in two perspectives, unless it
environments or backgrounds that are not derived from is a building.
our color palette.

Do not use motion blurs. Do not show buildings from the perspective of looking Do not use over saturated shots with excessively
straight up. blue skies.

Do not mix different images when using our focus Do not use reflections, lens flares, or other Do not use unnaturally vibrant photography.
filter effect. distracting effects.

74
CBRE GUIDELINES 2021 75
75
Portraits
Portraits

CBRE GUIDELINES 2021

Portraits are used to showcase our people,
celebrate our diversity, and show our warm,
human side. These images are reserved for
select individuals and used for employer brand
campaign initiatives. They are not replacements
for traditional headshots and are not intended for
all employees.
Our portraits are shot only with studio backdrops,
never in office environments or outdoors. We use
six backgrounds derived from our color palette.
Subjects should wear clothing that coordinates
with our brand colors and the background color.
Avoid excessively distracting patterns
or accessories.
Subjects should appear relaxed and natural. They
may be shown in candid shots where they seem
unaware of the camera, or they may be making eye
contact with the camera.
Subjects should be positioned slightly off-center,
which creates a more dynamic result and allows
space for natural gestures.

76
Subject pose

CBRE GUIDELINES 2021

Subjects should never looked posed or
contrived. Instead, they should appear in natural
postures and somewhat candid moments. They
may make eye contact in some instances.
The subject’s posture and expression should
balance professionalism with human warmth.
Positioning the subjects off-center can create
a more dynamic composition. Do not shoot
subjects in profile.
The idea is to create a range of right-before-
”the-perfect-shot” moments, then capture
the perfect shot and the moment after. This
serves the idea of “We See More” by giving a
fuller picture of the subject rather than just one
standard shot.

Do not show people in profile.

77
Portrait cropping

CBRE GUIDELINES 2021

COMPOSITION

Subjects should be captured before, during, and

after a traditional pose for a business portrait.
This variety, including subjects looking at the
camera and away, helps our portraits look
realistic and human yet professional.
While subjects are positioned slightly off-center,
the composition should still feel considered
When an image composition is divided into three equal When the area is divided into three equal parts, the Do not place the subject in the exact middle of
and balanced. parts, the subject sits on the left division point. subject can also be placed on the right division point. the composition.

CROPPING

You may leave negative space above the head and to the You may crop closely in and have two sides of the subject You may crop in slightly and have just one side of the
left and right of the subject. cropped off. subject cropped off.

Don’t use an unbalanced amount of negative space Don’t crop in too closely.

78
in portraits.
CBRE GUIDELINES 2021 79
79
Headshots
Headshots

CBRE GUIDELINES 2021

A professional headshot is a key ingredient
of your personal brand, and when captured
correctly can convey confidence, credibility
and professionalism. A headshot is also a direct
reflection of an organization’s overall brand and
culture, so be mindful to follow the prescribed
guidance for consistency.

80
Headshot details

CBRE GUIDELINES 2021

Subjects should be shot with studio backdrops
that align to the specified colors below. Headshot
Images can also be retouched to place subjects
onto one of the two specified brand colors
noted below.
Subjects should appear natural, relatable
and confident.
Subjects should look into the camera for professional headshots. Do not zoom in too close to the face.
The subject’s posture and expression should
balance professionalism with human warmth.
Positioning the subjects off-center can create a
more dynamic composition. Subjects should not
be shot in profile.
Subjects should wear clothing that coordinates
well with our brand colors and the background.
Aim for a neutral palette in the earthy or pastel
tones and avoid using any colors that could be
interpreted as our competition. Wardrobe is a
personal choice and this page should serve as
inspiration. Wear something you feel comfortable
in and that you feel represents you well.
Existing headshot imagery can be placed over LIght Grey or Midnight Tint

Light Grey Midnight Tint

CMYK: 20 / 12 / 13 / 0 CMYK: 57 / 36 / 31 / 2
RGB: 202 / 209 / 211 RGB: 119 / 143 / 156
Hex #CAD1D3 Hex #778F9C

81
DIY best practices

CBRE GUIDELINES 2021

When taking headshots without the assistance of
a professional photographer maximize quality by
following the below guidance.
Avoid taking “selfies” as a professional representation
of yourself. Have a co-worker (preferably with
photography experience) take the image for you.
When using a phone make sure you’re using the
Do not take a “selfie”. Do use a tri-pod or other stabilizing device. Use natural lighting to help highlight the subject.
camera on the back of the phone, not the front.
Avoid camera shake by using a tripod whenever
possible. If one’s not available consider using a
stack of books or other items to prop the camera up Using light from a window, position your subject
securely on a desk. about 30-degrees, not directly facing the window. A
30-degree angle creates a natural look and helps bring
Use natural lighting whenever possible to help add
out some details in the facial features (shining a light
depth and complexity to your image. Do not stand
directly on the face “flattens” the features).
directly in front of a window however, instead have
the window light you from the side (as seen in the Camera
opposite diagram). When natural light is not available
seek out a brightly lit area instead. Window lighting

Try to crop yourself tight within the frame of the

image, without extraneous space above your head,
and the bottom of the frame just below the shoulders.

Subject

82
Headshot cropping

CBRE GUIDELINES 2021

COMPOSITION

Subjects should feel natural within the

frame of the shot. Avoid centering subjects
or posing individuals in overly expected ways.
Subjects should be captured before, during,
and after a traditional pose to capture the
most natural result.

When an image composition is divided into three equal When the area is divided into three equal parts, the
parts, the subject sits on the left division point. subject can also be placed on the right division point.

CROPPING

You may leave negative space above the head and to the Do not crop in too closely to the subject. You may crop in slightly and have just one side of the
left and right of the subject. subject cropped off.

83
Line of

CBRE GUIDELINES 2021

Sight

84
>> BACK TO TABLE OF CONTENTS
Line of Sight

CBRE GUIDELINES 2021

Our perspective on the world is both expansive
and focused. To highlight how We See More in our
communications, we have a graphic element that
we call the Line of Sight.
The Line of Sight is a strong, rectangular feature that
can be positioned horizontally to suggest our brand’s
breadth and big picture thinking, and vertically
to suggest our depth and attention to detail. This
graphic element instills a modern, bold look to our
communications, and can inspire viewers to see
more as well.

85
Foundation

CBRE GUIDELINES 2021

Our Line of Sight graphic system is designed
to emphasize our depth and breadth of vision
for the world. It has two basic variations:
a horizontal line and a vertical line.
The vertical line suggests the depth of our
expertise and work, while the horizontal line
suggests the expansive breadth.
The Line of Sight should always be used
strategically and with restraint. Overusing the
Line of Sight can reduce its impact, creating
a disorderly, frenetic look that is off-brand.
In general, there may be at maximum one Line
of Sight in a given layout, and not every design
requires a Line of Sight to be compelling.
Sometimes, when designing layouts with
categories of content, you may need to use
Lines of Sight in a way similar to paragraph
rules to help create visual hierarchy
and organization.
This section shows how the Line of Sight
can be used in various ways to communicate
seeing more.

86
A flexible element

CBRE GUIDELINES 2021

Our Line of Sight may be creatively applied
London
to our communications, resulting in a wide
diversity of looks. To maintain a look that
LA
cohesively represents our brand values and
strategy, please note the following conventions
and constraints for the system.
• A line centered within an image conveys A B

balance and strong confidence. While

the Line of Sight does not always have
to be centered, this arrangement can be
particularly striking. (A)
Global

Insights
• If the photograph has an inherent horizontal
or vertical line, the Line of Sight should research &
complement that directionality, rather than
cut across it. The Line of Sight can also reports
mimic content within the photo (such as
a building or a hallway). (C)
C D
• When using a line to connect two images,
it should be thick enough to straddle both
images evenly. (C)
• Used with type, it guides the eye. (B,D)

87
Line weights 1 px thickness

CBRE GUIDELINES 2021

2

Our Lines of Sight take a select number of line 5

weights. In general, our lines are set in the listed
weights; this standardization helps to create a 10
more consistent look across our touchpoints.
In extreme circumstances, such as very small or 20
very large layouts, line weights can be based on
the designer’s discretion. Further, professional
designers may explore beyond the listed 50
line weights.
These sizes apply to both horizontal and
vertical lines. Pixel sizing is synonymous 100
with point sizing. The 1 pixel/point size line
is reserved only for use in designing editorial
layouts, as described later in this section.
Please note that the exhibits shown in this
document are not shown at actual size; their line
weights should not be referenced literally.
200

88
Line length minimum 1 px 100 px min length

CBRE GUIDELINES 2021

2 100 px min

Our Lines of Sight should reinforce the bold 5 100 px min

and connected attributes of our brand. They
should never be so short that they appear 10 200 px min
as dashes or buttons.
To help ensure this, follow the minimum 20 200 px min
lengths for each of our preset line weights.
Pixel sizing is synonymous with point sizing.
These specs apply to lines positioned 50 300 px min
horizontally or vertically.
In extreme circumstances, such as very
small or very large layouts, line weights can 100 400 px min
be based on the designer’s discretion. Further,
professional designers may explore beyond
the listed line weights.

Please note that the exhibits shown in this

document are not shown at actual size; their 200 600px min
line weights should not be referenced literally.

89
Specific uses

CBRE GUIDELINES 2021

The Line of Sight can be applied in four specific
ways. Each of these is explored in more detail in
the following pages.
1 Standalone

A line is used purely to reinforce “We See More”
When using a Line of Sight, follow the and doesn’t have a secondary purpose or intent
guidelines for its use context to create the
appropriate effect.

2 Connector

A line connects words and phrases with each other, photos
with each other, or type with photography

3 Editorial

One or more lines provides visual hierarchy or organizes
content in editorial designs

4 Border

A line frames content to direct the viewer’s focus

90
Standalone

CBRE GUIDELINES 2021

A Line of Sight can appear on its own as a
top-layer element in a layout. This is called a
Standalone application of the line.
Horizontal Lines of Sight often pair well with
Aerial and Building photography to suggest
breadth of vision and expansive scope of

USING GRID-BASED APPROACH

work. Vertical lines often pair well with closer-
in photography, suggesting depth and focus.
However, photography can be paired with either
line orientation to convey “We See More.”
Always set the Line of Sight in a distinctive
color and weight that helps it stand out from
the photo.
The placement of the line may be grid-based
or photo‑based. Each of these methods is
described further on the following pages.

Most common line sizes for

Standalone applications:
• All sizes

USING PHOTO-BASED APPROACH

91
Standalone placement:

CBRE GUIDELINES 2021

grid-based
HORIZONTAL LAYOUT
A grid-based approach to placing our
Line of Sight can create a strong, logical,
and professional result. This technique
can also be used as a starting foundation
to guide the design.
First, divide the layout into three sections
of equal size. Then, place the Line of Sight
in the center of a section.

VERTICAL LAYOUT

92
Standalone placement:

CBRE GUIDELINES 2021

photo-based
Photo-based placement of our Line of Sight
means positioning and scaling the line based on
the features of an underlying photograph. This
requires an experienced designer’s eye; the Line
of Sight should never be arbitrarily positioned or
scaled on a photo.
Photo-based placement can turn the Line of
Sight into a powerful tool for emphasizing a
building, person, or certain area of the photo.

93
Type connector

CBRE GUIDELINES 2021

The Line of Sight can be used to connect Local
type, suggesting a bridge between ideas and
reinforcing the “connected” aspect of our brand.
When used this way, the Line of Sight can show
two different concepts meeting or uniting; for
example “local” and “global,” or to connect an
initial thought to a deeper take.
Always allow enough space between the
line and the type so that they appear as one
unit. The type should neither be too closely
Global
positioned to the line nor too far away. Type
Connectors can be used horizontally or
vertically, and may be in the same color as the
type or a different color from our brand palette.
When type is set with a Type Connector, the

Q&A
type should not be centered. Depending on
the orientation, the type should begin or end
at the line.

Maria
Most common line sizes for Type Connectors:
• 2 px, 5 px, 10 px, 20 px

Wan

94
Type connector placement

CBRE GUIDELINES 2021

Local Local
When connecting typography to the Line of
Sight, the general rule is to allow a minimum

Global Global
of 20 pixels of space between the line and the
edge of the type in vertical applications. In
horizontal layouts with words above the line,
allow at least 20 pixels of space between the 20 px
descender and the line; for words below the line,
allow the same amount of space between the
tallest letterform and the line.
For professional designers: depending on the
size of your type and/or the letterforms you are
working with, you may want to tweak a pixel or
two to make it optically correct, if needed.
Today
20 px
Tomorrow

Today
Tomorrow

320 px 4 3 4

95
Type connector examples

CBRE GUIDELINES 2021

Scouting
Thought talent for
Leadership a new
economy
New

Tech talent
York
Opening
the world’s
offices City
A better planet

THE WAY FORWARD 7 8

An exploration
of the future
Day one

96
Photography connector

CBRE GUIDELINES 2021

The Line of Sight can also be used to connect
two photos, suggesting our ability to create
connections between spaces and subjects. As
a Photography Connector, the Line of Sight is
placed on the boundary between two adjacent
photos, with an equal amount on each photo, or
it can be placed perpinducular to each subject
in each photo.
Photography Connectors can be used
horizontally or vertically, and should always
be colored in high contrast to the photos.
Photography Connectors may be centered
vertically or horizontally in the layout, or they
may be not centered in the layout.
Do not use Photography Connectors with the
“Focus Filter” photography treatment to avoid
a result that is excessively stylized.
Please refer to “Photo Pairing” in the
Photography section for guidance on
selecting photos to pair.

Most common sizes for

Photography Connectors: PLACEMENT
The two colors represent
• 5 px, 10 px, 20 px two different photos; with
the Line of Sight equally
straddling the division of
each photo.

97
Type and photography

CBRE GUIDELINES 2021

connector
The Line of Sight can connect type to
a photograph. This creates a dynamic
result that suggests momentum, motion,
or results. Follow the same rules for the

Now
Type Connector application and the
same line weight suggestions.
When connecting a photo and type, the
line may be positioned perpendicular to
the edge of the photograph.

Most common sizes for Type and

Photography Connectors:
• 5 px, 10 px, 20 px

PLACEMENT
The two colors represent
two different photos;
Sustainability
with the Line of Sight
perpendicular to the
division of each photo.

98
Editorial

CBRE GUIDELINES 2021

North

Properties
Our Line of Sight can function in editorial
contexts, separating or connecting type on

America
a page. This application is more for practical
purposes of visual hierarchy and improving a
document’s clarity, and less about representing
our “We See More” concept.
Lorem ipsum dolor sit amet consectetur adipiscing elit, sed diam
When used in editorial contexts, the lines should nonumy eiusmod tempor incidunt ut laore et dolore magna liquam
always be thin so that they do not weigh down erat volupat Ut enim ad minim veniam, quis nostrud esxercitation
the layout or distract from the text. ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo
consequat. Duis autem vel eum est irure dolor in reprehenderit
volumptate velit esse mosetaie consequat, vel illum dolore eu

Most common sizes for Editorial applications:

• 1 px, 2 px

The use of Global

flex space construction
and its trends and
evolution insights

99
Border

CBRE GUIDELINES 2021

The Line of Sight can function as a border
to frame a photo or key piece of information.
This creates focus and can allow space for
accompanying type or other information.
At least two sides in the layout should be the
same width. Professional designers may vary
the widths of the other sides according to layout
proportions. Photographs should always be fully
contained when the border is used. The border
does not work with full-bleed photography.
When the Border itself feels too subtle, an
additional Line of Sight can be added.

Most common sizes for Borders:

• 5 px, 10 px, 20 px

$100m

100
Illustrative uses

CBRE GUIDELINES 2021

Beyond our standard uses for our Lines of Sight,
we have other illustrative uses for additional
flexibility. Applying these effectively requires
1 Vertical type

advanced design skill; these should only be Type is set to run along the sides or through the middle of a layout
used by professional designers.

2 Advanced type

Placing a Line of Sight within a word

101
Vertical type

CBRE GUIDELINES 2021

Global
Our type can be set vertically, mimicking
a vertical Line of Sight and inviting a fresh
perspective. When two lines of type are used,
they should always face toward the middle of
the layout, as shown in the upper example at
right. Only two or three words at most should be
typeset together in this way.
Vertical type can also be placed in the middle of
the layout facing right, like the lower example.

Local
This application should be used sparingly
and with display copy only. Both Calibre and
Financier Display may be used. Vertical text
should never bleed off the page.

2022

102
Advanced type

CBRE GUIDELINES 2021

A Line of Sight can interrupt and connect parts
of a word, suggesting a bridge or journey to

FUT URE
achieving the concept portrayed by the word.
This should only be done with a single word set
in Calibre, never Financier Display. The word
must always be set in all caps, which creates a
strong, intentionally constructed look.
Cut words in places that sound right and look
right. Avoid interrupting across an obvious
syllable, and avoid creating smaller words that
have their own unrelated meaning (for example,
do not split “dimension” into DIME-NSION).
While the line weights should closely
complement the type weight, do not use
hyphens or em dashes; always use an
appropriately designed Line of Sight. The line
color may be the same as the type color, or it
may be a different color in our palette.

Most common sizes for Advanced Type:

• 2 px, 5 px, 10 px, 20 px, 50 px
DIMEN SION

103
Misuse

CBRE GUIDELINES 2021

North

Properties
While our Line of Sight is highly flexible,
it should be used consistently within the America
parameters described to prevent off-brand
FPO
results. Avoid using our Lines of Sight in
Do not use more than one Line of Sight in a single layout Do not use thick Lines of Sight in editorial applications. Do not place Lines of Sight unequally across paired
these ways. or visual impression. photos.

North D I S C O V E R

Properties
Y O U R
P O T E N T I A L
America W I T H U S

Do not use Lines of Sight that are too short. Do not create unequal margins when using a Border. Do not track out multiple words.

+4% Sustainability

Do not allow our Lines of Sight to bleed off a layout. Do not set type on top of a Line of Sight.

104
Layouts

CBRE GUIDELINES 2021

and grids

105
>> BACK TO TABLE OF CONTENTS
Layouts and grids

CBRE GUIDELINES 2021

We see space as a critical element in
our system.
Just as the buildings we work with each have
an underlying structure, our communication
designs do, too. We use grids to inspire and
guide our layout decisions.
A strong layout unites our visual elements in
a way that feels integrated, accessible, and
intuitive. When creating layouts, follow these
guidelines to help our elements collaborate
together—whether that’s on paper, screen,
or elsewhere.

106
Grids and guidelines

CBRE GUIDELINES 2021

overview
When creating a layout from scratch, Templates will have this column
there are four main steps. The following structure embedded.
pages provide details on each step.

The future The future

of work of work

2021 2021

2024 2024
1 2 3 4
Create your 12-column grid Use the grid to size your logo Adapt the grid to your preference Use the grid to lay out your elements

107
Getting started:

CBRE GUIDELINES 2021

our primary grid
1
A grid is the foundation of our layouts. Margin

When drawing a grid in an area, note the basic 2

Columns
structural components: margins, columns,
and gutters. 3
Gutters
Margins are the area around the layout.
Columns should always be the same width
within a grid, and are separated by gutters,
which are all the same width within a grid.
Grids help to ensure well-constructed
consistency across our communication designs,
but also allow freedom for creativity.

Size: 8.5 x 11 in

108
Vertical: specifying

CBRE GUIDELINES 2021

margins and gutters
Determining margin and gutter sizing shapes
the resulting grid.
In vertical layouts, like a traditional printed 1 2
page, the margin should be set at 1/24 the width Margin: Gutter:
1/24th width 1/100th width
of the entire page. The gutter between the
columns should be set at 1/100 the width of the
entire page.
All content on the page should be contained
within the margins.
There are specific margin rules for photography,
which are covered later.

Size: 8.5 x 11 in

Size: A4

109
Horizontal: specifying

CBRE GUIDELINES 2021

margins and gutters
When creating a horizontal layout, use margins
that are 1/32 of the page width. The gutters
should be 1/100 of the page width.
1 2
Margin: Gutter:
1/32th width 1/100th width

Size: 11 x 17 in

110
Our grid is flexible

CBRE GUIDELINES 2021

12
As a consistent starting point, we suggest a

6
12-column grid for layouts. Twelve columns
allow for flexibility in layout ratios other than
A4s, as it easily divides into sixths, quarters,
or thirds.
This grid structure can be used on an A4 paper,

3
an Android phone, and a social media post.
Gutters, an important part of our grid system,
ensures legibility and space to separate
elements. Gutter width should be 1/100 the
width of the page.

Please note that the layouts to the right are for

demonstration only, and are not drawn to scale.

3 4 2

111
Margins: professional use

CBRE GUIDELINES 2021

Almost all layouts use the margin sizing
specified on the previous pages for vertical
and horizontal applications.
However, in particular instances you may
need more room in the margins. For example,
booklets may benefit from different margin
measurements. One or more sides of the layout
can be adjusted to accommodate printing rules
or other circumstances.
Here are a few examples showing how that
could appear.

Please note that the layouts to the right are for

demonstration only, and are not drawn to scale.

112
Using the grid to size

CBRE GUIDELINES 2021

the logo: vertical layouts
The size of the layout area determines the size
of the logo. Scaling our logo in a way that is
consistently proportional across our designs
helps to provide a cohesive look across our
branded communications.
After drawing the 12-column grid in a vertical
layout, set our logo to span the width of two
columns. (or, if drawing a 6-column grid, set the
logo to span one column.)
Even if the grid is divided into fewer columns,
in general the logo should be the width of
two columns in a 12-column grid for the
layout space.

Please note that the layouts to the right are for

demonstration only, and are not drawn to scale.
Size: 8.5 x 11 in

113
Using the grid to size

CBRE GUIDELINES 2021

the logo: horizontal layouts
The size of the layout area determines the size
of the logo. Scaling our logo in a way that is
consistently proportional across our designs
helps to provide a cohesive look across our
branded communications.
For horizontal layouts the logo does not neatly
size by the grid. In these cases, the logo should
be approximately 1 1/4 to 1 1/3 grid-width size.
Or an easier approach is to make the logo 10%
the width of the overall page size.

Please note that the layout to the right is for

demonstration only, and are not drawn to scale.
Size: 8.5 x 11 in

114
Sizing the logo without a grid

CBRE GUIDELINES 2021

When you are not able to construct or reference 100%
15%
a grid to guide sizing of the logo, please follow
this guidance.
For vertical layouts, the logo should be
approximately 15% of the width of the overall 100%

layout size. As an example, if your layout is 1000 10%

pixels wide, the logo would be 150 pixels wide.

For horizontal layouts, the logo may be
approximately 10% of the width of the overall
layout size. As an example, if your layout is 11
inches wide, the logo would be 1.1 inches wide.

Please note that the layout to the right is for

demonstration only, and are not drawn to scale.

115
Logo placement

CBRE GUIDELINES 2021

Where we place our logo is an important part
of maintaining our brand identity. When using
our logo, place it in a way that ties the piece
together and communicates ownership of the
message and visuals.
To maintain a more consistent overall result, we
have ordered preferences for where the logo
may be placed.
In general, the placement preference is the
lower right or upper right corner of the layout.
This allows for any text to be positioned on the
left side. However, certain layouts may work
best with the logo in one of the
left-hand corners.
Under special circumstances, and only if it is the
sole asset on the page, the CBRE logo can be
placed in the center of the page.

Size: 8.5 x 11 in

116
Using the grid to

CBRE GUIDELINES 2021

position type
Headline 05.05.2022
Headline

05.05.2022
Our grids help to guide the positioning of Second line can go here
our text and offer the flexibility for diverse
arrangements.
Third line Subhead is set in Calibre for
additional messaging
In general, set type to begin within a grid
column. When setting columns of body copy,
allow the text to fit within the grid columns.
Avoid positioning text in the middle of grid
Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet
Headline
can go here
consectetur adipiscing elit, sed diam consectetur adipiscing elit, sed diam
nonumy eiusmod tempor incidunt nonumy eiusmod tempor incidunt

columns or that otherwise do not align with ut laore et dolore magna liquam erat ut laore et dolore magna liquam erat
volupat Ut enim ad minim veniam, quis volupat Ut enim ad minim veniam, quis
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
Lorem ipsum dolor sit amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut laoreet dolore magna euismod tincidunt ut laoreet dolore magna

the grid. nostrud esxercitation ullamcorpor

suscipit laboris nisi ut aliquip ex ea
nostrud esxercitation ullamcorpor
suscipit laboris nisi ut aliquip ex ea
aliquam erat volutpat. Ut wisi enim ad
minim veniam, quis nostrud exerci tation
aliquam erat volutpat. Ut wisi enim ad
minim veniam, quis nostrud exerci tation
commodo consequat. Duis autem vel commodo consequat. Duis autem vel ullamcorper lorem. ullamcorper lorem.
Subhead is
eum est irure dolor in reprehenderit eum est irure dolor in reprehenderit Lorem ipsum dolor sit amet consectetur Lorem ipsum dolor sit amet consectetur

Often, at least one design element (such as volumptate velit esse mosetaie volumptate velit esse mosetaie adipiscing elit, sed diam nonumy eiusmod
tempor incidunt ut laore et dolore magna
adipiscing elit, sed diam nonumy eiusmod
tempor incidunt ut laore et dolore magna
set in Calibre
consequat, vel illum dolore eu fugiat consequat, vel illum dolore eu fugiat liquam erat volupat Ut enim ad minim liquam erat volupat Ut enim ad minim for additional
a text block or photo) is positioned against a nulla pariatur. At vero eos et accusam
et iusto odistinct. Improb pary minuit,
nulla pariatur. At vero eos et accusam
et iusto odistinct. Improb pary minuit,
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ullamcorpor suscipit laboris nisi ut aliquip
ex ea commodo consequat. Duis autem
veniam, quis nostrud esxercitation
ullamcorpor suscipit laboris nisi ut aliquip
ex ea commodo consequat. Duis autem
messaging
margin of the layout area.
los potius inflammad ut coercend los potius inflammad ut coercend vel eum est irure dolor in reprehenderit vel eum est irure dolor in reprehenderit
magist et dodecendensse videantur. magist et dodecendensse videantur. volumptate velit esse mosetaie consequat, volumptate velit esse mosetaie consequat,
Et invitat igitur vera aequitated fidem. Et invitat igitur vera aequitated fidem. vel illum dolore eu fugiat nulla pariatur. At vel illum dolore eu fugiat nulla pariatur. At
vero eos et accusam et iusto vero eos et accusam et iusto

Occasionally, headlines may be set vertically

along a grid column. When doing so, the text
Headline can

Vertical headline
should always face toward the inside of the
be placed here
layout, and the text should not be a long phrase.

Please note that the layouts to the right are for

demonstration only, and are not drawn to scale.
Headline
can go here

20
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diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi enim ad minim veniam, quis
nostrud exerci tation ullamcorper lorem.

Lorem ipsum dolor sit amet consectetur adipiscing elit, sed diam
nonumy eiusmod tempor incidunt ut laore et dolore magna
liquam erat volupat Ut enim ad minim veniam, quis nostrud

25
esxercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea
commodo consequat. Duis autem vel eum est irure dolor in
reprehenderit volumptate velit esse mosetaie consequat, vel
illum dolore eu fugiat nulla pariatur. At vero eos et accusam et
iusto. Lorem ipsum dolor sit amet, consectetuer adipiscing elit,
sed diam nonummy nibh euismod tincidunt ut laoreet dolore
magna aliquam erat volutpat.

Ut wisi enim ad minim veniam, quis nostrud exerci tation

ullamcorper loremconsectetuer adipiscing elit, sed diam
nonummy nibh.

117
Type layout examples

CBRE GUIDELINES 2021

REMINDER
Line of Sight does not have to

Unparalleled
conform to the grid.

access.
Unrivaled
outcomes. Scouting talent
for a new
economy

Read more

Tech talent
Corporate Operating our
business in an
responsibility ethical manner

Find the Cras ornare justo justo, sollicitudin fringilla

elit vest ibulum viverra. Vivamus non

right
orci imperdiet, ultrices diam
vel, viverra augue.

ISSUE 1 FALL 2022

investment

118
Typography

CBRE GUIDELINES 2021

layout tips
Even simple grids require careful attention to
detail. Whenever designing a layout, keep scale

Loan
and white space in mind.
Our headlines serve as a primary graphic
element to create a bold and professional STRONG HEADLINE
Our headlines, set large, can make an
first impression. Scaled large, they help get a attractive and informative impression.
message across immediately while being eye-

Flow
catching at the same time.
Contrasting scale between items (type,
photography, data visualizations, etc.) in layouts
creates visual hierarchy, helping a reader to
navigate the design.
White space, also known as negative space,
is an essential element in creating attractive SUBHEAD

and clean layouts. This refers to the space Scouting talent for The subhead should contrast in style with
nearby copy and align to the left with the
where text and imagery are absent, and can
a new economy
headline.

serve to separate items and establish a helpful

organizational structure for the information. SPACE
Careful attention to white space helps
create a dynamic and clean layout.

Curabitur aliquam orci at orci

porta blandit. Quisque ut felis
sed massa iaculis tincidunt.
Mauris in diam sagittis nisl
BODY
volutpat lobortis. Integer
accumsan, felis vitae aliquam Body copy is aligned with the headline and
eleifend, nunc risus condimentum subhead, but could be positioned elsewhere
lorem, ac venenatis nibh eros on the layout’s underlying grid.
vel dolor. Donec pulvinar mi id
ligula sollicitudin feugiat.

119
Margins as picture frames

CBRE GUIDELINES 2021

01.21.21
Our grid also helps to guide the placement of
photographs. This produces a logical and well-
constructed look when working with imagery.
The margins of the design area can serve as a
frame for our photography, subtly suggesting
a peek into a perspective—how we see
more and guide others to do so, too. Photos
may also bleed off the page, suggesting an
immersive view.
When placing photos within margins, align the
edges of the photograph to the grid such that it
fits within the grid columns.
The photograph may sit at various places
within the layout to accommodate text. When
arranging photos with text, aim to balance
the visual weight with the entire design. Pay
attention to colors and shapes and how they
interact in the design.
Size: A4

120
Utilizing a thinner picture

CBRE GUIDELINES 2021

frame: professional use
Professional designers may opt to use a thinner
frame around photos. These thinner margins Long Island City,
should be 10 points in width. They are used only
for photography, not for text-only designs.
New York
This technique should only be applied in
situations where the viewing context will easily
showcase the thinner frame. For example, avoid
using thin frames on content that may have its
edges obscured by a physical frame, such as a
TV monitor or poster casing.

ISSUE 1 FALL 2022

Please note that the layouts to the right are for
demonstration only, and are not drawn to scale. Thinner
frames:
10 points

121
Line of Sight

CBRE GUIDELINES 2021

layout tips
City Name
When using the Line of Sight graphic language,
the type and photography should align to the
grid. The Line of Sight itself, however, doesn’t
have to line up with the grid.
Refer to the Line of Sight section of these
City Name
guidelines for reference on minimum space
between the type and Line of Sight.
The overall look should appear organized and
cohesive, with the Line of Sight connecting the
various pieces of information.
Headline
placement
three lines

Headline
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consectetuer adipiscing elit,
sed diam nonummy nibh
euismod tincidunt
Headline placement
two lines

122
Layout examples

CBRE GUIDELINES 2021

01

The Way Forward

The Future Of Work

How we will Lorem ipsum dolor sit amet, consectetur adipiscing elit. In congue tempor
dolor. Duis in lacus eu leo vulputate interdum. Duis scelerisque et diam

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and invest
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cursus ut hendrerit ante. Ut aliquet scelerisque diam, volutpat feugiat purus
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“We have

Thought Leadership
to adapt
together.”
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leo vulputate interdum. Duis scelerisque
et diam molestie dictum. Cras ornare
justo justo, sollicitudin fringilla elit
vestibulum viverra. Mauris id interdum
dolor. Sed viverra volutpat arcu.

123
Long-form layout examples

CBRE GUIDELINES 2021

Figure 9

US tech talent labor

concentration
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49.8% 13.7% 13.6% 8.2% 5.5% 5.5%

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tincidunt dui. Vestibulum pellentesque nulla ac risus convallis, nec congue ante elementum. nteger tempor erat vitae augue tincidunt When working with a
maximus. Nulla facilisi. Nunc massa metus, hendrerit non est at, eleifend commodo augue. Mauris scelerisque volutpat eros, non euismod lot of body copy, break
odio consectetur sed. risus. In hac habitasse platea dictumst. Mauris volutpat mollis mattis. Nunc at semper nunc. Sed vel tristique ligula. up the text block with
another element. This
allows the reader a visual
break and provides some

124
interest to the layout.
Long-form layout examples

CBRE GUIDELINES 2021

Which are Commodo ante. Cras convallis ipsum
nulla. Donec ut laoreet lorem, sit amet
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sem. Vivamus eu commodo quam.

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in fringilla lorem. Class aptent taciti

where the
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in fringilla lorem. Class aptent taciti nostra, per inceptos himenaeos. Cras
ISSUE 1 FALL 2022

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17

125
Misuse

CBRE GUIDELINES 2021

Our layouts and grids underlie the
communications we design, providing both
Loan Flow 01.21.21
structure and flexibility. Avoid creating layouts
in the following ways.

Scouting Curabitur aliquam orci at orci

porta blandit. Quisque ut felis
sed massa iaculis tincidunt.

talent for a Mauris in diam sagittis nisl

volutpat lobortis. Integer
accumsan, felis vitae aliquam

new economy eleifend, nunc risus condimentum

lorem, ac venenatis nibh eros
vel dolor. Donec pulvinar mi id
ligula sollicitudin feugiat.

Do not center the logo when there are many Do not use a framing device with thick margins. Do not make layouts that are not based on
elements on a page. the 12-column grid.

126
Data

CBRE GUIDELINES 2021

visualization

127
>> BACK TO TABLE OF CONTENTS
Data visualization

CBRE GUIDELINES 2021

Data visualization is the art and science of CLEAR
Every data visualization should communicate a message clearly and concisely. Avoid
presenting and telling stories with data. When using design elements that make a visualization appear complex, distant, or disjointed.

When designing data visualization, simplify the visuals as much as possible so the view-
designed well, data visualization is engaging, er can easily grasp the information. Use contrast (such as with colors) to help convey
hierarchy and guide a viewer’s attention. Choose the type of data visualization (line

easy to understand, and always accurate.

graph, bar chart, pie chart, etc.) that best conveys the message for the audience in the
space where it will be seen.

In digital interactive or animated visualizations, the visualization should enable

the user to explore the topic with a clear system of filters, functions, and well-known
interaction patterns.

We think about data visualization in two ways -

charts & graphs and infographics & diagrams. BOLD
We believe that data analytics can tell big stories, and we are proud to share our in-
sights with others. Our data visualization should always have a strong, bold look that is

Our approach to creating these visualizations eye-catching and engaging.

Part of being bold is daring to present data honestly and accurately. Ensure each visual
prioritizes functionality while appropriately representation corresponds to the relative numerical quantity, and check that the pro-
portions and scale of any elements do not misrepresent any information.

reflecting our brand characteristics of clear,

bold, and connected. CONNECTED
The purpose of every visualization is to help us connect and convey information to our
audience. Design our visualizations based on the audience’s level of familiarity with the
subject, what information may be most relevant to them, and how they will be seeing
the visualization. For instance, a data visualization for a social media advertisement
may be far simpler or general in content than a data visualization in the chapter of a
business report.

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Color schemes

CBRE GUIDELINES 2021

Some types of data visualization convey
information primarily through color differences.
For these types of visualizations, we have a
series of colors specifically designed for clear
and easy comparisons, including for viewers
with red-green color blindness. We have two
palettes for data visualization.

Apply these colors based on the type of data

visualization: Charts & Graphs or
Infographics & Diagrams.

CHARTS & GRAPHS: DATA DRIVEN

Colors can help differentiate qualitative data.
Contrasting hues can represent differences and
should be used in the order of the series shown to
maximize clarity for red-green color-blind users.
These colors should only be used for charts
and graphs that are linked to Microsoft Excel
documents with multiple data sets. If more than 10
colors are needed, 50% tints of each color may be
used (see example at right). CHARTS & GRAPHS INFOGRAPHICS & DIAGRAMS
1 2 3 4 5
INFOGRAPHICS & DIAGRAMS: INFO DRIVEN
These colors should be used when creating
infographics, diagrams, org charts, project timelines 50% TINTS 1 2 3 4 5 6
and/or other graphic representations of information. 6 7 8 9 10

A 20% TINT OF LIGHT GREY CAN BE USED AS A BACKGROUND COLOR FOR INFOGRAPHICS AND DIAGRAMS

129
Charts & graphs: data driven

CBRE GUIDELINES 2021

U.S. REIT index by sectors
All of our data visualizations should be designed
in ways that are clear and accessible. When
necessary, use short, simple labels. Avoid
creating long, detailed legends or overly
descriptive titles.
Never rely on color alone for differentiation,
as production results (both for print and on-
screen) can alter the results and some viewers
may have visual impairments in detecting color
differences. There are other ways beyond color
to help create informative data visualization.

TITLE, LABELS, AND LEGEND Source: CBRE Research, 2Q 2021.

Follow our typography principles to ensure legibility Project delivery updates and communication
and an on-brand result. Financier Display should
be used for titles, Calibre for legends, and for X
and Y axis labels. When space is limited, Barlow
Condensed may be substituted for Calibre.

130
Source: CBRE Research, 2Q 2021.
Infographics & diagrams: info driven

CBRE GUIDELINES 2021

Never rely on color alone for differentiation,
as production results (both for print and on-
screen) can alter the results and some viewers
may have visual impairments in detecting color
differences. There are other ways beyond color
to help create informative data visualization.

TITLE, LABELS, AND LEGEND

Follow our typography principles to ensure legibility
and an on-brand result. Financier Display should
be used for titles, Calibre for legends, and for X
and Y axis labels. When space is limited, Barlow
Condensed may be substituted for Calibre.

GO NARROW
When space is
limited, use Barlow
Condensed as shown
in the first column of
this table.

131
Data visualization

CBRE GUIDELINES 2021

color formulas
When using our colors, always use the values as CMYK values are for certified GRACoL printing
provided. For digital work, always use the RGB on coated stock. Work with your vendor partner
values as provided to ensure the most accurate as needed to adjust for uncoated stock or
and consistent results; do not rely on computer- different printing processes, using Pantone
generated eyedropper values. chips as your color target.

CHARTS & GRAPHS

Celadon Dark Grey Accent Green Wheat Data Orange Data Purple Data Light Purple Data Blue Data Light Blue Light Grey
CMYK: 51 / 9 / 36 / 0 CMYK: 73 / 55 / 55 / 33 CMYK: 62 / 0 / 65 /0 CMYK: 15 / 7 / 48 / 0 CMYK: 15 / 62 / 68 / 1 CMYK: 48 / 77 / 33 / 10 CMYK: 37 / 49 / 0 / 0 CMYK: 99 / 86 / 33 / 22 CMYK: 78 / 44 / 19 / 1 CMYK: 20 / 12 / 13 / 0
RGB: 128 / 187 / 173 RGB: 67 / 82 / 84 RGB: 23 / 232 / 143 RGB: 219 / 217 / 154 RGB: 210 / 120 / 90 RGB: 136 / 80 / 115 RGB: 163 / 136 / 191 RGB: 31 / 55 / 101 RGB: 62 / 125 / 166 RGB: 202 / 209 / 211
Hex #80BBAD Hex #435254 Hex #17E88F Hex #DBD99A Hex #D2785A Hex #885073 Hex #A388BF Hex #1F3765 Hex #3E7CA6 Hex #CAD1D3

Negative Red*
CMYK: 22 / 97 / 93 / 14
RGB: 173 / 42 / 42
INFOGRAPHICS & DIAGRAMS Hex #AD2A2A

* DO NOT USE WITH CHARTS

& GRAPHS PALETTE UNLESS
INDICATING A NEGATIVE VALUE.

Celadon Dark Grey Wheat Data Blue Data Light Blue Light Grey
CMYK: 51 / 9 / 36 / 0 CMYK: 73 / 55 / 55 / 33 CMYK: 15 / 7 / 48 / 0 CMYK: 99 / 86 / 33 / 22 CMYK: 78 / 44 / 19 / 1 CMYK: 20 / 12 / 13 / 0
RGB: 128 / 187 / 173 RGB: 67 / 82 / 84 RGB: 219 / 217 / 154 RGB: 31 / 55 / 101 RGB: 62 / 125 / 166 RGB: 202 / 209 / 211
Hex #80BBAD Hex #435254 Hex #DBD99A Hex #1F3765 Hex #3E7CA6 Hex #CAD1D3

132
Misuse

CBRE GUIDELINES 2021

Please avoid these common mistakes in data
visualizations.

Do not use colors that are not part of our data Do not use Financier Display for labels or supporting Do not use unapproved color combinations. They might
visualization palette. copy in data visualizations. not be accessible to color-blind users.

133
Iconography

CBRE GUIDELINES 2021

CONSTRUCTION PRIMARY COLORS
Icons should be used in a purposeful manner to
maximize comprehension and reduce cognitive SQUARE ANGELED CORNERS

load. Our icons are designed with the new visual

ONLY 1 SECONDARY
system in mind, celebrating the idea “We See COLOR ELEMENT
More” and ensuring design consistency across SQUARE Dark Grey Accent Green
CAPS
communications. Icons beyond the prescribed CMYK: 73 / 55 / 55 / 33 CMYK: 62 / 0 / 65 / 0
2 pt STROKE RGB: 67 / 82 / 84 RGB: 23 / 232 / 143
size are illustrations and should be treated WEIGHT Hex #435254 Hex #17E88F
as such.

SIZING REVERSE APPLICATION

45 px
30 px

MAX MIN

USAGE DONT’S ACCEPTABLE ALT/SINGLE COLOR APPLICATIONS

134
CBRE

CBRE GUIDELINES 2021

brands

135
>> BACK TO TABLE OF CONTENTS
CBRE brands

CBRE GUIDELINES 2021

While the refresh of our visual branding
aims to unite our organization so that we are
perceived as one brand, there is a need for
some flexibility within our businesses.
The following pages outline some of our
strategic exceptions and how they can use
the visual identity to balance cohesion with
relevant distinction.

136
Our new brand architecture

CBRE GUIDELINES 2021

CORPORATE
The corporate brand that represents our global organization and
creates clearer hierarchies embodies our company’s vision and global reach.

and greater consistency Implication: There is only one corporate brand—CBRE.

Our brand architecture is a framework to help Only CBRE Investment Management has its own name as the

BUSINESS SEGMENT
align the brands in our portfolio. business needs to be seen as operating independently, addressing a
distinct audience, and emulating best practices in the category.
It is built on one strategic premise: that CBRE Implication: CBRE Investment Management’s logo is aligned with Advisory Services
is the single corporate brand and our priority CBRE’s visual identity. Advisory Services and Global Workplace Global Workplace Solutions
is to build equity and audience relationship Solutions don’t have a logo. They’re referred to in copy.
with CBRE.
From the corporate brand all the way to
CBRE is the leading brand and always precedes product names to
CBRE Office Ready

PRODUCT
standalone brands, this architecture ensures ensure maximum attribution to CBRE.
overall consistency and efficiency while offering Implication: Products don’t have their own logos to avoid diluting CBRE Deal Flow
some flexibility as our business expands. the CBRE brand identity.
To determine how future offerings (brand
acquisitions, new products, etc.) should be
branded, contact the Brand Team. Endorsement is used when a brand’s offering is distinct from CBRE’s
ENDORSED

core capabilities and it needs to differentiate against competitors in

its market, while still benefiting from a halo effect from CBRE.
Implication: Endorsed brands retain their identity and get the
endorsement line “From CBRE” (when brand’s offering is provided
to CBRE’s competitors, the endorsement line is removed). Endorsed
brands are encouraged to borrow elements from CBRE’s visual
system so they can gain in stature and credibility.
STANDALONE

A standalone brand is not connected to the CBRE name because

it operates in a nontraditional market (such as B to C) and/or
associating the brand with CBRE would create reputational or
credibility risks.
Implication: The brand has its own identity distinct from CBRE. It
can leverage elements of the CBRE visual identity in order to gain in

137
stature and credibility.
CBRE Investment

CBRE GUIDELINES 2021

LOGO TYPE

Management toolkit
Financier
CBRE Investment Management is one of
CBRE’s three business segments, and is focused
on private equity real assets and real asset
Display
securities. Investment management businesses
are subject to a distinct set of regulations by
the Securities and Exchange Commission
Calibre Space Mono

PHOTOGRAPHY
(SEC) and the Financial Industry Regulatory
Authority (FINRA).
Because of this, CBRE Investment Management
must be seen to be independent and not
influenced or controlled by other parts of
the organization. To reinforce that level of
independence, CBRE Investment Management
has its own logo and several distinctions COLOR
in its visual identity apart from the parent
CBRE brand.

LINE OF SIGHT GRAPHIC

138
CBRE Investment

CBRE GUIDELINES 2021

Management logo PRIMARY

The CBRE Investment Management logo

is a lockup with the parent CBRE logo and
“Investment Management” set in dark gray
Financier Display. A secondary, stacked version
may be used when space limitations require it.
When setting the logo on dark backgrounds, the
entire logo should be reversed to white. SECONDARY

The logo should always be used as provided. Do

not typeset the name yourself, and do not alter
the colors.

REVERSE

139
Logo clear space and

CBRE GUIDELINES 2021

minimum size
The clear space guidelines for the CBRE CLEAR SPACE

Investment Management logo are the same as

for the parent brand. All sides of the logo should
be surrounded with clear space at least equal to
the height of “CBRE.”
Do not scale the logo so small that it is difficult
to read. Avoid scaling the primary version
smaller than 1.75 inches (44 millimeters) in
width, and avoid scaling the secondary version
such that “CBRE” is smaller than 1 inch (25
millimeters) in width.

MINIMUM SIZE

140
1.75 inches / 44 mm 1 inch / 25 mm
Logo sizing and placement

CBRE GUIDELINES 2021

When applying the CBRE Investment
Management logo to a layout, the “CBRE”
component should always be sized to fit the
width of two columns in a 12-column grid
designed with our specified margin and gutter
measurements. Please refer to the Layouts and
Grids section for guidance on how we set a
12-column grid.
The preferred placement of the CBRE
Investment Management logo is the bottom
or top right-side of a layout. When using the
secondary, stacked logo version, the “CBRE”
component of the lockup should also be sized
to fit the width of two columns, but should be
placed on the page such that the “Investment
Management” component does not run over
into the margin.
Size: 8.5 x 11. This exhibit shows sizing, not placement.

Please note that the example with the logo at

the top left is intended only to demonstrate the

Logo preferred in upper right or lower right

two-column width sizing.

141
CBRE Investment

CBRE GUIDELINES 2021

Management color palette
Our color palette is sophisticated, professional,
and human. Strategic use of color can direct
focus and modulate the tone of a piece. Some
of our colors are striking and bold, while others
are more muted and comforting. They exist in
conversation, with some talking and leading
while others are listening and partnering.
Blue plays a larger role in the Investment
Management brand than it does in the parent
brand, but our primary color is still CBRE Green.
Our secondary colors offer additional flexibility
to our communications. They coordinate easily
with our primary colors, but should never
dominate across our media.
We have provided values for tints, but lighter
tints may be employed as needed. The wheel
at right shows the proportions in which each
color should appear when the overall system
is viewed.

142
CBRE Investment

CBRE GUIDELINES 2021

Management color formulas
When using our colors, always use the values as CMYK values are for certified GRACoL printing
provided. For digital work, always use the RGB on coated stock. Work with your vendor partner
values as provided to ensure the most accurate as needed to adjust for uncoated stock or
and consistent results; do not rely on computer- different printing processes, using Pantone
generated eyedropper values. chips as your color target.

PRIMARY COLORS

CBRE Green Accent Green Midnight Midnight Tint Light Grey

Pantone 3435 C Pantone 7479 C Pantone 2189 C CMYK: 57 / 36 / 31 / 2 Pantone 428 C
CMYK: 90 / 46 / 80 / 55 CMYK: 62 / 0 / 65 / 0 CMYK: 100 / 80 / 47 / 50 RGB: 119 / 143 / 156 CMYK: 20 / 12 / 13 / 0
RGB: 0 / 63 / 45 RGB: 23 / 232 / 143 RGB: 3 / 40 / 66 Hex #778F9C RGB: 202 / 209 / 211
Hex #003F2D Hex #17E88F Hex #032842 Hex #CAD1D3

SECONDARY COLORS

Dark Green Sage Celadon Wheat Cement

Pantone 627 C Pantone 5483 C Pantone 558 C Pantone 615 C Pantone 7538 C
CMYK: 91 / 62 / 62 / 65 CMYK: 71 / 36 / 44 / 8 CMYK: 51 / 9 / 36 / 0 CMYK: 15 / 7 / 48 / 0 CMYK: 52 / 40 / 45 / 7
RGB: 1 / 42 / 45 RGB: 83 / 129 / 132 RGB: 128 / 187 / 173 RGB: 219 / 217 / 154 RGB: 127 / 132 / 128
Hex #012A2D Hex #538184 Hex #80BBAD Hex #DBD99A Hex #7F8480

Dark Grey Sage Tint Celadon Tint Wheat Tint Cement Tint
Pantone 431 C CMYK: 43 / 19 / 25 / 0 CMYK: 24 / 7 / 20 / 0 CMYK: 6 / 4 / 19 / 0 CMYK: 20 / 14 / 17 / 0
CMYK: 73 / 55 / 55 / 33 RGB: 150 / 179 / 182 RGB: 192 / 212 / 203 RGB: 239 / 236 / 210 RGB: 203 / 205 / 203
RGB: 67 / 82 / 84 Hex #96B3B6 Hex #C0D4CB Hex #EFECD2 Hex #CBCDCB

143
Hex #435254
Accessibility

CBRE GUIDELINES 2021

AAA AAA AAA
We always aim to create communications that
are accessible. When setting type, especially for
digital reading, always use combinations that
have high contrast between foreground
and background.
At right are the most commonly used brand
CBRE Green with white Accent Green with CBRE Green Dark Grey with white
color pairings. These pairings work both ways;
CBRE Green and white, for instance, have the

AAA AAA AAA

same contrast whether it is CBRE Green text
on a white background or white text on a CBRE
Green background.
The color combinations with an AAA rating are
highly accessible. The combinations rated AA
Large may only be used for text at large sizes,
and should not be used for body copy. Dark Green with white Accent Green with Midnight Midnight with white

Please refer to the Web Content Accessibility

Guidelines at www.w3.org for detailed guidance
on best practices for accessibility.
AA Large AA Large AA Large
Sage with white Cement with white Midnight Tint with white

144
CBRE Investment Management examples

CBRE GUIDELINES 2021

Responsive Quarterly
real estate 2021
review

Q2
Q2 2021
A pathway to a sustainable
$122.7B
Future

145
Product

CBRE GUIDELINES 2021

LOGO TYPE

The refreshed branding for products helps to

align them closer to the parent CBRE brand.
Product names should be set with initial caps
CBRE Vantage Calibre
in Calibre Medium with -20 percent tracking,
colored in CBRE Green. CBRE Office Ready
While products may draw from the full CBRE
color palette, more focus may be placed on
particular colors to create a more curated look.
CBRE Deal Flow
Products have a simpler typography system;
Product names are set with initial caps in Calibre Medium with -20%
only Calibre and Space Mono should be used. tracking, colored in CBRE Green.

Photography generally takes after the CBRE

parent brand style, but may vary slightly in
subject matter as needed.
The Line of Sight may be used in branding
products, and can be flexed to form a variety
of line language artwork.

146
Resources

CBRE GUIDELINES 2021

147
>> BACK TO TABLE OF CONTENTS
Resources

CBRE GUIDELINES 2021

Please visit brand.cbre.com for access to logos,
photography, the latest templates, other assets and
ongoing design inspiration.
If you have additional questions please reach out to
[email protected].

148