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Prime America
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Brand Guidelines

Use these rules to keep Prime America marketing consistent, professional, and compliant.

Prime America logo
Prime America
Approved brand basics
Primary
#2a3f54
Secondary
#b99306

Voice & tone

  • Professional and direct: no hype, no exaggeration.
  • Transparent: explain process, timelines, and what's realistic.
  • Client-first: focus on outcomes, guidance, and removing obstacles.
  • Credible: use market facts and expertise, not buzzwords.
Copy examples
DO

"We'll price your home using MLS data and local Queens comps, then guide you through every step from prep to closing."

DON'T

"Guaranteed top dollar in 7 days!"

Logo rules

  • Keep clear space around the logo (don't crowd it).
  • Never stretch, recolor, or place on busy backgrounds.
  • Use original colors whenever possible.
Open approved logo

Typography

Approved fonts for all Prime America materials.

Primary Font
DM Sans

Use for headlines, body copy, and all digital materials.

Regular (400)
Medium (500)
Semibold (600)
Bold (700)
Fallback Font
System Sans

Use when DM Sans is unavailable (emails, some platforms).

Arial, Helvetica, or system default

Color palette

Primary Navy
#2a3f54 · RGB 42, 63, 84
Secondary Gold
#b99306 · RGB 185, 147, 6
White
#ffffff · Backgrounds
Light Gray
#f1f5f9 · Subtle backgrounds

Approved language & messaging

Use these phrases and taglines. Avoid anything that sounds like a guarantee or exaggeration.

APPROVED TAGLINES
  • "Clearing Obstacles From Your Path To Your Home"
  • "Your trusted partner in NYC real estate"
  • "Local expertise, global perspective"
  • "Professional service, honest advice"
APPROVED PHRASES
  • "Based on recent MLS data..."
  • "In my experience working with sellers in [area]..."
  • "Let me walk you through the process..."
  • "Here's what to expect..."
AVOID THESE
  • "Guaranteed results"
  • "Best in the business"
  • "#1 agent in Queens"
  • "Sell your home fast for top dollar"
  • Any income/profit promises

Compliance (Fair Housing)

Rentals and ads must follow Fair Housing and anti-discrimination rules. If you're unsure, submit a request before posting.

Avoid

Any language that suggests preference or exclusion.

Use instead

Describe the property features (size, layout, amenities), not the "ideal" person.

When in doubt

Use the Request Marketing page for approval.