Shapes Do's & Dont's
Engineered to Excel Tagline
CTA Hierarchy and Usage
Button Hierarchy and Usage for website
Newmark CTA Anatomy
Tables
Icons
Approved Color Usage
Unsuccessful Graphic Usage Examples
Shapes Do's & Dont's
Rectangles and squares are our preferred shapes. They play a key role in our visual identity—framing layouts, highlighting content, and reinforcing the tone of our brand. Consistent use of shapes ensures our materials remain cohesive, clear, and instantly recognizable.
DO USE
Squares
Rectangles
*Circles
*Circles may be used only as supporting design elements and should never dominate layouts. Their use is limited to smaller applications, such as icons, bullets, callouts, and accent graphics.
DO NOT USE
Thick Stroke weight
Multiple Line Strokes
Drop shadows or other effects
Ovals
Complex Shapes
Triangles
Engineered to Excel Tagline
Introduction copy for tagline is incoming.
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Placement
- The tagline should not be used as a lock-up with the logo
- Ideal placement is to bookend a piece, with the tagline used as a closing statement
- Optimal placement is on an alternate page, slide or pane.
Sizing
- No larger than 2.5x logo width
- No smaller than 1.5x logo with
Non-permitted Usage
- Dominate use on a cover
- Multiple taglines used on one marketing piece
Ending Social Media Pane, illustrates correct usage, size, and placement of the tagline
Conference Booth, illustrates correct usage, size, and placement of the tagline
Ending Social Media Pane, illustrates correct usage, size, and placement of the tagline
Lockup Sizing, should be between 1.5 – 2.5 times the width of the Newmark Logo
DO NOT use the tagline prominently on a cover
DO NOT use the tagline in this size or placement
CTA Hierarchy and Usage
THREE-TIER SYSTEM
We have three button classes designed for different levels of emphasis across light, dark, and image backgrounds.
Primary: Used for the most important action on the page. Displayed as a solid fill button using Bright Blue on light backgrounds and reversed to white when needed on dark or image backgrounds.
Secondary: Used for supporting or less prominent actions. Displayed as an outlined button using Sky Blue, and may reverse to white on dark or image backgrounds.
Tertiary: Used for inline or low-emphasis actions. Displayed as text with an arrow glyph in Dark Navy on light backgrounds and reversed to white on dark or image backgrounds.
1
Primary: Main call to action.
Solid Dark Navy on light backgrounds or solid White on dark backgrounds. No arrow icon.
LABEL TEXT WITH SOLID FILL
2
Secondary: Supporting or alternate action. 1pt outline using the Primary color treatment.
LABEL TEXT WITH OUTLINE 1PT
3
Tertiary: Low-emphasis inline navigation. Text link paired with the arrow glyph.
LABEL TEXT WITH ARROW ONLY
CTA PADDING Use the all caps ‘‘W’’ for spacing.
- Top/Bottom Padding: Space equal to one ‘‘W’’ rotated 90 degrees clockwise.
- Left/Right Padding: Space equal to two upright ‘‘W’’ characters.
Fixed width When text is less than four words
Font: Aktiv Grotesk bold Case: Upper Align: Center Width of button: 240 px Height: 48 px Font size: 16 px
Variable width If the button text is too long to fit, keep the height at 48 px and increase the button width as needed. Maintain 32 px padding on both sides of the text.
Button Hierarchy and Usage for website
Classes
We have three button classes designed for different levels of emphasis across light, dark, and image backgrounds.
Primary: Used for the most important action on the page. Displayed as a solid fill button using Bright Blue on light backgrounds and reversed to white when needed on dark or image backgrounds.
Secondary: Used for supporting or less prominent actions. Displayed as an outlined button using Sky Blue, and may reverse to white on dark or image backgrounds.
Tertiary: Used for inline or low-emphasis actions. Displayed as text with an arrow glyph in Dark Navy on light backgrounds and reversed to white on dark or image backgrounds.
Fixed width
When text is less than four words
Font: Inter bold Case: Upper Align: Center Width of button: 240 px Height: 48 px Font size: 16 px
Variable width If the button text is too long to fit, keep the height at 48 px and increase the button width as needed. Maintain 32 px padding on both sides of the text.
CTA PADDING
Use the all caps ‘‘W’’ for spacing.
- Top/Bottom Padding: Space equal to one ‘‘W’’ rotated 90 degrees clockwise.
- Left/Right Padding: Space equal to two upright ‘‘W’’ characters.
Newmark CTA Anatomy
LIGHT OR WHITE SCHEME BACKGROUND
Primary
Secondary
Tertiary
Arrows are not included in the button, as their placement becomes inconsistent with center aligned text.
Tables
✔️ Preferred table format
❌ Do not use data visualization colors on tables.
❌ Do not use accent colors as the main color on tables.
Icons
Icons are a visual shorthand that help communicate ideas quickly and clearly. They reduce complexity, draw attention to key details, and make content easier to scan.
Use icons when:
- Clarification – Supporting labels, categories, or instructions with a simple visual cue.
- Highlighting – Drawing attention to important actions, features, or data points.
- Simplification – Breaking down complex concepts into more digestible, recognizable visuals.
- Consistency – Creating a cohesive visual language across digital and print materials.
PLEASE DO
- Use 2pt stroke width for a base
- Use primary colors only
- Outline only
- Only use the approved two color versions
AVOID
- Exceeding 2pt stroke width, unless scaled up
- Do not fill the icon
- Avoid using thick strokes
- Avoid mixing colors
- Avoid using 3D/isometric icons
Icon Usage Rules
- When adjusting icon sizes scale the vector
- Do not adjust the stroke width, except on very large applications
- Two-color: Dark Navy + Sky or Amber only
- Scale the vector — never adjust stroke width
- Default to smaller. Max only for standalone feature icons
- Icons are functional — never decorative next to headings
- Consistent stroke width across all icons in the same document
Two color
Dark Navy with Amber and Sky accents are the only approved two color options.
Icon Size Rules
Default and maximum sizes by application
1
DEFAULT TO SMALLER
Use the default size in all standard contexts. Only use max when the icon is a standalone feature element with clear space around it.
2
SCALE THE VECTOR
Never adjust stroke width when resizing. Resize the vector proportionally. Stroke width adjustment is only permitted on very large applications.
3
TWO COLORS ONLY
Dark navy as primary stroke. sky or amber as accent only. No other color combinations are approved for two-color icon use.
4
CONSISTENT STROKE WIDTH
All icons within the same document must share an identical stroke width. Never mix stroke weights across icons in a single piece.
Approved Color Usage
- Only the four colors above are approved for icons use.
- See the right for the permitted color combinations.
- Icons should clarify, not decorate.
- Use icons to simplify information, not to replace it.
- Icons work best when they guide and support, not distract.
- Every icon must serve a purpose - clarity over decoration.
AVOID THESE
Unsuccessful Graphic Usage Examples
GRADIENT MUST BE BLACK, no other color overlay is permitted.
Use of extra or unnecessary lines or elements is NOT PERMITTED.
Use of extra or unnecessary boxes or italics is NOT PERMITTED.
Buttons must follow consistent style outlined in the previous section, additional elements are NOT PERMITTED.
Use of multiple accent colors and graphic elements such as lines is NOT PERMITTED.
Use of accent color for a callout box is NOT PERMITTED.
Use of thick weight lines as graphic elements is NOT PERMITTED.
Use of italics is NOT PERMITTED for headlines.
Use of ALL CAPS is NOT PERMITTED for headlines.
Amber is CORPORATE USE ONLY, the use of accent colors is limited to <5%.
Follow the color percentages, overuse of an accent color is NOT PERMITTED.
Use of accent colors for graphs is NOT PERMITTED.