Brand guidelines
Welcome. These are the core elements that build our brand.
Identity
The Opendoor Logo is a custom logotype that conveys our neighborly, straightforward, and knowledgeable personality.
Primary Logotype
The Opendoor primary logotype should be used whenever possible to maintain brand recognition and consistency. Please refer to clear space and color contrast guidelines for best practices.
Clearspace
The Opendoor logotype and symbol should always be surrounded
by a minimum area of clearspace. This space ensures that headlines,
text, and other elements do not encroach on our branding.
The clearspace distance is based on the x-height of lowercase
letterforms. Please note that this is a minimum and should be
increased whenever possible.
Sizing
Minimum sizes
The minimum sizes vary for print and digital. Please refer to the corresponding guidelines and be mindful when using the logotype for different applications.
The 1:10 ratio rule
For digital applications, use the logotype at multiples of 10 to avoid aliasing.
Guidance
Contrast
We use the full-colored and reversed version of the logotype when applying it against solid backgrounds. It’s important to ensure sufficient contrast between the logotype and background color or imagery. Please refer to the following examples as a guide to the recommended variations.
Reversed (white/knocked out)
A) Reversed on brand blue
B) Reversed on navy blue
C) Reversed on full color image
Full color (solid brand blue)
D) Full color on white
E) Full color on light tint
F) Full color on dark/navy
Logo misuse
The Opendoor logotype should always be reproduced from approved artwork and adhere to proper usage guidelines. The examples here represent unacceptable uses of our logotype. Please do not compromise or manipulate the Opendoor logotype.
Secondary Symbol
The Opendoor symbol is an abbreviation of our logotype. The secondary symbol is used as shorthand within social media, and applications where the full logotype would not be practical.
Download assets
Clearspace
The clear space distance is based on the width of the interior space in the capital “O”. Please note that this is a minimum and should be increased whenever possible.
Sizing
Minimum sizes
The minimum sizes vary for print and digital. Please refer to the corresponding guidelines and be mindful when using the symbol for different applications.
The 1:10 ratio rule
For digital applications, use symbol at multiples of 10 to avoid aliasing.
Symbol Guidance
Colors
The Opendoor primary color palette is composed of three core colors: blue, navy, and white. The blue and navy should be used regularly in marketing materials to reinforce the Opendoor brand.
Swatches
Opendoor Blue
Pantone 2172 C | 2184 U
CMYK 86 42 0 0
RGB 20 123 209
HEX 147BD1
Opendoor Navy
Pantone 289 C | 289 U
CMYK 100 76 12 70
RGB 12 35 64
HEX 0C2340
OD Blue Tint 75%
HEX 54A3ED
OD Blue Tint 50%
HEX 8CC1F2
OD Blue Tint 25%
HEX C6E0F9
OD Blue Tint 10%
HEX E8F2FC
Clearly white
HEX FFFFFF
Almost black
HEX 191919
Dark Grey
HEX 847E7A
Grey
HEX B3ACA5
Light Grey
HEX DEDEDE
Lighter Grey
HEX F0F0F0
Guidance
General rule of thumb
If you are only allowed to work with limited color, it is best practice to select from the primary palette.
Proportions
The color wheel to the right helps to illustrate proportional usage when creating communication materials. Please use this as a general reference guide.
Color matching
Careful matching of these colors is critical. Differences in substrate and process can affect color. The CMYK and RGB specs provided on the next page are guidelines only and should not be considered an exact match. Always proof against the PANTONE Color Standard.
Typography
Our primary typeface, Graphik, is used for headlines, subheadlines, CTA’s, and body text.
Primary typeface
Graphik is a well-crafted functional typeface with an extensive array of weights. It works equally well in print and digital applications. Please use Graphik in all communication materials whenever possible.
Secondary typeface
Roboto, is a sans-serif that shares similar qualities to Graphik. Roboto is intended to be used for digital applications and as an alternate when the primary typeface, Graphik is unavailable.
Hierarchy
Headline (Semibold)
Get an offer on your home.
Body Text (Regular)
Buying and selling a home marks the start of a new chapter in life. At Opendoor we believe in a dramatically simplified experience, delivering confidence and peace of mind at every step. If you’re selling, sell your home to us to eliminate the hassles of showings and months of uncertainty. If you’re buying, we make it incredibly easy to tour hundreds of Opendoor homes so you can find the perfect one.
CTA (Semibold)
Voice and tone
The Opendoor voice is neighborly, knowledgeable, and straightforward. Our tone changes depending on who we’re talking to.
Neighborly
It helps to know that you have someone on your side during life’s most important transaction. We use warmth and empathy to establish a human connection with our customers.
Example
Before: Restricted access
After: We’re not quite ready for company.
Knowledgeable
Our voice conveys expertise and quiet confidence so that our customers know they’re in good hands. We respect the gravity of life’s largest transaction and demonstrate a professional assuredness.
Example
Before: Agents absolutely love working with us.
After: We’ve helped agents generate more than $60 million in commissions.
Straightforward
We reject the confusing, over-complicated jargon of real estate and speak in a way that anyone can understand. We’re always looking to say more with fewer words, and instead of relying on exaggeration, we let our product speak for itself.
Example
Before: The average DOM in your neighborhood is
increasing dramatically month over month.
After: On average, homes near you are on the market
12 days longer than they were last month.