RealtoCRM brand guide
RealtoCRM is an AI-first CRM for real estate companies. Tagline: Every enquiry answered. Every deal followed up. This page is plain text so designers, printers, partners and AI tools can read it. Last updated April 28, 2026.
Brand personality
- Modern, clean, trustworthy and automation-first.
- Visual direction: mint-led SaaS premium style with soft glassmorphism and subtle gradients.
- Soft corners throughout (base radius 0.75rem); avoid sharp corners unless functional.
Colors
| Role | Hex | Use |
|---|---|---|
| Primary (green) | #166534 | Main CTA, links, highlights, icons |
| Secondary | #F1F7F4 | Soft surfaces, pills, secondary fills |
| Accent | #EDF4F1 | Hover and ghost backgrounds; never a primary CTA background |
| Foreground (text) | #141922 | Primary text |
| Muted text | #68707E | Secondary text only, not key actions |
| Border | #E9EDF0 | Borders and separators |
Supporting families: Mint (core brand family), Coral (warm contrast, optional emphasis), Berry (premium CTA gradients), Electric (alternate energetic accents). Reserve coral and berry gradients for high-impact sections.
Typography
- Typeface: Inter, fallback
Inter, system-ui, sans-serif. Weights 300 to 800. - Headlines: bold, tight letter spacing. Hero H1 is the largest size, then section H2, then card H3.
- Body: regular weight; keep paragraphs to a readable width (about 65 characters).
- Keep strong contrast between headings and supporting text.
Logo
- Logo: /logo.png (
) - App icon: /realtocrm-icon-2026.png
- Use on light or very light mint backgrounds with clear space around it. Do not recolor, stretch, rotate or add effects.
Buttons
- One dominant call to action per section.
- Primary marketing CTA: mint gradient with glow, paired with a soft outlined secondary button.
- Navigation-level actions use text-first ghost buttons.
- Do not place several glowing buttons side by side; reserve the berry campaign CTA for high-priority conversion moments.
Motion and effects
- Calm, smooth, purposeful. Transitions mostly 0.2s to 0.7s.
- Backgrounds are atmospheric but non-distracting: subtle grids and radial overlays at very low opacity.
- Avoid repeating motion in dense content areas.
Tone of voice
- Professional and optimistic, never noisy.
- Plain and specific about what the product does; lead with the customer's problem (missed enquiries, forgotten follow-ups).
- Written for real estate owners, managers, agents and staff.
Accessibility
- Keep text on mint or gradient backgrounds readable.
- Maintain visible keyboard focus states.
Contact
Brand questions: hello@realtocrm.com. Product overview: /llms.txt.