I began by look specifically into logos of existing realtors as well as sales and letting agents. Starting with famous UK companies, a common theme throughout was the use of an icon, picture logo, that accompanied the title name. They all had recognisable logos, that were bright and engaging.
Haus, utilise the bold little house shape, that stands out among their otherwise very modern yet corporate branding. It keeps the brand fun, yet professional. Colour is used similarly in the Keepmoat and Rightmove brands. Bright colours works alongside simple, clean and 'corporate typefaces. These brands are successful due to this careful balance.
Property branding is plastered everywhere, on houses - mainly, but online, adverts, housing developments etc. It has to be something memorable, or eye-catching.
With the state of the economy, booming house prices continue to be huge problem and now, is a very scary time to get involved into anything rent, anything mortgage in terms of affordable housing. Many 'high-end' realtors have found themselves having to re-brand, in order to widen their target market. A certain aesthetic: (serif type, muted colours, delicate branding) essentially screams 'money' which is putting off younger buyers, who don't have the same amount of money that elder buyers - second home buys do. Below, a modernisation of Sotherby's Reality Logo, to reflect their growing target audience and the properties they offer.
Even in London, an incredibly expensive market, sales and lettings offices are resorting to loud, bold, simple graphics to encourage the eye and draw in younger crowds, positioning themselves as approachable, simple and perhaps to be perceived as 'cheaper'
The take away from this is to be able to create a brand that looks professional and clean but similarly, loud and young. The balance of professionalism and approachability is key to create a successful real estate brand, a business which involves and such a broad audience.
