Estate agent branding in particular is highly visible and recognised in the area they trade, particularly in the form of property boards and they will typically “own” a colour individual to them – especially in the case of Anthony Pepe & Co, who have been trading for more than 20 years! Therefore it was important that the existing colour palette in essence was retained, although their dark green was deepened and richened and the bright yellow modified to a golden yellow to reflect the company’s quality of service and experience. In a strategic move they also wanted to capture more of the higher value sales and lettings market so our design needed to move them up-market.
As the old logo was considered too long and awkward in usage, the revised logo was stacked and housed within a cube, which is also an important aspect of the new brand.
A new typeface within the logo was chosen to give the brand more personality and to contrast with an ornate ampersand, balancing modern attitude with traditional values.
The ampersand (oh, we love ampersands!) was made into a prominent feature, and will also be featured as a brand extension on different marketing collateral, which we are currently implementing.
Here’s the transition from old to new logo version:
