16 Feb What Does Your Logo Say About You?
Designing a logo is probably one of the major challenges for real estate businesses across the board. Most real estate professionals, whether at the corporate or agent level, have to be more creative than any other business owner to create a logo that is unique and stands out in a saturated market.
There is one thing that is important to understand when choosing the right logo for your brand and that is COLOR! As real estate is a serious business, a formal approach is a must to understanding color selections and their psychological implications. According to research conducted of over 600 logos in real estate, the most preferred color that companies think best represents their brand personality is blue. The other most used colors in the industry are black and grey, white, and red (coming in at 29%).
So, why does color matter so much?
Color is the first thing that customers tend to notice when looking at a logo, before they notice the design. And as different colors communicate different attributes, the color you choose has the ability to attract, or repel, the type of customer you want.
Here are some common color perceptions in the real estate market
Along with the right color choice comes great design. Most real estate logos have donned the usual images of building structures, rooftops, and home outlines for ages. As times have changed, so have trends, and at this point, its time for real estate professionals to start thinking outside of the box! There is a wealth of residential related images that can be used such as fences, stone pillars, windows, and keys that can be designed in a multitude of ways to convey a brands personality.
Here are a few examples of each, courtesy of logodesignguru.com.
Inside of the box (boring): Although they use a good mix of colors, the logos still use the generic home structure with not much originality.
Outside of the box (exciting): These brand logos utilize both color and design in order to appear distinctive. Take note of the color indications; the first communicates reliability, the second – wisdom and innovation, and the third uses a great image of a key, incorporating a skyline and the colors black and green denote formality and growth.
Sibet Freides, principal at Idea Associates and Tyler Smith, graphic designer at Idea, share their top 4 favorite logo designs created for clients.
1. The Settings Development Companies
“The development company bought communities that were enhanced by their natural settings, and wanted something that was going to communicate that, whether we used a water or mountain theme.
They chose this simple, yet all encompassing logo theme, which shows the connection to nature and allows for the different communities show uniqueness with color.”
2. Buggy Works Office Park
“We did this logo for a developer that specializes in mixed-use developments, and I just love this logo for a commercial property.”
“It gives a clear strong message for formality and passion with the color choices while still seeming friendly, which are attributes that we feel describe the developer brand.” -Sibet
3. Lizzie Chapel Flats
“Lizzie Chapel Flats is a pretty awesome renovation from a church into condos, so we wanted to create something that evoked both its history and its modern twist.
“Obviously the “A” is the logo’s biggest feature bringing to mind a church bell. This was complimented by more modern fonts to create something unique.” – Tyler
4. The RADCO Companies
“The RADCO Companies is a nationally recognized developer that has been around 20 years and is still ahead of the game.”
“We wanted to show this in the logo and it has worked for the company as it has reinvented itself from for sale to rental, and the type face chosen withstands the test of time.” -Sibet
As you can see, the right blend of color mixed with design can really make any brand stand out in an overcrowded industry. The process can be difficult, as brands need to consider those traits that make them unique and easy for potential customers to trust their services. Knowing the psychology of color can help to make an informed decision, in addition to the knowledge and expertise an outside agency can bring to this process.