INDUSTRY: Real Estate YEAR: 2024

LOCATION: United Kingdom

SERVICES: Brand Identity Design

The real estate industry has become quite a popular and very demanding business globally, as we know it. However, there’s still a gap as to how most real estate brands portray themselves or are being perceived in the property marketing space, especially when it comes to the class of buildings being marketed by these brands. One of those major problems is having a professionally designed logo that aligns with their brand values, as well as appeals to their ideal clients.

This problem was one of the major reasons why my client reached out to me. They wanted help in creating an ideal logo that would display or portray a sense of professionalism, modernity, elegance, luxury, and royalty, while also exuding a high level of grandeur to showcase their standards.

The client made mention of some specifics as to what they would want to be used in developing the logo. One of such was the type of "design element" to be used. They wanted to incorporate either a "crown, a house, or a key" element in the design, but gave room for us to use our creativity in determining what option worked best for the job.

As regards the "Style", they wanted something that would convey a sense of luxury and sophistication, synonymous with the concept of an 'Imperial' property. So we listened to all these and got to work!

So from the research we did, we started by analyzing which elements from all what was mentioned by the client, and used that as a starting point in determining what our ideal logomark would look like.

We decided to make use of things associated with the brand word "Imperial". Word samples ranging from or associated to the likes of ancient gods, ancient kings, sovereign rulers, crown, just to mention a few. This was done so as to give the imperial brand that feel of a god-like and powerful ruler. Each of these elements played a vital role in helping give the brand its own unique story, as seen in the image below:

When pairing the mark with a typeface, I knew I wanted to land somewhere in, what I call, the san-serif space. Which, if you’re not immediately on board with my description, is a typeface style characterized by letters that do not have extending features, such as serifs, at the ends of strokes.

ZONA PRO (BOLD) was used as the main text, making it perfect for Imperial Property Homes because it helps give it a unique royal feature. Some text elements of the font were also recreated/altered so as to give it that unique feel and style. If you noticed, I chose to alter the letter E and letter R. This was deliberately selected because of what it stands for in relation to the brand. I used the lightning bolt slant edges to give the letters a defining form. The letter E and letter R are the first and last letter of the word "EMPEROR", a word associated with the meaning to what the brand's name stands for. To compliment it is also the ZONA PRO (THIN). With its clean lines and balanced proportions, it ensures optimal readability whilst reflecting Imperial’s commitment to clarity and professionalism.

The choice of colors was another challenge we came across in the duration of the project. Though the client had some options in mind to use, we decided to propose and recommend a more effective color code that aligns with their brand as well as what their brand represents. After our research was carried out, we decided to go with "dark majestic purple and gold yellow as our main colors, and here's why.

In branding, the color purple is often associated with royalty, nobility, luxury, power, and ambition. Purple also represents meanings of wealth, extravagance, creativity, dignity, grandeur, and pride. Gold also is associated with attributes such as wealth, success, confidence, luxury, accomplishment, and power. It has also been noted that certain shapes, such as Emblem logos, pair very well with gold color.