TOP THINGS TO LOOK FOR IN A PROPERTY DEVELOPMENT LOGO
LOOK BEFORE YOU LEAP
When you need a name & logo created for your property development, you want to make certain you put sufficient thought into it before going ahead with the design.
It’s a classic problem to start putting a brand new logo into practice only to discover a recurring issue when printing at a small size, having the logo cut from material, and placed in greyscale ads and print.
There is more to it than just the physical aspects of the logo, however. Before the logo itself is even created the concept needs to be strong and easily recognized by anyone.
There are plenty of logos out there with concepts that are weak or perhaps too clever, as they would need to be explained before anyone saw what the meaning or understood the vague shape of the icon.
We have made our fair share of mistakes over the years and we want to share a few tips & tricks when it comes to designing logos.
This may be especially helpful for property development and real estate logos as they are often used in many different mediums and surfaces like entrance signs, 3D wall mounts in sales offices, and a variety of printed material.
Here are a few things we feel are important considerations when designing a logo:
THE STYLE SHOULD MATCH THE NAME
What sort of thoughts does the name of the property development inspire? If its a somewhat whimsical name like Willow Lane, you don’t want heavy block letters in the logo. Instead, a slightly cursive typeface with graceful lines will better capture the look & feel.
Likewise, if the name of the development is The Masonry then you want a thick, solid typeface to match. Wedding script and lace won’t look so great on the side of your industrial era inspired apartment complex.
ONE ELEMENT THAT CAN BE USED EVERYWHERE
Many logos have an icon or symbol next to the name. It’s not always necessary but it can certainly be the glue that binds all the branding together when used by itself throughout the brand.
It can be used for patterns in print or on feature walls, etched into glass dividers and windows, printed on pillows in the lobby, on banners, backs of business cards, and many other subtle places.
There are always exceptions, but most logos look better when they are make of solid shapes, lines, and letters. Here are a few good reasons for this:
Easy to read. A heavier typeface is easier to read at a distance and has better contrast on many backgrounds. There is a reason headlines and signage use bold letters.
Looks good small. This is an easy one to forget. A logo might look great until it is printed on a business card, and then you discover a lot of the intricate detail is missing.
Works for signage. This means cutout and 3D applications as well. A delicate logo might not work to be laser cut from a sheet of steel, or make from multiple layers on a sales office wall.
However, certain names and brand styles do warrant delicate shapes and typefaces. As long as both client and designer are aware, these limitations can be overcome or worked around for a beautiful brand identity.
LESS COLOUR IS MORE
One tried & true rule of design is that less colour is more. One or two colours combined with non-colours like black, white, and shades of gray looks so much better than a rainbow of colour. (Unless you are selling crayons. Always use lots of colour when selling crayons.)
This is true of the logo as well, not only for aesthetic purposes but also for practicality. When the logo needs to be used in grayscale or solid black or white, it should still look just as good.
Logos with overlapping layers of transparent colour can be tricky to convert to grayscale but it is possible by using different shades of gray.
There are more aspects of good logo design than this, but we hope this helps you make wise decisions when describing what you want to your designer. Bearing these few points in mind will save you some grief down the road when implementing your new logo and brand identity in the real world.
It’s a jungle out there.
Walk softly and display a strong brand.