For the new logo, we were looking to improve the current mark by simplifying and clarifying (i.e. more legible). We were looking to refocus the mark without loosing its core design essence so that the old mark can be phased out over time across all the things that are branded to make transitioning easier. The old & new logos can coexist without feeling like two totally separate marks for the time being.
With the logo icon, we simplified the “/“ into one, clean line that also helps open up the mark and add a little energy to the forms. We also rounded the corners of the box to balance out all the hard angles of the the “V”, slash, “t”, and box. The round corners also share a relationship with the rounded yet boxy letterforms of “COMMERCIAL”, which is still set in “Eurostile”… a beautiful industrial-looking typeface that we added a little weight to beef up. The “V” and “t” are from “Gazette”, very similar to “Times New Roman”, but it has a slightly warmer feel.
All copy & images are place holders.
We decided to go with a vertical layout because it was the best and most efficient way to get a lot of info on the page without looking crowded.
The first page is what the template would look like with property comments and the second page is an example of what that would look like with a longer headline and no comments. The third page provides a structure for more property info, headline, list and body copy styles. There is a template for more in-depth copy & images with a magazine feeling.
There are several options for pages with just images. The goal on these was to create some kind of logic to prevent the collage situation which is currently the go-to solution for multiple images. Buyers want to see a clean, clear image of the property. There are instances where the page is rotated to a horizontal layout to maximize image area… not sure if this is an issue?