I love working with people who value quality and put it at the forefront of their business and Alexander Redpath does just that. ⠀
The aim for this project was to design a logo that attracts quality-oriented, meticulous landlords and buyers who like to think long-term.
The goal was to reflect quality, reliability, confidence and empathy/emotional intelligence.
It is worth noting that a logo identifies a business or product via the use of a symbol or signature. A logo does not sell the company directly nor rarely does it describe a business. Logo’s derive their meaning from the quality of the thing it symbolises, not the other way around – logos are there to identify, not to explain. To illustrate this concept, think of logos like people. We prefer to be called by our names – James, Anna, Kate – rather than by the confusing and forgettable description of ourselves such as “the guy who always wears pink and is sporting sideburns”. In this same way, a logo should not literally describe what the business does but rather, identify the business in a way that is recognisable and memorable.
Let's split the logo mark into two key elements and discuss the reasoning behind both.
Wordmark: I have used a transitional font, which is recognisable, slender, delicate and balanced. Upon conducting some research (looking into consumer behaviour of our target audience) it became evident that such font will resonate with the target audience well.
Symbol: The founders' personal philosophy and outlook on life is inspired by stoicism. We wanted to reflect that in the logo - the design is inspired by Stoa Poikile.⠀
Structure and clarity behind the logo design is important. Studies show that people tend to perceive symmetrical shapes as more attractive and preferable, in comparison to asymmetrical ones and that symmetrical logos boosted consumer attitudes, and consequentially, the brand’s financial valuation.
That said, it is important to consider the personality of the brand. Asymmetry can make the brand seem exciting rather than competent. Our discovery session, followed by research, lead me to conclude that symmetrical logo would be most appropriate for this project.
It is important to think strategically when choosing colour for a brand. Colours trigger emotions and, depending on the target audience and their culture, those emotions and associations might be different.
We have chosen Prussian Blue as a primary colour for Alexander Redpath Property because deep blue often represents stability, trust, intelligence and expertise.