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Real Estate Logo Design Explained
When it comes to real estate, it is of the utmost importance to have the best portfolio possible. It is also vital to be organized, friendly and trustworthy. Your real estate agent logo design should also represent these values. It is also important that your real estate logo displays the quality, dynamics and a description of the service you provide.
If you ask a real estate agent, “What are the three most important things for a property?” There’s a good chance you’d be met with the age-old saying, “location, location, location.” If, however, you were to ask that same agent, “What are the three most important things for a real estate logo?” the answer would probably be something like, “trustworthiness, friendliness, and organization.” While this response is not as catchy as the first, it provides insight into the type of image you want your design to convey.
But how do you get your logo to tell the right story about your company? After all, it’s so small and simple, how can your design make you seem trustworthy and organized? According to Jacob Cass’s article, Vital Tips for Effective Logo Design, “A good logo is distinctive, appropriate, practical, graphic and simple in form.” Let’s break that down and explore what it means for real estate brands.
Paul Rand, one of the top designers in the world, said, “a logo is a flag, a signature, an escutcheon, a street sign. A logo does not sell (directly), it identifies.” This is why being distinctive is so important: it separates you from your competitors in the minds of your potential clients.
Unfortunately, being distinctive is also the most challenging aspect of logo creation in a specific field because everyone will be using the same types of images. Real estate design ideas frequently revolve around a house, or some aspect of a house, such as a door or window. This can be good, for reasons we will discuss in a moment, but if your design needs to identify your company it can also be problematic.
On the other hand, being appropriate means your clients must recognize you as a realtor right away, which often means using a traditional graphic. This does not take precedence over being distinctive, rather, you need to balance these two competing forces to create a great logo. Ideally, you want to find a unique and distinctive twist on a traditional theme, that way you get the best of both worlds.
Being appropriate is also the section where the answer to the question: how can logo inspire trust? is explored. At least part of the answer is color, fonts, and working within the established tradition of a field. According to the Psychological Properties of Colors, blue inspires trust while red makes us feel powerful. This is why you see so many realtor logos include blue or red.
As for fonts, according to Benedict Carey’s New York Times article: Come On! I Thought I Knew That!, font size doesn’t help people remember what they’ve read but font style does. Apparently, if the font is unfamiliar and difficult to read people remember it better. That does make some sense because if you went through all the trouble of deciphering what an unfamiliar and hard to read font actually said, you would probably remember it. On the other hand, you want people to read and understand it from a distance. So once again, you must find balance.
Another aspect to consider is long-term cost. In the last section we learned about the power of color and font. Reading this, you may have thought, “Great! all I have to do is create a red and blue logo with strange semi-illegible font and I’ll be set! My clients will trust us, remember our name, and feel powerful, what could be better?”
If something like this ran through your mind, take just one moment to pause and consider that the more colors you use in your design, the more it will cost in the long-term. Printing two colors is almost always more expensive than printing just one, and you’re going to print your logo many, many times.
Another aspect of being practical is making sure your logo works at any size. Good logo designs are effective for both business cards and billboards. To this end, make sure you use vector format. Vector format means that it’s designed in lines instead of pixels, which allows the design to adapt to any size you need without becoming blurry or distorted.
A picture is worth a thousand words, which is good because you don’t have a thousand words to make a favorable impression on your potential clients, you have about ten seconds. We’ve talked a lot about color in this article, and color is important, but ideally, it should work without color. In fact, many graphic designers start out in black and white so the color doesn’t distract them from the shapes in the image and then add color later.
Let’s look at an example. Think about the Nike Swoop. It doesn’t matter if there’s color, or a caption, or anything else. You see the swoop and you know we’re talking about Nike. That’s the kind of immediate recognition that a well-designed graphic can generate. Backed up by a few hundred million dollars in advertising of course helps.
You should also make sure that the graphic is simple. Again, think about the Nike Swoosh or McDonald’s Golden Arches, both are extremely simple and perfect examples of great design.
Being simple will help your logo be adaptable. When you make it adaptable and practical it will be recognizable. Essentially, being simple ties all the principles of design together.
Because logos are small and simple they seem like they should be easy to create. However, they actually involve an enormous amount of time and creative energy. Logos are a little like writing poetry because they must convey a lot of information in a short time. They must also stand the test of time, balance being distinctive with being appropriate, being practical with being graphic, and still convey the message you want it to convey to your clients simply. That’s why it’s so important to get professional help, because creating a logo that will last is worth it.