Today we live in an environment surrounded by brand identities. It has been estimated that the average American is exposed to thousands of logos, advertisements and labels a day. How does your property stand out in this onslaught of images? Distilling a client’s persona into a single icon or mark that will capture the attention of their audience is at the heart and soul of the design process.

The best real estate logos showcase the particular property’s unique characteristics. Designers must stretch their thinking beyond clichéd choices to find the essence of the brand. It would be obvious to depict all oceanside properties, for example, in a blue or aqua font, or with variations of waves or boats, or all inland properties with images of palm trees and greenery. Those would be safe, but generic solutions. Even more challenging is competing with other properties that share the same locale and some of the same characteristics. Below are two of our logos that best represent the successful merging of concept, design, originality, and branding.

Azul de Cortez is a property on the Sea of Cortez in Baja California Sur. This colorful logo is a beautiful representation not only of the property itself, but also of the culture and terrain of the area. The designers employed a distressed font, which showcases the indigenous color palette. The mosaic design speaks to the heritage of Mexico, with its emphasis on the arts, wildlife, and traditions of the people who live there.

West Bay Beach & Golf Club is the embodiment of the Florida country club lifestyle in Estero Bay. The logo is elevated by the elimination of obvious beach or golf imagery. Its regal crest invokes a sense of stability and heritage. Both the classic font, and rich gold and dark green color palette represents the exclusivity, amenities and elegance that the community offers.

What sets these logos apart from the pack is the emphasis on research into the particular feature, benefit, or built-in “personality” that makes the property desirable and complements the brand. Only when all these elements combine in the logo, as they should, is the job of the design/ marketing team complete.