Richard Kendall is an estate agent in Wakefield, with over 50 years’ experience in the industry.
Richard Kendall came to us for a rebrand in 2019, aiming to modernise their established brand within the saturated estate agent market. They hoped to convey a forward-thinking feel through rebranding of their logo and campaigns. We considered it imperative to hold onto the essence of the Richard Kendall logo everyone is familiar with, whilst modernising it.
The type treatment of the logo was a core consideration; stylistically, if we went too minimal or modern with the typeface the logo would lose sense of heritage. A smart serif typeface, on the other hand, felt classy and represented Richard Kendall’s original branding. Maintaining logo familiarity was essential.
Like the previous logo, the oval shape remains the main element of the rebranded logo. This had to be tweaked to work for multi-purpose application both online and offline, with the colours also being adjusted to make the brand stand out within its market. Green was selected as the core colour for the brand moving forward.
A brandmark house icon was created to sit alongside the typography and reinforce Richard Kendall’s position as a market leader within its field. The aim was to convey an authoritative yet approachable tone to the overall look of the logo.
Consistency within the new branding’s application was important. We created a colour-code system for each of Richard Kendall’s offerings, including mortgages, lettings and Hallmark Fine Homes. Retaining the type, house icon and oval shape achieved association to the main brandmark.
Alongside the logo re-branding, Richard Kendall wanted to create awareness and impact through a range of campaigns. Our ideas allowed plenty of room for expression and individuality that look great and fit well within the target market.
To deliver eye-catching campaigns, we researched the current Richard Kendall advertising collateral to understand the brand’s journey from the beginning to the current day.
After brainstorming ideas and drafting up mood-boards, we reinforced the following values and principles of Richard Kendall in order to stand out from the crowd:
“The greatest journeys begin by clicking a submit button.”
That’s what Chinese philosopher Lao Tzu might have said if he was around today.
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