Pulling in modern energy but making it last for years and years to come is a trick that brand designers need to be able to pull off.
I put in a few other little mind tricks in this logo design so it subconsciously spoke to my client's audience, creating that emotion connection that flips the switch from "scroll past" to "hooked".
Same brand. Same palette. Two completely different proposals for a real estate developer.
A: An isotype built from blocks. Geometric, precise, the language of construction. It says we build.
B: Custom lettering with movement. Warmer, more editorial. It says we build places you’d want to live in.
My vote is B, Milagros. Custom lettering with movement has real editorial warmth, which suits a developer selling places people actually want to live in.