Just wrapped a brand identity concept for Haven Ridge Properties, a real estate developer selling to first-time buyers and investors. The challenge: feel premium without feeling cold. The answer was two ideas shelter and growth. The mark is a roofline that doubles as an upward arrow: home and long term value in one symbol. What's inside the guidelines: • Primary and secondary logo lockups • Logo usage rules • Typography system • Colour palette with clear roles • Imagery direction • Digital and print applications Which detail stands out most to you? #branding #brandidentity #logodesign #brandguidelines #realestate

Check it out

I think two levels is right for a logo.

You get it on the first read. Then later you notice the second thing.

If it goes a level deeper, it's usually the designer being too clever. And then the team tends to stop using the logo.