Out With The Old – In With The New

Drake Real Estate Partners is a real estate investment firm based in New York.

Capitalizing on the value gap that exists in markets that receive little press, we acquire and reposition fundamentally solid, income generating real estate.

OVERVIEW

wE BEGAN WORKING WITH DRAKE KNOWING THAT WE WERE GOING TO BE DOING A FULL REBRAND. wITH ALL OF THE MATERIALS TO COME, THE LOGO SHOULD ALWAYS BE ONE OF THE FIRST ITEMS COMPLETED BEFORE MOVING FORWARD WITH ADDITIONAL CREATIVE. 

Their logo was dated, standard with serif font and an emblem that from an outsider's perspective, had nothing to do with their company. Their main desire throughout the whole rebrand & refresh was to be more edgy, more contemporary. *They initially did not want a logo that was overly simple - they wanted a graphic that looked like buildings, not something abstract. We were definitely put to the test as they themselves couldn't quite pinpoint what they liked and were more drawn to in a logo – we were starting from literally square zero with this deliverable.

ORIGINAL LOGO

 
 

ROUND 1

We're big fans of wordmarks. They're clean, they're easy to read, they scale well and in most cases they're contemporary.

Too often we see companies trying to make their logos complex by adding a shiny 2 dimensional shape of some sort. this provides zero value if it has nothing to do with your brand or service. 

With Drake's full rebrand at hand, we really were pulling ideas out of thin air in order to get some sort of traction and understanding of what they liked and did not like. We threw together a number of options that incorporated more classic fonts and real estate icons, as well as modern fonts and more minimalist design traits.

 

ROUND 2

wE WERE THRILLED WHEN DRAKE CHOSE THE MORE CONTEMPORARY DESIGN AS THEIR FAVORITE FROM THE INITIAL SUBMISSION, BUT THEY did not want abstract.

We still could not quite pinpoint what it was that they were looking for in a logo. They liked more contemporary typefaces, but wanted to play with font weights all while emphasizing the cityscape.

 

ROUND 3

sO WE CAME BACK WITH ANOTHER SERIES OF LOGO OPTIONS - MAKING THE BUILDINGS MODERN BUT STILL RECOGNIZABLE, PLAYING WITH A FEW DIFFERENT TYPEFACE CHOICES AS WELL AS PLACEMENT OF NAME AND EMBLEM.

 

 

ROUND 4

Yes, we had a round 4.

We spent hours on the phone and shared chains and chains of emails still trying to understand where we were falling flat in terms of meeting Drake's expectations. We went back to the drawing board and started sketching some new items that completely departed from the feedback we were getting. When we presented a brand new design, they fell in love. A huge relief for us. We then incorporated their new color palette to figure out which color combinations were the strongest.

 
Grayscale sketch

Grayscale sketch

 

Color combinations

CONCLUSION

After looking at the various color combinations, we settled on a combination that was both strong, masculine, and had similarities to Drake's original logo. 

What we learned from the whole process was that sometimes, when refining and refining more specific aspects of potential logos isn't working out as you'd hope - the best is to trust your gut. Knowing that we're the creative experts behind our business is key. Listening to clients is a key part of the process, but knowing when to reinforce your creative instinct usually always wins. 

While Drake didn't want an overly-simple logo at first, after having showed them a number of options they became even more confused as to what they wanted. When we chose to go back to our original instinct, we came up with something abstract and minimal - something that in the end, really did speak to them. 

 
 

OLD LOGO

 

new logo