Alex Newton got their new logo & brand guide by running a design contest:
Real Estate Finance Logo+Brand Guide | Is conventional AND creative possible?
Check out Alex Newton's Logo & brand guide contest…
Real Estate & Mortgage
*** COMPANY BACKGROUND AND WORD MEANING *** ProTrust Immobilien AG is a real estate financing and development company with a focus on condominium apartment buildings (i.e., usually 3 to 5 levels/stories, 5-25 condos/apartments. This means that we DO NOT do large commercial real estate. And we DO NOT do single-house family homes. The important point for the brand and message is: We are a REAL ESTATE FINANCING and DEVELOPMENT development company, NOT an architect, engineering, or construction company. The full legal name of the company is "ProTrust Immobilien AG" ProTrust is simply a word creating denoting "forward motion", "professionalism", trust as in "faith" but also "trust" as in financial service. "Immobilien" means real estate in German. "AG" is the type of legal entity (like a PLC). Please note that the spelling of ProTrust is with a capital "C", capital "T", and no space or hyphen between the words parts Pro and Trust Thus the central part of the Name is ProTrust, which provides some identity. The addition "Immobilien AG" is less critical - it basically serves like a tag line. *** TARGET AUDIENCE *** The company has two target audiences, firstly: bank representatives and investors (those people who lend money for the real estate projects.) Secondly, there are end customers (like families) who buy the condos/apartments. For the logo, we clearly want to address the first group with priority, i.e., financial investors, bankers, etc.
Given that type of company/industry and target audience described above, there are some things we like, and others we do not like. *** THREE BASIC DESIGN ALTERNATIVES *** These three basic options we have in mind so far: Option A) - A "fantasy logo" (abstract shape, image, etc.) combined with the text "ProTrust Immobilien AG" or "ProTrust [line break] Immobilien AG" next to the logo or underneath it. Option B) Turning the text "ProTrust" part of the company name into a LOGO itself (i.e., text logo) Option C) Making something out of the letter "P" and "T" as the main part of ProTrust. Perhaps you see yet other options. Then surprise us. *** WHAT WE LIKE AND DISLIKE *** COLOR SCHEME: We like conservative colors that work well in the financial services industry, e.g. DARK BLUE range as the primary color. FONT: Clear, modern sans serif fonts as opposed to Times Roman type of serif fonts. FORM: Proper alignment of text elements is desired; symmetry can work but is not a must for us. Simplicity! No cheesy embellishments, please. POSITIONING: Logo left from text elements as opposed to logo on top of the company name. But this depends on the size of the logo relative to the text, of course. MESSAGING: Also, some connection with real estate / modern architecture can be possible, but there are so many clichés/icon-type of real estate logos out there. ALERT: The Use of real estate stock icons and "logo generator" type of stuff will lead to the disqualification of the participating designer. BRAND IDENTITY: The main thing is that we have something to associate with, something that is bold and creates identity - a logo that can serve as something easy to recognize and identify with. When our clients later see the logo, they clearly know it is us and our company. MESSAGING: The logo/branding should suggest trust, value, perhaps be a little conservative (we talk to bankers and investors), yet, we want to come across as forward-looking, clear, modern, innovative. It should show: this is where you can invest, where value is created, where real estate value is built in a clear, fast, trustful manner. You see what the challenge is: boring finance real estate but so well done that it stands out in a way that finds agreement (not debate or controversy or provocation.) *** ADDITIONAL PRACTICAL CONSIDERATIONS *** Please note that the logo should work both in a positive and negative color scheme (i.e., logo color on white - and - white logo on dark color background.) If the logo fits into an App Button type of shape, that's great. But it is not a must. Please have practical considerations in mind, e.g., complexity and printing cost, office branding, etc.. Thus, avoid multi-color logos if possible. Sizing: The logo should be simple to transform into a vector and thus, different sizes—from a small logo on a business card, to larger sizes on the website, up to more giant banners in an office entrance. Practical considerations apply not only to the logo but to the complete brand/style guide. *** THE PATH TO WINNING THIS CONTEST *** We see two options for the potential winner: PATH A) We would already be very happy for something solid and highly professional along the lines of the briefing as a first step. PATH B) You deviate, be very creative, and surprise us with something outstanding that we have not thought of. Anything in between is not likely to be successful. We like to work with designers who have read this briefing in full. If you present your logo design always in the following format, it helps our decision process: TOP-HALF: LOGO IN "COLOR XYZ" ON WHITE BACKGROUND: BOTTOM HALF: LOGO IN WHITE ON "DARK BACKGROUND XYZ" *** GOOD LUCK! ***
Every design category has flexible pricing for all budgets. Logo & brand guide starts at $429.
Full copyright with production-ready files for digital and/or print.
It all began with a design brief.
A quick, interactive guide helped them understand their design style and captured exactly what they needed in their logo & brand guide.
Designers across the globe delivered design magic.
Alex Newton collaborated with designers to refine their ideas
99designs has great collaboration tools so you can pinpoint and capture your ideas
And then… they selected a winner!
Brilliant outcome. We absolutely love the logo design. The designer was extremely professional, talented, creative and patient. They also made a number of modifications which we were extremely grateful for. Will definitely recommend and use their services again.
Along the way, they met lots of talented designers…
We think contests are a super fun way to get design.
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