We are a group of existing real estate agents in Australia's largest city, Sydney. We intend to create a new real estate group and our branding is the central element of our marketing. The logo you will create may well live on for many decades to come and hopefully become as memorable as Coca-Cola or Apple - especially for our target audience in Australia.
Prudential Real Estate (as part of the worldwide Prudential Group) is a dominant real estate brand in the USA. They have no plans to open in Australia and this has provided an opportunity for us to begin from scratch.
We are interested in a logo that says things like ... sure, stable, secure and trustworthy. We have no preference for colour except that dark blue is recognised by most psychologists as a colour that communicates dependability. However, in Australia, it seems that so many brands are a combination of dark blue and orange that we feel we should stay away from this colour mix.
The logo must include the word "Prudential" but does not have to include the additional words "Real Estate".
In addition, we have created a symbol to go with the word "Prudential". You'll find an example of this "fast-forward" symbol in the attached file. Not all of us are convinced this symbol is worthwhile - maybe it needs to be jazzed up a little or maybe you have another idea for a symbol. You decide.
Tell us a bit about who you are and the people you reach
Our target audience is residential and commercial property owners in suburban city locations throughout Australia.
The predominant age group is 30 to 60 years old - therefore only about half (the younger half) could be considered computer or internet-savvy right now. However, as time goes by this group will grow.
Because our target audience are property owners it could be said they are generally conservative in their thinking and careful with their money. They are interested in carefully considered, long-term investment in property - one of the most stable investment products in Australia.
Our aim is simple - a logo that will be remembered by our target audience.
It will not only appear on our letterhead but on business cards, window displays and brochures. Most importantly it will also appear on hundreds and hundreds of yard signs in the suburban front yards of our clients indictaing their home is FOR SALE.
Yard signs are the single greatest marketing edge real estate agents have over any other business or service in the world. Brand penetration is strengthened whenever someone drives by one of our yard signs erected in the front garden of one of our properties and is treated to a further exposure of our brand - over and over again.
The final design should be in the ratio of 15:100 (15 units high and 100 units wide). It should also be able to be reproduced in reverse.