It’s never enough for a logo to be just aesthetically pleasing. It must also answer to the practical concerns of a fast-paced, visually driven online marketplace. An effective logo must work across myriad devices, in landscape and portrait formats, at small and large sizes, and be able to cut through the visual clutter. It must also work well within the constraints and requirements of social media platforms.
We undertook these design challenges for our new client BuyNewHomes, and set forth our own parameters for a successful outcome:
- Convey the location-based concept that represents the company’s vision
- Work as well on a smartphone as it does on a laptop
- Be highly flexible and legible small or large sizes, both vertically and horizontally
- Have unique, striking, and high-contrast colors that stand out amongst the competition
- Be ageless yet contemporary, with appeal to both younger and older home buyers
- Work as just a bug/symbol, or in concert with the wordmark
The goal of BuyNewHomes.co is to develop a network of franchiseable, nationwide new home search sites that work seamlessly, and are easily adaptable to any geographic region. The concept allows new home buyers to find a newly-constructed home by displaying all available homes within their budget across an entire region. The first rollout will focus on San Diego County. Users simply select their homebuying budget, and are presented with a map-based listing of homes throughout the county that are within their price range.
The result was a symbol that does double-duty as a monogram. The mark resembles a highly identifiable, yet uniquely designed map-pin — and as a letter/monogram, it is the letter “b” – the first letter of the company’s name.
In execution, the symbol works effortlessly in pinpointing new homes during an online search. Our final design answered all of the challenges in the bullets above, and works beautifully as a pattern as well.