BY Christian Palino

A Bridge to Nowhere

My only interaction with Grubb & Ellis, one of the world’s largest commercial real estate services, took the form of receiving notices about ongoing construction work around the office of the software company I was working for briefly. I knew what they did, given the information they were providing and the fact that their collateral materials communicated “Property Solutions Worldwide”. Certainly the circular icon they were using was rather abstract and nondescript compared to the identifiable bridge in their new mark — although I’m not sure this new icon speaks to what they do. Granted, their offering has diversified through mergers and acquisitions to include management, consulting and investment services, but its unclear how they help one get “From Insights to Results.”

The previous slab serif typography used for their wordmark had some uniqueness to it and was well handled, save the unfortunately integrated ampersand and the careless pairing with that pedestrian, transitional serif typeface. The new typography is clean, corporate, humanist and completely forgettable, a definite lost asset in the battle for visual brand equity. The color palette is certainly not your typical corporate palette and has such great potential to stand out amongst many other large company palettes — as evidenced by the Beeline identity handled by these folks. But given the rest of the brand elements I’m not sure Grubb & Ellis intend to use that unconventional palette in an unconventional way.

Thanks to Andy Van Engen for the tip.

DATE: Jun.17.2009CATEGORY: Real Estate 31 COMMENTS

josh’s comment is:

What a shocking tagline.. Fire the copywriters! I agree in that by blending into the market, they are loosing their uniquness and ability to be recognised

On Jun.17.2009 at 07:49 AM

Erik at Logo Critiques’s comment is:

The vertical alignment of the text on the right seems awkward to me. It's set just above the 'SM'

On Jun.17.2009 at 08:29 AM

Ryan Gonzalez’s comment is:

Though the logo does indicate what they do a little bit better, it lacks any originality and has no cleverness to it at all. They should have used the typography from before, maybe a slight tweak here and there (remove the serif on the base of the second "b" in "Grubb" to better match the previous "b" and the kerning between the two) and a redo of the ampersand. Then complement the main logotype with a tag-line in their new humanist face; a much better way to clean it up a bit.

On Jun.17.2009 at 08:41 AM

Nick’s comment is:

As far as the comment Christian made on the mark lacking a definition of what the client does; I don't think you necessarily have to spell out exactly what a company does in the logomark. A logo is only a small part of much larger story to tell. To me this is clearly a definition of what the client wants to do for their clients and a play off of the tagline... hence the bridge analogy; which, while I think is a tad cliche, works for this client. At least from what I understand of this client.

As a whole I think the mark is interesting, not ground-breaking, but for this sort of business it is interesting. I totally agree that the color palette is daring for the type of industry it is in, but it will probably not be executed that daringly.

I won't even comment on the type, it's already been said.

On Jun.17.2009 at 09:49 AM

Scott’s comment is:

Icon and typography are fine.

Worst. Tagline. Ever.

Or, at least takes the cake for worst of 2009. You're a real estate company. Not financial consultants. Or, analysts. Or, accountants. Or, academics. And so forth ...

On Jun.17.2009 at 09:58 AM

Sand’s comment is:

At the risk of sounding like a client - Maybe you could combine the two logos to make something better? HAH!

I actually like the symbol on the original logo, and while the typography has character, that ampersand gives me sharp chest pains.

I prefer the type on the redesign, but think the tagline is weaker than the original. I also like the stronger shade of yellow.

Throw in a gradient tho and the whole thing will smell like Symantec ;)

On Jun.17.2009 at 10:01 AM

Ethan Allen Smith’s comment is:

It's odd that they would move away from slab serif when everyone else on Earth is moving toward it. They had a perfect opportunity to build on their old identity with a little "neener neener, we were first!" added in for good measure.

On Jun.17.2009 at 10:14 AM

Jonathan’s comment is:

I freaking loved the type on the old logo. Its such a unique slab face that you could pick this logo out anywhere. The new mark is typical, neutral and safe.

On Jun.17.2009 at 10:15 AM

James Re’s comment is:

I like it. Like Nick said above its interesting. First instinct is "I kind of want to know what insights created that bridge" The Yellow is great and even though its Yellow and Black i am not immediately drawn to the honey bee trap (and a sticky trap it is, heh). My only real issue is the vertical alignment of the type, seems a bit awkward.

They get a "Good job." from me!

On Jun.17.2009 at 10:49 AM

stefano picco’s comment is:

Combine the old symbol with the new typo - that will be great :P

On Jun.17.2009 at 11:47 AM

Chris M’s comment is:

@Stefano picco: I totally agree.

On Jun.17.2009 at 11:55 AM

David’s comment is:

Look's like every logo from a local St. Louis business

On Jun.17.2009 at 11:56 AM

Christian Palino’s comment is:

Nick’s comment is: As far as the comment Christian made on the mark lacking a definition of what the client does; I don't think you necessarily have to spell out exactly what a company does in the logomark.

I'm not implying that one needs to spell out what the company does, certainly none of us would be rallying around a generic illustration of property. However I do think that some connection, semantically or syntactically, would go a long way toward making this mark more memorable. And no, the bridge does not achieve that, it is just too much of a stretch to even get close to a connection.

On Jun.17.2009 at 12:32 PM

Stuart’s comment is:

I don't mind the new logo but the tagline is ridiculous. What is it with companies trying to become so generic and safe these days?

On Jun.17.2009 at 12:35 PM

Joey V’s comment is:

The old logo always looked thrown together to me. I had no idea they were one of the world’s largest commercial real estate services. I assumed they were a local company. Their new logo, while sorta unexciting, actually makes them look national.

On Jun.17.2009 at 12:45 PM

Ryan’s comment is:

I actually like the new logo. The biggest complaint that I have is that horizontal line running through the middle of it looks like an after thought...the client wasn't sure if anybody would "get" that it was a bridge, so they needed reassurance by adding the "ground" on the other side.

I am not a big fan of the new typeface...looks too generic. The old type would work fine with this new mark, but I loathe that ampersand. Change that to the sans serif that is used here and presto!...a better mark in my opinion.

On Jun.17.2009 at 12:54 PM

craig ’s comment is:

McDonald's

On Jun.17.2009 at 02:52 PM

Paul Lloyd Johnson’s comment is:

Someone beat me too it (craig) but I instantly thought:

"i'm lovin' it"

On Jun.17.2009 at 02:56 PM

Gary’s comment is:

At least they 86'd the word "solutions". I throw up in my mouth a little every time someone uses it.

On Jun.17.2009 at 04:08 PM

Tre’s comment is:

If the Gateway Arch was in Pittsburgh, it would look like that. The typeface is very bleh, could have used a bit of the old one like Armin said.

On Jun.17.2009 at 05:45 PM

Glenn Sakamoto’s comment is:

What was wrong with the original? It wasn't perfect, but at least it wasn't bland...

On Jun.17.2009 at 06:17 PM

Jd’s comment is:

from insight to a bridge, what a boring connection. the horizon line is just screwing up the whole thing. oh wait the tagline did that already. the colors rock though.

On Jun.17.2009 at 08:28 PM

baddrawingblock’s comment is:

Glenn Sakamoto’s comment: What was wrong with the original? It wasn't perfect, but at least it wasn't bland...

haha thats the problem isn't it.. if the starting point was something like this and the client comes to you looking to update their look, its really hard to just clean up their block serifs and present it back to them.

On Jun.17.2009 at 11:15 PM

John Mindiola III’s comment is:

Damn. I love the old Grubb & Ellis mark. Earlier today, I drove past a sign with that logo on it, and just loved on it for a few seconds. Damn. All the work that these great typographers have done in creating these ultra-cool and sleek sans serif typefaces, and now we're all just totally bored by them. Go figure.

On Jun.18.2009 at 12:10 AM

arvind’s comment is:

it has a universal appeal, why trash it - its hard working

On Jun.18.2009 at 12:43 AM

Felix S’s comment is:

Hmmm... How does this translate into Black-and-White?

On Jun.18.2009 at 01:19 AM

Tim Gengler’s comment is:

While I can appreciate the uniqueness of the previous font within its field, I've seen that kind of text done (badly) so many times in technology and industrial settings that I'm happy to see it lose popularity.

Yes, the new logo plays it safe, but it's nice, clean, professional, and inviting, thanks in no small part to that delightful color combination and relaxed kerning.

Like others, though, I don't "get" what they are going for with the tag line.

On Jun.18.2009 at 03:12 AM

Manolis Gerasidis’s comment is:

The slogan could be: "From In-sults to Re-sight" as well and it still wouldn't change anything!
The new mark is really badly executed, bad curves, problematic when printed in b/w. The type treatment is rather "tasteless" and the whole "composition" of makr/type is really bad.

On Jun.18.2009 at 10:27 AM

Mark’s comment is:

It's an ok logo, but what is the bridge supposed to mean? I don't get it.

On Jun.18.2009 at 01:58 PM

Bill M’s comment is:

I agree with the comments of several others: As a St. Louisan, my first reaction was "this MUST be from St. Louis" as so many of our businesses use the Gateway Arch in their logos.

On Jun.22.2009 at 09:59 AM

Levinson Axelrod’s comment is:

The logo won't stand out as much, however I think as an alternate purpose to this was to make themselves look fresher, and cleaner. A job I think they do quite well.

On Nov.09.2009 at 01:50 PM