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New Logo and Identity for Barfoot & Thompson
 

before

after

Noted Jan. 8, 2020 by Armin

Industry / Real Estate Tags /

About

(Est. 1923) “Barfoot & Thompson is New Zealand’s largest privately owned real estate company, still run by the Barfoot and Thompson families after 95 years. Our more than 1,700 salespeople in over 75 branches sell Residential, Lifestyle/Rural and Commercial real estate throughout Auckland and Northland. Residential Property Managers operate from over 70 of our branches.”

Design by

BIG Communications and Simon Byers Design (Auckland, New Zealand)

Related links

Barfoot & Thompson press release
BIG Communications project page

Relevant quote
“The logo has progressed into a cleaner, geometric font, with a more vibrant colour palette, and we’ve shed the ‘blue box’ that once contained the main elements. Key to the new look is also the ampersand, which is given pride of place and prominence to the right of the lockup. “The ‘and’ is at the heart of the Barfoot & Thompson story, highlighting the two founding families which still own and manage the company today. “It is also a signal of the culture of the business, which values people, family, diversity and community at its core.” Flowing from the base design, there are also distinctive sub-logos and accent-colours to represent the company’s many other business divisions, giving each their own visual identity.

Barfoot & Thompson press release

Images (opinion after)
New Logo and Identity for Barfoot & Thompson
New Logo and Identity for Barfoot & Thompson
Logo in stacked and horizontal lock-ups.
New Logo and Identity for Barfoot & Thompson
Sub-brands.
New Logo and Identity for Barfoot & Thompson
Icon.
New Logo and Identity for Barfoot & Thompson
Guidelines.
New Logo and Identity for Barfoot & Thompson
New Logo and Identity for Barfoot & Thompson
Print materials.
New Logo and Identity for Barfoot & Thompson
New Logo and Identity for Barfoot & Thompson
Ads.
New identity introduction video. A must-watch. The good stuff begins at the :40 mark.
Opinion

Imma be honest: I am mostly posting this because of the introduction video, which is a genuinely ambitious way of announcing a redesign but that, because of its execution, turned out genuinely cheesy. From the sound effects to the music score to the visual effects, they are all actually well done but also endearingly naive. I’m honestly impressed by the effort and concept but really wish it had turned out not so much like a parody. Since we are here, though, let’s talk logos. The old one was more or less fine but looked more like a law firm and had a fairly thick ampersand, most likely the result of it simply being scaled to be that size. The new logo switches to a meh-ish sans that’s caught somewhere between wanting to be Art Deco and techie with its angled “T”s — it’s not exactly pleasant but it’s not terrible, I guess. The ampersand, though, is kind of terrible, with a rather aggressive and pointy look that’s exacerbated by being so big, especially in the stacked configuration. To its credit, its thickness is correct and well proportioned to the letters. The applications are fairly dull and generic but at least have a decent idea in the cropped images following the angle of the ampersand. Overall, this still feels too cold and lawyer-y for a real estate company and the execution on all fronts leaves a lot to be desired.

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Comments


Logo Before & After
Sample Application

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