(Est. 1976) “Equity Office owns and operates a national portfolio of premier office buildings [over 50 million square feet] in major metropolitan markets across the country. The company is owned by an affiliate of The Blackstone Group, a preeminent global private equity firm.”
Friends (New York, NY)
With the vision and practices in place, we helped transform Equity Office Properties to EQ, developing a new visual and verbal identity that’s rooted in emotional intelligence.
The brand system is informed by context and audience. Every element speaks as clearly to customers as it does to partners.
The photographic direction highlights customer experiences and lifestyle, replacing suits shaking hands and tall glass buildings, to signal change in a traditional industry.
Images (opinion after)
The old logo was very bad with a totally random quarter circle in a square and a very condensed serif that made it look like an office furniture catalog from the 1970s. To our detriment, it means you can have a successful business with a mediocre logo, but I digress. The new logo is very nice and polished, starting with the elegant, geometric monogram. It doesn’t quite mean or convey much, other than it being nice, clean, and professional. Maybe it looks a little diagram-y but that’s a bonus. The wordmark registers on the same level and I like how the tail of the “Q” in the wordmark was made to align with that of the monogram. The applications are crisp and simple, in a sophisticated color palette with some nice details in the production. Overall, the main takeaway is that with the new logo and identity it’s a company I would trust with leasing a million dollars’ worth of real estate from, whereas with the old logo I would have hired a private investigator to make sure they weren’t scammers.