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New Logo for Coldwell Banker by Siltanen & Partners



Noted Mar. 20, 2019 by Armin

Industry / Real Estate Tags /


(Est. 1906) “The Coldwell Banker brand is the oldest and most established residential real estate franchise system in North America. In fact, in many ways it was the original real estate “start up.” Founded by young entrepreneurs Colbert Coldwell in 1906 and later Benjamin Banker, Coldwell Banker changed the way people bought and sold homes across America, ultimately becoming one of the most trusted real estate brands in the world. More than 100 years later, the Coldwell Banker network is still continuously recognized for its innovation and leadership across 3,000 offices in 49 countries and territories.”

Design by

Siltanen & Partners (El Segundo, CA)

Related links

Coldwell Banker blog post
RISMedia story

Relevant quote
The most striking addition to the logo is the star in the top right corner. The CB North Star symbolizes the brand’s position in real estate as a consistent, reliable presence guiding us all home. The new CB North Star mark is a visual representation of the brand’s commitment to excellence. It is clean and simple, yet elegant. It is modern, but still pays homage to the brand’s storied 113-year history. The North Star also symbolizes the Coldwell Banker® network. Even in a new real estate landscape, agents remain a constant, guiding consumers as they navigate the home buying and selling process.

A transparent rebrand is a bold approach. This undertaking is the brand’s commitment to ingenuity in action, in this case doing things differently for the right reasons. The brand will test the new logo in real-world scenarios providing an opportunity to collect feedback. Based on the results and data collected, the brand will modify and refine materials including marketing collateral, building signs and yard signs to create a final product that represents the brand and meets the needs of the network. In keeping with the transparent process, the brand will release updates periodically on its social channels. The brand believes that this phased approach will best serve its brokers and agents, because it allows them time to plan for the transition that will begin in January 2020, while also giving them a voice in the process.

Coldwell Banker blog post

Images (opinion after)
New Logo for Coldwell Banker by Siltanen & Partners
New Logo for Coldwell Banker by Siltanen & Partners
New Logo for Coldwell Banker by Siltanen & Partners
Interior signage renderings. Only real view of the wordmark.
New Logo for Coldwell Banker by Siltanen & Partners
Logo introduction. DO NOT be fooled by the bland corporate start of the video, things get turnt at the the :50 mark.

The old logo was definitely dated, some of it in a good way, some of it in a bad way. There was a lot of really cool things happening in that typography that a few of them could have easily been rescued and reinterpreted with a contemporary spin with the right guidance and commissioned typographer. Even the old “CB” interlocking monogram had something that could have been salvaged. Instead, the new monogram is a random sans serif with poorly overlapping letters and a star because the redesign effort was nicknamed “Project North Star” and, oh god, someone please punch me in the brain. There is so much spin and pretentiousness in this that it’s hard to take it seriously — a sentiment exacerbated by the introduction video. I try to not swear when writing on Brand New but Holy. Fucking. Shit. That is the most delusional identity introduction video I have ever seen. For a moment I even doubted if this was done with knowing irony but both the cufflink application image and that Coldwell Banker’s agency’s motto on their home page is “It’s time to supercharge your brand”, convinced me that, no, this was done with a straight face thinking that this was going to be super cool. It’s not. Video aside, compared to the recent Century 21 redesign or even RE/MAX this is a very poor redesign that lacks the quality or seriousness these other two competitors achieved in their process. Social media is rarely the place to come to conclusions but the response on their Facebook and Twitter pages — from agents that have to use and rely on the logo for their business — is fully negative and I am 99% sure this logo will be retracted.

Thanks to Michael Cunningham for the tip.

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