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New Logo for Cushman & Wakefield by Liquid Agency
 

before

after

Noted Sep. 3, 2015 by Armin

Industry / Real Estate Tags /

About

(Est. 1917 / Recently completed merger with DTZ) “Cushman & Wakefield is a global leader in commercial real estate services, helping clients transform the way people work, shop, and live. The firm’s 43,000 employees in more than 60 countries provide deep local and global insights that create significant value for occupiers and investors around the world. Cushman & Wakefield is among the largest commercial real estate services firms with revenues of $5 billion across core services of agency leasing, asset services, capital markets, facilities services (branded C&W Services), global occupier services, investment management (branded DTZ Investors), tenant representation, and valuations & advisory.”

Design by

Liquid Agency

Related links

Cushman & Wakefield press release
Liquid Agency project page

Relevant quote
As part of the announcement, Cushman & Wakefield is also unveiling a new visual identity and logo, reflecting the legacy of a trusted global brand, drawing on a wider history, and positioning the firm for the future.

Cushman & Wakefield press release

Images (opinion after)
New Logo for Cushman & Wakefield by Liquid Agency
Before and after comparison with DTZ, who lost their logo, which is not a bad thing.
New Logo for Cushman & Wakefield by Liquid Agency
Logo detail.
Evolution of the logo. Wow.
New brand video. Double wow. Wait for a typographic surprise at the 0:00:16 mark.
Logo unveil to, like, 12 people who clearly don’t know how to react to a logo unveil.
Opinion

This is a bit of a shame, I've always liked their old logo. It was unapologetically corporate but still with enough personality. The globe and building icon was very well executed with the white lines flowing nicely from one into the other and the typography — despite the curved tops — had a strong, groovy presence. The new logo is simply a sterile version of the previous one with the buildings now looking generic and the typography as innocuous as possible. The new logo is not a terrible offense but what little bit of character it had is definitely gone.

PS. Yes, there is a new Verizon logo and I will review tomorrow.

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