The Science & Psychology Behind Real Estate Logos and Brands

RE:Tech › Insight › Qualified Metrics

The logo, font, and color used by some of commercial real estate's biggest brands aren't chosen at random. 

When it comes to outward facing industries, like real estate, developing a brand through logo design is vital to what your company stands for. The power of nonverbal cues to evoke an emotional response can have a powerful effect on the way clients, customers, and potential clients view your company. A powerful logo may look simple but there's nothing simple about creating an effective logo.

Using color and font psychology & qualitative research, RE:Tech gains insight on some of today's leading commercial real estate's firms and the psychology behind their logos.  

LOGO COLOR:

  • RED 
    Color Psychology: Excitement, Bold
     
  • BLACK
    Color Psychology: Neutral, Balance

TYPE FACE:

  • SERIF
    Font Psychology: Tradition, Respect

Logo Psychology:
NGKF's logo represents a Bold yet Balanced company that's rooted in Tradition and Respect.


LOGO COLOR:

  • RED 
    Color Psychology: Excitement, Bold
  • GREY
    Color Psychology: Neutral, Balance

TYPE FACE:

  • SANS SERIF
    Font Psychology: Stability

Logo Psychology:
Cushman & Wakefield's logo represents a Bold yet Balanced company that's overall rooted in Stability.


LOGO COLOR:

  • GREEN
    Color Psychology: Calm, Peaceful

TYPE FACE:

  • SERF
    Font Psychology: Traditional

Logo Psychology:
CBRE's logo represents a Calm yet Peaceful company that's overall rooted in Tradition and Respect.


LOGO COLOR:

  • RED
    Color Psychology: Excitement, Bold
     
  • GREY
    Color Psychology: Neutral, Balance

TYPE FACE:

  • SANS SERIF
    Font Psychology: Stability

Logo Psychology:
NGKF's logo represents a Bold yet Balanced company that's overall rooted in Stability.