Kelsey Davis, Real Estate Agent
Visual Identity + Signage
Kelsey Davis is an established real estate agent who operates in Huntsville, AL. I previously printed her signs with her generic brokerage branding. However, she desired to develop her personal brand that she could use and incorporate into her real estate business. My goal was to help her achieve this by developing a logo system, social media templates and revamped signage.
Discovery Notes:
Before getting into real estate, Kelsey was an engineer for 10 years.
She uses the tagline: "Engineering precision meets real estate passion."
She wanted a system that was sophisticated, elegant and professional
— not so much cutesy.
Upon further discussion, I got a sense of the kind of work and daily routines of an engineer. From there, I was able take note of a few tools that maybe useful in the ideation of a logo. Those tools included: rulers, pens, pencils, calculators, computer, calipers, measuring tape, lasers, cranes and compressors. These would be useful in combination with ideas I pulled from real estate.
Interesting logo systems and marks that the client ultimately decided to pass on.
↓Chosen Concept ↓
For this concept, I used Kelsey’s engineering tagline as a foundation. The ruler is a representation of precision and a callback to her time as an engineer. The key represents that feeling a family gets when they step into their new home. The 4 quadrants (formed by the key and ruler) fits the establishment year and initials, along with the house.
I chose not to use a script typeface for the full name because this required something that was a bit more clear and legible. The light and airy characteristics of Americana (typeface) balances well with the compactness of the logo mark. Also, the large inner spaces and high cross strokes of Americana lend well to the notion of a house or building.
Set of real estate signs
