The Solution:
Taking design cues from the old mark, we created a new, clean, easy-to-read mark for our client. The new roof motif is a nod to the old mark's triangle, and instead of using a script typeface for 'OWNER,' we chose to tie that word in with the roof motif, thus calling more attention to it without overpowering 'PROPERTIES.' The underscore below 'OWNER' is further transition between the old and new mark and also serves as the conceptual terra firma for the overall house theme in the new logo.

The rest of their identity, including new signs, is far easier to read and will only help them to grow their business by providing a powerful branding identity of their present single base business as well as possible franchise growth.

I will also do a major redesign of their website in the near future.

AFTER:

Alina's Feedback:

Von's new design of the Properties by Owner business collateral is much more commanding and professional-looking than the first identity for a variety of reasons. The typeface and fontsize is larger, bolder, and easier to read. It reads as one unit, and the clever play of the "dot" of the "i" also serving as a window for the house adds additional intrigue and cohesiveness. I like the way he "anchored" the house with the broad underline beneath the word "owners."

The shape of the new house roofline definitely reads as property whereas the previous triangle was rather vague and simplistic.

I also like the color change. Red and black evoke more authority and assertiveness than the previous yellow-orange. Red is also a much more prominent color in the real estate industry, so it reads strongly as being in the real estate profession.

The use of the arrow curser pointing to the company's website address on the business card is a clever way to draw attention to that bit of  information.

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