Arne Ratermanis


Logo Remodeling: The Redesign of a Real Estate Company's Logo


When is a good time to redesign your logo? In the case of Gentry Commercial Real Estate – the 5-year old company had become a top-tier presence in the Virginia real estate market – their brand had shifted (in a good way) and they had outgrown their old logo. The company understood the need for a new logo. One that would better represent the strong and credible name Gentry had built for itself in the local market place. But, Gentry also saw some value in the old look. They felt some of the design elements represented the company effectively. That’s where a redesign came into play. Here's a look at my process of "remodeling" the company logo.



The client liked the cleverness of the old logo’s use of architectural elements to create the letter G. I did too, but felt there was a better way to accomplish it while conveying a more established, professional look. During the initial round of designs I looked at different ways to combine those ideas.



After presenting the first round of ideas, a logo direction was agreed upon. The next round was spent exploring a few slight reiterations of the design to find the best representation of the concept. From there a final design was chosen.



The client wanted the blue and black color scheme of the old logo but considered adding gold to the palette. After reviewing a few variations they decided against it. They preferred the sharp contrast the blue and black colors provided – giving the logo better visibility on the sale and leasing signs (an important tool in their marketing efforts).



Set on a dark blue, hexagon-shaped emblem invoking strength and tradition, the final logo is made of stylized buildings rising up to create the capital letter G. The bold Palatino typeface was chosen as the logo font for its classic, established feel and easy readability.



The new logo is now an authentic representation of Gentry’s status as a well-respected and trusted name in Virginia real estate – which can only raise the appraised value of the company's brand. :-)