Coldwell Banker Real Estate has now landed on a new look to guide the company into a new era. Six months after previewing a new logo and identity, Coldwell Banker Real Estate revealed its finalized design based on lessons learned from its “transparent rebrand” as it continues to shape the brand’s future. Based on initial field testing, the new logo was updated to include the “Coldwell Banker” wordmark displayed with the new “CB North Star” icon.
Coldwell Banker® brand said it chose a novel approach to its rebranding process with the concept of a “transparent rebrand.” The past six months have been filled with testing, iterating and perfecting the new brand identity. Four companies served as beta testers, identifying the best practices and signage design that will guide the global roll-out in 2020.
“For a franchise brand, I believe that a transparent rebrand process is necessary, and this process has been enlightening. Companies that declare a rebrand is happening and don’t leave room to test in real-world scenarios put themselves at a disadvantage,” said David Marine, chief marketing officer, Coldwell Banker Real Estate LLC.
The CB North Star mark, which symbolizes the brand’s position as a guide for clients and a leader in the real estate industry, is now featured in the brand’s new logo and its corresponding identity standards will be featured on yard signs, marketing materials, office concepts and a full suite of branded apparel.