Central Falls Realty in Dover, NH, formerly a franchise of Century 21, sought a new logo to establish themselves as a newly independent company, but without eroding familiarity with their established customer base.
CONCEPT: To accomplish the goal of reminiscent yet distinct from their former parent company's logo, the still-appropriate underlying concept of a warm-gold roof was carried over, this time styled with more modest, residential architecture. To afford the new logo a stronger sense of ownership by the new company, the illustration is completed with a waterfall, inspired by Cocheco Falls, a relevant regional landmark located near the company office on central avenue in downtown Dover, NH.
COLOR: While the concept of the warm-gold roof was borrowed, a brighter shade of gold was chosen to better compliment the lively blue of the falls illustration.
TYPOGORAPHY: The typeface Palatino was chosen for its nuanced, architectural serifs, and the words of the company name are stacked, right-aligned, providing visual stability that is representative of the reliability one expects from both their home and their realtor.
Many variations of the falls illustration, and a few type arrangements were explored before a final decision was made on the simple strokes with right-aligned type.
Here are just two of many alternate arrangements that were considered during our process but not ultimately used.
