We are trying to move the brand forward and give it an 'upgrade' / refresh it. Please look at the photos attached as they give lots of visual cues on how we see our core values translated in a logo.
We believe that estate agency, finding homes for people is an ART that comes down to these 3 terms (our core values).
Our 3 core values that are the DNA of the brand:
'Honesty': We believe in the power of being authentic to people. Our clients need to trust us and we have to become a reliable partner to them. This explains the images of nature, purity, open spaces, clean lines, simplicity but with strength...
'Stability': We want our clients to come to us because we make them feel 'stable' and secure. This explains the images of wood, we like the veins/lines in that piece of wood creating a circle, the strength and stability that comes from people locking arms together or building a human castle....being together. We like the dots (like people) becoming together to form a shape...
'Passion': This is the movement, being dynamic, the sparkle of energy and brightness that keeps everyone so driven. This is explained in the images of dancers and their movements..we like the traces/lines that you can see when they move, the curves of their bodies and arms, the sparkles (dots) that come from crackling fire and from fireworks. We have an office in Notting Hill and we think that the Notting Hill carnival also reflects this 'passion' that we are trying to communicate. See the shapes, curves, circles from that drawing.
Also please feel free to upgrade and propose a font for the logo that is timeless and goes along with these three values.