Century 21 has unveiled a rebranding campaign that overhauls one of real estate’s most recognizable icons. The new brand, says the company, was developed around the disconnect between the investment people make in buying or selling a home and the perceived value they receive from finding the right real estate agent who fits their needs.
The campaign is launching with a new visual identity, tv, digital, social and print components, plus an integrated cross-channel media partnership with ESPN. Central to the initiative is a wordmark that features a refreshed color palette which references the familiar gold and black scheme, while also embracing new graphics and eliminating outdated roof and house iconography.
Chief Marketing Officer Cara Whitley states: “Our rebranding campaign is more than a logo; it is recognizing that every broker and affiliated agent has their own way of doing things that work for them, and providing a clean and clear stage for their individual personalities and unique stories to be told.”