Rebranding Birmingham: A Student Property Case Study
This case study details the total rebrand and logo design for Signature Living, a Birmingham-based property company. The project highlights the strategic design challenge of creating a brand that must appeal to a youthful, modern audience (students) while simultaneously conveying the professionalism and trustworthiness required of a housing provider.
The Challenge: A Modern Identity for the Student Market
Signature required a complete overhaul of their visual identity to move on from a dated look. The core challenge for this rebranding Birmingham project was to create a new identity that was simultaneously “bright, bold, and fresh” to attract and connect with a savvy student demographic, yet it also had to look highly professional and credible.
Marketing to a savvy student demographic requires a unique strategic approach (External link).
The Rationale Behind the Signature Logo Design
This was an enjoyable project that focused on creating something vibrant and different. The solution was built around a modern, geometric emblem paired with clean typography, creating a sophisticated yet approachable logo design.
A Modern, Geometric Emblem
The core of the logo design is a hexagon, which creates the impression of a room or living space. Inside, a simple bed and lamp icon instantly communicates the theme of ‘student living’.
The isometric 3D perspective gives the mark a modern, architectural feel, while the bright, warm colour palette of orange, yellow, and red creates the fresh and energetic vibe needed to appeal to a younger audience.
Balancing "Fun" and "Professional"
While the emblem is bright and playful, professionalism is maintained through the choice of a clean, sophisticated sans-serif typeface for the brand name.
This balance ensures the logo is appealing to its target audience without sacrificing the sense of quality and reliability essential for a property company.
The Outcome: A Fresh and Professional Rebrand
The client was very pleased with the rebrand. The final logo design successfully repositions the brand, making it highly appealing to its target student demographic while maintaining a professional and trustworthy image for their Birmingham property business.
Does Your Brand Need to Connect with a New Audience?
This rebrand shows how design can strategically target a specific audience. If your Birmingham business needs a fresh identity, discover my expert logo design services in Birmingham.
