The brand refinement is being launched globally at the same time as in the international network: It will include a new systematic logo, the brand architecture and other components of the overall design system to emphasise the design’s “digital first” approach.
“I am very proud of this milestone. The new branding reflects the evolutionary development of our company, which has grown successfully around the globe in recent years and continuously becomes more digitised – without losing sight of its identity and core values. The new wordmark and the iconic, now detached villa combine both heritage and modernity, while being clear and timeless,” says Christian Völkers, Founder and Chairman of the Advisory Board of Engel & Völkers.
The brand refinement has been implemented in an intensive two-year development process, partnering with the renowned international design agency Saffron and the typeface design studio Dalton Maag.
While the real estate industry is constantly evolving in response to growing demands, market fluctuations and advancing digitalisation, the corporate values of Engel & Völkers have endured for more than 40 years: “Competence, exclusivity and passion are the core components that make up our distinctive brand identity.
Our culture and the high-quality standards of our real estate agents are rooted in these values – always striving to provide our clients with the finest possible service. Our new branding reflects the new zeitgeist, all while ensuring that the brand functions as a strong recognition factor for all stakeholders,” says Sven Odia, Global CEO of Engel & Völkers.
The most significant changes to the brand include modifications to the logo and the creation of a custom typeface. The iconic villa at ‘414 Elbchaussee’ in Hamburg, the façade of which formed an integral part of the brand logo in the past, has been adapted and detached from the traditional wordmark.
A special typography has been developed for the wordmark, which reflects the unique premium character of Engel & Völkers with its modern simplicity – as well as being optimised in both the digital and analogue environments.
“We pursued the mission to refine our brand digital first and scalable to support the company’s growth while reflecting premium positioning – celebrating the strong heritage of our brand and taking it into a new era. Our project was dedicated to creating a living design system and the infrastructure for distributing the new assets, which are proprietary to us. With a scalable architecture, our bespoke typeface and high flexibility in the layout system as well as a new brand platform we will enable our network to create a coherent and advanced experience for our clients worldwide,” says Lara Maier, Head of Brand Management at Engel & Völkers, and adding: “For local touchpoint application the design system as well as the guidelines for a coherent brand presence in the digital environments like social media as well as property shops, outdoor activities, print and merchandise will be accessible for the Engel & Völkers network via the new brand portal.”
In the future, licence partners will make the necessary adjustments for their local brand presence in an iterative process.
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