john.riverhills

Brand Overview (What this logo must communicate) This is a real estate brand built on trust, confidence, and long-term value, not flash or hype. The logo should feel established, credible, and intentional—like a brand that plans to be here for decades. We are positioning as a trusted advisor, not just an agent. Someone clients feel safe making big financial decisions with. Brand Personality Core traits Professional Confident Reliable Calm Intelligent Timeless What we are NOT Trendy or gimmicky Loud, playful, or cartoonish Overly ornate or luxury-for-luxury’s-sake Generic “house icon” real estate branding Target Audience Buyers and sellers making serious financial decisions Homeowners who value competence, clarity, and results Clients who want a professional who feels experienced and steady, not salesy Emotional Response the Logo Should Create When someone sees the logo, they should feel: “This person knows what they’re doing.” “I can trust them with a major asset.” “This feels solid and well thought out.” The logo should lower anxiety, not raise excitement. Visual Direction Style Clean, minimal, and balanced Strong structure (symmetry or intentional asymmetry) Simple enough to scale well on signs, cards, websites, and social Typography Prefer timeless fonts (serif or refined sans-serif) Strong legibility Avoid overly decorative or trendy fonts Color Professional, grounded palette Muted or classic tones (e.g., deep blues, charcoal, warm neutrals, subtle gold accents if appropriate) Avoid neon or high-saturation colors Logo Functionality The logo must: Work in black and white Scale clearly on yard signs, business cards, social media, and websites Feel equally strong alone or with a wordmark Still look relevant 10–20 years from now One-Sentence Brand Summary (for the designer) This is a real estate brand that communicates trust, professionalism, and long-term value—designed to feel established, calm, and confident rather than trendy or flashy.