In yet another example of how branding is an inescapable reality that all businesses need to address, let’s take a look at multifamily development branding. Not so long ago, simply smashing together a couple of aspirational-sounding words in a fancy script was enough. “The Hills at Forestwood” or something like that.
Potential residents have become more brand-savvy over the years, and branding your development with a great name and a great logo has become an absolute necessity.
Some groups have done this better than others, of course, and in doing so have created a real brand that speaks to their residents.
We’re highlighting four of the best we’ve seen in Dallas so far, and why they’re so successful at conveying a brand personality.
(1800 Main, Dallas)
Boasting a ‘sophisticated urban lifestyle, The Element completely nailed it with this development logo. Rendered in an audacious purple, the simple (yet striking) logo mark is instantly recognizable as a sophisticated riff on the periodic table. It’s elegant, modern, and really stands out as a cool new concept in the world of highrise brands.
The Canyon in Oak Cliff
(Westmoreland Rd, Dallas)
For the Canyon at Oak Cliff, this mixed-use concept plans a focus on modern design and progressive building techniques to create a live-work-play environment for the hot Oak Cliff area. The logo is simply stunning.
A classic type treatment combined with an inspired logo mark construction that simultaneously looks fresh and classic. It’s reminiscent of classic wrought-iron work, but with modern clean sharp edges. I see it used as a design element throughout the development, emphasizing the brand while remaining unobtrusive.
(3031 Hester Ave, Dallas)
A chic high-end complex in the desirable Knox-Henderson neighborhood, Avenue H’s young professional focus comes through in the extremely well-designed logo. The “H” logomark is young and fresh, and does a great job evoking street intersections and tying into the “Avenue” concept. The bold orange used for the logomark provides a nice punch. And the “Opportunity Knox” tagline is a personal favorite — fun without being overtly punny and cheesy.
(1500 Jackson St., Dallas)
Nestled comfortably in the middle of Downtown Dallas, the InterUrban Building really focuses on its historic nature. Trendy loft-style spaces in a turn-of-the-century building naturally lend themselves to a classic brand, and the logo doesn’t disappoint. Rendered as a cameo, the interlocking “I B” mark is stunning, combining a classic concept with a modern minimalist approach. The retro type choices and flourish at the bottom further identify the brand as a modern approach to a historic location.
Just some multifamily branding food for thought.