The update gives the greater Los Angeles area offices a more flexible mark to use across today’s mediums while also aligning with the Coldwell Banker core brand
Coldwell Banker Realty Greater Los Angeles unveiled a new look and logo, as part of the Coldwell Banker Global Luxury® international rebrand. The refresh marks the next stage of “Project North Star,” Coldwell Banker Real Estate’s multi-year transparent rebrand.
The alignment of Coldwell Banker Realty Greater Los Angeles with the new visual identity of the Coldwell Banker Global Luxury program creates a unified voice in reaching both the mainstream and affluent customer and establishes a modern logo for today’s mobile, social and digital marketing environment.
To arrive at the new look, Coldwell Banker Global Luxury conducted a global quantitative survey of three potential logos in the top four countries for the program: Spain, France, Italy and the United States. Top terms attributed to the logo were: Modern, Innovative, Unique, Trustworthy, and Stylish.
The brand also conducted formal focus groups comprised of group interviews, anonymous surveys, and one-on-one sessions with Luxury Brand Ambassadors across 10 countries, as well as with top agents and brokers from across the Coldwell Banker Global Luxury network. This was to ensure full stakeholder engagement and helped crystalize the findings of the global consumer study.
QUOTES
“Our affiliate agents truly understand luxury as demonstrated by the massive luxury sales counts and having represented sellers and buyers in some of the biggest record sales in the world. We look forward to showcasing the new, innovative visuals of the Coldwell Banker Global Luxury program. This rebrand is a modern expression of luxury real estate and aligns beautifully with the power and recognition of the Coldwell Banker brand as well as the experience of a global luxury agent base with even a most discerning clientele.”
- Jamie Duran, president of Coldwell Banker Realty Southern California.
“I represent some of the most iconic and luxurious properties and it is essential for my personal brand to be aligned with a company that is recognized worldwide for its professionalism, superior service and reputation. This new branding represents all this and will make a positive impact on my business in my market and around the world. I am proud to serve as a Coldwell Banker Global Luxury Ambassador.”
- Jade Mills, president, Jade Mills Estates, and the International Ambassador for Coldwell Banker Global Luxury
“Research shows consumers closely associate the Coldwell Banker name with luxury real estate – after all, the Coldwell Banker brand sold more $1M+ homes in 2019 than any other national real estate brand. The Coldwell Banker Global Luxury name aligns the power and recognition of the Coldwell Banker brand with legacy in luxury to truly showcase the program for what it is: a leader in delivering excellence, performance, and refinement. And with this rebrand, we proudly continue our service with some of the best affiliated agents in the world.”
- Craig Hogan, vice president of Luxury at Coldwell Banker Real Estate
Coldwell Banker affiliated companies, and their 2,800 offices worldwide, are expected to fully rebrand over the course of the next two years.
Coldwell Banker Realty in Southern California, the No. 1 residential real estate brokerage in Southern California, operates 61 offices with approximately 4,189 affiliated agents. Real estate agents affiliated with the company are independent contractor agents and are not employees of the company. Coldwell Banker Realty is owned by a subsidiary of Realogy Holdings Corp. (NYSE: RLGY), the largest full-service residential real estate services company in the United States. For more information, visit ColdwellBankerHomes.com. CalDRE #01908304.
