Rebranding a company that has been in business for many years, is no easy task. A company’s brand becomes their identity, and no matter how antiquated a brand is, it can be hard for them to let it go. Lucky for us, the Elkington Group was very excited about a change and they were entrusting us to deliver something new and fresh that could create a new look for the company.
With the logo, we wanted to ensure that the design still maintained a strong business to business feel. We wanted to create something strong, confident, steady and lasting while giving the design a sleek and modern polish. It took many renditions and sketches for us to find the right balance of those descriptors. We were balancing a fine line between too much embellishment and not enough.
In working with the name Elkington, we found a nugget of gold. The E could be manipulated as such to resemble a building. Getting the perspective just right took some adjustments, but the resulting icon was well-received by the client. The rebrand took place in 2013, and Farmhouse designed all new collateral for the company with the new brand.
Farmhouse won a Gold Addy for Best Logo Design for the Elkington Real Estate Group branding design. The company is still one of the premier commercial real estate groups in the Mid-South.