Property search giant Rightmove has been rebranded by The Team in an effort to humanise the brand and reaffirm its position as the UK’s most popular property website.
Rightmove claims to advertise around 90% of all homes advertised by estate agents across the UK. Started in 1999, the company set out to “help people make the right move”, changing their focus to “find your happy”.
Righmove’s original logo featured an arrow and a house, which had partly evolved to tell the story of finding a happy home.
The Team’s brand strategy director Dan Dufour says that the “find your happy” message “was not being reflected in the visual identity so we had to find a way to further bring it to life.”
The Team was asked to create a new symbol and a design framework, which would work on and offline – including consumer and business-to-business marketing.
A new logo has been designed to inject “human warmth” into the brand. Dufour says: “The best brands always engage on an emotional level and have a distinctive emotional quality.”
According to Dufour the new design is inspired by the sentiment “home is where the heart is”. The “find your happy” message is propagated by rotating the house symbol, giving it a sense of movement and direction.
By softening the edges of both the symbol and the wordmark the brand starts to function in a “more emotional and less rational way”. It sets a precedent for a wider brand framework, which will roll out in the new year and include a set of doodles designed in house.
“While the logo has to work in 2D in its simplest form that doesn’t mean it can’t come to life,” adds Dufour.
Wordmark in Effra
A new colour palette moves away from a conservative blue and green, replacing it with turquoise, a brighter blue and a cherry red where the home symbol is made to look like a heart. The wordmark has been softened and is now set in Effra.
The rebrand follows a redesign of the Rightmove website over the last year, which has been led by its in-house team.
The new identity will roll out from 13 December.