The Team looks to “humanise” Rightmove in rebrand

The new brand has been designed to symbolise the brand message “find your happy” by giving it a sense of direction and “humanity”.

rightmove_logo

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.

“Human warmth”

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.

rightmove_symbols

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.

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Comments
  • Jo Hedger December 8, 2016 at 5:27 pm

    Nice work, it’s about time the updated their brand to this century. What’s the full story behind it?

  • Neil Littman December 9, 2016 at 10:15 am

    Hi, I like this new look and think this update is not before time. I worked on some design work for Rightmove via an agency back in 2014 and even back then wasn’t keen on the branding expecially the way ‘find your happy’ didn’t sit with the logo. Looks much more integrated. Well done.

  • Dan Shaw December 9, 2016 at 10:51 am

    Christ if I hear or read the word ‘humanise’ once more after a rebrand I’m going to climb into a bath with a toaster. Its utter nonsense and means nothing in my opinion. Its that old cliche ‘bull**** baffles brains’.

  • Chris Harrison December 9, 2016 at 10:53 am

    It’s a nice, clean graphic refresh of an identity that was looking a bit tired. I wonder if the brand language lets it down? ‘Find your happy’ is very saccharine. This type of language already feels a little dated to me.

  • Suzanne Taylor December 12, 2016 at 11:42 am

    Have to admit that my first thoughts were ‘habitat logo’, that said, it’s a massive improvement & I particularly like the colour combos.

  • AB December 13, 2016 at 11:21 am

    I do like it however I think this kind of overly simple branding is going to get tired very quickly. Where else can it go? I also think the strapline is too big. But what do I know?

  • Alexis December 17, 2016 at 9:19 pm

    Black and cool mint are the antithesis of warmth and happiness? And it cries out for an even softer typeface to my eyes.

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