A while ago I participated in designing
a campaign to celebrate “125 years of Harcourts”
Concept 1
My first concept is based on ‘GROWTH & UNITY.’
It begins with a single unit of house, a strong symbol of what
Harcourts is all about- an international real estate brand that
has helped countless individuals find their dream homes and
investment properties. As the single unit connects
and expands it symbolises the growth of
the company over the years.
The logo is clean and minimal, formed from
geometric shapes and retains the signature brand colour,
whilst the logotype is more handwritten and celebratory,
adding a human touch to the campaign.
From one core unit of a house the logo morphs into ten larger houses. Each ‘house’ represents Australia, New Zealand, Botswana, China, Fiji, Hong Kong, Indonesia, South Africa, Zambia and the USA – the Harcourts of the World.
The overlapping houses represent one large family, reinforcing the sense of ‘one team’, with the same brand philosophy and ethics.
The fading of colours as well as arrow-like shapes suggest the continual growth of Harcourts with indefinte potential!
For supplementary logo, the houses interlock to form a tight fabric of Harcourts, creating one large team that is
well connected and communicates.
The pattern also symbolises the company history and
Harcourts’ many achievements over the past century.
The interconnecting spaces between the houses
forms arrows, signaling further growth in future.
Campaign Simulation :
Concept 2
My second concept is based on
‘BUILDING BLOCKS & LINES’
I studied the map of existing Harcourts offices around the world, stemming from NZ and reaching far corners of the globe. I mapped the growth of Harcourts with lines that inspired my second concept.
I also incorporated the outlines of living spaces, slanting roofs and houses for supplementary logos that emphasize the key theme of ‘lines’.
Supplementary Graphics:
For supplementary logos I was inspired by the childhood game
‘Tetris’, where irregular shapes fit together like a puzzle
to form one large block.
It symbolizes how different people, departments
and offices work together to form one large team
that builds Harcourts into a successful, global brand.
Campaign Simulation :
Although my designs didn’t make it through the final round
it was a great experience nonetheless!
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Please note these are the independent thoughts of Charmaine Ng for design opportunity consideration. The designer retains the ownership of all original artwork & concept ideas, whether preliminary or final, unless express release is given in writing.
all images © Lillie Brennan 2013
