Popular property portal Rightmove has signed off on a new look, created by branding and comms firm The Team with a remit to “humanise” the website and its “Find Your Happy” slogan.
Revealing Rightmove’s refreshed look in Design Week magazine, The Team’s brand strategy director Dan Dufour said 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.”
Marketers have replaced the familiar arrow house logo with a brighter and more icon-like outline with softer edges and rounded corners, designed to work as effectively in the digital realm as in the real world, for both consumer and B2B purposes. It’s got more “human warmth” than before, claims Dufour, having been inspired by the sentiment “home is where the heart is”.
Rightmove’s staid blue/green colour palette is being upgraded to something more vibrant, in keeping with the overall messaging. The new blue is brighter; turquoise takes over from blue, and a dash of cherry red injects some vim – and makes the house symbol look a bit like a heart.
The new logo – still based around an arrow and a house – will be used in different orientations, with rotation meant to “give it a sense of movement and direction”.
This rebrand follows Rightmove’s website overhaul of last summer; a wider brand framework based on these softer edges will be rolled out in the new year.