POSTINGS

A Changing Face in Real Estate

OUR VISUAL
For the first time in the firms nearly 100-year history, Cushman & Wakefield has initiated its first global brand refresh. The global company15,000 employees strongredefined the companys culture and elected to change its global branding to better align with Cushman & Wakefields overall vision. Our visual identity change was a direct result of defining our culture, Celine Clarke, global head of corporate communications and marketing, told The Commercial Observer. We took the BRAND BOOK business approach of being simple and disciplined and applied it to our visual identity. Changes to IDENTITY the brand include a complete refresh of the company website, an expanded color palette for use in company communications and a new globally licensed font. Ms. Clarke spoke with The Commercial GLOBAL FONT Observer about the changes and what, specifically, motivated each of them.
Gill Sans, an internationally recognized sans serif font, created in 1928, is Cushman & Wakefields g global corporate p font. C&W has a g global license to use the font and has named the suite Gill Sans for CW to ensure easy access for all employees.

A single global standard for visual identity in all our communications.

GLOBAL COLOR PALETTE

The corporate font, Gill Sans CW, is a new, globally licensed font specific to C&Wrenamed for easy access for employees. It has not been altered [from traditional Gill Sans], Ms. Clarke said. But not many companies have global BRAND licenses BOOK to a font.

CUSHMAN

The most recognizable change to outsiders might be the companys website, which has been completely redesigned for ease of use. Putting the clients first, C&W organized its services by task rather than by company silo. For instance, developers can access a Developers tab that will present content customized for those clients.

Built upon Cushman & Wakefields original brand identity, the global color palette incorporates p p a combination of bold and subtle colors which reflect todays professional business environment. 7 CUSHMAN & WAKEFIELD
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Though C&Ws logo has evolved over the years, the companys current red-andblue shield logo is a well-known brand throughout the real estate worldand for that reason it remains unchanged. In fact, over time, the company may choose to use only the shield on documents, removing the company name. The words may be used in some places and not others, Ms. Clarke said. Eventually, we may want to be more readily identified by the shield.

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Previously allowed the use of just four colors, C&W employees now enjoy an expanded color palette for use on company presentations and other communications. Weve included more blues, more grays and softer beige colors, Ms. Clarke said of the changes.

CUSHMAN & WAKEFIELD

20|SEPTEMBER 10, 2013|COMMERCIAL OBSERVER