CUSHMAN & WAKEFIELD.

When Cushman & Wakefield merged with DTZ, the two combined companies became one of the largest real estate services firms on the planet. Management decided that the new company would operate under the iconic Cushman & Wakefield name, and we were hired to evolve the brand identity. We took into account the rich legacies of both organizations and created a new logo reflective of a forward thinking, highly sophisticated global company that is an admired leader in its industry.
 

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CUSHMAN & WAKEFIELD.

When Cushman & Wakefield merged with DTZ, the two combined companies became one of the largest real estate services firms on the planet. Management decided that the new company would operate under the iconic Cushman & Wakefield name, and we were hired to evolve the brand identity. We took into account the rich legacies of both organizations and created a new logo reflective of a forward thinking, highly sophisticated global company that is an admired leader in its industry.

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AN EVOLUTIONARY APPROACH.

In the process of developing the new identity we explored a variety of directions, some of which introduced a completely new visual language for the brand identity and some that simply modernized the existing Cushman & Wakefield identity. After evaluating the equity of the existing Cushman & Wakefield logo it became apparent that it would be better to make changes that were evolutionary as opposed to revolutionary.

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SIMPLIFICATION
SUGGESTS
SOPHISTICATION.

The final solution extracted and simplified the essential elements of the two logos—a globe, buildings, and a square. The globe shape was eliminated and the icon instead focused on the building shape. We also evolved the typography by making it lighter and more elegant. Additionally, we updated the color scheme by using the DTZ red—which is brighter than the original Cushman & Wakefield red. This was also helpful considering.
 
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A COLLABORATIVE APPROACH LEADS TO GREAT RESULTS.

The entire project was completed in one month—a timeline that would not have been possible to meet unless we engaged the client in a very collaborative manner. We worked side by side with the management teams at DTZ and Cushman & Wakefield, evaluating options, making changes and decisions together. The final logo is the result of this collaboration and represents a fresh, new and more contemporary style for Cushman & Wakefield—reflecting the spirit of the new global company. According to Tod Lickerman, Global President of Cushman & Wakefield, “The new logo is being met with solid support and positive comments from our global leadership and our clients. We are very happy and excited about the new logo and how it modernizes our vi-sual identity. It was a pleasure working with you and your team on the project”.

NOTE:

Please note that this work was delivered under Alfredo Muccino’s leadership while he was the Chief Creative Officer at Liquid Agency.