Interbrand Develops New Brand Identity for Berkshire Hathaway HomeServices
The new franchise aims to redefine the future of the real estate industry
New York, New York (20 March 2013) – Interband, the world’s leading brand consultancy, today revealed the new corporate identity for Berkshire Hathaway HomeServices – the new real estate franchise brand of HomeServices of America, Inc., a Berkshire Hathaway affiliate, and Brookfield Asset Management.
The introduction of the Berkshire Hathaway HomeServices brand marks that, for the first time, Berkshire Hathaway, led by Warren Buffett, has placed its name on a consumer-facing brand. Berkshire Hathaway HomeServices unites proven operational excellence, demonstrated integrity, and the reputation of Berkshire Hathaway – one of the world’s most admired companies, according to Fortune’s 2012 ranking – to deliver its real estate franchise offering in the market.
Commenting on the new brand, Interbrand’s Executive Creative Director, Chris Campbell, said: “At a time when Americans are feeling more optimistic about the housing market, there is a belief that having a good realtor is more important than ever before. As such, in creating the identity, our goal was to convey that the Berkshire Hathaway HomeServices brand stands for leadership, trust, and accountability in the marketplace.”
To create an identity that would stand apart from the dominant red-and-blue branding used in much of the real estate industry, Interbrand deployed a two-tone color scheme of cabernet and crème. The richness of the cabernet in combination with the softer crème tone gives the identity a distinctive character, while also providing a sense of elegance and authority. An emblem was also developed, adding a shape element into the system while also functioning as a shorthand variation of the logo, encircled as ‘BHHS.’
“The new Berkshire Hathaway HomeServices brand identity is smart, distinctive and versatile for all markets and price ranges, said Earl Lee, CEO of HSF Affiliates, “It will serve as a vital asset as we work to build a global network of expertise and leadership into markets in Europe, Asia, and around the world.”
Based Irvine, California, the Berkshire Hathaway HomeServices franchise network will be available in the marketplace later this year and the new identity system will be rolled-out across lawn signage, on corporate business cards, and it will also appear on the company’s corporate website in late 2013 and early 2014.
Founded in 1974, Interbrand is one of the world’s largest branding consultancies. With nearly 40 offices in 29 countries, Interbrand’s combination of rigorous strategy, analytics, and world-class design enables it to assist clients in creating and managing brand value effectively, across all touchpoints, in all market dynamics. Interbrand is widely recognized for its annual Best Global Brands report, the definitive guide to the world’s most valuable brands, as well as its Best Global Green Brands report, which identifies the gap between customer perception and a brand’s performance relative to sustainability. It is also known for having created brandchannel.com, a Webby-award winning resource about brand marketing and branding. For more information on Interbrand, visit interbrand.com.
About HSF Affiliates LLC
Based in Irvine, Calif., HSF Affiliates LLC operates the Prudential Real Estate and Real Living Real Estate franchise networks and the future Berkshire Hathaway HomeServices of America, Inc., the nation’s second-largest, full-services residential brokerage firm, and Brookfield Asset Management, a leading provider of real estate and relocation services, technology and knowledge.
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