When two of the largest real estate service firms on the planet decide to merge, an evolution in brand identity is imperative. This was the case when Cushman & Wakefield and DTZ joined forces, selecting Liquid Agency to blend the two rich legacies of both organizations into one cogent, sophisticated logo reflective of a forward-thinking global company. The solution took form not as a revolution, but as an evolution. By extracting and simplifying key elements from each firm’s respective logos, the globe was eliminated and the building shape took on more prominence. In addition, Liquid updated the color palette utilizing the more vibrant DTZ red, which was helpful considering that, for legal reason, the new logo would need to be paired with the DTZ logo in Europe and China.
Working side by side both Cushman & Wakefield and DTZ—Liquid delivered a fresh, contemporary style for this newly merged company.