Brown Harris Stevens Evolve Into a New Image of Luxury Real Estate

The rebranding of the brokerage is bold, fresh and minimalistic.


Brands and customers alike, do evolve. Luxury Real Estate meaning has changed in the last decades. Brown Harris Stevens brokerage has always been synonymous of luxury, exclusivity, and the level of white glove service that goes along with it. With a history going back to 1873, the company is claimed to be one of the most respected in its industry.  The firm’s reputation, or more precisely its agents’ reputation, is said to have inspired the new brand identity.

The strong, modern and distinctive identity pairs clean typography with three words that capture the spirit of the firm and its agents: bold, honest and smart. The new logo, made by Pentagram, the world’s largest independently-owned design studio, stacks the name in an architectural three-line configuration and pairs it with a “BHS” symbol. The identity is accompanied by a fresh color palette that includes deep orange (from New York Flag, since they specialize in high-end properties in New York City, the Hamptons, and South Florida), white and shades of grey.

Pentagram also restyled the Brown Harris Stevens website with a design that is easy to navigate and makes the most of great photography, a key element of the new branding, since in Real Estate industry photography of the properties are key.

Comprehensive guidelines were created for the consistent application of the identity across everything from display advertising, brochures, fact sheets, and other promotional materials, to digital marketing and social media, to signage for properties and environmental graphics for the BHS offices. Watch the video to see it all: