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An overhaul of Century 21’s brand and logo is coming to reposition the agency after nearly 50 years of operating.
Century 21 Australasia is set to announce a new logo and a repositioning of the its brand at this year’s annual convention.
The announcement follows on from an international rebranding campaign where global president and CEO Nick Bailey introduced a refreshed colour palette and embraced a shortened brand name.
Chairman and owner of Century 21 Australasia Charles Tarbey said that the new identity was a part of the brand’s evolution in the region.
“The new brand is built around our new standard of defying mediocrity and delivering extraordinary real estate experiences to consumers,” Mr Tarbey said.
Mr Tarbey said that the logo was reflected on the iconic brand but also pointed to the future in a fresh way.
“The new logo pays homage to the iconic nature of the Century 21 brand across the world but also points to the future with a fresh and vibrant outlook,” the chairman said.
The new look of Century 21 allows members to let their styles shine through while still providing the timeless gold standard that consumers have come to expect.
Mr Tarbey said that the logo has also shortened to project a modern image and better reflect how consumers describe the brand.
“It was also pleasing to see that the logo will be shortened to C21, as other businesses have had a great deal of success shortening their names and capitalising on how consumers describe their businesses,” the chairman said.
The rebrand will also update Century 21 offices to have a modern upmarket feel in keeping with the brand’s offering to the market.
A cross-channel campaign is expected to be announced at the Australasian convention, with the aim to build excitement around the new update.
“When the rebranding announcement was delivered in front of over 2,400 Century 21 agents in Florida, our global CEO received a standing ovation from the entire crowd. The passion and excitement in the room was palpable,” Mr Tarbey said.
He said that the Australasia convention was hoping for a similar response at their event this year.
“We are hoping for a similar response at [the] convention when we detail the rollout of the rebrand across Australasia, what it means for franchise owners moving forward and the powerful campaign we have planned to support the project and new visual identity,” Mr Tarbey said.
Mr Tarbey added that this was the time for evolution and it was an exciting time for the brand.
“Century 21 was always focused around delivering positive and modern real estate experiences to consumers. This is the next evolution of that promise and we couldn’t be more excited about the future.”
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