We went in to designing the logo with three main points. The first of these was that the logo had to use the right graphic image. Too many property companies will use a door or home as a symbol because it is easily recognisable. We realised that this wouldn’t help Covenant stand out from a crowd as there are already a sea of house and door logos out there.
That is when we came up with the idea for the image to be two people shaking hands. This gives people the perception of business being done. The first thing that most people think of when they see a handshake is that a deal is being struck by two parties. By having this on the logo, potential customers will see it and think that this a company that is able to complete a lot of deals. Maybe they’ll do that for me. There wasn’t so much need for a home to be used as the image due to the “realty” being incorporated as well.
The second point we had to think of was using the right colours. With a property company logos need to be dynamic, attractive and professional. The main colour that we used was red. Red was already in use by Covenant and we decided to keep it. We did this because red evokes feelings such as energy, strength, power and passion in to people. It is also a colour that stands out – especially against the blue – that would make the logo more attractive.