Real estatePersonal brand
S for Strategy.
L for Loyalty.
00The project
- Client
- Steve Li Real Estate
- Sector
- Real estate brokerage
- Year
- 2017–2018
A personal brand for a real estate broker. The initials S and L are drawn as a house, with the name set beside them, and the original gave each letter a word: S for Strategy, L for Loyalty. Navy and a warm sand keep it calm on a business card and clear on a listing flyer.
- SL mark and lockup
- Brand colours
- Business cards
- Just Listed flyer
01The mark
Two letters,
one house.
The S carries one roof slope and a chimney, the L stands up as the far wall, and the gap between the letters is the ridge. The whole mark sits on a square grid — fifteen modules wide, fourteen high, every stroke two modules thick — and both roof lines run at nearly the same pitch. Shown below is the original vector file, unchanged, with the grid laid over it.
02Lockup and colour
Navy for the ground,
sand for the mark.
The name stands to the right of the mark in a plain grotesque — “Real Estate” in regular above, “STEVE LI” in bold below, both sitting on the mark’s baseline. Navy is the ground and sand the mark; on white paper the whole lockup turns navy.
RGB 18 33 73
RGB 207 174 134
RGB 173 21 41
03Business cards
One side for the name,
one for the mark.
The back carries the lockup alone, on navy inside a fine sand rule. The front is white: the name large in navy, BROKER in sand, a pale SL behind the name and a navy panel cut on the diagonal. The original front carried a portrait and contact details; here the portrait panel is left empty and the contact lines are shown as grey rules.
3.5 × 2 in · re-set from the 2018 mockup
04Just Listed flyer
One layout
for every new listing.
A letter-size flyer (8.5 × 11 in) that takes the next listing’s photographs and address without changing the layout. Only the layout is shown here: the original’s listing photographs, address, portrait and phone numbers are left out.
- 01
Lockup and promise
The navy lockup and “S – Strategy L – Loyalty” at the top turn the initials into two words.
- 02
Just Listed
A red tab at the top right — the only place red appears.
- 03
Listing photographs
Three photographs cut on one diagonal, the main view taking most of the page.
- 04
Broker band
A navy and sand band cut on the same diagonal: portrait on the left, name and contact details on the right.