Real-estate teamGreater Toronto
Keys,
made easier.
Getting your keys easier and safer with Chen
00The project
- Client
- The Chen Team
- Industry
- Real estate
- Year
- 2020–2021
The Chen Team is a real-estate team in the Greater Toronto Area. In 2020 we gave it a name people remember: an old key run through the H of CHEN, a keyhole cut into the C, and a promise to go with it — getting your keys, easier and safer. Then we carried it onto every card the team hands out and every sign it puts on a corner.
- Logo in four lockups
- Logo book
- Team business cards
- Open House boards
- For Sale & direction signs
- Presentation folder
01Identity
A key run
through the name.
The key stands in for the crossbar of the H, so the name and the promise read as one word. Where space is tight, the C closes around a keyhole on its own. The logo book set out four lockups — horizontal, stacked, the compact mark, and a framed square with TEAM in gold — each in colour, black and reversed.
Red#ED1C24
Black#231F20
Gold#C5AD62
The C opens to the right and the keyhole sits dead centre in its counter — small enough for an avatar or a pin, and still unmistakable.
02Cards
Every card
ends on the key.
Every agent on the team shares one front — portrait, name, the stacked logo, a black band along the foot — and one of two backs, white or black, with nothing on it but the C and the promise. The fronts carry personal photographs and phone numbers, so only the backs are shown, re-set from the 2020 files.
Getting your keys easier and safer with Chen
Getting your keys easier and safer with Chen
Card backs · white and black · 3.5 × 2 in.
Getting your keys
easier and safer
with Chen.
03Signs
Read from
across the street.
Open House boards, For Sale signs, arrows for the corner: red carries the message, black carries the name, and the arrow is as big as the board allows. The sandwich board’s two faces point opposite ways, so traffic from either direction is sent the right way. The printed boards also held the agent’s photograph, phone numbers and the brokerage’s logo; here they are re-set with the brand alone.
- Saturday
- Sunday
- Address
Finding your perfect ONE here
- Saturday
- Sunday
- Address
Finding your perfect ONE here
FOR SALE
Getting keys easier and safer with your CHEN
Finding your perfect ONE here
The lawn sign gives the square logo the middle of the face: FOR SALE on red above, the team’s line on black below. Three bands, one job each.
The Chen TeamReal estate · 2020–2021