On March 5, 2018, “Century 21 Real Estate LLC, franchisor of the iconic 21® brand, unveiled a rebranding campaign that represents a complete overhaul of one of real estate's most recognizable icons.”1
About the rebrand
“The new brand was developed around the disconnect between the investment people make in buying or selling a home and the perceived value they receive from finding the right real estate agent who fits their needs. This campaign is launching with a new visual identity, TV, digital, social and print components, plus an integrated cross-channel media partnership with ESPN.”2
“As part of the brand campaign, Century 21 Real Estate introduced a sophisticated new logo. The logo features a refreshed color palette that stays true to its iconic gold and black scheme, while also embracing new graphics. By eliminating the complexity and dated iconography, the new identity gives CENTURY 21 System members a clear stage for their unique personalities and styles to shine through, while still providing a simple and timeless "gold standard" seal of approval. Additionally, the new logo enables the brand to project a modern view that makes it relevant to consumers buying other properties, such as apartments or commercial spaces.”3
“This brand relaunch is the latest evidence of a new era at Century 21 Real Estate, which was ushered in by Nick Bailey's appointment as president and chief executive officer.”4
The Response to Our New Branding
In July 2018, CENTURY 21 Real Estate wins the prestigious Inman Innovation Award In Marketing for New Brand Identity. <Read more>
About CENTURY 21 Simpson & Associates
CENTURY 21 Simpson & Associates has helped people, like you, with the buying and selling of homes in Central Kentucky and adjacent areas for over 25 years. We love being part of our community and we hope to continue to serve all of the area's real estate needs for years to come.
CENTURY 21 Simpson & Associates Rebranding Progress by Month
We’ve made a lot of progress over the last 6 months. Here’s at what happened each month.
CENTURY 21 announces its rebranding effort.
Our rebranding efforts begin with our social media platforms and posts
Frankfort Office Facebook:
Lexington Office Facebook:
Working through the C21 Rebrand Checklist
We begin rolling out more of our rebranding starting with our new Kroger Cart Advertisements
Next came our updated State Journal Sunday Advertisement and Cable 10 ads.
In July, we received our new yard signs and repainted our on-hand stock of posts to match the new color scheme. It was definitely a group effort!
Once these signs were ready, we blitzed all of our current listings to add our new signage and remove our old signage.
We even made a temporary update to our Frankfort Office sign to be consistent.
In August, we focused on updating our stationary, labels, email headers and other internal documents.
While it has required work, we are pleased with the new rebranding and our progress in implementing it. What are your thoughts?
1 “Century 21 Real Estate Unveils Rebranding Campaign That Targets Complacency, Inspires Real Estate Consumers To Demand More.” PR Newswire: News Distribution, Targeting and Monitoring, PRNewswire, 5 Mar. 2018, www.prnewswire.com/news-releases/century-21-real-estate-unveils-rebranding-campaign-that-targets-complacency-inspires-real-estate-consumers-to-demand-more-300607590.html.