KB Home, the American homebuilding company headquartered in Los Angeles, introduced its current logo in July 2018. The mark was unveiled alongside a new tagline, “Built on Relationships,” and was designed to reinforce the company’s customer-focused approach and engage a new generation of homebuyers.[1]
Design and History
KB Home traces its roots to 1957, when it was founded as Kaufman & Broad in Detroit, Michigan. The company changed its name to KB Home in January 2001.[2]
On July 17, 2018, KB Home revealed its new logo, which the company said was “grounded in its customer-focused roots and designed to engage a new generation of homebuyers.”[1] The announcement also introduced the tagline “Built on Relationships,” which the company said promotes the core of its differentiating business model.[1]
KB Home partnered with Los Angeles-based creative agency Phenomenon to craft the strategic platform and narrative behind the rebrand.[1] The new look was described by trade publication Builder as including “freshened, friendly, Silicon Valley-inspired imagery.”[3]
The current logo is registered with the United States Patent and Trademark Office. The trademark registration describes the mark as consisting of the letters “KB” in black centered above the word “HOME” in black, with a square background in yellow-gold. Yellow-gold and black are claimed as features of the mark.[4]
Meaning and Symbolism
KB Home’s 2018 rebrand was positioned around the company’s customer-centric approach and its “Built to Order” business model, in which homebuyers select and personalize their homes before construction begins. The new tagline, “Built on Relationships,” was adopted to emphasize the company’s legacy of customer satisfaction and its unique Built to Order approach.[1]
Typography and Design
The registered trademark describes the logo’s construction in detail: the letters “KB” appear in black, centered above the word “HOME” in black, all set against a yellow-gold square background.[4] The company’s earlier logo, registered under serial number 86302716, used a different arrangement: a thin white square line within a black square, with “KB” in white inside the black square and “HOME” below in gold lettering.[5]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
