Rightmove is the UK’s largest online property portal, founded in 2000 and listed on the London Stock Exchange in 2006.[1] Its current logo, introduced in December 2016, was designed by the brand consultancy The Team as part of a wider rebrand aimed at giving the company “human warmth” and a more emotional connection with home-hunters.[2]
Design and History
Rightmove’s original logo, in use since the company’s launch in 2000, featured a house and an arrow, an icon the company says was “familiar to home-hunters everywhere.”[3] By 2016, however, the brand had become fragmented across its customer and employee experiences, and The Team was tasked with creating a coherent, seamless cross-channel identity.[4]
The Team evolved the original arrow-and-house mark into a new symbol with softened edges and a brighter colour palette.[2] The new identity officially rolled out on 13 December 2016.[5] The rebrand also included a new tone of voice, expressive doodles, colour palette, font and photography, and swept away unnecessary sub-brands to create a stronger master brand.[4]
Meaning and Symbolism
The new logo was inspired by the sentiment “home is where the heart is.”[5] The house symbol is designed so that when rotated 90 degrees it works like an arrow, and when turned upside down it resembles a heart, telling the story of helping people “find their happy.”[5] The colour palette moved away from a conservative blue and green, replacing green with turquoise and adding a cherry red that makes the home symbol look like a heart when inverted.[6]
Typography and Design
The wordmark accompanying the refreshed house symbol was given softened edges and set in the Effra typeface.[5] The Team described the new identity as a “digital friendly, dynamic symbol” that works across online and offline platforms.[7]
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