Scout24 is a German digital company that operates ImmoScout24, the leading online platform for residential and commercial real estate in Germany, and previously operated AutoScout24 across Europe.[1] The company introduced its current visual identity in late 2019, describing it as the most comprehensive redesign in its history.[2]
Design and History
In November 2019, Scout24 announced a new brand design for its marketplaces, developed together with DesignStudio, a brand and design agency from London.[2] The redesign was driven by a recognition that the previous look had become outdated: according to Kerstin Ludwig, Senior Art Director for Corporate Design & Brand at Scout24, the old design was “functional but unemotional” and lacked a clear, meaningful positioning.[3]
The new identity introduced a “digital highlighter style” that underlines, circles and marks what is most important, a concept inspired by the newspaper classified ads that the original marketplaces digitised two decades earlier.[2] The redesign covered not only the brand logos but also typography, photography, illustration style, colour sets and tone of voice.[4]
As part of the new brand identity, ImmobilienScout24 was renamed ImmoScout24, matching the abbreviation already used by most customers and by the platform’s mobile app since its launch.[2] The rollout began in late 2019 and was scheduled for completion by mid-2020.[2]
In June 2020, the new brand presence received the German Brand Award in the category “Excellence in Brand Strategy and Creation – Brand Design,” presented by the German Design Council and the German Brand Institute.[4]
Meaning and Symbolism
The highlighter concept is central to the identity’s meaning. Scout24’s Senior Art Director explained that the colour range is “inspired by the vibrancy of traditional highlighters” and draws attention to the best choice for customers, with each brand in the Scout24 Group using its own unique colours so the individual marketplaces stand out while still belonging together.[3] The umbrella brand Scout24 retained its rich orange colour, while ImmoScout24 adopted light petrol and AutoScout24 a strong yellow.[2]
The design concept was developed around the brand proposition “We make hard decisions easy,” aiming to create an emotional link with customers and improve differentiation from competitors.[3]
Typography and Design
Scout24’s official communications confirm that typography was fully revised as part of the 2019 redesign, alongside logos, photography, illustration style and colour sets.[4] The company’s official logo asset is published as a stacked solid wordmark in RGB format.[5] Specific typeface details for the German Scout24 identity are not documented in the company’s official announcements.
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