Raine & Horne announces brand evolution

Leading real estate brand Raine & Horne has announced today, a national rebrand, which will include an overhaul of all media including, digital platforms, marketing, advertising and office signage. 

“The Raine & Horne brand has been an integral part of the Australian property market for 128 years, and is the most important and consistent asset in our firm’s illustrious history,” said Angus Raine, CEO, Raine & Horne.

“It’s fair to say our brand identity, although highly recognisable, required a new coat of paint, and also needed to appeal to a broader demographic.”

“As a consequence, we have responded with a brand renovation, our first in more than five years, which is more evolution, than revolution.”

At the core of the new identity is a unique hand-crafted bespoke ampersand symbol (see attached) representing Raine & Horne’s brand ideal, ‘Positive Partnerships’.

“Building positive partnerships – whether it is between a ‘vendor & buyer’, an ‘agent & vendor’, an ‘agent & buyer’, or a ‘property manager & tenant’ – is central to Raine & Horne’s business practices, which have always focussed on a total commitment to personalised service and exceeding client expectations,”  Mr Raine said.

“Our brand evolution will enable us to deliver a clearly positioned communication platform to everyone, and brings our brand to life in fresh and innovative ways.

“It is fair to describe real estate as a saturated market and the evolution of the Raine & Horne brand will help set us apart from the competitive pack.”

Raine & Horne has also replaced the traditional ‘yellow and black’ colour palettes with a new combination of ‘gold and charcoal.’

“Although we have offices all over the globe, Raine & Horne has its foundations in Australia, a country bathed in golden sunshine, which also just happens to be one of the world’s most desirable places to live,” said Kit Bashford, National Marketing & Communications Manager, Raine & Horne.

“We never stop finding better ways to sell and lease properties and bring people closer to their Australian dream.

“Gold is warm and optimistic and ignites passion and represents the leadership Raine & Horne takes in the real estate industry,” said Ms Bashford, who worked extensively with branding specialist IdeaWorks (a member of the Young & Rubicam group), to complete the brand refurbishment.

As part of the rebrand, Raine & Horne has also adopted Quick Response Codes (QR codes) across its entire media.

A QR code is a specific matrix barcode that is readable by dedicated QR readers and smart-phones. The code consists of square shapes arranged in a pattern on a white background.

“The information encoded may be text, data or a URL which can direct you to a designated page on the internet,” Ms Bashford said.

“QR codes can be created for any URL and means that a buyer can view a property directly by scanning a unique QR code from a print advertisement, a signboard taking the customer directly to the property’s online showcase.”

“It means that homes will reach more people, more effectively.”

Raine & Horne is an iconic Australian property company, with more than 400 offices worldwide. Also an established Superbrand along with the likes of Qantas, Vegemite, Woolworths and Myer, the company has four distinct property service brands including Raine & Horne Residential, Raine & Horne Commercial, Raine & Horne Financial Services and Raine & Horne Rural.

12 October, 2011

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For further media information contact:

Angus Raine, CEO Raine & Horne on (02) 9258 5422 or 0409 920 697

Anna Truman, National Marketing & Communications Co-ordinator on 02 9258 5448