With the goal of disrupting the staid and conservative branding of most commercial real estate firms, a more modern, elegant, and minimal direction was chosen. A stylized line drawing of the Center City Philadelphia skyline was created for the visual logo. The logo type was created using the same font family used throughout the branding initiative for the parent company, creating continuity as well as enforcing the clean, modern, and minimalist style embraced by the brand as a whole.

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