07 September 2009

Same Change Hooker

LJ Hooker, an Australian founded Real Estate franchise that has now expanded through Australasia and Southern Asia. The founder Leslie Joesph Tingyou, changed his name to Hooker believing thinking it would be better for business. The name Hooker comes from Leslie Joseph's favourite position in Rugby, well according to Wikipedia. The company moving into New Zealand somewhere between 1996-98.

On the old logo, I never liked the the diagonal axis' on the 'O's or the legs of the 'K' and 'R'. The name LJ Hooker is unique enough that if the logo had a dramatic change, so the move from upper case serif typeface to the sans-serif type doesn't change the brand, but falls into line with their advertising using children, teddybears and this family feel. The use of lower case Sans-serif type has been a long running trend with many company changes

Thanks Matt for the Tip

3 comments:

  1. Yes I have noticed in the downturn of the housing market, the smaller firms have been repositioning themselves in the market place.
    particularly 'professionals' real estate with their direct mailing.

    Started off with sending a flyer with a bar of motel soap attached to it saying you dont know us from a bar of soap with was ok abit cheesey but at least something physical.

    the next one up'ed the anti and I liked - a nice packaged pack of sunflower seeds no real headline just really hears sum sunflower seeds plant them and enjoy which I have and I think they are growing!
    so Hardcourts up the anti

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  2. What is the typeface of the new hooker logo?

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