After multiple rounds of logo exploration and refining the mark, the McCann team chose a clean and classic direction for their brand. This classic wordmark is both eye-catching and timeless. Using the font “Carphe” as our base, we customized it by emphasizing the flares at the base of the word for a sturdier foundation while reducing the flares on each “c” and the “a” for better stability and readability. We also sharpened the middle of the “M” and tops of each “n” for a more modern, clean look.

Using the new brand elements, we also created brand signage, business cards, corporate identity elements, and digital agent banners. The challenge with this brand was coordinating with the Keller Williams brand guidelines to ensure we weren’t breaking any parent brand rules in our designs.