The identity needed to move away from familiar "house shapes" to something more active and meaningful.
Coho Realty represents buyers and sellers of homes, land, farms, manufactured homes, and commercial real estate in Oregon's Willamette Valley. I worked closely with the owner, Peter Braunworth, and his team to design an identity for Coho that could double as a stand-alone apparel brand. The brokerage uses apparel and other merchandise as it's primary marketing strategy so the design needed to be able to live as comfortably on a hoodie as it did on a "For Sale" sign. The identity encompasses all company touch-points from printed cards and signage to environmental graphics and digital spaces.
The identity needed to move away from familiar "house shapes" to something more active and meaningful. The monogram features a simple silhouette of a Coho salmon as it jumps up-stream. Clean, circular lines form the "C" as it transitions into a river at the bottom of the letter form. This shape, combined with the fish jumping out of the water, evokes forward movement and effort while capturing the company's commitment to helping it's clients navigate the process of buying or selling a home.
Brand Mountain also designed secondary identities for Coho Platinum Properties, Coho Commercial and Coho Farms & Land. These secondary brands fit cohesively within the overall visual framework of the Coho identity.
The wordmark is bold and contemporary, featuring a custom, geometric (sans-serif) typeface: "Coho Sans." The color palette, though clearly defined in the primary mark, allows the brand flexibility to operate within the shades of green and blue found in the Willamette Valley's forests and rivers.