A vision for its next 170 years: Baird & Warner unveils new brand identity
Baird & Warner, Illinois’ largest family-owned independent real estate services company, today announced the launch of a new companywide brand identity – the first comprehensive brand overhaul in nearly 40 years.
The reimagined visual identity includes a revised logo and typography, as well as a modern update to Baird & Warner’s longtime yellow and black colors.
The new color scheme replaces black with Deep Lake blue as an homage to Lake Michigan and a reference to the company’s deep history, vast resources, and expert knowledge of the region’s real estate market.
Amber Wheat is a nod to the outgoing yellow and symbolizes the company’s resilience, culture of empowerment, and strong Midwestern values.
On Nov. 1, the rebrand will roll out on all client-facing Baird & Warner materials, such as property signage, websites and agent marketing materials. Other new visual assets include a revived version of Baird & Warner’s classic oval seal, which celebrates the firm’s founding in 1855, as well as a branded pattern known as the ‘B Weave.’
“Throughout our 169-year history, Baird & Warner has always been about reinvention and reinvestment with the goal of transforming the brokerage for the future while staying committed to our core values,” said Steve Baird, president and CEO of Baird & Warner. “Today’s agents, buyers and sellers are more sophisticated than ever, so the changes we have made both externally and internally represent our dedication to meet them where they are in the marketplace and reinforce Baird & Warner’s position as a sophisticated lifestyle brand.”
The rebranding coincides with updates to Baird & Warner’s internal processes to improve and streamline the buying and selling experience with the rollout of MAXA, an industry-leading digital marketing platform for agents.
Baird & Warner is currently the only Chicagoland brokerage to provide agents with the full suite of MAXA’s features, which includes on-demand real-time market stats, intuitive design with unlimited customization options, social media posting and video editing, AI-powered integration with Cloze CRM, automated delivery of property marketing and a targeted direct mail mapping tool with mailing lists at no cost.
Baird & Warner is also rolling out a new, best-in-class photography partnership with national real estate photography leader VHT Studios that doubles the number of property photos included in the typical industry package, allowing agents to better showcase and market their listings. The firm’s new photography packages are some of the most robust of any real estate brokerage.
“Nobody understands Baird & Warner’s values and vision better than our own people, which is why our in-house design team did an exceptional job creating visual elements that project a fresh, modern, sophisticated lifestyle brand – because that is who we are,” said Peter Papakyriacou, Baird & Warner’s chief marketing officer. “By listening and collaborating with our agents, we built a suite of innovative tools through MAXA and enhanced our photography partnership with VHT, making an investment that ensures our agents will continue to deliver the industry-leading service that is the cornerstone of the Baird & Warner brand.”
About Baird & Warner Real Estate Inc.:
Established in 1855, Baird & Warner is Illinois’ largest family-owned independent real estate services company. The Baird & Warner brand has been synonymous with making real estate easier through experience, innovation and integrity for more than 165 years. Steve Baird, the firm’s fifth-generation owner, has been consistently recognized among the industry’s most influential leaders. Baird & Warner is a 10-time Chicago Tribune Top Workplace award winner, and with more than 2,100 broker associates across 25 offices and comprehensive mortgage, title and relocation services, it ranks among the nation’s top real estate firms. Learn more at BairdWarner.com.