Custom lettering for residential brand mark

I have a history of working in marketing for real estate and multi-family residence development. As a copy and graphics editor I didn’t always care much about the product–I cared how the ads looked. But along the way I learned a few principles from the brand building side that I have carried with me.

One of those is that lettering is among the most powerful ways to build a sense of community, making use of the shared meaning of symbols within cultures.

With that revealed I can add the conclusion that there is no right or wrong set of symbols to use addressing potential members of a community. Choosing the right message depends on innumerable geographic and demographic considerations. When those have been made, the creative task is to produce the fine elements that lead instantly to the idea.