Scout24 Rebranding: Brand Identity

Our Scout24 brands have been operating in colourful new armour for three months now. In this second part of our rebranding trilogy, we want to showcase how the brand identity was adapted to the local market.

Between adapting this new look on all the platforms, creating new templates and visuals for the different areas, and launching a nationwide billboard campaign, a lot of creative effort has gone into making this rebranding happen.

The Basics

Up until June 30th, the Scout24 brands were only distinguishable by their names since their logos did not show any platform-specific differences. Making each platform stand out in its own way was an important part of the visual and strategic development of this rebranding.

The bold and bright colour palette is inspired by the vibrancy of traditional highlighters. Each marketplace has been allocated a different highlight colour from this core palette.

An array of different design elements in the designated colour allows the brands to highlight (literally) their core values. The highlighters are unique graphic devices that can be used across all of the brand communications and act as distinguishing elements on campaigns or other visuals, even in the absence of a logo.

Last but certainly not least is the typeface. “Make it Sans” was designed for all Scout24 brands and incorporates cuts, angles, and strokes that take cues from the word mark and subtly allude to the brand language.

Think “global”, act “local”

While Scout24 is a global brand that licenses the brand basics to its licensees, adapting that brand image to the local market is paramount to the brand’s success.

The Team Lead of Scout24 Brand Management at SMG, Francesco Corbino, was faced with various areas within the projects where local branding could be applied but had to be developed first. From illustrations to the tone of voice to even sound logos, a collection of creative assets had to be created to appeal to the Swiss market and give the platforms an edge to stand out from its international competitors.

Illustrations

One way of making a brand come to life is through illustrations. Not only do they add more emotion to a visual than iconography, but they are also more versatile in their use than photography since they come with an exchangeable colour palette and can be superimposed on existing visuals. A set of illustrations was made available to everyone for the launch of the rebranding by Pol Montserrat. Illustrations can be generated for different needs, which allows the platforms to create tailor-made campaign visuals for local communications.

Photography

Real moments look very different from region to region. Our Scout24 brands want to show authentic people and their lifestyles. It’s key to show people or families in their natural environments. Whether that’s a couple moving into their new home or someone driving their first car, it’s important to show a breadth of people and a variety of lives. These images have to correspond with what a diverse life in Switzerland could look like, making sure that architectural styles, street signs, and other regional distinguishing features are represented.

Tone of Voice

One peculiarity of the German language – versus English – is the different degrees of formality when addressing customers or clients. Whilst the tone of voice for users of the platforms should remain engaging and personal, thus using the informal “du”, addressing B2B clients should still come with a certain degree of formality, using “Sie”. Our product teams are currently adapting this on all platforms. This seemingly small change makes a huge impact on how a user or a customer feels when interacting with our brands. Our platforms are built to make the users’ lives easier and make their goals happen. A more personal approach to the tone of voice and language is crucial for a user to feel more comfortable, engaged, and empowered by the platform.

Make it happen? We did!

There is a lot of thought and hard work that goes into creating new branding. Many different aspects have to be respected and adapted, keeping in mind not only the users and customers but also the teams who work with the different visual assets and platforms on a daily basis. A successful brand has to have a recognisable character that can be implemented and understood without long explanations: And our Scout24 brands made that happen!

Thanks to all of the product teams for their input and for giving AutoScout24, MotoScou24, ImmoScout24, and FinanceScout24 a new look.

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