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Many homebuilders have a well-established, recognizable brand. Their logos and mottos are very familiar to us. We see their signs, banners, and flags in every new home community during the new home sales process.

But the logo and branding soon fade away after families move in. Yet in many industries – the logo of the brand is proudly displayed. Almost like brand bragging.

Automotive Industry

Every car company has a logo and a name proudly displayed both on the outside and inside their cars. Indeed, logos like Cadillac, Porsche, BMW and Mercedes-Benz are instantly recognizable status symbols.

These logos are often on the front and rear as a flat badge. Some subtle, some the size of dinner plates, while others spell it out just in case you’re unsure.

In the case of some Mercedes Benz models, the three pointed star extends vertically as a hood ornament. Not the most aerodynamic placement, but a very established tradition. Most automotive makers also have other signature elements like their front grill design. To be clear, I’m not against large logos on cars – mainly because they make it easier for me to find my Uber!

Handbags

I should preface this by saying that I am not a handbag connoisseur. But even a casual shopper like me has noticed that branding has absolutely dominated the designer handbag industry. Logo forward designs often include a logo as a bright metal clasp. These can be small and subtle or oversized and bold. We’ve recently seen the shift towards covering the entire bag in the logo. Indeed, this is the definition of brand bragging. You (or your spouse) may recognize the logos of Louis Vuitton, Gucci, Chanel, Coach … need I go on?

Now, here’s the crazy part. The more prominent the logo, the more expensive the handbag (with a few notable exceptions like Hermes’ Birkin bag). Wait – what? Isn’t that backward? If I’m going to be seen prominently displaying their brand and logo, shouldn’t I be compensated? You know, like folks who get paid to drive around town in car that is “wrapped” in a company logo and brand.

Athletic Wear

Brand forward logo has also crept into the sportswear industry including basketball, tennis, golf, and even football uniforms. And like handbags, some use their logo in a repeating pattern over the entire garment. LeBron James, Serena Williams, and Rory McElroy wear exclusively Nike. Now – in the case of these prominent athletes, they get paid to wear these logos. Such was the case with Tiger Woods, who had a multi-million-dollar contract to wear Nike for decades, or Roger Federer, who has an ownership stake in On and even a clothing line with that bears his name, “The Roger”. Of course, everyone has to be familiar with Michael Jordan’s monumental deal with Nike. Branding plays a huge role in sports.

Community and Homebuilding

While branding plays a role in home building, the two aren’t synonymous. Inside the home, you’ll likely find a logo or two on some kitchen appliances (Wolf, Thermador, Sub-Zero, etc), but when it comes to builders, homebuilding industry has mercifully avoided intruding into their logo into our homes – at least that I know of. Many will include their company logos in street signs or Community Entry monuments, or temporarily on the model home with signs and floor mats.

We used to live in a community in Jacksonville called Deercreek where Taylor Woodrow built most of the homes. Their “teamwork” logo of 4 figurines pulling on a rope was throughout the community.

Disney World in Orlando has a luxury community called Golden Oaks. It is a requirement for each home to display some sort referring to Disney like a subtle Mickey Mouse silhouette somewhere within the home. Most have had fun finding clever ways to incorporate this into the design. After all, these folks have been sprinkled with Pixie Dust.

Some national home builders have established brand standards that may be recognized but most have resisted inserting their logo on the exterior or interior of the home. In a world where logos are everywhere, I find it refreshing that thus far they have not intruded into our personal space and identity. After all, the house belongs to the homeowner, not the builder.

As for designer handbags, I will pass. If they are not going to pay me to display their brand, I will avoid that expense. I’m not above the occasional splurge, but it won’t be on a bag.

Tell me your thoughts on brand identity in our industry. Can home builders do better on that front? Should they? I’d love to hear from you!