Rebranding Gramercy Capital Corp.

Gramercy Property Trust

Gramercy Capital, a New York-based commercial-property investment and asset-management firm, came to Odgis + Co in search of a fresh look. Under new management, the company had become Gramercy Property Trust, a name more reflective of its core business. The challenge was to construct (on a limited budget) a concise, invigorating brand that would visually herald the company’s strength without being yoked to the past; assets included a logo, letterhead, building signage, style manual and Website.
The first step was to design a sleek, modern custom font for Gramercy Property Trust’s logo. After that came a graphic treatment of the corporate cornerstone, meant to evoke buildings’ rooflines — an architectural motif at once abstract and a direct nod to the essence of the business. Once we completed work on all the assets, we were able to completely reinvent Gramercy’s brand while honing it in a way that added aesthetic and informational value to clients.
By translating the company’s core philosophy into a clean, inviting look, we created a comprehensive brand identity that made Gramercy Property Trust perfectly placed for the future: nimble and confident, but with the grounding and experience essential to sound financial stewardship. 

Our web partner, ICVM Group, did the site build and adapted the design for the web.

Click here to see website.


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