Brand Identity Systems


Forestar Group

Naming and Identity System Development

When long-time client Temple-Inland (TIN) decided to consolidate their real-estate development and investment activities into a fourth line of business, SPD was asked to create not only the brand strategy and visual identity, but the name for the new entity as well. Leveraging the company's heritage in forestry, the new mark brings together five leaves, symbolizing the parent company and its four business units, into the shape of a star—underscoring the company's reputation for quality. The overall brand identity system is a delicate balance, carefully blending Forestar's vision of family-friendly, sustainable developments with the image of stability and know-how needed to reassure investors in the volatile real estate market. The new Forestar identity applications included graphic standards, corporate paper system, print collateral, website, specialty items and signage.