Red is the new green. The 7R brand makeover

7R specializes in providing innovative and eco-friendly warehouse and manufacturing spaces. The dynamic growth of our business is evidenced by the fact that we are among the fastest-growing companies in the commercial real estate sector. In 2021 alone, we delivered nearly 400,000 square meters of space, and this year’s plan calls for 1 million square meters. The increasingly modern products we offer our clients also require a modern communication style—both visual and verbal. That is why we have rebranded our company, focusing on providing the best possible customer experience.

In recent years, the warehouse market has evolved at a pace we have never seen before. The expansion of the sector itself, as well as technological advancements and the growing importance of environmental sustainability and process optimization, are setting new directions for warehouse developers, investors, and tenants. The idea behind the 7R brand refresh was, on the one hand, the company’s rapid growth, and on the other, a clear demonstration that areas such as innovation and ESG are at the heart of our strategy. Additionally, as is obvious, with the passage of time and changes in the market environment, every brand needs to be redefined, transformed, and refreshed.

We took a holistic approach to the 7R rebranding process, paying close attention to every detail of each element of the brand identity system. Our goal was to create a modern and distinctive system so that everyone who encounters it would have the best possible experience.

Minimalist, clean design

What has changed? Among other things, we’ve created an additional version of the logo with a light, modern, and linear design, and we’ve added a tagline—Future.Log.On. It redefines our brand and resonates with the dynamic 7R symbol. Future.Log.On. invites customers to log in to the futuristic world of 7R and stay with us for the long term. It conveys the message that while building here and now, we are simultaneously thinking about the future and the long-term value of our investments. The second key element of the rebrand in the visual layer was a new design and a stronger emphasis on the distinctive facade of 7R buildings—a combination of red, white, and gray in the form of vertical rectangles. Our warehouse facades serve as a recognizable element of our brand identity; we sought to integrate the facade design with the graphic elements of the refreshed brand identity system. Finally, the third major change involves typography. We selected the “Lato” font, created by Polish designer Łukasz Dziedzic, as 7R’s new typeface. It is a monolinear font available in various styles, allowing us to create strong and clear verbal and visual messages.

In addition, we’ve brightened up the color palette—keeping the vibrant red as the primary color, symbolizing our energy and dynamism. The primary color is complemented by light grays and white. A series of product photos, new maps, and custom-designed icons are further new elements aimed at providing the best possible experience for everyone who wants to learn about our warehouse products and the 7R brand.

This strong emphasis on the visual aspect goes hand in hand with our business philosophy. We ensure that our warehouses are an integral part of the spaces in which they are built, complementing them and blending into the broader landscape, while respecting the natural environment.

Content is king

A key element in the process of building and strengthening a brand is the consistency between visual elements and the content being communicated. A well-defined narrative should resonate with customers, investors, and all market participants in a clear and approachable way. This is precisely the goal of our new website, 7rsa.pl, featuring a refreshed design, new content, and much more intuitive navigation. User experience and easy access to information are extremely important to us. Users can find all the most important information about the company, view the current map of investments and available spaces for rent, contact our experts, or subscribe to the newsletter—maintaining ongoing contact with our clients is a priority for us.

7R is a member of numerous associations and organizations, such as the Urban Land Institute and the Polish Green Building Council. For years, we have focused on exchanging knowledge and sharing best practices. To this end, as part of our new website, we have also created the 7R.Blog.On blogging platform. The content prepared by our experts is intended for both clients and anyone interested in how the commercial real estate market is changing and what trends are dominating it. We place great importance on diverse forms of communication, which is why the blog features articles, interviews, podcasts, and videos. The topics are also diverse—we discuss not only the practical aspects of leasing warehouses or their investment appeal, but also meeting ESG criteria, building in line with eco-friendly trends, and the investment preparation process. New content will be published every month. We hope that this will allow us to engage even more effectively with our readers on the most important topics in our industry.

Future.Log.On.

At 7R, we create the buildings of the future: innovative, green, and built to last. We are committed to building their long-term value—which will translate into benefits for tenants and investors. This goal is also reflected in our new, refreshed brand—characterized by modernity, minimalism, transparency, and an exceptional experience for our audience. Simply 7R – Future.Log.On.