All-seeing owl inspires new brand identity for conveyancing search provider SearchFlow

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Global brand consultancy Industry has created a new brand identity for leading conveyancing search provider SearchFlow, featuring an all-seeing owl, capable of scanning the landscape with its razor sharp binocular vision.

SearchFlow, part of dmgi::land&property group, commissioned the rebrand in response to technological advancements and the changing needs of the property sector. It has 25 years of heritage in conveyancing search, delivering the reports, surveys and identity checks to solicitors and conveyancers across the UK that enable property transactions to complete. 

The brief was to build a dominant brand position for SearchFlow as the specialists in property intelligence and help it to differentiate itself from its competitors, as it launches its enhanced service and product offer.

Industry built a brand identity around an eye-catching owl hero graphic with magnifying lenses for eyes, surveying the landscape below, which is embodied in its wings. An aubergine, teal and white colour palette is bold and distinctive, a clear move away from the corporate navy blue and orange appearance of SearchFlow’s previous logo.

The new website, also designed by Industry, includes a new search ordering platform which is both more intuitive and user-friendly, reducing the time conveyancers spend processing searches.

“This brand identity is unique within the property and conveyancing sector, offering a distinctive look and feel which makes SearchFlow instantly recognisable”, explains Industry Partner Sholto Lindsay-Smith. “Through extensive focus groups, surveys and competitor analysis, we identified the top priorities of SearchFlow’s customers: speed, accuracy, simplicity and personalised service. The all-seeing owl, with its ability to skilfully scan the landscape using its acute binocular vision, was the perfect icon to illustrate SearchFlow’s accurate and comprehensive property search and survey products.”

Maud Rousseau, Group Marketing and Communications Director at SearchFlow added, “Over recent months, our reputation as a pioneer in technological advancement within the conveyancing sector has been secured. We were the first to integrate with the latest Land Registry national dataset and we set a new standard in local searching with our enhanced postcode enabled personal search service with risk analysis.  Now, we are thrilled to be launching our new search platform. This is the ideal time to unveil our distinctive new brand and set ourselves apart from our competitors.”

Industry developed a logo system, colour palette, tone of voice, typography, corporate stationery and brand guideline document for SearchFlow.

For press information please contact Sarah Lawrence: / 07984 422 461.

To see coverage of our work for Search Flow in Design Week click here.

Access SearchFlow's new website here.