Lincoln Property Co., the Dallas-based global, full-service real estate firm, has unveiled a new brand identity for its integrated, global real estate services platform.
“The new Lincoln brand represents a modernized version of why our clients have continued to choose Lincoln for almost 60 years—trusted expertise and solutions combined with a personalized experience that leads to better results,” Clay Duvall, co-CEO at Lincoln, said in a statement.
“With this new brand, we aim to define the future of personal connections in an increasingly complex commercial real estate industry, while honoring the legacy of our founders, who prioritized fostering meaningful relationships as a core tenet of shared success,” Duvall added.
The rebrand, the first in Lincoln’s 60-year history, reflects its commitment to providing a forward-looking, personalized and solutions-oriented client experience that meets the demands of today’s ever-changing commercial real estate market, the company said.
Lincoln’s new visual identity includes a new logo, color palette, typographic system, and website.
[Website images: Lincoln Property Co.]
‘Pillars’ of the rebrand
The company said its new brand positioning is built on three pillars, defining Lincoln’s customized and comprehensive approach to leveraging deep market expertise and the resources of its global platform to drive positive business impact.
Human touch at scale
Lincoln said its culture celebrates personal connections and takes a hands-on approach to establishing and maintaining strong relationships with clients, team members, and stakeholders to provide customized real estate solutions that meet unique business needs.
Entrepreneurial leaders
Lincoln said it’s never satisfied with the status quo and consistently identifies transformative solutions that drive better business outcomes for clients over the short and long term—their leaders on the ground have the entrepreneurial mindset and autonomy to move swiftly so that clients never miss an opportunity.
Sophisticated experiences
The company said its local expertise paired with its global platform enable an agile and efficient approach to client service, removing complexity and empowering clients to navigate real estate decision making with clarity and confidence.
Part of Lincoln’s new visual identity. [Image: LPC]
“As Lincoln continues to activate its strategic growth plan, a unified brand that encapsulates the business’s commitment to its clients and partners is imperative to support long-term advancement,” Christy Ingle, chief marketing and communications officer at Lincoln, said in a statement. “Our new creative language speaks to Lincoln’s values and strengths and highlights Lincoln’s differentiation as a company that prioritizes connection, collaboration, and community.”
Lincoln has completed over 150 million square feet of development since its inception in 1965 and says it has another $20 billion currently under construction or in the pipeline. The 66-story Sixth and Guadalupe mixed use development in Austin (above) is just one of its many projects. [Photo: LPC]
Follows a busy year that included sale of Lincoln’s Residential Division
Lincoln’s rebrand comes one year after the appointment of Duvall and David Binswanger as co-CEOs, the company’s partnership with investment firm Stone Point Capital LLC, and the introduction of a significant growth plan.
Last February, Lincoln’s Residential Division was acquired by Cadillac Fairview, a global real estate company based in Toronto, Canada, that’s wholly owned by the Ontario Teachers’ Pension Plan.
In October, the former Lincoln division rebranded as Willow Bridge Property Co. with a new name, logo, and visual identity.
That same month, Lincoln Property Co. unveiled its new global HQ at 8111 Douglas in Dallas’ Preston Center.
Lincoln was selected by Blue Star to master plan, develop, manage, and lease The Star project, a $1.5-billion, mixed-use development and world corporate headquarters of the Dallas Cowboys in Frisco. [Photo: LPC]
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Lincoln Property's Residential Division Rebrands as Willow Bridge Following Its February Acquisition
The move comes after the Dallas-based company was acquired in February by Toronto's Cadillac Fairview. "Since Mack Pogue founded the company in 1965, the willow tree has been a part of our culture," noted CEO Duncan Osborne. "It was only fitting that this symbol of growth, strength and perseverance guides us as we embark on our next chapter."
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Christy Ingle has joined Dallas-based full-service real estate firm Lincoln Property Co. as chief marketing and communications officer. Ingle joins Lincoln from CBRE, the world’s largest commercial real estate services and investment firm, where she spent more than 20 years in roles of increasing responsibility, most recently leading communications for the firm’s Advisory Services (leasing, sales, property management, capital markets, and valuations) and Real Estate Investments (CBRE Investment Management and Trammell Crow Company) businesses. In a statement, Lincoln Co-CEO Clay Duvall said Ingle is a "strong leader and strategist with a track record of bringing to life innovative and out-of-the-box…
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