Dave Perry-Miller displays an example of his company’s new signs. (Photo by Aggie Brooks)
A new chapter in the story of Dave Perry-Miller Real Estate began Thursday, when the firm’s new logo, slogan, and name were revealed to agents and staff.
The company formerly known as Dave Perry-Miller & Associates is the leading brokerage for luxury properties in Dallas. The firm’s total sales for the fiscal year that ended Sept. 30 were in excess of $1.7 billion.
Despite that success, founder Dave Perry-Miller engaged The Richards Group, the nation’s largest independent advertising agency, to help refresh his brand, so the company can maintain its position as the premier marketer of high-end properties in Dallas’ established neighborhoods. He explained why Thursday during the company’s annual meeting.
“As a young agent just starting out, the very best piece of advice I ever got was from a very successful business owner and friend of my father’s,” Perry-Miller said. “He said, ‘Always keep in mind one thing: When you own your own business, every day that you wake up, you are either going into business, or you are going out of business. Staying the same, being satisfied with the status quo and what you did yesterday, that is you going out of business.’”
A Corinthian capital has long been the symbol of Dave Perry-Miller Real Estate. The new logo designed by The Richards Group includes a streamlined, elegant version of the capital that still carries the equity of the Dave Perry-Miller brand. It’s been paired with updated fonts and a sophisticated color palette of French blue, bronze, and white.
The company’s previous slogan — “Marketing properties of quality and character” — has been replaced with “Properties of distinction. Agents for life.” Dave Perry-Miller Real Estate’s agents are known for their expertise in architecture, neighborhoods, and marketing. They are the lifeblood of the business, so referencing them in the slogan was an essential change.
The third change — the company’s new name — was subtle but absolutely necessary.
“With so many different types of companies placing signs in yards — from builders to decorators to architects — we didn’t want there to be any ambiguity about the services we provide,” Perry-Miller explained. “Dave Perry-Miller is a real estate company, and Dave Perry-Miller Real Estate is our name from this day forward.”