Page 7 - BE Playbook Final
P. 7
Logo
STRATEGY
We abbreviated “Beyond Expectations” to “BE” to create a
flexible, ownable, and actionable brand identity for the program.
The logo establishes the program name and serves as a call to
action to “BE Greystar.”
A version made its first appearance at the end of Andrew
Livingstone’s soft launch of the strategy, setting the stage for a
wide variety of engaging, relevant directives for team members
and residents alike.
In 2019, our BE logo and the phrase “Beyond Expectations BE
Greystar” was approved by the US Patent and Trademark office.
The registration mark on the top right of the new logo signifies
that the entire phrase is registered — not just the Greystar name.
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