Today, we are proud to announce our new brand for Urban Standard. We partnered with Azai Studios on the venture to polish our positioning, look, voice, tone, and feel. First, we needed our name to be more "standardized" (no pun intended). Urban Standard Development needed to be condensed so it could evolve and encompass our three verticals of business; financing, acquisitions, and development. The reputation and equity built under our original name are a valuable asset, but no longer accurately reflected the organization’s complex array of real estate transactions. The new naming effectively addresses both issues. Branding research determined that evolving our brand identity, rather than completely changing its name, was the optimal decision. Among the other changes will be our logo, tag-lines, brand colors, typography, overall art direction and digital.