This branding assignment for The Farralone, an iconic Los Angeles residence often called “the most filmed house in America,” was pivotal in shaping its future legacy. This mid-century masterpiece was once owned by Frank Sinatra and built in 1948 by renowned architect William Pereira, and has since been featured in shows like Mad Men and Californication, as well as music videos for Rihanna and Miley Cyrus. Despite its fame, the house had been on and off the market for 13 years. The name “The Farralone Estate” had gained recognition but also earned a challenging reputation in the real estate world. Effective branding was essential to position the property for a successful sale. During the logo design process, removing ‘Estate’ helped to steer the property in a new direction. Combined with using retro-inspired letterforms and a period-appropriate color palette, the branding captured the home’s essence and helped it secure a new owner, marking the next chapter of its legacy.