Baird & Warner is set to launch its first brand overhaul in nearly 40 years, the company announced Tuesday.

The changes include a new logo, revised typography and an update to the company’s yellow and black colors. The new color scheme replaces black with deep lake blue, an homage to Lake Michigan, while yellow will be swapped out for amber wheat. 

The rebrand will start Nov. 1 with property signage, websites and marketing materials. 

“Throughout our 169-year history, Baird & Warner has always been about reinvention and reinvestment with the goal of transforming the brokerage for the future while staying committed to our core values,” Steve Baird, president and CEO of Baird & Warner, said in a news release. “Today’s agents, buyers and sellers are more sophisticated than ever, so the changes we have made both externally and internally represent our dedication to meet them where they are in the marketplace and reinforce Baird & Warner’s position as a sophisticated lifestyle brand.”

The rebranding coincides with updates to Baird & Warner’s internal processes, including the rollout of MAXA, a digital marketing platform for agents, the company said.