LDG
TYPE OF BUSINESS — ESTATE AGENCY
SCOPE — RE-BRAND
LOCATION — LONDON
DATE — 2020
As award winning central London estate agents, the property professionals at LDG are recognised as leading specialists in the sale, letting & management of residential homes and commercial premises.
LDG already had an ethos which dictates how they run their business, which they call their 'Technique': to be truthful, engaging, creative, happy, no nonsense, informative, quality, uncomplicated and enjoyable. It was vital that these values were reflected in the new identity, and that we evolve the brand whilst staying true to their heritage.
MICRO GOAL We understand the requirements of the modern buyer/letter. We need a brand identity that better reflects our modern approach to estate agency whilst maintaining the rich history of the identity of LDG. Evolution not rebirth.
MACRO GOAL The rest of the industry is boring, old-fashioned and slow to evolve. We are the disrupters of the stereotypes surrounding estate agents. We are the estate agents that people actually LIKE.KEY BRAND TRAITS Truthful, Engaging, Creative, Happy, No nonsense, Informative, Quality, Uncomplicated, Enjoyable
Designed at The Looking Glass Design
↑ Previous Logos. The previous logo felt dated and garish, but it was important to evolve the brand identity rather than scrap it, and remain true to the heritage of the brand.
↑ The Logo. The LDG icon has a rich history which I felt was important to maintain in their rebrand. The new version of the mark is a geometric, modern interpretation of the original art-deco style ‘fan’ which has been the LDG icon for many years prior.
The Monogram.The LDG monogram is sharp, elegant and distinctive. The balance of thin and thick lines in the lettering reference the same Art Deco heritage as the icon, but scaled up, it presents a bold, confident and modern approach.
↑ The Logo Set.
↑ The Colour Palette. The new LDG Forest Green is an integral part of the colour palette and acts as the primary brand colour. An evolution of the various LDG greens over the years, this particular shade also draws inspiration from Art Deco, British heritage, and the history of London’s West End.
Secondary colours of Grey and Off-white are sophisticated and tonal, adding interest and contrast against Forest Green.
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