Our approach was to give the company a clean, legible, friendly brand to project their service to potential customers. Particularly on the fleet of vans and their building signage, we wanted their customers to think that they too can get that clarity and legibility for their own company signage. To push that thought we also created the strapline of Ensuring Visibility, adding value to the new identity.
It was also very important for Lofthus to sit comfortably among their competitive set with their new brand which would take their business into the next level of development.
The dark blue and deep pink colours were chosen to balancing conservative and industrial with real visual impact.
The lower case ‘lofthus’ (positive reading) with the upper case ‘signs’ (inverted) are both framed in rectangles, both attached yet slightly overlapping was to suggest the various types of signage without having to depict neon bulb glow or attachments like screw heads etc.
Smallest helps small rural communities to generate their own power using renewable methods.
In the brand design we had to reflect the benefits to the communities who may be interested in such a scheme. Firstly they save money, secondly any surplus they generate can be sold back to the grid thus making money at the same time and thirdly they will be using methods which are renewable so better for the environment.
The emphasis we wanted to stress was on empowerment and we firstly developed the strapline to convey both power generation and community empowerment. We wanted to give the brand an open friendly feel with a more financial and professional slant rather than overtly ‘green’ or home made look as although the green element is very important may be secondary to the overall communities considerations.
Funded by the European Commision, through the NPP project.
Our client obtained a new lease in a highly visible in West Cross Causewayside, Edinburgh with a vision of making an old town bar and eatery based on the style of Indigo Yard and George Street bars of the New Town.
The name chosen is based on the latitude of Edinburgh. A lot of the design is simply based on that. A definite horizontal line situated over half way up the page for example on the menu cover and business card (pictured). The ‘T’ of the ‘North’ was turned into an upwards facing directional arrow and the ’56’ was partially covered to suggest a directional movement of the line and also an horizon. The green and red were chosen to convey warmth and richness and also in this case the green ties in with the existing green slate interior. The yellow on the inside of the menu is from the line on the cover. The solid coverage was to reflect a glow from the inside of the menus when they are stood up on the table with a tea candle on the inside.