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.