Abbey Lofts of North London required an update to their identity. The company takes pride in offering a creative solution to their customers while providing a reliable and friendly service. They felt approachability was an important part of their ethos and one that should be represented in the branding.
The typeface used was customised to suite the shape of the words and to provide some originality. The overall square shape of the logo mark suggests trust and reliability, while the rounded edges and simplicity soften the image making it more approachable/friendly. The two colours were also chosen to emphasise the core values creativity, approachability and reliability.
The branding process clarified the core values for the company which not only helped with brand positioning and marketing but also provided a modus operandi for it’s staff.