Making Sense of London & Devon Group branding
route one
A bold and striking mark featuring a forward slash as an integral part of the brand. This mark conveys a very direct, organised feeling whilst allowing us to include wit and messaging. By bringing wordplay into the mark we are able to create consistent, attention grabbing messaging. This messaging advertises L&DG’s services simply and effectively, whilst the bold colours make the mark difficult to ignore. This treatment with the mark also works brilliantly with photographs - cutting into the images to create modern, juxtaposed compositions whilst the traditional typography grounds London & Devon Group in a very prestigious setting.
LONDON
DEVON
GROUP
WORDPLAY VARIATIONS 1. This treatment really allows us to display the diversity of experiences and services on offer, whilst the L&DG mark reiterates who is offering this variety.
SHOPPING
URBAN
FIXING
G
N
G
SHOOTING RURAL
L&DG
FISHING
L&DG
L&DG
SHOPPING
SHOOTING
L&DG
route two
Bringing a modern style to a historical and somewhat aristocratic concept, we have created a crest for the London & Devon Group. This gives a real sense of heritage and British prestige. The crest itself is formed from parts of the City of London and Devon’s own crests. The lion crowned with gold is an ancient device said to have been granted to Devon in the 13th century by Richard, Earl of Cornwall, King of the Romans and brother of Henry III. The Dragon stems from the Legend of St George - a real pointer to the History of Britain. By ensuring the crest remains as an outline, with a set line width we are able to place it in the 21st century - nodding to the past whilst striding into the future of hospitality in Britain. This approach is carried through to the logo typography (overleaf ). The traditional serif typeface has been updated with outlined text and occasional flourishes. This mark will look absolutely fantastic debossed on a thick, textured card for business cards/brochure covers etc - resulting in very elegant and stylish brand collateral.
BRAND ASSETS
1. The strapline can easily be removed from the logo. This does results in a far more corporate mark - which may come in handy in certain circumstances
2. The logo also works very well in monotone.
3. Introducing the warmer green to the existing Devondale palette results in a friendlier brand once again reiterating the locality of the stores.
3. Using the lines to flow through.
LOGO IN USE
1. Macro action shots puts customers right at the centre of the experience up close and personal. This helps customers envisage their own experiences with L&DG leading them to book their trip straight away.
route three
This monogram oozes opulence and glamour, with rich textures ensuring a brand that customers will want to interact with. The traditional script L and D wraps around the modern ‘&’ bringing together historic opulence and today’s high standards and products in the hospitality industry. The diagonal lines within the ‘&’ are carried through the brand collateral - cutting into text for a modern update to quite traditional typesetting.
LONDON AND DEVON GROUP
LOGO
1. The bright and varied colour palette ensures messaging will fit a mood, giving us scope to differentiate areas of the business with colour.
2. The diagonal lines from the ‘&’ in the logo are carried through the brand, working with both type and imagery. In this instance the diagonal lines bring an updated touch to a traditional typesetting style.
EXPERIENCE THE BEST OF BRITAIN London and Devon group is a quintessential British hospitality and service and product provider, with offices in Mayfair, London and Cleave Farm, Devon. We bring together the best British brands and experiences for our clients, from International Arrival and Orientation to first class medical pacakges, shopping trips or traditional rural sporting holidays.
LOGO COLOUR VARIATIONS 1. Rich, oppulent colours overlaying gold leaf exudes luxury at every level.
BRANDED ELEMENTS
1. Colourful imagery brings the scenery to life.
2. Using the diagonal lines throughout headings brings consistency throughout the brand collateral.
LONDON AND DEVON GROUP
route four
This mark focuses around the ‘&’ and what London & Devon Group have to offer their customers. Keeping the ‘&’ as a constant, the London and Devon are interchangeable with emotions, experiences and services (brand descriptions). This brings great variation to the brand messaging. In instances where London & Devon have been replaced a secondary mark ensures brand awareness. This simple secondary mark appears within a circle, still focussing on the central ‘&’. A colour palette of emerald and bronze results in a feeling of luxury, reflecting the bright lights of London and the rural greenery of the Devon countryside.
LONDON & DEVON
GROUP
LOGO
1. A compact secondary mark works well at smaller sizes if space is limited. This mark could work brilliantly as a stamp or wax seal for a more luxurious affect.
2. Bronze leaf brings opulence to the brand and would look amazing if foil blocked when printed.
GROUP
GROUP
BRAND DESCRIPTIONS
1. The opportunities of using this device as a selling point are endless - from descriptors and emotions to services and experiences, many a different sequence can appear.
LUXURY OPULENCE HISTORY
& CULTURE
L&DG
& HERITAGE
L&DG
& HOSPITALITY
L&DG
BRANDED ELEMENTS
1. In order to keep the brand feeling somewhat modern, angles throughout images and blocks of colour bring an edge to the design. The ensures a more dynamic approach in contrast with the traditional serif typeface.
HISTORY & HOSPITALIT
TY
L&DG
www.inspiradigital.co.uk
+44 (0)1271 344 265