BRAND GUIDELINES
Lawlors Brand Logo
The idea behind the Lawlors brand is the concept of young, modern but with heritage and quality.
The logo can be used on coloured backgrounds and imagery but these should be from the colour pallete and image bank. When used in this way the logo should be white out as shown on the right here.
SALES L ETT IN GS E LIT E
Images text, other logos should not encroach on the Lawlors brand, an easy way to measure
Large use Logo
There is no maximum size but minimum size for the large use Logo is:
(This is the size used on business cards).
Logo size and usage
Where possible the Large use Lawlors logo should be used and always have the sub line SALES LETTINGS ELITE locked up as shown above. When the logo becomes small the readability of the subline becomes difficult, in this case choose the small usage logo shown here.
Small use Logo
A logo required that is smaller than 52.5x12mm then the small use logo must be used.
The ‘L’ symbol usage should be kept to a minimum the logo should appear in full where possible
SALES L ETT IN GS E LIT E
Do not stretch or distort the Brand logo in anyway
The Brand logo should always be used with the SALES LETTINGS ELITE line underneath*
*this is size dependant, see logo size and usage
Lawlors Logo do’s and don’ts
The Brand logo should only ever appear grey or white out of grey or out of a secondary colour
Main corporate colours
Pantone 425 c White
C- 64 M- 55 Y- 53 K- 28
R- 85 G- 87 B- 89
Pantone 8003 c
C- 44 M- 44 Y- 53 K- 10
R- 139 G- 126 B- 112
Secondary colour palette
Pantone 339C
C- 83 M- 0 Y- 63 K- 0
R- 0 G- 177 B- 136
Pantone 5493C
C- 52 M- 22 Y- 29 K- 0
R- 126 G- 168 B- 173
Pantone 382C
C- 52 M- 22 Y- 29 K- 0
R- 126 G- 168 B- 173
Colours
The main Lawlors colours are grey and white and gold. The secondary pallete has been extended and compliment the main colour palette while having links to the original brand.
Pantone 8003 c
C- 44 M- 44 Y- 53 K- 10
R- 139 G- 126 B- 112
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CHIGWELL
Lawlors GOLD
Gold pantone 8003 plays a large part in the overall brand. It is used as a higlight colour through documents and helps to portray a more premium offer.
The use of gold can be subtle as shown here. Or gold could be used on brochures and other marketing material. Information can be highlighted and icons could be printed gold too.
When using gold type please ensure it’s readability, ideally this should be on a white or grey background.
See examples below.
1234567890(!@£$%^&*)
Book
1234567890(!@£$%^&*)
1234567890(!@£$%^&*)
BRAND GUIDELINES
Kerning 100%
For headings such as this capitals should be used and the spacing between letters should be set at 100%
Fonts
The Futura Family is the main font used for headings and text. It is a contemporary font that gives energy and creative flair to documents. Futura Light should be used for body text, while Futura Book should be used for headings and to highlight important information. Futura Medium Condensed can also be used as a secondary font and to create interest.
Lawlors Primary Imagery
Imagery is graphic and abstract and gives the impression of contemporay lifestyles. The imagery is used in an abstract textural way and mixed with the brand colours.
Imagery that helps to tell a story. Imagery has a gold element to the photography that gives a sense of whealth and contemporary living.
A curve can be used to add more interest as shown here.
Examples of using the brand elements
Imagery is graphic and abstract and gives the impression of contemporay lifestyles. The imagery is used in an abstract textural way and mixed with the brand colours.
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Icons
That help tell a story...icons can be shown in any of the primary or secondary colours and can also be printed with gold metalic ink - Pantone 8003c where appropriate.