Original Brand Elements
We discussed the original logo, brand elements, and feelings around these materials.
Black & White
Three revisions of logos were submitted to LAU for discussion, all with no color, so we could concentrate our discussions on the form and meaning, without introducing other distractions into the conversation.
Color swatches embracing the new brand personality were introduced. The new colors spoke to on-brand ideas like new, fresh, financial, secure, modern, and clean.
We experimented with san serif and serif typefaces to fit the new brand personality. We quickly eliminated the “modern-technology” feel of san serif fonts and expanded our search of serif typefaces.
Transitional serif typefaces seemed to fit the brand better than Old Style or Modern families. The winner was Dutch 801 Headline.
Logo & Typeface Evolution
Below is a quick evolution of the new London Aviation Underwriters logo: