Re-brand the current company logo, making it look modern, sharp, airy and in-line with the company’s new vision.
Change Ethel (The Angel)
Change the font
Creative/Design element requirements:
Ethel, the female logotype, needs to be redrawn into a sharper, minimalistic version. We want it to have a lightweight, brush stroke feel so that it looks gracious, airy but strong.
Font needs to look modern as well, we are open to rounded or edgier fonts. However, the writing needs to look smart and be in sync with Ethel’s new look. Our website uses Verdana as a font, we don’t want the same font but something that would go with it.
Sometimes we use only Ethel for branding or only the font- so the design should be supplied in a way that we can separate Ethel from the text if need be.
The previous designer sent us the font of the logo, so that we could brand items with the similar writing, such as write ‘’GO LBM’’ on tote bag with the same font as our logo. Font is a very big part of our identity, same as Ethel.
Ethel was created many years ago, she is derived from an angel - affectionately called 'Ethel' - as we are based in the Angel Islington
We want Ethel to look good on stationery, reception/front desk stickers, business cards and of course, the website. She has been our mascot for many years and is an important part of company’s identity.
We want to keep green as our main colour, however, we are open to different variations of green with other neutral colours. The company associates green with peace, calmness, cleanliness, crisp look, etc. Hence, we want to stick to this feel as much as possible. The new website uses variations of 3 green colours: #6D8D80(Text), #9DB3AA (Text), #CED9D4 (Background to certain sections)
We did our research and have found the flowing illustration of a phoenix, as a style reference to what we are looking for.