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‘Branding’ archive

LOD – Rebrand

Thursday, November 12th, 2015

LOD Animated Brand Stop Motion Video from Design Friendship on Vimeo.

We first met Jonathan Brenner and Simon Harper, founders of LOD (Lawyers On Demand) back in 2011. At the time they were 3 years into their venture, Simon was still a partner at BLP and they had just brought on their first member of staff.

It’s not often that you hear the word ‘innovation’ associated with the legal industry, but in our initial conversations it became clear that innovation played a key role in Jonathan and Simon’s vision and of course the brand’s DNA.

LOD_Logo_Wall

In late 2014, seven years after the launch of Lawyers On Demand, LOD had successfully disrupted the legal landscape and carved out a new approach to practising law in the UK and beyond.

For several years there had been numerous discussions about the future of the brand, as Lawyers On Demand was now commonly referred to as LOD both by the internal teams and by its external clients. It was felt that LOD was a far better fit for the brand moving forward.

LOD_Logo

The new LOD mark (above) was chosen for it’s bold, iconic, symmetry that focused on the capitalised initials of the original brand name. Aesthetically we centred the mark around a customised letter ‘O’ to form two brackets which are widely use throughout the legal profession. The two halves of the ‘O’ icon represent the central role LOD plays in bringing two parties together… Lawyer & Client.

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As we explored how the various branding elements would work together we began experimenting with different layout grids.

The idea was to marry the interconnecting lines of the Icon and grid system with the geometric blocks they created, resulting in an adaptable alphabet of unique shapes, patterns and graphics. This concept was a perfect way to show the creative and innovative nature of the LOD approach, the varied personalities and skill sets of the LOD lawyers, and the structured landscape of law.

We extended the grid system concept to the whole LOD mark as shown above, flat graphics and intersecting lines create personality, tactile shapes result in a rich, varied and exciting visual brand language.

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One hundred individually hand cut blocks were crafted to form the next chapter of the LOD brand identity. After experimenting with materials in the prototype stage it was decided that the natural finish of red cedar wood, set against the brands existing grey background, struck the right balance between the previous identity and the potential of the new.

The individually shaped pieces represent the diverse roster of highly motivated and experienced freelance lawyers LOD offers to its growing client base.

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LOD rebranded website, mobile & social media look & feel

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LOD brand stationery & collateral

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LOD brand press advertising

“At LOD we wanted to put good visual design at the heart of a new type of legal service. It has been a crucial part of our growth and for more than 3 years, Design Friendship have been great partners in developing our business vision from a design perspective”.

– Simon Harper, LOD Co-Founder

If you have a project that you’d like to discuss with Design Friendship please email us at: hello@designfriendship.com

Brompton Food Market – Branding

Wednesday, November 19th, 2014

BFM_Logo_Masthead

When David Turcan and Luke Mackay popped into the Design Friendship studio for a quick chat, they were both on the verge of quitting their day jobs to embark on turning their dreams into a reality. The branding brief for their new venture Brompton Food Market was simply…

“We want to create the perfect food shop that we have long been looking for in London but never quite found. A haven for food lovers with a heady mix of top quality produce, immaculate service and style.”

“We see ourselves as an old fashioned grocers where nothing is too much trouble and the experience is as important as the quality of our produce.”

Our direction was to create a brand inspired by a bygone age, fused with a clean and contemporary aesthetic.

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We created an identity inspired by South Kensington’s love affair with classic Georgian geometric mosiac styling. The shop masthead was based upon a traditional signwriting layout, the font Kessel was chosen for its Art Deco look and feel, which also has strong aesthetic ties to London’s Brompton Road area.

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BFM Website

Website

15-inch Apple MacBook Pro

Mobile

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Brand photography & art direction

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We hope you like what you see! If you would like to find out more or you’re interested in working Design Friendship please feel free to drop us a line at hello@designfriendship.com

Enjoy!

The art of letterheads

Tuesday, November 4th, 2014

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In an age of emails, texts and tweets letter writing is sadly becoming a dying art form.

The crisp, clean canvas of the humble letterhead is gradually dropping down the list of a branding project deliverables, and I’m pretty sure before I retire, I’ll be recounting the days of old when a beautifully designed and printed Letterhead was something to be admired.

If you’ve every had to design a letterhead or even Ooo’d at a particularly nice one, then I think you’ll appreciate the following link. A lovingly put together collection of letterheads from the 1960s, great effort Frank Mulvey.

Not all progress is a good thing, but then again, I might just be stuck in the past on this one!

Odette Toilette

Thursday, August 22nd, 2013

We’ve been meaning to share some new work with you all for a while know, but getting around to actually doing it has been easy said than done!

Odette_Logo

First off is Odette Toilette, the perfume lover behind Scratch+Sniff events. Under the banner of providing olfactory adventures for both perfume experts and those new to fragrance alike, her events offer unusual ways of discovering the world of scent. From collaborations with the wine industry to fragranced tours of the Tate’s Pre-Raphaelite exhibition, cake-fuelled Vintage scent afternoons and a creative exchange between perfumers and writers, the world of Odette has fast become the place to go for new experiences with smell.

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We’ve been lucky enough to attend a few of Odette’s events in the Bookclub and have always had a really great and interesting time. Check out Odette’s Scratch+Sniff events page for your chance to take a look (and smell) at fragrance in a different way.

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We designed Odette Toilette’s identity and stationery as well as the pot pourri Odette launched in collaboration with horticulturalist, Stephen Nelson.

Blend #1 of Odette Toilette’s Pot Pourri is limited to 250 pots. Each pot contains over two litres of rose petals, macerated until heady. This heart is surrounded by aromatics including lemon verbena, mint, Russian coriander, bay, sweet marjoram and cured lemon peel. Resins of benzoin, storax and tonka bean bring warmth and comfort.

The pot pourri’s midnight-black clay pot was hand-made in an artisinal pottery near York. Each pot is £45 (+p&p) and available to buy via the Odette Toilette website.

Blend #2 will follow soon – so watch this space.

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Find a better work life balance

Tuesday, September 18th, 2012

Here is a shameless bit of self promotion for DF’s latest identity work. Life with Law is a series of free talks offering inspiration and ideas for living a good, happy and satisfying life (whilst practising law).

So if you’re a lawyer type who’s working too hard and finding it hard to enjoy enough ‘me’ time, then this is the event for you. I rest my case M’lord!

Twenty One Years Hard Labour

Tuesday, June 12th, 2012

Last week I took a journey back in time to my graphic design roots when I popped along to the exhibition and book launch celebrating, London design studio, Form’s 21st anniversary.

Now this wasn’t just any old exhibition/book launch for me, as Form is where I spent those first tentative and mistake ridden years of my professional life. I owe that studio a hell of a lot and I’m proud to call it’s founders, Paul West & Paula Benson, my graphical Mum & Dad. Don’t get me wrong, there where times when I wanted to throttle P&P back in the day, and I’m positive there were even more times when P&P wanted to throttle me back too! I particularly remember a few typo stinkers coming back from printers that are burned into my memory, Mint Royale 12″ mix will haunt me forever!

Anyway this isn’t therapy, it’s a blog, so lets get down to it!

There are two things that are remarkable about FormTwentyOne, the first is that twenty one years in an ever adapting design scene, were studios, designers and trends come and go is no mean feat. Form has stayed the course, adapted and evolved even when it’s young has flown the nest!

I realise the haters out there will argue “twenty one, so what, it’s just a number”, and they’re kind of right, it wouldn’t mean diddly squat if Form don’t deliver the goods anymore, but the fact is they consistently do!

And that is my second point, what the exhibition and book shows is that Form have a superb body of work, only a fraction of which is on view. But these edited highlights are a must see and a real testament to Paul & Paula, and the many generations of ‘Formsters’ who have cut their teeth under their guidance.

So if you like your logos, design and art direction done properly, with a big serving of ‘POP’ for dessert, then get yourself down to Blackwall Studios sharpish or grab a copy of the book, because nobody does it quite like Form.

Massive respect to P&P and the Form family, it was lovely to see you all again and the hangover was well worth it!

Heart at first sight

Sunday, October 9th, 2011

What more can be said about Milton Glaser’s ‘I Heart NY’ identity that already hasn’t been said? Well for starters it’s one of DF’s favourite identities ever, for obvious reasons, and if that’s not a good enough reason to write a little post about it then we don’t know what is?

We’ve always thought logo design is at it’s very best when the clients brief is executed in it’s most simplistic and true form with a little twist. Think about it, all the classic marks that grace the logo hall of fame have this very unique quality for example Fedex, the Woolmark, British Rail and Nike’s Swoosh to name but a few. Glaser’s ‘I heart NY’ is definitely up there in our opinion, but what is interesting to find out is that this iconic logo almost never was.

Above is the original sketch Glaser did on an envelope in the back of the NY taxi after having second thoughts and somewhat of a eureka moment and below is the old school cut and paste layout sheet, both of which are now on permanent display at MOMA New York.

As with most iconic logo and creator back stories Milton Glaser didn’t get a cent for his creation back in 1977 which now generates over $30 million a year for the State of New York! Glazer has been quoted as saying “he did it for free, as a gift to New York” in a time when the city needed all the help it could get.

Back in 1977 New York was bankrupt, had rolling black outs and was in the grip of the highest crime levels the city had ever seen. The State needed tourism to help generate income for the city but New York had so much bad press at the time the tourists were staying away. New York State’s department for economic development commissioned the Madison Avenue advertising agency, Wells Rich Greene, to create a campaign that would help combat this. At the time New York’s big selling point was Broadway, and the agency came up with the slogan (“I Love New York”), in the shape of a jingle by the composer Steve Karmen and a television commercial featuring the stars of broadway. But they still needed a logo — and that’s where Glaser came in.

As you’ll see from the above clip a lot has changed but the one thing that’s stood the test of time is Glaser’s simple, iconic logo which we heart a lot.

Duck and Cover 2011 Point Of Sale

Tuesday, August 16th, 2011

For 2011 Duck and Cover wanted to produce two sets of POS, an emotive piece that engages their consumers, and a branding device that can be used as an on-going in-store campaign to help improve brand recognition and awareness.

The brief was to deliver freestanding POS that can work along side the seasonal campaign imagery and brand concept ‘Ready For Anything’, and to create a call out to Duck and Cover products in busy multi-brand stores.


The Megaphone – Emotive POS


DF created a memorable POS unit that the Duck and Cover target audience can identify with and that represents the brand personality and ethos:

• Be a leader not a follower
• Be pro-active
• Confidence to stand up for what you believe
• Be direct and straight-talking
• Be forward thinking
• Be bold and embrace difference
• Be ‘Ready For Anything’


Civilian Target – Branding POS


The Duck and Cover ‘Civilian Target’ is an ongoing in-store brand building campaign with the DAC device at the heart of the concept. It’s simple, bold shape and direct approach to branding takes inspiration from the Duck and Cover urban, utilitarian and industrial look and feel. Because of the simplicity of this iconic shape, the ‘Civilian Target’ will be used across a number of in-store display units, made from a variety of materials and sizes from concrete statues to brushed metal shelf riders etc.

La Maison Fontaine® wins yet again!

Friday, August 5th, 2011


We’re happy to announce that our favourite absinthe La Maison Fontaine® has just picked up another Gold at the International Spirits Challenge for our design. News of this reached us not long after winning at this years Harpers Design Awards. This is what the judges had to say: “Really breaks the mould, well thought-out and very detailed, contrasting modern design with the wax stamp to bring in historical absinthe cues.”

Property of… a very nice brand

Thursday, July 21st, 2011

DF have just returned from a two day trip to Amsterdam where we managed to fit in, amongst our meetings, a couple of hours out and about to see what’s happening. We’re always excited when we come across a well executed brand we haven’t seen before and when we came across Property of… we weren’t disappointed.

Man bag store Property of… is the brainchild of Peter Teo & Richard Chamberlain and is situated in the beautiful canal district of central Amsterdam. The brands perfectly executed products and the equally cool store interiors look and feel like the real deal while demonstrating real attention to detail, we only wished London had it’s own store to mooch about in.

If you can’t make if over for the total instore experience you can always have a nosey on the Property of… website to find out more. Right which bag’s got my name of it?