Our approach was to give the company a clean, no nonsense,
solid, but friendly looking brand to project their service to
potential customers. We wanted customers to think, when they
saw the brand particularily on vans and buildings, that they
can get that clarity and legibility for their own company signage.
It was also very important for Lofthus to look comfortable alongside
thier competitiors with their new brand to take their business
into the next 5 years of development.
The dark blue and deep pink colours were chosen to balance the
conservative and industrial with the eyecatching.
The lower case 'lofthus' with the upper case 'signs' the right
reading with the inverted both framed in rectangles (one with
a keyline) and both attached and slightly overlapping was to
suggest the various types of signage without emulating bulb
glow or attachments like screw heads etc.
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