Our approach was to give the company a clean, no nonsense, solid, but
friendly looking brand to project their service to potential customers.
Particularly on the fleet of vans and their building signage, we wanted
their customers to think that they too can get that clarity and legibility
for their own company signage. To push that thought we also created the
strapline of Ensuring Visibility, which is also has uses as a headline.
It was also very important for Lofthus to sit comfortably amongst their
competitive set with their new brand which would take their business into
the next 5 years of development.
The dark blue and deep pink colours were chosen to balancing conservative
and industrial with real visual impact.
The lower case ‘lofthus’ (positive reading) with the upper
case ‘signs’ (inverted) are both framed in rectangles, both
attached yet slightly overlapping was to suggest the various types of
signage without having to depict neon bulb glow or attachments like screw
heads etc.
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