Lawrence Group
Services - Branding, Print, Digital
Designed in 2007, Lawrence Group’s previous logo captured the spirit, personality and values of the firm. Unfortunately, the old logo had some significant limitations. From building banners to title blocks to social media, the 2007 logo was difficult to work with and overly complex. Most importantly, it did not properly represent the firm and its growth.
To mark Lawrence Group’s 35th anniversary, we took a closer look at the firm’s logo and brand assets and concluded that they did not reflect who Lawrence Group is and where they are going. It was time to update Lawrence Group’s visual identity.
Telling a more compelling story.
Having worked at Lawrence Group since 2007, I’ve been a part of the firm’s evolution and growth and I wanted Lawrence Group’s refreshed logo to tell more of the firm’s story while staying faithful to the brand we’d built over the past 35 years. I wanted to keep Lawrence Group’s core values of L-I-G-H-T as a visual element in the logo. I also wanted to explore the idea of GROWTH, not just Lawrence Group’s, but the growth of our clients as well. Providing better solutions to our clients through the INTEGRATION and COLLABORATION of our services and staff was also a theme I wanted to explore. Finally, I wanted to pay homage to our architectural HERITAGE by visualizing the solid structure and foundation we build for the success of both our clients and staff. All of these themes are represented in the updated logo.
In 2007, Pantone 369 green was chosen as Lawrence Group’s brand color. The color green has meaning to the firm and we had success building brand recognition around the color, so changing green to another color was never really an option for the Lawrence Group brand. That said, Pantone 369 can reproduce a little “dirty”, so I did change our brand green to a brighter, fresher green, Pantone 7482.
Elevating the brand.
Lawrence Group’s refreshed logo is timeless and professional and works well across a multitude of platforms, including digital and print. Lawrence Group now has a visual identity that reflects the quality of work the firm produces and is firmly aligned with LG’s business & brand goals.