The Parklane Group

Brand modernisation for the king of the property jungle

Logo redesign for East Sussex property developer

Client: The Park Lane Group

Project: Brand modernisation

Skills: Logo Design, Corporate Branding, Logo Update, Brand Modernisation

I was asked by one of my long-term clients, East Sussex property developers The Park Lane Group, to undertake a brand modernisation of their original logo. The brief, to retain the lion & classical feel, but, to create a more modern feel to the brand.

I began by redrawing the lion icon, simplifying the appearance, creating a cleaner, sharper look. Also giving the brand a lift by replacing the 1980s maroon, with a more dynamic & powerful deep red, removing the golden gradient, to creating a minimalist style single colour brand, that works across a range of projects.

Replacing the outdated typeface with Baskerville, a classical serif font, retaining a traditional feel, then pairing with a modern san serif typeface across the marketing literature created a valuable brand modernisation.

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