Engineering for the future
We were approached by George Leslie at the beginning of 2020 to help assist them in bringing consistency to their brand. The original GL monogram was designed by George Leslie around the 1980s and since then has seen various iterations and styles. It was important that we retained the integrity of the brand which is well known across the industry but with a contemporary and progressive vision for the future.
The GL Monogram
The monogram was refined to work at large and smaller scales we now commonly see in the digital age. We also introduced a mono version of the monogram bringing a new flexibility to the brand what was not previously available. Through research we arrived at a vibrant colour palette that draws inspiration from the George Leslie colours of the past but with a contemporary look and feel.
Typography was very important in establishing the new brand direction. We aimed to reflect the strength of not only the business but the industry and work George Leslie do. The typography had to speak up on a busy construction site and sit comfortably with the strong monogram whilst maintaining the heritage of the brand.
The Branding System
Our goal was to provide George Leslie with a solid foundation for their brand, something they could build on over the coming years. We created a branding system which could be easily implemented by their internal marketing team. Example templates and layouts were provided to give the team creative options for their tender and pitch processes. A new set of brand guidelines were created to ensure consistency across the board from brochures to plant.
As part of the rebranding project we also designed a new online presence for George Leslie. Their old site was cluttered and lacked brand personality. We wanted the site to be easy to navigate on a mobile device and the projects easy to find so we developed a filterable project search area. The projects were updated with new imagery and video throughout.