Michael J. Lonsdale Branding & Web Design
Michael J. Lonsdale (MJL) is a construction company who specialise in providing multi-disciplined building and engineering services for large scale commercial properties.
Since the company’s inception, they have grown exponentially. The original brand identity had become strained and dated, and desperately needed revitalising to reflect the company’s growth and development, as well as providing a greater sense of brand pride and unity across the business.
Previous Logo
I began the process by analysing the previous logo. Highlighting issues such as the ‘j’ being lowercase compared to ‘M’ and ‘L’ being uppercase. The ‘M’ had inconsistent thickness and was retro in construction.
The space between ‘j’ and ‘L’ was narrow and therefore was hard to control in production. The dot of the ‘j’ joined the ‘L’ creating confusion ‘2’ or ‘Z’’.
Brand Mark Development
The previous MJL logo was very well known within the construction industry and although there were issues with the previous logo the client wanted to retain a similar look and feel with the new logo.
The initial concepts aimed to retain the previous logo’s look and feel but address the issues that I assessed from the previous logo.
Final Logo
The original MJL red is retained to represent strength, energy, passion, and power, contrasted and balanced with the new brand blue, representing calm, stability, harmony, unity and trust. The colour contrast is representative of the life-force of the brand.
The MJL initials are specifically crafted from precise geometric shapes, perfect manipulated to portray the letterforms.
Brand Guidelines
MJL is a large company with many departments. Therefore they required and extensive and detailed brand guidelines to help guide users of the brand on how best to communicate their message.
Website
The original MJL website was hugely out of date and needed updating.
The new site brings the brand together so users can easily navigate through the divisions and services of the company.
