KSLD Branding Design
In 2011 Kevan Shaw Lighting Design (KSLD) asked me to rebrand the company and help to create a more current identity. ‘KSLD’ was to become the main company identity in order for there to be less emphasis on the business owner Kevan Shaw and more emphasis on the team as a whole. Within this there was also a desire to give individual employees a stronger presence in the company’s brand identity.
I worked with the KSLD team to create a logo which everyone was happy with. They were most taken by my proposal for a deep grey block background with white letters cut out in white. This choice reflects the nature of the business: light crafted out of darkness. A hint of red complete the colour scheme and the coloured vertical lines allowed the design scheme to be expanded across all company branded documents.
Gill Sans was chosen as the font for its simple, clear and modern lines. This font is now used throughout all of the redesigned in-house documents and marketing material.
Individual members of the team were given the opportunity to select an identifying colour that could be used for personal business cards, profile pages and email signatures. This simple addition to the the branding scheme gave individual employees’ identity within the larger company. This step visually communicates to staff as well as to those they work with that individual contributions matter and that each member of the team is valuable.
We expanded the range of marketing material to include a practice portfolio and an illustrated fee proposal template. Both designs were created in Adobe InDesign and produced to allow flexibility and easy editing. This was achieved through template pages, paragraph and text styles as well as through a KSLD colour chart and brand identity manual.