We were approached by Ratliff/Landells who were after a revamp of their brand back in March. With a clear brief about keeping in line with their existing logo, a bold red stamp, they wanted to update the brand to encompass a full text and shortened version of Ratliff Landells Architecture. So, to make a mark that would be inclusive and illustrate of all their architectural disciplines - from housing to commercial - as well as their individuality and fun personalities.
We began with a font, Neuzit, and used both the Bold and Light weights of the family to create hierarchy, as well as a mixture of upper and lower case. Neuzit provides a classic, solid, ageless base for the logo, looking professional and clean. We then injected some colour. Despite initially specifying red, we developed the logo in various single and multiple colour-ways. As Tam said “moving on from the architectural shades of grey and general politeness”.
Yellow became the front runner, and we ended up dropping red altogether and going with yellow as a main colour, accompanied by a secondary palette of bold, bright, poppy colours - blue, green and orange… ‘80s disco! This allowed for Tim and Tam’s personalities, as well as the individual aspects of the RL-a, to show through in their logo, whilst the simple nature of the Neuzit font addressed the more professional, architectural aspect of the business.
Finally we created a shortened version of the logo, going from ‘RATLIFF LANDELLS – architects’ to ‘RL–a’.
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