Brand identity update – evolution or revolution?

Brand identity update – evolution or revolution?

When looking after a client’s brand, one of the most important items to get right first is the logo. Sometimes the logo has a few variations which have crept in over time and therefore lacks consistent application. Other times it may just be old fashioned or dated and need a radical rethink. Part of a designer’s job is to advise clients on whether a logo can be refreshed or if they should consider a completely new design. Respected Cheltenham-based developer and house builder, Newland Homes, fell into the former camp and asked for a review of their logo and development of some guidelines.


After an audit of how it was being used, it was found that one of the main applications was advertising their new developments in local press. Newsprint is notorious for being a temperamental medium and fine reversed type often fills in. To insure against this it was decided to thicken all the fine lines and detail. Combined with a new sans serif font, this meant that the logo would be legible at smaller sizes.

Another consideration is that their individual developments each have their own branding, so this could potentially fight with the Newland logo for attention. (See explanation on Brand Architecture in the next post). A set of grids and graphic elements were devised for consistency and formed the basis of new corporate guidelines for print, advertising and signage. After research, a new strap-line was created highlighting Newland’s positive values – so often perceived as lacking in other developers.


Applying the new elements

Newland’s attention to detail and considerate approach to everything it does, meant that it has taken many months to create, test and apply the new elements. They constantly but carefully push the boundaries of residential development design and this is mirrored in their marketing material. The first application of the new corporate look has been applied to the developments shown below.


Above: Grenville Place, Bideford, Devon. 67 two to five bedroom homes situated in leafy surroundings. Logo and 28 page brochure designed and produced by PRH Design. For more details click here.

Below: Strawberry Fields, Cam Gloucestershire. Eight single storey homes. Logo and 12 page brochure designed by PRH Design. For more details click here.


For more information on developing a brand or to discuss a branding project in Gloucestershire, Worcestershire, Herefordshire contact Paul Holden on 07870 737450.

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