For an industry that lives or dies by its creativity, it’s surprising how many advertising agencies have uninspiring identities. Lowe was no exception. In fact when they briefed us on a redesign we were advised by their executive creative director “not to scare the horses”.
But we’re not afraid of horses. We saw potential for a more radical approach, one that would generate enthusiasm both internally and externally. And it was our bold recommendation that won the client over to our way of thinking.
When we design any logo we bear in mind, as a rule of thumb, that it should be able to reproduce - well, to the size of a nail. The Lowe logo was no exception; taking visual cues from the Japanese, and the signature chops used in ancient woodcuts.
Each Lowe office worldwide previously had its own identity. We created a palette of 10 brand colours, from which each office was able to pick an individual colour; whilst bringing everyone everywhere under one, new universal logo.
The first application of the new identity arrived at our studio on launch day... a delicious cake from a happy client. Although no provision for icing had been made in the brand guidelines.
“Not only did they scare the horses - Carter Wong cut our chairman in half!”
It’s always fun to see how the identities we create fire the imaginations of our clients ... check out this leaving card for Roger Stanier, ex-art director at Lowe.