The mystery of what the new Chestertons logo means has been solved - apparently it symbolishes an open door on London.
Leahy Brand Design, the creative consultancy which came up with the logo, has taken to the pages of Design Week to explain what the new look symbolises. Agents in rival firms have been speculating on the meaning of the relatively simply logo, which has an extended thin line from the N' towards the end of the name.
Our original motivation for the brandmark was to build on the idea of opening' London.
Inspired by the trusty door and door handle, we created a brandmark that references this through playing with the relationship between the O and N explains LBD managing director Tim Leahy.
LBD apparently conducted in-depth partner interviews and audit workshops which came up with the concept.
The new identity has been rolling out across Chestertons' London branches and its international offices over the past three months, since the de-merger with sister company Humberts.
Meanwhile, the design firm behind Humberts' more floral Laura Ashley-style logo has not broken cover to explain its thinking...
Comments
Some high up executive will have paid someone to design this, and i'll have involved consultations and meetings etc, etc, for a white line to be drawn. Value for money, well done.
If you have to explain what the logo does, it's not really doing it's job very well. And opening the door to London's property market Ha! To the mega-rich maybe, not the vast majority.