CLIENT
Lovett Designs
CHALLENGE
Lovett Designs is a recently established Design & Construction company based on Sydney’s Northern Beaches. JFD had the opportunity to design the logo and subsequent identity for the business. The challenge put forward by the client was to create an identity which draws on both the creative and construction elements of the business’ processes.
The final logo design draws on these facets in its resemblance to a set of blueprints. Like an architect would sketch out the walls and framework of a structure, here the letters of the word ‘LOVETT’ have been sketched outlining the elements of each letter.
The letters also resemble the wooden framework of a home under construction. The outlined type shows the process of how a typographer might construct letter forms, like an architect or builder would first set the framework before filling in the details to finish a project.
The ‘O’ icon also takes the form of a 360 degree protractor, an important tool in the design and sketching phase of an architect’s design process.
ROLE
Logo and identity design
Collateral design
