Brand identity for Naylor Love, a New Zealand based company that has been in construction for more than 100 years. The approach to the logo was an evolution, not a revolution. The original version had presence in the marketplace but looked busy and dated, so we simplified it, sharpened it up, and made it bolder but kept the core essence. From there, we modernised the rest of the branding with a brighter and fresher teal primary colour, and a more minimalist design aesthetic to the vehicle fleet, business cards, letterheads, documents, advertising, and other collateral.
The resulting identity has perfectly achieved what it set out to do in presenting Naylor Love as a company which is forward-thinking and can be trusted thanks to its track record.