Branding

Duke of London

Description

Revitalised Duke of London’s brand identity, integrating traditional elements with modern aesthetics. Created a robust colour system, typographic hierarchy, and a scalable logo incorporating intricate crest designs. The rebrand extended across all business facets, proudly showcased on premises, cars, and decals.

Problem

Duke of London lacked a brand identity to match its superior classic and modern car business. They needed a modern, yet traditional visual identity suitable for the digital age.

Deliverables

Modernized Brand Identity

Robust Color System

Effective Typographic Hierarchy

Intricate, Scalable Logo Design

Comprehensive Branding Implementation

Streamlining Luxury: This intuitive sign-up interface I designed for Automobile Club Villars embodies effortless elegance, welcoming new high-net-worth members with ease and sophistication.

Embracing the challenge of fusing tradition with the digital age, I embarked on the revitalisation of Duke of London’s brand identity—a business renowned for its superior classic and modern cars, yet lacking a fitting brand. My goal was to craft a visual identity that embraced the charm of the old-world family crest while breathing a contemporary spirit into its overall presentation.

The core of this transformation was the adoption of a user experience philosophy, rooted in ensuring a coherent, intuitive, and aesthetically pleasing visual language across all touchpoints of the brand. This approach was encapsulated in the colour scheme—a blend of gold and light navy blue translated across RGB, HEX, CMYK, and Pantone systems. The typographic hierarchy, combining serifs for headers and sans serifs for body text with varied weights, further bolstered the brand’s refreshed image. Perhaps the most distinctive feature was the intricate logo design. Balancing complexity with scalability, I integrated elements of a traditional crest—such as a lion, a falcon, and the initials ‘D’ and ‘L’—into a logo that is as elegant on smaller devices as it is on larger displays.

Leveraging tools like Illustrator, InDesign, and Photoshop, the revamped Duke of London identity proudly extended its reach across all aspects of the business. From number plates and decals on the cars to styling the brand-new spacious premises, the rebrand touched every corner of their operations.

This project proved to be an opportunity to demonstrate how UX philosophy transcends digital interfaces and permeates the very essence of brand identity. Ultimately, the in-depth logo design remains one of my most notable accomplishments, a testament to the successful blend of tradition and modernity that now defines Duke of London.

Embracing the challenge of fusing tradition with the digital age, I embarked on the revitalisation of Duke of London’s brand identity—a business renowned for its superior classic and modern cars, yet lacking a fitting brand. My goal was to craft a visual identity that embraced the charm of the old-world family crest while breathing a contemporary spirit into its overall presentation.

The core of this transformation was the adoption of a user experience philosophy, rooted in ensuring a coherent, intuitive, and aesthetically pleasing visual language across all touchpoints of the brand. This approach was encapsulated in the colour scheme—a blend of gold and light navy blue translated across RGB, HEX, CMYK, and Pantone systems. The typographic hierarchy, combining serifs for headers and sans serifs for body text with varied weights, further bolstered the brand’s refreshed image. Perhaps the most distinctive feature was the intricate logo design. Balancing complexity with scalability, I integrated elements of a traditional crest—such as a lion, a falcon, and the initials ‘D’ and ‘L’—into a logo that is as elegant on smaller devices as it is on larger displays.

Leveraging tools like Illustrator, InDesign, and Photoshop, the revamped Duke of London identity proudly extended its reach across all aspects of the business. From number plates and decals on the cars to styling the brand-new spacious premises, the rebrand touched every corner of their operations.

This project proved to be an opportunity to demonstrate how UX philosophy transcends digital interfaces and permeates the very essence of brand identity. Ultimately, the in-depth logo design remains one of my most notable accomplishments, a testament to the successful blend of tradition and modernity that now defines Duke of London.