This brand identity grew from the origins of the company owner Richard’s surname, Leonard. During my research, I discovered the surname was found to derive from “lion-hearted” – the connotations of which offered an interesting opportunity for a lettings agency brand with core values of trust and experience.
My approach sought to move the identity away from the overused property market symbolism. The lion figure carries a certain trust, authority and establishment to it. The negative space underneath allows the lion’s figure to stand guard over the shape of the property.
The lion is represented in various forms throughout brand applications, either by his curled tail, paw print or supporting taglines.