Real estateIdentity · cards · letterhead
Two letters,
one red square.
00The project
- Client
- L&H Real Estate Ltd.
- Sector
- Real estate
- Delivered
- December 2021
L&H Real Estate Ltd. needed a mark that would read as theirs on a sign, a business card and a profile picture alike. We joined L and H into one ligature and cut it out of a red square: stroke becomes space, and four bars are left — the two letters, read like a facade. The identity was delivered in December 2021 with its construction grid, colours, four colourways, business cards, a letterhead and social avatars.
- Logo & monogram
- Construction grid
- Colour specification
- Four colourways
- Logo user guide
- Business cards
- Letterhead (print & Word)
- Social avatars
01The idea
L plus H,
minus a square.
The logo guide states it in one line. L and H share a stroke and become one ligature; the ligature is laid over a red square and cut out of it. Three gaps run top to bottom; one bar stops short where the L turns its foot, another breaks where the H crosses. Nothing is added to the letters — every bar in the mark is what they leave behind.
L plus H equals the LH ligature; the ligature plus a red square equals the L&H mark.
02Construction
Built on
a single unit.
The width of one bar is the unit, X. The mark is seven by seven; the wordmark is eleven wide and five tall, set one unit in from the mark’s top and bottom and three units to its right. The grid went into the logo guide, so a sign maker or printer can rebuild the lockup from a single measurement.
03Colour
Red to be seen,
black to be read.
Two colours, specified for screen and press. The mark carries the red; the wordmark stays in a warm black that reads cleanly at small sizes. Four colourways cover every ground: full colour on white, white on red, reversed on black, and black alone for one-colour jobs.
RGB 228 · 6 · 19
CMYK 4 · 100 · 100 · 0
RGB 35 · 31 · 32
CMYK 68 · 67 · 65 · 74
04Stationery
The person on the front,
the mark on the back.
Business cards at 3.5 × 2 inches: a white front for an agent’s name, title and contacts, a solid red back with the reversed logo. The letterhead keeps the logo top left over a red rule, runs a red-to-black band down the right edge and fades a field of dots into the foot. It was delivered as print artwork and as Word templates the office types straight into.
The rule, the edge band and the dots are printed; the text area is left to the Word template.
- Red rule · under the header
- Edge band · red into black
- Dots · fading up from the foot
05Online
Four bars
still read at forty pixels.
Social profiles carry the mark without the name: red bars on a white disc, or white bars on red, plus a red square with the full lockup for platforms that crop square.