Nouvelle image de marque de Lemay
By : Lemay
GRANDS PRIX DU DESIGN – 15e édition
Discipline : Communication & Branding
Categories : Brand Design / Brand Identity Creation and Update : Gold Certification
To create a new brand identity for Lemay, a transdisciplinary firm, a balance needed to be struck between its storied history stretching back to 1957 and an entirely new, forward-thinking system of imagery to both inspire and entice rediscovery from audiences internally and externally. Marking a new chapter in branding, this refresh must be capable of embodying legacy and a lasting presence while not only communicating but celebrating the firm’s reaffirmed values—creativity, innovation, diversity, and resourcefulness—and the firm’s newfound meanings in its origins, milestones, and future. By embracing the lowercase ‘l’ in Lemay’s longstanding logo to capture the firm’s approachability and curiosity, the letter acts as a line, a starting point to express values and personality through a series of glyphs. The refreshed logo also informs the typefaces selected, including a modern twist on Helvetica—which shares the same birthyear as Lemay—called Helvetica Now and Grafier. Finally, a colour spectrum was adopted to represent a wide range of values shared by Lemay’s interconnected network of creatives, as well providing a new identity system for Lemay.