Rebranding an existing company is always an exciting project. In April 2016 Lone Worker Solutions (LWS) commissioned Balanced to create a new corporate identity for them, and to roll this out across every aspect of their internal and external communications. The new brand reflects the growth and evolution of the company since its founding in 2009. It also paves the way for continued expansion into new industry sectors both in the UK and overseas. Lone Worker Solutions continues to innovate, adapting their proprietary platform to reflect their client and end-user needs.
Geometric font
We selected Futura as the principle font for the logo and to be used across LWS communications. Futura was designed for the Bauer company in 1927 by Paul Renner. This is a sans serif face based on geometrical shapes, representative of the aesthetics of the Bauhaus school of the 1920s-30s. Issued by the Bauer Foundry in a wide range of weights and widths, Futura has become a very popular choice for text and display setting. Futura is bold, confident with a modernist edge that belies its actual age. Adapting the font slightly I have introduced ligatures to link the ‘o’ and ‘k’ of worker with the ‘l’ and ‘i’ of solutions . This bespoke manipulation of the font creates a metaphorical connection between LWS and their clients staff.
Bold colour
Based on the existing colour planet of pale blue and light grey, I introduced new bold shades of blue and yellow. The strong contrast between the new blues and the brilliant yellow will help the brand stand out from the competitors. The blues are based in the same tonal range as the old brand — this means the new logo can be applied to the existing website with only minor changes.
Narrative icon
The Arrow & Spotlight are Lone Worker Solution’s ‘does what it says on the tin’ moment. Together they form a location marker, demonstrating that with LWS you know where your workers are and can protect them. The Arrow & Spotlight can be used together or separately. They will often be seen without the full company name. Sometimes they will expand beyond the edge of the page.
Descriptive strapline
To underline the company’s business proposition, we introduced a new strapline: ‘Protecting your team’. Warm and direct, the strapline positions the service as critical to the success of LWS’s clients. The strapline usually appears in relation to the arrow and spotlight. Where space allows, it runs vertically — directly under the spotlight, if vertical space is limited, it will run horizontally beneath the logo.
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Post by Marc Bates
Marc is the founder of Balanced Agency. As a full-service agency, Balanced specialises in branding and content marketing for charities, start-ups, and small and medium-sized enterprises (SME's). Our aim is to develop targeted communications strategies and then to create practical, compelling and cost-effective marketing assets. Balanced is based in Camberwell in the London borough of Southwark but works with clients across the UK. Our customers come in a wide range of charity, B2B and consumer-facing sectors.