Limestone
Brand Identity
2023

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Naming
Visual identity
Brand Guidelines
Brand Collateral
Marketing Materials
Stationery

Overview:

The design team were tasked with creating the name and brand identity for Limestone, a firm offering advisory services for investment opportunities in Gibraltar and investment portfolio growth for high-net-worth individuals.

Concept:

In order to highlight their strong focus on quality and integrity - as well as the connection to Gibraltar - the name 'Limestone' was selected; the material of the Rock of Gibraltar. The name connotes durability and longevity as well as being a significant part of Gibraltar's architecture. The colour palette was kept limited and minimal to mirror their desire for discretion and simplicity.

Central to the identity is a logotype inspired by signage found on Gibraltar's Main Street. The brand identity also draws inspiration from Gibraltar's unique relationship with limestone, both in its natural state and its architectural significance. This is communicated through a logomark derived from a relief print, created by imprinting acrylic paint-coated limestone rock fragments on paper.

Process Images (8)

Process:

Sketchbook-page scans of test prints, sketched logo ideas and general logo development. The relief prints were later scanned and digitally simplified and smoothed to create the logomark.

Contribution:

My contribution to this project was significant; taking the lead on the name creation, colour palette & typography development and logomark & logotype creation & development - under the supervision and with the support of the lead designer of the company. I was also trusted to present the moodboard to the clients at the earlier stages of development, head up communications and liase with them to apply their feedback, as well presenting the final branding at the end of the project.