Heritage Wills have been in business for a few years but wanted to more accurately represent their core values and people-focussed services. We worked together to only refresh their branding rather than completely redesign it so that their current clients wouldn't be confused by a drastic change.
HERITAGE WILLS
ORIGINAL LOGO
As you can see, the original logo was made up of an old-fashioned stylised image of the tools of the trade – a quill pen to sign paperwork, this isn't accurate for today's service offering and the way technology has made some aspects of the business more streamlined and friendly.
This is an approachable brand that wasn't being clearly articulated in their branding. So we started with defining a brand personality and accentuating those through the use of colour and font selection.
ICON
Standard version (social media icon)
LOGO
Standard version, also available in reverse for dark backgrounds and as a long version for flexibility of space available
COLOUR PALETTE
Dark Navy
Dark Blue
Olive Green
Pale Olive Green
COLOUR PALETTE – CATEGORIES
Will Writing
Probate
Corporate Benefits
Property Protection
Lasting Power of Attorney
Sophisticated colour palette that represents the integrity of the brand while still remaining approachable.
The addition of a secondary colour palette meant we could assign categories / departments to communication to help sign post specific items of interest to customers at a glance.
Tenants in Common
Trusts
Funeral Plans
Client Care Package
LITERATURE & ADVERTS
We used a lock-up system inspired by the Art Deco / Bauhaus era for displaying the logo within literature and advertising. This created a space for the tagline to be displayed and to categorise the leaflet to a certain subject using the pre-defined colour categories displayed above.
Corporate Benefits