Ledgard Jepson, specialists in branding and well known for their recent rebrand of Birmingham Museums Trust, worked closely with the client to develop a logo that evokes a positive, upbeat message. It was decided this was best achieved with a piece of custom lettering, giving St Luke’s Hospice a unique, hand drawn mark that is instantly recognisable.
Once briefed, I collaborated with the creative team at Legard Jepson, providing initial brush drawn options. These were gradually developed and drawn up digitally, while taking care to retain the hand drawn appeal of the script.
The warm colour, soft curves and playful nod at smiles and hearts keep the lettering fresh and friendly, while the bold weight and clean design give it the visual strength to work across a range of applications.