Everything London Landscapes & Masonry does is custom, crafted by hand, using traditional age-old and modern methods. The overall use of the branding needed to showcase not only the work but tell the story of the craft itself (it is one of the oldest trades in human history). I have had the opportunity to watch how the stone was chiseled using original methods and simple tools; I thought that was the most fascinating part and needed to be conveyed in the logo in order to drive home the handcrafted story. The logo is hand drawn, accompanied by an uneven serif typeface to reflect how serif type was originally hand chiseled into masonry.
The objective was to create a consistent brand identity to help reflect the quality of work produced by London Landscapes & Masonry and instill a positive 'gut-feeling' in potential customers. The branding also needed to hold a place in the modern, fast-paced, minimalistic world as it is very easy to confuse old-age tradition with 'old' and out of date, which is not at all the case with quality masonry work.