Challenge
The London College of Garden Design (LCGD) are highly regarded for their reputation of creating world-class garden designers. They were looking for a fresh identity to develop greater awareness of their courses and attract higher calibre of student.
Solution
Gardens are fluid creations, with the use of different materials and always in a state of seasonal change. Garden designers have to take this into consideration when creating new concepts, and likewise so did we in the development of the new LCGD identity. The idea of a logo that changed and adapted through the seasons felt appropriate. The College is commonly referred to as LCGD, and this combination of letters acted as a simple and effective device for using as a ‘window’ into a garden. The colours experienced through the window would give rise to the colour palette.
The logotype is a hybrid of two typefaces: Cora and Gill Sans Bold. Cora has a very chiselled look, reminiscent of hewn rock whilst Gill Sans has good proportions and is quintessentially English in its style. They both had characteristics that we felt were appropriate but neither suited what we needed perfectly. So we morphed them together.
