Making Our Mark
— 19 January 2022 by Gareth Evans
Design with Purpose.
Design with Purpose runs through everything we do at Lomax, including our mark.
Since our successful launch in December 2021, we have been asked about our logo and the significance of the silhouettes relating to Lomax Design.
Constructing the mark and brand identity for Lomax was a great responsibility and a fun challenge, to incorporate as many ideas as possible into the signifier for the company. I wanted to communicate our values and how Lomax operates and include an element of delight for those who wanted to look harder.
The brief.
The design had to have weight, simplicity and speak to the nature of the team and the four pillars; Collaboration, Accountability, Foresight and Legacy.
We knew the name was to feature prominently and were fortunate to have strong and exciting letterforms present already. It was a fertile place for the design to begin.
Finding delight.
From early experiments, we felt the trace of the characters already embodied the identity and personality that Lomax wanted to evoke and quickly realised that the logo would derive from its wordmark.
During that earliest doodling session, I hit upon the realisation, finding my moment of delight. The legacy of Nick Lomax, our fifth-generation architect, was staring back at me from the centre of the page.
The subtle use of negative space between the leg and apex of the M, reveals the five (V) glyph providing support to the logo at its centre.
From there, the pieces began to fall into place, and in quick succession, I could see our disciplines concealed amongst the characters.
A - Lomax architecture, the triangle being the most effective form in construction.
O - Lomax vision's thought bubble where ideas and concepts materialise.
X - Lomax lifestyle, the tent/pavilion/cover/canvas that creates an internal space and can be abstracted further into other lifestyle elements, such as fashion and beyond.
Following rigorous review and an intense refinement process, the logo took on the form you see now, which became the basis for our graphic presence in both digital and print.