Our work

calfordseaden LLP




New corporate identity

New visual direction

Recognising their corporate identity required a new approach, calfordseaden commissioned Decoco to develop, create and launch a new visual identity.

An original concept developed for a new identity was recognised by calfordseaden’s Senior Partners as being too limited in its direction. Working with its Creative team, Decoco developed four initial concepts for a new visual identity. Whilst all different in their approach, these concepts ensured the continued integrity of the calfordseaden name, whilst offering a modern visual approach to their branding.

Vibrant colour palette

This new identity now rationalises calfordseaden’s core logo to one single vehicle, whereas previously it was supported by a secondary element. Whilst their core logo has now been rationalised, a more striking impact is delivered.

The new calfordseaden icon represents a diverse professional service business that provides its clients a range of services across a variety of construction and property sectors.

This new visual identity is based on a vibrant supporting colour palette, making up the ‘icon’ element of calfordseaden’s new logo.  Colour palettes are an essential part of keeping branding consistent. The primary and dominant colours of the calfordseaden logo are two shades of grey. Grey has a steadying effect on other colours within the logo, toning down the stronger and brighter colours and illuminating the softer colours. 

The more vibrant colours from the icon are also used as primary colours of the brand, for example on brochure covers and other material, where the grey may be too dark. The softer tones of colour from the icon are used as the secondary colour palette.

Brand roll out programme

Whilst the typography for the core calfordseaden logo is bespoke, a house style has been implemented. It is important for clarity and to complement the brand that a consistent style is used throughout printed and online material.

Through the roll out programme various elements of branding collateral were produced, including office signage, email signatures, branded promotional items, report templates, business cards & stationery, desktop wallpapers and personal protective equipment.