Laing Homes, the house-building division of construction group John Laing, is to introduce a new identity created by Nucleus Design.
The client achieved a turnover last year of 212m. It wanted a change of image to reflect a broadening in its product range, which has seen it move upmarket to produce homes in a price range of 70 000 to 700 000.
Nucleus has developed a brand identity which aims to balance consumer appeal with authority.
A pineapple, used as a symbol of hospitality and entertainment since Roman times, is used to combine modernity with a sense of tradition.