Frontier Creative has rebranded London private members club The Lansdowne Club, which will be unveiled on 1 April.
The logo is based on a redrawn three-dimensional interpretation of The Marquis of Lansdowne’s coat of arms and is based on an architectural version found in the club’s Crush Hall.
The ‘opulent’ marque incorporates a full-colour gold version of the crest designed to ‘symbolise the inherent quality of the club’, according to Frontier designer Michael Duffy.
It also features photography of the club’s architectural features by freelance photographer Richard Leeney.
The revamp grew out of a smaller project, a promotional brochure, that Frontier undertook for the club last year, which featured a selection of Leeney’s photography.
Frontier persuaded The Lansdowne to look at its identity after it had created the brochure, despite the order of the two projects ‘being the wrong way round’, Duffy says.
‘The old logo manifested itself in around a dozen different versions and looked scrappy,’ he says.
The marque was designed at Frontier by Duffy, Gary Bullock and Matthew Marshall.