Lithgows is ‘proud to be boring’

Off the Top of my Head and International Wordstorming have collaborated on the rebranding of chartered accountants Lithgows combining a ligatured letter-form with a ‘boring’ tone of voice.

New Lithgows identity

John Spencer, Off the Top of my Head founder, has worked alongside writer and founder of International Wordstorming Tom Lynham to create a graphic and verbal identity for the firm.

‘Everyone who knows Lithgow, Nelson & Co calls them Lithgows so we shortened the name to make it punchier and easier for new clients to remember,’ says Spencer.

Lithgows

‘The idiosyncratic logo combines a traditional but rare letterform – the ligatured “th” – with a contemporary typeface to create a dramatic interaction. And I’ve given Lithgows a modern typeface – FS Albert – plus an eye-catching palette of colour couplets to help make all their communications visually unique,’ he adds.

Lithgows

The look is based on Lynham’s tone of voice work, and his interviews with the accountants, who he found to be ‘numbers boffins…inclined to communicate in accountant speak’.

Lithgows

Lynham says, ‘They say they’re “proud to be boring” because it draws attention to their obsession with accuracy, compliance, and attention to detail.

‘We jumped on that idea, turned it into their proposition, and established a tone of voice that is warm and conversational – with a twist.’

Lithgows

The identity is expected to launch in the next few weeks, a website is being designed and built and printed materials are being produced.

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Comments
  • Anon November 30, -0001 at 12:00 am

    Personally, I think the single story g spoils the logotype. A double story g would compliment the ligature and balance the shape of the word.

  • Anon November 30, -0001 at 12:00 am

    Personally, I think the single story g spoils the logotype. A double story g would compliment the curve of the ligature and complete the design.

  • Mahbir Thukral November 30, -0001 at 12:00 am

    Fantastic copy! Bravo to the client for going with such an ambitious approach! 😉

  • Clément Nasr November 30, -0001 at 12:00 am

    Hello,

    I like the fact that simplicity is strong and pure. Colors used here are very nice, attractive and appealing. But that much simple does not necessarily interpret the values of the firm in my opinion. It might look boring, but it does’t let me know what the firm can do out of the box. It looks very regular and just in delivering the work.

    The logo has a great ligature that I am in love with, though other letters look apart a bit. But I cannot see any calling.

    Good luck 🙂

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