Brand Identity Design for The Luxury Property Show; one of Europe’s leading luxury property events. Of course, we wanted the branding to epitopise luxury, something to immediately resonate with the intended audience of the property show – in a way that acknowledged the traditional, classical approach to luxury – while also appearing progressive, modern.
The ‘hero typeface’ for the word ‘Luxury’ is very classical indeed, but by subtracting a few diagonal spaces every 2nd then 3rd letter, the overall effect is a traditional font with a modern, bespoke treatment. Bespoking a typeface is often a very effective, powerful way of creating a unique identity where perhaps a brandmark, symbol, monogram or other iconography would serve no practical purpose. A customised font can be recognisable, and an excellent choice where simplicity and elegance is the goal, as was the case for the Luxury Property Show.