PROJECT / BURLINGTON ESTATES
Brand style guidelines
Burlington Estates is an independent provider of residential block management services. The company specialises in the management of high-end period and modern properties in Mayfair, prime central London. Their philosophy is putting the client at the focus of their service, with extremely high standards and an aim to exceed expectations.
Burlington Estates approached me in 2013 while having their website redesigned. Their web designer had also been commissioned to design their new logo branding, but had been unable to fulfil the brief. The client wanted to develop their visual identity with a logo that reflected their premium status, and they needed it fast to go hand in hand with their imminent website relaunch. The objective was to visually attract people to engage with the brand online, and in person.
Thorough research of the marketplace and benchmark brands was the foundation of this project. The new logo is based on a shield; a traditional symbol that provides a sense of trust, security and strength. However, this shield has a contemporary twist, designed to set the company apart and instill a sense of professionalism. It uniquely represents the company, as the two halves of the shield are subtly shaped to echo the B and E initials of Burlington Estates name. But also, the symbol contains a diamond shape, viewed in the negative white space between the two halves of the shield, which depicts quality.
Simple brand style guidelines were developed to ensure a consistent look is achieved for the website and other future materials. Finally, branded stationery designs helped establish and reinforce the new visual system.
It’s important to choose a creative who is an expert in your project field. By collaborating and asking the right questions, I clearly understood the client’s objectives – and relevant experience enabled me to use my expertise to deliver an effective design solution.
Burlington Estates are delighted – their branding enhances their professional image and helps them stand out among their competitors. They've won London Property Management Company of the Year Award in 2015, 2016 and 2017 so have an identity that reflects their success. Well done! One of the key qualities of a successful logo is longevity and this one is certainly standing the test of time.