After moving to Los Angeles from the UK, and rebranding himself as “Jonathan London”, this ultra-luxury real-estate agent needed a clean, masculine and versatile identity that encapsulated his history and British draw to American audiences.
The moniker needed to evoke the timeless elegance of British design and history while being appealing to American audiences. It had to work as a wordmark as well as an icon that could be stamped onto not only products but modern luxury home imagery across a variety of social platforms.
Challenges
Distilling a complex idea into a simple symbol is no easy task. One concern was the legibility of the L vs the Pound symbol. Luckily, American audiences are less familiar with currency symbols than European audiences and the symbol read as an L first and a Pound symbol second, tying him to his British roots.
Outcome
What resulted was a clean, masculine and slightly irreverent brand that perfectly encapsulated not only the person but his unique selling point to the American real-estate buyer allowing him to brand himself across all platforms and media outlets thus standing out from his colleagues.
