Lawton Tubes – Branding Case Study
Lawton Tubes are an example of a well established business (100 years old next year) with a great product and service offering, but a visual brand that until recently wasn’t cohesive and didn’t do justice to the company’s position in their marketplace.
This is how we reworked the branding of Lawton Tubes into something consistent, memorable and instantly recognisable.
Initially, Lawton did have a logo: a circular design featuring a copper coloured “LT” to represent jointed pipes (as you no doubt guessed, that’s what they do – they’re leading suppliers of copper tubing products). The thing is, the company wasn’t always using this logo. It didn’t appear on the business cards for example.
The firm’s full name is The Lawton Tube Company Limited, although it is known as ‘Lawton Tubes’ for short. The shorter name wasn’t being used much on marketing material either. The full length name is just too long-winded to work as a brand.
There was another issue. The company has four distinct market segments: Plumbing, ACR (Air Conditioning and Refrigeration) Medical and Engineering. Each of these segments is a sub brand, but the company did not have any way of defining each one and tying everything together.
How First Image helped
Hopefully you like what we did with the preexisting logo – it’s been refined, with depth and shade added. We think it now looks more tangible and impactful. Do you agree?
That works well as a brand mark, but we wanted to make the word LAWTON the main logo. As you can see, it’s been rescued from having to exist in boring old Times Roman and turned into a proper typographical logo. Do you now feel that Lawton is something you will recognise when you see it again?
The overall Lawton brand has the subtitle ‘Tubes’ in a copper coloured tab. This element changes colour to define the sub brand. Plumbing is blue, air conditioning is green and medical is red. This makes it much easier to depict the various sub brands and identify sections of brochures, web pages etc by emphasising the colour for that segment.
Lawton now have a fresh, up to date visual brand that serves a practical purpose in helping the company show the variety of market segments for which it caters.
Now, everything from stationery to product packaging to the company’s fleet of lorries is instantly recognisable as being part of the Lawton brand.
“We had worked with First Image for some time, so we knew how talented they are and the level of service they provide”, says managing director Oliver Lawton.
“This made them a natural choice when it came to rebranding our entire operation. The whole process has been conducted very professionally. First Image really think things through methodically and are great at coming up with creative designs that work well in practice”.
Are you looking to rebrand your business? From logo work to an entire identity, we can help.
Call us to talk about your project.