Alex Duenwald
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Lawrence Group

Why Refine Lawrence Group's Logo?

Designed in 2007, Lawrence Group’s previous logo captured the spirit, personality and values of LG. The mark, or “spark” as we affectionately call it, has seen LG through 12 years of evolution and growth. As Lawrence Group celebrated more than 35 years in 2019, I wanted to take a closer look at our logo and ensure it reflects who Lawrence Group is today and where it’s going in the future.

In a nutshell, I wanted to elevate the level of design within the Lawrence Group brand to reflect the quality of work LG creates for our clients each and every day. Lawrence Group has greatly evolved since its founding in St. Louis as an architecture firm in 1983. LG has grown into an award-winning integrated design, development and construction firm with offices nationwide offering a multitude of services to our clients. I felt LG’s previous logo and visual identity no longer reflected the firm’s growth, culture or future.

Evolving the Spark

Evolving the Spark

First things first, I love the idea behind the LG spark. It’s a visual representation of the firm’s creative energy, its fun side and, most importantly, it represents LG’s values (LIGHT). But, if I’m being totally honest, the proportions of the spark didn’t always work well. From building banners to title blocks to social media, the spark made our logo difficult to work with and in many circumstances took the focus off of our name. Having worked with the LG logo for 12 years, I knew the spark needed to evolve.

Telling the Story

Telling the Story

I started thinking, how could I improve our beloved spark and have it tell more of Lawrence Group’s story while staying true to the brand we’ve built over the past 35 years?

Once I started, ideas beyond just representing our values of LIGHT began working into my creative process. I wanted to showcase the idea of GROWTH, not just Lawrence Group’s, but the growth of our clients as well. Providing better solutions to our clients through the INTEGRATION and COLLABORATION of our services and staff was also a theme I wanted to explore. Finally, I wanted to pay homage to our architectural HERITAGE by visualizing the solid structure and foundation we build for the success of both our clients and staff. All of these themes are visually represented in our updated logo.

The Refreshed Logo

The Refreshed Logo

After much work and many iterations meet LG’s re-imagined spark! The refined logo is modern and professional, but it’s also friendly and approachable, kind of like Lawrence Group.

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