After the strategic framework was set, Motto underwent an intensive design exploration with many conceptual directions.
The redesign of LC’s identity was not done to create “a cool new logo.” We set out to design an identity that truly reflects who they are and where they’re going as a company. We closely collaborated with LC every step of the way to overcome every challenge of a rebrand of this scale. The result is a modern and distinct brand identity system that gives meaning to the brand and reflects the essence of LC’s vision and purpose.
LC’s new logo was purposefully designed to express the brand’s essence with a distinctive and iconic visual identity system. Both the exterior container and the placement of the inner lines within the shape have purpose. The heptagon’s 7 points convey LC’s 7 markets. When the logo is overlaid on a map, you’ll see where the cities are plotted and how the lines are thoughtfully arranged to symbolize the connection between them, which together form the greater LC community. All lines lead back to the heart and hub of LC: Columbus, OH.