Life-force was the name given to the origination of the new MJL visual identity. It was born out of the new brand purpose of ‘bringing buildings to life’. The source of ‘life-force’ in all life is the heart. Arteries and veins are blood vessels responsible for systematically carrying oxygen-rich blood to and from the heart. It was this contrast, partnership and balance that inspired the new MJL logo mark.
The original MJL red is retained to represent strength, energy, passion, and power, contrasted and balanced with the new brand blue, representing calm, stability, harmony, unity and trust. The colour contrast is representative of the life-force of the brand (arteries and veins – input and output).
The MJL initials are specifically crafted from precise geometric shapes, perfect manipulated to portray the letterforms.
The service iconography was designed to be more immersive than standard iconography sets. They needed to be more active and portray a deeper insight into what MJL could deliver through their various services.
To align them with the brand purpose, simple display animations were created, bringing each one to life.
The group logo is based on the ‘M’ of Michael Lonsdale and like all of the division logos that sit under it, is constructed geometrically; wide at the base implying strength and crafted points at the top to provide balance. It uses all three primary colours from the divisions’ logos and will become a mark of quality, innovation and reassurance among the UK’s building and engineering services.