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A decade after creating the original Towns logo, Phase One were asked to give the brand a refresh. Over time, this tri-purpose company has re-positioned itself in the market and the new identity needed to represent the luxury Bathroom Showroom as well as the more utility Plumbing Store and Water Softener areas of the business. The original swirl has been retained and thinned, but coupled with a contemporary typeface and a classy monotone palette, the new logo reflects the high-end products on offer. A new minimalist approach to literature and ongoing press ads is quietly understated and sophisticated to appeal to their target audience. The fleet of silver vans are also being rebranded.

This project is a demonstration of how evolving an existing logo can completely change the positioning of a company without losing the integrity of their original identity.

Phase One Design