Legatcy Asia Network
Year
2024
Sector
Financial Services, Management Consulting
Services
Brand Strategy
Brand Identity
Legatcy is a professional services consultancy in Singapore, offering corporate secreterial, accountancy and bookkeeping services to founders in Southeast Asia. To facilitate their regional expansion efforts, there was a need for a brand refresh that encapsulated not only an updated brand identity but a brand architecture system that appropriately conveyed Legatcy’s expansion from solely corporate secreterial services to business consultancy.
To consolidate their ‘Asia first’ identity, there was a need to reflect this sentiment more readily in their brand identity. The brand was initially defined by the colours purple and blue, but without reasonable justification behind these chosen colours.
In conceptualising a colour palette that reflects vitality and energy yet maintaining a sense of professionalism, a combination of orange and green form the base of a vibrant, unique visual language.
Retaining the original logo design but with a substitute in font to reflect contemporary aspirations, the typography-forward choice of logo creates an essential identity that moves away from confusion and towards clarity.
The L+ icon amalgamates into a larger brand pattern by creating unique forms of the letter to represent building blocks, symbolising Legatcy’s role in shaping the success of founders through its services and larger goal of scaling businesses in Asia and beyond.
