Friday, 29 May 2015

Lend Lease has taken the plunge and finally rebranded!

This global property and infrastructure powerhouse has replaced its twenty-year old logo with a fresh organic green mark, joining its iconic name to a single word, Lendlease.

This vibrant new look has been designed to reflect the company’s new strategy, positioning themselves within the market as a contemporary, diverse and international business. The new logo can be described as the organic and versatile “fold”, suiting Lendlease’s range of projects across industries and countries.

Another reason for the companie's re-branding lends itself back to the concept of designing for the future. Lendlease understands the need to provide their customers with a unique identity that goes from “consumer to business, enterprise to government partnerships and local to international markets”.

The new branding and strategies Lendlease will implement will take place over the next year. It will run in accordance to the “run down and expire” strategy which will systematically change brand assets according to project's stages of development.

CEO, Steve McCann states, “We have emerged out of our five year strategy to hold a strong market position and believe we have re-established the leadership position of this great organisation. As a result, the time is right to evolve our brand.”

Lauren Musat
Current student in the Master of Marketing program at the University of Sydney Business School

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