LDM wanted their logo to represent what they do, and where they are focused. With this in mind, we wanted to create a symbol that uses the iconic structures of London. Furthermore, we didn’t limit the colour palette of the logo, to represent diversity. Originally, the symbol and the ‘LDM’ beside it were separate logos. It was just normal text beside the symbol and the right hand ‘LDM’ was as it was without the symbol. The client wanted to meld these two logos together, to represent both parts of their business. Although we didn’t do this initially, we agree with the client that it works. The logo also works being a solid colour also, allowing it to be used in any capacity it needs to be.