Evolving a brand identity for SilverDoor

So here’s the first design article for our new website – about a client that’s been with us for over ten years.

Back in 2005, we renamed and rebranded an ambitious serviced apartment agent: SilverDoor. In the years since, we’ve worked on numerous marketing projects for them, helping raise their profile (and turnover). SilverDoor is now international and instantly recognisable to anyone buying serviced accommodation for business, but after nine years of the original brand identity it became clear that an evolution was due. The company had grown from seven to over 80 staff, they utilise proprietary technology to run the business and their reputation and client list is now the envy of their competitors. The brand had moved on. Evolving a brand identity was our challenge.

Evolution of the SilverDoor logotype

Evolution of the SilverDoor logotype

Evolution of the SilverDoor stationery

Evolution of the SilverDoor stationery

In December 2014 an evolved brand identity was launched. We took the recognisable features of the original branding and enhanced, expanded or updated them. The new SilverDoor branding is bolder, more flexible in terms of fonts and colours and the iconic lion has been sensitively remodelled in 3D. A comprehensive set of new brand guidelines has been issued, along with guidance and templates for internal and external documentation.

The evolved SilverDoor brand identity is ready to face another decade.