How big is SLR? We’re talking 125 countries, 2,500+ staff big. When the client reached out in September 2022, their brief was to not only bring the brand up to date, but to make them look as good as they actually are. We were told that everything was up for grabs. Except the logo. But hey, sometimes plans need to change.

We took a deep dive into their operation. Workshops and questionnaires targeted team leaders and key staff, and we encouraged them to open up and tell all. Armed with a new strategic direction, ‘Making Sustainability Happen’, and a resounding cry of, ‘we need to modernise’, we set about building a fresh, new brand identity. Over the following months we worked as an extension of SLR’s team. Making sure everyone involved around the globe felt part of the process.

To retain SLR’s hard-earned brand equity, the logo typography was subtly evolved, and a new symbol incorporated. Elements of the symbol convey three key areas of the business - Nature, Innovation and Engineering. These also break down to form icons for three solution offerings. The brand was launched to the whole SLR team with a simple, yet powerful video, and you could feel the energy and excitement. Smart design built on a solid strategy – what a combination.