Logo design process
When I started developing the logo, I explored the meaning behind the name “Livingstone.” It can be interpreted as “living stone,” symbolizing the balance between strength (a solid foundation, reliability) and life (a home as a space for family and inspiration). The name naturally aligns with construction and design, combining a sense of durability with warmth and a human touch.
I chose wide, traditional serif typography to convey a sense of strength. For the symbol, I explored using the “L” and “S” letters instead of “S” and “B” to highlight the “Living Stone” concept — bold and subtly connected to nature.
Using a Wacom tablet, I created smooth lines of a leaf to convey a sense of nature and artistry. As a result, the logo combines soft, organic forms with sharper elements.
Passing through several iterations, we arrived at the decision to simply rotate the symbol.
Brand guide development
When working on the brand guide, one of the key steps is developing logo layouts.
Color palettes
When choosing colors for the brand, I define the main emotions it should evoke. For this brand, the focus was on the art of building, passion, trust, and comfort, so my choice of colors reflects these values.
Also, each brand has its own color proportions. This is one of the most distinctive elements and explains why brands with similar colors can still look completely different.
Visualisation
For visualization, I use mockups — they help to understand how the brand behaves and guide teams or clients on how to use it properly.
And I finalize the brand exploration by defining and explaining the typography.
