In case you haven’t heard, on 24 September, LDN Group will become LDN Apprenticeships! This is a big and exciting step for us and I thought it would be useful to share some of our thinking about why we’ve chosen to make this change.
When I joined the company, one of the first things we set out to do was to understand how our brand looked to the outside world. Quite frankly, it was a bit of a mess. We had our main brand – LDN Group – and three sub-brands (Future LDN, Tech City Stars and Enterprise LDN).
In many cases, this meant that we had three or even four different social accounts with different followings, messages, content and relevance. We also had four websites targeting different customer segments – a maintenance nightmare!
It meant that we were unable to guide people to one place to find out everything they needed to know about what we do. It also felt like we had to explain what each of our sub-brands was there for and what we did as a company more generally.
It wasn’t all bad though. We love the fact that the “LDN” in our name reflects our tireless commitment to making a difference to the lives of young Londoners and we didn’t want to lose this focus.
So, after much deliberation and discussion with people in the business, customers and students, we settled on a very simple change to the company name. Becoming ‘LDN Apprenticeships’ makes what we do very clear to anyone who chooses to engage with us.
It does what it says on the tin. And by changing the name of our Tech City Stars programme to Tech LDN, we’ve not only done away with a somewhat dated term, we’ve also brought consistency to our sub-brands.
Having settled on the name, it was on to the fun stuff – our new look and feel was a difficult process to get our heads around. We wanted to look young and fun enough to appeal to the awesome young people who are looking for apprenticeships with us, but at the same time, we needed to present a professional, almost corporate, image to our clients – the companies who take on apprentices. After several iterations, we settled on this logo:
The arrow incorporated into the ‘LDN’ is moving forwards and upwards. This movement is a representation of the direction of travel of each of the apprentices we support. Similarly, it represents forward-thinking businesses who are committed to investing in the future and moving their business forward by embracing apprenticeships.
Our apprentices help businesses to grow and become more diverse, inclusive and successful. And the apprentices themselves kickstart a career they’ll love. For us, the arrow represents all of the positive forward motion our work creates.
The rebrand, in turn, has also given us an opportunity to build a completely new website. When it launches, the new site will be the best place to find out everything you need to know about LDN Apprenticeships, whether you’re a candidate or a business looking to hire an apprentice.
So How Did We Go About It?
Where did we start!?
Once we realised we wanted to go ahead with the rebrand, we went to a Brand Workshop hosted by Michael Murdoch of The House at the British Library.
We liked the workshop so much that we decided to get Michael and his team at The House to work with us on our rebrand!
The first thing Michael asked us to do was complete a ‘Brand Health Check’ and ‘Creative Brief’. This got all of us on the same wavelength and helped Michael to learn more about what we do. In turn, this meant he was able to align his thinking with where we were heading as a brand.
After a number of meetings and Skype sessions, we eventually got to a point where Michael and his team supplied us with three brand new logos.
Each of these logos represented LDN Apprenticeships well but we liked the idea of the arrow in one of the designs, so we then went through another round of designs that incorporated the arrow.
You can see below the gradual progression from the first design to our final design!
As you can see, the biggest aspect that changed from the first round is the font used. We wanted to use a font that was slightly more professional, but also kept the upward curve of the arrow within the ‘LDN’.
We had also realised a colour pallet we wanted to use as well. We were set on our main and primary colour being a strong blue and paired that with a much softer blue.
Once we had our main colours, it was a matter of choosing what colours would complement them for our Future LDN, Tech LDN and Enterprise LDN sub brands.
Again, we wanted these to be strong, distinctive colours as well as fitting in well with the blue colours we had already picked.
Below you can see our final choices!
It’s been really great to hear so many compliments from our clients, apprentices and partners about the new brand.
This is a huge moment for LDN Apprenticeships and we’re very excited to start the next big chapter in our story.
We hope you like our new brand, and we’re looking forward to sharing it with our clients and apprentices as we continue to help AWESOME businesses find and develop AWESOME young employees.