Page 7 - Cornwall 4 2021

ESTATE NEWS

CORNWALL

BRAND REFRESH

The time has come for the Cornwall Hill Estate logo to be refreshed. The
directors envisaged a logo that is contemporary and elegant, professional

and smart, portraying a classically modern look. Celest van Niekerk,

communications director and Dirk Heyns, Estate Manager, approached

graphic designer and Cornwall Hill resident, Beatrice Roques-Whiteley to

take on this exciting but challenging task.

BY NICOLE ZERWICK • IMAGES BY IVAN MULLER

1. DESIGN BRIEF to ensure they harmonise and that they are
To refresh the Cornwall Hill Country Estate logo, complementary.
create a corporate identity manual, business card,
letterhead, Powerpoint template, email footer, 3.2. THUMBNAILS/ SKETCHES
e-newsletter header and footer. The design to be Next was pulling the elements together and
in a maximum of three colours because the fewer sketching out the ideas. The directors were
colours the more cost-effective printing will be. presented with a simple mood board and a
The name “Cornwall Hill” to change to a more selection of rough thumbnails to choose from for
contemporary look while the wording “Country discussion.
Estate” to maintain an elegant and sophisticated
font, as is common in affluent branding. The bird 3.3. DESIGN PHASE
to be more identifiable as an eagle. Once down to the last selection, the logo fonts,
kerning, spacing, colours, stylised bird-shape and
orientation was refined in Adobe Illustrator.
2. TARGET MARKET
The target audience for the logo is potential 3.4. PRODUCTION
buyers and residents, with the intention to The finished logo was presented in black and
maintain the brand of Cornwall Hill Country Estate white, white against black and in colour for all
as a prestigious, luxury estate, but stay true to applications, whether in print or electronic.
the original “feel” of the old logo. Importance is
placed on representing the target audience’s style, From there the Corporate Identity Manual and
preferences and values. other requests could be processed. These were
done in such a way that the estate management
3. LOGO PROCESS can update them when the need arises.
3.1. RESEARCH
A great deal of time was spent researching the 3.5 THE WAY FORWARD
target market and ensuring the style requirements The board is very excited about the launch of the
were met. Each component of the logo was new logo. It symbolises growth and progress,
handled individually before being placed together and we hope and believe that it will bring some

Cornwall View • Issue 4 2021 5