Though Levitt-Fuirst has long enjoyed a strong and professional culture, the brand was never actually codified. After a brief period of discovery and market analysis, Create and Levitt-Fuirst worked to verbalize the firm’s organizational purpose, values, voice, and brand promise. Out of this work came “Protecting Your Priorities” as a succinct articulation of the firm’s value proposition in the form of a tagline. While the line would live on in perpetuity, for the next 18 months in the longer and more celebratory form “50 Years of Protecting Your Priorities.”
Following a review of contemporary design and implementation practices, and a review of brand transformations over the last hundred years, it was decided that 1980’s logo would be retired. The new logo would retain key elements, including the square holding shape, the LF, and the firm’s deep blue primary color and be designed to express the professionalism and approachable sophistication that the firm and its clients expect of one another. While the new logo is at the center of the visual identity it is complemented by a proprietary motif, a secondary palette of blues, a new typeface, and set of industry-based original paintings.