Thursday, June 23, 2011

New logo: Habtoor Leighton Group


Al Habtoor Leighton Group (HLG) is a Middle Eastern construction company, formed in 2007 from the merger of the UAE company Al Habtoor Engineering and Gulf Leighton, which was Australian construction company Leighton Holdings' arms in the region. Yesterday, June 22, the company launched a new corporate identity, the first since the company was founded. Behind it is the UAE branding agency Brash Brands.

Previous logo.

In a sense, this is the first time the company gets an identity of its own, as the previous logo was essentially just the old Al Habtoor and Leighton logos side by side. One of the objectives of this rebrand was to get rid of the perception of the company as being a temporary joint-venture between two different companies, and not "one, unified, fully-integrated" organisation. That perception was certainly inforced by the old logo.

The new logo focuses on the initials, HLG. The colours green and purple are used in all visual elements and applications. The colours were chosen to stand out among the competition, as research had shown that most competitors used red or blue.

The following images were published in Ahkbar AlDar, HLG's external magazine.

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Business cards and CD cover.

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Stationery.

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Envelope.

HLG press release (archive)
Ahkbar AlDar (archive)
AMEinfo

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