Longton is a Melbourne-based multidisciplinary design studio, established in 2012 by Michael Longton, that offers its clients holistic design solutions built on Michael’s past experience—under his previous agency And—with large, international businesses such Sony Music, Billabong, Stussy and Warner Music.
The studio’s brand identity—an unusual, modernistic arrangement of neutral sans-serif characters, recurring circular forms and a single consistent line weight forming a logo—has a reductionist quality with the underlying qualities of a logic game or mind map. Its expanded letter-forms – isolated by generous spacing but collectively united by the container—establish a simple, proprietary value that perhaps reflects the arrangement or coming together of external sources—be that information or experience—into a single and cohesive resolution.
Level Improvements is a small-scale builder that possesses, in the words of Hi Ho – the studio responsible for their new identity – a characteristic often lacking in others in their field — a high level of craft and attention to detail. To reflect these values, Hi Ho developed a ‘easily managed and straight talking’ visual identity solution that leverages the similarities between an uppercase L and a carpenter’s square – a measure of straightness and a steady hand – and isolates it with a typographical quirk to convey both continued consistency and a sense of individuality that distances it from other unreliable services.