Ashley Knight Estates provided a brief to establish a new logo for their start-up estate agency—one that would set the tone for the business’s future branding.

As a young, dynamic agency with a modern approach to how clients search for properties in the London market, the logo needed to be clean and crisp while also conveying authority to project a solid and trustworthy brand.

In response, AllDesignOnline explored a range of concepts, initially focusing on London-inspired themes. However, upon reflection, it was felt that this could limit future expansion beyond London. As a result, the brief was refined to remove any location-specific references.

A variety of icon-based and text-only designs were sketched out, and during the review process, a bold, letter-based concept caught the attention of Ashley Knight Estates. This idea was further refined, with various colour options explored before the final logo was agreed upon.

The citrus tones bring vibrancy and energy to the brand, while the grey tones provide a more authoritative and traditional balance. This combination was seen as a strong reflection of the business and successfully fulfilled the brief.