Lightstone Revamps Brand Identity


Lightstone announced their refreshed visual identity as part of their ongoing evolution.

‘Our new brand identity is not envisioned to recreate our previous character but rather build on the solid outlook – to lead and connect while we demonstrate thought leadership, intellect and the need to challenge convention,’ said Alan Hutcheson, CEO at Lightstone. Hutcheson highlighted the company’s brand qualities as professional, innovative, challenging, trusted and independent.

As a business grows and evolves it is necessary for change and the refreshed Lightstone logo reflects what the brand is at present and will continue to strive for. Most will recall the previous brand logo with its distinctive red, blue, green and yellow underscore, which according to Marketing Manager, Cindy Beets, evoked characteristics of energy, trust, intellect and stability. ‘After careful consideration, our logo was chosen to capture our ongoing commitment to differentiate, lead and always simplify the complex,’ said Beets.