The main aim of the branding project was to bring coherence and consistency to the group’s many and varied projects, by creating a single logo and visual language by which it would be recognised. The new identity had to convey order and professionalism, replacing the ad-hoc use of numerous logos, colours, and typography with a single, unified brand.

The logo depicts the open fields springing from the history books, overseen by the royal crown (owners of the Estate). The three peaks of the crown represent the three fields making up Laxton’s unique rotational farming system.

The logo and visual identity has been applied to a wide range of information, display and marketing material, including a series of booklets documenting various aspects of the Laxton & Moorhouse area’s history, funded by the Heritage Lottery Fund.