We embodied Sharp with a heart in a new brand identity.
We abbreviated the name to LV=, retaining much of the heritage in the name, but making it shorter and more memorable. We rendered the ‘V’ as a heart to express the empathy of their excellent service and added an equals sign as a modern expression of mutuality (a society of equals) and sharp financial skill.

The logo provides a flexible system for describing their range of products and services, for integrating existing initiatives and helping make the most of new opportunities – all within a consistent brand architecture framework. It also provided a smart way to integrate the logo into messaging.