Condor Group Limited
A modernised, versatile identity for an international watch group.
Established in 1939, Condor Group Limited is the largest distributor of watchstraps in the UK and the umbrella brand for two consumer watch brands: the premium Royal London; and the more fun, affordable GMT.
Outside the UK, Condor Group exports to more than 40 countries worldwide and has partner offices in France and Germany.
Having created consumer brand identities for both Royal London and GMT, Designhouse was commissioned to look at the Condor Group corporate identity to see how it could be modernised and given more of a premium look and feel.
The challenge was to create a visual identity that would work equally well on a wide variety of materials, from watch straps to website and printed signage.
We focussed on the typography, employing an elegant stencilled typeface for the wordmark. A condor was introduced into the C, allowing the initial to be isolated and used as an identifiable shorthand stamp on straps and for social media.
The new design system is infinitely adaptable to the colours of its environment, working equally well with any of the wide variety of watch strap styles and colours.
