Change

20.20 worked closely with stakeholders to delve into Persimmon's values as a company. Together we explored trust, reliability, the ability to react to customers' needs, and the desire to preserve the heritage of the brand, yet still, celebrate the company's innovations.  

Persimmon's new logo features an isometric home (a nod to its previous logo) incorporating different sizes of houses within the design to represent the large variety of homes Persimmon builds for its customers. This new logo is a foundation stone that informs both the illustration and the backgrounds found throughout the brand identity.

With brand illustration - we zoom out to see the Persimmon "Home" logo at the heart of a flourishing new development, showing the company's commitment to building thriving communities now and in the future. The branded backgrounds take the opposite approach, zooming in on the Persimmon "Home" to create a more abstract image - yet still feeling innately cohesive to the viewer. This layering reinforces the logo's image, making it instantly more recognisable.

Persimmon's brand has always been synonymous with green - intuitively evoking growth, harmony, and new beginnings. To inject new life and modernity, we opted to use greens with a blue tone, rather than the browner/olive shade previously used. Paired with a yellow for vibrancy and an orange (the colour of the community - so important to Persimmon's ethos) these new colour choices feel fresh and on-trend - akin to the kind of palette that so many of us are choosing to paint our homes with.