LOFT (Lab Of Forward Thinking)
This concept is based on advancement (forward-thinking) and collaboration.
The logo is made up of a 3D cube (representing the Manulife cube) on an isometric grid to give it clean, equal angles, and a strong shape.
Within the cube there are arrows all coming together pointing inward which links both Manulife and John Hancock identities together, but most evidently is the large green arrow pointing upward depicting advancement/growth in the entity’s mission. The cube can be used as a stand‑alone icon, and can be linked with the acronym LOFT. Manulife’s Frutiger font is used to help preserve the Manulife/John Hancock link.
Key Words
Upward/Forward, Progressive, Growth, Gain, Advancement, Connectedness/Linked, Collaborative thinking, Strong, Innovation, Modernization
Font used
Full colour logo
Logo & text lockups
Social Media application
The colour of the diamond shape at the bottom of the icon can be modified to accommodate and identify different departments or social
media platforms for example, giving it greater versatility.
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