Orme is one of the UK's leading specialist retail property advisers, with a unique understanding of the UK's premium fashion locations and a reputation for providing straight, honest advice. Orme work with retailers and landlords alike on acquisitions, disposals and investments. The company came to SRD to build on its existing corporate identity, update all its materials and create a fresh website. Our first task was to simplify the logo from 'Orme Retail' to focus on 'ORME'. Taking 'RETAIL PROPERTY' to a secondary position also helped to clarify what Orme does. SRD designed a new namestyle, retaining Orme's classic burgundy and adding a restrained silver grey.