Portland Stone Firms (PSF) is the main source and leading supplier in the natural Portland stone industry, with the iconic British stone being handcrafted or won from the same quarries and modern production factories on the Isle of Portland for well over a century.

Architects and designers have long chosen Portland Stone Firms since the initial Banqueting House of the renowned St Paul’s Cathedral originated from the company’s quarries. Hand squared blocks selected by Sir Christopher Wren are still visible to this day on Broadcroft East cliffs.

The company felt that the existing identity wasn’t befitting of the stature of product and service, and I was approached to carry out the redesign. It was important that the company’s new mark reflected the rich history and tradition of the brand, and acted as a timeless identifier to help attract the high calibre of client that PSF works with.

The width of the old logo unnecessarily restricted its application. Stacking the brand name allows for a more effective use of space, and improves legibility at small sizes. Adding angled serifs to the bespoke wordmark mimics stonemasonry to put emphasis on the heritage of the brand.

The old logo (above left) and new (right).
The monogram offers a succinct, alternative way to visually identify the firm.


We’re delighted with the outcome and the timeless nature of the lettering, with its chiselled angles and nod to classical stonemasonry. This is a superb forward direction for our brand and it has been a pleasure working with David. He nailed it.

— Michael Smith, Portland Stone Firms