Lamar Advertising, a leading outdoor advertising company recognized for its extensive network of billboards and digital displays across the United States and Canada, has recently introduced a new brand identity and logo. This refresh comes as part of the company’s efforts to modernize its image and further solidify its position in the advertising industry. Lamar Advertising, listed under Nasdaq: LAMR, operates around 361,000 displays, offering various advertising formats, including billboard, interstate logo, transit, and airport advertisements. The company boasts the largest network of digital billboards in the United States, with over 4,600 displays.
The evolution of the Lamar Advertising logo marks a significant departure from its previous design, which had become a familiar sight on billboards and various ad units throughout the country. The original logo, known for its italic wordmark and unique holding shape with uneven end caps, has been replaced with a more geometric and balanced form. The redesign straightens the holding shape to create a cleaner silhouette. However, transitioning to a completely geometric shape has sparked discussions about potential refinements to maintain some of the original’s character.
The updated typography presents a more cohesive look, with adjustments to the vertical strokes of letters such as “L,” “M,” and “R” to ensure they run parallel, enhancing the logo’s overall readability and impact. While some may argue for increased contrast in the letterforms to elevate the logo’s sophistication, the new boldness and absence of a white stroke aim to project a stronger presence.
Lamar Advertising’s rebranding effort reflects a thoughtful consideration of how to balance corporate identity with approachability. By updating its logo and incorporating unique brand elements, Lamar aims to navigate the evolving advertising landscape while remaining true to its mission of helping advertisers reach their audiences effectively.
