Lant’s Rebrand: A Story 40 Years in the Making

Written by Geoff Coy on April 26, 2018

We have some exciting news to share with all of you! After 40 years of protecting your passion, we’re rolling out our new brand identity. This includes our new logo, new website and new image.  

So, why the rebrand? As simple of a question as that is, the answer really isn’t. It would require unpacking 40 years of passion, memories and unwavering commitment to the collector car hobby.

Our rebrand is a story 40 years in the making.  

We’ve come a long way in the past 40 years. We’re the largest collector car brokerage in Canada, and we've made massive commitments to digital by launching our blog, a new website and online quoting tool. All while still remaining your small, local collector car brokerage right here in Stouffville, ON.

Our new look and feel better captures our evolution while reflecting who we’ve always been at our very core since 1978 - a brokerage who prides ourselves on the outstanding relationships we have built with our customers. We really wanted it to be meaningful, and we’re proud of how it all turned out. 

New Lant Logo

Those of us who grew up in the 1960’s and 1970’s will recognize that our new brand colour - the turquoise, is representative of not only cars such as the 1957 Chevrolet Bel Air, but also of different appliances from that era. Recently, this colour has made a huge comeback in kitchen appliances and we have been seeing more and more car enthusiasts choosing to update the cars paint to this classic inspired turquoise.

Psychologically, this colour is one that radiates peace, clarity of thought, and presents a happy and friendly energy to combat any stress. It was the perfect colour for us as it expresses exactly how we want our customers to feel when interacting with our staff, taking part in car shows and other collector car hobby related activities.  

We also updated the font in our logo and we believe we have found the best one to connect to classic cars. The new font was solely created for us to pay homage to the round front grills of cars such as the ‘64 Jaguar S-type and many more. As for the new “license plate” look, this was our way of paying homage to all types of collector vehicles, from classic to modern. Our new logo encapsulates everything that drives us, and it will serve as our daily reminder that it’s our shared passion for cars that brought us all together and we’ll never take it for granted.

Over the years, our number one goal has always been to put forward our best efforts to provide a great customer experience by ensuring that our customers and their collector cars are taken care of. We continue to strive to be the best and have grown with the changing times to be as accessible as possible to our customers. Whether they have chatted with us at the car shows over the years, called us on the phone, or reached out to us over email or social media, we have always loved hearing from the people that share our passion for collector vehicles of all types. Every vehicle has a story and a history and we have been so proud to be part of yours for 40 years.

We would love to hear your thoughts on our new look and feel! We’re pretty darn proud of it and we hope that you are too.

There’s much more to come - stay tuned!

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