How to “Live the high life without being a low life” is some of the advice given by Canon David Parrott, the Guild Vicar of St Lawrence Jewry who has re-written the rule book given to those who become Freemen of the City of London. The original version, which will still be given to new Freemen, was written by a former Lord Mayor Sir John Barnard in 1740 for his so-called ‘wayward apprentices.’
ASHA was commissioned to redesign and promote the new Rule Book. The new version uses plain, modern English to make it more relevant for modern times and ASHA created catchy headings describing some of the rules, including ‘Rules for Life, Death and the Business In Between’, ‘Rules for being Helpful without Meddling’ and ‘Rules for Living the High-Life without Being a Low-Life’. The book contains 36 short rules accompanied by references from the Bible. To celebrate the launch of the book, ASHA created a series of colourful limited edition dust covers.
Whilst working on this project, ASHA took the opportunity to also give St Lawrence a new identity developing a new crest and a traditional logotype. Red is used to tie in with The City Of London Corporation who own the church.