Client feedback identified two particular design concepts to explore, both using six separate arrow segments of different shapes and sizes. These symbolised the forward looking ideals of the group, which strives for improvement and success whilst also embracing inclusion and teamwork as well as the support of its members.
The segments concept also provides flexibility and continuation of the brand application where used individually as graphic elements. From basic bullet points and background watermarks, to developing patterns, textures and framing devices, the segments are versatile elements within the brand application.
Concepts were limited to two designs alongside a variety of type styles. Initial focus is kept to the concept forms through the use of a black and white palette. This helps our clients to first focus purely on the form and shape of the logo before then being able to give some more detailed feedback on colour palettes.
Refined to a single concept, colour exploration is developed further based on client feedback and insights, before the final detailed refinement is carried out.