Base Brand Development for Bjorn Consulting Group
Main Color Option - Final Logo
Alternate Color Option - Final Logo
Bjorn Consulting Group is a service and process design consultancy based in Phoenix, Arizona. When tasked with creating their new identity, I was given loose color ideas, preferred typography, and their president's Scandinavian heritage. The concept came from simplicity, while conveying that the group's strengths lie in streamlining processes.
Logomark
The inspiration for the logomark came from the Norse rune "Berkana". Aside from it's obvious reference to the letter B, Berkana means rebirth, or growth in norse tradition. This was a really effective way to not only satisfy the desire for Scandinavian aspects in the logo, but also show the combining of elements to create a new element. The larger, lighter blue triangles intersecting in a smaller, darker area, all pointing forward to represent a streamlined application of processes.
Simple and clean.
Simple and clean.
Logotype
The client was interested in seeing the logo in a slab serif typeface, so we landed on Aviano Slab for the logotype. Strong and clean, without being overly heavy as some of the slab serifs can be. It also works nicely for a corporate look, with a little more personality than a standard classic serif. Opening both the "BJORN" and "CONSULTING GROUP" respectively gave us the sturdiness and confidence it needed.
Brand Colors
In keeping with the Scandavian feel, we decided that the color palette needed to be loosely "icey" without being overly representative of snow or ice. We knew we wanted blues and greys, but didn't set the two shades of blue until we saw them working together in the logomark. The grey works well for both reverse background of the logo and as a great color for headline type in any of the group's copy, shown below.
SERVICE & PROCESS DESIGN
Unused Logo Concepts
