Round 1 | Option 1
About the Brand
CB Advisory is a newly established HR services brand, born from a passion for people and effective problem-solving. Catering to businesses seeking efficient HR solutions, CB Advisory provides high-end, formal, yet deeply personal guidance. Their distinct advantage lies in extensive international and corporate experience, offering a refined, empathetic approach that transcends typical corporate rigidity. Clients are truly buying efficiency and expert results, guided by a proven system. CB Advisory aims to become the go-to HR firm, recognized for unparalleled service.
Target Audience
Their target audience is the CEO predominantly men, aged 35-70, typically from an upper-income class. However, he usually has a female assistant who will look for someone to help them overcome critical HR challenges like legal liability, potential staff mutiny, or administrative chaos that hinder their business's performance. Our goal is to provide her with peace of mind and relief, ensuring she describes our brand as effective, having gotten the job done, and eliminating chaos. We understand her fears of wasted time, money, and workplace stagnation.
The Goal
The requirements for the logo design is for CB Advisory, an emerging corporate brand aiming to project legitimacy and a larger-than-life presence. The logo must be versatile, appearing seamlessly across websites, apparel, vehicle signage, branding stationery, and social media. Key creative directives include steering clear of legal clichés and human figures. Instead, the design should incorporate a subtle, sophisticated feminine touch, metaphorically described as "a piece of silk on concrete," ensuring a unique and impactful brand identity.
Let's Break It Down
The Strategy
Monochrome Variations
Colour Palette
Colour Variations
Typography
Web & Social Icons
Strategy
The logo features 3 squares with half-circles cut out of them. On the left is one square with half a circle cut out on the right to look like a letter C. On the right is 2 squares stacked on top of each other, with a half-circle cut out of each on the left, to form the letter B. Combined, they create the letter CB in the negative space. Beyond the letters C and B, they also symbolize the 3 parties at play: the CEO, the Advisor, and the Employee.
Vertical
The logo functions perfectly well in a vertical or stacked layout. This means that the logo will work well on vertical applications like smartphones, tablets and roll-up banners.
Horizontal
The logo is designed to be functional in a horizontal layout. This allows you to use the logo on horizontal applications like building signage, websites and stationery.
Colour Palette
This palette perfectly encapsulates CB Advisory's essence, blending high-end professionalism with a deeply personal touch. The deep blues convey trust, authority, and strategic depth, reflecting the brand's expert results and proven systems. The earthy tertiary adds warmth and empathy, highlighting their refined, personal guidance. Lighter tones offer clarity and approachability, reinforcing their commitment to efficient solutions. This sophisticated selection positions CB Advisory as the go-to HR firm, recognized for unparalleled service and a balanced, trustworthy approach.
Strategic Teal
Represents professionalism, trust, and efficiency, fostering a sense of calm and clarity essential for problem-solving.
Midnight Accord
Symbolizes authority, sophistication, and reliability, reflecting CB Advisory's extensive corporate experience and stable guidance.
Grounded Wisdom
Evokes stability, warmth, and authenticity, emphasizing the brand's empathetic approach and grounded, experienced advice.
Clarity Mist
Suggests purity, cleanliness, and new beginnings, reflecting the brand's fresh, efficient solutions and clear communication.
Deep Resonance
Conveys strength, depth, and sophistication, providing a solid foundation that underscores the brand's authoritative expertise and reliability.
Insight Grey
Represents reliability, professionalism, and balance, ensuring legibility while maintaining a sophisticated and trustworthy brand presence.
Vertical Colour
The primary colour version of the logo functions perfectly in a vertical layout, designed for maximum brand impact on light and dark digital surfaces.
Horizontal Colour
For wider applications like navigation bars, signage, and stationery, the horizontal colour variations ensure the brand remains legible and professional.
Typography
The pairing of Cardo and Open Sans establishes a sophisticated and balanced typographic identity for CB Advisory. Cardo’s classic elegance for headings projects authority and high-end formality, while Open Sans provides a modern, approachable clarity for body text. This serif-sans-serif combination effectively communicates the brand’s unique blend of refined expertise and personal, empathetic guidance. The duo ensures a strong visual hierarchy, reinforcing CB Advisory’s commitment to efficient, expert results in a trustworthy and accessible manner.
Primary Typeface
Cardo
About the typeface
Cardo, a classic serif typeface, exudes an elegant and scholarly style, perfectly aligning with CB Advisory's high-end, formal approach. Its refined serifs and balanced proportions create an impression of authority, tradition, and sophisticated expertise. As a primary typeface for headings, Cardo effectively conveys the brand's commitment to proven systems and trusted guidance, establishing a distinguished and professional tone that resonates with clients seeking expert, efficient HR solutions.
Secondary Typeface
Open Sans
About the typeface
Open Sans, a clean and highly legible sans-serif, offers a modern and approachable contrast to Cardo. Its neutral yet friendly style creates an impression of clarity, professionalism, and accessibility, reflecting CB Advisory's empathetic and efficient problem-solving. Ideal for subheadings and paragraphs, Open Sans ensures excellent readability, making complex HR information digestible. This typeface effectively supports the brand's promise of personal guidance and expert results without sacrificing a high-end feel.
Profile Images
The logo is designed to fit inside a profile image that can typically be uploaded to social media platforms like Facebook, LinkedIn, and Instagram.
Favicons
A favicon is a small icon that represents your website in browser tabs, bookmarks, and address bars, ensuring brand recognition at a glance.
