Round 1 | Option 3
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 an abstract letter C that's designed to emphasize motion and growth. The swoosh is balanced by a ball terminal at the bottom. Functionally, the ball terminal ensures a clean print by evenly distributing ink and mechanical pressure. Visually, it acts as an anchor that makes the letters feel structurally stable, while its repetition creates a consistent rhythm for smoother reading. These are all characteristics of the brand itself functions in its environment.
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 Cormorant Garamond and Red Hat Display masterfully balances CB Advisory's brand identity. Cormorant Garamond's classic elegance for headings communicates the high-end, formal, and experienced guidance, while Red Hat Display's modern clarity for body text ensures efficiency and approachability. This combination creates a sophisticated yet accessible brand presence, transcending corporate rigidity by blending refined expertise with practical, empathetic problem-solving. The font pair effectively conveys both trust and cutting-edge solutions.
Primary Typeface
Cormorant Garamond
About the typeface
Cormorant Garamond, with its elegant serifs and classic proportions, projects a high-end, refined, and trustworthy impression. Its delicate yet authoritative style perfectly aligns with CB Advisory's formal guidance and extensive experience. As a typeface for headings, it effectively conveys the brand's sophisticated approach and empathetic expertise, establishing a sense of established quality and reliability without appearing rigid. It beautifully sets the tone for premium HR services.
Secondary Typeface
Red Hat Display
About the typeface
Red Hat Display is a clean, modern sans-serif that exudes professionalism, efficiency, and clarity. Its open and legible design creates an approachable yet expert impression, perfectly complementing CB Advisory's focus on efficient HR solutions and expert results. For subheadings and paragraphs, its readability ensures complex information is easily digestible, balancing the formality of the brand with a contemporary, user-friendly feel. It reinforces the promise of streamlined guidance.
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.
