Since starting the business only two years earlier, Constructing Growth enlisted my help with their identity as the company was growing and the structure was changing.
They were breaking down the different services they offered into separate divisions and needed these to be differentiated, but, at the same time to be identified as part of the group with the ability to add more divisions as the company grew further. The client did not dislike the current branding, and with them still being a young company, they did not want to refresh their identity altogether; part of my task was to retain an essence of what they already had.
Most of the time, it’s much easier to start with a completely blank canvas than design and develop something based on a current logo or identity. The trick here was to create something sympathetic to the original.
After a few revisions, I created the logo using similar shapes as their existing logo to make the C and G but much more simplified. A large part of this particular brief was differentiating between the various services to create the sub-brands. I managed this by choosing different colours and shapes to make the arrowhead within the logo.
The logos were created and set up within a grid; this easily allowed me to develop future designs for any additional services added to the group.
The logos were created and set up within a grid to easily create future designs for any additional services added to the group. The shapes and colours also gave me great elements to design and differentiate between services whilst developing marketing collateral.