The outcome of the identity exercise led me to design this identity in a very humble way. With a determined brand personality best described as neutral, encouraging, safe, open, empathetic/human, involved, stable, wise, reliable & careful attention – it led me to design a logo, shapes and choose colors that where both neutral/stable as well as open/encouraging and wise/reliable.

With the dark blue serif letter I established the wise/reliable side of the brand personality – an established, informed modern serif letter. The toned down colors orange and golden yellow balance out the dark blue and make the brand more approachable, open and encouraging – providing safety in a human way.