Refreshing Logic work with a wide variety of clients so their visual identity needed to communicate their unique approach without referencing any specific sectors. Inspired by our series of Trellick Tower brutalist architecture prints, they really wanted something clean, fresh, modern and minimal.
Without having a specific sector to reference, we chose to concentrate on their company name and approach. An 'impossible' Penrose pentagon was selected to convey their fresh approach to business consultancy, to suggest a new kind of logic.
The logo has a minimalist geometric style to communicate their structural thinking and to give a stable, trustworthy feel, also uses a contemporary gradient for the colours. In addition to creating their new logo, Refreshing Logic asked us to design their wider business stationary including business cards and letterheads.
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