Seeking the Gem
Our goal was to rediscover the company’s identity by bringing a more humane aspect into the interplay with its research and analytical profile.
Finding the Gem
Deriving from the company’s former logo hexagon structure, we developed a simplified, less tech and more communicative symbol.
To bring further warmth we chose a set of Humanist typefaces, carrying the presence of hand-drawn shape and more organic structure.
By combining Sans, Mixed and Serif typefaces we reflected the brand’s value progression from Innovation through Experience to Expertise.
We fused the typeface’s oval with the hexagon angle thus bringing balance between the human and technological to all shape sets withing the identity.
Applying the hexagon grid to all graphics allowed us to coherently combine the different icons into clusters thus creating new meanings between them.