Approach

Branding a linguistics specialist requires a careful touch. It is a marketplace filled with loud cliches and metaphors, so the best approach is to convey maturity and authority through simplicity. It felt vital to ensure words and typography were at the forefront of the brand, given the linguistic nature of Keel's services. Finally, we needed a subtle graphic symbol that would work in harmony with the name and also extend its meaning.

Result

The logo is set in the clean, sharp sans-serif typeface of Futura, with negative space used to reveal the shape of a boat keel: a device that both represents the name and symbolises how they operate – beneath the surface, providing strength and focus. We teamed this with another typeface, Appercu, which is friendlier and has a more subtle character. The colour palette is mature, understated and provides the words with a clean platform against which to stand. Most importantly, the client was very happy too.

Visit: http://keelcomms.uk/