Point

Design notes

The client and the brief

Point is business consulting that gets to the point. The ask was one sharp, memorable mark and the identity around it: a logo, a colour palette, a letterhead, business cards and a brand presentation.

From gesture to mark

The brand board shows where the symbol came from. It starts with a hand gesture labelled “To The Point”, simplifies it, and arrives at the final mark. The ideas the symbol had to carry are written on the board as well: precise, process, purpose.

The mark

A rounded diamond in bright red frames a darker red form that sweeps up and out of it. It is one shape and one idea, which keeps it clear when it is small, as it will be on a business card.

Colour

Red does the talking, so everything around it stays quiet: a deeper red, charcoal and a light grey. The mark comes in four versions: red and dark red on white, white on dark red, white on bright red, and black on white.

On stationery

The mark sits on black and red business cards, on a letterhead with a red band along the foot, and on a white mug. Black and red are used as solid blocks rather than thin accents, so each piece reads as part of the same set.