The Evolution of a Business Intelligence Consulting Brand
IntellConn, a company specializing in Business Intelligence Consulting, underwent a redesign of its visual identity to align with its growth in the market. The previous logo, while still holding historical value, needed an aesthetic update to better reflect the company’s evolution and its capacity for innovation.
The central concept of the brand was maintained, preserving the identity of a strategic and high-level company. The redesign aimed to transform the brand, modernizing it without losing its roots, much like a haircut or a painting in a house: the change is significant, but the essence remains the same.
The new logo of IntellConn was developed based on the Gestalt technique, a psychological approach that studies how we perceive and organize shapes. According to this theory, to understand the parts, we must first understand the whole. This was applied in the logo design, which was crafted to balance filled areas and white spaces, requiring the viewer to look at the brand holistically.
Additionally, the concept of the Golden Ratio was fundamental in the development of the logo. Since ancient times, the Golden Ratio has been used in various forms of art, being associated with growth and harmony. This proportion was applied to ensure that the symbol, typography, and brand slogan were in perfect balance, creating a visually appealing and mathematically harmonious design.
In the redesign, the color palette was carefully chosen to reinforce IntellConn's identity. The existing colors were maintained, but a new color was added to create more visual impact. Blue was introduced as an accent color to highlight the gold and balance the visual weight of the brand.
Blue, associated with intelligence, the mind, and communication, conveys security, reliability, and integrity. Additionally, it is a color that appeals to most people and is widely recognized as a symbol of trust and professionalism.
