Another example of a less defined business branding challenge. In this case, these two elegant options were both so well received by the Angolan client that they opted to take both and rework one in the future for an as-yet unnamed business enterprise.

The tone, as briefed, was corporate and timeless but progressive. Trustworthy was a critical attribute in this case. The first option highlights the role of the sub-brands in creating a full umbrella service. This is depicted through the recognisable umbrella shape that comprises of five identical shapes in different colours. A binary representation is used to show active sub-brands and the unique triangular sub-form creates a shape that could be pulled through very neatly into all touchpoints.

The second option is simpler, yet allows the sub-brands (still represented as separate colours) to live in the space between the brand name and the full stop.