Diagram is a strategy consultancy. The design brief was to create a distinctive brand identity that communicates and combines the concept of “clever together” with trust and gravitas. The real challenge was to balance Diagram’s playful personality with the complexity and seriousness of their work.
The essence of “clever together” came from our research into how Diagram works, and how Diagram’s clients perceive them. The wordmark stands out from the plethora of sans-serif logos used by competing consultancies, and the entwined r/a ligature brings clever together to life in an Escher-esque way that requires you to take a second look.
Diagram is in the business of strategic thinking and thought-leadership, so the overall feel of the brand is deliberately similar to a newspaper masthead – implying that Diagram has something to say.
Diagram’s work is very visual, with much of their thinking encapsulated in technical diagrams. A supporting brand system was developed for Diagram to apply within their work. The system picks up on Venn diagrams, and plays on the background dots of technical drawing paper. The textures and joining of dots represent the connections between networks, people, and ideas. Finally, a significant point of difference that Diagram’s clients spoke about was how much fun they had working with Diagram. This humour runs through the brand and is reflected in the tone of voice; “we are your X for Y – together, we’re clever.”
Thanks to contributor Kris Sowersby.