Onward

Job: logo and brand design

Client: marketing consultant working to helping small businesses grow their audience

Tone: approachable, professional, clean

I worked with the client to select the name Onward for his new venture. It was a play on his last name and a nod to his goals for the fledgling marketing company. I was excited by the connotations of progress, directionality, and movement built into the word. For his branding, I drew a visual inspiration from navigational tools and from earlier years of computer and software development. From the compass icon in the logo to the typeface developed by IBM and a color palette that is equal parts modern and retro, each detail was meant to conjure the feeling of pursuing progress and making headway.