About The Client
Allard Consulting, LLC evaluates outcomes for mental health and substance abuse programs in the state of TN. In need of establishing a clear brand identity for their growing business, we worked closely with their Founder, Lauren, to develop a professional & confident logo, brand style guide, and business cards.
Deliverables: Logo, Brand Style Guide & Business Cards
The Final Concept
The final logo is a combination mark, using a symbol and the business name. The wordmark and the symbol may be used together or separately. The symbol is made up of 3 lines, increasing in size from left to right. The layout of the lines can be interpreted as a symbolic A for the name of the business. It can also be read as a symbol of progress due to the line sizing. The use of a blue and grey color palette evokes trust, peace, reliability, and productivity.
Brand Style Guide
Color Palette
For the logo and symbol, a blue and grey color palette was used. According to color psychology, these colors are often associated with trust, dependability, and peace.
The primary color palette is used in the logo. It should be used first to stay on brand. The secondary color palette provides additional colors that sit well with the primary color palette. It should be used when additional colors are needed.
Fonts
Two font families were chosen to be part of the logo. The first, Nunito, is a softer, sans serif font with rounded edges used in the word “Allard.” The second, Montserrat, is also sans serif while being a bit wider and used in the words “Consulting, LLC.”
The two balance each other nicely with additional space added between each letter (tracking) to provide legibility. The font families can be found on Google Fonts and be used in a variety of settings for headers & body copy.
