Behaviour Change Partners

Changing how people think and feel is a waste if you don’t change what they do. With this core idea in mind, we set out to create an identity that demonstrated change within it. The logotype can work horizontally, vertically and angled to suit different applications – with the arrows highlighted to show the obvious directional shift. The colour palette – of neutral black, grey, white with hot sunny yellow was chosen to clearly highlight behavioural shift with the most legible of all colours.

In the words of principal, Paul Fishlock, “we spend a lot of time articulating how we move people from a current behaviour to a new behaviour. Spotting the aligned ‘a’s in the name and making them arrows is both relevant and elegant – not just a logo but a brand device we can use right across the business.”