Leadership Story Lab
The client wanted to create a mark that would appeal to both men and woman that was sophisticated and had something that was would reflect the individual. Using a classic serif typeface, this typographical mark is strong in it's horizontal balance. By creating a blue dot in the letter "I", it is in reference to the individual. Since "Leadership" is the most important element, that was highlighted as well by the brighter orange color. "Story Lab" is second in nature and was created using a warm brown and lower case.