Offering personal consulting to high-ranking executives, MBOS exists to improve the professionalism of business leaders and managers. A sophisticated, contemporary yet understated brand identity was required to appeal to high-end professionals. As name already contains the meaning ‘raise the level’ the design simply takes this mission further. A simple and elegant logomark that always appears raised. 3D type was created and photographed to appear raised for digital media usage, while on printed applications, embossing was used.