The Fresh Consulting Logo unveils its simple yet sophisticated story

Posted on 28. Aug, 2009 by Jeff Dance in Fresh Marketing, Fresh Productions, Fresh Talent, Fresh Technology, Fresh Thinking

Our ideal for the Fresh Consulting logo was for it to be simple, yet sophisticated.  In fact, long before we settled on the name Fresh Consulting, we were thinking of naming our group the “Occams Razor Group.” In summary, “Occams Razor” means “simple yet sophisticated.” A beautiful principle and a lofty goal for a logo. Yet, at a far distance, our logo is simply just a green leaf next to logo text to represent the “Fresh” side of Fresh Consulting. Up close however, the intricate leaf patterns suggest a deeper meaning.   There are three primary pillars to Fresh Consulting and we believe they are represented intricately in the logo patterns:

• 1. Fresh Technology: the left circuit board side of the logo that represents our core focus on emerging web technology
• 2. Fresh Thinking: the right brain side of the logo which represents the right creative side of our brain and our core focus on innovation and creativity (all that is fresh)
• 3. Fresh Talent: the stem leaf that brings together both the left side and right side and represents our focus on fresh talent that is both tech/web savvy and creative

A logo shouldn’t need an explanation, but we created a short animation to highlight the significance of our sophisticated side.  The video animation is a whopping 14 seconds!  I think if it would have been over 15 seconds, then our logo explanation would be complicated rather than sophisticated, but the 14 second animation packs it in.

Look forward to your thoughts/feedback on our logo if you think it can be improved. If you like what we’ve done with our logo or animation, let us know if you need help designing a logo or producing some video animation.