Aaron Barnes Consultancy (ABC) needed a clean logo design their corporate clients could identify with.

---

With a background in corporate logistics and management, founder Aaron Barnes had a clear vision for ABC from day one. Part of this vision was a visual identity that reflected the corporate DNA of ABC clients.

The original brief highlighted important elements of the brand the identity needed to communicate:

• Ops Excellence: simple, accessible, scalable

• Mentoring: enabling, emboldening, partner

A number of options were considered around themes or transformation, navigation and leadership.

Ultimately the client wanted a symbol that reflected how they integrate and add strength to a business. Two interlocked hexagons were selected for their simplicity.

While simple this became the basis of a very robust system based on the angles of the icon, the width of its strokes, and its internal spaces.

These dimensions are the foundations of a tight grid layout, set the proportions for the logo type, and also this clean logo design to feel effortless.