Brief - To create a logo for a business continuity service exclusively focused on London.
Execution - We explored the idea of 'continuity', at the core of our client's business.
The logo is simple, bold and direct, using primary colours. The letterform "C" within the logo is a circular arrow that denotes perpetuity or a constant motion that never stops.
By representing continuity this way, the logo alludes to the brand's offering. This sits on top of a solid and robust horizontal bar, symbolising a state of absolute stability and strength.
The logo has been used on the website, corporate stationery and promotional items such as Oyster card holders.