Branding
PROGRESS OVER PERFECTION
A new brand for a consultancy focused on leadership development.
BACKGROUND
Progress Over Perfection Group is a leadership development consultancy based in Chicago. Jorge Diaz, the founder and managing director, has over 25 years of experience in HR leadership. As a new business, Mr. Diaz hired me to design a logo that reflected the company's name and philosophy of progress over perfection. Developing this logo was a collaborative process between myself and the client.
Visual Communication
The client and I collaborated on building a moodboard to better understand the personality of a company. The brand profile we created together informed and guided design choices during the ideation process.
Brand Profile
Sturdy, Flexible, Dynamic, Optimistic
Progress Over Perfection is an "eyes to the sky with feet on the ground" type of company. PoP isn't afraid to go with the flow. They will meet your company where it's at and build upon your foundation. They look to create something inspiring and lasting.
Design elements: Curves, contrast, upwards motion
Pencil to Pixel
During the ideation process, I explored a variety of forms on paper before transitioning to a digital medium. I further refined and rapidly iterated on certain forms through Adobe Illustrator.
Custom Typeface
To emphasize the idea of upward progress, I developed custom typefaces for the logotype. Vertical strokes within letters of the word "PROGRESS" are cut at consistent angles.
A Variety of Options
The client was presented with a selection of possible logos in a wide variety of styles. Each logo has its own personality while staying true to the established brand.
“Gema was awesome!! She did an amazing job. She was super patient and so professional.”