How to Brand a Niche Professional Services Firm

My favorite logos are often the ones that can simply and clearly tell a story about their brands.

Amazon delivers happiness to your door, from A to Z. IBM advances business operations seamlessly, like the lines streaming through its letters. Amazon delivers happiness to your door, from A to Z. When a logo can represent its brand in a meaningful and effective way, it serves as the perfect, first touchpoint between the brand and its audience in what will hopefully become a long and prosperous relationship. It’s the all-important first impression.

When you start the process for branding niche professional services, the logo you create needs to represent the brand in a meaningful and effective way.

A Simple Design from a Complicated Message

When we see the logos I mentioned, it’s easy to work backward toward the simple message each conveys. Amazon must have known that’s what they wanted their logo to say before they even pulled out their sketchpads, right? Maybe. But most of the time, a brand’s message is quite a bit more complicated in the beginning and is thus more difficult to communicate with the simple shapes and letters that make up a great logo.

For Example …

In the case of Luna Valencia, this was exactly our problem. What simple story can you establish from a niche professional services firm that says the following about themselves:

“We provide strategic consulting for organizations with diversity initiatives, with a focus on developing strategies, not creative solutions.”

That’s quite a mouthful. It’s been a while since this project wrapped, but I recall welcoming the challenge to distill this message into smaller bits to hopefully lead us down the path to logo ideation.

Distilling the Message

Looking at some of these words, we can pick up a few thought starters. Diversity is important to this brand, and that’s easy enough to show through simple shape or color variations. That’s one possible solution. However, the brand messaging seems to be highlighting a single component of a larger message about consulting and strategy.

Consulting and strategy are more difficult concepts to show visually, but we can do it with something like a flowchart or a maze. These concepts work a little better at telling Luna Valencia’s story, but they’re a still little generic and one-note. There’s a better and simpler story still hidden in the company’s messaging — we just need to ask more questions.

Asking the Right Questions

What kind of world would need consulting and strategy with an emphasis on diversity? A world that needs positive change. With this answer, now we’re getting to the heart of Luna Valencia’s message. And showing change in a logo is a lot more flexible than showing diversity or strategy. Lots of things can change over time. Shapes can evolve, colors can shift hue, the moon can go from new to full …

When you start the process for branding niche professional services, the logo you create needs to represent the brand in a meaningful and effective way.

This exploration led us to a clear story capable of being told in a simple logo. Luna Valencia illuminates positive change in the companies they serve, helping them reach their full potential. This is represented by the phases of the moon going from dark to light, from new to full. It helps that Luna is another word for… well, you get it.

Logo Creation with BIG YAM

Are you struggling with your brand identity or logo? Let us help you ask the right questions. Contact us today to get started.