for a consultancy startup
JK Associates is a startup consultancy company that helps both individuals and organisations to manage transitions – whether by giving one-to-one guidance on career changes, or by advising on human resources issues to do with change across an entire organisation.
Our logo design, therefore, focuses on change. The logo is a stylised version of the pattern on a butterfly's wing – seen in closeup crop form. The idea is, of course, that the butterfly is a creature that undergoes a vibrant (and positive) metamorphosis.
The atypical concept and curvaceous lines are offset by a cool blue palette which anchors the identity and prevents an overly exotic appearance – it is important that the business should appear serious, substantial and reliable as well as distinctive, and this is accomplished through the use of a colour with relatively 'corporate' overtones.
The resulting identity, we feel, is therefore different and striking enough to intrigue, without being offputtingly outlandish.