Bring creativity and kindness to this professional services logo

Cogency

We transform businesses to deliver their owners’ dreams by taking a person-first approach and building radical efficiency.

Hey designers!

Too often it’s expected that we act in business differently than what we do in ‘real’ life. Sometimes that expectation is placed on us by our employer and sometimes we place it on ourselves. For business owners, this typically isn’t too different, despite the fact that they went into business for themselves to achieve their personal dreams But once a business is up and running the owner’s personal goals are usually swallowed by business priorities.

Cogency is dedicated to helping business owners rebuild their business approach to move towards those personal goals daily.

Don’t think that this is only about making the business owner feel better. This approach has huge business performance impacts. I’m talking increased revenue and profits, business process improvement and in general improved business health and value.

The brand challenge is to present this person-first approach to business as something that makes real commercial sense.

Our customers are New Zealand small businesses.
It may be hard for these business owners to ask for help and identify that they do need to look after themselves in order to deliver the best that they can in business. For some this will be a mental shift. We’d love that their first engagement with Cogency feels natural, and that there’s an ‘ahhh’ moment. They’ll feel that Cogency is speaking their truth and be relieved to realise that they can improve their personal and business life in one go.

PERSONALITY
Our brand personality is:
considered
open
emphatic

LOOK AND FEEL

The meaning of the word cogency is “the quality of being clear, logical, and convincing”. I expect the same from the logo. It should be fresh and design led, without being overly complex or complicated.
PRACTICAL CONSIDERATIONS
I will be assessing the logo against the brief, how simply it can expand into a full brand identity, and how practical and cost-effective it will be to use across a range of media - website, social platforms, printed merchandise.

Thanks! Can't wait to see your designs.