Essentials for Leadership

Logo, Branding & Website Visuals

Based in Richmond, VA, Essentials for Leadership provides education and coaching for frontline business leaders. As a new, largely remote business, building strong brand visuals before launch was a top priority.

Extensive research on competitor branding informed this logo and brand color palette for the new business. Through analyzing competitors’ visual identities, I gained insight into graphic trends and identified the unique elements that differentiate Essentials from Leadership from the established competition. The result is branding which is both professional and friendly, classic and fresh.

Creative team: Raine Raynor, Devin Raynor

Website visuals included this homepage banner and background graphics throughout the site.

Essentials for Leadership icon only. Graphic of an apricot-colored cube with red and deep charcoal shapes pointing up to the right. Logo can be seen as a yellow cube with red top and charcoal side, or a red & charcoal arrow on a yellow background.

Logo or Illusion?

Essentials for Leadership’s logo icon is an optical illusion playing on multiple ideas:

Growing upward as a leader

Creating a strong foundation with building blocks

Thinking outside the box

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