We have recently undertaken the process of tweaking our branding to align it more with the corporate group we have recently become a part of.

To give you some context Busara was invested in by Diamond Advertising; this was a great strategic move for both companies as it provided shared skills, resources and stability in the current difficult economic climate.
We did not want to change the name of the company as we have built up a lot of goodwill in the brand, so we decided to tweak our brand to bring it more inline with Diamond.

Previous Logo		New Logo

Typography

The typography has been subtly changed to make the letters easier to read. This was something that most people commented on with the old branding. It is a much cleaner font whilst still keeping the essence of the old brand.

Shape

The diamond shape is in the background with Busara punching out of it. We thought that this showed that Busara was connected to and part of the diamond.

Angle/ Tilt

The new branding is aligned just off centre so to signify that we are not a traditional straight line company.

Lessons Learned

Early iterations of the design were much more obvious with small diamonds placed above or near the Busara brand to signify that there was a connection between the two brands. These designs fit the brief and were my personal favourites but they did not push the concept far enough.

Overall this was an interesting exercise. There was an element of designing by committee which is not always the best approach to design as you can end up with a less than ideal solution. I think that when there are lots of stakeholders involved in a design there needs to be someone who drives the project and has the final say on what is signed off.

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