Recognizing The Laurel Group's unique position in the industry and their desire for a more modern aesthetic, we decided to leverage a triangle as the central graphic element in their new logo. The triangle symbolizes the three core constituents of their business - the agency, the client companies, and the executive candidates - each side standing for one, highlighting their equal importance in the success of the agency.
Moving away from the darker color scheme of their previous branding, we chose a fresher and brighter palette. However, in order to maintain an air of professionalism and maturity, we ensured the colors were not overly trendy. The selected tones also reflect the innovative spirit of Silicon Valley, harmonizing with the company's tech-focused clientele.
