Laurel Group2023
Laurel Group is a business consultancy and executive search firm with a significant presence in Seattle and Silicon Valley. They needed a modern, professional logo that could match the caliber of the clients and candidates they work with.
Problem
The existing brand skewed dark and dated — it didn't reflect the innovative, diversity-focused firm Laurel Group had become. For an agency placing executive candidates at high-performing companies, the brand was underselling the room.
Approach
A triangle became the central graphic element, representing the three core constituents of the business: the agency, the client companies, and the candidates. Moving away from the darker palette, a fresher set of tones was selected — professional and mature without being conventional. The palette nods to Silicon Valley's innovative spirit while maintaining the gravity the firm's clients expect.
System
The final system includes a horizontal lockup and a vertical stacked variant, both delivered in RGB and print-ready formats. Clean geometry and confident spacing give the mark staying power across business cards, letterhead, and digital applications.
Outcome
The new identity gave Laurel Group a brand that matched the level of the work they were doing. The refined, modern mark positioned them credibly alongside the tech and executive talent they serve.
