Sage CX is a strategic consultancy run by Kathi Gurin from Colorado, and serving clients from all over the world.

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Problem: The business model Kathi uses to advise her clients involves the use of overlapping circles within which she isolates various stages of a company’s life cycle. She wanted to integrate that into her brand’s identity and wanted it to be simple, yet eye-catching.

Solution: After experimenting with a few designs, I decided to create a sage green circle circumscribed within a yellow one. Why?

The inspiration came from a Venn diagram. The first circle represents the sun, the source of life in our planet. The second evokes a Sage plant. Taken together, the logo represents the nurturing growth that Sage Consulting brings to its clients.

First, it meets Kathi’s criteria of using the circular life cycle model in the logo. Secondly, the circle, as a pure form, brings to mind a certain ideology; it symbolizes eternity, for it has no beginning, no end. It is timeless. And that’s what this logo strives to be.

From a branding perspective, the logo can be used in a variety of interesting ways– from patterns to stickers and buttons to web design elements and info-graphics/presentations. I have included a few examples on the next page to demonstrate this principle. It is an extremely simple logo in which form and function are perfectly married, and most importantly, tell a story.

 

A more complete design language is seen on the website; the flat design makes the logo pop, while providing a clean and effective layout.

A more complete design language is seen on the website; the flat design makes the logo pop, while providing a clean and effective layout.


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