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New Logo and Identity for Boudicca Proxy Consultants by Planning Unit
 

before

after

Noted Aug. 1, 2017 by Armin

Industry / Finance Tags /

About

“Since 2011, Boudicca has provided guidance with progressive shareholder solutions. Namesake of a Warrior Queen, we champion proxy solicitation as a tool in corporate governance and investor relations. We pool our expertise to provide 24/7 support, optimising relationships and advising on corporate governance codes. We inform on new legislation and best practice, and help raise standards and value for all stakeholders. Although proxy solicitation often concerns urgent events and hot issues, it extends far beyond the here and now. Our team draws on its deep understanding of corporate governance, exposes risks and gains insights to help to drive your future strategies.”

Design by

Planning Unit (London, UK)

Related links

N/A

Relevant quote
The name Boudicca, a nod to the historical figure Queen Boudicca of the Iceni, informed the visual language for the brand and carried through to the design of the logo, monogram, chariot icon, website and all corporate material set against clean and simple typography with a celtic twist.

The website design features a blood covered lion; a strong visual representation of going into the battlefield between corporations and their shareholders. The colour red features heavily across various elements of the logo, brand image and as an accent colour across all collateral as a distinctive marker that Boudicca is not afraid to be bold and stands out as a leader in the industry.

Planning Unit provided text

Images (opinion after)
New Logo and Identity for Boudicca Proxy Consultants by Planning Unit
Logo.
New Logo and Identity for Boudicca Proxy Consultants by Planning Unit
Chariot icon.
New Logo and Identity for Boudicca Proxy Consultants by Planning Unit
Stationery.
New Logo and Identity for Boudicca Proxy Consultants by Planning Unit
Blood-covered lion.
New Logo and Identity for Boudicca Proxy Consultants by Planning Unit
With logo.
New Logo and Identity for Boudicca Proxy Consultants by Planning Unit
Presentation covers.
New Logo and Identity for Boudicca Proxy Consultants by Planning Unit
Online presence.
Opinion

The old logo was pretty decent, with a secret cult vibe in the monogram/seal and a relatively weird wordmark. The new logo keeps the weirdness factor but makes it all look more elegant and with a more medieval, chiseled aesthetic. The loopy monogram is very nice and the oval holding shape is a good respite from shields, squares, and circles. The flared sans serif wordmak is slick too and I love how it matches the thick/thin relationship of the oval in the monogram. There is a bonus chariot icon that is probably the nicest thing in this identity but also, sadly, somewhat underused, especially in contrast with what is a rather disturbing identity element: a blood-covered lion. Now, I’m not against blood-covered stuff — The Walking Dead and Game of Thrones are two of my favorite shows and things are regularly covered in blood — but when it comes to branding I think even blood-stained anything is not ideal, much less blood-covered. Even if I were in a cutthroat world where heavy proxy solicitation occurred I would like my vendors to be a little gentler. But maybe I’m too nice (or soft) a guy and this kind of corporate-macho-gladiator thing is what gets Boudicca’s clients going. I would be cool with a red lion, perhaps with a satin kind of finish instead of the glossy one, that would still communicate aggressiveness but in a more subtle way, which would pair a lot better with what’s otherwise an elegant and attractive identity.

Your opinion…

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On Lion


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Logo Before & After
Lion

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