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New Logo and Identity for Consortiq by Salad Creative



Noted Jun. 6, 2017 by Armin

Industry / Corporate Tags /


(Est. 2015) “Consortiq is a global market leader of bespoke drone solutions. Our employees are driven by a mission to help corporations and state organisations leverage drone technology to accelerate progress and achieve the success they desire. At Consortiq, we base our solutions on intensive quantitative and qualitative research, hard facts, and deep subject matter expertise. As a talented group of drone and manned aircraft pilots, software engineers, defense consultants, and former air traffic control professionals, Consortiq’s employees understand the intricacies of aerial platforms and are able to provide a wide range of nuanced, effective solutions. We have a strong track record of providing training, logistical operations planning, fleet management software, risk mitigation, and legal/regulatory services, to clients in the media, public infrastructure, and public safety industries in Europe, North America, and the Middle East.”

Design by

Salad Creative (London, UK)

Related links

Salad Creative project page

Relevant quote
Structural flexibility was achieved by the typography and marque combining to create a logo system. Cropped versions of the C and Q letterforms are used to create a bracket device to frame the logotype. The shape of which was inspired by a view finder (associated with filming and photography). The logo retains some reference back to the existing logo with the capital Q but it makes more sense in this context as it has the ability to work across all of the brand name and hierarchical name requirements.

Salad Creative project page

Images (opinion after)
New Logo and Identity for Consortiq by Salad Creative
New Logo and Identity for Consortiq by Salad Creative
Logo on picture (taken by drone, obvs.)
New Logo and Identity for Consortiq by Salad Creative
New Logo and Identity for Consortiq by Salad Creative
Business cards.
New Logo and Identity for Consortiq by Salad Creative
Brochure covers.

Pointing out that the old logo was bad is almost unnecessary but, well, it was bad. It had the right idea of emphasizing “IQ” in the name but it did it in the completely wrong way, with an oversize “Q” and a horrible knockout of the tittle. The new logo has a simple wordmark in a light, slightly rounded sans serif bracketed by a subtle “C” and “Q” or it could even be read as a split “Q”, which would also be fine as it’s the letter that stands out the most in the name. The shorthand version, with the “C” and “Q” close up, is a cool alternative. The applications, particularly the brochure covers, strike a great balance of hi-tech, elegance, and corporate-ness with great photography that highlights their offering. Overall, the identity has enough personality but not so much that it’s overbearing.

Your opinion…

On Logo


On Shorthand CQ


On Application



Logo Before & After
Shorthand CQ

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