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New Logo for Blenheim Chalcot by Accelerate Digital
 

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Noted Sep. 1, 2016 by Armin

Industry / Corporate Tags /

About

Founded in 1998 Blenheim Chalcot traces its roots back to netdecisions, the internet services group. Already back then we set out to build companies to transform industry sectors. And since then we’ve become the UK’s leading venture builder, with portfolio sales of over £300m, more than 3,000 employees, and a successful track record of over 40 companies. Our approach to transforming industries has always been the same. We identify high growth sectors, typically undergoing some market, technology or regulatory discontinuity, and look to build scalable platforms that satisfy a real customer need. We aim to build profitable companies, with sustainable business models. We don’t chase unicorns - we build gazelles.”

Design by

Accelerate Digital (London, UK)

Related links

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Relevant quote
The leaping Gazelle reflects both our nimble approach to business and the outcome we’re striving for. Gazelle businesses are high-growth companies that repeatedly and consistently grow their revenues by at least 20% annually. The emblem is constructed of a single path, representing our ongoing journey.

Our font is Transport New. A modern take on the UK road sign typeface. This reflects the origins of the Blenheim Chalcot name, which derived from the streets on which the founding partners lived: Blenheim Road and Chalcot Crescent.

Accelerate Digital Provided text

Images (opinion after)
New Logo for Blenheim Chalcot by Accelerate Digital
Logo detail.
New Logo for Blenheim Chalcot by Accelerate Digital
Gazelle detail.
New Logo for Blenheim Chalcot by Accelerate Digital
Gazelle in 3D
Logo introduction video. I’m torn between really liking this and hating it.
New Logo for Blenheim Chalcot by Accelerate Digital
Guidelines.
New Logo for Blenheim Chalcot by Accelerate Digital
New Logo for Blenheim Chalcot by Accelerate Digital
Desktop and mobile website.
New Logo for Blenheim Chalcot by Accelerate Digital
PowerPoint presentation.
New Logo for Blenheim Chalcot by Accelerate Digital
Brochure.
Opinion

The old logo was bland, generic, and communicated nothing whatsoever. To its credit, it wasn't visually offensive in any way. The new logo builds on venture and start-up parlance of business prowess — Gorillas, Gazelles, and Unicorns (yuck, yuck, yuck) — and places its bets on the gazelles, "high-growth company that is increasing its revenues by at least 20% annually for four years or more, starting from a revenue base of at least $1 million" according to Investopedia. The icon is an energetic, single-line drawing with sharp, pointy corners that help make it look like it means business. I like that it's not the typical single-width stroke with curved endings and reminds me of a more elaborate Chicago Bulls logo. The wordmark is okay… perhaps too friendly with those curved spurs in the "l"s, but it's fine and it's well rationalized. The gazelle also comes in a lovely 3D version that highlights its single-line structure and adds some playfulness to how its lines interact. In application, they are using the Spotify colorizing approach of duotones, which always helps unify the brand photography and looks cool by default (with the right color combo). Overall, it's a fitting identity that looks sophisticated with a youthful edge to it to attract those young businesses.

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