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Logo Design for Top Australian Economist

Bringing brand new projects to life is something we love here at Storytellers – especially when it’s brought to us by someone who’s been planning it a LONG time. This is what happened when we were approached by top Australian economist Warren Hogan who tasked us with branding his brand new business EQ Economics (eqeconomics.au).

Take a look through our case study to see how we got there.

The Brief

EQ Economics

I’m looking to create a brand for my new project, EQ Economics. The project is looking to stand out in a competitive but stuffy market. It needs to challenge but it doesn’t need to be off the wall, it needs to give a sense of gravitas.

The Solution

Our initial sketches quickly took us down a route but something wasn’t right. Charts were too obvious (I mean, our client sees enough of these every day…) But after a while, a pinwheel grid developed to illustrate a pie chart “Q” quickly evolved into a new set of letterforms.

As a designer, this is the kind of flow you dream of… Using the new grid to illustrate a new Q developed into an overlapping EQ monogram – but it needed a LOT of refinement * cue Rocky music and training montage *. Feedback from our client was positive and we kept pushing to perfect the new shapes.

Defining the colours
Lessening the dominance of the e shape
Balancing shapes and distances
Balancing shape weights

The final version of the logo was the result of many iterations balancing icon weight, font size/weight, placement, spacing and arrangement. The final logo is adaptive, clear and has a different feel to the other businesses in this field.

The Feedback

EQ Economics

The Storyteller’s team have been fantastic from the very start. They make it priority to listen to your story, to understand the purpose as well as the process that drives your business. I can’t speak highly enough of their work in bringing the EQ Economics brand to life. They work with a passion, expertise and a desire to get the job done.

Ready to get started?

Complete the form here and one of our friendly team will get back to you in order to start your journey with us.