Brief: Create strong brand identities for sister companies Apex Cost Management and Apex BER, each aligned with distinct values and services.

Apex Logos

A trustworthy and reliable brand.

Inspiring confidence and security in its customers.

Solution

Published November 2024

Background
Apex, a company offering two distinct services - Cost Management and BER (Building Energy Rating) - sought to establish a strong, unified brand identity. They aimed to differentiate themselves as industry leaders, emphasising professionalism, expertise, and innovation.

Design Solution
After sketching ideas, I proposed a unique logomark that combined the letters "A", "C", and "M," subtly forming a chat icon. This choice was inspired by the consultative nature of the services and the idea of a seamless client experience.

To visually represent the concept of an apex or mountain range, the logomark was designed with sharp angles and a dynamic form. This symbolises the highest standards of service and the drive for excellence.

The Challenges

The primary challenge was to create a versatile logomark that could be adapted to both services, while maintaining a consistent brand image. The design needed to:

Be visually appealing and memorable.
Convey the nature of the services: Cost management and energy efficiency.
Reflect the core values: Professionalism, expertise, and innovation.
Adapt to different applications (letterheads, business cards, websites, etc.).

Initial Concepts:
The Superhero Badge: This concept, centred around the letter "A," evoked a sense of strength and reliability.
‍The Mountain Peak Tick: This design incorporated the mountain peak idea and a tick mark, symbolisng accuracy and efficiency.
‍The Letterform Mountain: This concept directly integrated the letters "A," "C," and "M" into the mountain peak, creating a strong visual link to the company name. The subtle graph line added a layer of meaning, suggesting data-driven insights and efficiency.

Colour palettes

Aside from the BER rating colours, the Apex Cost Management palette needed to be defined. Choice included: