Description: Haylett & Co is a strategic brand building and content design blog written by Francois Haylett that empowers brands to shine in a competitive world. With years of experience in brand development, he believes in the power of strategic branding to help brands discover their purpose. The log offers quick tips, checklists, and tools to supercharge your brand and stay ahead of the competition.
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This brand represents a group of writers and editors. With that in mind, the logo has been designed in glossy black to mimic the look of ink from a fountain pen. The handwritten font looks as if the ink is still wet from just being written. This is to signify the fresh-minded approach which they apply to their work. Working on this brand was a nice opportunity to play with text while being limited to black and white.
The brand being highlighted today uses metal as a colour theme, since the main product being sold shipping containers. The logo shape shows the twisting of an abstract shipping container to show how the product can be used for various uses, and also links to the “exchange” from one harbour to the next.