SCL’s new branding

by Justin Souter on April 1, 2010


As I mentioned in my opening post of this series, Gino at Fat Frog has done a great job with the new look for Souter Consulting.


It’s been an interactive exercise, and I believe we’ve both enjoyed the experience, and I feel it’s delivered the goods

Gino has a passion for typefaces – witness his personal website (e.g. Leaf) – so I was thrilled when he composed one specifically for SCL.

What is represents

SOUTER_logo_RGB Building on the thoughts I posted about a few months back, my reflections about the logo and related graphics are:

  • The logo makes me think of the Windows mystify screensaver but in a good way!
  • There’s a sense of motion, but within a defined space
  • Gino has created the typeface specifically for Souter Consulting, which works well – think “technology, but with rounded edges”[!]
  • In terms of the background image on the site (below), it also reminds me of how a prism splits sunlight, and I think this captures that there are difference facets to what SCL does – and in reverse the colours of the rainbow come together to form a whole
  • I like the fact that it’s bright and cheery, and pretty bold
  • I hope it inspires the same sort of subconscious ideas in you – so would be fascinated to hear what you think ;-D



As well as the website, I’m updating:

  • Twitter account
  • MS Office – Word & PowerPoint templates
  • Invoices
  • Business cards – via Moo
  • E-mails – not sure about using the typeface on my e-mails, but thinking about using the logo in the signature
  • E-mail newsletter – via Mailchimp: if you’re interested, you can sign up here for what will initially be a quarterly outing


Please let us know what you think in the comments. Thank you!

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