A big element that kept resurfacing during the discovery sessions was that this was a platform that empowers small businesses to understand and own their company HR by giving them the foundations and building blocks to build their HR structure around. This was what inspired the core logo mark with the ‘H’ from the name being created in the negative space of a rotated building block pattern. The aim was to create a mark that was instantly recognisable and stood out from the clichéd HR icons that litter the current marketplace.

To sit alongside the logo mark the colour palette was a key feature in communicating the brands values. Blues and oranges were used as the core colours as they invoke a sense of trust, dependability and confidence which perfectly align with what HRManager is trying to build amongst workplaces up and down the UK, it was also found out after pitching the concepts that they are the clients favourite colours which always helps! The logo also lends itself nicely to a repeating pattern which looks like the blocks in a wall and nicely ties back in with the idea of building a fair and safe workplace. This creates a nice secondary element to use within the rollout of the brand as it gives the brand another visual component to use alongside the imagery of happy employees or sections of the platform.