Arden Coaching’s Logo Design Connects The Agency With Its Audience Through Rich Symbolism
A logo design is a critical element of a branding strategy.
By telling what a brand stands for, it connects companies with their target audience. A good logo design resonates with prospects and customers, bringing success to a business.
Arden Coaching’s 2021 brand refreshment had a logo redesign as its centerpiece. The logo reflects not only the transformative potential of executives and teams, but also the way Arden Coaching itself evolved over the years.
The company’s contemporary new logo highlights the Arden tree, forming the crucial continuity with the brand’s origins.
Founder and president of Arden Coaching, Maren Perry, explains the symbolism of the logo:
“That sense of positive change and transformation captures who we are as a coaching firm, what we do, and how we do it. […] A forest is also a place through which one chooses their own path. People come upon obstacles such as rocks, rivers, ravines, and animals, and forge a way through.”
The job of an executive coach is to point to a greater business perspective than clients can see on the surface.
The company logo, with its colors associated with plentifulness and optimism, its in-style typeface and its telling iconography, does just that - even before clients get in touch with Arden Coaching representatives.
The branding agency behind this logo redesign, puts it like this:
“For this executive coaching company, we designed a new tree-themed logo featuring a strong trunk to represent the coach’s support, topped by a faceted, dimensional canopy symbolizing the various skills an effective leader needs to develop. A fresh color palette and lightweight, modern font convey approachability and optimism.”