Baker Mallett

Logo Design Analysis

In professional services, a good logo earns trust first, but it should still be distinct enough to be remembered.

The work by AS Partners for Baker Mallett is a great example of this principle.

• Concept & Geometry: I think the interlocking hexagonal form is a strong choice because its structure communicates stability and mirrors the firm’s diverse services.
• Color & Energy: The dynamic gradient from orange and blue to purple and green breaks away from the industry’s neutral norms. This signals innovation and brings fresh life to a historic brand.
• Typography: The modern sans-serif wordmark is a key feature. It enhances the design's clarity. The clean type complements the more complex icon for a balanced look.
• Application: The flexible system extends across vehicles and digital platforms. The colorful ribbon motif gives the identity cohesion and makes the brand even more memorable.

What Brands & Agencies Can Learn from Baker Mallett

This redesign offers a strong blueprint for any heritage brand looking to modernize its identity.

1. Use a Shape to Symbolize Collaboration

A geometric form can be a powerful tool. Interlocking shapes, like a hexagon, can represent partnership, stability, and connection. This is an effective way to communicate a core brand value visually.

2. Signal Change with Bold Color

For a heritage brand, a vibrant and unexpected color gradient is a clear signal of modernization and forward-thinking innovation. Just make sure it's cohesive with your established brand story.

3. Extend Your Logo into a Motif

A strong brand identity is more than just a logo. Extending a key visual element, like the colored ribbon here, into a flexible graphic device creates a cohesive and dynamic system.

About DesignRush Featured Designs

At DesignRush, we review hundreds of agency projects each month. These featured designs stand out for their creativity, strategic intent, and execution.

The most remarkable projects advance to become Monthly Design Awards winners—recognizing exceptional work in design innovation and brand storytelling.

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