Hull based research consultancy, delivering data driven content to ensure well informed decisions.
Making research essential
Informing your decisions
Long time client and friend of BM, Jae Saleh, approached us with the proposition to create a fresh brand identity for a new business venture. Fulcrum Research provides data research and high-impact consulting to ensure that clients are well informed in making beneficial decisions.
When creating a new brand identity, it’s always important to first understand the ethos behind the brand and establish a tone of voice that best communicates the characteristics of the brand itself. “Fulcrum: a thing that plays a central or essential role in an activity, event, or situation.” This definition helped develop an initial feel for the identity as we began to explore shapes, typefaces and colour palettes.
Strong and Sturdy
The finalised logo features a pieced together triangle which symbolises analysis and the gathering of data to give the user the full picture. Typographically the logo uses Gotham, a strong and sturdy sans serif font that is punchy and clear. The colour palette is comprised of dark tones with little contrast, creating a subtle uniformity. Overall, the brand identity aims to communicate a core set of values; professionalism, focus and a close attention to detail.