Logical Truth changes employee behaviour through engagement and internal marketing to ensure it aligns with the brand, values and strategy of the organisation.

The brand name comes from one of the most fundamental concepts in logic. A logical truth is a statement which is true, and remains true under all reinterpretations of its components. A perfectly appropriate name for a strategically driven business, one which honestly and rationally unites a company with its staff.

The challenge with this identity was the graphic interpretation and depiction of the abstract (yet factual) concept of a 'logical truth', which in itself has an array of theories of its very nature.

The very analysis of this concept became the solution; the literal sum of the interpretations of 'logic' + 'truth' equals the brand name. In the same way, the visual language and execution of the concept was key, the only solution was taking a minimalist approach with a core colour palette, typography with geometric simplicity and clean layout principles.

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Agency The New Black
Creative Director & Brand Designer Christopher Gough Palmer
Art Director & Visual Language Designer Marina Greaves & Christopher Gough Palmer