LHBCS is a boutique business consulting firm specializing in the insurance industry. It delivers tailored coaching and consulting solutions to empower both brokers and brokerages.

The founder contacted me to develop a logo and business cards for their newly established business. In meeting with the client, we discussed some key terms that the LHBCS logo should convey: Trust, Stability, Collaboration, and Dependability.

I sketched and vectorized four ideas to initially present to the client. I went with a blue theme to convey traditional and trustworthy values. I wanted to convey that concept of collaboration by creating abstract shapes that envelope each other and work together to form a broader design.

The client resonated with the shapes that I had created in option 2 and 3. However, the colour scheme leaned too heavily towards practicality and tradition. She requested we revise the colour scheme to reflect a more approachable feeling that would emphasize the collaborative values of the business. After a discussion, we landed on the colours orange, brown, and yellow. The bright colours, paired with a grounded, earthy-brown, were to simultaneously convey energy, warmth, and positive communication while still conveying a sense of steadiness and dependability. The client decided to proceed with the colour scheme in option 9 as it best represented these ideas.

At this stage, the client was still unsure of which final logo design best represented her business. Her feedback was that she wanted the “LH” text encapsulated entirely in an abstract vector, to further emphasize the value of collaboration. Based on this feedback, I adapted these logo designs for a final round of review. I kept the closed crescent shapes I had previously created, and creatively integrated the text “LH” within the shape.

The combined “LH” in option 4 was the best received option, for further iterating on the idea of collaboration. With a few final tweaks in thickening the letters, the final logo was prepared.