The personal growth and development niche is booming. Especially out here in SoCal. A friend referred Inner Confidence to me and I met with them and some of their clients.

Inner Confidence’s clients were referring to the company as “IC” in our discussions, so I thought it might be a good idea to explore an initial cap symbol as part of their identity. Partners Brian Begin and Robbie Kramer were anxious to get started with the identity so they could develop their marketing materials and liked the idea of a symbol, so I started with a symbol exploration.

Brian and Robbie immediately responded well to the top left and quickly had an informal focus group among their colleagues in the personal development area. They were afraid that it came across as feminine and, since Inner Confidence is starting with a focus on the men’s market, asked if I would consider simply taking off the “flower”. I told them I would explore it along with other ideas, but because time was an issue, they asked me to just focus on this design because they liked it quite a bit.

So, I explored shapes, colors and a supportive type at the same time. Inner Confidence had a marketing initiative – IC Circle – that was underway. They also were calling their office the “IC Lounge”. My solution was to create a custom font/typeface that would support the symbol in different contexts. I went with two poles of the color blue in a circular gradient to suggest transformation. A dark blue representing the depth of the subconscious and a light blue suggesting communication. The implication being that you must go deep within yourself until the message of transformation is communicated to you.

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