Polaris: a brand identity for B2B strategy and technology consulting
Clear direction
for growth.
- Client
- Polaris Consulting
- Industry
- Strategy & technology
- Location
- USA
- Timeline
- 18 days
- Scope
- Brand identity
01 - The problem
Consultancies sell direction.
Then they all look the same.
Safe corporate language, restrained identities and little difference between one firm and the next. Polaris helps ambitious businesses navigate complex decisions and turn transformation into momentum - it needed a brand that felt strategic, precise and enterprise-ready without becoming rigid or traditionally corporate.
02 - The idea
The North Star.
A constant point of orientation.
Polaris is the star that does not move - the one travellers steer by. The identity is built around that single idea: whatever changes around a client, Polaris gives them a fixed point to navigate from.
03 - Construction
Six forms.
One direction.
Six geometric forms close in around a central star - alignment, focus and many paths converging on one clear direction. Every angle sits on a 60-degree system, so the mark holds together from a favicon to a keynote screen.
- A The star
- B Six forms
- C 60° system
- D Orbits
04 - Wordmark
A confident name
with its own star.
A bold, modern wordmark carries the extracted star as its signature - a small asterisk of direction that works on its own across campaigns, social and presentations.
05 - Brand codes
Red, black and white. Nothing else.
Click a colour to copy HEX
Type to test. Drag to change weight.
06 - In the world
From construction grid
to conference stage.
06.1
Identity
The mark, the wordmark and the system they are built on.
06.2
Campaign
Clear direction, in red, black and white.
06.3
Out loud
Stage, street and station.
06.4
Cards, binders and slipcases for a consultancy that lives in meetings.
07 - Outcome
Not a logo.
A point of orientation.
Polaris came out with a sharper B2B consulting brand - one that makes expertise easier to recognise and complex thinking easier to trust. Direction became more than a positioning line: it became a brand asset people can see.
Direction became more than a positioning idea - it became a recognisable brand asset.
Vizura Studio® - Brands engineered for B2B tech and AI