Polaris. Direction, turned into a brand asset.
A brand identity for a US strategy and technology consultancy, built around the North Star: six forms converging on one direction. Red, black and white, designed for decks first. Done in 18 days.
The logo
Six forms converging on one point: the North Star, built on a strict grid with clear space and a version for dark.
A consultancy that sold direction and looked like everyone else.
Polaris helps ambitious companies make complex decisions and turn transformation into momentum. Their work was sharp. Their identity was safe corporate blue that could have belonged to any firm on the shortlist. Partners walked into boardrooms with decks that did not look as confident as the advice inside them.
An identity that feels strategic, precise and enterprise-ready, and that decision-makers remember after the pitch.
Clarity, precision, ambition, trust.
Confident, never rigid. Bold where consulting is timid. Built for decks, proposals and stages first.
A consultancy that sells direction should own a point of orientation. That became the North Star.
Colour and type
Red, black and white and one clean sans: a palette you spot in a stack of proposals, type that holds on a conference screen.
Polaris gives ambitious businesses clear direction through strategy and technology.
One clear point to steer by.
Structured thinking, visible in every layout.
Transformation that moves, not reports that sit.
Enterprise-ready without the grey.
The system in use
Posters, business cards, a billboard, a conference stage, binders and slipcases: one direction everywhere.
Five decisions, and what I rejected.
- 01Six forms around a central star
The symbol brings multiple paths into one point. It reads as alignment and focus at any size.
RejectedA literal compass or a generic star icon.
- 02Red, black and white only
A focused palette makes Polaris instantly recognisable in a stack of proposals and on a conference screen.
RejectedConsulting blue and a long secondary palette.
- 03Steps as the image language
Red 3D steps show progress without stock photos of handshakes.
RejectedSkyline and boardroom stock photography.
- 04Headlines that state the value
Clear direction for business growth. Strategic clarity through innovation. Lines partners can say out loud.
RejectedAbstract taglines about excellence.
- 05Built for presentations first
Consultants live in decks, so the grid, type scale and layouts were designed there and then carried to print and signage.
RejectedA logo-first system that breaks inside PowerPoint.
What was broken, and what I built to fix it.
A consulting brand you can see across the room.
Polaris came out with a sharper brand that makes its expertise easier to recognise and its thinking easier to trust. The North Star moved from a positioning idea to an asset: on cards, billboards, conference screens and every proposal the partners send.
North Star mark, lockups, construction.
Colour, type, steps imagery, layouts.
Stationery, signage, conference, decks.
Want this for your brand? 3 quick taps, a fixed-price proposal in 2-8 hours.
