2019

Impulsae Consulting

Brand Identity & Web Design

Impulsae Consulting is a brand new consultancy business in the clinical research scene.  It's a small player in a huge sector, so in this context, it needed an identity that showed its dynamic side, being a connecting bridge between clinical research services for the private and health sector. Visit www.impulsaeconsulting.com

 

 

The Logo

The briefing for the logo was a simple, elegant mark that reflected the company's dynamism.  In addition, it had to make allusion to the connecting nature of the company, that aims to bring stakeholders together.  Inspired by the curves of Madrid Rio bridge (a personal favourite of our client), the resulting logo is a modern take on the atom shape, which immediately communicates the context of science.

 

 

Fully adaptable

The logo will feature in printed and digital media including web and business cards.  It needs to be adaptable and legible even at a distance.

 

 

Colour Palette

Aqua green and cold grey have been used throughout to give the brand a clinical-like feel, but the orange is introduced as a break away from the cold sterile side of this sector and brings a wave of energy and dynamism.  The orange is used as a subtle accent in the way of an underline, or for the custom-made icons.

 

 

It was important to perpetuate the timeless essence of the brand and this was achieved with the soft, simple curves of Corbel and Proxima Nova, which emulate the curves of the logo.

 

 

Typography

Corbel

Has an uncluttered quality that works well on printed media.

 

We used it for the logo itself and for the business cards to give a professional, clean look.

A B C D E F G H I J K L M N Ñ O P Q R S T U

V W X Y Z

 

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Proxima Nova

Proxima Nova has a fresh, cool look that makes it a neutral, yet strong font.

 

We used it for the website as it has a very timeless look about it, but it also feels geometric and clean.  

 

 

A B C D E F G H I J K L M N Ñ O P Q R S T U V W X Y Z

 

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Iconography

Especially designed for Impulse Consulting's needs and following through with the rest of the visual elements.

 

 

Printed and Web Media

The clean traces follow through to all printed materials and web design.  The objective was to create concise informative windows, where the user can access more information if required but is not overloaded with facts.