We talk about brands and branding a lot not just because we help companies develop them, but also because we believe strongly in the value that they provide to a company or an organization. Recently, Benitects, an employee benefits firm specializing in designing and building better benefits, hired us to re-design their brand mark. Peggy Grever, the passionate owner, came to us after creating a personal connection through emails, phone calls and hand-written letters. Through discussions, it was apparent that Peggy had a strong vision for the company and had designed the brand and marketing around that vision.

For starters, Peggy wanted her idea of building better benefits to be reflected in the company name, so she combined the words “Benefits” and “Architect” to create “Benitects”. The look and feel of the original logo stems from Maslow’s Hierarchy of Needs and suggests the company’s “good, better, best” approach to benefits, while simultaneously keeping in mind that all benefit programs can be designed to support the unique cultural and financial needs of a given client. Not wanting to depart from the core vision set forth by the Hierarchy of Needs, we were tasked with facilitating the transition from old to new.

To take the original logo from a good idea to a great professional mark, we maintained the shape but added some extras. To begin the creative process, we developed three different logo marks, each one offering a unique look and feel.

The logo on the left focuses on the idea of minimalist architecture and design. Sketch marks outline the triangle denoting creation, while the triangle maintains the vision of the hierarchy of needs. The middle mark was developed to promote sophistication and professionalism. The bold, uppercase font creates a powerful image, while the spiraled triangle adds a modern, corporate appearance. The third mark is the most feminine of the group. The bubbles add a touch of whimsy, while also creating the idea of customization and no one client being the same.

After viewing the three design options, Peggy took her time to think about her future objectives and how she wished to present her company moving forward. Although, currently her target market is comprised of female decision-makers, she would like to extend her reach to capture the attention of male decision-makers. Sustainability was also an important aspect of her vision that she wanted to showcase in her mark, but needed the right visual element to do so. The creative process required three rounds of revisions from start to finish, but in the end, we were able to develop a mark that promoted sustainability, maintained Maslow’s Hierarchy of Needs and was universally pleasing.