Introduction
With a background working in financial services, Helena and Jenny started this consultancy company with SDG and IDG as the core of their thinking and business ethos. With a broader intent to move the South African agenda forward. The New Division created their logotype which was also put together with a visual identity with logotype, typeface and brand colors.
Opportunity
Ten Four Partners is a company working to create a collaborative platform to bring together stakeholders in a mutually beneficial manner to amplify growth opportunities and economic impact in South Africa. The name “TenFour” stands for the Global Goal number 10: “Reduced Inequalities” and IDG skill 4: “Collaborating”, which represent the ethos of the business. The word “Partners” was chosen because they want to work collaboratively alongside businesses and clients.
The New Division was approached by TenFour to support the creation of a logo that symbolizes collaboration, equality, connectedness, and simplicity.
Process
The process started with The New Division getting to know TenFour Partners and the world they exist in (competitors, customers e.g.). Also discussing what the logo should represent . Since the IDG goal 4 and SDG goal 10 are a big part of what TenFour Partners is doing we decided that using the colors from those goals would be a good idea to incorporate in the logo in some way. TenFour Partners is all about connecting dots (people, collaboration and finding solutions) so we used a dynamic design where we see abstract nodes connecting with each other. The circles in the logotype symbolize TenFour and different partners. Through the overlapping of the shapes intersections and connections result. It shows the process of the collaborations and opportunities which come out from those. This symbol implies a dynamic and fluid process leading to impact.
TND had a tight dialogue with the client throughout the process and presented a couple of routes before choosing one that then became the final result that the client fell in love with. The delivery included a visual identity packaged with logotype, colors, typeface and how to use them.
Impact
Together with TenFour Partners, The New Division created a simple, yet thought-provoking, logo that represents the organization and facilitates the spread of its brand
Client Feedback
“We absolutely love how your design perfectly displays not only the combination of SDG 10 & IDG 4, but also the essence and spirit of what we hope for TenFour Partners. We have already received so many compliments on it from everyone we have shared it with! It has been a great experience working with you, in so many ways!“
- Helena Conradie, Founder