Progressive Identity Design

Category Brand Design
Client Progressive
Agency / Designer James Good Limited

Brief

Progressive is an expert independent financial IT systems consultancy operating in the oil and gas sector. Ready for change and with the plan to proactively promote their services, Progressive asked us to make them look like the expert professionals they are. Progressive was keen to draw attention to its points of differentiation: the modern attitude and human approach. The branding exercise was an opportunity to make Progressive stand apart from the majority of competitors, who typically sport a dated image.

Result

The branding provides immediate credibility, giving Progressive the confidence to begin actively marketing the business. The strong visual identity facilitates ease of entry into a challenging marketplace, clearly communicating the consultancy’s key point of differentiation; its exclusivity to the oil and gas sector.

Solution

A corporate look and feel was essential to appeal to executives in the oil and gas industry. Progressive's services are all related to financial systems, controls and process optimisation. The logo mark works well as a stand alone entity, a mark of understated confidence. It is complimented by a geometric pattern; a literal representation of mathematics and the cubic volumes of oil and gas. The pattern also suggests motion, forward momentum... progression. The pattern is used across Progressive’s communications, making a unified brand identity easy to achieve. The simple typeface suggests understated class. Being openly spaced, it is perfectly fit for purpose. ‘Progressive’ is a long word, and needs to look balanced when applied to all of the company’s communications, from website to letterhead. The soft blue-green colour scheme not only represents the industry in which Progressive operates, but also hints at the strong feminine influence within the business.