Aptitude rebrand
Following a successful strategy planning workshop, Aptitude needed a bold, contemporary new visual identity to match their repositioning.
Aptitude pair specialist practitioners with propriety software. The final logo visualises their role in creating connections while building complex data networks, delivered with clarity and confidence.
How it came together
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After an indepth visual workshop I presented the Aptitude team with a series of distinct directions. Once they made their choice the iconmark was refined to create the best balance as a full lockup alongside the bold wordmark.
Key skills
branding logo_design typography graphic_design design_direction editorial_design Ul_design iconography
branding logo_design typography graphic_design design_direction editorial_design Ul_design iconography
Primary deliverables
wordmark iconmark brand_guidelines UI_assets OOH social_media_assets merch poster slide_deck
ClientsAptitude
Year2025
Year2025
Thanks to
- Tom Hollis, strategy and website design
Typefaces
— Moret by The Northern Block
— Work Sans by Wei Huang
— Moret by The Northern Block
— Work Sans by Wei Huang