On point with Cactus Consulting
Cactus Consulting helps business owners and managers to get the best value from their investment in business software.
With a methodical and process-driven approach to uncovering the reasons for software not delivering, and putting in place practical, achievable steps to deliver improved outcomes, the design solution needed to be effective and simple to reflect this process.
Sublime’s approach
The values associated with Cactus Consulting are professional, experienced, practical, friendly, reliable, and trusted. Creating a brand in response to this, appealing to both men and women, required a logo which inspired confidence, was friendly, and conveyed professionalism.
The solution
The circular shape, with cactus plant edging, represents the plant as well as unity. Inside the circle are lines creating the shape of another cactus plant, as well as being two people sitting opposite each other networking.
A deep dark green is paired with a bright grass green for a striking combo.
Colour
Cacti are green. We were always going to use green. It would have been easy to use grey or black for the type, though we were inspired to keep it green. Balancing the right tones of the two greens was a challenge, and they complement each other perfectly, look professional, and are bold, fresh, and eye-catching.
Typeface
The typefaces are bold, clean, and modern, strong and friendly, and carefully spaced for balance and aesthetics. The 'A' comes to a point and is a bit spiky, like a cactus.
Application
The simplicity of the design ensures the brand is adaptable across all media. We developed a spirograph-like super graphic for use on collateral, inspired by the shape created when looking down on a cactus. It adds great visual interest.
