Challenge T. Benton is a consultancy that works with technology companies to identify markets for their products. The company approached BayCreative about developing a new identity to accompany a name change and other changes in their organization.
Click here to see examples of the evolution of this logo.
BayCreative Solution For this logo, we carefully considered the language used by the company's customers to describe the services T. Benton provides. Also, we took a close look at the ideas that T. Benton wanted to project to its prospects. From this research, we developed a broad range of samples centered around the concepts of accuracy, targeting, agility, and discovery. The final symbol marries these concepts subliminally; the symbol looks like both a bird of prey (with a prominent eye in the process of focusing) and a pick that breaks ground to uncover a treasure. As well, there is a "T" and period, to coincide with the company name. These are subtle visual messages that convey the desired impression.