After a series of meetings to understand their vision for the business and their story, we set out to develop an identity that mirrored their position as leaders within their field whilst also creating a design system that would future proof their expectations for the brand moving forward.
The identity developed builds around the concept of connection, emphasising UKPR’s role within the customers’ business journey, connecting them to the products and services required to support them through bespoke, tailored solutions.
The primary logo mark features a series of connecting nodes resulting in a “cluster” incorporating a directional arrow which hints at the progression UKPR’s clients can achieve through their support and services.
A clean sans-serif typeface accompanies the mark, with subtle ownable modifications to soften key corners, providing a cohesive relationship between the logo type and the mark. A complimentary palette was introduced, made up of various blue tones, providing strong connotations to UKPR’s core values: trust, integrity and security; as well as offering bold contrast between the vibrant lighter hues and deeper base tones featured.
Based on the grid system, individual clusters were formed to differentiate between each of the five core sectors. Retaining the five nodes within each cluster contributed to the cohesion of the set while the variation of connecting line placement offered a distinctive, ownable mark for each specific sector.
Secondary palettes were developed for each of the five sectors to further enhance the distinction between each, utilising bright, radiant tones and subtle radial gradients to inject further vibrancy into the branding.
The palette’s primary blue provides a solid base for copy content while the curves of the cluster forms offer interesting crops housing background imagery focused on real people to strengthen the idea of approachability across the new identity.