A brand isn’t a logo. You’ve heard it before, and it’s true, but logos still matter. They are a visual shortcut, a way to tell people they are in the right place.
Think of Adidas. Of course, it has a logo, but what we really remember are the stripes. That simple visual rhythm has carried across decades, products and generations. It is proof that a strong brand can live through pattern as much as mark.
For recruitment consultant Kellie Gordon, founder of Appoint-ED, that idea became a starting point. The logo was already there, it just needed care. We refined the type, simplified the form and strengthened the connector. But the real step forward came from what surrounded it.
We created a family of visual themes, each one tied to the way the business works — Find (a pin), Assess (a star), Recruit(a plus). These shapes combine into tessellating patterns that feel confident, playful and distinct.
Strong brands create recognition through rhythm, colour and movement. Engage is about making a brand memorable through visual style, not just logos and words.
Read the full case study here
