Pickett Research

The design brief for the project wanted the logo represent a sense of the data they work with, which often takes shape as line graphs with peaks and valleys. But the interesting challenge was the ask to also somehow incorporate a hedgehog as a nod to an old parable that speaks to the foundations of the company.

In the end, we landed on a simple form that serves as the basis for a memorable and expansive graphic device for patterns and layouts. And, while subtle, I think the hedgehog still comes through!

The color palettes of related brands used a lot of black and corporate blues. We wanted to differentiate from these through color. Doing a competitor spectrum analysis, we narrowed our range into reds and yellows.

We chose a bright yellow-orange for the primary, and paired it with a light saturated blue. The palette is balanced with a dark navy for a good range of use. The yellow-orange is approachable and different, while the blues bring the trust and contrast we needed for the brand.

An important piece of this was the ability to build a data palette from the set. Giving them the range to display their complex information.

A primary graphic device in their visual language is the Pickett Star. These Star shapes, pulled from the logo mark, can be used in a multitude of instances. For example in a large format to bleed off of a page, to add texture as decorative backgrounds, or as a frame for imagery or content. Or Individual stars can be used to add interest to the empty space in a layout.

Additionally, "The Pickett Star Arrow" can draw attention to specific elements and work with photography to create a unique branded image. Building recognition with simple, memorable shapes.