Many options for the logo concept for Employee Benefit Services were presented. The final product reflects a logo that speaks to who the business is and where they intend to take their industry. The use of negative space in this logotype suggests a forward thinking, the ability to set the trend as opposed to purchasing “off the rack.” The clean lines and prominent shapes suggest a “no frills” attitude, only clear, consise and to the point decision making. The boundless form signifies the potential for growth and limitless possibilities.
The palette boldly displays a fresh aesthetic, much like the youthful nature of the organization. This youthful energy the palette puts forth is juxtaposed by the concrete shapes the absense of letterforms provides the viewer.