We refreshed Tonic’s brand identity with a sophisticated recruitment logo design that appealed to its international clientele.
Tonic International Recruitment is a boutique search firm that focuses on the placement of senior level executives. Working primarily within the corporate finance and accounting sectors, the company specialises in sourcing candidates for cross border opportunities. Parker Design was approached to evolve the client’s existing brand, creating a fresh new look and feel that would also feel familiar to its key audiences.
Tonic had successfully built its reputation as a specialist recruiter in a niche market. The company needed to update its image in a way that communicated it was keeping up with the times, while continuing to leverage an identity that is recognised and respected in its market.
To address the client’s needs, we looked carefully at the company’s existing recruitment logo design to identify elements that could be used in a new way. Moving away from a ring shape, we opted instead for placing the company name in a solid circle. This evolution helped give the logo some weight, without making it feel too heavy or imposing.
Blue is a colour that is widely used in the financial services sector, representing stability, wisdom and confidence. We wanted to ensure that the company had a fresh look and feel, without changing the logo so much that it created confusion. Thus, we simplified Tonic’s blue colour palette, moving away from dark blue and focusing on a lighter shade in the dot over the letter “i”.
The client was extremely pleased with the new recruitment logo design, as it effectively moved the company’s identity forward without losing the essence of the brand they had worked so hard to build.
- The brand blue was brightened slightly to maximise its appeal, ensuring it was vibrant and friendly, but also communicated stability and confidence.
- We designed business cards and a new email signature to further develop the brand and create a consistent identity.
- The geometric font created harmony between the type and circular brand shape.