Background
Purple Path is the first sub brand developed in collaboration with the team under the Future Prospects Group umbrella. The strategic decision was made to rename and rebrand their online training offering and build it as a separate entity, so that there was a clear differentiation from the core recruitment side of the business.

Brief
Come up with a new name that differentiates it from any competitors in the online training marketplace and develop a new brand identity that clearly defines who they are what and what they offer.

Solution
Conducting a namestorming session with the client, a selection of names were developed and presented, then after some deliberation a winner was chosen. The name Purple Path was born from a play on words, using the phrase ‘purple patch’ — which means “a run of success or good luck” — and substituting the word patch for path, as in ‘career path’, meaning “a course of action or way of achieving a specified result”.

Once the new name was established it obviously lead to a certain direction in terms of colour, but that was just one piece of the puzzle. The key part of which was creating an easily identifiable logomark. For this I came up with a few good options (as shown below) but ultimately going with the circular device featuring both the letter ‘P’ and a directional arrow.

The next thing to focus on was developing the logo beyond the circular mark by selecting a suitable typeface and stacking the words to create a nice little connection between the lowercase ‘p’ and the ‘h’. I did explore ways in which this could be used in promotional materials but didn’t want to feature it in the logo and detract from clean and legible type.

The colours were obviously going to be very purple, but I also felt it necessary to add a contrasting dark orange to the palette to create an accent colour that can be applied to break up the sea of purple on promotional materials.

Speaking of which, some sample applications are shown below. Also producing banner artwork and social graphics, with more planned for the future as the business grows.