Lead To is a governance and leadership delivery, advisory, and training practice, supporting boards and executive leaders across the social sector in the UK. They had a brand identity, but felt that it didn’t project the right level of professionalism and leadership that they provide to their customers, and therefore needed a new identity that communicated a new high-level approach that was meaningful and evoked a transformational idea.
www.leadto.co.uk

The brand identity

The design of the new brand identity uses the idea of transformation with a square changing into a circle and creating an arrow shape in the middle, which then forms the brand communication throughout. The typeface uses a clean and modern style that communicates a professional and forward-thinking approach, while presenting a friendly and inclusive personality.

The colour palette

The brand’s primary colour is dark navy, which helps present a strong, trusting, and professional base that is consistent throughout. It is supported by a muted turquoise, the signature colour, giving it a clean and bright tone. The brand identity is also supported by 4 secondary colours which highlights the organisation’s process.