Visual identity for Sustainable Business Estonia (KELL)

The client was the newly established Sustainable Business Estonia (KELL), which was born from the merger of two existing organizations – the Responsible Entrepreneurship Forum and the Social Enterprise Network. The project developed a new visual identity that reflects the activities and values of the new joint organization.

PURPOSE
There was a need to create a unified and eloquent brand that would connect the concept of sustainability with the symbolism of time-criticality and long-termism, while maintaining the image of high business ethics that is important to the members of the association.

APPROACH
The work began with an analysis of KELL’s value proposition and messages, based on which a concept was developed, where the shape of a clock connects the meanings of time and process both directly and figuratively. The visual identity was formed through the choice of logo, color palette and typography – details resembling an arrow and clock hands symbolize moving forward into the future and the coming together of many parties. During the design process, brand elements and instructions for use for various use cases were also prepared.

RESULT
The completed brand reflects KELL’s core values, which are clarity, responsibility and business ethics. The design is simple, yet layered – a recognizable watch at first, the deeper meaning of which is revealed upon closer inspection. The created brand book ensures that KELL’s visual language is consistent and flexible in different contexts, thereby supporting the organization’s position as a leader in sustainable entrepreneurship in Estonia.