Mentor puts its trust in an identity by Sheppard Day

Sheppard Day has created a logo, strapline and promotional literature for management training company, Mentor.

The revamp, designed to modernise Mentor’s image, was launched at the end of last week.

Sheppard Day account manager Victoria Wright says the specialist training company needed to change a fairly dated identity. ‘[Mentor] wanted a new look but something that was an evolution rather than a violent change.’

Sheppard Day approached Mentor for the job in November. Wright says the consultancy spotted the need for a redesign and Mentor readily agreed.

Mentor claims to improve the performance of managers at big corporations. To illustrate Mentor’s work, Sheppard Day chose to focus on the concept of natural elements that represent potential, such as eggs and seedlings.

‘The identity was designed to reflect Mentor’s ability to release potential in the individuals they train,’ Wright says.

The logo also incorporates a butterfly, designed to depict a sense of metamorphosis. The consultancy created corporate literature, which includes the design of a 20-page brochure.

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