Novartus’ identity born of Immaculate Conceptions

Immaculate Conceptions completed a new corporate identity for recruitment consultancy Novartus last week, as part of a design revamp believed to be worth close to a six-figure sum.

On Wednesday, the consultancy group was also appointed to work on stationery, style and branding for ads and the Novartus website, due to go live next month.

‘We had a logo and style that we were unhappy with, that we felt was rather cold and impersonal. It was a sharp, pointed star,’ says Novartus managing consultant Tom Longland.

‘We felt that the new identity had to project three things, a degree of professionalism, that people are the centre of our industry and that we are a friendly and approachable organisation,’ he adds.

The new identity, launching in two weeks, is in the shape of a star to reflect the Latin name of the company, which means ‘the continual growth of a new or rising star’, according to Immaculate senior designer Kevin O’Connor.

Immaculate developed star designs in a variety of media, including ink, paint, biro and Tipp-Ex. The final logo consists of a continual stroke that was intended to have human as well as stellar aspects to it, explains O’Connor.

Particular attention was paid to the typeface, which is a modified version of the Forever Two font. It was tweaked to reflect classical letterforms, drawing from lettering on sculpture and the Parthenon, says O’Connor.

Immaculate won the Novartus identity project without a pitch earlier this year.

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