Druid sacrifices old logo for Henge look

Blueprint has designed a new corporate identity for management consultancy Druid.

The Kew consultancy used a “Henge symbol” to denote strength and stability, according to Blueprint’s creative director Mike Axford.

“Druid was established on the Summer Solstice – 21 June 1987 – and the identity evolved from its druidic associations. The image has been pared down to produce a clean, modern and effective motif for the 21st century,” says Axford.

Blueprint was briefed to create an image which would express the company’s key message and a strong, dynamic corporate culture.

The identity, unveiled this week, has been implemented across a range of stationery and literature, including corporate brochures, company module leaflets, report and accounts and exhibition materials.