dot the i's + cross the t's

Logo suite created for a U.S. career consulting practice. This design concept employed a creative play on the idea of "crossing the i's and dotting the t's," reflecting the nature of the professional services industry as a final checkpoint for those looking to have their resumes or CVs reviewed in their search for a new career. Using the color red to indicate places where the t's have been crossed and i's dotted, as well as for the red stroke below the company name, calls to mind the idea of red-pen markups or red-underlined spellcheck corrections associated with a review practice. Using a modern twist on a classic professional typeface, the chosen design was a dynamic and flexible logo suite that could be used cohesively across a variety of platforms and layouts. The initials "tip" play perfectly into the tip-based career services offered and provide a compact emblem for use on social media and digital platforms, while the typefaces are optimized for both print and web use. The "career consulting" below the logo provides a quick indicator of the services the business provides and creates a contemporary balance below the more traditional serif of the main logo.