Identity for Roller Strategies Ltd, a professional services firm focused on next-gen solutions to the world's most complex challenges.
Logotype: Roller word is based on Mr Eaves Modern Heavy. The word has been then outlined, and some changes made to create a more distinctive visual result. Strategies word is set in Mr Eaves Modern Light.
Mark: the mark is based on agile prototyping concept. Study of context and problem > Prototype > Test > Refine > Repeat till it works > Final Solution. The mark is used in its simpler form with the logotype to create the signature, but can be used with an R inside as a kind of trademark, "Made by Roller". The space between lines is first wide, then lines get closer and closer. The idea is to convey a sense of acceleration: the process starts slowly, but the solution comes out "at full speed".
Signature: logotype + mark. Two versions, vertical and horizontal, both with and without the motto.
