Hattonneale is an Australian specialist board search consultancy established over a decade ago by Anne Hatton and Jane Neale. They work as trusted partners with clients and candidates at the board level, so it was essential their brand communicated a sense of prestige. The old logotype had been designed a few years before and incorporated a ‘double-plus’ motif. Whilst we believed the original logo idea was still sound the design styling and application needed updating.
Within the original logotype, the double-plus icon played a relatively small but important role. It represented the two founding partners, how they connect with clients and candidates and the ‘added value’ they offer board level recruitment. However, when separated from the logotype it lacked visual impact and resembled two religious crosses side by side.
We saw an opportunity to improve impact and meaning and visualise how Hattonneale find those who guide organisations to succeed. We completely restyled the logotype with bolder custom typography and a symmetrical double-plus icon which looked good when used independently from the logotype. Additionally, our new icon suggested an abstracted ‘H’ for Hattonneale. We animated the icon to illustrate how they work with clients and candidates, redesigned a suite of operational symbols, a new colour palette and look and feel which echoed the rounded styling of the logotype.
Our evolved brand and digital execution enabled Hattonneale to grow their position as Australia’s premier board level recruitment specialist.