Company

British American Tobacco (BAT) is a British multinational company that manufactures and sells cigarettes, tobacco and other nicotine products.

The Challenge

I was presented with an opportunity to create a new logo mark for an internal campaign called Legacy of Leaders. Directly collaborating with the former Global Director of Human Resources; Giovanni Giordano, we discussed the current attempts that major design agencies had presented that he had rejected. As the main stakeholder he had wished for a non-hierarchical image, one that showed collaboration and didn’t depict “winning” or “getting ahead”.

Process and Roles

During the ideation process I took a visit to Milton Keynes and upon seeing Wendy Taylors “OCTO” sculpture I started looking at the infinity symbol and playing around with scale and 3D perspectives. The idea of this stage was to see how far I could push the icon without losing meaning. After several iterations I settled on using an abstract logo mark demonstrating two people actively participating in a continuous feedback loop.

Going Forward

I presented Giovanni the logo design, he met it with complete success and excitement, desiring the logo mark to be used across all internal branding.

Style Guide

Display Type

Georgia

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

Body Type

Arial

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

Colour Palette

#ffbb01

#172962

#ffffff

#333333