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

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