Common Group is a consulting agency that works with foundations, non-profits, and mission driven companies to enable economic opportunity through collective action in education. We built them an uplifting brand identity focused on embodying the company’s ambitious mission to design & lead impactful programs for job seekers that are traditionally ignored by the system.
For the primary and secondary logos, we used a serif font with compelling angles to indicate an upward mobility and progress for those impacted by the work of Common Group. Lowercase characters were used to keep the brand rounded and approachable. Typeface customization further pulls the brand away from being associated as common or everyday. The “m” characters were connected to bring in the idea of a shared commons. The leaning “o”s symbolize a venn diagram, to represent what humanity shares in common, and became the primary submark for the brand. The oval shape also helps further emphasize the unique offerings of Common Group, as opposed to the use of a common circle, and could be perceived as a fingerprint.
