Logo design: A smart choice

Project type: Graphic design /
branding / Logo design
Location: Stamford, Lincolnshire


Why design was commissioned by new transport consultancy, The Smarter Choice Consultancy, for a logo design and business branding project.


"I couldn't be more pleased with the branding Why Design created for The Smarter Choice Consultancy. The vibrant colours and sense of fun brought by the dots in our logo design which turn in to walking, cycling, bus and car share icons perfectly represent the fresh and innovative approach we bring to sustainable transport consulting."

Beth Hiblin, Director, The Smarter Choice Consultancy


The Smarter Choice Consultancy is an expert in travel behavior change. They help local authorities and nationwide organisations implement sustainable travel programs, which educate the local population about sustainable transport, and encourage them to choose an alternative form of transport on a daily basis. The four modes of transport typically associated with this process are; driving, cycling, public transport and walking.


We were briefed to represent each of these modes of transport in the logo design and to also create a design that was fresh, modern, approachable and friendly.


"Why Design used the branding on a suite of document templates which they set up for us - so we always appear professional without having the expense of printing stationery. Del, the designer we worked with, was always full of great suggestions but also took on board my own ideas and needs so I felt like a collaborator in the design process and as if the branding is truly representative of me - which makes me proud whenever I hand out my business card!"

Beth Hiblin, Director, The Smarter Choice Consultancy

The chosen logo design became the basis of the consultancy's branding (1). The primary logo consisted of the logotype that used a soft rounded font to convey the feeling of approachability and friendliness. It also included a supporting graphic, the four pairs of dots, which use fun, vibrant colours and represent the four modes of transport.


However, the dots are also used as part of a secondary logo that further illustrates the four modes of transport. The transition between the primary and secondary logo is best illustrated with their business card (2). The front contains the primary logo and when turned over, the four dots remain in exactly the same position to display the secondary logo. This transition continued across all their stationery.


Finally, a suite of stationery templates were created in Microsoft word. This maintained a visual consistency when using documents digitally but also saved on costly print runs by printing them as needed on the office printer.


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Next steps...


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