This logo and business card is for a Brand Consultancy company, so we need to ensure it conveys both the creative (brand) and serious (consultancy) side. I chose "Brand Simplexity" for a reason. The strongest brands in the world make life simple (Google for search, Netflix for entertainment, Amazon for purchase and delivery), but getting to simple is complex work - hence "simplexity" (a slightly made up word) so the design should play in that space of "simplicity through complexity". A tough assignment made tougher by the fact that the card itself should make good use of negative space, cluttered and busy won't do. When someone sees the logo or holds the card I want them to:
Think: "ah, I get it ... simple and complex together is 'simplexity'. Cool."
Feel: "I am refreshed, engaged and a bit stimulated/excited by this brand."
Do: Based on the look and feel of this, I will hold on to this card and perhaps share it with someone.
Getting the balance right between sophisticated (sharp but not stuffy) and lively (spirited, a bit playful, but not juvenile) is key. Bold, confident, memorable - yet simple and not over the top.
For the business card itself I am open to a premium look and will happily incorporate high quality stock, texturing, raised or indented features etc.