When Proactive Employment & Personnel asked me to design a logo identity and web site for their employer focused recruiting firm, I took a proactive role in developing a complete brand strategy. Proactive being an word that evokes strength and control, we wanted the logo to demonstrate that. And because the business is geared toward industrial job placement, we wanted the logo to have industrial appeal. Using safety orange and blue, colors commonly used in industrial environments, the logotype has clean lines and bold angles to show controlled action. We applied these elements to the business card and letterhead and to the design of the web site. We designed the site as an online brochure outlining their services and expertise, allowing visitors to easily click through each page on the site, and use industrial work environment imagery in the page banners. The star graphic was created to point to Proactive’s ‘star status’ and ability to provide ‘star recruits’ to industry positions.
