Wayfinder Consulting

Introduction

I was recently approached by Newcastle-based consultant Tony, founder of Wayfinder Consulting, for my freelance logo design services, to support the rebranding of his business. He was looking for a new logo design along with the foundations of a cohesive brand identity that would better reflect both his expertise and the direction of his consultancy.

Wayfinder Consulting helps organisations navigate their digital transformation journeys, supporting businesses as they move from traditional on-premises accounting systems to modern, cloud-based solutions. As a consultancy built around guidance, clarity and forward momentum, the brand needed to visually communicate trust, reassurance and progress.

The Brief

The goal of the logo design project was to create an identity that felt modern, professional and approachable, while clearly connecting to the name Wayfinder. The branding needed to reference the idea of navigation and direction, while also subtly nodding to cloud technology. It was important that the colour palette felt distinct and memorable, yet appropriate for a professional consultancy — something that would inspire confidence and credibility.

The Process

Tony initially suggested incorporating a cloud with a Wayfinder point, which provided a strong conceptual starting point. I always value client input at this stage, as it gives insight into how they see their business. At the same time, I like to explore alternative creative routes to ensure we uncover the strongest possible solution.

I developed three distinct logo design concepts, each approaching the brief from a slightly different perspective. Through collaboration and discussion, we refined the direction and ultimately moved away from the literal cloud idea. Instead, we integrated a subtle wayfinder point directly into the ‘W’ of Wayfinder, creating a more refined and versatile mark that felt intelligent rather than obvious.

Once the logo direction was confirmed, I explored a range of colour palettes to establish the right tone for the brand. After experimentation and refinement, we landed on a confident purple that aligned with the consultancy’s forward-thinking and innovative positioning, while still feeling professional and reassuring.