This client approached me in 2023 requesting a logo for their fledgling consulting business, Pachydermos. At its core, Pachydermos furnishes leadership to executives and teams, empowering them to overcome obstacles and attain goals. The name originates from the term “pachyderm” which colloquially refers to animals that possess a thick skin, e.g., elephants, rhinoceroses, hippopotamuses. In the corporate world, having thick skin plays a key role in processing feedback, navigating team dynamics, and effectively moving forward. The client also emphasized the brand values of discipline, trustworthiness, pragmatism, directness, helpfulness, and comfort. Above all, Pachydermos focuses on relationships and incremental progress.
After presenting the client with several logo options, they settled on the iteration below — a “P” stylized as a message bubble. The interior ellipsis suggests ongoing conversation. I paired this bold and simple icon with a sans-serif wordmark of lighter stroke weight (Azo Sans Light), which not only provides visual balance with the icon, but signifies the sophistication and credibility of the client’s service, backed by decades of experience. The client requested green as the dominant logo color. We settled on a refreshing teal. The soft pink complements this hue and humanizes their color palette.
