Created the logo and preliminary brand assets for Fledge, an HR & operations consulting business with a focus on Seed to Series C stage tech companies to help them go from startup to scaleup.
The name and imagery are based on the idea of fledge, when a young bird develops sufficient feathers and wings to take flight. Similarly, Fledge is oriented around helping early stage companies to tackle the work they need to do in order to reach their next stage of development and growth.
We explored visuals with plant-like gestures and growth motifs. Brand assets and initial sketches below.
Social media banners with and without the logo. Part of the aim of the icon design was to have something we could use as recurring, geographic shape motifs across other brand elements.
Quick brand sheet with color and type recommendations.
Early sketches along with two main directions we explored.