Renkert-Thomas Consulting LLC logo

The client requested a logo design for their family business consultancy. The logo needed to incorporate the traditional Family Business Venn diagram, with emphasis on the top "Ownership" circle of the diagram, including where it overlaps with the "Family" and "Business" circles.

Several logo options were developed. This design was chosen both for its fulfillment of the brief, and the fact that it could be interpreted visually in two other ways: one, a new bud emerging from leaves; and the other, a sun rising or setting behind hills, with a road leading toward the horizon. Both visual themes emphasize transition and growth—two key characteristics of successful family businesses.

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Renkert Thomas Consulting, LLC logo. © 2018 Renkert Thomas Consulting, LLC.

Renkert Thomas Consulting, LLC logo. © 2018 Renkert Thomas Consulting, LLC.

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