The logomark features three segments, which represent Chorus, our clients, and the wider technology industries, in addition to a colour gradient based on our new colour palette.
The colour gradient and forward-pointing direction of the ‘arrow’ segments are intended to reflect the transfer of knowledge and expertise from Chorus to our clients, and then to the wider industry, as we continue to raise standards over time and innovate. Ultimately, we want to lead by example and improve the quality of service for businesses everywhere.
The logo and logomark are available both in colour (i.e. for use on white backgrounds), or in full white (for use on backgrounds of other colours).
For our partners who want to use our logo and branding, we have a new set of brand guidelines available on request, as well as our logos in all file formats.
Our new colour palette
Our new primary colour is a dark purple, while our secondary colour is a much brighter purple. These were referred to as ‘Digi Taurus’ and ‘Space Opa’ during design. We chose a bright green as the ‘accent colour’ for our new visual identity, referred to as ‘neo teal’ by our designers. White space will feature prominently across our different materials, while we also use an off-white sparingly.
We wanted this palette to be distinctively digital, approachable and warm.
We feel we have achieved this, keeping enough of the character and personality from our old brand, but with a cleaner and more sophisticated feel. This represents the maturity of our business today and the clients we work with.
Graphic shapes
You will also notice the various graphic shapes we have created to be used throughout our new branding across digital and print. These graphics are based on the outline of our logomark and are animated in various places on our website, symbolising the technological evolution and transformation that our services deliver for our customers.
Iconography
You’ll notice our new visual identity features bespoke iconography, with each icon using our full gradient.
Updated typography
Although the font we use in our brand may not excite everyone, we wanted to move to a new font and make a meaningful choice. We opted for the Rustica font, designed by TipoType. The designers described the meaning behind the font, explaining that: