Benchmark Branding
Benchmark is a female-owned IT service company based in Portland, OR. I had the opportunity to create a brand for Carmen Burns and her company. Carmen seeks to give an invaluable experience to her clients and this brand expresses that.
Identity
The identity of this brand lies in Carmen. She is an intelligent, hard-working, woman. But deeper than that, she is a woman of faith. Since the name Benchmark came to her during a moment of prayer and meditation, I decided to focus a little bit on what faith means. It takes faith to start a company. Faith in yourself and your abilities. Faith in your support system, in your community, and faith in something bigger than yourself.
A circle is a symbol of faith. An arrow moves in whichever direction it is pointing to. When combined with a bow, an arrow must be pulled back in order to shoot forward. This is a powerful thing. Combining these two concepts gets us our logo. This company is based in faith, pushing forward past the benchmark. Carmen will certainly have setbacks in life and on her journey with her own company, but she is going to use these obstacles as motivation to shoot forward. IT is a complex business, so the logo and word-mark are clean and precise.
