Client
The Business Hub
Client Case Study
The Business Hub
Brand refresh and logo redesign for a business support studio helping entrepreneurs streamline their operations. The new wordmark, icon system, and color palette create a modern, professional presence that works across digital, print, and social media.
The Challenge
Refresh an existing logo without losing the heart of the brand.
The Business Hub already had a logo in use, but it felt dated, was difficult to scale, and didn’t fully match the level of professionalism they provide to their clients. Because the project started without a full discovery call, the redesign needed to respect what the owner already liked while quietly solving the technical and visual issues behind the scenes.
- Retain the overall concept of “hub” and connection without a harsh corporate feel.
- Improve readability at small sizes and across different backgrounds.
- Create a logo flexible enough for social media, signage, presentations, and print.
The Approach
Clarify the idea, clean up the structure, and build a mini brand system.
With limited initial direction, I focused on what the brand needed to communicate: support, clarity, and momentum for small business owners. I used the existing concept as a starting point, refining typography, alignment, and icon shapes so the logo would feel cleaner and more intentional, while also introducing a supporting color and type system to unify future materials.
- Audited the original logo to identify legibility and spacing issues.
- Explored updated type pairings that feel modern but approachable.
- Developed a simple icon approach that supports the wordmark instead of competing with it.
The Solution
A flexible logo system that feels polished on every platform.
Primary wordmark with supporting icon
The main logo centers on a clean, confident wordmark for “The Business Hub,” paired with a simple icon that hints at connection and centralization without relying on cliché symbols.
- Typography tuned for clarity on both light and dark backgrounds.
- Balanced spacing for headers, website use, and signage.
- Icon that can be separated when only a small mark is needed.
Secondary marks & social avatars
Alternate layouts were created for tight spaces and social channels, so the brand stays recognizable even when there isn’t room for the full lockup.
- Square and circular avatar versions for Instagram, Facebook, and LinkedIn.
- Initial-based mark for favicons and tiny interface placements.
- Locked in spacing so all variants feel like part of the same system.
Mini brand guideline for real-world use
A streamlined guideline outlines colors, typography, and basic usage so future designers, printers, and virtual assistants can apply the visuals consistently.
- Primary and secondary color palette with contrast checks.
- Headline and body font recommendations with use cases.
- Do/Don’t examples for stretching, recoloring, and background use.
Logo & Applications
Seeing the refreshed brand across digital and print.
The Impact
A sharper, more versatile identity that matches how the business actually operates.
- A refreshed logo that feels professional without losing the original spirit.
- Consistent visuals across social media, documents, and presentations.
- A lightweight brand system that makes future design work faster and easier.