Search
 

Yellow Corporate Identity Design

A bold, confident new logo to be used as part of an overall branding push that will incorporate company brochures, stationary and website.

Yellow approached me as part of their corporate restructuring process, moving from a rail operations focused start-up to a multifaceted consultancy, services, operations and engineering.

 

The key to this transition was to shake the useful but single-minded “Yellow Rail” brand that had grown to just “Yellow”, encompassing four new businesses which form part of the whole. 

 

Seeking a new corporate logo and branding as a first stop, Yellow had a good idea of what they were aiming to achieve: 

 

The objective is to completely ‘re-brand’ under a ‘Yellow Group of Companies’ banner to focus stakeholders on the core brand (Yellow) and not the individual sub-brands (the individual companies). This approach requires some real thought as to how this can be achieved.

 

The branding has to play on the company name through its colour, with a Yellow ‘theme’ being consistent throughout all branding material.

 

Brand Solution

I developed a bold, confident new logo to be used as part of an overall branding push that will incorporate company brochures, stationery and website.

 

Utilising a strong shade of yellow as a base, the logotype is clean and clear, accompanied by a rail themed logo mark termed “Continuity”, a mix of track and tunnel iconography and pressing the full circle service Yellow provides its clients. I also developed sub-brands for use across materials.

 

Yellow Expansion

Over the 10 years, I’ve worked alongside Yellow they have continued to grow building services and engineering contracts to the rail industry both freight and passenger. 

 

Yellow has created niche engineering solutions to enable rail companies to keep fleets on the tracks and extend the service life of expensive rail assets.

 

Moving to their current facility in 2019 on Pride Park, Derby, where I’ve continued to develop the brand working most recently on a website refresh and the building signage.