Kinetic helped Waypoint Consulting define their unique Brand Energy Formula, which included the felt needs of "Control" among others. The corporate logo design utilizes a simplified compass arrow to show that the company provides direction (which is Control) for their clients in managing a successful project.
The arrow, which is integrated into the "W" letter form of the "Waypoint" logo design creates not only a unique logo in and of itself, but it creates a distinctive "W" mark can be used alone to represent the company in a creative way. While an arrow symbolizes direction, it is also an uplifting and positive image that pulls people in and engages them to want to hear more of the company's story.
Kinetic believes that the simplest logo designs make a stronger impact on people than an intricate, overcomplicated logo that tries to communicate too many things. Kinetic's own Brand Energy process helps identify what people are looking for so logos can be designed to captivate an audience.
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