As we embarked on a new project with banking software developer Baker Hill, they approached us for help with their logo, and subsequently with their brand guidelines, color palette, styles, templates, and other brand elements.
Their previous logo featured a green color that had display and consistency issues, and received a mixed response (too "neon green"). Additionally, the small arrow was too small compared to the text to make it work well for embroidery, etc. Finally, the type setting had spacing issues between the characters - tighter on "baker" and wider on "hill."
The new logo addresses issues with character spacing, arrow size, and embraces a more straight diagonal line for the "ill" to represent a bar graph rather than a curved line. Additionally, the green color is more modern and two-toned for more options.