The logo is based on the ultimate symbol for communication: a text bubble.
Two merged bubbles visualise two visions/opinions/messages influencing-, linking- and/or transforming into each other. The six facets represent different points of view, the pealing of an onion to get to the core; an “eye”, referring to visual communication. The gradually more cursive placed characters of the word verandercommunicatie (change communication) hint at accelerating progression in the process. Three color schemes were selected resulting in a variety of colour variations to use at random, as constantly changing colors represent the ongoing process that change communication often is, unexpected and rarely predictable.
Huib Koeleman verandercommunicatie
When approached by Dutch communication guru Huib Koeleman to develope the visual identity for his agency, Huib told me he wanted a symbol with clear recognition, representative of his activities in the field of change communication. He requested the use of strong colors throughout the identity with a strong personal preference for purple and… “something with movement!”. A young feel, but clean and reliable at the same time, so it would be appealing to several target groups in varying ages.