The Speakers Bureau is the third of PenFed’s brands, alongside the Foundation and the Credit Bureau. When developing the brand guidelines and logo, our goal was to give the Speakers Bureau its own visual identity while also presenting it as part of the PenFed family.
We designed the logo with the same typography and Pentagon element used in the other PenFed symbols for consistency with the other brands. Creative Cycle and the Speakers Bureau explored different color options — initially using pink to reflect Cedric’s focus on heart and family. But after more in-depth discussion, our teams chose red and blue to tie the Bureau to the Foundation better.
Together, we also ensured the logo design reflected a unique set of values. We placed a microphone icon at the center to communicate a central focus on speakers, while the Pentagon represented a focus on veterans. Because inclusion is a core value of the Speakers Bureau, we used different-colored triangles to reflect the diversity of its speakers. Once everyone agreed on the final logo design and brand guidelines, Creative Cycle began working to develop a branded website. In developing the guidelines and logo, we were actually developing a larger concept — one that would be reflected in the Speakers Bureau website, its external communications and the services it provides. For consistency with the other brands, we designed the logo with the same typography and Pentagon element used in the other PenFed logos. Creative Cycle and the Speakers Bureau explored different color options — originally using pink to reflect Cedric’s focus on heart and family. But after more in-depth discussion, our teams chose red and blue to better tie the Bureau to the Foundation.