Contributed by New Zealand-born graphic designer Mike Collinge.
Bosphorus is a business consultancy specialising in customer experience, human resources, IT and small business management with the aim of helping companies become more sustainable, efficient and ultimately profitable.
Bosphorus is named after the stretch of water running through the middle of Istanbul dividing Europe from Asia. Roughly translated, it describes an ox fording a river. A bous (bos) is Greek for ox, and poros (phorus) means to ford or to ferry.
The brief was to create an identity that was friendly, approachable, down-to-earth and pragmatic. A brand that was less “suits and ties” and more your local friendly café. In a sense, somewhere you could go for good simple advice without all the jargon. It also needed to feel at home in an online space given that Bosphorus would have a strong online presense. The Ox was the ideal symbol and solution to personify these values and create the right attitude for the brand. A simple, playful, yet elegant character was devised and from this stemmed the overall brand expression.
The brand toolkit features a reduced colour palette with turquoise as a distinctive primary colour. The tone of voice is plain-speaking and warm complemented by the use of LL Brown (available from lineto.com) for modernity and warmth with Tiempos providing the more professional tone. Overall a modern, bright and differentiated brand identity that stands out with personality and hint of playfulness.