A bold rebrand for a development consultancy that means business

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Ellipsis is known for its ability to get things done and is a compelling alternative to its more traditional corporate competitors. Its confidence, enthusiasm and bespoke approach tick the right boxes for the plc housebuilders it works with.

After commissioning several logos over the years – none of which ‘felt’ right – it was time to work on finding the right brand personality. As part of a complete overhaul, I designed a comprehensive visual identity to consistently represent Ellipsis everywhere it interacts. Ellipsis’ spark is its no-nonsense approach, and the rebrand reflects this, expressing the company’s expertise to appeal to their conservative audience.

The ellipsis punctuation mark (…) adds dramatic effect to writing. This, together with the dots that make it up, is a key influence on the new visuals celebrated by the logo. The entire identity is united through the consistent use of circular graphics. A geometric ‘joining the dots’ pattern shows momentum and connection, while simple, bold typography aligns with the way Ellipsis works.

For mood, a bright colour palette – used selectively, so as not to alienate the company’s conservative audience – adds energy and attitude. Neutral black and grey keep things grounded, and the vibrant identity features are balanced out with a clean design style and ordered grid system that radiate professionalism.

Ellipsis means business; it’s a dynamic consultancy. Now it looks the part, too, with its punchy and bold new brand aesthetic. Most importantly, this is a look that will stand the test of time. The identity has been used to build out cohesive communication materials and is enhanced by fabulous photography that adds real character.

Branding photography by Liz Riley